CASE STUDY KLAB
CASE STUDY
KLAB
THE CLIENT
AS “AN ENTERTAINMENT CONTENT BRAND,”
KLAB DEVELOPS MOBILE GAMES WITH A FOCUS ON ADAPTING JAPANESE ANIME AND MANGA TITLES.
In 2009, KLab broke into the gaming industry as KLabGames and has since grown into a global publisher with apps available in 155 countries and regions.
PAPER & PAGE was approached to promote KLab’s Captain Tsubasa: Dream Team at a tentpole industry event, Thailand Game Show 2019 (TGS2019).
THE PROBLEM
Thailand is a key market for mobile game developers. Mobile games account for 71% of the Thai gaming industry’s revenue versus 49% globally, with mobile gaming revenue projected to achieve 12.6% annual growth.
Capitalizing on Thailand’s voracious appetite for both mobile games and Japanese culture, KLab developed Thai-language support for its football gaming app, Captain Tsubasa: Dream Team, and brokered a celebrity endorsement by Thai midfielder Chanathip “Jay” Songkrasin of the Hokkaido Consadole Sapporo football club.
As a Tokyo-based game developer, all they needed now was a Bangkok-based PR agency that could secure media coverage of their promotional campaigns and activities at Thailand Game Show 2019.
THE SOLUTION
PAPER & PAGE identified several niche news outlets
with significant followings that could be leveraged for awareness and engagement in the relevant industries of gaming, Japanese cultural exports, and sports, particularly football. We contacted these outlets to secure participation in a TGS2019 press junket with KLabGames Executive Producer Shun Fujiyoshi and PR Manager Hiroaki Saito.
After establishing connections with influential media outlets, PAPER & PAGE translated and localized pre-event press releases for distribution within the relevant industries, highlighting KLab’s key messages. These include the game’s Thai language support, competitive gameplay, celebrity spokesperson, and KLab’s “Follow & RT” Twitter campaign, while inviting readers to attend the gaming exhibition.
After TGS2019, PAPER & PAGE translated and distributed a post-event press release, ensuring on-message awareness of key takeaways. They include promotion for the client’s social media and online content, including the KLab Games Station YouTube channel.
HIGHLIGHTED KLAB
ACKNOWLEDGES THAILAND’S
MOBILE GAMING FANS WITH
THAI-LANGUAGE SUPPORT
FOR CAPTAIN TSUBASA
PRE-EVENT PRESS RELEASE
highlighting Thai-language support for Captain Tsubasa: Dream Team and acknowledging KLab’s mobile gaming fans in Thailand.
EXCLUSIVE INTERVIEWS
with Executive Producer Shun Fujiyoshi and PR Manager Hiroaki Saito, organized through P&P media contacts.
POST-EVENT PRESS RELEASE
ensuring on-message awareness of key takeaways, including client’s social media and YouTube channel.
TOOLS & METHODS
PUBLIC RELATIONS
STRATEGY
DIGITAL
MARKETING
TRANSLATION
& LOCALIZATION
MEDIA RELATIONS / EXCLUSIVE INTERVIEWS / SOCIAL MEDIA MARKETING
THE RESULT
“IT’S SUPER EFFECTIVE.”
As a result of our media relations efforts, PAPER & PAGE earned organic and
positive on-message coverage of Captain Tsubasa, with almost all the contacted
media outlets participating in exclusive interviews with KLab executives This
coverage also generated insightful feedback, expressing interest in Thai-language
support for KLab’s other titles.
ONLINE REACH
Since then, KLab has repeatedly partnered with PAPER & PAGE to earn
consistently widespread quality coverage within the industry, reaching its
die-hard fans and finding new audiences.
CONTINUED
PR COVERAGE
for Bleach: Brave Souls
and Captain Tsubasa: Dream
Team
PRESS RELEASE
DISTRIBUTION
for #PlayApartTogether cam-
paign, promoting KLab titles amid
the pandemic
MEDIA RELATIONS
AND TRANSLATION
for Indonesia campaign
Through its ongoing partnership with KLab, PAPER & PAGE has established itself
as a reputable PR firm that enjoys strong relations with both mainstream and
niche industry media.
“PAPER & PAGE has been wonderful in helping us through local event media support and numerous press release distributions. The team is always very responsive and professional with us for all services. KLab appreciates their support in both Thailand and Indonesia since 2019 and into the coming new year.”
KATE FEATHERSTONE
GLOBAL COMMUNICATIONS & PR, KLAB INC.
