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Elex Games appoints The Specialist Works’ Broadcast House for optimised TV campaign to track and attribute app downloads

Elex Games, currently China’s largest distributor of social online games, has appointed The Specialist Works’ TV division Broadcast House to launch a TV campaign in the UK for its latest adventure-strategy game, Clash of Kings.

Clash of Kings has already hit 50 million downloads worldwide.

The campaign will use advanced optimisation tools to track and attribute app downloads (for Android and iOS) back to individual TV spots.

Matthew Pover, director of strategy at Broadcast House, said: “Our partnership with Elex has allowed us to engineer a bespoke analytics package, tracking and attributing app downloads back to individual TV spots. Elex Games really recognises the value of our approach and how it can help them get the most from their UK TV budget. By measuring the sales influence of airtime, our team can change the shape of the campaign while it’s live to make sure we optimise download numbers and access the full potential of every spot.”

Elex Games, founded in 2008, has offices in China, Taiwan and Brazil. Clash of Kings has already hit 50m downloads worldwide, having topped download charts in Germany and Russia.

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