Leiting Games Successfully Utilized XMP to Make Full Use of Creatives, Making Overmortal a Global Hit

Leiting Games Successfully Utilized XMP to Make Full Use of Creatives, Making Overmortal a Global Hit

一念逍遥

Since its launch in September this year and its successive launches in South Korea and Southeast Asia, the global launch of the fantasy idle role-playing game Overmortal has accelerated even further, leading to a 21% MoM increase in revenue for Leiting Games. Leiting Games' parent company, G-Bits, has also benefited from Overmortal's success, as shown in their financial report: its revenue in the first three quarters was 3.83 billion RMB, an increase of 9.89% compared to the same period last year.

Overmortal's hack-and-slash type creatives were the first of its kind and a brand new form of creative advertising in the gaming industry: an IAA mechanism was introduced on top of IAPs, using "free" rewards to initially attract players to eventually and voluntarily become "paying users," thus steadily increasing the LTV of players.

Ze Hao, head of overseas UA at Leiting Games, stated that XMP effectively solved the myriad of problems associated with transnational user acquisition and team collaboration and greatly improved user acquisition efficiency for overseas game launches.

The first and most challenging step of a global game launch is localization. As languages and cultures differ across countries and regions, game developers must be very cautious at each distribution stage. The slightest mistake can lead to the loss of core users and prevent the game from gaining a foothold in other global markets.

In response to this issue, Leiting Games, which has been determined to launch global projects, is exploring a proven game launch strategy: asynchronous launches in different regions . Unlike global launches, asynchronous regional launches are better equipped to account for cultural differences and user preferences in other areas, meaning localized launch strategies can be adjusted to target specific areas. However, this puts further demand on creatives, which midcore and hardcore game developers must have experienced over the last few years in the global market.

In the face of these challenges, Ze Hao said that finding the right tools and being able to successfully implement it will help solve the problem. So, after extensively researching and comparing, Leiting Games chose XMP, a one-stop cross-channel intelligent media buying tool.

In terms of creatives, the ability to rapidly iterate, optimize, and generate eye-catching creatives that attract players is crucial. During this process, design teams are often required to produce creatives based on the data provided by the media buyers. However, this one-way communication channel can be inefficient, often leading to delays. Using XMP's unique creative data dashboard feature , both media buyers and designers can see all the data at a glance. There is no need for complicated data calculations , as XMP gives each creative 24/7 automatic monitoring of the ROAS, LTV, retention, and other multi-dimensional data in different channels and campaigns. This helps media buyers accurately identify high-quality creatives and quickly adjust their creative strategies.

Like most new games, Overmortal opted for a popular launch strategy. It starts with large-scale media buying for strong exposure at the beginning of its launch, followed by small-scale media buying later to maintain the game's popularity.

As for the creativity of creatives, most creatives focus on game screen edits and game commentary. They are relatively similar, and there is room for optimization. However, using the creative tagging and analysis features provided by XMP, Leiting Games was able to extract the game's selling points and continue to better select tags from the provided information. They then refined and adjusted the creatives based on the feedback data.

According to Ze Hao, his team discovered that the "ascension to immortality" game theme is extremely popular in regions such as Hong Kong, Macao, Taiwan, Malaysia, and South Korea by using XMP's creative tagging feature. After several rounds of iterative testing, they focused on "ascension to immortality" as the game's theme and added the "hack-and-slash" element to highlight the fun of the game. After this, a wave of "hack-and-slash" creatives appeared in the overseas game market.

For South Korea, the Overmortal team mainly adopted the strategy of combining real-person commentary and theme song singing to pair with the high-quality plot to attract players. The shift in strategy from "casting the net widely" to "fixed-point fishing" significantly improved the efficiency and quality of creative optimization and attracted more users.

From this, it is clear that refined media buying played a vital role in Overmortal's success in the global market. However, enhanced media buying requires more steps, including splitting channels, data analysis, etc. Moreover, especially for midcore and hardcore games, manual statistical analysis of many refined media buying metrics (such as ROAS, IPM, etc.) will inevitably consume a lot of unnecessary manpower and increase the risks of mistakes.

