The reason why SWORD OF JUSTICE has attracted so much attention is due to NetEase's pre-launch advertising strategy and offline event marketing, which helped the game achieve over ten million pre-registrations even before its official launch.
Advertising Overview
According to AppGrowing's data, In-Feed advertisements accounted for approximately 70.99% of total ad placements. These ads effectively capitalize on native social media environments by seamlessly blending into users' organic scrolling patterns, yet strategically interrupting their browsing flow with highly engaging content.
Primary Platforms
SWORD OF JUSTICE concentrated its media spend on Meta Ads, which captured more than 70% of total placements, while Google Ads accounted for about 22.38%.
Ad Volume Peaks
Conclusion
The case of SWORD OF JUSTICE provides profound insights into successful global campaign execution. Through a blend of diverse media use, strategic timing, and compelling ad content, NetEase has set a high bar in the MMORPG market.
Marketers must leverage data-driven insights to optimize engagement-focused ad formats and strategically time campaign peaks with key milestones, as these execution strategies will define future approaches in the evolving digital landscape—particularly in tracking competitor moves, creative performance, and high-impact placements.
Drawing from AppGrowing's analysis, these strategies not only offer a blueprint for similar endeavors but also serve as a compelling case study in integrating creative and effectively managed campaigns to dominate app rankings globally.
