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A set of New Year's cards for Japanese "Mafia"
Problem
Mobile Game Mafia City told a story about a mafia family from the west. To win Japan, it needed to make itself more relevant to the Japanese gamers.
Solution
Help Mafia City players build stronger bonds with each other in the most Japanese way. We collaborated with 3 Japanese artists to design a set of Mafia-limited-edition Nengajo (Japanese New Year's Cards). Players can customize them directly on Instagram and send to their guild comrade and friends. As an additional gift, 5,000 physical Nengjos were printed and send to players on behalf of their guilds.
Results
Mafia City’s revenue jumped 67% during the campaign period. Install also increased by 6.4%, while retention rate went up by 99.2%.
