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.

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).