| As the gaming publisher was looking for effective channels to promote this event, Yostar saw an opportunity to tap into the Halloween conversation taking place on Twitter, in conjunction with the Halloween season, and target their Halloween event at the Twitter audience who are interested in gaming and anime | After the successful launch of its new anime-styled mobile gaming app, Azur Lane , Japanese gaming publisher Yostar created an in-app Halloween event to continue its post-launch marketing momentum of attracting new players to drive app downloads and prompt its current pool of players to engage with the game |
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| This campaign also led to a 3X increase in in-app purchase revenue |
To encourage engagement with the game, Yostar organized an in-app Halloween event to introduce their new series of Halloween-themed game characters, outfits and accessories that can be unlocked through in-app purchases.
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