As the competition in the sandbox game market becomes increasingly fierce, "One State RP: Role Play Online" has recently successfully stood out with its novel mode of "open world + immersive role-playing".
It has attracted a large number of players with its high degree of freedom of social interaction, rich plot branches and innovative gameplay design, breaking the inherent framework of traditional sandbox games with a unique gaming experience and bringing players a brand new gaming experience.
The following will deeply analyze the success of the game and provide valuable reference for game developers and advertisers.
1. App Profile
1.1 App Identity
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One State RP: Role Play Online Choose your own path in OneState! |
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Developer: CHILLBASE LTD
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Release Date:
- Google Play Store: 2022-04-19
- Apple App Store: 2022-04-30
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Category & Subcategory: Games / Action / Heavy Fighting
1.2 Performance Metrics
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Estimated Downloads: 1.03M+ (Last 30 Days)
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Estimated Revenue (IAP+IAA): $8.99M+ (Last 30 Days)
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Rating:
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Google Play Store: ⭐3.9/5 | 69146 Reviews
- Apple App Store: ⭐4.2/5 | 10172 Reviews
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1.3 Competitive Landscape
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2. Advertising Strategy Breakdown
2.1 Ad Intelligence
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Active Creative Trends:
- Creative Formats:
Video Image Playable Ads 95.64% 2.27% 2.09%
2.2 Regional Targeting Strategy
- Tier 1 Focus:
America France Brazil 6.40% 5.04% 4.76% - High-Growth Markets：
Germany Neherlands Saudi Arabia 4.49% 3.73% 3.61%
2.3 Traffic Sources
- Top Ad Networks :
Facebook Admob Applovin 35.65% 20.98% 9.91% - Top Sub Sources
Musi - Simple Music Streaming Amerigo - File Manager CapCut - Vlog 동영상 편집 어플 3.30% 3.08% 3.02%
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 | |
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| Highlighting Gameplay | A Clear and Compelling Download Prompt | |
At the beginning of the ad, a man showed his body language after learning that the game has been launched. Combined with the floating icon of the mobile app, it aroused the curiosity of game users and formed a preliminary understanding of the image of the game brand, attracting users to participate in the game.
Emotional ad hooks are particularly effective in short video ads, which can quickly attract users' attention by mobilizing users' emotions.
Then, the ad shows the gameplay while broadcasting the experience value of the game. The exaggerated language style and violent gameplay aroused the excitement of users and effectively attracted users to stay and watch.
This type of advertising form that shows real gameplay can effectively enhance users' trust and sense of substitution, thereby greatly shortening the user's conversion link.
Finally, the ad ends with a clear call to action, giving a clear game icon and click button to guide users to download immediately. This ending is simple and direct, avoiding user loss and maximizing conversion effect.
3. Conclusion
The success of One State RP: Role Play Online’s advertising campaign is inseparable from the organic combination of three strategies: “emotional hook, exaggerated gameplay explanation, and clear call to action.” With the efficient reach of short video advertising platforms and combined with regional targeting, the target users are accurately covered.
For advertisers, this ad underscores several best practices:
- Emotional hooks open the game to quickly attract attention and stimulate user curiosity.
- Gameplay demonstrations and explanations enhance intimacy and strengthen user participation.
- Calls to action are concise and powerful, increasing conversion rates.