Creative Strategy
Creative Strategy helps you decide what to build before you build it. It provides data-backed guidance on trending concepts, competitor activity, vertical-specific insights, and platform optimization — so your next playable is informed by what's actually driving performance, not guesswork.
This specialty focuses on strategic direction and discovery. It doesn't make changes to your project or generate concepts — it gives you the intelligence you need to make smarter creative decisions.
What It Covers
Creative Strategy draws on performance data, trend analysis, and competitive intelligence to answer questions across four key areas.
Trend and Concept Discovery
Find out what's working right now. Creative Strategy can surface trending concepts, hooks, CTAs, mechanics, user motivations, and templates — either broadly across the industry or filtered by a specific vertical.
"Which design trends are driving performance for casual gaming?"
"What hook is performing best right now?"
Vertical-Specific Insights
Different verticals have different performance patterns. Creative Strategy tailors its guidance based on the vertical you're targeting — whether that's gaming, e-commerce, fitness, finance, or any other category.
Competitor Intelligence
See what your competitors are doing and where the gaps are. Creative Strategy can surface which concepts, mechanics, end card styles, and trends competitors are using — and whether they're relying on misleading gameplay.
"Which concepts are performing well for my competitors?"
"What mechanics are competitors using?"
"What end card styles are competitors using?"
Platform and Performance Optimization
Get guidance tailored to specific ad networks and KPIs. Creative Strategy understands that what works on AppLovin may not work on another partner, and can advise on platform-specific approaches, A/B testing strategies, and what KPIs to optimize for.
"What concepts are performing well on AppLovin?"
"Do we need a different build for AppLovin vs. another partner?"
"What is a strong CTR for a playable?"
How to Use It
Open CRAFTSMAN INTELLIGENCE and ask a strategic question about what to build, what's trending, or how to optimize. The more context you provide — vertical, platform, KPI, target audience — the more specific the response will be.
Focused questions with vertical, platform, or KPI context give you actionable, specific guidance.
"What concept should I build for a fitness app launching on AppLovin, optimizing for install rate?"
Template Prompts
Click the Creative Strategy card in the chat panel to see template prompts you can send with a single click:
What concept should I build today?
Which concepts are performing well for my competitors?
Which design trends are driving performance?
What template should I use?
Will this project perform well on AppLovin?
Tips
Add vertical context. Almost every question benefits from specifying a vertical. "What's trending?" is useful, but "What's trending for hypercasual?" is much more actionable.
Specify the platform. If you know where the playable will run, mention it. Performance drivers vary significantly between ad networks.
Use this before Concept Ideation. Creative Strategy tells you what to build. Once you have direction, hand it off to Concept Ideation to storyboard the idea, then to the Builder Agent to build it.
Revisit after Analytics Insights. After analyzing performance data with Analytics Insights, come back to Creative Strategy to ask "Based on what we learned, what should I build next?"
Ask about seasonality. Creative Strategy can advise on seasonal themes — for example, "Should we add a winter theme to our playable for Q4?"
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