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 hypercasual games app ads from Voodoo’s Draw Climber with competitive trends & creative recommendations, so you can learn from their creative best practices.
Hypercasual Games
Draw Climber Competitive Analysis
Competitors: Traffic Run, Pick Me Up!, Drive and Park, Clean Road, Stack Ball 3D, Twist Hit!, Traffic Turn, Traffic Racer, Traffic Rush 2, Pixel Toy Car Run 3D, Car Run Racing Fun, Traffic Jam, Road Race 3D, Smashy Road, Tear the Cloth, Bungeet!, Shape Slicer 3D, Jump Race!, Mr. Slice, Rolly Hill, Flip & Dive 3D, Stair Master!, Color Adventure: Draw the Path, Tricky Line: Draw the Part, Ball Slider 3D, Aquapark.io, Jelly Shift: Obstacle Course Game, Rolly Legs, Recharge Please!, Stack Colors!, Epic Race 3D, Slap Kings
Top Trending Ads & Platform Distribution
Hypercasual Games Creative Trends
Draw Climber: What’s Working
- Gameplay: Gameplay ads are simple, engaging, and make the game look like a fun challenge. Different backgrounds can be used to augment gameplay and keep the ads from looking too similar.
- Headers: Headers challenge players with a variety of achievement, IQ-related, or provocative messaging.
Hypercasual Games Iteration Ideas
- Continue gameplay but augment with comedic voice over or talk bubbles
- Try influencer or player inset reviews with gameplay
- Continue backgrounds but experiment with seasonal or holiday backgrounds
- Continue headers but try even more provocative language
Hypercasual Games Creative Trends
Concept: Achievement
Create concepts that focus on achievement and unlocking levels within gameplay:
- Higher levels create expectation and offer motivation for players
- Headers can be achievement-focused
- Overcomes obstacles to downloading and play
Competitors Utilizing Trend:
- Stack Ball 3D, Snack.io, many others
Player Motivations:
- Targets players interested in achievement
Concept: Timed Challenged
Create concepts that add a timed element to the game:
- Add time limits and time-related headers to the climbing task
- Finger draws and redraws legs, either winning in time or resulting in a fail
Non-Competitors Utilizing Trend:
- Pick Me Up, Traffic Run, many others
Player Motivations:
- Targets players interested in achievement
Concept: Comedic Add-On
Create gameplay concepts that utilize voice over or talk/thought bubbles to mimic player experience:
- Adds humor to gameplay
- A different way to utilize gameplay
- Can impart player tips and tricks
Competitors Utilizing Trend:
- Flip & Dive 3D, Drive & Park, many others
Player Motivations:
- Targets players interested in humor and achievement
Concept: Player Focused
Create concepts that focus on players when they unlock levels, win or fail miserably:
- Legitimizes the game
- Communicates different game benefits (relaxation, IQ, achievement, etc)
Competitors Utilizing Trend:
- Slap Kings
Player Motivations:
- Targets players interested in achievement and social connection
Non-Competitor Concept: Testimonial
Create concepts integrating real reviews of the game:
- Attracts players while legitimizing the game
- Could be a combination of gameplay and copy or gameplay and video
Non-Competitors Utilizing Trend:
- Match to Win, Solitaire Epic Adventure, Bingo Clash, Lucky Day
Player Motivations:
- Targets players unfamiliar with the game
Non-Competitor Concept: Mental Benefits
Create concepts that leverage mental benefits of playing Draw Climber:
- Targets an older demographic (50+)
- Test new headers like: “Elevate your IQ,” “Stay on the ball,” and others
- Test IQ concepts where fails lower IQ and wins increase it
Competitors Utilizing Trend:
- Solitaire, WSOP
Player Motivations:
- Targets players interested in self-improvement
Non-Competitor Concept: Picker
Create concepts that add a picker and failure element to the game:
- Choose which legs will help you go forward and climb from multiple options
- Picking the correct option results in a win or incorrect legs result in a fail
Non-Competitors Utilizing Trend:
- Tuscany Villa, Sweet Escapes, many others
Player Motivations:
- Targets players interested in achievement and how to play the game
