Cracking the Code: How Evony's Ads Built a Winning Strategy

Introduction

Evony: The King's Return has made its mark in the strategy gaming world with millions of downloads and major revenue milestones. But beyond the game's deep mechanics lies another masterstroke - its ad strategy.

We analyzed Evony's 10 top-performing ads and uncovered a clear formula that’s been driving their success. Let's dive into the creative tags, psychological strategies, and key takeaways to understand why Evony's ads work and how you can apply these insights to your own campaigns.

Top Creative Tag Combinations

Here's the magic mix that stood out in Evony's best-performing ads:

Gate Runner Mechanic + Neutral Character + Failure Scenario (50% of Top Ads)

• The Gate Runner mechanic introduces quick, engaging gameplay that’s easy to understand but challenging enough to keep viewers hooked.
• Failure scenarios add tension, drawing viewers in as they wonder, "Can I beat this level?"
• Neutral characters ensure the challenge feels fair and achievable, positioning the player as the hero.

UGC Style + Voice-over Narration + Urgency Messaging (20% of Top Ads)

• User-generated content (UGC) style creates authenticity, helping the ad feel less polished but more relatable.
• Voice-over narration adds storytelling depth, engaging viewers who might not be traditional strategy gamers.
• Urgency messaging pushes the action, encouraging immediate engagement.

​Base Building Mechanic + Minimal Character Focus (20% of Top Ads)

• Focuses on the core strategic depth of the game, appealing directly to dedicated strategy gamers.
• Less emphasis on characters allows the mechanics to shine, keeping the message clean and straightforward.
  

The Psychology Behind Evony's Ads

Why does this approach work so well? Here's what stood out:

Gate Runner Mechanic is the Star (60% of Top Ads)

• It's simple yet satisfying. Viewers instantly grasp the gameplay and get quick gratification while sensing deeper challenges ahead.

• This mechanic ensures the ads are digestible, even for first-time viewers.

Balanced Approach to Difficulty

• Exactly 50% of the ads show failure scenarios, creating a sense of tension that feels challenging but not impossible.

• This balance keeps players intrigued without feeling discouraged, motivating them to download and "beat the challenge."

Neutral Characters for a Relaxed Hook​

• ​80% of character-focused ads featured neutral characters, offering a different emotional pull compared to games like Whiteout Survival.

• Instead of distress, the focus is on skill and achievement, positioning the player as a strategist rather than a rescuer.

Overall Creative Elements

100% of Top Ads Included These

• Music Soundtrack: Every ad used background music to set the tone and create immersion.

• Game Logo in End Card: Ensures brand recognition and cements the visual identity of the game.

• Clean UI (No Progress Bars or Countdowns): Keeps the focus on gameplay, ensuring clarity and avoiding distractions.

• No HTML Elements in End Cards: Clean, minimal design that keeps the message straightforward.

90% of Top Ads Included:

• Gameplay Footage: Showed real in-game experiences, helping to set accurate player expectations.

• Character Presence: Added a human connection, increasing relatability and engagement.

80% of Top Ads Included:

• Gameplay Audio: Enhanced immersion by making the game feel real and tangible.

• Direct Call-to-Action: Simple, direct CTAs like "Get it" or "Download Now" encouraged immediate action.

Formula Variations: Three Distinct Approaches

1. Challenge-Focused (60%)

   • Gate Runner mechanics

   • Failure scenarios

   • Appeal: "Test your skills"

2. Narrative-Driven (20%)

   • UGC style with storytelling

   • Voice-over narration

   • Appeal: "Be part of the story"

3. Strategy-Centered (20%)

   • Base-building mechanics

   • Minimal character focus

   • Appeal: "Build your empire"

Each approach targets a different player type, ensuring the ads appeal to diverse audiences within the strategy genre.

The Evony Advantage

What sets Evony apart? Unlike some other strategy games like Whiteout Survival, which leans into urgency and distress in their ad creatives, Evony's ads strike a balance. They highlight challenge and achievement without overwhelming the viewer.

• Simplicity Wins: Their strategy proves you don't need complex UI elements like progress bars or countdowns. Instead, the focus is on clean, accessible gameplay that speaks for itself.

• Emotional Balance: The ads are designed to feel challenging but fair, enticing players to test their skills without the emotional weight of "rescuing" characters in distress.

What Can You Learn?

1. Focus on Relatable Challenges: Ads should feel achievable and relatable. Viewers need to see themselves beating the challenge.

2. Simplify Your UI: Clean, straightforward ads help the message land better. Avoid clutter.

3. Use Real Gameplay: Authenticity matters. Showcase what the game actually feels like to play.

4. Tailor Emotional Pull: Not every ad needs to be high-stakes. Sometimes, the promise of skill-testing and achievement is enough.

5. Direct CTAs Work: Don’t complicate it. Tell viewers exactly what you want them to do.