Why stories sell: The emotional trigger for mobile game players

• Storytelling is a proven driver of mobile ad performance, boosting engagement, retention, and in-app purchases.
• The most effective ads use a “light narrative” with four key beats: setup, trigger, progression, resolution.
• There is a “three-second rule”: grab attention instantly with an emotional hook to stop users scrolling.

Giacomo Maragliulo is creative director at Supersonic.

In the vibrant, intensely competitive landscape of mobile gaming, the true differentiator that turns casual scrolls into committed clicks lies in the ancient art of storytelling.  We're not just selling a game; we're selling a journey, an experience, and most importantly, an emotion. 

Players don't just want a diversion; they crave the joy of overcoming a challenge, the excitement of discovery, and that exhilarating "yesss!" moment.

Why narratives matter 

Effective storytelling in ad creative is more than just a creative choice - it’s a proven driver of performance. Ads that evoke emotions like curiosity or excitement capture attention, boost engagement, and improve retention.

Narratives also provide clear direction, motivating players to keep watching and playing, which helps ads stand out in a crowded market. Strong storytelling helps lower CPI (cost per install), boost IPM (impressions per mille) and increase key metrics like retention and ROAS.

When players are emotionally invested in the outcome, they are more likely to spend, driving up in-app purchase (IAP). From my experience as creative director at Supersonic, data has consistently shown that ads with a light narrative layer outperform those without, across all key metrics.

Crafting the right narrative structure 

Different mobile game genres demand distinct storytelling approaches. Just as gameplay varies, so too should the ad's narrative reflect how players engage with the game.

• Linear storytelling: Ideal for games with clear cause-and-effect progression, such as idle, puzzle, or strategy games. 

• Emergent storytelling: Best suited for games where player choices shape the outcome, often seen in simulation or complex strategy titles. These ads highlight decision-making, showcasing the impact of player agency.

• Progression-based storytelling: Particularly effective for idle, puzzle, or strategy games, this style reveals key milestones and transformative progress over time, building anticipation.

• Short-form narratives: Essential for hypercasual and snackable gameplay, these require punchy, high-stakes, high-reward bursts of story. The focus is on instant gratification and quick emotional hits.

The narrative toolkit

Regardless of the chosen structure, the objective is to build a "light narrative" - something quick, impactful, and easily digestible. These narratives prioritise an instant emotional hook while keeping the core gameplay front and centre. A light narrative typically comprises four essential beats:

1. Setup: Quickly establish the hero's starting situation - perhaps a struggle, a challenge, or an opportunity.

2. Trigger: Introduce the pivotal moment that propels the hero into action, such as an upgrade, a critical decision, or a surprising twist.

3. Progression: Showcase growth and improvement, whether through levelling up, unlocking new tools, or mastering a mechanic. Players yearn to see tangible advancement.

4. Resolution: Provide a sense of payoff - a triumphant win, a significant transformation, or even a tantalising cliffhanger that leaves viewers wanting more.

A powerful tool, even in short-form ads, is a simplified Hero's Journey. It gives structure, emotion, and momentum - all in just 15 to 30 seconds. It can be presented in two ways: 

• Third-person POV: The viewer observes a character's transformation, fostering empathy and inspiring them to embark on their own journey. It offers more control, excellent for showcasing progress, transformations, or the broader game loop. 

• First-person POV: The viewer is the hero, making decisions and experiencing the consequences directly. This immersive perspective is perfect for highlighting emotional choices and cause-and-effect gameplay.

The “three-second” rule

Before a story can perform, it must be seen - and felt. The harsh reality of mobile advertising is the "three-second rule." You have mere seconds to capture attention, and in those critical moments, emotion is everything.

An emotional trigger, whether it’s tension, surprise, or curiosity, is what stops the scroll. The ad must hit viewers instantly with something that sparks a "whoa!" moment - a dramatic failure, a hilarious surprise, or an enticing challenge. Once that emotional connection is forged, viewers are more likely to engage.

Choosing the right camera perspective, along with intentional camera shots (close-ups for intensity, wide shots for context), can dramatically enhance emotional engagement and clarity.

Best practices for high-converting narratives

To craft truly impactful mobile game ads, adhere to these guiding principles:

1. Show, don't tell: Let visuals carry the story. Instead of describing power, show a character smashing through a level. Instead of claiming progress, show the before and after.

2. Know your audience: Understand their demographics, interests, and pain points to tailor stories that genuinely resonate and motivate them.

3. Unlock player motivators: Tap into what drives them to play, making the story relatable and emotionally charged.

4. Visual appeal: Utilise strong, clean visuals and seamless transitions to ensure the story flows smoothly and remains engaging.

5. Instant emotional engagement: Hook viewers within the first three seconds with an emotional trigger, blending gameplay into the narrative from the very start.

6. Embrace data & UA: Let performance data guide your creative process. Test, tweak, and allow even minor adjustments to your story structure to drive significant results.

The most effective ads do more than show gameplay - they make players feel something. Emotion drives engagement and performance. By matching storytelling to each genre, using strong visuals, and triggering instant emotions, advertisers can create high-converting ads.

Focus on the first three seconds and emphasise feelings - fear, satisfaction, or excitement - to inspire action. Every ad should spark emotion, as that’s the core of successful mobile ad storytelling.