Ad-Virtua Supports Bushiroad's New Game "Nensaba" Pre-registration Promotion, Achieving Approx. 26% Increase in Organic Traffic to Official Site and Approx. 3x Average Stay Time

Overview

Ad-Virtua Inc. (Location: Kita-ku, Tokyo; Representative Director: Seitaro Mizuno) provided its in-game advertising solution "Ad-Virtua" for the pre-registration promotion of the new smartphone game "HUNTER x HUNTER NEN x SURVIVOR (Nensaba)" developed by Bushiroad Inc. (Location: Nakano-ku, Tokyo; Representative Director: Takaki Kidani).

In this initiative, in-game advertisements were delivered with the aim of expanding awareness and generating interest prior to release. As a result, improvements in key metrics were confirmed, including an approximate 26% increase in organic traffic to the official website and an approximately 3-fold increase in average stay time, compared to a control period without ad delivery.

Ad-Virtua aims to contribute to expanding awareness and generating interest by providing brand touchpoints that differ from traditional web advertising through ad delivery that naturally integrates into the game experience.

Promotion Background

"HUNTER x HUNTER NEN x SURVIVOR (Nensaba)" is a new mobile game based on the TV anime "HUNTER x HUNTER." The game allows players to embark on adventures with original characters and enjoy character development and strategic battles.

Prior to its official release on February 18, 2026, this promotion was conducted with the aim of expanding awareness and generating interest before the release.

Official Website: https://hunterhunter-ns.bushimo.jp/

Initiative Details

In this initiative, "Nensaba" video creatives were delivered within multiple game titles through Ad-Virtua.

Delivery Example 1

Delivery Example 2

In-game advertisements are displayed in a way that naturally blends into the game space, such as on billboards, street vision screens, or background objects, allowing for continuous exposure opportunities during everyday gameplay without significantly hindering the play experience.

Effect Summary

Through the delivery of in-game advertisements utilizing Ad-Virtua, the following improvements were confirmed on the Bushiroad official website:

(Measurement Period: No Ad Delivery: December 20, 2025 - January 3, 2026; With Ad Delivery: January 12, 2026 - January 25, 2026)

1. Organic Traffic Increased by 26%

During the ad delivery period, organic search traffic to the official website increased by approximately 26% compared to the control period.

This result suggests that exposure to advertisements within games may have led to user interest and search behavior. It is thought that a pathway was created for users who, rather than just finishing viewing the ad, felt "I want to know more about the work" and spontaneously sought out information.

2. Average Stay Time Extended by 167%

The average stay time extended from 1 minute and 9 seconds in the control period to 3 minutes and 4 seconds during the ad delivery period.

This indicates not just an increase in access numbers, but also that users who visited the site may have browsed the information more thoroughly. This is believed to have led to actions such as in-depth review of game content, world-building, characters, and release information.

Results and Analysis

The results of this promotion showed changes at multiple stages of the pre-promotion period, including:

Expansion of awareness through ad exposure

Manifestation of interest through search behavior

Deepening of understanding through extended stay time

Compared to the period without ad delivery, which included the year-end and New Year holidays when access typically increases, the ad delivery period showed superior results in both organic traffic and average stay time.

The results are thought to be influenced by the following factors, which are characteristic of in-game advertising:

1. Ad formats that can be naturally encountered within the game experience

Unlike pop-up or forced-view ads, in-game ads are displayed naturally as part of the content. Therefore, they are less likely to cause excessive stress to users, and the receptiveness to information exposure may have been relatively high.

2. Formation of touchpoints centered on the younger demographic

The user base of the partnered games is primarily in their teens to thirties, and the ability to create touchpoints different from conventional media and general digital advertising may have contributed to the expansion of awareness.

3. Repeated exposure through continuous play

Games tend to be played repeatedly on a daily basis, making them a medium where the number of ad exposures naturally increases. Such repeated exposure may have led to search behavior and in-depth browsing of the official website.

Future Outlook

Ad-Virtua Inc. will continue to advance the sophistication of in-game advertising effect measurement and expand the range of game genres and ad placements that can be supported. In addition, the company plans to broaden the options for corporate marketing utilizing games, including promotional measures using customized games.

Company Information

Company Name: Ad-Virtua Inc.

Representative: Representative Director Seitaro Mizuno

Location: Daikoku Bldg. 303, 2-47-8 Akabane, Kita-ku, Tokyo

Company HP: https://corp.ad-virtua.com

Company Name: Bushiroad Inc.

Representative: Representative Director and President Takaki Kidani

Location: Sumitomo Nakano-Sakaue Bldg., 1-38-1 Chuo, Nakano-ku, Tokyo

Company HP: https://bushiroad.co.jp

Inquiries Regarding This Matter

◆ Ad-Virtua Inc. Inquiry Form: https://corp.ad-virtua.com/contact

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