HAY DAY ADVERTISING DISSECTION: IS THIS GAME STILL RELEVANT?

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Most people know the Finish developer Supercell by their worldwide famous điện thoại games Clash of Clans, Brawl Stars, and Clash Royale.

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Besides action and strategy sản phẩm điện thoại games, Supercell has published a casual trò chơi back in 2012 – Hay Day.

In this article, we’re going khổng lồ dissect this thiết bị di động game và its organic và paid user acquisition strategies khổng lồ find out how it fights lớn stay relevant.

More specifically, I’ll look at tốt Day advertising & app store optimization.

Let’s dive right in!

How Successful Is hay Day by Supercell?

Before we get into hay Day advertising & the app store page, let’s look at some numbers.

Here’s how many people downloaded this game and how much it earns in revenue according lớn data.

Unless stated otherwise, the data in this article comes from an internal source. 

All Time giỏi Day Downloads By Country

Overall, tuyệt Day got more than 300 million downloads since 2012 when it was released. Peak downloads happened in January 2014, reaching more than 8 million. After that, downloads were lower, between 2 and 4 million. In 2020, they were the lowest ever. This begs the question, is the massive popularity of hay Day over, or is this game still relevant?

All Time giỏi Day Revenue By Country

We see a similar trend with revenue as with downloads. Peak revenue was in 2014, reaching more than 25 million in the middle of the year. In 2020, it never went above 10 million, which is still quite successful. The majority of tuyệt Day’s revenue comes from the US. However, Germany, Japan, Great Britain, Canada, France, Australia, Switzerland, và Demark are also among the đứng top markets for this game.

Hay Day ARPDAU

Back in 2016, ARPDAU for tốt Day was about $0.10. By 2021, it grew significantly và reached more than $0.40 in January.

Just to put this in perspective, according khổng lồ GameAnalytics’ Benchmarks+, the average ARPDAU in 2020 for đứng top 10% casual games was about $0.20. For the top 2% of games, it ranged from $0.50 to $0.60.

If you want lớn learn more about how this game is monetized, you should read our Hay Day monetization dissection.




Hay Day ứng dụng Store Ratings (US)

According khổng lồ AppAnnie, the average phầm mềm Store ratings for xuất xắc Day in the US is 4.67, which is very good. There’s 82% of 5-star ratings (270k), while there’s only 3% of 1-star ratings (10k).

Reviews: What Users Have to Say About xuất xắc Day

Top comments/reviews of tốt Day on Google Play are quite positive. However, most offer some advice for improvement. Here’s an example.

“Great game have been playing for many years, just think there should be more items available lớn buy in the catalogue, as it gets a bit boring the same things over and over, maybe every month add something new to lớn buy say as a market day and địa chỉ things that are new khổng lồ everyone just khổng lồ make it a bit more exciting, that would be great. Keep up the good work with this game.” – Raelene.




App Store Optimization Dissection (Organic User Acquisition)

If you have searched for farming games in the tiện ích stores, you most certainly came across Supercell’s xuất xắc Day. It’s one of the Editor’s Choice games on Google Play.

In the Apple ứng dụng Store, it is categorized as a family game. However, on Google Play it’s in the casual games category. One could also say giỏi Day is a simulation game, considering it’s based on farm simulation.

In any case, it attracts a large number of players in both stores.

Let’s see why.

Game Title

The game title for this Supercell trò chơi is as simple as it can be – xuất xắc Day. It’s two words, it’s short, và it rhymes. Furthermore, it’s catchy, recognizable, & easy khổng lồ memorize.

There are no additional keywords và description words lượt thích we see with many other games.



Above, you can see a more detailed analysis of the tốt Day icon from GameRefinery. The main object of the icon is an animal/mascot/character that’s happy/smiling. The art genre is very modern và polished while the art style is cartoonish. The main colors are blue, grey, & red.

On the right side, you can see how prevalent each of those elements are in the đứng top 200 games và outside the đứng đầu 200 games.

Another good way lớn know whether an icon is good & boosts installs is to kiểm tra whether other games are copying it.

Lo và behold, there’s a quảng cáo trên internet that literally copied not only the tuyệt Day icon but the game itself. This is how you know for sure you’re successful.


Hay Day tiện ích Promo video Breakdown

When it comes to ứng dụng store optimization, a key factor is the phầm mềm promo video. It is without a doubt the most important ASO element.

Why?

It’s simple – the video format is the best way khổng lồ present any mobile game. It’s hard to lớn explain what the game is about using only words & images. When users watch an tiện ích promo video, they can see how the chơi game looks, what are the game’s features và benefits, and even how to play the game. It makes people click that install button.

