The continuous rise in user acquisition costs for mobile games has become an undeniable reality in the industry. Faced with this challenge, some developers are exploring unconventional methods to reduce marketing expenses. The recent success of Glacier Network's mobile game X-HERO , which topped the free charts in 25 countries, has brought attention to a controversial traffic strategy colloquially referred to as "bait-and-switch." While effective in driving short-term growth, this approach raises concerns about user experience and long-term sustainability.
I. The Phenomenon: 'Bait-and-Switch' Marketing in a Competitive Landscape
X-HERO 's success stems from its clever utilization of players' preference for casual games. The game incorporates mini-games like "Save the Animals" to attract downloads, only to reveal itself as a card-based idle RPG upon launch. This discrepancy between advertised and actual content, while effective in initial user acquisition, risks alienating players. One American player's review encapsulates this sentiment: "I wanted to save a dog from bee stings, but ended up battling scantily clad, large-chested characters."
II. Case Study: X-HERO 's Traffic Strategy and Performance Data
Originally launched in China as Sacred Souls in August 2020, X-HERO features comic-style aesthetics and simple gameplay where players deploy six cards representing different character classes with rock-paper-scissors mechanics. The game became Glacier Network's flagship product, accounting for over 70% of the company's gaming revenue in the first half of 2022.
Data from the U.S. iOS charts shows X-HERO climbing from below 400th place in late May to the top of the free charts recently, with its paid ranking steadily improving to the 60-70 range since July. This surge coincided with an August 26 update that introduced the "Save the Animals" mini-game and replaced all promotional assets with dog-themed imagery.
The mini-game itself borrows heavily from the viral mechanics of Save the Doge , requiring players to draw protective lines around a dog character. Marketing efforts focused on Instagram and Meta's advertising network, with creatives predominantly featuring the canine rescue theme.
III. Strategic Evolution: Multiple Iterations of the Approach
This isn't the first time X-HERO has employed this strategy. Version history reveals at least five different casual game genres being incorporated between July 2021 and August 2022, including tower-climbing, endless runners, and artillery games. The most recent months saw three rapid rotations of different casual game themes for user acquisition purposes.
IV. Industry Perspective: Secondary Gameplay as a Marketing Solution
With user acquisition costs for strategy games reaching hundreds of dollars per install compared to casual games' sub-dollar costs, secondary gameplay marketing has gained traction. Industry experts note that casual game mechanics can serve as effective funnels, broadening a game's potential audience at lower costs.
V. Risk Assessment: Balancing Short-Term Gains and Long-Term Value
The strategy carries inherent risks. X-HERO currently holds a modest 3.93/5 rating, with numerous complaints about the jarring transition between advertised and actual content leading to uninstalls. Key questions remain about retention rates and the true efficiency of this acquisition method when accounting for user disappointment.
VI. Expert Recommendations: Implementing Secondary Gameplay Strategically
When employing secondary gameplay marketing, developers should consider:
1. Precise Audience Targeting: Secondary gameplay should align with potential core users' interests to minimize dissonance.
2. Optimized Onboarding: Clear tutorials and early-game rewards can ease the transition between gameplay types.
3. User Feedback Integration: Monitoring reviews and conducting surveys helps refine the approach.
4. Core Game Quality: Ultimately, a game's long-term success depends on its intrinsic value rather than acquisition tactics.
As competition intensifies, innovative marketing must complement rather than substitute for quality gameplay experiences that genuinely engage players.