Hey there! I saw you were having some trouble - I’m more than happy to share some strategies I’ve used to help my own projects. Looking at your game I have a few ideas where you might be running into trouble.
Problem area 1: Advertising
There’s more to advertising than just spending
I’m guessing you already know from the posts above that your CTR is low. You can certainly improve that, so I’m going to focus on some other areas.
CPP not CTR
I think it’s more helpful to think about CPP than CTR. If this is the first time you’ve marketed your game, that means with 200k robux you’ve achieved around 4,044 visits. This means your CPP is 200k/4k, or around 50 robux.
There are a few reasons for this, for one advertising on the weekends will get you ~50% the impressions advertising on a weekday would. So assuming you’d advertised tomorrow instead of today, your CPP would probably be around 25 robux.
Beyond that is the trouble of sponsorships - they actually have a very low direct CPP, as in how much it takes to bring a player from seeing your advertisement to playing the game.
I’m not a huge fan of the way Roblox includes non-click players as a way to lower your perception of your CPP on the sponsorship screen. It may say the cost is around ~4 robux, but if you use the actual direct click costs ~20-25 robux. This is around my predicted CPP for your visit / spending ratio, so I’m guessing you may have done more sponsoring than advertising.
Advertisements > Sponsorships
If you take the average Monday impression rate of around 100 per robux, you can estimate the CPP. With a mediocre CTR of around 0.75% a single robux will get you around 0.75 players. Assuming around 25% of the players enter the game post-click you’ll likely get around 0.1875 players per robux. Normalizing this provides a CPP of around 5.3 robux. This direct click CPP is almost 4-5x better than sponsorships. If you assume a similar rate of player discovery that is shown on a sponsorship screen, this lowers to around 1 robux functional CPP.
As a bonus classic advertisements are mostly shown on PCs. PC players spend more on average, a trend noticed here but one I can confirm is true across all my games.
That being said unlike with sponsors, you can’t tell if a player who clicks your ad enters your game. This can make determining exact CPP difficult and leaves you open to the risk that you have a good CTR, but a bad click-to-play rate.
So, to help out your game focus more on advertising over sponsorships, and also advertise on weekdays. Also of course - test out your ads before going big on em. ~1k robux of spending should be more than enough to get a handle on the CTR for an ad.
Problem area 2: Your Onboarding
Give the players a reason to play
So, I entered the game and there was nobody here. Obviously with there being low concurrents currently this is somewhat unavoidable, however this is something all round-based games have to deal with. The thing is your lobby currently has absolutely nothing to do in it. I don’t even get to look at my character lol. There’s nothing for me to interact with which might keep me in the game until someone else shows up.
If players won’t have a reason to stick around for more than ~30 seconds, you’ll need to have 3 players join every 30 seconds. For a new game that’s a pretty steep advertising cost, probably taking you into pricing of around 20-30k robux a day even when using those advertising practices above.
Let’s compare with Island Royale by Lord Jurrd. As it’s a battle royale game it needs a pretty large server to be fun, so how does he handle lobbies?
If you look above you’ll see his lobbies are colorful and filled with props to jump around on. He also gives the players weapons to mess around with. I don’t think this could be fun indefinitely, but I wouldn’t be surprised to see a character given some weapons to just shoot could have fun for 1-2 mins while waiting. This kind of increase in player waiting time will cut your advertising costs by a factor of 4.
So, tutorials aren’t easy to make, but in all honesty, there are few less effective ways to teach a player than just throw them a wall of text.
Here are some things you could do alternatively:
Just not teach them: this is a battle royale game not Dwarf Fortress. Players probably know the gist of things. In fact some player uncertainty could even be helpful, because discovering mechanics (in a non frustrating way) can be engaging. Also asking for help can be a great way to break the ice with other players. I’m not saying don’t tell your players anything, but some confusion isn’t necessarily horrible if it’s contained and used correctly.
Situational prompts: this is my personal fall-back plan for most player onboarding tasks. Having a little text hint pop up on the side of the screen when a player interacts with something new is a great way to not overwhelm but still steadily guide players.
Intuitive design: this is the ideal. It’s not always possible, especially not for every player, but the more you can have players naturally just know what to do the better. For example a favorite of mine are the arrows on the floor of the prison in Jailbreak. It’s not exactly subtle, but throughout the game are many environmental cues for a player to do something. In general know that you can use high contrast colors, signage, arrows, and even room size and door placement to guide players through a map. The entire field could have books written about it (and has).
This section is relatively short, but don’t have multiple starting pads for the game. You’re just going to split up your playerbase. You want to funnel all the players to one location, ideally one with cool stuff to do while they wait. There they’ll interact more with eachother (social interactions can be quite fun), as well as reduce time between rounds as the queue will fill faster!
If you want to allow players to do parties with their friends (what I’m guessing was the motivation for this) make that a separate feature, or possibly something off to the side that players can access through leaving the main lobby.
Problem Area 3: Long Term Marketing > Single Big Day
You’re probably familiar with retention rates, but for others reading here’s the gist:
Day # Retention Rate = D#RR
D0RR = how many players return on the day they play
D1RR = how many players return on the first day after they play
D7RR = how many players return on the seventh day after they play
D14RR = you get it lol
You can also do it with weeks, months, years, etc.
The retention rates per game vary, but a top 250 game will typically have around these metrics:
D1RR = 25%
D7RR = 10%
Notice how the farther away you get from the initial play date, the less likely players are to return. So let’s say you spend 100k robux on advertising at around a CPP of 5 robux.
You get 20,000 new players, here’s how many return in the following 7 days.
So, a week after your big advertisement has left you with only 2,000 players coming back, likely only filling a single server assuming ~10 min avg play duration. Any momentum you were hoping for the game to carry just evaporates. You’re stuck back at square one, probably ~40-50k robux lighter.
This is where most people get frustrated and give up on a game. What they may not realize though is that if they instead split their 10k robux across the entire week things completely change.
By using the prolonged nature of the retention rate, you can maintain your DAU indefinitely. For a round-based game like yours this is a must. By being able to hold onto your audience for longer you also get the benefits of the roblox discovery algorithm starting to recommend your game. Once that happens your cost per player begins to shrink to more manageable levels.
As retention doesn’t really end, really you can keep this pattern going indefinitely. Even if you stop advertising, the algorithm might bring in enough new players a day to keep this effect going for years.
Figure out your retention rates, use analytics + playtesting to figure out how to get as many people into the game as quickly as possible. Reduce your CPP to manageable levels, and advertise over longer periods of time.
And stick with it - I know debugging a live game can be miserable. At the end of the day though through determination, you can slowly chip away at the problems. Most game devs I know aren’t people who never hit roadblocks, instead they’re people who fight until they overcome them.
You got this