Akseli Virtanen, UA Lead for Traplight Video games, stops for a chat and tells us the secrets and techniques to good cellular video games video adverts and the way difficult it’s to determine a very good title for a cellular sport.
Beneath is the transcript of the interview.
My title is Akseli Virtanen and I’m the UA Lead at Traplight Video games for the time being. And Traplight Video games is type of a midsize cellular gaming studio primarily based in Tampere, Finland and we work with type of a mid-core free-to-play video games.
What makes a very good video advert for cellular video games?
I’m positive there are not any actual guidelines or methods to make an awesome advert however primarily based on my expertise and what works for our merchandise: it’s maintaining the advert quite simple and trustworthy to the product. Proper, I don’t consider in pretend ideas, and many others. Normally, individuals simply need to see what the sport is about and in the event that they like what they see, they’ll obtain the sport. And likewise retain higher if they’ve the best expectations coming in.
How usually do video adverts have to be up to date?
Nicely, ideally, you have to have a brand new idea out to testing on a weekly foundation, it after all relies upon quite a bit in your spending degree. When you spend quite a bit then you may’t anticipate a single inventive to work very effectively for greater than a month. And if that’s the case, your weekly manufacturing must be fairly excessive in order that you can see each month these successful creatives to exchange those which are experiencing fatigue.
And naturally, there could be conditions the place you don’t need to change the inventive, like we’re, for the time being, in a testing section with a brand new sport popping out subsequent yr and if we need to hold the viewers as constant as doable, their expectations as constant as doable then we, after all, need to run the identical inventive on a regular basis for retention testing for instance.
The place do you begin when launching a brand new UA marketing campaign?
To begin with, we have to base every thing on some type of enterprise case or what will we need to obtain with the marketing campaign. However clearly, very often that may be quite imprecise. We simply need to discover customers who pay or make in-app purchases. That’s usually the general aim. We simply attempt to align the inventive strategy and the marketing campaign setups on appropriate networks in an effort to attempt to entice the type of viewers or clients that we wish at the moment.
And that’s additionally, after all, at all times an iterative course of. You’re most definitely going to fail with plenty of your campaigns and you may be discouraged by that, simply make some learnings, attempt to perceive why that didn’t work and make adjustments and take a look at once more.
Are you able to share with us a difficult expertise you’ve had?
Nicely, the entire operation is after all a problem however we only in the near past went by a fairly exhausting expertise of looking for a reputation for our new sport. And there are usually not plenty of confirmed or revealed methods on this so we got here up with our personal system of testing completely different names and looking for a steadiness between availability, key phrase scores, and efficiency advertising testing, and this was such a problem. Nevertheless it was a really rewarding expertise ultimately when the title was lastly chosen and we received to maneuver ahead.
Marine Nozerand
Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a inventive company specialised in app movies (video adverts, app retailer movies, and many others.).
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