- Mobile Gaming
How Conflict of Nations Beat Ad Fatigue with AI
Conflict of Nations is a real-time military strategy game from Twin Harbour, loved by midcore players for its depth, tension, and global gameplay. The team had strong UA foundations already in place – and brought in Miri Growth to evolve their creative strategy, tackle fatigue, and unlock the next phase of scalable growth.
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IPM Increase
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Creatives Tested
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Scalable Creative Output
The Challenge
Twin Harbour’s core goal was to beat their top-performing control ads and reduce creative fatigue – a critical need in the midcore space where visual burnout happens fast. Their key KPI was increasing IPM, which in turn fuels lower CPIs, CPAs, and stronger ROAS.
While the in-house team had a solid production flow, pinpointing which creative elements (maps, avatars, copy, effects) truly drove performance was tough without a systematic approach. They needed a scalable, hypothesis-driven approach to consistently refresh ads on Meta while staying true to the game’s brand, tone, and core gameplay.
The Solution
We kicked things off by identifying the core concepts and emotional drivers that resonated most with Conflict of Nations’ audience. From geopolitical tension to strong visual clarity, our early conceptual testing laid the foundation for scalable creative themes that drove real performance gains.
From there, we expanded into AI-powered iteration. Using a hypothesis-led framework, we ran structured tests on Meta that isolated key creative variables – including map visuals, avatars, voiceovers, and copy – to see which elements moved the needle.
AI-generated map assets emerged as the top performer, driving a 36% increase in IPM. Darker, more dramatic map backgrounds performed especially well – increasing contrast, heightening tension, and maintaining user interest longer. Human creative insight stayed central – while AI accelerated production, every concept was carefully refined to feel on-brand, on-message, and designed for real players. We followed up with a second wave of testing that combined top-performing elements into new, scalable creative variants.
AI accelerated production and testing, but human insight stayed at the core. The close collaboration between Miri and Twin Harbour ensured every ad felt on-brand, on-message, and optimized for results.
