Any successful mobile game stands on two pillars:
50% — a high-quality product, and 50% — strong marketing.

At the heart of effective marketing lies the analysis of game creatives — a systematic approach to testing ideas and advertising formats. To ensure testing is as accurate as possible, it’s essential to consider not only your own concepts, but also the ad creatives used by competitors.

We conducted an in-depth analysis of Royal Match, a popular title in the match-3 genre, to identify which techniques consistently deliver high conversion rates and which ones hinder results. Based on these findings, we’ve prepared a ready-to-use gameplay creative script that can be implemented in minutes.

Why analyzing competitors’ creatives matters

• Creative analysis reveals which mechanics, storylines, and visual techniques truly resonate in the market.
• It helps avoid unnecessary testing costs and accelerates the search for winning gameplay creatives.
• This approach shortens the ideation cycle and boosts conversion by leveraging proven patterns.

How We Analyzed Royal Match Ads with INCYMO.AI

Step 1 — Data Collection
We exported Royal Match video ads from the past month using a trusted database that has been extensively tested with our clients.

Step 2 — Classification
We categorized them into:

• 5 top-performing ads (highest conversion and longest run time),
• 10 successful ads,
• 50 low-conversion ads.

Step 3 — Automated Analysis
We uploaded all videos to INCYMO.AI, where the system, in just a few clicks, identified the key patterns of high-performing gameplay creatives as well as the pitfalls of weaker ads.

Step 4 — Implementation
We downloaded the auto-generated creative production rules and used them to craft a ready-to-use gameplay creative script.

What Works

Strong Visual Hook — “Save the King”

Ads that open with an immediate threat to King Robert (lava, water, snake, spikes) achieve the highest CTR.

Narrative Pattern — “Success Followed by Failure”

The player first completes an easy challenge, then fails at a harder one — sparking the urge to try it themselves.

Expressive Character Animation
Pronounced emotions — panic, joy, relief — significantly enhance engagement.

Variety in Gameplay
Top-performing ads showcase two or more different levels or mechanics.

Fully Animated Style
Pure animation — with no UGC or live actors — appears exclusively among top-performing creatives.

Simple, Easy-to-Grasp “Fake” Puzzles
Visually straightforward challenges (pin-pull, path drawing) drive higher conversion rates.

Clear Final Packshot
Logo + dynamic editing + “Play Now!” CTA are essential.

What Reduces Gameplay Creative Performance
UGC and influencer-style formats (low competitiveness).

Storylines without a dramatic threat (“Save the King”)
Ads lacking a final packshot and call-to-action.
Overly complex or slow “fake” puzzles.
Repetitive or illogical player mistakes.

Examples of Failures and Successes

• Failure: The player repeatedly makes mistakes, hesitates over tiles, and performs meaningless moves → viewers become irritated.
• Success: The king is in danger, there’s a vivid conflict, the puzzle is simple yet tense, and the ending delivers emotional impact with a dramatic loss.

How We Turned Insights into a Ready-to-Use Script
With INCYMO.AI, we generated a script in just two minutes that:

• incorporates all gameplay creative best practices;
• integrates top-performing patterns;
• removes tactics that lower conversion rates.

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

To achieve this, we uploaded the rules, applied them, and then generated a new gameplay brief with those rules automatically integrated.

Example of the Resulting Script:
🎬 Scene 1 (Hook) | 00:00-00:05
📝 Description: A medium shot captures a cartoon King Robert sleeping soundly in a grand, four-poster bed with plush red velvet curtains. The room is opulent and peaceful. Suddenly, a loud mechanical clank is heard and the floor beneath the bed gives way, revealing a dark, ominous chasm. The entire bed plummets downwards. The King’s eyes snap open in sheer terror as he falls into the darkness, his crown flying off his head for a moment before landing back on.
      ▶️ Voicelines
            [00:02-00:05] King Robert: Peaceful snoring… suddenly turns into a panicked] AAAAAAHHH!

🎬 Scene 2 (Gameplay) | 00:05-00:15
📝 Description: The King’s bed crashes onto a crumbling stone platform high above a pit of bubbling green goo. Across the chasm, a Queen watches with a horrified expression. Above the King, a large vat of purple potion is held in place by a pin connected to a series of rusty gears. A player’s hand appears and drags the main gear, causing the others to turn. The pin retracts, and the purple potion pours onto the goo, instantly solidifying it into a sparkling purple crystal bridge.
      ▶️ Voicelines
            [00:06-00:08] Queen: Robert, be careful!
      ▶️ Overlay text
            [00:08-00:11] Game: Turn the gear to make a bridge!

🎬 Scene 3 (Gameplay) | 00:15-00:25
📝 Description: The King is about to cross the new bridge, but his platform crumbles further. A minecart is his only escape, but the track is blocked by a thick wall of colorful gems. The camera zooms to a match-3 grid below. The player quickly taps a cluster of green gems, creating a rocket booster that launches upwards and shatters the gem wall. The King leaps into the minecart and speeds across the bridge towards the Queen.
      ▶️ Voicelines
            [00:22-00:24] King Robert: I’m coming!
      ▶️ Overlay text
            [00:16-00:19] Game: Match to clear the way!

🎬 Scene 4 (Packshot) | 00:25-00:30
📝 Description: The minecart screeches to a halt just in front of the Queen. The King and Queen reach their hands out to each other. The scene freezes, and the “Royal Match!” logo appears above them. A large, green “Play Now” button appears at the bottom of the screen.
      ▶️ Voicelines
            [00:26-00:29] Narrator: Save the King! Save the Queen! Play Royal Match now!
      ▶️ Overlay text
            [00:25-00:30] Game: Royal Match!
      ▶️ Overlay text
            [00:25-00:30] Game: Play Now

Conclusions & Recommendations