![]() Stormshot, a SLG by FunPlus, uses "bullet shooting" in its ad creative to attract users' attention and downloads. For example, Playrix Gardenscapes has heavily used "rescuing scene", "needle puzzle" as ad creatives, which has significantly increased the game's revenue and downloads.īesides Glaciers Game, Century Games, FunPlus and other Chinese developers are also using "Non-Core Gameplay Ads" as a breakthrough for UA.Īfter X-hero became a hit in the ad market with "Doge" last year, Century Games' 3D idle game Valor Legends took the lead to follow up, not only using the "drawing line to save the dog" in its creatives, but also changing its icon to a similar "Doge". According to the April China distributor revenue ranking by SensorTower, 超能世界 was the most downloaded Chinese iOS game, placing 22nd in revenue and driving the company's revenue to rise 81% YoY.Ġ2 Why are "Non-Core Gameplay Ads" still popular?Īs mentioned in the previous analysis of X-hero by AppGrowing, the addition of non-core gameplay content not only enriches the gameplay, but also provides more possibilities for user acquisition. Powered by massive advertising, the effect of 超能世界 's non-core gameplay ads is evident. For example, at the beginning of the video with "real-life prank" to attract attention, followed by "Doge" link to show the game.įurthermore, some of the creatives have changed the purpose of the "line drawing", from "save the dog from being bee stings" to "helping the dog succeed in dating", but with the same weird and humorous style. In order to avoid aesthetic fatigue, some creatives combine live-action elements to differentiate. Simply put, by one stroke drawing to form a blocking area to protect the dog from bee stings, and to stimulate the player's desire to challenge with multiple failures. In terms of media, AdMob is leading, accounting for over 70% of the total.Īs for the ad creatives, 超能世界 still relies on the idea of "Doge+Bees" with line drawing. In addition to Glaciers Game, Century Games Valor Legends and FunPlus Stormshot have also adopted "Non-Core Gameplay Ads" and made various upgrades, which reveals that this strategy is the traffic code for mid & hard core mobile games from China so far.Ġ1 Weirdly Hot "Doge Ads" Drive Glaciers Game Revenue Growth AgainĪs monitored by AppGrowing, the total ads of 超能世界 exceeded 11K in April 2023, and its daily new ad volume stays at a high level. There are even cases where ads reversely affected game design - these Casual/Hyper-casual creatives are realistically added to mid & hard core games. Its Q1 marketing expenses reached ¥318M (around $45M), a 117.21% increase YoY, according to the financial report.Īctually, with UA (User Acquisition) becoming much more difficult, the use of Casual/Hyper-casual elements as ad creatives to attract users has become popular. Within the framework of the "Card Gameplay + Massive Advertising", Glaciers Game not only achieved revenue of ¥2.0B (around $289M) in 2022, soaring 303.87% YoY, but even managed to turn a loss into a profit, earning ¥129M (around $18.2M) in net profit.Įntering 2023, Glaciers Game continues to bet on 超能世界 and keeps investing in advertising. According to the financial report, it earned ¥477M (around $67M) last year, second only to X-hero. With same Idle+Card gameplay, and same "Doge Ads", 超能世界 is obviously another consolidation and deepening on X-hero model. Glaciers Game rapidly scaled up the replications, as represented by the 超能世界 commercially released in 2022. ![]() The success of X-hero has proven the viability of the "Non-Core Gameplay + Doge" advertising strategy. With weirdly hot "Doge Ads", Glaciers Game's X-hero has been revitalized after 2 years of release, and has not only reached the top of the app store in several countries/regions, but also contributed over 120 million in revenue, accounting for 46.21% of Glaciers Game's gaming revenue. Since 2022, Glaciers Game has been the "dark horse" in the industry. According to the April 2023 Global Mobile Game Advertising Review by AppGrowing, Glaciers Game's 超能世界(Super World) took the 1st in App Store ad ranking and 11th in Google Play, with a significant increase in advertising.
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