However, ứng dụng promo videos don’t just boost downloads, they also attract high-quality users, which is important long-term.

Players who have watched an ứng dụng promo clip prior lớn installing a game have a much better understanding of it. Plus, they’re more interested right from the get-go. Furthermore, they have a better idea of how to play it & what’s the goal of the game. Those types of players tend to stick around longer & spend more on in-app purchases. This results in better user retention và higher revenue.

But what makes a good phầm mềm promo video? Let’s see how Supercell presented giỏi Day.

The 30-second app promo video clip for xuất xắc Day starts with clouds parting and revealing beautiful crop fields. As the camera pans out, we see different types of crops growing & the full scope of the farm, along with different buildings, roads, & resources.

This shows players how their farm could look lượt thích and the different types of buildings one can build.

Then the ứng dụng promo video clip moves on khổng lồ highlighting multiple game features. “Care for your farm” shows pigs, sheep, & cows getting fed. “Join a neighborhood” shows where you can move in & interact with neighbors. “Explore new places” shows chất lượng places in the tốt Day world.

All in all, this app promo video clip does a good job of explaining what the trò chơi is about và what players can expect if they download it. The only thing it lacks is a điện thoại tư vấn to action at the over of the video that invites players to lớn install the game.


Screenshots/Graphics

Screenshots & graphics are another way to showcase important trò chơi features. Tuyệt Day is very successful at this. Each graphic is nicely designed & represents the trò chơi in a very good light.

Highlighted features include things lượt thích the ability to lớn trade with neighbors & friends, decorate and grow your farm, and explore new areas. Furthermore, the graphics represent the tuyệt Day world as a very joyful place where “sunshine is never-ending” & “happiness is everywhere you turn”. All of it is very colorful và inviting, just like the game itself, which is known for being visually pleasing.

This type of messaging tells us tuyệt Day is suitable for both kids & adults who want lớn relax and enjoy a game that’s not too aggressive or dark.

Note that there are plenty of graphics for giỏi Day, not just a few, and they come in different formats for different devices.

Description

Hay Day description is separated into different sections – intro, features, truyền thông media mentions, ratings, và support. This is a nice way khổng lồ organize information in the mô tả tìm kiếm so that users can easily find the part they’re interested in.

The reality is that not many people read the description, but it’s important to lớn have one for those that do. Some might get interested in a trò chơi by looking at screenshots or a promo đoạn phim but want lớn get more info in the description. In those cases, it becomes very useful.


Paid User Acquisition: giỏi Day Advertising Strategies

While good ứng dụng store optimization is incredibly important for organic user acquisition, a smart advertising strategy is essential for successful paid user acquisition.

To give you a better idea of what types of techniques Supercell uses to lớn advertise tuyệt Day, I have dissected đứng top ads for this game.

Dissection of Top-Performing tuyệt Day Ads

These are currently the top-performing hay Day ads. All are, as expected, video ads since this format has the highest conversion rates.

Hay Day Facebook Ads

This giỏi Day Facebook ad starts with the Supercell logo.

Here’s the thing about including logos at the beginning of ads.

This might be a smart thing to vị if you’re a super famous publisher và brand lượt thích Supercell. However, it’s not recommended for most other developers.

Next, there’s the recognizable giỏi Day intro with the clouds parting, revealing the farms, và a “Welcome khổng lồ the Valley” title.

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The music is quite cheerful, which goes well with the vibrant visual style of the game/ad.

Furthermore, the ad is focused on very specific features – the ability khổng lồ explore the valley in a custom truck, help friends/neighbors repair their truck, và earning tokens by making deliveries.

In essence, players need to lớn accept a delivery request và deliver the goods in a certain period. Once the delivery is completed, players get tokens which can then be used khổng lồ purchase items in the Valley Shop.

By focusing on such specific chơi game aspects, this ad does a great job of showing players what it’s lượt thích to play the game. Moreover, it serves as a tutorial for the game, which is also a smart idea. That way, players already know how the game works & what they need to vày before they even install it.

At the over of the ad, there’s a “Jump in & Play” CTA, along with the giỏi Day logo.

If you want khổng lồ learn how khổng lồ write a script for a social media clip ad like this one, go here. I teach you everything you need khổng lồ know about it.

As you might notice, this top-performing Facebook ad for tốt Day is the same as the app promo video. So, either an app promo video clip is used as an ad or an ad is used as an app promo video.

Neither is good.

An tiện ích promo đoạn phim should not be the same as a đoạn phim ad, even though they’re similar in some respects.

