Paper.io 2 | Mobile Advertising Intelligence Analysis

Paper.io 2 combines a physical collision-style color block occupation mechanism, a personalized skin unlocking system, and real-time leaderboard competition, coupled with a minimalist low-polygon style and smooth operation feel, and is constantly consolidating the category benchmark of lightweight multiplayer competition.

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

Paper.io 2 Welcome to the next level of addictive and thrilling gameplay with Paper.io 2!

• Developer: Voodoo

• Release Date:

  • Google Play Store: 2018-09-13
  • Apple App Store: 2018-08-09

• Category & Subcategory: Game / Action / Casual Action

1.2 Performance Metrics

• Estimated Downloads: 6.87 M+ (Last 30 Days)

• Estimated Revenue (IAP+IAA): $3.90 M+ (Last 30 Days)

• Rating:

  • Google Play Store: ⭐4.0/5 | 2346405 Reviews

  • Apple App Store: ⭐4.5/5 | 2521446 Reviews

1.3 Competitive Landscape

• Similar-Audience Apps: 

  Mini Games: Calm & Chill

  Snake Clash!

  AMAZE!!!

  State.io

  Offline Games No WiFi Fun 100+

2. Advertising Strategy Breakdown

2.1 Ad Intelligence

• Active Creative Trends:

• Creative Formats:

  Video	Image	Playable Ads
  94.08%	1.63%	4.28%

2.2 Regional Targeting Strategy

• Tier 1 Focus: 

  US	Canada	UK
  2.89%	2.32%	2.18%

• High-Growth Markets：

  Brazil	Japan	Mexico
  2.17%	2.16%	2.16%

2.3 Traffic Sources

• Top Ad Networks :

  Facebook	Unity	Mintegral
  29.65%	18.66%	13.62%

• Top Sub Sources

  Hole.io	Block Blast！	Color Blocks Fill – 3D Puzzle
  2.21%	2.13%	1.66%

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 initially show the game itself. Instead, it introduces users to the game by featuring a stay-at-home blogger reading a fan comment about a gameplay trick: "If you circle the whole map, you can actually win."

This interactive introduction not only connects users to the game and its environment, but also fosters social connection through the player's continuous interaction, keeping viewers engaged and eager to watch the ad. Social scene-driven hooks are particularly effective in short-form video ads, quickly capturing users' attention through the dual output of real-life appearances and social media interaction.

The ad then uses a split-screen format to showcase the blogger's emotions and fan-suggested gameplay, exaggerating the sense of accomplishment these gameplay techniques bring, further heightening user curiosity.

The ad creates an innovative connection through social media interaction and exaggerated visuals, showcasing the game's fun and challenging nature. The entire experience is tense and immersive, encouraging continued viewing.

Finally, the ad concludes with a call to action, showcasing the game logo and encouraging users to download it immediately. This ending is simple and direct, avoiding user loss and maximizing conversion effects.

3. Conclusion

Paper.io 2'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 interaction-driven hook—a social media feel—to immediately capture attention and spark curiosity.
• Incorporate the homey feel with the dramatic overtones to create a sense of challenge through emotion and enhance the user experience.
• Finish with a clear, consistent CTA, integrated with the game’s brand identity for maximum impact.