Adways has expanded its outbound support for Japanese game companies' overseas expansion using a new culturalization approach that optimizes creative content to suit local cultures. Testing in the North American market showed that the culturalized version improved click-through rates and user acquisition.
Adways announced that it will expand outbound support for Japanese game companies' overseas promotions by using culturalization, an approach to creative development and operation that adapts content to local cultures and user psychology. Based on verification data showing that user acquisition increased more than fivefold compared with an approach relying solely on language translation, the company will support the overseas expansion of titles originating in Japan.
The company's proprietary approach has been structured as an integrated process covering market research into local player profiles, creative production and media operations. It sets out operating policies that reflect regional distribution trends in North America, Asia and other markets. Examples include designs for the North American market that reduce visual noise and emphasize immediate benefits, designs for Asian markets that highlight the strategic depth of game systems, and designs for the Japanese market that prioritize dense information and character-driven storytelling.
The verification results showed that, in promotions for a North American MMORPG, the culturalized version improved the click-through rate to 4.1% and recorded more than five times the user acquisition of the language-translated version. Compared with the translated version, the culturalized version limited the decline in acquisition efficiency and delivered results that remained effective as the scale of distribution expanded.
Adways said it will continue to provide integrated creative production and media operations using this approach, with the aim of strongly supporting Japanese game companies' overseas expansion.