In case you’ve taken a take a look at a number of the most profitable UA campaigns lately, you’ve most likely heard about survivor.io. The zombie sport exploded with a robust 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 acquired 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 sport is taken into account a roguelike survival sport the place the purpose is to outlive towards waves of zombies. That will help you, you should buy upgrades to 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 comparable between each shops for survivor.io. Surprisingly, the sport good points 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 extra ones for the Play Retailer itemizing web page which appear to be easy captures of the sport.
Every screenshot underlines a characteristic of the sport, with one character on the entrance and color-coded CTAs. The usage of ! provides a way of dynamism and urgency, in addition to constructing pleasure.
The sport captures within the background of the screenshots are extra targeted on motion. The prominence of the colour crimson 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, displaying potential gamers they should defeat bosses).
The second screenshot is extra targeted on personalization, it exhibits customers that they’ll have a customized expertise, even in a roguelike sport by exploring ability and weapons combos and determining what works finest for them.
It’s an effective way to reap the benefits of gamer motivation, and be certain that everybody will discover what they’re in search of in your sport.
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 primary character preparing for battle, the main target 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 targeted on motion and exhibits off extra of the zombie combating facet.
Survivor.io can also be benefiting from in-app occasions (and promotional content material) in each shops. It is a nice alternative, ASO clever 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 sport updates, to new beauty gear availability, IAE permits you to present how alive your app or sport is and to scale back churn charges.
A UA technique targeted on TikTok
Survivor.io’s success got here from their wager on TikTok as a UA device. They spent the biggest quantity of their advert price range on TikTok, making it their primary UA platform and inundating the social community with sport adverts.
This wager on TikTok clearly served them properly, serving to the sport rise to the highest of the charts in a number of nations. When the TikTok marketing campaign was launched, a lot of the video creatives have been quite simple, targeted on display screen recordings of the sport with generally a voice-over and/or some overlaid textual content.
The primary purpose was clearly to make use of TikTok’s algorithm and advert platform to succeed in a related viewers and make them extra accustomed to the sport by growing 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 neighborhood in addition to mentioning the personalization points 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 neighborhood, interacting in a roundabout way with different gamers and evaluating methods. The truth that the actor can also be judging the opposite particular person’s decisions is a subdued manner of underlining personalization. It implies that every participant may have a singular gaming expertise as a result of their decisions (whether or not or not it’s weapons, equipment, or ways) will really 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 adverts of their roster.
Most of those play on the humorous facet, or totally different kinds of native TikTok content material. Within the advert just under, a mom is interacting along with her two youngsters whereas selling survivor.io. The variety of influencers/actors in these UGC adverts exhibits that survivor.io is concentrating on a large viewers.
UGCs or UGC-like adverts are the most important advert pattern on TikTok proper now, it’s no shock that everybody is investing in it, particularly profitable video games. Enjoying on TikTok-like content material helps adverts really feel extra real, they may stand out much less on customers’ For You pages.
That is TikTok’s golden rule: don’t make adverts, make TikToks. And survivor.io adopted that recommendation for its newest slew of TikTok adverts. These UGC adverts appear like common TikTok content material, there’s one with a pretend avenue 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 sport, 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 adverts, app retailer movies, and so forth.).
