Two ads. Same opening. Very different results. Here's what surveys couldn't tell you.

A real-world breakdown of two Royal Match creatives — using second-by-second emotion and attention data to explain why one outperforms the other, and what to do about it.

On paper, the two ads in this report look almost identical. Same brand. Same opening footage. Nearly the same creative direction.

But one performs significantly better than the other.

Ask players which they preferred, and you'll get answers that don't explain the gap. Self-reported feedback rarely does. The difference lives in what players experience subconsciously — moment by moment — and that's not something a survey can measure.

What's inside

This report walks through both creatives in full, mapping the emotional and attention response of real viewers at every second of each ad.

You'll see:

• Where the two ads diverge emotionally — even before viewers consciously notice a difference

• The specific point in the ad where the performance gap opens up, and why it happens

• What the data reveals about CTA placement, pacing, and the end of the ad — three areas that have an outsized impact on conversion

• Concrete recommendations for how either creative could be improved, grounded in the biometric evidence

This isn't commentary on creative quality. It's a structured read of what players actually respond to, applied to one of the most competitive mobile games in the market.

Emhance captures 421 emotion and attention signals per second using facial coding and blink dynamics — measuring nervous system activation and visual attention in real time. Our models are trained on 40,000+ sessions, benchmarked at 91.67% accuracy, and have influenced how 5 million+ players experience mobile games.

The findings in this report are based on that methodology applied directly to live Royal Match ad creatives.