Behind all of the success, its promoting and advertising strategy.
StarUnion was very cautious when taking their first step. In the beginning, they flexibly change the advertisement target region. When the game was just published on Google Play Store The Ants were mainly advertised in Europe and the United States regions.
Time lapsed to June, when „The Ants: Underground Kingdom“ was launched on iOS, and the main advertisement regions became more precise. Based on the results from the Android test, StarUnion selected Korea, Australia, Canada, the United States, and Japan as the key targets for future advertising.
Precise Ad format choice
In terms of the choice of Ad format, „The Ants: Underground Kingdom“ is also mostly video-based, and the main methods used are also very characteristic of the game itself.
The video ads drive the whole performance of the game. They are also running some static images but it’s a negligible amount of ads in comparison with videos. Most of the inspiration is taken from games like Hero Wars, Kingdoms Guard, Top War, Evony, and others which also stole the inspiration from hypercasual games. But they also create their own creative ideas that are driven by motivations that cover most types of players and game genres like Progression, Power, Expertise, etc.
- Progression – Players who take pride in building, managing, and improving things.
- Power – Players who want the power that they don’t have in real life.
- Expertise – Players who want to develop an ability to do something exceptionally well.
Fun fact – they are using square, vertical, and horizontal creative formats 99% of the time and hardly use an Instagram format of videos. Creatives with a ratio: of 4:5 or 1080×1350 from our tests always beats the classic square format used in Instagram News Feed or even Facebook News Feed placement in terms of lower CPI and of course higher ROAS. But always make sure that the visuals are perfectly sized and cropped. It’s a simple process to ensure that your ads look perfect, and it can have a big and very profitable impact on your campaigns. z
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