About the author call_made
Matej Lancaric
A true mobile marketing enthusiast currently working as a UAย consultant.
Highlights 11 Matej Lancaric November 28
Hey, FAM! Whatโs up?
Alright, the San Francisco trip is happening on December 3! One day before (December 2), Supersonic is organizing a hybrid casual competition. If you have a hybrid casual game, check this out.
Creatives should be about emotions because emotions are a powerful way to connect with an audience, inspire action, and create a lasting impact. Emotions make the videos/images more meaningful and relatable, as people often engage deeply with content that evokes strong feelings. Whether it’s joy, sadness, excitement, or even anger, tapping into emotions can be a key driver of creative success.
Key points about emotions in creatives:
When a creative piece evokes an emotion, it creates a deeper connection with the viewer or listener, making them feel personally invested in the content.
Emotions can be a powerful source of inspiration for creative ideas, with positive and negative feelings driving the creative process.
Emotions add depth and richness to storytelling, allowing creators to convey complex narratives and nuances more effectively.
Connecting with customers on an emotional level can build brand loyalty and strengthen brand perception.
Examples of how creatives can incorporate emotions:
Emotion can be a hard concept to explain rationally. Itโs easy to give examples of emotions. But it is hard to describe how they actually work.
According to psychologistย Paul Ekman,ย there areย six basic emotions: enjoyment, sadness, fear, anger, disgust,ย andย surprise. We know what theseย feelย like and their many variations.
For example, enjoyment can be expressed as happiness, amusement, or pride. Anxiety, worry and panic are examples of fear.
Can you think of creatives that attack the emotions mentioned above? No? How about these:
True detective-like exploration of creative trends and historical influences. Delving deep into the world of creatives to uncover hidden patterns and inspirations:
The Celebrity Effect in Mobile Game Advertising: When Stars Collide with Games
Mobile game advertising has leveled up over the years, and one major trend continues to shine: the use of celebrities to create unforgettable campaigns.
Itโs no longer just about gameplay; itโs about storytelling, engagement, and star power. Let’s take a look at how some of the biggest names in Hollywood and beyond have entered the world of mobile gaming:
Arnold Schwarzenegger in Mobile Strike
The Governator himself brought a commanding presence to Mobile Strike, combining action-packed gameplay with Arnoldโs iconic โmilitary leaderโ persona. His involvement wasnโt just about lending his faceโit tied directly into the gameโs theme of power and strategy. The result? Massive brand awareness and a memorable campaign that still gets referenced today. These were the times when Arnold was everywhere. You opened your fridge, BAM! Arnold. Toilet? BAM! Arnold. TV? Arnold. Good old MZ daysโฆ
Jennifer Lopez in Coin Master
Coin Master (moonactive) brought J.Lo on board, and the combination of her star power and the gameโs addictive mechanics created a campaign that resonated with a diverse audience. She also shared a few of these ads on her social media, getting 5+ million views. You have probably seen a Kardashian playing Coin Master. Those ads started rolling back in 2019. It was June 2020 when they introduced new celebrities into the mix. This creative campaign features not only the Kardashians, but Cardi B, Jennifer Lopez, Ben Higgins, Rick Harrison, Rae Sremmurd, Terry Crews, Joan Rivers, NeNe, and Emily Ratajkowski. It was J.Lo that accelerated the number of downloads and revenue growth.
Pedro Pascal in Merge Mansion
When Merge Mansion revealed Pedro Pascal as their spokesperson, it took their narrative-driven approach to the next level. But only a narrative-driven approach; the revenue didn’t follow the โnext levelโ, unfortunately. His mysterious, charming presence added depth to the gameโs already intriguing โfamily secretsโ storyline. Pascalโs ability to carry the suspense turned the campaign into more than just an adโit became a mini-event. People expected a Netflix TV show but received a series of ads instead. Rumour has it this wasn’t really the top creative in the UA mix and was used for PR and hiring purposes instead. Very expensive hiring..
Squad Bustersโ Celebrity Squad
Supercellโs Squad Busters showcased a creative twist on the celebrity trend, leveraging influencers and gaming personalities to connect directly with their audience. Instead of a Hollywood face, they made players feel like they were part of a squad filled with relatable โheroesโ they already followed online. Also rumored to be the second biggest flop in the UA creative history, right after Pedro. I’m not sure about that. I like the ad, but I would definitely wait a bit longer to launch something like this.
