Simulation / Role Playing Games: Creative Trends


Competitive Trends Simulation/Role Playing Games

  • Top Competitors: Avakin Life, Chapters: Interactive Stories, Choices: Design Home, Cooking Diary, Covet Fashion, Design My Room, Episode: Super Stylist, Episode: Choose your Story, Fill in 3D, Hollywood Story, House Flip, I Peel Good, Icing on the Cake, IMVU Avatar, Ink Inc., Journeys: Interactive Series, Lily’s Garden: Design & Relax, Linda Brown, Linda Brown: Interactive Story, Love Sick, Moments: Choose Your Story, My Cafe, My Home: Design Dreams, My Story, My Story: Choose your own Path, Paint by Numbers, Party in My Dorm , Pottery, Secrets: Game of Choices, Storyscape, Super Stylist, Township, What’s your Story?
  • To view competitive videos, click here

Simulation/Role Playing Trends

  • Event/Date Prep with Character Reaction: Picker utilized for hair/makeup/clothing, with character reaction (Hollywood Story, My Story, Lovesick)
  • Choices-Style situations: Empowered female characters given option to choose their next move (Episode, Choices, Avakin Life, IMVU Avatar)
  • Men Behaving Badly: Women triumphing over adversity and badly behaving men (Choices, Episode, Love Sick, My Cafe, many others)
  • Female characters in peril: Females suffering and crying but overcoming the obstacles and ultimately having the last laugh
  • Mean Girls: Cruel characters making fun of unpopular/weak girls, but ultimately losing against them
  • Relaxing, Mindless Expressions of Creativity: Decorating, painting and cooking apps that display simple gameplay, sometimes comedically (I Peel Good, Icing on the Cake, Fill in 3D, Pottery)
  • Creative Expression/Design: Using pickers to create and furnish rooms, houses, etc. (Design Home, My Home: Design Dreams)
  • Time Progressions: Narrative style ads where present conflict is explained by going back in time or forward to future.
  • Outfit Selections Montage: Showing many outfit or make up choices. Dressing up girls for an event/date/contest
  • Choosing between two interests: Main character torn between conflicting interests (Best friend and lover, two lovers, money or love)
  • Awful Dates: Female characters enduring awful dates/relationships but finding a better partner in the end or having to decide what outcome to choose
  • Competitive Nature: Friends competing for better date/outfits/more likes on Instagram/popularity.

Concept: Timed Character Reactions

  • Add personality to timed picker challenges by allowing models to react, either with expressions or with talk bubbles. (Hollywood Story, Love Sick, IMVU Avatar)
  • Make the timed challenges more story-focused to engage players (e.g. boyfriend is almost there) (Hollywood Story, Love Sick)

Concept: Choices-Style Situations

  • Precede picker situations with simple, choices-style situation that necessitates new style/design (Choices, My Story )
  • Simplify situations with dual picker (Avakin Life)
  • Create stories where makeovers help a woman get over a bad relationship, insensitive man, etc… (My Cafe, Choices)

Concept: Relaxed, Mindless Humor

  • Try humor with concepts that utilize voice over or visual gags:
  • Voice over while picker chooses series of blouses, resulting in fail. (Icing on the Cake)
  • Try other visual fashion faux-pas that are simple in their set up, like a series of jackets that finish with a Safari jacket fail
  • Use scissors to cut/alter clothes, resulting in Win/Fail
  • Copy this outfit fails/wins. (Icing on the Cake, Ink Inc, Pottery)

Concept: Live Action/Gameplay

  • Combine live action footage (you can use stock footage) of stylish people playing the game (relaxed, escapist) with gameplay. (Klondike, Pearl’s Peril)
  • Use live action combined with gameplay to demonstrate how the app can influence real life clothing decisions
  • Insight:
  • Expressionists like how the game influences their fashion choices
  • Completionists like the social and competitive nature
  • Both like the relaxing aspect

Concept: Timed Challenge

  • Add and test visual/auditory timer to concepts that presently don’t have one. (Covet Fashion)
  • Remove timer from and test concepts that currently have one. (Covet Fashion)

To See More Simulation/Role Playing Game Trends

  • Section 1: Why Creative Is So Important
  • Creative Tunnel Vision and How to Overcome It
  • Section 2: Inspiration for Simulation / Role Playing Game Ads – Facebook and Google
  • Simulation / Role Playing Competitors We Studied
  • Simulation / Role Playing Competitive Trends
  • Simulation / Role Playing Creative Concepts We Recommend
  • Section 3: Using Player Profiles for Market Segmentation and Creative Targeting
  • Pasta Sauce, Pickles, and Howard Moskowitz
  • Horizontal Segmentation for Facebook User Acquisition
  • Game Theory and User Behavior Models
  • People Can’t Always Tell You What They Really Want
  • Player Profiles as UA Creative Strategy 2.0
  • Section 4: Creative Testing and Why the Control is So Hard to Beat
  • Statistical Significance vs Cost-Effective Approach
  • How We’ve Been Testing Creative Until Now
  • Creative Testing 2.0
  • Conclusion
  • Special Offers



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