Case Study: Totem of the Mask

Case Study: Tomb of the Mask

Mobile Advertising and the User Experience

Case Study: Tomb of the Mask

By: William Rodrigues

APPLICATION: Tomb of the Mask

PUBLISHER: HAPPYMAGENTA

YEAR: 2015

SYSTEM: iOS 7+

DOWNLOAD: iTunes Store

DESCRIPTION::

Tomb of the Mask is an arcade game, which takes place in an infinite procedurally generated vertical labyrinth. Seeking for adventure you get into a tomb, where you find a strange mask. You wear it and suddenly realize that you can now climb walls - easily and promptly. And that's when all the fun begins.

"Tomb of the Mask instantly got me hooked with its appealing combination of retro-style graphics, fast-paced gameplay, and dead-simple controls. In fact, if I didn’t have to write this post, I probably wouldn’t have stopped from playing it" - AppAdvice

ADVERTISING AND THE USER EXPERIENCE

HAPPY MAGENTA FINDS A HAPPY MEDIUM

I enjoy going through the app store and trying out what new games developers have to offer. Given the sheer volume of content, finding a real gem that is a prime example of fantastic mobile design such as Tomb of the Mask, by Happy Magenta, is a rare find indeed! Happy Magenta has managed to find the perfect medium to make all types of players happy ranging from the young freemium player to the dedicated premium buyer. Tomb of the Mask gives players access to a solid core game with both desirable premium options for players who wants to excel at a faster place, and an more than generous route for free players to take that encourages players to both play more and watch ads.

COINS! COINS! COINS!

The game is fueled by Coins, which are the only currency and route to advance in this game. Everything important costs coins, which include but is not limited to, upgrading your player, spinning the bonus wheel for chance at a random item or coin value, buying revivals upon death, buying shields, and buying masks. Coins are earned in-game, through watching 30 second advertisements, and several premium purchase options.

Case Study: Tomb of the Mask home screen

THE ALLURE OF ADVERTISING

Case Study: Tomb of the Mask Power Ups

CHOICES... DONE RIGHT!

Players earn coins when as traverse the levels, although the overall the amount of coins earned each level run is relatively small compared to the options of watching a short advertisement, or buying a premium coin package. Upon death, the player has the option of paying coins to continue or watch a 30 second advertisement for a free life. Upon the player's second death, the only option is to buy a revival or go back to the home screen. Every game cycle like this the player goes through, he is offered a one time option of watching a 30 second video for 500 coins and getting one free revival on the player's first death by watching a 30 second advertisement.

IN CONCLUSION...

In the eyes of most players, including those who are inclined to buy coins, it's almost impossible to pass up the fantastic perks that watching 30 seconds of advertising can give. If a player is doing great on their current level run, they will more than likely watch a short advertisement to to revive their character and continue the level in order to continue the gripping gaming session. If the player dies and need more shields, wants to upgrade their character, or save coins for their next mask, there's a good chance I will take Happy Magenta up on their advertising offer to earn 500 "free" coins.

Last but not least, don't forget the Wheel of Chance... the proverbial cherry on the top. Happy Magenta did a fantastic job incorporating mobile advertising into their game without taking away from the overall experience. Their example should be followed in the future because when compared to a lot of other games out there, there are many mobile gaming companies are just doing it just plain wrong!

MORE SCREENSHOTS

tomb of the mask

PREMIUM

Two of several Premium purchase offers options. The premium options include removing adds from the game and buying coins directly from the shop.

tomb of the mask

WHEEL OF CHANCE

Feeling lucky? Spend 200 Coins for the chance at a random item! Tempting rewards at a tempting price. People love games of chance, and a spin of the wheel!

tomb of the mask

LIFE AFTER DEATH

Upon the player's first death, they can choose to continue their game by watching a 30 second advertisement or paying 500 coins.