"When I realized that, in America, it was necessary to acquire users that would deliberately download the game and enjoy it, rather than relying on a passive influx like ad network, a YouTuber campaign became an alternative."
PONOS Corp.
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"The Battle Cats" Quality Users Acquisition Campaign through foreigner YouTuber

Since the release of smash hit game app "The Battle Cats" in 2012, PONOS Corp. has gathered as many as 16 million users. On September 17th 2014, the English version was released, anticipating even further expansion to overseas.

In Japan, the game frequently occupies the top ranking positions of both platforms - Google Play/iTunes -, but in the US, it had some difficulties related to cultural differences, falling short of its ROAS (Return On Advertising Spend) target. As a type of game that becomes truly interesting only after some stages are accomplished - not from the beginning -, its persistency rate in cultural spheres that are not very patient was also declining more rapidly than in Japan.

What made you feel like using iCON CAST?

When I realized that, in America, it was necessary to acquire users that would deliberately download the game and enjoy it, rather than relying on a passive influx like ad network, I created expectation over YouTuber campaigns.

A fact worth mentioning is that initially, the number of downloads from the URL pasted on the video description field was about 100 per day, but afterwards, the number of users who watched the YouTube video, searched for the app and downloaded it increased several times fold (as a result, the CPI was about half of that of ad network.)

We learned that, right after watching a video on YouTube, many users tend to watch other videos, but there is also an extremely high number of viewers who then make a search followed by a download instead. It is believed that the behavior of actively making a search is connected to the high persistency rate (several times higher than that of ad network).

Summary of this campaign

Campaign objectives

  • Acquiring efficient users
  • Acquiring high quality users

Campaign results

  • Number of downloads: (Before publishing the video) A few thousand cases/day → (After) Tens of thousands downloads/day
  • CPI rate: about half of that of ad network
  • User persistency rate: several times of that of ad network

Campaign period

  • December 2014 ~
  • Unlike common publicity campaigns, the video will be permanently stored on YouTube.

Companies that have received requests

PONOS Corp. is a game content company located in Kyoto, whose core business is applications for smartphones. Since its foundation in 1990, it has been delivering quality content in each platform it has shifted from, such as family games, feature phones and smartphones.
PONOS Corp. >

The video of this campaign

Look at YouTubers
Number of currently registered YouTubers: 4420