Selling a video game is not a child’s play at all. The market is huge, true, but well saturated. You can find any kind of game: action, adventure, hidden objects, first person shooters, etc. This means that there is a fierce competition among game developers.
Online ads for various games are no longer as effective as they used to be. Ad blockers are only a part of the problem. The other is the user's’ overexposure to online advertising: even if they see an ad, they ignore it.
Facebook™ – a Game Changer in Advertising for the Gaming Industry
The social media network is also a valuable advertising platform for many industries. The gaming world is one of them. According to the CEO of Consumer Acquisition, Brian Bowman: “Compared to other platforms where we’ve tested video ads, such as Pinterest and Snapchat, Facebook™ is miles ahead in efficiency, and this is why it continues to be a key platform for advertisers.”
What makes Facebook™ ads so effective for gaming? First of all it is a matter of the product fitting the medium. People browse their Facebook™ newsfeed not only to socialise with friends, but also when they are bored and trying to find something entertaining. And this is exactly what a new game promises to be.
Secondly, Facebook™ ads are designed to mimic native content and look like a regular post, not a nagging, disruptive ad. People do not feel that they are interrupted from their browsing experience by a Facebook™ ad. And this is a good start towards gaining goodwill and getting people to pay attention.
Without further ado, here are some useful tips to create Facebook™ ads to promote your games efficiently:
1. Remember the Rule of the 3 Seconds
The average Facebook™ user watches a video ad for 3 seconds before deciding whether they continue to watch or they continue scrolling down their news feed. So, these first 3 seconds are crucial: you must give your best in them – and remember that by default the sound is off in Facebook™ ads.
Start with the key benefit your game has to offer: a character (already popular with gaming fans), a new approach to the usual storyline in your series of games or a new platform your game is built on (console, mobile, tablet, etc.).
2. Express Your Brand Values in the Ad
The visuals in your Facebook™ ad will determine how viewers relate to your brand. This is a critical aspect in the gaming industry. The way you position yourself and the values you express will attract the right or wrong sort of viewers.
You need to know what your loyal gamers like about your games, what values they share, what type of game play they prefer. These are the elements of a high converting Facebook™ ad – where most of the clicks turn into new subscribers instead of being followed by inaction from the users.
3. Bring Forward What Makes Your Game Special
Yes, we know that everything about your game feels special to you. But you need to look at what your competitors have to offer, and single out the key benefit that makes your game truly special. Is it easier to level up in your game than in others? Can your players convert their points in extra rewards – such as access to premium features?
Any of these benefits have a perceived value in the players’ eyes, so you must include them in your Facebook™ ad.
4. Show a Demo
A demo is not a free trial of the game (see below). Instead, it shows how the game works on a device – for example, a mobile phone. The video ad must clearly show the screen and the player’s fingers as they interact with the characters and other features of the game.
5. Take Advantage of the New Playable Facebook™ Ads for Gaming
This is a brand new type of ads introduced by Facebook™ specifically for the gaming industry. It is a sort of “try before you buy” where users can actually play a few seconds/ minutes and get a feel for the game before they decide to buy it or install it on their devices.
The playable ads are fully rolled out to Facebook™ users, so you should hurry up and use them before all your competitors do.