According to AppGrowing, Habby's new game "SSSnaker"(Chinese:蛇蛇貪吃） has generated numerous new ads recently, and now won the Top 5 in the new product list.
"SSSnaker" was launched on March 21, and its downloads and revenue have grown rapidly since then. On app store charts, the game has already reached the top of the iOS free charts in the Hong Kong, Macao, Taiwan and South Korea markets, second in Japan and ninth in the United States. In terms of revenue, "SSSnaker" has entered the top 10 iOS revenue chart in Taiwan. Considering that the game adopts a mixed monetization model, the actual income will be even higher.
Right after "Survivor.io", Habby has come up with another "Roguelite +" game. And it shows a good market potential.
01 "Archero" but "Snake"?
For players who have played "Archero" and "Survivor. io", the game interface of "SSSnaker" must be very familiar.
The main gameplay of the game is Roguelite shooting. The character will automatically aim and shoot. Random boxes will appear during the battle. After successfully shooting down and winning, there will be a random skill/resource supply and players need to choose one of three. In addition, there are conventional RPG development designs including snake spirit system, equipment system, and talent system.
"SSSnaker" also uses a similar art style and UI design. The simple and bright 3D cartoon style is very in line with its casual gameplay.
However, if it's just a simple duplicate, Habby will not launch this new work. As the name indicates, in "SSSnaker", the character controlled by the player is a snake, and the turret will randomly drop when the monster is shot down in the battle. When the snake touches the turret, the body will grow a section. This design will undoubtedly remind people of the classic Snake game.
As the game progresses, the snake's body will become long enough for a new fighting method "encirclement". Players can operate the snake to surround monsters and cause huge damage. This can also destroy map obstacles and is the best way to deal with monsters in obstacles or on high platforms.
In general, the gameplay is polished and combined with novel micro-innovations. "SSSnaker" continues Habby's consistent idea of mid-core games. According to the official introduction, the game currently has more than 70 in-game skills, 200 monsters, and 20 bosses. It is for sure that "SSSnaker" has made sufficient content reserves.
As for monetization, "SSSnaker" adopts the "mixed monetization model" that Habby is alway good at. In terms of IAP, there is a regular "diamond" currency. Players can purchase diamonds and various gift packages to obtain upgrade resources and stamina. They can also get free diamonds and coins by watching rewarded video ads.
02 SSSnaker's Advertising Strategies
Another key of continuing to produce cash cow games is the "big volume" of Habby's advertising.
According to the monitoring of AppGrowing, "SSSnaker" has started a large-scale advertising once after launch, and the number of ad creatives generated in a single day has shown a steady upward trend. The main advertising channels are Facebook and Instagram, platforms with obvious social attributes. The main format of ad is in-feed and rewarded videos, and the creatives are mainly vertical videos, accounting for more than 90%.
In terms of ad creativity, the current ads of "SSSnaker" are mainly to display the gameplay. Through a large number of gameplay display content, users can quickly establish awareness of the game. However, in terms of specific manifestations, Habby combined the current popular forms to further deepen its attraction to users and, at the same time, broaden the audience.
Gameplay Display
The gameplay creatives of "SSSnaker" can be roughly divided into two types.
One is the content that is consistent with the actual experience. For example, it shows that the first-level characters start to fight monsters, powerful props dropping on the way, and power increasing, highlighting the random fun of Roguelite and the refreshing feeling of fighting.
Source: AppGrowing
The other is to focus on exaggerating the game battles. For example, the following creative shows the super-long body of the snake and shooting the surrounding monsters, highlighting the high damage and field-wiping experience, attracting users to download and play.
Source: AppGrowing
Live-Action Ad
Players in Hong Kong, Macau, Taiwan, and South Korea have a very high acceptance of live-action ads. Therefore, the proportion of live-action creatives is very high in those area.
Specifically, these live-action creatives could be roughly divided into two types.
One is the local KOL broadcast creatives, mainly for users in Hong Kong, Macao and Taiwan. The game invited many local female KOLs in Taiwan to convey the gameplay and selling points in the form of oral broadcast.
Source: AppGrowing
It is worth noting that the lines and slogans braodcasted by each KOL in the video, such as the slogan "開心擼蛇，不當魯蛇" (Happy Snaker, not a Loser), and the layout design are all consistent. This creates a sense of unity and can also deepen users' impression of the ad content, thus further strengthening the cognition of the game.
Source: AppGrowing
Another type of live-action creatives combines popular forms on short video platform, such as power competition, street interviews or challenges, etc., These are mostly presented in English, and placed in the European and American markets.
Source: AppGrowing
In addition, there are some ads showing the real life environment. For example, the following ad shows a man staring at the mobile phone screen to play "SSSnaker" while sitting on a Ferris wheel, going down the stairs, or walking, interspersed with game screens, indicating "the game is very attractive".
Source: AppGrowing
Quoting the classic "snake" elements
As mentioned earlier, the gameplay of "SSSnaker" incorporates the design of the classic "Snake" game, which is also applied to ad creativity. For example, at the beginning of the following video, it shows the scene of playing the Snake game on a Nokia phone, attracting users who are interested in nostalgic games, and then switches to "SSSnaker".
Source: AppGrowing
In general, the new work "SSSnaker" continues Habby's ideas since "Archero". Micro-innovative gameplay design, mix monetization, large-scale advertising, all make the game quickly break into the market.
As for whether this new work can continue the amazing market performance of "Survivor. io", it remains to be verified by time.
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