Whiteout Survival | Mobile Advertising Intelligence Analysis

My Talking Tom Friends 2 with its unique setting of "a glacial apocalypse combined with multi-dimensional survival management," has been a roaring success since its launch in February 2023. In June 2024, its monthly revenue exceeded $100 million, with 3.4 million downloads in that month.

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

Whiteout Survival Whiteout Survival is a survival strategy game to center on a glacial apocalypse theme.

• Developer: Century Games Pte. Ltd.

• Release Date:

  • Google Play Store: 2023-02-09
  • Apple App Store: 2023-02-12

• Category & Subcategory: Game / Strategy

1.2 Performance Metrics

• Estimated Downloads: 6.17 M+ (Last 30 Days)

• Estimated Revenue (IAP+IAA): $28 M+ (Last 30 Days)

• Rating:

  • Google Play Store: ⭐4.1/5 | 1318831 Reviews

  • Apple App Store: ⭐4.6/5 | 330248 Reviews

1.3 Competitive Landscape

• Similar-Audience Apps: 

  Lords Mobile: Kingdom Wars

  Doomsday: Godzilla x Kong

  Evony: The King's Return

  My Talking Hank: Islands

  Total Battle

2. Advertising Strategy Breakdown

2.1 Ad Intelligence

• Active Creative Trends:

• Creative Formats:

  Video	Image	Playable Ads
  88.89%	3.79%	7.32%

2.2 Regional Targeting Strategy

• Tier 1 Focus: 

  US	Japan	UK
  21.21%	17.09%	9.72%

• High-Growth Markets：

  Saudi Arabia	Brazil	Thailand
  7.88%	5.23%	4.27%

2.3 Traffic Sources

• Top Ad Networks :

  AdMob	AppLovin	Facebook
  25.79%	25.77%	12.30%

• Top Sub Sources

  Block Blast!	Musi - Simple Music Streaming	CapCut - Video Editor
  2.96%	2.69%	2.37%

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
Street Interview Plot		A Clear and Compelling Download Prompt

The ad doesn't begin by showing game footage, but instead features a storytelling street interview about a weekend activity.

This type of storytelling in game ads not only lowers user guard, but also creates a sense of connection through the realism and interactivity of the street interview, keeping users curious about the upcoming content. Storytelling hooks are particularly common in ads, quickly capturing users' attention through storytelling.

The ad then showcases gameplay through a continuous live Q&A session, creating an interactive dialogue.

The street setting and ongoing dialogue create a uniquely relatable feel for the game, allowing users to fully understand the brand concept.

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

Whiteout Survival's ad excels by combining the plot-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—street interview—to immediately capture attention and spark curiosity.
• Incorporate the street-level feel with the conversational feel to build brand awareness and enhance the user experience.
• Finish with a clear, consistent CTA, integrated with the game’s brand identity for maximum impact.