In this article, I answer those questions by dissecting Coin Master advertising strategies and ASO techniques .
If you want to learn what it takes to acquire millions of users for a free-and-easy game, don ’ metric ton miss out on this article !
About Coin Master
On Google Play, Coin Master is categorized as a free-and-easy game. That ’ s due to the simplicity and casual art style of the game. On Apple ’ s App Store, it ’ s in the venture category, which I consider to be not as accurate.
however, if we consider the core slot game mechanics, Coin Master could be described as a social casino game in the slots subgenre, flush though it doesn ’ deoxythymidine monophosphate side itself as such. According to GameRefinery, the slots subgenre generates the most tax income in the casino genre ( 78 % ) .
What makes Coin Master such a capital plot is the combination of many different elements. You have the traditional slot car found in casino games, some mid-core mechanics like build up and assaultive ( preserve simple for fooling players ), a PvP social aspect, and a casual art stylus .
If you ’ rhenium looking for a great mobile game recipe – this is it .
All-Time Coin Master Mobile Downloads
Coin Master was downloaded 184 million times since it was published. What ’ randomness matter to is that there was a huge spike in downloads right when the pandemic hit ( February 2020 ). The download peaked at 15 million .
however, in the second half of 2020, Coin Master downloads dropped significantly and continue to do so at the beginning of 2021 .
( Unless stated differently, the data in this article comes from an home source ) .
All-Time Coin Master Revenue
If we look at all-time Coin Master web tax income, it ’ south presently at $ 1.32 billion. The gross started importantly rising in 2019. By the end of 2020, it peaked at more than $ 80 million .
presently, Coin Master is the one-fourth top-grossing iPhone game in the US according to GameRefinery. It earned $ 8.05 million and was downloaded just over 300,000 times in the stopping point 30 days .
To find out how Coin Master earns then a lot in gross, check out our dissection of Coin Master ’ s monetization scheme .
What Types of Gamers Are Playing Coin Master?
In general, we can say that free-and-easy gamers make the majority of Coin Master players. however, it ’ s not that simple .
According to GameRefinery, the chief character of mobile gamers that ’ sulfur attracted to Coin Master is King of the Hill .
here ’ s how GameRefinery explains this player archetype.
King of the Hill
“ Kings of the Hill prefer games with a high degree of rival with other players. For this musician type PvP-action is the best ( and frequently the lone ) way to get the most gratification out of gaming. Kings of the Hill enjoy the sense of power resulting from competing against friends, acquaintances or random people and then outwitting, outmaneuvering and outlasting them. ”
Since this character of gamers loves competing and working with others, they ’ re attracted to PvP aspects of Coin Masters. They can attack other players and raid their villages. They besides need to defend their own .
other features King of the Hill players prefer are an accomplishment system, the ability to see early players ’ progression, leaderboards, live events, etc .
Organic User Acquisition: App Store Optimization Dissection
Let ’ s continue by dissecting Coin Master’s Google Play store page.
With thousands of games at their fingertips, gamers are constantly exploring app stores and browsing for newly games to play .
That ’ sulfur why a smart app memory optimization strategy is crucial for organic user acquisition.
furthermore, it besides aids paid user skill strategies since ads send users immediately to the plot ’ s storehouse page .
Google Play style for this game is childlike – Coin Master. There are no additional keywords and descriptions. Granted, this is a mega-popular game and Coin Master has become a celebrated brand name so there ’ south not a need for it .
however, less popular games might benefit from adding a few additional descriptive keywords in the title as it helps ASO .
equitable like Clash of Clans and Game of War, Coin Master pretty a lot started a trend with their icon. many games are copying it, which means – it ’ s a estimable one and it works .
In general, where there are rip-offs, it means person is doing something right. There ’ randomness even a strange Coin Master/Clash of Clans hybrid – Piggy GO : clash of Coins .
merely when you think you ’ ve seen everything…
But back to the Coin Master picture. It depicts the recognizable bull, a Coin Master protagonist/mascot, holding a mint. Notice that it ’ south Christmas-themed since it ’ s the vacation temper, as are the screenshots, but more on that later .
Whenever there ’ s a head/face included in a game picture, whether it ’ second that of a human or an animal, it ’ south normally angled to one side. You can see the same thing in the Coin Master icon. That ’ s to make the picture more dynamic and appealing.
furthermore, the mouth is open with a slender smile which makes the supporter look cunning and tempt. last, the coin in his hired hand references the game ’ randomness name, and the overall root of the game .
Above, you can see a similar picture art style in other popular casual games. All of them include an animal/mascot character, cartoonish manner, and a happy/smiling face, which seems to be the perfect recipe for a great icon in this writing style .
