How to Write Scripts for Video Ads for Mobile Games?

How to Write Scripts for Video Ads for Mobile Games?

by Andrea Knezovic

The first and most important step in creating a video ad for mobile games is writing a script. If you have no experience in mobile game advertising and scripting, this might be very challenging. Many people have no idea how a script should look, what to include in it, or how to make it good. For that reason, we have put together a simple guide that will help you write perfect scripts for video ads that run on ad networks.

The Difference Between a Video Ad and an App Promo Video

While both are used to acquire users, video ads and app promo videos are not the same thing.

App promo videos are used for Google Play and Apple’s App Store. The goal of an app promo video is organic user acquisition, while video ads are used for paid user acquisition.

Oftentimes, they look similar.

However, an app promo video should be focused on explaining the game (how it’s played, etc.) as well as on its features and benefits. It’s more like a game trailer or an explainer video.

On the other hand, a video ad for ad networks can also include game features and benefits, but it usually just focuses on one or two. Oftentimes, video ads follow creative trends and don’t necessarily look exactly like the game itself.

Furthermore, an app promo video is usually longer than a video ad, and the two are often different when it comes to dimension/aspect ratio.

Example of a Good Mobile Game Video Ad

Before we get into the details of writing scripts for video ads, it’s important that you first understand what makes a good video ad for ad networks.

Here is an example of a top-performing video ad that did well on all major ad networks – Facebook, Google, Unity, ironSource, AppLovin, and Vungle. I’m going to break it down and explain why it’s good.

Data source: AppMagic, a leading ad intelligence platform. Get 3 days of free access to all AppMagic’s features, as well as 10% off, by clicking on this link.

Call of Duty: Mobile

As you probably know, Call of Duty is a popular FPS game that came to mobile in 2019 and made a big splash. Even though the game has many fans, it’s still essential to reach new players.

This Call of Duty: Mobile video ad is among the top-performing game ads in the past year. According to AppMagic, it got 200 million impressions.

The opening scenes consist solely of gameplay footage and its purpose is to draw people in. These three scenes are all recorded from the first-person perspective, instead of the third-person, which is another camera option in the game. This is a good option for a video ad because it’s more immersive.

After the gameplay intro, we come to the core of the ad – gear, an essential part of CoD. 

This is where this video ad moves away from gameplay footage and uses fancy 3D animations instead. In this case, it works perfectly because the viewers get to see every detail of that decked-out gun.

However, this part of the ad is not just about extravagant guns, but the ability to customize them. The ability to customize game items is one of the main reasons for playing for many gamers. It makes sense to capitalize on that and reach this group of players.

The last part of this fairly long 30-second video ad consists of even more gameplay footage. This time we see the stylish gun in action.

The voiceover is another big part of this ad as it leads viewers through the ad and points out the game’s features and benefits. It also holds the viewer’s attention. Music and sound effects are also essential for shooter games because they create a richer viewing experience.

All in all, this Call of Duty: Mobile ad is a great example of a well-crafted video ad that has a specific purpose. It takes careful planning and advanced scriptwriting to create such a high-quality ad.

Learn more about the game’s advertising strategy in our Call of Duty Analysis. 

How to Come up With Ad Ideas?

One of the hardest things about writing scripts for video ads is coming up with a concept. You’re sitting in front of your computer, but nothing comes to mind. You can’t think of a single interesting idea.

To overcome this and get inspired, it’s best to look at ads from competitors. This will give you a good idea of what works.

It makes sense – if your competitors are paying a lot of money to run these ads, then they must bring them a lot of users.

You can analyze each video, just like I did in the previous section, and break down what makes them good. The more video ads you watch, the better you’ll understand mobile game advertising as a whole. Additionally, try to identify genre trends in competitors’ ads as well as unique approaches.

All of this will help you come up with great ad ideas.

Tips for Writing Scripts for Video Ads

Now that you have a better idea of what makes a good video ad for ad networks and how to start generating ideas, let’s move on to practical advice.

In this section, we bring you scripting tips that are suitable for beginners.

1. Identify Game Features and Benefits

The first step of scripting is to write down the features and benefits of your mobile game.

Let’s take Brain It On, a physics puzzle game, as an example.

The main features of this game are:

  • Dozens of puzzles
  • New puzzles added regularly
  • Player created free levels
  • Ability to compete with friends
  • Multiple ways to solve each puzzle
  • The ability to share your unique solutions with friends

The benefits of this game would be:

  • Train your brain
  • Learn about physics
  • Improve your memory
  • Work on creativity

Do the same for your game.

When you write down features and benefits in this manner, you have a starting point for the ad.

