Overview of video concepts created in 2023 for Voodoo game
Mob Control
I experimented new animations, level design, game mechanics and created new obstacles. The experiments were made in Unity and After Effects.
As the game evolves into hybrid-casual we also have to change the marketing strategy. However coming from hyper-casual, both the identity of the game and the style of creatives need more time to be defined.
1. Creatives strategy, experiments for UA
a) Test more hybrid-casual style creatives
As examples I created 3 types of creatives (see video above):
A. Simple and only sequence gameplay from the game with extra context elements.
B. Multiple sequences with ranking intro and follow up, multiple wins before the boss.
C. Multiplayer vibe, army improvement and 3D animation. Versus focus and voice over.
As expected for this game in transition the closest from hyper-casual identity, version A, performed better (lower CPI and more spend).
b) Experiment on intros, environments, camera angles, styles... etc
c) Focus on new game elements (obstacles)
Another strategy I worked on is level design and obstacle focus.
The first creative was based on competitor benchmark and delivered promising results (round stones, desert environment). As next steps I iterated on the obstacle path, the goal and the background.
More experiments were done on the environment, its related enemies and obstacles.
2. Game identity, experiments on ASO
I produced new screenshots for both app stores in order to display more gameplay and menu visuals from the app itself. The previous version was mostly produced via AI and more illustrative work with old game assets.
Showcasing the new identity and assets of the game can avoid the drop of ROAS and present juicy goals for the new player.
