Comment & Opinion

How Royal Match draws on the ad legacy of Homescapes

Rovio's Claire Rozain takes a look at Dream Games' renowned flagship title, Royal Match, and the myriad influences beyond the Match 3 genre

How Royal Match draws on the ad legacy of Homescapes

PocketGamer.biz does not need to express how vital user acquisition is to the mobile games industry. With IAPs driving less than 50 per cent of revenue, and privacy changes from Apple and Google disrupting the ad monetisation landscape, bringing more players onboard is only becoming more vital.

This means thinking creatively, strategically, and sometimes even misleadingly. Claire Rozain, UA team lead at Rovio, casts her expert lens on the latest user acquisition strategies in her new weekly column, UA Eye.

From Angry Birds to Royal Match

It was during a game of Angry Birds Friends – which is currently in the middle of a special event in which players can contribute to the planting of 150,000 trees by Ecosia, as part of Playing for the Planet's Green Game Jam – that I saw this rewarded ad for Dream Games' Royal Match.

Royal Match is one of the most prolific Match-3 games in recent years, so let's take a look at the ways the game chooses to speak to its audience.

The breakdown

High contrast and strong colours: This is very straightforward, but you only have a few seconds to immediately grab your player. The deep black of the background contrasts heavily with the matchables, which are themselves consigned to three bold colours.

Green is a satisfying colour, and the red expressed urgency.

High contrast and strong colours

Character emotions impacted by gameplay: An increasingly big trend in puzzle games is to include on-screen characters that are responds to your gameplay, increasing user attention and engagement.

In this case, the character uses a lot of hand gestures to express emotion – I actually wondering if they could try an ad with a dancing king; I'm pretty sure it would work!

On-screen characters responding to gameplay

Visible and recognisible gameplay hand: An addition that is very specific to Royal Match! Even in the last few months, we have seen a lot of iteration of the visible hand with jewels, but this hand is immediately recognisable as the king's hand.

This is due to the a strong pairing of unique graphics within the game and an alignment with intensely specific brand guidelines.

Visible and recognisible gameplay hand

Snow elements: Snow usually performs well in advertising and contributes to CPI decreases. This is due to the high visible contrast that white snow provides on ads – especially in this instance, with the aforementioned black background.

Snow elements

Keep an eye on the temperature: This is used in a lot of puzzle games ads to show gameplay progression. One of the earliest uses was by Playrix, with the now-infamous Homescapes advert showing its lead character [Editor's note: his name is Austin!] restrained in the bed while the room is burning!

Keep an eye on the temperature

Look at your castle: Royal Match is well known for allowing players to collect numerous decorative items – after all, you are a king! I think it is really cool to use a kingdom reference, but it is a little risky, CPI-wise, as castles speak to a really specific and niche audience.

Look at your castle

The bridge to reach the castle: It definitely looks reminiscent of a pull-the-pin game; a puzzle genre that is really simple and constantly outperforms. I think it is really smart they managed to keep the bridge visually simple and echo the sentiment of a pull-the-pin game!

The bridge to reach the castle

End card: Thr ad concludes by emphasising the feeling of mastery that is key to the puzzle genre's target audience. Can you do better is a deeply evocative challenge towards the player.

End card

---

You can find every weekly installment of Claire Rozain's UA Eye through this link, and for more from Rozain, check out the Puzzle Society.

PocketGamer.biz regularly posts content from a variety of guest writers across the games industry. These encompass a wide range of topics and people from different backgrounds and diversities, sharing their opinion on the hottest trending topics, undiscovered gems and what the future of the business holds.

Comments

4 comments
View options
  • Order by latest to oldest
  • Order by oldest to latest
  • Show all replies
Elisa keily Love spell at Felis game dev
Hello everyone, my name is Elisa Keily I am so overwhelmed with joy all thanks to Dr Raypower spell. My husband left me for another woman a few years back and I was very devastated cause I never did anything wrong to him, I was left with my two kids and a job that pays little. I was almost giving up until I saw a testimony online about Dr Raypower and I decided to contact him.I explained my problem to him and he assured me I'll see a positive result after 24hurs, surprisingly my husband came back the day after the spell begging me to forgive him and promised to never leave. My husband has been back for 6 months now and we've never had any issues, am glad I didn't doubt Dr Raypower cause he sure can solve any problems with fast relief you can also contact him for help now

Email: Urgentspellcast@gmail.com 
Website: https://urgentspellcast.wordpress.com
WhatsApp: +2348123345491
Ann Johnson Review of real love spell caster

My boyfriend that left me a few months ago just came back to me last night crying for me to take him back. After a 3 year relationship with my boyfriend, he changed suddenly and stopped contacting me regularly, he would come up with excuses of not seeing me all the time. He stopped answering my calls and my sms and he stopped seeing me regularly. I then started seeing him with different girls several times but every time he would say that he loved me and that he needed some time to think about our relationship. But I couldn’t stop thinking about him so I decided to go online and I saw so many good talks about this spell caster and I contacted him and explained my problems to him. He cast a love spell for me. and After 2days, my boyfriend came back to me and started begging me to forgive him. We moved in together after a few months and he was more open to me than before and he started spending more time with me than his friends. We eventually got married and now have been married happily with a son. Ever since this caster helped me, my husband is very stable, faithful and closer to me than before.
Here’s his contact
Call/WhatsApp him: +2348055361568 ,
Email him at: Unityspelltemple @gmail. com
Ann Johnson Review of real love spell caster

My boyfriend that left me a few months ago just came back to me last night crying for me to take him back. After a 3 year relationship with my boyfriend, he changed suddenly and stopped contacting me regularly, he would come up with excuses of not seeing me all the time. He stopped answering my calls and my sms and he stopped seeing me regularly. I then started seeing him with different girls several times but every time he would say that he loved me and that he needed some time to think about our relationship. But I couldn’t stop thinking about him so I decided to go online and I saw so many good talks about this spell caster and I contacted him and explained my problems to him. He cast a love spell for me. and After 2days, my boyfriend came back to me and started begging me to forgive him. We moved in together after a few months and he was more open to me than before and he started spending more time with me than his friends. We eventually got married and now have been married happily with a son. Ever since this caster helped me, my husband is very stable, faithful and closer to me than before.
Here’s his contact
Call/WhatsApp him: +2348055361568 ,
Email him at: Unityspelltemple @gmail. com
Elisa keily Love spell at Felis game dev
Hello everyone, my name is Elisa Keily I am so overwhelmed with joy all thanks to Dr Raypower spell. My husband left me for another woman a few years back and I was very devastated cause I never did anything wrong to him, I was left with my two kids and a job that pays little. I was almost giving up until I saw a testimony online about Dr Raypower and I decided to contact him.I explained my problem to him and he assured me I'll see a positive result after 24hurs, surprisingly my husband came back the day after the spell begging me to forgive him and promised to never leave. My husband has been back for 6 months now and we've never had any issues, am glad I didn't doubt Dr Raypower cause he sure can solve any problems with fast relief you can also contact him for help now

Email: Urgentspellcast@gmail.com 
Website: https://urgentspellcast.wordpress.com
WhatsApp: +2348123345491