Hypergryph's Arknights: Localized Creative Marketing in Europe and North America

Anime is a niche category in Europe and North America, with high acquisition costs and short creative lifecycles. The client wanted an efficient wave of acquisition and reactivation around a version update.

Western players are divided in their acceptance of Japanese art styles, so directly translated creatives delivered only modest conversion.

• Cultural and aesthetic differences weakened creative communication
• Version milestones created a high volume of creative demand
• Reactivation and acquisition required different conversion paths

AI-assisted generation and local creative refinement formed the core workflow, producing character-led and story-led assets for Western audiences.

• AI generated creative scripts at scale while local artists handled adaptation
• TikTok challenges and long-form YouTube video covered different decision paths
• Community UGC became a secondary source for creative distribution

New and reactivated users both exceeded expectations during the update window, while creative reuse increased by 60%.