1 Million Players Return to Ponos’ Battle Cats with Growth
Ponos, alongside creative partner RGA, successfully revived the mobile game “The Battle Cats,” once considered too intricate, by driving triple-digit growth and regaining over a million inactive players.
The mobile gaming sector faces rising user acquisition costs, fierce competition, and challenges in sustaining player engagement in mature markets. Ponos, the developer behind “The Battle Cats,” faced these hurdles during its 10th-anniversary celebrations in Korea and Taiwan. The company sought to reconnect with its 1.2 million lapsed players, who had found the game’s complexity overwhelming. In collaboration with RGA, Ponos launched a community-driven campaign that defied expectations, resulting in triple-digit growth and a resurgence of engagement.
“The Battle Cats” is a light-hearted strategy game where players deploy over 1,000 powerful feline characters to conquer enemy bases. While the vast array of characters appeals to strategy enthusiasts, casual players often find the game’s depth intimidating, leading to a significant player dropout. Ponos aimed to re-engage these former players and revitalize the game in a mature market.
Anthony Baker, Managing Director of RGA Japan, noted that Ponos set ambitious goals for the 10th-anniversary event, targeting 15-25% growth in daily active users (DAU). Specifically, the company aimed to bring back 490,000 former players in Korea and 300,000 in Taiwan, alongside acquiring new users in both markets.
Rather than simplifying the game, Ponos and RGA embraced its complexity. They introduced a campaign where players could vote for their favorite in-game characters in categories like “best attacker” and “best defender.” This mechanic, coupled with a nominal fee, fostered a sense of ownership among the community, encouraging deeper engagement.
The campaign was amplified by a multi-platform content blitz across diverse formats, from digital out-of-home advertising to social media content. A major offline event in Korea further strengthened the sense of community, generating significant buzz and reinforcing player loyalty.
The campaign delivered impressive results. In Korea, daily active users increased by 137%, revenue surged by 207%, and returning users grew by 129.8%. Taiwan saw similarly robust figures, with DAU up by 119% and revenue climbing by 144%. The success of this campaign highlights the effectiveness of Ponos and RGA’s strategy, reaffirming the game’s place in the competitive mobile gaming landscape.
Ponos’ Managing Director, Sano Seichiro, credited RGA’s approach with the game’s revival, noting that many players returned as a direct result of the campaign’s success.
