As a two-dimensional anime RPG mobile game, the biggest highlight of "Era of Sepia" is that it brings together characters from many anime works. On the other hand, in order to avoid copyright risks, all these anime characters are "feminized" to create feminine heroic characters. The anime works covered by the characters span a wide range, from popular ancient anime works such as "Naruto", "One Piece", and "Dragon Ball", to new works such as "Jujutsu Kaisen", "Attack on Titan", "Demon Slayer", and "Chainsaw Man".
Gameplay is certainly important, but what really supports its growth is the advertising strategy behind it.
The following will analyze how the game achieves a win-win situation of advertising exposure and user conversion through multiple efforts in creative concepts, advertising channels, and regional targeting.
1. App Profile
1.1 App Identity
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Era of Sepia Welcome to Void City, Traveler! |
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Developer: Unicorn Whale Technology Limited
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Release Date:
- Google Play Store: 2025-05-30
- Apple App Store: 2025-02-14
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Category & Subcategory: Games / RPG / Male RPG
1.2 Performance Metrics
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Estimated Downloads: 0.05 M+ (Last 30 Days)
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Estimated Revenue (IAP+IAA): $0.22M+ (Last 30 Days)
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Rating:
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Google Play Store: ⭐3.2/5 | 5568 Reviews
- Apple App Store: ⭐3.7/5 | 175 Reviews
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1.3 Competitive Landscape
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Similar-Audience Apps:
Puzzles & Survival
Monster Never Cry
Run! Goddess
Isekai Saga: Awaken
Idle Epic Angels of Fate
2. Advertising Strategy Breakdown
2.1 Ad Intelligence
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Active Creative Trends:
- Creative Formats:
Video Image Playable Ads 71.57% 26.96% 1.47%
2.2 Regional Targeting Strategy
- Tier 1 Focus:
Indonesia Malaysia Philippines 6.95% 4.81% 4.76% - High-Growth Markets：
Thailand America Vietnam 4.49% 4.33% 3.74%
2.3 Traffic Sources
- Top Ad Networks :
Facebook Admob Applovin 47.20% 35.51% 10.75% - Top Sub Sources
ibisPaint X Medieval Merge: Aventura Épica CapCut - Vlog 동영상 편집 어플 3.80% 2.92% 2.48%
2.4 Creative Anatomy
Let’s break down one of its ads' success through the Plots of Hook, Demonstration, and CTA, while offering insights for marketers seeking to apply similar strategies.
| Hook&Demonstration | CTA | |
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| Dramatization Emphasizes Values | A Clear and Compelling Download Prompt | |
The ad begins with a plot in which a game character proposes to "quit" because the user experience is good but the game does not top up.
This plot immediately arouses the audience's curiosity, prompting users to want to learn about the game and continue watching the ad. Plot-based ad hooks are particularly effective in short video ads, which increase the completion rate of ads by using a plot that first suppresses and then promotes.
Then, the ad promotes the plot in the tone of the game character, and takes the opportunity to put forward the core values of the game: refuse to become a junk game (that makes users spend money), and then takes the opportunity to show the fair gameplay of the game, so that more users can have a good experience.
This type of advertising format that displays "core values + real gameplay" can effectively enhance users' sense of trust and involvement, thereby greatly shortening the user's conversion link.
Finally, the ad ends with a clear call to action, showing the game logo and a striking download button on the screen, guiding users to download immediately. This simple and direct ending avoids user loss and maximizes conversion effects.
3. Conclusion
The success of the campaign for Era of Sepia is inseparable from the organic combination of the three strategies of “story hook, core values + real gameplay demonstration, and clear call to action”. With the efficient reach of the short video advertising platform and combined with regional targeting, the target users are accurately covered.
For advertisers, this ad underscores several best practices:
- The plot-based hook opens the show, quickly attracting attention and stimulating user curiosity;
- The core values are conveyed, combined with real demonstration gameplay, to strengthen user participation;
- The call to action is concise and powerful, combined with the brand logo, significantly improving conversion rates.