Case Study

Black Desert Online is a sandbox-oriented massively multiplayer online role-playing game by Korean video game developer Pearl Abyss. The game has been in development since 2010, and entered closed beta testing in October 2013.

Black Desert Online uses Pearl Abyss’ own “Black Desert” engine specifically created to handle the fast rendering required for its seamless world and large-scale castle sieges. It was released in Korea in 2014, Japan and Russia in 2015, and North America and Europe in 2016.

Black Desert Online uses a free-to-play model in Korea, Japan and Russia, while in Europe and North America the game uses a buy-to-play model.

  • Publisher

CAMPAIGN SETUP

Planning and execuction of a direct sales campaign with an effective mix of influencer branding, siteskin placements, retargeting and prospecting

CAMPAIGN OBJECTIVES

  • Increase brand awareness

  • Generate direct sales with eCPO in the range of 5 to 15 USD

  • Perform programmatic advertising with combined prospecting and re-targeting setup

PRODUCTS AND SERVICES USED

  • “Five Fun” video with ScrewAttack!

  • Branding campaign in main videogame websites

  • Audience enhancement (programmatic advertising) to generate direct sales

CAMPAIGN RESULTS

  • +73,000 views generated with ScrewAttack!

  • +10.5M impressions and 190k clicks generated on main videogame websites

  • +85,000 sales generated at less than 12USD CPO