Creative Trends in mobile gaming

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Creative Trends in mobile gaming - June 2024

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This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠
Podcast:
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Agenda
00:00 Epic Intro
01:00 Introduction and Creative Trends
01:46 Unconventional Elements in Game Creatives
04:56 Celebrity Endorsements and Cameos
08:58 The Rise of Longer Video Ads
11:54 Addressing the Issue of Sexist Ads
14:07 The Impact of Engaging Animations
20:56 Trend: Games Featuring Cars and Upgrades
22:33 The Impact of In-Engine Rendered Ads
23:49 The Success of Pizza Ready and Township
27:39 Golden Goblins: A Case Study in Game Advertising
32:31 Capturing Attention with Hooks: Unexpected Visuals and Celebrity Endorsements
39:11 The Rise of High-Quality, In-Engine Rendered Ads
40:49 The Power of Cars in Mobile Game Advertising
46:09 Investing in High-Quality Assets for Long-Term Success
47:26 Networking and Collaboration at ChinaJoy
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Matej Lancaric
User Acquisition & Creatives Consultant
⁠lancaric.me
Felix Braberg
Ad monetization consultant
⁠www.felixbraberg.com
Jakub Remiar
Game design consultant
⁠ / jakubremiar
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Takeaways
Unusual and attention-grabbing elements, like poop, can be effective in game creatives.
Celebrity endorsements and cameos are commonly used in mobile game ads.
Longer video ads, often over one minute, are becoming more popular.
The issue of sexist ads in mobile games is still prevalent.
Engaging and high-quality animations can greatly enhance the effectiveness of game creatives. Mobile games featuring cars and upgrades are a popular trend in the industry.
In-engine rendered ads are being used to create more visually appealing and complex creatives.
Understanding reference games and staying up-to-date with creative trends is crucial for success in mobile gaming.
Games like Pizza Ready and Township continue to generate significant revenue and downloads.
The hosts discuss the success of Golden Goblins and the use of different game concepts in their ads. Hooks, such as unexpected visuals and celebrity endorsements, are effective in capturing users' attention in mobile game advertising.
High-quality, in-engine rendered ads are a trend in the industry and can speed up iteration and improve user engagement.
The inclusion of cars in various game genres is a popular strategy to attract users and lower CPI.
Investing in building a library of high-quality assets for ads can be a significant upfront cost but can pay off in the long run.
Attending industry events like ChinaJoy provides opportunities for networking and collaboration.
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