Competitive TrendsCasual RPG

  • Competitors (Casual RPG) : AdVenture Communist, AFK Arena, Almost a Hero, Clicker Heroes, Armello, Bit City, Clash of Clans, Craft Warriors, Dawn of Titans, Dead Ahead: Zombie Warfare, Deep Town: Idle Miner Factory, DomiNations, Dungeon, Empires & Puzzles: Epic Match 3, Epic Battle Simulator 2, Fallout, Shelter, Fire Emblem Heroes, FTL, Gods of Olympus, Godus, Hades’ Star, Hero Wars, Hopeless Heroes: Tap Attack, Hustle Castle, Idle Heroes, King’s Raid, Legendary: Game of Heroes, Mighty Quest for , pic Loot, Mushroom Wars 2, Nova Empire: Space Commander, Prison, Architect, Questland: Hero Quest, Rise of Kingdoms, Second Galaxy, Sid, Meier’s Civilization VI, South Park: Phone Destroyer, Space Arena: Build, Fight MMO, Star Trek Fleet Command, Star Wars Galaxy of Heroes, Stormbound, Tap Titans 2, Taptap Heroes, TerraGenesis: Star Settlers, The Battle Cats, The Elder Scrolls: Legends CCG, The Mighty Quest for Epic Loot, Tiny Tower, Ulala: Idle Adventure, Zombie Gunship Survival
  • View competitive videos here

Casual RPG Trends

  • Influencers: Gameplay featuring influencers and in-game commentary. (Ulala)
  • Game Trailor: Gameplay with an overview of the game, levels and rewards. (AFK Arena, Idle Heroes, many more)
  • Characters and Countdowns: Characters, weapons or powers listed in order of their “awesomeness.” (AFK Arena, Rise of Kingdoms)
  • Puzzles: Characters featured in puzzles that are not reflective of gameplay. (Hero Wars)
  • Humor: Comedic voice over juxtaposed against heroic gameplay/character footage, or dialogue between players. (Rise of Kingdoms, Questland)
  • Music Influenced: Aggressive metal music combined with gameplay, or as a music video. (AFK Arena, King’s Raid)
  • Player Focused: Gameplay that features inset player imagery and reactions, or player interviews. (Space Arena, Mushroom Wars, DomiNations)
  • Noob vs. Pro/Level Focused: Gameplay that shows experienced versus new players, often based on level completion. (Space Arena)

Casual RPG Creative Trends

Player Motivations

  • Idle Clicker gamers are not primarily casual gamers. In fact, they have a perfectly average core gamer profile… most are driven by Completion (collect stars, complete all missions) and Power (leveling up, getting powerful gear), and least driven by Excitement (fast-paced, thrilling, surprises) and Fantasy (being someone else, somewhere else).
  • Nick Yee, The Surprising Profile of Idle Clicker Gamers Quantic Foundry

Concept: Influencer Gameplay

  • Create short videos featuring influencers playing game:
  • Attracts players while legitimizing the game
  • Demonstrates how to win stages and rewards
  • Competitor/Share of Voice:
  • Ulala: Idle Adventure: 51% SOV

Concept: Character Countdown

  • Feature characters in a countdown of best characters, powers and/or weapons:
  • Showcases animation style, range of characters and/or powers
  • Humorous voice over
  • Generates higher engagement (curiosity over rankings)
  • Competitor/Share of Voice:
  • Rise of Kingdoms: 28% SOV

Concept: Character Puzzles

  • Create videos featuring characters in brain-teasing puzzles:
  • Engages “completion” and “power” motivators for Idle RPG players
  • Shows characters in familiar environment
  • Competitor/Share of Voice:
  • Hero Wars: 100% SOV

Concept: Comedic Voice Over

  • Create videos that juxtapose gameplay with comedic voice over:
  • Showcases gameplay and/or characters
  • Mimics gamer dialogue
  • Uses subtitles
  • Competitor/Share of Voice:
  • Rise of Kingdoms: 72% SOV
  • Questland: 8% SOV

Concept: Choices

  • Add simple pickers to characters and game situations:
  • Increase engagement with viewers
  • Competitor/Share of Voice:
  • AFK Arena: 6% SOV
  • King’s Raid: 4% SOV

To See More Casual RPG Trends

  • Section 1: Why Creative Is So Important
  • Creative Tunnel Vision and How to Overcome It
  • Section 2: Inspiration for Casual RPG Ads - Facebook and Google
  • Casual RPG Competitors We Studied
  • Casual RPG Competitive Trends
  • Casual RPG Creative Concepts We Recommend
  • Section 3: Using Player Profiles for Market Segmentation and Creative Targeting
  • Pasta Sauce, Pickles, and Howard Moskowitz
  • Horizontal Segmentation for Facebook User Acquisition
  • Game Theory and User Behavior Models
  • People Can’t Always Tell You What They Really Want
  • Player Profiles as UA Creative Strategy 2.0
  • Section 4: Creative Testing and Why the Control is So Hard to Beat
  • Statistical Significance vs Cost-Effective Approach
  • How We’ve Been Testing Creative Until Now
  • Creative Testing 2.0
  • Conclusion
  • Special Offers


What's Hot In Q2 2020? See All Creative Trends

Concept: PVP Gameplay

  • Augment gameplay with inset view of players experiencing the game:
  • Attracts players while legitimizing the game
  • Demonstrates how to win stages and rewards
  • Competitor/Share of Voice:
  • Mushroom Wars 2: 6% SOV
  • Star Arena: 37% SOV

Concept: Noob vs. Pro

  • Create split screen videos showing amateur versus experienced gameplay:
  • Highlights “motivation through frustration”
  • Demonstrates how to win stages and rewards
  • Competitor/Share of Voice:
  • Space Arena: 20% SOV

Concept: Player Interviews

  • Create videos that combine gameplay with interviews of actual game players and/or influencers:
  • Attracts players while legitimizing the game
  • Creates PR buzz around the game
  • Consider doing remote interviews while gaming conferences are on hiatus
  • Competitor/Share of Voice:
  • DomiNations: 23% SOV

Concept: COVID-19 Relevance

  • Create relevant messaging to COVID-19:
  • Emotional connection to existing and new players
  • Advocacy for staying healthy during pandemic
  • “In space there’s plenty of space”
  • Competitor/Share of Voice:
  • We are seeing some of this across all categories. . King takes the right tone here, by being an advocate for social distancing.

Concept: Female-Centered Ads

  • Create ads that utilize more female characters and storylines:
  • Attracts more female gamers
  • Can be accomplished in character countdowns, puzzles
  • Competitor/Share of Voice:
  • N/A

Concept: Pixel Art

  • Utilize game graphics to create “pixel art”:
  • Highlights beauty of pixel games
  • Create kaleidoscope videos by mirroring quadrants
  • Visually arresting
  • Competitor/Share of Voice:
  • N/A

What's Hot In Q2 2020? See All Creative Trends

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