Storyngton Hall. Part I

iINCYMO
15.07.2022
8 min.

Basic game data:

Soft launch release date December 2019
Start date of active operation August 2020
~360 days income $5kk
~30 days income $540k
~LTV All time tier-1 $3.39

Current advertisements:

And the most effective advertisements at the moment:

Installations received in ~%:

  1. 40 Facebook;
  2. 40 Google admob; 
  3. 15 Unity;
  4. 5 Other channels.

Why is it important to study the advertisements and ASO of competing games?

As of right now, the CPI has grown, and the flagship games of the genre are already willing to buy paying users at gambling prices (within the price range of $200-$300). Good ads can attract users for cheaper and can have better retention.

Currently, the situation in the market is as follows: recouping traffic requires a good script spanning from the presentation of the advertisement to the game itself. The path must be well thought out.

Storyngton Hall has well-developed scripts, and the ads often match the gameplay and style of the game. The developers use game characters while successfully incorporating current creative trends. We believe this project will continue to grow. We invite you to get acquainted with the project’s monetization solutions.

Game launch

We would like to note that:

  1. The game immediately tries to integrate with Facebook, which, in turn, can be used for marketing and viral mechanisms. There are 3 main tricks used to motivate users to keep their accounts in the game: rewards, color contrast, and the words “save progress” instead of “log in with Facebook”. These techniques increase the conversion to Facebook authorizations.
  2. If the player does not use a Facebook account, developers try to get their Apple account. It helps the player not lose their progress and reduces the number of tickets filed to tech support. Although this authorization is not as noticeable as its Facebook counterpart, it was made such to meet Apple’s requirements.
  3. If a player does not wish to log in via social networks, they can play as a “guest”, but to cause the player some “discomfort”, this button is smaller than the others.

First steps

This step, while still in the training phase, creates value and an emotional connection between the player and the game. At this stage, the players are already choosing the dress they find to be most interesting, which, later on, can help sell customization elements.

Immediately after the tutorial, the player is offered to buy a dress for the main character’s mother. It is the first stage of the player’s conversion into payment. The player’s actual need for currency appears no earlier than 30 minutes into the game. To ensure that the player makes the conversion both of the offers have this customization bonus. In the screenshots above, you can see a good contrast between the two proposals, achieved by the fact that:

  1. The prices are not that different, it’s not 2€ and 5€, but 1 and a bit more;
  2. The +80% sign highlights the benefit: 2000 gold cost 2€ in the store, and here you also get a dress;
  3. The second set has more items.

This is a good example of double sales: it offers both a gift and a good visual representation of the prices (1,99€ and 4,99€). The numbers are more visually similar, and the difference between them is less noticeable). At the same time, we know that similar checks, which are 10-20% more expensive, work well for double window options. But initial conversions to versions of the second offer between $2 and $5 do not differ much yet bring in noticeably more money. In this case, all elements of the second offer synergize well. The first offer also contains a discount in the form of a gifted dress, but if the discount were displayed, it would take away some of the conversion to the second offer. And here the game accurately tells the player that the second offer is clearly better!

Cash register

Options below the $5 threshold are hidden to make the initial conversion to more expensive lots higher. Clicking on the “more packs” button has a much lower conversion rate. According to our data, only 10-20% of players unfold hidden offers.

This is what the shop will look like if the player has not converted into a payment for longer than a day. Afterward, they will offer more for lower prices so that the player pays at least $2. But this is not the cheapest offer; there is an option for $1 in a special window.

The plot will necessitate that the player changes the main character’s dress more than once. Immediately after that, an offer to purchase a dress for the mother will appear again.

If the player does not convert to a $2 offer, then there is a double offer option, which is the smallest one.

The more expensive option has now changed its position. The goal is to convert to any payment at all. And both of the offers have a discount mark now.

Social networks and special permissions

Facebook 

If the player has not linked a Facebook account, a special pop-up will remind them of it:

Other reminders are also possible:

When choosing a nickname and avatar, an option to use a photo from Facebook becomes available to the player. And here, too, a reward is offered for linking an account.

This interface appears after joining or creating a clan. Within it, the friends tab again reminds players of the option to connect to Facebook. There is no mention of a reward here, but there is a direct CTA indicating one.

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