Mumbai: Moloco has announced a successful collaboration with global game publisher KRAFTON. The partnership saw KRAFTON leverage Moloco’s Connected TV (CTV) advertising solution in conjunction with LG Channels, which boasts a substantial audience base in India, to promote the launch of ‘CookieRun India’ in the local market. This collaboration demonstrated the efficacy of CTV advertising in extending reach to new users and achieving high retention rates.
KRAFTON, known globally for blockbuster titles like PUBG: BATTLEGROUNDS, has made significant inroads into the Indian market with localized versions of its games, such as Battlegrounds Mobile India (BGMI). Building on this momentum, the company recently launched CookieRun India, a tailored version of the globally popular CookieRun series by Devsisters, designed specifically to cater to the rapidly growing Indian gaming community.
As part of the launch strategy for CookieRun India, KRAFTON sought to explore new advertising channels that could effectively reach a wider and more diverse audience. While traditional TV commercials (TVCs) have been effective in raising brand awareness, they have limitations when it comes to measuring performance. In contrast, KRAFTON embraced Moloco’s CTV advertising solution, which not only enabled the company to reach a broader TV audience but also provided precise performance measurement capabilities.
Moloco’s CTV solution allowed KRAFTON to target hard-to-reach audiences outside of mobile apps, offering a crucial advantage in campaign measurement through a Mobile Measurement Partner (MMP). The campaign was delivered through LG Channels, a free, ad-supported streaming TV (FAST) service, which integrates seamlessly with Moloco’s platform. The CookieRun India ads were prominently featured across a variety of popular free channels, including major networks like NDTV and India TV, allowing KRAFTON to tap into a TV audience that was previously difficult to access. This also enabled the team to measure campaign performance with remarkable accuracy.
The results speak for themselves: 22% of users acquired via Moloco’s mobile app campaigns were also exposed to CTV ads. These users showed more than double the Day 1 (D1) retention compared to those acquired through app ads alone. Furthermore, about 14% of the users reached through the CTV campaign were identified as entirely new audiences. The D1 retention of these users was 20% higher, and their Day 7 (D7) retention was 37% higher compared to those acquired through the app campaign.
Sangbum Kim, Head of the India Performance Marketing Team at KRAFTON, said, “Moloco’s CTV advertising maximizes campaign efficiency through a data-driven approach and differentiates itself from traditional TV advertising by enabling performance measurement. The users acquired through the CTV campaign have shown high retention, proving its potential as a new and effective marketing channel. We expect it to have a positive impact on our future campaign strategies.”
JaeKyun Ahn, Korea Country Manager at Moloco, added, “This collaboration has demonstrated that CTV advertising is an effective way to reach TV audiences that are difficult to access through mobile app ads, while also enabling advertisers to accurately measure performance. By leveraging CTV channels alongside mobile app campaigns, advertisers can further expand their reach, and this can also serve as a key marketing strategy to acquire high-value users, especially when launching new games.”
