Newsletter

Last War: Survival Game Newsletter

Last War: Survival Game Newsletter

Contents

01

Executive Summary

  1. Fun Features
  2. Monetization
  3. Top Monetization Networks
  4. User Acquisition
  5. UA Strategy
  6. Creative Strategy

02

App Overview

  1. Core Functionality
  2. Fun Features
  3. Monetization
  4. In-App Purchases

03

User Acquisition

  1. Revenue + Revenue in Top Tier-1 Countries
  2. Downloads + Downloads in Top Tier-1 Countries
  3. Monetization Networks

04

Top Creatives

05

Top Creatives (Competitors)

06

User Acquisition Strategy

07

Creative Strategy

08

Last War: Survival Game Strategy

Executive Summary

Fun Features:

Intense survival challenge

Customisation & Base Building

Variety of Game Modes

Dynamic Challenges

Extensive Weaponry

In-game Characters

Monetization

Initial Buy Pack

Hero Growth Pack

Survivor Recruit Pack

Construction Queue

Epic Builder Pack

Eternal Pyramid Pack

Murphy’s Gift

Warrior’s Battle Pass

Time-Limited Gear Pack

Time-Limited Pack

Top Monetization Networks

User Acquisition

Revenue of $263,800,937

Top Tier-1 countries in revenue: USA, Germany, France, Canada, UK

Total downloads of 38,505,198

Top Tier-1 countries in downloads: USA, France, Germany, UK

UA Strategy

Downloads: Downloads of Last War: Survival Game increased by 8.23% over the last 14 to 30 days, by 5% in the last 30 to 60 days, and decreased by 2.3% in the last 60 to 90 days.

Revenue: Revenue for Last War:Survival Game decreased by 10.5% in the last 14 to 30 days, dropped by 2.2% in the last 30 to 60 days, but increased by 14% in the last 60 to 90 days.

Monetization Networks: In the last 14 to 30 days, YouTube, AppLovin, and Facebook saw increases of 12.3%, 10.5%, and 10%, respectively. In the last 30 to 60 days, YouTube and AppLovin increased by 9.2% and 12.2%, while Facebook remained steady. And, in the 60 to 90 days, YouTube, AppLovin, and Facebook grew by 3.1%, 9.7%, and 1.66%, respectively.

Popular Markets: Popular Markets: In the last 14 to 30 days, the USA, France, Germany, the UK, and Canada experienced respective increases of 8.5%, 13.6%, 14.7%, 8%, and 4%. In the last 30 to 60 days, the USA, France, Germany, the UK, and Canada saw growth rates of 10.7%, 10%, 9.1%, 15%, and 10%; and in the 60 to 90 days, the USA, France, Germany, the UK, and Canada grew by 3%, 6.6%, 7.1%, 10%, and 15% respectively.

Creative Strategy

Unique/New Creatives: Last War:Survival Game saw a 1.4% increase in new creatives tested during the last 14 to 30 days, followed by a consistent rate in the last 30 to 60 days, and a 9.23% rise in the last 60 to 90 days.

Monetization Networks: In the last 14 to 30 days, YouTube experienced a 20% increase, Facebook saw a 4.7% rise, and AppLovin faced a 4.6% decline. Over the last 30 to 60 days, YouTube increased by 22%, Facebook surged by 10%, and AppLovin grew by 1.08%. During the last 60 to 90 days, YouTube sustained a 16% increase, AppLovin grew by 10%, and Facebook rose by 2.5%.

Popular Markets: The USA increased by 16%, 17.5%, and 20% in the respective 14-30 days, 30-60 days, and 60-90 days periods, France grew by 11%, 8%, and 5% in the same intervals, Germany witnessed growth rates of 11% in the last 14 to 30 days followed by a decline of 2.3%, while the UK experienced a 3.3% increase in the last 60-90 days.

Last War: Survival Game - App Overview

The Last War:Survival Game, developed by FirstFun, is a free mobile strategy game. Players are immersed in a world overrun by zombies, tasked with challenging missions, constructing robust bases, and recruiting heroes from distinct military factions, each endowed with unique abilities. The game highlights the significance of decision-making and strategic planning, prioritizing the reinforcement of bases to safeguard against zombie assaults.

