40% of marketing teams in gaming will increase ad spend in 2024. Beyond gaming, advertising spend is also forecasted to increase. What does this mean? Simply put, competition for consumer attention is only increasing.
The traditional creative approach of relying on demographic data like age, location, and general interest categories leads to the generation of ads with speculative performance. Regardless of the metrics, game teams are left in the dark as to “why” the ad performed the way it did.
In 2024, leading studios like Zynga, Wooga, Tilting Point, and more are taking action against limited consumer data and challenging attribution by integrating deep psychological insights into their creative development and optimization process. Solsten is the world’s most expansive and actionable consumer insights and resonance platform, representing 3.4B people globally. With Solsten, marketing teams can link psychological traits to campaign performance, finally revealing the “why” behind ad metrics so you can replicate successes and improve under performers. In this article we will explore the exact steps being taken by leading studios to reduce CPIs and boost ROAS, and three templates to help any marketing team transform every campaign into a gateway for deeper player engagement and retention.
1. Develop New Creative That Resonates from the Start
Forget the surface-level data. With Solsten, dive into the psychographic profiles of your target audience. What drives their behaviors? What values do they hold dear? By leveraging these insights, you create a foundation for ad creatives that are not just seen but felt. This deep connection ensures that your creatives are primed for high performance, significantly increasing the likelihood of resonating with the audience right from the outset.
