The Battle Cats is a mobile game with over 1000 playable characters. Characters with different attributes you will need to ace the game. However this strategic knowledge is only found in hardcore fan forums. So many casual players drop out when the going gets tough. We needed a novel way to educate new players to achieve better retention rates. 

The creative idea was inspired by an unexpected source - Hollywood. We've all been guilty of watching a new movie only after seeing its cast pick up accolades for their performances. So we figured that if we wanted to educate lapsed gamers about the epic performances from in-game characters and the pivotal roles they play strategically in the game itself, it made perfect sense to create the first ever award show in the real world to honour our in-game characters.

By giving it the same do-over like the biggest nights in Hollywood, we were able to promote this award show by highlighting the different categories up for award. Which strategically allowed us to spotlight the different strategic roles certain cat characters played in the game. The promotional campaign on the nominees also allowed us to flex the epic performances they were capable of.

Oh and we managed to seduce over 700,000 lapsed players in Korea back to the game. Yes, over 700,000.