Gameplay

Last War:Survival Game focuses on base construction, hero development, strategic combat, and resource management in a post-apocalyptic world.

The game mechanics include daily/weekly challenges, radar missions, and special events such as the "Top Commander Race" alongside opportunities for alliance warfare and VIP points purchasable with premium in-game currency.

In the Last War:Survival Game, diamonds, and coins are the primary currency, obtainable via real-money purchases in the Mall or by completing tasks, defeating high-level zombies, and participating in events; coins upgrade hero gear and abilities, while diamonds expedite building upgrades, tech research, training, and healing units.

Players' advancement within the game relies on their ability to personalize and improve their base, as strategic choices in constructing and enhancing their shelter significantly impact the outcome for their survivors.

The game's stunning 3D graphics depict decaying cityscapes, intricate characters, and varied mutated creatures, with detailed environmental elements like ruined buildings, overgrown vegetation, and dynamic weather effects.

Its interface is designed for clarity and organization, featuring separate sections for base management, hero recruitment, and combat scenarios, while also supporting multiple languages for broader accessibility.

The game integrates social features, urging players to join "Last War:Survival Game's" official Discord community for interaction with experienced commanders, valuable insights, developer support, and exclusive events to foster growth, with participation leading to in-game currency rewards.

Fun Features:

Intense survival challenge

Customisation & Base Building

Variety of Game Modes

Dynamic Challenges

Extensive Weaponry

In-game Characters

Monetization

Monetization Strategy: Last War: Survival Game

1. Initial Buy Pack

Labeled as an “Initial Buy Pack”, the deal offered by the Last War:Survival Game features an in-game character named Kimberly, portrayed as a powerful figure with the quote: “My cannonballs send enemies running in terror”. This narrative touch adds personality and boosts player engagement with the purchase.

Introduced after level 5 of fighting with the zombies and other enemies, the package includes multiple in-game items such as 1 Kimberley card, 100 Diamonds, 10 Legendary Recruitment Ticket, 1 Permanent custom Avatar, 1 set of 100 VIP Points, and 100K of Hero EXP.

The offer promotes a "9600%" bonus, signifying a substantially higher value compared to typical purchases. This tactic is frequently employed in games to enhance the attractiveness of initial offers for new players.

The pack, priced at ₹99.00, is marketed as an affordable option for players. The price point is strategically set to encourage impulse buying.

2. Hero Growth Pack

The Hero Growth Pack is introduced to players to help them enhance their hero rosters.

When players need additional heroes, the pack becomes accessible in the "Recruit" section of the game interface after reaching level 6 in the Server Wars.

The pack also offers several in-game items like 500 Diamonds, 4 Hero EXP Chest, 5 Legendary Recruitment Tickets, 1 VIP Point (500), and 750 Skill Medals for upgrading the skills of heroes.

Priced at ₹499, this value-packed deal of the Last War:Survival Game offers 1900% more value than buying the same items individually, meaning players get more for their money.

3. Survivor Recruit Pack

The game introduces The “Survivor Recruit Pack”, which offers 500 Diamonds, 10 Legendary Recruitment Tickets, and 1 unit of 500 VIP Points. This pack is designed to enhance a player's ability to recruit their survivors.

Players are strategically provided with the 'Survivor Recruit Pack' when they require additional survivors to enhance building upgrades, train troops, and advance their technological research.

At ₹499.00, the pack offers 2100% more value, suggesting cost-effectiveness compared to acquiring each component separately within the game.

The pack's visual appeal, featuring distinct survivors and vibrant colors, plays a key role in capturing players' attention and interest and encouraging quick decisions to invest in it.

4. Construction Queue

Last War:Survival Game offers a ‘Construction Queue’ deal to speed up the construction of in-game buildings like Headquarters, Barracks, Hospitals, Drill Grounds, Garages, Tech Centers, Gear and Component Factories, Tank Centers, Aircraft Centers, Missile Centers, and Resource Centers.

