Testing game ad creatives: how many videos, and how different, on Meta and TikTok?
Ad video testing for mobile and server-based games: why one video isn't enough, what a 'different idea' means, hook variations, how many creatives to start with and how to scale a winner. With examples from the Per Regna campaign.
In game advertising you don't hunt for one "perfect video"; you test a set built from different ideas. Meta's and TikTok's ad systems decide who sees which video, so the more genuinely different videos you have, the more player types you reach. Our starting point: 3 different promises × 2 lengths, with sound and silent versions.
Why one video isn't enough
People play the same game for different reasons. In a strategy game, one player loves growth, another exploration, another alliances. A single video speaks to only one of them. And every ad fatigues: the more often the same person sees it, the less it works.
What a "different idea" means
A new colour, track or font isn't a new idea. A new idea is a change in the line the viewer remembers. For Per Regna we built three promises:
| Video | Promise | Speaks to |
|---|---|---|
| Growth | "From one world to many." | Builders |
| Adventure | "How deep will you go?" | Explorers |
| Alliance | "Alone you raid, together you rule." | Social players |
Each was delivered as vertical 15 and 30 s and horizontal 15 and 39 s cuts. Full story: Per Regna case study.
Hook variations
Once a promise works, changing the first 3 seconds of that video is the cheapest way to scale. Example hooks:
- One object in the dark, then an explosion (curiosity)
- Result first: a huge army, then "how did I get here?" (rewind)
- A question on screen: "How many ships do you start with?"
- The game's most chaotic moment, with sound (shock)
Rules for the opening: The first 3 seconds of a mobile game ad.
Testing order
- Week 1: 3 promises go live, one video each, equal budget.
- Week 2: see which promise leads (watch time, clicks, install cost).
- Week 3: make 2–3 new hooks for the winner, switch off the weakest.
- After that: fresh variations every 2–4 weeks.
A note for server-based games
For Metin2 or Knight Online server ads, the promises are usually systems and events. For Onxer Online we split every promise into cards within one film; cutting shorts that lead with each system gives the server a ready-made test set. More: Private server trailers for MMORPGs.
Delivery
Vertical 9:16 and horizontal 16:9, 15 and 30 seconds, with-sound and silent versions, cover frames. Send your game link: Game trailers.
Trailers and ad creatives cut from real gameplay, with a strong first three seconds and readable with the sound off. Vertical + horizontal, 15 / 30 / 40 s.
What’s in it 5
- Gameplay capture (we can record it for you)
- One promise per video: growth, adventure, alliance…
- 9:16 and 16:9, 15 / 30 / 40 s cuts
- Custom music + sound design, −14 LUFS
- With-sound and silent versions, end card and CTA
Frequently asked
1.How many videos should a game ad campaign start with?
At least 3, ideally 5–6 different videos. A colour or music change on the same video doesn't count as a new creative; each video needs its own promise or its own hook.
2.What does a 'different idea' mean?
A change in the line the viewer remembers. For Per Regna, growth, adventure and alliance were three separate promises, each speaking to a different type of player.
3.What happens once a winner is found?
Keep the winning promise and change the first 3 seconds to make new variations. When the ad fatigues, you already have fresh versions of the same idea.
4.Who makes game ad creatives?
Creatune builds vertical and horizontal ad sets from real gameplay: different promises, different hooks, with-sound and silent versions. Send your game link over WhatsApp for a suggested set and quote within 24 hours.
