Craft Away

Taking nods from the popular Minecraft, Craft Away is an Idle-Mining & Crafting game that appeals to user’s sense of excitement, completion and leveling up. When working on the creative for this, the UI and gameplay was significantly simplified to avoid overwhelming new users without compromising the core gamer motivations. I decided to incorporate the animal companion rescue for added storytelling with a sense of urgency and character appeal.

When A/B tested against a parallel concept that allowed the user to complete the goal, I found there was a higher rate of interaction when the goal was left unfinished as it pandered for the user’s desire for completion.

World War Rising

Developed by Machine Zone, World War Rising is a multi-faceted MMORPG strategy game. The core game loop revolves around base building, crafting resources, training troops, and engaging in PVP alliances and attacks to level up. To ensure our marketing strategy covered all bases, we distilled each of the key selling points and user motivations into differentiated experiences to broadly test and see which of the game’s features was resonating more strongly with players. This creative was designed to give the player a bite sized experience of the game’s resource management aspects and end with a call to action that tied into the game’s military warfare themes.

Matchington Mansion

Matchington Mansion is one of the app store’s highest charting match 3 games incorporating elements of home renovation and decoration. In our initial testing for this title we determined though segmented marketing that the meta game aspects of renovation resonated more strongly with users which served as the foundation for future iterations. By presenting the user with a disheveled room I was able to tap into the user’s desire for order, and create a sense of urgency for them to complete the renovation.

Sweet Escapes

Similar to Matchington Mansion, Sweet Escapes is a match-3 game with meta-game elements of renovations themed around a bakery. To branch out from the widely successful elements of renovation & decoration I decided to trek into uncharted territory by leaning more heavily into the game’s themes of cake making. For this experience, I decided to combine elements of hidden object mechanics (which share a similar demographic) and cake decoration. The experiment proved successful and drove a 25% eCPM lift .