"TOWER OF GOD: New World" Launch Campaign

“Tower of God: New World” is a collectible card game RPG developed by Netmarble, inspired by the popular webtoon series Tower of God. The game allows players to ascend the Tower alongside fan-favorite characters, delivering an immersive experience with stunning 3D animation and fast-paced battle mechanics.

Challenges Faced

Launching “Tower of God: New World” in a highly competitive mobile gaming market required:

• Generating significant player interest in a crowded RPG landscape.
• Achieving high download rates while keeping acquisition costs efficient.
• Ensuring substantial in-game revenue within the first 30 days post-launch.

Strategic Approach

A comprehensive marketing & monetization strategy was executed, incorporating:

• Pre-Launch Teasers & Hype – Leveraged cinematic trailers and countdown campaigns.
• Influencer Collaborations – Partnered with key content creators to expand reach.
• Active Social Media Engagement – Built hype via Discord, YouTube, Twitter, and Instagram.
• Regular Content Updates – Added new characters, events, and in-game rewards.
• Limited-Time Launch Events – Encouraged high early adoption with exclusive bonuses.
• Diversified Monetization Approach:

• Gacha System – Engaging character summoning mechanics.
• Cosmetic Items – Premium skins & collectibles for revenue boost.
• Subscription Models – Balanced free-to-play and premium monetization.

Key Results

• $8.4 Million Revenue – Grossed $8.4M in August 2023 within the first month.
• 1.7 Million Downloads – Surpassed 1.7M installs in August alone.
• Strong Market Positioning – Secured a top-tier spot in the mobile RPG market.
• Sustained Engagement – Frequent updates and active community interaction.