Forming Ads, Creatives, Marketing Messages for Mobile Games

What’s your take on forming Ads, Creatives, and Marketing Messages for mobile games you operate + what are the channels/mediums you go for?

Is it more leaning on e.g., Creative research + repeating what others do and using the same formula on it, with e.g., simple things like 5-6 different types/formats/messages per standard channels and just adding and removing things based on performance, or leaning something beyond it?

Overall the above definitely works as a formula. It works really well if there is really check-marks on both marketability and product.

In terms of beyond it, mostly what I’m after knowing is how much companies explore further basic things to formulate messages, such as:
– Understanding and communicating product USPs, value props., and competitive advantages
– Understanding demographics combined with audience data and insights on archetypes, motivations, and psychology

And go for new channel try-outs, e.g.:
– Media mix e.g., on top of games outdoor advertising, TV, other media, and such.

And, beyond the all above:
– Experimenting with totally out-of-blue ideas that will be game-changers for the industry and such.

So, on top of asking what’s your stack, I’m also kind of asking, what’s the next out-of-blue thing that will work?

Because we see tons of different takes already on the first front where the ‘repeat the formula’ works for a scale of $100-500k a day, or more, for many games. And it seems it’s maintainable, and maybe enough as it is. Some companies don’t need more, just to operate on that.

But, there are definitely companies who try and seek for new formulas and out of blue ideas that can enable distribution at scale, with also more profitable way.