two & a half gamers: Recent Episodes
Lancaric.me
This is no BS gaming podcast two and a half gamers. A safe space for all of us & you as well. Fun stuff, latest news, but also educational knowledge drops. Bringing you the feel of a "4am conference" discussion about the gaming industry.Let's dive in!
Today, we talk with Colm Hayden, Head of Growth at Triumph - the app redefining real money gaming for a new generation of players.
🔥 Topics covered:
How Triumph scaled to $100M+ payouts with 13 mini-games
Why their audience is 21–35, not 60+
How they build 10 new creatives a day
Why their ads with Soulja Boy crushed every benchmark
Why “trust-based UA” matters more than CPI
How they cracked TikTok before Meta
📊 Core metrics:
Avg payout: $3 per game
$100M+ total prizes
5-min average time to deposit
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special Guest: Colm Hayden
https://www.linkedin.com/in/colmdotcom/
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Triumph and Hosts
01:45 Understanding Skill-Based Gaming
03:23 Triumph's Unique Approach and User Demographics
06:41 Game Selection and Gameplay Mechanics
09:25 Revenue Model and Player Payouts
12:41 Legal Landscape and Market Expansion
15:29 User Acquisition Strategies and Metrics
18:04 Advertising Challenges and Compliance
20:41 Competitors and Market Positioning
23:26 Ad Monetization and Future Plans
28:03 Creative Marketing Strategies in Gaming
29:18 The Importance of Authenticity in Ads
31:19 Elements of Effective Advertising
32:07 Leveraging Celebrity Endorsements
34:12 Innovative Streaming and Content Creation
34:37 User Acquisition and Retargeting Strategies
35:35 The Role of Playable Ads
36:45 Future Expansion Plans for Triumph
38:54 Understanding the Skill-Based Gaming Market
41:24 Learning from Industry Leaders
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Today, we, and special guest John Wright, unpack the chaos surrounding the EU’s proposed Digital Fairness Act (DFA) - a legislation that could redefine how free-to-play games operate in Europe.
Key insights:
Source: https://ec.europa.eu/commission/presscorner/detail/en/ip_25_831?utm_source=chatgpt.com
The DFA was proposed by the EU Consumer Protection Cooperation Network in March 2025.
It’s still not law currently in consultation stage, potential enforcement by 2030.
If approved, it would enforce seven major principles for all EU-targeted games.
Transparent Pricing
All in-game currencies (gems, coins) must display real-world value.
Example: “500 Gems (€4.99 equivalent).”
No Mixed Currencies
Games may be limited to one in-game currency.
Multi-currency RPGs or Forex-style economies could be flagged as “misleading.”
No Bundling or Welcome Packs
Forced to sell items separately (no more “Best Value” or “Starter Offers”).
Removes behavioral pricing psychology that drives F2P monetization.
Pre-Purchase Warning Screens
Mandatory “scare screens” before each IAP — adding purchase friction.
14-Day Refund Right
Players could refund any IAP (including gacha rolls or consumables) within 14 days.
No Economy Changes Post-Launch
Developers couldn’t rebalance in-game currency values after release.
Effectively bans live balancing - a core of F2P design.
High-spending users could be classified as “vulnerable” or “addicted.”
Developers could face scrutiny for “exploiting impulse spending.”
Industry Impact
Jakub: “Free-to-play economies just don’t work with one currency. This breaks every RPG and forex hybrid in existence.”
John: “This kills the incentive to operate in the EU - studios will shift budgets to the US and Asia.”
Felix: “The EU will lose jobs and game availability will shrink.”
Matej: “It’s not law yet. Everyone’s panicking, but this might turn into another IDFA - big noise, small impact.”
Main Takeaway
The DFA is well-intentioned but deeply flawed. It confuses gambling regulation with free-to-play design, overreaches into live-ops flexibility, and could reduce the number of games released in the EU.
Lobbying and advocacy will shape its future, not outrage posts.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: John Wright
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Digital Fairness Act
02:53 Overview of the Proposed Legislation
07:05 Principles of the Digital Fairness Act
10:37 Lobbying and Legislative Process
12:14 Implications for the Gaming Industry
20:01 Future of Gaming in the EU
21:33 Industry Reactions to Regulatory Changes
22:50 The Impact of Gacha Mechanics
24:55 Consumer Rights and Game Economics
27:33 The Debate on In-App Purchases and Gambling
30:37 Parental Responsibility in Gaming
34:09 Legislative Impacts on the Gaming Industry
37:59 The Future of Gaming Business Models
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this Two and a Half Gamers special, Matej, Felix & Jakub talk with Chen Yang (Iwae) from Cocos about how mini-games on WeChat, Douyin, Alipay, and Huawei stores are reshaping the mobile industry.
🔥 Topics:
Cocos Creator powers 54 % of China’s mini-games
How WeChat’s ecosystem drives 80 % of revenue
Why IAP overtook ads (61 % → 31 % IAA)
How Douyin and Alipay monetize via e-commerce loops
OEM channels like Huawei and OPPO enter the game
Why foreign studios still can’t get ISBN licenses fast
The real UA and monetization flows behind China’s mini-game boom
Mini-games are China’s new gold rush - 600 M MAU, billions in revenue, and Cocos at the center of it.
Special guest: Chenyang Sun
https://www.linkedin.com/in/chenyangsun/
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special Guest: Chenyang Sun
https://www.linkedin.com/in/chenyangsun/
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Mini Games in China
04:30 Cocos and the Mini Game Market
08:08 Growth Factors in China's Mini Game Industry
10:34 Monetization Strategies and Revenue Sources
13:05 Comparative Analysis: China vs Global Mini Games
15:46 Major Platforms and Their Impact
18:20 User Acquisition and Marketing Strategies
21:04 The Role of IP in Mini Games
23:13 AI Trends in Mini Game Development
25:30 Future of Mini Games and AI Integration
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
We go two and a half steps ahead into the new era of AI-generated creatives - dissecting what’s trending, which studios are using them, and what it means for the future of game marketing.
Key insights:
Adoption is rising
In 2024 only a handful of studios used AI for hooks.
By late 2025, top performers such as Lands of Jail, King Shot, and Rise of Castles will be fully embracing AI-assisted pipelines.
Jakub predicts 50% of all mobile ads will be AI-driven by end of 2026.
AI Creative Formats Taking Over
Hooks: 60–70% of AI output focuses on hyper-realistic or surreal opening shots.
Full Creatives: Only ~30–40%, limited by coherence and model smoothness.
Transitions are now indistinguishable from live action - especially in POV-style TikTok ads.
Contrast Art Styles: Realistic → cartoon → pixel mashups catch the eye.
POV Narratives: First-person sequences with “AI girlfriend” narration dominate TikTok.
Localization via AI: Same creative, instantly re-rendered for JP, KR, EN markets.
Freeze/Prison Metas: Prison Life-style “frozen prisoner” AI scenes trending hard.
“No Ads” UGC Spoofs: King Shot’s “no ads” meme now a running trend.
Brain Rot & Chaos: nonsensical motion = attention-grabbing hook.
AI Interviews: VEO3 and Kling 2.5 are redefining talking-head realism.
Kling 2.5 = new industry benchmark (4x cheaper, faster scene rendering).
2025: AI is mainly used for hooks.
2026: Half of all creatives will be AI-produced end-to-end.
Takeaway: AI creatives are here, fast, and chaotic. The best teams use them not to replace creativity, but to scale it.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to AI Creatives
03:52 Current Trends in AI Creatives
06:24 The Evolution of Art Styles in AI
12:01 AI Creatives and Marketing Strategies
14:46 Localization and Cultural Adaptation in AI
22:52 The Rise of AI in Creative Content
28:01 The Evolution of Game Graphics and AI
31:21 The Future of AI in Advertising
37:38 Predictions for AI in the Creative Industry
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
We dive into Megabonk, a surprise Steam indie hit that’s taken Twitch and the charts by storm. With 82K+ CCU, $2M in its first two weeks, and streamer hype driving growth, the trio explores what makes Megabonk work and whether it could scale to mobile.
Key insights:
Roguelite 3D blend of Vampire Survivors and Risk of Rain 2.
Deeper systems: map objectives, shrines, infinite inventory, banish/skip mechanics.
Core humor: banana-rang weapon, Mega Chad character, quirky item design.
“Screwed-up moment” for roguelites - moving past 2D isometric clones.
Shroud and other top Twitch streamers boosted it to 114K peak viewers.
Viral builds (level 500+ with full-screen bananas, nukes, shrines) = highly watchable.
Game thrives because it’s fun to watch as well as play.
Day 11: ~300K units sold, $2M revenue (discounted launch price €8.28).
Vampire Survivors never reached this CCU peak despite 23M lifetime units.
Risk of Rain 2 = 141M gross but publisher-backed. Megabonk is solo-dev mystery.
Obvious rewarded ad placements (refresh button, rerolls, revive).
Gacha for gear/characters could add whale-driven revenue.
Estimates: ~$270K/month ad revenue if ported straight to F2P. With gacha: far higher.
Sustaining Twitch attention requires updates or new systems.
Still, design depth is strong - the “systems combination” is what competitors will copy.
Takeaway: Megabonk is the new roguelite phenomenon: deep systems, streamer fuel, and endless monetization potential if (when) it comes to mobile.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix dives into ad monetization trends, focusing on the surprising rise of prison-themed games dominating the simulation and idle arcade charts.
Key insights:
Prison Life (Supercent)
~$107K/day ad revenue, ~$38M annual run rate.
DAU ~2M, nearly 100% ad-driven.
Rewarded impressions: ~4 per DAU (50% base) = $42K/day.
Interstitials: ~6 per DAU (70% base) = $60K/day.
Clever onboarding: first speed-up (Segway/tricycle) given for free → players experience premium benefit → later higher conversion.
Takeaway: “Give it free first, then charge later.”
Prison Survival (Highgame, Vietnam)
DAU ~600K. Revenue ~$21–32K/day.
Hypercasual-style “convert or die” model → if no rewarded ad, user is forced into interstitial.
Core loop 50–80s → optimized for frequent ad exposure.
Monetization mix: 6–8 interstitials per DAU = $12–15K/day; rewarded = $2–3K/day; banners/app open = $2K/day.
Takeaway: Hypercasual ad-monetization loops still work in 2025.
Prison Escape Journey (X Games Global, Vietnam)
DAU ~560K. Revenue ~$10–15K/day.
Essentially, a supermarket simulator reskinned with a prison theme.
Interstitials on 180s loop; rewarded ads for ramen currency; “remove ads” IAP.
Clever use of interstitial at app open instead of Google’s app open ad → eCPM $8–15 vs $2.
Prison Escape Simulator (Digital Melody)
DAU ~220K. Revenue ~$6–10K/day.
Softer ad strategy: fewer interstitials (~8 per DAU) + hidden rewarded ads.
Monetizes heavier on rewarded app open format.
Launched mid-August 2025, still scaling.
Genre Trend: Simulation → Prison Theme Takeover
A year ago, supermarket manager sims dominated top simulation charts.
Today: Prison Escape Journey is #1 in simulation.
Prison themes resonate globally — from idle arcade to forex to supermarket clones.
Takeaway: Prison is the new supermarket. Expect more reskins, higher conversion funnels, and creative UA exploiting the theme.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Ad Monetization Trends
03:36 The Rise of Prison-Themed Games
08:57 Deep Dive: Prison Survival Game Analysis
14:54 Exploring the Supermarket Simulator Influence
20:43 Conclusion: Future of Simulation Games
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
We scan Steam’s latest hits to predict which games could cross over to mobile success.
🔥 Topics:
Peak ($53M climbing co-op) already cloned on Roblox
Revenge on Gold Diggers -short drama goes interactive
Rematch - 5v5 football sim, wild card for mobile
The Alters - sci-fi survival with clones, Fallout Shelter-style
Nine Kings - roguelite deck + mass battles = Balatro vibes
The Tower - unfolding idle sim ripe for mobile
Cast & Chill - cozy fishing sim with underwater mechanics
Car Dealer Simulator - hypercasual mini-games + forex economy
Cache Cleaner - funky money laundering sim
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Overview
05:34 Full Steam Ahead: Game Dynamics and Trends
13:05 Emerging Games and Market Insights
17:15 Innovative Game Concepts and Future Directions
19:16 Streamlining Gameplay Mechanics
20:28 Exploring Survival Game Concepts
23:14 Roguelite Game Innovations
28:20 Idle Simulation and Unfolding Mechanics
30:04 The Aesthetic of Cozy Games
33:39 Simulation Games and Mini-Game Mechanics
35:52 Unique Concepts in Game Design
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
We dive into Coin Sort, a surprising hybrid-casual puzzler that blends merge + sorting mechanics with clever ad monetization.
Flow-state puzzler: players merge and sort coins, driving a satisfying loop.
Unique twist: players call in new coins themselves, creating agency.
Difficulty ramps as more coins = higher-value merges = more chaos.
Shallow progression today (daily rewards, calendar, boosters).
Likely to expand into menu + cosmetic/meta systems if scale continues.
Early launch style: prove core loop, meta comes later.
Revenue ~$120K/day; ~65% IAP, ~35% ads.
Banner ads: ever-present, likely a decoy to push “Remove Ads” IAP.
Interstitials: after level 3, ~9.7 per DAU. Pop-up after 3rd = strong “remove ads” conversion.
Rewarded ads: clever mechanic where frozen stacks of coins drop mid-level for 5s → high-pressure CTA. Also includes 2x post-level and daily reward.
Explosive scaling since June 2025, 360K DAU → $40K/day ads + $80K/day IAP.
Strong Tier 1 focus: US, UK, Canada, Australia, Japan.
Scaling with playables, though creative variety still thin (3–4 pages).
Coin Sort is IAP-heavy (~65% IAP vs HexaSort’s 88% ads).
Takeaway: Coin Sort proves that hybrid puzzlers don’t need to be ad-first — if you build clever ad funnels that push players into IAPs, you can scale fast in Tier 1 markets.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Vibe Check
03:47 Game Discussion: Coin Sort
06:47 Gameplay Mechanics and User Experience
09:57 Monetization Strategies and Ad Revenue
18:48 Game Launch and Initial Reception
21:47 Creative Strategies and User Engagement
24:47 Scaling Challenges and Market Dynamics
27:55 Comparative Analysis of Game Performance
30:47 Future Trends and Market Predictions
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Today, we break down the latest Creative Trends in mobile game advertising, separating physics-based ad monsters from emerging AI hooks.
Key insights:
Golden Goblins & Physics Overload
Still king: physics balls, crystals, pearls, gems.
Production values keep climbing = now full 2-minute mini-films.
Core loop: satisfying physics + resource overload + fail states.
Iteration chains drive CPI drops but blur originality. “UA in a nutshell: copy, tweak, scale.”
Fail States as Hooks
Overstressed trucks, angry exclamation marks, overload explosions.
Players are drawn to chaos + comedy.
Township 2012-style creatives resurfacing.
Cats, freezing families, classic retargeting.
AI real-life actor ads (feet glitches give them away).
AI anime narrators + skits.
Hijacked accounts accidentally running scammy “AI princess” ads.
Still clunky — but iteration speed makes it dangerous.
Police Snake & Match Villains leading with funny story ads.
Humor = harder to copy, longer shelf life.
Output Benchmarks
Top games producing 60 playables/month to sustain UA spend.
Market Winners
Iterative ads + humor + AI spillover fuel growth.
Takeaway: Physics ads still rule, AI is creeping in, and humor/story hooks are the next battleground.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Creative Trends
03:37 Exploring the Golden Goblins
11:13 Creative Dashboard Insights
14:14 Innovations in Game Creatives
20:12 Analyzing New Game Mechanics
23:24 The Rise of Short-Form Content
26:13 Exploring AI in Gaming
30:19 Idle Lumber and Game Mechanics
41:26 The Future of AI in Gaming
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Today, we fire up the Soft Launch Sonar - scanning the seas of upcoming mobile games to spot which soft launch titles might sink or scale.
Key highlights:
Monopoly Go & Moon Active’s spree – Multiple new soft launches (Monopoly Go, All in Hole, Match Dreams). The hosts argue it’s either IP hubris or a UA-driven funnel experiment. “Where’s the pig? Where’s the bacon?”
Rovio + Sega’s Sonic Blitz – A Marvel Snap/Hearthstone hybrid with Sonic IP. Hosts skeptical: “Sonic IP is too core to carry this.”
Rovio’s Angry Birds Rush – A genius comeback: Coin Master meta + slingshot mechanic + Monopoly Go mini-games.
Microfun’s Icy Hearts – Gossip Harbor clone with icy meta. Hosts roast the reviews but admit: “Nobody cares, it still works.”
Playrix surprises – Match Around (merge + match hybrid) and Austin Odyssey (energy adventure + match 3). First real Playrix innovation in years. “Too much innovation, guys. Step by step.”
Small Giant’s new TD - Tower defense PvE hybrid with heavy meta. “Complexity is not going to help here.”
Up for Fun & Vizor persistence – Endless iterations of forex hybrids with sexed-up creatives.
Warner Bros’ Game of Thrones: Dragonfire – Forex with dragons & real actor rights. Will IP help?
Takeaway: Soft launch is alive and messy — clones, hybrids, and bold experiments everywhere. Rovio’s Angry Birds Rush and Kitka’s Drill game stand out as the most promising.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Soft Launch Sonar
02:04 Exploring Recent Game Releases
03:55 Analyzing Monopoly Go and Coin Master
06:42 Rovio's New Direction with Sega IP
10:16 Innovations in Game Mechanics
13:45 The Rise of Merge Games
16:34 Conclusion and Future Trends
17:45 The Evolution of Game Mechanics
19:05 Exploring New Game Releases
20:44 Innovations in Game Design
24:34 The Rise of Tower Defense Games
26:20 The Persistence of Game Themes
28:47 Ad Creatives and Marketing Strategies
29:35 The Forex Game Landscape
32:59 Unique Game Concepts and Predictions
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this Two and a Half Gamers special, Matej and Felix sit down with Lemon (柠檬游戏说) — WeChat Mini-Game blogger, founder of Hyperjoy, and consultant for Scopely — to unpack the Chinese mini-game gold rush.
Key insights:
2024 market revenue: $7B+ (¥50B RMB).
500M+ MAU, 400K+ dev teams
183% YoY increase in advertisers; dev cycles: 4 weeks (hypercasual) to 3–6 months (hybrid/midcore).
Balanced demographics: gender 50/50, strong 24–40 y/o core.
Winners: 4X/SLG, Tower Defense Roguelike, Merge/Match.
Declining: Hybrid RPGs, Simulation.
Stable: Idle Card RPGs.
60% of UA spend is concentrated in RPG, SLG, and TD.
Day-1 payer retention is highest in RPG/4X (18–85%).
Top Games
Ice War: Three Kingdoms – Whiteout Survival clone w/ localized 3K theme.
Bangbang Survivor – Top-grossing $1M+/day, IP expanding into 4X.
Penguin Go! – Lucky Defense survivor, meta system differentiates it.
Plant Master TD Go – Backpack TD hit (#5 grossing).
永远的蔚蓝星球 (Summon & Merge TD) – $30M/month, global Q4 launch.
Human Leap: Evolution – Top Douyin ad-mon game
Save the King – Royal Match UA creative turned into a WeChat hit ($70K/day ads).
East ↔ West Expansion
West → East: Supercell, Century Games, Scopely already entering WeChat mini-games.
East → West: Galaxy Defense, Legend of Mushroom, Banban Survivor meta systems fueling crossovers.
Success requires simplification of meta for Western markets.
Takeaway: Mini-games are not “mini.” They’re a $7B industry with complex metas, ruthless UA competition, and growing East–West crossover potential.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Lemon Choi
https://www.linkedin.com/in/lemon-minigame/
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to China's Minigame Market
03:01 Minigame Market Overview
07:26 Minigame Genres and Trends
14:56 Successful Minigames and Case Studies
29:04 Key Takeaways and Future Outlook
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Today, we revisit 15+ mobile games we’ve covered in the past to see which ones are growing, peaking, or dying. From Vita Mahjong’s $200K/day AdMon empire to Century’s King Shot at $3M/day, here’s the brutally honest state of mobile gaming right now.
Highlights:
Vita Mahjong: 7M DAU, $200–300K/day
Love & Deep Space: $7M/day gacha spikes
Magic Villains: Backed by $60M raise, scaling fast
King Shot: Our pick for “Game of the Year” (so far)
Supercell’s Mo.Co flop vs Clash Royale comeback
Last Z: $6.6M/day forex monster from Vietnam
DramaBox/RealShort: Short drama apps making $100M+/month
Disney Solitaire: Movie tie-ins fueling $650K/day
Chess.com: 14M DAU, $200K/day from app alone
Takeaway: The curse of the podcast is broken (mostly) — nearly all games are still growing, proving 2025 is the year of scale in AdMon, forex hybrids, and gacha monsters.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Today, we dissect Little Farm Story Idle Tycoon — SayGames’ latest farming-idle hybrid that feels like a mashup of Dreamdale, My Perfect Hotel, and Idle Breaker.
Key insights:
Gameplay Loop:
Clearing grass → unlocking fields → harvesting → selling resources.
Heavy reliance on ads for progression (resources, boosts, even eggs).
“Annoyance monetization”: progress gates force you to watch ads or buy “No Ads” pack.
Monetization:
~$67–70K/day in revenue.
~53% from ads, ~47% from IAP.
Ad breakdown: ~$24K rewarded, ~$10K interstitials, ~$500–700 from banners (“why bother?”).
“Remove Ads” pack is likely the top IAP — players pushed into it by frustration.
Design Choices:
Map expands with resource conversions (tomatoes → ketchup, chickens → eggs, wood → upgrades).
Inventory/capacity upgrades disguised as RPG-like gear, but tied to ad rewards.
Cosmetic shop + IAP items scattered on map.
UA & Creatives:
Ads mirror Township / Playrix resource ads and Century Games’ UA tricks (suction devices, backpacks).
Low-poly art style keeps CPIs down, but LTVs capped.
Playables + AI-generated UGC, but “Township-from-Wish” vibe.
Heavy interstitial cross-promo inside SayGames portfolio (even multiple in a row).
Market & Scaling:
Currently SayGames’ #1 title by IAP revenue.
~$2M monthly run rate, growing but not viral like Dreamdale or My Perfect Hotel.
Audience skew: ~63% US revenue, Tier 1 heavy.
Takeaway: Little Farm Story is a polished ad-driven idle hybrid, but its top IAP being “Remove Ads” caps its growth potential.
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Game Overview
03:48 Gameplay Mechanics and Features
07:25 Monetization Strategies and Ads
12:42 In-App Purchases and User Experience
17:17 Revenue Insights and Conclusion
18:15 The Decline of Traditional Ads
19:23 User Acquisition Strategies in Gaming
21:17 Ad Monetization Archetypes
23:46 Comparative Analysis of Game Creatives
25:57 Performance Metrics and Revenue Insights
28:30 The Future of Game Scaling and IAPs
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this special Two and a Half Gamers episode, Matej and Felix sit down with Zino Rost van Tonningen (TyrAds) to deep dive into the history, present, and future of rewarded monetization & offerwalls.
Key insights:
History of rewarded ads:
Early “incent installs” → rank-boosting campaigns (TapJoy, FreeMyApps).
Multi-reward systems (TapJoy, IronSource, Fyber).
Misplay breakthrough: timer-based playtime rewards + personalization.
AdJoe & others scaled Misplay’s model into SDK solutions.
The shift to personalization:
Old offerwalls = one-size-fits-all.
New generation = hyper-personalized rewards per user.
Use of media source data (Google, Unity, AppLovin, etc.) to adapt rewards based on traffic quality.
Publisher perspective:
Offerwalls can contribute 5–30% of game revenue depending on genre.
Biggest impact: retaining non-payers & dolphins by giving them an alternative to IAP.
Integration fights today echo old mediation wars (bonuses, rev guarantees, exclusivity deals).
Best practices for choosing an offerwall partner:
LiveOps environment — events, hot deals, timed offers.
Transparency — explain revenue spikes/drops & media source impact.
Personalization — reward scaling, segmentation by user type & UA source.
UI/UX — aesthetics matter; no more “Windows 95” offerwalls.
Zino’s TyrAds SDK v3.0:
One-time integration, no updates needed.
Customizable design to match game branding.
Hyper-personalized rewards, dynamic leveling systems.
LiveOps events triggered per user (push, in-app messages).
Takeaway: Rewarded monetization has entered its 4th generation: hyper-personalized, data-driven, and LiveOps-powered.
https://tyrads.com/
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Felix Braberg, Matej Lancaric
Special guest: Zino Rost van Tonningen
https://www.linkedin.com/in/rovato/
zino@tyrads.com
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Rewarded User Acquisition
04:30 The Evolution of Rewarded Monetization
07:10 The Shift from Incentivized Installs to Quality KPIs
09:51 Innovations in Rewarded Advertising: Multi-Reward and Playtime Solutions
12:33 The Role of Personalization in Rewarded Monetization
14:56 Challenges in Current Rewarded Solutions
17:48 Evaluating Monetization Solutions: Key Considerations
20:15 The Importance of LiveOps in Engagement
23:06 Transparency and Optimization in Offer Walls
28:34 Differentiating Offer Walls for Monetization
30:44 The Importance of Data in Monetization Solutions
31:28 Personalization and User Engagement in Offer Walls
33:18 SDK Evolution: From Version 1 to Hyper-Personalization
36:14 Leveraging Machine Learning for Offer Wall Optimization
40:14 Engaging Users with LiveOps and Hot Deals
44:01 Dynamic Leveling Systems for Enhanced User Experience
46:58 Criteria for Effective Offer Wall Implementation
48:47 Revenue Impact and Client Engagement
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Zino Rost van Tonningen
CEO of TyrAds
https://www.linkedin.com/in/rovato/
zino@tyrads.com
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Today, we break down Galaxy Defense, a sci-fi-themed tower defense/survival clone that’s generating $100K/day in IAP with only around 135K DAU.
🎯 Topics covered:
Gameplay breakdown: lasers, turrets, force fields & randomizer
Monetization: IAP heavy, ~12% ads, “Remove Ads” pack as a top purchase
Why CPIs are likely $50–100+ in Tier 1 markets
Revenue: ~$220K/day combined, with Android more than iOS
UA creatives: TikTok memes, fake interviews, AI actors — mostly 3.5/10 execution
Why this isn’t yet the “Western prophecy hit” for tower defense
👉 Subscribe for brutally honest deep dives into UA, monetization & game design.
👉 Comment: is Galaxy Defense the next Rush Royale, or just another clone?
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Galaxy Defense
04:02 Gameplay Mechanics and Strategies
07:12 Ad Experience and Monetization
10:09 Comparative Analysis with Other Games
20:55 Energy Systems and Progression
23:50 Customization and Gear Enhancement
34:03 Chinese Market Dynamics and UA Strategies
37:06 The Stability of Waifu Games
38:07 Emerging Trends in Tower Defense Games
41:48 Creative Strategies in Game Marketing
44:02 The Role of AI in Game Advertising
47:57 Cultural Influences on Game Development
49:35 Final Thoughts on Game Trends and Predictions
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
We dive into AceCraft, Moonton’s new Tom & Jerry–themed midcore gacha shooter that mixes Cuphead-style 1930s cartoon art with Habi-inspired systems and miHoYo-style monetization depth.
Key insights:
Gameplay & Core Loop:
Systems & Meta
Dual banners (Tom & Jerry separately) with pity timers, skewed rates, and duplicate scaling.
Each major character has a signature weapon requiring rolls.
Collectible album (Royal Match / Monopoly Go style) with trade functionality, now ported into midcore — a first.
Co-op synchronous mode
Three-layer skill trees, elemental affinities, wingman companions.
Monetization:
~$330K/day IAP revenue post-launch (peaking with Tom/Jerry banner).
Battle Pass upsell trick:
Downloads ~300K/day at launch, half from China.
Scaling across 17+ networks: TikTok, Facebook, YouTube, Unity, AppLovin, IronSource, Mintegral, etc.
UA creatives lean on retro cartoon surrealism, dancing ads, Tom & Jerry music, plus street interview trend (borrowed from Raid Rush).
Prediction:
Likely to fade in Western markets (art style too niche, monetization too punishing).
Moonton may line up other WB/Looney Tunes IPs (Sylvester, Tweety, Popeye, Roadrunner) for similar launches.
Takeaway: AceCraft is one of the deepest midcore gacha launches in 2025 — but built for Asia, not the West.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Intro
03:46 Discussion on Ace Craft and Impressions
09:22 Core Gameplay Mechanics and Innovations
12:14 Character Development and Gacha Elements
15:04 Battle Pass and Game Structure
21:05 Exploring Game Modes and Social Features
23:05 The Collectible Album Revolution
25:23 Gacha Mechanics: A Deep Dive
31:48 Event-Driven Engagement Strategies
41:03 Nostalgia in Gaming: The Influence of Classic Titles
47:09 The Role of IP in Game Development
50:32 Cultural Differences in Game Reception
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this special Two and a Half Gamers duet episode, Matej and Felix walk through how to set up Ad Monetization (AdMon) from scratch using Matej’s own test app as a live case study. This episode is part tutorial, part comedy of errors, and part step-by-step guide for anyone new to AdMon.
Key insights:
App-ads.txt basics:
Required by IAB for fraud prevention.
Must be hosted on the developer’s listed website (App Store/Google Play).
Each network (Google, AppLovin, IronSource, Unity, Meta, Mintegral, etc.) requires unique entries.
Some networks (like IronSource) force you to request Publisher ID via support, making setup painful.
Mediation setup (MAX):
One network is never enough — competition = higher eCPM.
Best practice: integrate multiple (Google AdMob, AppLovin, IronSource, Unity Ads, Meta Audience Network).
Connect networks directly in MAX for payout reconciliation & fraud safety.
Network quirks:
Google AdMob: straightforward, rewarded bidding setup.
AppLovin: entries visible in account dashboard.
IronSource: must email for Publisher ID.
Unity & Mintegral: dashboard accessible.
Meta/Facebook: painful; rewarded ads disabled for non-games, only interstitial/rewarded interstitial available.
Best practices shared by Felix:
Always keep app-ads.txt updated with every network.
Cross-check revenue between MAX vs. direct networks.
Expect a lot of clicking, logins, and waiting, but setup today saves revenue disputes later.
Live Learnings:
Matej’s developer website missing → crawlers failed.
Felix guided step-by-step through creating ad units, adding IDs, and verifying setups.
By the end, Matej had MAX + multiple networks integrated, app-ads.txt updated, and was ready to monetize his app.
Takeaway: AdMon setup is annoying, but essential. Do it properly once, and it will pay you back forever.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to App Development and Advertising
03:51 Understanding AdMob and App Ads TXT
06:22 Navigating Ad Networks and Their Requirements
08:52 Setting Up Ad Units and Bidding Strategies
11:36 Integrating Multiple Ad Networks
14:25 Finalizing App Setup and Future Steps
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
We break down Epic Plane Evolution – Voodoo’s hypercasual throwback hit that’s pulling in ~$150K/day in ad revenue with over 100K daily downloads.
Key insights:
Gameplay: Players start with a broken cardboard plane and unlock wings, tails, and rockets through upgrades. Controls are intentionally clunky — planes crash often, driving engagement and retries.
Monetization: Heavy use of rewarded ads (“convert or die” mechanic) and interstitial spam. iOS users see gems + VIP purchases, while Android has no gems at all, leading to 80–85% of revenue coming from iOS.
Retention: Despite frustration, average playtime is ~13 minutes/day across 3 sessions, powered by the addictive slingshot mechanic.
Revenue Mix: Estimated $150K/day, 80–84% ads, minimal IAP. VIP subscriptions and gem bundles exist only on iOS.
Creative Strategy: Basic hypercasual creatives (gates + plane gameplay). Some gameplay ads actually teach players how to steer — a sign of design flaws.
Market Context: Falls under “Arcade Driving” genre, sitting alongside Hill Climb Racing & Traffic Rider. Current run rate ~$10M annually, but easily cloneable. Vietnam devs likely to copy/expand with IAP depth.
Future Potential: If Voodoo adds events/meta (e.g. Legend of Slime style), this could evolve from hypercasual into hybrid-casual. But for now, it’s a hypercasual money-printing surprise hit.
Takeaway: Epic Plane Evolution proves hypercasual isn’t dead — it just needs the right loop, frustration, and ads.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Epic Plane Evolution
04:08 Gameplay Mechanics and Challenges
11:39 Monetization Strategies and Ad Revenue
14:10 Unexpected Success and Future Improvements
18:15 The Decline of Banner Ads
21:13 Analyzing Competitor Strategies
24:14 User Acquisition and Monetization Trends
28:24 Creative Strategies in Mobile Gaming
32:16 Future of Mobile Gaming and Audience Engagement
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Our Creative Trends episode dives into the wildest UA creative trends of July 2025. We dissect the latest ad formats, AI breakthroughs, and genre crossovers reshaping mobile game marketing.
Key highlights:
Golden Goblins still dominating: Physics + slicing + gem/gold mechanics continue to scale across genres.
AI everywhere: From fully AI-generated creatives to lip-synced fake influencers and medieval AI drama ads, VEO3 and other tools are powering cheap, fast, and diverse iterations.
Clash Royale’s bizarre UA: Gameplay with random AI gorillas and corpses – questionable hooks, but they still scale.
Celebrity & influencer hooks: Jonas Brothers cameo in Travel Town ads, Kevin Hart still pushing, street interview actors turning into professional creative talent.
Rising stars: Vita Mayong scaling with bizarre money-plinko-style creatives, Carnival Tycoon adopting 4XUA funnels, Dark War Survival flooding with pixel-art AI creatives.
Legal risks ignored: LEGO blocks, Gucci logos, celebrity likenesses - Chinese publishers are pushing boundaries regardless.
Creative of the year contender: AI-powered medieval skits with bad dialogue, compared to Viva La Dirt League, hailed as the funniest + most viral format so far.
Takeaway
2025 creatives = AI hooks + genre mashups + zero morality. The only rule: “Does it scale?”
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Creative Trends
03:52 Analyzing Current Creative Trends
17:44 The Ethics of Creative Production in Gaming
26:48 Ad Creatives and Performance Insights
30:48 Game Concepts and Genre Adaptation
31:48 Scaling Strategies in Game Development
32:49 Emerging Game Creatives and Market Competition
33:51 The Impact of AI on Game Creatives
40:48 Trends in Game Design and User Engagement
41:54 The Evolution of Game Creatives
42:49 Legal Challenges in Game Development
47:01 Innovations in Game Marketing Strategies
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this solo episode of Two and a Half Gamers, Felix dives into the Sensor Tower data that proves Vietnam is becoming one of the biggest forces in global mobile gaming.
📊 Key highlights:
OneSoft at #3 worldwide with ~89M downloads in 30 days.
iCame skyrocketing from $2.9M → $15M/month in IAP thanks to Screwdom.
72 studios now hitting 1M+ downloads monthly, up from 44 earlier this year.
58 new studios appeared in one month.
Vietnam shifting from ad-monetized hypercasual → IAP-driven growth.
Felix explains why Vietnam is now a must-watch market, what’s fueling this growth, and why he and Jakub are heading to Games Forum Vietnam this November to meet the studios shaping the future.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
In this episode, we suffer (literally) through Wool Craze, a yarn-peeling 3D puzzler that’s taking the charts by storm. The crew dissects why this painful yet brilliant game is generating ~$100-120K daily on a DAU of just ~140K — all while flooding the market with AI-generated creatives.
Key highlights:
Gameplay & Pain: Long, punishing levels (20–30 minutes each), fat-finger frustration, endless rewarded ads. A grind that monetizes sunk-cost fallacy.
Monetization: Aggressive rewarded ads, interstitial spam, “Fail Packs” as top IAP. Smart combo of bundles + F2P pain points.
Scale: ~$60K/day from IAP, $30–40K/day from ads = ~$100K/day total.
Creative Strategy: Wild diversity (20+ different concepts). Heavy use of AI for characters, interviews, and banners. Street interview trend, talking AIs, even knitted dwarfs.
UA Lessons: Chinese devs (HeroLinkage / SparkWish) pushing huge creative volume. AI lowers production cost, drives constant testing.
Prediction: Could follow Screwdom’s trajectory ($400K/day). With retention benchmarks and UA firepower, scaling is inevitable.
Takeaway: Pain + AI + aggressive monetization = money machine.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/0ONl8Bj4jR4
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Game Overview
02:18 Game Mechanics and Design
05:16 Monetization Strategies
07:28 User Experience and Retention
10:31 AI in Game Development
13:27 Comparative Analysis with Other Games
16:03 Market Performance and Revenue Insights
18:41 Creative Strategies and Advertising
21:23 Conclusion and Future Prospects
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Grand Games is back with another puzzler and it’s a monster. Car Match has hit $120K/day, combining bench mechanics, Pixar-style cars, and a polished Royal Match meta. On paper, it’s a textbook case of how to scale a puzzle game.
Product, amazing. UA? Not so much.
Here’s why:
The product is a 9/10. Meta depth, endless events, and a proven template.
Monetization is efficient. ~30% of revenue comes from ads, bundles are cleverly layered in, and interstitials start at different levels for different players.
But the UA machine is broken. Grand Games has only 5-7 creatives live. For a game printing $2M in 30 days, that’s a scaling disaster waiting to happen.
Jakub nailed it: “If they stop producing new creatives, they die immediately.”
Felix added: “It’s an easy fix — upscale creative production.”
But Matej countered: “Not that easy. You need concepts, not spaghetti on the wall.”
$5M/month with Magic Sword + Car Match combined
The takeaway: Car Match proves that you can copy, paste, and polish your way to $120K/day. But without a creative firehose, momentum will stall.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Car Match and Hosts
02:16 Overview of Game Mechanics and Comparisons
04:12 Gameplay Experience and Difficulty Levels
07:11 Meta Mechanics and Game Events
10:16 Monetization Strategies and Player Engagement
13:25 Discussion on Customization and Player Preferences
16:13 Game Performance and Market Insights
20:34 The Financial Landscape of Game Development
22:08 Understanding User Acquisition Challenges
24:59 Creative Strategies for Game Marketing
27:13 The Importance of Scaling Creative Production
31:19 Analyzing Revenue and User Acquisition Costs
36:08 The Role of Data in Game Marketing Success
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
This solo Two & a Half Gamers episode dives deep into Clash Royale’s shocking revenue revival in 2025. Once seen as a declining nine-year-old title, Supercell’s classic has quadrupled revenue, hitting its best month since 2017 with ~$57M in July 2025.
Jakub unpacks the timeline of monetization and economy tweaks that fueled this comeback:
2018–2022: Decline after failed battle pass integration.
2023: Introduction of Evolutions (new progression layer).
2024: Lucky Drops introduced (gacha system, adapted from Brawl Stars).
Late 2024: Cosmetics added to deepen gacha.
March 2025: Game-changing update – chest timers removed, season shop killed, all progression funneled into Lucky Drops.
June 2025: Merge Tactics mode added (fun engagement feature, but not a revenue driver).
The real driver: tightening the economy and pushing players toward monetized progression. Despite community backlash, revenue skyrocketed. Clash Royale is now Supercell’s biggest earner again, overtaking Brawl Stars.
Jakub stresses the core lesson: “Fixing your economy makes your game make much more money.”
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar,
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 The Resurgence of Clash Royale
06:12 Economic Changes and Revenue Growth
11:39 The Impact of Lucky Drops
16:12 Merge Tactics and Game Integration
21:04 Community Reactions and Future Outlook
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
This episode of Two and a Half Gamers dives deep into UA financing with Jeff Cohen from PVX Partners, unpacking how mobile game studios can scale without giving up equity. Jeff breaks down the mechanics of non-dilutive funding, explains why not all financing partners are created equal, and reveals the traps founders fall into when choosing a lender.
Founders' guide: How to choose the right UA financing partner
https://pvxpartners.com/blog/how-to-choose-the-right-ua-financing-partner-a-founders-guide
Key insights include:
UA financing ≠ publishing — best for post-product market fit games with proven ROAS curves.
Funding scale: PVX clients receive between $500K and $2M/month, with the largest hitting $4M/month.
Market potential: UA financing is projected to hit $2.5B by 2027.
Flexibility matters — some lenders force you to take capital every month, even when you don’t need it, which burns cash.
Hidden costs: setup fees, legal fees, bundled SaaS tools you don’t need.
Risk management: Understand secured vs unsecured loans. With PVX, the risk is on them if funded cohorts don’t pay back.
Alignment is key — avoid lenders whose primary business isn’t lending (publishers, VCs, SaaS providers with side financing).
Scalability: Choose a partner who can grow your facility with you so you don’t stall at scale.
Main takeaway: Treat UA financing like raising equity — vet the partner’s reputation, structure, and incentives as if your studio’s future depends on it… because it does.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special Guest: Jeff Cohen
https://www.linkedin.com/in/jeff-cohen-29930455/
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to UA Financing
04:09 Understanding UA Financing
06:57 The Need for UA Financing
09:53 Choosing the Right UA Financing Partner
12:30 The Business Model of UA Financing
15:29 Pricing and Interest Rates in UA Financing
18:36 Flexibility and Facility Size in UA Financing
22:58 Understanding Risk Management in Lending
25:32 The Importance of Counterparty Risk
29:10 Aligning Incentives Between Lenders and Borrowers
32:46 Navigating Secured vs Unsecured Loans
39:06 Evaluating Lenders: Key Considerations and Red Flags
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Chip Thurston, Head of Gaming at FastSpring, returns to Two and a Half Gamers with explosive updates on the Apple and Google rulings that are blowing open the direct-to-consumer (D2C) floodgates. Since Apple’s April ruling unlocked steering — legally directing players from your game to an off-platform payment page — publishers have shifted millions in revenue from Apple and Google to their own web shops, keeping the 30% cut and boosting player value.
Key insights from the episode:
Steering Levels: From conservative in-game banners to aggressive side-by-side pricing and direct-to-checkout flows, publishers are experimenting with how far they can push players to web shops.
Impact Numbers: Playtika reports 25% of revenue now comes from D2C, equating to $667M/year not tracked by Sensor Tower or AppMagic.
Friction Is Dead: New checkout flows get players from game to web payment and back in under 10 seconds.
Global Domino Effect: US first, Japan’s ruling hits Dec 18, 2025, with Brazil, Spain, and Korea exploring similar laws.
Google Twist: Upcoming ruling could allow in-app third-party payments, not just web-based — potentially game-changing.
Why Not Everyone Jumps: 43% of studios still have no web shop — mostly due to fear of Apple/Google retaliation (with zero confirmed cases).
Optimization Endgame: Big publishers now mediate between multiple payment providers, routing by region, payment method, or even pricing for maximum margin.
Bottom line: The payments landscape is shifting fast. Studios that delay web shop adoption are literally leaving money on the table — and their competitors are scooping it up
Get our MERCH NOW: 25gamers.com/shop
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Chip Thurston
https://www.linkedin.com/in/thurstonchip/
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Context of Payment Rulings
04:18 Shifts in Payment Strategies Post-Ruling
07:05 Exploring Steering Techniques in Mobile Games
09:39 Direct-to-Consumer Revenue Insights
12:35 Examples of Successful Web Store Implementations
15:25 Incentivizing Players to Use Web Stores
18:27 The Impact of Unaccounted Revenue
21:12 Future of Payment Regulations Globally
23:58 The Role of Multiple Payment Providers
26:47 The Evolution of Direct-to-Consumer Strategies
29:38 Anticipating Future Rulings and Changes
32:12 Conclusion and Future Outlook
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this solo episode of Two and a Half Gamers, Matej Lancaric reveals his full Soft Launch Framework: the exact 40-page playbook he uses to validate retention, monetize effectively, and decide whether to scale or shut down a game before global launch.
From three critical stages — Tech Test, Retention, Monetization — to precise KPIs, country targeting, creative iteration, and UA channel sequencing, Matej walks through the step-by-step process he’s used across dozens of successful launches. This isn’t theory, it’s built from real campaign data, retention curves, LTV models, and monetization funnels from midcore, puzzle, and RPG hits.
Key insights from the episode:
Why a soft launch should run 3–6 months (not one) to capture real LTV and retention curves.
The 3-stage framework: Tech stability, Retention validation, Monetization scaling.
Exact geo picks for each stage (Philippines, Mexico → Poland, Brazil, Netherlands → UK, Germany, Canada).
UA sequencing: Facebook → Google → TikTok/Unity, shifting from MAI to event-optimized to purchase campaigns.
Retention benchmarks (ideal 40/20/10) and what “healthy” ratios actually look like.
Creative strategy: 10–15 videos per month, 3–5 playables, gameplay-first to avoid misleading retention data.
How to kill a game quickly if it can’t meet KPIs — and save your studio in the process.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Soft Launch Framework
04:06 Key Performance Indicators for Soft Launch
07:17 Stages of Soft Launch Testing
09:55 Retention and Monetization Strategies
12:21 Understanding Game Metrics and KPIs
14:48 Technical Testing and Data Evaluation
18:54 Retention Strategies and User Acquisition
21:36 Pre-Launch Strategies and Market Selection
25:07 Monetization Strategies and Campaign Optimization
27:58 Creative Approaches and User Engagement
37:34 Preparing for Global Launch and Final Thoughts
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
How a Chinese Survivor.io Clone Is Printing $170K/Day in a Brutal Category?
We tear into Mech Assemble: Zombie Swarm, a high-performing “shoot ‘em up” that’s managing to out-earn Survivor.io in a red-ocean market. With nearly $4M monthly revenue, $170K/day at peak, and only ~12K daily downloads, the game is proof you can win with ruthless monetization, creative overload, and a mix of East + West appeal.
Key takeaways:
Category Killer: In a genre where most titles die after launch month, Mech Assemble is holding and scaling revenue.
Revenue Mix: 85%+ IAP with whales from the US, Japan (20%), South Korea, Taiwan, and Tier 1 EU. Ads add ~$14K/day.
Customization Hook: Fully movable, functional weapon placement on mechs — a novelty in the subgenre.
Onboarding Power Move: Classic “Asian onboarding” — start overpowered, then strip it away.
Aggressive Monetization: 200-pull pity timers, daily ad boosts, limited waifu offers, and multiple battle passes.
Creative Strategy: 500+ pages of creatives across TikTok, Google, and Facebook. Mix of AI-generated, meme-driven (Skibidi Toilet, Gundam knockoffs), and misleading playables.
UA Reality: CPIs hitting $30+ in US, mitigated by whale-heavy spending and blended campaigns. Downloads modest, but ARPDAU sky-high.
