Hay Day | Mobile Advertising Intelligence Analysis

Hay Day has neither the thin gameplay of traditional hyper-casual games nor the complex economic system and high-intensity task pressure of heavy-duty management games. Instead, it achieves a precise balance between a relaxed and casual experience and the fun of long-term management through the innovative model of fragmented farm operations and social resource circulation, becoming a classic farm simulation game in the hearts of hundreds of millions of players around the world.

However, beyond the game itself, it’s the advertising strategy that truly stands out—leveraging smart creative concepts, ad networks, and geo-targeting to maximize reach and engagement.

1. App Profile 

1.1 App Identity

Hay Day Welcome to Hay Day. Build a farm, fish, raise animals, and explore the Valley.

• Developer: Supercell

• Release Date:

  • Google Play Store: 2013-11-13
  • Apple App Store: 2012-06-21

• Category & Subcategory: Game / Management Simulation / Management

1.2 Performance Metrics

• Estimated Downloads: 1.83 M+ (Last 30 Days)

• Estimated Revenue (IAP+IAA): $22 M+ (Last 30 Days)

• Rating:

  • Google Play Store: ⭐4.3/5 | 13258116 Reviews

  • Apple App Store: ⭐4.6/5 | 610414 Reviews

1.3 Competitive Landscape

• Similar-Audience Apps: 

  Township

  Gardenscapes

  Farm Heroes Saga

  FarmVille 2: Country Escape

  Big Farm: Mobile Harvest

2. Advertising Strategy Breakdown

2.1 Ad Intelligence

• Active Creative Trends:

• Creative Formats:

  Video	Image	Playable Ads
  92.48%	5.99%	1.53%

2.2 Regional Targeting Strategy

• Tier 1 Focus: 

  US	Thailand	Germany
  3.01%	3.00%	2.86%

• High-Growth Markets：

  Turkey	Japan	Indonesia
  2.82%	2.71%	2.67%

2.3 Traffic Sources

• Top Ad Networks :

  AdMob	Facebook	Mintegral
  30.73%	29.99%	7.26%

• Top Sub Sources

  Block Blast!	CapCut - Video Editor	UNO!™
  3.22%	2.90%	2.65%

2.4 Creative Anatomy

Let’s break down one of its ads' success through the lens of Hook, Demonstration, and CTA, while offering insights for marketers seeking to apply similar strategies.

Hook&Demonstration		CTA
Highlighting Gameplay		A Clear and Compelling Download Prompt

The ad doesn't directly display the game screen at the beginning. Instead, it uses a narrative clip reminiscent of a social media post, combined with the caption "Poor little things were abandoned," emojis, and background music to hint at the "abandoned chicks" beneath the white cloth.

This pitiful and lonely scene immediately evokes a protective instinct in viewers, making them eager to watch the following ad content and encouraging them to continue watching. Story-driven ad hooks are particularly effective in short video ads, quickly capturing users' attention through the plot.

Then, as the plot progresses, the ad reveals that the game screen is actually beneath the white cloth, effectively transitioning from the social media storyline to the game.

Driven by the plot, the ad creates a strong emotional contrast, creating an intense and immersive experience that encourages users to continue watching and retain a deep impression.

Finally, the ad concludes with a clear call to action, featuring the game logo and prompting users to download the app immediately. This simple and direct ending prevents user churn and maximizes conversions.

3. Conclusion

Hay Day's ad excels by combining the interaction-driven hooks, an authentic gameplay demonstration, and a clear CTA—all distributed effectively across short-form video platforms and ad networks with geo-targeting tailored to the game’s key markets.

For advertisers, this ad underscores several best practices:

• Use the plot-driven hook—social media storytelling—to immediately capture attention and spark curiosity.
• Incorporate the drama with impacts users' emotionss to deepen the user impression and enhance their experience.
• Finish with a clear, consistent CTA, integrated with the game’s brand identity for maximum impact.