Gravity Game Tech Company Limited
Maximizing NTL user acquisition and ROAS efficiency with Smart+
The objective
Driving success for the new title launch
Gravity is a Korean game company founded in April 2000 and a global gaming company listed on the NASDAQ. Gravity’s flagship IP, Ragnarok, has over 120 million global accounts as of 30 June 2021. Gravity Game Tech, a subsidiary of Gravity, launched its latest mobile game, The Ragnarok, in eight countries across Southeast Asia on October 31, 2024. The game achieved remarkable success, receiving praise and positive feedback from players.
Gravity Game Tech turned to TikTok to enhance the launch campaign. The studio aimed to acquire new users within its target cost-per-install (CPI) budget while maximizing return on ad spend (ROAS).
The solution
Optimizing The Ragnarok's launch with TikTok's full-funnel advertising campaign strategy
Gravity Game Tech created a full-funnel advertising campaign to optimize the installation and promotion of Ragnarok during its launch in the Southeast Asian markets (Singapore, Malaysia, Indonesia, the Philippines, and Thailand).
The team employed three different app promotion strategies: mobile app installation (MAI), in-app event optimization (AEO), and value-based optimization (VBO). MAI targeted the top of the funnel, driving users to download and install the game. The team then used AEO to retarget those who had already installed the app, encouraging them to make purchases and create characters. Gravity Game Tech complemented MAI and AEO with VBO to find the highest-value audiences. They further leveraged Smart+ to maximize AEO and VBO's impact on Android and iOS, and improved the iOS campaigns with Advanced Dedicated Campaign (ADC).
Smart+ is TikTok's proprietary AI tool that automates audience targeting, optimization, and creative across campaigns to help achieve performance goals. Gravity Game Tech used its own creatives, developed in-house specifically for TikTok.
The Results
Smart+ strategy surpasses launch goals
Gravity Game Tech's full-funnel app install and promotion strategy with Smart+ achieved better results than its target KPIs. In the first 14 days, it secured 388k installs across five markets at an average cost of $0.40 per install—59% lower than its target of $1 per install.
The company successfully launched Ragnarok in the Southeast Asian market with a lower CPI and achieved 90% of its ROAS target, which was 50% of their goal. Buoyed by these strong results, Gravity Game Tech increased its campaign spending by 1.8x to capitalize on the successful launch of its new title in the Southeast Asian markets.
We are quite impressed with TikTok's performance. The install campaigns were highly effective for Android due to strong CPI results, while we achieved exceptionally high ROAS on iOS, thanks to the Smart+ solution. We are thrilled that TikTok helped us exceed our KPIs for this new title, making the campaign a great success overall!