The deal allows players to permanently unlock construction queues—Queue 2 for ₹199.00 and Queue 3 for ₹999.00. This tiered pricing strategy reflects the increasing value offered by the ability to manage multiple construction projects as players want to expand their base.

Construction Queue 3 becomes available after Queue 2 is purchased or unlocked, indicating a tiered approach to purchasing additional construction capabilities.

The design and pricing strategy of these IAPs leverage the principles of tiered value and instant gratification. By offering multiple price points, the game caters to different levels of player commitment and resource management needs.

5. Epic Builder Pack

The "Epic Builder Pack" deal by the Last War:Survival Game includes an Epic Builder card, which reduces construction time by 20 minutes when assigned, 300 diamonds, 1 set of 500 VIP points, and an Uncommon Alliance. These offerings can speed up construction, provide VIP status improvements, and aid in alliance activities.

The purchase becomes available upon upgrading the Headquarters to level 5 and represents a one-time offer intended to provide players with a singular boost.

Priced at ₹299.00, this deal offers in-game at a 3200% increased value compared to their cumulative cost if purchased individually, making it one of the strategic purchases to advance more quickly in the game.

The high value (3200% increase) and the limited availability (purchase limit of one) create a sense of urgency and exclusivity, compelling players not to miss out. This strategy is used to boost short-term revenue and encourage new or infrequent spenders to make purchases.

6. Eternal Pyramid Pack

The "Eternal Pyramid Pack" is centered around permanently increasing construction speed. Along with 1 unit of Eternal Pyramid, the pack includes 500 Diamonds and 100 units of 5-minute Speedup. The pack is designed to speed up the construction process, allowing players to stay ahead in their game development.

The offer is presented to players when they seek to upgrade the main Headquarters building of the Last War:Survival Game to level 6. This is a limited-time offer with a purchase limit of one, indicated by a countdown of two days and 23 hours remaining on the offer.

The deal is at ₹499.00, offering a 5680% increase in value, making it a highly cost-effective choice for players. This high-value proposition is designed to attract players without multiple small transactions.

The pack employs psychological tactics such as scarcity and a high-value offer, presented through a limited-time window, compelling players to purchase immediately.

The countdown timer, combined with the high percentage increase in value, taps into the fear of missing out (FOMO), which can prompt quicker decision-making and increase impulse buys.

7. Murphy’s Gift

The promotional deal of ‘Murphy’s Gift’ is designed to upgrade the tier level of an in-game character (hero) Murphy. With this upgrade, players can earn the "strongest and most dependable shield" of the gameplay, suggesting that it boosts the player’s defense capabilities.

This time-limited deal in The Last War:Survival Game is introduced every two hours of gameplay in the ‘Hot Deals’ section, allowing players to unlock the character Murphy and excel in Server Wars against zombies and enemy troops.

The deal's promotional rate is set at ₹499.00, considering the original value appears higher based on the percentage increase mentioned (3650%). At this price, the IAP also offers 500 diamonds, 10 shards of Murphy, 1 unit of 500 VIP Points, and 1 Rare Alliance Chest.

The use of a countdown timer leverages the scarcity principle, creating urgency. Highlighting an extraordinary percentage increase in capability plays on the anchoring effect, where the first number seen (3650%) influences the perception of the value offered.

8. Warrior’s Battle Pass

The "Warrior's Battle Pass" in 'Last War: Survival Game', priced at ₹1,999.00, allows players to accumulate premium rewards collectively, providing exceptional value.

Players are directed to the ‘Hot Deals’ interface of the Last War:Survival Game to access the time-limited offer of the Battle Pass when players fall short of in-game items and currencies. Different countdown timers are introduced with this offer at regular intervals within the gameplay.

The large "8000%" increase badge leverages the anchoring effect, where such a high percentage creates a perception of enormous potential gain. Moreover, the layout prominently displays premium rewards and their icons, utilizing the principle of immediate gratification to attract players.

9. Time-Limited Gear Pack

Last War:Survival Game introduces the "Time-limited Gear Pack" for a guaranteed instant upgrade of Tank Gear to level 10 upon purchasing. This pack is designed to boost players' defensive capabilities in the game.