For example, we can take the “ability to play with friends” feature and write a script around it. It’s a good idea to focus on just one feature/benefit per ad. That way, each video ad appeals to users who are interested in that certain feature or benefit.

write video ad script

2. Write the Script Scene By Scene

The main point of writing scripts for video ads is to have each scene written down– it’s similar to writing a screenplay.

Along with the scenes, you can include more detailed descriptions of video concepts and even competitor’s videos. That way the video producers will know exactly how the ad should look.

Furthermore, describe all the assets that should be used, i.e., gameplay footage, captions, sound effects, etc.

Another important thing when writing each scene is to make sure the script tells a clear story. Make your ideas easily understandable and straightforward — don’t overcomplicate things.

Visualize It

If you are a visual type – don’t just stick to writing, draw something, make a storyboard.

Whether it is on paper or in digital form, a good sketch can help you visualize what’s already inside your mind.

Storyboards and your sketches can also be helpful to video editors when they’re putting your video ad together.

When writing (or drawing) scripts for video ads, try to get into a mindset of a member of your audience. Try to think about what kind of language your audience would use. 

For example, if you are promoting a game that is primarily for young adults, you wouldn’t think of using complex, philosophical thoughts and sentences. Sounds logical, right?

Try using popular language and phrases, but don’t overdo it because that can be off-putting.

Overdoing any kind of phrase can get boring and might sound robotic, and you want to avoid that.

Approaching your audience like a human being is the key – everybody likes to feel a touch of humanity in the digital world. 

Moreover, scripts for video ads should be aligned with what your brand presents. But, your audience should never suffer because of your branding elements.

Try to include real words and phrases that your target audience would use.

And then, if you follow all of these tips, you will be on a great way to create both a successful video script, and a positive image for your brand.

3. Consider Creative Trends

If you did the aforementioned market research, you’ll have insight into current creative trends.

You can borrow some of these ad concepts. However, make sure that you make them your own. There are many ways to interpret a certain trend.

Consider ad fatigue as well. Even though a certain creative trend might work great for you, that doesn’t mean you should stick to that forever. People will get bored sooner or later.

Once you find an angle that works, i.e., you have ads that bring you users, you should create variations as well as experiment and test new concepts.

4. Don’t Copy Competitors’ Ads

While it makes sense to follow trends and get inspired by your competitors, you should never fully copy video ads.

Think about it, if you literally copy a competitor’s ad, it will most likely target the same audience that’s already somewhat bored of that ad.

Instead, get inspired by certain trends and concepts, but add a personal touch. In other words, make it your own.

5. Study Each Ad Network

Our final advice for writing scripts for video ads is to go through the requirements and policies of each ad network.

For example, Google doesn’t have the same requirements as Unity Ads.

For that reason, you need to adjust your script to each particular ad network you’re advertising on.

We’re going to list the basic requirements and best practices for the Gaming Triopoly (Unity Ads, AppLovin, and ironSource).

unity ads

Unity Ads

Here are the best practices for advertising on Unity Ads:

  • Make the ad authentic
  • Add hand interaction to videos to make them more understandable
  • Innovate and experiment with different creatives
  • Show, don’t tell
  • Include mobile devices with game footage
  • Edit to the beat
  • Localize content

Find out more here.



If you’re advertising on ironSource, it’s important to know that there are five supported creative types.

Those are:

‘Video & Carousel’ – a video followed by a carousel end card

‘Video & Full Screen’ – a video followed by a full-screen end card

‘Playable’ – a standalone playable ad

‘Video & Interactive End Card’ – a video followed by an interactive end card

‘Interactive Video’ – a standalone Interactive Video ad

Furthermore, these are the specs for video ads:

File format: mp4

Max. file size: 100 MB

Max. duration: 35 sec

Ratio: 16.9 or 9:16


For AppLovin, you can find all of the ad specs here. Additionally, you can read all the advertising rules here.

In short, Applovin doesn’t allow sexual content, nudity, violence, and drug use. Furthermore, ads that are misleading and contain false claims are also forbidden.

When it comes to best practices, all video ads should have clear branding and a call to action. AppLovin also recommends that you put some effort into the ad, instead of it being rushed or sloppy.

Video ads and playable ads are the two formats that work best.

Additionally, you should have at least three or four different ad concepts and make sure to upload new ads regularly.

Final Thoughts on Scripts for Video Ads

Like this article? Make sure to subscribe to our newsletter and get monthly updates!

If you need any help with writing scripts for video ads, make sure to contact us – it’s what we specialize in.


About Udonis

Udonis is an independent full-service mobile marketing agency that acquired more than 200,000,000 users for mobile games since 2018.

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