The growing popularity of casual games, both online and offline, has opened up new opportunities for manufacturers, with an aggressive spending trend driving growth. Chess and card games, as a key sub-category, present a significant revenue recovery cycle, attracting manufacturers eager to claim their share in this competitive space. While some enjoy success, others struggle to make their mark. What sets the winners apart? How do failures occur? And how can developers stand out in the crowded market, especially through innovative marketing strategies?

NetMarvel's global marketing strategy for chess and card games provides valuable insights into navigating this competitive terrain. Through targeted advertising marketing services, we've helped many companies sharpen their strategies to stand out and succeed. By focusing on the right distribution channels and leveraging strategic insights, developers can enhance their chances of success in the ever-evolving casual gaming landscape.

I. Dilemma & Challenges

T Games is a professional overseas casual game development and distribution company. Bingo and Social Casino are their focused game categories. Since its establishment, T Games has released and developed more than 30 games, with several of them ranking high on download and bestseller charts in various countries. However, facing the influx of competitors, T Games encountered challenging problems in acquiring users and monetizing.

First, as the game products have been online for a long time, the user dividend period has passed, and it has become increasingly difficult to acquire users. Regardless of user volume or ROI, the results were unsatisfactory.

Second, with the continuous growth of the market competition, there are already some leading casual mobile games in this segment. At this point, it wasn't easy for T Games to enter the competition. The cost of aggressive user acquisition was too high. A differentiated and refined marketing strategy was needed to break through the dilemma.

To solve the above problems and achieve breakthroughs in user acquisition and growth, T Games turned to NetMarvel, hoping to explore new opportunities. Combined with past data on mobile game product promotion cycles and years of marketing service experience, NetMarvel specifically developed the following strategies.

II. Solution

1. Uncover product features and optimize creative materials

To enter the overseas market, the first step is to conduct research on specific localized operations of the target region. If advertisers find it difficult to understand multidimensional information about user "preferences, profiles, spending, social interactions, and culture" in various countries or regions, they will face difficulties in customer acquisition.

NetMarvel deeply analyzed the product features of T Games and identified suitable target user groups. With its professional experience in creative material production, NetMarvel assisted T Games in producing a large amount of high-quality material at a reduced cost, accurately integrating the characteristics and style of the target regions into the highlights of T Games' various products. This approach aimed to improve user quality through low-cost customer acquisition and ultimately increase conversion rates.

2. Machine learning as the core of growth, reaching users accurately

By utilizing T Games' first-party data from multiple products such as CashPusher, CashCarnival, and LuckyDozer, as well as environmental signals from multiple ad inventory sources, NetMarvel’s machine learning model, combined with user profile data provided by the client, conducted algorithmic analysis to estimate user basic information and behavior. Based on this data, NetMarvel accurately identified the most suitable users for T Games' products, generated effective user acquisition strategies within a short time, and quickly delivered advertisements at the most suitable time, placement, and channel. This approach achieved precise user reach, ensuring high efficiency and quality.

The responsible person at T Games said: "During Q4, through the channel of NetMarvel and its subsidiary, CashPusher's total expenditure exceeded expectations, with a first-day ROAS (Return on Ad Spend) of over 70%, making it the largest source of US traffic for the product. CashCarnival achieved a total expenditure and first-day ROAS of 64%, and LuckyDozer achieved a first-day ROAS of 67%, all demonstrating exceptional expenditure levels."

NetMarvel is an important source of US traffic and has maintained high overall performance and quality. The account manager has been proactive in increment inquiries, pricing adjustments, and optimizations, providing timely communication and cooperation with a positive attitude, making significant contributions to the smooth promotion of our products. We hope to continue communication, strengthen cooperation, maintain the current traffic volume and revenue, and explore new promotion methods, such as CPS (Cost Per Sale), together to further accelerate the growth of our product.

III. Results of the Solution

After implementing a series of strategies and full-process marketing services by NetMarvel, T Games achieved over 50% volume improvement in Q4, with a first-day ROI of over 70% and the top daily volume of 5k for a single product. This marketing achievement made NetMarvel the leading channel for T Games, maximizing ROI and helping accumulate more high-value users for the company's game products. Additionally, the successful implementation of a global marketing strategy provided valuable promotion experience for T Games' business expansion in the gaming market.