How to tailor Ad Creatives to appeal to specific player types.
Understanding your players is key to mobile game success. To attract and retain engaged, paying users, you need a deep insight into their motivations. While GameRefinery primarily serves game designers and product managers, its data also offers valuable insights for User Acquisition managers.
This analysis explores how identifying player archetypes, such as the “Treasure Hunter,” and crafting marketing creatives that align with their interests can enhance player acquisition and improve campaign performance.
By identifying key player archetypes and their motivations, you can optimize marketing campaigns to attract similar players and increase conversion rates. This approach allows us to target advertising more effectively, focusing on the aspects of our game that resonate most strongly with each archetype.
Example: One of Archero's 2 top creatives uses elements such as reward-driven gameplay and item collection to appeal to users who represent the Treasure Hunter - the most dominant user archetype in this game. This ad reinforces the key motivations of this archetype by showcasing the valuable equipment and items that players can collect and upgrade by defeating the enemies and winning boss fights.
Understanding what other gameplay elements cater to these specific motivations is equally important, as it can help spark new design ideas for your creatives (e.g., highlighting gacha pulls, boss fights, or special PvE levels). A list of specific game features that affect the Exploration-Collecting Treasure (key motivation for Treasure Hunters) can be found in the See Feature Effects section, as shown below.
How to identify source apps with similar audiences.
Market Explorer (Games Data tab) streamlines app discovery and segmentation by leveraging player motivations and archetypes to identify source apps that:
Have a significant share of a selected player archetype (e.g., at least 10% Treasure Hunters).
Utilize ad monetization (e.g., more than 0 ad placements).
Feature the same core mechanics as Archero 2 (e.g., Steering/Directing – YES).
By combining these three search criteria, you can pinpoint a highly relevant app segment—games with a similar audience to Archero 2, offering strong advertising opportunities.
