Merge Mansion is the current flagship game of Metacore – Europe’s fastest-growing game company. Today, the game has 40M+ players and an impressive Internet meme status. Its eye-catching ads and larger-than-life lore have gained international fanfare: “What’s Grandma hiding?” and “Pls make this into a Netflix series!” can be heard on a daily basis. Since 2020, we’ve been playing our part in Merge Mansion’s mysterious (and undoubtedly successful) story – from the first positioning exercises and global launch to continuous work on ad creatives.
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- Brand positioning
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- Copywriting
- Screenwriting
- Content writing
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Positioning and launching Merge Mansion as a feel-good family mystery
We’ve been working together with Metacore since summer 2020. Our first task was to help position Merge Mansion – Metacore’s first hit game to be – for its global launch. The game’s target audience is casual gamers: people who spend a lot of time playing mobile games but do not identify as gamers. They like to unwind and relax while playing – and they love a good story! Together with Metacore, we positioned Merge Mansion as a feel-good family drama with an undertone of mystery, starring Grandma Ursula and her curious granddaughter Maddie.
Creatives for user acquisition – from pre-launch to 40M+ players
Since the global launch in 2020, we have played our part in creating tens and tens of ads featuring Grandma Ursula’s and her granddaughter Maddie’s unexpected adventures – and there must already be thousands of different ad variations and creative compilations made of them by Metacore. These UA films – with animatics, color scripts and animation images created together with partners like Piñata – have been core to Merge Mansion’s successful marketing strategy. During the past few years, they have entertained hundreds of millions of people around the world, and turned a whopping 40+ million of them into Merge Mansion players (and counting).
Animatics, colorscripts and animation images showcased here are made by Piñata.
Bring out the popcorn: it’s the world’s most (in)famous Grandma!
We’re seemingly dealing with an Internet culture phenomenon here: Reddit threads analyzing the latest plot twists, ad comment sections full of “Babe, wake up, new Merge Mansion lore just dropped”, YouTube lore analysis videos with millions of views. The daily requests about Merge Mansion being turned into a Netflix blockbuster are a mainstay of every comment thread, and the jokes around the lore have turned into a vibrant meme community. And this Grandma is only getting started here!
In-game dialogues as a creative storytelling device
The gameplay itself isn’t all about merging: the mysterious lore and surprising plot twists are present in the in-game dialogues as well. Rich storylines, quirky plots and kooky characters, always soaked in side-splitting drama: at its best, these in-game events read like a Netflix screenplay. Every touch point of the dialogue reveals a spec of history, a pinch of mystery, and adds context to the gameplay. In the Merge Mansion universe, a rake is never just a rake – and the game experience is so much more than that of a casual mobile game. Actually, if something is full-fledged entertainment, Merge Mansion is.
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As an enthusiast deeply entrenched in the gaming industry, with a passion for understanding the dynamics of successful game launches and marketing strategies, I can confidently assert that the case of Merge Mansion by Metacore is a fascinating study in the art of captivating storytelling and effective brand promotion. My extensive knowledge in game development, marketing, and user acquisition strategies enables me to dissect the provided article with precision and offer insights into the key concepts at play.
Brand Positioning: The article emphasizes the importance of brand positioning for Merge Mansion, Metacore's flagship game. The target audience is identified as casual gamers who seek relaxation and enjoy compelling narratives. The decision to position Merge Mansion as a feel-good family drama with a mysterious undertone, featuring characters like Grandma Ursula and her granddaughter Maddie, reflects a strategic understanding of the gaming market and its diverse player base.
Global Launch Strategy: The global launch of Merge Mansion in 2020 was a pivotal moment, and the article hints at the collaborative efforts between the author's team and Metacore in executing this launch. This involved a meticulous approach to user acquisition, with a focus on creating a narrative that resonates with the identified target audience of casual gamers. The success of this strategy is evident in the impressive player count, exceeding 40 million, and the game's meme-worthy status.
Creative Concepts and User Acquisition: The article sheds light on the continuous efforts in creating diverse ad creatives for user acquisition. The use of animatics, color scripts, and animation images in collaboration with partners like Piñata underscores the importance of visual storytelling in attracting and retaining players. The mention of "thousands of different ad variations" highlights the dynamic and adaptive nature of the creative process, tailored to engage a global audience and sustain long-term interest.
Internet Culture Phenomenon: Merge Mansion's unexpected rise to become an Internet culture phenomenon is a testament to the success of the game's marketing and storytelling. The article describes how Reddit threads, YouTube lore analysis videos, and daily requests for a Netflix adaptation contribute to the game's vibrant meme community. The engagement and discussion around the lore showcase the power of community-driven marketing and the creation of a shared cultural experience.
In-Game Storytelling: The in-game dialogues are highlighted as a crucial storytelling device, adding depth and context to the gameplay. The article emphasizes the richness of storylines, quirky plots, and kooky characters, comparing the in-game events to a Netflix screenplay. This approach goes beyond typical casual mobile gaming experiences, turning Merge Mansion into a full-fledged entertainment product that transcends traditional gaming boundaries.
In conclusion, Merge Mansion's success is a result of a well-executed blend of brand positioning, global launch strategy, creative user acquisition, and the creation of a captivating in-game narrative. The game's transformation into an Internet culture phenomenon further solidifies its status as a noteworthy case study in the gaming industry.
