Let me introduce you to one of the most popular mobile games right now. Surviv.io is a browser-based multiplayer online 2D battle royale game created by Justin Kim and Nick Clark. It was released in October 2017 on its website for desktop browsers and in October and November 2018, respectively, for iOS and Android devices.
Survivor.io is now positioned on iOS and Android as the top game throughout August.
Thanks to its paid media strategy, TikTok has listed Survivor.io as one of its top 10 ads for the past week (69k likes, 1k comments). It also mentioned it has fourth place in ads among the ten top-performing gaming for the same period. In addition, it's been downloaded an estimated 4.15 million times.
But this massive hit also raised some brows.
If you are a PC gamer, Survivor.io may remind you of the 2021 breakout hit Vampire Survivors, minus the vampires. Many could think Survivor.io is another copycat (it definitely wouldn’t be the first of its type), but it technically precedes the PC title. Version history for Survivor.io indicates the app was released in some regions in September 2020. It was updated repeatedly until its global launch this month.
This is how digital marketing works, after all.
In the past few years, many digital marketing strategies have taken advantage of social media. And that’s ok; it has proven to be a very reliable and affordable way to put your brand or product out there.
Through time, the chosen media platform for ad paying has evolved, starting from Facebook (alongside Google), to Instagram / Twitter, to TikTok (among the most popular ones.). Now, the video-based app with everybody dancing, saving recipes, and makeup tutorials has the spotlight for the best results on paid media.
TikTok Ads have been very controversial since not everyone can access this feature. Only the big companies that were accepted and had the money to make it a worthwhile investment appeared.
There were few ads on the news feed, which was also a blessing (cough, cough Facebook, aka, Meta.) But, since everyone noticed how effective they could be, the ads became a thing, and now it seems we are watching a couple of them every three or five videos. That’s digital marketing, folks.
From a consumer's perspective, this is annoying as it can get. However, from a strategist’s perspective point of view, this is fascinating. And Survivor.io proves this point.
What are your thoughts on Survivor.io‘s case? Let us know in the comment section!
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