In the event you’ve taken a take a look at a few of the most profitable UA campaigns lately, you’ve most likely heard about survivor.io. The zombie recreation exploded with a powerful TikTok advert marketing campaign and rose to the highest of the charts.
Survivor.io was launched on July twenty first, 2022, by the Singaporean firm Habby. Over the previous few months, it obtained 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 recreation is taken into account a roguelike survival recreation the place the aim is to outlive towards waves of zombies. That will help you, you should purchase upgrades to your characters, which led the video games to earn 500k USD/day from IAP (in-app buy) in keeping with Matej Lancaric.
The ASO artistic technique
The ASO technique is fairly comparable between each shops for survivor.io. Surprisingly, the sport positive aspects a ! within the App Retailer identify.
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 ! offers 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 purple 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 personalised expertise, even in a roguelike recreation by exploring ability and weapons combos and determining what works finest for them.
It’s an effective way to make the most of gamer motivation, and be sure that everybody will discover what they’re on the lookout for in your recreation.
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 profiting from in-app occasions (and promotional content material) in each shops. This can be a nice selection, ASO sensible as a result of in-app occasions are linked with a lift in conversion and natural visitors. They’re an amazing ASO software that ought to positively be taken benefit of.
From recreation updates, to new beauty tools availability, IAE means that you can present how alive your app or recreation 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 software. They spent the most important quantity of their advert price range on TikTok, making it their primary UA platform and inundating the social community with recreation adverts.
This wager on TikTok clearly served them effectively, serving to the sport rise to the highest of the charts in a number of international locations. 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 aim was clearly to make use of TikTok’s algorithm and advert platform to achieve a related viewers and make them extra aware of the sport by rising its visibility. This did work, folks grew to become accustomed to seeing the sport and model consciousness rose exponentially.
A lot of the voiceovers and texts have been about constructing a way of group in addition to mentioning the personalization facets of the sport. Narrators would usually point out seeing one other particular person taking part in the sport and being appalled at their weapon of selection.
This creates a way of belonging to a gamer group, 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 can 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 artistic pattern
Now, survivor.io’s creatives are extra diversified, and identical 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 types of native TikTok content material. Within the advert slightly below, a mom is interacting together with her two children 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 largest advert pattern on TikTok proper now, it’s no shock that everybody is investing in it, particularly profitable video games. Taking part in on TikTok-like content material helps adverts really feel extra real, they are going to 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 seem like common TikTok content material, there may be one with a faux road 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 technique is clearly working for the zombie recreation, whose success in each shops for the previous few months has been spectacular.