When you’ve taken a take a look at a few of the most profitable UA campaigns lately, you’ve most likely heard about survivor.io. The zombie recreation exploded with a powerful TikTok advert marketing campaign and rose to the highest of the charts.
About survivor.io
Survivor.io was launched on July twenty first, 2022, by the Singaporean firm Habby. Over the previous few months, it bought over 50 million downloads and over $100 million in income. The sport took the #1 slot throughout iOS and Android on August 12 within the US and held it for a few weeks.
This recreation is taken into account a roguelike survival recreation the place the objective is to outlive in opposition to waves of zombies. That can assist you, you should buy upgrades on your characters, which led the video games to earn 500k USD/day from IAP (in-app buy) in response to Matej Lancaric.
The ASO inventive technique
The ASO technique is fairly related between each shops for survivor.io. Surprisingly, the sport positive aspects a ! within the App Retailer title.
There are additionally extra screenshots on the Play Retailer than on the App Retailer. The App Retailer itemizing web page solely has 5 screenshots, and there are 3 further ones for the Play Retailer itemizing web page which appear to be easy captures of the sport.
Every screenshot underlines a function of the sport, with one character on the entrance and color-coded CTAs. The usage of ! offers a way of dynamism and urgency, in addition to constructing pleasure.
The sport captures within the background of the screenshots are extra centered on motion. The prominence of the colour pink is clearly linked to action-packed moments of the sport. It stands out from the grey background. The primary screenshot places an emphasis on the problem (which comes again for the third one, exhibiting potential gamers they must defeat bosses).
The second screenshot is extra centered on personalization, it reveals customers that they will have a personalised expertise, even in a roguelike recreation by exploring talent and weapons combos and determining what works finest for them.
It’s a good way to make the most of gamer motivation, and be sure that everybody will discover what they’re searching for in your recreation.
Issues change up for the preview movies, the video is in panorama mode for the Play Retailer, to take full benefit of the YouTube reader whereas it stays in portrait for the App Retailer.
The Play Retailer model begins with the principle character preparing for battle, the main focus is on the character and his equipment. They’re constructing the video to be like an motion film trailer. Whereas the App Retailer model is much less centered on motion and reveals off extra of the zombie preventing aspect.
Survivor.io can be benefiting from in-app occasions (and promotional content material) in each shops. It is a nice alternative, ASO smart as a result of in-app occasions are linked with a lift in conversion and natural visitors. They’re an important ASO device that ought to positively be taken benefit of.
From recreation updates, to new beauty tools availability, IAE lets you present how alive your app or recreation is and to scale back churn charges.
A UA technique centered on TikTok
Survivor.io’s success got here from their wager on TikTok as a UA device. They spent the most important quantity of their advert funds on TikTok, making it their primary UA platform and inundating the social community with recreation advertisements.
This wager on TikTok clearly served them effectively, serving to the sport rise to the highest of the charts in a number of nations. When the TikTok marketing campaign was launched, many of the video creatives have been quite simple, centered on display screen recordings of the sport with typically a voice-over and/or some overlaid textual content.
The primary objective was clearly to make use of TikTok’s algorithm and advert platform to succeed in a related viewers and make them extra acquainted with the sport by rising its visibility. This did work, individuals grew to become accustomed to seeing the sport and model consciousness rose exponentially.
Many of the voiceovers and texts have been about constructing a way of group in addition to mentioning the personalization facets of the sport. Narrators would usually point out seeing one other particular person enjoying the sport and being appalled at their weapon of alternative.
This creates a way of belonging to a gamer group, interacting indirectly with different gamers and evaluating methods. The truth that the actor can be judging the opposite particular person’s selections is a subdued means of underlining personalization. It signifies that every participant could have a novel gaming expertise as a result of their selections (whether or not or not it’s weapons, equipment, or ways) will truly have an effect.
Banking on the UGC inventive pattern
Now, survivor.io’s creatives are extra diversified, and similar to each advertiser on TikTok, they’re began to incorporate UGC advertisements of their roster.
Most of those play on the humorous aspect, or totally different types of native TikTok content material. Within the advert slightly below, a mom is interacting together with her two children whereas selling survivor.io. The range of influencers/actors in these UGC advertisements reveals that survivor.io is focusing on a large viewers.
UGCs or UGC-like advertisements are the most important advert pattern on TikTok proper now, it’s no shock that everybody is investing in it, particularly profitable video games. Taking part in on TikTok-like content material helps advertisements really feel extra real, they are going to stand out much less on customers’ For You pages.
That is TikTok’s golden rule: don’t make advertisements, make TikToks. And survivor.io adopted that recommendation for its newest slew of TikTok advertisements. These UGC advertisements appear to be common TikTok content material, there may be one with a pretend road interview (one thing that works very well on the platform), and the mother advert above is a direct wink to all of the household and mother influencers on the app.
This advertising and marketing technique is clearly working for the zombie recreation, whose success in each shops for the previous few months has been spectacular.
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 advertisements, app retailer movies, and many others.).
