Moloco, a machine learning and performance marketing advertising company, has announced a collaboration with global game publisher Krafton. 

With this Krafton aims to leverage Moloco’s CTV (connected TV) solution along with LG Channels, to launch its new game, 'CookieRun India', in the Indian market. 

Krafton, a global game publisher known for popular titles such as PUBG: BATTLEGROUNDS, has established a strong presence in the Indian market with localised games such as Battlegrounds Mobile India (BGMI). 

Recently, the company launched CookieRun India, a localised 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. 

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 integrated with Moloco’s CTV platform. This enabled the CookieRun India ad to be displayed across various free channels.

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.

Sangbum Kim, head - India performance marketing team, Krafton, said, "Moloco's CTV advertising maximises 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, 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.”