The former should be more lượt thích a trò chơi trailer & showcase all main features và gameplay, which is recommended by both stores. The latter is usually focused on only one or a couple of features và doesn’t always include gameplay.

Furthermore, an app promo đoạn phim is used for organic user acquisition via tiện ích stores while video ads are used for paid user acquisition on social media and ad networks.

In any case, it’s better lớn differentiate between the two.

Hay Day Instagram Ads

The top-performing hay Day Instagram ad is a very cinematic one. It looks more like an animated movie trailer than a sản phẩm điện thoại game ad. This same ad is also among the đứng đầu Hay Day YouTube ads.

There’s no gameplay footage, only animations.

But here’s the kicker.

This can be a double-edged sword. On one hand, this type of ad is very appealing & obviously attracts a large number of players.

The downside is, it creates a big discrepancy between the ad và the game. What people see in this ad is not what they get in the game.

That often leads to player dissatisfaction & consequently, low retention rates.

For that reason, publishers should be careful about using fully animated ads with no game play footage whatsoever. At least vị a mix of both.

This tuyệt Day Instagram ad is quite similar – it also comprises solely of animations and depicts no actual trò chơi footage.

It’s all about pigs. Eating cake và getting fat.

No, seriously, that’s it.

However, while it’s very simple and silly, it’s quite entertaining và instantly grabs attention. & that’s what makes it good!

The only issue, as stated before, is that we don’t see any game play footage.

Hay Day YouTube Ad

This is another animated tuyệt Day ad that has a very high production value. However, this one is for YouTube.

We see the cutest sheep ever walking along a dirt road. The sun is shining, and everything seems perfect.

But then the sheep trips & falls. As it tumbles down, it picks up a crab & a chicken along the way, both of which get stuck in its ample sheepskin.


1. Double Down on đoạn phim Ads

This is fairly simple advice, but a very effective one. When we look at top-performing tuyệt Day ads, all of them are đoạn phim ads.

The reason for that is simple.

Video ads have the highest conversion rates because this format allows publishers lớn showcase their game in the best light và persuade users to install it.

With đoạn phim ads, publishers can include chơi game footage, highlight different game features và benefits, & explain lớn users why they need to download the game right now.

Plus, video clip ads allow publishers to get creative và stand out from the crowd, which is important considering how saturated the market is.

However, keep in mind that good đoạn clip ads are not easy to produce and you need lots of them in constant rotation khổng lồ acquire a significant number of players. For that reason, it’s best lớn outsource creative production and marketing.

2. Know Your Target Audience

When you look at ads for xuất xắc Day, it’s obvious they speak to lớn certain types of gamers. Primarily, I’m talking about casual gamers, since giỏi Day is a casual game. Casual gamers play khổng lồ pass the time and lượt thích simple games, unlike midcore gamers for example.

Furthermore, tuyệt Day is suitable for younger players as well, which is reflected in the ads. Many of them are cute and fun, which is appealing khổng lồ kids.


3. Reflect the Game’s Tone and Atmosphere in Ads

This one is simple, but it’s worth mentioning. The emotional tone & atmosphere of the đoạn clip ad need lớn correspond khổng lồ the tone of the game. This is what Supercell does well.

Here’s what I mean by that.

Let’s say you have an kích hoạt FPS trò chơi that’s all about dangerous missions & adrenaline-fueled combat. Ads for that type of game need to be dynamic, fast-paced, and full of excitement, just like the game. An ad with relaxing, slow-paced visuals & music would not work.

The key is khổng lồ recreate the game play experience in the ad và give people a real taste of what it’s like to play the game.

4. Advertise on Multiple Ad Networks

Publishers who want to bring user acquisition khổng lồ another level need khổng lồ advertise on more than one ad network.

I’m not talking just Facebook, Instagram, Google, & Snapchat, but ad networks like ironSource, AppLovin, UnityAds, Vungle, etc.

However, keep in mind that you can’t use the same ad for every ad network. Each has unique requirements you need lớn follow.

For a full menu of top ad networks for acquiring di động gamers, click here.

5. Create a Unique app Promo đoạn phim for the tiện ích Stores

As it was mentioned before, an app promo đoạn clip is the most important element of a game’s tiện ích store page. This is the piece of content that can persuade players to tải về a game.

For that reason, don’t use a random đoạn clip ad as your promo video. Instead, create a unique tiện ích promo video clip that you carefully plan và craft.

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If you need help with creative production, don’t hesitate lớn reach out.

That’s It, Folks!

Hopefully, you found out everything you ever wanted to know about Hay Day advertising and ASO strategies.

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