Expanding the player base and paying audience
Bytro Labs is a German game developer and publisher specializing in online strategy games. One of its most famous titles, Conflict of Nations: World War 3, developed in partnership with Dorado Games, is a military grand strategy game set in the late 20th and early 21st centuries.
The game is available on desktop and mobile across numerous markets. Conflict of Nations: World War 3 offers in-app purchases to help users expedite progress. This model requires a constant influx of new players who may convert into purchasers.
For this campaign, Bytro Labs promoted the mobile version of Conflict of Nations: World War 3 on TikTok, focusing on expanding its player base outside of the US market.
Localizing ads at scale
Bytro Labs had been seeing steady performance in the US market, but its English-language creatives featuring US creators proved less efficient and successful outside the market.
This highlighted the need for local-language creatives.In navigating this challenge, Bytro Labs aimed to preserve the authentic TikTok experience for local users, recognizing the critical role of linguistic and cultural resonance in achieving optimal performance.
Their solution involved collaborating with a trusted creative partner through the TikTok Creative Exchange (TTCX). This led the brand to team up with badged TikTok creative partner Bambassadors, specialists in producing user-generated content (UGC)-like ads.The creatives produced by Bambassadors drew inspiration from the most successful creatives in the US market aquired from TTCC.
The videos featured compelling scenarios, including a couple immersed in gameplay, a split-screen mode showcasing gameplay at the bottom, and a creator reacting at the top. Initially launched in the German market, the campaign's success prompted its expansion to France, Italy, Brazil, and other Latin American markets.
By collaborating with TTCX, Bytro Labs maintained a cohesive global presence while ensuring cultural relevance in advertising materials for each locale. The strategic use of diverse creators and customized content proved effective in resonating with target audiences across diverse cultural contexts
The Conflict of Nations: World War 3 campaign demonstrated the efficacy of TTCX in crafting scalable, high-performance ads that resonate with target audiences. The videos played a pivotal role in yielding remarkable business outcomes.
In non-US markets, Bytro Labs experienced a 3x increase in return on ad spend compared to English-language campaigns. Notably, in selected markets like DACH (Germany, Austria, Switzerland), the surge was even more impressive, boasting a 6.8x increase. The non-US campaigns also saw a 30% increase in the conversion rate to install, a 37.36% decrease in cost per install, a 2x in the total purchase rate (percentage of users who purchased among the users who downloaded), and a 68.52% decrease in CPA.
The success of Conflict of Nations: World War 3's global expansion inspired Bytro Labs to adopt the same effective creative approach for their other titles, including Supremacy 1914 and Call of War.