9 most effective types of advertising creatives for games

Mikhail Vshivkov — AdSide Media Marketer

Level-up

It shows the raising of the level of the game character and the associated visual progress without immersion in the details of the gameplay. The player sees how his actions affect the development of the character.

Cats & Magic from Creative Mobile. In this creative, we beat the romantic story of the growing up of a cat and a kitty. Technologies: Blender, After Effects

Comparison of levels

Close to the previous approach. Only within its framework is there a comparison of an entry-level character and a character who has pumped to the full. It is based on the demonstration of high—level content.

Evolution 2: Battle for Utopia by MY.COM . This creative shows the formation of a character. From a beginner, he grows up to a real killing machine. Technologies: Unreal Engine, After Effects+Saber

Customization (characters, weapons, cars, and so on)

In such videos, work with game inventory is shown, namely, setting up game entities.  This approach works well when combined with a gameplay demo. In the first part of the creative, we can show the customization of the car, and in the second — how it rushes, overtaking rivals. The viewer sees both the process and the result.

Big Rig Racing from Mobirate. In this creative, we combined customization with a reference to “Mad Max”. Technologies: Cinema 4D and After Effects

Busting (characters, weapons)

Close to the previous approach. Only in it, the player does not customize the appearance, but chooses between different game entities. Loot boxes are often shown in such creatives.

Cats & Magic from Creative Mobile. In this cretiv, we use two mechanics. First, we show a search of characters and then how we pump the character. Technologies: Unreal Engine, After Effects

1990/2021

In such videos, the graphics of old games are compared with the graphics of the advertised product. In such a video, you can not only show the possibilities of modern graphics, but also play on nostalgia.

Solitaire Play by Murka Games. Be careful! This laconic creative can cause strong nostalgia. Technology: After Effects

Noob/Pro

A very close approach to “Comparing levels”. But here it is demonstrated that there is a difference between the levels not only in the content, but also in the gameplay. By comparing players of different levels, we engage the viewer, challenge him, and encourage him to try it himself.

Harvest Land from MysteryTag. We made a series of videos for the farm. One of the mechanics was Noob/pro. Technology: After Effects

FAIL

As part of this approach, they show how a player makes the wrong choice, which leads to a loss. Most often, a sequence of obstacles is used: the hero copes with the first two, and failure awaits him on the third. The viewer feels smarter than the creative player. This encourages him to try to pass the level himself.

Fancy Blast from Fenomen Games. In the creative for Fancy Blast, we created a plot during which the knight overcomes various obstacles. The viewer is involved through the use of two mechanics — a reference to a well-known plot and an unsuccessful ending

Battle with the mega boss

The reverse of the previous approach. The idea of such videos is to immediately show the goal, the most epic battle and victory, for which the player will download the application.

Hustle Castle from MY.COM . We have combined several mechanics. The creative is made in the style of the game “Prince of Persia“. In the course of the action, there is a level-up and then a battle with the boss. Technology: After Effects

A reference to popular games and stories

This approach appeals to “cultural codes”. He uses popular images to attract attention.

Slice Them All from Dats.Games / Ducky. Excellent retention rates were achieved thanks to the reference to the “Matrix” at the very beginning of the video. Technologies: Cinema 4D, After Effects

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Most mechanics can be combined to achieve a better result. For example, at the beginning of the creative to show customization, and in the next scene — a battle with the boss.

Please note that we are talking about ideas here, not how they are technically executed. For some, the quality of creative performance is secondary, only the catchy mechanics are important, for others, production is in the first place. The ideal solution would be to combine a high-quality visual component and a strong idea that resonates with the audience of the product.