Our newest case research star is Household Island! Well-known for its extremely dramatic video adverts and the usage of storytelling tropes. Is that the key to their success? Come check out their advertising and marketing technique with us and see how this Stone Age farming sport grew to become a staple of cell gaming.
About Household Ssland
Household Island is an off-the-cuff farming sport that was launched in October 2019 by Melsoft Video games. The sport has been downloaded over 50 million instances (and greater than 2 million instances previously 30 days).
Set within the Stone Age, the sport follows a household of 4 (the dad Bruce, the mother Eve and the kids Tim and Lizzy) that escapes a volcano eruption and begins a brand new life on an uninhabited island.
The aim of the sport is to assist the household survive and thrive by crafting, farming, foraging, and so forth. Gamers have to develop crops and mine sources but additionally construct and improve instruments and buildings.
There may be additionally a discovery facet in addition to the opportunity of adorning and customizing the farm. On high of the gameplay, there’s a narrative layer following the household’s story with surprising twists to maintain gamers engaged. A few of the storylines are interactive, that means that gamers can affect the general story.
Their app shops presence
Household Island has tailored its retailer property to the totally different audiences of each the App Retailer and the Play Retailer. Though the creatives are related in branding, shade schemes, and characters, there are nonetheless some modifications between each shops.
One of many benefits of the sport is that due to their UA campaigns, the characters are very recognizable. In addition they at all times put on the identical outfits and haircuts, constructing a way of familiarity with gamers. Blue is the predominant shade, it’s a relaxed shade that matches in properly with the idyllic island setting (although the island is simply seen on the App Retailer icon). Nevertheless, essentially the most notable distinction is that one icon solely reveals the dad and mom whereas the opposite reveals the complete household.
The Play Retailer focuses solely on Bruce and Eve, they haven’t reached the island simply but so that they’re nonetheless surrounded by glowing water. The App Retailer icon provides some particulars, with each the youngsters being current and extra motion for the characters (the mother is holding a plate and each member of the family is doing one thing with their arms).
The Play Retailer promo video acts as a backstory to the sport. It begins with an attention-grabbing volcanic eruption that explains why the household finally ends up on the sport’s island. They begin introducing gaming components separately, exhibiting actions taken within the sport, then vitality bars, and so forth.
The storytelling-heavy starting is certain to seize customers’ consideration in addition to being a pleasant recall of the sport’s UA property.
Counting on dramatic tropes in UA
Drama brings feelings and will get folks invested. For UA, Household Island depends totally on video adverts and storytelling. A lot of the adverts present members of the family in extremely dramatic conditions.
One of many tropes they use is the dishonest trope. Over a number of video adverts, each the daddy and the mom are proven dishonest on one another, prompting the opposite father or mother to depart and find yourself on the abandoned island of the sport.
Dishonest is a extremely dramatic occasion, each in actuality and fiction. It pushes witnesses to take sides and, because of this, get emotionally concerned. It’s additionally a certain technique to drive robust opinions. Nobody is actually detached to conditions like this and it reminds customers of actual life as a result of these are conditions which might be widespread and have been encountered earlier than in a nonfiction world.
Some variations of the advert additionally heighten the stakes with each the spouse and the daughter discovering out on the similar time whereas they had been about to announce a brand new being pregnant. Enjoyable truth: the dad is just not proven within the gameplay on the finish of the advert, as if he was not a part of the sport after that treason.
These tropes additionally enable the characters to specific robust feelings (shock, anger, unhappiness), and the extra seen the emotion, the extra potential gamers can empathize with it and construct a reference to the sport.
Household Island has humanoid characters, which implies that as a result of they’re human, they’re anticipated to behave as such, and exhibiting their humanity by emotional settings can create a bridge between the sport and its gamers.
An emotional attachment is step one towards a trusting relationship. For gamers to spend money on a sport, each money and time, they should join with it and belief the model.
Their video adverts and normal UA campaigns additionally rely closely on storytelling. As a result of the sport has such identifiable characters, they can be utilized in numerous methods to showcase tales and catch viewers’ consideration. With a robust starting with excessive stakes, folks really feel compelled to look at the advert to know what occurs to the characters.
On this advert, the daddy is stranded at sea, surrounded by menacing sharks in the course of a storm. He’s clearly alone, wanting fondly at an image of his household. There are a number of plot twists: we see a shark leaping on the digital camera, the daddy is nowhere to be discovered after that, and on the very finish of the video we see somebody watching the household from afar.
Not realizing what occurs to the dad retains customers concerned within the video, it may even increase interplay as a result of folks prefer to marvel and speculate about what occurs. Storytelling is an effective way to spice up conversions and Household Island is actually counting on that, with nice outcomes.
One other trope they use is household. In spite of everything, it’s even in the secret. Household Island’s content material is all in regards to the characters and their household. The daughter is the star of many UA video adverts. Constructing a connection between the gamers and the characters is an effective way to maintain them engaged and scale back churn. In spite of everything, the extra they benefit from the characters and get connected to them, the extra they’ll wish to play the sport.
Gamers being emotionally invested within the sport and its characters is a superb factor, as a result of not solely it implies that they belief the model however they’ll play for longer.
Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a artistic company specialised in app movies (video adverts, app retailer movies, and so forth.).
