Creative is an advertiser’s best opportunity for a competitive advantage in social advertising. 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 role playing games from Electronic Arts’ Star Wars Galaxy of Heroes with competitive trends & creative recommendations, so you can learn from their creative best practices.

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Role Playing Creative Trends

Star Wars Galaxy of Heroes Makeover: What’s Working

Game Trailer:

  • Game Trailer concepts showcase game graphics, core objectives, and overall game experience

Achievement:

  • Achievement concepts attract players interested in unlocking levels, characters, and power
  • Showcases game graphics and gameplay

Gameplay:

  • Gameplay concepts authentically showcase game graphics and characters

Promotional/Special Offers:

  • Limited time reward offers, and promos attract new and returning players

 

role playing star wars galaxy of heroes

Role Playing Iteration Ideas

Game Trailer:

  • Try more overview/tutorial game trailer concepts to attract new players and casual Star Wars fans

Achievement:

  • Continue achievement concepts with a focus on unlocking new characters/powers
  • Try “Top Ten” character countdowns

Gameplay:

  • Continue gameplay concepts, with PVP/inset players
  • Try augmented gameplay, adding player comments or VO

Promotional/Special Offers:

  • Continue promo/special offer concepts
  • Try adding a seasonal (holiday/summer) layer to these concepts

 

role playing star wars galaxy of heroes

Electronic Arts: Star Wars Galaxy of Heroes Competitive Analysis

Competitors: Marvel Strikeforce, Marvel Contest of Champions, Disney Sorcerer’s Arena, Summoners War, Disney Heroes Battle Mode, AFK Arena, Raid Shadow Legends, Looney Tunes World of Mayhem, Marvel Future Fight, Questland: Hero Quest, Mighty Quest for Epic Loot, Legendary: Game of Heroes, Taptap Heroes, Cookie Run: Legend, Hustle Castle, Genshin Impact, Star Wars, Star Wars: KOTOR, Star Wars: Card Trader by Topps

role playing star wars

Role Playing Competitive Trends

  • Game Trailer: Overview of the game showcasing characters, gameplay, and graphics.
    (Marvel Future Fight, Summoners War, Disney Heroes: Battle Mode, many others)
  • Gameplay: Simple gameplay, sometimes simulated or augmented.
    (Marvel Strike Force: Squad RPG, Disney Sorcerer’s Arena, many others)
  • Characters: Concepts built around game character personalities, powers, and origins.
    (Raid: Shadow Legends, Looney Tunes World of Mayhem, Rise of Kingdoms, many others)
  • Player Focused: Player types, player interviews, and PVP gameplay.
    (AFK Arena, Marvel Contest of Champions)
  • Influencers: Leveraging influencer interviews & reviews.
    (Raid Shadow Legends, Rise of Kingdoms, The Seven Deadly Sins)
  • Pop Culture: Ads that have pop culture and lifestyle as a primary element.
    (Looney Tunes World of Mayhem)
  • Competitive: Comparing the app against other apps or games.
    (AFK Arena)

star wars galaxy of heroes

Role Playing Creative Trends

Concept: Gameplay

Create gameplay videos featuring more details of the game and player involvement:

  • Heighten element of fantasy and role-playing, getting the chance to become your favorite character
  • Highlight collection, powering up, and PVP in gameplay (player control)
  • Augment gameplay with player voice-over (subtitled), providing commentary

Competitors utilizing trend:

  • MARVEL Strike Force: Squad RPG, Marvel Contest of Champions, Disney Sorcerer’s Arena, Summoners War, Rise of Kingdoms

Player Motivations:

  • Targets players interested in narrative, challenges, and completion

 

role playing galaxy of heroes

Concept: Game Trailer

Create videos explaining the game in more detail:

  • Add more game features:
    • Turn-based RPG and PVP
    • Strategy and collection
    • Social aspect/raids
    • More emphasis on player control and the ability to be their favorite characters
    • Try more themed trailers (e.g. Jedis from different chapters)

Competitors utilizing trend:

  • AFK Arena, MARVEL Strike Force: Squad RPG, Summoners War, Raid Shadow Legends, many
    others

Player Motivations:

  • Targets RPG players who might otherwise not try the game, as well as clarifying for Star Wars fans
    what the game is.

 

role playing game trailer

Concept: Characters

Leverage the incredible character roster of the game more clearly:

  • Countdown of character attributes, powers, and strengths
  • Continue videos centered on one individual character
  • Videos featuring rival factions
  • Thematic pairings (e.g., whose Jedi powers are greater?)

Competitors utilizing trend:

  • Marvel Strike Force: Squad RPG, Disney Sorcerer’s Arena, Raid: Shadow Legends, many others

Player Motivations:

  • Targets players interested in narrative, power, and completion

star wars characters

Concept: Player Focused

Create videos centered on the player experience of the game:

  • Inset of players competing in PVP
  • Player commentary on game and characters
  • UGC of players as their favorite character
  • Leverage the idea of DSA being the best way to experience being their favorite Disney character

Competitors utilizing trend:

  • AFK Arena, Marvel Contest of Champions, Star Trek: Fleet Command

Player Motivations:

  • Targets players interested in competition, as well as RPG and PVP aspects of the game

 

player focused

Concept: Influencers

Create short videos combining influencer gameplay and commentary:

  • Attracts players while legitimizing the game
  • Demonstrates how to win stages and rewards
  • Demystifies the game for potential players who don’t understand Star Wars/RPG

Competitor/Share of Voice:

  • Raid Shadow Legends, Rise of Kingdoms, The Seven Deadly Sins

Player Motivations:

  • Targets players interested in social and competition aspects

 

influencers

Concept: Achievement

Create videos that demonstrate achievement, collecting stars, and powering up characters:

  • Unlocked levels, characters, powers
  • Leaderboards
  • Results of powering up in battles

Share of Voice:

  • Taptap Heroes, Questland

Player Motivations:

  • Targets players interested in achievement & mastery

 

achievement

Non-Competitor’s Concept: Female Story

Capitalize on the wealth of great female characters in the Star Wars franchise with all-female videos:

  • Engages players from other genres of games
  • Targets female players
  • Trailers featuring all-female lineups
  • Gameplay featuring female teams
  • Character countdowns of top female characters

Non-competitors utilizing trend:

  • Matchington Mansion, Lily’s Garden

Player Motivations:

  • Targets female players who haven’t discovered the game

 

non-competitor's concept female story

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