Analysis of Casual Game Ad Creatives from Top-Grossing Games

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Are you on the lookout for examples of informal sport promoting creativity? On this article, I’ll analyze the best-performing informal sport promoting concepts, which come from the highest-paid sport on this style – Challenge Makeover. 

I’ll break down the inventive idea, target market, participant motivations, CTAs, and advert copy for every inventive.

It will aid you perceive what makes a superb video advert for informal video games. Use these examples to spice up your inventive manufacturing and stand out from the competitors.

Challenge Makeover

The subsequent informal sport advert inventive I’m going to investigate comes from Challenge Makeover. However earlier than we get into it, right here’s what this sport is all about and the way it has carried out thus far.

Sport Information

Printed by Magic Tavern in 2020, Challenge Makeover shortly grew to become one of many top-grossing video games within the informal style. 

It’s a match-3 puzzle sport with makeover, customization, renovation, ornament, and narrative meta-layers.

As you’ll be able to see, this sport has rather a lot to supply moreover the straightforward match-3 mechanics, which is why it grew to become so standard so shortly.

The sport’s purpose is to give makeovers to purchasers and select their coiffure, make-up, garments, and even furnishings. The sport additionally has characters with excessive personalities, so there’s no scarcity of drama. All that whereas fixing puzzles.

Downloads (iOS knowledge, GameRefinery): greater than 40 million

Income (iOS, GameRefinery): greater than $110 million

Challenge Makeover Advert Instance


Inventive Idea

Right here’s the primary idea behind this advert – assist a woman along with her makeover, so she will be able to get the man she likes.

That is the start line of many Challenge Makeover adverts; this is only one variation of it.

What makes Challenge Makeover creatives stand out is their shock worth. The makeover begins with the woman not lined however drenched in mud from head to toe.

Together with stunning and weird scenes has been a current cell sport advert development led by this sport. The purpose, in fact, is to seize the viewers’s consideration.

Moreover, this advert makes use of one other inventive development – fail adverts, because the makeover finally ends up being an enormous catastrophe.

The psychology behind fail adverts is to make individuals suppose they’d be extra profitable with the makeover and thus encourage them to obtain the sport to show it.

Goal Viewers

Judging by the sport and its promoting model, we are able to conclude that Challenge Makeover is geared towards girls and has a majority feminine viewers.

Moreover, if we have a look at the advert idea (makeover, male crush), it tells us the target market for this advert is youthful, within the 25-34 age bracket. Most older girls would in all probability discover this sort of content material a bit juvenile.

What makes this Challenge Makeover advert so good at reaching its target market is the truth that many younger girls can relate to the story. It connects to their private experiences.

Despite the fact that the scenes within the advert are exaggerated, many younger girls have insecurities about the way in which they appear and would love a makeover.

Moreover, altering your bodily look to make a man such as you can be one thing many ladies have skilled, irrespective of how dated this will likely sound in 2021.



As I’ve talked about earlier than, the aim of the advert intro is to instantly seize individuals’s consideration.

This Challenge Makeover advert excels at this.

What we see within the first few seconds is a lady, soaked in mud, strolling as much as a cute man.

Would this scene make you scroll previous the advert, or would you cease and hold watching to seek out out what’s going on right here?

That’s what I believed.

It’s so outrageous that it’s inconceivable to look away.


Sport Options and Advantages

This advert inventive zones in on the makeover characteristic. Extra particularly, on customizing hair, make-up, and garments.

Nevertheless, understand that what you see on this advert isn’t part of Challenge Makeover’s gameplay. Sure, the sport’s job is to present makeovers to purchasers. However they’re not lined in mud – gamers get common purchasers, not full disasters.

There’s additionally no point out of match-3 puzzles, though that’s core gameplay and what gamers will spend essentially the most time on.

Participant Motivations/Participant Archetypes

Judging by the meta-layers displayed on this advert inventive (customization, makeover), it appears that evidently it targets gamers who’re motivated by self-expression. GameRefinery calls this group of gamers Expressionists.

For them, it’s vital to specific their id by way of gameplay. Furthermore, they’re into customizing, designing, adorning, and storytelling.

Based on GameRefinery, Expressionists are 65% feminine. 42% of them fall within the 16 to 24 age bracket, and 43% are aged between 25 and 44.


Captions/Textual content

The captions solely seem at the start of the advert. The woman thinks to herself, “He’s too sizzling for me.” 

That explains the advert’s premise – this woman wants a makeover as a result of her crush is simply too handsome in comparison with her.

Moreover, there’s a button that claims “Assist her”. It has the aim of pulling viewers in, as displayed within the first few seconds of the advert.

Ambiance & Tone

The general tone of this Challenge Makeover advert is humorous. The outrageous makeover scenes are there for a cause – they’re speculated to be humorous.

Music & Sound Results

The music displays the sunshine and humorous ambiance of this advert inventive. It’s the ever-present whistling ukulele background music that may be discovered in lots of YouTube movies and adverts.

The sound results make the advert appear extra interactive – they emphasize the buttons because the pointer hand hovers over them. Moreover, the sound results intensify the makeover (sound of the bathe, shaving, hair iron, and so forth.)

Moreover, the sound results let the viewers know which step of the makeover was profitable and which was a fail. That’s additionally represented visually with both a inexperienced checkmark or a purple X image.


Name to Motion

The CTA on this advert inventive is kind of refined and easy. The viewers solely see a pink “Play” button on the finish of the advert.

A extra distinctive and customized CTA would possibly carry out higher on this case.

Advert Copy

That is the advert copy for this inventive, “How will HER story finish? Change how HER story ends!”

It targets players who’re into narrative components in video games as a result of they’re invited to affect the woman’s story within the advert.

Moreover, it makes the advert viewers hook up with the primary character on this advert and her story. “HER” is emphasised, though she’s not part of the gameplay.

The one factor that would make this advert copy even higher is emojis.

Nevertheless, understand that this is only one copy variation for this advert. There are a number of totally different ones, every concentrating on a unique group of gamers.

Closing Ideas on Informal Sport Advert Creatives

Hopefully, my evaluation of those three informal sport advert creatives helped you determine what works for this style.

Be happy to make use of these video adverts as your inspiration, however be certain that to make it your personal.

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