In advertising, capturing user attention is everything! One increasingly popular tactic among UA teams, marketing leaders, and ad creative teams at mobile game studios is what we call internally refer to as "failvertising" or more commonly known as fail advertising. This blog dives into why failvertising works in mobile gaming, how it’s spreading like wildfire in mobile game ads, and what digital marketing for mobile games looks like when paired with smart creative analytics and campaign monitoring.
What Is Failvertising/Fail Advertising?
Failvertising refers to a creative mobile game ad strategy that intentionally shows gameplay failures or user-generated content (UGC) where a player struggles or “fails” at simple tasks. You might see ads from popular games such as Royal Match, Subway Surfer, or Township featuring scenarios where players repeatedly lose, whether by making the wrong choice or by failing an otherwise straightforward level.
These ads tap into a psychological phenomenon: by showcasing a player's failure, they challenge the viewer. The message is, “I can definitely do better.” This subtle nudge propels many users to download the game, driven by the urge to prove themselves. As one industry insider put it, it's a blend of challenge and social proof wrapped up in mobile game ad creative strategies.
The Psychology Behind Mobile Game Ads
Here’s why this approach resonates with many users:
Challenge and Curiosity:
When viewers see someone fail a level multiple times, it piques their curiosity and competitiveness, leading them to download the game.Relatability Through UGC:
Incorporating UGC in these mobile game ads creates an authentic feel. Even when players fail, the authenticity and relatability can drive a stronger emotional connection, ultimately increasing ad engagement. This is often echoed in UGC mobile ads success stories circulating on industry forums and social media.Lower Cost Per Install (CPI):
Despite the mixed reviews from the viewers of these ads, fail ads can result in lower CPI. Data suggests that even if a small percentage of frustrated viewers eventually convert into long-term users or even "whales," the profit margin justifies the strategy. This tactic is a well-known phenomenon in discussions about lower cost per install mobile ads.
Fail Advertising: The Double-Edged Sword
While fail advertising has its merits, it also comes with drawbacks:
Viewer Frustration:
Many players express annoyance at constantly seeing failed gameplay, leading to discussions on forums like Reddit. Some argue that this form of mobile game advertising can feel condescending, as if the game presumes its player base is incapable of succeeding.Overuse and Fatigue:
As more companies jump on the failvertising bandwagon, the novelty wears off. The strategy must evolve, or it risks becoming background noise in an oversaturated market. Therefore, integrating mobile game ad creative strategies that balance challenge with clear demonstrations of game mechanics is essential.
Harnessing Creative Analytics & Campaign Monitoring Tools
For marketing leaders and UA teams, the key to leveraging failvertising without falling into its pitfalls lies in smart, data-driven decisions. This is where creative analytics and campaign monitoring tools come into play.
Why Use Creative Analytics?
Optimize Ad Creative:
Segwise's creative analytics and insights AI Agent enables you to test different ad variations and determine which elements of a fail ad resonate most with your audience and drive results by tagging all creative elements in your ad (image,video, HTML, playable). By analyzing viewer engagement and conversion data, you can refine your approach to ensure you’re challenging users without overwhelming them, while simultaneously testing new concepts with new elements based on the creative tagging data.Understand Viewer Behavior:
Creative tagging can reveal insights into why certain fail ads perform better. For instance, it may show that ads featuring a humorous twist or a clear call-to-action (e.g., “I bet you can't clear this level!”) tend to drive higher installs despite initial viewer frustration. Such ad creative optimization tips help you strike the perfect balance between challenge and appeal.
The Role of Campaign Monitoring Tools
Automated Performance Tracking:
Campaign monitoring tools let you track the performance of your mobile game ads. Metrics such as CPC, ROAS, IPM, Retention, and lifetime value (LTV) help you understand the full impact of your fail advertising campaigns.Iterative Improvements:
With detailed insights and alerts on metric movements, you can iteratively improve your ad campaigns. This means adjusting your creative strategy based on user feedback and data trends, ensuring that your approach to mobile game advertising remains fresh and effective.Segwise Campaign Monitoring:
Using Segwise's campaign monitoring agent gives you a snapshot of current campaign performance down to an ad creative level and it's impact on a metric you care about. This enables proactive adjustments that drive higher mobile ad performance and lower CPI.
Actionable Tips for UA Teams and Marketing Leaders
Test Different Creative Elements:
Experiment with varying degrees of failure in your ad creatives. Use A/B testing to see whether a subtle hint of struggle versus an overt display of failure has a better impact on downloads.Balance Fail Ads with Success Stories:
Combine failvertising with ads showcasing quick wins or tips to overcome challenges. This blend can help mitigate viewer frustration while still tapping into the competitive spirit of your audience.Leverage Data-Driven Insights:
Utilize User Acquisition (UA) platforms like Segwise to dig deep into ad performance with automated campaign monitoring, creative tagging and analytics. Identify which ads achieve the right balance of challenge and fun, and scale those campaigns for better results.Focus on User Experience:
Ensure that while your ads are designed to entice through failure, the actual gameplay delivers a rewarding experience. This creates a seamless transition from the ad to the game, reducing post-install drop-offs.Monitor and Adapt:
Keep a close eye on UA data to adapt your strategy based on user feedback and changing market dynamics and stay ahead of UA creative trends.
Conclusion: The Future of Failvertising
Failvertising is a double-edged in mobile game advertising. While it harnesses psychological trigger s to drive installs, its overuse can lead to viewer fatigue and frustration. For UA teams, performance marketers, and ad creative teams, the key lies in smart execution. By integrating creative analytics and robust campaign monitoring tools—such as Segwise, marketers can fine-tune their fail advertising strategies to maximize user acquisition without compromising long-term engagement.
Ready to take your mobile game ad campaigns to the next level? Discover how Segwise’s suite of analytics tools can help you optimize your ad creative strategies for lower cost per install and higher lifetime value.
