{"id":7009,"date":"2022-07-19T10:49:14","date_gmt":"2022-07-19T03:49:14","guid":{"rendered":"https:\/\/adtek.agency\/pubg-marketing-strategy-case-study\/"},"modified":"2026-10-20T23:02:52","modified_gmt":"2026-10-20T16:02:52","slug":"pubg-marketing-strategy-case-study","status":"publish","type":"post","link":"https:\/\/adtek.agency\/en\/pubg-marketing-strategy-case-study\/","title":{"rendered":"Case study: what is behind PUBG’s success?"},"content":{"rendered":"

Updated on October 18, 2026: reviewed and updated figures.<\/em><\/p>\n

Case study: what is behind PUBG’s success?<\/b><\/span><\/p>\n

Over the past few years, PUBG has achieved impressive success both internationally and in Vietnam, thanks to the right moves at the right time and a well-judged PUBG marketing strategy. So what exactly made PUBG succeed? Let’s find out with Adtek in the article below.<\/span><\/p>\n

How PUBG came about<\/b><\/span><\/p>\n

Before 2017, Battle Royale was still a small genre, and it mostly existed in the form of mods that players developed by themselves.<\/span><\/p>\n

At the time, Battle Royale games were either made in-house by game developers over a short period, or produced by companies like Bluehole that had no previous experience with shooters of any kind. In its early days, PUBG was little more than a script, an idea that seemed rather unrealistic. Brendan Greene, the creator of the Battle Royale genre, came on board and was given a sizable budget to build a polished, visually appealing video game. Most importantly, the barriers to entering the market, which had been a major obstacle a few years earlier, were gone, and the market was ripe for a quality product to take over.<\/span><\/p>\n

PUBG’s development goals<\/b><\/span><\/p>\n

PUBG Mobile is a classic battle royale game played and loved by millions of gamers around the world. As competition among battle royale titles heated up, PUBG Mobile looked for ways to grow its community: by reaching the right target segments and by making sure PUBG Mobile stayed top of mind for its audience. PUBG’s campaign set out to get every existing player, and even people who did not play games at all, to pay attention to the game, join in and play PUBG Mobile, so that engagement with the brand would grow quickly.<\/span><\/p>\n

PUBG also had specific goals, such as:<\/span><\/p>\n