Com2uS Exceeds ROAS Target for the Japan Launch Campaign with Moloco

About Com2uS 

Com2uS is a global leading game publisher delivering entertainment to players worldwide since its founding in 1998. With a diverse portfolio spanning RPG, sports, and simulation genres, Com2uS has built a strong global fanbase. Its flagship titles include Summoners War: Sky Arena and Com2uS Pro Baseball V25, both of which have achieved long-term success in the global market.

'Starseed: Asnia Trigger（スターシード：アスニアトリガー）' is a collectible RPG featuring anime-style characters, developed by JOYCITY and published by Com2uS for the Japanese market. The game offers a differentiated experience centered around localized content and strategic battles.

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Challenges

The Japanese gaming market is one of the most competitive and cost-intensive in the world, with high CPI (Cost Per Install) and demanding user acquisition dynamics. Com2uS faced two key challenges: maximizing brand awareness during the pre-registration phase and achieving efficient, ROAS-driven user acquisition after launch.

However, due to the unique characteristics of the Japanese advertising market, the efficiency of ad inventory varied significantly across media platforms. Therefore, Com2uS faced the challenge of quickly optimizing ad creatives to match local user preferences.

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Solution

Com2uS partnered with Moloco, leveraging its proven expertise in global marketing campaigns. The campaign was strategically designed to maximize user acquisition during the pre-registration phase, followed by an official launch campaign focused on maximizing ROAS through converting high-value users.

1. Pre-Registration: Leveraging Install model on iOS CPP campaign

During the iOS pre-registration phase, Com2uS adopted a strategy centered on Moloco’s install-based campaign model combined with Apple’s Custom Product Pages (CPP).

Previously, Com2uS had focused on click-based web landing campaigns, but to improve pre-registration efficiency, they also tested an install-based model based on the hypothesis that it would better capture high-value user signals.

The results confirmed this approach: the iOS CPP install-based pre-registeration campaign proved to be more stable and effective. Consequently, Com2uS shifted more budget to this structure, leveraging CPP to drive seamless conversions and capture high-value users. This approach not only secured a solid pool of pre-registered users but also achieved a higher pre-registration completion conversion rate compared to previous campaigns. Moreover, post-launch analysis showed that 99% of pre-registered users installed the game, demonstrating that the install-based model effectively converted pre-registrations into actual downloads.

2. Launch Phase: Achieving a Balance Between Volume and Value 

At launch, the main objective was to strike the right balance between volume and value, acquiring a large number of users while simultaneously bringing in high-value players.

To accomplish this, Com2uS ran both large-scale install campaigns and ROAS-optimized campaigns through Moloco Ads. This dual approach allowed Moloco’s advanced AI to efficiently identify and acquire users who were not only likely to install the app but also engage in gameplay and make in-game purchases.

By continuously monitoring performance and flexibly allocating budgets between the two campaigns, Com2uS was able to react swiftly during the critical launch window. This agility helped convert pre-registered users into paying players effectively.

3. Localized Creative Optimization for the Japan Market

By accessing major Japanese premium inventories through Moloco Ads, Com2uS maximized reach among target audiences. Moloco also provided localized insights into effective creative concepts and formats for the Japanese market. As a result, Com2uS produced high-quality, locally resonant creatives that significantly boosted ad engagement rates.

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Results

Through a strategic campaign design spanning from the pre-registration phase to the launch stage, along with localized channels and creative optimization, Com2uS achieved outstanding performance across all key metrics - from user acquisition to ROAS.

• Exceeded pre-registration UA target by over 17%
• Exceeded ROAS goal by 20% after launch
• Launch campaign CPI 71% lower compared to the initial target

“Through our collaboration with Moloco, we were able to successfully launch in the Japanese market. From the pre-registration phase to the official launch, Moloco consistently provided timely and strategic recommendations along with valuable localization insights, enabling us to run efficient and well-structured campaigns” — Hyunjeong Yoon, Performance Marketing Manager, Com2uS