Creative trend: The evolution of the near-death snake experience in game ads

This article was written by Two and a Half Gamers founder and co-host and user acquisition and marketing consultant Matej Lancaric.

When you hear “snake” in gaming, it immediately calls to mind ads from Royal Match, Kingdom Guard, Rush Royale, or even Royal Kingdom. But where did this trend really start? Let’s dive into the snake pit of creative evolution in gaming UA.

The origins: Royal Match breaks ground (Dec 2022)

Royal Match was the first to introduce the snake concept in its UA mix back in December 2022. While the snake creative wasn’t the focus then (we were too busy saving the King from fire, drowning, or freezing), it quietly entered the mix. At this point, Royal Match experimented with many “near-death” scenarios, laying the groundwork for what would come later.

Rush Royale revolutionises (Feb 2023)

Rush Royale took the concept to the next level in February 2023, launching the first snake-whirl creative that took Facebook by storm. It was everywhere. By April, Rush Royale explored other concepts, but the snake-whirl remained a memorable and pivotal moment for the trend.

Kingdom Guard levels up (June 2023)

Kingdom Guard (Tap4Fun) entered the snake game in June 2023, directly building on Rush Royale’s winning concept. But they didn’t just copy – they iterated aggressively. Each month, Kingdom Guard released a new variation, pushing the snake creative concept to its limits.

I had an incredible discussion about these iterations with Stan (CEO of Tap4Fun) in China. It was, without a doubt, the most mind-blowing, creative discussion I’ve ever had.

Royal Match returns to the snake (Aug 2023)

While Kingdom Guard was dominating snake iterations, Royal Match shifted focus. From March 2023 onward, their UA leaned heavily into cameo appearances from actors in trending shows like Money Heist and Suits.

But by August 2023, the snake creative quietly returned. And what’s remarkable? One particular snake ad for Royal Match had been running for a year – a testament to its longevity and effectiveness.

The snakes peak (Jan 2024)

The new year brought an explosion of snake creatives across games. Royal Match leaned heavily into snake-driven “Save the King” scenarios, running the concept millions of times. The idea: a relentless snake creates tension, and the player must save the King – a formula that’s both engaging and addictive.

Why does it work?

The snake’s near-death dynamic taps into primal instincts, creating instant engagement.