Bet on Psychology How to Leverage Player Behavior in Ads - Ekaterina Rudnichenko, AdChampagne.

[Music] [Applause] [Music] thank you [Music] we're going to talk now about another one of my favorite topics psychology and in particular we're going to talk about he says pulling up the uh the title so I get this right how we can bet on psychology how to leverage player behavior in ads and we got air-catering for ad champagne who's gonna come up and tell you all about that thank you very much get around you [Applause] hello everyone uh so hi hi everyone hope everyone is doing okay um thanks for coming today thanks PGC

also for hosting me today and I'm a little bit nervous to be honest so please cheer a little bit just [Applause] um so the topic for the discussion today is going to be better in Psychology how to leverage player behavior in ads basically we're going to talk today about uh different psychotypes in a player uh and also I will share with you the guides how to create specific approaches to engage these different psychotypes in your ad creative strategy uh let's do uh the short intro so that's me before I got my hair cut and my name is Kate um I've been in a market in mobile marketing market for some time actually and three of those years I spent as a CBO in that champagne and what we were

doing we were promoting each and every industry possible in a mobile market starting from e-commerce deliveries habits tracking everything except of the gaming and so what I'm doing here today is I always wanted to connect our business with the gaming and precisely one year ago finally I convinced the founders to change it this way and one year ago precisely we were being here in Helsinki as a new business we discovered our opportunities with the gaming there were a couple people of ours and for only one year I'm proud to be here actually that's a Cheesy moment uh but we onboarded uh the portfolio of great titles such as uploading zimat Zynga big huge games and many many big companies for who we cover user

acquisition uh creative uh production and also the traffic itself as a service providers and you know Sharon is caring so uh I know that there are so many people here presented that are just at the very beginning of the game development Journey so I would like to give you the guide exactly how to make your testing and work with your audience more deep so why it's matter in general to appeal and to engage with your audience so well uh targeting on your audience is not about the gender age or Geographics it's also about their motivation and emotions and that's what we are going to talk today uh so the basic classification was created by Richard Bartel and it's uh Killers Achievers explorers socializers and let's talk a little bit more in

details about each and every of them so The Killers is the toughest and the rarest group and it's a pretty cool one actually if you learn how to engage The Killers you could really affect the paycheck you have so The Killers it's the type of the audience uh the entire meaning of their existence is to come to the game and start killing dominating and humiliating anyone that's the kind of the player who will buy that sword of divine Fury for 99 bucks you know because his neighbor beated his ass in a previous battle and he needs it now he needs to compete he needs to win and yeah that's why if you accumulate this audience it would really affect the results and the checks Achievers divide this category which exists in the market um they're a little bit Scrooge mcdax I

would say so the rather dig a mine for one month rather than spend three bucks for something they have this and they catch this Pleasant feeling you know and they get the satisfaction of collecting all of their achievements rewards if they have seven carrots and they have the farm well that's that's heaven uh socializers another type which we have here socializers they pay less attention to the plots they pay less attention to the strategy in the game they are more about engagement with other users they're more about creating plans making forms actually my tip uh working with this uh group specifically is uh to please them because they can affect to organic growth because they invite their friends they're quite social they create forums they chat about their games so but they can't be annoying you know for example like I play myself Fortnight and

you know you you want to win and there are people who just want to make jokes so that's that's kind of the people there are explorers the second widest category which exists here by the statistics people from The Game Dev there are Explorers so that's why they make the games for themselves that's kind of the people who will go through all the levels sub levels they will pass the alpha better Delta version of your game but they bring the coolest feedback that's kind of the people who bring the feedback if something doesn't work if there is a glitch or anything so now we know the types uh and I would like to share with you and I think it would be useful specific approaches for each and every psycho type so uh these are examples which we were

using um that already created uh creatives with our partners so for the killers you have to appeal to their brutal wish and desire to dominate so usually we use epic shock showdowns mistakes inside and past clearing uh and I would like to ask to show one of the examples thank you [Music] yeah thank you very much unfortunately uh the Wi-Fi is not super fast but thank you very much still for the ability to show me on the second

example it's the mistakes and sites and the past clearing the third example so the guy is battling with the other character and jumps each time on another level so that the approaches and the mechanics which you can use working with the killers uh for the achiever police their wish to satisfy themselves with the collecting stuff uh show how they can collect the artifacts how can they skill uh and boost their items show their achievements and resource accumulation of course I'm not personally the achiever but even myself I can catch like this pleasing feeling could you please show the first thank you [Music]

yeah yay [Music] [Music] thank you very much as for socializers as I told you that they're more about engaging with other people so Works quite well for them to show just live user reviews also to show the gameplay how can you work into for example if there is an option to have a race with another person show that if you could show in chat uh in-game communication and chat that's also nice so there is a quite funny example for the review approach here

