On July 10, 斗羅大陸：獵魂世界, an MMO adapted from the popular Chinese web novel Soul Land（斗罗大陆）, officially launched in Taiwan, Hong Kong, Macau, Singapore, and Malaysia.
Following its debut, the game quickly broke into the top 10 on Taiwan’s iOS grossing chart. This article analyzes its advertising strategy based on data from AppGrowing.
Advertising Overview
According to AppGrowing, 斗羅大陸：獵魂世界 launched a total of 13,014 ad creatives, spanning 8 regions and 11 ad platforms.
The majority of ads—approximately 82%—were in In-Feed format, followed by Rewarded Video, which accounted for around 8%.
In terms of creative formats, images made up 19%, while videos accounted for over 45%, with standard video formats comprising 77% of all video content, and vertical video contributing around 32%.
Ad Volume Peaks
Pre-registration for the iOS version opened in early June, a month ahead of launch. Paid advertising ramped up immediately, with daily ad volumes quickly exceeding 1,000 sets.
By late June, in the final stretch before launch, the campaign intensified further, peaking at 2,800 daily ad placements—a clear indication that the team placed heavy emphasis on capitalizing on the pre-registration window.
Platform Breakdown
The game allocated over 83% of its ad budget to Meta Ads, making it the primary advertising channel, followed by Google Ads, which accounted for just over 16%.
Meta Ads was likely prioritized due to its wide user reach and precise targeting capabilities, which allow advertisers to optimize audience segmentation and boost conversion rates.
Conclusion
The launch of 斗羅大陸：獵魂世界 was supported by a meticulously planned and diversified advertising strategy.
From early-stage reservation campaigns to aggressive ad scaling near launch, the game exemplifies how Chinese MMO titles are leveraging mobile marketing best practices in overseas markets.
We hope this analysis offers meaningful insights to UA professionals and marketers looking to optimize their own pre-launch strategies.