Why It Works: Strong East + West monetization, relentless creative testing, genre familiarity + novelty in mech customization.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Episode
04:21 Exploring the Game: Make Assemble
07:16 Gameplay Mechanics and Features
10:10 Monetization Strategies and Revenue Insights
13:14 Customization and Player Engagement
16:08 Creative Marketing and User Acquisition
19:22 Comparative Analysis with Other Games
22:09 Future Predictions and Closing Thoughts
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
We dissect Miniclip’s War Drone 3D, a surprise hit blending realistic drone fantasy, hypercasual onboarding, and ruthless gacha with relentless ad monetization. With over 50 percent organic downloads, scaling past 300,000 installs per day at peak, and daily revenues topping $65,000, War Drone 3D proves you can go viral with core gameplay, slick visuals, and a smart (but sometimes broken) upgrade loop.
What’s inside:
Viral Organics: Over half of all downloads are organic, driven by gameplay that looks and feels like real drone footage. Younger demographics are hooked on the “news media” aesthetic and immersive perspective.
Tower Defense, Shooter, Hypercasual: Fast onboarding, no menu bloat, and you’re shooting in seconds. The core loop is classic tower defense, layered with shooter upgrades and skill cards—instantly accessible, but with depth for longer-term play.
Rewarded Ads and Gacha Monetization
Progression and Pain Points
Creative UA and Organic Blend: Ads leverage real drone footage aesthetics, survival hooks, and “breaking news” memes. Vertical and story formats are underused—big opportunity for TikTok and Instagram growth.
Key Takeaway:
War Drone 3D proves you can scale to millions without heavy UA if you nail fantasy, onboarding, and reward loops. Add better gacha balancing, creative iteration, and the sky’s the limit.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Technical Issues
02:04 Overview of War Drone 3D
04:00 Gameplay Mechanics and Balancing
07:03 Game Design and User Experience
12:02 Monetization Strategies and Ads
19:09 User Engagement and Replayability
22:58 Market Performance and Future Prospects
25:21 Ad Revenue Insights and Gameplay Mechanics
28:03 Game Design and User Experience
30:59 Improving Game Mechanics and Progression Systems
35:00 Marketing Strategies and Audience Engagement
39:57 Creative Approaches in Game Advertising
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this solo episode, Felix Braberg cuts through the hype and breaks down what’s actually happening in mobile ad monetization networks in 2025. The real mediation market is cornered by AppLovin MAX, Unity LevelPlay, and Google AdMob—with upstarts like Amazon Publisher Services and Moloco making surprise moves. But even the biggest ad-revenue studios (Rollic, Habi) are running from ads to IAP-first strategies. ECPMs are down 20 percent from pandemic peaks, networks are harder to work with, and the “walled garden” is stronger than ever.
What’s inside:
Mediation Monopoly: AppLovin MAX now dominates mediation market share, with exclusive features like AdROAS and BlendedROAS campaigns locking in publishers. Unity and Google still matter, but the stack is closed and hostile to new entrants.
Amazon’s Banner Play: Amazon Publisher Services quietly became the top banner revenue source in the US and Europe, beating Google—but getting on the platform is a lottery. Last month, Amazon kicked 100 publishers off with no warning. TAM (Transparent Ad Marketplace) deals are lucrative, but rare.
Moloco’s Rise: Moloco, a DSP, is exploding with rumored $2.2B in 2025 spend, going direct to top publishers with its SDK. Publishers see 8–15 percent ARPDAU boosts on video and 20 percent or more on banners after adding Moloco. The secret? Once DSPs get big enough, they need direct supply, not just reselling.
Ad Monetization Shift: The biggest ad studios are pivoting hard—Habby’s Whittle Defender and Rollic’s latest puzzle hits (Whole People, KnitOut) now get as little as 11–20 percent of revenue from ads, compared to 50–50 splits just two years ago. IAPs are the future, and “remove ads forever” packages are everywhere.
Why ECPMs Are Down: ECPMs are 20 percent below 2021. Reasons include: post-pandemic demand crash, privacy updates (especially iOS), the loss of waterfall calls in mediation (bidding is the default), and “walled garden” platform control. It’s harder than ever to keep prices up or diversify your stack.
Key Takeaway:
If you’re not building your stack around AppLovin, Amazon, and Moloco, you’re missing where the real money flows. But even the best ad ops can’t beat macro headwinds—hybrid monetization is dying, and you need more IAP or you’ll be left behind.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Ad Monetization Trends
02:31 Shift from Ad Revenue to IAPs
05:07 ECPM Trends and Market Dynamics
07:22 Mediation Platforms Overview
09:42 Amazon Publisher Services: A New Player
13:30 Moloco: The Rising DSP Star
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this episode, we break down Tile Survive! FunPlus’s biggest 4X pivot yet and their boldest copy of Century Games’ “Dark War” playbook. From idle meta and scripted roads to resource overload creatives and meme awards, Tile Survive is showing that copying the leaders is now the fastest path to $50,000 a day. Find out what’s new, what’s missing, and why FunPlus may finally scale back into the 4X top tier.
You’ll learn:
The real gameplay and meta changes—what’s new, what’s just Dark War with cartoon paint
The evolution of 4X ad creatives—Golden Goblins, AI memes, Minecraft hooks, and fake UGC
Why simplifying onboarding, events, and gacha is now the winning move
Key Takeaway:
Tile Survive is proof that the new 4X playbook is copy, simplify, and scale—then innovate only once you’re printing money. FunPlus finally stopped reinventing, and the numbers are speaking for themselves.
How to master the template and what FunPlus might do next
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Revisiting Forex: A Nostalgic Dive
04:05 Game Review: Tile Survive Unpacked
06:53 Game Mechanics: Simplification and Comparison
10:03 Market Trends: Analyzing Downloads and Revenue
13:06 Creative Strategies: Marketing and User Engagement
16:05 Future Predictions: The Path Ahead for Games
25:00 Emerging Trends in Game Development
27:05 Creative Strategies and Marketing Insights
30:25 Game Mechanics and User Engagement
34:00 Benchmarking and Performance Metrics
37:55 Final Thoughts and Future Directions
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
This episode, Two and a Half Gamers sit down with analytics legend Russell Ovans—the mind behind Professor ARPDAU and the author of game analytics’ “bible.” Learn the brutal truth about retention, ARPDAU, LTV, and the “golden cohort” trap. If you want to scale your game profitably in 2025, you need these formulas, tools, and lessons - no hype, no BS, just results.
You’ll learn:
Why retention is the only metric that matters (until ARPDAU takes over)
How to model and predict your LTV, player days, and payback window using real retention curves
The difference between analytics and data science, and why cohorts are your best friend
How to avoid burning your UA budget chasing “golden cohorts” or missing your D7 ROAS target
Free tools at arpdow.com to plug in your data and get real answers
Key Takeaway:
Retention plus ARPDAU equals real growth. Track cohorts, model your curve, and never fall for the golden cohort trap or ad network happy talk. If you want more, arpdow.com has the tools.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special Guest: Russel Ovans
https://arpdau.com/
https://arpdau.com/ltv
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Analytics in Gaming
05:38 Russell Owens' Journey in Game Analytics
08:29 Understanding Analytics vs. Data Science
11:37 The Importance of Cohorts in Game Analytics
14:43 Retention Metrics and Their Significance
18:44 Key Performance Indicators for Game Success
21:39 The Relationship Between LTV and CPI
24:37 Predicting Retention and Its Impact on Game Design
30:41 Understanding Retention Metrics
33:42 The Importance of Retention in Monetization
36:31 Expected Player Days and LTV Calculation
43:43 Tools for Predicting LTV and ROAS
50:41 Final Thoughts and Homework for Game Developers
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Jakub Remiar takes you on a no-bullshit, data-driven tour through the real top 25 grossing mobile games in the West (Jan–July 2025). The episode breaks down portfolio dynamics, market shifts, revenue spikes, and the high-stakes race for dominance between 4X, casino, merge, puzzle, and gacha giants. This is not just another leaderboard—this is the context and commentary you need to understand who’s winning, who’s stalling, and what’s really changing the game.
What’s inside:
Who’s #1? Last War Survival takes the crown at $823 million, but with all Rivergame’s 4X titles, the real number is much higher—and growing. Whiteout Survival, King Shot, and the rest of the portfolio keep pushing the category forward.
Royal Match & Royal Kingdom: Dream Games keeps the match-3 crown, with Royal Kingdom’s celebrity campaign finally moving the revenue needle. Royal Match and Royal Kingdom together are pulling in around $5 million a day.
Monopoly Go’s Web Shop Power: Monopoly Go remains a revenue beast at $130 million/month, with a hidden 15–20 percent more from web shop sales. Coin Master is unfazed, rolling steady at $2.5 million a day, and now launching its own board adventure to fight back.
Chinese Giants, Untouchable at Home: Honor of Kings is a $10 billion-plus machine, with 99 percent of revenue from China and a massive rebranding push in 2025. PUBG (China and global) still brings $120–180 million a day. Dungeon & Fighter’s mobile launch is a new top-10 contender.
Category Movers: Gossip Harbor (+76 percent in six months) and Tasty Travels are scaling the merge genre to new highs, while Township’s relentless content drops make it the most stable revenue engine in the Playrix portfolio. Gardenscapes and Homescapes are steady, but Township is the new king.
Gacha Spikes & Declines: Pokémon TCG Pocket, Honkai Star Rail, and the MiHoYo/HoYoverse catalog are defined by spikes and dips—each banner, new set, or collaboration moves millions, but overall trends are down.
Supercell’s Double Life: Brawl Stars is declining after a wild 2024, but Clash Royale’s merge tactics update drove a surprise revenue spike. Clash of Clans and other classics are still stable, with web shop dollars boosting the baseline.
Key Takeaway:
The market is bigger, richer, and more dynamic than ever—but the winners are the ones playing the portfolio game, pushing multi-game launches, and finding new ways to own the top 25. If you want to break in, you better bring more than one hit.
Get our MERCH NOW: 25gamers.com/shop
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar,
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Overview of Mobile Game Revenue Trends
05:02 Top Grossing Games Analysis
08:24 Game Dynamics and Market Competition
11:10 Impact of Updates and Marketing Strategies
14:02 Emerging Games and Future Predictions
17:22 Regional Performance and User Engagement
20:13 Concluding Thoughts and Future Insights
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Today, we break down Granny: the solo-developed mobile horror hit that racked up a billion downloads and $50,000 daily ad revenue with no UA, no team, and nothing but YouTube virality.
You’ll learn:
The secrets behind Granny’s viral growth and billion-plus downloads
Why four simple interstitials are better than banners, IAP, or rewarded video
How meme culture, Let’s Plays, and YouTube Shorts keep the DAU high
How a lack of mediation and adops left $50 million on the table
What makes Granny so replayable—and why nobody’s cloned the formula
The untapped goldmine of horror games on mobile
Key Takeaway:
You do not need a team, UA, or even high production values to win. Build for memes, embrace virality, and never underestimate the power of a good scare on mobile.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Granny: The Horror Game
04:26 Game Mechanics and Design Exploration
07:27 Gameplay Experience and Strategies
10:26 Monetization and Revenue Insights
13:26 Multiple Endings and Replayability
16:23 Personal Reflections on Horror Games
19:22 The Evolution of Granny: From One to Two
21:50 Connecting the Dots: Granny and Slendrina Lore
23:57 The Passion Behind Game Development
26:42 Analyzing Download Trends and User Engagement
31:08 Revenue Insights: The Financials of Granny Games
35:17 Optimizing Ad Placements for Better User Experience
36:18 Game Design and Monetization Strategies
37:29 Understanding Ad Mediation and Revenue Loss
39:52 Calculating Potential Revenue Losses
42:00 Leveraging YouTube for Marketing
44:09 The Impact of Horror Games on YouTube
46:05 Challenges in the Horror Game Genre
50:01 Future of Horror Games and Closing Thoughts
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
We break down Century Games’ Tasty Travels, the new merge hit muscling into a category long dominated by Travel Town and Microfun. Tasty Travels is not just a clone.
It’s a polished, high-velocity merge machine, doubling the ARPDAU of Travel Town and already scaling toward $200,000 daily revenue, with a launch playbook built on AI, altered gameplay, and relentless creative iteration.
We explore why Century’s approach to UA and live ops could make them a serious threat to every top-grossing merge game and why nobody wants to go head-to-head against them.
What’s inside:
Insane UA and Creatives
Onboarding and Pace
Events, Live Ops, and Monetization
Market Impact!
Clone Wars and Copycats
Key Takeaway:
Tasty Travels is not just another merge game. It’s Century Games' statement that nobody is safe from a studio that can outspend, outclone, and out-iterate the entire category.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/IreEye1zjF0
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Tasty Travels
04:14 Gameplay Mechanics and Features
07:15 Comparative Analysis with Travel Town
10:06 User Experience and Game Economy
13:22 Event Structures and Engagement
16:15 Innovative Elements and User Acquisition Strategies
21:13 Introduction to UA Play and Gameplay Mechanics
24:15 Live Operations and Monetization Strategies
27:14 Ad Monetization in Merge Games
31:16 Revenue Insights and Market Trends
37:46 Future Predictions and Competitive Landscape
40:17 Exploring Creative Strategies in Gaming
43:26 The Role of User Acquisition in Game Success
46:42 Innovations in Game Design and User Engagement
51:51 Competitive Landscape in the Gaming Industry
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this solo episode, Matej breaks down the new rules of user acquisition for mobile games in 2025, backed by real survey data from 20,000+ newsletter subs and hundreds of UA managers.
Full report: https://lancaric.substack.com/p/q1-2025-brutally-honest-ua-report
From channel splits and rewarded UA to the creative volume arms race, fraud, AI hacks, and why your next UA hire needs to be a creative prompt engineer, nothing is off the table. This is the data-driven, brutally honest update the industry needs.
What’s inside:
UA Channel Reality: Most studios still pump 80 percent of spend into Facebook and Google, even when running across nine channels and doing seven million a year. Some are forced to pause Facebook or shift heavy budgets to Applovin—yet diversification is still rare and risky.
Rewarded UA Surge: Rewarded UA channels are exploding, with more vendors than ever. The scale is better, but fraud and LTV prediction remain massive headaches. Retention falls off after D7, so you need tougher targets, multi-step offers, and real post-install engagement to make the math work.
Creative Arms Race: The volume of creatives needed has never been higher. The best ad-monetized games now pump out 2,000+ creatives a quarter—more shots on goal, more winners, and more chance to beat your “stuck” top creative. Iteration and refresh speed is everything.
AI Eats Creative: AI-generated creatives, AI UGC, and meta-style hooks are not a trend—they’re the new default. The best teams use AI to pump out, localize, and iterate hooks, voiceovers, and even UGC cameos faster than ever.
Creative Testing & Skills: Most teams test new creatives by launching them straight into BAU (business as usual) campaigns, rather than in separate tests. TikTok and Apple, not just Facebook, are where new winners show up. If your UA manager can’t write a killer AI prompt, you’re already behind.
Key Takeaway:
2025 is not about more channels or smarter spend—it’s about creative firepower, AI leverage, and hiring UA pros who are part prompt engineer, part analyst, part storyteller. Copy the benchmarks, scale the winners, and never stop refreshing.
Get our MERCH NOW: 25gamers.com/shop
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric
Youtube: https://youtu.be/8tC8hnnDbiw
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the State of User Acquisition
04:19 Key Findings from the UA Survey
07:12 Current Trends in User Acquisition Channels
10:09 Challenges in Rewarded User Acquisition
13:19 Creative Strategies for Effective User Acquisition
16:12 The Role of AI in Creative Production
19:22 Testing and Iterating Creatives
22:22 Future Skills for User Acquisition Managers
25:05 Conclusion and Final Thoughts
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Inside Bending Spoons: the $2.5 billion app juggernaut behind Evernote, Remini, Splice, and more.
Special guest Darius reveals the hacks behind viral UA, review scores, creative iteration, and the brutal playbook that’s rewriting consumer SaaS.
You’ll learn:
The secrets behind Bending Spoons’ $500 million annual revenue
Why TikTok, Shorts, and Reels are more powerful than any ad network for app growth
The playbook for cutting costs, boosting review scores, and scaling faster than competitors
Why retention is all about renewals, not DAU or D30
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Darius Mora
Youtube channel: @DariusMora
https://www.linkedin.com/in/moravcik/
Youtube: https://youtu.be/xP3AziedKW0
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Bending Spoons and Guests
02:49 Bending Spoons' Unique Business Model
08:21 Hiring Practices and Company Culture
11:19 Acquisitions and Market Strategy
18:17 Transitioning from Gaming to App Development
24:15 The Impact of Viral Trends on App Success
29:37 User Acquisition and Marketing Techniques
34:14 Subscription Models and User Retention Strategies
37:31 Key Metrics for Success
39:23 Understanding Retention and Monetization in Gaming
41:11 Creative User Acquisition Strategies
42:09 Manipulating Reviews for Better App Ratings
44:07 Leveraging TikTok for User Acquisition
50:19 Navigating Paid User Acquisition Challenges
53:28 The Importance of Creative Testing
55:39 The Power of Authentic Content in Marketing
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
In this live session, the hosts discuss various aspects of game design, gameplay mechanics, monetization strategies, and the future of game development. They provide insights into the gameplay of a specific game, analyze its mechanics, and compare it with other games in the market. The conversation also touches on audience engagement and upcoming events in the gaming industry.
takeaways
The live session format allows for real-time audience interaction.
Gameplay mechanics can often be misleading in marketing.
Deterministic level design enhances player experience and engagement.
Monetization strategies are crucial for game sustainability.
Comparative analysis helps understand market positioning.
Future trends in gaming focus on user engagement and innovative mechanics.
Audience interaction can provide valuable feedback for developers.
Events like Gamescom and ChinaJoy are important for networking.
Game performance metrics are essential for assessing success.
The gaming industry is evolving with new monetization models.
titles
Exploring Game Design in a Live Session
Gameplay Mechanics Unveiled
Sound Bites
"We are live!"
"This is a game changer!"
"We need to have a soundboard!"
Chapters
00:00 Introduction to the Live Session
03:07 Gameplay Overview and Mechanics
07:15 Game Design and Difficulty Progression
10:01 Monetization Strategies and User Engagement
12:52 Comparative Analysis of Game Performance
18:37 Future of Puzzle Games and Market Trends
28:10 The Scale of Game Revenue
30:16 The Evolution of User Acquisition Strategies
32:56 Insights on Game Development and Monetization
39:21 Analyzing Game Performance and Revenue Projections
45:41 The Future of Game Development Strategies
---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Jakub Remiar dives into Uma Musume Pretty Derby’s “Spark” and legacy mechanics—one of the most advanced progression and inheritance systems in any mobile RPG. See why this game’s depth is pulling 100,000 downloads a day and racking up 450,000 dollars daily revenue even outside Japan. From Genshin-style stat RNG to community-driven parent borrowing, you’ll learn why this system is built for both theorycrafters and casuals, and why it’s suddenly trending in the West.
You’ll learn:
How legacy and spark inheritance work, and why this is deeper than anything in Western gacha
Why are there sixty-page guides and two hundred-page translations just to optimize your team
The power of borrowing “whale” parents and building the perfect run
How no-level, stat-based progression makes Uma Musume endlessly replayable
What makes this system so viral on YouTube, Shorts, and Steam right now
Why every risk-reward decision and endless RNG roll keeps the meta alive
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/jk7CmPs4JRY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Umo Musume Pretty Derby
04:54 The Roguelite System Explained
08:12 The Legacy System and Its Importance
11:05 Understanding the Spark System
13:59 Social Mechanics and Community Impact
16:53 Replayability and Randomness in Gameplay
20:13 Future Potential and Game Design Insights
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
This episode is a tour through the wildest creative trends dominating mobile games in June 2025.
We break down why two- and three-minute video ads are everywhere, how AI hooks and long-form ASMR are pre-qualifying high-value users, and why the best-performing creatives this month are often stitched together from hits of the past.
What’s inside:
Long-Form Video Surge
Copy-Paste Mania
ASMR and Satisfying Loops
AI-Driven Innovation
Clone Wars and IP Theft
Real Life and UGC
Key Takeaway:
If you are not testing long-form videos, iterating ASMR or AI hooks, and watching what your competitors are copying, you are missing out. Quality and innovation are moving at warp speed, and copy-paste is the new default.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Creative Trends in Mobile Gaming
04:24 Analyzing Recent Creative Campaigns
07:32 The Impact of Video Length on User Engagement
10:27 Innovations in Game Advertising
13:23 Exploring AI in Game Marketing
16:25 Case Studies: Successful Game Creatives
19:16 Conclusion and Future Trends
20:26 Understanding Player Perception
22:34 Innovative Ad Strategies
26:15 Analyzing Game Trends
30:08 Marketing Strategies for Game Growth
35:22 Emerging Trends in ASMR and Casual Gaming
37:32 Innovations in Game Development and User Engagement
39:22 The Role of User-Generated Content in Gaming
41:07 The Impact of AI on Game Creatives
44:46 AI Developments and Their Influence on Game Marketing
53:08 Conclusion and Future Insights in Gaming
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
We unpack KnitOut by Rollic, a surprising hit blending simple, relaxing puzzle mechanics with clever monetization and UA execution. Underneath the soothing yarn is a sophisticated, scalable system that echoes the Turkish studio’s proven blueprint.
KnitOut is already generating $ 60,000 daily revenue and 20,000 downloads a day, with the US accounting for sixty percent of revenue and CPIs exceeding $10.
What’s inside:
Core Gameplay: Addictive bench mechanic, yarn “block jam” puzzle core, and highly satisfying ASMR touches.
Monetization: Interstitials start after level sixteen or eighteen. First rewarded ad comes with an upsell to “remove ads” IAP. No banners.
Creative Strategy
Blueprint for Hits: Rollic’s process is all about finding a sticky core, tuning every curve, scaling hard, and only adding events or meta once retention and monetization benchmarks are proven. Hundreds of prototypes feed the pipeline, but only a handful get to scale.
Key Takeaway:
KnitOut looks simple, but it is a masterclass in “build core first, polish to perfection, then scale with data.” The Turkish blueprint continues to win, even as clones flood the market.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor, FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/o22Ky7sGWqs
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Game Overview
04:27 Gameplay Mechanics and Strategy
07:25 Game Difficulty and Progression
10:27 Monetization Strategies and User Engagement
13:23 Comparative Analysis with Other Games
16:33 Development Insights and Future Prospects
21:45 Understanding Game Monetization Strategies
25:30 Analyzing Game Performance Metrics
29:25 The Shift in Ad Revenue Dynamics
33:46 Creative Strategies in Game Marketing
38:06 The Importance of Creative Length in Ads
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this solo episode, Felix Braberg walks through the six most effective ad placements he’s tested and rolled out across top ad-monetized mobile games and client portfolios in 2024 and 2025.
Drawing from live examples in games like Woodoku, Happy Color, Screwmaster 3D, Subway Surfers, and more, Felix details exactly how to engineer ad placements that boost ARPDAU, drive first purchases, and turn non-payers into rewarded ad whales.
What’s inside:
Step Offer Chains: Build offers as a chain of steps—first offering free items, then a rewarded ad, then paid, and finally more free, creating a mental ladder that nudges first-time purchases and ad engagement. Use notification buttons to highlight available rewarded ads.
Recency Effect Monetization: Use mediation hacks to always serve the highest eCPM ad unit. Supersonic’s tactic: on app open, cache both rewarded and interstitial ads, then dynamically check which one pays more at every impression. Serve interstitials in rewarded slots if they outpay, but never the reverse.
Convert-or-Die Placements: At every natural gameplay break, offer a rewarded ad first—if skipped, immediately serve an interstitial. Users quickly learn there is always an ad coming and will shift to rewarded for better value.
Store Exit Rewarded Ads: Instead of putting rewarded ads inside the store, show them as a standalone pop-up only if a user leaves the store without buying. This boosts conversion among non-payers and is now rolling out across portfolios at scale.
Unlockable Skins and Paint Jobs: Rewarded ads are used to unlock new skins, paint jobs, or game modes—sometimes requiring up to five ads for a single unlock. Use first cached ad eCPM to decide if a rewarded placement should show, especially for likely non-payers.
Meta Rewards for Ad Whales: Give users bonus rewards for hitting high ad-watch thresholds (ten ads a day unlocks a speed buff, for example). This turns high-volume ad viewers into meta progression junkies, boosting both ad ARPDAU and retention.
Key Takeaway:
Test these placements, track them against the best ad-monetized games in the market, and always iterate. Small changes in placement, sequence, and creative lead to big jumps in revenue—especially for non-payers and ad whales.
Get our MERCH NOW: 25gamers.com/shop
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Felix Braberg
Youtube: https://youtu.be/blw0JNMcfh8
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Ad Placements
04:09 Exploring Effective Ad Strategies
10:20 Innovative Ad Placement Techniques
15:06 Meta Rewards and Long-Term Engagement
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
We go deep on Uma Musume Pretty Derby, Japan’s gacha horse girl sensation, and a masterclass in roguelite meta complexity. With real horse DNA, multi-layered training runs, six gacha layers, and a live ops cadence that powers up to 72 million dollars per launch month, Uma Musume is a unicorn in the global market—an RPG sim that’s too Japanese for most of the West, but a billion-dollar franchise at home.
What’s inside:
Japan-First, World-Second: Ninety-five percent of all revenue still comes from Japan.
Insane Revenue Per Download
True Roguelite Progression: Training runs carry over legacy stats, traits, and inspiration from previous “parents.” Every decision in a run matters. Social features like friend-run inheritance and deep support card gacha fuel endless replay.
Authentic Horse Girl DNA
Too Complex for the West: The English launch saw a brief spike (three hundred thousand dollars in a day) but quickly dropped. Complexity, visual style, and waifu focus make it a core product for otaku and hardcore sim fans.
Key Takeaway:
Uma Musume Pretty Derby is proof that deep, highly local games with real social and meta layers can still print billions, if you own your niche and deliver unmatched complexity.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lancaric
Youtube: https://youtu.be/HmKZaCWlDBI
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Uma Musume Pretty Derby
06:02 Understanding the Game's Popularity and Mechanics
09:11 The Unique Design and Gameplay of Uma Musume
12:02 The Evolution of Horse Racing Games
15:10 Rogue-lite Mechanics in Uma Musume
17:58 Character Selection and Training Strategies
21:06 The Role of Support Cards and Skills
27:03 Final Thoughts on Gameplay and Complexity
37:19 Racing Mechanics and Strategies
42:13 Game Progression and Challenges
55:22 Monetization and Gacha Mechanics
01:01:24 Marketing Strategies and Community Engagement
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
We dissect the phenomenon of FPS Strike, a low-poly, Counter-Strike-inspired mobile shooter racking up more than 4 million DAU, mostly across India, Pakistan, Brazil, Egypt, and Southeast Asia. Despite its massive scale, nearly everything about the game is stuck in the “admon nightmare” zone—zero iOS presence, almost no user acquisition, unoptimized ad stack, endless rewarded ads, and zero LiveOps. Yet, even with all those gaps, it is still a money-printing machine, generating $30,000 to $50,000 a day, primarily from video ads and interstitials.
What’s inside:
Ad Stack Trainwreck
Ads Everywhere, Little Monetization
Creative and UA Fail
Fake Counter-Strike, Real Results: The “nostalgia” is more about experiencing a shooter for the first time on mobile, not actual Counter-Strike memories. Simple graphics, bots for everyone, and a skin shop that barely matters.
Key Takeaway:
You do not need next-gen graphics or live PVP to win in Tier 3. But if you do not optimize your ad stack, creatives, and UA, you are burning money every day. FPS Strike is a case study in “good enough” that could be so much more.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Game Landscape
04:42 Analyzing Game Metrics and User Engagement
07:38 Gameplay Mechanics and User Experience
10:38 Monetization Strategies and Ad Integration
13:36 Game Features and User Retention Strategies
18:27 The Importance of Monetization Strategies
21:08 Ad Revenue Insights and Optimization
24:51 Maximizing Ad Stack Efficiency
27:37 User Engagement and Retention Strategies
31:38 Influencer Marketing and Organic Growth
35:34 Game Mechanics and Player Experience
38:42 Future of FPS Games and Industry Trends
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Paul West, founder of Fumb Games, joins Two and a Half Gamers to share the real growth story behind the studio’s breakout year. From Bitcoin Miner’s $10 million run to the launch of Idle Mine and a creative rebrand that hit $1 million in sixty days, Paul explains how ruthless UA strategy, creative expansion, and a “cut what doesn’t work” mindset allowed a lean team to scale tenfold—right in the middle of the industry’s hardest year.
What’s inside:
UA: Bigger Risks, Smarter Focus
Fumb Games ditched the “three-day payback only” mindset, stretched paybacks, and invested in UA even when it was scary. They ran tons of networks, then cut to the four that moved the needle.
Creative Volume and Experimentation
AI tools, influencer gigs on Fiverr, and a nonstop creative testing culture delivered more winning ads and allowed for higher spend. The team tested everything—static, video, and even reskinned gameplay for new themes.
LiveOps and Community as Retention Fuel
Weekend and midweek events, Discord and Reddit codes, and direct player rewards kept ARPDAU and DAU rising together—unusual for a scaling idle studio.
Monetization Upgrades
Subscriptions became 80 percent of purchase revenue in new titles. Side revenue from play gap (offline ad fill), Zebedee (crypto microtransactions), and Discord monetization all helped lift margins.
Market Read and Thematic Focus
When Bitcoin Miner started to plateau, they rebranded a casual project into Idle Mine, doubled down on the Bitcoin theme, and saw instant traction and monetization in a proven niche.
Key Takeaway:
You do not 10x by playing it safe. Cut what doesn’t work, invest big in what does, and let your UA and creative testing do the heavy lifting. If the theme and the community are hot, pour fuel on that fire.
Get our MERCH NOW: 25gamers.com/shop
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Host: Paul West
https://www.linkedin.com/in/paulkwest/
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Fum Games and Growth Strategy
03:35 Challenges in the Gaming Industry
06:41 Core Pillars for Future Growth
09:33 Innovative Monetization Strategies
13:13 User Acquisition and Community Engagement
15:59 Rebranding and New Game Launch
18:11 Key Takeaways and Future Outlook
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
We break down Wittle Defender, Habby’s latest departure from the mass market, blending deep meta, squad RPG mechanics, and a relentless gacha system. This is not another Survivor IO. It is a meta monster built for hardcore RPG fans, multi-layered progression, gear grind, rune systems, and dozens of monetization hooks. But is it too deep for global scale?
What’s inside:
Meta Gone Wild
Gacha and Progression
More Modes, More Monetization
Deep automation and idle mechanics
Ad Revenue Shrinks
UA and Creative: Focused on Asia, with heavy use of fake gameplay, static images, and Rush Royale or Top Heroes clones for Facebook and TikTok ads. Playable ads exist but are rare.
Key Takeaway:
Wittle Defender marks Habby’s pivot away from broad hybrid monetization. The focus now is on deep spend, multi-layered progression, and gacha depth for a smaller, more hardcore player base. Ad revenue is down, IAP is up, and the US is no longer the top target.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/lg023xHkCUk
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Host Dynamics
02:49 Sailing Adventures and Job Interviews
04:06 Whittle Defender Game Overview
07:19 Game Mechanics and Progression Systems
11:22 Monetization Strategies and User Experience
14:22 Gameplay Modes and Challenges
18:17 Character Skills and Randomization Mechanics
25:18 Final Thoughts and Game Depth
25:42 Character Dynamics and Game Mechanics
28:36 Game Depth and Player Engagement
29:52 Market Positioning and Audience Targeting
34:15 Revenue Insights and Market Performance
40:15 Monetization Strategies and Future Directions
44:06 Game Mechanics and Trends
46:13 Marketing Strategies in Gaming
51:18 Investment and Development in the Gaming Industry
56:14 Future Directions for Game Studios
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Today, we deep-dive into Raid Rush, the Turkish-made tower defense game that is bringing roguelike deck-building, build-your-own-path mechanics, and IP crossovers to the top of the mobile charts. The crew unpacks why this game feels so deep, why Korean and US players are eating it up, and how the game balances heavy progression, smart ad placements, and old-school strategy with real modern LiveOps.
What’s inside:
A Real Tower Defense for 2025: Raid Rush lets you build your own road, place towers with real strategy, and merge and upgrade through a deck and gacha system. Every run is different thanks to randomization, new land placement, and a menu packed with modes, heroes, and skills.
IP Collabs Done Right
Korea and the US Lead the Pack
Creative and UA Trends: The team breaks down a wild mix of real-life, static AI, and hyper-casual video hooks, plus some truly creative (and not-so-creative) uses of IP.
Key Takeaway:
Raid Rush shows you can still win by mixing deep strategy, roguelite randomness, smart ad and IAP segmentation, and just enough IP muscle. In a world of copycats, this one actually innovates.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/9rDyKoe58b0
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Game Overview
04:16 Game Metrics and Performance Analysis
07:15 Gameplay Mechanics and Unique Features
10:13 Strategic Depth and Replayability
13:30 Monetization Strategies and Ad Integration
16:26 Collaboration with Terminator IP and Content Expansion
19:25 Final Thoughts and Future Prospects
27:30 Monetization Strategies in Mobile Games
30:40 Dynamic Monetization and User Engagement
32:15 Creative Advertising and User Acquisition
37:25 Trends in Tower Defense Games
42:58 The Role of AI in Game Development
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this episode, Two and a Half Gamers sit down with Shobeir Shobeiri, Director of Publisher Sales at Moloco, to give the industry’s most practical, no-BS crash course on the history, mechanics, and real money in mobile ad monetization. From the origins of banners to today’s machine-learning DSPs, the crew demystifies ad tech jargon, reveals the margins and secrets behind every middleman, and lays out what every publisher needs to know about maximizing revenue in 2025.
What’s inside:
The Evolution of Ad Monetization: How mobile moved from premium, paid apps to ad-funded juggernauts, and why rewarded video is now the fastest-growing segment.
DSP, SSP, and Mediation 101: How ad stacks work, what makes a DSP different, and where the money really goes between advertisers, publishers, and ad tech middlemen.
Margin Math: Ad networks and exchanges quietly take cuts of 20 to 30 percent or more, but the right direct SDK can boost your ad ARPDAU by 8 to 20 percent instantly.
Real-World History: From early Mad Men deals and waterfall hacks to today’s real-time bidding, learn the origin stories that shaped the $262 billion mobile ad market.
Creative Ad Unit Tips: Where to put banners, how to maximize rewarded ads, why playables are a must for UA, and the new rules for ad placement segmentation.
Moloco’s SDK Advantage: Why plugging in the Moloco SDK gives you priority, boosts ARPDAU, and connects you to two billion dollars in annual spend—backed by real results from the field.
Key Takeaway:
Understanding your ad stack, choosing the right partners, and owning your data is the real moat in 2025. Get your ad monetization right, and you’ll be printing money—get it wrong, and you’ll be just feeding middlemen.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Felix Braberg, Matej Lancaric
Special Guest: Shobeir Shobeiri
Youtube: https://youtu.be/T3OQzk0ldIY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Mobile Advertising and Maloko
04:16 The Evolution of Advertising: From Ancient Times to Mobile
06:45 The Rise of Mobile Apps and Monetization Strategies
09:23 Challenges in the Mobile Advertising Landscape
12:29 Understanding Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs)
15:27 The Mechanics of Mediation and Ad Stacks
18:06 The Transition from Waterfall Auctions to Bidding Systems
21:29 The Evolution of Ad Serving and Bidding
23:48 Understanding Ad Networks and Revenue Models
25:44 Ad Units: Types and Their Effectiveness
30:25 Pricing Models in Advertising
35:03 The Role of SDKs in Ad Revenue
40:11 Future of Ad Monetization
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Today, we break down Carnival Tycoon: the “idle” game that’s really a Trojan Horse for social casino and slot machine mechanics. We compare every feature, monetization trick, and creative strategy to Coin Master, Monopoly Go, and the social casino giants.
Find out how Carnival Tycoon hit five million dollars a month, why rewarded ads are hidden everywhere, and what makes this copycat succeed where others flop.
You will learn:
Why Carnival Tycoon is more social casino than idle, and how it fakes the early game
How copy-paste UI, offers, and creative trends shape modern casino games
The secrets behind rewarded ad segmentation and thirty to forty-five percent ad watchers
What separates the titans (Coin Master, Monopoly Go) from the fast followers
Why LiveOps and ruthless economy balance are the real keys to scale
How AI, asset flipping, and creative theft drive UA in the social casino wild west
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Game Overview
04:15 Gameplay Mechanics and Revenue Insights
07:14 Comparative Analysis with Social Casino Games
09:42 Visual Progression and User Engagement
13:15 Monetization Strategies and User Retention
16:18 Advertising Dynamics and User Segmentation
19:13 Session Length and User Experience
22:10 Final Thoughts and Future of Carnival Tycoon
28:52 The State of LiveOps in Gaming
29:39 Engagement Mechanics in Mobile Games
30:21 Analyzing Game Release Timelines
31:46 The Role of Marketing Partners in Game Scaling
32:35 Creative Strategies in Game Advertising
33:54 The Impact of AI on Game Creatives
35:35 IP Infringement and Creative Theft in Gaming
37:25 The Wild West of Mobile Game Marketing
40:46 Trends in Game Development and Marketing
44:02 Future of Onboarding in Mobile Games
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
We tackle the legacy and latest iteration of Puzzle & Dragons, the game that defined Japanese mobile gaming and reached a mind-blowing five billion dollars in lifetime revenue. From wild metagame depth and monster collection to why Western players just never clicked with the formula, the crew unpacks the hits, misses, and museum-piece vibes of a true industry legend.
What’s inside:
No Gacha in the Gacha Game?
Cultural Roots Run Deep
Museum Piece, Not Modern Hit
Game Design DNA
Ads, UA, and Profit
Key Takeaway:
Sometimes, the most influential games are the least exportable. Puzzle & Dragons is a legend in Japan, a footnote in the West, and a masterclass in knowing and owning your audience.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/nPidjalbujg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Puzzle and Dragons
02:53 The Evolution of Mobile Gaming
05:53 Gameplay Mechanics and Features
08:48 Cultural Differences in Gaming
11:41 Monetization Strategies and Ads
14:42 Comparative Analysis with Other Games
19:21 The State of Gaming in Japan
22:46 Cultural Differences in Gaming Preferences
25:35 Revenue Insights and Market Dynamics
28:00 User Acquisition Challenges
31:05 Reflections on Mobile Gaming History
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
In this brutally honest episode, Matej interviews Zino Rost Van Tonningen, CEO of Tyr Ads, live from MAU (with zero construction noise this time). The focus is on running rewarded UA without getting burned by fraud, bad partners, or weak setups. Zino shares knowledge from his journey through agency work, the wild world of offer walls, and leading Tyr Ads from rewards app to global SDK powerhouse.
What’s inside:
The Fraud Playbook: How faked events, cheat engines, and emulator hackers can drain $20,000 from your budget in minutes if your setup is not rock solid.
How to Bulletproof Your Attribution: Why server-to-server (S2S) events, signature V5 for Adjust, and secure MMP integrations are non-negotiable. If you are not set up right, your numbers are toast.
Reward Structures 101: Single reward, multi-reward, playtime offers, and daily re-engagement, the real impact on UA and long-term player progression.
Choosing the Right Platform: How to interrogate your reward partner, avoid lazy multi-reward copycats, and demand daily re-engagement, data-driven nudges, and flexible KPIs.
Scaling and Surviving: Why will most offerwall partners disappear in the next year unless they build better engagement and retention features? If your partner cannot adapt, you are the next victim.
iOS is Heating Up: Why Apple’s rules are loosening, the offerwall boom is just starting, and iOS users behave differently from Android.
Key Takeaway:
Rewarded UA is at a turning point: trust your numbers, interrogate your partners, demand retention and scale, or get left behind in the coming wave of consolidation.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric
Special guest: Zino Rost Van Tonningen
https://www.linkedin.com/in/rovato/
https://tyrads.com/
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
We break down BitLife, a simulation game that proves you do not need flashy graphics or complex meta to print money. With an aggressive monetization model, evergreen retention, and a loyal fanbase, BitLife has been going strong for over seven years, now pulling in more than $110,000 a day, with ad revenue making up half of its total income.
What’s inside:
Ad Monetization on Steroids: Interstitial ads hit you right from the tutorial, with a cooldown of 70 seconds, banners refresh every five seconds, and rewarded ads are expertly placed on emotional player moments.
BitLife monetizes player choices through a web of IAPs, subscriptions, and one-time offers.
Smart UA and Creative Strategy: Originally fueled by organics, Stillfront’s acquisition kicked off heavy user acquisition with strong creative hooks, unique AI and UGC blends, and consistent iteration across every channel.
Key Takeaway:
You do not need the best graphics to win in mobile. If your product is unique, your ad monetization is ruthless, and your UA is dialed in, you can scale forever.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/--JFbHlo3E8
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Bit Life and Hosts
04:27 The Growth and Acquisition of Bit Life
07:36 Gameplay Mechanics and Life Choices
10:18 Monetization Strategies and Ad Integration
13:22 Life Events and Their Impact on Gameplay
16:26 The Role of Ads in Player Experience
19:27 Conclusion and Final Thoughts on Bit Life
23:09 Game Mechanics and Monetization Strategies
26:24 Ad Revenue Insights and User Engagement
31:26 User Acquisition and Marketing Strategies
38:18 Game Performance and Future Growth
44:21 Final Thoughts and Ratings
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
We just dropped our latest episode, and it is a must-watch for anyone building or buying mobile game ads. We break down the biggest trends ripping through the creative market:
AI hooks and seamless transitions: five art styles in five minutes, and the line between real and fake is now a blur.
Celebrities everywhere: Monica, Phoebe, LeBron, Christina Aguilera, even C-tier cameos nobody asked for
Satisfying gold bars, drowning waifus, and cruelty hooks: Virality still rules the creative graveyard.
Copy-paste chaos: King Shot mechanics, snakes, resource overload, and every trend recycled at warp speed
IP infringement? Nobody cares. Elsa and Moana show up in more ads than their own movies.
Here is the brutal truth: The mobile creative game is faster, weirder, and less original than ever. AI is now your intern, celebrity ads are squeezing out innovation, and anyone who is not remixing, testing, and scaling daily is already behind.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/xbOwszmQ6tg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Event Highlights
02:58 Creative Trends Overview
05:50 Golden Goblin Creatives
08:42 Celebrity Influences in Gaming Ads
11:44 Contractual Dynamics in Celebrity Endorsements
14:42 Trends in Game Creatives
17:37 AI and Animation in Game Marketing
20:04 Exploring Game Mechanics and Design Flaws
22:42 The Evolution of Game Concepts and AI Integration
25:41 Analyzing Coin Master’s Consistent Revenue Stream
28:43 The Impact of AI on Game Development
31:43 Trends in Mobile Gaming Revenue and Performance
37:10 Introduction to SuperScent and Game Comparisons
37:47 Exploring Game Mechanics and Creative Concepts
39:27 Discussion on Whiteout Survival and Game Trends
40:29 Advertising Strategies for CTV Campaigns
41:36 Analyzing Pokemon Go's New Developments
44:18 AI in Game Creatives and Advertising
48:42 Trends in AI-Generated Content and IP Infringement
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Legend alert. In this episode, we sit down with Jane Whittaker, a developer, executive, and innovator whose career spans from coding 8-bit chart toppers and Atari’s biggest hits to shaping the DNA of open-world, survival, and RPGs.
Jane shares candid stories from the 1980s video game crash, building Alien vs. Predator with just two programmers, working with Sid Meier and Mike Singleton, and steering giants like EA and MGM.
What’s inside:
Real Video Game History
Indie Roots and All-In Dev: From writing sound drivers without knowing music to doing design, code, and art in a single project, Jane did it all before “indie” was a thing.
Survival Games Before They Were Cool
Open World Royalty: From Mike Singleton’s Midwinter to World of Warcraft landscape architecture and Microsoft Flight Simulator expansions, Jane’s fingerprints are all over gaming’s biggest virtual worlds.
Modding and Crafting Philosophy
No AI Shortcuts, Pure Craft
Why Fun Beats Tech
Key Takeaway:
Game design that stands the test of time is about creative risk, pure craft, and relentless focus on fun, not just graphics or tech. Jane’s story is a masterclass for anyone building or dreaming of building games.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lancaric
Youtube: https://youtu.be/RyDJ88zRVwo
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to a Gaming Legend
02:42 The Evolution of Gaming: A Personal Journey
05:45 The Impact of the 1983 Video Game Crash
08:32 The Making of Alien vs. Predator
11:12 Transitioning to MGM and GoldenEye
14:22 The Legacy of Survival Games
17:24 Behind the Scenes of Dungeon Keeper and Marvel Games
20:00 Contributions to World of Warcraft
22:10 Crafting Immersive Game Worlds
25:50 Innovations in Game Mechanics
29:10 Creating Tension and Fear in Gameplay
32:55 The Role of AI in Game Development
38:12 Crafting Immersive Game Worlds
41:13 The Importance of Effort in Game Development
43:53 Balancing Budget and Creativity
46:02 The Role of Modding in Gaming
50:13 Lessons from Past Projects
54:35 Building a Passionate Gaming Community
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Today, we sit down with Supersonic’s Samantha Benjamin and Guy Agiv to discuss the hit game Screw Master 3D. From adapting trends out of China to hybrid monetization tricks and creative secrets, this episode is packed with actionable insights for anyone in mobile gaming.
What you’ll learn:
How Screwmaster 3D’s physics-puzzle and meta layers drive insane engagement
The models and tactics behind maximizing eCPMs and LTV in ad-heavy games
The secret to rapid adaptation, culturalization, and scaling trends globally
A-B testing, skip-its, and boosters—hybrid casual best practices for monetization without killing UX
Creative production at Supersonic: data-driven, AI-boosted, always iterating
The new era of hybrid casual is ruthless: if you want to compete, you need to move fast, master ad monetization, and out-iterate everyone on creative and product. Screwmaster 3D is proof that the real money is in the details.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/OmGzUDUiPsQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Screw Master 3D
02:37 Game Mechanics and Design Insights
05:39 Adapting for Global Markets
08:38 User Engagement and Retention Strategies
11:50 Monetization Strategies and Challenges
14:33 Future Developments and Game Evolution
26:56 Balancing Game Difficulty and User Engagement
27:50 Analyzing User Metrics and Revenue Streams
29:09 Retention Rates and User Engagement Strategies
31:09 Ad Monetization Strategies and User Experience
35:34 Optimizing Ad Experience and User Segmentation
40:14 ECPM Management and Ad Impression Strategies
45:26 Implementing Skip It Feature in Game Design
49:19 User Acquisition Strategies and Channel Mix
52:44 Channel Mix and Budget Allocation
55:43 The Power of Playable Ads
01:00:21 Creative Testing and Iteration Strategies
01:01:53 Balancing Playable Lengths for User Engagement
01:05:00 Testing New Channels and Creative Strategies
01:12:19 Exploring New Channels for Growth
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
We just dropped a new Review Radar episode in which we examined every major mobile game from the last three months. Some are breaking the ‘podcast curse’ and scaling up, others are stuck in stable dinosaur mode, and a few are just… lost.
