Appier Helps Netmarble Achieve Stable ROAS Targets in the Launch Campaign of Vampir

• Achieve stable ROAS targets through AI-driven user acquisition and effective cost control

Appier, a leading AI-native software company, announced that it successfully supported Netmarble in achieving stable ROAS (Return on Ad Spend) targets for the launch campaign of its new vampire-themed MMORPG Vampir. By leveraging Appier’s AI-driven user acquisition solution, AIBID, Netmarble secured both efficient user growth and effective cost management during the critical early phase of the launch.

Released in August, Vampir quickly gained strong attention with its unique vampire concept and gothic dark-fantasy worldbuilding. Ahead of the game’s global rollout, Netmarble set out to achieve aggressive growth while maintaining cost efficiency, with a particular focus on reaching ROAS targets quickly and consistently without compromising user acquisition scale.

Securing Cost Stability Through Flexible CPI Management

Appier optimized the campaign by leveraging its data-driven prediction models alongside AIBID’s smart bidding strategy. AIBID—Appier’s AI-powered bidding solution, centered on ROAS—identifies and targets high-value users best suited for each game. To ensure budget stability, Appier implemented a CPI (cost per install) ceiling to prevent sudden price spikes typically observed immediately after launch, ensuring budget stability. By combining predictive modeling and adaptive bidding, Appier precisely reached “Purchase Lookalike” audiences with high conversion potential, further strengthening user acquisition efficiency.

Advanced AI Inventory Optimization and Strategic Creative Insights

Appier’s AI prioritized high-performing ad inventory automatically, maximizing results across placements such as Kakao Bizboard and boosting engagement through in-banner video formats. These strategies helped increase both brand exposure and user immersion. Additionally, Appier refined the creative approach using insights from its User Insight Report, which analyzes in-app behavior to uncover payment patterns. This enabled Netmarble to apply creative strategies tailored to users most likely to convert, strengthening the overall marketing impact.

A Netmarble marketing representative said, “Through our collaboration with Appier, we consistently achieved our ROAS goals from the earliest stages of the launch. The CPI cap, in particular, allowed us to operate campaigns stably without cost surges while managing both ROAS and CPI effectively. Appier is not just a media operator but a strategic partner that optimizes real business outcomes through data, and we look forward to continued successful collaboration.”

Bohyuk Lee, Head of Ad Cloud Sales at Appier Korea, added, “This partnership with Netmarble demonstrates how AI solutions can simultaneously drive growth and efficiency in game launch campaigns. The CPI ceiling and data-driven strategies were key to delivering stable performance, and Appier will continue supporting Netmarble as a trusted partner to maximize user acquisition ROI.”

About Netmarble
Founded in 2000 and headquartered in Seoul, Netmarble is a leading Korean game developer and publisher known for major mobile RPG titles such as Solo Leveling: ARISE and Seven Knights. In August 2025, the company launched Vampir, a vampire-themed MMORPG. With extensive experience publishing across multiple genres, Netmarble continues to deliver competitive titles to major global markets.

About Appier
Appier (TSE: 4180) is an AI native SaaS company that empowers businesses to create value through cutting edge AdTech and MarTech solutions. Founded in 2012 with the vision of “Making AI Easy by Making Software Intelligent,” Appier helps businesses turn AI into ROI through its Ad Cloud, Personalization Cloud and Data Cloud—each powered by Agentic AI that enables autonomous, adaptive and real time decision making. Today, Appier operates 17 offices across APAC, the US and EMEA, and is listed on the Tokyo Stock Exchange. Learn more at the Appier website.