November 29, 2025
About Nexon
Founded in 1994, Nexon delivers more than 40 game titles to 1.9 billion users across over 190 countries. With its strong IP portfolio, robust development capabilities, and over 30 years of live-service experience, Nexon continues to evolve into a global entertainment company.
Challenge: Acquiring high-value users on platforms outside of mobile
To drive the success of its cross-platform shooting game, in the U.S. market, Nexon aimed to acquire new users and re-engage existing ones on PC and console platforms. The focus was on securing high-value users most likely to play and make in-game purchases, beyond simple installs or impressions.
However, finding the right UA solutions for PC and console was challenging, as available options are far more limited than for mobile. In the U.S. in particular, Connected TV (CTV) has now become a major channel for content consumption, making it an important platform for reaching new audiences. Yet, the limited number of CTV media partners capable of measuring and optimizing performance posed a significant challenge.
*CTV (Connected TV): TVs connected to the internet that allow users to stream content through platforms, FAST channels, or web environments.
Solution: AI-driven Optimization on CTV
Having achieved strong performance with Moloco in previous mobile and PC web campaigns, Nexon once again partnered with Moloco—this time leveraging Moloco’s new CTV ads solution, currently in alpha testing, that brings its proven AI-driven optimization to drive measurable performance in the TV viewing environment.
1. Expanding Reach and Acquiring High-Value Users with CTV
Nexon understood that CTV is a powerful channel, offering broad reach to audiences that may not be accessible through mobile campaigns. With Moloco CTV, Nexon was able to access high-value users among the 165 million CTV devices in the U.S. in a brand-safe ecosystem, spanning news, entertainment, sports, and FAST (Free Ad-Supported Streaming TV) channels.
Nexon designed a user journey that connected CTV ad exposure to conversions on PC and console and used Moloco’s AI-driven CPI optimization model that precisely targets users with the highest conversion intent to effectively acquire both new and returning high-value users.
2. Bringing Digital-Grade Measurement and Optimization to CTV
Even with TV-based ads that have traditionally been difficult to measure, Moloco’s solution enabled precise performance measurement and optimization — a key factor in validating its effectiveness as a performance-driven channel. Nexon tracked conversions on PC and console after CTV ad exposures through its MMP, while Moloco leveraged these insights to continuously refine and optimize campaign performance.
From the initial MMP integration and technical testing to full campaign execution, Moloco provided close, end-to-end support to ensure a seamless launch. The team also offered creative best practices and guidance for the CTV environment, further improving campaign efficiency and results.
Results: High Value User Acquisition and Strong ROI
Through Moloco’s CTV campaign, Nexon expanded its reach in the U.S. market and successfully acquired high-value users, achieving strong performance across key metrics.
- ~50% improvement in cost efficiency (CPIR) vs. other channels
- Over 30 percentage points higher ROAS vs. other channels
“Through Moloco’s solution, we were able to significantly improve the campaign efficiency. In particular, CTV user acquisition improved by 50%, leading to a dramatic increase in ROI. This achievement was highly meaningful for our ads strategy, and we sincerely appreciate the support from the Moloco team.” — Dowon Yoon, UA Team (Platform Division), Nexon
Customer
Nexon
Headquarters
South Korea
Industry
Gaming
Product
Moloco Ads