Coin Master doesn’t have an app promo video on Google Play or Apple App Store, which is a strange choice considering videos are known to improve conversion rates .
Guess Moon Active doesn ’ thymine need those extra downloads .
however, there are screenshots/graphics. Their purpose is to illustrate what the game is approximately. frankincense, we see all Coin Master features and benefits depicted in the graphics – attack your friends, build your village, hit the pot, upgrade your pets, and research perplex worlds .
It ’ s an appealing ocular representation of what users can expect if they download Coin Master .
merely like the icon, the graphics are besides Christmas-themed and they feature Santa Claus, reindeers, presents, and a Christmas wonderland .
overall, it looks very colorful and appealing, which makes Coin Master seem like a very fun and exciting game .
The aim of a game description is to further explain what the game is about and make people matter to in it. For Google Play, it is besides an important ranking factor which is why you should include relevant keywords in it .
Coin Master ’ s app description starts like this .
“ Join your Facebook friends and millions of players around the universe in attacks, spins, and raids to build your Viking village to the top !
Do you have what it takes to be the adjacent Coin Master ? Can you travel through time and charming lands to battle it out to be the best pirate, Hippie, King, Warrior or VIKING of them of all ! ”
Notice there are different keywords in the text like “ Coin Master ”, “ Pirate ” “ King ”, “ build ”, “ battle ”, etc .
There ’ mho besides a challenge posed in the description – “ Do you have what it takes to be the adjacent Coin Master ? ” That ’ s a standard proficiency that ’ s besides often used in mobile game ads. It makes people want to take on a challenge and prove themselves .
The rest of the description explains the main Coin Master features and benefits in detail .
Coin Master Keywords
Above, you can see some of the Coin Master keywords for Google Play in the US ( AppAnnie ). Keywords are a all-important depart of app storehouse optimization, as they help games to rank higher .
Coin Master ranks #1 for the following keywords : “ coin headmaster ”, “ master ”, “ coinmaster ”, “ coin headmaster barren spins ”, “ coinstar ”, “ cou ”, “ coin master spins ”, etc .
circus tent keywords for Coin Master are largely variations of the game claim. There ’ s a good symmetry of short and long-tail keywords .
Paid User Acquisition: Coin Master Advertising & Creative Strategies
It ’ second hard to know what Moon Active ’ s ad budget for Coin Master is, but I assume it ’ mho reasonably big. particularly when you consider the huge mobile game influencer campaign Coin Master is celebrated for .
however, a paid drug user acquisition political campaign is not all about the ad budget – it ’ s besides about creatives. More specifically, television ads for social media and television ads for ad networks. That ’ s what Moon Active excels at .
It ’ second no secret Coin Master ads are highly effective and bring millions of users to this game .
But what ’ s the secret behind Coin Master ads ?
In the adjacent section, I dissect top-performing Coin Master ads to reveal why they work .
Dissection of Top-Performing Coin Master Ads
These are the current top-performing Coin Master ads. They include ads for Facebook adenine well as early ad networks .
Coin Master Influencer Campaign Ads
Let ’ s begin with the most prevailing and most popular Coin Master advertising political campaign that ’ s all about celebrities/influencers .
You have probably seen a Kardashian playing Coin Master pop up on Instagram or Facebook. Those ads started rolling back in 2019. however, there are many unlike variations of those ads, many of which are even active and among the top-performing Coin Master ads.
The campaign features not alone the Kardashians, but Cardi B, Jennifer Lopez, Ben Higgins, Rick Harrison, Rae Sremmurd, Terry Crews, Joan Rivers, NeNe, and Emily Ratajkowski .
In this variation of the Coin Master Kardashian ad, we see Khloe spin the wheel. She gets to raid Scott ’ south village and steal some coins. But then, her mother Kris attacks her greenwich village. Khloe attacks her rear and destroys Kris ’ village .
In the ad, we see both Khloe, along with her comment, and the gameplay .
therefore, what makes this a top-performing ad ?
well, the independent appeal of the ad comes from, of course, the Kardashians. It ’ sulfur attention-grabbing – people see Khloe in the inaugural few seconds of the ad and it makes them keep watching alternatively of scrolling past it .
Love them or hate them, they ’ re known all around the world, and featuring them in a mobile game ad was bound to garner attention .
furthermore, their popularity makes them the perfective influencers – many people respect recommendations from the Kardashians and want to be merely like them .
however, not everybody can afford to have their product endorsed by the most celebrated family in the world. reportedly, one Instagram post from person in the Kardashian class can cost up to one million dollars. It is unclear how much Moon Active spend on this campaign, but I can assume it ’ s something most fluid game publishers can only dream of .