Highlights:
Triple Match City and Color Block Jam are stacking revenue with surprising ARPU and ad mixes
Royal Kingdom and Pokémon Sleep show that audience and IP still trump any new feature
Cloning is the new normal, but most ‘copy-paste’ games never hit the KPIs of their genre leaders
Monetization is where dreams die, great engines, weak revenue
UA and creative discipline are still the biggest differentiators
Our verdict? Build fast, adapt faster, and don’t be afraid to kill what isn’t scaling. In mobile gaming, the only thing worse than a failed experiment is a boring one.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/vaa1d1Evif0
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Review Radar
04:39 Game Performance Insights: Triple Match City
07:16 Core Survival and Its Revenue Growth
10:32 Acero 2: Launch and Revenue Analysis
13:37 Top Girl: User Engagement and Revenue Trends
16:37 Royal Kingdom: Celebrity Campaign Impact
19:36 Path of Exile 2: Community Reactions and Revenue
22:40 Dark and Darker: Soft Launch Insights
25:34 Magic Sword: Future Potential and Market Position
27:06 Revenue Insights: Comparing Game Performance
28:48 Block Blast: The Unexpected Contender
29:42 Project Rise: Anticipation and Delays
33:27 ColorBlockJam: A Rising Star in Mobile Gaming
36:35 Hi-Sees Hero: Challenges in Game Development
39:48 Candy Crush Solitaire: Stagnation in a Competitive Market
41:50 Goods Puzzle: A New Player in the Market
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this special episode recorded LIVE at MAU, Matej Lančarič sits down with Noa Gutterman (VP UA, Misplay) and Brett (Senior Manager, UA, Misplay) for a no-BS deep dive into the business and creative secrets powering Misplay’s explosive growth, and their high-stakes launch on iOS.
Brutally honest breakdown:
How Misplay overcame App Store hurdles to launch on iOS
Incrementality testing, the “always-on” strategy that’s blowing up the myth of last-touch attribution
Building a predictive PLTV signal stack for maximum partner value
Why culturalization, not just localization, is driving insane ROI in APAC markets
Creative strategies that actually convert: negative hooks, modular iteration, and next-gen UGC
Real talk on AI in UA, where it works, where it fails, and what’s next
Misplay’s playbook is a wake-up call for UA and product teams: “Question every channel. Obsess over incrementality. Creative is king, but speed and structure are the emperor. And don’t just localize, culturalize, or leave millions on the table.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/xUCAnvTHcYQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Misplay and the Team
03:24 Challenges and Opportunities in iOS Gaming
06:51 User Acquisition Strategies for iOS
09:31 Incrementality Testing in User Acquisition
12:38 Measurement and Data Strategies
15:40 Signals and Optimization in Campaigns
18:48 User Segmentation and Geo Strategies
23:31 Culturalized Marketing Strategies in Korea
25:43 Creative Strategies and User-Generated Content
29:47 Innovative Brainstorming and Team Collaboration
32:43 Creative Testing and Iteration
36:38 The Role of AI in Creative Development
42:19 Future Directions for Misplay
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this brutally honest episode, the 2.5 Gamers crew and puzzle expert Laura Taranto dive into Century Games’ match-3 ambitions, dissecting new titles like Family Farm Match, Party Match, and Truckstar. Once a 4X and farming powerhouse, Century is now flooding the puzzle genre with games and wild creative tests, but is there any real strategy?We break down:The copy-paste engine and meta behind Party Match and Family Farm MatchTruckstar’s unique angle and why it’s struggling to scaleUA and creative strategy: random, borrowed, or just desperate?Why failing to use rewarded ads and proper player segmentation is costing millionsPolished engines but way-too-easy level design, can this team ever push players to pay?What’s next? Will slow and safe ever beat bold and brilliant in match-3?Key TakeawayCentury Games has the tech, the team, and the budget, but without a killer UA and creative strategy and the guts to actually experiment, segment, and scale, they’ll keep missing out on match-3’s billion-dollar club. “Spray and pray” isn’t a strategy!Get our MERCH NOW: 25gamers.com/shop--------------------------------------PVX Partners offers non-dilutive funding for game developers.Go to: https://pvxpartners.com/They can help you access the most effective form of growth capital once you have the metrics to back it.- Scale fast- Keep your shares- Drawdown only as needed- Have PvX take downside risk alongside you+ Work with a team entirely made up of ex-gaming operators and investors---------------------------------------Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.https://www.vibe.co/---------------------------------------For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.Our sponsor FastSpring:Has delivered D2C at scale for over 20 yearsThey power top mobile publishers around the worldLaunch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.---------------------------------------This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial Guest: Laura TarantoYoutube: https://youtu.be/LV1FK7kqLJcJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters
00:00 Epic intro
03:07 Exploring Century Games' Portfolio and Revenue Streams
08:54 Casual Gaming Strategy and Market Positioning
11:55 Discussion on Match-Three Games and Their Performance
18:47 Evolution of Match Games
20:28 Engaging Male Audiences in Gaming
22:24 Revenue Strategies and User Acquisition
29:39 Core Mechanics and Level Balancing
35:29 Challenges in Game Differentiation
45:23 Analyzing User Acquisition Tactics
49:34 Understanding Creative Strategies in Marketing
51:45 Evaluating Game Engine Performance
56:57 Final Thoughts on Game Strategy and Development---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me
Running UA on AppLovin in 2025? Don’t waste another dollar until you hear this.
In this episode, we sit down with Alexis Lejeune (ex-AppLovin, now UA advisor) to dive deep into how AppLovin’s UA stack really works — including how to scale, when to use D28 ROAS, how to test creatives, and how Axon 2 finds your payers before you do.
What we cover:
Axon 2: How AppLovin’s black box blends mediation + advertiser data
D0 vs. D7 vs. D28: Which ROAS model works best and when
Why $500 budgets won’t calibrate for IAP games
Campaign caps, crashes, and recovery strategies
Why campaign goals should be set per geo & not touched every 2 days
Why playables matter more than ever and how they qualify users
How to refresh creatives based on spend volume (5–10/week at $10K/day)
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Alexis Lejeune
https://www.linkedin.com/in/alexis-lejeune/
Youtube: https://youtu.be/V3TJwkPBXOM
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Guest Introduction
05:03 Alexis Lejeune's Journey in Gaming
07:45 Understanding Applovin and Its Reputation
11:28 Exploring Axon 2 and Its Functionality
14:17 Campaign Strategies: D0, D7, and D28 Models
22:43 Common Mistakes in User Acquisition
27:22 Optimizing Campaigns on Applovin
32:40 Data-Driven Campaign Strategies
34:50 The Importance of Playable Ads
38:09 Creative Optimization and User Engagement
39:51 Creative Refresh Strategies
44:45 Aplovin and TikTok: A Strategic Merge
47:12 Facebook's Advertising Ambitions
48:03 Maximizing ECPMs for Publishers
54:51 Ad Formats: Length and User Experience
56:34 Banner Refresh Rates and Optimization
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this live-recorded episode from MAU Vegas, Matej sits down with Damon Marshall and Berkley Egenes of Xsolla's mobile leadership team to discuss how the April 30 court ruling opened the floodgates for direct-to-consumer monetization.
We unpack:
How mobile devs can now promote web shops directly inside iOS apps
Why this moment is the “William Wallace freedom moment” for game publishers
How Xsolla is helping everyone from indie devs to AAA publishers go direct
Key monetization tactics: segmented whale offers, welcome packs, Discord-driven promos, and loyalty systems
Why capture rates are already rising from 10% to 30–50%
What the future of Apple, attribution, and platform power looks like from here
This is not theoretical. It’s already happening. And it could mean 50% higher margins for mobile devs who act now.
Get our MERCH NOW: 25gamers.com/shop
Xsolla Web Shop #gamedev #mobilegames #XsollaWebshopMaximize your game's revenue with Xsolla Web Shop. Sell in-game goods directly to players, reduce platform fees, and unlock 1,000+ global payment options.:rocket: Learn how to set up your Web Shop: https://xsolla.com/mobile-web-shop?utm_source=content-syndication&utm_medium=infuencer&utm_campaign=webshop2025&utm_content=25gamers
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Host: Matej Lancaric
Youtube: https://youtu.be/aTuKkrKfvfU
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to MAU and Xsolla
02:07 Roles and Responsibilities at Xsolla
04:11 Impact of Recent Rulings on Mobile Gaming
09:59 Direct-to-Consumer Strategies for Developers
12:54 Leveraging Web Shops Post-Ruling
17:18 Best Practices for Web Shop Implementation
20:47 Innovations in Web Shop Features
24:06 Revenue Growth and Market Trends
27:13 Future of Mobile Gaming and Xsolla's Role
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Today, we take on Lands of Jail, a Chinese-built 4X survival-sim mashup that combines Frozen City onboarding, Whiteout Survival progression, and King Shot-style map layering, all dressed in prison jumpsuits, toy factories, and riot suppression mechanics.
Lands of Jail is one of the weirdest, deepest, and most well-executed SLG hybrids we’ve seen in 2025. Built by Chinese studio eWorld, it mixes:
Frozen City-style idle onboarding
Hardcore 4X warfare
Saga events, riots, gacha, and Discord-forced alliance spam
A prison toy factory (yes, really)
And some of the most absurd AI-generated creatives on mobile
In this episode of 2.5 Gamers, we go deep on:
What’s working in monetization, pacing, and theme alignment
Why King Shot might be its closest cousin
Where the game borrows from Whiteout Survival, and where it improves
How creative strategy blends GTA, toilet humor, AI anime, and frozen family fails
Why this might be the next 4X template other Chinese devs will clone
🎯 If you care about hybrid casual, 4X, or survival sims — this is a masterclass.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/k-r2MT16zlc
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Podcast and Game Overview
04:07 Exploring the Game Mechanics and Cinematics
07:02 Prison Management and Gameplay Dynamics
10:00 Game Progression and Player Interaction
13:14 Company Background and Game Development Insights
16:11 Market Analysis and Game Strategy
19:05 Final Thoughts and Comparisons to Other Games
22:15 Game Monetization Strategies
24:06 Gacha Mechanics and User Engagement
25:26 Trends in Game Genres
26:12 Creative Marketing Approaches
28:47 Scaling and User Acquisition
31:37 AI in Game Development
33:22 Creative Concepts in Game Ads
35:50 Final Thoughts on Game Trends
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
We go “Full Steam Ahead” with a special guest, Adam Telfer, unpacking how Steam hits influence mobile game development in 2025: from Dreamdale-ified Palworld clones to digging simulators, idle RPG mashups, and more.
The crew explores:
Why some Steam-inspired mobile games (like Repo Online) hit 10M+ downloads and $1.3M in ads
Why others (like Lilith's Palworld clone) flop despite a powerful IP remix
Which genres (like Plinko roguelites and digging sims) are best suited for mobile
The risks of literal copy-paste ports — and what actually works instead
The role of TikTok trends, Steam reviews, and organic play patterns in predicting success
Why execution, not inspiration, is the differentiator
If you're scouting Steam hits for mobile adaptation, this episode is your blueprint for what works and what crashes.
🚂 What happens when mobile devs copy Steam hits too literally?
And why do some weird first-person digging games make $1M, while others crash after launch?
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special Guest: Adam Telfer
Youtube: https://youtu.be/wrbKxB97lJE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Guest Introduction
04:01 Steam Games and Mobile Adaptations
08:46 Case Study: Power World and Dreamdale
11:45 Exploring Game Mechanics and User Experience
14:40 Potential Mobile Game Adaptations
17:40 Trends in Mobile Gaming and Copycat Games
20:57 Navigating Game Development Challenges
24:15 Analyzing Successful Game Mechanics
27:07 Exploring Innovative Game Concepts
30:20 Adapting Games for Mobile Platforms
33:49 Evaluating Game Trends and Market Dynamics
37:21 Understanding User Engagement and Monetization Strategies
43:13 Exploring Complex Gameplay Mechanics
44:58 The Future of Life Simulation Games
46:29 Innovations in Game Design and AI Integration
47:53 Speed and Physics in Gaming
49:09 The Evolution of Idle Games
55:32 The Rise of Unique Game Concepts
57:03 Advice for Aspiring Game Developers
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
In this solo 2.5 Gamers Monologue, Felix walks you through a full setup and strategy guide for AppLovin MAX mediation, from the basics to advanced performance optimization.
Whether you're new to MAX or want to stop leaving revenue on the table, this video covers:
How to set up ad units correctly
Which networks to start with in 2025
How to manage fill rates, waterfall placements, and API syncing
What to monitor daily (like ad ARPDAU, viewer rates, and impressions per DAU)
Real-world benchmarks for rewarded, interstitial, and banner formats
What advanced reporting still matters now that placements are being deprecated
This is your complete starter guide to Applovin MAX.
Using AppLovin MAX for ad monetization?
This video is your complete, updated walkthrough — from setup to optimization — based on years of real-world experience.
Felix breaks down:
✅ How to set up ad units without overcomplicating things
✅ Which networks to prioritize for rewarded, interstitial, and banner
✅ How to connect APIs for accurate reporting (and avoid surprise payout gaps)
✅ What to track daily: ad ARPDAU, viewer rates, and revenue trends
✅ How to run clean A/B tests on bidders and placement floors
✅ What to look for in advanced reports before placements go away
If you're building any ad-monetized game or app, this is the baseline you need.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/LtEJuyad7dY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Max Mediation
02:05 Understanding Max Mediation's Market Position
05:37 Getting Started with Max Mediation
09:24 Setting Up Ad Units and Networks
12:46 Analyzing Performance Data
18:16 A/B Testing Strategies
20:36 Advanced Reporting Techniques
24:14 Conclusion and Next Steps
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
How do you build a mobile game that does $168K/day in ad revenue… with no fail states, no IAP pressure, and a monetization wall that doesn’t even kick in until level 24?
You study Word Search Explorer, the latest word game from the Lands of Jail studio (PlaySimple/MTG), and a masterclass in calm, deliberate ad monetization.
In this episode, we break down the ad placement strategy, retention metrics, and soft pacing systems that power one of the most deceptively profitable games on the App Store in 2025.
🧠 What if you could make $56M/year with a game that doesn’t push a single IAP until after level 24?
Word Search Explorer is doing just that — blending ultra-calm crossword mechanics with a surgical ad monetization strategy that’s pure efficiency.
How this game delays monetization but still retains like a champion
Why rewarded ads on store exit might be the best placement we’ve seen
The power of fake difficulty and soft urgency pacing
Why sessions are long, sticky, and filled with natural ad gaps
How PlaySimple (owned by MTG) has perfected the casual word game formula
The value of no fail states, no IAP hard stops, and deep passive flow
What other casual games can learn from this patient, profitable model
📈 This is the quiet money machine no one is talking about.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/_PmjvYai0XY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Word Games
04:02 The Popularity of Word Games
07:02 Market Dynamics and Revenue Models
10:03 Game Mechanics and User Engagement
13:03 Monetization Strategies in Word Games
16:00 Future Trends and Innovations in Word Games
20:25 Monetization Strategies in Word Games
23:23 Ad Revenue Insights and Game Performance
27:52 Retention vs. Monetization: A Balancing Act
31:16 Creative Strategies and User Engagement
40:32 Final Thoughts and Ratings
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
🎙️ This might be the most dangerous podcast episode we’ve ever released.
An anonymous insider, voice-modulated for protection, joins us to expose the truth about mobile UA, ad network manipulation, and how millions are spent with zero payback logic. With voice modulation in place, our guest “Dr. Doom” reveals what happens behind the dashboards, network sales decks, and investor slides.
You’ll hear :
Dream Games' $50M brand campaign: brilliant market takeover or the dumbest ROI play of 2025?
Why are most UA managers glorified spreadsheet jockeys, and why can’t founders tell the difference?
The smoke-and-mirrors of cohort data, fake growth stories, and shady LTV curve manipulation.
Chinese game studios' 300-person creative teams, outworking and outspending the West with terrifying efficiency.
Rewarded traffic, fake installs, App Store gaming, everything still happens. We pretend it doesn’t.
Ad network manipulation — how early numbers are fluffed, forecasts are gamed, and management eats it up.
This episode is a gloves-off, bullshit-free reality check. No brand-safe talking points. Just raw, uncomfortable truth from someone who’s spent millions and seen the industry from every dirty angle.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric, Joseph Kim
Special guest: Dr. Doom (anonymous gaming industry legend)
Youtube: https://youtu.be/1Rb3L6gBK9E
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Podcast and Guest
04:57 The Overrated Studios in Mobile Gaming
06:40 Analyzing Dream Games' Strategy
12:39 Understanding User Acquisition Challenges
18:44 The Role of UA Managers and Internal Metrics
25:46 Understanding User Acquisition Campaigns
28:16 The Evolution of User Acquisition Strategies
30:15 The Importance of Community in User Acquisition
31:56 Creative Teams and Competitive Advantage
33:09 The Role of Chinese Studios in the Market
37:57 Challenges for Western Developers in Forex Games
42:00 The Impact of AI on Creative Processes
45:22 The Viability of Bot Downloads Today
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Want real ROAS benchmarks from 300+ games and $200 M+ in spend?
This episode of 2.5 Gamers goes deep with ZJ from PVX Partners, who brings an insane dataset from UA financing across puzzle, casual, strategy, and 4X games.
We cover what’s really happening in 2025:
📉 Payback windows stretching to 12–24 months
📈 Ad revenue up 15%, but not fast enough to catch CAC inflation
🧠 M1 ROAS is the best early predictor of long-term success
🔥 Payer retention is dropping, and revenue is clustering around whales
🧠 What You’ll Learn:
What’s a good M1 ROAS? (40% = 6-month payback, less than 25% = 12+ months)
Why puzzle games are surprisingly strong in M2/M6 payer retention
How hybrid monetization is now the norm, even in 4X and RPGs
Real ROAS curves by genre, by cohort, and by channel
Channel dominance: AppLovin still leads spend, but Google/Unity outperform in ROAS (really?)
Why most UA teams underestimate revenue concentration risks
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Felix Braberg, Matej Lancaric
Special guest: Zhen Jie (ZJ) Sim
https://www.linkedin.com/in/zhenjiesim/
Youtube: https://youtu.be/Kh8JkeXCH54
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to PVX Partners and the Gaming Industry
03:19 Analyzing ROAS Benchmarks and Trends
06:31 User Acquisition Costs and Market Dynamics
12:10 Monetization Strategies and Trends
13:44 Payback Periods and Profitability Insights
17:38 Retention Metrics and Revenue Concentration Risks
22:30 Predictive Analysis and Future Trends
24:46 Introduction to Lambda and ROAS Projections
27:00 Funding Eligibility and Cohort Scoring
28:25 Spending Trends in Casual Gaming Channels
30:44 Attribution Challenges in Marketing
34:30 Benchmarking Performance Across Channels
36:51 Insights on Casual Puzzle Games Performance
40:37 Future of Game Marketing and Community Support
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
ROAS #MobileGames #UserAcquisition #GameMonetization #PuzzleGames #PVXPartners #PaybackPeriod #HybridMonetization #2.5Gamers #GameBenchmarks #MobileMarketing #AdSpend #GameGrowth #RevenueRetention
We talk with the Drama Pops team from Codeway — one of Turkey’s top mobile app publishers — about how they scaled a short drama app from scratch into one of the most promising products in the entertainment app space.
www.codeway.co
https://play.google.com/store/apps/details?id=com.deepvision.shortdrama&hl=en
🧠 What You’ll Learn:
Why they chose to avoid ad breaks during cliffhangers (and how it helps retention)
The economics of short-form drama production (yes, it's cheaper in Turkey than LA)
The role of VIP subs, daily tickets, and ad slots in monetization
How they approach hit creation, series testing, and expanding to global demographics
The challenge of staying fresh in a sea of apps chasing the same TikTok tropes
Why interactive content and AI may define the next wave of short drama apps
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guests: Sefa & Burkay
https://www.linkedin.com/in/sefakoca/
https://www.linkedin.com/in/burkay-cagilti/
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Drama Pops and Codeway
05:34 Overview of Codeway's Success and Growth
07:15 Exploring the Short Drama Market
10:25 The Journey of Creating Drama Pops
11:59 Content Strategy and Launching the App
13:23 User Experience and App Features
18:32 Monetization Strategies and Ad Integration
28:58 Content Production and Originality
30:10 Trends and Audience Engagement in Content Creation
32:39 Exploring Interactive Storytelling
36:11 Monetization Strategies in Interactive Content
37:20 The Impact of Hit Content on User Acquisition
39:51 The Short Drama Industry Landscape
42:00 User Acquisition and Content Decisions
44:22 The Role of AI in Content Creation
47:42 Playable Ads and User Engagement
49:23 Long-Form Content in User Acquisition
52:21 Expanding User Acquisition Channels
54:52 The Future of Short Dramas and Audience Engagement
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
In this episode, the 2.5 Gamers crew — Matej, Felix, and Jakub — dissect the top mobile ad creative trends spotted across platforms in April 2025.
From AI-generated hooks dominating 5-second ad intros, to IP-mirroring creatives, TikTok-style POV playables, and Freezing Families never going away — this is a masterclass in what’s hot (and not) in mobile game UA right now.
You’ll see:
⚙️ The rise of AI-generated 5-second hooks — and how top studios use them
👑 Royal Kingdom going full Hollywood with celebs and social-first video
🔄 Playable ad chaos: POVs, vacuuming goblins, and "Freezing Shakira" memes
📉 Games with declining revenue but surging DAU — what’s behind it?
If you work in UA, game marketing, or mobile design, this is your creative radar check.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Public Service Announcement
04:08 Exploring Creative Trends in Gaming
06:59 AI in Game Creatives
10:06 Analyzing Successful Game Strategies
13:05 The Role of Creatives in User Acquisition
16:09 Current Trends in Game Development
19:07 Deep Dive into Royal Kingdom's Success
23:10 User Acquisition and Video Content
26:09 The Role of AI in Creative Development
29:08 Game Mechanics and User Engagement
32:10 Trends in Mobile Gaming and User Acquisition
36:27 Exploring Royal Match and Game Mechanics
38:55 Analyzing User Engagement and Revenue Trends
39:30 AI in Game Development and Animation
40:55 Creative Strategies in Game Marketing
41:41 The Role of AI in Creative Processes
43:59 AI's Impact on Visual Design and Branding
45:47 The Evolution of Game Ads and User Experience
47:56 Innovative Concepts in Game Creatives
52:01 Future Trends in Game Marketing and AI Integration
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Ever wonder why some gacha systems print money, while others crash in weeks?
In this special solo deep-dive, Jakub from 2.5 Gamers breaks down everything you need to know about gacha system design, from token economies to deck-building, duplicate handling, meta shifts, and the subtle art of collection drivers.
If you're building a game with gacha mechanics — or just want to understand why Genshin, AFK Arena, and Clash Royale all work so differently — this episode is essential viewing.
What You’ll Learn:
The 3 core gacha models: Solid Token, Shard, and Merge Gacha
Why deck size and collection drivers are make-or-break
The truth behind duplicate value, token pacing, and gacha depth
How games like Monster Strike, Puzzle & Dragons, and Survivor.io manage their meta and scale content
The trade-offs between luck, grind, and progression friction
Why Asia and the West design gacha systems so differently
This is a GDC-level masterclass packed into one podcast.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Gacha Systems
02:21 Understanding Gacha and Loot Boxes
04:10 Core Components of Gacha Systems
15:17 Exploring Solid Token Gacha
27:39 Understanding Shard Token Gacha
40:53 Exploring Merge Token Gacha
48:21 Future of Gacha Systems
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
MAU Events:
May 20, Tuesday Pre-Game 4pm PT https://lu.ma/919nx0pq
May 21, Wednesday brunch 11am PT https://lu.ma/krnfc16q
May 2,1 Wednesday Gaming Soiree 4pm PT https://lu.ma/il21m7r7
Disney Solitaire is scaling fast. Today, we break down how SuperPlay + Playtika + Disney IP = one of the smartest casual game executions in years.
From a familiar Domino Dreams-style template to a scaling UA strategy (with estimated $1.5M/day in spend), Disney Solitaire targets nostalgia-rich audiences with high production polish, deep progression systems, and sneaky monetization.
🧠 What You’ll Learn:
Why this isn’t really solitaire — it’s puzzle-level based monetization
Smart use of Disney IP: Frozen, Moana, and Cinderella wrapped in Royal Match-style visuals
How scene-based progression and album mechanics drive retention
Comparison with Candy Crush Solitaire — and why Disney’s version feels 10x better
Performance so far: up to 900K DAU, scaling downloads, and massive UA investment
Why this may be the best iteration in the genre since Solitaire Grand Harvest
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 The Danish Pilgrimage: A Slovakian Perspective
02:36 Game Talk: Disney Solitaire and Its Potential
04:29 Game Mechanics: Analyzing Disney Solitaire
11:32 Market Dynamics: Playtica and the Solitaire Genre
16:35 Nostalgia and Target Audience in Gaming
21:29 Gameplay Insights: Monetization and User Experience
23:17 The Rise of Matiej
25:33 Game Mechanics and Offers
27:44 Epic Mode and Level Design
31:29 High Production Value in Casual Games
34:24 Revenue Insights and Market Dynamics
39:56 Puzzle Completion and Haptic Feedback
41:01 Introduction of New Sponsor: Vibe.co
42:29 Disney IPs and Gameplay Insights
45:15 Analyzing Download Metrics and CPI
47:37 Profitability Discussion of Disney Solitaire
50:53 Creative Strategies in Mobile Gaming
53:42 Predictions for the Solitaire Genre
57:12 Upcoming Events and Closing Remarks
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
On April 30th, 2025, a U.S. court ruled that Apple’s anti-steering policies are anti-competitive and unenforceable.
That single sentence could redefine the mobile app economy.
For the first time ever, developers can now directly link to their own web stores from inside their iOS apps, promoting them, pricing them competitively, and funneling players off-platform without fear of being banned.
We unpacked everything on a special emergency episode with Chip Thurston, Head of Gaming at FastSpring (and former Scopely product leader)
🧠 What You’ll Learn:
How the Epic v. Apple court ruling changes the rules immediately
What Apple is now legally required to allow inside your app
Why this ruling could unlock 50%+ of iOS revenue via web
What tools, compliance, and merchant of record solutions do you need to get started
Lessons from studios already monetizing 40–50% via web
Why Apple’s retaliation is likely — and how to prepare
📈 Whether you're a midcore dev, casual publisher, or indie studio, this is your moment to take back control of your margin, your funnel, and your future.
According to Chip:
-
Before the ruling, best-in-class midcore games saw 40–50% of revenue via web after years of investment
-
Casual games managed 20–25% at best
-
Now, with direct promotion allowed, any game could hit 50% web revenue with proper messaging and value placement
Let that sink in.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special Guest: Chip Thurston
https://www.linkedin.com/in/thurstonchip/
FastSpring: https://fastspring.gg/
Our Yacht party: https://go.fastspring.com/D2Sea_Laser_Yacht_Party_dm_rg.html
Youtube: https://youtu.be/6jk-mDnia3Y
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Podcast and Guest
04:22 Apple's Court Ruling and Its Significance
08:44 Impact of Anti-Steering Policies
12:27 Apple's Response and Future Implications
16:22 Choosing a Merchant of Record
19:18 Risk Management and Market Expectations
21:03 Revenue Shifts in Gaming
23:31 Promoting Web Stores Effectively
26:20 Choosing the Right Merchant of Record
28:32 FastSpring's Unique Value Proposition
31:08 Navigating Apple's Response
33:40 Future of Web Stores in Gaming
38:12 Beneficiaries of Increased Profitability
40:02 Looking Ahead: Regulatory Changes
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
What if a cozy puzzle game could generate $80K/day — with 89% of that from ads? Dreamy Room is the breakout hit you didn’t see coming. It's not Royal Match. It's not hypercasual. It's deterministic puzzling at its finest — and it's scaling fast.
We break down why Dreamy Room is crushing downloads, how its simple-but-hard core loop drives ad revenue at scale, and why it's one of the most innovative ultra-casual games of 2025.
🧠 What You’ll Learn:
How Dreamy Room hit $80K/day, mostly from interstitial ads
Why its deterministic puzzle design is addictively engaging (think Twisted Tangle meets cozy design)
The level mechanics: snapping items, cleaning rooms, timers, and logic-based item placement
How boosters, piggy banks, and star chests support monetization without ruining flow
UA strategy: scaling on AppLovin & Mintegral — no heavy Facebook spend (yet)
How they’re using Capybara fail states and quirky playables to lower CPIs
Why this game might get "Royal Matched" with IP or deeper meta soon
📈 This isn’t just another ultra-casual clone. Dreamy Room is creative, hard, and print money with ads.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Game Overview
04:25 Game Mechanics and Monetization
07:22 Gameplay Experience and Challenges
09:46 Deterministic Puzzler Explained
13:27 Level Design and Progression
16:27 User Experience and Feedback
19:07 The Puzzle Game Experience
23:05 Game Mechanics and Player Engagement
24:17 Monetization Strategies in Mobile Gaming
30:27 Creative Strategies for User Acquisition
34:15 The Future of Mobile Gaming
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
DreamyRoom #MobileGameDesign #PuzzleGames #Monetization #HybridCasual #UAstrategy #InterstitialAds #CapybaraCreatives #GameEconomy #2.5Gamers #MobileGamingTrends #AdMonetization
Meta just changed the game for ad monetized mobile apps — and if you’re not testing AdROAS campaigns yet, you’re already behind.
In this 2.5 Gamers solo deep dive, Matej walks through exactly how to set up Meta’s new AdROAS campaigns, how to unlock the hidden value in your ad impressions, and why this is a must-have in your UA strategy for Android in 2025.
🧠 What You’ll Learn:
Step-by-step guide to setting up Meta AdROAS (with visuals!)
Why AdROAS lets you optimize for ad revenue value directly (no more hacks!)
How to unlock AdROAS if it’s grayed out in your Ads Manager
Best practices to hit thresholds: 15+ ad impression events with distinct values
When and how to split campaigns for IAP vs. Ad Revenue targeting
Pitfalls: incorrect event mapping, currency mismatches, and learning phase stalling
The future of AdROAS for iOS — what’s coming next
📊 Whether you’re scaling casual, hybrid-casual, or ad-driven apps, Meta AdROAS can boost LTV and unlock ROAS-based bidding for ad whales.
💥 This episode is your ultimate guide to getting started — with real UA tips, meta setup walk-through, and the latest best practices from someone who’s run 50+ game launches.
💬 Drop your questions or results in the comments — let’s push this feature together.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric
Youtube: https://youtu.be/vsjIGV_w2m4
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Meta Address Optimization
03:39 Understanding AdRas and Its Importance
08:02 Setting Up AdRas Optimization
15:04 Best Practices for AdRas Implementation
21:29 Live Demonstration of AdRas Campaign Setup
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
MetaAdROAS #AdMonetization #MobileUA #UserAcquisition #AdRevenueOptimization #MobileGameGrowth #MetaAds #FacebookAds #HybridCasual #2.5Gamers #MobileMarketing #UASetup #MetaAdImpression
$400M/year from all apps? 40M downloads for a 15-minute book summary?
In this 2.5 Gamers episode, we explore how Genesis became one of the biggest non-game mobile app publishers in the world, with over $35M/month in revenue, and 400 M+ total downloads.
Forget games for a minute. This is the app industry’s secret playbook, and it’s scaling like crazy.
🧠 What’s Inside:
How Cleaner Guru hit $4M/month by cleaning iPhones — with subscriptions
The rise of Headway, a micro-learning app with 40M+ downloads, beating Blinkist
Why BetterMe is pulling in $157M lifetime revenue as a fitness app juggernaut
The shady brilliance of their subscription models and cancel friction
How Genesis uses web + mobile to double their revenue (50–60% off-app stores)
Their creative strategy: fake TED talks, micro-learning memes, and Duolingo clones
Why their venture builder model (like Voodoo but for apps) scales faster than games
💡 Genesis isn’t just an app company. They’re a growth machine — blending utility, entertainment, and ruthless monetization into an empire
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/LCuvVzO7VmQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Podcast and Topic Shift
02:36 Exploring the App Industry vs. Gaming Industry
04:32 Genesis: A Major Player in the App Market
07:34 Business Models and Revenue Streams of Genesis
10:44 Analyzing Popular Apps in Genesis's Portfolio
13:35 The Impact of Subscription Models on App Revenue
16:21 Micro Learning and the Rise of Educational Apps
19:34 Gamification in Apps and User Engagement
22:35 Conclusion and Future Trends in the App Industry
29:06 Exploring Subscription Models in Apps
30:38 User Acquisition Strategies and Revenue Tracking
32:28 Genesis: A Venture Builder Model
34:08 The Role of Shared Services in App Development
36:02 Financial Performance and Market Positioning
36:59 Creative Strategies in User Acquisition
38:52 Trends in App Marketing and Advertising
42:14 Analyzing Competitor Marketing Tactics
45:17 The Impact of User Experience on Retention
47:52 Concluding Thoughts on App Business Dynamics
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
In this episode, we sit down with the team behind Airflux, the AI-powered ad optimizer from Airbridge, and unpack how it’s quietly changing the rules of mobile game monetization.📈 Whether you're optimizing for ad whales, tweaking interstitial frequency, or just tired of playing A/B test roulette, this conversation will change how you think about monetization.🧠 What You’ll Learn:How Airflux delivers +26% LTV uplift with zero manual testingWhy interstitial timing is more impactful than raising eCPMsHow Airflux dynamically segments whales, dolphins, and F2P playersThe difference between Firebase and true AI-based optimizationReal success stories from games with 10M+ MAUWhy casual and hybrid-casual games benefit the most from smart automationHow Airflux plugs into your mediation stack (MAX, AdMob, Unity) in days, not weeks💡 "Airflux is like hiring a full data science team to run monetization A/B tests — except it's automated, AI-driven, and never sleeps."Get our MERCH NOW: 25gamers.com/shop--------------------------------------Airflux bloghttps://airflux.ai/blog/ai-ad-monetization-for-mobile-games---------------------------------------This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial guest: Roi Namhttps://www.airflux.ai/Youtube: https://youtu.be/SIsQBrp2608
Chapters00:00 Introduction to Airflux and Roy Nam03:12 Understanding Airflux: The AI Monetization Platform05:05 The Importance of Ad Timing and Personalization10:57 Implementation Process for Airflux16:23 Real-World Success Stories and Case Studies21:24 Future Developments and Integration with UA Campaigns23:15 A/B Testing: How Airflux Innovates the Process26:02 A/B Testing and Reinforcement Learning in Ad Optimization32:12 Understanding LTV Uplift and Its Impact40:10 Pricing Models and API Calls in Ad Mediation43:06 Engagement and Future Connections---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
In this episode, we dive deep into the wild world of ad monetization trends in mobile gaming for 2025. From Vietnamese studios like ABI Games printing money daily to hypercasual reskins and even mobile rip-offs of popular Steam games, we break it all down.
🎮 Games Discussed:
Cooking Dom by ABI Games 🇻🇳
Merge Sticker Playbook by Lion Studios
Hamster Escape by Sunday Games
REPO Mobile (Steam-inspired horror)
Dreamy Rooms (IAP-driven ultra-casual)
Word Search Explorer by PlaySimple Games 💥
💰 Discover:
How some games are pulling $70K+ per day in ad revenue
Why Vietnam is crushing it in ad monetization
The rise of hybrid casual and reskin templates
How fake gameplay is being replaced with real engagement loops
Why retention is still king, and creative fatigue is deadly
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Podcast Setup
04:23 Ad Monetization Trends Overview
06:05 Introduction and Game Overview
08:28 Deep Dive into Cooking Them by ABI Game Studios
11:27 Exploring Merge Sticker Playbook by Lion Studios
14:34 Hamster Escape: A New Puzzle Adventure
17:29 Repo Mobile: The Horror Co-op Game
19:26 The Rise of Little Company
22:26 Exploring Dreamy Rooms and Premium Models
25:28 Ad Revenue Insights and Game Monetization
29:20 Word Search Explorer's Success Story
32:30 Future Trends in Gaming and Monetization
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
No UA. No App Store tricks. Chess.com - just 650 remote workers, a Netflix show, a cat bot named Mittens, and a $500M/year business.
We dive deep into one of the most fascinating growth stories in mobile: chess.com.
From Queen’s Gambit virality to Magnus Carlsen’s meme-worthy genius, we explore how chess.com built a mobile app empire on subscriptions, community, and strategic chaos — all without running a single ad campaign.
🎯 What You’ll Learn:
Why Queen’s Gambit + COVID lockdown sparked the app’s hockey-stick growth
How Magnus Carlsen, memes, and controversy drove global attention
The insane monetization potential chess.com isn’t using (but could)
Deep dive into subscriptions vs. ad revenue – and why purity might be expensive
Why their retention, session length, and user time rival top-tier mobile games
How they turn in-app education into a sticky, premium experience
The role of community-driven UA powered by YouTubers, Twitch, and chess drama
👑 Whether you're a game dev, monetization lead, or just a fan of big plays in niche markets — this episode is your move.
🧠 Chess.com isn’t just a game. It’s a content engine, a learning platform, and a masterclass in scaling without spending.
🎧 Listen to how they turned 🐾Mittens the cat bot into a quarter-million downloads/day spike — and why we think they’re leaving $50M+ a year on the table.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Chess and the Hosts
04:25 Chess.com: Growth and Revenue Insights
07:22 The Impact of External Factors on Chess Popularity
10:28 Chess.com Features and Community Engagement
13:22 Company Background and Strategic Moves
19:24 Monetization Strategies and Future Prospects
20:32 Monetization Strategies in Chess Apps
23:33 User Engagement and Learning Features
26:05 Ad Revenue vs Subscription Revenue
30:35 Potential for Increased Revenue
36:38 The Balance of User Experience and Revenue
39:43 Chess.com: The Dominant Platform
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
What do you get when you mash Fallout Shelter, AFK Journey, and Batman?🦇 DC: Dark Legion is FunPlus’ latest 4X-adjacent mobile RPG — but despite the DC IP, flashy UA creatives, and $400K/day revenue spike, it might already be in trouble.Today, we dissect the design, monetization, UA, and feature depth of DC: Dark Legion. Is it a mobile gacha RPG pretending to be 4X? Or is it a 4X that forgot the most important part: the map?🎯 What You’ll Learn:Why DC: Dark Legion is NOT a real 4X — and why that mattersWhat the game borrowed from Frozen City, AFK Journey, and Fallout ShelterHow a simplified economy + zero persistent map = reduced spend depthWhy DC IP ≠ guaranteed scale (and how this game proves it)Whether $10M in launch revenue is enough to survive FunPlus’ declining 4X portfolioBreakdown of its multi-channel UA strategy — static ads, UGC, playables, cinematic trailers🛑 Don’t build your 4X like this. Watch the breakdown and learn from it.Get our MERCH NOW: 25gamers.com/shop--------------------------------------PVX Partners offers non-dilutive funding for game developers.Go to: https://pvxpartners.com/They can help you access the most effective form of growth capital once you have the metrics to back it.- Scale fast- Keep your shares- Drawdown only as needed- Have PvX take downside risk alongside you+ Work with a team entirely made up of ex-gaming operators and investors---------------------------------------This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/pJnJi1XnPeEJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to DC Dark Legion04:16 Gameplay Mechanics and Features07:04 Onboarding and User Experience10:24 Combat and Progression Systems13:19 Monetization and Gacha Elements16:14 Visual Appeal and Game Design19:17 Market Position and Future Prospects31:06 The Dynamics of Guild Conflicts33:46 Analyzing Revenue Trends in Gaming36:01 The Rise and Fall of Game Portfolios38:00 FunPlus and the Crisis in Game Development42:00 Marketing Strategies in the Gaming Industry50:48 The Future of Game IPs and Market Competition---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
30% of your revenue could be coming from a web shop, and you wouldn’t even see it in your external IAP dashboards.
In this exclusive episode of 2.5 Gamers, we sit down with David Stelzer, President of Xsolla (formerly Epic Games, SEGA, CAA), to discuss how top-grossing games are ditching App Store dependency and scaling through direct-to-consumer (D2C) models.
This isn’t theoretical.
📈 The top mobile publishers using Xsolla’s stack are pulling 25–30% of their total revenue through off-store web shops — with 50% less in fees than Apple or Google.
Get our MERCH NOW: 25gamers.com/shop
💥 What You’ll Learn:
Why web shops are the future of mobile monetization
The battle pass + subscription combo every midcore game should explore
How AI is reshaping LiveOps, A/B testing & offer personalization
Why casual games are struggling and how offerwalls may be the solution
How to launch a localized, conversion-optimized web shop in minutes
The right UA mindset for 2025 (hint: it’s not CPI chasing anymore)
🔗 Want more revenue, more retention, and more control?
Xsolla’s Instant Web Shop might be your best-kept growth secret.
www.xsolla.com
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Felix Braberg, Matej Lancaric
Special Guest: David Stelzer
https://www.linkedin.com/in/davidstelzer/
Youtube: https://youtu.be/Ab6muq76UGo
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Exola and David Stelzer
03:16 Evolution of the Gaming Industry
06:30 Monetization Strategies for Game Developers
10:27 Direct-to-Consumer Sales and Web Shops
12:51 Trends in Mobile Gaming and IAPs
15:01 Challenges for Casual Games in Monetization
17:24 The Role of Subscriptions and Battle Passes
20:00 Expanding into APAC and LATAM Markets
22:53 Localization and Compliance in Global Sales
25:04 The Impact of 5G and Cloud Gaming
26:27 The Rise of AI in Gaming
27:56 AI's Role in Game Development and Monetization
28:27 Data-Driven Decision Making in Game Studios
30:22 Building Effective Web Shops for Games
32:37 Optimizing Web Shops for Better Revenue
34:26 Leveraging AI for Enhanced User Experience
36:37 Understanding Player Behavior for Monetization
38:06 Actionable Strategies for 2025
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
What if Royal Match and EverMerge had a baby… and it made $250K/day?
That’s Matching Story, the surprise hit that blended match-3, merge, and classic narrative-driven creatives into one of the most polished casual games of 2025.
Today, we dissect how Matching Story, which soft-launched in 2021, took its time, perfected its systems, and is now out-earning most casual titles on the charts.
🔍 What’s inside:
How Matching Story blends match-3 + merge mechanics to create deeper monetization
Why it took 2 years of soft launch to get right
The role of event meta, merge economy, and story triggers (yes, freezing families are back)
The creative strategy: Product-led UA at its finest
Key metrics:
🧮 $250K/day revenue
📲 7M+ downloads
🇺🇸 50% of revenue from the US
📈 Day 1 retention: 41%, Day 30: 15%
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/Avb2F9MXY9A
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Public Service Announcement
05:52 Matching Story: A Game's Journey
08:48 Gameplay Mechanics and Features
11:52 Monetization Strategies and Player Engagement
14:54 Market Impact and Competitor Analysis
17:51 Visual Appeal and Game Iteration
20:44 Conclusion and Future Prospects
25:04 Visual Progression and User Engagement
26:37 Monetization Strategies and Ad Revenue
28:50 Retention Metrics and User Acquisition
31:23 Game Design Innovations and User Experience
34:14 Product-Led User Acquisition Strategies
37:43 Historical Context and Market Trends
42:42 The Emotional Roller Coaster of Gaming
44:54 Trends in Casual Gaming: Freezing Families and More
46:58 Reviving Old Concepts in Game Marketing
48:47 The Importance of Mastering Game Creatives
51:52 The Evolution of Game Creatives and AI Influence
53:55 The Cutthroat Nature of Game Development
56:45 Analyzing Game Performance and Market Trends
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Combine merge and match-3 for exponential monetization potential
Use merge to create downtime gameplay when match-3 lives run out
Product-led UA is real: build the ad inside the game
Leverage classic triggers like “fix the house,” “save the family,” “choose the makeover”
Spend 2 years if that’s what it takes to get it right
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
What if we told you that the biggest mobile game hits right now are recycling 5-year-old concepts and adding AI?
Today, we break down March 2025’s biggest creative trends in mobile gaming — from AI-generated dress-up ads to the rise of near-death experiences in Royal Match clones. You’ll see what’s scaling, who’s winning, and how games pull record revenue by recycling, remixing, and reinvigorating.
🚨 Key insights you’ll get:
How old Playrix-style creatives are coming back to life with AI animation
Why games like Match Factory, Golden Goblins, Impulse, and Royal Match are scaling into the stratosphere
The truth behind Block Blast, I Am Cat, Magic Sort, and more
Which games are hitting $400K/day using recycled ideas with smart execution
Creative tricks: UGC hooks, fake IQ tests, grandma drama, physics porn, shark attacks — and why they work
Is your grandma dying in a sauna? Good — that’s performance gold in 2025.
👉 Don’t fall behind. Watch this to stay ahead of the mobile UA curve.
🎯 Subscribe for weekly breakdowns of ad creatives, monetization strategies, and game growth hacks.
🛍️ Merch drop? Check out 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast: https://youtu.be/cMl9UMjTZ4Q
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Creative Trends
04:15 Exploring Golden Goblin Creatives
07:17 Analyzing Project Makeover and AI Trends
11:18 The Evolution of Game Creatives
16:17 Impulse and Market Dynamics
19:22 Connecting the Dots in Game Development
21:14 Scaling and Profitability in Gaming
22:17 Game Iterations and Market Trends
24:04 Creative Strategies in Game Marketing
26:12 The Evolution of Game Design
31:56 Revenue Trends in Long-standing Games
36:04 The Evolution of AI in Creative Production
42:43 AI-Driven Trends in Gaming and Marketing
49:11 Innovative AI Hooks and Their Impact on Engagement
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Struggling to squeeze more $$$ from your ads? You might be losing thousands just by misusing AdMob.
Today, Felix Braberg reveals the exact setup, tips, and optimization tactics he uses to scale ad revenue for games earning $350M+ in lifetime revenue.
👉 Whether you're earning $20/day or $3K/day, this episode is your AdMob playbook.
💡 What you’ll learn:
How to properly set up AdMob mediation step by step
The most common mistakes (like leaving $$ in "AdMob Default" purgatory)
The best ad networks for banners, interstitials, and rewarded videos
When and how to run A/B tests inside AdMob
Felix’s personal Excel formulas for fill rate & share-of-revenue analysis
Why AdMob is powerful… but painfully clunky
A checklist for daily/weekly/monthly optimization based on your revenue level
📈 If you're not checking your waterfall every week, you’re probably burning money.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/3xQgzk9gqTk
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Ad Revenue and AdMob Mediation
03:16 Understanding AdMob Mediation: Pros and Cons
07:25 Setting Up Your AdMob Account and Ad Units
11:17 Creating Mediation Groups and Mapping Impressions
14:12 Monitoring and Analyzing Ad Revenue Data
18:09 Optimizing Ad Revenue with A/B Testing
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
💬 COMMENT if you want a full walk-through of LevelPlay or MAX.
