Keep an eye on the temperature: This is used in a lot of puzzle games ads to show gameplay progression. This is due to the high visible contrast that white snow provides on ads – especially in this instance, with the aforementioned black background. Snow elements: Snow usually performs well in advertising and contributes to CPI decreases. This is due to the a strong pairing of unique graphics within the game and an alignment with intensely specific brand guidelines. Visible and recognisible gameplay hand: An addition that is very specific to Royal Match! Even in the last few months, we have seen a lot of iteration of the visible hand with jewels, but this hand is immediately recognisable as the king's hand. On-screen characters responding to gameplay In this case, the character uses a lot of hand gestures to express emotion – I actually wondering if they could try an ad with a dancing king I'm pretty sure it would work! Green is a satisfying colour, and the red expressed urgency.Ĭharacter emotions impacted by gameplay: An increasingly big trend in puzzle games is to include on-screen characters that are responds to your gameplay, increasing user attention and engagement. The deep black of the background contrasts heavily with the matchables, which are themselves consigned to three bold colours. High contrast and strong colours: This is very straightforward, but you only have a few seconds to immediately grab your player. Royal Match is one of the most prolific Match-3 games in recent years, so let's take a look at the ways the game chooses to speak to its audience. It was during a game of Angry Birds Friends – which is currently in the middle of a special event in which players can contribute to the planting of 150,000 trees by Ecosia, as part of Playing for the Planet's Green Game Jam – that I saw this rewarded ad for Dream Games' Royal Match. Claire Rozain, UA team lead at Rovio, casts her expert lens on the latest user acquisition strategies in her new weekly column, UA Eye. This means thinking creatively, strategically, and sometimes even misleadingly.
With IAPs driving less than 50 per cent of revenue, and privacy changes from Apple and Google disrupting the ad monetisation landscape, bringing more players onboard is only becoming more vital. does not need to express how vital user acquisition is to the mobile games industry.
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