Using engagement graphs when analyzing creatives for a racing game, we found that engine changing is the most interesting process among all the approaches that were tested. The graph of each video showed an increase in interest during the engine change scenes.
Then we scaled up this approach and began testing different engine change options. Further analytics indicated that upgrading a car on the move performed much better than a static upgrade in the garage. In the end, we succeeded in improving the purchasing results from an average IPM of 7.8 to 25.9.