Top games on Twitter

Twitter is a global social networking platform, recently published the rankings for 2021. In the game rankings, here are the 5 most mentioned names:

Genshin Impact

Ensemble Stars!

Fate Grand Order

KNIVES OUT

Project Sekai

Out of the above 5 games, there are 4 anime style games, 2 music genre games. This article will briefly analyze 3 representative games selected from the above 5 games, study their revenue, downloads and advertising to find out why they are so popular.

Genshin Impact

Genshin Impact is an open-ended adventure game launched by Chinese developer MiHoYo in 2020. Since its release, this game has attracted a large number of players globally thanks to its game quality and card approach. copy.

The publisher has spent a lot of money on running Genshin Impact ads. According to the data is SocialPeta announced, this game has more than 20,000 ads on iOS and Android distributed until February 9, 2022. Based on last year’s advertising data, Genshin Impact’s favorite advertising platforms are Facebook (on iOS) and Google Ads (on Android).

The ads are mainly in the form of videos and images. The video ads revolve around showing the character, gameplay, and flaunting the game’s beautiful graphics. The image ads mainly display information about rewards, festivals and in-game events, and character drawings.

Or watch a promotional video below. It is distributed in Russia and mainly says “Elemental Reactions”, an in-game gameplay mode. For example, after using “Mona” to use the Water Elemental skill on an enemy, switch to Chongyun to continue using the freeze skill to freeze the enemy. There is a recipe at the end of the video for each “Elemental Reactions” that guides the user on how to play the game. Currently, the ad has a popularity of 974 (with a peak popularity of 999), 2.8 million impressions, and 1300 conversions.

https://youtu.be/tEuwEO9c3PY

The ad below, released on February 9, 2022, is a combination of game features, gameplay on different platforms, in-game perks, and celebrity livestreams. words in video, celebrity can increase user conversion rate from his fan base.

It’s been more than a year since its release, Genshin Impact still maintains a high growth rate. According to SocialPeta, in January 2022, this game has earned more than 4.7 million downloads on iOS and Android, recording more than 7.5 million MAU; it also grossed over $9.3 million in revenue on both iOS and Android platforms, demonstrating the game’s massive revenue-generating potential.

Ensemble Stars

Idol training is a long-standing culture in Japan, where girl group AKB, boy band Johnny, etc. live in real life. But until Love Live, a 2.5-dimensional school idol project was released in 2010, virtual idols finally succeeded in Japan. Following that, the musical series Love Live! School Idol Festival was released and 5 months later, it has reached over 1 million players. With such huge numbers, the wave of idol training has swept the mobile game market. The most prominent is the game Ensemble Stars

Game Ensemble Stars focuses mainly on idol training. Instead of focusing on the traditional handsome guys like in otome games and romantic relationships, this game shows guys with energetic, strong or hard working style. their own dream, the theme of “youth and the spirit of striving” has created a chord that touches the hearts of gamers.

The ad below is one of Ensemble Stars’ promotional videos!! Music. In the video, we can see the girls singing (a very peaceful feeling) -> the subway passes by and their eyes look down (sad mood) -> the idols shine and the girls smile laugh (happy). When emotions become strong again, players feel emotionally connected to everyone.

According to data collected by SocialPeta, Ensemble Stars!! Music, do not rely heavily on advertising. This game focuses on enhancing IP (intellectual game copyright). There are many products, comic books, music, novels and stage plays and animations produced based on IP, always reaching users in multiple dimensions to ensure player loyalty.

After many years of operation, Ensemble Stars!! Music stands out from other games of its kind and becomes the highest-grossing music game globally in 2021. The game also achieved remarkable achievements in January 2022, grossing $7.8 million in revenue. on the App Store and $1.7 million in revenue on Google Play

KNIVES OUT

KNIVES OUT is a battle royale shooter similar to PUBG. This game was officially launched in 2017 with the main market being Japan. According to SocialPeta, in the past 1 year, this game has carried out advertising campaigns mainly in Japan, accounting for about 77%, followed by the US, accounting for about 18%.

KNIVES OUT spends most of its marketing resources on localization of content, so their ads have been optimized to suit Japanese tastes. The ad below, which was just released in January 2022, is a promotional video of action scenes taken by the Japanese, without any footage taken from the game. The video is similar to the game shows on TV, very effective in bridging the distance between the game and the player.

In the past 1 month, KNIVES OUT has released a lot of such actual ads, accounting for more than 57% of total ads. Advertising of this game has been carried out on many popular social networking platforms in Japan such as Youtube, Twitter.

And KNIVES OUT is very active in collaborating with other IPs, as well as collaborating with many animation studios. Recently, this game has made a very successful anime, Tokyo Revergers

KNIVES OUT became a widely known game in Japan thanks to its partnership with IPs and aggressive advertising, as well as the absence of similar titles in Japan. As player growth slowed, the game maintained a very high level of revenue, reaching more than $18.7 million in revenue on the App Store and over $1.2 million in revenue on Google Play.

Conclude

The Twitter hottest mobile games mentioned above are very suitable for the tastes of the native people in Japan in almost every aspect ranging from design to gameplay to advertising strategy. And Japan (followed by the US) as the country with the most tweets has also increased the heat of the game. If you want to quickly build a new game and become a huge hit in the market through social networks, then you can consider referring to the marketing strategies above.