{"id":2602,"date":"2022-10-27T09:09:21","date_gmt":"2022-10-27T09:09:21","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=2602"},"modified":"2022-12-22T13:07:20","modified_gmt":"2022-12-22T13:07:20","slug":"re-engagement-case-study-nexon-dungeon-fighter","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/2022\/10\/re-engagement-case-study-nexon-dungeon-fighter\/","title":{"rendered":"How We Increased Purchase CVR by 186% for Nexon&#8217;s Dungeon&#038;Fighter Mobile"},"content":{"rendered":"\n<h4 style=\"font-size:15px\"><a href=\"https:\/\/content.cdn.personaly.bid\/case_studies\/Nexon_Dungeon%26Fighter_Mobile_Re-Engagement_Case_Study.pdf\" target=\"_blank\" rel=\"noopener\" title=\"\">Download the PDF version of the case study<\/a><\/h4>\n\n\n\n<p><\/p>\n\n\n\n<h2><strong>Campaign Goals<\/strong><\/h2>\n\n\n\n<div class=\"is-layout-flex wp-container-3 wp-block-columns\">\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:25%\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/10\/DungeonFighter-reengagement-case-study1.png\"><img decoding=\"async\" loading=\"lazy\" width=\"203\" height=\"204\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/10\/DungeonFighter-reengagement-case-study1.png\" alt=\"Dungeon&amp;Fighter re engagement strategy case study\" class=\"wp-image-2634\"\/><\/a><\/figure><\/div><\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:75%\">\n<p> <\/p>\n\n\n\n<p><a href=\"https:\/\/persona.ly\/\">Persona.ly<\/a> worked with <a title=\"\" href=\"https:\/\/www.nexon.com\/main\/en\" target=\"_blank\" rel=\"noopener\">Nexon<\/a>, a South Korean gaming giant owning over 45 gaming titles, including MapleStory, Sudden Attack, and KartRider, to re-engage users of one of their top MMORPG titles &#8211; <a title=\"\" href=\"https:\/\/play.google.com\/store\/apps\/details?id=com.nexon.mdnf&amp;hl=en&amp;gl=US\" target=\"_blank\" rel=\"noopener\">Dungeon&amp;Fighter Mobile<\/a>.<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2>Results at a Glance:<\/h2>\n\n\n\n<div class=\"is-layout-flex wp-container-6 wp-block-columns\">\n<div class=\"is-layout-flow wp-block-column\">\n<p><\/p>\n\n\n\n<p class=\"has-text-align-center has-x-large-font-size\"><strong>186%<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">FTD CVR increase within 3 months<\/p>\n<\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\">\n<p><\/p>\n\n\n\n<p class=\"has-text-align-center has-x-large-font-size\"><strong>&gt;500<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">Creative variations tested,<br>significantly lowering the cost per conversion<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2>Campaign Goals<\/h2>\n\n\n\n<ul>\n<li>Re-engage churned payers at the<em> most opportune time<\/em> to motivate them to make additional purchases.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Bring the churned users who haven\u2019t made purchases back to the app and convert, exposing them to newer content in the game and eventually<em> converting them into paying customers<\/em>, generating FTD event (First-Time Deposit).<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2>Process<\/h2>\n\n\n\n<p>When we started running the <a href=\"https:\/\/persona.ly\/programmatic-re-engagement\">re-engagement campaigns<\/a> for Dungeon&amp;Fighter Mobile, our initial approach was to target all churned users that haven\u2019t been active for at least 7 days.<\/p>\n\n\n\n<p>Using <strong>Dynamic Audiences<\/strong> we quickly generated a segment of newly churned users to re-engage. The continuous data sharing and Persona.ly\u2019s capabilities to update the Dynamic Audience in real-time, allowed us to keep the audience segment constantly up-to-date by adding freshly churned users and suppressing the targeting of users that re-engaged organically while avoiding manual operations on both Nexon and Persona.ly\u2019s sides.<\/p>\n\n\n\n<p>The initial campaign setup generally targeting churned users already put the campaigns well above the KPI as our targeting algorithms quickly found the best time and placements for re-engaging with users, driving the engagement costs down rapidly and leading to positive <a href=\"https:\/\/persona.ly\/glossary\/performance-metrics\/the-cornerstone-kpis-for-mobile-ua\/\">ROAS<\/a>.<\/p>\n\n\n\n<p>Over time, as we gathered enough samples, the target for our algorithms shifted towards increasing the ROAS, which shifted our targeting algorithm to also factor the probability of users making additional purchases, which lead to a significant increase in our payer conversion, as shown in the graphs below.