3 MINUTES BULLSHIT WITH GEORGE #42: Ultimate Trends for UA Creatives with Matej Lancaric              

Episode #42 of 3 MINUTES BULLSHIT WITH GEORGE featured Matej Lancaric, Marketing Consultant & Founder at two & a half gamers and lancaric.me. We discussed Trends for UA Creatives.     

In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Matej Lancaric, Marketing Consultant & Founder at two & a half gamers / lancaric.me. Two & a half gamers - a no BS gaming podcast, which shares insights, knowledge and fun gossip relating to the topics of User Acquisition, Game Design and Ad monetisation.

Matej shares his experience as a Mobile Growth Expert in latest UA Creatives Trends. 

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on our website or on Youtube channel. 

Connect with Matej and Baz Súperapp here:

• Matej Lancaric's Linkedin

• lancaric.me

Timestamps:

00:00           Dance

00:14           Matej’s Introduction

00:31           Ultimate Trends for UA Creatives

02:17           Bloopers

Transcript & Key takeaways from the episode:

Here’s an overview of key creative trends, particularly in gaming but applicable to apps as well:

1. Altered Gameplay Scenarios

• Creators use in-game assets to generate unique scenarios beyond the core game narrative.

• These alternate setups captivate users by offering fresh, imaginative experiences that keep engagement high.

2. User-Generated Content (UGC)

• Real User Content: Content generated by actual users remains highly effective in increasing engagement.

• AI-Generated UGC: AI-driven content can outperform traditional UGC, offering scalable, personalized, and dynamic creative elements.

3. Humor and Narrative-Driven Creatives

• Humor remains a powerful tool for creating relatable and memorable ads.

• Narrative storytelling resonates deeply, providing a compelling structure that draws users into the content.

4. Fake Ads & Storytelling Combinations

• While fake ads (ads that don’t represent actual gameplay) are prevalent, blending them with narrative-driven storytelling enhances authenticity and user engagement.

5. Hypercasual Mechanics Across Genres

• Hypercasual game mechanics are being integrated into various game genres to appeal to broader audiences.

• Simplified, easy-to-understand mechanics drive high engagement and retention rates.

6. Attention-Grabbing Hooks

• Hooks that capture attention within the first few seconds are essential.

• Combining unique scenarios, humor, or surprise elements enhances click-through and retention.

7. Combining Multiple Trends for Maximum Impact

• The most effective creatives often blend elements from multiple trends:

  • Strong hooks.

  • Diverse gaming genres.

  • UGC (including AI-enhanced content).

  • Narrative depth and humor.

• This synergy creates high-performing, engaging content.

These trends reflect the evolving landscape of user expectations and creative approaches, where blending innovation, storytelling, and data-driven insights leads to success.

George: A question regarding the creatives. What are the trends nowadays for creatives? 

Matej: Nothing works. Thank you very much for listening.

George: Thank you. That was 3 minutes bullshit. Done. Hahaha

Matej: Hahaha. I come from gaming but this can be applied to apps as well. But yeah, so in games we have different trends. It's altered gameplay, which means you have to assets from the game and then you can create different scenarios which are not directly in game and that  kind of works well. Then we have UGC (user-generated content), which opts-on amazing and UGC, not only real people but also AI UGC. That works for me even better than real people. Oops. So I'm sorry, guys, that's how it is. And then we have, I usually use a humor a lot, narrative story driven creatives, and then we have a kind of fake ads. Obviously fake ads are everywhere, but you don't need to use fake and that much, but you can kind of use the story driven creatives that mentioned in narrative. Work so well. So these are like, kind of like the trends that I see and then like the ultimate trends are just also a combination of different things. We have the hypercasual games blowing up, the hypocrisal mechanics using in the games with the different genres. And then we have hooks, which are super important obviously that grabs your attention. And then the ultimate trends are the combination of different, all these like trends. So we have great hook, different gaming genres creatives, UGC, on top of it AI and then, there you go. 

George: So, works UGC, human, and storytelling, and narratives. 

Matej: Yeah, narratives as well. That works so well.   

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