Creative
Company
Documents about Creative
What Is Marketing Intelligence?
Marketing intelligence is defined as the systematic collection and analysis of data related to marketing activities, enabling advertisers to benchmark competitors’ strategies and refine their own plans.
- Marketing intelligence provides an 80% competitive advantage by enabling real-time monitoring of industry dynamics and rapid strategy optimization.
- Creative intelligence identifies industry-specific trends, such as the prevalence of war imagery in 'Three Kingdoms' mobile games and the varying design priorities between large and small advertisers.
- Audience intelligence utilizes keyword-based reports from Facebook and Google to identify specific user segments, such as the tendency for puzzle games to skew toward female iOS users aged 25–34 in the U.S.
Guide to Live-Action Ad Creative in Southeast Asia: Gambling and RPG
Live-action advertising proves highly effective for mobile game publishers in Southeast Asia, where a single camera crew can produce compelling storylines that resonate with users.
- Southeast Asia is a leading global mobile gaming market, recording over 1.8 billion downloads in Q1 2020.
- Live-action advertising is the dominant creative strategy for the top 100 advertisers in the region, with RPG and gambling titles accounting for over 60% of these campaigns.
- RPG titles utilize live-action storytelling to onboard new players and commentary formats to leverage real-person endorsements similar to influencer marketing.
Ad Competitive Intelligence Guide: Poker Games
The guide explains how to use ad competitive intelligence (ACI) for poker game advertising, emphasizing rapid insight into market dynamics and competitor tactics.
- Targeting male audiences aged 18–44 on the Kuaishou platform provides the most effective channel for generating high-volume traffic in short bursts.
- While Facebook remains the dominant global advertising channel for poker games, it currently suffers from higher costs and lower conversion efficiency compared to emerging regional markets.
- Image-based advertisements using unconventional colors like purple and copy heavily populated with emojis are high-performing creative tactics, with the latter capable of driving up to 69 million impressions.
Vacation-Based Dividends: Time Off in the Games Industry
The games industry operates on a seasonal cadence driven by major events and product deliverables, yet many organizations fail to align their labor practices with these natural fluctuations.
- Institutionalizing time off as a predictable dividend rather than a reactive measure is essential for retaining the highly specialized talent whose departure can cause eighteen-month recruitment and training setbacks.
- Major publishers like Riot Games and Epic Games have historically implemented company-wide breaks only as reactive responses to intense expansion or public scrutiny regarding crunch culture.
- Rapid valuation growth, such as Epic Games tripling its value to nearly $18 billion in two years, frequently leads to management errors that prioritize scale over employee well-being.
9 New Creative Tips for Video Game Ads
The article outlines nine creative strategies for video game advertising, emphasizing the dominance of video ads in 2020 where they comprised 90% of all game promotions.
- Video ads dominated the game advertising landscape in 2020, accounting for 90% of all promotional content.
- Psychological triggers and provocative language can drive rapid viral engagement, as seen with 'Find The Differences' achieving one million likes and 5.3k comments on Instagram in a single day.
- Playable ads are a high-value strategy that increases conversion rates and ROI by allowing users to experience gameplay mechanics prior to downloading the app.
Creative Industries Statistics: United Kingdom (August 2020)
The United Kingdom’s creative industries tax relief framework serves as a critical fiscal mechanism designed to incentivize sustainable, culturally significant production across film, television, gaming, and the arts.
- Since its introduction in 2007, Film Tax Relief (FTR) has supported 3,470 films, accounting for £18.4 billion in UK expenditure. In 2019-20 alone, 300 films claimed FTR with £2.5 billion in UK expenditure.
- High-End Television (HETV) Tax Relief, introduced in 2013, has supported 635 programmes with £5.9 billion in UK expenditure. In 2019-20, 110 programmes claimed HETV tax relief, totaling £1.5 billion in UK expenditure.