The offering of the pack of 10,000 diamonds, 1 M5-A 'Thor' Railgun, 40,000 units of Upgrade Ore, and 20 Level-tied Iron Chest is designed to boost a player's combat capabilities. The diamonds are for speeding up game progress and purchasing exclusive items. The M5-A 'Thor' Railgun enhances the player’s combat effectiveness. Upgrade Ore is used for enhancing gear, vital for improving heroes' stats.

The promotional deal is available upon reaching level 10 of the Headquarters, making it a milestone-based offer. It is designed to be a one-time offer that adds exclusivity and targets players at a specific stage in their gameplay progression.

The deal is available at ₹9,900.00 to instantly upgrade key game equipment (Tank gear) to a high level and enhance tank heroes' stats, optimizing power gain and giving players a strategic advantage in battles. This investment saves time and multiple transactions, offering immediate high-tier upgrades.

The IAP uses the psychological principle of urgency through a countdown timer, motivating players to make a quick decision before the offer expires.

With the milestone achievement of upgrading a headquarters to level 10, the offer feels like a deserved reward, encouraging players to invest as a form of celebrating their progress.

10. Time–Limited Pack

The “Time-Limited Pack” featured in Last War:Survival Game is a milestone-focused deal that offers in-game resources, enhancing the player's capability to build and sustain the Survival Wars against zombies.

The pack offers 500 diamonds, Hero EXP chests (10 for Level 7, increased to 12 for Level 10), essential resources like food, metal, and coins (increased from 3 units each at Level 7 to 8 units each at Level 10), VIP points (escalated from 50 to 1000 points), 5m speedups, and special chests.

The promotional deal is introduced to players immediately after upgrading the headquarters to level 7 and level 10.

Each pack is priced at ₹499.00, which remains consistent. However, the quantity of in-game resources offered increases with higher levels of upgrading headquarters. This pricing consistency helps players anticipate and plan their expenditures in the game environment.

The design and timing of these packs use the psychological trigger in gaming: the fear of missing out (FOMO). By making these packs available for a limited time immediately after achievement and by increasing the bonuses with higher levels, the game encourages more frequent and possibly impulsive purchases.

In-game currency

1. Diamonds

Diamonds are the primary, premium, and hard in-game currency in Last War:Survival Game.

Players can earn diamonds by participating in the Mutant Bulldog event, which offers up to 5,000 diamonds per attack, opening Mystery Supply Boxes from events like Secret Mobile Squad, and converting Legendary Recruitment Tickets at the Diamond Store.

Additionally, completing daily tasks, claiming mailbox system rewards, defeating high-level world zombies, and engaging in Intercity Trade missions are ways to secure Diamonds.

Diamonds can be purchased from the in-game store in bulk packages priced from ₹99.00 for 100 diamonds to ₹9,900.00 for 10,000 diamonds. Each initial purchase offers a bonus that doubles the diamonds received.

In "Last War:Survival Game," Diamonds are used to instantly complete upgrades on buildings, expedite tech research, speed up training, recruit heroes, convert legendary recruitment tickets, and heal units. This currency is also used to purchase shields, protecting players’ bases from attacks by other players.

2. Coins

Coins are the secondary in-game currency in Last War:Survival.

Players can acquire Coins by completing missions, participating in alliance events, and successfully defending their base. Coins are also awarded as loot while collecting daily rewards, making them a frequent resource for gameplay progression.

Coins are essential for upgrading hero gear and enhancing hero abilities, which are crucial for improving combat effectiveness in the game.

These currencies are also used to donate to Alliance Techs and upgrade warehouse capacity to protect resources like gold, food, and iron and eventually earn more hero XP.

Players need to be smart about using Gold Coins, as they influence both personal and alliance strength, fostering community within the game environment and thriving in the post-apocalyptic world of Last War:Survival Game.

Social Integration

Within "Last War:Survival Game" players are encouraged to join the official Discord community, where they can interact with veteran commanders, gain valuable game insights, and access developer support, enhanced by exclusive events and gifts to accelerate player growth.

This social integration enhances the gaming experience by providing a platform for knowledge exchange and strategic discussions, deepening player engagement and commitment to the game.

