Your Ads Are Boring! 5 Inspiration Tricks to Ignite Your Creative Strategy by Matej Lancaric

Speaker 1 Emotions and the basic needs of us men. That's why it works so well.

Speaker 1 So,

Speaker 1 whether it's four extra casual games, creatives evoke emotions to win the battle for attention

Speaker 1 and pair acquisition. So,

Speaker 1 where do you actually get the inspiration from?

Speaker 1 It's direct competition. Oh shit, sharelock.

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Speaker 1 Hello, everybody. My name is Matia Lancerich.
This is

Speaker 1 another solo episode,

Speaker 1 and today I'm gonna talk about where to get inspiration for creative production or how to produce creatives. Because

Speaker 1 it's always a hard question, right? I guess maybe a little bit,

Speaker 1 well, I guess the hardest. So let's dig a little bit deeper into the actual inspiration flow.
So

Speaker 1 you need to decrease the CPIs, right, for whatever it takes.

Speaker 1 And the creative inspiration flow has shifted.

Speaker 1 And if you've been listening to our podcast, and I guess you are, and you've been listening, you know, creatives are all about the emotions. And today I'm going to actually show you some creative

Speaker 1 ideas,

Speaker 1 creative workflows, creative videos as well. And since you know, you've been talking about how we should

Speaker 1 showcase more the create the actual presentation. And this month we didn't get to record creative trends.
So I'm gonna talk about creatives. I have to talk about creatives, obviously.

Speaker 1 But yeah. Okay.
So the most important thing.

Speaker 1 The creative flow shifted from Forex and it now is coming from Forex games

Speaker 1 to other casual titles.

Speaker 1 So

Speaker 1 it kind of is from Forex to Casual Puzzle and then to other games. And as you've seen in our Creative Trends episodes, or in my weekly creative investigation column, games like Royal Match,

Speaker 1 even Fish Dome to a certain extent, or all the Player X games, take some cues from the Forex genre. Well, why?

Speaker 1 Because the stakes are higher than ever, and you need to decrease the CPIs

Speaker 1 to a certain extent, and decreasing the CPIs has become the ultimate goal.

Speaker 1 And to achieve this,

Speaker 1 companies are adopting tactics and hooks which were dominated previously by Forex games.

Speaker 1 You know, whiteout survival using real-life hooks, and we've been talking about this for years. But now it's a little bit different.

Speaker 1 So the Forex games now, what I, you know, what we

Speaker 1 just released last week as well, are taking over this hyper-casual mechanics and runner mechanics and implementing them into the game. Obviously, Last War, Dalton Buddies,

Speaker 1 White Out Survival, kind of as well, and not implementing as minigames, but as like full onboardings into the mini-games.

Speaker 1 So,

Speaker 1 the runner gates mechanics, then we have the

Speaker 1 king's nightmares as

Speaker 1 levels in the royal match.

Speaker 1 And then we have the slingshots, and we have the sharks, and all of the fun.

Speaker 1 So it all comes back to one thing and one thing only emotions.

Speaker 1 And we'll talk about the the near-death experience in our in our podcast and this was pioneered by Kingdom Guard

Speaker 1 and

Speaker 1 the game developed by Top for Fun. And also now the top girl AI creatives which are insane, insane as

Speaker 1 soft

Speaker 1 softcore porn kind of creatives. So, again, emotions and the basic needs of us men.
That's why it works so well.

Speaker 1 So,

Speaker 1 whether it's four extra casual games, creatives evoke emotions to win the battle for the attention

Speaker 1 and pair acquisition. So,

Speaker 1 where do you actually get the inspiration from?

Speaker 1 It's direct competition, no shit, sharelock,

Speaker 1 but

Speaker 1 I am always talking about looking outside of your big competition. So you go and check the non-direct competition, aka different genres.

Speaker 1 And this works so well.

Speaker 1 Well, even for Forex, I mean,

Speaker 1 I guess Forex is a bad example because Forex is actually taking inspiration from everybody, all the genres.

