Mobile games today are not only about mechanics, but also about the experience that the player goes through. Especially in the Asian market, where visual culture and emotional involvement are becoming the key to success. Here, advertising is perceived not as a sales tool, but as a continuation of the story, where the viewer already feels like a part of the plot.

At launch, Love and Deepspace was able to attract more than 10 million downloads in just a few weeks, and now the game’s audience reaches about 50 million players worldwide. The developers do not disclose exact data on MAU/DAU, but community activity and promotion show that the core of active users is stable.

Why this is important:

🔹 Rethinking of the genre — the familiar “male” shooter with RPG elements is transformed into a product with a female emotional presentation. This proved that genre boundaries can be confidently expanded.

🔹 Emotions as the engine of engagement — female titles often succeed through visuals and story, but Love and Deepspace has shown that even RPG/shooter can be attractive to women if emotional depth is added.

🔹 Market conclusion — for male games it is worth studying how female adaptation expands the genre, and trying to make their products more universal.

💡 Insight: genre restrictions are not an obstacle. The key to success is the ability to package mechanics into an emotional experience that resonates with the audience.

Who this article is for:

🎯 Game designers and producers — to get inspired by examples of successful genre adaptation and emotional involvement of the audience.

🎯 Marketers and UA specialists — to understand how creatives built on emotions can increase engagement and retention.

🎯 Everyone who works with products and content — to see how unexpected approaches to genres expand the audience and create new opportunities.

The approach to creating this game reveals what is especially valuable for the Asian audience:

🔹 a sense of personal participation in the story, where decisions matter;

🔹 visual poetry — attention to symbols, gestures, light and shadow;

🔹 romance and tension that do not let you tear yourself away from the screen.

Advertising of Love and Deepspace is not just a product showcase. It is an aesthetic bridge between the player and the game, which turns curiosity into attraction, and interest — into the desire to stay in this universe for a long time.

Analysis of Love and Deepspace using INCYMO.AI

Step 1 — Data collection
We collected all the advertising materials of Love and Deepspace over the past month. We worked together with Tyver.io and are very grateful to them for access to the creatives. Thanks to this partnership, we were able to download the necessary videos and analyze their effectiveness in the market in order to understand which competitor creatives work best.
Step 2 — Classification
We divided them into:

5 most effective ads (the highest conversion and the longest display time),

10 successful ads,

30 ads that were shown for at least a few days but collected a minimal number of views.

Step 3 — Automated analysis
We uploaded all the videos into INCYMO.AI, where the system in just a few clicks revealed the key patterns of effective game creatives, as well as the pitfalls of weaker ads.
Step 4 — Implementation
We uploaded the automatically generated rules for creating creatives and used them to create a ready-to-use game creative scenario.

What works

Instant immersion into the character
The beginning with a captivating, often dramatic close-up of an attractive male character, who often looks directly into the viewer’s eyes. This is used in all top videos.

Dynamic, energetic edits: quick cuts showing various characters, romantic moments or outfits, synchronized with lively electronic, pop, or rock music. Creates a sense of energy and shows the variety of content.
First-person perspective for immersion: the use of the player’s point of view, often showing their own hands interacting with characters (touches, holding hands), makes the experience more personal and engaging.

Direct player agency through choice: presenting the viewer with explicit options through interface elements (for example, “Choose a date,” “Add passion,” “Officer or childhood friend”) effectively conveys the interactivity of the game.

Demonstration of customization: hooks that quickly show options for character customization (outfits, hairstyles, faces) work well, emphasizing the player’s influence and personalization.

Intrigue through duality and conflict: the introduction of characters with contrasting personalities (for example, “Doctor” vs “Prisoner”) or a plot with an explicit conflict/dilemma (for example, a “fallen” hero) causes instant interest.

Focus on intimate physical interactions: showing implicit but intimate physical closeness, such as caresses, hand-holding, hugs, and almost kisses, is a strong and recurring hook of successful videos.

Clear and concise text prompts: the use of large, stylized text on the screen to quickly set the situation (for example, “Boyfriend is sick,” “Choose a honeymoon date”) helps viewers instantly understand the scenario.

High-quality 3D graphics: a constant feature of all successful videos, executed with cinematic mastery (dynamic lighting, camera movement, VFX) in top and good videos.
Plot development in seconds: successful hooks present a character, choice, or conflict in the first 3–5 seconds, taking into account the short attention span of viewers.