um foreign [Music] that I am a good player in a random match then we found each other on social media we started chatting and and I asked Emma and here we are I believe married and space is still a part of our relationship because we still play together and it's such fun when I win that's a good one thank you very much and the last one but obviously not least the Explorers so here it's more about the show in different areas of the history just highlight how it reaches your plot uh show the locations the Intriguing parts of uh of your map and something like that for

example on the second uh picture that's the game which we are developing ourselves so we're not only doing the user acquisition but we're also doing the game development itself so but I would like to show you uh as an example for Explorer strategy this sample just yeah thank you [Music] [Music] and so let's sum up now we know the types now we know the basic approaches how to work with the psychotypes and uh

well I would like also to share the ready to use guides how to not to miss any important points of your testing I would like your testing of your hypothesis would be successful and this is how we do work with our customers because working with the big budgets with the tight deadlines of course it's stressful and it's very you know you have to be very responsible so that's the way it helps us to achieve necessary results working with our big partners so first of all it's a homework part pre-production so it's about game analysis it's about target audience analysis it's about top performers it's about competitors analysis it helps you to create the trans map after that you can generate hypothesis and here I would like to mention also the handy tip especially if you're not super familiar with the crate in your

own ad strategy please so you for example you find nice top performing creative from your competitor do not copy it one by one just do not do it so you're probably seek in the same audience and you have to play with it you can take it as an inspiration but if you copy the same mechanic step by step you probably won't succeed you the scaled uh creative would be probably better so change it a little bit change the style add some more ideas into that and it might actually help you to beat the auction so never do it really like never copy it step by step it's very important uh step two the production that's the part where you do the visualization when you create the graphics you evolve in uh

you evaluating the idea you add some highlights uh don't forget to match your application with the style uh with the visuals and advertising uh check for the glitches and small and run the small tests with a small group uh it will help you to finalize your package for the ideas after the small test do the list of improvements and then do the real tests uh collect the results and then it will help you to understand if this idea is working for you or not um by our practice I can tell that it's good idea to have around 10 hypotheses for your testing so three four out of ten probably would be working you could uh say that it's a good idea to scale them add more variations on top of the

existing and successful hypothesis and see unfortunately about six of them would be not working for you and that's okay don't be sad about that don't expect that the very first one would be successful for you that's fine so three four out of ten it's a good it's a good number of working ideas it's already confirmed like by practice uh I would like also to give small useful tips uh to make it better as well uh don't make it confusing don't try to cover everything use one approach to be connected with one game feature or one player motivation so first of all it will help you actually to understand your audience better you will understand uh what specifically worked for you and well uh then you can scale this approach or do not scale and you won't confuse the audience as well

then grab your players attention quickly so we live in Tick Tock era so that means that you have to catch the attention in the first seconds uh know your audience better so here I would like to share the quite useful in each Runner we have the specific major type so for the killers it's Battle Royale action sport for Achievers it's RPG arcade Racing for socializers it's real time strategy and simulation and for explorers it's adventure puzzle with meta and open world RPG uh so to all this information helps you to understand and appeal to the emotions and on top so for example you already learned how to use the psychotypes you can layer already other characteristics such as gender age geography and so on for example different feeling you could show in such a different way for

different audience for the same for for example for the female it's a little bit calm but stressful situation the girl is thinking for the male it's a little bit more brutal approach of the you know pool of acid he's he's going through it there is uh two things you can read on top about this topic so first of all as I said Richard Bartel players type Theory and you can check uh game Refinery service they actually hear in the conference so you can switch couple of words with them quite cool guys uh please uh don't forget about the statistics so some of the Indie uh developers they think that they will think about it later no think about your stats from the very first day you start developing your games think about your stats when you run your uh advertising so there are on the top there are basic

metrics and then depending on the type of your game and genre please uh use some other so uh cost of performance index retention rate it's important LTV error s of course and player acquisition costs uh we are running out of the time so I'm gonna be super quick uh please start your testing with the Facebook it's a good source to try to make a first test and add some new sources on top of that Google Tick Tock Snapchat unfortunately I don't know what it's doing here not that great but also possible dsps has a species such as Unity my local lift all for example uh and on the last seconds uh that's the cases where uh we were scaling over the existing partnership with the other uh such as gold games and with the focus on

the uh appeal to the psychotypes actually it led us scale for example this is the case when we uh appealed to explorers and Achievers so could you please show the last case uh this is the case for achievers how to kind of to boost how to do the progression you know to go faster hey [Music] New Legends will be born download free now yeah thank you very much and yeah I think that since we're running out of

the time that's pretty much it yeah because I've got to move on to the next adult yeah but thank you very much for that that's been great I mean I I just um like I say sorry if you're in trouble it's just one of those things where we've got to try and keep things on time yeah um but thank you very much yeah so please see you're more than welcome to come to our stand socialize about Q I'm not sure but you can achieve something you can socialize you can explore something and yeah thank you very much guys thank you very much great thank you