Where to find ideas? №3. Top War. One concept — endless solutions.
This game is outstanding. I don't know for what is it — loyalty to the game or strange omission — but the way they operate with the only concept is gorgeous! Look at creatives as they represent one and only concept in core — “red vs blue” — and you’ll find yourself in Top War greatness witnessing club. No worries I’m already there so you won’t feel alone :)
This article is a 3 out of 5. Previous ones:
Part 1: click here.
Part 2: click here.
So let’s dive deep in their creative strategy together with Apptica.com. This journey would be very joyful and interesting so fasten your seat belts and letz gou!!!!
Current creative statement
Before we start: as I said before, Top War creatives are all about “red vs blue”. So mechanics they use are turned into ways to execute main concept. It’s a common hook when mechanics are no more mechanics.
They serve to a higher purpose — to to be a bridge to implement main concept (like here) or another mechanics (for example, stacking isn’t used as a separate mechanic — currently it’s a way to implement resource management or idle mechanics into creative).
Let’s start with creatives you may define in spy services right now. For example, this creative:
This creative is about upgrading to face boss in the end of the path. Look how they iterated it.
This hook is not just UGC beginning. It serves to two purposes:
- Extend and replace creative beginning with real person cinematic. Of course real people bring more emotions into video.
- Demonstrate that game stands out due to real ads.
Second iteration is quite similar.
Iteration №3 is quite the same as well.
I assume these iterations were made to test new placement — Facebook/IG reels.
“Mechanics”
As I said in part above it’s a crucial to understand their attitude to mechanics.
Expedition (harvesting)
What is this? Characters take the road, collect teammates to face final boss in the end. Look!
Creative below is a fun adaptation. Main difference is the way to conquer — painting. In previous one teammates are collected just taking on board.
This one is a great example of how to iterate setting (water<->ground, open world<->river path) and realization (taking on board<->painting).
This one is painting on the sea. Setting changes (sea<->ground) are most significant here.
Example below is really cool in terms of developing expedition! Look: they changed the way to conquer new territory (blow the sand<->painting) and army collecting (conquering rival buildings<->painting). Tremendous!
Next one is enriched with 2D and another camera angle. Moreover they created platform to show ability to make choice. But the biggest distinction is numbers!
I consider this video could be more successful if interaction with rivals could led to appropriate number changing. I mean this mechanic could be more obvious but on the other hand it would erase enmity between red and blue.
Anyway as an iteration it’s a great try. Different camera angle and background (setting changes) and numbers (realization changes) look fresh.
Upgrade
This actually is harvesting. I set this section aside to show how Top War team moves towards diversity in iteration solutions in terms of how upgrade realized. Let’s start with obvious one. In this case you should shoot into soldiers\equipment standings to make them available to upgrade.
Now let’s move to more tricky solution — chest instead. Typical setting change. One more detail — finish line is standing still so objects move to soldiers. It’s one more essential part of iteration — realization.
Next one is deep iteration — lootboxes. So until the very end of box's lifetime player doesn’t know what’s inside.
And now cherry on the top. Water filling. What?! WATER FILLING!
Take note these ones are mostly iterations on how to make users stick with such important thing as upgrade. ’Cause it’s a key! 2 soldiers can’t beat army or massive tank. But diversifying widely allows you to target in a bit different audience and broaden ad targeting in auction.
Stacking
Let’s go down to a meta level =) First of all in this case it’s not a mechanic at all. Second, Top War production team uses it to improve realization.
This one is a clear shade of Bridge Race. Surely they complemented it with harvesting and fighting (it’s not hypercasual game LOL).
Video below refers to a wide imagination of production team. What do they collect? Bottles? COMBAT bottles???
Oh wait, they also use it as a resource to turn enemy base into own. That’s interesting solution. ’Cause you can’t introduce new resource — gameplay will be overwhelmed with details. But variety of weapons Top War team shows depth of possible iterations for any team all over the game globe.
Crowd vs combats
It’s a development of survival mechanic. But it turned upside now. As before player should defend from hordes of enemies but player isn’t holding its position. It moves as hordes attack.
Next one has another camera angle (also great iteration hook) and a huge boss in the hordes core (setting adjustments). Multiplying gates are moving not standing.
Miscellaneous
Start with drawing. Cool mechanic but it didn’t work out for Top War.
Next one refers to tower defense. It also complemented with randomness. Looks tasty!
Logistics sometimes could be one of the ways to develop creative strategy. Surely main concept “red vs blue” is still here.
This one refers to logic. More complex solution. I don’t think it’s connected with core audience and game design solution inside the game.
As a top game you can’t avoid trail of new market solutions. In this case it’s not new but good ol’ new — hole io came back with Attack hole adaptation from Homa. So let’s iterate it!
And the last for now is a sticky adaptation of Homa’s Fight For America: Country War.
Conclusion
There are a lot of games that steal solutions from competitors and a lot which bring new in their creatives. But only few stand as pioneers and cultivate their strategy step by step, little by little. It’s not about just testing new vibes and iterating. It’s about to adapt to realities of mobile game.
Keep an eye sharp on it! Especially on Top War =)
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