Times are changing, have MMO ads changed?
Products MMO [Linh Giới 3D- Soul World] released by Funtap JSC, started media at the end of October 2021, and conducted a small-scale pilot test for the first time, and its rating on the App Store in Vietnam before 11/11. did not make it to the top 200; Starting from the first week of November, the product has gradually increased the number of commercials and maintained a stable showing so far. On December 24, its ranking rose to the second place in the free list in Vietnam, from which the importance of advertising can be seen.
To stand out from the crowd of competing products, studying user psychology is extremely important. Before showing advertising, spreading propaganda, we must first understand the real needs of MMO players.
Why do players like MMOs?
Social needs: Compared with other types of games, MMO’s own multiplayer interaction can give players a great sense of satisfaction, a much happier game experience together than play games alone.
(2) An irreplaceable sense of immersion: MMO games in general have a very rich storyline, different main and side quests, as well as beautiful displays, which can be offered to players. perfect immersion. This is something other types of games cannot compare.
(3) Emotions left over from the era of online PC games: The most popular way to play in the early days, although it’s been slowly declining in the mobile gaming era, games like [World of Warcraft] and [Paradise] was popular all over the world in its early years still has a profound effect on players. The need to introduce new MMO games can often be seen in many communities.
Based on the above characteristics of MMO, the author combined with the promotional materials captured by SocialPeta, and summarized the following creative advertising ideas.
Although times have changed, the old tricks are still easy to use
(1) “What’s wrong with getting married many times?”
If it is said that the interactive gameplay in the MMO is the most attractive to players, the marriage system must be mentioned, in the era of online PC games, many players marry the characters of their friends in the game, even leading to the end of the game. kiss in real life (only a few, of course). To target this, some products have enhanced this gameplay in their advertising.
In this advertisement of [Độc Cô Kỳ Hiệp: Thiếu Lâm Ma] The marriage scene of the three characters in the game is shown in just 19 seconds:
1. Peacock-themed costumes, swing weddings
2. Western dress, wedding under the cherry tree
3. Chinese-style dress, lavish wedding with many bridesmaids
Making players when seeing this ad will deeply remember the gameplay, costumes and diverse backgrounds also make players crave.
(2) Long video, comprehensive display of gameplay
MMO racetrack has matured, in addition to the difference in plot, the realistic expression of the game is what players appreciate the most. In this advertisement of [Linh Giới 3D-Soul World], the video length is up to 2 minutes, which is a huge gap compared to other games of 30 seconds. This ad shows the game’s advantages from many latitudes such as the game’s high-quality architectural models, in-game careers, cool skills, interactive gameplay, character fashions, and systems. Pet system, very comprehensive. Such ads are often shown precisely according to the user’s interests and are very effective at converting to downloads.
3) Real life awkward scene + emotions reappear
The awkward real-life movie scenes are always a huge favorite with young users, and the humorous plot and well-thought-out costumes will leave a very deep impression on players who have seen the ad. With this, combined with some elements reminiscent of the famous old game, download conversions can be achieved quickly.
The following advertisement has been [MU: Vượt Thời Đại] aired on Google Ads: The first part, the male lead meets his ex-girlfriend who betrayed him and her current boyfriend, wanting revenge but being mocked for his incompetence; the camera changes the scene, when the male protagonist meets his ex again, he brings a new girlfriend and is fully equipped with high-end equipment, when the ex-girlfriend is suspicious, the male protagonist answers said that – because he finished playing XX version of [MU: Vượt Thời Đại], then naturally connect to the game’s display.
It is worth mentioning that the game screen displayed at the back of the ad is quite similar to the previous hot legendary games, especially the rich rewards that fill an entire interface, all reminding players of good memories. what year.
Although the MMO’s influence has waned in recent years, there are still a large number of old players attached to it, the initial sentiment has not changed. Along with the younger generation of gamers, if manufacturers want to go further on the MMO race, they can try to incorporate popular elements into their ads to impress more young players.
Bonus: Puzzle game genre (temporarily known as puzzle game) has become one of the leading game genres in the mobile game industry, not only being well received by a large number of players but also attracting many game studios to participate. Investment and development. To meet the needs of game studios, SocialPeta partnered with Game Design to host a puzzle-focused online webinar on January 20th. Click the link to register. participation.