The most criticized aspect of this game is that its user acquisition creatives are all “tower defense door repair” (similar to “Lie Flat and Level Up”), while the actual gameplay is “idle collision.” In the industry, this is known as “secondary gameplay user acquisition,” or more bluntly—“creative fraud.”
The game employs an extremely shrewd filtering funnel:
Acquisition Layer: High-CTR (click-through rate) tower defense creatives lure in as many casual users as possible through deception.
Retention Layer: Once inside, players realize the game doesn’t match the ads. So why don’t they all leave immediately? Because the gameplay is drastically simplified—zero barrier to entry, delivering instant numerical feedback. For the light users drawn in by the misleading ads, this “mindless satisfaction” actually keeps them engaged.
In the short term, this approach is undeniably effective—it solves the biggest pain point: expensive user acquisition. But in the long run, isn’t this eroding the entire industry’s credibility?
After being deceived ten times, a hundred times, users will inevitably become immune—or even hostile—to all game ads. We’re destroying the very soil we depend on for survival.
Yet the harsher reality is this: for small and mid-sized developers squeezed between monopolistic giants and skyrocketing acquisition costs, if they don’t resort to these “unorthodox” tactics, they might not even get a seat at the table. This is the tragedy of the industry—and the cruel necessity of survival.
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