What are the latest Casual RPG creative trends? Facebook ads and Google ads provide powerful ways to reach and target your current and potential customers. And, as the algorithms for these ad targeting platforms have become more sophisticated, marketers should learn more on the platforms to do the heavy lifting for targeting, bidding, and optimizing their ad campaigns. So, what’s left? Creative.

Creative is king in a world rapidly moving towards automated media buying. As a result, optimizing creative is the most effective way to drive ROAS for Facebook and Google. To be effective, generating fresh creative ideas have to be strategic, efficient, and ongoing. Also, knowing the latest creative trends is a great first step in this process.

Creative trends change fast and they also vary dramatically across genres. While it is good to know broad creative trends, you’ll also want to hone in on your particular niche. Such as with Casual Role Playing Games, if this is relevant for you. Here’s an overview of the latest Casual RPG Creative Trends:

 

Casual RPG Creative Trends

 

Competitive Analysis

Competitors: AFK Arena, Idle Heroes, Tap Titans 2, Hero Wars, Taptap Heroes, Empires & Puzzles: Epic Match 3, Legendary: Game of Heroes, Almost a Hero, Clicker Heroes, Ulala: Idle Adventure, Hopeless Heroes: Tap Attack, The Mighty Quest for Epic Loot, Rise of Kingdoms, Questland: Hero Quest, Mighty Quest for Epic Loot, Rise of Kingdoms, Questland: Hero Quest

More Competitors: Clash of Clans, FTL, Dead Ahead: Zombie Warfare, The Elder Scrolls: Legends CCG, Stormbound, Gods of Olympus, TerraGenesis: Star Settlers, Nova Empire: Space Commander, Bit City, AdVenture Communist, Godus, The Battle Cats, South Park: Phone Destroyer, Space Arena: Build & Fight MMO, Fire Emblem Heroes, Dungeon, Inc: Idle Clicker, Sid Meier’s Civilization VI, Star Trek Fleet Command, Dawn of Titans, DomiNations, Star Wars Galaxy of Heroes, Craft Warriors, Mushroom Wars 2, Armello, Deep Town: Idle Miner Factory, Epic Battle Simulator 2, Zombie Gunship Survival, Hades’ Star, Prison Architect, King’s Raid, Hustle Castle, Fallout Shelter, Tiny Tower, Second Galaxy

View competitive videos.

Casual RPG Competitive Analysis

Competitive Trends:

  • Influencers: Gameplay featuring influencers and in-game commentary. (Ulala)
  • Game Overview/Gameplay: Gameplay with an overview of the game, levels, and rewards. (AFK Arena, Idle Heroes, many more)
  • 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 voiceover 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)
  • Game Trailer: Gameplay with an overview of game graphics, levels, and rewards. (AFK Arena, Star Trek Fleet Command, Star Wars Galaxy of Heroes, many others)

casual rpg creative trends

More Competitive Trends:

  • Characters & 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. (Hustle Castle)
  • Humor: Comedic voiceover 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 the level completion. (Space Arena)

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 the game:

  • Attracts players while legitimizing the game 
  • Demonstrates how to win stages and rewards

Competitor/Share of Voice:

  • Ulala: Idle Adventure: 51% SOV

casual rpg influencer gameplay

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

casual rpg character Countdown

Concept: Character Puzzles

Create videos featuring characters in brain-teasing puzzles: 

  • Engages “completion” and “power” motivators for Idle RPG players
  • Shows characters in a familiar environment 

Competitor/Share of Voice: 

  • Hero Wars: 100% SOV

casual rpg character puzzlescasual rpg charcter puzzlescharcter puzzlescharcter puzzles

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

Casual RPG Comedic VoiceoverComedic VoiceoverComedic VoiceoverComedic Voiceover

Creative Testing to Optimize Advertising

It’s not enough to just stay on top of Facebook creative and Google creative trends. It’s also important to remember to continue testing, testing, testing.

Quantitative Creative Testing is an A/B split-testing methodology we’ve developed for ad creative. It’s designed to be super-efficient with both time and ad spend. This is to find the sort of breakout ads that can replace a campaign’s previous control. Also, to do Quantitative Creative Testing effectively, we take batches of new Concepts and run them against each other in an ad set. Each new Concept gets about 50,000 impressions before we decide if it’s a winner or a loser. If it’s a winner, it gets moved up into another ad set where it will run against other winning mobile ad creative. Including the current control. But if the new ad can outperform all the other ads in that ad set, then it gets moved into another, primary ad set. And it gets the bulk of the campaign’s spend.

You can also check out our video and whitepaper on creative testing best practices:

 

Final Thoughts

As mentioned, knowing general creative trends is helpful. But, dig deeper into the trends most relevant for your product. Further, you’ll also want to overlay all this creative development and testing with actual performance data. In addition, you’ll want to chase trends that boost ROAS, not just chase every trend that comes along. Finally, keep testing and testing. If you have any questions on how to streamline your creative testing process, reach out to us to discuss.

 

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