THEIR STORY THEIR SOLUTION Real-time strategy Reaching gamers where they are Founded in 2007, ELEX is a Chinese company As part of its "go global" strategy, ELEX rolled separated its audience by gender, targeting out Clash of Kings sequentially. Starting with each group with customised creative. For with global ambition. Its popular social games Southeast Asia, it launched the game in one example, female players saw adverts featuring include Happy Harvest, City Life and Clash of market at a time, fine-tuning its marketing female characters and copy that addressed strategy along the way, applying lessons them as "Queen" and "my lady", while male Kings, a cross-platform real-time strategy game. learned in each region to the next. In this way, players saw male characters, scenes of the company ensured it was better prepared warfare and images of weaponry, with copy to enter more mature markets, such as North that addressed them as "warriors". America. ELEX ran an awareness campaign to inform existing mobile players that they could now play Clash of Kings on desktop. The company THEIR GOAL THEIR SUCCESS Cross-platform experience Highly engaged fans worldwide Recognising gamers' preference for a seamless Since integrating Clash of Kings into • 50 million players globally experience across devices, ELEX created a cross- Facebook.com in March 2015, ELEX has • 80% higher player engagement rate than acquired players in brand new markets and before the game became cross-platform platform version of its successful mobile game, achieved these results: • 4x increase in average playtime Clash of Kings, by integrating it into Facebook. • Top 10 grossing game in over 80 countries com. The company wanted to take the game global by making it accessible to gamers on their gadgets of choice. CROSS-BORDER BUSINESS HANDBOOK