CASE STUDY
KLAB
THE CLIENT
AS “AN ENTERTAINMENT
CONTENT BRAND,” KLAB
DEVELOPS MOBILE GAMES WITH
A FOCUS ON ADAPTING JAPANESE
ANIME
AND MANGA TITLES.
In 2009, KLab broke into the gaming industry as KLabGames and has since grown into a global publisher with apps available in 155 countries and regions.
PAPER & PAGE was approached to promote KLab’s Captain Tsubasa: Dream Team at a tentpole industry event, Thailand Game Show 2019 (TGS2019).
THE PROBLEM
Thailand is a key market for mobile game developers. Mobile games account for 71% of the Thai gaming industry’s revenue versus 49% globally, with mobile gaming revenue projected to achieve 12.6% annual growth.
Capitalizing on Thailand’s voracious appetite for both mobile games and Japanese culture, KLab developed Thai-language support for its football gaming app, Captain Tsubasa: Dream Team, and brokered a celebrity endorsement by Thai midfielder Chanathip “Jay” Songkrasin of the Hokkaido Consadole Sapporo football club.
As a Tokyo-based game developer, all they needed now was a Bangkok-based PR agency that could secure media coverage of their promotional campaigns and activities at Thailand Game Show 2019.
THE SOLUTION
PAPER & PAGE identified several niche news outlets with significant followings that could be leveraged for awareness and engagement in the relevant industries of gaming, Japanese cultural exports, and sports, particularly football. We contacted these outlets to secure participation in a TGS2019 press junket with KLabGames Executive Producer Shun Fujiyoshi and PR Manager Hiroaki Saito.
After establishing connections with influential media outlets, PAPER & PAGE translated and localized pre-event press releases for distribution within the relevant industries, highlighting KLab’s key messages. These include the game’s Thai language support, competitive gameplay, celebrity spokesperson, and KLab’s “Follow & RT” Twitter campaign, while inviting readers to attend the gaming exhibition.
After TGS2019, PAPER & PAGE translated and distributed a post-event press release, ensuring on-message awareness of key takeaways. They include promotion for the client’s social media and online content, including the KLab Games Station YouTube channel.
PRE-EVENT PRESS RELEASE
highlighting Thai-language support for Captain Tsubasa: Dream Team and acknowledging KLab’s mobile gaming fans in Thailand.
EXCLUSIVE INTERVIEWS
with Executive Producer Shun Fujiyoshi and PR Manager Hiroaki Saito, organized through P&P media contacts.
POST-EVENT PRESS RELEASE
ensuring on-message awareness of key takeaways, including client’s social media and YouTube channel.
TOOLS & METHODS
PUBLIC RELATIONS
STRATEGY
DIGITAL
MARKETING
TRANSLATION
& LOCALIZATION
MEDIA RELATIONS
EXCLUSIVE INTERVIEWS
SOCIAL MEDIA MARKETING
THE RESULT
“IT’S SUPER EFFECTIVE.”
As a result of our media relations efforts, PAPER & PAGE earned organic and positive on-message coverage of Captain Tsubasa, with almost all the contacted media outlets participating in exclusive interviews with KLab executives This coverage also generated insightful feedback, expressing interest in Thai-language support for KLab’s other titles.
ONLINE REACH
Since then, KLab has repeatedly partnered with PAPER & PAGE to earn consistently widespread quality coverage within the industry, reaching its die-hard fans and finding new audiences.
CONTINUED
PR COVERAGE
for Bleach: Brave Souls
and Captain Tsubasa: Dream
Team
PRESS RELEASE
DISTRIBUTION
for #PlayApartTogether cam-
paign, promoting KLab titles amid
the pandemic
MEDIA RELATIONS
AND TRANSLATION
for Indonesia campaign
Through its ongoing partnership with KLab, PAPER & PAGE has established itself as a reputable PR firm that enjoys strong relations with both mainstream and niche industry media.
“PAPER & PAGE has been wonderful in helping us through local event media support and numerous press release distributions. The team is always very responsive and professional with us for all services. KLab appreciates their support in both Thailand and Indonesia since 2019 and into the coming new year.”
KATE FEATHERSTONE
GLOBAL COMMUNICATIONS & PR, KLAB INC.
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PAPER & PAGE (Thailand) Co., Ltd.
188 Spring Tower, Floor 12, Phaya Thai Road, Thung Phaya Thai,
Ratchathewi, Bangkok 10400, Thailand
Services:
Digital Marketing
Online PR
Web Development
Services:
Digital Marketing
Online PR
Web Development
