two & a half gamers no BS gaming podcast – Creative Trends in mobile gaming – June 2024

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This is two & a half gamers no BS gaming podcast – Creative Trends in mobile gaming – June 2024. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let’s not take it too seriously.

The Team:

Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r- Game design consultant

Felix Braberg⁠ – Ad monetization consultant

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matej Lančarič – User Acquisition & Creatives consultant

Join our slack channel here: SLACK CHANNEL

Summary

In this episode, the hosts discuss various creative trends in mobile games. They start by talking about the creative strategies of Brawl Stars, including the use of unusual and attention-grabbing elements like poop in their ads. They also explore the use of celebrity endorsements and cameos in game creatives, as well as the trend of longer video ads. The hosts analyze different game creatives, including those of Hero Wars and Summoner’s Kingdom Adventure. They also touch on the issue of sexist ads and the importance of engaging and high-quality animations in game creatives. The conversation explores various game concepts and trends in mobile gaming ads. The hosts discuss the revenue and downloads of different games, including Pizza Ready and Township. They observe a trend of games featuring cars and upgrades, and note the use of in-engine rendered ads to create more visually appealing and complex creatives. The hosts also mention the success of Golden Goblins and the continued popularity of Township. Overall, the conversation highlights the importance of understanding reference games and staying up-to-date with creative trends. The conversation revolves around the creative strategies and trends in mobile game advertising. The hosts discuss the use of hooks, such as unexpected visuals and celebrity endorsements, to capture users’ attention. They also highlight the importance of high-quality, in-engine rendered ads and the inclusion of cars in various game genres. The conversation concludes with a mention of their upcoming event at ChinaJoy.

Takeaways

Unusual and attention-grabbing elements, like poop, can be effective in game creatives.
Celebrity endorsements and cameos are commonly used in mobile game ads.
Longer video ads, often over one minute, are becoming more popular.
The issue of sexist ads in mobile games is still prevalent.
Engaging and high-quality animations can greatly enhance the effectiveness of game creatives. Mobile games featuring cars and upgrades are a popular trend in the industry.
In-engine rendered ads are being used to create more visually appealing and complex creatives.
Understanding reference games and staying up-to-date with creative trends is crucial for success in mobile gaming.
Games like Pizza Ready and Township continue to generate significant revenue and downloads.
The hosts discuss the success of Golden Goblins and the use of different game concepts in their ads. Hooks, such as unexpected visuals and celebrity endorsements, are effective in capturing users’ attention in mobile game advertising.
High-quality, in-engine rendered ads are a trend in the industry and can speed up iteration and improve user engagement.
The inclusion of cars in various game genres is a popular strategy to attract users and lower CPI.
Investing in building a library of high-quality assets for ads can be a significant upfront cost but can pay off in the long run.
Attending industry events like ChinaJoy provides opportunities for networking and collaboration.

Keywords

creative trends, mobile games, Brawl Stars, poop, celebrity endorsements, cameos, longer video ads, Hero Wars, Summoner’s Kingdom Adventure, sexist ads, high-quality animations, mobile gaming, game concepts, trends, revenue, downloads, cars, upgrades, in-engine rendered ads, visually appealing, Golden Goblins, Township, creative trends, mobile game advertising, creative strategies, hooks, visuals, celebrity endorsements, high-quality ads, in-engine rendered ads, cars in games, ChinaJoy

Agenda:

00:00 Epic Intro
01:00 Introduction and Creative Trends
01:46 Unconventional Elements in Game Creatives
04:56 Celebrity Endorsements and Cameos
08:58 The Rise of Longer Video Ads
11:54 Addressing the Issue of Sexist Ads
14:07 The Impact of Engaging Animations
20:56 Trend: Games Featuring Cars and Upgrades
22:33 The Impact of In-Engine Rendered Ads
23:49 The Success of Pizza Ready and Township
27:39 Golden Goblins: A Case Study in Game Advertising
32:31 Capturing Attention with Hooks: Unexpected Visuals and Celebrity Endorsements
39:11 The Rise of High-Quality, In-Engine Rendered Ads
40:49 The Power of Cars in Mobile Game Advertising
46:09 Investing in High-Quality Assets for Long-Term Success
47:26 Networking and Collaboration at ChinaJoy

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