Background & Context
Lost Ark, a classic online role-playing game, had two issues regarding gaining players.
- It is a PC only online role-playing game (not compatible with Mac), so the play environment is not widely accessible
- The possibility that communication will be buried among competitor online role-playing game titles
Given these issues, with the intention to maximize initial user acquisition, the target was defined as ever-users of PC online role-playing games to ensure the broadest target range as possible. In addition, to prevent the ad from being buried among other ads, a story that depicted the players' stories was chosen...