By participating in the community on platforms like Discord and Facebook, players receive rewards such as in-game currency (200 Diamonds), fostering a culture of collaboration and competition and increasing player retention and satisfaction.

Live-Ops

The Last War:Survival Game incorporates a variety of in-game events, enriching the gaming experience with diverse challenges and engaging activities.

Hero’s Trial

The Hero's Trial event in "Last War:Survival Game" offers increased loot for players who achieve up to 5 stars on the heroes Kimberly and Murphy.

Maximum rewards are available at 5 stars for both heroes.

This event mainly targets pay-to-win players as it requires upgrading both listed heroes to their maximum star levels, which typically involves spending about $1,000.

City Clash

City Clash is an ongoing event where alliances compete to attack and capture various cities.

Alliances capture a city by inflicting the most damage during the attack phase.

The event begins with City Clash I, targeting a village, and escalates through higher levels, culminating in a battle for the Capitol.

The alliance that captures the Capitol becomes the reigning power, with the leader assuming the role of President and selecting a cabinet.

Frenzied Butcher

The Frenzied Butcher event challenges players to battle a monster, the Frenzied Butcher, which appears at recurring times during the week, particularly on Monday and Thursday.

During the event, tank heroes inflict 50% extra damage on the Frenzied Butcher, making them effective and important for this combat.

Engaging in this event provides players with the chance to earn various in-game rewards and resources, enhancing their overall gameplay experience.

Alliance Exercise

The Alliance Exercise event involves attacking the Marshal’s Guard as a group activity within the alliance.

Achieving the maximum level during the event results in rewards for the participating alliance. Engaging in this event is highly beneficial, offering significant resources and bonus rewards.

The player who inflicts the most damage, earning the MVP status, receives a tenfold increase in their rewards.

Rookie Pass

The Rookie Pass event is positioned as an essential starter kit that enhances the initial gaming experience.

The pass includes valuable items, such as diamonds, resource chests, recruitment tickets, and hero XP, curated to give new players a boost in their early game stages.

Promoted as a great event as it includes resources and items that would normally cost much more, such as legendary gear worth about $50 USD, all for a lower price. This makes it a smart buy for new players looking to save money while getting valuable in-game items.

In-game Store (Mall)

In the Last War:Survival Game, the in-game store (Mall) offers various items for base construction, tech research, leveling up, and recruitment.

    After each level completion, the Mall updates its selection of in-game items, initially providing options like the Super Monthly Pass, Weekly Pass, and Diamonds. As players advance through stages, additional Packages such as Growth Fund, Pack Store, Weekly Deal, and Daily Must-buy are introduced.

    • Initial Buy Reward: The Diamonds pack available in the in-game store (Mall) doubles diamonds (primary in-game currency) for an initial purchase reward. It utilizes rounded numbers and tiered pricing to create an anchoring effect, boosting its attractiveness over standard prices and encouraging higher spending.
    • Growth Fund: The game unlocks a Growth Fund pack with diamond bundles, starting from 1200 at certain headquarters levels (e.g., 6, 8, 10), allowing players to claim or purchase the full pack for ₹1999.00, fostering ongoing engagement and progression through an operant conditioning rewards strategy.
    • Pack Store: The Pack Store in Last War:Survival Games, located within the in-game store (Mall), offers players packs with in-game items, boosts like Legendary Recruitment Tickets, Hero EXP to aid progression, usually priced at ₹499.00, providing a convenient way to enhance their gaming experience.
    • Weekly Deal and Daily Must-buy: "Weekly Deal" and "Daily Must-buy" bundles offer valuable in-game resources including diamonds, coins, speedups, stamina, and hero EXP, at set price points ranging from ₹499.00 to ₹9900.00.  Strategic naming like "Value Iron Pack" reinforces benefits, compelling frequent spending to gain competitive advantages and avoid missing out on limited-time deals.
    • Weekly Pass: This pass likely offers players a set of rewards and bonuses that are accessible every week within the game. It may include items, resources, boosts, or other in-game advantages that help players progress faster and enhance their gameplay experience.
    • Super Monthly Pass: The Super Monthly Pass, available for purchase in the in-game store, provides players with enhanced rewards and benefits throughout a monthly period, typically offering more valuable advantages compared to standard passes and granting players a notable edge in the game.

