Mobile games come in many shapes and forms — from casual games that you can play with just a few taps to complex ones that take months to master. In the middle you have "midcore" games, like Clash of Clans or PUBG Mobile. They’re easy to pick up and get users more and more invested as they play.
These middle-ground games are serious revenue generators. They brought in almost 60% of the $76.7 billion that mobile games made in 2023. Games like Honor of Kings and Genshin Impact each made over $1 billion, showing just how big this market is.
But getting people to play these games isn't easy. It costs twice as much to market a midcore game compared to a casual one. The first week matters most — if a game doesn't catch on quickly, it might not succeed at all.
This is where video ads enter the stage. Videos give you a glimpse of how easy and fun the game is, and what makes it exciting. The key is to get these videos right — and that's what we'll be looking into.
Midcore games need time to shine. A static ad just won’t do: it can't show how battles work or how you upgrade your character, or capture the thrill of winning and the satisfaction of mastering a new strategy.
Video ads are a game-changer. 30 seconds is enough to demonstrate how easy it is to start while hinting at the depth that keeps players coming back.
Video ads also let you tell a story. You can show character development or a game base becoming stronger. These stories allow players to picture themselves playing the game and making progress.
Most importantly, video ads let players see the game in action before downloading it. They get a chance to watch real gameplay, see how controls work, and get a sense of what makes the game fun.
Start with a hook. Most people scroll past ads quickly — your job is to grab their attention in the first 5 seconds. Let them see your best gameplay moment, most exciting character, or the biggest battle straight away.
Keep the users’ attention. Watching a 30-second video ad feels like forever. Start with your best content, then build up to something even better.
Sound matters. Your game's audio helps you tell a story and set the mood. Battle scenes need powerful sound effects and epic music. Building or strategy moments work better with calmer background tracks. Mix your audio carefully — sound effects should be clear, but not overwhelming. While many players watch ads on mute, a good audio track can make those who do listen more likely to download.
Leverage influencers and user-generated content. Player-generated content or influencer-driven campaigns give your video ads more authenticity. For midcore games, watching a well-known gamer or influencer play can attract fans and make you look more credible.
Optimize for different platforms. Each platform has its own style. TikTok users expect quick, exciting moments. YouTube viewers might watch longer videos about game depth. Instagram users typically prefer visual appeal.
A/B test. See what works for your game. Look at how your video ads perform with different openings — do players respond better to gameplay action or character stories? How long do they watch? What gets more clicks? Use these insights to make your next videos better.
Strategize with retargeting. For midcore games, where engagement is more long-term and requires nurturing, retargeting plays a big role. Once players start showing interest, retarget them with new video ads that highlight progression systems, upcoming events, or special offers to keep them engaged.
Find your players. Smart customer acquisition tools like Yango Campaigns can deliver clean traffic and high engagement to your mobile app, making sure you’re only paying for real clicks. They source traffic from search engines and other apps and games to maximize your advertising spend.
Alright, looks like you are now ready to join the battle! Before we begin, let’s take a look at some common mistakes and make sure you don’t fail your mission.
Don’t cram too much in. Remember, you’re making a short video that needs to capture the players’ attention and draw them into the game’s world. Don’t overload your ads with text, features, or irrelevant information: get them to click while their interest is at max.
Don’t overpromise. There’s nothing worse than an exciting visual that doesn’t deliver. Make sure your ads reflect the actual game; otherwise, you’re risking not only disappointing your customers but also getting a bad review.
Don’t be boring. Focus on telling a quick yet intriguing story — users lose interest if there’s no hook leaving them wanting more. Remember, you’re trying to stand out in an ocean of video content, and sometimes you only have a few seconds to capture the players’ attention and get them interested.
Instead, lean into the following trends:
Video ads are highly effective for marketing midcore mobile games, allowing you to showcase the depth, mechanics, and narrative appeal that set these games apart, and create deeper engagement with players. By focusing on gameplay, progression, challenge, and emotional hooks, video ads can draw in the right players, increase engagement, and ultimately drive conversion.