Obviously, the mechanic with gameplay and weapon upgrades in it work on different projects, which means that this mechanic must be used in the first pack of creatives. You can make several creatives with such mechanics at once, for example, a variation of the first creative in our selection and an option with a choice of weapons when upgrading, as in creatives 3 and 4. 2.
You can also make 1 creative with gameplay mechanics, where we show the initial levels and then more difficult ones, for example, a boss fight. You can make two creatives, one sequential, the other with a split-screen, where you can show the game in parallel at the beginner and advanced levels. 3.
If the product is no longer new and has gained enough positive ratings, you can try popular fake ad mechanics such as "tower" or "tower defense". Here you can add multiple attempts and a "rewind fail". These are two more creatives in the pack. If the project is still young, we do not recommend overusing fake ads — at the start, this approach can lead to irrelevant traffic and low ratings in the store.
Thus, we got a set of 6 creatives based on competitor analytics. We also usually do 2-3 creatives in a pack, which are based on approaches tested by the client — we take the best videos and make variations of them, hoping to get even higher rates.
We still have 1-2 creatives for a pack of 10. Here we add some unique approaches that have not been tested by the client and which we have not seen from competitors. This is done in a brainstorm format and is often meta-gameplay. Light, fake ads based on real gameplay.
We will continue to share our analytics. In the near future we will post a few more articles on this topic. Subscribe to stay informed!