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Creative Trend: Near-Death Snake Experience

Matej Lancaric
๐Ÿ ๐—–๐—ฟ๐—ฒ๐—ฎ๐˜๐—ถ๐˜ƒ๐—ฒ ๐—ง๐—ฟ๐—ฒ๐—ป๐—ฑ: ๐—ง๐—ต๐—ฒ ๐—˜๐˜ƒ๐—ผ๐—น๐˜‚๐˜๐—ถ๐—ผ๐—ป ๐—ผ๐—ณ ๐˜๐—ต๐—ฒ ๐—ก๐—ฒ๐—ฎ๐—ฟ-๐——๐—ฒ๐—ฎ๐˜๐—ต ๐—ฆ๐—ป๐—ฎ๐—ธ๐—ฒ ๐—˜๐˜…๐—ฝ๐—ฒ๐—ฟ๐—ถ๐—ฒ๐—ป๐—ฐ๐—ฒ in Gaming Ads ๐Ÿ‘‡

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? Letโ€™s dive into the snake pit of creative evolution in gaming UA.

๐—ง๐—ต๐—ฒ ๐—ข๐—ฟ๐—ถ๐—ด๐—ถ๐—ป๐˜€: ๐—ฅ๐—ผ๐˜†๐—ฎ๐—น ๐— ๐—ฎ๐˜๐—ฐ๐—ต ๐—•๐—ฟ๐—ฒ๐—ฎ๐—ธ๐˜€ ๐—š๐—ฟ๐—ผ๐˜‚๐—ป๐—ฑ (๐——๐—ฒ๐—ฐ ๐Ÿฎ๐Ÿฌ๐Ÿฎ๐Ÿฎ)
Royal Match was the first to introduce the snake concept in its UA mix back in December 2022. While the snake creative wasnโ€™t 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.

๐—ฅ๐˜‚๐˜€๐—ต ๐—ฅ๐—ผ๐˜†๐—ฎ๐—น๐—ฒ ๐—ฅ๐—ฒ๐˜ƒ๐—ผ๐—น๐˜‚๐˜๐—ถ๐—ผ๐—ป๐—ถ๐˜‡๐—ฒ๐˜€ (๐—™๐—ฒ๐—ฏ ๐Ÿฎ๐Ÿฌ๐Ÿฎ๐Ÿฏ)
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.

๐—ž๐—ถ๐—ป๐—ด๐—ฑ๐—ผ๐—บ ๐—š๐˜‚๐—ฎ๐—ฟ๐—ฑ ๐—Ÿ๐—ฒ๐˜ƒ๐—ฒ๐—น๐˜€ ๐—จ๐—ฝ (๐—๐˜‚๐—ป๐—ฒ ๐Ÿฎ๐Ÿฌ๐Ÿฎ๐Ÿฏ)
Kingdom Guard (tap4fun) entered the snake game in June 2023, directly building on Rush Royaleโ€™s winning concept. But they didnโ€™t just copyโ€”they 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 Iโ€™ve ever had.

๐—ฅ๐—ผ๐˜†๐—ฎ๐—น ๐— ๐—ฎ๐˜๐—ฐ๐—ต ๐—ฅ๐—ฒ๐˜๐˜‚๐—ฟ๐—ป๐˜€ ๐˜๐—ผ ๐˜๐—ต๐—ฒ ๐—ฆ๐—ป๐—ฎ๐—ธ๐—ฒ (๐—”๐˜‚๐—ด ๐Ÿฎ๐Ÿฌ๐Ÿฎ๐Ÿฏ)
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 whatโ€™s remarkable? One particular snake ad for Royal Match had been running for a yearโ€”a testament to its longevity and effectiveness.

๐—ง๐—ต๐—ฒ ๐—ฆ๐—ป๐—ฎ๐—ธ๐—ฒโ€™๐˜€ ๐—ฃ๐—ฒ๐—ฎ๐—ธ (๐—๐—ฎ๐—ป ๐Ÿฎ๐Ÿฌ๐Ÿฎ๐Ÿฐ)
The new year brought an explosion of snake creatives across games. Royal Match leaned heavily into snake-driven โ€œSave the Kingโ€ scenarios, running the concept millions of times. ๐—ง๐—ต๐—ฒ ๐—ถ๐—ฑ๐—ฒ๐—ฎ: a relentless snake creates tension, and the player must save the Kingโ€”a formula thatโ€™s both engaging and addictive.

๐—ช๐—ต๐˜† ๐—ฑ๐—ผ๐—ฒ๐˜€ ๐—ถ๐˜ ๐˜„๐—ผ๐—ฟ๐—ธ?
The snakeโ€™s near-death dynamic taps into primal instincts, creating instant engagement.

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