Our newest case examine star is Household Island! Well-known for its extremely dramatic video advertisements and the usage of storytelling tropes. Is that the key to their success? Come check out their advertising technique with us and see how this Stone Age farming recreation turned a staple of cell gaming.
About Household Island
Household Island is an informal farming recreation that was launched in October 2019 by Melsoft Video games. The sport has been downloaded over 50 million instances (and greater than 2 million instances up to now 30 days).
Set within the Stone Age, the sport follows a household of 4 (the dad Bruce, the mother Eve and the kids Tim and Lizzy) that escapes a volcano eruption and begins a brand new life on an uninhabited island.
The objective of the sport is to assist the household survive and thrive by crafting, farming, foraging, and many others. Gamers have to develop crops and mine sources but in addition construct and improve instruments and buildings.
There may be additionally a discovery aspect in addition to the potential of adorning and customizing the farm. On prime of the gameplay, there’s a narrative layer following the household’s story with surprising twists to maintain gamers engaged. Among the storylines are interactive, that means that gamers can affect the general story.
Their app shops presence
Household Island has tailored its retailer property to the completely different audiences of each the App Retailer and the Play Retailer. Though the creatives are comparable in branding, shade schemes, and characters, there are nonetheless some adjustments between each shops.
One of many benefits of the sport is that due to their UA campaigns, the characters are very recognizable. Additionally they at all times put on the identical outfits and haircuts, constructing a way of familiarity with gamers. Blue is the predominant shade, it’s a peaceful shade that matches in properly with the idyllic island setting (though the island is barely seen on the App Retailer icon). Nonetheless, essentially the most notable distinction is that one icon solely reveals the dad and mom whereas the opposite reveals your entire household.
The Play Retailer focuses solely on Bruce and Eve, they haven’t reached the island simply but so that they’re nonetheless surrounded by glowing water. The App Retailer icon provides some particulars, with each the youngsters being current and extra motion for the characters (the mother is holding a plate and each member of the family is doing one thing with their arms).
The Play Retailer promo video acts as a backstory to the sport. It begins with an attention-grabbing volcanic eruption that explains why the household finally ends up on the sport’s island. They begin introducing gaming components one by one, exhibiting actions taken within the recreation, then vitality bars, and many others.
The storytelling-heavy starting is bound to seize customers’ consideration in addition to being a pleasant recall of the sport’s UA property.
Counting on dramatic tropes in UA
Drama brings feelings and will get folks invested. For UA, Household Island depends totally on video advertisements and storytelling. Many of the advertisements present relations in extremely dramatic conditions.
One of many tropes they use is the dishonest trope. Over a number of video advertisements, each the daddy and the mom are proven dishonest on one another, prompting the opposite father or mother to go away and find yourself on the abandoned island of the sport.
Dishonest is a extremely dramatic occasion, each in actuality and fiction. It pushes witnesses to take sides and, because of this, get emotionally concerned. It’s additionally a positive solution to drive robust opinions. Nobody is really detached to conditions like this and it reminds customers of actual life as a result of these are conditions which might be frequent and have been encountered earlier than in a nonfiction world.
Some variations of the advert additionally heighten the stakes with each the spouse and the daughter discovering out on the similar time whereas they had been about to announce a brand new being pregnant. Enjoyable truth: the dad is just not proven within the gameplay on the finish of the advert, as if he was not a part of the sport after that treason.
These tropes additionally permit the characters to specific robust feelings (shock, anger, disappointment), and the extra seen the emotion, the extra potential gamers can empathize with it and construct a reference to the sport.
Household Island has humanoid characters, which signifies that as a result of they’re human, they’re anticipated to behave as such, and exhibiting their humanity by emotional settings can create a bridge between the sport and its gamers.
An emotional attachment is step one towards a trusting relationship. For gamers to put money into a recreation, each money and time, they should join with it and belief the model.
Their video advertisements and basic UA campaigns additionally rely closely on storytelling. As a result of the sport has such identifiable characters, they can be utilized in numerous methods to showcase tales and catch viewers’ consideration. With a robust starting with excessive stakes, folks really feel compelled to observe the advert to know what occurs to the characters.
On this advert, the daddy is stranded at sea, surrounded by menacing sharks in the course of a storm. He’s clearly alone, wanting fondly at an image of his household. There are a number of plot twists: we see a shark leaping on the digicam, the daddy is nowhere to be discovered after that, and on the very finish of the video we see somebody watching the household from afar.
Not realizing what occurs to the dad retains customers concerned within the video, it might even increase interplay as a result of folks wish to marvel and speculate about what occurs. Storytelling is an effective way to spice up conversions and Household Island is absolutely counting on that, with nice outcomes.
One other trope they use is household. In spite of everything, it’s even in the secret. Household Island’s content material is all concerning the characters and their household. The daughter is the star of many UA video advertisements. Constructing a connection between the gamers and the characters is an effective way to maintain them engaged and cut back churn. In spite of everything, the extra they benefit from the characters and get connected to them, the extra they may need to play the sport.
Gamers being emotionally invested within the recreation and its characters is a good factor, as a result of not solely it signifies that they belief the model however they may play for longer.