Information Flow Advertising | To seize the golden period of summer vacation, how to match the copywriting materials for various types of mobile games?

Summer vacation is approaching, and the first golden period of mobile games every year has begun. Whether it is large game companies like Tencent and NetEase, or some small companies engaged in joint operations and distribution, they have begun to continuously relax user acquisition costs to grab the attention of the student group!

Information flow advertising is one of the mainstream channels for buying traffic. In information flow advertising, Weibo, Tencent social advertising and Toutiao are the first camp, followed by online alliances and various DSPs . The first camp is called the head channel . According to the statistics of the buying channels of Reyun Data:

The top channels have the most intense competition for buying volume, and the reasons why manufacturers and distributors choose synchronous channels are also very obvious: large volume, accurate conversion numbers and targeting dimensions, good user quality, and considerable returns . However, since the mobile game materials are updated very quickly and are highly homogenized, users have seen too many of them, and the cost of acquiring users is also rising, so advertising optimization poses a great challenge to the material copywriting .

So, what kind of combination of materials, copywriting , and resources will have a better effect? Taking Weibo as an example, let’s analyze it for you based on the actual materials and data.

Let's start with a practical manual diagram to summarize the material directions corresponding to games of different themes and gameplay:

Information stream blog posts are the most native resource form of Weibo. Their characteristic is that they are almost exactly the same as ordinary blog posts, and they are highly accepted by users. Blog posts are 140 words long and have rich display forms, including single images, multiple images, animated images, and videos . The picture above is an advertisement for an information feed blog post, which uses a video presentation format and contains a game download link in the blog post.

This resource form is suitable for the following game categories: AR PG card strategy legendary IP:

1. ARPG (taking a certain wushuang game as an example)

Delivery effect:

• Interaction rate 9%-13%
• Average daily increase: 800-1500

Material Analysis:

This material uses video to show fighting scenes. The video format is very suitable for action games with cool scenes. The copy emphasizes "true unparalleled" and "authentic", which distinguishes it from the unparalleled IP games flooding the market and attracts the attention of players.

2. Classic fighting IP (taking a certain animation IP as an example)

Delivery effect:

• Interaction rate 4%-6%
• Daily average increase: 200-400

Material Analysis:

Since the original IP of this game is anime, it arouses emotions and resonance through video. Emphasize "perfect restoration of the animation" in the copy and embed the download link.

3. Card strategy

Delivery effect:

• Interaction rate 2%-3%
• Daily average increase: 500-800

Material Analysis:

For card games, the main fun for players lies in collecting, so some difficult-to-collect characters and equipment are presented in the form of nine pictures to stimulate the core fun.

App Home is a resource format for applications and games. It is first compared to information flow blog posts, and is mainly displayed in the form of pictures, divided into 4-grid, 6-grid, and 9-grid. Click the picture button to download directly or jump to the App Store.

Suitable game types include: martial arts MMORPG national war MMORP magic ARPG

1. Martial Arts MMORPG (taking a martial arts game as an example)

Delivery effect:

• Interaction rate 5%-7%
• Average daily increase: 1500-2000

Material Analysis:

The game’s exquisite painting style, classic martial arts characters and sects are displayed in the form of nine pictures, evoking martial arts sentiments. Coupled with the endorsement of the brand, the volume increased easily.

2. National War MMORPG (taking a Three Kingdoms game as an example)

Delivery effect:

• Interaction rate 3%-5%
• Daily average increase: 200-400

Material Analysis:

The core gameplay of this type of game is national war + equipment development, so in terms of materials, attracting regular players through real equipment and original character paintings can also effectively improve retention and recovery.

3. Magic ARPG (taking a certain action mobile game as an example)

Delivery effect:

• Interaction rate 3%-4%
• Daily average increase: 800-1000

Material Analysis:

In terms of materials, characters + cosplay are used to attract attention, and real battle scenes are used to enhance the visual impact.

Graphic cards include the large card shown above and video formats. Compared with the first two formats, the large picture displays clearer and more comprehensive content, and there are many download areas. Whether you click on the link to the key points of the blog post, the picture area, or the title text below the picture, you can jump to download. This relatively strong display format is very suitable for brand exposure activities such as game version updates, spokespersons, and strong IPs.

Suitable game types include: card strategy MOBA competitive mobile games.

Delivery effect:

• Interaction rate 1%-1.5%
• 200-400 new cases per day

In addition to matching different materials and forms to different types of games, different strategies should also be adopted in terms of orientation for games with different characteristics.

1. Strong IP: The game itself is highly communicable and well-known. For example, IPs such as Swordsman Love Story , which are quite famous in the gaming circle, can be relatively broad in targeting to include all potential players who know this IP, use gender screening, and target game interests.

2. Typicality: refers to games with relatively fixed gameplay such as Hearthstone. Usually, better results are achieved by specifying game accounts of the same type, as well as some anchors, e-sports players, and game vertical media accounts.

3. No strong IP and no typical gameplay: Most games are of this type. Choose relatively precise dimensions, such as specifying some game influencers and game APP preferences (referring to people who frequently download a certain type of APP) to improve account conversion.