Homescapes | Mobile Advertising Intelligence Analysis

Homescapes, one of the flagship titles from Playrix’s hit match-3 series, has carved out a solid position in the global casual gaming market. Known for its engaging home renovation storyline and character-driven gameplay, the game consistently attracts a broad user base across regions.

But Homescapes’ market success doesn’t rely on gameplay alone. A key driver lies in its emotionally charged, highly optimized ad creatives, which have become a staple across mobile ad platforms.

1. App Profile 

1.1 App Identity

Homescapes Welcome to Homescapes, a warm and cozy game from the famous Playrix Scapes™ series!

• Developer: Playrix

• Release Date:

  • Google Play Store: 2017-09-19
  • Apple App Store: 2017-09-19

• Category & Subcategory: Game / Match / Classical Match

1.2 Performance Metrics

• Estimated Downloads: 1.6M (Last 30 Days)

• Estimated Revenue (IAP+IAA): $74M (Last 30 Days)

• Rating:

  • Google Play Store: ⭐4.7/5 | 12937978 Reviews

  • Apple App Store: ⭐4.7/5 | 1988073 Reviews

1.3 Competitive Landscape

• Similar-Audience Apps: 

  Matchington Mansion

  Gardenscapes

  Royal Match

  Project Makeover

  Farm Heroes Saga

2. Advertising Strategy Breakdown

2.1 Ad Intelligence

• Active Creative Trends:

• Creative Formats:

  Video	Image	Playable Ads
  85.65%	11.64%	2.72%

2.2 Regional Targeting Strategy

• Tier 1 Focus: 

  USA	Japan	Germany
  6.73%	5.65%	3.14%

• High-Growth Markets：

  Malaysia	Brazil	Indonesia
  2.82%	2.72%	2.60%

2.3 Traffic Sources

• Top Ad Networks :

  Admob	Applovin	Mintegral
  29.73%	20.83%	7.46%

• Top Sub Sources

  Block Blast!	CapCut - Photo & Video Editor	Solitaire TriPeaks: Christmas
  2.90%	2.14%	2.07%

2.4 Creative Anatomy

This popular ad of Homescape opens with a close-up of an irresistibly cute cat — soft fur, big round eyes, and a playful demeanor.

• Instant emotional connection: Cats are universally loved across demographics and platforms. Their appearance immediately captures attention and evokes positive emotions.

• Scroll-stopping power: Compared to loud, chaotic intros, a calm, endearing image like a cat creates a surprising pause in a sea of flashy ads.

• Broad appeal: No need for language or context — it works across regions, age groups, and cultures.

Right after the cat moment, the ad transitions into a gameplay scene. The challenge is clearly defined, visually clean, and unfolds within a few seconds, minimizing cognitive load.

The ad ends with a clean, clickable “Play Free” button.

3. Conclusion

This Homescapes ad highlights several creative principles that can be applied across mobile advertising campaigns — especially when targeting casual audiences. 

• Lead with emotional cues, not gameplay: Visuals like pets, family moments, or character distress can draw users in faster than a product shot or gameplay loop. Don’t sell the game — tell a moment.

• Design for “mental play”: Show the audience a problem and let them imagine solving it. Even if the real gameplay is different, puzzle-based scenarios work because they invite interaction without requiring effort.