From characters to voiceovers, adding the right creative concepts to your game app and ads can produce impressive results. But what exactly makes a successful creative strategy in 2023?
Customisation for more engagement
Growth platform AppLovin analyzed data from 52.3 billion impressions, 22.4 clicks, and 267 million installs, as well as tens of thousands of creatives in 2022 to shed light on the creative variables that produce the most impact and ROI. They found that customisation of characters or environments alongside urging prompts for the user drove higher engagement.
Renovation and makeover concepts drove the highest success in customisation accounting for 75% of creative wins, i.e. creatives capturing the majority of spending in campaigns.
The top creative wins
Source: AppLovin
It’s all about the drama and interaction
Storylines with dramatic and eye-catching openings are more effective in immersing users. That’s particularly true for characters who are victims in perilous situations. Narrative motives users to get engaged with the game story. The likelihood of narratives being incorporated in creative wins for Cards/Casino games was 65% higher than average and 155% higher than average for Strategy wins.
AppLovin’s analysis found that VoiceOver messaging can add dimensionality. This works best for genres that rely heavily on showing gameplay footage in ad creatives, like Simulation creatives. Here voiceover was applied to 59% of the top Simulation creatives. It also worked well in Word genres (35%), Cards/Casino games (47%) and Strategy (30%).
Voiceover doesn’t even need to be human with computer-generated voices taking over 29% of top creatives in 2022.
Computer-generated voiceover was being used more successfully in 2022
Source: AppLovin
Adding a human character to give feedback to gamers during the game was another successful strategy. This doesn’t just apply to character-based games. Even a puzzle game could add a generic character to enhance the connection. Around half (49%) of the creative wins analysed incorporated features that give real-time feedback to the users.
Breakdown of real-time feedback mechanics
Source: AppLovin
Key takeaways
- Engage users by making creatives relatable and approachable using characters and voiceovers
- Dramatic storylines engage users more effectively
- Feedback during the game helps users to connect
The post Customised creative concepts can boost your app engagement appeared first on Business of Apps.
source https://www.businessofapps.com/news/customised-creative-concepts-can-boost-your-app-engagement/
