Home / Uncategorized / PGC Digital: How to Create a Powerful Display for Any Game | Pocket Gamer.biz

PGC Digital: How to Create a Powerful Display for Any Game | Pocket Gamer.biz

Sergei Riabov, Vice President for Data and Growth at AdSide, presented at Pocket Gamer Connects Digital NEXT market research and the development of successful advertising creations.

AdSide is testing various top trending approaches to define a direction for creative production strategies.

It does monthly market research using spy tools, looking for the latest mechanisms to successfully advertise, and then emulating those strategies itself.

Taking a look at what competitors are doing is important as it can tell you what you may be missing.

Another important phase is monitoring a creative’s test metrics, and it doesn’t have to be a top performer to provide valuable information.

Riabov suggested building between 10 and 15 ad creatives and choosing two or three of them to create potential mechanisms.

The next step involves the same research as in the soft launch phase, but considering which aspects worked before and which did not, in order to then increase production.

At this stage, market research and the generation of unique mechanisms can be used with the aim of finding a positive creative that does well enough to start scaling user acquisition.

The scaling phase

According to Riabov, the most interesting and demanding stage is the scale stage.

During this phase, snapshots of the top performing creative videos are taken and the one that best demonstrates the game mechanics with bright colors and characters is used as a base.

AdSide edits this best snapshot to create around 50 banners that alter the screenshot in a number of ways, such as: A video is developed from this.

Riabov notes that testing a static banner on Facebook is cheaper than on Google, and that scaling it with a video is more effective than a static banner alone. Playable ads are also an option, but require more involvement in their development.

Riabov also points out that adding elements to gameplay in a trailer that aren’t in the actual game can be an effective way of getting more users to try a game, but misleading players will result in lower user retention.

Riabov concluded that the cost per installation is very important for Hypercasual games, but far less important for other types of games.

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