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By Munira Rangwala

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Creative optimisation ranked top as the biggest challenge faced by mobile game UA managers in a 2023 survey by GamesForum.

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The demand for creative experiences is growing year-on-year. In the recent past, paid user acquisition has seen massive innovation in the mobile gaming category. It’s getting difficult to create an impact on a potential player - especially because all we get are a few precious seconds to catch our users’ attention. Standing out in the creative ads department is no piece of cake. But there are some brands that have hit the bull’s eye. 

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Here are some case studies of interesting creative ads that have left a mark on the world. We’ve analysed and broken down what has worked for these ads so you can make your next ad just as awesome!

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1. RISE OF KINGDOMS

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What is the ad about?

Coming from the stable of Lilith Games, Rise of Kingdoms is a well-known strategy game and this ad creative is not just unique, but also clever. The character is using this ad to tell us his story. He starts off as a criminal, but when he’s left on a deserted island, he collects resources and uses it to expand the island and turn it into a city. 

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What worked in its favour?

The ad focuses on overcoming adversity. And because we’ve all faced adversity of some kind, we automatically relate to the main character even though he starts off on the wrong foot. The ad also plays on the primal need for power and progression. Most people like coming out on the top.They also like building things. This ad caters to both those needs. The CTA is equally catchy. It says, “Build your own kingdom.” And honestly, who can resist that?

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2. BLACKOUT BINGO

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What is the ad about?

Blackout Bingo by Big Run is a bingo game that falls under the Casino/Arcade category. So far, this game has had more than 100 thousand downloads on Android alone. The playable ad for Blackout Bingo has contributed to a fair share of those downloads. All users need to do in this ad is locate and click called out numbers. However, users need to be quick and this leads to excitement. 

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What worked in its favour?

This playable ad reflects what the game is - relaxing and great for passing the time. It also requires no skill so it motivates a larger population to download and play. What works in the ad’s favour is that, at the bottom, the players are shown how much other players have won so far. This automatically brings in the social and competitive aspect. And as a way to lure users even further, the end of the ad shows them how much money they could’ve won with a ‘Claim Now’ button.

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3. PROJECT MAKEOVER

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What is the ad about?

Project Makeover is a two-fold game. It is a Match-3 puzzle game with meta layers of fashion and decor. The goal is to give clients a makeover they’ll love! The ad for this game relies on narrative fiction and storytelling elements. The ad also reveals that in order to complete the makeovers, players need to solve match-3 puzzles. This will help them collect more coins and money to buy clothes, makeup, and furniture.

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What worked in its favour?

This ad uses motivation-led creatives with a strong focus on self-expression. It allows players to give a makeover of their desire by using different elements. The ad creatives are simple yet appealing to the eye. Because there are so many different options available, each player can express their own creativity. Also, Project Makeover is not targeting match-3 players. It’s targeting gamers who might be interested in the app’s meta layers.

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4. TENNIS CLASH

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What is the ad about?

As the name suggests, this is a multiplayer tennis game which falls under the Sports category. The game has intuitive controls that can be learned withing mere minutes and this is demonstrated in the game’s playable ad. But the overall game is hard to master, which makes for an addictive play. This is one example of a creative ad that is crafted smartly enough to leave players wanting for more.

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What worked in its favour?

The playable ad for Tennis Clash works on the human psyche of winning and coming out on top. The winner gets a tutorial bag and 700 coins. By giving out rewards, the players are lured to earn more goodies by playing the game. The end of the ad is equally interesting. It gives players two options - Rematch or Continue. Both these options lead the player straight to the app store page to download the game. Brilliant, isn’t it?

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5. HARRY POTTER : HOGWARTS MYSTERY

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What is the ad about?

According to a report by Scholastic, more than 500 million copies of the Harry Potter books have sold worldwide; more than 180 million copies have sold in the US alone. The Harry Potter craze has gripped the world and will stay for decades to come. The game ‘Harry Potter : Hogwarts Mystery’ milks the craze for this series by allowing players to experience the Harry Potter world for themselves.

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What worked in its favour?

Hogwarts Mystery created a motivation-based creative ad that targets gamers who are looking to be a part of this magical world. For these players, the game is all about adventures and immersing themselves in a fantasy world. The first two scenes are the same as seen in the movie ‘Sorcerer’s Stone’ - students in the grand hall and the sorting hat. The CTA at the end says ‘Play FREE now’ which just seals the deal for most players.

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Creative ads that are relatable and play on the human psyche of winning or FOMO or any such strong emotion have been clear winners in the past and will continue to do well. The idea is to study what works and what doesn't and try to use the best elements to make a creative ad that’s unique to your game.

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