A guide to game industry splash screen design based on 1000+ case studies

Based on the analysis of 1000+ splash screen material cases in the gaming industry, today I’d like to talk to you specifically about how to write and design the splash screen materials in the gaming industry ?

The splash screen ad is what users expect to appear in the first few seconds after opening the app. Under time pressure , how to attract users' attention , how to make users understand quickly , and how to quickly mobilize users' feelings are the essence of the copywriting and design of the splash screen ad.

About Copywriting

1. Highlight the selling points of the game directly and concisely

It is particularly necessary to highlight the selling points and features of the game through simple language when writing splash screen copy, so that users can know the selling points and features of the game at first glance. If the information is cumbersome, the wording is obscure, and the key points are not highlighted, users' willingness to click and act is generally not high. Such as the following negative cases:

The copy contains too much information and the key copy does not highlight the gameplay and features . The selling points are not clear and the effect is not good.

The copy only contains the game name but does not convey the game's selling points . For users who are not familiar with the game, the information conveyed to users is too little, the sense of interaction is too weak , and the effect is not good.

2. Users are still willing to pay for “emotional” copywriting

After comparing and analyzing the cases, the master also found that the effect of the material can be improved by evoking users' memories and complexes . For example, by using classic copywriting lines or emphasizing "classic" or "once", you can evoke users' past connections.

The copywriting evokes users’ memories by “continuing the classics” and strengthens the connection with users.

The copywriting evokes users’ memories and past complexes by using phrases such as “Exclusive memories for those born in the 80s and 90s”, thus strengthening the connection with users.

3. Copywriting that is closer to the atmosphere of the picture is more suitable

The copy, especially the key copy, needs to match the entire picture and game better. This kind of copy with a stronger sense of scene generally has better effects.

In the picture above, the element of fire is used to show the devil character in the game in detail, while the text content is matched with the picture to highlight the new character of the game. The combination of picture and text has a stronger sense of scene .

The characters in the pictures are very fairy-like, but the copywriting material highlights the bland , scene-less content of "China region online". The atmosphere does not match and the appeal is low.

About Visual Design

Regarding visual-related design, I will introduce it to you using game examples. Unlike the highly important title copy of the information flow , the choice of splash screen images can better convey emotions and information , which is particularly important.

1. Choose pictures that highlight the product’s selling points

Under time pressure, picture selection is very important. If the game features and selling points can be clearly seen through the pictures, then the choice of game pictures is successful.

The visual focus of the pattern in the above picture is on the fighting scene on the newspaper, which is very attractive.

The promotion of the same game. The main body of the picture on the right is too small, lacking visual impact and less appealing.

same

The above picture directly shows the characteristics and selling points of the game itself in the form of cards.

2. Highlight the key points of the picture and avoid too many and cluttered visual elements

Under time pressure, users' attention is limited. If the visual elements are too numerous and cluttered, it is very likely that users will not understand them and will pass by in confusion. Another possibility is that users will give up out of intuition.

There are too many texts and elements in the picture, and the elements are too messy . Although it is a strong IP, the effect is not ideal.

The picture above is in focus, creating an overall "extreme speed" atmosphere.

3. Interactive guide buttons need to contrast with the background

I won’t go into details about this, but it is very important to have a certain color contrast with the background, easy to identify , and use text that conveys a sense of urgency and immediacy .

The above is the optimization and analysis method of splash screen materials that I have sorted out and introduced to you. I hope it will be helpful for your daily work. I also hope that through rigorous analysis, I can bring you more scientific and valuable conclusions.

Source: Chuangyoutang Marketing Creativity