How to Choose the Right UA Creative Format for Your Game

In today’s competitive gaming landscape, acquiring new players is essential to a game’s success, and User Acquisition (UA) plays a critical role in that process. However, it’s not just about running creative ads — different games, genres, and platforms require unique approaches, and understanding which UA creative format is best suited for your game can significantly impact performance.

Here’s how to choose the right UA creative format for your game.

Understanding the Basics of UA Creative Formats

There are several types of UA creative formats, each serving different purposes depending on the message and platform. The most common formats include:

• App Store Assets: These visual elements (icons, screenshots, and preview videos,) enhance visibility and engagement in app stores, influencing downloads.
• Statics: These can be 2D or 3D static UA ads. Simple and straightforward, they work well for games where quick decision-making is essential, often used for hyper-casual games.
• Video Ads: Video ads showcase gameplay, features, and storytelling. Versatile and engaging, they perform well across platforms and help create a deeper connection with potential players.
• Game Trailers: A form of video ad that dives deeper into the game’s appeal. They come in different types, such as cinematic trailers that focus on storytelling and creating emotional engagement with the audience or launch trailers with a focus on the game’s official release and main features.

• Playable Ads: These ads allow users to experience a game’s mechanics before downloading it. They are highly interactive and particularly effective for games with engaging gameplay.
• User-Generated Content (UGC) Ads: Ads featuring content created by influencers or content creators. UGC ads build credibility and trust by showcasing real experiences with the game, often increasing authenticity.
• Banners: Available in 2D or 3D, banners are less immersive but still effective for remarketing or as part of a larger multi-channel campaign. They can be placed in mobile apps or on websites for a subtle yet continuous presence.
• Live Action: Featuring real actors, live-action ads create a relatable or cinematic experience. These UA ads are great for narrative-driven games, enhancing the emotional impact by blending the real world with the game’s themes.

UA Ad Formats for Different Platforms

The choice of creative format often depends on the platform. For instance, playable ads perform well on Google and Facebook, where interaction and gameplay trials drive engagement.

Meanwhile, short-form videos are key on platforms like TikTok, YouTube, and Instagram, where fast-paced, attention-grabbing content is vital for success. Ensuring the format matches the platform’s strengths will maximize ad performance.

Matching Your UA Format to Your Game Genre

The genre of your game plays a significant role in determining which UA creative format will work best:

• Hyper-casual Games: Static images or short videos often work best, as they align with the fast-paced nature of hyper-casual gaming. Quick and eye-catching visuals are crucial for grabbing attention.
• Mid-core and RPG Games: More detailed formats, like immersive video ads or playable ads are necessary to provide a deep look into the game’s mechanics, narrative, and graphics. These genres often require more storytelling and complexity to attract players.

By aligning the creative format with the expectations of your game’s genre, you can better appeal to your target audience.

Matching Your UA Format to Your Audience

Understanding your audience is critical when choosing a UA format. Younger audiences often prefer dynamic, engaging formats, such as short-form videos, UGC or interactive ads on platforms like TikTok and Instagram. These formats allow for quick interaction, ideal for users with shorter attention spans.

Older audiences, on the other hand, may respond better to longer, more detailed formats such as banners or long-form video ads on platforms like Facebook or YouTube. These formats provide a more thorough look at the game’s value proposition.

Moreover, regional differences matter. For example, in Japan, players expect polished, high-quality ads with attention to detail, while Western audiences may connect more with casual, relatable ads. Tailoring your creative formats to different regions ensures optimal engagement and performance.

Choosing the Right Format for Each Stage of Your Game

The right creative format also depends on where your game is in its lifecycle:

• Pre-launch: The focus here is on building anticipation. Cinematic trailers and teaser videos can generate excitement, while optimizing app store assets ensures your game is discoverable.
• Soft Launch: During the soft launch phase, it’s crucial to showcase gameplay to targeted regions. Playable ads and immersive videos that highlight core features drive early installs and allow you to gather feedback.
• Global Launch: Use a mix of formats, such as localized video ads, static images, and trailers, to reach a broad audience. Localized ads ensure that your game resonates with different markets.
• Post-launch and LiveOps: After the game is live, the focus shifts to player retention and engagement. In-game footage, user-generated content, and UA campaigns for new markets keep your content relevant. Cinematic trailers can promote limited-time offers and live events to maintain excitement.

Each stage of the game lifecycle requires different approaches to ensure your creative remains relevant and impactful.

Analyzing Your KPIs and Iterating

Selecting the right creative format is just the first step. Continuous optimization based on data is crucial for long-term success. Focus on KPIs like click-through rates (CTR), cost per install (CPI), and retention rates. A/B testing different creative formats helps you determine what resonates most with your audience.

To maximize returns, it’s essential to regularly refine your strategy by measuring these KPIs and iterating based on performance.

How SuperFaction Can Help

Choosing the right UA creative format is key to maximizing your game’s reach and impact while optimizing your marketing budget. By considering your game’s genre, audience, platform, and lifecycle stage, you can tailor your creative formats for optimal performance. When paired with a data-driven approach to testing and iteration, you’ll have a successful UA strategy that delivers results.

At SuperFaction, we provide creative turnkey solutions and consultancy to help you achieve your UA goals. Whether it’s developing immersive video ads, creating interactive playable ads, or optimizing for different platforms and regions, we bring world-class expertise to deliver critical results at any stage of your game’s lifecycle.

Need help optimizing your game’s UA creative? Contact SuperFaction today for expert guidance!