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Three Genius Gaming Landers From The Mind Of Zeno (29)

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In response to a question on another thread, I just asked Zeno if he had shared some gaming landers on STM in the past - and rather than directing me to an old thread, he threw me some completely new, never-before-seen examples of landers he's run on gaming offers.

Zeno's the master of gaming, particularly on FB, so I'm putting these on their own thread so that everyone can easily find them!







In the last lander, the character is actually a seperate image to the background.

Zeno says:

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those are some fine looking cartoons

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Not too shabby Zeno

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Yeah, looking great and official. Thanks for sharing!

Question - does Zeno ever direct link a game on FB? Or always through a lander?

Since newsfeed ad is kinda a small pre-lander in it's own way (nice picture + title/subtitle/call to action).

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The key to gaming offer landers (especially on Facebook) is to keep it simple. It takes a mere split second for the average user to decide if they want to play this game or not.

These are the general takeaways from my tests (across a wide range of different genres):

- Short copy almost wins

- Use lots of images

- Tease the users with what they'll discover once they start playing

- Social integration (besides your average "1M likes on Facebook"-trick) is very effective. Show the users they are not alone (even if single player games).

- Interactive landers often works better than static landers. Something that immediately enganges the user and invites him to play with your lander (no, I am NOT talking about a cheap-ass entry javascript alert here; be creative).

In other words don't go fancy with crazy questionnaire style landers, aggressive tactics or deceptive stuff (like "18+ game only, enter at your own risk").

Put yourself in the shoes of your target for a quick moment: If you're in the mindset of playing or trying a new game, you are likely to be in a relaxed mindset. A curious mindset. Or just a bored mindset. Keep chill and gently show the way - and your gamers will follow (convert ).

This opens up an excellent way to interactivify your lander without too much effort. Here's a trick: make the background respond to the users mouse movement. This is fairly easy to do when the background already is in its own separate layer. It creates an illusion of immersion and helps with what I just wrote about getting the user engaged.

See HERE what I'm talking about:
https://github.com/500

^ move your mouse around and see what happens.

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Also important to use gaming language in your ad copy and not just a straight up advertisement. So you use stuff like PVP for player vs player etc so gamers identify the lingo.

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Thanks for bringing Kraken.io to my attention - it looks like something straight out of the HBO show Silicon Valley.

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Nice summary points!

As for the movement/interactivity, it's definitely parallax which has been all the rage for some time. I've tested it a bit but not much since I haven't had the time lately. I have seen advertisers implement it in very sexy but sometimes confusing ways:

https://www.warpportal.com/landing/r...istration.aspx

There I think they needed to tweak it slightly to actually detect mouse position on the whole screen as it's a bit buggy, but man it looks cool with such sexy artwork!

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That's a VERY cool lander. Buggy as hell but very cool.

Seriously inspirational for doing something similar.

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Where do you get the images for these landers?

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Have you had any issue with the DC comic logo in the corner of the 2nd image? I imagine it'd improve conversions but opens you up to other issues too I'd think.

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@raymondduke - with games in particular the first place I'd recommend looking is the official game media pack (otherwise known as a media kit, press pack or press kit). That'll contain high-resolution images, copy, and other really useful stuff. I suspect Zeno made most of these using the official media packs (although feel free to correct me if I'm wrong, Zeno!)

If you can't find it on their website, try contacting the game's PR department explaining that you're doing a feature on the game, or even that you're an affiliate for the game.

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Yep definitely do this. I've been running gaming fansites and we got all the media access for the big launches. Most game studios have got a closed media websites , ftp access or something like where all the press gets access. They're full of awesome super high-res artwork and screenshots. Videos as well often unbranded and full hd and in full length. I'm sure if you ask nicely a lot of doors will open up.

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O my THANK ZENO !!!
this will serve as great example for future projects

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Gathering image resources and editing them is a crucial skill. Google, DeviantArt, niche sites, etc. Find the media/press kits that games offer. Don't use one game site - most of these games are distributed by multiple companies depending on region. Get balls deep in it all and find things. Even if you need to use Google Translate to navigate the Chinese site.

