How to play information flow advertising in the gaming industry? 38 creative sentence patterns to use!

Today, I have compiled some advertising ideas and titles for the gaming industry. Let me share with you why these creative effects vary so much. And how to create high- conversion advertising ideas!

Judging from the copywriting of existing game selling points, they can be divided into two categories: "game perspective" and "user perspective".

Here are some great examples of using the “game perspective”:

The following are some excellent examples from the "user perspective".

After determining the selling points of the game based on the features of the game, what strategies can you follow when writing the selling points of the game from different perspectives?

Points to note when approaching from a "game perspective":

● Graphics: Suitable for games that require high visual quality and are immersive, such as some RPGs, action shooting, and racing games;

● Equipment: Suitable for games with unique equipment upgrades or players are familiar with equipment, mainly in RPG and strategy tower defense;

● Characters: Suitable for games with classic characters/teams, or characters that players are familiar with;

● Gameplay: This applies to all games, but it is best to have a unique gameplay that is different from other similar games;

● IP: Only applicable to classic, well-known and large IP games.

Compared with vague and empty game descriptions (such as game types), titles with specific game play or elements (characters/equipment) have more outstanding CTR performance. This phenomenon has been found many times in title AB tests.

You should know that users only have a few hundred milliseconds to process titles in the information flow , and among these, those incomprehensible, obscure, and vague titles will be ignored by users at the first time.

Here are a few counterexamples:

The above title sentences are not smooth, difficult to understand, and difficult to resonate with users

The above title is completely irrelevant to the picture and makes no sense.

A bunch of simple, empty terms are used, without any valuable information.

When emphasizing the playability of a game, simply bragging about it is not ideal. If you can use group affiliation (such as men, women, young and old) and device-related identification (such as iPhone users) to enhance user engagement.

The above phenomenon was also found in the title AB test:

Advertisements in the gaming industry often take the sentimental route to evoke emotional connections in users. A good title is one that can arouse changes in users’ emotions.

So what are some better ways to go the sentimental route?

From the comparison of the above cases, we can find that emphasizing classic plots or using classic lines can effectively evoke users' memories and complexes, and the click-through rate effect is also more prominent.

3. User threshold: Ads that emphasize the difficulty of the game are more effective

When using user threshold as a selling point, there are two common approaches: emphasizing that the game is easy to get started (e.g., "reaching the maximum level overnight") and emphasizing that it is difficult to get started (e.g., "you are a master if you pass ten levels").

The analysis found that emphasizing the difficulty of a game is more effective than emphasizing how easy it is to get started. This may be related to the fact that the analysis material comes from the news client and the types of games placed on the platform.

Next, the editor will share with you some more general methods that can amplify the effect of the title!

The rhetorical guidance methods in the gaming industry mainly include the following four categories:

Certain highly interactive sentences and guiding words can attract users' attention and willingness to act, and amplify the effect of the game's selling points.

By identifying with characters, groups, or devices, or by evoking users' gaming complexes through classics, the relevance of ads to users can be enhanced, triggering a sense of immersion in users.

Through rhetorical emphasis, the selling points of the game can be more prominent, especially in terms of game playability, such as "I can't bear to delete it even if I run out of memory."

However, data analysis found that excessive negative emphasis on playability can lead to negative emotions. For example, keywords such as "addictive in * minutes" and "can't stop" in the title are not ideal and should be used with caution.

Titles that leverage users’ desire to avoid losses to increase their willingness to act have a more prominent CTR performance.

This method has been used many times in the gaming industry, and the effect is quite good.