Creative is an advertiser’s best opportunity for a competitive advantage in social advertising. Soon, the combination of Facebook’s and Google’s Media buying automation with Apple’s removal of IDFA will make ‘winning’ creative ﹘the five percent of Facebook videos that are successful﹘of paramount importance. Here we break down hidden objects app ads from Playrix Manor Matters with competitive trends & creative recommendations, so you can learn from their creative best practices.

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Manor Matters’ Competitive Analysis

Competitors: June’s Journey, Pearl’s Peril, Criminal Case: Hidden Objects, Hidden City, Murder in the Alps, Adventure Escape Mysteries, Seekers Notes: Hidden Mystery, The Hidden Treasures, Survivors: The Quest, Klondike Adventures, Paint by Number, Lily’s Garden, Sweet Escapes, Manor Cafe, Meow Match, Diner Dash, My Home: Design Dreams, My Cafe, Word Villas, Vineyard Valley, Ravenhill, Hidden Relics, Time Guardians, Mystery Manor, Hidden Objects Photo Puzzle, Homicide Squad, Find Differences: Spot It, Sentence, Adam Wolfe: Dark Detective Mystery Game, The Secret Society, The Paranormal Society, Beauty, and the Beast

Hidden Objects App Ads

Manor Matters’ Top Ads & Platforms

 

Hidden Objects App Ads

Hidden Objects App Ads Creative

Manor Matters: What’s Working  

  • Genre crossovers concepts effectively combine puzzle trends to engage potential players
  • Hidden Object/Progressive Puzzle/Puzzle with Purpose concepts challenge viewers to find hidden objects to solve puzzles and help characters
  • Picker/puzzle concepts combine with stories to solve puzzles, direct narratives, or renovate environments

Hidden Objects App Ads

Creative Iteration Ideas

  • Iterations of progressive puzzles can feature one puzzle for shorter concepts
  • Add achievement headers to progressive puzzles
  • Continue cross-genre concepts, combining hidden object with a progressive puzzle, a puzzle with purpose and pickers
  • Try other iterations of magnifying glass concepts, utilizing more game art and crime themes
  • Try seasonal and holiday versions of best-performing concepts

Hidden Objects App Ads

Hidden Objects App Ads Creative Trends

Concept: Gameplay  

Leverage game art in simple hidden object videos:

  • Find items or words
  • Combine with headers and/or timed challenges
  • Can be simple puzzle or narrative-driven

Competitors Utilizing Trend:

  • Adventure Escape Mysteries, Seekers Notes, June’s Journey, The Hidden Treasures, Survivors: The Quest, Ravenhill, many others

Player Motivations:

  • Targets players interested in challenge and mastery

Hidden Object App Ads

Concept: Game Trailer  

Create game trailer concepts that highlight the overall experience of the game:

  • Can focus on other aspects of gameplay: renovation, unlocking rooms, and game narrative
  • Highlights cinematic game art and stories

Competitors Utilizing Trend:

  • Hidden City, Murder in the Alps, Small Town Murders, Adventure Escape Mysteries, Seekers Notes, many others

Player Motivations:

  • Targets players interested in challenge, mastery, design, and narrative

Hidden Objects App Ads

Concept: Hidden Objects/Picker  

Create hybrid hidden object videos by adding a picker element that allows you to search inside and under objects.

  • Combine search for hidden objects with a picker to choose items to search in or under.
  • Combine with headers and/or timed challenges
  • The image version would have a hidden item barely visible in one of the picker furniture items.

Competitors Utilizing Trend:

  • Lily’s Garden

Player Motivations:

  • Targets players interested in challenge and mastery

Hidden Object App Ads

Concept: Hidden Objects/Stories

Create hidden object concepts that are more narrative-focused:

  • Situations not necessarily game related
    • Finding clues to solve mysteries
    • Timed challenges
    • Catching a cheater

Competitors Utilizing Trend: 

  • Homicide Squad, Adventure Escape, Hidden Object Photo Puzzle

Player Motivations: 

  • Targets players interested in challenge and narrative

Hidden Objects App Ads

Concept: Spot the Differences 

Create simple concepts that challenge viewers to spot the differences between images:

  • Use situations organic to the game
  • Showcase game characters and settings
  • Leverages game graphics

Competitors Utilizing Trend:

  • Seekers Notes, Mystery Manor, Homicide Squad, many others

Player Motivations: 

  • Targets players interested in challenge and mastery

manor matters

Concept: Puzzle Challenge

Create concepts that use simple puzzles to introduce game characters and gameplay:

  • Word puzzles (misspelled words, word searches)
  • Brainteasers (untangling or sorting items)
  • Use challenging or IQ-based headers
  • Timed challenges

Competitors Utilizing Trend:

  • Hidden Relics, Sentence, Ravenhill

Player Motivations: 

  • Targets players interested in challenge and completion

manor matters

Concept: Image Stories

Create image concepts that contain a story or mystery: 

  • A different way to engage hidden object players
  • Engages with narrative/mystery aspect
  • Capitalizes on strength of image concepts for this title

Competitors Utilizing Trend:

  • Sentence

Player Motivations: 

  • Targets players interested in mystery and narrative

manor matters

Concept: Mental Benefits

Create concepts centered on relaxation and mental benefits of playing hidden-object puzzles: 

  • Combination of gameplay, headers, and/or testimonials
  • Opportunity for live-action characters to break up animation

Competitors Utilizing Trend:

  • Ravenhill

Player Motivations: 

  • Targets players interested in self-improvement

manor matters

Concept: Testimonial

Create concepts featuring player testimonials:

  • Written testimonials from Facebook, Google Play store
  • Voice over testimonials with gameplay
  • Filmed testimonials split screen with gameplay
  • Legitimizes game

Non-competitors Utilizing Trend:

  • Adventure Escape Mysteries

Player Motivations: 

  • Targets players unfamiliar with the game

manor matters

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