Plaion Sells Over 4 Million Copies of KCD II by Achieving 177% More Installs Than Forecast
The Challenge
Plaion knew KCD II was more than a sequel and set aggressive sales targets for launch. To succeed, the brand needed to break beyond RPG loyalists and transform a breakout title into a global premium franchise, despite an intensely competitive release schedule. Fifty was tasked with developing a media strategy that would cut through market noise, reach new audiences, differentiate KCD II from other major RPGs, and efficiently drive game sales and long-term momentum.
The Solution
Fifty cut through a crowded market with a three-phase media strategy (Pre-launch, Warm Up, and Launch) built on real-time insight, not assumptions. Fifty’s proprietary insights, grounded in a deep understanding of player motivations and behaviours, were combined with cultural and performance signals to evolve audiences, channels and formats in-flight. The Deep Silver Media Performance platform tied media directly to installs and sales, whilst also revealing true incremental impact beyond platform metrics, enabling rapid budget shifts toward what genuinely drove sales and stronger launch performance.
“Fifty were true strategic partners on KCD II, combining best-in-class media execution with their proprietary technology that allowed us to precisely identify and scale the right audiences across core markets. Their ability to optimise budgets in real time was instrumental in turning an ambitious launch into a record-breaking commercial success.”
David Azria Marketing Director, Plaion
The Results
Fifty’s data-led, agile media strategy delivered exceptional commercial and performance results for Plaion. The launch campaign overdelivered on install forecasts by 177%, while achieving a Cost Per Install 32% lower than planned, demonstrating outstanding media efficiency. This performance directly supported a record-breaking launch, with Kingdom Come: Deliverance II selling 1 million copies in the first 24 hours and surpassing 2 million copies within two weeks, securing its position as a global best-selling game on Steam. The intelligent use of the Deep Silver Media Performance platform enabled real-time optimisation, proving how a flexible, insight-driven approach can drive both short-term sales impact and long-term franchise momentum.
