Roof Rails, a hyper-casual race game, has just beat out Among Us as the top app in the US App Store. They have been steadily climbing the charts for a few months now. After a mini creative analysis, we can see some interesting themes. Their publisher Voodoo is a giant in the hyper-casual games market, so looking at their campaigns we can see what they do to get their games to the top of the top charts on a regular basis.
Table of Content
1: Maximize Market
This game has good interaction with a pleasant vibration when you interact with objects. The game also shows you exactly what to do without using written language. Though there are English titles, the app is completely understandable without being able to understand English. This means that the application is marketable on an international level.
The visibility of Roof Rails is quite global. When compared to another hypercasual game that has been falling in the charts recently, Roof Rails has huge global visibility. Of course, as a publisher with 154 apps, they may have more resources with which to market themselves. But the takeaway is that no matter your size, make your app appealing to the most people possible. Another demographic that doesn’t usually have an affinity for reading, in any language, is young children. By following a “show don’t tell” principle, you open your app up to a wider audience.
2. Short and Frustrating is the new Short and Sweet
Roof Rails has a current 147 active creatives, the majority of which are short sped up playthroughs of the game. If we do a Roof Rails creative analysis we may notice some patterns. Most of them follow one formula with slight variation. They are between 12 and 30 seconds long, they show the gameplay either as is, with a sepia overlay and banners, or with a photo background ripped at the top with more background underneath to show multiple levels, and one final key ingredient. The “player” failing the game with a close call but seemingly an easy mistake. This is designed to frustrate the person watching into playing the game.
3: Run Your Ads
Almost half of the reviews on the app are negative. Many of them, even those that are positive, are complaining about the number of ads.
The number of downloads and active users, however, remains on the rise. This is due to the genre. Hyper- casual games are played, people get bored with them, and then they download a new one. This mini Roof Rails creative analysis has shown us something important. As long as the game is in the sweet spot of tough, entertaining, and addicting. People will put up with the advertisements.
This game has certainly hit that sweet spot as it is all the way at the top of the App Store US Charts.
Fitness apps Benefited from the COVID19 Pandemic:
Aside from mental health, people have also wanted to focus on their physical wellbeing during the lockdown. Life at home from couch to couch can be quite stagnant and it’s important to stay active. With the closure of gyms, at-home workouts have also experienced success during the quarantine. Lots of step counting apps and at-home workout apps have experienced success this year.
Fitness Coach, 30 Day Fitness, and MyFitnessPal all saw a spike in activity in March, though MyFitnessPal is more gradual and sustained.
Then, Planet Fitness slowly started to beat out 30 Day Fitness. After the first wave, was even giving Fitness Coach a run for their money. Overall, Fitness Coach is the Fitness app KIng of Quarantine, being more popular by far than its competitors during the lockdown months.
During the lockdown, at-home fitness became more and more important for fitness apps. Even if they offered workouts that could be done at home beforehand, it became important for them to include these terms in their keywords and metadata during the stay at home order. It could be because of their use of ASO that people deemed Fitness Coach to be one of the best apps to download for at-home workouts.
Learning Apps during Covid19 Pandemic:
Many schools have closed for much of the pandemic. Thusly, we have to consider learning apps when we examine which apps benefited most from the COVID19 Pandemic. In March, google classroom grew tremendously and has been beating out all other apps for the top spot in Learning Apps since.
Duolingo and Google Classroom have both been quite popular since the pandemic started. They also have an inverse relationship with each other. This indicates that people want to learn a language outside of school so they use Duolingo more on Holidays and Weekends.
Aside from apps in the educational category, Pinterest did very well this year.
There is quite a spike and then some steady growth starting in late March and continuing throughout this year.
Whether or not this had anything to do with the Banana Bread craze at the beginning of lockdown, the keyword bread is highly searched and has a pretty good average rating.
A special mention should also go out to productivity apps. People around the world used them in tandem with learning apps in school and at work alike. All of the google workspace apps did incredibly well.
Meeting and Social Gaming Apps:
The top social media apps have for the most part remained as such. However, without being able to visit friends in person, the need for live interaction both business and otherwise has become increasingly important. Google Meet, Zoom, and Skype are included in the mix. The apps have been crucial for meetings and online classrooms. Houseparty, a social networking app made to play games and socialize with friends during the pandemic. This app also had a huge spike at the beginning of March.
Finally, Among Us experienced a huge amount of success later on in the year. This app is also one that allows you to socialize via a game with your friends or with strangers. Houseparty is also a video chat app. People often play Among us in tandem with video chat apps to be able to experience friends’ reactions. These are the apps that experienced the most defined and intense lockdown growth.
SO, which Apps Benefited Most from the COVID19 Pandemic? Zoom and the Fitness app genre in general were the biggest standouts during the COVID lockdown period. If you would like to look further into one specific app or see for yourself what strategies these apps used. Take advantage of this dire situation, sign up for a demo with us, and take a closer look.