📣 SHARE this with your monetization or UA lead.
👍 LIKE + SUBSCRIBE for deep, actionable insights from real industry operators.
What happens when a cat simulator, born as a VR meme on Meta Quest, lands on mobile with aggressive monetization and viral magic? You get a $300,000/day monster hits. I am Cat with I am Security = 300k/day ad revenue!
Today, we break down the bizarre and brilliant rise of I Am Cat and I Am Security — the mobile games that took over app stores in March 2025 with:
Over 2.6M DAU
$170K/day from I Am Cat
$120K/day from I Am Security
60s interstitial loops and mandatory rewarded ads
Origin story: a team call about cats turned into a Goat Simulator-style sandbox hit
From VR on MetaQuest to top-ranked free games on Android & iOS
Almost no IAP – ads are the economy
Insane virality via YouTube Shorts & TikTok (34M+ views!)
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/zVjfrpqeKSw
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Game Overview
04:24 The Rise of Astotti and Their Games
06:50 Exploring the Success of 'I'm Cat' and 'I'm Security'
10:24 The Transition from VR to Mobile Gaming
13:10 Ad Monetization Strategies in Mobile Games
16:30 User Engagement and Game Mechanics
19:31 Revenue Insights and Market Performance
20:19 The Rise of Simulation Games
23:37 Analyzing Game Revenue and User Engagement
24:51 Exploring IAM Security Game Mechanics
29:23 Revenue Insights and Market Sustainability
32:35 Future of Game Development and Marketing Strategies
36:28 Viral Marketing Strategies in Gaming
39:56 The Impact of Social Media on Game Popularity
43:40 Analyzing Game Monetization and Profitability
46:50 The Evolution of Game Concepts and Trends
52:06 Conclusion and Future of Gaming
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
VR to mobile = untapped goldmine, especially for meme-ready content
Aggressive ad placement can work if player retention is fueled by curiosity + chaos
Low CPI + high engagement = ideal organic UA funnel
"I Am Cat" and "I Am Security" are a masterclass in viral design, zero-to-monetization speed, and how to turn meme energy into millions..
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Today, we are tearing down Kingshot by Century Games – a new free-to-play mobile strategy game blending 4X strategy and idle survival mechanics. Our provides a detailed, data-driven look at Kingshot’s gameplay design, monetization strategies, creative marketing trends, and its competitive context.
We examine how Kingshot builds on Century Games’ previous hit, Whiteout Survival. The video dissects Kingshot’s core gameplay loop – from its survival city-building and fixed-base progression to its 4X alliance warfare on the world map – highlighting how familiar mechanics are executed and improved.
Beyond gameplay and revenue, this teardown highlights creative trends in user acquisition. You’ll learn how Kingshot’s ad creatives leverage popular trends – from fake gameplay mini-games to AI-generated characters.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/lZAAOCS2GkM
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Personal Anecdotes
04:23 Game Overview: Kingshot by Sentry Games
07:27 Game Mechanics and Design Elements
10:25 Onboarding and Gameplay Experience
13:34 Monetization Strategies and Player Engagement
21:05 The Importance of Game Mechanics
23:38 Analyzing Game Revenue and Player Retention
29:00 Funding and Scaling Game Development
32:20 Comparative Analysis of Game Portfolios
35:24 The Future of Game Genres and Market Trends
40:08 The Evolution of Game Mechanics
42:28 Creative Inspirations in Game Development
46:11 AI and Creative Trends in Gaming
50:35 Marketing Strategies and Spending in Mobile Games
52:35 Future Prospects of Game Titles
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
King Shot Is a Genre Mashup Done Right
The “In-Game Bank” Monetization Is Next-Level
King Shot runs hundreds of creatives, from Rush Royale clones to fake survival stories and AI-generated UGC—proving that creative variety is king.
Built on a Proven Template for Rapid Scaling
With pressure from River Game’s stacked portfolio, King Shot isn’t just a game—it’s a strategic move to stay competitive in the 4X mobile space.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Where to get creative inspiration? That is always the hard question. Maybe the hardest one! Let’s dig a little bit deeper: There are companies/games you need to follow to uncover the recent creative trends. Continue reading!
Get the Creative bible now: https://lancaric.substack.com/p/the-creative-bible-how-to-win-in?r=7qqaf
Always check the competitors. Use the FB Ads library, TikTok Ad library, and Google Ads transparency center; on top of that, use Adscan.ai to spy on your competitors and see which creative is spending the most in Europe (the most-spending creative is most likely their best-performing creative at that moment).
I usually use a combination of the above-mentioned free tools and Sensor Tower—a quite good combo! Go and see the top creatives in the last 30 days; they give you super interesting insights.
𝗗𝗲𝗰𝗿𝗲𝗮𝘀𝗲 𝘁𝗵𝗲 𝗖𝗣𝗜𝘀. Whatever it takes! The creative inspiration flow has shifted—𝟰𝗫 𝗴𝗮𝗺𝗲 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀 𝗮𝗿𝗲 𝗻𝗼𝘄 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗶𝗻𝗴 𝗯𝗶𝗴 𝗰𝗮𝘀𝘂𝗮𝗹 𝗴𝗮𝗺𝗲𝘀, and it all comes down to one important thing: 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀 𝗮𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝘀.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Finding Creative Inspiration
04:05 The Shift in Creative Flow
06:59 Exploring Non-Direct Competition
10:06 Leveraging Trends and Tools
12:58 Analyzing Competitors and Their Strategies
15:25 Utilizing AI for Creative Concepts
17:44 Final Thoughts and Takeaways
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Creative inspiration can come from various sources.
Emotions play a crucial role in engaging audiences.
The creative flow has shifted from Forex to casual games.
Analyzing competitors can provide valuable insights.
Exploring non-direct competition can spark new ideas.
Leveraging trends from social media is essential.
AI tools can assist in generating creative concepts.
Understanding your target audience is key to success.
Utilizing different game genres can enhance creativity.
Iterating on ideas using AI can lead to innovative solutions.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://lancaric.substack.com/p/the-creative-bible-how-to-win-in?r=7qqaf
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
This is not just another mobile puzzle game. Screwdom 3D is a MASTERCLASS in hybrid casual design, monetization, and creativity.
In this episode, we dive deep into how a small Vietnamese studio is scaling up Screwdom 3D into a $3.6M/month beast, powered by killer rewarded ads, smart boosters, and wildly satisfying 3D physics. Think Screw Jam meets Pinout Master meets genius-level iteration.
💥 Learn how the game blends deep engagement with hypercasual roots
📈 See why it's converting on both IAP and ad revenue (40/60 split!)
🧠 Understand why this game is a new benchmark for hybrid casuals
😂 Plus: shower jokes, physics-wiggles, garlic confusion, and we almost lose it mid-episode
👀 Don't just watch – share this with your game dev crew, UA team, and monetization leads.
📣 COMMENT your thoughts. Smash that LIKE. And SUBSCRIBE for more brutally honest breakdowns.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast: https://youtu.be/soVUNLWxNf4
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction
02:24 Overview of Screwdom and Its Development
04:20 Growth of Vietnamese Game Dev & Studios
07:26 Screwdom's Performance and Revenue Insights
10:25 Gameplay Mechanics and Features of Screwdom
13:22 User Experience and Game Design Elements
16:22 Monetization Strategies and Ad Integration
19:21 Future Prospects and Industry Trends
20:27 Quality and Adaptation in Game Development
20:54 Revenue Insights: IAP and Ad Revenue
22:24 Scaling and User Acquisition Strategies
23:25 Creative Strategies in User Acquisition
25:21 Market Trends and Game Mechanics
27:27 User Engagement and Retention Strategies
30:25 The Role of Social Media in Game Marketing
32:24 Audience Dynamics in Mobile Gaming
34:24 Challenges in User Acquisition and Analytics
37:24 Final Thoughts on Game Development and Marketing
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Vietnam's game dev industry is rapidly growing, especially in IAP revenues.
Screwdom is an iteration of previous games, showcasing improved mechanics.
The game utilizes 3D elements effectively, enhancing gameplay.
User engagement is crucial, with long levels and no timers.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Last Z: Survival shooter is basically a Top Girl with AI girls as heroes mixed with a Last War 4X core. Top Girls are everywhere. It's a new Waifu game in the West.
We explore the mobile game Last Z Survival Shooter's gameplay mechanics, character dynamics, and monetization strategies.
We discuss the game's onboarding process, the integration of AI, and the cultural references embedded within the game.
The conversation also touches on regulatory challenges facing the gaming industry and the future of the 4X genre, highlighting the trends and metrics that indicate growth in this sector.
Ending with reflections on the implications of these trends for the gaming landscape.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Context
04:06 Game Review: Last Z: Survival Shooter
07:11 Analyzing Game Metrics and Trends
10:16 Onboarding and Gameplay Mechanics
13:14 Character Dynamics and AI Integration
16:09 Monetization Strategies and User Engagement
19:10 Cultural References and Game Design
22:07 Conclusion and Future Insights
25:44 Game Mechanics and Character Development
28:11 Creative Strategies in Game Marketing
31:07 Trends in Game Advertising and Regulation
37:07 AI and Game Development Innovations
41:10 Revenue Trends in the 4X Genre
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
'Last Z: Survival Shooter' blends familiar mechanics from previous titles.
AI integration is becoming increasingly prevalent in mobile games.
Monetization strategies are evolving, focusing on user engagement and character dynamics.
Cultural references in games can enhance player connection and engagement.
Regulatory challenges are emerging as the industry grapples with content standards.
The 4X genre is experiencing significant growth, driven by successful titles.
Character dynamics play a vital role in player engagement and game success.
The gaming industry is increasingly leaning towards content that appeals to basic human needs.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
In this episode, Jakub goes into the intricacies of game economies, focusing on the concepts of spend depth and effective spend depth. He explains how these metrics are crucial for understanding player engagement and monetization strategies in games.
Through practical examples from popular games like Clash Royale and Survivor.io, he illustrates how to calculate and increase spend depth while managing content effectively.
The monologue also touches on the challenges of maintaining a balanced game economy and the importance of supporting new content with appropriate progression layers.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/3YcIfmBLZw8
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Game Economies
02:58 Understanding Spend Depth and Effective Spend Depth
07:49 Calculating Spend Depth in Different Game Genres
11:35 Increasing Spend Depth: Case Study of Survivor.io
17:11 Advanced Game Economies: Honkai Star Rail and Beyond
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Spend depth represents the total money a user can spend in a game.
Effective spend depth is the specific resources needed to access end-game content.
Calculating spend depth requires understanding the game's currency and upgrade costs.
Different game genres have unique methods for calculating spend depth.
Increasing spend depth involves adding new layers of progression and content.
Content management is crucial to support new progression layers in games.
Game economies can become bloated if not managed properly.
Understanding competitor spend depth can inform your game's economy design.
Player engagement metrics are essential for balancing game economies.
The longevity of a game depends on its ability to introduce new content and challenges.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
In this episode, we discuss Supercell's latest game launch, MoCo, exploring Mo.co gameplay mechanics, monetization strategies, and overall market positioning.
We go into the game's features, compare it to other action RPGs, and analyze its potential for future success in the gaming industry.
https://lancaric.me/future-of-ua-creators-mobile-user-acquisition/
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/AqdL57Mh6Fk
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Episode Overview
04:12 MoCo Launch and Initial Impressions
07:24 Gameplay Mechanics and Features
10:04 Inventory and Equipment System
13:13 Monetization and Shop Features
16:08 Game Modes and Progression
18:34 Elite Hunter Program and Seasonal Content
24:50 The Launch of MoCo: A New Era for Supercell
27:59 Monetization Strategies: Balancing Profit and Player Experience
29:58 Design Philosophy: The Challenge of Endgame Content
34:50 Influencer Marketing: Supercell's Creator Program
41:59 The Impact of Marketing Strategies on Game Success
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Supercell's MoCo is a streamlined action RPG.
The game features a polished and finished look.
Gameplay is designed to be snappy and user-friendly.
Monetization focuses heavily on cosmetics and battle passes.
The game employs a gacha system for cosmetics.
We express skepticism about the game's long-term appeal.
Endgame content is a significant factor for player retention.
Supercell's marketing strategy includes leveraging content creators.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
Jakub and Felix discuss the latest trends in mobile gaming, focusing on new game releases, soft launches, and the impact of monetization strategies.
We explore unique gameplay concepts, particularly in the match-3 genre, and analyze the role of intellectual property in game development.
The conversation also touches on future predictions for mobile gaming and the challenges developers face in a competitive market.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/g04p176ZrDg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Emerging Trends in Mobile Gaming
12:17 The Evolution of Merge Games
15:27 AI and Waifu Games: A New Frontier
18:16 Unique Gameplay Mechanics in New Titles
21:28 Family Farm Match: A New Take on Match-3
24:23 Exploring the Alpha of a New Pirate Game
27:28 Supercell's Latest Innovations
29:22 The Rise of User-Generated Content in Gaming
30:37 Marketability of New Games
31:46 Trends in Game Development
33:11 Emerging Game Concepts
34:37 The Match-3 Game Landscape
37:15 Innovations in Game Mechanics
40:12 RPGs and Their Appeal
42:33 The Future of Game Genres
45:46 The Impact of IP in Gaming
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Homa is scaling rapidly with IAP-driven games.
Soft launches are crucial for user acquisition.
The merge genre is facing intense competition.
Unique gameplay concepts can differentiate new games.
Match-3 games continue to dominate the market.
IP can significantly influence a game's success.
The mobile gaming landscape is evolving with new mechanics.
Developers must adapt to changing player preferences.
Monetization strategies are key to sustaining games.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this conversation, Ömer emphasizes the importance of a human-centric approach that prioritizes creativity, joy, and connection over mere revenue generation.
He highlights the challenges faced by the industry, including the pressure on developers and marketers, and advocates for a shift back to the core values of gaming.
The monologue also touches on the need for collaboration, well-being, and redefining success in the gaming world.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Ömer Yakabagi
https://www.linkedin.com/in/omerya/
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 The Human-Centric Approach to Mobile Gaming
06:01 Challenges in the Mobile Gaming Industry
13:13 Rekindling Creativity and Joy in Gaming
20:05 The Future of Mobile Gaming: A Call to Action
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Mobile gaming should prioritize creativity and fun.
The industry faces challenges due to aggressive startup culture.
Work-life balance is essential for developers and marketers.
Creativity is often stifled by revenue-focused pressures.
Human connection is vital in gaming experiences.
Industry events foster community and collaboration.
Investing in well-being can enhance creativity.
We need to celebrate the joy of gaming.
The focus should shift back to storytelling in marketing.
Support and connection within the industry are crucial.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
Today, we discuss the mobile game Match Villains, developed by Good Job Games. We explore its gameplay mechanics, market performance, and the competitive landscape of mobile gaming.
The conversation goes into the game's features, comparisons with similar titles, and insights into the developers' strategies and industry trends. In this conversation, we dive into the innovative concepts and market trends in mobile gaming, mainly focusing on the Royal Match game and its competitors.
We discuss the revenue potential of these games, comparing their performance and user engagement strategies. The conversation also touches on creative gameplay mechanics, scaling strategies, and the financial considerations necessary for success in the gaming industry.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/te5fkSD0VLg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Match Villains and Game Overview
04:22 Game Performance and Market Positioning
07:26 Gameplay Mechanics and Features Comparison
10:12 Good Job Games and Industry Insights
13:18 Creative Strategies and Marketing Approaches
19:05 Innovative Game Concepts and Market Trends
22:08 Revenue Potential and Market Comparisons
24:37 Creative Gameplay Mechanics and User Engagement
29:06 Scaling Strategies and Financial Considerations
31:34 Future Prospects and Industry Insights
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Match Villains is gaining traction in the mobile gaming market.
The game features mechanics similar to Royal Match.
Good Job Games has a strong reputation in the industry.
Market competition is fierce, with few games achieving high revenue.
The game's growth is attributed to effective user acquisition strategies.
The gameplay lacks some features compared to established competitors.
The heist mechanic adds a unique twist to the gameplay.
Good Job Games is a breeding ground for successful game developers.
Creative marketing strategies are crucial for game visibility.
The Turkish gaming market is evolving with new talent and innovation.
Market comparisons reveal insights into game performance.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
In this episode, we explore the critical aspects of scaling games in the gaming industry, focusing on the right timing, key metrics, and financial strategies.
Ridzki Syahputera from PVX Partners shares insights on cohort profitability, the importance of soft launching, and various financing options available for game developers.
The conversation emphasizes the need for consistency in cohort performance and the role of data in making informed scaling decisions.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Felix Braberg, Matej Lancaric
Special Guest: Ridzki Syahputera
Youtube: https://youtu.be/_HtnAVoNUUM
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Scaling in Gaming
04:28 Key Metrics for Scaling Games
07:32 The Importance of Soft Launching
10:34 Understanding Cohort Profitability
13:32 The Role of Consistency in Cohorts
16:32 Funding Growth Strategies
19:25 Navigating Debt and Equity Financing
22:30 Cohort Financing Explained
34:00 Understanding Payback Periods and Risk Monetization
37:37 Data-Driven Financing: The Role of Cohorts
40:39 The Underwriting Process: How Financing Works
46:33 Cohort Analysis: Visualizing Performance Metrics
52:08 Forecasting Future Performance: Tools for Financial Planning
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Ridzki Syahputera
Founder of PVX Partners
https://www.linkedin.com/in/ridzkisyahputera/
Takeaways
Scaling should be based on solid metrics and data.
Cohort profitability is essential for sustainable growth.
Soft launching allows for testing and iteration before scaling.
Consistency in cohort performance builds confidence for scaling.
Cohort financing can be a viable option for funding growth.
Understanding the payback period is crucial for financial planning.
Testing new creatives is necessary to maintain performance.
The process of securing funding can be quick if the data is ready.
Using tools for cohort analysis can aid in decision-making.
Engaging with investors early can help secure necessary funding.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
This episode of Two and a Half Gamers provides a comprehensive introduction to ad monetization in mobile gaming. Felix Braberg discusses key metrics such as ECPM, fill rate, and ad ARPDAU, explaining their importance in maximizing ad revenue.
The monologue delves into how ad networks operate, how they determine ECPM, and the various revenue models they employ. The episode also covers strategies for soft launching, selecting mediation platforms, and effectively scaling ad revenue.
Listeners gain insights into best practices for network selection and the significance of maintaining good relationships with ad network account managers.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/BY5THj6vQuE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Ad Monetization Metrics
02:57 Understanding ECPM and Fill Rate
05:46 Key Metrics: Ad ARPDAU and Engagement Rates
09:07 The Role of Ad Networks in Monetization
11:53 How Ad Networks Determine ECPM
15:08 Revenue Models of Ad Networks
17:53 Soft Launching and Impression Value
21:08 Choosing a Mediation Platform
23:57 Scaling Your Ad Revenue
27:07 Best Practices for Network Selection
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Ad ARPDAU is crucial for tracking performance.
ECPM and fill rate together determine ad revenue.
Higher user engagement leads to increased ad revenue.
Ad networks connect advertisers with app users.
Understanding how networks determine ECPM is essential.
Ad networks charge margins and fees for services.
During soft launch, focus on ad viewer rates.
Choosing the right mediation platform impacts revenue.
Scaling ad revenue requires adding competitive networks.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
We discuss the recent news of Applovin selling its gaming division to Tripledot for $900 million. We dive into who Tripledot is, its revenue model, and the impact of ad revenue in the mobile gaming industry.
The conversation covers the rise of Tripledot, key milestones, acquisitions, and an analysis of their game portfolio, particularly focusing on Wodoku.
We also explore the mechanics of ad revenue and provide estimates of Tripledot's earnings and future prospects. In this conversation, we go into the financial dynamics of the gaming industry, focusing on ad revenue, profit margins, and the strategic positioning of major publishers.
We analyze the retention metrics of various games, estimate potential profits, and discuss the implications of publisher incentives and relationships within ad networks.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/7VFD0qNTZIE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Gaming Industry Shakeup
04:33 Understanding Tripledot and Its Revenue Model
07:50 The Rise of Tripledot: Key Milestones and Acquisitions
10:37 Exploring Tripledot's Game Portfolio
13:36 Analyzing Woodoku and Its Impact
16:36 The Mechanics of Ad Revenue in Mobile Gaming
19:39 Estimating Tripledot's Earnings and Future Prospects
25:20 Analyzing Ad Revenue and Retention Metrics
27:52 Estimating Profit Margins and Financial Health
29:41 Publisher Incentives and Market Positioning
32:20 The Role of Relationships in Ad Networks
34:30 Diversifying Game Portfolios and Revenue Streams
35:46 Creative Strategies in Game Marketing
40:48 The Use of IP and Branding in Gaming
42:48 Final Thoughts on Game Monetization Strategies
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Ad revenue is often more challenging to track than IAP revenue. Thats why people think it doesn't exist.
Tripledot has seen substantial growth since its founding in 2017.
Wodoku is a flagship title that has driven Triple Dot's success.
Revenue estimates for Tripledot suggest they are earning substantial profits.
User acquisition plays a crucial role in the success of mobile games.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
In this episode, we dive into the world of gacha games, focusing on the popular title Love and Deep Space.
We explore the game's mechanics, revenue generation, and character interactions while also discussing the broader context of otome games and their appeal in the gaming market.
The conversation highlights the game's unique features, including its combat system, dating mechanics, and ASMR elements, as well as the marketing strategies employed to attract players.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/wMBL7Z9qL88
Join our Slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction
01:37 Exploring Game Development
03:17 Understanding Gacha Games and Waifu Genre
06:46 The Success of Otome Games
10:47 The Evolution of Paper Games and Love Nikki
15:46 Cultural Context of Gaming in Asia
20:54 Gameplay Mechanics of Love and Deep Space
22:32 Exploring Combat Mechanics in Gacha Games
24:16 The Dating Core: Building Relationships in Gameplay
26:36 Innovative Features: ASMR and Photo Studio Mechanics
28:41 Gacha Mechanics: The Money Maker of the Game
31:10 User Engagement: The Role of Ads and Marketing
35:16 Revenue Insights: Understanding the Game's Success
39:56 Creative Strategies: Marketing and User Acquisition
44:21 Conclusion: Learning from Niche Games
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Gacha games, particularly the waifu genre, are discussed in detail.
Otome games are identified as a growing trend, especially among female gamers.
Revenue insights reveal that 'Love and Deep Space' is generating substantial income.
The game features a unique blend of storytelling and interactive mechanics.
Character interactions play a crucial role in player engagement.
Combat systems in gacha games are becoming more complex and engaging.
ASMR features are introduced as a novel element in gaming.
Love and Deep Space could do way more in their UA activities.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
In this episode, we discuss the transformative impact of AI on video production in the gaming and marketing industries.
They explore the evolution of AI-generated user-generated content (UGC), the importance of volume in creative production, and the cost reductions that AI brings to video creation.
The conversation also touches on the testing methodologies for video performance, the comparison between AI UGC and human creators, and the legal considerations involved in using AI-generated content.
The episode features insights from Alexei, the CEO of Pool Day, who shares how their platform streamlines video production processes and enhances creative testing.
The shift from traditional data-driven user acquisition roles to more creative-focused positions is highlighted, emphasizing the need for UA managers to adapt to new technologies.
The coupon for the 2.5 gamers audience is 50% off on the first 3 months for all new signups on any plan.
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Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/0eKuPCIJNH0
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to AI in Gaming and Marketing
03:04 The Evolution of AI UGC and Video Production
06:01 Testing Methodologies in Video Production
08:55 The Importance of Volume in Creative Production
11:51 Cost Reduction in Video Production
14:45 AI UGC vs. Human Creators
17:53 The Video Creation Process with Pool Day
21:02 AI Voiceover and Localization Features
23:54 Legal Considerations in AI Video Production
26:15 Video Editing Revolution: The Power of AI
31:58 Streamlining Creative Processes with AI
39:02 The Shift in User Acquisition: From Math to Creativity
44:01 The Future of Video Production: A Design System for Creatives
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
AI is revolutionizing video production in gaming and marketing.
Testing methodologies have evolved with the rise of AI.
AI UGC can outperform traditional human-created content in certain scenarios.
AI voiceover features enhance localization and accessibility.
The platform allows for rapid iteration and testing of video content.
Marketers can now produce hundreds of videos quickly and affordably. AI tools are revolutionizing video editing and production
Video editors can now produce content without bottlenecks.
The future of video marketing lies in design systems for efficiency.
AI can help test game concepts before actual development.
Creatives can be generated in minutes, saving time and resources.
The importance of adapting to new technologies in marketing roles.
Video production is becoming more accessible to non-experts.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this conversation, we discuss the mobile game Vita Mayong, exploring its gameplay mechanics, user experience, monetization strategies, and user demographics. We delve into the game's ad revenue model, highlighting its success and the criticisms it faces from users regarding ad overload. The discussion also includes comparisons with other games in the genre and insights into the target audience, particularly seniors.
The conversation concludes with reflections on user feedback and the game's future prospects. In this conversation, the speakers discuss the pervasive annoyance of ads in mobile gaming, the creative strategies used in game marketing, and the importance of funding for growth in the gaming industry.
We delve into the role of AI in game development and how it influences user engagement and game performance. The discussion also touches on the evaluation of game creatives and the effectiveness of various marketing strategies.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/UeNb404tVVE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Initial Thoughts on Vita Mayong
04:35 Gameplay Mechanics and User Experience
07:35 Ad Integration and Monetization Strategies
10:34 Target Audience and Game Design Philosophy
13:34 Dynamic Difficulty and Player Engagement
16:39 Market Performance and Competitive Landscape
19:10 Game Features and User Experience
20:57 Ad Revenue Insights
23:21 Market Dynamics and User Demographics
24:57 User Feedback and Game Monetization
29:24 Creative Strategies in Game Marketing
31:17 Funding and Growth Strategies
32:48 Competitor Analysis and Creative Inspiration
34:59 Healing Through Gaming: The Impact on Mental Health
36:45 Creative Diversity in Advertising: Strategies and Insights
38:42 The Role of AI in Gaming: Innovations and Limitations
39:47 Analyzing Ad Campaigns: What Works and What Doesn't
41:48 The Power of Storytelling in Game Marketing
44:28 Evaluating Game Performance: Metrics and Expectations
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Vita Mayong has gained significant popularity with 9 million downloads in 30 days.
The game is heavily ad-driven, generating approximately $55 million annually.
User feedback indicates frustration with the frequency of ads in the game.
The game lacks complex features, focusing instead on straightforward matching mechanics.
User demographics suggest a target audience of older players who prefer easy-to-play games.
Comparative analysis reveals similarities with other successful mobile games like Block Blast.
In this episode, we explore Vietnam’s rapidly expanding mobile gaming scene, now projected to exceed USD 1 billion in annual revenue by 2025 and boasting a year-over-year growth rate of nearly 30%—one of the highest in Southeast Asia. We spotlight pioneering Vietnamese game studios and their chart-topping hits, examining the creative approaches that have helped them gain international recognition. We also discuss how local developers navigate Vietnam’s evolving regulatory environment and the potential hurdles these rising stars must overcome to sustain their momentum in the global market. Tune in to learn how Vietnam has become a powerhouse in mobile gaming and what’s driving this unprecedented surge.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/lSzc2Y2DqFU
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Album Release
03:35 Vietnam's Mobile Gaming Explosion
05:43 Understanding Vietnamese Game Studios
11:52 iKame: A Case Study
16:21 Brave Stars: Success in Ad Monetization
20:48 X Game Studios: The Hidden Giants
24:49 The Evolution of Casual Gaming
25:40 Understanding Ultra Casual Games
26:51 The Appeal of Satisfying Gameplay
27:37 User Acquisition Strategies in Mobile Gaming
31:36 The Rise of Music-Based Games
34:38 Competition in the Music Game Genre
35:41 The Impact of Vietnamese Game Studios
38:41 Regulatory Changes in Vietnam's Gaming Industry
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Vietnam has emerged as a significant player in the mobile gaming industry.
The Vietnamese gaming market is characterized by collaboration among studios.
iKame is a leading studio with impressive download numbers.
Brave Stars has successfully tapped into the ad monetization model.
X Game Studios is gaining traction with innovative titles.
ABI Games is pioneering the ultra-casual gaming genre.
Amanotes specializes in music-based games, showing a unique niche.
OneSoft has a diverse portfolio, including popular puzzle games.
The regulatory landscape in Vietnam is evolving, impacting foreign entities.
Vietnamese companies are competitive globally, often outperforming their Western counterparts.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
In this monologue session, John Wright discusses the current state of mobile game publishing, emphasizing the importance of collaboration between developers and publishers. He outlines the challenges developers face in securing funding and the advantages of working with publishers, including access to expertise and technology. The monologue also covers strategies for choosing the right game and publisher, understanding the game discovery process, and the differences between farming and hunting strategies used by publishers to find new games.
Get our MERCH NOW: 25gamers.com/shop
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists:John Wright
Youtube: https://youtu.be/Ja0Vf2lNHoA
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 The Current State of Mobile Game Publishing
08:27 Choosing the Right Game and Publisher
15:26 Understanding Publisher Game Discovery
23:31 Farming vs. Hunting: Publisher Strategies
John Wright
Independent publishing consultant
https://www.linkedin.com/in/johnwright1987/
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The current state of mobile game publishing is positive, with notable successes.
Developers face challenges in securing funding, making publishers essential partners.
Lean teams should focus on core game development and utilize publisher expertise.
True innovation in games can lead to significant success but carries high risk.
The plus one strategy allows for lower risk and faster validation of game concepts.
Market research is crucial; developers should use data tools to inform their decisions.
Finding the right publisher is vital for game success; alignment with their thesis is key.
Building relationships with publishers can lead to future opportunities, even after rejection.
Publishers use both farming and hunting strategies to discover new games.
Understanding publisher strategies can improve a developer's chances of getting signed.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
We review a new puzzle game from Vietnam, Goods Puzzle: Sort Challenge, discussing its gameplay mechanics, design, monetization strategies, and user engagement.
We explore the challenges players face, the game's level structure, and how it compares to other titles in the genre. The conversation also delves into the game's ad revenue potential and future market trends, concluding with ratings and overall impressions.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/hZ3EfncFR3Q
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Game Review
04:18 Gameplay Mechanics and Challenges
07:24 Game Design and Level Structure
10:19 Reward Systems and Monetization
13:21 Final Thoughts and Insights
16:20 The Rise of Casual Gaming Mechanics
19:23 Understanding Shallow Economies in Casual Games
22:23 The Evolution of Game Features and Events
25:19 Ad Revenue Strategies in Puzzle Games
28:14 Balancing Gameplay and New Features
31:21 Revenue Insights and Future Projections
34:53 Scaling and Profitability Insights
36:17 Funding and User Acquisition Strategies
37:10 Organic vs Paid Growth Dynamics
38:20 Creative Strategies in User Acquisition
40:48 Market Trends and User Engagement
42:32 Advertising Channels and Budget Allocation
45:02 Performance Metrics and Retention Strategies
50:41 Game Evaluation and Future Recommendations
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The game presents significant challenges that require strategic thinking.
Monetization through ads is a key revenue driver for the game.
User engagement is crucial, with a focus on retention strategies.
The game design includes innovative level structures that enhance gameplay.
Comparative analysis shows the game is competitive within its genre.
Future growth potential is promising based on current trends.
The hosts emphasize the importance of balancing gameplay and monetization.
Ad revenue estimates suggest a strong financial performance.
The game has a unique appeal that resonates with casual gamers.
Overall ratings reflect a positive reception of the game's mechanics.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Ever wondered why some games blow up while others fade into obscurity? We dive headfirst into the surprisingly complex world of Solitaire games—yes, Solitaire! Especiall, Candy Crush Solitaire! We unpack how this classic genre has evolved from your grandma’s desktop time-killer to a booming corner of the gaming industry, fueled by IP powerhouses like Candy Crush Solitaire.
Oh, and we’re not holding back on the Candy Crush of it all. We swing between hype and skepticism about its latest spin-off, asking: Can a titanic IP guarantee success, or is the market too unpredictable? This episode’s got hot takes, cold truths, and enough Solitaire trivia to impress your group chat.
Get our MERCH NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/uKTs4zqksY8
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Solitaire and Personal Updates
03:14 Metrics and Predictions in the Gaming Industry
07:10 The Evolution of Solitaire Games
13:10 New Entrants in the Solitaire Market
19:11 Challenges and Opportunities in Game Development
21:10 Review of Candy Crush Solitaire
24:43 Brand Recognition and Game Mechanics
26:04 Gameplay Dynamics and Strategic Depth
29:43 Balancing Complexity and User Experience
31:09 Monetization Strategies and Game Economics
33:12 Advertising and Revenue Generation
35:52 Event Rotation and Player Engagement
41:54 Future Prospects and Market Competition
44:58 Cultural Differences in Gaming
45:47 Market Challenges and Pessimism
47:03 User Acquisition Strategies
48:47 The Role of Playable Ads
50:00 Nostalgia in Game Marketing
51:33 User-Generated Content and Its Impact
53:42 Revenue Insights and Market Analysis
57:41 Future Predictions for Solitaire Games
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The gaming industry is witnessing a battlefield of Solitaire games.
Gameplay mechanics can create strategic depth in Solitaire games.
The evolution of Solitaire games reflects changing player preferences.
The future of Solitaire games may involve more aggressive monetization tactics.
Pessimism about game launches can stem from high expectations and market competition.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Our "monthly" live AMA is live. Check it out, and next time, ask questions in real time!
Secret quest: Jesse Lempiäinenhttps://www.linkedin.com/in/jesselempiainen/
https://geeklab.app/
In this conversation, we discuss various aspects of mobile game development, focusing on App Store Optimization (ASO), user acquisition strategies, and monetization techniques. They explore the integration of AI in ASO, the importance of creative-level frameworks for iOS, and the nuances of soft launching games.
The discussion also covers attribution challenges, effective testing methods for game ideas, and strategies for segmenting users based on monetization models. In this conversation, the speakers delve into various aspects of user acquisition, advertising strategies, and the challenges posed by privacy regulations. They discuss innovative ad strategies, technical capabilities in user acquisition, and the impact of Apple and Google policies on the advertising landscape. The conversation also touches on the rise of alternative app stores, navigating app store rejections, and effective marketing strategies for Steam games. Additionally, they explore the intricacies of ECPM and user segmentation, emphasizing the importance of diversifying user acquisition channels.
Chapters
00:00 Introduction and Welcome
02:00 ASO and AI Integration
04:59 iOS Framework and User Acquisition
07:57 Soft Launch Strategies
12:00 Attribution and Campaign Insights
16:50 Testing Game Ideas and User Segmentation
22:02 Monetization Strategies in Hybrid Games
28:23 Innovative Ad Strategies and Market Trends
29:14 Technical Capabilities in User Acquisition
30:36 Challenges in Tracking and Privacy Regulations
32:12 The Impact of Apple and Google Policies
34:16 The Future of Advertising on iOS
38:14 The Rise of Alternative App Stores
40:41 Navigating App Store Rejections
43:25 Marketing Strategies for Steam Games
47:16 Understanding ECPM and User Segmentation
53:19 Diversifying User Acquisition Channels
Takeaways
ASO requires a unique skill set and personality.
AI is increasingly taking over tasks in ASO.
Creative-level frameworks are essential for iOS user acquisition.
Soft launching can be done effectively through beta testing.
Attribution is becoming more complex with new updates.
Testing game ideas is crucial for understanding user preferences.
Segmentation based on user acquisition sources can enhance monetization.
Hybrid games can benefit from both ad and IAP revenue strategies.
Using landing pages for testing can provide valuable insights.
AI can expedite the testing process for game ideas. Innovative ad strategies can significantly improve CTR.
Technical capabilities are evolving but not fully utilized yet.
Privacy regulations pose challenges for tracking user behavior.
Apple and Google policies heavily influence the advertising landscape.
Alternative app stores are emerging but face significant challenges.
App store rejections can be random and frustrating for developers.
Marketing strategies for Steam games can leverage mobile marketing techniques.
ECPM is influenced by various factors including user behavior and geography.
Diversifying user acquisition channels is crucial for sustained growth.
Understanding user segmentation can enhance ad performance.
In this episode, we dive into the latest creative trends and insights in the gaming industry, focusing on creative trends and strategies, emotional advertising, and the growing impact of AI in mobile game marketing.
We analyze successful game creatives, share thoughts on the evolution of marketing strategies, and explore how emotions are essential for engaging players. Together, we highlight the importance of iteration in improving game performance and discuss the future of game marketing as AI reshapes the industry.
Join us for a comprehensive discussion that blends data, creativity, and cutting-edge technology to uncover what’s next for game marketers and developers alike.
Our Music Album: https://open.spotify.com/artist/2o80XDfSqkDIqmuc5tOZdt
Get our Merch NOW: 25gamers.com/shop
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/S5hOmIjVRYE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Gaming Landscape
03:02 Creative Trends in Game Advertising
05:53 Analyzing Successful Game Creatives
09:02 The Importance of Iteration in Game Development
11:58 Understanding Game Revenue Dynamics
14:58 Exploring New Game Concepts and Mechanics
17:55 The Role of Physics in Game Creatives
21:01 Future Directions in Game Advertising
24:23 The Evolution of Top War's Marketing Strategy
27:18 Creative Iteration in Game Advertising
30:12 Visual Styles and Game Mechanics
31:32 User-Generated Content in Game Promotion
34:09 Innovative Advertising Techniques in Gaming
36:35 The Role of Celebrity Endorsements
39:10 AI and Creative Trends in Game Marketing
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Successful creatives often use satisfying physics interactions.
Iteration in game development is crucial but can be unpredictable.
Understanding player psychology is key to successful game design.
The future of gaming will rely on creativity and player satisfaction. Top War's marketing strategy is evolving with creative iterations.
User-generated content is becoming more prominent in promotions.
Innovative advertising techniques are essential for engagement.
Celebrity endorsements can significantly impact game visibility.
AI is influencing creative trends in-game marketing.
The gaming industry is seeing a shift towards emotional storytelling.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Playable trends: https://lancaric.substack.com/p/playbles-trends-in-mobile-games-january?r=7qqaf
Today, we talked about how to break the charts in 2025 for hybrid and hyper-casual games. Buckle up for this takeaway-packed interview - it might just be the spark your game needs to blow up.
Despite the chatter about mobile game growth hitting the brakes, especially after the COVID-fueled boom that supercharged hyper-casual and hybrid-casual games, the industry is far from slowing down. As we pointed out, mobile game growth in 2025 is driven by three key aspects: speed, monetization, and globalization.
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Host: Roi Nam
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 The Evolution of In-App Advertising
05:55 The Global Gaming Landscape
12:10 Emerging Markets in Gaming
17:51 Strategies for Game Success
23:53 User Acquisition Channel Diversification
30:21 Hybrid Monetization: The Key to Success
36:01 Segmentation Strategies in User Acquisition
39:39 The Role of Creatives in User Acquisition
50:01 The Evolving Role of UA Managers
57:20 Global Expansion: Navigating Cultural Differences
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Roi Nam
CEO Airbridge
https://www.linkedin.com/in/roinam/
https://www.airbridge.io/
Takeaways
Players who are likely to spend on in-app purchases should see fewer ads.
The gaming industry is seeing a significant upward trend in app development.
Emerging markets like Vietnam and Turkey are becoming key players in mobile gaming.
Speed and adaptability are crucial for success in the gaming industry.
User acquisition strategies must evolve to include diversification across channels.
A good game is just the starting point; a great user acquisition strategy is essential.
CPI versus LTV is a critical equation for game success.
The landscape of mobile gaming is shifting towards more diverse and innovative games.
Rewarded ad platforms are gaining traction in the market. Hybrid monetization combines the best of hypercasual and casual games.
User acquisition is crucial for successful monetization strategies.
Segmentation allows for tailored experiences based on player behavior.
Creatives, especially playables, are essential for effective user acquisition.
UA managers must adapt to evolving roles in the gaming industry.
A robust in-game economy is vital for monetization success.
Cultural differences must be considered when expanding globally.
Feature-heavy games may not perform well in Western markets.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this episode, Matej Lancaric provides a comprehensive guide to mobile user acquisition (UA), covering essential terms, metrics, and strategies for beginners and experienced marketers. He emphasizes the importance of data integrity, navigating privacy changes, and the role of creativity in UA campaigns. The discussion also includes insights on leveraging paid, owned, and earned media and the impact of AI on marketing strategies.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Articles:
https://lancaric.me/ua-manager-life-post-idfa-reality/
https://lancaric.me/influencer-marketing-guide-ua-in-2024/
https://lancaric.substack.com/p/stay-ahead-in-ua-for-2025-my-top
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to User Acquisition
01:15 Understanding User Acquisition Fundamentals
03:11 Key Metrics in User Acquisition
08:47 The Importance of Data Integrity
10:39 Navigating Privacy Changes in User Acquisition
12:31 Creative Strategies for User Acquisition
13:30 Paid, Owned, and Earned Media Strategies
17:09 Building and Engaging Your Own Audience
19:54 App Store Optimization and Content Marketing
23:50 Leveraging Earned Media and Press Relations
25:38 The Role of AI in User Acquisition
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
UA is a fast-moving field that requires constant learning.
Understanding key metrics is crucial for effective UA.
Data integrity is essential for making informed decisions.
Privacy changes are reshaping the landscape of UA.
Creative strategies must evolve to combat user fatigue.
Paid, owned, and earned media are all vital components of UA.
Building a loyal audience can enhance user engagement.
App Store Optimization is key for visibility and installs.
Content marketing helps build trust and authority.
AI tools can significantly enhance marketing efficiency.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Our conversation dives into the evolving landscape of game marketing, particularly focusing on the 4X genre and the dynamics between successful game studios like First Fun and River Game. The discussion highlights the importance of user acquisition strategies, server management, and the integration of gameplay with marketing efforts. We also explore the future of 4X games, the impact of themes and reskins, and the innovative use of AI ingame mechanics. In this conversation, the speakers delve into the intricacies of 4X game design, exploring its economic foundations, innovative mechanics, and the role of AI in shaping user acquisition strategies. We discuss the sustainability of the 4X model, future trends in user acquisition, and the evolution of game genres, culminating in predictions for the 4X market's trajectory.
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lancaric, Joseph Kim, Justin Yau
Youtube:https://youtu.be/t28sVVnYWKw
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 The Evolution of Game Marketing Strategies
02:54 Understanding First Fun and River Game Dynamics
06:02 The 4X Game Landscape: Trends and Innovations
09:07 The Role of User Acquisition in Game Success
11:52 Server Management and Player Dynamics in 4X Games
15:09 Integrating Gameplay and User Acquisition
17:58 The Future of 4X Games: Multiple Core Strategies
20:59 The Impact of Themes and Reskins in Game Development
24:06 The Rise of AI in Game Mechanics
33:51 The Economics of Game Design
36:24 Innovations in Game Mechanics
39:12 Creative Strategies in User Acquisition
42:58 The Role of AI in Game Development
48:30 Future Trends in User Acquisition
54:01 Predictions for the 4X Market
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Joseph Kim
CEO, Lila Games
https://lilagames.com/ & GameMakers
Justin Yau
https://www.linkedin.com/in/justinhbyau/
Takeaways
First Fun & River Game share a complex relationship.
The 4X genre is evolving with new strategies and themes.
Server management is key to maintaining player engagement.
The future of 4X games may involve multiple core strategies.
AI is transforming user acquisition strategies in gaming.
The 4X model's sustainability is under scrutiny due to high CPIs.
Future trends in user acquisition will lean heavily on AI.
The integration of AI in game development is becoming essential.
4X games are setting the standard for creative strategies.
The evolution of game genres will incorporate 4X elements.
Understanding 4X is vital for anyone in the gaming industry.
Predictions suggest a shift towards more innovative gameplay in 4X games.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
We dive into the world of ad monetization in mobile games, reviewing several recent titles that rely heavily on ad revenue. We discuss the strategies behind these games, their performance metrics, and the implications for the gaming industry. We discuss the challenges parents face with kids' gaming, the success of ultra-casual games, and the aggressive monetization tactics employed by developers. ---------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Felix Braberg, Matej LancaricSpecial Guest: Katerina MaliaranPodcast: Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters
00:00 Introduction to Ad Monetization and Game Review
02:10 Exploring King Pin: A Case Study in Ad Revenue
14:20 Super Car Merge: Merging Genres and Monetization Strategies
20:44 Boo Boo and Mimi: The Power of Cuteness in Gaming
29:35 Tricky Twist Puzzle: The Rise of Ultra Casual Games
38:05 Indian Car Highway Drive: Targeting the Indian Market
42:24 Gold Rush: A Hybrid Casual Game Analysis---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comKaterina Maliaran Head of Admonetizationhttps://www.linkedin.com/in/katerina-maliaran-b35a78203/---------------------------------------TakeawaysAd monetization is a crucial aspect of mobile game development.King Pin has seen significant growth in daily active users since launch.Super Car Merge targets a male audience with its merge mechanics.Cuteness in games can drive downloads and engagement.Retention rates are critical for long-term success in mobile games.Ad revenue can be substantial for games with high daily active users.Cross-promotion strategies can enhance user engagement.In-game ads can be implemented without harming player experience.The mobile gaming ecosystem is still thriving despite challenges. Parental controls are essential for managing kids' gaming.Ultra-casual games are gaining significant traction in the market.Monetization strategies can greatly impact a game's success.Targeting specific demographics can lead to higher downloads.Aggressive ad placements can lead to user frustration.Hybrid casual games are blending genres for better user experience.Developers need to balance monetization with user satisfaction.Innovative ad formats can enhance revenue without alienating players.The mobile gaming landscape is constantly evolving with new trends.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
In this podcast, Jakub Remiar discusses the performance and updates of the Pokemon TCG Pocket game, focusing on revenue trends, user engagement, the new expansion, and the controversial trading system. He highlights the game's revenue spikes, user retention rates, and the implications of the trading mechanics on player experience. Also touches on the need for improved game features and the future of the game in terms of expansions and player engagement.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/XZ5_IbVvZJM
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Game's Performance
01:15 Revenue Trends and User Engagement
06:07 New Expansion and Card Mechanics
09:27 Trading System and Its Implications
18:02 Challenges in Game Features and Player Experience
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The game is projected to generate around 980 million in revenue.
Revenue spikes are typical for gacha games, with significant daily earnings.
User engagement remains strong, with high daily active users.
The US market is becoming increasingly important for revenue growth.
The new expansion introduces unique cards and mechanics.
The trading system has been criticized for being prohibitive and unintuitive.
Players are frustrated with the lack of communication features in trading.
The game needs a proper PvP ranking system to enhance competitiveness.
Despite community backlash, the game continues to achieve record revenue.
