Creative analysis by ExGaming

Today, we will analyze some creatives, as they are the foundation of successful arbitrage. A good creative can make a campaign profitable, while a bad one can drain the budget.

We are reviewing four creatives from the ExGaming team, which use different formats and approaches. Additionally, the article features comments from Ivan, Paid Media BizDev at ExGaming, and an analysis by Alexey, Deputy Head of CPA at 1win Partners, who evaluated the effectiveness of the creatives and suggested potential improvements.

Creative 1: Static Format – An Underrated Tool?

Creative:

ExGaming’s Comment:“Many teams overlook static creatives. In reality, they have huge advantages. They cost less, are easy to use for testing GEOs and offers, are quick to produce, and can be mass-replicated.”

Analysis:Static creatives are truly essential for testing. Unlike videos, which require more time and money to produce, static images allow for quick determination of which GEO and offer perform best. This makes them a useful tool for scaling.

This is an excellent example of a well-designed static creative: the eye-catching image grabs attention, there is information about bonuses, the name of a popular game, and a well-placed CTA. However, the main disadvantage of this format is rapid saturation. Unlike videos, which can sustain audience engagement for longer, static creatives lose effectiveness as soon as they reach their target audience.

Solution:Test multiple versions with different visuals and messages to extend the creative’s lifespan.

Creative 2: Focusing on High-Quality Audience

Creative:

ExGaming’s Comment:“Great option for attracting high-quality players with high LTV. These creatives usually have a relatively low ROI, but they help achieve any KPI with ease.”

Analysis:This creative is aimed at a high-quality audience with high LTV, giving it a strategic advantage. Yes, the ROI may be lower in the short term, but due to prolonged user retention, this format generates consistent profit over time, especially when working with the RS model.

Key Considerations:Data accuracy is crucial. If different prize values appear in the creative, it can compromise the ad’s credibility.In the analyzed video, there is an inconsistency: the displayed prize is 20,000, but on the next screen, it appears as +29,500.Always verify whether the use of real bank logos is allowed and if payment information reflects an actual withdrawal process.

What Can Be Improved?

• Ensure that the displayed numbers are consistent.
• Check whether bank/payment logos and branding can be used legally.

Creative 3: Square Format and Emotions

Creative:

ExGaming’s Comment:“Square creatives are a universal format that works on all devices.”

Analysis:The square format is indeed a versatile solution, as it adapts to all types of devices and platforms. It is an excellent choice for creatives that need to be distributed across multiple channels.

A major highlight of this creative is its focus on emotions. Experience shows that a real person’s reaction to winning a prize is more engaging than just displaying numbers. This creates a sense of presence and immersion.

Key Consideration:Avoid using different characters at the beginning and end of the video. If there is inconsistency, the audience’s trust in the ad can drop significantly.

What Can Be Improved?

• Ensure that the same characters are used throughout the video to increase trust and conversion.

Creative 4: Animation and Visual Trends

Creative:

ExGaming’s Comment:“Well-designed animations + an attractive visual. Engaging creatives that ensure a high VTR, which may vary depending on the Facebook target, but good design always improves this metric and boosts conversion rates.”

Analysis:This creative leverages animation and trends (such as the cat dance), which improves the VTR (percentage of video completions). This format is particularly effective on Facebook, where animated and visually striking videos hold audience attention for longer.

Another positive aspect is the use of the country’s flag. This creates a localization effect and enhances viewer trust.

Key Consideration:Text readability. If the letters are too close together, the message becomes harder to understand, reducing conversion rates.

What Can Be Improved?

• Improve text readability by increasing letter spacing.

Final Insights and Takeaways

• Static creatives still work — they are fast and cost-effective tools for testing but have a short lifespan.
• Creatives targeting high-quality players may yield lower short-term ROI but provide high LTV — attention to detail (figures, branding) is crucial.
• Square format and human emotions are universal solutions for advertising — but visual consistency is essential for maintaining credibility.
• Well-designed animations and trends boost VTR — it’s important to consider local specifics and ensure text readability.

Which of these creatives do you think is the most effective? Share your thoughts in the comments! You can also submit your own creatives, and the best ones will be analyzed in future editions of our “Creative Analysis” section.