Secrets and techniques to cellular video games advertising with Akseli Virtanen, Traplight Video games⎮The App Advertising Snack #20


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 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 in the meanwhile. And Traplight Video games is sort of a midsize cellular gaming studio primarily based in Tampere, Finland and we work with sort of a mid-core free-to-play video games. 

What makes video advert for cellular video games?

I’m positive there are not any precise guidelines or methods to make an excellent advert however primarily based on my expertise and what works for our merchandise: it’s protecting the advert quite simple and sincere to the product. Proper, I don’t consider in pretend ideas, and many others. Normally, individuals simply wish to see what the sport is about and in the event that they like what they see, they’ll obtain the sport. And in addition retain higher if they’ve the proper expectations coming in. 

How usually do video adverts should be up to date?

Nicely, ideally, you should 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 possibly can’t count on a single inventive to work very properly for greater than a month. And if that’s the case, your weekly manufacturing must be fairly excessive in order that you’ll find each month these successful creatives to interchange those which might be experiencing fatigue. 

And naturally, there might be conditions the place you don’t wish to change the inventive, like we’re, in the meanwhile, in a testing part with a brand new sport popping out subsequent yr and if we wish to hold the viewers as constant as doable, their expectations as constant as doable then we, after all, wish 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 start with, we have to base all the things on some sort of enterprise case or what can we wish to obtain with the marketing campaign. However clearly, very often that may be reasonably obscure. We simply wish to discover customers who pay or make in-app purchases. That’s usually the general purpose. We simply attempt to align the inventive method and the marketing campaign setups on appropriate networks with a purpose to attempt to appeal to the sort of viewers or clients that we wish at the moment. 

And that’s additionally, after all, all the time an iterative course of. You’re more than likely going to fail with a whole lot of your campaigns and you’ll be discouraged by that, simply make some learnings, attempt to perceive why that didn’t work and make modifications 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 recently went by a reasonably exhausting expertise of looking for a reputation for our new sport. And there should not a whole lot of confirmed or printed methods on this so we got here up with our personal system of testing totally different names and looking for a steadiness between availability, key phrase scores, and efficiency advertising testing, and this was such a trouble. Nevertheless it was a really rewarding expertise ultimately when the title was lastly chosen and we bought to maneuver ahead.

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