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 simulation games app ads from Storm8 Studios’ Home Design Makeover with competitive trends & creative recommendations, so you can learn from their creative best practices.

Simulation Games

Home Design Makeover Competitive Analysis

Competitors: Design Home, Redecor, Property Brothers, House Flip, Home Maker, My Home: Design Dreams, HomeCraft, House Designer, Home Design: Caribbean Life, Word Villas, House Flip, Zillow, RedFin, Realtor.com, Homescapes, Gardenscapes, SimCity BuildIt, Design This Home, Decor Dream: Home Design Game and Match-3, My Home Design Story: Episode Choices, Lily’s Garden, Room Flip, Design Master

simulation games

Top Trending Ads & Platform Distribution

simulation games

Simulation Games Creative Trends

Home Design Makeover: What’s Working

  • Renovation Picker
    • The familiar format mimics player experience and showcases a range of design options to choose from when completing the task.
  • Game Trailers 
    • Showcases game graphics and overall app experience.
  • Before & After
    • Demonstrates overall app experience while engaging potential players.
  • Design Challenge 
    • A simple way to inject narrative (helping renovating couple), while showcasing the game.

simulation games

Simulation Games Iteration Ideas

  • Renovation Picker
    • Try new headers and alternate settings
    • Try more obvious fail options
  • Game Trailers
    • Show additional aspects of the game
    • Try more situations with a renovating couple
  • Before & After
    • Try more dramatic situations & FAILS
  • Design Challenge
    • Try new characters besides the renovating couple (a wider and more diverse range of characters)
    • Try more timed and budget challenges

simulation games

Simulation Games Creative Trends

Concept: Design Challenge

Create videos that offer new takes on design challenges:

  • Experiment with different budget constraints: $50 to $50K
  • Locate design challenges in exciting travel locations: Swiss Chalets, Beach villas in the South of France, or themed rooms
  • Try more near-miss wins and fails (girder or decoration falls after completion – surprise endings)

Competitors Utilizing Trend: 

  • Design My Room, Home Design: Caribbean Life, Property Brothers, Home Maker, Design Home, Redecor, Homecraft, many others

Player Motivations: 

  • Targets players interested in relaxation, completion & creativity, as well as desire to travel in the current global situation

simulation games

Concept: Design Challenge/Client

Create videos featuring more client challenges:

  • Opportunity to humanize the game
  • Can feature a range of clients that are demanding, eccentric, or indecisive
  • Adds to game narrative
  • Can feature female-centered scenarios

Competitors Utilizing Trend: 

  • Home Design: Caribbean Life, Redecor, My Home Design Story: Episode Choices, Design Home

Player Motivations: 

  • Targets players interested in relaxation, completion & creativity, while adding narrative element to app

simulation games

Concept: Renovation Challenge

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

simulation games

Concept: Game Trailer

Create videos explaining the app in more detail, to differentiate from other design apps and drive home benefits of playing:

  • Overview of different aspects to attract more players and remove hurdles to trying/downloading:
    • Daily challenges
    • Leveling up to access more homes/unlocking rooms
    • Interior design with real, high-end brands
    • Connecting to a creative community
    • Improvement of design skills

Competitors Utilizing trend: 

  • Decor Dream: Home Design Game and Match-3, My Home: Design Dreams, My Home Design Story: Episode Choices

Player Motivations: 

  • Targets players interested in design as well as social connection, learning, and competition

 

simulation games

Concept: Noob vs. Pro

Create side by side videos that demonstrate achievement within the game:

  • Highlights levels and learning element of the game
  • Humorous aspect (Me vs. My BFF, etc.)

Competitors Utilizing trend: 

  • Decor Dream: Home Design Game and Match-3

Player Motivations: 

  • Targets players interested in competition and completion

Concept: Relaxation

Create videos that highlight the relaxation aspect of the game:

  • Redesign cluttered/hoarded spaces to become peaceful, meditative spaces
  • Redesigning rooms with an emphasis on feng shui
  • Decorate rooms for a specific relaxation benefit: nursery, workout room, meditation room, home office
  • Create testimonial/review videos focused on relaxing elements of the app

Competitors Utilizing Trend: 

  • Design Home, Redecor

Player Motivations: 

  • Targets players interested in relaxation

Concept: Female Story

Create videos that utilize female stories to drive the reason for renovating and/or designing:

  • Adds a narrative element to the game
  • Targets female players
  • Attracts players from other game genres

Competitors Utilizing Trend: 

  • My Home: Design Dreams, Lily’s Garden, Word Villas, Homescapes, Gardenscapes

Player Motivations: 

  • Targets players interested in narrative as well as design & completion

 

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, Episode, many others

Player Motivations: 

  • Targets players unfamiliar with the game

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