Ad-Virtua Supports Pre-Registration Promotion for Bushiroad's New Title "NEN×SURVIVOR," Achieving approx. 26% Growth in Organic Traffic and approx. 3x Average Time on Site for the Official Website

2026/07/08

Press Release

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 "HUNTER×HUNTER NEN×SURVIVOR" (NEN×SURVIVOR), a new smartphone game from Bushiroad Inc. (Location: Nakano-ku, Tokyo; Representative Director: Takaaki Kidani).

In this campaign, in-game advertising was delivered to build awareness and interest ahead of release. As a result, compared with a benchmark period without ad delivery, organic traffic to the official website rose by approximately 26% and average time on site grew to roughly three times its previous level, confirming improvement across key metrics.

Through ad delivery that blends naturally into the game experience, Ad-Virtua offers brand touchpoints different from conventional web advertising, contributing to awareness and interest.

Background to the Promotion

"HUNTER×HUNTER NEN×SURVIVOR" is a new mobile game based on the TV anime "HUNTER×HUNTER."
Players adventure alongside characters from the original work and enjoy character development and strategic battles.

Ahead of the official release on February 18, 2026, this promotion was carried out to build pre-launch awareness and interest.

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

Campaign Details

In this campaign, video creatives for "NEN×SURVIVOR" were delivered inside multiple game titles via Ad-Virtua.

Delivery example 1

Delivery example 2

In-game ads appear as signage, street displays, background objects and the like, blending naturally into the game space. They therefore create continuous exposure opportunities within everyday play without significantly disrupting the play experience.

Results Summary

Through in-game ad delivery with Ad-Virtua, the following improvements were confirmed on Bushiroad's official website.

(Measurement periods — without ad delivery: December 20, 2025 to January 3, 2026; with ad delivery: January 12, 2026 to January 25, 2026)

1. Organic traffic up 26%

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

This suggests that in-game ad exposure may have led to interest and search behavior. Rather than stopping at seeing the ad, users who felt they "wanted to know more about the title" appear to have gone looking for information on their own.

2. Average time on site up 167%

Average time on site grew from 1 minute 9 seconds in the benchmark period to 3 minutes 4 seconds during the ad delivery period.

Not only did visits increase, but visitors appear to have viewed the information on the official site more carefully. This likely translated into behavior such as looking closely at game content, world setting, characters, and release information.

Results and Analysis

The results of this promotion showed change at multiple stages of pre-launch promotion:

Expanded awareness through ad exposure
Interest surfacing as search behavior
Deeper understanding through longer time on site

The comparison period without ad delivery included the year-end and New Year holidays, a time when traffic generally tends to rise. Even against that period, the ad delivery period came out ahead on both organic traffic and average time on site.

We believe the following characteristics of in-game advertising contributed to these results.

1. An ad format encountered naturally within the game experience

Unlike pop-ups or forced-view formats, in-game ads appear naturally as part of the content. They are therefore less likely to place undue stress on users, and receptiveness to the information may have been comparatively high.

2. Building touchpoints centered on younger audiences

The user base of the participating games is mainly in their teens to thirties, and reaching a touchpoint different from traditional media or general digital advertising may have contributed to the growth in awareness.

3. Repeated exposure through continued play

Games tend to be played repeatedly as part of daily life, so the number of ad contacts naturally increases. This repeated exposure may also have led to search behavior and deeper browsing of the official site.

Going Forward

Ad-Virtua Inc. will continue to advance the sophistication of in-game ad measurement while expanding the range of supported game genres and ad placements. In parallel, we plan to broaden the options for corporate marketing through games, including promotional programs that use custom-built games.