Chris Pratt & Friends in Monopoly Go!
Scopely’s Monopoly Go! (Scopely) launched its first global campaign, “Friendship Pays,” just few days ago with a star-studded cast including Chris Pratt, Jason Momoa, and Keke Palmer, with Will Ferrell voicing Mr. Monopoly himself. This comes as Monopoly Goโs player spending has fallen to a 15-month low, down 58% from its peak this October. Great timing to salvage the revenue drop. Remember the J.Lo example? Up and to the right!ย Also, this game has been profitable every day, every week, and every month since the global launch. I am pretty sure this is money well spent!
But there is more! Initially, I wanted to talk only about five examples, but I started digging deeper and found Simon Cowell in Royal Match (Dream games) or Sarah Jessica Parker playing SGH (Playtika), so I had to include also my fav David Beckham. Or Anthony Starr which was the most recent Celebrity UA creative – leaving some of his fans very surprised.
Whether itโs Arnold commanding troops, J.Lo spinning the slot, Pedro unraveling mysteries, or Chris Pratt bringing Monopoly to life, celebrities are redefining how we market games or to be more precise, how we look at ROAS of these videos. I also see a pattern here: games with high LTV can afford to spend millions for celebrities. Others, not really. No shit, Sherlock.
Whatโs your favorite use of celebrities in mobile game advertising?
Yours truly, Cornelius.
One of my industry friends amused me with his direct and honest TL;DRs, so we agreed to share it here, too! My friend remains anonymous as Dr.Doom!
“After defacto becoming the new CMO of America, getting his new plaything called DOGE (Department of Government Efficiency, duh!) it seems Elon also had enough time to grind Diablo 4 so hard that he now holds the world record on the fastest clear of the hardest dungeon. Can’t wait when he will be speed running those $2 trillion budget cuts he proposed, grab your doomcorn ๐ฟ๐คฃ” Sincerely, Doom (https://www.pcgamer.com/games/rpg/you-hate-to-see-it-elon-musk-might-be-the-best-diablo-4-player-in-the-world/)
Because life is too short to be serious.
๐ง๐ฟ๐ถ๐ฝ๐น๐ฒ ๐ ๐ฎ๐๐ฐ๐ต ๐๐ถ๐๐ ๐บ๐ฎ๐ธ๐ถ๐ป๐ด $๐ฑ๐ฌ๐ธ/๐ฑ๐ฎ๐ ๐ถ๐ป ๐ฟ๐ฒ๐๐ฒ๐ป๐๐ฒ, basically tripling their daily revenue in recent months marrying product & UA perfectly, but they need to figure out how to run UA properly first.
Radiant Cat Studio behind Triple Match City is taking the casual gaming market by storm. Well, not yet, really. But it will get there quickly. Despite low download numbers, Triple Match City is growing nicely and steadily, with ๐๐ป๐ฒ๐ ๐ฝ๐ฒ๐ฐ๐๐ฒ๐ฑ ๐ฟ๐ฒ๐๐ฒ๐ป๐๐ฒ ๐ด๐ฟ๐ผ๐๐๐ต.
The game incorporates innovative gameplay mechanics that blend ๐บ๐ฎ๐๐ฐ๐ต-๐ฏD ๐ฎ๐ป๐ฑ ๐ต๐ถ๐ฑ๐ฑ๐ฒ๐ป ๐ผ๐ฏ๐ท๐ฒ๐ฐ๐ ๐ด๐ฒ๐ป๐ฟ๐ฒ๐. The game’s design and ad integration significantly impact user experience. It features sandbox levels that challenge players to collect various items within a time limit.
