“Jikkyou Powerful Pro Baseball,” a game sold by Konami Digital Entertainment Co., Ltd. (Konami) as a home game and then turned into an app, is once again gaining popularity.
It was released as an app about five years ago. Although it is a popular game with a total of over 43 million downloads since its release, the number of dormant users has been increasing in recent years.
Why did “PowerPro” suddenly become so popular? We will examine Konami’s efforts to effectively advertise to users.
How to get users to go “dormant”/come back to your app
According to a study by Nielsen Digital, the average number of apps users love and use every day is 8.8. In the increasingly competitive app market, in order to consistently be among the top 8.8 apps, it is important to keep users from leaving for a long period of time.
Additionally, it is necessary to provide effective advertising to users who have left the app for a long period of time, in a so-called “dormant state,” in order to get them to use the app again.
Below are the measures Konami has taken to bring back dormant users.
Google’s “App Engagement Campaign” launched on PowerPro Day
Rather than making new users aware of the app, Konami advertised heavily to encourage users who had already downloaded the app to come back.
Using Google’s “App Engagement Campaign,” we efficiently and effectively approached dormant users.
This campaign uses machine learning to automatically distribute creative content tailored to users. Vertical, horizontal, and square video ads can be delivered to suit any user.
Konami used Google’s app engagement campaign on the annual Big Thanksgiving/PowerPro Day (August 26th).
Great response from users to the PowerPro app/Return on advertising costs more than doubles
An app engagement campaign that utilizes “machine learning,” in which a computer learns data and automatically builds ads based on analysis and predictions.
Konami, which used the campaign to bring back app users, doubled the number of returning users and doubled its ROAS (return on advertising costs) compared to the previous month.
Based on these results, it can be said that the “measures to bring back dormant app users” were effective.
Efficiently and effectively advertise/summarize
In order to get dormant users to come back to the app, it is necessary to increase engagement by using advertisements that are attractive and suitable for users.
The key will be how efficiently you can distribute ads, such as by incorporating Google’s campaigns into your own sales promotion days.