Mumbai: Moloco, a leader in operational machine learning and performance advertising, announced a successful collaboration with global game publisher KRAFTON. KRAFTON leveraged Moloco’s CTV (Connected TV) solution and LG Channels, which has a large audience base in India, to launch its new game, ‘CookieRun India’, in the Indian market. This collaboration demonstrated the effectiveness of CTV advertising by expanding reach to new users who were previously difficult to target through app campaigns, while also achieving high retention.
KRAFTON, a global game publisher known for popular titles such as PUBG: BATTLEGROUNDS, has established a strong presence in the Indian market with localized games such as Battlegrounds Mobile India (BGMI). Recently, the company launched CookieRun India, a localized version of the globally renowned CookieRun series by Devsisters, tailored for the Indian audience to tap into the rapidly growing market.
To ensure the successful launch of CookieRun India, KRAFTON sought new advertising channels to effectively reach a wider audience. While traditional TV commercials (TVCs) were effective in building brand awareness, they had limitations in quantitatively measuring performance. Therefore, KRAFTON leveraged Moloco’s CTV ads, which not only extended its reach to TV viewers beyond app users but also offered precise performance measurement capabilities.
Moloco’s CTV ads offer the advantage of reaching audiences that are difficult to reach through mobile apps, while also enabling campaign performance to be measured through a Mobile Measurement Partner (MMP). KRAFTON delivered the ads through LG Channels, a free, ad-supported streaming TV (FAST) service with a large audience in India, integrated with Moloco’s CTV platform. This enabled the CookieRun India ad to be seamlessly displayed across various free channels, including major channels like NDTV and India TV, effectively reaching a previously inaccessible TV audience while enabling precise campaign performance measurement.
This partnership demonstrated that CTV is an effective complementary channel to mobile app campaigns, proving its value not only in increasing brand exposure but also in driving the acquisition of new, high-value users. As a result, 22% of users acquired through Moloco’s mobile app campaigns were also exposed to CTV ads, with these users showing more than double the D1 retention* compared to those acquired through mobile app ads alone. Additionally, about 14% of users reached through the CTV campaign were identified as new audiences. Furthermore, the D1 retention of users acquired through the CTV campaign was 20% higher, and the D7 retention* was 37% higher compared to the mobile app campaign.
*D1/D7 Retention: The total number of unique users who launched the app at least once within the first day (D1) or seven days (D7) after installation.
Sangbum Kim, Head of the India Performance Marketing Team at KRAFTON, said, “Moloco’s CTV advertising maximizes campaign efficiency through a data-driven approach and differentiates itself from traditional TV advertising by enabling performance measurement. The users acquired through the CTV campaign have shown high retention, proving its potential as a new and effective marketing channel. We expect it to have a positive impact on our future campaign strategies.”
JaeKyun Ahn, Korea Country Manager at Moloco, added, “This collaboration has demonstrated that CTV advertising is an effective way to reach TV audiences that are difficult to access through mobile app ads, while also enabling advertisers to accurately measure performance. By leveraging CTV channels alongside mobile app campaigns, advertisers can further expand their reach, and this can also serve as a key marketing strategy to acquire high-value users, especially when launching new games.”
