Funtap‘s latest mobile game sensation, “Tiểu Yêu Tầm Đạo,” has taken Vietnam by storm, quickly ascending to the top of the charts and establishing itself as a new category leader. Launched on February 28, the game has already made a significant impact in global markets, consistently ranking in the top 10 of the App Store games for two consecutive weeks and claiming the coveted No. 1 spot on Google Play’s role-playing games list.

01 Funtap’s Strategic Entry into the Treasure Chest Gaming Genre

Treasure chest games, traditionally known as mini-games within hardcore RPGs, have now been reimagined as the central mechanic of a light-core mobile gaming experience. Players are tasked with acquiring and opening treasure chests, with the acquisition process and subsequent battles tied to idle gameplay mechanics.

While these games may be considered niche, they have already found popularity in Vietnam. Recognizing the untapped potential of this genre, Funtap has strategically chosen to publish “Tiểu Yêu Tầm Đạo,” leveraging the broad appeal of Chinese fantasy themes in Vietnam and introducing innovative character selection featuring the Pig Demon, Bird Demon, and Fish Demon.

02 Swift and Targeted Advertising Tactics for “Tiểu Yêu Tầm Đạo”

In a departure from the traditional approach of mid-core and hard-core games, Funtap opted for a direct release of “Tiểu Yêu Tầm Đạo” without the need for pre-registration. The game’s advertising campaign kicked off on February 27, a mere day before its release, and expanded rapidly thereafter.

Understanding that a prolonged pre-registration period could dampen players’ enthusiasm, Funtap’s synchronized ad campaign allowed for immediate access to the game, resulting in impressive app store rankings. The game’s advertising budget has been adjusted weekly based on market feedback, with a peak of 360 ads on March 17th.

Facebook Ads emerged as the primary platform for the campaign, but Funtap also allocated 14.7% of its ad budget to AdMob and YouTube.

03 Creative Strategies that Resonate

Funtap’s experience in publishing idle mobile games has been masterfully applied to “Tiểu Yêu Tầm Đạo’s” advertising strategy, which has proven to be both effective and engaging.

Strategy 1: Inherited Excellence – Strategic Game Walkthrough Sharing

Creatives often feature playful advice, such as “Choose the bird demon over the pig demon,” delivered in a friendly and engaging manner. This approach not only humanizes the advertising but also subtly showcases the game’s unique selling points.

Strategy 2: Captivating First Three Seconds

The first three seconds of a video ad are crucial in capturing viewers’ attention. “Tiểu Yêu Tầm Đạo” utilizes this principle by starting with eye-catching clips, whether animated or live-action, to enhance ad impressions.

– Fun Clips with Internet Trends

Funtap excels at incorporating popular internet elements into their ads. By tapping into trending topics and creating ad content that resonates with the youth, they have successfully captured players’ interest.

– Live-Action with Engaging Plot Twists

Short, impactful live-action sequences at the start of video ads have proven to be an effective strategy. “Tiểu Yêu Tầm Đạo” has mastered the art of creating brief, conflict-driven live-action scenes that immediately draw viewers in and segue into the game content.

Strategy 3: Image Ads with a Powerful Call to Action

Image ads, which make up over 30% of the game’s advertising, employ innovative tactics to maximize ROI. Techniques like contrasting light and dark elements and designing ads that mimic in-game UIs have proven to be highly effective in driving user engagement.

04 Funtap’s Path to Leadership in New Mobile Game Categories

The Vietnamese market has evolved to embrace a diverse range of game genres, with leading publishers like Funtap exploring the potential of various categories amidst stiff competition from MMORPGs. Titles like “Kỷ Nguyên GenZ” and “LaLa Land: Lục Địa Bí Ẩn” have set new benchmarks in their respective genres.

Funtap’s strategy of staying ahead of trends and adapting successful marketing tactics has positioned them as a frontrunner in the mobile gaming industry. The release of “Tiểu Yêu Tầm Đạo” represents not only a natural progression in their idle game portfolio but also a bold step into the treasure chest gaming niche. As the company continues to innovate and expand its reach, it is well-poised to dominate emerging game categories and captivate gamers worldwide.