Practical learnings from Huuuge Games' experience at Facebook creatives. What worked for us what did not. How Facebook creatives should be different than Google creatives? Presentation delivered at 8th edition of GameCamp (www.GameCamp.io).

1. Social Creative Best Practices
that worked for Huuuge Games
Mor Stone, Senior Social Media Buyer
February 2020

2. Agenda
• Facebook Latest Features
• Facebook Creative Overview
• Huuuge Creative Cycle - Triple I Model
• Creative by Player Motivation
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3. About Me
• Industrial Engineer with MBA in Big Data Management !
Mor Stone
• Over 4 years in the Social Marketing & Gaming industries "
• Casual-Action Gamer
• Married Sharon Stone # Senior Social Media Buyer
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4. About Huuuge Games
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8. Facebook Latest Features
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9. Control Automation
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10. S C L
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11. So Ci a L
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12. S o C i a L
Simplicity
• Larger targeting buckets
• Minimizing audience overlap
• Fewer campaigns, higher budgets
• Reducing manual changes
Consolidation Liquidity
• Use CBO for flexibility
• Increase budget-bid ratio
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13. CBO – Campaign Budget Optimization
• Budget is set on Campaign level - flows freely to find the best active opportunities.
Without CBO With CBO
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14. CBO – Campaign Budget Optimization
• Budget is set on Campaign level - flows freely to find the best active opportunities.
• Saves time to focus on more strategic and innovative tasks.
• When budgets move between ad-sets within CBO –> they do not enter the Learning Phase.
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15. AAA – Automated App Ads
• Delivers top performing creatives
• Requires fewer inputs: Country, Language, Optimization, Creative.
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…… AKA Facebook’s UAC
–> most relevant audience –> most effective placements.

16. AAA – Automated App Ads
• Delivers top performing creatives –> most relevant audience –> most effective placements.
• Requires fewer inputs: Country, Language, Optimization, Creative.
• Will soon open to Beta testing for a small group of clients – Huuuge Games included.
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17. Creative is KEY
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18. Facebook Creative Overview
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19. Facebook Ad Types
Static Image Video
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20. Facebook Ad Types
Playable Poll
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21. Total Value
Advertiser
Bid
Relevance
& Quality
Estimated
Action
Rate
Maximizing Advertiser Value
Optimizing
Consumer Experience
Depends on your
optimization method
Facebook Ad Value Ranking
UNIQUE TO SOCIAL
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22. Relevance
& Quality
Negative Feedback
X-out
“Positive” Feedback
Comments, Reactions, Shares
Creative Quality
High Definition
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23. Facebook Feed Instagram Story Rewarded Video
Matching Creative to Placement

24. Facebook vs. Google – Platform Differences
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• Higher intent –>
• Open to explore –>
• Affected by Community –>
–> Creative plays a significant role – “thumb friendly”
–> Creative is important, but depends on brand

25. Community Gamers
• More likely to say their community heavily influences their decision to download a mobile game.
• More likely to spend money in the game:

26. Facebook vs. Google – Platform Differences
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• Higher intent –>
• Open to explore –>
• Affected by Community –>
• Longer Creative Lifecycle –>
–> Creative plays a significant role – “thumb friendly”
–> Creative role depends on brand
–> Creative can go viral
–> Facebook – refreshing creatives more often

27. Facebook vs. Google – Creative KPIs
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• Defining our creative KPIs, we look for metrics that settle with our Marketing goals.
• The main difference between Facebook and Google is Revenue data per creative.
• Main Creative KPIs:
- IPM
- CPA
- ROAS !

28. Creative Cycle
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29. Innovation
Iteration
Inspiration
Creative Cycle
III
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30. Inspiration
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!

31. Facebook Ads Library

32. Creative Inspiration – Competitor Research
Homescapes Empires & PuzzlesMatchington Mansion

33. Creative Inspiration - Misleading Ads
Fix the Car Drive the Ambulance Bubbles

34. Innovation
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35. Creative Innovation - Videos
Inside the CASINO Siri3D Floor Casino

36. Creative Innovation - Images
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Testimonials – Core Players

37. Creative Innovation - Images
Simple Copy Images
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“Creative Quality doesn’t always indicate Performance.”

38. Our Competitors are Inspired…
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Caesars Casino House of Fun Lotsa Slots

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40. Iteration
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41. Creative Iterations – Making New Stars

42. Creative Iterations – Christmas Edition !
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43. Creative Iterations – Images
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Taking it Native

44. Creative Iterations – Images
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How about some animation?

45. Creative by Player Motivation
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Current Project:

46. Common Player Motivations
1. Excitement – Match-3 Combos, defeating enemies, playing with friends.
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47. Playing with Friends

48. Common Player Motivations
1. Excitement – Match-3 Combos, defeating enemies, playing with friends.
2. Achievement / Success – Winning a battle, Finishing a level, hitting the jackpot.
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49. Finishing a Level

50. Common Player Motivations
1. Excitement – Match-3 Combos, defeating enemies, playing with friends.
2. Achievement / Success – Winning a battle, Finishing a level, Winning Big.
3. Social Connection – PVP, trading cards with friends, chatting with club mates.
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51. Chatting with Club Mates

52. Common Player Motivations
1. Excitement – Match-3 Combos, defeating enemies, playing with friends.
2. Achievement / Success – Winning a battle, Finishing a level, Winning Big.
3. Social Connection – PVP, trading cards with friends, chatting with club mates.
4. Expertise – Solving hard puzzles, becoming the best.
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53. Solving Hard Puzzles

54. Common Player Motivations
1. Excitement – Match-3 Combos, defeating enemies, playing with friends.
2. Achievement / Success – Winning a battle, Finishing a level, Winning Big.
3. Social Connection – PVP, trading cards with friends, chatting with club mates.
4. Expertise – Solving hard puzzles, becoming the best.
5. Escapism – Raising dragons, becoming “rich” in the game, escaping day-to-day routine.
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55. Escaping day-to-day Routine

56. Thank You!
Questions?
For questions, contact us at mor.stone@huuugegames.com