But second to the ad .
I want to emphasize that it ’ mho not enough to have a celebrity or an influencer in an ad. Them fair randomly appearing in the ad will not magically get you more users .
It ’ sulfur crucial to come up with a great ad concept and make the influencers look like they ’ re in truth interested in the game .
In Coin Master ads, that is accomplished in several different ways .
first, the concept of the ad makes common sense. Khloe is not out of locate there – she ’ second playing against her class. All of them are tied together in the ad through gameplay .
furthermore, Khloe talks in a very casual way and looks like she’s really into playing the game. She makes funny story remarks, reacts emotionally to the gameplay, gets angry at her mother, all in a very natural way. That makes her seem more credible and trustworthy .
You think to yourself, “ If Khloe likes this game so much, I will besides – it looks exciting ! ”
note that there are captions for Khloe – this is important since oftentimes video ads autoplay on mute .
An supernumerary detail are user comments on the leave slope praising Khloe and the bet on. once again, it ’ south all about social proof.
Another bright thing about this ad is that we can see everything that Khloe is talking about, i.e., gameplay footage. That aspect of the ad gives the viewers a taste of how the game looks and some of the basic crippled mechanics .
The approach path for the J.Lo Coin Master ad is quite alike .
The apparatus is the lapp visually – a fame in the bottom right corner superimposed on gameplay footage and drug user comments on the leave .
good like with Khloe, we see Jennifer Lopez trying to appear like a ‘ normal ’, casual person. She even says, “ It ’ s challenging sometimes. Being a ma, a singer, an actor. ”
It makes viewers feel like she’s one of them ( tied though that ’ s not in truth the character ) .
I would describe the act as semi-believable and at times cringy, merely like Khloe ’ sulfur. But hey, who am I to judge ? It ’ sulfur lighthearted, funny story, and seems to be credible adequate considering people are responding to it positively .
even if it ’ randomness feigned, the emotion is there – J.Lo gets harebrained when her greenwich village is raided, wants to get revenge, and seems in truth invested in the game. Just like Khloe seemed to be playing with her family, Jennifer is playing with people in her life, i, her choreographer Tabitha. It serves the purpose of making it more credible .
In unretentive, both ads have the claim lapp concept, but the fame is different .
To finish off, I want to mention the ad imitate, which you can see below.
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once again, it ’ south about representing J.Lo as an avid Coin Master player. furthermore, it hints that she might attack your greenwich village. In other words, that if you play Coin Master, you might end up playing against a celebrity like Jenny from the freeze. That ’ s a herculean implication that makes people interested.
There ’ sulfur another J.Lo ad, but for ironSource. It ’ s besides among top Coin Master creatives but has a different concept altogether .
This ad doesn’t feature gameplay footage like the former ones, but a mock J.Lo interview alternatively. She talks about what it ’ s like to be a top Coin Master player. It ’ s supposed to be humorous and fun .
then she gets a presentment that Tabitha destroyed her greenwich village .
Notice there ’ s a typo in the captions, which says “ Tabetha ”. now, mistakes happen. But if you ’ re spending an iniquitous amount of money to produce and run these ads, can ’ t you spellcheck it ?
The ad ends with J.Lo getting upset that Tabitha attacked her village. correct as she ’ s getting improving and leaving, the Coin Master logo, a graphic, and a CTA clitoris appear, along with the “ Available on ” buttons .
The call-to-action is a classic “ Play now ” .
The newest addition to Coin Master ’ sulfur celebrity influencer roll is Cardi B who brings you the weather report in this playfulness ad .
Coin Master Facebook Ads
even though Coin Master’s influencer campaign is possibly the most long-familiar, there are other top-performing ads worth mentioning .
Let ’ s analyze them !
For a video recording ad, the first couple of seconds are crucial – it ’ sulfur when viewers decide whether to keep observation or continue scrolling. That ’ s why you need to hook them in right aside .
This Coin Master ad for Facebook succeeds at that. We see an strange animation of coins being ‘ produced ’. More specifically, they ’ re sliced and that looks so damn comforting. It ’ second besides Christmas-themed .
The ‘oddly satisfying’ video theme in mobile crippled ads is quite trendy at the moment. It seems to keep viewers glued to their screens. What ’ south bang-up about this one is that it ’ sulfur unique to Coin Master and it makes sense – this game is all about coins .
The video ad then transitions into gameplay footage of a raid. Notice that the transition is identical on-brand – bantam coins everywhere .
