Longzhu Games' Langrisser: Sustained User Acquisition in Japan
With industrialized creative production and layered audience strategies, we helped this classic IP peak at launch in Japan and maintain stable ROI for more than 12 months.
Client
Longzhu Games
Industry
Gaming
Region
Japan
Year
2024
320%
Launch-period ROI increase
18M+
Total creative impressions
42%
CPA reduction
CASE STUDY
Project Review
Background
Langrisser is a classic SRPG series with 30 years of history. Japan is both a core market for the IP and one of the most competitive user-acquisition markets. The client needed to build launch awareness quickly while keeping costs sustainable.
Challenge
Japanese users are highly sensitive to creative quality, while a dense field of major IP campaigns kept auction costs rising.
- Creative sameness was driving CTR down
- Core players and broad audiences needed different messages
- The launch window was short and required rapid validation before scaling
Solution
ADFLY combined AI-powered creative analysis with local Japanese content judgment to build a layered audience and creative media matrix.
- Tested IP nostalgia, gameplay demonstrations and live-action storylines in parallel
- Segmented core players, broad audiences and anime fans by payment depth
- Combined TikTok, YouTube and X with weekly creative and bidding iterations
Result
The campaign reached scaled distribution within 30 days of launch, kept ROI above target and entered a year-long growth phase.
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