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 great title for a cellular recreation.
Under is the transcript of the interview.
My title is Akseli Virtanen and I’m the UA Lead at Traplight Video games in the mean time. 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 a great video advert for cellular video games?
I’m positive there are not any actual guidelines or methods to make an excellent advert however primarily based on my expertise and what works for our merchandise: it’s preserving the advert quite simple and trustworthy to the product. Proper, I don’t imagine in pretend ideas, and so forth. Often, 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 in addition retain higher if they’ve the fitting expectations coming in.
How typically do video adverts have to be up to date?
Effectively, ideally, it is advisable have a brand new idea out to testing on a weekly foundation, it in fact relies upon loads in your spending stage. In case you spend loads then you may’t count on a single inventive to work very nicely for greater than a month. And if that’s the case, your weekly manufacturing must be fairly excessive in order that one can find each month these profitable creatives to exchange those which are experiencing fatigue.
And naturally, there may be conditions the place you don’t need to change the inventive, like we’re, in the mean time, in a testing section with a brand new recreation popping out subsequent yr and if we need to preserve the viewers as constant as doable, their expectations as constant as doable then we, in fact, 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 all the things on some sort of enterprise case or what can we need to obtain with the marketing campaign. However clearly, very often that may be slightly obscure. We simply need to discover customers who pay or make in-app purchases. That’s typically the general purpose. We simply attempt to align the inventive strategy and the marketing campaign setups on appropriate networks so as to attempt to appeal to the sort of viewers or prospects that we would like at the moment.
And that’s additionally, in fact, all the time an iterative course of. You might be probably going to fail with loads 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 check out once more.
Are you able to share with us a difficult expertise you’ve had?
Effectively, the entire operation is in fact a problem however we only recently went by a reasonably exhausting expertise of looking for a reputation for our new recreation. And there should not loads 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 and marketing testing, and this was such a trouble. Nevertheless it was a really rewarding expertise ultimately when the title was lastly chosen and we acquired 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 so forth.).