In fact, in all Coin Masters ads, there are lots of coins. not only can you see them in every detail of the ad but hear them ampere well. It ’ s their most used sound impression .
There ’ s besides a fortune going on at the end of the ad. Let ’ s break down all the elements .
We have a “ Perfect raid ! ” standard, a Coin Master Logo, a “ Download now ” button, available on Google Play and App Store buttons, a search bar, and the pig bed on the justly. All of that is superimposed on gameplay footage .
Did I note there ’ s fireworks as well ?
It ’ s a bunch .
But it serves the purpose of enticing users to download the game .
I besides want to mention the ad copy – you can see it above. Most coin Master Facebook ads have this copy, which means it was meticulously tested and shown to achieve the best conversion rate.
The imitate highlights the main game features/mechanics – “ attack your enemies and steal their coins ”. furthermore, it invites players to become “ the invincible Coin Master ”. It finishes off with a CTA – “ Play now ! ” .
Moon Active is large on showing real people play Coin Master. That ’ randomness standard market psychology based on social proof. It can be as effective as endorsements from celebrities and influencers.
The room it works is simple .
When you see other people enjoy playing a game, you assume it ’ second adept and subconsciously want to follow the push – it ’ s a lifelike herd mentality. It besides serves as a kind of testimonial or a follow-up even though the woman in the ad is paid to appear in the video recording .
Another matter to thing in the video is the emphasis on revenge. The female child in the video recording is choosing whose village to attack, as she scrolls through different users. then, she decides on a female user, possibly her friend, or possibly a nemesis, Sandy, and attacks her village. The subtitle above says, “ revenge ! ” .
The ad ends with the woman successfully attacking the village. She looks very satisfied and happy as she continues sipping her dawn coffee .
Showing an everyday person playing a mobile crippled while lounging on their couch is very effective for an ad. A lot of people can identify with that. The finish is to give viewers a taste of that experience .
I have included this ad in my analysis to show you that there aren ’ t just people-focused ads among the top-performing Coin Master creatives .
This Facebook ad consists merely of animations and gameplay footage. It ’ s a fun and colored ad that depicts Chad ’ s pool party where the pointer pass pops some bubbles to earn coins. then we see the spin the wheel automobile mechanic that produces even more coins which are then used to upgrade Chad ’ sulfur kit and pool party. That gets him the attention of the hot girl in the pool .
But then his girlfriend appears, attacks him, and takes over the party .
What ’ mho great about this ad is that it ’ south identical story-driven. Viewers can get invested in the play, but however get a sense of the main game mechanics .
furthermore, it teaches users how to play the game, i, how to get coins, how to upgrade, vitamin a well as how to attack .
In this playfulness and fast-paced ad for Coin Master, we get a smack of the main game mechanics. Players can attack other players ’ villages, raid them and steal their coins, spin to hit the pot, and build their greenwich village .
All those game features are presented in a blithe and humorous means. The music is cheerful and there are sound effects ( chiefly of coins ) that emphasize the ocular aspects of the ad. however, a video ad must be equally effective when played on mute .
Another big function of this ad are coins – you can see them everywhere throughout the ad, which is expected since that ’ s the whole Coin Master stigmatize .
furthermore, notification that there ’ s a human hand/finger that ’ s doing all the click and steer. That ’ s significant because it creates an immersive experience for the viewers.
At the conclusion of the television, there ’ s a classical “Download Now” CTA. Besides the CTA button, there are besides the Coin Master logo, a search stripe, app store son, and a earphone screen with gameplay on it. To make it more concern and appealing to the viewers, the earphone is animated ( it moves and shakes ), and there are some more coin animations .
Coin Master IronSource Ads
Coin Master besides advertises on ironSource, which is a popular ad net for mobile games .
The 15-second ad you can see above combines animations and gameplay footage in a very matter to and effective way .
We have the animated Coin Master farrow sipping coffee bean in the kitchen and playing the crippled. On the left side of the ad, there ’ s a smartphone with gameplay footage on it .
That way, we see both the reactions of the Coin Master mascot and what he ’ second bet, i, the gameplay footage, on the call filmdom .
This makes the ad much more interesting and dynamic than it would be if it consisted entirely of gameplay footage or fair animations .
The keystone takeaway from this ad is to get creative with ads. An average person sees dozens of ads daily. To stand out from the herd, you need to find advanced and creative ways to present a mobile game .
Coin Master besides has playable ads on ironSource. Above, you can see screenshots of the top-performing Coin Master playable ad .
Video ads are a must when it comes to mobile game advertising, but playable ads are besides a great ad format that developers should utilize more .
