Our newest case research star is Household Island! Well-known for its extremely dramatic video advertisements and using storytelling tropes. Is that the key to their success? Come check out their advertising technique with us and see how this Stone Age farming recreation turned a staple of cellular gaming.
About Household Ssland
Household Island is an off-the-cuff farming recreation that was launched in October 2019 by Melsoft Video games. The sport has been downloaded over 50 million instances (and greater than 2 million instances prior to now 30 days).
Set within the Stone Age, the sport follows a household of 4 (the dad Bruce, the mother Eve and the kids Tim and Lizzy) that escapes a volcano eruption and begins a brand new life on an uninhabited island.
The objective of the sport is to assist the household survive and thrive via crafting, farming, foraging, and so on. Gamers must develop crops and mine sources but additionally construct and improve instruments and buildings.
There’s additionally a discovery aspect in addition to the potential for adorning and customizing the farm. On high of the gameplay, there’s a narrative layer following the household’s story with sudden twists to maintain gamers engaged. Among the storylines are interactive, that means that gamers can affect the general story.
Their app shops presence
Household Island has tailored its retailer property to the totally different audiences of each the App Retailer and the Play Retailer. Though the creatives are related in branding, shade schemes, and characters, there are nonetheless some modifications between each shops.
One of many benefits of the sport is that due to their UA campaigns, the characters are very recognizable. Additionally they all the time put on the identical outfits and haircuts, constructing a way of familiarity with gamers. Blue is the predominant shade, it’s a peaceful shade that matches in properly with the idyllic island setting (regardless that the island is simply seen on the App Retailer icon). Nonetheless, probably the most notable distinction is that one icon solely reveals the dad and mom whereas the opposite reveals your entire household.
The Play Retailer focuses solely on Bruce and Eve, they haven’t reached the island simply but so that they’re nonetheless surrounded by glowing water. The App Retailer icon provides some particulars, with each the children being current and extra motion for the characters (the mother is holding a plate and each member of the family is doing one thing with their arms).
The Play Retailer promo video acts as a backstory to the sport. It begins with an attention-grabbing volcanic eruption that explains why the household finally ends up on the sport’s island. They begin introducing gaming parts one by one, displaying actions taken within the recreation, then power bars, and so on.
The storytelling-heavy starting is certain to seize customers’ consideration in addition to being a pleasant recall of the sport’s UA property.
Counting on dramatic tropes in UA
Drama brings feelings and will get individuals invested. For UA, Household Island depends totally on video advertisements and storytelling. A lot of the advertisements present members of the family in extremely dramatic conditions.
One of many tropes they use is the dishonest trope. Over a number of video advertisements, each the daddy and the mom are proven dishonest on one another, prompting the opposite father or mother to depart and find yourself on the abandoned island of the sport.
Dishonest is a extremely dramatic occasion, each in actuality and fiction. It pushes witnesses to take sides and, consequently, get emotionally concerned. It’s additionally a certain strategy to drive robust opinions. Nobody is really detached to conditions like this and it reminds customers of actual life as a result of these are conditions which can be widespread and have been encountered earlier than in a nonfiction world.
Some variations of the advert additionally heighten the stakes with each the spouse and the daughter discovering out on the identical time whereas they had been about to announce a brand new being pregnant. Enjoyable truth: the dad shouldn’t be proven within the gameplay on the finish of the advert, as if he was not a part of the sport after that treason.
These tropes additionally enable the characters to specific robust feelings (shock, anger, unhappiness), and the extra seen the emotion, the extra potential gamers can empathize with it and construct a reference to the sport.
Household Island has humanoid characters, which implies that as a result of they’re human, they’re anticipated to behave as such, and displaying their humanity via emotional settings can create a bridge between the sport and its gamers.
An emotional attachment is step one towards a trusting relationship. For gamers to spend money on a recreation, each money and time, they should join with it and belief the model.
Their video advertisements and basic UA campaigns additionally rely closely on storytelling. As a result of the sport has such identifiable characters, they can be utilized in numerous methods to showcase tales and catch viewers’ consideration. With a powerful starting with excessive stakes, individuals really feel compelled to observe the advert to know what occurs to the characters.
On this advert, the daddy is stranded at sea, surrounded by menacing sharks in the course of a storm. He’s clearly alone, wanting fondly at an image of his household. There are a number of plot twists: we see a shark leaping on the digital camera, the daddy is nowhere to be discovered after that, and on the very finish of the video we see somebody watching the household from afar.
Not figuring out what occurs to the dad retains customers concerned within the video, it may possibly even increase interplay as a result of individuals wish to marvel and speculate about what occurs. Storytelling is an effective way to spice up conversions and Household Island is admittedly counting on that, with nice outcomes.
One other trope they use is household. In any case, it’s even in the secret. Household Island’s content material is all in regards to the characters and their household. The daughter is the star of many UA video advertisements. Constructing a connection between the gamers and the characters is an effective way to maintain them engaged and cut back churn. In any case, the extra they benefit from the characters and get connected to them, the extra they are going to wish to play the sport.
Gamers being emotionally invested within the recreation and its characters is a superb factor, as a result of not solely it implies that they belief the model however they are going to play for longer.
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 so on.).
