Midjourney, a leading AI drawing tool in the mobile gaming industry, has released its official Chinese version and has surpassed its competitor ChatGPT, making its debut on the US App Store. The wave of AI in the gaming industry continues to surge forward, showing no signs of slowing down.
Cosmic Lounge secured €4 million in seed funding with its brilliant concept of “AI-empowered planning.” In the latest batch of Y Combinator, AI startups accounted for a remarkable 15% of the participants. The allure of AI and its fantastic chemistry with game companies is undeniable.
AI Restructuring Game Media Buying? AI Revolutionizing Game media buying!
In the context of cost reduction and efficiency enhancement in a saturated market, the use of AI has become an important indicator of whether an internet company is “trendy” or not. Although widely applied, most gaming professionals still limit the applications of AI to game development fields such as art, copywriting, audiovisuals, programming, and game design. In reality, the impact of AI on the gaming industry goes far beyond that.
On April 5th, Meta CEO Andrew Bosworth revealed in an interview that Meta plans to launch commercialized AI-generated advertising services before December 2023, and is exploring the practical applications of this technology in collaboration with Google.
In December 2022, the well-known game industry analysis blog Mobile Dev Memo already announced the remarkable synergy between AI and game media buying. On one hand, the inclusion of AI can save a significant amount of time and manpower in language switching, art materials provision, rendering, and other aspects of content creation, resulting in cost reduction and efficiency enhancement. On the other hand, the integration of AI means a complete quantification of media buying material production, using data instead of personal subjective judgment and experiential measures to evaluate the effectiveness of materials and set conversion points, thus effectively improving the probability of replicating hit creatives.
Game media buying has always been a race against time, where companies strive for speed, quality, cost-effectiveness, producing more materials at a faster pace, achieving better conversions, and spending less on advertising. Consequently, capturing market trends and popular material formulas quickly, as well as mass-producing high-quality materials, have become key concerns for Ad optimizer in the industry.
Accelerate by Standardizing Workflow
With AI dominating the market, automated creative production for media buying becomes unstoppable. In the face of this technological revolution, as professionals in the global market, we must keep up with the trend and develop new AI workflows.
Based on in-depth observations of media buying by SocialPeta and interviews with ad optimizers from various categories, we have summarized a practical AI workflow for media buying:
- AI tools for creating images, audio, and other resources.
- AI tools for generating titles, landing page copy, video script materials.
- AI-powered translation for generating multi-language materials for multiple regions.
- One-time production of multiple versions and sizes of materials to meet various platform requirements.
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Where there is demand, there is a market. Currently, several automated material production platforms have emerged in the market. With just one input in the form, specifying video duration, opening sequence, art and audio resources, video script, language/size settings, AI can traverse the form’s content and automatically render and output video materials in multiple languages and versions. Ad optimizers only need to make minor adjustments and combinations to some art and storyline scripts, allowing them to mass-produce high-quality materials of the same type and category.
Although the inclusion of AI has significantly improved production efficiency, allowing ad optimizers to quickly implement their creative ideas, it has also accelerated the rapid consumption of creatives. Therefore, SocialPeta, as a global leading advertising intelligence platform with a vast database and extensive experience serving thousands of mobile gaming clients in nearly 70 countries/regions and more than 70 global advertising channels, has developed an effective market trend analysis methodology. By analyzing metrics such as campaign duration, impressions, engagement, and popularity, we help professionals in the global market capture high-quality creatives and provide real-time market insights.
The following sections will provide detailed explanations and practical case studies of popular media buying materials in different categories, offering mobile gaming professionals actionable guidelines.
AI Automation Platforms: Tools for Material Production from Scratch
There are countless AI tools available, but only a few are truly useful and practical for AI automation platforms. Here, we will introduce several AI automation tools that are currently gaining popularity.
- AI-generated live-action videos – Synthesia
As a leading AI video generation tool, Synthesia allows users to quickly create high-definition live-action explainer videos by providing text scripts and corresponding image materials. Not only is the production process fast and simple, but Synthesia also offers a wide range of presenter templates with rich and lively body movements, enhancing the authenticity of the human videos.
By combining real-person voiceovers with gameplay demonstrations, you can batch-produce trial-oriented media buying materials similar to the example below.
- Static ad creation – AdCreative.ai
By uploading image materials, AdCreative.ai enables batch creation of optimal image styles, fonts, color schemes, and ad banner copy, quickly generating multiple types and sizes of ad materials.
- Shortening Long Videos with Vidyo.ai
Short videos featuring real people have the advantages of being easy to produce and having a high potential for exposure. In fact, many well-known gaming influencers’ live gameplay videos can be transformed into excellent media buying creatives through editing and slicing. Vidyo.ai, an AI tool from India, uses AI speech recognition technology to automatically clip exciting segments from videos. It is suitable for live video slicing and podcast editing. However, currently, the video language support is limited to English.
For example, AI can be used to create short video clips from gacha gameplay videos.
Finding it difficult to create AI-generated creatives? Master the media buying formula first!
Although media buying creatives in the gaming industry are becoming increasingly similar, there are still distinct characteristics among different game genres. For example, female-oriented materials can be divided into two styles. One focuses on various makeup, beauty, and cosmetic surgery (“curiosity style”), while the other emphasizes infidelity, emotional disputes, and dramatic storylines (“affair style”). The packaging of materials keeps up with the trends, but the actual content remains classical with drama stories.
By using the SocialPeta advertiser analysis feature, we can directly filter out target advertisers of specific genres within a defined time period. You can also choose your own sorting criteria based on your needs. Here, we sort them in descending order of the creatives volume in the past 30 days to select these advertisers in the “palace intrigue” genre.
In addition to discovering competitors in the ranking list, SocialPeta Advertiser Analysis also provides the “More App Recommendations” feature. Simply hover your mouse over the drop-down button to expand and explore “Related App Recommendations” and “Similar App Recommendations,” helping you discover more competing apps.
Besides searching for specific advertisers, studying their marketing strategies, and analyzing their creatives, you can also use the Ad Creative module to understand the recent market trends for a particular genre. For example, select “Within the past 90 days,” “Palace intrigue theme,” “Sorted by popularity value,” and enable “Intelligent deduplication” for “New Ads.” Then, you can explore popular creatives within that theme, save, download, and analyze them to summarize your findings comprehensively.
With the Ad Creative module of SocialPeta Advertiser Analysis, Ad optimizer can quickly perform a series of operations, including filtering, discovery, saving, downloading, deconstruction, and summarization. The efficient media buying formulas derived from this process can be input into AI automation tools for batch generation and rapid deployment, allowing you to stay at the forefront of creatives production.
What does AI mean for Advertising optimizer?
After the emergence of ChatGPT, we have come across countless AI tools, websites, applications, and extensions. After frequent use, we have found that generative AI tools still suffer from problems such as outdated data, inadequate intelligent responses, unstable network connections, imprecise instructions, and high prices (although it’s not their problem).
Currently, for most ordinary individuals, AI can only perform mechanical concatenation tasks according to input instructions. The most important creative materials still require human operation. This means that media buying in gaming has completely shifted from production to creativity.
In the face of rapidly changing markets, people can fully use creative tools to track the latest trends in user acquisition and turn AI into their powerful advantage.
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