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1. Testing New Stories & Concepts

  • Ads serve as low-cost concept tests before developers invest in full-scale features.
  • If a storyline, mechanic, or aesthetic in an ad resonates, it can shape future game updates or even inspire new titles.
  • Case Study: Homescapes & Gardenscapes (Playrix)
    • Playrix’s ads originally featured escape-room-style puzzles, which had little to do with their core match-3 gameplay.
    • After massive engagement, they incorporated puzzle mini-games into the actual app, turning ad-driven demand into real content.
    • Takeaway: Ads can function as a pre-launch test to determine player interest before committing resources.

2. Mini-Games as Market Research

  • Many “fake” ads actually showcase mini-games that later become side missions, bonus levels, or entirely new games.
  • If an ad’s gameplay idea generates significant interest, developers may pivot to include it.
  • Case Study: Hero Wars (Nexters)
    • Originally advertised with pull-the-pin puzzle challenges, Hero Wars was actually a combat-based RPG.
    • Due to high ad engagement, the game was updated to include these puzzles, making the ad concept a permanent feature.
    • Takeaway: If users love an ad’s mechanics, consider integrating them as optional side content.

3. Selling the Fantasy, Not Just the Gameplay

  • This is a long-standing industry practice. Classic arcade cabinets and Atari box art often depicted cinematic, larger-than-life visuals that didn’t match the pixelated reality of early games.
  • Modern mobile ads follow this tradition by emphasizing immersive storytelling and emotion over strict gameplay accuracy.
  • Case Study: Mafia City (Yotta Games)
    • Ads showcasing dramatic “Level 1 Crook to Level 100 Boss” progressions didn’t accurately reflect gameplay mechanics.
    • However, the power fantasy resonated, and users downloaded the game to explore the crime empire concept.
    • Takeaway: Sell the experience and feeling of the game, not just its mechanics.

4. Stopping the Scroll & Grabbing Attention

  • In an oversaturated market, ads need to create curiosity gaps that make users pause.
  • Over-the-top challenges, exaggerated difficulty, and emotionally engaging scenarios encourage users to click.
  • Case Study: Lily’s Garden (Tactile Games)
    • The game itself is a match-3 puzzle, but its ads focused on dramatic soap-opera narratives (breakups, pregnancies, betrayals).
    • The viral storytelling approach drove millions of downloads, even though the core game was different from the ad’s drama.
    • Takeaway: If users respond well to narrative-driven ads, consider integrating more story elements into your game.

5. The “Fake Ad” Becoming the Actual Game

  • Some developers have completely pivoted their game design to match their ads after realizing what players actually wanted.
  • Case Study: Survivor!.io (Habby)
    • Initially promoted with misleading mechanics that resembled Vampire Survivors, but the ad gameplay concept performed so well that the developers built a game directly around it.
    • The result? Survivor!.io became a massive hit, proving that ad-driven demand could shape entire game designs.
    • Takeaway: If a fake ad format performs exceptionally well, consider building an entire game around it.
  • Case Study: State of Survival (FunPlus)
    • Originally promoted as a deep strategy game but advertised with survival and escape mechanics.
    • Player response to the ad concept led to actual gameplay adjustments, including more survival-based missions.
    • Takeaway: If an ad’s theme excites players, adjust future updates to align more with that vision.

6. The Rise of Fake Ad Genres

  • Some misleading ad formats have become so effective that they’ve evolved into new game genres entirely.
  • Case Study: Pull-the-Pin Games (Inspired by misleading ads)
    • Originally a misleading ad format used by games like Hero Wars.
    • Due to massive engagement, studios started making entire games based on the pull-the-pin mechanic.
    • Takeaway: If an ad mechanic is universally engaging, it could be a sign of a new game genre waiting to be explored.

Creative Strategy: How Gaming Companies Should Adopt the “Misleading Ad” Approach

1. Design Ads as Market Tests

  • Treat ads like A/B testing for game ideas.
  • Run multiple ad variations featuring different mechanics or narratives.
  • If one ad significantly outperforms the others, consider integrating its concept into your game.

2. Balance Hype with Delivery

  • While an ad doesn’t need to show 1:1 gameplay, it should reflect the core fantasy or feeling of the game.
  • If users download based on a promise, ensure they still get an engaging experience that aligns with that promise.

3. Make the “Fake” Ad Content Real

  • If a fake ad resonates, consider adding the mechanic as a mini-game, side quest, or future update.
  • This maintains engagement and helps avoid negative user reviews.

4. Develop “Ad-First” Games

  • Some developers design their games around viral ad trends from the start.
  • If an ad concept is generating millions of clicks, why not build a game centered entirely around it?
  • Example: The pull-the-pin mechanic started as misleading ads but evolved into an entire genre.

5. Use Storytelling as a Hook

  • Narrative-driven ads (even exaggerated ones) can build intrigue and draw users into a game’s world.
  • Games like Lily’s Garden prove that strong ad-driven storytelling can drive installs.
  • Consider adding episodic story content, choices, or emotional moments inspired by high-performing ad narratives.

6. Leverage Player Feedback Post-Download

  • If players download due to an ad concept, track how they interact with the actual game.
  • Use retention data, reviews, and feedback to tweak game updates that better align with what attracted players in the first place.

Final Thought:

“Misleading” ads aren’t just a marketing trick—they can be a powerful tool for game development when used strategically.
By using ads as market tests, integrating high-performing concepts, and designing ad-first experiences, gaming companies can create more engaging, player-driven games.