Future expansions are expected to keep the game fresh and engaging.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this episode, we explore game apps—their growth, challenges, and performance metrics. We examine monetization, user engagement, and the impact of offline and hybrid games while discussing anticipated titles and marketing strategies. We also cover scaling strategies, power progression layers, and future predictions for trading card games, emphasizing the need for creativity and innovation in the gaming industry.This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricPodcast: Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg---------------------------------------PVX Partners offers non-dilutive funding for game developers.Go to: https://pvxpartners.com/They can help you access the most effective form of growth capital once you have the metrics to back it.- Scale fast- Keep your shares- Drawdown only as needed- Have PvX take downside risk alongside you+ Work with a team entirely made up of ex-gaming operators and investors---------------------------------------Chapters00:00 The Growth and Challenges of Game Apps02:27 Review Radar: Analyzing Game Performance06:27 The Impact of Offline Games12:08 The Rise and Fall of Anticipated Titles19:05 Innovations in Game Monetization and User Engagement26:24 Analyzing User Base and Market Trends27:00 Marketing Strategies and Game Performance29:10 The Rise of Hybrid Games and Competitions30:33 Revenue Insights and Game Launch Success31:14 The Evolution of Game Genres and Trends32:17 Scaling Strategies for Game Development33:20 The Future of Hubby Games35:35 Power Progression Layers in Gaming36:30 Comparative Analysis of Game Performance38:07 User Engagement and Game Updates40:04 Nostalgia and Market Competition41:07 Predictions for Trading Card Games43:32 Final Thoughts on Game Performance48:15 Closing Remarks and Future Directions---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysOffline games can still generate revenue despite perceptions of being dead.Anticipated titles can experience significant drops in user engagement post-launch.Understanding user demographics is key to effective marketing.Cross-promotions and collaborations can enhance user interest and retention.Marketing strategies play a crucial role in game performance.Hybrid games are becoming increasingly popular in the market.Revenue insights reveal the potential for significant earnings.The evolution of game genres is shaping player preferences.Scaling strategies are essential for successful game development.Power progression layers are a common trend in gaming.User engagement is critical for long-term success.Predictions for trading card games indicate a bright future.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
We explored the complexities of game scaling, user acquisition, and the mechanics of Century Games' new game, High Seas Hero.
In our discussion, we unpacked game progression systems, monetization strategies, and the intricacies of global launches. We reflected on how gameplay innovation often clashes with monetization tactics that prioritize short-term revenue over long-term player satisfaction. We also debated the future of game design, mainly how user acquisition will evolve in an increasingly competitive market, and stressed the need to balance creativity with player-centric experiences.
Throughout the conversation, we kept returning to one core idea: the gaming industry thrives when we challenge conventions without losing sight of what makes games enjoyable. Whether dissecting retention mechanics or debating global launch pitfalls, our focus remained on building games that resonate deeply with players while staying sustainable in a fast-paced market.
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/uO9gIP2LqBQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Game Scaling Challenges
03:07 User Acquisition and Funding Solutions
05:57 Exploring High Seas Hero Game Mechanics
12:06 Forex Game Dynamics and Player Engagement
18:06 Monetization Strategies in Forex Games
25:29 Game Progression and Innovation
28:25 Monetization Strategies and Player Experience
30:44 Global Launch and Market Dynamics
34:30 User Acquisition and Game Design
47:15 Future of Game Development and Competition
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Game scaling often does not meet expectations due to various factors.
High Seas Hero incorporates mechanics from other successful games.
4X games can confuse players with their complex dynamics.
Player engagement is crucial for the success of any game.
Generosity in game rewards can lead to imbalances in player strength.
The hidden mechanics of 4X games can be challenging to navigate.
The game was initially very engaging and rewarding for players.
Global launches require careful consideration of market dynamics and player expectations.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Felix Braberg discusses the evolving landscape of ad monetization in mobile apps and games. He highlights the shift towards mobile apps, the increasing importance of ad quality, and innovative strategies for driving in-app purchases (IAPs) and subscriptions. He delves into the brain training app market, effective ad messaging techniques, and psychological pricing strategies that enhance user engagement and revenue generation.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Felix Braberg
Youtube: https://youtu.be/V9tr_ZbVFHY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Ad Monetization Trends
03:10 Shift from Games to Mobile Apps
06:01 Ad Quality and User Experience
10:11 Brain Training Apps: A Case Study
17:00 Innovative Remove Ads Strategies
20:47 Conclusion and Key Takeaways
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
2025 is predicted to be the year of mobile apps.
There is a significant shift from games to mobile apps.
Ad quality is declining, leading to creative monetization strategies.
Push notifications can effectively drive user engagement.
Double-choice pricing can enhance perceived value.
Bundling IAPs with ad removal increases user purchases.
Mobile app companies are gaining traction in downloads.
Innovative ad strategies are crucial for revenue growth.
User experience is impacted by longer ad formats.
Understanding user psychology is key to effective monetization.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
We dive into the mechanics, revenue, and market positioning of the new puzzle game Color Block Jam by @rollic-games We discuss its gameplay design, ad revenue potential, user engagement, and competitive landscape while also exploring future prospects and user acquisition strategies.
The discussion highlights the game's deterministic nature and its appeal in the mobile gaming market, alongside insights into monetization and retention strategies. Color Block Jam review shows the Color Block Jam gameplay and walkthrough of levels while discussing revenue potential.
Color Block Jam is using altered gameplay in UA + Creatives. Good start!
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/hdB9vlg5Hdo
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Color Block Jam and Revenue Insights
04:45 Gameplay Mechanics and Design of Color Block Jam
09:49 Ad Revenue and User Engagement Analysis
14:55 Market Positioning and Competitive Landscape
19:56 Future Prospects and Retention Strategies
25:00 User Acquisition Strategies and Creative Trends
29:54 Conclusion and Final Thoughts
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Color Block Jam is generating significant daily revenue. Already at 150k/day and growing.
The game features deterministic puzzles that enhance player engagement.
Ad revenue begins after level 14, impacting monetization strategies.
The game's mechanics are similar to other successful puzzle games.
Creative trends in user acquisition are shifting towards harder gameplay.
The game's success relies on effective monetization without compromising user experience.
Future updates may introduce new mechanics to enhance gameplay.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
We dive into the closed alpha testing of Project Rise, a new game from Supercell. We discuss gameplay mechanics, user interface changes, and the challenges players face.
The conversation also touches on the importance of tower upgrades, the introduction of new features and perks, and the role of bots in gameplay.
We also expressed our thoughts on the game's long-term viability and compared it to other titles in the market, ultimately questioning its casual appeal and future direction.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/foFP_BDXh84
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Project Rise and Gameplay Mechanics
03:11 Game Development Insights and Alpha Testing
05:54 Gameplay Experience and User Interface Changes
08:45 Tower Upgrades and Game Progression
12:05 Exploring New Features and Perks
15:07 Challenges in Gameplay and Player Strategies
18:01 The Role of Bots and Team Dynamics
20:57 Meta Progression and Long-term Game Viability
23:47 Comparative Analysis with Other Games
27:13 Final Thoughts and Future Predictions
30:41 Game Progression and Leveling Up
35:16 Balancing Game Difficulty and Player Experience
40:11 Comparing Game Mechanics and Market Positioning
45:29 Final Thoughts and Future Predictions
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Supercell focuses on refining successful game mechanics.
Project Rise is currently in its alpha testing phase.
Gameplay is easier with the introduction of bots.
The user interface has seen significant improvements.
Tower upgrades play a crucial role in game progression.
New features and perks enhance the gameplay experience.
Players face challenges that require strategic thinking.
The game may appeal to a niche audience.
Comparisons with other games highlight its unique position.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this episode, Matej Lancaric discusses the critical relationship between Cost Per Install (CPI) and Lifetime Value (LTV) in mobile gaming. He explores how different game genres affect these metrics, the importance of churn prediction for user retention, and strategies for optimizing user acquisition.
The monologue also covers the significance of payback periods and how to utilize LTV predictions for effective marketing strategies, ultimately emphasizing the need for informed decision-making in the competitive mobile gaming landscape.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/56V_6ZYyM_0
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Game Genres and Revenue Models
01:14 Understanding CPI and LTV in Mobile Gaming
12:09 Churn Prediction and User Retention Strategies
14:37 Decision-Making Based on CPI vs LTV
18:01 Payback Periods Across Game Genres
22:30 Utilizing LTV Predictions for User Acquisition
28:09 Conclusion and Key Takeaways
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Takeaways
CPI is a critical metric for user acquisition budgets.
Different game genres have varying payback periods.
User engagement directly influences LTV.
Regular game updates can enhance user retention.
For profitability, CPI should always be lower than LTV.
Predictive modeling aids in targeting high-value users.
Analyzing competitors can provide valuable benchmarks.
Understanding the CPI-LTV equation is essential for success.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
We dive into the phenomenon of Block Blast! by Hungry Studio, exploring its massive success in the mobile gaming industry. We discuss the game's impressive download numbers, user engagement strategies, and unique game mechanics that keep players hooked.
Our conversation also touches on the dynamic difficulty adjustments that personalize the gaming experience and the revenue generation strategies contributing to its financial success. We conclude with a comparative analysis of Block Blast! against other games in the market and speculate on its future prospects.
Additionally, we explore the intricacies of mobile game monetization, focusing on the impressive revenue generated by specific games, ad networks' role, and user acquisition strategies. We discuss the importance of creative marketing approaches and how game mechanics can enhance player engagement.
Our conversation concludes with insights into the future of mobile gaming and the challenges of monetization. Join us for a comprehensive discussion that blends data, creativity, and cutting-edge technology to uncover what’s next for game marketers and developers alike.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/fLkvGTgDQjw
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Blockblast and Its Impact
02:53 Analyzing Download Numbers and User Engagement
05:55 Game Mechanics and User Experience
09:00 Dynamic Difficulty and Personalization
11:54 Revenue Generation Strategies
15:01 Comparative Analysis with Other Games
17:55 Conclusion and Future Prospects
21:51 Monetization Strategies in Mobile Gaming
24:29 The Role of Ad Networks and Mediation
27:17 User Acquisition and Funding Strategies
30:36 Creative Approaches in Game Marketing
37:20 Game Mechanics and Player Engagement
41:50 Conclusion and Future Insights
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Block Blast has broken records with over a million downloads a day.
Dynamic difficulty adjustments enhance user retention.
The game mechanics are simple yet effective in keeping players engaged.
Creative marketing strategies play a significant role in user acquisition.
Ad revenue is primarily generated through interstitials and banners.
The game has nearly 15 million daily active users.
User experience is tailored through A-B testing and personalized content.
The mobile gaming industry is highly competitive and requires innovative approaches.
Block Blast exemplifies the potential of ad-driven revenue models in gaming.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
The ban of TikTok in the United States has sparked widespread discussion, but the implications extend beyond the loss of a single social media platform. While some may dismiss TikTok as a trivial app, this situation is part of a broader historical pattern where access to popular media is used as a means of control. Examining the ban within this larger context offers a framework to understand its significance and may provide insights into future developments. US Supreme Court Upholds TikTok Ban Amid National Security Concerns
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lancaric
Youtube: https://youtu.be/xC_IuoC1J8w
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The TikTok ban was lifted after 13 hours!
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
We dive into the latest creative trends and insights in the gaming industry, focusing on creative trends and strategies, emotional advertising, and the growing impact of AI in mobile game marketing.
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube:https://youtu.be/kjDRP7ZlvD0
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Ready to transform your game from a hybrid to a hybrid business? Enter the SuperHybrid competition from December 2nd to January 30th for a chance to scale your game with epic publishing support from Supersonic full team of experts, up to $10K monthly while you iterate, $30K in bonuses when you hit milestones - and even more ways to win! Plus, they’re non-recoupable. Don't miss out. Submit your game Now!
Register here: https://supersonic.com/superhybrid/
Chapters
00:00 The Future of AI in Gaming
03:14 Celebrating Milestones and Announcements
06:05 Creative Trends in Mobile Gaming
08:53 The Rise of AI-Driven Creatives
11:57 Trends in Game Marketing and Creatives
14:47 The Impact of AI on Game Development
17:47 IP Infringement and Ethical Concerns
21:06 The Evolution of Game Creatives
23:53 Future Predictions for Mobile Gaming
26:52 Creative Strategies for Lowering CPI
28:38 Innovative Hooks and Game Creatives
30:39 Celebrity Cameos and Their Impact
32:55 The Rise of Merge Games
35:39 AI in Game Marketing
38:50 Understanding CPI and Campaign Scaling
41:38 The Evolution of Game Creatives
44:29 Satisfying Game Mechanics and ASMR Creatives
47:49 Trends in Game Development and Marketing
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
AI is becoming increasingly relevant in the gaming industry.
The mobile gaming industry is heavily influenced by 4X!
Copying in the mobile gaming industry is rampant and often untraceable.
AI tools are revolutionizing the way game creatives are produced.
We express a desire for better quality creatives in the industry.
Ethical concerns regarding IP infringement are raised during the discussion.
Predictions for the future of mobile gaming are made based on current trends. Lowering CPI often involves outrageous hooks and creative strategies.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
In this episode, Jakub discusses the evolving landscape of mobile gaming, focusing on the impact of CPI and IDFA on user acquisition, product trends for 2025, and the adaptation of successful Steam games to mobile platforms.
He highlights the disruption in casual genres, particularly solitaire, and the evolution of hidden object games. His presentation also dives into the proliferation of fake creatives and mini-games, emphasizing the importance of templatization for success in the competitive mobile gaming market.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar
Youtube: https://www.youtube.com/watch?v=duVmJbcTKaM
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 The Impact of CPI and IDFA on User Acquisition
01:39 Product Trends for Mobile Games in 2025
07:52 Adapting Proven Steam Games to Mobile
12:15 Casual Genre Disruption: Solitaire and Beyond
19:51 The Evolution of Hidden Object Games
23:34 Fake Creatives and Mini-Game Proliferation
34:00 Templatization: The Key to Success in Mobile Gaming
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
CPI and IDFA significantly affect user acquisition efficiency.
Adapting successful Steam games to mobile is crucial.
The mobile gaming market is seeing a trend towards casual genre disruption.
Hidden object games are becoming more casual and approachable.
Fake creatives are prevalent in the current app store landscape.
Templatization is essential for success in mobile gaming.
Fast iteration and adaptation are key to capturing trends.
Expertise in game adaptation is necessary for success.
The mobile gaming market is expected to see exciting new releases.
Understanding market trends is vital for game developers.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this episode, we delve into the latest industry trends, focusing on Magic Sort, a game gaining significant attention in Türkiye. We explore its gameplay mechanics, monetization strategies, and user acquisition insights, highlighting the importance of production quality and effective ad strategies.
Our discussion also touches on the game's future prospects and the overall landscape of puzzle games in the market. Is Magic Sort the next big thing in gaming?
Ready to transform your game from a hybrid to a hybrid business? Enter the SuperHybrid competition from December 2nd to January 30th for a chance to scale your game with epic publishing support from Supersonic full team of experts, up to $10K monthly while you iterate, $30K in bonuses when you hit milestones - and even more ways to win! Plus, they’re non-recoupable. Don't miss out. Submit your game Now!
Register here: https://supersonic.com/superhybrid/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube https://youtu.be/Pq0oDsdpc6Y
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Gaming Show
01:46 Magic Sort: The Next Big Thing
06:41 Gameplay Mechanics of Magic Sword
14:15 Monetization Strategies in Puzzle Games
20:22 User Acquisition and Revenue Insights
31:21 Ad Strategies and Future Prospects
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The gaming industry is evolving with new titles like Magic Sort.
Production quality is crucial for success in the gaming market.
User acquisition is a key factor in scaling a game.
The streak mechanic enhances player engagement and monetization.
Magic Sort has shown promising metrics since its launch.
Effective ad strategies are essential for user retention.
The importance of LiveOps features in maintaining player interest.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
In this episode, we are focusing on the game Dark and Darker. We discuss its mechanics, survival elements, class systems, and monetization strategies.
The conversation also touches on the trends in mobile gaming and the importance of community engagement for game longevity.
At the end, we share insights on the game's hype and its potential impact on the gaming landscape.
Ready to transform your game from a hybrid to a hybrid business? Enter the SuperHybrid competition from December 2nd to January 30th for a chance to scale your game with epic publishing support from Supersonic full team of experts, up to $10K monthly while you iterate, $30K in bonuses when you hit milestones - and even more ways to win! Plus, they’re non-recoupable. Don't miss out. Submit your game Now!
Register here: https://supersonic.com/superhybrid/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/aDMkY559Vu4
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Drawdown only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Chapters
00:00 Introduction to the Gaming Landscape
02:57 Exploring Dark and Darker: Game Mechanics
05:46 Survival and Extraction Gameplay
09:06 Class Systems and Character Progression
11:53 Monetization Strategies in Gaming
14:49 Mobile Gaming Trends and Predictions
18:07 Community Engagement and Game Longevity
20:59 Final Thoughts and Future Outlook
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Dark and Darker features unique survival and extraction gameplay mechanics.
Class systems in games enhance player engagement and strategy.
Mobile gaming is becoming a significant focus for developers.
Community engagement is crucial for the longevity of games.
The thrill of gameplay is heightened by the risk of losing everything.
Monetization can be tied to gameplay mechanics, such as fear of loss.
The success of a game can be influenced by its hype and community support.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
In this episode, Felix Braberg dives deep into the mobile mediation market, exploring its history, the evolution of mobile advertising, and the key players in the mediation space. He discusses the importance of ad revenue, how it is calculated, and best practices for app developers to maximize their earnings.
He also covers strategies for soft launching apps and optimizing ad stacks as developers scale their operations.
101 ad monetization guide
https://lancaric.substack.com/p/getting-started-with-ad-revenue-applovin
https://lancaric.substack.com/p/everything-you-need-to-know-about
https://lancaric.substack.com/p/getting-started-with-ad-revenue-unity
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/Q9W04l1u8UI
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Mobile Mediation and Ad Revenue
03:05 The Evolution of Mobile Advertising
05:48 The Rise of Mediation Platforms
09:07 Understanding Mediation Platforms: Pros and Cons
11:59 How Ad Revenue is Calculated
14:59 Best Practices for Ad Networks
17:53 Strategies for Soft Launching Apps
20:46 Scaling and Ad Stack Optimization
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Mobile mediation is crucial for maximizing ad revenue.
The App Store's launch in 2008 revolutionized app discoverability.
AdMob was the first to show ads in mobile apps.
Mediation platforms help developers get better ad prices.
ECPM and fill rates are key to understanding ad revenue.
Competition among ad networks increases revenue potential.
Soft launches require a focus on ad impressions over ECPM.
Scaling requires a more sophisticated ad stack.
Understanding user behavior is essential for ad success.
The mobile advertising landscape is constantly evolving.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this episode, we explore the latest trends shaping the gaming industry, focusing on user acquisition strategies, game performance metrics, and the evolving impact of advertising channels. We also explore the rise of new games, the top UA advertisers, the dynamics of real-money gaming, and how platforms like TikTok and Unity influence marketing and development. Packed with insights, we discuss top spenders and tackle the unique challenges of navigating the competitive December gaming market.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Gaming Trends and Insights
03:11 Inspector Budget: Analyzing Top Spenders
06:06 Deep Dive into Game Performance Metrics
09:08 Exploring User Acquisition Strategies
11:54 The Rise of New Games and Market Dynamics
14:56 Understanding Advertising Channels and Their Impact
17:53 Real Money Gaming and Its Growth
21:00 The Role of TikTok in Game Marketing
24:03 Unity and Its Influence on Game Development
26:45 Conclusion and Future Trends in Gaming
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Understanding the top spenders in the market can provide valuable insights for developers.
December is a challenging month for game revenues due to increased competition.
TikTok is a crucial platform for game marketing, reaching diverse audiences.
Unity's influence on game development is growing, but its effectiveness in user acquisition is questioned.
Analyzing game performance metrics is essential for understanding market dynamics.
Effective advertising strategies can significantly impact a game's success.
Engaging with the community for feedback can help improve content and strategies.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this episode, we dive into the latest developments in the gaming world, focusing on Path of Exile 2. We explore the game's mechanics, its free-to-play model, and the historical context of the franchise. Our discussion also touches on player engagement, game balance, and community feedback, offering insights into the current state and future of the game.
Together, we unpack the intricacies of Path of Exile 2, delving into gameplay elements like solo self-found options, microtransactions, and the cosmetic economy. We examine the convenience of stash tabs, trading mechanics, and the in-game economy's dynamics, including inflation and player retention strategies. Additionally, we highlight the skill system's evolution, the PEO2 endgame's complexity, and how the free-to-play model and interoperability between the first and second games in the series shape the player experience.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/_yvviU7bbUs
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
-
Scale fast
-
Keep your shares
-
Draw down only as needed
-
Have PvX take downside risk alongside you
-
Work with a team entirely made up of ex-gaming operators and investors
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Gaming Landscape
04:49 Exploring Path of Exile 2
11:40 The Evolution of Game Mechanics
18:20 Endgame Dynamics and Player Engagement
24:28 Challenges and Community Feedback
27:37 Game Development Insights and Future Plans
30:05 Microtransactions and Cosmetic Economy
33:50 Utility and Convenience in Gameplay
39:05 Trading and Economic Systems
41:53 Skill System and Gameplay Mechanics
45:06 Competition and Market Positioning
51:47 Free-to-Play Model and Player Engagement
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Path of Exile 2 is currently in early access with a focus on endgame content.
The game has a rich history and community-driven development.
Community feedback plays a significant role in game development.
The economy in Path of Exile 2 is experiencing inflation issues.
Microtransactions in Path of Exile 2 are not just cosmetic; they provide utility.
Stash tabs enhance convenience and organization for players.
Trading mechanics are essential for player engagement and economy.
The in-game economy experiences inflation cycles that affect item value.
Competitive play is intense, with players striving for top ranks.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
In this episode, our friend John Wright discusses his predictions for the gaming industry in 2025, covering a range of topics from the rise of anime games to the impact of AI on game development. He emphasizes the importance of direct-to-consumer models and alternative stores while also addressing the challenges of privacy and user acquisition.
He highlights the evolving gaming landscape and the strategies developers will need to adopt to succeed in the coming years.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelist: John Wright
Youtube: https://youtu.be/UHDcP1jdYIk
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Gaming Trends and Predictions
02:44 The Rise of Anime Games
05:11 Big Publishers vs. Small Studios
08:59 The Evolution of Hybrid Casual Games
11:53 Transmedia and Intellectual Property in Gaming
16:08 The Impact of AI on Game Development
20:43 The Future of Walled Gardens in Gaming
23:25 Privacy Challenges in User Acquisition
25:51 Direct-to-Consumer and Web Stores
28:10 The Emergence of Alternative Stores
31:31 The Potential of HTML5 Games
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Anime games are experiencing a cultural shift and growing popularity.
Big publishers are likely to dominate the market, pushing small studios to adapt.
Hybrid casual games are evolving towards a more casual model.
Transmedia and IP integration are becoming crucial for game success.
AI is set to revolutionize game development processes.
Walled gardens in gaming are becoming more prevalent and successful.
Privacy concerns will continue to impact user acquisition strategies.
Direct-to-consumer models are essential for profitability in gaming.
Alternative app stores are gaining traction and offering new opportunities.
HTML5 games present a significant opportunity for developers to reach new audiences.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this episode, we explore the gaming industry's evolving landscape, focusing on CPI testing, game mechanics, and market trends. We also explore the new games in Soft Launch, the impact of new game launches, the disruption of traditional genres like Solitaire, and the potential of branded games like Barbie.
The conversation also touches on the strategies of various game developers, including Century Games and Voodoo, and explores the future of mobile gaming amidst changing consumer preferences.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/drc6KPJJlk4
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 The Evolution of CPI Testing in Gaming
01:09 Introduction to the Gaming Show
02:34 Christmas Gifts and Personal Anecdotes
03:30 Game Analysis: Merge Plaza and Innovations
06:10 The Disruption of the Solitaire Category
10:00 Soft Launch Insights and Game Mechanics
12:28 Exploring New Game Genres and Trends
15:07 Barbie Merch and Market Potential
17:21 The Domino Game Trend
19:38 Voodoo's New Game Innovations
21:33 Century Games and Their Strategy
23:23 Post-Apocalyptic Game Mechanics
26:07 The Forex Game Landscape
30:12 The Future of Mobile Gaming and Trends
33:50 Final Thoughts and Predictions
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
CPI testing has evolved, with mini-games becoming the new standard.
The gaming industry is experiencing significant disruptions, particularly in the Solitaire category.
Branded games like Barbie have potential but face challenges in execution.
Voodoo continues to innovate within the casual gaming space.
Century Games is a company to watch due to their strategic approach.
The 4X genre is becoming saturated with similar onboarding mechanics.
Post-apocalyptic themes are gaining traction in mobile games.
The importance of user acquisition strategies cannot be overstated.
The future of mobile gaming will likely see more integration of successful mechanics from various genres.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this episode, we dive into the game Blossom Sort, exploring its revenue generation, user engagement metrics, game design mechanics, and monetization strategies. Together, we unpack the dynamics of the Chinese gaming market and discuss the creative marketing strategies that have propelled the game’s success.
We also share our thoughts on future trends in the casual gaming sector, offering insights and analysis that make this episode a valuable resource for anyone passionate about the gaming industry.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/8sb5-dx9UIo
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Epic intro
01:24 Introduction to Blossom Sort and Revenue Insights
04:00 User Engagement and Active User Metrics
08:09 Game Design and Mechanics Overview
11:47 Monetization Strategies and User Acquisition
15:50 Chinese Gaming Market Dynamics
20:10 Creative Strategies in Game Marketing
23:50 Future Trends in Casual Gaming
27:55 Conclusion and Final Thoughts
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The game is generating around $60k a day in IAP revenue.
User engagement metrics show a steady increase in active users.
The game design features unique mechanics that differentiate it from competitors.
Monetization strategies focus on in-app purchases rather than aggressive ad placements.
The Chinese gaming market plays a significant role in the game's development and success.
We predict a disruption in the casual gaming category in the near future.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this new segment, I explore the farming games market, its growth, key players, revenue insights, and player engagement strategies. I also discuss the importance of retention rates, monetization strategies, and mini-games emergence as a crucial trend.
The conversation highlights opportunities for new entrants in the market and emphasizes the need for innovation and an understanding of player demographics. The episode concludes with final thoughts on the evolving landscape of farming games and the commitment required for success.
Yours, Matej!
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric
Youtube: https://youtu.be/GYLX2zAbjks
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Farming Games Market Dynamics
02:13 Market Growth and Key Players
05:39 Revenue Insights and Performance Metrics
12:20 Retention Rates and Player Engagement
18:36 Monetization Strategies in Farming Games
22:54 Opportunities for New Entrants in the Market
25:37 Final Thoughts on the Farming Games Landscape
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Farming games have a significant market share and growth potential.
Key players like Township and Hay Day dominate the genre.
Revenue insights reveal Township's impressive earnings compared to competitors.
Retention rates are crucial for long-term success in gaming.
The emergence of mini-games enhances player engagement and retention.
Social features are vital for community building in farming games.
Understanding player demographics is essential for targeting.
Investing in high-quality creatives is necessary for market competitiveness.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this episode, we dive into the latest creative trends and insights in the gaming industry, focusing on creative strategies, emotional advertising, and the growing impact of AI in mobile game marketing.
We analyze successful game creatives, share thoughts on the evolution of marketing strategies, and explore how emotions are essential for engaging players. Together, we highlight the importance of iteration in improving game performance and discuss the future of game marketing as AI reshapes the industry.
Join us for a comprehensive discussion that blends data, creativity, and cutting-edge technology to uncover what’s next for game marketers and developers alike.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/gI8BHEN8J-U
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Epic intro
01:24 Introduction to Gaming Trends and Insights
03:00 Creative Trends in Gaming
05:49 Analyzing Successful Game Creatives
09:10 The Evolution of Game Marketing Strategies
12:07 Identifying Trends and Inspirations in Game Development
14:58 The Role of Emotions in Game Advertising
17:51 Innovations in Game Creatives and AI Influence
20:45 The Impact of Iteration on Game Performance
24:09 Case Studies of Successful Game Ads
26:58 Future of Game Marketing and AI Integration
29:46 Conclusion and Final Thoughts
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Small adjustments can lead to significant changes in performance.
Understanding emotional triggers is key in-game advertising.
AI is revolutionizing the way game creatives are developed.
Iterative processes are essential for optimizing game marketing.
Successful game ads often draw inspiration from each other.
The use of AI can enhance the quality and effectiveness of game ads.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this episode, we dive deep into the world of match3 games, exploring their core design, the evolution of game mechanics, and what it takes to succeed in this highly competitive genre. We look back at the historical context of match 3 games, discuss today’s market leaders, and highlight the challenges faced by new entrants.
Our conversation focuses on striking the right balance between luck and skill in gameplay while emphasizing the need for innovative design to captivate players and drive revenue. We examine key elements like visual clarity, game mechanics, and player engagement, as well as the importance of balancing difficulty with player satisfaction.
We also explore the rise of the restoration meta in casual games and new progression mechanics, like win streak systems, that drive player retention. User acquisition strategies are another hot topic—highlighting the high costs of acquiring players for match-3 games and the role of ad monetization.
Additionally, our conversation touches on the role of playables in advertising, the evolution of creative strategies, and the latest trends in game advertising, emphasizing the importance of constant innovation in a saturated market.
This episode is packed with actionable insights for anyone looking to thrive in the match3 genre and beyond!
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special Guest. Laura Taranto
Youtube: https://youtu.be/-THrT_jrtZE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Epic intro
01:24 The Importance of Core Design in Match-3Games
10:29 The Evolution of Game Mechanics and Monetization
16:26 Current Market Leaders and Their Strategies
29:10 Challenges for New Entrants in the Match-3 Genre
40:36 The Importance of Game Mechanics in Match-3 Games
47:14 Visual Clarity and Ergonomics in Game Design
01:10:16 Narrative and Player Engagement in Game Design
01:22:08 Evolution of Game Mechanics
01:48:39 Ad Monetization Techniques in Mobile Games
02:10:26 Trends in User Acquisition and Advertising
02:20:55 The Shift in Creative Strategies for Match-3 Games
02:26:30 Emerging Trends and Innovations
02:34:53 Final Thoughts on the Future of Match-3 Games
Laura Taranto
https://www.linkedin.com/in/laurataranto/
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Core Puzzle Design is Crucial: A solid, engaging puzzle design is essential to attract and retain players in the competitive match-three genre.
Balancing Difficulty is Key: Striking the right balance between challenge and satisfaction is critical for long-term player retention.
User Acquisition is Complex: High user acquisition costs require careful balancing with retention rates and innovative UA strategies like minigames, playables and AI-driven campaigns.
Visual Clarity & Speed Matter: Clear visuals, differentiated game pieces, and appropriate gameplay speed significantly impact player satisfaction and usability.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
In this conversation, we have a guest Gonçalo from Boombit and delve into the intricacies of cross-promotion in the gaming industry.
We discuss the significance of cross-promotion for profitability, the strategies employed by Boombit to effectively engage users, and the technical aspects of implementing cross-promotion.
The conversation also touches on the challenges faced in cross-promotion and the future potential for monetization within the gaming sector.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special Guest: Gonçalo Alemao Martins
Check out Boombit: https://boombit.com/services/
Youtube: https://youtu.be/ToVgvpQPHno
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Epic Intro
01:24 Introduction to Cross-Promotion in Gaming
03:07 Understanding Boombit's Revenue and User Base
06:14 The Importance of Cross-Promotion for Profitability
09:06 Strategies for Effective Cross-Promotion
11:49 Analyzing User Engagement and Retention
15:09 Technical Aspects of Cross-Promotion
17:49 Challenges and Solutions in Cross-Promotion
20:47 Future of Cross-Promotion and Monetization
24:05 Conclusion and Key Takeaways
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Gonçalo Alemao Martins
VP of Marketing @Boombitgames
https://www.linkedin.com/in/goncaloalemao/
https://boombit.com/
Takeaways
Cross-promotion is a vital source of profitability for gaming companies.
Boombit generates around 70 million in annual revenue.
User retention is more cost-effective than user acquisition.
Cross-promotion can significantly enhance user engagement.
The effectiveness of cross-promotion is genre-dependent.
Technical implementation of cross-promotion is crucial for success.
Understanding user behavior is key to effective marketing strategies.
Cross-promotion can be a reliable source of revenue during market fluctuations.
The future of cross-promotion may include e-commerce and brand deals.
Automated waterfall setups can streamline cross-promotion efforts.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
We delve into the gaming industry, focusing on the recent launch of Royal Kingdom, a sequel to Royal Match. We discuss the game's performance, monetization strategies, and the competitive landscape, comparing it to its predecessor.
The conversation also touches on financial insights regarding Dream Games, the company behind these titles, and the evolving game mechanics that cater to a specific audience.
Jakub emphasizes the significance of level design and the need for continuous innovation to maintain player interest and maximize monetization.
The discussion also touches on user acquisition strategies and the evolving landscape of game marketing, highlighting the role of creative trends in attracting players.
Ready to transform your game from a hybrid to a hybrid business? Enter the SuperHybrid competition from December 2nd to January 30th for a chance to scale your game with epic publishing support from Supersonic full team of experts, up to $10K monthly while you iterate, $30K in bonuses when you hit milestones - and even more ways to win! Plus, they’re non-recoupable. Don't miss out. Submit your game Now!
Register here: https://supersonic.com/superhybrid/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/tRt3Y0g7dAY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Epic intro
01:24 Introduction to the Gaming Landscape
02:37 Royal Kingdom's Launch and Performance
07:50 Comparative Analysis: Royal Kingdom vs. Royal Match
13:09 Financial Insights and Company Strategy
15:35 Game Mechanics and Player Experience
25:50 Target Audience and Market Positioning
27:11 Game Mechanics and Strategies
32:47 Retention and Player Engagement
34:41 Level Design and Game Innovation
39:10 User Acquisition and Marketing Strategies
45:39 Creative Trends in Game Advertising
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Royal Kingdom has seen explosive growth.
The game features a traditional global launch strategy with significant marketing efforts.
Royal Match has become the leading puzzle game, surpassing Candy Crush.
Royal Kingdom's daily downloads are impressive, maintaining around 80k post-launch.
The UK market is expensive but crucial for monetization in mobile games.
Royal Kingdom presents a challenging gameplay experience, with increased difficulty levels.
The target demographic for these games skews towards older audiences, particularly those 35 and above. Game mechanics play a crucial role in player engagement.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
In this episode, Felix delves into the latest trends in ad monetization within the gaming industry. We explore various games that have achieved high download numbers despite low in-app purchase (IAP) revenue, highlighting the effectiveness of ad-based revenue models.
Our discussion includes detailed analyses of specific games, their gameplay mechanics, and revenue strategies, showcasing the evolving landscape of mobile gaming and the rise of ultra-casual games, particularly from regions like Vietnam.
Ready to transform your game from a hybrid to a hybrid business? Enter the SuperHybrid competition from December 2nd to January 30th for a chance to scale your game with epic publishing support from Supersonic full team of experts, up to $10K monthly while you iterate, $30K in bonuses when you hit milestones - and even more ways to win! Plus, they’re non-recoupable. Don't miss out. Submit your game Now!
Register here: https://supersonic.com/superhybrid/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/RW06nG-h0IM
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Epic intro
01:24 Introduction to Ad Monetization Trends
02:55 Exploring High Downloads with Low IAP Revenue
05:47 Game Analysis: Coffee Craze and Its Revenue Model
09:08 The Success of Find the Cat: A Case Study
11:53 Car Race: Sustaining User Engagement Over Time
17:58 Horror Spanky Beats: The Music Rhythm Trend
26:00 Perfect Tidy: The Rise of Ultra Casual Games
34:08 Mini Games: The Ultimate Ad Revenue Machine
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Ad monetization is crucial for game developers.
High downloads can occur with low IAP revenue.
The gaming industry is seeing a rise in ultra-casual games.
Vietnam is becoming a significant player in mobile gaming.
User engagement is key to sustaining game success.
Rewarded ads can enhance user retention.
Game design trends are shifting towards ad-driven models.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this episode, we delve into the unexpected success of the game Top Girl, exploring its unique gameplay mechanics, the influence of AI in its design, and the surprising elements of 4X integrated into a waifu game.
We also discuss the game's revenue potential, the simplification of 4X mechanics, and the future of AI in the gaming industry, concluding with predictions about the game's trajectory and the broader implications for mobile gaming.
Ready to transform your game from a hybrid to a hybrid business? Enter the SuperHybrid competition from December 2nd to January 30th for a chance to scale your game with epic publishing support from Supersonic full team of experts, up to $10K monthly while you iterate, $30K in bonuses when you hit milestones - and even more ways to win! Plus, they’re non-recoupable. Don't miss out. Submit your game Now!
Registier here: https://supersonic.com/superhybrid/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/E2Z73tMFPU0https://youtu.be/E2Z73tMFPU0
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Gaming Landscape
03:06 Exploring Top Curl: A Surprising Game
05:54 The Numbers Behind Top Curl's Success
09:04 Gameplay Mechanics: A Unique Experience
12:03 The AI Influence in Game Design
15:12 Forex Elements in a Waifu Game
17:54 Simplifying Forex: A New Approach
21:09 The Future of AI in Gaming
23:55 Concluding Thoughts and Predictions
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Top Girl is a surprising success in the gaming market. It is still in soft launch!
The game combines waifu, an idle game with 4X mechanics.
AI plays a significant role in game design and character creation.
The revenue model shows potential for high earnings.
Simplifying Forex mechanics could attract a broader audience.
The integration of AI in gaming is a growing trend.
Matej expresses discomfort with the game's adult themes.
Top Girl's gameplay is unlike traditional 4X games. Streamlined!
The gaming industry is evolving with AI-driven innovations.
Predictions suggest a bright future for AI in mobile gaming.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this episode, we discuss the gaming landscape in Vietnam, highlighting its rapid growth and potential. We delve into the specifics of Archero 2, comparing it to its predecessor and other games while exploring its gameplay mechanics, progression layers, and monetization strategies. The conversation emphasizes the evolution of game design and the importance of ad revenue in the gaming industry.
Discussing the implications of game mechanics on user experience, the importance of ad revenue, and the potential of hybrid casual games.
We also analyze the differences between Archero and Archero 2, discuss the implications of ad placements on revenue, and explore the different creatives in Archero 2.
Ready to transform your game from a hybrid to a hybrid business? Enter the SuperHybrid competition from December 2nd to January 30th for a chance to scale your game with epic publishing support from Supersonic full team of experts, up to $10K monthly while you iterate, $30K in bonuses when you hit milestones - and even more ways to win! Plus, they’re non-recoupable. Don't miss out. Submit your game!
Registier here: https://supersonic.com/superhybrid/
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/xnOMrmYJJko
Join our Slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Epic intro
02:59 Archero 2 Overview and Comparisons
05:49 Gameplay Mechanics and Progression Layers
09:12 Monetization Strategies and Ad Revenue Discussion
23:12 Game Pricing Strategies and Market Trends
24:03 Future Game Releases and Development Strategies
25:12 Game Mechanics and User Engagement Challenges
26:10 Monetization Strategies and Game Economics
27:40 User Experience and Game Maintenance Issues
28:44 Ad Revenue and Market Performance Analysis
29:27 Revenue Insights and Market Launch Strategies
31:10 Comparative Analysis of Game Performance
33:22 User Acquisition and Revenue Predictions
35:57 Game Design and Marketability Considerations
38:44 Hybrid Casual Game Development and Competitions
42:57 Game Mechanics and Features
44:49 Ad Placement Strategies and Revenue Estimates
46:54 Market Performance and User Engagement
48:59 Creative Strategies in Game Marketing
51:58 Comparative Analysis of Game Creatives
55:56 Future Trends in Game Development and Marketing
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Vietnam's gaming industry is rapidly growing and impressive.
Archero 2 is already generating significant daily revenue.
The game mechanics in Archero 2 have evolved from its predecessor.
Archero 2 offers a smoother progression experience than Archero 1.
The game is designed with a polished aesthetic similar to Supercell titles.
Ad revenue plays a significant role in the game's financial success.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up
Today, we discuss the evolution of gaming, focusing on the game Dark War Survival and its mechanics, storytelling, and monetization strategies. We explore how the game integrates emotional engagement through its narrative and character development, particularly highlighting the emotional hook of saving a sick dog.
The discussion also delves into market trends, user acquisition strategies, and the competitive landscape of 4X games, emphasizing the importance of effective onboarding and monetization tactics in the gaming industry.
We discuss the evolution of game mechanics, the impact of user acquisition strategies, and the role of AI in marketing. The conversation highlights the changing landscape of game design and monetization, emphasizing the importance of adaptability in a competitive market.
We also highlight the transformative impact of AI on creative production, particularly in the gaming industry.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Jani Torppa, Matej Lancaric
Youtube: https://youtu.be/_l6Jb1P2TbE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Epic Intro
03:06 Gameplay Mechanics of Dark War Survival
05:58 Storytelling and Emotional Engagement in Gaming
11:57 Monetization Strategies and Emotional Hooks
18:02 Market Trends and Competitive Analysis
20:57 User Acquisition and Cost Per Install (CPI) Insights
25:04 The Economics of Game Downloads
29:23 Revenue Trends in 4X Games
30:36 The Evolution of Game Mechanics
34:30 The Impact of User Acquisition Strategies
39:03 The Role of AI in Game Marketing
44:26 The Future of Game Design and Monetization
49:35 AI in Creative Production
51:08 The Impact of AI on Engagement
52:37 Interactive Storytelling and Game Design
54:55 Trends in Game Marketing and User Acquisition
56:19 The Role of AI in Game Development
01:00:00 The Future of AI in Gaming and Marketing
01:07:25 Final Thoughts and Ratings
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Latest AI guide - https://lancaric.me/ugc-guide-ai-user-acquisition/
Jani Torppa
Founder & COO Geeklab
https://www.linkedin.com/in/jani-torppa-80480a122/
https://geeklab.app/
https://audiencelab.ai/
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Dark War Survival employs a zombie apocalypse theme to attract players.
The game features a strong narrative and emotional engagement.
Monetization strategies include emotional hooks like saving a sick dog.
UA costs in 4X games can be very high.
UA strategies in 4X are evolving, focusing on broad appeal and engagement.
The approachability of games is key to attracting a larger player base.
ASO strategies may become less relevant if user acquisition is effective.
The future of gaming & UA will heavily rely on AI technologies.
The pace of innovation in the gaming industry is accelerating due to AI.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric.
In this episode, we delve into the intricacies of a new game, Triple Match City, exploring its gameplay mechanics, revenue performance, and user experience. We discuss the game's innovative features, monetization strategies, and the impact of ads on user retention.
The conversation highlights the evolving landscape of mobile gaming and the clever tactics developers use to engage players while maximizing revenue.
We discuss the importance of understanding user behavior to optimize revenue, the effectiveness of different gameplay mechanics, and the challenges faced in user acquisition. The conversation also highlights innovative concepts in game design and the potential future directions for mobile gaming.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/bZKQBoNWlVg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic intro
01:25 Introduction to the Podcast and Triple Match City
02:57 Game Performance and Revenue Insights
05:55 Gameplay Mechanics and Innovations
08:56 User Experience and Ad Integration
12:02 Monetization Strategies and User Retention
14:55 Final Thoughts and Future Predictions
18:45 Game Monetization Strategies
21:06 User Segmentation and Revenue Insights
23:00 Creative Concepts in Game Design
26:01 Gameplay Mechanics and User Engagement
30:02 Future Prospects and Challenges
34:01 Final Thoughts and Ratings
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Triple Match City has shown unexpected revenue growth despite low download numbers.
The game incorporates innovative gameplay mechanics that blend match-3 and hidden object genres.
The game features sandbox levels that challenge players to collect various items within a time limit.
The conversation highlights the role of user acquisition in the game's success.
We note the clever design choices that keep players engaged and willing to spend.
The episode concludes with predictions about the future of mobile gaming and its monetization trends. Understanding user segmentation is crucial for monetization.
User acquisition remains a challenging aspect of mobile gaming.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric, Nathan Ceulemans, Michail Katkoff
Youtube: https://youtu.be/_HqQKAAyMWk
Join our Slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Epic intro
01:24 Introduction to the Podcast and Guests
03:05 The State of Product Reporting in Gaming
06:01 Understanding Metrics and Their Evolution
08:57 Analyzing Graphs for Product Health
11:57 Identifying Issues in User Acquisition
14:52 The Role of Product and UA Teams
17:56 Retention Metrics and Their Importance
20:50 Setting Goals for Product Updates
24:12 Proposed Solutions for Better Reporting
26:28 Understanding User Acquisition and Product Metrics
30:19 Analyzing Payer Retention and Revenue Trends
35:46 The Importance of Cohort Analysis
37:59 Navigating Marketing Budgets and User Acquisition Strategies
42:28 The Impact of Channel Strategy on User Acquisition
47:46 Bridging the Gap Between Product and User Acquisition Teams
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Nathan Ceulemans
Head of Sales
https://www.linkedin.com/in/nathanceulemans/
Michail Katkoff
Founder I Angel Investor I Deconstructor of Fun
https://www.linkedin.com/in/michailkatkoff/
Takeaways
Product reporting in gaming is often outdated and ineffective.
Metrics should evolve over time to provide a clearer picture.
Graphs can reveal critical insights about product health.
User acquisition strategies need to be aligned with product goals.
Retention metrics are crucial for understanding long-term success.
Setting clear goals for product updates can drive better outcomes.
Collaboration between product and UA teams is essential.
Dashboards should be tailored for different audiences within a company.
Understanding the customer acquisition cost is vital for success.
Effective reporting can lead to better decision-making in game development. Clean up your base before involving UA teams.
Education on metrics is crucial for product and UA teams.
Different channels yield different LTV curves.
Payer retention is essential for revenue stability.
Cohort analysis helps identify user behavior trends.
Marketing budgets must be maintained to support UA efforts.
Diminishing spend can lead to a decline in user quality.
Channel strategy significantly impacts user acquisition success.
Effective dashboards facilitate better decision-making.
Collaboration between product and UA teams is vital.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Anatolii Henis
Youtube: https://youtu.be/e3fsHuHrEAY
Join our Slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Epic intro
01:24 Introduction to Burnie Games and Anatolii Henis
02:31 Transition from Social Casino to Mobile Puzzle Games
04:04 Overview of Games: PlayDoku and Colorwood Sort
06:14 Game Mechanics and Player Retention Strategies
09:19 Ad Monetization vs. In-App Purchases
11:41 Current Performance and Future Plans
12:35 Deep Dive into PlayDoku's Gameplay
18:09 Iterating on Proven Mechanics for Success
19:10 Game Mechanics and Features Overview
21:55 Monetization Strategies in Mobile Games
23:57 User Engagement and Ad Strategies
28:01 Comparative Analysis of Game Titles
34:54 User Acquisition and Retention Insights
39:51 Exploring Creative Potential in Game Development
40:47 Analyzing Advertising Channels and Strategies
42:33 Navigating Facebook Advertising Challenges
44:53 The Importance of Creative Testing and Iteration
46:41 Understanding Revenue Models in Mobile Gaming
49:32 Long-Term Goals in Game Development
51:52 Leveraging Previous Learnings for New Games
01:02:15 Closing Thoughts and Future Directions
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Anatolii Henis
CEO Burny games
https://www.linkedin.com/in/anatoliihenis/
Takeaways
The company focuses on mobile puzzle games with ad monetization.
