Tencent Games · Performance video + user acquisition
The game wasn't the hook.The player was.
Strategy games ask players to learn before they love. I flipped the ads to open on a real player's reaction, not the interface.
The brief
Make two complex strategy games, Galaxy Legend and Spartan Wars, stop the scroll for brand-new players.
My role
Creative strategy lead through Digital Remedy. Concepts, scripts and hooks. Production partners shot and cut.
What I made
Reaction-led video for both titles, 20+ banner variants, feed and story formats.
$2.45
cost per install, reaction-led creative
$3.75
cost per install, gameplay-only creative
620K
installs across the 10-month campaign
the insight
“Players buy the feeling before the features.”
In a crowded category, the first second is the whole ad.
red pen, before and after
Same game.Different first second.
the menu explains the game. the face sells it.
red pen, in the margins
Three hooks.Three feelings.
“I was not expecting this...”
Surprise. You stay to find out what happened.
“Which ship would you sacrifice?”
A decision. Now you're playing before you've installed.
“From your first ship to your own fleet.”
Progress. The whole game's promise in eight words.
what ran
A regular guy.A real Spartan.
Galaxy Legend
A regular guy, a tablet, and the moment he loses track of time.
Spartan Wars
Helmet and all. If the game is about conquest, the ad should look like it.
Banners
The Galaxy Legend banner system.
Banners
Spartan Wars, 20+ sizes.
“That combination of strategy, creativity, and execution is difficult to find.”
Not a lone wolf.A teammate.
no. 1
Wrote the hooks and scripts, then briefed production partners on exactly what the first second had to show.
no. 2
Worked with the media team to test reaction-led ads against gameplay-only ads, head to head.
no. 3
Kept the winners running and fed what we learned into the next round of hooks.
Let's get you a yes.
Open to full-time senior copywriter roles. Remote or Milwaukee.