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Showing the characters where users would be tapping, sliding, etc. You can use the same elements, like skins and environments, but changing just the gameplay can be a quick fix that taps into player psychology and lowers CPI.īe sure to depict characters in the “playable zone” - this is the area on the screen that users would be controlling the game. Try testing different gameplay scenarios in your creatives to generate different feelings and emotions from users. In this short time, you should answer burning questions, like: Make gameplay and your game’s goal clear within five seconds of the creative - imagine yourself as a user who’s never played your game before. This color palette reaches a broader audience, which is crucial for success in the hyper-casual market where your target users are everybody. For example, red indicates danger - color the enemies or obstacles in your creatives red so players innately understand to avoid them.īright, cartoonish colors also help lower CPI. Using color associations from real life can help clarify the game mechanic to even the most inexperienced users. This doesn’t mean ramping up the brightness or saturation - your creative just needs to stand out so users can quickly understand your game and get engaged. Your creatives need to have a contrast between the main elements of your game, like the characters and the background. Let’s talk about best practices at each stage of this funnel to make sure your creatives are hitting the mark. You need to have it all - great visuals, clear gameplay, and tap into the right user emotions - to achieve a low CPI. Lastly, there’s the emotional aspect, or the feelings users get when watching your ad or playing your game. Then there’s the gameplay, which shows users the mechanics and goal of your game. Both creatives and games start with the visuals, which aim to engage players in seconds. Users go through a similar funnel watching an ad as they do playing a game. What’s the most important rule to create great creatives? While there’s no single secret to success, a piece of general advice is to think of your creatives like a game - but instead of 1000s of playtime, it’s 30 seconds. The basics at each step of the user funnel So Lolita Snopkova, Creative Team Lead at Supersonic, who sees a few thousand creatives go through the studio each month, is sharing her tips for building hyper-casual creatives that lower CPI and help you unlock scale. If your creatives don’t attract users and have a low CPI, it will be extremely difficult for your game to climb the charts affordably and quickly.
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Your hyper-casual game concept could be fantastic and your visuals could be beautiful, but your game’s profitability and scale comes down to creatives.