Well, I was advertising an official DC game, so no, not really :-P

Exactly.

Contacting them not as an affiliate is a good idea. Somehow I managed to get login access to Kongregate's advertising media Dropbox, which was handy. I had access to about 1 GB of raw PSD assets for their creatives... the actual PSDs digital artists worked on to make the character images, all at e.g. 5000x5000 res with dozens of effects layers and such. I had fun haha, ultimate customisation xD

Exactly. Don't be an affiliate, be a game reviewer and ask for media kit access. They have these things for a reason - because they want even unheard of bloggers to have assets so they don't tarnish their brand with crappy images.

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@zeno! wow these are fantastic. They make me want to become a gamer they are THAT good.

Quick question- did you mean that your 1st and 3rd lander have the "parallax" aspect? My design lingo is a little weak- but I would love to understand better.

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I haven't used it on any of those landers above. The first and second just have normal background images. The third has a background image and then an additional PNG image (with transparency) that is pinned to the bottom left of the browser window, making the character change location relative to the other elements e.g. the button, depending on the persons browser size.

Parallax effects can only be witnessed on a live site since they involve motion - specifically we are talking about Parallax Scrolling - https://en.wikipedia.org/wiki/Parallax_scrolling

You see this a lot on corporate and sales pages where the background images move around as you scroll.

I linked an example above that does it, and here is an awesome example of using it at a very high level: http://hotdot.pro/#bcode

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Thank you for your explanation . I want to enhance my design lingo and be able to better help my publishers with all facets of their campaigns.

BTW this is a fantastic example!! http://hotdot.pro/#kynsi WOW.

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Hello,

Is this guide also work for Mobile Games? Do you create landers for Mobile games or Link direct?

Thanks

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Test both.

Affiliate marketing isn't an industry where using landers and direct-linking are black and white.

In fact, every marketer uses a funnel and how complex this is depends on the marketer, the intent of the traffic, technical skill, etc.

If you ever need to ask "should I use a lander for this?" then you're always asking the wrong question. Consider walking into a grocery store and asking "will I enjoy these green apples or red apples more?". This is a pretty simple realistic analogy where the store worker will look at you, a bit perplexed at your lack of common sense, and say "why don't you just buy both and find out for yourself, idiot!"

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I know I'm a bit late to the landers party, but want to share something I've tried as well.

http://www.mymmos.com/shards-of-war

You should see a button if you're visiting from certain countries, otherwise the Click to Play button is not present.
When you refresh the page you should see several images on the main center image ( all from the game )

Btw, this lander together with FB ads: not a win.....

Cheers

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I am late to the party but does facebook allow direct linking to games? I am liking the idea of using landing page instead. its safer I guess?

what was used to make landing pages like the examples on first post? from what it looks like, its a single page with a background image, call to action, game description. and the dc game has an embedded video.

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Direct linking to games is fine. FB doesn't care about how you link to anything really, it's the substance of the destination that matters.

I made those landers in Muse I believe then just edited them a little post-export.

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I am about to start my own Game Campaign, I have been a marketer for gaming companies for a while but nothing to do with Paid Advertising more so offline marketing. Cant wait to test it with facebook.

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How is it going meathead?

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these are great. i've already made some inspired landers and am testing them now

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Great share! Thanks caurmen!

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Great thread! Now that it's been a few years, is all of this still relevant? I'm not necessarily talking about the lander styles, but gaming + fb ads in general. In 2018, is gaming still a good low payout vertical for a beginner to push on FB?

I'm planning on starting some follow alongs in the next few weeks and wanted to start with gaming on fb and this thread has me seriously motivated but not sure how much is still relevant now in 2018.

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I think the core concepts and thinking are relevant, but 3 years is an eternity in this industry.

Try to pick out the exportable insights from this thread, instead of thinking of this as something you should cut and paste in 2018.

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