Will yoga influencers get you to play Angry Birds Journey? | Pocket Gamer.biz


PocketGamer.biz doesn’t need to express how vital user acquisition is to the mobile gaming industry. With IAPs generating less than 50% of revenue and privacy changes from Apple and Google disrupting the ad monetization landscape, it’s becoming increasingly vital to onboard more gamers.

It means thinking creatively, strategically and sometimes even deceptively. Claire Rozain, UA Team Lead at Rovio, casts her expert eye on the latest user acquisition strategies in her new weekly column, UA Eye.


It’s only been eight months since I joined Rovio and an incredibly talented marketing team, although I’ve been following advertising best practices for some time, as you can see in the video below! Rovio’s teams create joy, just like the company’s slogan, but I believe we also create the best advertising and gaming experiences on the market.

The approach is always responsible and game and data oriented. Rovio games are not just about game mechanics, but are steeped in experiences around popular intellectual property with marketing and product base synergy. Angry Birds Journey, IMHO, captures how you can achieve a smart advertising mix model that is performance and brand focused, but also aligned with your gaming experience to create long-term sustainable brand and performance.

The breakdown

1. FTUE related to advertisements seen by users: Users see an advertisement that resonates with the first user experience (FTUE) you have in your game. Many game players are doing this in the market with mini-games, such as Royal Match and Homescape, as we have recently mentioned in this same column, but very few are fully capitalizing on the entertainment pull of influencers to personalize the FTUE and splashscreen. This allows us to achieve basic product/marketing loops that don’t frustrate users.


2. User Generated Content: UGC is best practice in brand and performance marketing. Today, content must have a native look to avoid being a disruptive advertising experience. It’s also an opportunity to put a “real” point of view on your game and integrate it into your life as a consumer. Several players, like Plarium, often use UGC to help users see themselves in the skins they sell.


3. Representations of user interests: Puzzle games are a bit different from RPG games, the unique selling point is more related to player satisfaction. Here in the ad, we have perfect UGC content related to meditation and yoga, which are ASMR themes that beat ads in casual and hyper-casual games, and is a themed puzzle gamers get also report.

User interests

4. Social and Personalization: The PVP element brings social vibes, with an added emphasis on best practice “VS” in the puzzle genre; Match Masters is one of its most persistent proponents.

Here, this element is used with influencers to give a sense of connection: players won’t want to miss an opportunity to team up with them! Each influencer also gets their own representation as a bird – it’s a wonderful way to bring some storytelling into the game and draw players into the universe as well. Who wouldn’t want to be featured in an Angry Birds game?

Social and personalization

5. Strong use of text: Text is not only a MUST as a subtitle, but also for expressing content on the go. It is now something allowed and even recommended on Tiktok, Facebook and other platforms.

Use of text

So I’m biased but I think Rovio is setting an example here for the entire gaming industry to get more product marketing base loop In short, go install Angry Birds Journey, and let me know your thoughts as well , I would be curious to have your opinion on this 🙂

You can find every weekly installment of Claire Rozain’s UA Eye via this link, and for more from Rozain and providing commentary on her column, check out the Puzzle Society.


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