    Top In-App Purchases

    FeatureComparisonTable
    logo

    User Acquisition

    Revenue: $263,800,937

    analytics

    Top Countries Tier:1

    point

    USA  

    🇺🇸 (29%) : $75,259,707

    point

    Germany  

    🇩🇪 (3%) : $6,945,558

    point

    France  

    🇫🇷 (2%) : $4,868,923

    point

    Canada  

    🇨🇦 (2%) : $4,648,984

    point

    UK  

    🇬🇧 (2%) : $4,100,688

    Other Countries:

    Southy Korea 🇰🇷 (27%),

    Japan 🇯🇵 (11%)

    Downloads: 38,505,198

    analytics

    Top Countries Tier:1

    point

    USA 

    🇺🇸 (18%) : 6,933,128

    point

    France 

    🇫🇷 (4%) : 1,495,297

    point

    Germany 

    🇩🇪 (4%) : 1,473,169

    point

    UK 

    🇬🇧 (3%) : 1,106,431

    Other Countries:

    Japan 🇯🇵 (10%),

    Brazil 🇧🇷 (7%)

    Top Monetization Networks (Last 30 days)

    RpD

    Tier-1 West: $8.16

    Tier-1 East: $16.3

    Global: $6.85

    Top Creatives

    Creative 1

    CREATED

    Mar 03, 2024

    IMPRESSION

    12,831,359

    Impressions by country

    France (17%), 

    Germany (14%), 

    UK (9%), 

    USA (9%) 

    Other countries

    N.A   

    Creative tags

    GameWeaponNumberHeadRoad

    COLORS

    #778899
    #708090
    #696969
    #C0C0C0
    #FDF5E6

    Monetization Network:

    100%

    Creative 2

    CREATED

    Mar 29, 2024

    IMPRESSION

    7,048,664

    Impressions by country

    UK (13%), 

    Germany (11%), 

    France (8%), 

    Australia (4%), 

    Canada (4%) 

    Other countries

    N.A   

    Creative tags

    GameWeaponNumberHeadRoad

    COLORS

    #C0C0C0
    #808080
    #A9A9A9
    #FFFFFF
    #BC8F8F

    Monetization Network:

    100%

    Creative 3

    CREATED

    Mar 23, 2024

    IMPRESSION

    3,828,912

    Impressions by country

    France (17%), 

    Germany (15%), 

    UK (9%), 

    USA (9%) 

    Other countries

    N.A   

    Creative tags

    RoadHeadWeaponGunOutdoors

    COLORS

    #A9A9A9
    #556B2F
    #FFFFFF
    #A0522D
    #696969

    Monetization Network:

    99%

    Top Creatives (Competitors)

    1. Whiteout Survival

    CREATED

    Mar 06, 2024

    IMPRESSION

    3,510,358

    Impressions by country

    UK (78%), 

    Canada (19%) 

    Other countries

    N.A   

    Creative tags

    NatureSnowGameWinterHead

    COLORS

    #DCDCDC
    #D3D3D3
    #2F4F4F
    #6495ED
    #87CEEB

    Monetization Network:

    100%

    2. Top War: Battle Game

    CREATED

    Feb 26, 2024

    IMPRESSION

    1,587,184

    Impressions by country

    USA (7%), 

    UK (6%), 

    France (2%), 

    Canada (1%) 

    Other countries

    Brazil  (35%), 

    Poland  (19%) 

    Creative tags

    HeadGameFacePhoneWeapon

    COLORS

    #000000
    #696969
    #808080
    #BC8F8F
    #778899

    Monetization Network:

    100%

    3. Evony: The King’s Return

    CREATED

    Apr 17, 2024

    IMPRESSION

    44,669,694

    Impressions by country

    Germany (11%), 

    USA (10%), 

    UK (8%) 

    Other countries

    India  (35%), 

    Spain  (6%) 

    Creative tags

    WaterLakeNumberWeaponHead

    COLORS

    #B0E0E6
    #DCDCDC
    #BC8F8F
    #ADD8E6
    #D2B48C

    Monetization Network:

    99%

    User Acquisition Strategy

    Change in %

    % change = ((new value - old value) / old value) * 100

    How is Strategy changing?