PlayDoku and Colorwood Sort are their main games.
Player retention is crucial for game success.
Ad monetization is currently the primary revenue source.
They are exploring in-app purchases for future games.
Iterating on proven mechanics can lead to success.
User experience is prioritized in game design.
Game reviews reflect player satisfaction with their games. The main saga is the journey of the game.
Unique mechanics can set a game apart from others.
Interstitial ads are placed after failed levels to maximize engagement.
More ads can lead to better monetization strategies.
ColorWood is a sorting game with a simple UI.
Fail states in games can be hard to identify for players.
Long-term goals should guide the development and marketing strategies of games.
Leveraging past experiences can accelerate the development of new games.
Creative concepts should be diverse to avoid fatigue in campaigns.
Collaboration and sharing insights within the industry can lead to better outcomes.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
In this episode, we delve into the creative trends shaping the gaming industry for October 2024.
We discuss the advertising strategies of games like AFK Journey, the impact of misleading ads on revenue, and the evolution of creative strategies in gaming. The conversation also touches on the importance of user reviews, the influence of micro learning in ads, and the future of game advertising trends.
Main Takeaway = Reviews less important than Revenue
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/G83ZsDABGUE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Agenda
00:00 Epic intro
01:25 Introduction to Creative Trends
01:49 Analyzing AFK Journey's Advertising Strategies
05:08 The Impact of Misleading Ads on Game Revenue
06:31 Exploring Creative Inspirations in Game Ads
10:29 The Evolution of Game Creatives
14:21 Reviewing Player Feedback and Expectations
18:54 The Future of Game Advertising and Player Engagement
23:27 The Power of Hooks in Gaming Ads
24:11 Emotional Engagement in Game Design
25:30 Visuals and Branding in Mobile Games
26:30 Game Mechanics and Player Retention
28:49 Trends in Game Advertising
29:56 Innovative Game Features and Mechanics
31:25 The Influence of Visual Styles in Gaming
32:39 The Role of Creativity in Game Marketing
34:41 Understanding Player Psychology
37:05 The Impact of Trends on Game Development
39:51 Micro Learning and Game Advertising
42:01 Final Thoughts on Game Trends and Innovations
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
AFK Journey is utilizing unconventional advertising strategies.
Misleading ads can significantly impact game revenue.
The gaming industry is seeing a rise in high-quality creative content.
The importance of emotional engagement in game ads cannot be overstated.
Giant animals and absurd concepts are trending in game ads.
We plan to explore user reviews in future episodes.
The discussion highlights the interconnectedness of various creative strategies.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
We discuss our favorite and least favorite Pokémon, leading into a detailed overview of the newly released Pokémon TCG Pocket. We explore the gameplay mechanics, the game's nostalgia factor, and the importance of booster packs and collection systems.
The discussion of the innovative Wonder Pick mechanic that drives player interaction and excitement. We projected billion-dollar IP sales, upcoming events, game mechanics, trading dynamics, and user experience.
We explore the emotional connection players have with card opening. The discussion also touches on marketing strategies, the impact of geolocation on gaming, and the challenges of bot farms in trading.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: John Wright
Youtube: https://youtu.be/sUjoT49BfTc
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic intro
01:20 Introduction and Favorite Pokémon
02:55 Overview of Pokémon TCG Pocket
06:00 Gameplay Mechanics and Nostalgia Factor
08:59 Booster Packs and Collection System
12:00 Monetization and Shop Features
15:02 Event Systems and Player Engagement
18:00 Wonder Pick Mechanic and FOMO Strategy
22:46 The Billion-Dollar Game: Analyzing IP Sales Potential
24:30 Event-Driven Engagement: Upcoming Promotions and Their Impact
26:30 Game Mechanics Evolution: New Features and Meta Changes
30:54 Trading Dynamics: Expectations and Concerns
34:17 Launch Success: Comparing Revenue and User Engagement
48:25 Future Earnings: Pokémon Go vs. TCG
50:55 Potential Revenue Streams and Trading Mechanics
52:19 The Dark Side of Trading and Bot Farms
57:47 The Emotional Connection of Card Opening
01:01:22 Advertising Spend and Revenue Predictions
01:03:06 The Power of Pokémon IP and Future Prospects
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
John Wright
Mr.Vice President
https://www.linkedin.com/in/johnwright1987/
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
Pokémon (Anime Series) Music Video
Music: Pokémon Theme Song by Jason Paige
Anime: Pokémon
Directed by: Kunihiko Yuyama
Written by: Takeshi Shudo
Studio: OLM, Inc.
Song: Gotta Catch 'Em All
Artist: Jason Paige
Producer: John Loeffler
Songwriters: John Siegler, John Loeffler
The video clip/s that I used in this video are owned by PokemonItalianMovie.
https://www.youtube.com/watch?v=2x1mkthU7Eo
Edited by: Kerwin Joseph Cuadra (kerwinpogi092)
This video is for entertainment purposes only. The music included in this video is owned by particular artists and composers. There's no copyright infringement intended. The viewers of this video are advised to support the artist and their music.
Copyright Disclaimer Under Section 107 of the Copyright Act 1976, allowance is made for "fair use" for purposes such as criticism, comment, news reporting, teaching, scholarship, and research. Fair use is a use permitted by copyright statute that might otherwise be infringing. Non-profit, educational or personal use tips the balance in favor of fair use.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/qP1EYgI95E4
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic intro
01:23 Introduction to Age of Empires and Nostalgia
02:59 The Impact of Tencent on Age of Empires
05:54 Gameplay Mechanics and Mini-Games
09:05 The Evolution of Strategy Elements
11:59 Integration of Vampire Survivors Mechanics
14:55 Balancing and Game Design Insights
17:50 The Absence of Zombies in Forex Games
17:58 Clan Dynamics and Player Retention
18:56 Understanding Forex Server Ecosystems
20:02 Monetization Strategies in Forex Games
21:07 Game Features and User Engagement
22:00 Hero Mechanics and Progression Systems
23:06 Streamlined User Interface in Forex Games
23:57 Revenue Insights and Market Performance
25:01 Nostalgia and Player Engagement in Game Design
40:11 The Future of Gaming IPs
44:00 Nostalgia in Game Design
49:02 The Impact of Marketing on Game Success
54:04 Evaluating Game Mechanics and User Acquisition
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Age of Empires has a strong nostalgic value for many players.
Tencent's involvement raises concerns about the game's direction.
The mobile adaptation features polished graphics and gameplay
Mini-games are a significant part of the new Age of Empires experience
The game incorporates elements from popular titles like Vampire Survivors.
Balancing gameplay is crucial for player engagement.
The integration of different game mechanics can enhance player experience.
Clan dynamics significantly influence player retention.
4X operates on multiple server shards, creating unique ecosystems.
Hero mechanics add depth to gameplay and progression.
Revenue insights reveal the financial success of Forex games.
Nostalgia plays a crucial role in player engagement.
The 4X genre is growing, attracting diverse players. Nostalgia plays a significant role in game design.
The success of a game often hinges on its marketing strategy.
IP deals can limit creative freedom in game development.
Players are looking for innovation, not just remakes.
The gaming market is highly competitive, with few players at the top.
Understanding player preferences is key to game success.
High production value does not guarantee player engagement.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/Q9rLc86vRF4
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic Intro
02:55 Exploring Supermarket Simulator 3D
05:54 Game Mechanics and User Experience
08:54 Monetization Strategies and Revenue Insights
12:04 Comparative Analysis of Game Success
14:59 Final Thoughts and Future Prospects
17:11 Monetization Strategies in Gaming
19:50 Ad Revenue Insights and Mistakes
22:22 Improving Ad Formats for Higher Revenue
23:14 Game Aesthetics and User Experience
25:17 Creative Challenges in Game Growth
30:05 Ad Networks and Creative Concepts
31:04 Scoring the Game and Future Potential
36:46 Merch and Community Engagement
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The game has scaled significantly since its launch.
User engagement is crucial for long-term success.
Ad revenue strategies need to be optimized for better returns.
The game mechanics are polished and user-friendly.
Creative marketing strategies can enhance user acquisition.
Retention strategies must be implemented to keep players engaged.
The game has a lot of potential for future growth.
Feedback from players is essential for game development.
The atmosphere of the game contributes to user satisfaction.
We emphasize the importance of continuous improvement in game design.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lancaric
Youtube: https://youtu.be/_CEkh3WNXq4
Join our slack channel here: hhttps://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
01:24 Introduction to Project Rise
02:58 Gameplay Mechanics and Changes
05:54 Hero Progression and Meta Features
08:53 Team Dynamics and Individual Progression
11:59 Consumables and Floor Mechanics
14:52 Cumulative Rewards and Risk-Reward Mechanics
18:03 Final Thoughts and Future Updates
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The game has undergone significant changes since the last update.
Players can now join or create teams to play together.
Hero progression includes new tiers and abilities.
The game is shifting towards individual player progression.
Consumables like Phoenix feathers are now persistent and consumable per player.
Floor skips have been introduced to ease gameplay.
Cumulative rewards are based on performance and strategy.
The game is more polished and engaging than before.
The community is actively involved in the game's development.
Future updates are expected to refine the game's meta features.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this conversation, we delve into the latest mobile game sensation, Capybara Go!
We explore the passive gameplay experience, the importance of user engagement, and the innovative features that set Capybara Go apart from its competitors. The discussion also touches on the game's community aspects and event systems, concluding with thoughts on the future of mobile gaming and the evolving landscape of game design.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic intro
01:24 Introduction to Capybara Go
02:30 Gameplay Mechanics and Features
08:01 Core Game Loop and Player Interaction
12:10 The Future of Mobile Gaming
17:10 Hobby's Impact on Mobile Gaming
21:01 Monetization Strategies and Player Engagement
26:33 Template Building and Game Development
27:56 Adapting Successful Systems from Other Games
31:54 Dungeon Dive and Alternative Game Modes
34:02 Reward Systems and Player Frustration
36:08 Monetization Strategies and Revenue Potential
39:06 Market Performance and Future Predictions
46:01 Capybara Go Launch Insights
49:50 Ad Monetization Strategies
51:15 US Launch Timing and Strategy
53:25 Creative Marketing Approaches
56:22 Trends in Game Development
01:01:25 Comparative Analysis of Game Revenues
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Community features and social interactions enhance the player experience.
Passive gameplay mechanics may represent the future of mobile gaming.
Capybara Go's success may influence future trends in mobile game development. The game features a unique power progression system that enhances player engagement.
Revenue insights indicate strong performance in Asian markets, particularly South Korea.
The game is positioned as a social casino RPG, blending elements of both genres.
Marketing strategies focus on leveraging trends and user acquisition tactics.
Creative advertising approaches are crucial for capturing player interest and engagement.
The game's design is considered a masterpiece, effectively utilizing successful mechanics from other games.
The potential for high revenue growth is evident, especially with the upcoming US launch.
The game's mechanics and events create a competitive environment for players.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Felix Braberg
Special Guest: Ofir Meir | Director of Bright SDK group,
Bright Data | Skype: live:.cid.d170945c61f0d08d | Slack: ofirm@bright-sdk.com
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Bright SDK homepage: https://bright-sdk.com
Partner Program information: https://bright-sdk.com/partners
Bright SDK YouTube channel: https://www.youtube.com/@BrightSDK
Partners’ success stories: https://bright-sdk.com/blog/success-and-studies/wizard-games-ad-free-monetization-success
Agenda
00:00 Epic Intro
02:30 Understanding Bright SDK and Its Unique Offerings
08:15 The Business Model Behind Bright Data
10:05 Integration Process for Publishers
12:43 Partner Program Benefits and Growth Opportunities
16:06 User Experience and Implementation Examples
20:53 Publisher Earnings and Revenue Potential
24:15 Privacy Considerations in Data Collection
30:31 Comparing Bright SDK with Traditional Monetization Methods
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Bright SDK empowers game developers to monetize without sacrificing user experience.
The business model is based on public web data collection, not user data.
Publishers can earn revenue by sharing a small portion of their bandwidth.
Integration of Bright SDK is self-service with support available.
The partner program offers loyalty benefits and dedicated account management.
Publishers can choose how and when to present offers to users.
User consent is mandatory before sharing bandwidth.
Privacy is prioritized; only IP addresses are collected.
Publishers can optimize their revenue through A-B testing.
Bright SDK provides a fixed revenue model with no ad interruptions.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this session, we discuss Homa Games' upcoming game, All in Hole, exploring its mechanics, gameplay experience, monetization strategies, and user engagement. We analyze how the game compares to other titles in the market, its revenue generation, and the potential for user retention and demographics.
The discussion also discusses the game's future prospects and challenges in maintaining player interest. In this conversation, we will explore the evolving landscape of hybrid casual games and discuss monetization strategies, user acquisition, and the integration of ads.
We also analyze the future prospects for game development, particularly in the context of Homa Games transitioning from hyper-casual to hybrid casual games.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/5VSqXDHaOHA
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic intro
02:58 Overview of 'All in Hole' Game Mechanics
05:59 Gameplay Experience and User Engagement
08:59 Monetization Strategies and Revenue Insights
11:51 Comparative Analysis with Other Games
14:55 User Retention and Demographics
18:02 Future Prospects
21:25 Exploring Hybrid Casual Games
23:38 Monetization Strategies in Gaming
24:50 Ad Integration and User Experience
26:01 Analyzing User Acquisition Strategies
28:05 Creative Approaches in Game Marketing
30:17 Evaluating Game Mechanics and Difficulty
32:29 Comparative Analysis of Game Creatives
35:27 Future Prospects for Game Development
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The game 'All in Hole' is set to generate significant IP revenue before its official release.
Gameplay mechanics are reminiscent of popular casual puzzle games, with a focus on metagame progression.
Monetization strategies include in-app purchases, but ad revenue appears limited.
The game is compared to others in the genre, highlighting similarities and differences in mechanics.
User retention may be a challenge due to the game's simplistic nature.
We question the game's long-term viability and player motivation.
Demographics indicate a strong revenue stream from tier-one countries.
The game has the potential for future updates and expansions to enhance gameplay.
Despite some reservations, we are cautiously optimistic about the game's success. Hybrid casual games borrow mechanics from hypercasual games.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
In this session, we delve into the success of Lion Studios' mobile game, Hexasort, discussing its gameplay mechanics, user engagement, and innovative ad monetization strategies. We explore how the game has evolved since its launch, its addictive nature, and its impact on the gaming market. The discussion also includes comparisons with other games and predictions for Hexasort's future in the competitive landscape of mobile gaming.
Discussing innovative gameplay mechanics and ad integration strategies of the game Hexasort. We discuss how user experience is enhanced through clever segmentation and the impact of these strategies on revenue generation.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/LPMT0DvKxd4
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic Intro
01:20 The Rise of Hexasort
03:00 Gameplay Mechanics and User Experience
07:00 Monetization Strategies and Engagement
12:01 Innovations in Gameplay and Ad Integration
16:42 Unlocking Game Mechanics
19:40 Level Design and Difficulty
21:01 Game Performance and Optimization
22:52 Ad Monetization Strategies
30:51 Innovative Ad Units and Revenue Generation
37:03 Estimating Ad Revenue and User Engagement
40:14 Analyzing Retention Strategies and Ad Lengths
43:54 Exploring User Acquisition Strategies
50:14 Evaluating Profitability and User Metrics
54:01 Scoring the Game's Performance and Innovations
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Hexasort has become a significant player in mobile gaming.
The game is highly addictive.
Gameplay mechanics are designed for long sessions and strategic thinking.
Ad monetization strategies are innovative and effective.
The game has seen substantial growth in user engagement and revenue.
Hexasort has set a new standard for hybrid-casual games.
The game has inspired numerous clones and competitors in the market.
Future trends indicate continued success for Hexasort and similar games. The integration of ads into gameplay can enhance user experience.
User segmentation based on acquisition source is a game-changer.
Hexasort generates significant daily revenue through innovative ad strategies.
The design of levels supports seamless ad breaks without penalties.
The game has a strong organic traffic presence due to effective ASO.
Ad performance can significantly impact overall game revenue.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/9hXqXwBbv1A Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8QAgenda00:00 Epic intro to Creative Trends in Gaming01:00 The Rise of Dream Games03:59 Creative Strategies in Game Marketing08:00 Innovations in Gameplay Mechanics12:00 High Production Value in Game Creatives16:01 The Evolution of Game Genres19:57 Trends in User Acquisition and Retention24:59 Creative Innovations in Gaming28:01 Game Performance and Revenue Insights29:59 The Evolution of Game Creatives32:59 Celebrity Influence in Game Marketing35:59 Trends in Mobile Game Development38:55 The Future of Game Genres and Mashups---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysDream Games has become a leader in the match-3 genre.Creative marketing strategies are crucial for game success.High production values are becoming standard in-game creatives.Celebrity endorsements can significantly boost a game's visibility.Merging gameplay mechanics can enhance player engagement.The gaming industry is rapidly evolving with new trends.Tomato overload is a unique marketing trend to watch.Understanding player psychology is key to effective marketing.In the future, gaming will see more genre mashups.Community engagement is essential for ongoing success.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricPodcast: Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8QAgenda00:00 Epic Intro03:39 Game Mechanics and Innovations05:40 Monetization Strategies in Gaming09:12 The Solitaire Trend in Mobile Games11:51 VUGA's New Direction with Solitaire15:39 Happy Bada Go: A New Hit Game18:07 Comparing Game Mechanics and Player Engagement20:05 Innovative Game Concepts and Mechanics23:31 Marketing Strategies in Gaming25:40 Trends in Game Development28:05 Creative Iterations in Game Design31:25 High Production Values in Mobile Gaming34:24 The Importance of User Feedback---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysThe hosts introduce themselves and set the stage for discussing new games.They explore the mechanics and gameplay of various soft-launched games.Monetization strategies are a key focus in the conversation.The rise of solitaire games is noted as a significant trend.Wooga's new solitaire game is discussed in terms of its market potential.Archero 2 is highlighted as a highly anticipated sequel.Capybara Go is presented as a very promising new title.The hosts compare different game mechanics and their impact on player engagement.The conversation emphasizes the importance of innovation in game design.They conclude with plans to review games post-global launch. Capybara is the new iteration of the Harvey pipeline.Superhero League features clever puzzle-based minigames.Simulation games are evolving with new concepts.Idle games are on the rise in mobile gaming.Creative iterations are essential for game design.4x games are becoming increasingly popular.High production values enhance user experience.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/bINdgyGjc_w
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
01:20 The Excitement of Gaming in Turkey
03:01 Introduction to Balatro: The Card Game
06:00 Gameplay Mechanics of Balatro
08:46 Deck Building and Strategy in Balatro
12:02 The Meta and Replayability of Balatro
14:59 Market Performance and User Engagement
18:01 The Future of Premium Games in Mobile Gaming
23:58 Monetization Strategies in Gaming
26:57 User Acquisition and Daily Active Users
29:57 Game Design and User Experience
32:00 Market Trends and Future Predictions
36:59 Closing Thoughts and Community Engagement
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Turkey's gaming industry is booming with opportunities.
Balatro combines elements of poker and solitaire for unique gameplay.
The game features a deck-building mechanic that enhances strategy.
Replayability in Balatro is virtually infinite due to its design.
Market performance shows Balatro is gaining traction among users.
Premium games face challenges in the mobile market.
User engagement metrics indicate strong interest in Balatro.
The design of Balatro exemplifies clever game mechanics without high budgets.
The hosts emphasize the importance of great game design over graphics.
Balatro's success could influence future mobile game strategies. Minecraft's daily revenue is significant compared to other games.
Free-to-play models with ad removal options can be more profitable.
User acquisition strategies are crucial for scaling games.
Game design must cater to casual players for broader appeal.
Market trends indicate a shift towards mobile gaming.
Community feedback is essential for game development.
Retention strategies alone are not sufficient for profitability.
The gaming industry is evolving rapidly post-COVID.
Understanding user behavior is key to monetization success.
Future iterations of games must consider user experience.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
In this episode, we dive into a detailed review of the game Cup Heroes by Voodoo, discussing its hybrid casual gameplay, performance metrics, monetization strategies, and user experience. We explore the game's growth trajectory, retention rates, and how it compares to other titles in the market.
Discussing the effectiveness of decoys and rewards in gameplay, the impact of skill randomizers on player experience, and the creative approaches used in game advertising. Our conversation also touches on the importance of testing different ad creatives!This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/lIaP8MJ5DmsJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8QAgenda00:00 Epic intro 01:20 Game Performance Metrics06:01 Gameplay Mechanics and Features12:01 Monetization Strategies17:56 Comparative Analysis with Other Games22:17 Game Design Insights and Comparisons24:01 Monetization Strategies and Revenue Estimations26:50 User Engagement and Ad Revenue Dynamics29:57 Skill Randomization and Gameplay Mechanics33:54 User Acquisition and Marketing Tactics42:18 Exploring Game Mechanics and User Engagement48:30 Advertising Strategies in Mobile Gaming55:00 Creatives59:50 Evaluating Game Features and Monetization Strategies---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysCub Heroes is a hybrid casual game that combines various gameplay elements.The game has shown gradual growth since its soft launch in February 2024.Retention rates are crucial for monetization, with day 30 and day 90 metrics being particularly important.Monetization strategies include a mix of in-app purchases and ad revenue.The game employs a unique skill randomizer mechanic that affects gameplay.User experience is impacted by the frequency and timing of ads during gameplay.Comparative analysis with other games reveals strengths and weaknesses in retention and monetization.The hosts predict future trends in the gaming market based on current performance metrics.Engagement mechanics are essential for retaining players in hybrid casual games.The conversation highlights the importance of understanding user behavior in mobile gaming. Decoys can significantly enhance player motivation and engagement.Ad monetization strategies are evolving with more rewarded ads per session.Skill randomizers play a crucial role in gameplay and ad exposure.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/kanIGV0p0eY Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8QAgendajust watch the episode! ---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysThe app is generating significant revenue, making millions monthly.User engagement is high, with nearly 2 million active users.The app combines elements of gaming and storytelling effectively.Competitors in the market are also performing well, indicating a growing trend.Monetization strategies include in-app purchases and ad placements.The interactive storytelling genre is evolving with new formats and mechanics.User experience is enhanced through clever UI design and rewards systems.The app's success may influence future mobile gaming trends.Understanding user demographics is crucial for targeted marketing.The conversation reflects on the broader implications of app monetization in the gaming industry. LiveOps is becoming increasingly essential in gaming.Ad monetization strategies need to evolve with market changes.Interactive story games are gaining popularity and revenue.Content creation poses significant challenges for developers.User acquisition strategies must adapt to new trends.Innovative advertising techniques can enhance user engagement.The gaming industry is shifting towards more interactive experiences.Understanding audience qualification is crucial for monetization.The potential for high revenue in the gaming sector is significant.Collaboration and sharing insights can drive industry growth.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast: https://youtu.be/11CcJvEwBM0
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic Intro
02:57 Game Performance and Updates
05:53 User Acquisition vs. Product Quality
08:50 Star Wars Hunters Analysis
11:53 Casual Game Trends
14:58 Mobile Game Monetization Strategies
17:55 Game Comparisons and Market Dynamics
20:57 Innovations in Game Features
23:54 Community Engagement and Feedback
26:49 Future Predictions for Games
30:00 Closing Thoughts and Future Episodes
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Engagement strategies are crucial for game retention.
User acquisition plays a significant role in game success.
Regular updates can revitalize player interest in games.
The gaming market is highly competitive and dynamic.
Understanding player behavior is key to game development.
Revenue trends can indicate the health of a game.
Community feedback is essential for game improvement.
Innovative game mechanics can enhance player experience.
Data analysis tools are vital for tracking game performance.
The gaming industry is constantly evolving with new trends.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/f8Zdk64GVT8
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic Introduction
02:48 Experiences at Tokyo Game Show
05:52 Ad Placements in Mobile Gaming
06:47 Introduction to Game Trends
12:31 Exploring Game Monetization Strategies
18:19 The Rise of Ultra Casual Games
25:58 Innovative Gameplay Mechanics
33:14 Future Insights
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Ad placements are crucial for monetization in mobile games.
User acquisition is increasingly influencing game design.
Rewarded ads are becoming a standard feature in gameplay.
Ultra casual games are gaining popularity due to their accessibility.
Innovative monetization techniques are emerging in the gaming industry.
Hiding content behind ads is a growing trend.
The gaming industry is seeing a shift towards subscription models.
User engagement strategies are evolving with new technologies.
Mobile gaming is becoming more competitive with innovative designs.
The future of mobile gaming looks promising with new trends.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Ed Fuller, Matej Lancaric
Youtube: https://youtu.be/CM3Kygj3mcw
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic intro
01:34 Introduction to Influencer Marketing in Mobile Gaming
05:47 The Importance of Diversifying UA Channels
12:14 When to Introduce Influencer Marketing
15:04 Understanding Game Types and Influencer Marketing
20:12 Measuring ROI in Influencer Campaigns
24:20 Creative Strategies for Influencer Marketing
30:48 Best Platforms for Influencer Marketing
36:13 Traditional UA vs Influencer Marketing
41:03 Budgeting for Influencer Marketing
44:37 Post-Campaign Analysis and Insights
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Edward Fuller
https://www.linkedin.com/in/edwardjfuller/
https://mediabodies.com/
Takeaways
Influencer marketing is crucial for diversifying mobile game UA.
Alternative UA channels are necessary due to changes in the market.
The right time to introduce influencer marketing varies by game.
Not all games benefit equally from influencer marketing.
Measuring ROI is essential for evaluating campaign success.
Creative strategies significantly impact the effectiveness of campaigns.
YouTube and podcasts are effective platforms for influencer marketing.
Traditional UA and influencer marketing have distinct differences.
Budgeting for influencer marketing should be strategic and flexible.
The post-campaign analysis provides valuable insights for future campaigns.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://lancaric.substack.com/p/creative-trends-in-mobile-games-august
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/pjIeovlSVKI
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic intro
01:15 Introduction to Elder Scrolls Castles
03:13 Performance Metrics and Initial Reception
05:50 Comparative Analysis with Similar Games
07:46 Gameplay Mechanics and Features
11:04 Innovations in Game Design
16:29 Monetization Strategies and Revenue Insights
31:02 Creative Marketing Approaches
35:07 Final Thoughts and Future Outlook
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Elder Scrolls Castles launched with significant initial downloads but saw a sharp decline shortly after.
The game is compared to Hustle Castle and Fallout Shelter in terms of gameplay mechanics and monetization.
Innovations in gameplay include aging mechanics and a reigns system that affects player decisions.
The hosts express concerns about the game's lack of content and potential for long-term engagement.
Marketing strategies for the game are critiqued, highlighting a need for more diverse creatives.
The performance metrics indicate a need for improved user acquisition strategies.
The conversation emphasizes the importance of player happiness and engagement in mobile games.
The hosts predict a fate similar to Warcraft Rumble for Elder Scrolls Castles if content does not improve.
Monetization strategies are discussed, with insights into revenue generation and player spending.
The episode concludes with a call for better production vision in mobile game development.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric.
Latest article - https://lancaric.substack.com/p/creative-trends-in-mobile-games-august?r=7qqaf&utm_campaign=post&utm_medium=web&triedRedirect=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/gsLQ6GCNksg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic Intro
02:59 Creative Trends Overview for August 2024
05:53 Innovative Game Concepts and Trends
08:59 Celebrity Endorsements and Their Impact
12:04 The Evolution of Game Creatives
15:01 AI and Its Role in Game Development
18:04 User-Generated Content and Its Influence
20:59 Trends in App Marketing and User Acquisition
23:58 Analysis of Current Game Ads
26:57 The Future of Game Creatives
30:00 Final Thoughts
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The gaming industry is seeing a shift towards innovative game concepts that engage players.
Celebrity endorsements can significantly impact game marketing and user acquisition.
AI is becoming increasingly important in game development and marketing strategies.
User-generated content is influencing game trends and player engagement.
Current game ads are evolving to include more dynamic and engaging content.
The trend of using celebrities in ads is growing, but the cost-effectiveness is still a concern.
Game creatives are becoming more sophisticated, utilizing various media formats.
Understanding player psychology in marketing strategies is crucial.
Trends in app marketing are shifting towards more personalized and targeted approaches.
The future of game creatives will likely involve more integration of AI and user-generated content.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshesCreative trends in mobile games - August 2024
Deadlock is finally revealed! The video includes a quick walkthrough of the gameplay. Go to YouTube for the full gameplay experience.
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/uKC2Igwm8VU
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic intro
02:57 Game Mechanics and Genre Fusion
05:58 Understanding MOBA Elements
08:58 Counter-Strike Influences and Gameplay Dynamics
11:51 Skill Ceiling and Learning Curve
15:04 In-Game Strategies and Itemization
17:58 Character Selection and Team Composition
21:08 Live Gameplay Experience
23:55 Game Progression and Match Dynamics
27:00 Community Engagement and Game Popularity
29:58 Final Thoughts and Game Future
30:02 Deadlock Gameplay
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The game is a mix of MOBA and shooter genres.
It has a high skill ceiling, making it challenging to master.
Understanding character matchups is crucial for success.
Shopping for items is a key mechanic in gameplay.
The game features a unique character selection process.
Live gameplay showcases the dynamics of team strategies.
Community engagement is vital for game popularity.
The game currently lacks progression systems.
Players can shop directly at their lanes during matches.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/q9groW1mOnYJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQAgenda00:00 Epic intro01:40 Revenue and Monetization Strategies04:22 Geographical Distribution of Downloads05:06 Developer Background and Other Games07:19 Massive Ad Revenue08:21 The Power of Rewarded Ads10:29 Gameplay and Features11:39 Cross Promotion and Expansion14:13 Organic Growth and SEO16:54 YouTube Channel and Videos19:07 Invitation to Jindo Blue19:20 The Mysterious Success of 'No Wifi Games'21:17 Uncovering the Secrets of Organic Traffic and Cross-Promotion22:20 The Role of Backlinks in Driving Traffic to 'No Wifi Games'26:36 The Surprising Revenue Generation of a Minimally Monetized Game---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysOffline Games, no Wi-Fi games is a highly successful collection of games that can be played without an internet connection.The game has generated significant revenue primarily through rewarded ads, with estimated daily earnings ranging from $250,000 to $600,000.The developer, Jindo Blue, has a YouTube channel with over 570,000 subscribers, featuring videos of their games that have garnered millions of views.The success of Offline Games highlights the potential for organic growth and effective monetization strategies. The success of 'No Wifi Games' is attributed to its organic traffic, cross-promotion, and ASO strategies.The game may be using backlinks to drive traffic and create the appearance of organic downloads.Despite minimal monetization, 'No Wifi Games' generates significant revenue.The hosts invite listeners to share any additional information or insights about the game.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special Guest: Vincent Lemon Choi
Youtube: https://youtu.be/Jgv4h-OPeOM
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
01:30 The World of Chinese Mini-Games
06:00 Combining Genres and Game Types
09:38 The Power of Genre Combination and Iteration
11:48 Gacha and Revenue Potential
14:47 Exploring Different Game Genres
19:15 Challenges of Bringing Chinese Mini-Games to the West
23:37 Understanding Trends and Market Dynamics
27:13 The Future of Chinese Mini-Games in the West
29:34 The Impact of Genre Combination and Iteration
32:05 The Success of Chinese Mini-Games
35:03 The Role of Creatives and Unique Gameplay
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Vincent Lemon Choi
https://www.linkedin.com/in/lemon-minigame
Takeaways
Chinese mini-games have short development cycles and high revenue potential
Combining different genres and iterating on successful concepts is key to success
Bringing Chinese mini-games to the Western market poses challenges
Faster adoption and understanding of trends is crucial in the rapidly evolving mini-games market
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
Impulse is a brain training app with significant revenue and download growth. The app offers a combination of hypercasual games and cognitive training programs to improve IQ, memory, and cognitive abilities. It uses clever monetization strategies, including subscription plans and discounts, to encourage users to upgrade to premium. The app's ad monetization is heavily segmented, with different ad experiences based on the user's usage and payment status. The app also includes prompts that resemble the official Google Play UI to encourage users to make in-app purchases. The conversation explores a popular brain training app's monetization strategies and user acquisition tactics. The app uses interstitial ads and in-app purchases to generate revenue, targeting older female users on Facebook.This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/yfI-rZNCi0MJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8QAgenda00:00 Epic Intro02:05 Impulse's Impressive Revenue and Downloads04:04 Impulse as a Gaming Juggernaut in Brain Training07:52 Clever Monetization Strategies in Impulse09:35 Segmented Ad Monetization in Impulse13:28 Innovative Ad Mechanics in Impulse21:07 Monetization Strategies and User Acquisition Tactics23:42 Combining Hypercasual Gameplay with Fake Psychological Tests26:26 Improving User Engagement with Progression Elements and Visual Indicators29:30 Targeting Older Female Users on Facebook---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysThe app combines hypercasual games and cognitive training programs to improve cognitive abilities.Impulse uses clever monetization strategies, including subscription plans and discounts, to encourage users to upgrade to premium.The app's ad monetization is heavily segmented, with different ad experiences based on the user's usage and payment status.The app includes prompts that resemble the official Google Play UI to encourage users to make in-app purchases. The app uses interstitial ads and in-app purchases to monetize its user base.The app targets older female users on Facebook.The app's creatives combine hypercasual gameplay with fake psychological tests.Adding more progression elements and visual indicators of IQ growth could improve user engagement.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial Guest: Seok KangYoutube: https://youtu.be/czpeEt6lnvwJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8QAgenda00:00 Epic intro 02:35 The Popularity of Cat Games and Low CPIs05:10 Overview of Office Cat and Its Success07:08 Unique Mechanics and Gameplay of Office Cat17:16 The Absence of a Reset Mechanic and Player Retention23:56 Cleverly Placed Ads in Office Cat33:46 The Revenue Breakdown of Office Cat41:12 Maximizing Revenue with In-App Purchases45:27 Driving Additional Purchases with Ad Removal53:17 Monetizing Loading Screens56:42 Balancing Revenue and User Experience01:09:16 Understanding Retention Rates---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiarSeok KangCPO @ Treepllahttps://www.linkedin.com/in/seok-kang-321995287/---------------------------------------TakeawaysOffice Cat, developed by Treeplla, is a successful cat-themed tycoon game with unique mechanics.The game does not have a reset mechanic, reducing player frustration and dropout rates.Office Cat features a secondary loop with a factory and production puzzles, a rich index to increase 'rich cat' status, and various management mechanics.The game has cleverly placed ads, including a rewarded ad for offline earnings, a lucky wheel, and a legendary chairman offer.The ad revenue from Office Cat is estimated to be around 30% of the total revenue. Office Cats generates the majority of its revenue from in-app purchases (IAP) rather than ads.The team experiments with different ways to promote the permanent ad removal option, offering it at a discount for a limited time.Users who purchase the ad removal option are more likely to make additional purchases in the game.The game has a small UA team and produces a variety of creatives, including playables and videos, with no set schedule.The retention rate for Office Cats is 35% on day 1 and 5% on day 30.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/ssViN7_K9CY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic intro
02:23 Overview of Lucky Defense's Success
06:01 Comparison to Other Tower Defense Games
09:27 Gameplay and Mechanics of Lucky Defense
17:11 The Importance of Luck and Unit Upgrades
18:00 Artifacts and the Gacha System
20:08 Challenges and Complexity of the Game
21:54 Breaking the Rules: Mythic's Unique Gacha Mechanics
23:24 The Frustrations of Randomness in Mythic
29:23 Exploring the Dungeon: Cooperative Gameplay in Mythic
35:43 Balancing Issues and Unit Reliance in Mythic
38:08 Improving Mythic: Adding Variety and Strategy
41:19 Introduction to the ad placements and monetization strategy of Random Dice: PvP Defense
43:23 Challenges with ad placements in the game
46:46 Issues with after-level ad boost placement
49:45 The lack of suitable creatives for the Western audience
01:00:20 Predictions for the game's future and the possibility of a Western release
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Lucky Defense is a popular game in South Korea with unique mechanics and a strong emphasis on luck.
Players should focus on specific units, such as the Bandit and Shock Troop, and upgrade them strategically.
Artifacts play a crucial role in gameplay, with the Safe Box and Money Gun being the most important.
The game's gacha system is challenging and requires players to collect shared shards to upgrade mythic units.
The game's complexity and lack of accessibility may limit its appeal to Western audiences. Mythic breaks the main gacha rules by allowing direct purchase of units through hard currency.
The game's gacha system is highly random and can be frustrating for players.
The difficulty levels and cooperative gameplay in the Dungeon mode add complexity to the game.
The game's balancing issues and reliance on specific units for success are major drawbacks.
Improvements could be made by designing units and monsters with different strategies and adding more variety to the gameplay. The ad placements in Random Dice: PvP Defense are not well explained and lack notification buttons, which hinders their effectiveness.
The game lacks diverse and engaging creatives for advertising.
Improvements such as adding notification buttons and better-explaining ad units could increase ad revenue.
The hosts predict that the game's success may decline over time and suggest the possibility of a Western release.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
This is no BS gaming podcast 2.5 gamers live AMA session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Filippo De Rose, Matej Lancarichttps://www.linkedin.com/in/filippoderose Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda:
00:00 Epic intro and Secret Guest Introduction
03:01 Transitioning from Gaming to Non-Gaming Apps
06:05 Improving Day One Retention in Games
12:07 Revenue Potential of Find-the-Difference Games
17:32 User Acquisition Strategies for Indie Developers
23:26 Recommended Resources for Game Mechanic Design and UI/UX
34:44 Starting a Blog and Sharing Knowledge
35:25 The Impact of Market Timing on Product Metrics
36:01 Landscape vs. Portrait Mode in Games
41:47 Optimizing Mobile Apps that are Actually Websites
43:43 Recommended Publishers for Casual Hybrid Games
56:41 Forecasting Campaign Targets---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session #. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/zXUkwYwHamg Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8QAgenda00:00 Epic Introand Overview of the Update01:35 Impact on Monetization and Player Base06:24 Removal of Megas and Introduction of New Characters and Skins10:36 Gameplay Experiences and Balance Changes15:22 Exploring the New Game Modes21:22 Exploring the Recent Updates and Changes in the Game22:14 The Intriguing Mechanics of Chicken and Gem Pass23:27 Strategically Using Chest Multipliers for Better Rewards29:08 Improving PvP Gameplay and Rewards32:10 Enhancing the Metagame Mechanics for a Better Experience34:29 Join the Slack Channel and Stay Updated with the Podcast---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysThe recent update to Squadbusters has brought significant changes to the game's monetization and gameplay.The decline in daily active users and low retention rate are concerning for the game's long-term success.Megas have been removed from the game, and players have received skins and coins as compensation.The update introduced new characters, skins, and game modes, providing players with more content to explore.The hosts share their gameplay experiences and discuss the balance changes in the update. The recent updates in the game have brought significant changes, such as the chicken mechanic and gem pass.The chest multipliers have been modified, allowing players to strategically use them for better rewards.The hosts discuss the PvP gameplay and suggest improvements, such as changing the rewards for killing other players.They highlight the importance of metagame mechanics and suggest adding new functionality to enhance the gameplay experience.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/omK5UkWe7cE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic Introduction and Overview
02:05 Discussion on Idle Outpost
04:11 Scaling and Downscaling in Idle Outpost
06:08 Comparing Idle Outpost to Other Idle Games
08:15 The Importance of Storytelling in Idle Games
16:42 The Complexity of Idle Outpost's Feature Set
24:48 Addressing Complexity and Pacing in Legend of Mushroom
26:15 Analyzing Revenue and Retention in the Game
30:50 The Role of Ads in Monetization
34:11 The Need for More Creative Concepts in Idle Games
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Idle Outpost experienced scaling and downscaling in terms of downloads and revenue.
The game incorporates elements from other popular idle games, such as Adventure Communist and Legend of Slime.
Storytelling is an important aspect of idle games and can significantly impact player engagement.
Idle Outpost's feature set is complex, which may pose challenges for new players. Legend of Mushroom has issues with overwhelming complexity and fast-unfolding
The pacing and inventory system needs improvement
The decline in revenue and retention is a concern
Ads play a crucial role in the game's monetization
More creative concepts are needed to keep players engaged
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/how-to-market-a-merge-game-top3-ua?r=7qqaf&utm_campaign=post&utm_medium=web
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/yBym7yuDi5A
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic intro and Discussion on Mobile Gaming Podcast
01:18 Creative Trends for July
05:15 Analyzing Hustle Castle
08:57 Exploring Kingdom Guard
09:53 The Rise of Survivor IO
10:23 Analyzing Whiteout Survival
11:33 The Use of Rivers, Fences, and Tracks in Mobile Game Creatives
14:16 The Wild West of Copyright Infringement in Mobile Gaming
18:33 The Importance of Creating New Creatives for Different UA Channels
20:22 Analyzing Idle Outpost
22:59 Analyzing Township
23:15 The Use of Playables in Mobile Game Creatives
00:37 Near-Death Experiences and Tension in Creatives
10:23 Pushing Objects Off the Screen
20:13 Expanding Gates in Game Mechanics
27:27 Importance of High-Quality Visuals and Sound
31:57 Popular Games Showcasing Creative Trends
38:25 Clash of Clans' 12th Anniversary Celebration
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Fear, tension, and near-death experiences are effective creative strategies in mobile gaming.
Creating new creatives is crucial for different UA channels, such as TikTok and Facebook.
Rivers, fences, and tracks are common elements used in mobile gaming creatives.
Playables play a significant role in driving engagement.
The conversation provides insights into the creative trends and strategies in mobile gaming for July. Near-death experiences and tension-inducing mechanics are popular in casual mobile game creatives.
Pushing objects off the screen is a common game mechanic used in creatives.
Expanding gates in game mechanics is a trend observed in casual mobile games.
High-quality visuals and sound are essential for engaging creatives.
Popular games like Brawl Stars, Royal Match, and Block Blast showcase these creative trends.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session #. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Tim Morten
https://www.linkedin.com/in/tim-morten/
Stormgate
https://playstormgate.com/
https://store.steampowered.com/app/2012510/Stormgate/
Youtube: https://youtu.be/pVaQS942xI0
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q
Agenda
00:00 Epic intro
01:30 Introduction to Storm Gate
09:26 The Free-to-Play Model and Content Differences
14:07 The Business Model and Inspiration from StarCraft II
18:26 The Power of Custom Maps and the Editor
23:02 Ongoing Campaign Content Updates
25:24 Improving the Game and Listening to Feedback
31:57 Observing Recent Game Launches
35:10 The Evolution of Stormgate
44:47 Maintaining Independence
50:18 Support from Investors and the Community
01:00:12 Future Updates
01:03:11 Creating a Long-lasting Game
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Frost Giant Studios is developing Storm Gate, a new PC real-time strategy game that follows the gameplay heritage specific to Blizzard RTS.
The game has different modes, including campaign, cooperative, and competitive, and Frost Giant Studios aims to avoid pay-to-win mechanics and grind.
Players can try the game for free and then purchase additional content if they choose.
The studio plans to release new campaign content regularly and is committed to listening to player feedback and improving the game. Stormgate is an evolving game that blends elements from Warcraft and Starcraft to appeal to a broad audience.
The team behind Stormgate is committed to maintaining their independence and creating the best game possible.
The game has received support from investors and the community through crowdfunding campaigns.
Future updates for Stormgate include new co-op maps, more heroes, seasonal events, a map editor, and a learning tool system.
The goal is to create a game that players enjoy and continue to purchase, similar to the longevity of Blizzard games.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://lancaric.substack.com/p/how-to-market-a-merge-game-top3-ua
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/jHiBI7HRv0MJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQAgenda00:00 Epic intro06:03 RoomSorts by GamingCat08:33 Traffic Escape12:22 Pizza Ready by Supercent15:24 Hexa Sword by Lion Studios19:32 App Open Rewarded Interstitial Ads in Hexasaur25:09 The Brilliance of App Open-Rewarded Interstitial Ads27:06 Using AI-Generated Images for Creative Inspiration32:20 The Power of Static Images in Facebook Advertising38:41 The Importance of Regular Creative Refreshes---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysDifferent mobile games use various ad placements to monetize their appsRewarded ad placements can be strategically placed to enhance the gameplay experienceBanner ads can be conveniently located near core gameplay mechanics to increase click-through ratesApp open interstitials can generate revenue from users who show intent to play the gameThe effectiveness of ad placements depends on the number of sessions and session time App open rewarded interstitial ads can significantly increase ad impressions and revenueThe game Hexasaur uses a clever implementation of app open rewarded interstitial ads to maximize ad exposureAI-generated images from the Mid-Journey library can provide creative inspiration for ad campaignsStatic images are currently outperforming videos in Facebook advertisingRegular creative refreshes, including the use of static images, are crucial for maintaining ad performance---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/how-to-market-a-merge-game-top3-ua?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/bax7FJPrcgw
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Introduction and Soft Launch Sonar
01:20 Dark and Dark Mobile
05:01 Dot Dot Blast
06:17 Coin Pusher Adventures
08:21 RoomScapes
10:05 Octopus Feast
11:57 Subway Surfers City
16:20 Tavern Legend
18:02 Chinese Games and Dinner
19:02 Creating a New 4x Genre: Whiteout Survival
21:41 Chinese Companies Dominating the Casual Market
25:51 Chinese Companies Coping with Each Other in the Forex Genre
29:31 Empires and Magic: A Forex Game with Empires and Puzzles Core
33:26 Bacon's Revenge: Reordering Weapons and Merging in a Roguelite RPG Tower Defense
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Soft launch games offer a glimpse into upcoming releases and allow for testing and feedback.
Different game genres, such as line puzzles, coin pushers, and room renovation, are popular in soft launch.
Cross-promotion and meta-game features are strategies used by game developers to increase engagement and monetization.
The success of a game in soft launch can be influenced by its unique gameplay mechanics and appealing themes.
Soft launch games often undergo iterations and updates based on user feedback and market trends. Soft-launched games from Chinese developers dominate the conversation.
Common themes include variations of the 4X genre, merge and match mechanics, tower defense gameplay, and rogue-lite RPG elements.
