How to increase mobile game downloads by 15x. Rush Royale Case about gameplay creativity

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My. Video games, a world cellular app writer, got here to Adsbalance to convert extra leads worldwide and enhance conversions of the app Rush Royale with the assistance of efficiency advertising and marketing. On this article, we’ll take a better have a look at how creatives can affect the tip results of an advert and spotlight the teachings we must always take away from every instance. Keep tuned to study extra on improve the variety of downloads by 15 occasions with the assistance of our 5EC (the 5 factors of Efficient Inventive) information.

 

Table of Content

The game facts

The Rush Royale is a cellular Tower Defence software that allows the person to attempt a brand new function of an RPG hero as a substitute of a standard tower. So, if you’re a fan of TD and dreamed about changing into a mighty warrior or a wizard, then this sport is for you. Out there for Android and iOS, the app has reached a outstanding 24 million downloads worldwide.

Course of

As a part of Adsbalance cellular efficiency efforts, the staff created an advert technique to draw new customers to Rush Royale and maximise the conversion charge. It included the KPI of ROI of extra than 100% and a set of inventive design requirements, equivalent to a catchy visible and clear message. As for the differentiation of the adverts, advertising and marketing gameplay alone was not sufficient. Due to this fact, via:

  • Including persona to the adverts
  • Exhibiting solely the precise gameplay
  • And working adverts on Fb geo-worldwide

It was potential to achieve extra customers and generate emotional engagement with creatives.

Extra particularly?

  • After analysis, Adsbalance selected:
  • Creating a promotion technique and launching the adverts in a good timeframe.
  • Conducting in depth assessments and figuring out the best promoting platforms.
  • Creation of greater than 500 creatives (movies, banners) for the launch date.
  • Creation of adverts based mostly solely on precise gameplay mechanics following the 5EC guidelines.

5EC or create partaking creatives solely on precise gameplay?

The design of creatives for an app could be difficult, particularly if there are gameplay restrictions. And solely with expertise does it turn into clear what a person needs and entice his consideration. Because of this, Adsbalance over years of service has fashioned a 5EC guidelines that’s always up to date and serves because the holy grail for designers. It consists of 5 versatile factors of Efficient Creatives that eases the method of inventive design. Used with Rush Royale and after up to date, 5EC creatives must be:

  • Legible;
  • Partaking;
  • With elaborate particulars;
  • Clear;
  • Laconic.

Legible

To make good use of the data, the textual content on an advert should be legible in order that customers learn it with out effort. Due to this fact, the inventive ought to have a transparent font that doesn’t mix into the background. The color scheme must be according to the general model. And all components ought to be straightforward to know on each PCs and cellular units.

The outcome:

  • Conversion to buy – 11%
  • CPI – $5
  • Platform – Fb
  • Geo – Worldwide

Partaking

To extend the click-through-rate on banner adverts, they need to stand out from the group of posts, photos and movies on social networks and have interaction a person in a dialog. Due to this fact, it is very important pique the person’s consideration and create a reference to an app with the usage of emotional attraction. By including, for instance, to the banner any of the next emotional qualities, equivalent to curiosity, intriguing, uncommon, trigger recognition of heroes, conditions or location. In order that person would need to discover out what’s subsequent.

The outcome:

  • Conversion to buy – 15%
  • CPI – 4$
  • Platform – Fb
  • Geo – Worldwide

With elaborate particulars

In order that the advert would stand out, every of its creo components should be nicely designed. It’s higher to make a qualitative animation that features easy transition, partaking results, and lightweight that makes the image visually “scrumptious” to the senses. Additionally, the creo should respect the sport mechanics in order that the person understands the setting and what’s going to occur after particular actions. For instance, when a creo reveals an assault in progress, the harm knocked out ought to be demonstrated afterwards.

The outcome:

  • Conversion to buy – 13%
  • CPI – 5$
  • Platform – Fb
  • Geo – Worldwide

Clear

The fundamental message of an advert should be as obvious as potential to trigger the person to make an motion. A person from the primary seconds should perceive the style of the appliance and what’s the expectation from him. Due to this fact, an advert ought to embrace a name to motion, equivalent to “Win!”, “Be the good!” or different.

The outcome:

  • Conversion to buy – 15%
  • CPI – 4$
  • Platform – Fb
  • Geo – Worldwide

Laconic

For readability of notion of the banner, it shouldn’t be overloaded with components and have just one fundamental focus. For instance, the main focus will be on: characters, objects, a bunch of characters, interface components or gameplay. It eases the method of Person notion and helps designers create a extra laconic creo wherein every design element enhances the opposite.

The outcome:

  • Conversion to buy – 12%
  • CPI – $6
  • Platform – Fb
  • Geo – Worldwide

As quickly as we acquired the primary outcomes on adverts, we eliminated ineffective creatives. And solely these with excessive conversion charges and CPI continued to work. With this, it was potential to allocate the funds and improve the effectiveness of the Rush Royale app promotion.

The outcome

Throughout six months of exhausting work on creatives, we have now achieved first rate outcomes.

We might improve the variety of downloads by 15 occasions in comparison with the preliminary assessments. That’s from 300 instals to 6000 per day. Additionally, we exceeded the KPI set by My.Video games. By the tip of 180 days, the return on funding achieved an thrilling 250%.

Because of this, the recognition of Rush Royale elevated amongst its audience. Thereby, not solely did My.Video games obtain a brand new person base at a low value, however the firm additionally has elevated its App income as visitors paid off. Due to this fact, we strongly advocate following the 5EC guidelines to get assured ends in App promotion. Since by performing assessments, adjusting and eliminating non-converting creos, you possibly can entice extra consideration from customers and allocate your funds extra precisely.

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