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 Sports Games Creative Strategy with competitive trends & creative recommendations, so you can learn from their creative best practices.

Sports Games Competitive Analysis

  • Competitors: MLB Tap Sports Baseball 2020, 8 Ball Pool™, Real Boxing 2, My NBA 2K20, Tennis Clash: Online League, NBA 2K Mobile Basketball, Asphalt 9: Legends, Basketball Stars™, Homer City, MADDEN NFL MOBILE FOOTBALL, Golf Battle, WWE SuperCard, Oh My Goal! – Soccer, Baseball Boy! MLB 9 Innings 20, NBA LIVE Mobile Basketball, Dream League Soccer 2020, MLB Champions, FIFA soccer, EA SPORTS™ UFC®, PBA® Bowling Challenge, Football Strike, Score! Hero, PGA TOUR Golf Shootout, NBA 2K20, R.B.I. Baseball 20, NBA JAM by EA SPORTS™, Football Manager 2020 Mobile
  • View competitive videos by hitting the competitor tab here.

sports games creative trends

Sports Games Creative Trends

  • Gameplay/Game Overview: Shots of gameplay that showcase graphics and players. (Home Run Clash, NBA 2K, Boxing Star, many more)
  • Distance Challenges: Simple gameplay that challenges viewers to hit an object as far as they can. (Baseball Boy, Slap Master)
  • Competition: Videos dramatizing head-to-head competition between players. (Darts of Fury, Home Run Clash)
  • Noob vs. Pro: Videos displaying bad versus good gameplay. (Darts of Fury, Mini Golf King)
  • Real Player Footage: Real footage replacing game characters and gameplay. (Tennis Clash, Sniper Arena, Draft Kings)
  • Cinematic Techniques: Slo-mo, camera pans, and other cinematic techniques utilizing game characters. (Johnny Trigger, Mr. Bullet, Sniper Arena, Tennis Clash)
  • Augmented Gameplay: Illustrations, emojis, talk bubbles, and voice-over added to gameplay or characters (Mr. Bullet, Draft Kings, Flip & Dive 3D)
  • Game Controller Overlay: The game controller overlays on gameplay to give it a game console effect.  (Tennis Clash, City Fighter Vs. Street Gang)

sports games creative trends sports games creative trends sports games creative trends sports games creative trends

Concept: Statcast

Create videos that incorporate statistics into the gameplay

  • Overlay graphics to show the distance of tape measure shots and challenge viewers to play and hit home runs
  • Overlay graphics on pitching stats and ground covered by outfielders, challenging viewers to beat their opponent

Competitor/Share of Voice

  • Baseball Boy: 90% SOV
  • Slap Masters: 100% SOV

sports games creative trends sports games creative trends

sports games creative trends sports games creative trends

Concept: Character Countdown

Create a countdown of featured players in the game

  • Showcases animation style, range of players, and stats
  • Use baseball card like graphics
  • Generates engagement (curiosity over the list of characters)

Competitor/Share of Voice

  • Rise of Kingdoms: 28% SOV

sports games creative trends sports games creative trends sports games creative trends

Concept: Trash Talk Voice Over

Juxtapose gameplay with player trash talk

  • Showcases gameplay and graphics
  • Mimics player dialogue and chat portion of the game
  • Uses subtitles

Competitor/Share of Voice

  • Icing on the Cake: 54% SOV
  • Flip & Dive 3D: 90% SOV

Trash Talk Voice Over Trash Talk Voice Over

Concept: Emoji Gameplay

Feature gameplay with emoji overlays and talk bubbles to communicate player emotions

  • Humorous
  • Humanizes players
  • Showcases game graphics

Competitor/Share of Voice

  • Bullet: 3% SOV
  • Flip & Dive 3D: 90% SOV
  • DraftKings: 12% SOV

Emoji Gameplay Emoji Gameplay

Concept: Real Game Footage

Intercut gameplay with real footage, so that it’s hard to tell what’s real and what’s the game

  • Showcases game graphics
  • Promotes simulation aspect of the game: “The closest thing to being on the field”

Competitor/Share of Voice

  • Tennis Clash: 50% SOV
  • Sniper Arena: 3% SOV

Real Game Footage Real Game Footage

Concept: Announcer Calls

Re-create the feel of a famous announcer calling a legendary game with gameplay and voice over

  • Creates emotional “what if” scenarios (see MLB The Show 2012 “Cubs Win” ad here)
  • Engages the viewer’s curiosity
  • Highlights the passion of sports fans

Competitor/Share of Voice

  • N/A

sports apps creative trends for Announcer Calls sports apps creative trends for Announcer Calls

Concept: Cinematic Stories

Create videos using cinematic techniques and voiceover to up the emotional ante of the game

  • Showcases game graphics
  • Utilizes nostalgic sports documentary feel
  • Appealing to sports fans

Competitor/Share of Voice

  • Tennis Clash: 2% SOV
  • Johnny Trigger: 97% SOV
  • Bullet: 3% SOV

sports games creative trends sports games creative trends

Concept: Noob vs. Pro

Create side-by-side videos of good and bad gameplay, with “Noob vs. Pro” header

  • Shows the difficulty of the game
  • Triggers player competitive urge
  • Incorporates head-to-head aspect
  • Highlights both “wins” and “fails” – both powerful hooks for players

Competitor/Share of Voice 

  • Darts of Fury: 13% SOV
  • Mini Golf King: 12% SOV

sports games creative trends

Sports Games Creative Trends Concept: Sports Chants

Create a sing-along music video of gameplay with a famous sports chant

  • g. bouncing ball version of “Take Me Out to the Ballgame”
  • Most chants are in the public domain
  • Showcases graphics and gameplay
  • Will appeal to sports fans (specific team chants could accompany more targeted campaigns)

Competitor/Share of Voice

  • N/A

sports games creative trends sports apps creative trends for Chants

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