Successful mobile mechanics are often taken from popular Steam games
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/_FM7O4K803c
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Introduction and Overview of the ChinaJoy Trip
02:56 The Impressive Growth of the Chinese Gaming Market
06:07 Exploring WeChat Mini Games and Unique Features of the Chinese Market
11:30 The Gray Area of Renting ISBNs and Other Publishing Insights
14:51 Data Sharing and Quick Payments in the Chinese Gaming Industry
17:19 Immediate Advertising Revenue and the Convenience of the Chinese Market
21:58 Long Working Hours and the Shrinking China Joy Expo
24:20 Grumpiness and Hunger
24:44 Big Brands and High Production Value Booths
25:14 The Popularity of Gacha Machines
26:06 The Rise of Live Games
29:03 The Importance of UA and Creatives
32:08 The Differences Between Western and Chinese Markets
32:34 The Speed of Game Development in China
33:13 The Abundance of Doodle Magic-like Games
38:07 Admiration for Chinese Game Developers
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The Chinese gaming market is rapidly growing and is projected to reach $40 billion in revenue this year.
Mobile games dominate the Chinese gaming market, with nearly 75% of the market share.
WeChat mini-games are popular in China and offer fully-fledged gaming experiences within the WeChat app.
The Chinese gaming industry operates quickly, with fast payments and data sharing among industry players.
The Chinese market has unique features, such as the use of QR codes for payments and the extensive sharing of data within the industry. ChinaJoy is a major gaming expo in China that attracts big brands and showcases booths with high production values.
Gacha machines are prevalent at ChinaJoy, offering various items and experiences.
Live games, where players battle in real-time, are popular in China and can run thousands of games simultaneously.
UA (user acquisition) and creatives are highly valued positions in the Chinese game industry.
The Chinese market is known for its speed of game development and the abundance of Doodle Magic-like games.
Chinese game developers have a different mindset and approach to creativity compared to the Western market.
The hosts express their admiration for the creativity and expertise of Chinese game developers and their desire to return to China in the future.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: hhttps://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
01:20 Introduction and Disappointment with Genshin Impact
02:19 Competition from Anime RPG Gacha Games
06:15 Critique of Gameplay Mechanics
10:50 Impressive Visuals of Genshin Impact
19:50 Exploring the Anime-Inspired World of Zenonzard
20:29 Disappointing Pacing and Lack of Action in Zenonzard
21:20 The Gacha System in Zenonzard and miHoYo's Other Games
26:19 The Revenue Potential of Zenonzard
29:06 The Need for Change in Zenonzard's Game Mechanics
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Genshin Impact has received mixed reviews and has not lived up to the hype.
The game faces competition from other anime RPG gacha games in the market.
The gameplay mechanics, including excessive non-combat activities, have been criticized.
The combat in the game is visually impressive but lacks satisfaction.
Despite its flaws, Genshin Impact has impressive visuals and production quality. Zenonzard is a visually impressive mobile game with an anime-inspired art style and an urban fantasy setting.
The game's pacing and lack of action can be disappointing for some players.
The gacha system in Zenonzard is similar to miHoYo's other games, Genshin Impact and Honkai Impact 3rd.
While Zenonzard may not have met miHoYo's revenue expectations, it still generates a significant amount of money.
miHoYo may need to consider changing their game mechanics and meta to attract and retain players.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricPodcast: Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQAgenda00:00 Epic intro08:04 The Challenges and Potential of the Hyper Casual Market17:45 Azur Games' Flexible Publishing Strategy25:33 The Importance of Profitability and ROAS Targets29:24 Deep Dive into Azur Games' Portfolio: Slime Castle34:21 The Evolution of Survivor IO and Drawing Inspiration35:53 Working with Chinese and Korean Developers39:02 The Creative Process and the Use of AI41:44 User Acquisition and Advertising Channels46:26 Evaluation of Ad Partners and Monetization Strategies52:33 The Size and Structure of Azure Games' Team56:59 Working with External Developers59:14 Reaching Out to Publishers Early in the Development Process---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysAzur Games is one of the biggest publishers in the hyper casual market, with a focus on long-term retention and flexible publishing deals.The hyper casual market is facing challenges due to increased competition and decreasing eCPMs, but Azur Games remains optimistic about the potential of the genre.Hybrid casual games, which combine ad revenue and in-app purchases, are a growing trend in the mobile gaming industry.Azur Games' portfolio includes a mix of hyper-casual, mid-core, and casual titles, with Slime Castle being its current top revenue generator.Azur Games emphasizes the importance of profitability and ROAS targets in their publishing strategy, while also being open to unique and innovative game concepts. The development of mobile games involves testing and iterating on ideas and drawing inspiration from other successful games.Working closely with external developers, especially from China and Korea, can lead to successful partnerships and the acquisition of high-quality games.The creative process for advertising campaigns involves testing and iterating on creatives, as well as using AI to improve performance.Azure Games has a large team with multiple in-house studios and external partners, and they are constantly hiring and expanding.Monetization strategies should be tailored to the specific game and its target audience, and skip-it features may not work well for all games.Reaching out to publishers early in the development process can provide valuable feedback and potential support for iterations.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
This is no BS gaming podcast 2.5 gamers live AMA session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtube.com/live/QvLCxdkd3bkJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
03:00 Game Design and Monetization
11:01 Implementing Back-End Logic
19:30 Choosing Monetization Strategies
32:04 Maximizing App Monetization and User Acquisition with the Molokko SDK
34:48 The Rise of Non-Game Ads in Mobile Games
35:06 Exploring Meta Games and Their Impact on the Gaming Industry
36:11 Harnessing the Power of Playable Ads for App Marketing
38:18 The Importance of Localization for App Store Optimization
41:48 Targeting High-Value Users with Value Optimization Campaigns
44:14 Optimizing Ad Network Performance for Revenue and Competitiveness
48:37 Keeping Up with Industry Trends: Machine Learning Translation in Google Play
---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
We are testing Project Rise PRE—ALPHA, a really fun rogue-lite game developed by @Supercell. There is so much to improve, but Supercell is taking this seriously and getting feedback from Players
So far, there are 6 Heroes: Archer, Barbarian, Valkyrie, Fisherman, Hog Rider and Firecracker. You play in a team of 3 (if matchmaking works), exploring the map and trying to find the way to the next level of the tower, where you have to beat the boss stage.
The perks are shared with your party so you can split up and clear the map quickly. The perks can range from sustain to damage and mobility. You respawn in 5 seconds when you die, but your party has limited respawns. Only two. You can get more revives with the "stay alive" perk. Well, tune in!
This is no BS gaming podcast 2.5 gamers session #. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lancaric
Youtube: https://youtu.be/00Tdhl8TiFQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
01:00 Introduction and Thanking Supercell
01:38 Recapping the Announcement of Clash Heroes
03:07 Exploring the Gameplay Mechanics of Project Rise
08:22 Discussing Technical Stability and Feedback in the Pre-Alpha Testing
23:35 Highlighting the Importance of the Supercell IP in Attracting Players
31:38 Exploring the Gameplay Mechanics and Character Selection
33:40 Challenges and Feedback: Improving Technical Stability and Communication
34:59 Monetization Potential: Gear and Character Customization
36:18 The Importance of Player Feedback in Shaping Development
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Two gamers are discussing the pre-alpha testing of Project Rise, a game from Supercell.
The gameplay mechanics are explored, including character selection, perks, abilities, and floor progression.
The technical stability issues and the feedback process for the pre-alpha testing are mentioned.
The importance of the Supercell IP in attracting players is highlighted.
The game's level progression and challenges provide depth and replayability.
Technical issues and lack of communication between players are areas that need improvement.
The game has the potential for monetization through gear and character customization.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Joseph Kim
Youtube
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
01:12 Introduction and Setting the Stage
03:02 Exploring the Mechanics and Popularity of Banana Game
06:00 The Presence of Bots in Banana Game
09:03 The Marketplace and Monetization Potential of Banana Game
14:59 The Play-to-Earn Model and Speculation in Games
21:07 The success of the Banana Game and the role of bots
22:04 The appeal of UGC and meme-driven games
23:14 Exploring gameplay enhancements
24:26 The challenges of implementing community marketplaces on mobile
25:48 The potential of crypto solutions in games
26:42 The importance of assigning value to in-game items
27:34 The friction in implementing crypto solutions
28:01 The power of memes and viral marketing
29:29 The possibilities and limitations of Steam's community marketplace
30:04 Building a game with natural gameplay and engaging loops
32:24 The potential of mushroom-themed games
35:06 The future of similar games and the sustainability of trends
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Joseph Kim
https://www.linkedin.com/in/jokim/
Takeaways
Banana Game on Steam has gained significant popularity, with a large number of players and high concurrent user counts.
The game's mechanics involve clicking on a banana to increase a number and collect banana skins.
The presence of bots in the game is evident, with a majority of the player base being bots.
The game's marketplace allows players to buy and sell banana skins, with some skins selling for significant amounts.
The success of Banana Game highlights the potential for the play-to-earn model and the underserved market for speculation and collection in games.
Game developers can learn from the success of Banana Game and explore ways to incorporate similar concepts into their own games. The success of the Banana Game highlights the potential of the Steam community marketplace and the appeal of UGC and meme-driven games.
Enhancing gameplay with progression, collections, and gacha mechanics can increase player engagement and retention.
Monetization strategies like referral codes and bonuses for sharing can drive user acquisition and community growth.
The conversation raises questions about the sustainability of games like the Banana Game and the role of bots in the gaming ecosystem.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/HXP-N3MmAtI
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic Intro
01:00 Introduction and Creative Trends
01:46 Unconventional Elements in Game Creatives
04:56 Celebrity Endorsements and Cameos
08:58 The Rise of Longer Video Ads
11:54 Addressing the Issue of Sexist Ads
14:07 The Impact of Engaging Animations
20:56 Trend: Games Featuring Cars and Upgrades
22:33 The Impact of In-Engine Rendered Ads
23:49 The Success of Pizza Ready and Township
27:39 Golden Goblins: A Case Study in Game Advertising
32:31 Capturing Attention with Hooks: Unexpected Visuals and Celebrity Endorsements
39:11 The Rise of High-Quality, In-Engine Rendered Ads
40:49 The Power of Cars in Mobile Game Advertising
46:09 Investing in High-Quality Assets for Long-Term Success
47:26 Networking and Collaboration at ChinaJoy
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Unusual and attention-grabbing elements, like poop, can be effective in game creatives.
Celebrity endorsements and cameos are commonly used in mobile game ads.
Longer video ads, often over one minute, are becoming more popular.
The issue of sexist ads in mobile games is still prevalent.
Engaging and high-quality animations can greatly enhance the effectiveness of game creatives. Mobile games featuring cars and upgrades are a popular trend in the industry.
In-engine rendered ads are being used to create more visually appealing and complex creatives.
Understanding reference games and staying up-to-date with creative trends is crucial for success in mobile gaming.
Games like Pizza Ready and Township continue to generate significant revenue and downloads.
The hosts discuss the success of Golden Goblins and the use of different game concepts in their ads. Hooks, such as unexpected visuals and celebrity endorsements, are effective in capturing users' attention in mobile game advertising.
High-quality, in-engine rendered ads are a trend in the industry and can speed up iteration and improve user engagement.
The inclusion of cars in various game genres is a popular strategy to attract users and lower CPI.
Investing in building a library of high-quality assets for ads can be a significant upfront cost but can pay off in the long run.
Attending industry events like ChinaJoy provides opportunities for networking and collaboration.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session with @WoogaGames & @MediaBodiesMarketing ! Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Host: Matej Lancaric
Special guests: April Laws, Edward Fuller
Youtube: https://youtu.be/KprKzQQelow
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
01:30 Introduction and Guest Introductions
04:31 Planning and Logistics
08:13 Phases of the Project
10:18 Involving Players in the Ideation Process
13:45 Internal Team and Collaboration with MediaBodies
16:27 Challenges and Details of the Production
25:20 Engagement and Reach on Social Media
28:18 Episode Length and Viewer Engagement
32:29 Future Plans and Community Engagement
36:53 Reflections and Gratitude
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
April Laws
https://www.linkedin.com/in/aprillaws1/
Edward Fuller
https://www.linkedin.com/in/edwardjfuller/
Takeaways
Collaborating with influencers and involving players in a video series can be a powerful way to engage and re-engage the community.
Planning and executing a project like this requires careful coordination, from selecting contestants to writing the story and creating puzzles.
Community-driven content that tells a good story can be a more effective marketing approach than traditional advertising.
Long-form videos can be engaging and successful in driving player engagement, especially when combined with interactive elements like puzzles and QR codes.
Even with a limited budget, smaller-scale community content initiatives can still have a significant impact.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lancaric
Special guest: Dmitry Gubanenkov
Youtube: https://youtu.be/fQ0DeZYo4mY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
01:20 Introduction and Game Overview
13:22 Game Mechanics and Core Features
20:32 The Success of Using Xzibit in Creatives
22:53 Marketability Tests and Surveys
23:51 Challenges of Running UA Campaigns for a Male Audience
24:09 Competition in the Male-Oriented Match-Three Genre
24:26 The Power of Partnering with a Popular TV Personality
26:00 Exploring Different Creative Formats for Maximum Impact
28:07 The Importance of Testing and Iterating on Creatives
31:33 Staying Informed with Competitive Research
37:43 The Value of an In-House Creative Team
39:24 Selecting UA Channels: Experience, Discussions, and Insights
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Dmitry Gubanenkov
User Acquisition Manager - Space Ape games
https://www.linkedin.com/in/gubanenkov/
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Chrome Valley Customs is a match-three game that targets a male audience, which is unique in the genre dominated by female players.
The game's success can be attributed to its engaging car restoration theme and the use of Xzibit from Pimp My Ride in their creatives.
Marketability tests and surveys helped shape the game's concept and appeal to the target audience.
Running UA campaigns for a male audience in the match-three genre can be challenging due to high CPIs and the need for scalable creatives.
Competition in the male-oriented match-three genre is increasing, with other developers releasing similar games. Partnering with a popular TV personality can help reach a core audience and create a strong connection with players.
Using a variety of creative formats, such as static, playable videos, and long-form videos, can be effective in different channels and for different audiences.
Testing and iterating on creatives is crucial for finding the most successful ad concepts and improving performance metrics.
Competitive research is important for staying informed about industry trends and finding inspiration for new creatives.
Having an in-house creative team can lead to better-performing ads, as they have a deeper understanding of the game and can capture its unique appeal.
Selecting UA channels should be based on a combination of experience, internal discussions, and industry insights, considering factors like scale, spend, and profitability.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #120. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricPodcast: Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQAgenda00:00 Epic intro00:29 Catch-up and Boat Discussion09:01 Review Radar: AFK Journey11:24 Merch Episode: Travel Town, Gossip Harbor, Seaside Escape15:34 Merch Episode: Merge Mansion17:29 The Coexistence of Multiple Merge Games18:38 The Growth and Challenges of the Mobile Gaming Industry23:09 Analyzing the Performance of SquadBusters, Pizza Ready, and Supermarket Manager Simulator25:38 The Decline of Hale Divers33:23 Previously Covered: Zombie I.O.33:58 Analyzing the Performance of Zombie.io and Screwjam35:24 Scaling Up: Tower War's Revenue and Download Numbers36:44 Bang Bang Survivor: A Popular Game in Asian Countries42:31 Reviewing Top Creatives and Advertising Strategies44:59 The Impact of Mergers and Acquisitions in the Mobile Gaming Industry---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysLegend of Mushrooms offers incentives for returning players and has a strong revenue stream from Asia.AFK Journey has seen a decline in revenue and needs more frequent content updates.Travel Town, Gossip Harbor, and Seaside Escape are all merge games that are performing well and growing steadily.Merge Mansion is still a top-performing game, but its revenue has slightly declined.Creative advertising plays a crucial role in the success of mobile games. Multiple merge games can coexist and attract different players.Zombie I.O. was previously covered in a separate episode. Zombie.io and Screwjam have lower revenue and download numbers compared to Legend of Mushroom, but they are still sustainable and profitable.Tower War is scaling up and showing a U-turn in downloads, with a revenue of 33k IP-wise and 200k downloads per day.Bang Bang Survivor is mainly popular in Asian countries, with 80% of revenue coming from China. It has a revenue of 500k per day and 45k downloads per day.The hosts discuss the top creatives and advertising strategies of various games, including the use of hooks, real-world backgrounds, and different creative concepts.They highlight the importance of simplifying game names and improving localization for better discoverability.The hosts mention the impact of mergers and acquisitions in the mobile gaming industry and the need for Western simplification in certain genres.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
Solo Leveling: Arise receives high ratings for its production value and gameplay, but there are areas for improvement. The adaptation of the webtoon with 14.3 billion views is playable NOW! Play Solo Leveling: ARISE same as we did!
This is no BS gaming podcast 2.5 gamers session #118. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg
Special guest - Mr. Vicepresident John Wright
Youtube: https://youtu.be/shCIoypUMaY
Join our slack channel here: hhttps://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Introduction and Special Episode
01:07 Introduction to Solo Leveling Arise
07:32 Competition and Cannibalization in the Anime Game Segment
10:25 Mainstream Appeal of Anime Games in the West
13:40 Gameplay Overview of Solo Leveling Arise
28:01 Power Layers and Progression in the Game
34:16 Exploring the Predatory Monetization of Solo Leveling: Arise
35:40 The Extensive Event System and Gacha Mechanics in Solo Leveling: Arise
39:14 Analyzing the User Acquisition Efforts of Solo Leveling: Arise
42:04 High Ratings for Production Value and Gameplay in Solo Leveling: Arise
Matej Lancaric
User Acquisition & Creatives Consultant
John Wright
Mr. Vicepresident @KwaleeGames
https://www.linkedin.com/in/johnwright1987/
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Anime-style games are becoming more mainstream in the West, and the genre is expected to grow in the future.
Monetization in these games often involves gacha systems, subscriptions, and in-app purchases.
Solo Leveling Arise features depth of content and progression layers, including character leveling, weapon enhancement, and skill upgrades.
The game offers replayability through achievements, missions, and trophy systems.
Aggressive offer notifications and rewarded push notifications to the store are used to encourage in-app purchases. Solo Leveling: Arise employs aggressive monetization strategies, including special summons offers and a slot machine-like mechanic.
The game features an extensive event system, gacha mechanics, and the potential for collaboration events.
We discuss the game's user acquisition efforts, including pre-registration numbers and the network mix of their advertising campaigns.
Solo Leveling: Arise receives high ratings for its production value and gameplay, but there are areas for improvement.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Guests: Julian Werner, Jan-Michel Saaksmeier
Youtube: https://youtu.be/oUjBwWHGSGw
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
01:00 Introduction to Bytro and Grand Strategy Games
06:09 The Unique Combination of 4X and Battle Royale
13:08 Bytro's Niche Appeal and Lack of Direct Competitors
15:55 Exploring New Onboarding Methodologies
23:04 Advertising on TikTok and Bold Marketing Strategies
25:25 Balancing Innovation and Niche Appeal
26:30 Maximizing Monetization with Rewarded Ads and Speed-ups
27:05 Tailoring the Gaming Experience with LTVs and Segmentation
29:30 Leveraging TikTok for Creative Advertising
30:17 The Importance of Web and Mobile Platforms
31:44 The Power of Influencer Marketing
33:19 Transitioning to a New Game Engine
34:39 Managing Community Expectations
45:21 Upcoming Game Releases and Hiring Opportunities
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Bytro specializes in grand strategy games with a unique combination of 4X and Battle Royale elements.
It started as a browser games company and has expanded to mobile.
Bytro collaborates with other studios to explore new onboarding methodologies and is working on implementing mini-game tutorials and a hero collection meta-game.
They face the challenge of balancing innovation with maintaining their niche appeal. Rewarded ads can be a valuable tool for monetization, especially when combined with an inventory system that offers speed-ups.
Leveraging LTVs can help tailor the gaming experience for different types of users, such as providing extra boosters for non-IAP players or players from tier 2 and tier 3 countries.
TikTok is a powerful platform for creative advertising, and leveraging UGC (user-generated content) can be highly effective.
The web platform is still relevant for game monetization, but the price situation and native advertising platforms can be challenging.
Influencer marketing can provide access to incremental audiences and is becoming increasingly relevant as more influencers emerge.
Transitioning to a new game engine can be a significant step up, especially in terms of presentation and user experience.
Managing community expectations during transitions and updates is crucial to maintaining player engagement and revenue.
The company is hiring for positions in monetization and game design.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #117. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricPodcast: Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQAgenda00:00 Epic Intro05:04 Revenue and Downloads10:47 Gameplay and Difficulty14:41 Boosters, Shop, and Wheel22:40 Introduction and Revenue Analysis23:20 Ad Formats and Estimated Session Length24:15 Interstitials, Banners, and Rewarded Ads25:31 Ad Revenue Comparison and Potential26:09 Mobile Gaming and Revenue Potential27:27 Web Store and Other Revenue Sources28:36 User Acquisition and Advertising Channels29:36 Estimating Profit and Revenue30:05 Mobile Gaming Industry and Revenue Potential31:37 Creatives and Daily Challenges34:36 Playable Ads and End Cards36:05 Game Mechanics and Themes39:01 Improvements and Gameplay Experience41:46 Creative Concepts and Variance44:23 The Story of the Game and Studio---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysWood Nuts and Bolts Puzzle is a highly challenging and demanding game that requires strategic thinking and quick reflexes.The game features a time-based win condition and offers various boosters and power-ups to help players progress.Rankings and daily challenges add to the game's engagement and competitive nature.Advertisements play a significant role in the game, with interstitial ads shown after every level and the option to watch rewarded videos for boosters and additional time.The game's ad revenue is likely substantial due to its high engagement and active user base. Understanding the revenue potential of a mobile game requires analyzing daily ad revenue, session length, and ad formats.Different advertising channels can impact ad revenue, and it's important to optimize CPI and LTV for profitability.Creatives play a crucial role in attracting users, and the absence of certain elements, like daily challenges, can impact performance.Considering the performance of a game in different countries and adjusting CPI and LTV accordingly is essential for profitability.Regular analysis and optimization are necessary to maximize revenue and ensure long-term success.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
Welcome to Star Wars Hunters - where under the bright lights of the Arena, survivors of the fallen Galactic Empire and new heroes alike face-off in spectacular gladiatorial battles that will solidify the victors as legends throughout the galaxy.
Love shooter games and arena combat games? Then get ready to dominate your opponents in Star Wars: Hunters.
This is no BS gaming podcast 2.5 gamers session #116. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda
00:00 Introduction and Compliments to Jakub
01:09 Introducing Star Wars Hunters
04:00 The Confusing Menu Design
05:19 Comparing Star Wars Hunters to Other Mobile Games
08:36 Monetization and Revenue Potential
10:26 Gameplay Overview: Hero Shooter and Objectives
13:02 Gameplay Experience and Controls
15:08 Monetization: Battle Pass and Cosmetics
20:06 The Misuse of the Rewarded Ad Button
23:00 The Potential and Flaws of Star Wars Hunters
25:06 Power Progression and Monetization
27:05 Roster Size and IP Licensing
28:15 Potential of PvE Content
29:31 Marketing Strategies and Creatives
30:32 Uncertain Future of Star Wars: Hunters
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Star Wars Hunters is a mobile game that features a 4v4 hero shooter gameplay.
The game has a variety of cosmetics, but the differentiation is limited, and the monetization mainly focuses on unlocking characters sooner.
The menu design of the game is confusing and overwhelming, making it difficult for players to navigate.
The hosts express disappointment with the lack of meaningful power progression and the abundance of scripted quests.
The misuse of the rewarded ad button in the game is seen as a missed opportunity for additional monetization.
Despite its flaws, the hosts acknowledge that the game has potential and could have been more successful with better execution. Star Wars: Hunters lacks power progression and struggles with monetization.
The small roster of characters and lack of recognizable IP may contribute to its limited success.
The game could benefit from adding power progression elements or PvE content.
The marketing efforts include high-quality creatives on platforms like Facebook, Google, TikTok, and YouTube.
The game has received organic traction, but its long-term success is uncertain.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
Total Battle is a war strategy game that will allow you to become immersed in a fantasy world of battles between ancient civilizations, magic kingdoms, and great empires. Join the legendary heroes of the mighty kingdoms and build your empire in the magical world of Total Battle!
Join the company of legendary heroes in Total Battle who’ll defend their territory at all costs and fight against monsters, barbarians, wizards, elves, and other foes. Develop a base and establish a strong tower defense to win all the kings battles in this medieval strategy war game and become the Lord of all the Kingdoms!
This is no BS gaming podcast 2.5 gamers session #115. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/7cgAiDFMsMg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
01:46 Overview of Total Battle and Score Warrior
04:43 The Success of Total Battle
06:31 Positioning of Total Battle in the 4X Genre
09:17 The Gameplay and Mechanics of Total Battle
21:08 The Future of Total Battle and the 4X Genre
25:03 Introduction to Total Battle and its monetization success
26:16 Unique mechanics: Onboarding tutorial and hospital system
30:39 Effective creatives and user acquisition strategies
37:13 Total Battle's Strong Presence on YouTube
46:56 Potential concepts for Total Battle's creatives
49:07 Success in the competitive 4X genre
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Total Battle has achieved significant success, generating $600k per day in IAP revenues.
The game features innovative onboarding mechanics, including a simulated 4X map within the city.
Total Battle incorporates puzzle mechanics and a story mode to engage players.
The game has experienced a surge in popularity, reaching a peak of $14 million in monthly revenues in May 2024. Total Battle is a successful 4X strategy game, generating around $600k per day.
The game features unique mechanics, such as an onboarding tutorial within the game's map and a hospital system for resurrecting troops.
Total Battle utilizes effective creatives and user acquisition strategies, with a variety of concepts and playables used to attract and engage players.
Total Battle demonstrates the potential for success in the competitive 4X genre.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://lancaric.substack.com/p/how-to-soft-launch-a-mobile-game
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
Dive into the fascinating world of Match Factory, the brand new puzzle game from the creators of Toon Blast & Toy Blast. Once you play, you will come for Match Factory every day!
Connect identical items, sort tiles, and clear the board in this mesmerizing match 3D game. Challenge your puzzle-solving skills as you keep sorting and matching objects until every item is cleared from the screen. It’s not just a puzzle; it’s a test of your wit and strategy. Whether you’re on a grand adventure or simply taking a break, Match Factory will always be there to entertain you. In-app purchases do require an active internet connection.
This is no BS gaming podcast 2.5 gamers session #114. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/XUKwsSU5JYU
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic Intro
01:34 The Impact of High-Quality Creatives in Game Advertising
38:06 Demographic and Audience Targeting in Game Advertising
44:02 The Potential of Ad Platforms for Game Advertising
48:47 High Hopes for the Future of Game Advertising
51:31 The Emphasis on Positive and Engaging Creatives
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
The conversation explores the gameplay mechanics, monetization strategies, and market competition in the mobile gaming industry.
The potential impact of adding ads to the game and the quality of the game's visuals are discussed.
The market landscape and the potential for the game to become a major hit are considered. The positive impact of high-quality creatives in mobile game advertising
The potential of different ad platforms like TikTok and Android for game advertising
The importance of demographic and audience targeting in game advertising
We have high hopes for the future of game advertising
The emphasis on positive and engaging creatives in mobile game advertising
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
Bang Bang Survivor is finally a game where Jakub can discuss social features. Monetization is much more fleshed out. The art is much more approachable. UI is much better, even though it's still sh*t. I'm sorry. It's...
BangBang Survivor is a Roguelike shooting game with unique graphic style. The story is set in a future era where a natural disaster sweeps the Earth, causing a rapid spread of biochemical infections and unleashing hordes of zombies. By that time, natural resources are scarce, and civilization are severely damaged. Players will take on the role of an outstanding commander to protect humanity and rebuild the Earth, utilizing various skills to fend off endless zombie attacks and defend our territory.
This is no BS gaming podcast 2.5 gamers session #113. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/JKI3IdKJdPE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
02:58 Insights into Chinese Game Development
06:04 Monetization Strategies and Social Features
10:04 Exploring Game Mechanics and User Experience
28:23 Game Monetization and Ad Revenue: A Detailed Analysis
30:39 Creative Strategies for Game Advertising
31:26 Improving User Interface and Game Features
32:21 Ad Revenue Breakdown and Missed Opportunities
53:40 Closing Remarks and Acknowledgments
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Comparison of 'Bang Bang Survivor' and 'Doodle Magic'
Insights into Chinese game development and monetization strategies
Discussion on social features and player engagement in mobile games
Exploration of game mechanics, balancing, and user experience
Insights into the mobile gaming industry and revenue generation Detailed analysis of game monetization and ad revenue
Insights into creative strategies for game advertising
Discussion on the potential for Western market success
Considerations for improving ad revenue through better integration
The need for streamlining game progression for Western audiences
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://lancaric.substack.com/p/match-3d-ua-playbook-real-data-inside?r=7qqaf
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #112. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Anton Volnykh
Youtube: https://youtu.be/M5p00E7Su3g
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda
00:00 Epic intro
03:36 Admiring Say Games' Work
09:19 Transitioning to Hybrid Casual Games
14:08 Consequences of Different Approaches
27:45 UA Automation and Internal Tools
29:40 Building Analytics System and SDK
31:32 Shift from Ad Revenue to IAP Revenue
32:28 Testing and Data-Driven Decision-Making
33:27 Scaling the Game Economy with Currencies
36:21 Balancing Interstitial Ads and User Retention
42:20 Optimizing Monetization through Ad Segmentation
57:48 Building Games at the Right Pace
01:01:36 Working Towards Bigger Games and More Revenue
01:03:32 Learning from Teams with App Monetization Experience
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Anton Volnykh
https://www.linkedin.com/in/antonvolnykh/
Takeaways
SayGames focuses on automating processes and using internal tools to operate their games.
They work closely with their teams to help them transition from hypercasual to hybrid casual games.
They have a continuous process of iterating and improving their games.
They have built their own analytics system and SDK.
They have seen a shift from primarily ad revenue to a significant amount of IAP revenue. Testing is crucial in game development and monetization, and data-driven decision-making is essential for success.
Interstitial ads in games should be carefully balanced to avoid negatively impacting user retention.
Segmenting users' ad experiences based on factors like platform and user behavior can optimize monetization.
Continuous learning and adaptation are necessary in the gaming industry to stay competitive and achieve success.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
Screw Jam, developed by Quok Games and published by Rollic, is a successful mobile game with daily revenue of 150k+ in InApp Purchases and an additional 80k+ in Ads revenue. Screw Jam combines the mechanics of Tile Match and Zen Match, creating a unique gameplay experience. It features physics-based puzzles and a streak mechanic that adds depth and challenge to the gameplay. This hybrid casual game has a well-designed progression system, including a battle pass and various boosters.
This is no BS gaming podcast 2.5 gamers session #111. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/CF4_FaWrpNc
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
March3D UA playbook: https://lancaric.substack.com/p/match-3d-ua-playbook-real-data-inside
Agenda
00:00 Epic intro
01:20 Introduction and Background of Qukk Games
03:23 The Success of Screw Jam
11:08 The Streak Mechanic and End Monetization
14:05 Unique Gameplay: Physics-Based Puzzles
16:32 Deterministic Levels and Mastering the Game
18:36 Exploring Gameplay Mechanics and Features
22:12 Analyzing Ad Placements
27:30 The Impact of Rewarded Ads
30:57 Speculating on Success and Scalability
35:30 Rollic Games' Strategy
36:39 Introduction to Mobile Game Advertising
37:08 Playable Ads and Reward Mechanisms
40:06 Exploring Hybrid Casual Games
43:21 The Use of Intellectual Property in Mobile Games
46:25 Leading Publishers in the Hybrid Casual Game Space
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Overall, Screw Jam is praised for its innovative gameplay and satisfying experience. Screw Jam introduces various gameplay mechanics and features, such as ice blocks, shutter open mechanic, bomb mechanic, and chain mechanic.
The game utilizes different ad placements, including banners, interstitials, and rewarded ads.
We speculate on the potential success and scalability of Screw Jam, as well as the overall strategy of Rollic Games.
Rollic Games aims to have multiple successful games in their portfolio, following the hybrid casual genre.
Highlighting the impressive growth and revenue of Screw Jam within a short period of time. Playable ads are a popular trend in mobile game advertising, with many games using them as a format to engage users.
Hybrid casual games, which combine elements of casual and mid-core games, are gaining traction in the industry.
The use of intellectual property in mobile games is becoming more common, with some games incorporating well-known characters or themes.
Engaging with the podcast through likes, shares, and comments can help support its growth and provide valuable feedback.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
Apocalyptic Zombie.io adventure is available now! Immerse yourself in this delightful casual shooting mobile game in Zombie.io, where you take on the role of an adorable potato protagonist.
The game unfolds in a world where extraterrestrial potatoes accidentally find themselves on Earth, forging an alliance with humans to combat the sudden zombie threat and save the world.
This is no BS gaming podcast 2.5 gamers session #110. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/46wdtF6eNAE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
01:09 Introducing Zombie.io
03:04 Complex Gameplay and Confusion
06:07 Features and Events in Zombie IO
09:42 Rewarded Ads and Epic Heroes
12:32 Monetization Strategies
16:08 Automation and Gameplay
18:14 Exploring the Features of game
36:38 Introduction and Overview of 'Legend of Mushroom'
41:12 Analyzing the Game's Ad Placements
46:22 Discussion on Creative Strategies and Concepts
49:18 Reviewing the Mediation Stack and Ad Revenue
53:08 Final Thoughts and Rating
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Zombie IO is a mid-core game with complex gameplay and many features.
The game automates many aspects of gameplay, allowing players to watch and progress.
Rewarded ads are heavily integrated into the game, providing players with additional rewards.
The game monetizes through in-app purchases, including battle passes and other items.
The company behind the game, JoyNet Games, has a history of successful games, including Legend of Mushroom.
The game's potential for high revenue may be limited due to its mid-core nature and target audience.
The gacha system is used to obtain powerful equipment and items.
The game's ad placements are extensive, and players may watch multiple rewarded ads per session.
AdMob is the primary ad mediation platform used in the game, providing a better user experience compared to other platforms. The game 'Legend of Mushroom' uses various creative concepts in its ads, including the 'twisted blades' and 'sword' creatives.
Jakub emphasized (again) the importance of social features in driving player engagement and retention.
There is potential for improvement in the game's mediation stack, with the addition of more networks to increase ad revenue.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
HELLDIVERS 2 is a 3rd person squad-based shooter that sees the elite forces of the Helldivers battling to win an intergalactic struggle to rid the galaxy of the rising alien threats. From a 3rd person perspective, players use a variety of weapons (pistols, machine guns, flamethrowers) and stratagems (turrets, airstrikes, etc.) to shoot and kill the alien threats.
This is no BS gaming podcast 2.5 gamers special session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/7HMSuq4v8y4
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic intro
07:20 Overview of Arrowhead and their games
13:07 Galactic War economy & systems
28:12 Commercial success of Helldivers2
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
Supermarket Manager Simulator is a game developed by Digital Melody that has gained popularity and shot up the download charts. It is a hyper-casual game where players manage a #supermarket, stocking shelves, pricing items, and serving customers. The game has a first-person perspective and includes mini-games like checking out customers and managing inventory. The company behind the game, Digital Melody, is a small Polish company known for developing playable mobile games.
This is no BS gaming podcast 2.5 gamers session #109. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/lV9ddnhvNwY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Epic Intro
02:59 Supermarket Manager Simulator's Rise in Popularity
07:42 Product Deep Dive: Gameplay and Features
11:28 Optimizing Gameplay in Supermarket Manager Simulator
25:17 Enhancing the Metagame
28:38 Expanding Advertising Reach
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Takeaways
Supermarket Manager Simulator is a hyper-casual game where players manage a supermarket.
The game includes mini-games like checking out customers and managing inventory.
Digital Melody, the company behind the game, is a small Polish company known for developing playable mobile games.
The game monetizes through rewarded videos and interstitial ads, but it is considered under-monetized. Consider adding banner ads and reducing cooldown times for interstitial ads to increase ad revenue.
Focus on improving the depth of the game's metagame to provide players with more long-term goals.
Explore running iOS campaigns and utilizing TikTok for advertising
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers special live session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric, Arthur Querou
Youtube: https://youtu.be/4qFeVMbbbnc
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Introduction and Low Expectations of TV Creatives in the US
06:23 Running CTV Campaigns and Ad Experience
13:19 Data Partners and Audience Targeting
27:20 CPI Difference Between CTV and Facebook Ads
34:09 Examples of Successful Creatives
40:14 Contacting Vibe for CTV Advertising
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Arthur Querou
https://www.linkedin.com/in/arthurquerou/
Takeaways
CTV advertising offers precise targeting, retargeting, and measurement similar to Facebook and Google ads.
The minimum budget to start a CTV campaign is $50 a day, but it can scale up to hundreds of thousands or even millions for larger advertisers.
Simple, direct, and clear creatives tend to perform well in CTV advertising.
Incrementality measurement is important in understanding the full value of CTV advertising.
The ideal customer for CTV advertising is someone who understands that it takes time and investment to see results and is looking for a partner to navigate the evolving landscape.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #108. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/VyBThe0Ukq4 Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQAgenda
00:00 Epic intro
01:07 Discussion on Hyper-Casual and Hybrid-Casual Games
06:10 Overview of Supercet Games and Revenue
07:29 Gameplay and Mechanics of Pizza Ready, Outlet's Rush, and Snake Clash
10:34 Comparison to My Perfect Hotel and Other Games
16:09 The Iterative Nature of Supercent Games
23:02 Aggressive Ad Monetization
25:43 Rewarded Video Placements and Interstitial Ads
27:14 Controversial Use of Players' Devices as a Botnet
30:07 Effectiveness of Aggressive Ad Monetization Strategies
38:37 Balancing Monetization and User Experience
41:37 The Aggressive and Creative Use of Branded Ads in Hypercasual Games
42:56 Earning Millions: The Investment in User Acquisition for Games like Outlast Rush and Pizza Ready
43:24 The Gray Area of Using Famous Logos and Brands in-Game Ads
45:06 Exploring the Unique Gameplay of Snake UA---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Takeaways
Supercent games follow an iterative approach, with each new release improving upon the previous one.
The games, such as Pizza Ready, Outlet's Rush, and Snake Clash, share similar mechanics and features.
Supercent has achieved significant success with millions of downloads and substantial revenue.
There is potential for further expansion and innovation in the hyper-casual and hybrid-casual space.
Supercent games Pizza Ready and Outlet Rush heavily rely on ad revenue, with IAP revenue being a low percentage.
The games employ various ad placements, including rewarded video placements, interstitial ads, banner ads, and in-app open ads.
The aggressive ad monetization strategies in these games are effective in generating revenue.
The conversation highlights the need for a balance between monetization and user experience. Branded ads in hypercasual games can be aggressive and creative, using famous logos and brands to attract users.
The legality and effectiveness of using famous logos and brands in-game ads are gray areas, but they can generate attention and drive CPIs.
The Snake UA game is an interesting iteration of the classic Snake game, focusing on level-based gameplay and boss fights.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #107. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/UPH0nu1Mm9o Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQAgenda
00:00 Epic intro
07:04 Soft Launch Strategy and Global Launch Announcement
13:56 Plaza, Character Progression, and Fusion
36:19 Monetization System and PvP Win Condition
55:35 Launching Parallel in China
01:04:53 Creative Concepts for Advertising
01:13:26 Influencer Marketing and Soft Launches---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Takeaways
Squadbusters has undergone significant changes between beta builds, including the introduction of a new gacha system and character progression through shards.
The game features mega units that are consumable and have powerful stats, adding a pay-to-win element.
The Battleback feature allows players to open chests and upgrade characters using consumables.
The Beach World introduces new maps, units, and mods, and the Squad Journey provides a progression path for players.
The hosts express excitement about the game but question the impact of certain features on the competitive Supercell community. The hosts enjoy playing Squad Busters but highlight issues with PvP battles, such as lack of readability and incentive.
The game's monetization system, including the gacha system, is praised, but the PvP win condition needs improvement.
The potential impact of Squad Busters' global launch on other Supercell games, particularly Brawl Stars, is discussed.
The game's target audience is likely to be different from that of Brawl Stars, with Squad Busters appealing to a more casual and approachable player base.
Monetization strategies should be tailored to the Asian market, as pay-to-win mechanics are more accepted and successful in that region.
Influencer marketing, particularly on platforms like TikTok, can be a powerful tool for promoting Squad Busters.
Advertising channels such as TikTok, AppLovin, Google, and Facebook should be utilized to reach a wide audience.
Creative concepts for advertising should focus on storytelling, showcasing characters and progression, and incorporating humor.
Soft launches can provide valuable feedback and data, but given Supercell's expertise and the similarities to their other games, a soft launch may not be necessary for Squad Busters.
Supercell's strong retention rates and high day 30 percentages indicate the potential for long-term success with Squad Busters.
The success of Squad Busters will ultimately depend on the execution of marketing strategies and the quality of the game itself.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/how-to-soft-launch-a-mobile-game?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #106. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricPodcast: https://youtu.be/zdltbj05lvUJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda
00:00 Brawl Stars' Revenue Growth and UA Strategies
15:45 Different Types of Creatives Used in Brawl Stars' Marketing
35:37 Reviewing Game Performance: Block Jam 3D
42:19 Iterating on Successful Game Concepts
52:33 Speculating on the Future of the Last War---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Takeaway
Takeaways
Brawl Stars experienced significant growth and revenue increase after its global launch.
Supercell employed effective user acquisition strategies and creative content to drive the game's success.
Community engagement and storytelling played a crucial role in the game's marketing.
We absolutely admire Supercell's marketing efforts and the effectiveness of their UA and creative strategies. Supercell is expanding its advertising strategy to different channels outside of YouTube
Google has prohibited the practice of refreshing placements and rolled out bidding for all partners
The performance of games like Block Gem 3D, Clash Mini, Tower War, and Pocket Champs is reviewed
We discuss the potential for other companies to iterate on successful game concepts Brawl Stars, Top Heroes, Twisted Tango, and Last War are all performing well in terms of revenue, downloads, and active users.
Lilith Games has its own off-platform payments platform called PlutoMall.
The hosts speculate on the future of Last War and its potential peak revenue.
Listeners are encouraged to join the upcoming AMA and engage with us!---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #105. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial Guest: Laura TarantoYoutube: https://youtu.be/HHUGcHxXDmkJoin our Slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQAgenda
00:00 The History of Merge Games
53:48 Balancing the Economy and Resource Management
01:02:46 Implementing a Collectible Album System
01:15:11 Optimizing Ad Placements and End Cards
01:30:46 The Use of Big Boards and UGC
01:39:09 The Impact of Story-Driven Narratives---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------
Takeaways
Travel Town and Merge Dragons are successful examples of merge games.
Merge games offer revenue potential and innovative gameplay.
We are excited about the future of merge games. Merge games can be categorized into camp merge and grid merge, each with its own frustrations and player motivations.
Travel Town and Microfun's portfolio are the top performers in the merge game market.
Merge games require strategic thinking and organization, making them engaging for players.
The revenue potential of merge games is significant, with some games generating millions of dollars. Balancing the economy and resource management is crucial in grid merge games.
Limited board space can lead to frustration and difficult decisions for players.
Relief orders can help alleviate frustration by clearing items from the board.
Energy management and generator cooldowns play a significant role in gameplay.
Thoughtful design and balancing are essential for creating an enjoyable player experience. Balancing the economy and avoiding over-reliance on storage space monetization is crucial for successful monetization in games.
Implementing a collectible album system can enhance player engagement and provide opportunities for social interactions.
Ad placements when completing levels can be a valuable opportunity for increasing ad revenue.
Optimizing ad placements and end cards can improve user experience and retention. Merge Mansion and Gossip Harbor use a variety of creative strategies, including big boards, UGC, and story-driven narratives.
The presence of sexist content in some of the creatives is noted.
Travel Town receives high praise for its dedication and iteration, while Gossip Harbor is commended for its strong live ops pipeline.
Further development is needed in the event pipeline and progression balancing for both games.
---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/how-to-soft-launch-a-mobile-game?r=7qqaf&utm_campaign=youtube&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #104. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/orl7awTs5zcJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQAgenda
00:00 Introduction and Recap of MAU Conference
02:13 Discussion on AFK Journey and Soft Launch
03:06 Overview of AFK Journey's Success and Revenue
05:49 Comparison with Other Games and Market Traction
07:55 Lilith Games' Portfolio and Revenue
09:03 Impact of Competing Games on Lilith's Revenue
10:10 Discussion on Lilith's Design and Product Quality
11:49 Exploration of Ad Placements and UA Videos
13:20 Overview of AFK Journey's Web Store and Real-World Rewards
15:33 Discussion on WhatsApp Groups and Web Store Trust
16:29 Comparison with Other Web Stores
18:23 Seamless and Streamlined Gameplay
22:20 Simplified Hero Collection and Equipment System
27:10 Difficulty Spikes and Honeymoon Period
28:10 Offers and In-Game Shop
29:49 Recruiting Heroes and Gacha System
34:02 Game Modes and Exploration
35:26 High Production Value and Engaging Storylines
37:50 Well-Developed Social Features
41:53 Improving in the Main Story Mode
43:25 Long Playtime and Endless Possibilities
46:01 Saving the Rating for the End
49:21 Engaging with TikTok and Social Media
52:14 Captivating Storytelling and High Production Value
58:28 Avoiding Cringy Ads and Focusing on Quality
01:01:29 High Innovation and Production Quality
---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Takeaways
AFK Journey is a continuation of AFK Arena and has seen significant success in terms of revenue and downloads.
The game features in-game mail, a web store, and real-world rewards, which contribute to its overall engagement and monetization.
Chinese companies like Lilith Games invest significant resources and manpower into their games, resulting in high-quality products.
The gameplay is seamless and streamlined, with auto-battle and idle rewards.
The hero collection and equipment system are simplified and easy to manage.
Social features, such as guilds and friend interactions, are well-developed.
The game offers a unique gameplay experience and a wide variety of heroes to collect and upgrade.
The UA strategy for AFK Journey focuses on high-quality creatives that showcase the game's narrative and gameplay, while avoiding fake or cringey ads.