<\/p>\n\n\n\n<div class=\"is-layout-flex wp-container-9 wp-block-columns\">\n<div class=\"is-layout-flow wp-block-column\">\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/10\/dynamic-audiences-segmentation-tool.png\"><img decoding=\"async\" loading=\"lazy\" width=\"477\" height=\"368\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/10\/dynamic-audiences-segmentation-tool.png\" alt=\"dynamic audiences segmentation tool\" class=\"wp-image-2614\"\/><\/a><figcaption class=\"wp-element-caption\"><em><strong>Persona.ly&#8217;s Dynamic Audiences feature in action<\/strong><\/em><\/figcaption><\/figure>\n<\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\">\n<p>By <em>slicing and dicing<\/em> in-app event activity data, our proprietary segmentation engine allows us to identify, define and test performance across various audience segments for re-engagement campaigns. It enables any of our partners to run effective re-engagement campaigns without any additional costs and eliminates the need to use a third-party service.<\/p>\n<\/div>\n<\/div>\n\n\n\n<h3>Scaling<\/h3>\n\n\n\n<p>As soon as the model focusing on ROAS was established and robust, our extensive reach, processing over 1.8M in-app ad auctions per second allowed us to maintain strong performance at a high scale.<\/p>\n\n\n\n<p>Ad-hoc analysis of the targeting algorithm generated specifically for Dungeon&amp;Fighter Mobile informed us that a key feature that increases the likelihood of a user making purchases is the usage of high-end devices (expressed by having more RAM capacity and a higher Pixel-Per-Inch ratio), which aligned well with the context of the title.<\/p>\n\n\n\n<h2>Campaign Results<\/h2>\n\n\n\n<h3>FTD CVR and Campaign Scaling<\/h3>\n\n\n\n<p>Once enough sample data was collected for our ML models to classify the users who are likely to convert by making a first purchase and non-converting users, the payer conversion began to steadily increase as campaigns scaled up.<\/p>\n\n\n\n<p class=\"has-small-font-size\">As can be seen in the graph, over the course of fewer than two months scale increased by 250% while payer conversion doubled.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/10\/Performance-reports-4.png\"><img decoding=\"async\" loading=\"lazy\" width=\"806\" height=\"430\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/10\/Performance-reports-4.png\" alt=\"Programmatic re-engagement performance\" class=\"wp-image-2635\"\/><\/a><\/figure>\n\n\n\n<h3>Scale &amp; Payer Conversion Over Time<\/h3>\n\n\n\n<p>While re-engaging churned payers is the easier part of the task, the main problem was sifting through the churned users that had not purchased before and re-engaging with those who have a higher probability of turning into paying customers.<\/p>\n\n\n\n<p>Ad-hoc analysis showed that the most important factor increasing the likelihood of a purchase being made was the time passed since the user&#8217;s last engagement &#8211; how \u2018freshly churned\u2019 he was, the shorter the time passed, the higher the conversion rate. As soon as our targeting algorithms realized this relationship, we started to bid more efficiently and our performance improved dramatically.<\/p>\n\n\n\n<div class=\"is-layout-flex wp-container-12 wp-block-columns\">\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:60%\"><div class=\"wp-block-image\">\n<figure class=\"alignleft size-full\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/10\/Performance-reports-2.png\"><img decoding=\"async\" loading=\"lazy\" width=\"385\" height=\"407\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/10\/Performance-reports-2.png\" alt=\"Days from last engagement effect on Payer Conversion\" class=\"wp-image-2620\"\/><\/a><\/figure><\/div><\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:30%\">\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p style=\"font-size:19px\">As can be seen in the graph, the conversion rate for users that churned 7-8 days before re-engaging with them converted <strong>almost x5 <\/strong>higher than users that churned 21 days ago or more.