Building a Winning Creative Strategy for Games in 2022

[Music] [Music] and yusuf from mobile actions about literally poised ready for me and he's going to talk about building a creative strategy in games listen thank you very much hello everybody so well i think something's wrong here first of all i want to thank everybody here individually because they told me that this is one of the most crowded sessions ever i don't want to take the compliments to me i think there are a lot of sessions over there hopefully this is going to be useful for everybody well this is yusuf i work at mobile action for the last two and a half years and i

enjoy the ride a lot because we're bringing uh quite good technology for game um i mean for to game industry in that sense hopefully i'm gonna be able to share uh useful information to you but before i start the com the presentation i'd like to see i mean learn the audience here so i guess everybody's in from the game industry but uh can you tell me um who is the game publisher developer uh so good at tech good one so thank you very much so this is i mean i've been in the mobile industry for the last five years and i've been in dealing with user acquisition strategies so today uh i'll be covering what mobile action does and then i'll just try to show you quick insights about how to build the right user acquisition strategy and then i'm going to come over to a queen a session i know we are we have very quite limited time but please feel free to

come over to our booth in the first floor so that we can discuss in detail uh so mobile action uh was founded as an aso agency back in 2013 and then we developed our product and we become one of the first aso providers in the market then we've added uh many other intelligence platforms including ad intelligence which i'm going to talk about today and then uh in 2020 we become apple's official campaign management dashboard platform so since then at the moment we have 32 million dollars monthly spending goes through our platform uh and one third of the spending comes from gaming companies if you're interested in learning more about how apple searches can be a good gem for you please come and meet us uh let's go to the strategy so as you see we have a lot of products and how we position around that so we try to be partners with uh game developers like

yourself from even the the deciding which journal you're gonna start the working on uh the the game as a concept then taking getting the first user first users organic and paid ua and then obviously we just try to find provide you competitive intelligence for you to get um over the competition well building the right user acquisition strategy why is it important to analyze competitor at creatives because everybody's spending money on tons of money in the market so they're spending a good chunk of this money to learn which is working or which is not so for you to avoid wasting your money to make your creative optimizations well we have a solution for that so what you can do you can easily identify the weaknesses or strong points of your competitor even the category you're competing and the other insights so that you can refine your user of your your own user

acquisition strategies and plus you can easily steer your uh performance by using this method well uh i'm not sure if you're familiar with ad intelligence solutions in the market majority of them are focusing like us uh to to provide you network analysis where you can see which app is investing in which ad networks say iron source uploading many more of them are in the in the market the second one creative gallery well the way the creatives that are used um are quite important there so you see a lot of different trends um and then you can easily identify by using this using creative gallery and lastly the impression share what we i mean what portion of their activities goes to which ad network even even more which creative they're spending money on so by checking them out you can easily avoid um wasting or learn you know spending your money on learning

so at the moment uh there are some similar solutions like that in the market but um our strong muscle here is to be able to provide you the most richest uh data set over so at the moment at mobile action we have 44 million creatives and it's counting on every month we're able to add 2 million creatives that represents that we can we are able to show you the recent creatives that are used in the market well um how to achieve a winning strategy this is the real game this is where real game starts so let's say that you have a game um casual app or any other app in in in your genre then you want to know how to help the growth of your app and you need to conduct competitor analysis to figure out a great ua strategy well how can you proceed first you need to see top advertisers of your

category because they're they're the ones who spend the most money and they're the ones who have the most learnings and then campaign metrics of your competitor once we pick those gaming companies or even even the titles then you'll be able to see all the creatives and you're going to be able to see all uh you know based on some metrics which creator is doing how then the next part filtering and finding white creators for you to start off and then you can easily figure out which ad publishers could be useful for you based on your competitors learnings and lastly well the performance of the creators is your thing well um here you see a filtering option where you can easily find out the niche that you're working on you can make you know platform filtering and then country filtering and if you like okay and add network filtering as well then you can easily select sub genres under gaming category bingo what you're gonna get you're gonna be able to see who are

the top advertisers in that sense so once i have this tub advertisers i can easily group them and add them to my favorite apps then the system can update you whenever and and one of those apps really is a new creative even even before even before you look for if there is any so with that with that with that in mind you become all the time on top of uh what's happening in your competition then what's next so once i have my hand-picked gaming titles over there i can easily check out and see the details what these guys are doing so you can check out any apps campaign analysis i'm going to show you in a short moment and then you can see this valuable metrics that reflects the best performing creatives and you can easily conduct an ad publisher analysis so that you can focus on you can find out which which publishes could be useful for you well here are some of the metrics that you can see well on the top right hand

side you see all the ad networks that an app is investing in what you can see there we just show you a distribution of this ad networks in terms of their activity so you see on the top right hand when creative and impression distribution once you say impression distribution you're going to be able to see how they do distribute their money amongst other ad networks then obviously this is not enough only by the way i want to show you here this game company over there for example they're investing their money on lift off ad network no other tool in the market can provide you this insight once they once they invest in liftoff we can all we can also show you that uh where liftoff is investing your money in so so that you can see without which ad network might be working then again related to campaign metrics in the second screenshot on on the pres and the slide over there you can see their

