Our marketing team was a fierce advocate for taking a hyperlocal approach. In turn, much of our upfront marketing investment went to developing individualized creative that reflected the language and culture of every country where the game is available.
We didn't set out to create a blitz campaign, but as the game rapidly grew, so did our marketing efforts. For much of the title's first six months, we were fully recouping our spend in a matter of weeks, something not often seen in games today.
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