Case Study: Nexon drives incremental new user growth with Moloco Performance CTV

Nexon drives up to 3x higher new user sign-ups with Moloco

Nexon, a global gaming company, needed to continuously acquire new and returning users for its live-service games. Their challenge was determining if Connected TV (CTV) could truly drive new users as a performance channel, which was difficult to measure due to their strict incrementality framework and a mismatch between household-level CTV ads and individual user account measurement.

Moloco implemented a rigorous randomized controlled trial (RCT) using a Ghost Bidding framework to measure the true incremental impact of its Performance CTV ads. The results validated CTV as a performance driver, showing an incremental lift of up to 3x higher new user sign-ups and a 1.6x higher lift in returning users compared to traditional attribution-based results.

Nexon