How to create a good video ad script

Creating a compelling video ad script for mobile games isn’t just about compelling visuals—it’s about arousing curiosity, tapping into emotions, and compelling action in a short amount of time. In the dynamic field of mobile gaming, where attention spans are quick and competition is fierce, a well-crafted script has the power to attract an audience, making your game visible to many options.

Select the message

Choosing the right message for your video ad is an important decision that can make or break the success of your mobile gaming campaign. In the fast-paced world of mobile gaming, where users are bombarded with countless options, capturing attention quickly is essential. The message you convey becomes the heartbeat of your video ad, influencing whether users engage, download, and, most importantly, continue playing your game.

The initial moments of a video ad are critical, often determining whether a viewer will continue watching or scroll past.. Choosing a message that immediately resonates with your target audience is paramount. This could be a unique selling proposition (USP), a compelling feature, or tapping into the emotions associated with the gaming experience. This early connection sets the tone for the rest of the ad, shaping user perceptions and developing interest.

Clarity is another important factor in choosing your message. Mobile users have limited time and patience; A clear and concise message ensures that your audience quickly understands the value proposition. Whether it’s promoting the excitement of the game, showcasing unique game features, or promoting special offers, the clarity of your message eliminates confusion and encourages users to take the desired action..

In addition, the chosen message should fit seamlessly with the brand and identity of your game. Consistency builds trust, and users are more likely to engage with content that feels true to the essence of the game. Whether your game is known for its competition, immersive storytelling, or innovative features, the ad message should amplify and reinforce these qualities.

In essence, the message acts as a compass that guides users through the narrative of your mobile game. It’s not just about delivering information; it’s about creating an emotional connection that resonates with your target audience. It also affects the way you communicate in the ad: the vocabulary you use, the rhythm, the tone, and the imagery.

A well-chosen message transforms a video ad from a fleeting moment on a screen into a compelling story that leaves a lasting impression, encouraging players to not only download your game but to be enthusiasts for a long time. The message is the anchor on which your video ad is based, making it an essential element of the art of creating a successful mobile game campaign.

Show the right side of your app

Individual preferences and interests vary, making it important to carefully define the target audience for your ad. In some cases, apps or games may serve multiple demographics, each with distinct user personas. Consequently, an important decision arises: should you opt for a broad ad with universal appeal, or adapt a specific video for each target audience?

It is important to know that for a video ad to be truly effective, it must convey a singular, clear message. Actually, creating separate videos for different target audiences is the most efficient method, which allows for precision and resonance with each user category. However, practical constraints can pose challenges. Time constraints, for example, can prevent the creation of multiple videos, especially if there is an urgency to launch the ad. Similarly, budgetary considerations may limit the ability to produce many different videos.

While dedicating a unique video to each target audience is the ideal scenario, there are pragmatic compromises. In instances where there are time or budget constraints, a thoughtful strategy may involve creating a general ad that resonates with the masses while still keeping in mind the various preferences of the user. Striking this balance is essential to ensure your video ad maximizes its impact, whether by targeting specific demographics individually or by creating a versatile message that resonates with everyone. ..

Set a specific goal

No matter how many plans you have for a video ad and how much everyone wants a video to be strong enough to reach everyone and convert them, you need to decide on a specific goal for your ad. Depending on the end goal, your video, and your script will be different.

Do you want to improve your visibility, work on your branding, improve downloads, promote a specific segment, play with seasonality, etc.

Knowing where to show your video ad is also important. Can it be a social media campaign? If so, you need to adapt it to more specific needs and visual needs. Likewise, a video that works on TikTok will not work for Google Ads.

Stands out from the crowd

In such a competitive landscape, staying ahead requires a keen awareness of what the competition is doing. Creating a video ad script requires a comprehensive understanding of current market trends, competitor strategies, and user expectations. Here’s why keeping an eye on the competition is important:

First, Analyzing competitors provides valuable insights into industry benchmarks and best practices. Understanding what works and what doesn’t with similar products can help craft a more informed and effective video ad script. This allows the identification of USPs and opportunities to differentiate.

In addition, the study of competitors enables the avoidance of clichés and overused tropes. A unique and memorable video ad script often comes from breaking away from the norm, and knowing competitor content prevents unintentional copying. It’s about finding a fresh perspective that grabs attention amidst the noise of similar offerings.

Observing competitor strategies can also help identify gaps or deficiencies in the market that your app or game can uniquely address. This knowledge forms the foundation for creating a script that highlights specific features or benefits that set your product apartwhich resonates with users looking for something different.

Additionally, understanding the competitor’s message will help determine a unique tone and style for your script. Whether it injects humor, appeals to emotions, or adopts a straightforward approach, a unique script is one that aligns with the brand’s distinct voice while remaining distinct from competitors.

A need for structure

You can’t go into script-writing blind. Some things are important and keep you away.

The first step is to have a good hook, this is what will draw attention to your ad and keep viewers interested. It should be memorable and dynamic enough. This is the heart of your video, everything depends on having a hook that will keep users entertained.

However, you can’t forget about your main message, your video should be entertaining but it should also serve its purpose. Use short and clear sentences, to ensure there are no misunderstandings. Everything should be easy to understand and straightforward, no time to lose.

Then your outro should direct your users to where you want them: store badges if you want them to download your app, a link to your website where you want them to go, etc. This is where you tell them with visuals and a CTA what action you want them to take.


Crafting a compelling video ad script is an art that goes beyond words—it’s about understanding your audience, tapping into emotions, and delivering a compelling message. From the opening scene to the closing frame, every element must work together to capture attention, spark curiosity, and prompt action. In the world of mobile apps and games, where competition is fierce and attention spans are fleeting, a well-crafted script serves as the linchpin that can elevate your ad from a quick moment to a screen into a memorable experience.

Tailor your message to your specific audience, responding to their needs and desires. Embrace the visual storytelling potential of video to showcase your app’s unique features and benefits. Above all, be strategic in your approach, recognizing that each word contributes to the overall impact of your ad.

Here’s to creating video ad scripts that not only tell stories but create experiences, ensuring your brand stands out in the busy digital landscape. And if you need help, we’re here to guide you on this journey!

Latest posts by Marine Nozerand (see all)

Leave a comment