InMobi Helps Capcom Boost Awareness of New Gaming Title with Mobile-First U.K. Gamers
InMobi Helps Capcom Boost Awareness of New Gaming Title with Mobile-First U.K. Gamers
Europe
InMobi Helps Capcom Boost Awareness of New Gaming Title with Mobile-First U.K. Gamers
Industry
Gaming
Solution
Engaging with Customers

About Capcom

Capcom began in Japan in 1979 as a manufacturer and distributor of electronic game machines. In 1983 Capcom Co., Ltd. was founded and soon built a reputation for introducing cutting-edge technology and highly memorable franchises to the video game market. Now an industry leader in the video game industry, Capcom's legacy of historic franchises in home and arcade gaming are testaments to an unparalleled commitment to excellence.

Building on its origins as a game machine manufacturer, Capcom is now involved in all areas of the video game industry. Capcom maintains operations in the U.S., U.K., Germany, France, Hong Kong, Taiwan and Tokyo, with corporate headquarters located in Osaka, Japan.

The Resident Evil franchise features survival horror games in which players utilize a variety of weapons and other items to escape terrifying situations. Cumulative shipments of the games in the series now exceed 100 million units since the first title debuted in 1996. Now, more than 25 years later, the series continues to maintain a passionate global fanbase.

Highlights

95%+
average viewability rate
803,000
impressions in 11 days
81%
average video completion rate on Thursdays and Fridays
InMobi Case Study

“InMobi was the ideal partner for us for this campaign, and they exceeded the target KPIs of VCR and reach across the whole campaign. We knew we needed to reach gaming enthusiasts on mobile, their top device, and InMobi’s in-app expertise helped Capcom successfully generate awareness of Resident Evil Village to this core gaming audience in a gaming environment. Even in a short period of time, InMobi helped us generate awareness with hundreds of thousands of gamers across the U.K.”

Matt Whittaker
Matt Whittaker
Programmatic Account Manager, Neo Media World

Campaign Overview

To promote the launch of the eighth installment of the Resident Evil video game series, Resident Evil Village, on PlayStation, Xbox and PC, Capcom and their agency of choice, Neo Media World, partnered with InMobi in April-May 2021. Utilizing custom video ad creatives developed by InMobi, the mobile in-app campaign primarily targeted 18-25 year old males with an interest in action/RPG, and a secondary audience of 25-40 year old males with an interest in horror/survival games, throughout the U.K.
Campaign Overview

The campaign ran over two phases. The first phase, which lasted over two days, highlighted how gaming enthusiasts could preorder Resident Evil Village. The second phase, which lasted following the game’s official release, promoted the title.

Results

The campaign was a huge success, with more than 800,000 impressions and well over 7,000 ad clicks in 11 days. The audience reached was highly engaged by the custom video ad, as the campaign’s average video completion rate was 87% above the regional benchmark. In addition, the campaign’s overall viewability rate of over 95% was 23% above InMobi’s regional benchmark.
Results
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