- Video Games Tax Relief (VGTR) paid out an estimated £161 million for 2018-19, with 310 claims made by 270 companies. Since its introduction in 2014, the relief aims to promote sustainable production of culturally relevant video games in the UK.
Design Within Constraints PG Connects Digital #2
Creative excellence in game development is best achieved not through limitless freedom, but through the strategic application of well-defined constraints.
- Creative excellence is best achieved by applying well-defined constraints early in production to prevent scope creep and maintain focus on a singular core vision.
- Development teams should prioritize low-fidelity prototyping to validate core mechanics before committing resources to high-polish assets.
- Rigorous pre-production planning, including the identification of specific target personas and project parameters, is essential for successful project execution.
Fueling Growth Through User-centric UA Creative Design PG Connects Digital #2
Modern user acquisition strategies in the mobile gaming industry have shifted away from simple trial-and-error testing toward a framework rooted in neuroscience and behavioral psychology.
- Creative assets are the primary drivers of return on ad spend (ROAS), superseding automated media buying tools in importance for modern user acquisition.
- Effective UA strategies must shift from surface-level demographic analytics to a framework based on neuroscience and behavioral psychology to trigger intuitive System 1 processing.
- Developers should categorize players into psychological archetypes—such as achievers, strategists, and escapists—to align ad narratives with core user motivations.
Implementing Pixar's Brain Trust Model at King and How It All Went Wrong
King, the developer behind the Candy Crush franchise, attempted to implement a centralized advisory model modeled after Pixar’s Brain Trust to improve game quality across its global studios.
- King failed to implement a centralized 'Brain Trust' model because teams perceived the static group of senior experts as intimidating gatekeepers, leading to the group being labeled the 'Angels of Death.'
- The initial centralized model collapsed due to a lack of clear goals, conflicting management feedback, and cultural misunderstandings regarding the role of 'champions' in the development process.
- King successfully pivoted to a decentralized governance model that separates project support from formal evaluation, utilizing a flexible network of senior creative talent instead of a fixed panel.
Mobile Marketing for Card Games | Growing WildCard Games Ultimate Cribbage (UA Coffee)
Scaling a niche mobile title like Ultimate Cribbage requires a disciplined approach to user acquisition that balances aggressive automated bidding with rigorous creative testing.
- Scale niche titles by using a tiered geographic strategy, starting in low-cost markets like India before expanding to higher-value regions like Canada and the United States.
- Target specific D90–D120 payback windows to ensure long-term profitability rather than focusing solely on short-term acquisition metrics.
- Diversify marketing channels beyond Facebook’s automated bidding to avoid unpredictable costs and fragmented data that obscure true player lifetime value.
Superstar Session: How Company-wide Creativity Made us a Success PG Connects Digital #2
Kwalee has successfully navigated the transition from mid-core development to the hyper-casual mobile gaming sector by institutionalizing a culture of rapid experimentation and democratic innovation.
- Kwalee successfully transitioned from mid-core to hyper-casual gaming by institutionalizing a democratic, company-wide creative process that has generated over 100 million downloads.
- The studio utilizes 'Creative Wednesdays' to allow any employee to pitch game concepts, which are then vetted through rigorous, data-driven performance metrics.
- Operational strategy prioritizes 'failing fast' by distilling complex ideas into fundamental mechanics to enable rapid prototyping and testing within a few weeks.
Influencers as Part of Your Video Creative Mix PG Connects Digital #2
The modern mobile gaming landscape is shifting away from traditional influencer marketing, which often suffers from high costs and unpredictable performance, toward a strategy centered on Influencer Generated Content.
- Shift from traditional influencer marketing to Influencer Generated Content (IGC) to use creators as actors for scalable, authentic video ads rather than relying on their personal reach.
- Leverage IGC to improve click-through rates and lower costs-per-install across major advertising platforms including TikTok, Snapchat, Facebook, and Google.
- Prioritize micro-influencers over larger personalities to achieve more cost-effective, reactive content that resonates with mobile gaming audiences.