<\/p>\n<\/div>\n<\/div>\n\n\n\n<blockquote class=\"wp-block-quote\" style=\"font-size:16px\">\n<p><img decoding=\"async\" loading=\"lazy\" width=\"188\" height=\"188\" class=\"wp-image-2622\" style=\"width: 150px;\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/10\/amychung-1.png\" alt=\"\"><\/p>\n\n\n\n<p>\u201cDespite the time difference, the Persona.ly team offered responsive support and made sure to meet our goals &amp; KPIs, and worked professionally, providing us great results. Our team considers Persona.ly as one of our <a href=\"https:\/\/persona.ly\/programmatic-dsp\">main DSP <\/a>retargeting platforms as it outperformed in KR titles in general. We\u2019d love to cooperate further and see how the campaign would perform globally too.\u201d  <\/p>\n<cite>Amy Chung, Global User Acquisition Team at Nexon<\/cite><\/blockquote>\n\n\n\n<h2>About Nexon<\/h2>\n\n\n\n<p>Founded in 1994, NEXON Co., Ltd. (Nexon) (3659.TO) is a company engaged in the production, development and operation of online games and Virtual Worlds. First listed on the Tokyo Stock Exchange in December 2011, Nexon was placed on JPX400 in 2015 and added to the Nikkei Stock Index 300 in 2017. In 2020, Nexon was added to the Nikkei 225. Nexon currently has more than 45 live games on multiple platforms including mobile and available in more than 190 countries. Major game franchises include MapleStory, KartRider and Dungeon&amp;Fighter. In 2021, Nexon completed the acquisition of Embark Studios AB, a company based in Stockholm, Sweden, developing multiple projects for global release.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\" style=\"font-size:16px\">\n<p><img decoding=\"async\" loading=\"lazy\" width=\"197\" height=\"197\" class=\"wp-image-2623\" style=\"width: 150px;\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/10\/Mask-group.png\" alt=\"gal koragi Head of Operations @ Persona.ly\"><\/p>\n\n\n\n<p>\u201cEver since the start of our cooperation with Nexon, it was clear that the team consists of extremely savvy professionals, and it\u2019s always been a pleasure to work with them. Early on in the relationship we managed to establish mutual trust which yields a fruitful partnership and great campaign performance to this day.\u201d<\/p>\n<cite>Gal Koragi, Head of Operations at Persona.ly<\/cite><\/blockquote>\n\n\n\n<h2>About <strong>Persona.ly<\/strong><\/h2>\n\n\n\n<p><a href=\"http:\/\/persona.ly\/\">Persona.ly<\/a> is a mobile-first DSP operating worldwide. Using our proprietary bidder and machine-learning algorithms, we offer transparent, performance-driven, highly-targeted UA and retargeting solutions at scale with access to over 1.5 Million ad auctions per second. We are trusted by CoinDCX, Games24x7, Ubisoft, Tilting point and many others.<\/p>\n\n\n\n<p><a href=\"\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Persona.ly (opens in a new tab)\">Persona.ly<\/a> strives to be more than just a vendor for its partners, but a partner that helps generate actual value, growth, and broad marketing insights that can be used across channels.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Download the PDF version of the case study Campaign Goals Persona.ly worked with Nexon, a South Korean gaming giant owning over 45 gaming titles, including MapleStory, Sudden Attack, and KartRider, to re-engage users of one of their top MMORPG titles &ndash; Dungeon&amp;Fighter Mobile. Results at a Glance: 186% FTD CVR increase within 3 months &gt;500 &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/persona.ly\/blog\/2022\/10\/re-engagement-case-study-nexon-dungeon-fighter\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;How We Increased Purchase CVR by 186% for Nexon&#8217;s Dungeon&#038;Fighter Mobile&#8221;<\/span><\/a><\/p>\n","protected":false},"author":17,"featured_media":2628,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[297],"tags":[181,1178,904],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Increasing Purchase CVR by 186% for Dungeon&amp;Fighter Mobile<\/title>\n<meta name=\"description\" content=\"Read how Nexon, a South Korean gaming giant owning over 45 gaming titles, re-engaged users of one of their top MMORPG titles.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.ly\/blog\/2022\/10\/re-engagement-case-study-nexon-dungeon-fighter\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How We Increased Purchase CVR by 186% for Nexon&#039;s Dungeon&amp;Fighter Mobile | Persona.ly DSP\" \/>\n<meta property=\"og:description\" content=\"Persona.ly worked with Nexon, a South Korean gaming giant owning over 45 gaming titles to re-engage users of one of their top MMORPG titles - 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