Speaker 1 But you can go in two different directions here.

Speaker 1 So look at your target audience interests and overlaps. And that's how you look at different genres you look into let's say match free versus merge you check idle versus simulation

Speaker 1 or you just take all like female audience and then just kind of go mix and match between each other or

Speaker 1 you go outside of gaming you check apps space and e-commerce I'm gonna I'm gonna obviously showcase all the all the videos that we're talking about now and then walk you through different things so then the new, you look at the hypercursion mechanic.

Speaker 1 I've, as I mentioned, all the

Speaker 1 gates

Speaker 1 in different games, and not even gates, but also other hypercursion mechanics. Then, the new, you look at YouTube versus TikTok trends, obviously, sorting, ASMR, eating,

Speaker 1 also the save the dog, or kind of chest openings, dancing. Nowadays, there's a big trend on

Speaker 1 TikTok, which is called

Speaker 1 point of view, kind of anything, AI point of view.

Speaker 1 So you are basically creating different points of views from the AI perspective, racing a car or just walking down the mountain, walking down the hill.

Speaker 1 Now it's, I mean, Royal Match is doing a lot of this shit. these days anyway yeah you have all the uh all the the jar broken jars down the stairs types of trends.
So this is how you do it.

Speaker 1 Then you have all the AI stuff. Also, there's dark war trend with shelter videos.
We've talked about it in one of the podcasts.

Speaker 1 You just take shelter videos and then just put it as a hook, like building a shelter in the nature,

Speaker 1 in the wild.

Speaker 1 Insane. Then we have, you know, you look at some of

Speaker 1 either your games or sister companies, companies, because why reinvent the wheel, right?

Speaker 1 You can check all the all the videos from your sister companies and then kind of compare the data and then use it.

Speaker 1 Also, how you think about different trends is also check the meme and then the hype around different videos.

Speaker 1 So, when I'm thinking about creatives and ideas, I look around well, ideally, as I mentioned also the gaming, but I browse

Speaker 1 Facebook and Instagram, and well, I don't even need to browse anymore. We have with friends, Instagram groups, obviously, and CP send memes to each other all day long.

Speaker 1 I'm I'm pretty sure you you know what I'm talking about.

Speaker 1 So this is absolutely an insane source of memes, uh, ideas.

Speaker 1 And you know, try to leverage it. Hype and bus.

Speaker 1 If you have seen uh a great meme video or video um concept that is kind of meme

Speaker 1 think about how you can recreate it for your game and use it then we have chat gpt and deep seek so honestly i i ask for help

Speaker 1 uh and chat with ai tools to get interesting ideas i'm gonna i'm gonna walk you through some of these okay so that's that's some tips here and there uh and then

Speaker 1 You should also follow

Speaker 1 these few games and you're already two and a half steps of the gaming industry.

Speaker 1 So as we cover on the podcast, we usually follow Evoni, Top Heroes, Township, Vital Survival, Fire Paper Hotel, Golden Goblins, Hero Wars usually.

Speaker 1 Then

Speaker 1 also Travel Town,

Speaker 1 Color Sword.

Speaker 1 Also Magic Sword as well, Hexa Sword, all these new sorting games, Coral Block Jam. We usually look at the the Rode games portfolio quite well.

Speaker 1 So, so okay.

Speaker 1 So, let's actually

Speaker 1 check what's happening

Speaker 1 in sensor tower.

Speaker 1 So, I can walk you through some of this.

Speaker 1 Share the screen and then go to the sensor tower. Awesome.
So, let's say we have

Speaker 1 a match-free game. So, I mean, obvious,

Speaker 1 obvious

Speaker 1 game to check is Royal

Speaker 1 Match, right? I'll check the Royal Match, and then let's go to the Creative Gallery

Speaker 1 and then look at all the all the creatives because they have a lot of creatives.

Speaker 1 And ideally, something that is really recent in all the channels. I mean, honestly, I'm looking at the competitors in either Facebook ads library,

Speaker 1 Google Transparency, or the TikTok ads library. any three tools.

