2024 was a massive year for Whiteout Survival. Over $1 billion in in-app purchases. More than 64 million downloads. But behind these jaw-dropping numbers wasn’t just a stellar game, it was a killer ad strategy.
We got curious. So, we dove deep into their top 10 performing ad creatives of 2024. And guess what? There’s a method to the madness. A formula that turned casual viewers into committed players. Let’s break it down, understand the psychology behind it, and pull out some actionable takeaways that can help you craft ads that actually convert.
The Winning Creative Tags
Here’s what kept showing up in their best ads:
Base Building & Idle Arcade Mechanic + Characters in Distress
This combo is genius. The base-building mechanic taps into players who love strategy and progression. But throw in characters who are visibly struggling, and suddenly, there's an emotional connection. It's not just about building a base; it's about saving lives. That tension? It keeps people watching and, more importantly, clicking.
Base Building & Idle Arcade Mechanic + Progress Bar Elements
Progress bars are catnip for the human brain. They scream, "You're getting somewhere! Keep going!" When paired with base-building visuals, it feeds into our love for progress and completion. Even in a 30-second ad, that sense of progression can be super satisfying and persuasive.
Characters in Distress + Progress Bar Elements
This one hits two primal urges: empathy and achievement. You feel for the struggling character, and you want to help them succeed. The progress bar is the visual promise that success is possible. It's a brilliant psychological nudge to take action—whether that’s watching the ad till the end or hitting download.
These weren’t random choices. Each tag was designed to spark emotional and psychological triggers that made the ads sticky, memorable, and high-converting.
The Psychology Behind Their Ads
So, why did these strategies work so well? Let’s unpack it.
Distress Grabs Attention: We’re hardwired to react to others in distress. It’s why we slow down at accidents or feel the urge to help someone struggling. The ads leverage this by showing characters in dire situations, instantly pulling viewers in.
Urgency Drives Engagement: The ‘save them now’ vibe creates urgency. You’re not just watching passively; you’re invested. You want to know what happens. That tension is what keeps you glued to the screen.
Progress Bars Feed Satisfaction: Progress bars give that small dopamine hit every time they move forward. It’s a subtle but powerful motivator. The moment viewers see progression, they feel encouraged to continue engaging—and eventually, download.
Base Building & Idle Mechanics Lower the Barrier: 4X games can be intimidating, but by presenting the mechanics as simple and idle, the ads make them feel accessible. It’s a clever way to attract non-4X gamers who might otherwise scroll past.
Introducing the Genre Softly: This combo approach isn’t just about making the game look fun. It's about easing new players into a more complex genre by wrapping it in familiar, easy-to-grasp mechanics.
Key Creative Elements (100% of Top Ads Had These!)
Ad Type: Gameplay + Animation Hybrid
It’s all about balance. Too much animation and it feels fake. Too much gameplay and it can get boring. Whiteout’s ads nailed it by blending the two. Animation added emotional punch, while gameplay grounded it in reality.
Audio: Music + Gameplay Sounds
Ever watched a movie without sound? Exactly. Music sets the tone, and gameplay sounds make it feel real. Together, they create immersion that’s hard to break.
Game Mechanic: Idle Arcade
Simple, digestible, and quick to understand. Idle mechanics make the ad feel approachable, and that’s key when you’ve only got a few seconds to hook someone.
What Can We Learn?
Here’s the bottom line: these ads weren't just lucky breaks. They were likely the product of countless A/B tests, with every detail refined to perfection. So, what does this mean for anyone running UA campaigns?
Lead with Emotion: If your ad doesn’t hit an emotional nerve in the first few seconds, it’s lost. Show stakes. Show drama. Get viewers to care, fast.
Simplify the Complex: Got a deep or intricate game? Break it down. Find the hook that makes it relatable and easy to understand.
Test Like Crazy: The perfect creative isn’t a stroke of luck. It’s a product of constant iteration. Don’t be afraid to test wild ideas.
Don’t Overlook the Small Stuff: Progress bars might seem trivial, but they’re huge psychological drivers. Tiny elements can make or break an ad.
Sound Matters More Than You Think: Audio is half the experience. Invest in it. Good sound can be the difference between a skipped ad and an engaged viewer.
What Does This Mean for You?
If you're running UA for a mobile game, it's not just about making pretty ads. It's about crafting experiences that tap into psychology and emotion. And that's where Segwise.ai comes in.
With Segwise.ai's creative tagging and performance data aggregation across ad networks, you can:
Easily spot the creative formulas that actually work
Tag and analyze every element of your creatives
Catch creative fatigue and optimize based on real, actionable insights
Because why guess when you can know?
Want Us to Analyze Other Games?
Got a game in mind? Curious about what makes its ads tick? Drop a comment, and we’ll break it down for you. Let’s crack the code together!