    1. Change in Downloads

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    Over the last 14 to 30 days, downloads of Last War:Survival Game increased by 8.23%..

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    In the last 30 to 60 days, there was an increase of 5% in downloads.

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    Over the last 60 to 90 days, there was a decrease of 2.3% in downloads.

    2. Change in Revenue

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    There was a 10.5% decrease in revenue during the last 14 to 30 days.

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    Over the last 30 to 60 days, the revenue of Last War:Survival Game experienced a drop of 2.2%.

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    In the last 60 to 90 days, Last War:Survival Game experienced a 14% rise in revenue.

    3. Change in Monetization Networks

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    In the last 14 to 30 days, YouTube experienced an increase of 12.3%, AppLovin saw an increase of 10.5%, and Facebook had an increase of 10%.

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    In the last 30 to 60 days, YouTube showed an increase of 9.2%, AppLovin saw an increase of 12.2%, and Facebook maintained its curve.

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    In the last 60 to 90 days, YouTube experienced an increase of 3.1%, AppLovin grew by 9.7%, and Facebook increased by 1.66%.

    4. Change in Popular Markets

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    In the last 14 to 30 days, the USA increased by 8.5%, France grew by 13.6%, Germany increased by 14.7%, the UK increased by 8%, and Canada increased by 4%.

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    In the last 30 to 60 days, the USA grew by 10.7%, France showed an increase of 10%, Germany witnessed 9.1% growth, the UK increased by 15%, and Canada increased by 10%.

    arrow

    In the last 60 to 90 days, the USA grew by 3%, France experienced an increase of 6.6%, Germany increased by 7.1%, the UK by +10%, and Canada by +15%.

    Creative Strategy

    Change in %

    % change = ((new value - old value) / old value) * 100

    How is Strategy changing?

    1. Change in Unique/New Creatives

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    Over the last 14 to 30 days, the new creatives of Last War:Survival Game increased by 1.4%.

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    In the last 30 to 60 days, the change in new creatives remained the same.

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    In the last 60 to 90 days, there was a 9.23% increase in the number of new creatives tested.

    2. Change in Monetization Networks

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    In the last 14 to 30 days, YouTube experienced an increase of 20%, while Facebook saw a modest rise of 4.7%. AppLovin faced a decline of 4.6% during this period.

    arrow

    Over the last 30 to 60 days, YouTube maintained its momentum with a 22% increase, Facebook saw a surge of 10%, and AppLovin's growth was modest at 1.08%.

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    During the last 60 to 90 days, YouTube sustained an increase of 16%, AppLovin witnessed a growth of 10%, and Facebook experienced a rise of 2.5%.

    3. Change in Popular Markets

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    Over the last 14 to 30 days, the USA showed a growth of 16%, while France and Germany both witnessed an increase of 11%.

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    In the last 30 to 60 days, the USA experienced a remarkable surge of 17.5%, France saw a growth of 8%, and Germany faced a decline of 2.3%.

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    During the last 60 to 90 days, the USA demonstrated growth with an increase of 20%, France witnessed a positive growth of 5%, and the UK experienced a modest increase of 3.3%.

    Push Notifications

    The Last War:Survival Game sends 1 to 2 push notifications daily, prompting players to take swift action, employing assertive language such as "awaiting your orders" to stimulate player involvement.

    The tone of these notifications is authoritative, reflecting the serious nature of a military or survival game. They are brief and direct, focusing on giving players important information.

    Notifications are timed to coincide with specific events or player actions within the game. For instance, notifications about building upgrades or stamina levels are triggered by in-game progress.

    While the notifications lack much personalization, mentioning "Stamina full" suggests some personalization based on the player's current in-game status.

    These notifications are aimed at all players of Last War:Survival Game, regardless of their characteristics. They provide relevant updates on survival and strategy aspects of the game to keep players engaged.