Using player motivations in your creatives to boost your game’s UA

Understanding and prioritizing player motivations is the foundation of designing truly compelling ad creatives. It's not just about crafting beautiful ads; it’s about making sure they tap into the desires, goals, and emotions of your players so you can boost your game’s UA.

In this article, we’ll explore 5 different motivations that drive hybrid game players and share actionable strategies for incorporating them into your creative ad designs.

Motivation #1: Expertise

One of the core player motivations of hybrid games is the satisfaction of  gaining new capabilities, or developing expertise. These players are driven by the thrill of overcoming challenges, figuring out complex systems, and uncovering solutions.

It’s important to note that players are motivated by expertise in different ways. Some enjoy the satisfaction of achievement and prefer an easy win, while others thrive on the thrill of overcoming a tough challenge. For those who favor quick success, showing off simple levels can make them more likely to jump in. On the other hand, players who love a good challenge might respond better to fail scenarios that push them to rise above. That’s why it’s so important to test out different creative ideas and figure out which ones bring you closer to your goals.

Here’s how Screw Master applied these best practices to their creatives:

In this case, they chose to feature simple levels with appealing visuals, along with a timer that adds some pressure by giving players a limited time to sort the screws, making the challenge more exciting.

Motivation #2: Relaxation

For some hybrid players, their primary motivation is relaxation and stress relief. These players are drawn to games that offer a calming, low-pressure experience where they can unwind and focus their minds in a soothing way. 

For players seeking relaxation, presenting the game as a stress-free escape is key. Emphasize calming music, ASMR features, serene visuals, and intuitive, pressure-free gameplay to create a tranquil environment. By focusing on ease and serenity over competition or complex challenges, the game becomes a perfect retreat for players looking to unwind and de-stress.

Here’s how two of our hybrid hits, Park Match and Screw Master, reached players looking a relaxing vibe:

As you can see from the above example,  intuitive, low pressure gameplay and satisfying visual patterns are emphasized, contributing to the feeling of calm and relaxation that appeals to players. 

Motivation #3: Progression

Hybrid game players motivated by progression thrive on the sense of accomplishment that comes with each step forward. They are drawn to challenges that allow them to steadily build their skills, unlock new levels, and see tangible signs of their progress, such as completed puzzles, upgraded tools, or expanding in-game worlds. Progression is a particularly strong motivator for idle games, where unlocking upgrades are key. 

To draw in players motivated by progression, it’s important to create a clear path of achievement that keeps them striving for more. Showcasing a sequence of increasingly challenging levels triggers their sense of accomplishment as they advance and tackle harder tasks. By consistently rewarding their efforts, you’ll keep these players engaged and eager to move forward.  

Take the example from Screw Master below:

In this example, the creative highlights a series of levels that progressively increase in difficulty, challenging the player and sparking the desire to prove that they can beat these levels.

Motivation #4: Self-expression

The motivation of self-expression is a powerful driver for players, especially in hybrid games, where gameplay often combines multiple mechanics and offers versatile opportunities for personalization. Self-expression is all about letting players make choices that reflect their unique style, personality, or preferences. Whether it’s customizing characters, designing spaces, or selecting narrative paths, these moments of choice make players feel like they're shaping their own experience within the game.

Ad creatives can tap into this motivation by showcasing the game’s possibilities for creative decision-making. For example, ads might highlight a variety of character customization options or a dramatic “choose your path” scenario. By focusing on these elements, you can capture the attention of players who are drawn to the freedom and creativity hybrid games provide. The key is to make them imagine themselves in the driver’s seat, expressing their individuality in ways that feel meaningful and engaging.

Here’s how Family Life draws players motivated by self expression:

Motivation #5: Power

Power is a strong motivator for players, especially in hybrid games like tycoons, where the gameplay often revolves around building, controlling, and dominating. Tycoon players thrive on the idea of rising to the top, making big decisions, and shaping their world as they see fit. 

To appeal to this motivation in ad creatives, it’s important to show moments that embody authority and control. For example, in the hit game Conquer Countries, a creative positioning the player as president and making strategic decisions for specific states perfectly captures the essence of power—decisiveness, influence, and confidence. 

These kinds of stories resonate deeply with players who aspire to be the ones calling the shots. By highlighting dramatic scenarios or key moments of control, you can attract players who are drawn to the rush of being the ultimate decision-maker in their own empire.

Check out the example below:

So which player motivations are right for your game?

Whether it's the thrill of showing expertise, the need for relaxation, or the drive for progression, each motivation offers unique opportunities to captivate and engage players. But how do you know which player motivations will work best for your game?

Start by identifying the demographic for your specific genre, and uncover what players love about the game as well as what grabs their attention in ads. One of the best ways to connect with these motivations is to play the game yourself—observe what drives your engagement and use this insight to shape your ad strategy. 

At Supersonic, we take this understanding further by testing strategically. For each genre and specific game, we select the top three player motivations to guide our creative approach. For instance, progression is a key motivator in idle and puzzle genres, while puzzles can also appeal to players seeking relaxation.

Interestingly, we’ve noticed a link between how a game monetizes and its primary motivations. Take Screw Master and Park Match, both puzzle games with different monetization models: Screw Master is mostly ad-driven, while Park Match relies heavily on IAPs. These differences align with player motivations—Screw Master draws players looking to relax, who don’t mind watching ads to keep the soothing experience going. On the other hand, Park Match appeals to expertise-driven players who are willing to invest in IAPs to excel and maintain their sense of mastery.

While motivations can often be categorized by sub-genre, it’s not the whole picture. This is why performing creative A/B tests is essential to determine which motivation drives the best conversion. Once you identify the strongest motivator, you can iterate and refine your creatives to maximize results.