User acquisition remains a challenging aspect of mobile gaming. Radiant Cat Studios run ๐๐ผ๐บ๐ฒ ๐ฐ๐ฟ๐ฎ๐๐ ๐๐ฒ๐ ๐ถ๐๐ ๐ฎ๐ฑ๐ ๐ถ๐ป ๐๐ต๐ฒ๐ถ๐ฟ ๐ผ๐๐ต๐ฒ๐ฟ ๐ด๐ฎ๐บ๐ฒ, so hopefully, this won’t be used too much for Triple Match City. We already saw one concept during the recording. Anyway, it seems like the company is not ready for scaling yet, but they have everything in place from the product side to do it. ๐จ๐ ๐ถ๐ ๐ฎ๐ฏ๐๐ผ๐น๐๐๐ฒ๐น๐ ๐ป๐ผ๐ ๐ฟ๐ฒ๐ฎ๐ฑ๐ ๐ณ๐ผ๐ฟ ๐๐ฐ๐ฎ๐น๐ถ๐ป๐ด. The number of unique creative concepts is low, but the number of channels is growing.
It looks like the future is bright for this game since they have the minigames blueprint in place. They just need to figure out the hardest part of the equation – UA.
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Sneak peek at what you get for your support:
Today was a good day.
Hey! Long time no see. We would be really interested in working with you and your show. Your approach is great, and we love it.
Thanks, what do you have in mind?
We would love to become a sponsor.
Oh thatโs great. Thanks a lot. Let me think about the approach, but lets talk more to see if there is a fit.
Great! We think the audience fit is there.
Yeah, here are the terms we have to get you onboard. What do you think?
Looks good. We would need you to be exclusive as well, but that’s a minor thing. Let’s move forward. We also do only 70% of the fee you mentioned.
Wait a minute. What do you mean by exclusive?
Yeah, you canโt work with our competitors or talk about them. If someone asks you about the service, you need to mention our name.
Well, donโt you think thatโs exactly against our No-BS approach? You must be joking.
Not really, that is the case in this situation. Also, not only your show, but also you as a person.
hahahah okay. That is not happening. Nothing in the world forbids me from saying what I believe is true. Thanks a lot for your approach, but this is not going to work.
Today was a good day.
“What do they think our channel is New York Times or what?โ – Jakub, 2.5gamers chat
I launched a YouTube Channel. I’m putting a ton of energy into creating valuable content that I think you’ll like. Check out the latest stuff, and give me a like and subscribe.
Do you remember this game? What did you play when you were young?
Ask Matej AI a question. Itโs actually quite good!
We produced one more episode at 2.5gamers. Check it out now:
Actually, last week was extra special. Here you go one more:
Director of Product Marketing Scopely
Marketing Manager, LATAM Supercell
Monetization Manager Supercell
Performance Marketing Manager Supercell
Live Operations & Monetization Lead Supercell
UA Lead Playtika
Social Media Manager Playtika
Monetization Manager Playtika
Monetization Operations Specialist Playtika
Product Monetization Manager Moon Active
User Acquisition Manager SciPlay
Head of Monetization & LiveOps SciPlay
Senior Product Marketing Manager Nordeus
Ad Monetization Manager Codeway
Marketing Analyst Candivore
Marketing Specialist Peak
Product Marketing Specialist Rollic
ASO Manager Tripledot Studios
Monetization Director Voodoo
Monetization Manager Gameloft
Product Marketing Manager Gameloft
Senior UA Manager TapNation
Junior Product Marketing Manager Kwalee
Marketing Director Tangelo Games Corp.
User Acquisition Manager Tactile Games
Marketing Specialist Fugo Games
Senior UA Manager MY.GAMES
Marketing Analyst MY.GAMES
User Acquisition Manager Easybrain
Lifecycle Marketing Specialist Kabam
Growth Manager Lead AppsFlyer
Marketing Manager Verve
Marketing Manager adjoe
Demand Growth Manager adjoe
Growth Partnerships Manager Unity
Senior Growth Manager Unity
User Acquisition Manager Xsolla
Manager, Business Marketing Liftoff
Senior Manager, Digital Marketing PubMatic
Sr Product Marketing Manager Airship
Product Growth Analyst Amplitude
Product Manager, Growth Amplitude
Social Media Manager Braze
Director of Monetization TyrAds
Senior Product Manager II, Growth Mistplay
Lead UA Manager (Gaming) Yodo1 Games
Team Lead UA & Growth – SOFTGAMES
Lifecycle Marketing Manager Benjamin
Growth Manager Moloco
About the author call_made
A true mobile marketing enthusiast currently working as a UAย consultant.
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