Mobile Games Marketing: Performance VS Brand

Majority of mobile game marketers are still fixated on short term performance, granular reporting and creative volume. Prioritizing short term ROAS, volume of creatives tested while ignoring long term consequences, brand building and originality always seemed wrong to me.

By Milan Strba—June 26, 2024

Targeting Through Creative


2021 brought IDFA and with it, a significant amount of trustworthy data performance marketers used to analyze daily, vanished.

That’s when me and Martin Luther started to have marketing strategy brainstorming sessions. We were exploring ideas about enhancing traditional performance marketing with brand marketing approaches for mobile games. 

πΌπ‘šπ‘π‘œπ‘Ÿπ‘‘π‘Žπ‘›π‘‘ π‘›π‘œπ‘‘π‘’: π‘€π‘Žπ‘Ÿπ‘‘π‘–π‘› 𝑖𝑠 β„Žπ‘Žπ‘›π‘‘π‘  π‘‘π‘œπ‘€π‘› π‘‘β„Žπ‘’ 𝑏𝑒𝑠𝑑 π‘π‘Ÿπ‘Žπ‘›π‘‘ π‘šπ‘Žπ‘Ÿπ‘˜π‘’π‘‘π‘–π‘›π‘” π‘”π‘’π‘Ÿπ‘’ 𝐼 π‘˜π‘›π‘œπ‘€. 𝐻𝑒 π‘™π‘–π‘‘π‘’π‘Ÿπ‘Žπ‘™π‘™π‘¦ π‘π‘Žπ‘šπ‘’ 𝑒𝑝 π‘€π‘–π‘‘β„Ž π‘›π‘’π‘šπ‘π‘’π‘Ÿ π‘œπ‘“ π‘π‘Ÿπ‘’π‘Žπ‘‘π‘–π‘£π‘’ π‘Žπ‘π‘π‘Ÿπ‘œπ‘Žπ‘β„Žπ‘’π‘  π‘“π‘œπ‘Ÿ π‘šπ‘œπ‘π‘–π‘™π‘’ π‘”π‘Žπ‘šπ‘’π‘  π‘€β„Žπ‘–π‘β„Ž π‘Žπ‘Ÿπ‘’ π‘›π‘œπ‘€ π‘ π‘‘π‘Žπ‘›π‘‘π‘Žπ‘Ÿπ‘‘ 𝑖𝑛 π‘‘β„Žπ‘’ π‘–π‘›π‘‘π‘’π‘ π‘‘π‘Ÿπ‘¦.

Initially, we pushed stronger messaging in creative production. 

Then we thought more about the psychology behind each creative. 

We created 10 basic and 5 secondary player profiles. These profiles are connected with every creative produced. This enabled us to target specific audiences even with the technical targeting limitations and broad targeting being pushed by nearly every UA channel.

The issue with player profiles is that implementing them into every creative requires additional creative production resources.


More about player profiles in the article here.

Merging AI with Expert Knowhow


Then the AI boom arrived. And with it, our creative process exploded.

After a few months of prompt building, we decided to build something where we could actually connect both of our marketing worlds - performance & brand. It was important to keep it simple and minimize resources required for unique creative outputs.

AdSpawn idea was born. 

We identified the missing potential of ad copies. Ad copy is essential for every ad on social media channel. There are tons of articles about the value of ad copies.

Even Google and Meta emphasize the importance of good ad copy.

Yet, to this day, many mobile games (even some of the most popular ones) use the same boring β€œPlay for free” as primary text. And nothing else. I just don’t understand such a level of unoriginality and laziness. 

Creative texts build your brand and grow something that every marketer loves. 

ROAS. 

I tested it many times, and trust me - Ad Copy does make a big difference. I dare you to check Ad Text breakdown next time you are in Ads Manager. Then I double dare you to A/B test multiple Ad Copies combined with top creative.


𝑃𝑆: 𝐴𝑑 π‘π‘œπ‘π‘–π‘’π‘  π‘Žπ‘Ÿπ‘’ 𝑗𝑒𝑠𝑑 π‘‘β„Žπ‘’ 𝑏𝑒𝑔𝑖𝑛𝑛𝑖𝑛𝑔. 𝐴𝑆𝑂 π‘Žπ‘›π‘‘ π‘–π‘šπ‘Žπ‘”π‘’ π‘”π‘’π‘›π‘’π‘Ÿπ‘Žπ‘‘π‘–π‘œπ‘› 𝑖𝑠 π‘Žπ‘™π‘Ÿπ‘’π‘Žπ‘‘π‘¦ 𝑖𝑛 π‘‘π‘’π‘£π‘’π‘™π‘œπ‘π‘šπ‘’π‘›π‘‘. 

β€¦π‘Žπ‘›π‘‘ π‘œπ‘’π‘Ÿ 𝑒𝑦𝑒𝑠 π‘Žπ‘Ÿπ‘’ π‘œπ‘› π‘£π‘–π‘‘π‘’π‘œ π‘”π‘’π‘›π‘’π‘Ÿπ‘Žπ‘‘π‘–π‘œπ‘›.

Have more questions?

Contact us at hello@adspawn.io.
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