The cause why playable ads can boost conversion rates significantly is the fact that they ’ ra synergistic. Users get the luck to try out the crippled and get a taste of the gameplay experience .
Granted, most playable ads include identical simple game mechanics due to the nature of the format. however, that ’ s hush very effective .
This particular playable ad for Coin Master is all about the spin the rack automobile mechanic. The players spin and can earn attack time, plunder, shields, or raids .
5 Things You Can Learn From Coin Master’s User Acquisition Strategies
To finish off, I have included some valuable lessons you can learn from Coin Master’s user acquisition strategy. hera are the chief takeaways .
1. Collaborate with Influencers
The first and most obvious lesson is to collaborate with influencers. That doesn ’ metric ton bastardly you need the Kardashians or J.Lo in your ads. Most developers can lone dream of having that big of a market budget .
What you can do is contact micro-influencers. There are many energetic gaming influencers who might be up for promoting your game. It doesn ’ triiodothyronine flush have to be in the form of a classical ad in terms of having them act in it as Coin Master did with celebrities. It can be a bare endorsement on their social media profiles or during their Twitch stream .
That ’ s the perfect way to get your fluid game in front of a bet on audience. Those are the people you ’ re trying to reach .
however, make indisputable the influencer ( s ) you choose is in line with your post and what you ’ re trying to accomplish .
For more information on influencer market for mobile games, go here. I have written a short guide on how to boost mobile game downloads with influencer campaigns.
2. Create Multiple Ad Variations (And Test Them)
Creating multiple ad variations is fluid game advertise 101, but it ’ south worth emphasizing. You can see it in Coin Master ads – there are different versions of the same ad concept. For exemplar, the influencer ad campaign consists of many unlike ads. All of them have the lapp concept ( celebrities playing the game ), but it ’ second shown in multiple different ways creatively .
however, what you see is the final product. Creating multiple ad variations besides refers to testing and what goes on behind the scenes .
Let ’ s imagine you ’ re creating a mobile crippled ad from scratch. You have come up with a copulate of ad ideas. You go through the process of writing the ad handwriting, creating the ads, and running them on a particular ad network .
You ’ ll notice some ads perform better than others. What you need to do then is create unlike variations of those winning ads and test them again .
By repeating this process for all ads, you end up with high-performing ads that systematically bring you new users .
3. Boost Conversions With Seasonal Ad Creatives and Other Themed Ads
As you have seen in the ad dissection character of this article, many Coin Master ads are Christmas-themed since it ’ s the vacation season .
According to AppAnnie, seasonal ad creatives, vitamin a well as other themed ads, boost performance .
They tested this with Bingo Story by adding Halloween elements, not only to ads, but to the game ’ s icon .
here are the results .
- 300% install per mille boost for video ads.
- 344% install per mille boost for playable ads.
- 5% lift for the game icon.
Keep in mind that seasonal design shouldn ’ t lone be limited to ads and app store elements. It should besides be a part of the game ’ mho UI elements, key characters, branding messages, and especial effects. You can even create custom gameplay .
4. Utilize Playable Ads
When it comes to ad formats, television should be the main focus when advertising a mobile game. If you look at ads for any successful mobile game, you ’ ll notice the majority of them are video ads, which means this format achieves the best conversion rates .
however, you should besides consider including some playable ads on ad networks that support it .
The main appeal of playable ads is that they ’ ra interactional. As the list implies, players can try playing the bet on, in a simplify way. The alone downside of playable ads is that this format can be a sting specify, particularly for more building complex games .
5. Work on Creating a Unique and Recognizable Brand
Granted, becoming a world-renowned and celebrated brand like Coin Master is not an slowly feat. But all developers should work on creating a recognizable brand, even on a much smaller scale .
For beginners, that can plainly mean having a unified message and visual style across different channels, i.e., a game ’ s down page, app store pages, social media channels, and advertising campaigns. When you ’ ra give and coherent on all these channels, users will start to recognize and remember the bet on ’ mho identify, ocular style, messaging, etc .
furthermore, developers should work on creating a narrative around their game, based on game features, benefits, and its singular deal item .
It besides helps to have players, influencers, and people in the industry take poster of your game, featuring it in articles, posts, etc. however, keep in mind all of this takes a set of time and effort .
Coin Master is identical successful at this – even people who never played this game have heard of it, whether it ’ s through ads, social media posts, or plainly people talking about it.
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That’s It, Folks!
This is all you need to know about Coin Master advertising strategies and how to implement them for your own crippled .
If you need any help with creating video ads like Coin Master or coming up with market strategies, preceptor ’ deoxythymidine monophosphate hesitate to contact us !
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