Netmarble has officially launched Game of Thrones: Kingsroad, a fully licensed MMORPG developed under HBO’s globally recognized Game of Thrones IP.
Leveraging data from AppGrowing, this article offers a detailed analysis of the game’s international advertising strategy.
Advertising Overview
According to AppGrowing, Game of Thrones: Kingsroad has rolled out a total of 1,167 ads, spanning 41 regions and 4 ad platforms.
In terms of ad format, rewarded video dominates the mix, accounting for more than 61% of total placements, followed by native ads at approximately 19%.
As for creative formats, video content takes the lead, making up over 78% of all creatives. Of this, standard video represents around 50%, while vertical video accounts for 28%.
Ad Volume Trends
The campaign kicked off in early March, with daily ad volume gradually increasing throughout the month. By April, daily ad placements had exceeded 200 creatives.
In the final push leading up to launch, ad volume surged further—peaking at over 400 creatives on May 3rd, just one month before the official release.
Preferred Ad Platform
Netmarble heavily favored Google Ads, which accounted for a staggering 99% of its total ad spend, indicating a strong focus on reach and scalability through Google’s ecosystem.
This is primarily because Google Ads offers a broad user base, allowing the game to precisely target its desired audience and increase ad conversion rates.
Conclusion
AppGrowing’s data reveals that Game of Thrones: Kingsroad employed a highly targeted and diversified advertising approach, combining format variety with platform focus to build momentum ahead of launch.
We hope this breakdown provides valuable insights to help you optimize your own advertising strategies for global releases.
