The evolution of pull-the-pin: Why is this a good thing for the games industry

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

The journey of Hero Wars (Nexters), alongside games like Evony and Angry Birds Dream Blast (Rovio), highlights the transformative impact of innovative UA strategies and gameplay mechanics on the mobile gaming industry.

All of these games, each in their unique way, have contributed to reshaping how developers think about UA and creatives by leveraging “pull-the-pin” puzzles, creative ad strategies, and emotionally engaging narratives. They didn’t just adapt to industry trends – they created them. Especially, Hero Wars. 

The pull-the-pin revolution: From Hero Wars to Evony

Hero Wars popularised the “pull-the-pin” mechanic as a tool for capturing user interest. The ads depicted engaging scenarios where players had to solve puzzles to guide heroes through treacherous traps, even though the core gameplay was more RPG-focused.

This mechanic became synonymous with creative ads that blended curiosity, problem-solving, and a near-death experience, resulting in a drastic reduction in CPI and significant user growth. Both Hero Wars & Evony saw the same thing after implementing pull-the-pin in 2019. They are still using this mechanic to this date in all games. 

Lily’s garden (Tactile) added pull the pin into the mix after the sadvertising “fiasco” in 2023. Here we are with Angry Birds Dream Blast, a blend of the IP and pull the pin. See? You can actually do that. Taking notes, King? 

Puzzle-solving elements showcased in ads had to be incorporated into the onboarding experience. This created a seamless connection between the advertised gameplay and the actual game, addressing the criticism of “fake ads” while maintaining the emotional and intellectual appeal that made the ads so successful. Legends say some players still are still playing Hero Wars or Envony for years and waiting to get another pull the pin puzzle.

By implementing pull-the-pin mechanics and crafting emotionally charged creatives, these games made mobile gaming more accessible to casual audiences, offering a low barrier to entry while drawing players into more complex game loops. This apprach expanded the market, attracting players who might not have engaged with mobile gaming otherwise. This is why the runner gates mechanic is also working well. 

While critics often highlight the deceptive nature of “fake ads,” the adoption and evolution of pull-the-pin have had overwhelmingly positive effects on the gaming industry. Here’s why: 

Lower CPIs, higher reach: Pull-the-pin mechanics and creative ads like those used by Hero Wars and Evony lowered CPIs significantly, making mobile gaming accessible to a broader audience. 

Creative innovation: Multiple Games borrowed and iterated on successful mechanics, proving that inspiration fuels innovation. Popcore even created a hypercasual Pull The Pin game based on this mechanic! 

Market expansion: These strategies didn’t just attract hardcore gamers – they brought in casual players, significantly expanding the mobile gaming market. Pull-the-pin mechanics served as a low-stakes entry point, gradually introducing players to deeper game systems.

Critics may argue that these tactics blur the line between authenticity and deception, but the results speak for themselves: expanded audiences, higher engagement, and a mobile gaming industry that’s more dynamic than ever.

Ultimately, these games proved that creative risk-taking – whether in ad strategies or gameplay design – leads to growth and innovation, paving the way for a more diverse and inclusive gaming ecosystem.

For UA managers and developers, the takeaway is clear: don’t just follow trends – set them. Borrow from successful mechanics, iterate boldly, and create experiences that captivate your audience. Whether it’s a pull-the-pin puzzle or a bubble-popping mechanic, the secret lies in evoking the emotions that make players click, play, and stay.