creative uh attributes like their dimensions like uh being images being video or being playable you can see all the distributions among alongside with the number of creatives that a gaming title is using at the moment and again another fun story over there which countries they're active and how often or or how intense their activities in any given country so this will give you an insight where you should be focusing on for example i don't know there must be a lot of hyper casuals here so the hyper casuals while they're testing they're testing out their games you can easily figure out which countries they're using and how what kind of new game mechanics they are investing in or they're trying out so basically you can easily be on top of in the competition again this is again a lovely one so in this graphic you see a distribution share basically it is how i mean in on the course of time how your potential

competitor is investing and how this is changing over time uh in terms of ad network distribution we see most of the times for example once ios 15 is 14.5 first released we see a major drop in facebook advertising facebook investments because people were quite hesitant then a couple of months later towards the september the facebook investments start rising again so you can easily figure out what's happening over there and then make your decisions for your ua activities add publisher analysis again here you can easily see figure out a gaming a games i mean which ad publishers are showing your competitors uh uh ad creators so this is kind of an interesting point because you might be interested on you know targeting some major publishers out there so that your ads can appear in it because the users of this app might be quite relevant to

your app so with this ad publisher analysis you can find out um where you should be focusing on well um once we have all these overall stats it is the most one of the most important parts is analyzing the creatives itself so say um any any app we can cover um the the major creatives of them you can easily you know handpick any of them and see their stats the stats like how long that this creative has been in use and which ad networks this creative has been in use so you can easily see other you know metrics over there like properties major format etc so if you see this is something that you would be interested in then you can easily add this to your ad create a creative collections so that you can have a similar one for your ui activities so lastly this is zoom up one of our clients um you can go and check out the

case study on our website mobileaction.com there we just thoroughly explain how they achieved 200 percent uplift in their ctr which is huge well um the major takeaways here make sure you have done the thorough competitor analysis analyze current and past advertising strategies and compare and contrast learn from the analysis have your own unique touch for your creative strategies and visualize creative assets side by side by performance metrics so on overall now it's q a session i think yeah i was on time so is there anybody have any questions thank you very much all right yes all right i haven't got questions in the room i'm just going to check on the on the uh zoom section as well but if anyone has any questions anyway there's

a question at the back there let me see if we can get a mic to you uh could we get a mic to thank you uh well are you from liftoff no okay good and the clients so uh this is kind of secret of our business but we don't have any uh partnership with any ad networks we just get this data by ourselves so basically you can imagine that our technology can behave like a human and play games and see ad creators and hold them and then we provide these insights for you thank you i think there's another question next yeah there was ago yeah hi thanks for the very interesting presentation can you go back to the slide about the um the creatives themselves

so this this is really really useful for when developing this kind of area but one of the challenges that you immediately run into here is you start hypothesizing as to why a particular creative might be successful um but then taking that further to apply to your own creatives can be very difficult because there's lots of uncontrolled variables can you speak to some strategies that you've seen where they've seen success there well yeah i i i think this is a really good question yeah there are a lot of um different metrics that you should be checking out for any creatives and um not all the time that the the the the metrics or the signals are accurate we need to test out again but i mean i mean we have over 100 gaming companies using our platform so their use cases shows us uh most of the time the metric signals um gives us the right tips so that we can start off like one two steps ahead of the competition for example this creative over there you see

their different metrics for example we can also show the impression share of this very specific ad creative amongst all of their other ad creators if there is a rising rising uh trend now you can assume that this is a well-performing one so um these are the details are the game changers over there great stuff uh did anyone ask a quick question where are we ask it i mean i'm kind of intrigued by the whole process as well in particular trying to make sure that you can draw relevant conclusions yes i think relevancy to the kind of process is a really difficult one to sort of particularly if i'm going to do an event in a game and i'm going to do an advertising kind of campaign that's going to promote the game in parallel yeah are there any ways you can see how the kind of non-uh you know more organic elements affected that process well yes you can you can see this out because at mobile action we don't provide only ad intelligence we also show the organic performance of any gaming company well

these two are under in the same dashboard so you can just correlate the results over there and see if the organic outlet is a result of your ua activities yeah i think it's a difficult one because causality and so i'm always interested in like rate of change so if i happen to sort of see a pattern of rate and change having done a certain type of social activity and certain type of ua activity there's often some kind of like pattern and time delay yes yes there is you know so you you're able to sort of pick out that kind of thing exactly exactly that's that's how this tool can be a good asset for your day-to-day activities as well i'm out of my time i know you are and so uh thank you very much guys to for listening to me so this is our special offer come to our booth and you're gonna have your 5 000 credit so enjoy thank you very much

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