Gaming industry is undeniably a rapidly growing and immensely competitive sector, offering significant revenue opportunities. But as competition intensifies, marketing managers within gaming companies are looking to optimize their marketing campaigns to effectively reach their user acquisition objectives.
With the rapid rise of TikTok, leveraging this popular platform has proven to be a game-changer. Video game companies are particularly leveraging cinematics to attract more viewers on TikTok.
High quality cinematics for user acquisition on TikTok
TikTok’s algorithm plays a vital role in supercharging game discovery. By analyzing user preferences, interactions, and video engagement, the algorithm effectively curates and showcases relevant gaming content to users who are likely to be interested. This personalized approach enhances game discovery and enables developers to reach their target audience effectively.
According to the stats by TikTok's research partner Material, 75% of gamers discovered new gaming content on TikTok and 36% purchased to play after seeing gaming content on TikTok.
However, not all content on TikTok goes viral and gains millions of views. Creating compelling content on TikTok requires careful planning and strategy. Marketing managers need to understand the platform’s unique features and user preferences.
Certain types of content perform exceptionally well on TikTok, attracting a broader audience and enhancing user acquisition. When it comes to short animations for video game companies, teasers and cinematics have proven successful. They could be released as a preview of upcoming games to generating excitement or as a character spotlight to showcase the unique and captivating aspects of game characters.
Authenticity and creativity in game-related content on TikTok
Users resonate with content that feels genuine and provides unique perspectives on gameplay experiences. Sometimes the content may seem simple, but this simplicity with high-quality execution will significantly boost game visibility and attract new players.
Typically , video game companies collaborate with outsourced agencies to handle creation of cinematics and trailer for TikTok. This include all aspects, starting from concept development to the final delivery. These agencies specialize in providing a wide range of services, including art exploration, concept creation, brand research, production, compositing, animation, and visual effects.
The collaboration typically begins with art exploration and concept development. The agency works closely with the game company to understand their vision, art style, and brand requirements. Through research and exploration, they create visual concepts that align with the game’s theme and feel authentic. This phase involves sketching, rendering, and creating mock-ups to refine the visual direction.
Once the concepts and brand research are approved, the agency proceeds with the production phase. This involves modeling 3D assets, texturing, rigging, and animation. Highly skilled artists and animators bring characters, environments, and objects to life, paying attention to detail and ensuring smooth movements and realistic physics.
Tracking KPI’s and benchmarking marketing campaign for gaming companies
When launching a user acquisition marketing campaign, marketing departments in gaming companies should always benchmark their KPI’s and track metrics in real time. By monitoring and analyzing these metrics, they can optimize their strategies, allocate resources effectively, and drive successful user acquisition.
Metrics such as Cost per Install (CPI, which measures the average cost incurred to acquire a new user or install the game) , Conversion Rate (measures the percentage of users who take a desired action, such as installing the game or making an in-app purchase), and Return on Ad Spend (ROAS, which calculates the revenue generated for every dollar spent on advertising) are one of the most important metrics to track.
Here are some impressive examples that gaming companies were able to achieve when new campaigns were launched on TikTok:
- VYS Games was able to outperformed all benchmarks with a fantastic 97% conversion rate!
- Reworks (acquired by Playtika ) redesign its creative assets and was able to achieve decrease of CPI by 90%
- Playa Games created highly engaging AR videos that resulted in resulting in an amazing return on ad spend (ROAS) of more than 130%
Creating high quality content for TikTok might seem daunting, especially if the in-house resource is scarce.
However, it is still possible for video game companies to create engaging and shareable content specifically tailored for TikTok to significantly grow its customer base and increase brand awareness.
At NOON22 we can help! We will handle video game cinematics for TikTok that converts and engages.