Creatives are the first and key stage of the funnel, where the user interacts with the product for the first time. The main task is to instantly capture attention, attract interest and warm up interest in a matter of seconds. In this article, we are Profit Rental - a service for renting agency accounts for in-app sources and social networks. We will analyze the most effective approaches to creating in-app creatives in gambling, and show with examples which solutions really work and which do not.

What should be more creative?

There are several types of creatives, but each of them has the same goal: to engage the user. In gambling, it is important to:

to generate interest, engage customers, and promote the product;
to demonstrate the attributes of a beautiful life, creating an image of a successful person;
create an atmosphere of excitement and anticipation of winning;
attract attention with "tasty" bonuses, free spins, and deposits; show the mechanics and key features of the games available in the apps;
end the creative with a call to action, encouraging the user to download the app and duplicate the nice bonus.

Approaches that work effectively in in-app creatives

An emotional approach: winning and SMS notifications

It is also important to demonstrate the mechanics of the game: what awaits the user and what rewards they can receive.

One of the most powerful triggers in gambling creatives is the emotion of winning. It's not just about showing the gameplay, but also about conveying the feeling of victory and triumph. The key element here is the message about winning (in the form of an SMS) and the screenshot of the bank app's deposit, which creates a sense of success and triumph. This approach helps the viewer to imagine themselves as the winner.

In this format, a well-thought-out text adapted to the target audience's mentality in a specific GEO plays a crucial role. It is important to create a compelling story about a character who has won a big prize, convey their emotions, and enhance the engagement effect.

Let's look at the main ones.

Pure demonstration of game mechanics, special effects, and animations is quite rare. Most often, the gameplay is accompanied by additional elements, such as a person experiencing intense emotions from winning, or other accents that enhance engagement.

It is also necessary to show the game itself, through which the hero received the prize, so that the user can see the real path to victory and imagine himself in the hero's place.

News approach

The Luxury Living Approach

The "Before/After" approach

Native approach

Text - based approach with timing

In this format, the key element is a timer that creates a sense of urgency, as the user knows that the bonus will expire. Additionally, the creative features dynamically switches between key benefits, such as free spins, quick withdrawals, and various bonuses ranging from small to large. The main trigger is the need to take advantage of the offer before the time limit expires, encouraging users to act quickly.

An aggressive approach where they inform you that a casino has been hacked and there is a chance to win big. This approach instantly grabs your attention and encourages you to take action, creating a sense of an exclusive opportunity that is only available for a short time.

Mislide approach

This format works effectively for some geo and is based on real user stories. It is important to show an ordinary person who shares their winnings on camera, tells their story, while demonstrating the very process of the game and interacting with the listener.

This format is based on a stark contrast, clearly showing the difference between life "before" and "after" winning. At the beginning of the creative, we show an old car, an empty wallet, and a dull atmosphere. The character seems to be on the verge of despair, with no money and a bleak life. However, after installing the app, everything changes: the character's life becomes luxurious, with a new car, stacks of money, and a sense of freedom. This creative evokes emotions and demonstrates to the viewer that they can change their reality by winning money in the app.

The shot shows a game on a phone, with wads of money on the table next to it. The phone looks worn out, emphasizing that anyone can win, regardless of their status. The important focus is on the moment of joy from winning, which is enhanced by the incoming SMS about the funds being credited. This creative approach builds trust and motivates the viewer to try their luck and download the app.

This format focuses on status and success, creating associations with the luxurious lifestyle that the audience aspires to. The visuals include striking elements of luxury, such as sports cars, expensive accessories, and money. For example, a woman is seen driving a luxurious car, playing a game, and instantly winning a large sum. This creative approach evokes emotions, creates desire, and motivates viewers to experience the thrill of luck.

The "Usercase" Approach

Life hacks for working with In-app creatives

Use the offers of top games that have the most deposits and will have better traffic. Pay attention to the games that are popular in a specific geo and add them to your creatives for maximum relevance.
Use the ATM and bill approach. It may seem like an old-school approach, but it's not. It demonstrates that winning is not limited to just an SMS notification, but is a tangible, physical result.
Use the symbols of major cities and geo-tags, such as the country flag or city name. This approach can also build trust.

Misleading approaches that create a false expectation of something that is not available or promise something that does not exist convert well into installation and registration. However, conversion into a deposit may be lower, and the audience may not always be suitable.

7 questions to buyer about In-app creatives

How long should the creative be?

Use a short and concise video format with a clear message that lasts up to 30 seconds.

Are there any specific features of their application in in-app advertising? It is recommended to use a final frame with bonuses and also add a CTA button throughout the creative: "Install"/"Claim Bonus"/"Get Free". This enhances engagement and encourages action.

What role do text and a call to action (CTA) play?

How can I test my in-app creatives to improve their effectiveness?

How can you tell if your creative has run out of steam?

Which creative can be considered bad?

How to test creatives?

We load different approaches for specific geo and offers.
We spend the test budget (approximately 100 euros, the average cost of one deposit).
Analyzing: if there are no deposits, but there are registrations, you can wait for deposits or disable the creative. If deposits appear, we can return the creative to rotation.
We select the most effective approach for a given geo.

But traffic can change (today is better, tomorrow is worse), but if the overall effectiveness decreases over a longer period of time, the creative needs to be replaced or improved.

How to deal with creative burnout?

The most obvious signal is a decrease in conversions, unless it's a problem with the offer or technical issues. If the conversion rate to deposits decreases on multiple verified offers simultaneously and the ROI decreases, it's a signal for the buyers. CTR may also decrease due to frequent impressions to the same audience. If the CTR drops by more than 30%, it may also indicate burnout.

Bad creative: boring, unclear, and doesn't engage. It doesn't explain why you should spin the slots and what's the point, lacks motivation, and doesn't contain the necessary triggers.

After you've found the most effective approach, start to customize the working approach: change the details, try different characters, add other elements (for example, an ATM with different people). It's optimal to test 4-5 different approaches (there may be more creative options).

What metrics are important for analyzing their performance? Many people focus on CTR, which often helps to get more installs, but it is not always the main indicator of effectiveness in our verticals. Sometimes, the CTR is low, but the creative converts well into registrations and deposits. Therefore, the main metric is CPA (cost per event). The event can be either a registration or a deposit. If the payout is for a deposit, we focus on the cost of the deposit first. However, we can also evaluate the cost of registration as an intermediate event.

Launch new variations of successful creatives (change characters and details).
Add new approaches by testing fresh ideas.
Monitor the dynamics of metrics and replace/modify your creative in time.

Conclusions

There are several key triggers in creatives that attract attention and motivate people to take action:

Real money and emotions from winning.
SMS notification about winning.
Screenshot of the banking app with the process of withdrawing funds to a card.
Attributes of a luxurious life that create associations with success.
A selling element is the game's USP, demonstrating what the user will receive and what bonuses they can expect.
A creative that sells not only the product but also the lifestyle that the audience aspires to.
By using different approaches, you can achieve the perfect formula for growth and increased ROI. Our specialists will help you with the launch, conduct a detailed analysis of your advertising campaigns, and provide you with full consultation.

If you are looking for In-app agency accounts, we, Profit Rental, offer the most favorable conditions. Our support is always available! We help with setup, provide expertise on your advertising campaigns, and answer any other questions.

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