INK Games Prize Kingdoms Case Study – How to prepare for a global launch by optimizing ad creative early.
- An early partnership with a creative studio can improve creative strategy
- Early ad creative testing can reduce development cycles by validating game mechanics and user motivations
- A pre-launch repository of tested ad creative enables faster scaling upon launch
- A creative studio with media buying expertise reduces UA burden on an internal development team
Ink Games Prize Kingdoms Case Study
For our client INK Games, we developed 130 new ad concepts, the official 1-minute game trailer, a 1-minute narrative CG commercial, and a 30-sec live-action commercial for their forthcoming mobile game Prize Kingdoms. From storyboards through production, we created entirely original 3D computer animation along with motion graphics, 2D animation and FX, text animations, lighting effects, character rigging, illustrations, and character design. We also developed original scripts and animatics, ran two casting sessions, and completed two live-action shoots.
As a result of working with Consumer Acquisition, INK Games will go into worldwide launch with a treasure trove of tested ad creative to help them scale as fast as possible. Read on for how we did it.
Watch a sneak peek into the world of INK Games Prize Kingdoms!
Mobile game studio INK Games was seeking proven ad creative for the 2022 worldwide launch of their flagship social board game, Prize Kingdoms. To reduce the burden on their internal team, INK Games wanted an agency with rigorous A/B testing expertise that could simultaneously act as a creative partner. Their priority was a one-stop shop that specialized in fast creative prototyping and even faster UA scaling. INK also wanted a team with illustration, 3D animation, and storytelling skills that could amplify the look, feel, and narrative spirit of the game.
For a new game without known IP, initial viability is directly tied to top-of-funnel ad creative. A game may appear to be underperforming, when in fact, the ad creative is not resonating with audiences. INK wanted to eliminate false negatives about their game viability by launching with a massive repository of tested ad creative. Similarly, INK understood the need to test dozens of ad creatives to find the few that were worth spending heavily against. Without proper planning, untested ad creative becomes a bottleneck to spend and INK’s goal was to scale as quickly as possible upon launch.
Understanding the high failure rate of mobile ad creative, INK partnered with Consumer Acquisition over a year before the worldwide launch to begin developing, testing, and optimizing an enormous backlog of UA creative. In a highly collaborative and flexible process, our creative team helped inform strategy, providing recommendations based on creative testing. Prize Kingdoms gameplay appeals to different types of player motivations including personalized board building, high-stakes dice rolling, and competitive clubs and leagues. As the game evolved and new features were added, we adapted ad creative to test what was resonating most with players.
Early in game development, INK Games identified the following motivations for players:
- Progression through leveling up, exploring new game boards, and unlocking new features
- Collection of totems, skins, monuments, and zeppelins
- Social/Competition through competitive clubs and leagues
Many game developers come to Consumer Acquisition with existing in-game assets. But our creative team was deeply embedded in the development process from the very beginning of the partnership. With a shared workflow, both teams were able to efficiently collaborate as the game was developed and assets evolved. Similarly, our internal creative and user acquisition teams worked together closely to efficiently align creative development with UA goals using our proprietary Ad Concept Model, a proven process to generate fresh, relevant creative assets for efficient testing.
3D, CG & Live Action
In the spirit of “try everything,” INK wanted 3D animation and live-action in their creative repository. They wanted to amplify the high quality of the game experience. Competitive trends showed the success of narrative-driven live-action and cinematic CG ads in the market. Additionally, longer form and higher fidelity creative allowed for more versioning to cut up and test. This made asset production, even more, cost-effective.
Working with Consumer Acquisition, INK Games will go into worldwide launch with a treasure trove of tested ad creative. This repository of tested assets will allow Prize Kingdoms to scale quickly upon launch without losing momentum. In a partnership with INK Games spanning over a year, Consumer Acquisition has developed:
- 130 new, tested ad concepts
- A 30-sec live-action commercial
- A 1-minute CG narrative commercial
- A 1-minute CG/live-action hybrid game trailer
- Original illustrations and character design
- 2D animation and character rigging
Illustration, Design, 3D, and Live-Action Work Developed by our Creative Studio Team
Our creative expertise comes from managing $150m in monthly ad spend across Facebook, Google, TikTok, Snap, and Apple Search Ads. Creating and testing 100K videos and images each year for clients provides us unparalleled insights into the evolving mobile advertising ecosystem. From our strategic analyses of IDFA loss and media buying automation, to tactical guidance for A/B testing, we ensure our clients can adapt and thrive. Contact us at firstname.lastname@example.org to work with our team.