Should you’ve taken a take a look at among the most profitable UA campaigns lately, you’ve most likely heard about survivor.io. The zombie recreation 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 bought 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 objective is to outlive towards waves of zombies. That can assist you, you should purchase upgrades in 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 related between each shops for survivor.io. Surprisingly, the sport positive factors 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 further 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 centered 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, exhibiting potential gamers they should defeat bosses).
The second screenshot is extra centered on personalization, it reveals customers that they will have a customized expertise, even in a roguelike recreation by exploring talent and weapons combos and determining what works greatest for them.
It’s a good way to benefit from gamer motivation, and be certain that everybody will discover what they’re searching for in your recreation.
Issues swap 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 focus 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 centered on motion and reveals off extra of the zombie combating aspect.
Survivor.io can be profiting from in-app occasions (and promotional content material) in each shops. This can be a nice alternative, ASO sensible as a result of in-app occasions are linked with a lift in conversion and natural visitors. They’re a fantastic ASO software that ought to positively be taken benefit of.
From recreation updates, to new beauty tools availability, IAE permits you to present how alive your app or recreation is and to cut back churn charges.
A UA technique centered on TikTok
Survivor.io’s success got here from their wager on TikTok as a UA software. They spent the biggest quantity of their advert finances on TikTok, making it their primary UA platform and inundating the social community with recreation advertisements.
This wager on TikTok clearly served them effectively, 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, centered on display recordings of the sport with typically a voice-over and/or some overlaid textual content.
The primary objective was clearly to make use of TikTok’s algorithm and advert platform to achieve 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 elements 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 not directly with different gamers and evaluating methods. The truth that the actor can be judging the opposite particular person’s selections is a subdued method of underlining personalization. It implies that every participant can have a novel gaming expertise as a result of their selections (whether or not it’s weapons, equipment, or ways) will really have an effect.
Banking on the UGC artistic development
Now, survivor.io’s creatives are extra diversified, and similar to each advertiser on TikTok, they’re began to incorporate UGC advertisements of their roster.
Most of those play on the humorous aspect, or completely different types of native TikTok content material. Within the advert just under, a mom is interacting together with her two children whereas selling survivor.io. The variety of influencers/actors in these UGC advertisements reveals that survivor.io is concentrating on a large viewers.
UGCs or UGC-like advertisements are the most important advert development 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 advertisements really feel extra real, they may stand out much less on customers’ For You pages.
That is TikTok’s golden rule: don’t make advertisements, make TikToks. And survivor.io adopted that recommendation for its newest slew of TikTok advertisements. These UGC advertisements seem like common TikTok content material, there’s one with a faux avenue interview (one thing that works rather 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 recreation, 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 artistic company specialised in app movies (video advertisements, app retailer movies, and so forth.).
