Buzz
The majority of RPG games utilize the following methods for advertising.
In October, if we talk about the most intense internal competition, it's undoubtedly the RPG genre. In the advertising data for October collected by SocialPeta, we observed that 4 out of the top 5 advertised games on iOS are RPGs, and most of them are newly released in the past two months.
The product topping the advertising charts for October on the iOS side is [Wild Hunter: Goddess] by Guangzhou Tianyou. This product started advertising on September 30, with the majority of ad impressions in regions like Thailand (63%) and Indonesia (35%), until October 20, where the ad impressions peaked, propelling it to the 11th position in the top-selling list of the Thai App Store on that day.
In the mobile game [Soul Land: Advent of the Gods], ad impressions in October were slightly lower than [Wild Hunter: Goddess], ranking second in the ad impression list, also achieving similar success in Thailand.
Upon its international service launch, it entered the top of the free list of the Thai App Store while also ranking third in the best-selling list. Perhaps due to storyline adaptations (Soul Land is the name of a novel), in terms of ad impression areas, [Soul Land: Advent of the Gods] also values Hong Kong, Macau, and Taiwan, with total ad impressions in these three areas exceeding 46% of the total.
Beyond the competition in ad impressions, the creative advertising 'battle' is even more intense, with some ads even borrowing methods from online money-making products. Let's see how these new RPG games use creative advertising to dominate the Asia-Pacific region.
Advertising Methods of RPG Games
Secret 1: PK with BOSS to get equipment, honor traditional sects
As one of the most classic gameplay styles, RPG games excel in storytelling, allowing players to easily immerse themselves in the game. Therefore, most of the game advertisements showcase the content of battles. These ads often give players a sense of extreme satisfaction with exciting battles, intense combat power-ups, and generous battle rewards.
This advertisement for [Wild Hunter: Goddess] adheres to this characteristic. Initially, players have only underwear and start their adventure bare-handed. Then, through continuous battles to obtain equipment, the character's combat power continues to increase, eventually becoming a 'God of War' single-handedly fighting bosses dropping a ton of Divine-grade equipment. Notably, this advertisement also creates an emotional wave with details, a layout interface with a red left (health bar) and a blue right (magic bar) that unavoidably reminds people of the classic RPG game [Diablo], full of memories.
Secret #2: Restore the original storyline and appeal to fans' emotions
Games based on famous storylines are very popular in the RPG genre. To some extent, fans are most concerned about the ability to restore the original storyline. Sometimes they don't even care how excellent your game is; as long as you bring back the world in their memory, players are willing to give it a try.
[Soul Land: Advent of the Gods] international version was officially launched in regions like Hong Kong, Macao, Taiwan, and Southeast Asia on October 14th. In addition to regular service opening activities, many ads related to the original storyline were also aired in the early stages of the service.
In the above ad, the game character illustration is displayed for 3 seconds at the beginning, which has attracted the attention of original story fans. Then, the main storyline in the novel (Tang San attacks the human-faced spider) was restored through animated CG, to captivate this player base; finally, it connects to the game's real battle screen, different gameplay, and card withdrawal interface.
Secret #3: Keep the audience guessing, ad storyline unfolds unexpectedly
Compared to the formal style of secret two, secret three emphasizes creativity for greater success. In October, [Demon God] ranked fifth in the iOS ad chart was very Drama in the ad storyline design, for example, the ad afterwards added the element of 'ex-girlfriend.'
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Starting the video segment, the protagonist is diligently washing cars to earn money when encountering the ex-girlfriend dressed provocatively advancing to make things difficult, mocking him for spending too much time on games, yet the power still does not improve at all, such a storyline is very likely to arouse the anger of male players. If developed according to the usual plot, the protagonist must surely stand up to refute, then use force to slap the ex-lover's face, giving players a sense of relief when avenging, but unexpectedly, your ex-girlfriend's current partner has stepped forward and helped the player (introducing a highly effective dungeon). This development of the plot out of the ordinary logic has made the ad more attention-grabbing, and the current estimated display that SocialPeta has tracked has reached 1.2 million.
.Another ad of it combines elements of gym workouts based on Drama. The initial angle is positioned as the feet of the beauty performing the plank exercise, attracting the attention of players from a hormone perspective. In this case, the male characters then appearing on the screen can easily become objects of empathy for male players, his attitude towards the beauty also has a considerable impact on the players watching - From the initial contempt for combat power to the doubt about in-game purchases in the middle, ultimately it turns into curiosity about the game content and achieves the goal of acquiring customers.
Fourth Secret: Gathering KOL stars to create a resonance, dominating social media
Compared to relying on eye-catching creative ads, live streaming programs have the advantage of being clearer and more instructional. Due to their influence on the Internet, celebrities and KOLs naturally become one of the favorite choices of producers.
When inviting spokespersons and KOLs, producers should consider not only the number of fans, personal image, and product relevance but also their popularity in the target area. [Sword of the Jianghu] mainly advertises in Hong Kong, Macao, and Taiwan and has invited famous spokesperson Lý Giai Dĩnh to help promote the game before its release. Lý Giai Dĩnh has starred in many TV dramas and gained a large following through 'Fan Love Fan Love You' starring Lam Chính Long. She is very popular in Taiwan, and this representation has also secured an exclusive gift package code for her.
Prior to the appointment, [Sword of the Jianghu] also invited many famous KOLs for publicity. Compared to celebrities, the gap between famous KOLs on the Internet and players is closer, and the daily penetration of promotion is higher, so many producers choose these YouTube account owners to establish a position for their products or create videos to be broadcasted on more social channels.
Final Words
Despite the crowded RPG arena, its massive player base still attracts many competing producers. By relying on advertising strategies and optimizing creative ads of other products to provide the most suitable marketing approach for their product, new games can generate positive responses in the initial launch phase. However, if you want to sustain user engagement for a long time, you still need to focus on the strength of the product.
So, which RPG game do you most want to introduce? Feel free to leave a message in the comments section~
