Awesome! Analysis of 60+ practical cases of game information flow advertising!

First of all, I would like to emphasize that the design goal of the game materials is to highlight playability and high quality! Playability and high quality! Playability and high quality!

Playability can be reflected through scenes, plots, emotions, characters and special gameplay, while high quality can be reflected in the gaming capabilities through IP, excellent picture quality and sophisticated design. But what the hell is Guan Yu in this picture? !

The designer has to take the blame again. Can't he be more careful? A blurry picture is like holding a megaphone and shouting to the world: My game is poorly made! Do you think anyone else is willing to order?

The hall master couldn't stand it anymore, so after studying thousands of cases, he summarized four basic principles + five creative directions + a combination of four large and three small pictures for everyone.

Four basic principles

• Clear picture

Avoid choosing images that are too low-resolution and rough. The material in the third example below is not clear, the precision is too low, and it looks very low quality:

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• Simple elements

The key points are highlighted and the priorities are clearly distinguished. Avoid stacking of elements, such as attribute values, which is one of the most common problems.

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Avoid having too many elements and too empty a picture, which will make the subject not stand out. For example, the following Tank Front examples are all screenshots of the game, but the different angles and perspectives of the pictures lead to large differences in clicks:

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• Harmonious color matching

The picture is harmonious, avoiding heavy colors. Avoid using overly saturated red, yellow, and green:

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Avoid using very strong special effects:

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• Reduce text

In information flow ads, native style is more popular, and it is not recommended to have too much text in the screen:

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Five creative directions

• Celebrity endorsements

Of course, the endorsement has to be authentic, and the celebrity should blend in with the game style to avoid an inconsistent style that appears fake.

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• IP Feelings

Mainly take the sentimental route, you can use classic characters or classic pictures:

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• Scene Substitution

Using scenario screenshots is now the most common method used by advertisers. It is also a very popular type in information flow. It aims to make the advertisement native and increase the user's sense of involvement.

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• Features

The game's unique and classic equipment, characters, clothing, mounts, privileges, etc. The items on display must be unique and ornamental, and avoid being ugly or too conventional.

Mounts: It is easy to choose a mount pet that is too conventional, so use the most distinctive one in the game.

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Character setting: Focus on character setting, avoid too many elements that weaken the main subject

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Equipment: Both are weapons, but the second example uses too many attribute values ​​and the subject is not clear enough.

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• Cultivation and Upgrade

The playability of the game can be demonstrated by displaying equipment, building or character upgrades. This type of display is suitable for displaying items with obvious differences after upgrading, so that people can intuitively feel the pleasure of upgrading.

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Three small pictures and four combination methods

Three small pictures are the most representative form of advertising in the information flow. Compared with large and small picture ads, three small picture ads are easy to combine creativity, present richer information, and have a native form, which is easy to be accepted by users.

Basic design principles for three small picture materials:

• The visual style of the three images is consistent, such as the overall hue, brightness, saturation and texture, the color and font of the copy
• The three small pictures are in their native form, so the advertising material should naturally be in the news native form as well. Don’t put too many words! Don’t put too many words! Don’t put too many words!

In the following example, the first ad has three images with the same visual style, which is more effective:

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As classic characters of Calabash Brothers, the three pictures in the first advertisement below have a more unified visual style:

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The second example below has too many words and an inconsistent visual style:

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The master of the hall has summarized the following four creative combination methods through the study of three-small-picture materials and the pitfalls of materials with poor clickability.

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• Combination 1 - Different scenes

Applicable games: General

Select representative scenes with similar visual styles in the game. The main subject in the scene should be prominent (buildings or characters), and avoid weakening the main subject due to too many elements.

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• Combination 2: Classic Characters

Applicable games: Characters are distinctive or classic

Select representative characters from the game. The characters should be as prominent as possible. Avoid making them too small or using too many complex elements that would weaken them.

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When the character image is not classic enough or the character image is not the focus of the game, the effect is generally not good. For example, strategy games such as "Empire" are more suitable for scene pictures of troop deployment:

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• Combination 3 - Storyline

Applicable games: games with classic characters and images that are well known to the public

Attract users by showing upgrades, classic character dialogues, and endgame cards.

Endgame: Arousing Curiosity

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Dialogue: Suitable for classic, familiar character dialogues

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Cultivation: General

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• Combination method 4: Put together a large picture

Applicable scenarios: Suitable for screenshots of large scenes, not suitable for promotional posters

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Well, today’s sharing ends here. I hope the above summary of “four principles + five creative directions + four combination methods” will be helpful to you.

Source: The Master Talks About Creativity