DeNA Enhances Creative Success with Boa

As DeNA expanded its portfolio of first-party titles, the demands on its marketing teams grew significantly. They needed not just more ads, but ads that could consistently break through in a crowded, competitive market.

Three challenges stood out:

• High demand for creative concepts: Each title required a constant stream of fresh, high-performing ads to drive installs and sustain growth. Researching and producing concepts at this scale placed enormous pressure on creative resources.

• Subjectivity in decision-making: Selecting winning creatives often came down to gut instinct, rather than a system of objective, data-driven comparisons. This made it difficult to double down on what truly worked.

• Scaling with quality: While DeNA’s teams could produce ads quickly, maintaining creative excellence while accelerating output was a persistent struggle.

DeNA’s leadership knew that AI could help. But they wanted to move beyond efficiency gains alone. Their goal was a smarter, structured approach to creative development, one that fused data insights with human creativity.

Boa acted as the engine behind the Hybrid approach, providing three key capabilities:

• Market-informed insights: Boa analyzed real-time market and competitor trends to pinpoint themes and creative directions most likely to resonate with players.

• Creative briefs at scale: Instead of manually researching and ideating, teams received structured, actionable briefs generated directly from Boa, streamlining the concept phase.

• Performance-driven iteration: Boa connected to DeNA’s first-party performance data, enabling continuous feedback loops that linked creative concepts directly to measurable outcomes.

This allowed DeNA to go from research to production in hours instead of days, while ensuring every campaign was grounded in data-backed insights.