Simulation / Role Playing Games: Creative Trends

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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?
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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
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