What reduces the effectiveness of advertising creatives:

Slow or static intros: starting with a static image (for example, a portrait or title card), an empty screen, or very slow panning of more than two seconds invariably reduces effectiveness.
Focus on real objects: hooks based on real items (for example, nails, rings, tattoos), rather than on romantic fantasy in the game, do not work, as they break immersion.

Abstract or impersonal first frames: starting with a non-character (for example, deep space, a two-dimensional schedule, or an abstract title screen) does not create instant emotional connection.

Breaking immersion with sharp transitions: using the “bait-and-switch” technique, when the viewer is transferred from cinematic fantasy to the usual user interface (for example, a chat screen) or the effect of “stuttering” video, can be confusing and ineffective.
Low pace and sound: many weak videos use slow, gentle piano music together with static frames or slow cursor movement, because of which the hook loses energy and excitement.
Passive character presentation: simply showing a static portrait is not enough. To make the character interesting, he must participate in action, interaction, or choice.
Too vague or mysterious hooks: abstract hooks (for example, close-ups of muscles without a face) do not reveal the character and do not formulate a plot problem, so they do not hold attention.

Transition to simple mini-games: baits that quickly distract from romantic fantasy to a simple two-dimensional mini-game (for example, fishing or organizing) usually do not work.

Inconsistent or low-quality drawing style: the use of Tibi or cartoon style is sharply inferior to the high-quality three-dimensional anime style used by good and top performers.
Unclear narrative premise: if the video begins with complex or vague off-screen speech without visual effects, it is difficult for viewers to quickly understand the essence.

How we turned ideas into a ready-to-use scenario
With the help of INCYMO.AI, we generated a scenario in just two minutes that:

includes all the best practices of gameplay,

integrates the most effective templates,

eliminates tactics that reduce conversion rates.

Based on this analysis, we created a brief directly on the incymo.ai platform, already optimized taking into account all recommendations — no additional effort, just a few minutes of work.

Example of the resulting scenario:
This concept transposes a handsome male character into a dark fantasy AU, casting him as a captured demon king. The player, from a first-person view, is his captor, presented with a provocative choice on how to “tame” him. The story uses a power-dynamic trope to create an immediate, intense, and romantic hook, culminating in an open-ended choice that drives curiosity to download.

🎬 Scene 1 (Hook) | 00:00–>00:08

📝 Description: First key-frame: From a tense first-person view, a powerful demonic man with silver hair and glowing red eyes kneels in heavy chains, looking up defiantly.

Scene: The environment is a dark, abstract room with a red and black color palette. The player’s hands are visible as they slowly approach the captured character, who is shirtless but adorned with provocative black harnesses. The camera moves in slowly, building tension as he lifts his head, making direct, challenging eye contact with the viewer.

🎬 Scene 2 (Cinematic) | 00:08–>00:16

📝 Description: An extreme close-up on the demonic character’s face. He smirks, his glowing red eyes fixed on the viewer with an arrogant, yet seductive expression. His voice is a low, challenging growl that echoes slightly in the chamber, directly addressing the player.

      ▶️ Voicelines

            [00:09–>00:14] Male Love Interest: If you want to tame me… you’ll need more than that.

🎬 Scene 3 (Gameplay) | 00:16–>00:20

📝 Description: The view remains focused on the character’s challenging expression as a fabricated, stylized UI menu dramatically appears over the screen. Three provocative, tangible choices are presented in bold text: “WHIP,” “BELT,” and “KISS.” A glowing player cursor immediately appears and decisively moves to select the “KISS” option, which highlights brightly upon selection.

      ▶️ Overlay text

            [00:16–>00:20] System: WHIP

      ▶️ Overlay text

            [00:16–>00:20] System: BELT

      ▶️ Overlay text

            [00:16–>00:20] System: KISS

🎬 Scene 4 (Packshot) | 00:20–>00:24

📝 Description: Cut to a polished packshot screen just before the outcome of the choice is revealed. The game’s logo, “Love and Deepspace,” is prominently displayed. The silver-haired character is shown in his handsome, non-demonic form next to a call-to-action button. Text highlights free in-game rewards to entice players.

      ▶️ Overlay text

            [00:20–>00:24] Brand: Love and Deepspace

      ▶️ Overlay text

            [00:21–>00:24] System: Get 100 FREE WISHES!

      ▶️ Overlay text

            [00:21–>00:24] System: DOWNLOAD NOW

Conclusions and recommendations