TruPlay Games

Making safe, faith-based gaming stand out

TruPlay Games offers Christian families a safe gaming environment where children can explore Bible stories, discover original characters, and learn Christian values through interactive entertainment. The app combines engaging gameplay with parental peace of mind, without advertising, chatrooms, or in-app purchases.

The challenge was to communicate these benefits in a highly competitive mobile gaming market, where attention-grabbing creatives often focus on fast-paced gameplay and immediate excitement.

TruPlay needed a creative strategy that could capture children's interest while addressing parents' concerns about screen time, gaming habits, and online safety.

Bringing the excitement of gaming to a safer alternative

Scrolling Studio developed a creative strategy combining UGC and AI ads, focusing on the emotional connection between Christian parents, their children, and the entertainment they choose.

Through creative research, we identified an opportunity to adapt the attention-grabbing techniques used in mainstream gaming ads while communicating TruPlay's unique benefits.

Rather than relying exclusively on traditional educational messaging, we developed concepts that highlighted the excitement of gaming alongside the reassurance of a safe, faith-based environment.

We explored different creative angles around children's gaming habits, parental concerns about excessive screen time, and the challenges of finding age-appropriate entertainment.

AI became a central part of our strategy, allowing us to develop visually engaging concepts inspired by the energy of popular mobile games while introducing TruPlay's characters, Bible stories, and Christian values.

Through continuous testing and creative optimization, we identified the concepts that resonated most with families and refined our approach to improve acquisition performance.

Record-low acquisition costs with AI creatives

• 69% lower acquisition costs: Our creative strategy reduced TruPlay's cost per trial by 69%, significantly improving the efficiency of its subscriber acquisition.
• A record-breaking creative: One of our AI concepts became TruPlay's top performing ad, achieving the lowest cost per trial recorded in the account.
• AI outperformed traditional UGC: While both formats were part of the creative strategy, AI ads delivered the strongest results, demonstrating the potential of AI-generated content for mobile gaming campaigns.
• A winning creative direction: By combining engaging gaming concepts with messaging around faith, family, and safety, we identified a creative approach that connected with parents while making TruPlay's games appealing to children.

Scale winning AI concepts and explore new creative angles

The results demonstrated how AI creative production can help faith-based gaming brands compete for attention while maintaining their core values.

Building on the success of the winning concepts, the next opportunity is to develop new AI variations around TruPlay's characters, Bible stories, and different gaming experiences.

Continuing to explore the emotional connection between parents and children, alongside concerns about screen time and online safety, provides a foundation for identifying new creative opportunities and maintaining acquisition efficiency.