Speaker 1 If you don't have

Speaker 1 access to sensor towers, it's fine. You can use the three tools

Speaker 1 and you will see the majority of the spend anyway. I mean, you can't see uploading, but most probably it's going to be a lot of like a big overlap.
So try to leverage that.

Speaker 1 Okay, so we have March. Let's go to first scene, which are the the most recent ones, and check what's what's going on.
Oh, these are all the playables, by the way.

Speaker 1 i check all also playables uh on a monthly basis because uh i

Speaker 1 do write the monthly playable trends nowadays so let's say so all of these are playable i just want to look watch this

Speaker 1 because that's some that's an interesting spin on the

Speaker 1 on on the influencer video

Speaker 1 oh this is amazing

Speaker 1 you know this is what i'm talking about

Speaker 1 the Exactly. So, this is exactly like where I think the UGC is transforming.
So, you have

Speaker 1 not videos that says the best game ever or something like that. You have actually an interesting hook.

Speaker 1 And then

Speaker 1 the creators actually talking about the game. The only thing that I'm missing here is just to showcase the gameplay.
But, anyway. we see

Speaker 1 we see all of these

Speaker 1 classic ones seeing anything new but this is what I would look at.

Speaker 1 We go, I usually go to Facebook and then see what's uh what crazy stuff is is running there. Oh, nice, this is so

Speaker 1 cool because

Speaker 1 if you know what we are always talking about in one of our episodes, and not the one, not only one of them, but multiple of them. We're talking about

Speaker 1 the

Speaker 1 block blast and like using different game genres in the creatives,

Speaker 1 but this in this case, uh, Royal Match actually implemented blockbust into the game, so this is not even not even fake, and this is a great combination.

Speaker 1 So, all of this interesting stuff in the in here, so that's what I check when I come talk about the competition.

Speaker 1 If we go, that's I don't work. So, if you remember, I was talking also outside of

Speaker 1 my genre, so

Speaker 1 let's say Royal Match. So, yeah, they have Block Blast, which is a slightly different game, but the same audience.

Speaker 1 Who is the same audience? Let's track Traveltown.

Speaker 1 Actually, Traveltown is

Speaker 1 always using an interesting spin on different creatives.

Speaker 1 So, let's see what they are running on Facebook these days.

Speaker 1 Once I click, of course, Skylie Jenner still, it's fine. Let's

Speaker 1 let's try to find something. Something interesting.
Okay, this is

Speaker 1 I saw this and I almost shut my pants because this,

Speaker 1 our dear listeners, is an AI

Speaker 1 spin on the facing families.

Speaker 1 I didn't want to narrate it really well. The whole atmosphere of the video is

Speaker 1 insane.

Speaker 1 And I've seen this creative on YouTube actually. Okay, so all of these...

Speaker 1 you can recreate this with AI.

Speaker 1 And then first 30 seconds is an AI, who can then suddenly hear in the gameplay? So, this is

Speaker 1 awesome.

Speaker 1 So, all of this uses an inspiration. They took

Speaker 1 this only AI version. Okay, so we have this.
Then,

Speaker 1 let's actually take a look at the apps business. So, where do we go? Let's say headway.
Yeah, let's say headway

Speaker 1 and see what

Speaker 1 we can find. Okay.
Here's one habit that makes you. They're using this for a while, but

Speaker 1 variations of the videos. Have you heard about this app? It's micro-learning.

Speaker 1 It's a combination of

Speaker 1 the kind of

Speaker 1 how would I call this?

Speaker 1 Just

Speaker 1 the conference speaker and then audience and then captions. And they usually use a lot of static images.

Speaker 1 I can use this for any of my games, actually, because static images are working quite well.

Speaker 1 Still on Facebook and even Google. Okay, so

Speaker 1 kind of that's what we have in here.