XMP's Creative Report is an excellent solution to this problem. By aggregating various types of cross-channel creative data and accessing a third-party monitoring platform, the media buying team can view the back-end data of each creative, including ROAS, LTV, and retention to better optimize the connection between front-end ads and back-end data , thus achieving efficient management of multi-party data. As for the ad placement stage, XMP's binding cross-multiplication feature, budget/bid creation by region, batch copy creation, and batch import region code features help media buyers easily create campaigns in bulk , significantly improving ad placement efficiency.

XMP also allows media buyers to upload YouTube videos in bulk. After binding a YouTube channel to XMP, videos and their settings can be uploaded and adjusted in bulk, saving media buyers time that would have been spent manually operating accounts and allowing them to focus on making creatives and meeting users' requirements for improving efficiency.

Team collaboration is essential if a game developer wants to dive deeper into the wave of globalization. With cost reductions and increased efficiency becoming major trends, a diversified, collaborative, and efficient team can help game companies avoid "acclimatization issues" when launching games globally.

When it comes to team building, Leiting Games has adopted a centralized and modular team model: using UA and localization as dimensions. Leiting Games has set up separate central departments to serve the entire overseas games chain with a higher concentration of professionalism and resources. But this also poses a challenge of communicating across different teams. Breaking through these "departmental barriers" and achieving better collaboration are issues that must be addressed.

XMP’s data reports and visualizations can significantly improve the efficiency of collaboration. It is an essential tool since it ensures a smoother exchange of information and reduces communication costs.

"We used to synchronize data to the video design team via meetings, but there was a timeliness issue—the video design team couldn't get real-time data of the performance metrics of creatives, such as whether the click-through rate and conversion rate are normal, or whether the ROAS is normal, and so on. But XMP’s data reports are very convenient. Each team member can use XMP to view various sets of data , and the data can be presented and discussed directly in the meeting, which has largely solved the timeliness issue in our communication. The once two-hour weekly meetings are now just half an hour long. ” Ze Hao said, "The metrics that other teams care about will be different to the metrics that the media buying team cares about, which naturally leads to the members of these other teams not having much access to the media buying data, but by using XMP, the wall can be broken down, and the various teams will be able to view all the data with ease. In other words, the teams will be able to reach a consensus on the data. ”

By using XMP, not just managers but all members of different teams can view multi-dimensional data by simply applying for permission. This breaks down the barriers between teams so everyone can deepen their understanding of games and work together to optimize the media buying strategy.

Ze Hao mentions that XMP was perfect for helping media buying teams improve their efficiency and effectiveness. Therefore, the functional design of XMP was thoroughly researched in order to help the various departments of game companies achieve more efficient team collaboration by using its more straightforward operation and intuitive data features. By saving time and communication costs, teams can achieve a decrease in expenses and an increase in efficiency.

“Team members can find the data they need in XMP and view large-scale and higher-dimensional data feedback simultaneously, which helps everyone maintain a consensus and follow the same direction."

"As a manager, I want to create a productive environment for my team. Using SaaS tools such as XMP provided a good path for us to build our environmental 'infrastructure, '" Ze Hao added.

Through our in-depth discussion with Ze Hao, the head of overseas UA at Leiting Games, it is clear that refined media buying operations have become a core part of game launch strategies in the current game industry. More and more game developers are choosing intelligent media buying platforms such as XMP in order to enhance their operations and improve team efficiency. They hope to use the comprehensive functions provided by XMP to accurately calculate ROAS, thereby reducing the cost and increasing the efficiency of their media buying operations.

XMP allows for one-stop management of global top digital marketing channels such as Meta, Google Ads, TikTok for Business, Mintegral, AppLovin, Vungle, Tencent Advertising, OceanEngine, and Kuaishou. Media buyers and designers can also use features such as the cloud-based creative library and multi-dimensional data visualization to refine creative management and creative data analysis and optimize media buying effects from the strategic thinking level . XMP offers features such as 24/7 automatic monitoring, refined operation using SDK ad networks, AI tracking, automatic ad hosting, and large-scale data comparison to help media buyers and designers effectively identify high-quality sub-sources and create accurate traffic pools , significantly improving ad quality and efficiency.

XMP is a one-stop cross-channel intelligent media buying platform dedicated to improving the efficiency and effectiveness of advertisers. It integrates global top media, SDK Ad Networks, and mobile measurement partners and enables advertisers to manage their advertising campaigns, creatives, and data across multiple channels all in one platform. Contact the XMP team today to start your journey to success!