Over that past three years, we have worked with around 80 apps and tested approximately 8,000 different videos. From this, we’ve been able to recognize and define the characteristics of certain types of concepts that frequently perform well. We have also seen these concepts work for specific app categories. In this presentation, we would like to share our typology and discuss the game categories where we’ve seen these specific concepts perform particularly well. We hope this may help in building or improving the testing plan for your game and, as a consequence, achieve better results in UA. Presentation done by Adam Turowski, Co-Founder of Miri Growth at GameCamp webinar: https://youtu.be/yg7aPWmyz2o?t=396

1. 8 types of mobile game creatives you should try
Our lessons from testing over 8,000 ads

2. Who we are
2

3. We promote mobile apps,
achieving scale through
creative testing
3

4. How we do it
4

5. Scaling thanks to the most effective creative
5
Scaling
This is now common knowledge:
the most effective creative along
with the most adequate audience
help reach scale
The most effective creative or
concept can very often perform
well on other channels

6. Our systematic process helps us find great creatives faster
6
Testing
We test different concepts to find
creatives that outperform the rest
We build on previous findings to
optimise the best performing creatives
Concept Exploration
Creative Iteration
We test 5 new ads every week per app

7. There are many parameters to consider
7
Parameters
Option 1 Option 2 Option 3
Geo
Core: more expensive but
more accurate
Peripheral: cheaper but less
transferable
Platform
Use Facebook and Instagram
if your delivery goes there
Use Audience Network if your
delivery goes there
Use Auto Placement if you’re
looking for lower CPMs on FB
Bidding
Mobile App Install: cheaper
but less transferable
App Event: more expensive
and more accurate
Value Optimisation: most
expensive and most accurate
Audience
Broad: if your product has a
mass market appeal
LAL audience: if your product
is more niche (5-10%)
Split test
Yes: all ads get the same
delivery but is more expensive
No: Facebook will favour an ad
but can be cheaper

8. Concepts
8

9. Satisfying
Gameplay
9
Concepts
What: video shows gameplay. It
can be recreated and simplified.
The focus is on sequences of
successful moves, potentially
followed with sounds effects
Why: satisfaction coming from
watching engaging content
Where: hyper casual, casual
games, resource management

10. Opinion
10
Concepts
What: the concept is based on
asking users for an opinion
Why: videos catches the users’
attention by asking for an opinion.
It works well with self-explanatory
apps
Where: casual games, narrative
games, building/resource
management, mid-core
Indicative concepts which did not always perform

11. Solve
11
Concepts
What: this type of ads invites users
to solve a problem
Why: satisfaction or frustration
coming from finding or not the
solution to the problem
Where: casual games
Indicative concepts which did not always perform

12. Create
12
Concepts
What: videos show a user
completing a task. The ad does not
necessarily reflect the content of
the game
Why: satisfaction/frustration
coming from completing or not a
task
Where: casual games
Indicative concepts which did not always perform

13. Narrative: Escape
13
Concepts
What: they tell a story that is not
always part of the game. They can
be tied to the game itself. The first
out of three sub-themes is escape
asking how characters can run
away
Why: urgency of the situation and
satisfaction or frustration from the
outcome
Where: casual games, mid-core
Indicative concepts which did not always perform

14. Narrative: Reunite
14
Concepts
What: they tell a story that is not
always part of the game. They can
be tied to the game itself. This
sub-concept is asking how
characters can be reunited
Why: urgency of the situation and
satisfaction or frustration from the
outcome
Where: casual games, mid-core
Indicative concepts which did not always perform

15. Narrative: Fix
15
Concepts
What: they tell a story that is not
always part of the game. They can
be tied to the game itself. The last
sub-theme is asking how a
dramatic situation can be fixed
Why: urgency of the situation and
satisfaction or frustration from the
outcome
Where: casual games, mid-core
Indicative concepts which did not always perform

16. Tutorial
16
Concepts
What: the ad explains how the
game works. It usually shows
multiple selling points
Why: a way to show what the app
is about, explaining the game
mechanics
Where: building/resource
management, mid-core games
Indicative concepts which did not always perform

17. Upgrade
17
Concepts
What: the videos shows the
upgrade potential and how
characters or items can go from
small to big
Why: satisfaction coming from
improving a character or item
Where: building/resource
management, mid-core games,
sports

18. Progression
18
Concepts
What: the video shows a user what
they can achieve in the app if they
reach a certain level
Why: satisfaction coming from
progressing
Where: building/resource
management, mid-core games,
sports

19. How we use it
19

20. Heatmap Based on our Experience
20
Study

21. Thanks for your time
21
Want to get in touch?
contact@mirigrowth.com