DUNGEON & FIGHTER MOBILE / NEXON

#BRAND STRATEGY  #CREATIVE  #MEDIA  #INFLUENCER

D&F was Korea's No.1 export PC game with 800M users around the world. It can be said that the weight of expectations when D&F, which has become a cultural content of Korea beyond games, is not easy to handle when it is released on mobile. However, EASTER has succeeded in topping the two major markets with 1M downloads with clear key messaging. "Action pleasure anytime, anywhere!" and "Moving the world once again" are the big themes that we designed. This has inspired pride in IP to existing and dormant users, and the need to enjoy it on mobile once again. In addition, we were able to maximize the influx of users to D&F Mobile by conveying the expectation that it is an irreplaceable action game to new users.

BLUE ARCHIVE / NEXON

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The Korean game market has been a strong mainstream of MMORPG for a long time. For the success of Blue Archive, a subculture genre, EASTER focused on creating empathy and immersion in the game universe, attracting interest and expectations from target users. By drawing clear and refreashing school fantasy that is different from the usual mood of existing subculture games, users can actively communicate emotionally. Through the concept of school, teacher, and student, the slogan "A Story Worth Keeping in Your Heart" and the key message "I've been waiting, teacher" were created to present great issues and expectations to users.

GODDESS OF VICTORY: NIKKE / Tencent

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Before the update campaign, Goddess of Victory: NIKKE focused on the slogan "Gun-shooting Action Game," emphasizing the visual quality of its female warriors. However, this approach overshadowed the emotional connection between the commander and their squad. Drawing on this insight, EASTER redefined the marketing direction starting with the update campaign. Shifting the focus from the existing game mechanics, we embraced subculture aesthetics and immersion by reframing it as "A Story with Bishojos." This successfully enhanced immersion among subculture users, creating a distinct sense of anticipation and differenitation unique to Goddess of Victory: NIKKE.

COOKIE RUN: KINGDOM / DEVSISTERS

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First released in 2013, Cookie Run became a nationwide sensation. While several follow-up games leveraging the original IP were launched, none matched the impact of the original. In this context, EASTER developed a campaign under the concept of "The Revolution of 100 Million Cookies Worldwide," clearly differentiating Cookie Run: Kingdom from previous titles within the same franchise and building strong anticipation for its release. As a result, the game achieved over 10 million downloads globally and reached #1 on both major app markets, reaffirming the enduring popularity of the Cookie Run IP.

ASTRA2: Knights of Veda / HYBE IM

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ASTRA: Knights of Veda is a 2D side-scrolling action RPG that inherits the worldbuilding of its globally successful predecessor, DRAGON BLAZE. However, this presented a challenge: the game's action, quality, graphics, and story offered little unique advantage compared to countless competitors in the market. To address this, we emphasized its distinct identity with the message: "A masterpiece beyond all past adventures, wars, and worlds—a class apart." Rather than portraying it as just another "different game," we positioned it as a masterpiece on another level through the branding slogan "Beyond All Fantasies." As a result, the game achieved 3M global pre-registrations and topped Google Play Store's popularity charts, once again shaking up the Korean mobile gaming market.

STARSEED: ASNIA TRIGGER / COM2US

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With intense noise from major subculture titles saturating the domestic market, it was crucial to effectively differentiate STARSEED and showcase its unique appeal. To achieve this, we developed a phased campaign strategy aimed at fostering engagement and building anticipation among users. During the pre-registration phase, we introduced the message "A future we want to create together" to immerse players in the role of shaping the future alongside a young girl. This set the tone for a more personal and emotional connection, steering away from the common apocalyptic narratives involving AI warriers and humanity's salvtion seen in other games. For the launch, the messaging evolved to "A future worth protecting, a future we can change together" to deepen the emotional bond and sense of companionship with in-game characters. This strategic approach helped achieve significant results, including surpassing 1 million pre-registrations and reaching the Top 10 sales ranks on both major app stores.

EOS BLACK / BluePotion

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Building on the success of EOS Red, which earned praise from hardcore MMORPG players for its PK elements, EOS Black introduces the intense [Shame System], adding another layer of hardcore fun that sets it apart from traditional MMORPGs. To emphasize the thrill of hardcore PvP to MMORPG fans, we crafted a cinematic narrative showcasing the game's core [Shame] and [Revenge] systems, utilizing celebrity talent to bring the story to life. This optimized TV commercial, along with video content on platforms like YouTube, successfully captured user interest and engagement. In addition to impactful digital media campaigns, we executed a comprehensive IMC strategy, incorporating OOH advertising and influencer marketing, driving the game's pre-registration to over 2 million sing-ups.

LINEAGE M / NC SOFT

#BRAND STRATEGY  #CREATIVE  #MEDIA

At the time, marketing actions were restricted due to the COVID-19 pandemic. Notably, we successfully planned and executed events tailored to the contactless era. This included hosting an online user meeting, as well as implementing integrated strategies combining creative, media operation, influencer campaigns, viral marketing, and promotions to sustain the interest and anticipation of MMORPG players. As a result, we achieved remarkable success, propelling the game from the second to the top sales position, solidifying its image as Korea's No.1 game.

CASTLE DEFENSE ONLINE / Black Hammer Games

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Having already surpassed one million downloads in Korea, CASTLE DEFENSE ONLINE has proven itself as a small but powerful mobile game. For its North American marketing campaign, EASTER spearheaded the full spectrum of promotional efforts — from crafting strategies and ad planning to producting videos and image assets, managing media placements, and launching influencer campaigns. With a sharp focus on gameplay appeal and market dynamics, we positioned "CO-OP DEFENSE" as the core slogan to attract new players in the global market. Given the campaign's limited budget, we prioritized strategic choices, optimizing resources through carefully targeted digital media initiatives and influencer partnerships to maximize impact.

HIT2 / NEXON

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HIT2, Nexon Game's first MMORPG based on the HIT IP. We decided that it is necessary to emphasize the difference from the existing MMORPG titles that are already in the market. Therefore, we tried a different approach from the exiting advertising method. EASTER focused on delivering the authenticity of the developer, as well as the user-friendly system of HIT2. We composed content that emphasize communication with users through various forms of creative such as documentary. As a result, it achieved the number one popularity in the two major markets as well as the number one sales in the shortest period of time.