Creatives featuring beginner players making obvious "rookie mistakes," culminating in a sharp, "can you do better?" call-to-action (our failure_cta) are driving installs across the board – from high-stakes US markets to suspense-driven India. It’s not about showcasing perfection; it’s about sparking competitive spirit by showing imperfection.

Whether it's high-stakes "win/lose everything" scenarios (Mintegral, US), intense social drama (AppLovin, GB), or gripping timed challenges, drama creates engagement. AppLovin, in particular, demands emotional rollercoasters, where the journey from struggle to triumph (or challenge) is paramount.

Forget generic humor. Facebook's audience is craving intrigue. Top-tier creatives blend failure_cta narratives with open questions and hidden outcomes, fostering a powerful sense of discovery and envy that pulls users in.

While failure_cta dominates, Mintegral reveals an exceptionally high-performing, yet rarely used, creative cluster. Ads that tease a challenge, showcase rapid successful progression via an "upgrade race," and deliver on triumph are ripe for scaling.