Case overview
Garena Thailand: Revolutionizing Mobile Gaming with ROV 2023
- Client: Garena Thailand
- Campaign: “ROV 2023: Level Up Your Legend”
- Duration: March – May 2023
Involvement
Challenge
Garena Thailand aimed to revitalize interest in their flagship mobile MOBA game, Arena of Valor (ROV), with the launch of a major 2023 update. They needed to re-engage existing players, attract new users, and cement ROV’s position as Thailand’s premier mobile esports title.
Our Approach
As the lead IMC agency, we crafted a multi-faceted campaign that highlighted new features, celebrated the game’s competitive scene, and created a nationwide buzz around ROV.
Key Components:
- Digital Storytelling: Produced a series of cinematic trailers showcasing new heroes and game modes, released across social media and streaming platforms.
- Esports Integration: Organized a high-profile exhibition match featuring top Thai ROV pros and celebrities, livestreamed on Facebook and YouTube.
- Outdoor Activation: Created larger-than-life ROV character statues in major Bangkok shopping districts, offering AR photo opportunities for passersby.
- Influencer Collaboration: Partnered with gaming influencers and lifestyle vloggers to create ROV-themed content and host live streaming sessions.
- In-game Events: Designed special in-game events and rewards to coincide with the campaign, incentivizing daily logins and player engagement.
- TV and Digital Advertising: Launched a nationwide TV commercial and targeted digital ads focusing on the game’s new features and competitive aspects.
The Results
The “ROV 2023: Level Up Your Legend” campaign successfully reignited passion for Arena of Valor in Thailand, attracting new players while re-engaging the existing community. It reinforced ROV’s status as a cultural phenomenon and the leading mobile esports title in the country, setting the stage for continued growth throughout 2023.
