In April, Cookingdom—a cooking simulation title from Vietnamese studio ABI Game—experienced a remarkable surge in popularity, recording a 1200.64% month-over-month increase in downloads. This dramatic rise landed it at #9 among top-performing mobile games for the month.
However, this success wasn’t driven by product quality alone. Behind the numbers is a carefully executed ad strategy that resonates deeply with its target audience.
1. App Profile
1.1 App Identity
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Cookingdom Welcome to Cook & Chill, an ultimate chill & cozy game that makes cooking as relaxing as a satisfying Sunday morning. |
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Developer: ABI Game
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Release Date:
- Google Play Store: 2025-03-26
- Apple App Store: 2025-03-06
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Category & Subcategory: Game / Hyper Casual / Other Hyper Casual
1.2 Performance Metrics
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Estimated Downloads: 9.6M+ (Last 30 Days)
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Estimated Revenue (IAP+IAA): $653K+ (Last 30 Days)
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Rating:
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Google Play Store: ⭐4.6/5 | 74146 Reviews
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Apple App Store: ⭐4.7/5 | 27291 Reviews
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1.3 Competitive Landscape
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Similar-Audience Apps:
Merge Cooking®
Cat Snack Bar
Mezcla mística
Dessert DIY
Cat Chaos: Prankster
2. Advertising Strategy Breakdown
2.1 Ad Intelligence
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Active Creative Trends:
- Creative Formats:
Video Image Playable Ads 92.90% 0.97% 6.13%
2.2 Regional Targeting Strategy
- Tier 1 Focus:
USA Japan South Korea 4.80% 4.15% 3.67% - High-Growth Markets：
Thailand Brazil Philippines 3.98% 3.96% 3.84%
2.3 Traffic Sources
- Top Ad Networks :
Mintegral Fyber InMobi 45.90% 21.33% 9.10% - Top Sub Sources
Block Blast! Royal Cooking
WEBTOON: Cómics 2.30% 2.22% 1.80%
2.4 Creative Anatomy
The ad opens with a serene living room scene featuring a softly glowing fireplace. This immediately establishes a soothing environment, appealing to players looking for a relaxing gaming experience.
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Emotional appeal: The use of cozy, domestic imagery taps into the viewer’s emotional state, offering comfort and calm.
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Audience alignment: It acts as a natural filter for casual gamers, distinguishing the ad from the more intense or action-packed competition.
This type of soft hook mirrors the growing trend of "slow content" on short-form video platforms, especially within lifestyle and simulation segments.
Besides, a key creative element in the ad is the subtle use of the capybara — a viral internet icon known for its calm and relaxed demeanor.
By incorporating this animal into the background decor and game theme, the ad immediately taps into a cultural moment that resonates with online audiences, particularly those on TikTok and Instagram where capybara content has trended widely.
| Hook ＆Demonstration |
CTA | |
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The also includes a clear demonstration of gameplay using a real player’s hand interacting with the screen.
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First-person perspective: By simulating the actual user experience, the video lowers the cognitive barrier to understanding gameplay mechanics.
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Credibility through realism: The inclusion of hand gestures adds physical presence—making it feel less like a commercial and more like a recommendation.
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Simplified tutorialization: Without the need for voiceover or subtitles, viewers immediately grasp the game’s features within seconds.
The video closes with a strong visual CTA, featuring the game’s app icon alongside a direct prompt to download.
3. Conclusion
The success of Cookingdom's ad strategies stems not only from its visual storytelling but also from an understanding of how casual game players discover and respond to ads in the short-form video environment.
Here are key takeaways for advertisers looking to improve performance on platforms like TikTok, Meta Reels, or YouTube Shorts:
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Use emotional settings to create instant connection and context. Calm visuals can be as powerful as loud ones when matched to the right audience.
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Show gameplay from a user perspective. Realistic, tactile interactions help viewers intuitively understand mechanics and imagine themselves playing.