About the author call_made
Matej Lancaric
A true mobile marketing enthusiast currently working as a UAย consultant.
Journal 40 Matej Lancaric December 16
When you hear “snake” in gaming, it immediately calls to mind ads from Royal Match, Kingdom Guard, Rush Royale, or even Royal Kingdom. But where did this trend really start? Letโs dive into the snake pit of creative evolution in gaming UA.
๐ง๐ต๐ฒ ๐ข๐ฟ๐ถ๐ด๐ถ๐ป๐: ๐ฅ๐ผ๐๐ฎ๐น ๐ ๐ฎ๐๐ฐ๐ต ๐๐ฟ๐ฒ๐ฎ๐ธ๐ ๐๐ฟ๐ผ๐๐ป๐ฑ (๐๐ฒ๐ฐ ๐ฎ๐ฌ๐ฎ๐ฎ)
Royal Match was the first to introduce the snake concept in its UA mix back in December 2022. While the snake creative wasnโt the focus then (we were too busy saving the King from fire, drowning, or freezing), it quietly entered the mix. At this point, Royal Match (Dream Games) experimented with many “near-death” scenarios, laying the groundwork for what would come later.
๐ฅ๐๐๐ต ๐ฅ๐ผ๐๐ฎ๐น๐ฒ ๐ฅ๐ฒ๐๐ผ๐น๐๐๐ถ๐ผ๐ป๐ถ๐๐ฒ๐ (๐๐ฒ๐ฏ ๐ฎ๐ฌ๐ฎ๐ฏ)
Rush Royale (MY.GAMES) took the concept to the next level in February 2023, launching the first snake-whirl creative that took Facebook by storm. It was everywhere. By April, Rush Royale explored other concepts, but the snake-whirl remained a memorable and pivotal moment for the trend.
๐๐ถ๐ป๐ด๐ฑ๐ผ๐บ ๐๐๐ฎ๐ฟ๐ฑ ๐๐ฒ๐๐ฒ๐น๐ ๐จ๐ฝ (๐๐๐ป๐ฒ ๐ฎ๐ฌ๐ฎ๐ฏ)
Kingdom Guard (tap4fun) entered the snake game in June 2023, directly building on Rush Royaleโs winning concept. But they didnโt just copyโthey iterated aggressively. Each month, Kingdom Guard released a new variation, pushing the snake creative concept to its limits.
I had an incredible discussion about these iterations with Stan (CEO of Tap4Fun) in China. It was, without a doubt, the most mind-blowing, creative discussion Iโve ever had.
๐ฅ๐ผ๐๐ฎ๐น ๐ ๐ฎ๐๐ฐ๐ต ๐ฅ๐ฒ๐๐๐ฟ๐ป๐ ๐๐ผ ๐๐ต๐ฒ ๐ฆ๐ป๐ฎ๐ธ๐ฒ (๐๐๐ด ๐ฎ๐ฌ๐ฎ๐ฏ)
While Kingdom Guard was dominating snake iterations, Royal Match shifted focus. From March 2023 onward, their UA leaned heavily into Cameo appearances from actors in trending shows like Money Heist and Suits.
But by August 2023, the snake creative quietly returned. And whatโs remarkable? One particular snake ad for Royal Match had been running for a yearโa testament to its longevity and effectiveness.
๐ง๐ต๐ฒ ๐ฆ๐ป๐ฎ๐ธ๐ฒโ๐ ๐ฃ๐ฒ๐ฎ๐ธ (๐๐ฎ๐ป ๐ฎ๐ฌ๐ฎ๐ฐ)
The new year brought an explosion of snake creatives across games. Royal Match leaned heavily into snake-driven โSave the Kingโ scenarios, running the concept millions of times. ๐ง๐ต๐ฒ ๐ถ๐ฑ๐ฒ๐ฎ: a relentless snake creates tension, and the player must save the Kingโa formula thatโs both engaging and addictive.
๐ช๐ต๐ ๐ฑ๐ผ๐ฒ๐ ๐ถ๐ ๐๐ผ๐ฟ๐ธ?
The snakeโs near-death dynamic taps into primal instincts, creating instant engagement.
About the author call_made
A true mobile marketing enthusiast currently working as a UAย consultant.
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