Action games in the mid to hardcore category have amassed a devoted and extensive fan base. Since the early days of console gaming, these games have captivated players with their intense gameplay, stunning visuals, and immersive experiences. From iconic titles like "Super Mario Bros." to groundbreaking franchises like "Call of Duty," action games have continuously pushed the boundaries of interactive entertainment.

What sets action games apart is their ability to provide players with thrilling experiences. Engaging in fast-paced gunfights, mastering intricate combat systems, and embarking on epic quests are just a few examples of the excitement and challenge they offer. Moreover, action games excel in delivering immersive audiovisual effects, with detailed sound design and cutting-edge graphics that bring virtual worlds to life.

The rise of mobile gaming has further expanded the reach of action games. Many beloved franchises have successfully transitioned to mobile platforms, attracting a new generation of gamers. This migration has propelled the popularity of mobile action games, allowing players to enjoy their favorite titles on the go and providing developers with new growth opportunities worldwide.

Action Games is the Genre of the Year

There has never been a more opportune moment than now to capitalize on the surging popularity of action games. While numerous genres across various gaming platforms have experienced declines in downloads and revenue, action games have emerged at the forefront of significant growth in both these aspects.

Downloads

According to Sensor Tower's "The State of Mobile Gaming 2023" report, the overall trend in the top 5 genres of games showed a decline in growth for 2022. Despite this downturn, one genre stood out with a remarkable performance: action games. Action games experienced a significant increase in downloads, demonstrating a double-digit growth rate of 13%.

Top 10 Game Genres by Worldwide Downloads, App Store and Google Play

Revenue

When analyzing the revenue generated by various gaming genres, action games once again emerged as the frontrunners, showcasing the most significant growth. With only two genres experiencing an increase in revenue, the dominance of action games becomes evident, presenting advertisers with a clear opportunity to capitalize on this thriving genre.

Despite shooter games currently holding the fifth position in terms of revenue, if the upward trajectory of action games persists throughout 2023, there is a strong possibility that action games will surpass shooters and secure the fifth spot as the largest revenue-generating genre.

Top 10 Game Genres by Worldwide Gross Revenue, App Store and Google Play

Sensor Tower

Ad Creatives Tips - Balancing Quality and Fun

The popularity of action games in the mobile gaming industry is undeniable, and game developers are capitalizing on this trend by creating captivating and visually stunning advertising content. On the global market, mobile action games are known for their ability to showcase unique styles that rival even blockbuster movies. These games leverage creative materials to generate an international appeal, capturing the attention and interest of a wide range of players.

The advertising campaigns for mobile action games often feature high-quality graphics, intense action sequences, and immersive storytelling. They go beyond traditional game trailers and incorporate elements of cinematic storytelling to create a more engaging and enticing experience for potential players. These advertisements utilize visually striking scenes, impressive special effects, and dynamic gameplay footage to showcase the adrenaline-pumping action that awaits players within the game.

Key Elements to Include

1. Emphasize the importance of game quality and delivering an immersive gaming experience. These elements appeal immensely to passionate action game enthusiasts, particularly those who crave the intense sensation of competitive combat and the adrenaline rush of engaging in gunfights. Moreover, by integrating these captivating materials with cutting-edge 3D realistic sound effects, players are transported into a realm where they can indulge in an unparalleled audiovisual journey.

2. Customizable weapons, equipment, and a diverse selection of vehicles are crucial elements in mobile action games that advertisers can take advantage of. By highlighting the extensive customization options available to players, advertisers can appeal to gamers seeking  individuality and unique gameplay experiences. The ability to modify and upgrade weapons and equipment adds depth and personal agency, making the game more enticing.

This emphasis on customization enhances the game's appeal and attracts target audiences who enjoy intricate gameplay mechanics and the ability to tailor their gaming experience.

Gameplay Presentation

1. Action games employ various elements to enhance the gameplay experience and illustrate progress through numerical displays. Countdown timers, scoring systems, progress bars, and health point indicators are utilized to showcase the thrilling gameplay. These elements are complemented by intense background music, creating a sense of purpose and urgency.

2. Creatives for action games emphasize the gameplay by showcasing real player performances. This includes solo live streams as well as multiplayer competitive matches. The focus is on highlighting the social experience within the game, enticing players to participate in battles through team collaboration.

3. To cater to a wider audience, action games have incorporated materials related to casual gameplay. For instance, in "Call of Duty: Mobile," players can engage in cooking scenes where they prepare various dishes within the game. These additional features provide players with diverse activities beyond intense action sequences.

Creative Materials

1. Action games incorporate numerous absurd and humorous elements within their gameplay, such as exaggerated character designs, peculiar costumes, and comical storylines. Additionally, emoji expressions are commonly integrated into promotional materials.

Incorporating these elements adds an extra layer of entertainment and amusement to the gaming experience, appealing to players seeking a lighthearted and enjoyable atmosphere. The infusion of absurdity and humor enhances the overall gameplay and contributes to the unique identity and charm of action games.

2. The emergence of "Game-Film Collaboration" has become a prominent feature in creative content, showcasing exciting partnerships between action game developers and renowned movie and animation companies. Notable collaborations like "PUBG MOBILE" teaming up with "Spider-Man" and "EVANGELION" have captured the imagination of diverse players, generating tremendous appeal across different audiences. These collaborations offer a unique crossover experience that merges the worlds of gaming, film, and animation, creating an immersive and captivating adventure for players to enjoy.

3. Always localize your creative when going global. For example, marketing materials aimed at specific Middle Eastern countries like Iraq, Egypt, and Saudi Arabia significantly emphasize showcasing localized creative inspiration. These materials often feature game characters dressed in traditional local attire, accompanied by captivating background music that is catered toward the target audience. This approach aims to authentically represent and resonate with the cultural heritage and preferences of the targeted audience, providing a more immersive and relatable gaming experience.

4. A considerable portion of the marketing materials also incorporates cartoon-style creative elements. In contrast to the intense and combative nature of action games, the use of cartoon materials helps to downplay the competitive aspect and instead accentuates the fun and lighthearted aspects of the game. This approach proves effective in attracting a broader audience, particularly during the initial stages of the game's release, by appealing to players who seek a more light-hearted and enjoyable gaming experience.

In the past few years, there has been a notable transition towards adopting a more "user-friendly" approach in preparing and presenting creatives. While the focus remains on highlighting quality and gameplay, the paramount importance lies in leveraging rich creativity and entertainment to establish a stronger connection with diverse audience segments. By doing so, the ultimate goal of achieving higher user conversion rates can be effectively realized.