Speaker 1 And then then what else? So we can use the we can you we can check also the the hypercursural game mechanics, which are let's say in

Speaker 1 Last War. Or you know, let's let's check Evony.
Evony is always on the top of

Speaker 1 top of the hypercasual kind of trends and trying to there you go.

Speaker 1 Oh my god. So

Speaker 1 this is interesting because everyone is using this hook.

Speaker 1 And

Speaker 1 again, as I said, the inspiration flow is going from

Speaker 1 Forex to other genres. But in this case, they are taking heavy inspiration.
And this is exactly

Speaker 1 the case.

Speaker 1 I was trying to make.

Speaker 1 They are trying to get this

Speaker 1 Golden Goblins video, and I think we were talking about this in January.

Speaker 1 Golden Goblins hook and video, and they just recreated it

Speaker 1 on their end. And they're using it in the creatives.

Speaker 1 This is so awesome.

Speaker 1 I'm not sure if I can find the exact but I will actually share it in the Slack channel so everybody knows. Everybody knows what I'm talking about.

Speaker 1 Golden Goblins is one of the this is this is one of the games that everybody is kind of getting inspired by because their UA or creative team is so good with coming up with different ideas.

Speaker 1 So I'm going to share the actual actual creative in the in our Slack channel. So definitely be

Speaker 1 be sure you join the the slack channel anyway. So okay so we have the the creatives from the hypercasual side from the different genres here.

Speaker 1 And then what we have is then what we have is the tick tock versus YouTube trends. So look, I can share my screen a little bit in here.

Speaker 1 So

Speaker 1 this is the trend that I was talking about.

Speaker 1 The TikTok jar.

Speaker 1 This is just awesome. Let me just show you this.
This is slightly

Speaker 1 a little bit funny, but you know, memes

Speaker 1 should be funny. Here we go.
So this is one of the latest memes, Hopecore.

Speaker 1 And

Speaker 1 it's been working so well for different games. Okay, I'm going to show you

Speaker 1 the AI, the AI hooks that the POVs that I mentioned. So you have this,

Speaker 1 which is the

Speaker 1 train ride or

Speaker 1 sledge ride or whatever it is. Then we also have

Speaker 1 the slide. It's all AI generated.

Speaker 1 So

Speaker 1 and then we combine that with the

Speaker 1 different video or well the best performing video right

Speaker 1 and then uh what we have here is also the the AI stuff the AI everything

Speaker 1 is

Speaker 1 done by AI so we can

Speaker 1 we can iterate as much as we can as much as we want obviously on the on the different videos

Speaker 1 it's all combinations okay so we have all AI and now I mentioned also

Speaker 1 the the chat GPT or DeepSeek for a creative inspiration. So let me actually find

Speaker 1 my in my own five million tabs a chat GPT and share this. Okay, so let's see.

Speaker 1 We have a

Speaker 1 match

Speaker 1 free game

Speaker 1 with female out the end

Speaker 1 of

Speaker 1 thirty-five plus

Speaker 1 years old and come up with

Speaker 1 10 creative concepts

Speaker 1 for

Speaker 1 video.

Speaker 1 Include a step step by

Speaker 1 step

Speaker 1 guide for a video

Speaker 1 motion designer.

Speaker 1 So let's let's ask and see what we can get.

Speaker 1 Because we have then, okay, so we have oh interesting. So a messy day escape.
A busy mom escapes the chaos of daily life by playing the game

Speaker 1 show cluttered kitchen laundry scene with woman overwhelmed then we have tea time treat woman enjoys her peaceful time with the her favorite game before bed ritual showcase how the game is part of her wind down routine

Speaker 1 then we have a memory lane nostalgic elements vintage music and visuals evoke emotions garden goals visual garden blossoms as she plays all of the the different video uh concepts that you can get, and obviously, like this is a very quick and dirty concept

Speaker 1 or quick and dirty uh types of concepts. All right,

Speaker 1 so I think that was it.

Speaker 1 Thank you very much for coming. Uh, see you in the next episode.
Thank you very much. Bye-bye.