With the mobile games' revenue soaring worldwide, advertisers have increased their advertising efforts. According to SocialPeta’s 2021 Global Mobile App Marketing WhitePaper, the 2021 saw an average of 504 ad creatives per advertiser, up 183% year-on-year, and over 19 million active ad creatives, an increase of over 180% year-on-year. （Source: SocialPeta’s 2021 Global Mobile App Marketing WhitePaper） The global mobile games' revenue in 2022 is expected to reach $94.7 billion, and it will surpass $116.4 billion in 2024, according to Newzoo Global Mobile Market Report 2021. In the mobile gaming industry, advertising is the most common way of customer acquisition. However, the efficiency of customer acquisition relies on the quality of ad creatives and advertising strategies. With the assistance of SocialPeta, the world's leading advertisement intelligence platform, we analyzed three representative game companies: Rollic Games, Playrix, and Nexters, to figure out how they have made their games massive hits in the world through advertising. Rollic Games: Continuous advertising, using a hot game to increase the popularity of another game of the same type Founded in Turkey in 2018, Rollic Games is a developer and publisher of casual games. It was acquired by Zynga, a world-known game publisher, in 2021 for $170 million. According to SocialPeta's data, Rollic has released totally 96,000 ad creatives in about a year. High Heels!, its most popular parkour game, was first advertised in middle or late January 2021, and has since accumulated nearly 4000 ad creatives with steady growth. In November 2021, High Heels! became the second most downloaded mobile game worldwide with 100 million installs.（Source: SocialPeta--Analysis on High Heels! as an advertiser on Android） Among the ad creatives in recently, the most popular one is a video displaying the game's gameplay: A race between players all in high heels of different heights. People like it very much when players are doing the splits, a manifestation of cool girls pursuing freedom and independence. Many users have become fans of the game after being intrigued by the combination of absurdly high heels and cool actions! The high-quality ad creatives also bumped up the game's revenue. Rollic's hyper-casual games, including High Heels with a record-high revenue, made a major contribution to Zynga's revenue growth this year. https://sp2cdn-idea-global.zingfront.com/sp_opera/ef0cbe0848ac8a950ee469045b0b853b.mp4 The explosive popularity of High Heels has led to a significant increase of hyper-casual parkour games which took the most spots on the top 10 ranking of mobile games worldwide by downloads in 2021 released by Sensor Tower.
I was always wondering of what makes an ad creative a cool one. In other words, what means "high quality" and what makes a creative not just likeable and intriguing but breaking the barrier of something new. As people are always scared of something new... they would rather pass a new opportunity than take a risk of exploring it. For me it's almost impossible to understand that "secret ice-breaking ingredient" of an ad though I studied advertising
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