Mobile gaming ads have long faced the same problem - how much gameplay should be shown in video ads? This is something gaming companies have played around with for decades. Now, UGC video ads are one of the most powerful creative tools brands can leverage to connect with their audience. Here are some creative strategies and considerations for effectively mixing UGC with gameplay in video game ads.
The trick to UGC mobile ads is in the authenticity. This means any gameplay you ad must feel authentic as well. Prioritize gameplay that feels genuine and unscripted. Consider featuring clips of funny moments or clever strategies.
One challenge of mixing UGC with gameplay is achieving a seamless integration that doesn't disrupt the flow of the ad. To accomplish this, design the ad narrative in a way that smoothly transitions between UGC and gameplay elements. For instance, you might design your UGC video ad to look like a Twitch streamer clip. Or maybe the UGC talent appears picture-in-picture over the gameplay, or even green screened on top of it.
Storytelling with Purpose
Every successful ad tells a story, and the same principle applies to UGC-driven gameplay video ads. Consider developing a narrative that weaves UGC content and gameplay together in a coherent and engaging manner. Perhaps you use split screen editing to demonstrate what the talent is talking about in gameplay. Maybe we see real gameplay on the actor's phone as they point out specific mechanics.
Audiences are used to YouTube and TikTok video game content. This content is often edited with jump cuts, large text, pop-in graphics, zooms, pans, and other quick motion effects. Editing your UGC mobile gaming ads to emulate this style will help with mixing in the gameplay more naturally.
Test and Iterate
As with any advertising campaign, A/B testing and iteration are crucial to optimizing performance. Monitor key metrics such as engagement rate, click-through rate, and conversion rate to gauge the ad's effectiveness. Collect feedback from the audience to understand their response to the UGC and gameplay blend. Based on these insights, make necessary adjustments to improve the ad's impact over time.
Mixing UGC with gameplay in mobile game ads can be a winning strategy, by understanding your audience, prioritizing authenticity, and embracing diverse content that allows the creation of a compelling narrative that will resonate with viewers while effectively promoting your game. Remember, the goal is not only to capture attention but also to create a lasting connection between your brand and the gaming community.