In late November last year, NetEase's MMORPG Justice Online was launched in Hong Kong, Macau, and Taiwan, performing impressively and even breaking into the top three on Taiwan’s iOS game revenue charts.

This article leverages data from AppGrowing to analyze its advertising strategies and uncover the reasons behind its success.

Advertising Strategy Overview

According to AppGrowing, Justice Online ran a total of 5,329 ads, covering 27 regions and 11 ad platforms.
The majority of these were native ads, accounting for over 72% of the total.

As for ad creatives, the game primarily relied on video formats, which made up over 59% of all materials.

Ad Volume Peaks

In late October last year, ad spending for Justice Online increased significantly, peaking at over 2,400 ads when the game officially launched in late November. However, ad volume subsequently declined after the launch.

In the past month, the game ran 1,263 ads, with the daily peak occurring on December 7, when 900 ads were deployed in a single day.

Primary Advertising Platforms

Justice Online chose Meta Ads as its main advertising platform, accounting for over 66% of the total ad spend, followed by Google Ads, which contributed over 16%.

This focus is largely due to the broad user base offered by both Meta Ads and Google Ads. By investing heavily in these two platforms, Justice Online was able to precisely target its audience and significantly improve ad conversion rates.

Conclusion

AppGrowing's analysis of Justice Online's advertising strategy highlights the game's refined and diversified approach to ad deployment.

It is hoped that this article provides valuable insights to help you achieve greater success in your future advertising efforts.