Fans of action games need to show gameplay in video ads, and fans of racers need to show the characters of the game. This is reported in a study of the AdColony advertising platform.
The image belongs to Chartboost
AdColony experts analyzed 11 thousand mobile advertising videos.
The videos were evaluated according to the following components:
- do they show gameplay (live action);
- do they have the interaction of the user’s hands with the screen (hand interaction);
- musical ending;
- is the mobile device shown in the frame (in-device footage);
- are the sound effects from the app itself (in-app sfx) audible on the video;
- are additional sound effects heard on the video (post sfx);
- is there text in the video (text);
- if there is a plot in the video (narration);
- is the plot built around any characters (feat. characters);
- whether the video shows interaction with the controls of the application itself (in-app footage).
After that, it was investigated how certain elements affect downloads.
The effectiveness of video advertising elements. Gray is the least effective, blue is the most effective
Patterns have been found out.
For example, action fans don’t like it when the video ends with emotional music, but prefer gameplay videos. In addition, they don’t like it if additional characters appear in the video. In other words, if the main character of the game talks about the project instead of rushing around the screen and chopping everything in a row, action fans will not appreciate this.
Fans of racers want the exact opposite: for the character to tell them about the game in detail. And so that the video has a plot.
Video advertising for all these genres often looks completely inappropriate. For example, the gameplay in action games videos is not shown, but they show a lot of text and unnecessary sound effects. Here is a table showing the distribution of video advertising elements by genre.
The frequency of the appearance of elements in advertising. Blue is the least common, blue is the most frequent
In addition, AdColony has studied how the localization of videos affects application downloads.
It turned out that Russian users appreciate the most if the video is translated into their native language. Downloads in this case increase by 48%. But for the French, it’s not worth trying to translate – the result does not exceed 3%.
Source: AdColony
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