Overall, AFK Journey is a standout game in the RPG genre and has the potential to attract a large player base.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #103. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/RBoJxFdV5YIJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQAgenda00:00 The Shift from Placements to Bidding04:14 The Importance of Bid Floors06:33 Bid Floors for Banners07:47 Bid Floors for Interstitials09:28 Bid Floors for Rewarded Video13:53 Using Direct Sold Campaigns14:17 Exploring Alternative Backfill Options15:43 The Importance of Bid Floors in Ad Monetization18:00 Is Tiktok For teenagers only? 24:21 top creatives34:43 Softlaunch sonar 4---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #102. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Ken LandenYoutube: https://youtu.be/gVUpvSJtkFwJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda
00:00 Introduction and Welcome
01:10 Legend of Mushroom's Success in South Korea
05:27 Game Design Similarities
08:08 Different Core Gameplay
10:18 Discussion with Ken Landen
13:29 Monetization and Social Features
21:21 Farm and Theft Mechanics
22:49 Social Features and Guild Mechanics
23:18 Timer Helper Mechanic
24:14 Unlocking Auto-Lamping
25:00 Session Links and Lamp Upgrades
26:13 Asynchronous Delta Event in Clan Wars
27:21 Different Types of Events
28:48 Durian Fruit and Cultural References
29:45 Ad Monetization and Urgency to Watch Ads
30:37 Implementing Banner Ads
33:17 Debate on Implementing Banner Ads
36:29 Discussion on QA and UA
37:43 Final Thoughts on Ads and Game Design
39:55 Twitter Ads in the US
42:11 Revenue in Japan and the US
44:01 Advertising Channels
45:33 Creatives and Localization
48:00 Creative Strategy
51:32 Localization in Asia
52:37 Improvements and Rating---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysTakeaways
Legend of Mushroom has achieved significant success in South Korea, surpassing expectations and earning high revenue.
The game shares similarities with Legend of Slime in terms of game design and core mechanics, but also introduces some unique features.
Monetization and social features play a crucial role in the success of mobile games, and Legend of Mushroom has both strengths and areas for improvement in these aspects.
The farm and theft mechanics in Legend of Mushroom add an interesting and interactive element to the gameplay experience. Legend of Mushroom has unique social features and guild mechanics that enhance the gameplay experience.
The timer helper mechanic, taken from other games like Forex, allows players to receive assistance from their guild members on various timers.
The game could improve by unlocking the auto-lamping feature earlier in the gameplay progression.
The implementation of banner ads could provide additional ad revenue without significantly impacting IAP revenue.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #101. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/rlwg4d2Y3asJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda
01:04 Introducing the Topic: 4X Games
03:06 Last War: Revenue and Downloads
04:12 The Conspiracy Behind First Fun
05:13 The Gameplay Mechanics of Last War
06:02 The Challenging Boss Battles
07:10 The Onboarding Process
08:19 Exploring the 4X Gameplay
09:44 Saving Monica from the Bomb
10:53 The Advanced Gameplay Mechanics
14:26 The Raider and Track Mechanics
18:05 Importance of Onboarding and Gacha Mechanics
20:06 Expanding the Addressable Market
21:05 Incorporating Hypercasual Elements
22:32 Connecting and Integrating Games
23:13 Low Ad Revenue in 4X Games
24:13 Building a Community
25:12 Why Last War is More Successful than Top Heroes
26:08 Factors Contributing to Last War's Success
27:38 Expertise in the 4X Genre
28:00 Connections Between Chinese Companies
28:56 The Dominance of Asian Companies in the 4X Genre
29:54 Scaling and Revenue Comparison
30:18 Improved Onboarding and Gameplay in Last War
32:08 Success of Last War's Marketing Campaign
33:37 TV Commercial and Offline Branding
37:06 Creative Marketing Strategies
39:27 Different Visual Styles and Gameplay
40:07 Creative Trends and Hooks
41:07 Heavy Iteration in Creative World
42:12 Different Versions and Upgrades
43:09 Making Fun of Yourself in Creatives
44:08 Hyper-Casual Concepts from Different Angles
45:33 Ball of Zombies and Epic Battles
46:19 Similarities with Age of Origins
47:38 Similar Creatives from Different Companies
48:42 Integration of Onboarding Game into Main Game
50:15 Hidden Portfolios and Future Trends
53:36 Introduction of a New Game
56:50 Proliferation of Onboarding Game Trend
59:06 Integration of Onboarding Game in Top Heroes Category
59:44 Game from China with Onboarding Mechanics
01:00:12 Teaser for Next Week's Game---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysThe 4X genre in mobile gaming utilizes similar creative trends and gameplay mechanics across different companies.
The integration of onboarding games into the main game is becoming a popular trend in the mobile gaming industry.
Creatives in the mobile gaming industry heavily iterate on successful concepts and mechanics.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
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Another crossover episode is here! Talking UA with Doubl3Tap gaming:Matej is a UA consultant & co-host of the Two and a Half Gamers podcast. In this episode, we chatted about UA trends, TikTok, and building communities for power users. Matej also shared his thoughts on how blockchain games have great retention (so does a typical 9 to 5), his favorite UA hacks, and the importance of leaving some budget for experiments.Stay up to date & pre-register for some exclusive content on https://www.doubletap.games/You can also find us on:Spotify - https://open.spotify.com/show/6Z1Gt4g...Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
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This is no BS gaming podcast 2.5 gamers session #100. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/a7rEif7GXA0Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQAgenda00:00 Introduction and Celebration03:43 Twisted Tangle: A Unique Puzzle Game07:31 The Success of Twisted Tangle09:20 Gameplay and Mechanics15:46 Changes in the Game21:09 Monetization and Level Curve22:07 Changes in Winning Rewards23:07 Currency and Soft Currency Sink24:07 Ad Placements25:11 Ad Revenue Analysis26:11 Revenue Estimates27:05 Downloads and Revenue by Country28:10 Hybrid Casual Games29:02 Mobile Gaming Industry30:14 iOS vs Android30:54 Retention Rates33:06 User Acquisition Channels34:33 Target Audience36:00 Creative Concepts38:06 Creative Analysis41:45 UA Campaigns43:02 Rating and Conclusion---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysThe game has different difficulty levels, with hard levels requiring more lives and very hard levels being even more challenging.The game's monetization strategy focuses on blockers and soft currency sinks, such as boosters and cosmetics.The game's revenue is primarily driven by in-app purchases (IAPs), with ad revenue playing a smaller role.The game's target audience is primarily older females, with the majority of downloads and revenue coming from the United States.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
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This is no BS gaming podcast 2.5 gamers session #99. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/9e0blIi1r08Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQAgenda
00:00 Epic intro
04:45 Introduction to Top Heroes
05:10 The Unique Gameplay of Top Heroes
06:11 Transition to the World Map
08:06 Exploring the Town and Building Mechanics
09:08 Introduction to World Quests
10:07 Gameplay Mechanics and Objectives
12:40 Introduction to Hospital and Soldier Mechanics
20:02 Introduction to the Game and Revenue Analysis
21:05 Base Building Mechanics and Gameplay
22:23 Guilds and Social Mechanics
27:08 Grinding Bosses and Gear Upgrades
30:12 Engagement with Guilds and Events
34:22 Monetization and White Whales
36:24 Integration of AFK Arena and Rise of Kingdoms Mechanics
41:35 Poor Retention and Onboarding Experience
42:15 Initial Impressions of the Game
43:22 Smooth Onboarding and Gameplay
44:15 Teaser for the Next Episode
45:00 Discussion on the Importance of Ads
45:40 Upcoming Episode and Clues
46:26 Analysis of Ad Channels
48:26 Review of Creatives
53:33 Playable Ad and Revenue Growth
57:31 Experimenting with New Creatives
58:35 Revenue and Country Breakdown---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysTop Heroes is a game with unique gameplay mechanics, including a transition from an action RPG to a world map.
The game features building mechanics, world quests, and hospital and soldier mechanics.
The conversation also touches on the topic of ad revenue and channel growth.
Rewarded ads are implemented in the game to provide players with additional resources and speed up gameplay. 4X games combine elements of AFK Arena and Rise of Kingdoms to create a unique gameplay experience.
Guilds and social mechanics play a crucial role in the game, with strong social engagement driving the guild's progress.
The connection between heroes and Forex gameplay is a key aspect, with heroes carrying soldiers and their level determining their strength on the 4X map.
Grinding bosses and upgrading gear are important activities in the game, providing resources and bonuses.
Monetization in 4X games primarily comes from the 4X mechanics, with players investing in upgrading resources, soldiers, and peace shields.
The game targets a niche audience, and the total addressable market for 4X games may not be as large as other genres.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/creative-framework-how-to-win-in?r=7qqaf&utm_campaign=post&utm_medium=web
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
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This is no BS gaming podcast 2.5 gamers special OG session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Eric Futoran from https://embrace.io/Youtube: https://youtu.be/nWdvjIP6D2sJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda
00:00 Epic Introduction and Special Guest
03:22 Starting with Max and Scopely
08:26 Scopely's Breakout Success
14:27 Scopely's Winning Formulas
20:37 Launching a Game at Scale
24:04 Different Types of Traffic for Game Launch
28:37 The Importance of Featuring and Channels for Launch
30:32 Strategies for Growth and Algorithm Manipulation
31:30 The Importance of Starting Strong
33:40 Timing and Seasonality in App Launches
34:14 The Impact of Changing App Icons
36:14 Success Stories of Simple App Ideas
37:08 Negotiating IP Deals
38:24 The Process of Signing IP and Deal Structures
40:49 The Challenges of IP Approvals
42:55 Calculating Fees and Revenue Sharing in IP Deals
45:52 The Limitations of Predictive LTV in Soft Launch
49:20 Analyzing ANR Issues and Ad Networks
55:47 The Importance of Collecting Data for Troubleshooting
59:34 Balancing User Experience and Revenue Generation---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysStarting strong in app rankings is crucial for long-term success.
Changing app icons can help reactivate dormant users and trigger increased engagement.
IP deals require careful negotiation and consideration of upfront fees, revenue sharing, and content approvals.
Predictive LTV is challenging to calculate accurately in soft launch.
Collecting data and using analytics tools can help identify and troubleshoot ANR issues and ad network problems.
Balancing user experience and revenue generation is a constant challenge in the gaming industry.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://lancaric.substack.com/p/creative-framework-how-to-win-in?r=7qqaf&utm_campaign=pod&utm_medium=web&triedRedirect=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #98. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial guest: Alvaro DuarteYoutube: https://youtu.be/pKMOGndZ8EoJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQAgenda
00:00 Epic Introduction and Setting of the Tone
01:08 Introducing Alvaro and Voodoo Gaming Portfolio
04:04 Hypercasual Games: Dead or Alive?
05:02 Opportunities for Small Gaming Companies
06:14 The Success of Mob Control and Block Jam 3D
07:06 The Evolution of Mob Control
08:12 The Impact of Gacha Mechanics in Mob Control
09:04 The Vision and Long-Term Strategy of Mob Control
11:32 Teasers for Future Updates in Mob Control
15:04 The Positive Impact of Mob Control on Block Jam 3D
22:00 The Role of Ads and In-App Purchases in Voodoo Games
26:30 The Internalization of Gaming Teams at Voodoo
28:00 The Unique Features and Potential of Blockjam
29:08 Voodoo's Ambitions in the Casual Gaming Market
30:38 The Rise of Small Teams in Voodoo
31:19 The Mandatory Shift to CPI-Focused Strategies
32:14 The Success of Paper.io
33:01 The Metagame Features of Paper.io
34:28 The Evolution of Paper.io's Gameplay
36:16 The Monetization Elements in Paper.io
37:07 The Thinking Behind Repurposing Games
38:11 The Journey of Transforming Games
39:16 The Importance of CPI Proficiency
40:02 The Potential of Replicating Success in Other Games
40:40 The Future of Voodoo's Key Titles
41:54 The Skill Set Needed for IAP-Based Games
43:47 The Importance of Prototyping and Volume of Prototypes
45:31 The Challenges and Misconceptions of Hypercasual Games
47:05 The Transition from Hypercasual to Hybrid Casual
48:05 The Shift in UA Strategies for Hybrid Casual Games
49:53 The Transition to In-App Driven Revenue
54:09 The Impact of IAP on UA Strategies
57:49 The Head Count at Voodoo---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysThe rise of small teams in Voodoo is leading to the creation of numerous prototypes and innovative game concepts.
CPI-focused strategies are becoming mandatory for game developers due to the challenges of breaching the CPI wall.
Core games are being positioned as hypercasuals, with a focus on creative and onboarding elements
The success of Paper.io demonstrates the potential for growth and revenue increase through metagame features and visual progression.
The transition from hypercasual to hybrid casual requires a different skill set and a focus on live ops and player retention.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricHybrid casual playbook - https://open.substack.com/pub/lancaric/p/hybrid-casual-ua-playbook-real-data?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
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This is no BS gaming podcast 2.5 gamers session #. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial guests: Justin Kan, Archie StonehillYoutube: https://youtu.be/pORGGWDAyUMJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQStash blog post: https://dev.stash.gg/blog/mythbusting-app-stores-30-percent-or-moreAgenda00:00 Epic intro
03:02 Introduction of Guests
06:01 Pivot from Fractal to Stash
09:09 Apple's New Payment Guidelines
19:36 Apple's Fee Structure
25:09 Impact on Different Game Genres
27:06 Alternative Payment Processors
29:02 Cost of External Partners
31:24 Direct-to-Consumer Strategies
31:50 Introduction to No Bullshit Gaming Podcast
32:06 Implementing Incentives for Direct Consumer Channels
33:08 Designing Loyalty Programs
35:50 Driving Traffic to Web Shops
38:08 Creating Well-Made Web Shops
42:24 The Role of Stash in the Gaming Ecosystem
43:30 The Future of Stash and Game Developers---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysImplementing incentives for direct consumer channels can drive engagement, reward loyalty, and increase retention.Designing loyalty programs that offer a variety of discounts, time-based offers, loyalty tiers, and exclusive content can enhance the overall user experience.Driving traffic to web shops can be achieved through effective search engine optimization, on-page SEO, and conversion optimization.Creating well-made web shops involves providing a frictionless user experience, seamless account linking, and a focus on enhancing the game experience.Stash aims to be a white label experience that helps game developers own the customer relationship and avoid platform intermediation.The future of Stash lies in providing excellent experiences and giving game developers the freedom to switch platforms if desired.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://lancaric.me/11-mobile-user-acquisition-tips-q1-version-24Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
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This is no BS gaming podcast 2.5 gamers session #. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial Guest: Samer Al DafaiYoutube: https://youtu.be/B5J3V_F5-HA Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda00:00 Epic Introduction and Special Guest
04:14 The Idea Behind We Are Warriors
06:07 Game Design and Progression
18:08 Ad Monetization Strategy
21:32 Retention and Revenue
23:44 Ad Placements and Strategy
29:25 Game development and learning
30:13 Estimations and revenue breakdown
33:39 Impact of IAPs on ad revenue
34:44 Scaling and revenue comparison
36:23 User acquisition and session counts
38:08 Downloads and revenue distribution
39:32 Ad networks and mediation
42:06 Payback period and UA predictions
44:33 TikTok Creative Challenge
50:07 Creative team and external partners
55:22 Creative philosophy and consultants
57:26 Organic Downloads and Growth
59:06 Difficulty and User Feedback
01:00:14 Creatives and Art Style
01:01:21 User Ratings and Reviews
01:02:01 Progression and Economy
01:04:08 User Segmentation and Ad Placements
01:06:09 Segmentation and Ad Load
01:08:26 UA Strategy and Creatives---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysOrganic downloads can lead to significant growth, especially when leveraging platforms like TikTok.
User feedback on difficulty should be considered and A/B tests can help optimize the game's difficulty.
Creatives and art style play a crucial role in attracting and engaging users.
User ratings and reviews provide valuable insights and should be monitored and addressed.
Segmentation of users based on their progression and behavior can help optimize ad placements and ad load.
User segmentation can also be used to tailor the game experience and economy.
Regular iteration and updates are important for maintaining user engagement and monetization.
User acquisition strategies should focus on creating new playables and experimenting with different angles.
The overall rating for the game is positive, with praise for the team's performance and revenue generation.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
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This is no BS gaming podcast 2.5 gamers special DMA session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Felix Braberg, Matej LancaricSpecial Guest: Sam GaglianiYoutube: https://youtu.be/rqw1nsadqGAJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQMORE FREEDOM FOR THE MOBILE GAMING MARKET: DMA AND BEYOND: http://xsolla.pro/DMAAgenda00:00 Introduction
02:06 Apple's new payment rules
03:21 Apple's fees and requirements
05:21 Challenges for developers
07:57 Strategies for shifting users to web stores
12:46 Apple's resistance and future predictions
16:32 EU's perspective and potential pushback
18:16 Success metrics and risk tolerance
20:31 Redirecting users to web stores
22:20 Gray zone tactics and education
24:04 Shift in spending habits
27:31 Merchant of record and additional services
33:33 Summary and TLDR
35:24 Incentivizing Users to Visit Retail Stores
36:22 Adopting a Retail Mindset
37:47 The Potential Issues with Side Loading
38:14 Apple and Google as Expensive Payment Processors
38:43 Creating a Store and Keeping Users Engaged
39:30 Supporting Mid-Tier Businesses---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysApple's updated EU payments DMA regime imposes new fees and requirements on developers, including reduced commission and payment processing fees.Developers face challenges in navigating these new rules and must find strategies to shift users to web stores.Apple is resistant to change and is likely to continue imposing fees and restrictions on third-party payment transactions.The EU may push back against Apple's rules, as they may be seen as anti-competitive.Developers should consider building web stores and treating them as retail stores, with a focus on education, communication, and providing value to users.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
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This is no BS gaming podcast 2.5 gamers session #. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial Guests: Adam Jaffe, Gus ViegasYoutube: https://youtu.be/Jr2HLMZXjnwJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
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This is no BS gaming podcast 2.5 gamers x Gamemakers crossover session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Matej Lancaric, Joseph Kim, Ken LandenYoutube: https://youtu.be/NIPb2gKeFiwJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQAgenda00:00 Epic intro
03:00 Performance of Brawl Stars
06:00 Product Overview and Gameplay
12:00 Monetization and Economy Management
19:00 Brawl Pass and Revenue Verticals
25:00 Hypercharges and Progression
31:53 Monetization and Economy
37:11 Social Features and Game Modes
41:26 Ad Tech and Rewarded Videos
45:17 Optimizing Offers and Personalization
50:09 Event Structure and Season Quest Cadence
52:32 Additional Power Layers and Hypercharges
55:30 User Acquisition and Marketing Channels
01:03:25 Recent Spike and Structural Changes
01:05:04 Live Ops Changes and Team Expansion
01:06:40 Long-Term Outlook and Baseline Expectations---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysSome games on the radar are experiencing steady growth and stable revenue, while others are declining or struggling to gain traction.
The success of a game often depends on factors such as gameplay mechanics, updates, and the target audience.
Developers should consider diversifying their portfolio and exploring new genres to avoid cannibalizing their own games.
The performance of games can vary greatly, even within the same company or genre.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/ai-winning-creatives-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
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This is no BS gaming podcast 2.5 gamers live session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial guest: John WrightYoutube: https://youtu.be/mBXiCxNyNX8Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQAgenda:
00:00 Epic intro
02:00 Mr. Vice President
13:00 Pre-bid & post-bid
15:01 Pay your bills with retention
15:15 Hybrid-casual games
21:25 Milestones & KPIs
26:43 The shape of the curve
31:20 costs
37:10 Nobody cares about D1 anymore
39:52 You spend money and you learn
43:20 3 tips on how to find Jesus---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
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This is no BS gaming podcast 2.5 gamers session #95. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/PQKNCqm9VdkJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQAgenda00:00 Epic intro
02:35 Finding Creative Inspiration
12:02 Incorporating Mini Games in Ads
13:59 Iterating on Creative Winners
19:34 Challenges in Ad Monetization
25:21 Optimizing Ad Revenue
30:33 Event-Driven Ad Placements
33:23 Review Radar
34:17 Introduction and Background
35:10 Reviewing Games on the Radar
01:05:04 Announcement of After Party
01:06:09 Meetup at PGC in London
---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysSome games on the radar are experiencing steady growth and stable revenue, while others are declining or struggling to gain traction.
The success of a game often depends on factors such as gameplay mechanics, updates, and the target audience.
Developers should consider diversifying their portfolio and exploring new genres to avoid cannibalizing their own games.
The performance of games can vary greatly, even within the same company or genre.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/ai-winning-creatives-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-aiFelix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
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This is no BS gaming podcast 2.5 gamers special session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Ignacio Monereo, Felix Braberg, Matej LancaricYoutube: https://youtu.be/ZdPgvU0v_SkJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ---------------------------------------SummaryIn this conversation, Nacho Monereo, a partner at Boost Capital, shares his career journey from working at Google and Facebook to becoming a venture capitalist. He discusses the requirements and skills needed for a VC role, including the importance of relationships and sales skills. Nacho also explains the due diligence process and how to filter and analyze pitch decks. Additionally, Nacho discusses deal flow strategies and the challenges of closing deals and deploying capital. He also shares his preference for investing in mobile games and explains how gaming principles can be applied to other industries. The conversation then delves into the process of pitching a game to a VC, considering bootstrapping as an alternative, and the factors VCs consider when funding a game or company. Nacho provides advice on when to approach VCs, the importance of diligence on VCs, and the benefits of executing quickly and diversifying funding.---------------------------------------Agenda00:00 Introduction and Background01:05 Career Journey03:26 Transition to Venture Capital05:49 Challenges at Google Play12:55 Due Diligence Process17:33 Filtering and Analyzing Pitch Decks20:06 Ideal Time to Reach Out to VCs23:23 Ticket Sizes and Pro Rata38:18 Closing Deals and Deployment39:28 Preference in Gaming and Investments39:55 The Difficulty of Free-to-Play Mobile Games41:27 Investing in Mobile Games42:25 Applying Gaming Principles to Other Industries43:39 Pitching a Game to a VC44:42 Considering Bootstrapping45:41 Factors to Consider in VC Funding47:00 Building a Successful Game or Company49:21 When to Approach VCs52:07 Executing Quickly and Diversifying Funding---------------------------------------TakeawaysBuilding relationships and having strong sales skills are crucial for a venture capitalist.The due diligence process involves analyzing the team, product, market, and round details.The team's experience, vision, and ability to work well together are key factors in investment decisions.Deal flow can be generated through networking, referrals, and proactive outreach.Closing deals requires careful consideration of legal clauses and other provisions.Investment preferences can vary, but a focus on mobile gaming and other emerging trends is common. The mobile gaming market is highly competitive, but there are still opportunities for success and exits.Investors in the gaming industry prefer mobile games due to their familiarity and comfort in making investment decisions.Gaming principles, such as user acquisition, engagement, retention, and monetization, can be applied to other industries like FinTech, HealthTech, EdTech, and PropTech.When pitching a game to a VC, it is important to have a clear vision, a strong team, and a focus on building a successful game or company.Consider bootstrapping and validating your game concept before seeking VC funding.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me
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This is no BS gaming podcast 2.5 gamers special session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/w_BnrBMFSOQJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Check: https://mobilegamer.biz/apple-moves-to-quash-us-web-shop-uprising-with-scare-screens-and-a-27-cut-of-all-iaps/---------------------------------------SummaryIn this emergency episode, Matej, Felix, and Jakub discuss the recent Apple versus Epic legal battle and the implications for app developers. They explore Apple's new guidelines allowing in-app purchases to include links to external websites but with a 27% commission fee. The hosts delve into the challenges and potential workarounds for developers, including the scare screen and user experience issues. They also discuss the impact of the DMA regulation and the possibility of alternative app stores. The episode concludes with a call for creativity and innovative solutions in navigating Apple's policies.---------------------------------------Agenda00:00Introduction and Background
00:38Apple's New Guidelines
02:31The Twist: 27% Commission
03:14Exploring Different Perspectives
05:11The Impact of the DMA Regulation
06:10Creative Solutions and Workarounds
07:21The Scare Screen and User Experience
08:26Additional Requirements and Challenges
09:36The Potential for Discounts and Savings
10:47The Financial Motivation for Apple
12:58The App Store's Revenue Impact
16:18The Future of App Store Policies
18:51Final Thoughts and Call for Creativity---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysApple's new guidelines allow in-app purchases to include links to external websites, but with a 27% commission fee.
Developers are exploring creative solutions and workarounds to minimize the impact of the commission fee.
The scare screen and user experience issues pose challenges for developers in implementing external links.
The future of app store policies remains uncertain, with the potential for alternative app stores and regulatory changes.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
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This is no BS gaming podcast 2.5 gamers session #94. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric, Arthur MichelYoutube: https://youtu.be/4yhTGKmL3DsJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Madbox is recruiting in Live Games, New Games, Data and Automation: madbox.io/jobsAgenda00:00 Epic Intro
02:04 Discovery and Initial Impressions of Pocket Champs
04:09 Game Design and Core Gameplay Mechanics
09:52 Progression Systems and Collection Building
16:47 Matchmaking and Player Experience
23:49 Evolution of the Game and Key Features
28:20 Improvements and Challenges in Progression Systems
32:52 Interstitial Ads and Ad Monetization
33:52 Rewarded Placements and Clever Design Features
35:20 No Banner Ads and Focus on In-App Purchases
37:25 Controlling Interstitial Ad Frequency and Bid Floors
39:19 Estimated Ad Revenue and ECPMs
40:57 Experimenting with Interstitial Ads
47:05 Indirect Integration of Ad-Related Missions
49:03 Positive Feedback on Creatives and Innovations
50:28 Gates Creatives and Unique Icons
53:28 Exploring Deeper Progression System
56:06 Ad Networks and Spend Estimates
57:41 Long-Term Retention and Future Plans
01:02:59 Overall Assessment and Room for Improvement
01:06:51 Game Production Philosophy and Purposeful Feature Integration
01:07:27 Finding Features that Enhance Player Experience
01:08:14 Passion and Creativity in Game Design---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysPocket Champs features strategic decision-making in gear selection and offers a balance between player input and automated gameplay.
The game's progression systems, such as the trophy road and events, provide short and midterm objectives for players.
Matchmaking in Pocket Champs is challenging due to the low skill involvement, but efforts are made to create a meaningful player experience.
The game's monetization strategies, including offers and battle passes, are designed to provide value and maintain a robust economy.
Continuous iteration and risk-taking are essential for game updates to keep the player base engaged and the game fun for the long term. Game development teams should have ownership and control over their games.
When adding new features, it is crucial to consider their purpose and how they connect with the existing game.
Finding features that make sense and enhance the player experience requires time, iteration, and creative work.
Passion is essential in game design and development.---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
Another GameMakers x 2.5 gamers crossover episode! Tune in now.In this podcast episode, Joseph Kim, Matej Lancaric, and Summer Liu discuss the profitability of the game Monopoly Go. They explore the controversy surrounding the game and the lack of a widely accepted definition of profitability in the industry. The conversation covers data analysis, marketing strategies, and the use of different creatives. The hosts also discuss the importance of understanding CPIs and the impact of scaling up advertising spend. The conversation delves into the topic of profitability in the mobile games business, exploring the nuances and challenges of defining and achieving profitability. Discussing the importance of maintaining scale and KPIs in order to sustain profitability. The conversation also highlights the differences between operational profitability and UA modeled payback profitability. Additionally, they touch on the LTV curves and payback periods in different game genres. The conversation concludes with a discussion on the profitability of Monopoly Go and the need for a clear definition of profitability.Takeaways The games industry lacks a widely accepted definition of profitability, leading to confusion and conflation of different issues. Monopoly Go has achieved significant success, with high revenue and a large number of downloads. The game utilizes various marketing strategies, including video and playable ads, to attract and engage players. Understanding CPIs and the impact of scaling up advertising spend is crucial for evaluating the profitability of a game. Maintaining scale and KPIs is crucial for sustaining profitability in the mobile games business. Profitability in the mobile games industry can be defined differently, including operational profitability and UA modeled payback profitability. LTV curves and payback periods vary across different game genres and can impact profitability. There are nuances and tricks in-game profitability, including accounting practices and adjusting costs.Agenda00:00 Introduction and Background03:00 Defining Profitability in the Games Industry09:00 Data Analysis and Revenue23:00 Marketing Analysis32:00 Creative Strategies and CPIs43:04 Maintaining Scale and KPIs44:03 Defining Profitability in the Mobile Games Business45:57 Operational Profitability vs. UA Modeled Payback Profitability49:46 LTV Curves and Payback Periods53:56 Nuances and Tricks in Game Profitability59:46 Is Monopoly Go Profitable?--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #93. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/Gn49tbtPvYUJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
PGC Party signup - https://www.eventbrite.com/e/pgc-london-after-party-kwalee-x-bambassadors-x-two-a-half-gamers-tickets-788126897767?aff=oddtdtcreator
Agenda
00:00 Epic intro
01:25 Introduction and Game Overview
04:02 Tower War's Rapid Growth
05:29 Similarities with Other Games in the Genre
14:56 The Evolution of Tower War's Core Gameplay
19:48 Monetization and Hidden Features
25:13 Improvements and Missed Opportunities
26:51 Interstitial Ads and Gameplay
32:13 Different Approaches to Ad Placements
35:20 Ad Revenue Breakdown
38:31 Overall Evaluation and Rating
42:45 Creatives
46:13 Experimentation with Visual Styles
50:38 PvP and Hyper-Casual Headlines
53:48 Confusing Creatives and Inconsistent Visuals
54:24 Evolution of Games and Revenue
55:07 Game Revenue and Downloads
56:02 Top Games and Revenue
58:20 User Acquisition Channels
59:50 Advertising Spend on Facebook
01:01:25 UA Summary and Recommendations
01:02:45 Game Design and Progression
01:03:29 Retention and Long-Term Potential
---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.me/Felix BrabergAd monetization consultanthttps://www.felixbraberg.com/Jakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar/---------------------------------------Takeaways
- Saygames has seen significant revenue growth, with the top month reaching over $5 million in IAP revenue.
- My Perfect Hotel and Tower of War are the top games in terms of revenue and downloads.
- User acquisition is primarily driven by Applovin, Google, and Facebook, with Mintegral and TikTok also playing a role.
- Advertising spend on Facebook is relatively low in the US, indicating a focus on the EU markets.
- The game's core gameplay and progression mechanics are strong, but there is room for improvement in adding more mechanics and progression layers.
- Retention rates are relatively good, with around 40% on day one and 3% on day 60/90.
---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me
---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #92. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/wgTV8NEkyrQJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda
00:00 Epic Intro and Subscriber Growth
03:44 Technical shenanigans
04:36 The Hunt for Hybrid Casual Games
13:20 Tower defense game from SayGames
19:02 The Google Ad Monetization Revolution
28:15 Announcement of Captain Hook Awards
30:40 Review of Monopoly Go Creative
31:28 Review of Hero Wars Creative
35:16 Review of Age of Apes Creative
36:30 Good hook can dramatically decrease your CPIs
37:18 My Perfect Hotel No wifi hook
38:29 Review of Candy Crush Creative
39:59 Review of Kingdom Guard Creative
42:32 Review of Whiteout Survival Creative
48:12 Discussion of the Best Hooks
50:51 Discussion of Weird and Sexist Creatives
52:58 PGC London Talks
53:15 PGC Takeover and Party
53:42 Partnership with Games Forum
54:00 New Year Greetings---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.me/Felix BrabergAd monetization consultanthttps://www.felixbraberg.com/Jakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar/---------------------------------------Takeaways
We have experienced significant growth in their subscriber base.
The hunt for hybrid casual games is a major trend in the industry, with companies like Habby, Voodoo, and Crazy Labs leading the way.
Google's recent changes in ad monetization have had a significant impact on publishers, particularly the end of a popular ad monetization hack.
The revenue profiles of different game studios vary, with some experiencing growth and others facing challenges. Hooks play a crucial role in driving user acquisition and can significantly reduce CPIs.
The best hooks are those that are unique, attention-grabbing, and seamlessly connected to the gameplay.
Creatives that use real-life footage or well-known celebrities can be highly effective in capturing users' attention.
Weird and sexist creatives should be avoided as they can negatively impact the brand image and user perception.
Matej will be speaking at PGC London and invite listeners to attend their talks.
There will be a party organized by 2.5gamers during PGC London.
The podcast has partnered with Games Forum and will have a live session at the conference.
We wish you a happy New Year.
---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me
---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=trueDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #91. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/koEhSqvLUwIJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda
00:00 Epic intro
02:52 Why are we talking about this game?
04:28 Doodle Magic: Wizard vs Slime game design review
17:15 Random dice vs Rush Royale
18:42 Ad monetisation review
26:40 Game numbers and geo split
31:20 Network analysis
32:34 PGC london Tiktok Strategies for launches!
35:05 Creative showcase
42:20 Elon Musk from Wish
---------------------------------------Matej LancaricUser Acquisition & Creatives consultanthttps://lancaric.me/Felix BrabergAd monetization consultanthttps://www.felixbraberg.com/Jakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar/---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me
---------------------------------------If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/hybrid-casual-ua-playbook-real-data?r=7qqaf&utm_campaign=post&utm_medium=webDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #90. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Matej LancaricYoutube: https://youtu.be/MRywNsY7GeEJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
04:23 Auto chess history lesson
08:27 Different podcast - no mice-nuts here
11:23 UA review & data
15:07 Retention numbers
20:38 Call Matej if you need UA
31:23 Game design review
40:04 Class system
45:12 Gachapooooools
---------------------------------------Matej LancaricUser Acquisition & Creatives consultanthttps://lancaric.me/Felix BrabergAd monetization consultanthttps://www.felixbraberg.com/Jakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar/---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.meIf you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/hybrid-casual-ua-playbook-real-data?r=7qqaf&utm_campaign=post&utm_medium=webDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #89. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/8b7-_l_dq5wJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQAgenda:00:00 Epic intro01:34 ZZZ Nobody cares... 03:35 Block Jam 3D intro03:51 What is Party UP studio? 06:06 Happy 10th Birthday Voodoo!08:25 Only 25% of Voodoo revenue is hypercasual09:31 Rising phoenix11:12 Block Jam 3D game design review15:20 DDA in Match3 games19:32 Welcome to the UA world, Jakub!20:43 Voodoo hybrid casual theme25:22 Jakub going back in time26:07 Builds comparisons27:53 Market testing? 29:29 Bus Jam vs Block Jam31:15 New survivor games in Voodoo portfolio33:20 Ad monetisation review36:04 Immunity for a while40:00 Ad revenue calculation 41:42 Fake leaderboard42:38 Block Jam 3D numbers44:30 Market testing45:18 Have a good day, bye!45:47 Everything is connected49:00 UA in market testing & UA channel mix51:54 Only Applovin only on UA!52:10 Creative showcase59:14 Jakub is positively surprised1:00:29 Doom & gloom---------------------------------------Matej LancaricUser Acquisition & Creatives consultanthttps://lancaric.me/Felix BrabergAd monetization consultanthttps://www.felixbraberg.com/Jakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar/---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.meIf you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/hybrid-casual-ua-playbook-real-data?r=7qqaf&utm_campaign=post&utm_medium=webDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #88. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/dDDAM-32hmQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
02:14 HoYoverse info
09:25 ZZZ intro
Matej Lancaric
User Acquisition & Creatives consultant
Felix Braberg
Ad monetization consultant
Jakub Remiar
Game design consultant
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/hybrid-casual-ua-playbook-real-data?r=7qqaf&utm_campaign=post&utm_medium=web
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #86. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/qRYLXJydCkc
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
03:30 Merge Mansion Japan
10:30 Creative Trends Q3
28:10 Ad monetisation tips
38:14 Admon Secret tip
39:27 Habby Souls
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://lancaric.me/11-tips-for-killer-user-acquisition-ops-q4
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #86. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/i4ZPwMKiQ-Y
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
01:56 South Korea & G-star chit-chat
04:37 Estoty intro
06:05 No systems & vectors
08:30 2.5 Detectives
09:11 Join our Slack channel
10:22 My Little Universe
15:10 Squad Alpha
22:40 Fish Idle vs. Alien invasion CPI discussion
23:29 Estoty portfolio
32:47 Softlaunch strategy
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://lancaric.me/11-tips-for-killer-user-acquisition-ops-q4
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #85. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/lrllOFo3dLg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
01:00 HIT conference chit-chat
03:04 real agenda
04:20 Black Friday Admon absolute tip
13:00 5 UA killer tips
20:22 Go-to websites for memes
22:21 Leo from Wish
26:20 Localize or Pedro Pascal?
33:50 Super effective creative research
34:10 Look at Nexters, and you are good?
35:29 Soft launch sonar volume 3
37:54 Very lazy start of Softlaunch sonar
47:42 A new generation of mobile games
57:08 Best as last! ZZZ from Hoyoverse
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://lancaric.me/11-tips-for-killer-user-acquisition-ops-q4/
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Creative brief example:
Quick brief idea - STRATEGY DECISION:
The champion is the main character on each side's team. Since we have to make a strategic decision, this will be the main topic of this creative. We have to decide - going back and attacking from defense? Or jump with our champion on an enemy field with a heroic win (or lose)
Scenario:
- We are zoomed in on our champion.
- The camera zooms out so we see the whole map
- The scene goes dark, only our hero is visible.
- The headline will show up as “CRUCIAL STRATEGIC DECISION”
- Option 1: Attack from defense
- Option 2: Attack with all power
- We click on Option 2
- We see gameplay and our hero jumps on the enemy's field and dies after a battle :(
- The screen goes dark again with the headline “WRONG X”
- Endscreen with the headline: “Can you do better?” Button: Try no/End screen if win “The best defense is a good offense” Button: Play now/
Progression concepts:
Quick brief idea Day 1 vs. Day 30
This creative is showing progress in a game.
- The screen is divided into 2 parts.
- On the left side, we see literally first-day gameplay:
- heroes & troops are on a basic level
- there is a headline DAY 1 in a creative
- On the right side is exactly the opposite with the headline DAY 30
There is so much more to try!
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #84. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/FoDkTMmxsJ4
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda
00:00 Epic intro
04:00 Warcraft Rumble intro
09:49 no UA push?
10:45 Clash royale
15:00 Leaders / Hero characters
17:08 Is this a mass-market mobile game?
23:23 You can make very bad decisions early on
23:22 No more Charmander, Bulbasaur or Pikachu
25:27 The GRID
32:38 Super customization of heroes & Troops
34:49 Custom army slots?
36:25 PvE COOP for old people
39:46 The Guild system
46:10 Spend depth
49:22 Technical issues
50:45 Playing on the emulator is illegal
56:00 High standards for rating
57:22 Soft launch of Warcraft Rumble
59:10 Social media
59:55 CPIs for Warcrafr Rumble
1:02:20 Are they spending at least something?
1:04:42 Are they running for a captain hook of the year?
1:08:24 Sell the minis!
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://lancaric.me/top-troops-global-launch-ua-case-study
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Also, check out Blizzard’s soft launch playbook for Warcraft Rumble here!
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers special session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/HcSW1DLnjZs
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda
00:00 Epic intro
05:27 Backyard monsters again
07:25 Path of Exile comparison & Raid discussion
08:00 Techno Glows FTW
14:05 Victory screen
16:38 Get a ride!
16:50 Mo.co Subscription
17:44 Killing & Softlaunching by Supercell
19:59 What is Supercell after in the closed Beta?
21:15 Diamond fanatics cohort
23:30 Friends (creators) with Benefits
24:11 What does it mean to subscribe?
36:36 Artwork is just stunning
38:03 Mo.co battlefield remains readable
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://lancaric.me/top-troops-global-launch-ua-case-study
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #81. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/auI06IUhqik
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
02:00 History lesson
09:40 God bless Autosort (and Laura Taranto!)
11:17 Merging for efficiency
12:00 Merge for midcore
16:00 Five vectors
17:30 Top Troops Downloads and revenue numbers
20:14 Not great, not terrible
21:52 Everything is bullshit unless its waifus
27:00 What is the merging for?
28:30 JUST Merge units FFS
31:05 Admonetisation review
34:10 Evil admon placement on Autosort
37:45 UA review
39:00 Merge CPIs
40:48 Different creative concepts
41:01 Our favorite Hook is the CAPTAIN HOOK
42:00 We are all here for the ads
44:38 No Fake ads, oh wait! There they are.
49:37 Creative suggestions
53:08 UA channel mix
55:00 Low-hanging fruit
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If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
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This is no BS gaming podcast 2.5 gamers special session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič
Special guest: Guo Tang
Youtube: https://youtu.be/TmLFAjhQvEo
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
02:46 What is the current situation in China?
05:52 China regulations
10:58 Livestreaming everywhere!
13:38 Stores & their market share
15:05 Path of Exile level of store complexity
18:22 90% of the market is owned by six major brands
19:10 How to figure out if going to China is worth it?
20:19 WOM is super big in CN
24:36 Cultural adaptation
26:45 How to find a good partner?
29:22 What is a good publishing deal in CN?
33:35 Retirement money
36:00 UA in China
41:58 Fake ads are ok, but now violent!
44:46 Mediation partners
48:40 Not legal, but not illegal either
51:43 Final words
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
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This is no BS gaming podcast 2.5 gamers session #81. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/NzIJ2QLOEbA
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
02:51 Jakub is complaining he is running of hybrids
05:41 Alien Invasion Game design review
15:53 Secret of leveling up!
20:08 Where are the ads?
23:15 Admon review
28:50 SKUs top ranks
30:24 Ad revenue estimation
31:44 Retention numbers with happiness multiplier
33:50 Jakub's shit phone vs remove ads on Android
35:07 UA review
36:05 How to do creative research on Facebook Ads Library?
36:54 UA channel mix
40:01 60-second ads all over again?
40:40 Creative review intro
41:46 Creative showdown
42:57 Hats off to SayGames team again
44:00 2nd best UA manager shows himself
47:10 Maven Matej (rating) UA comments
48:07 Facebook mastery
48:45 Matej AI score
49:40 This game could be a rocket ship
50:29 It's clear what to do to improve
51:00 Matej from Wish takes us home
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers session #80. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/lDKdVjZ6Z_A
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
01:42 Thank you for your support
04:30 How to choose ad partners
07:10 Felix is going to interrupt Matej so much
09:48 A/B test new networks
12:54 Incentives
14:18 Mushrooms strike back
14:35 Unity inventory update
16:04 Boycott never ends
17:52 Felix interrupts Matej
20:20 EU ads transparency on Facebook
27:57 TikTok creative gallery is sh*t now
29:00 It's really terrible
29:57 Jakub has to end the episode
30:34 2hour Game Radar slot starts
32:01 Legend of Slime textbook progression
35:05 Call of Dragons
36:15 Honkai StarRail
40:28 Triple Tile
43:00 Squad Busters
44:57 Night Crows
47:56 Mob Control
50:12 Dreamdale
53:45 Monopoly GO
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Latest Hybrid casual UA case study!
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This is no BS gaming podcast 2.5 gamers session #79. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Special guest: Miikka Ahonen
Youtube: https://youtu.be/3yZQbAFKLhE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
01:23 Miikka intro
10:34 Ad monetisation review
20:54 White whales concept
22:18 UA review
23:10 Spend decrease assumptions
24:48 Tools let us down again on the UA channels
29:43 No hooks!
30:15 Creative review
39:00 Creative concepts suggestions
43:00 Gamedesign review
1:03:00 Sword game discussion
1:07:55 Game Templates
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Latest article: https://lancaric.me/hybrid-casual-ua-my-perfect-hotel-idle-arcade
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This is no BS gaming podcast 2.5 gamers Unity session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/wDezvHy56cU
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda
00:00 Epic intro
02:25 Updates to runtime fee
04:56 Fireside chat BS
24:24 customer feedback
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This is no BS gaming podcast 2.5 gamers session #77. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/Xl4ZHy_7HRo
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
02:30 young Felix
03:04 Empire takeover insights
04:50 Google announcement
06:44 UA flamboyant Flamingo - 2.5gamers swag!
07:42 My perfect hotel intro
08:28 Ad monetization intro
09:23 SayGames Ad playbook
10:54 What is the average playtime per session?
12:05 Skip-it's evolution
14:15 Retention figures
17:21 Ads revenue figures
20:28 UA interesting facts
21:23 1-year old softlaunch?
25:23 UA masterclass
27:30 Creative numbers comparison
42:08 Top performing video on Google Ads - 7 minutes long
45:00 Maven Matej Rating
45:28 My perfect hotel history lesson
48:32 Game design review
50:58 SayGames building a template for Idle Arcade
53:21 What is Arcade Idle?
54:27 Get the pillow, get the pillow!
57:27 IAP ranking
57:48 King or Fail!
01:00:50 They could earn so much more IAP
01:03:40 Jakub was in Limassol
01:04:20 Felix taking us home!
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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This is no BS gaming podcast 2.5 gamers Unity session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/qj0nnoj8AWQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-20oqnc9hf-kF8_OSJUb6MxD6n2eS448w
Agenda:
00:00 Epic intro
01:00 Developers Boycott
28:25 Blended ROAS
https://mobilegamer.biz/unity-boycott-begins-as-devs-switch-off-ads-to-force-a-runtime-fee-reversal/
Join the Boycott here:
https://docs.google.com/forms/d/e/1FAIpQLSeSRvFrXeDocqPwyjsYwbQ4fObJGJ2THrUjzSqHvMcoCWaIIA/viewform
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Please share feedback and comments - matej@lancaric.me
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--- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message
This is no BS gaming podcast 2.5 gamers Unity session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube:https://youtu.be/FYqMIovNvIU
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-20oqnc9hf-kF8_OSJUb6MxD6n2eS448w
Agenda:
00:00 Epic intro
01:00 Unity intro
29:25 Takeaways
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Please share feedback and comments - matej@lancaric.me
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This is no BS gaming podcast 2.5 gamers session #77. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/5H6iCu4rSQk
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-20oqnc9hf-kF8_OSJUb6MxD6n2eS448w
Agenda:
00:00 Epic intro
04:22 Why is Jakub excited about Empire Takeover?
05:00 Numbers
05:54 Sadness multiplier
07:00 Game design intro
17:54 What are the learnings for game design?
19:17 Ad monetization review
20:54 Eye-watering numbers
23:48 Why do ads not work in 4X?
24:15 UA review
26:39 UA channel mix
31:08 Altered gameplay creatives
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
This is no BS gaming podcast 2.5 gamers live session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
DISCLAIMER
This is a live session. The sound quality might be worse than the other episodes. If you want to get better quality, join us next time!
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Special guests: Ben Jeger, Arseny Lebedev, Manuel Prueter, Julian Werner, Daniel Kyrsa
Youtube: https://youtu.be/ehVVwtwFryA
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-20oqnc9hf-kF8_OSJUb6MxD6n2eS448w
Agenda:
00:00 Epic intro
01:00 Ben Jeger
06:44 Arseny Lebedev
15:17 Manuel Preuter
26:53 Julian Werner
37:00 Daniel Kyrsa
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This is no BS gaming podcast 2.5 gamers session #76. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/oOf8tPZGSgg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-20oqnc9hf-kF8_OSJUb6MxD6n2eS448w
Agenda:
00:00 Epic intro
01:00 Hybrid casual intro Homa games
04:23 Retention KPIs comparison
07:37 Fight for America hybrid casual intro
08:25 Quick state.io info
15:00 eCPM discussion
16:20 CN weather balloons
17:32 Revenue numbers
20:10 Homa games SDK?
21:47 Fight for America review
21:48 Ad monetization
27:30 Game design
34:51 User Acquisition
39:25 Creatives
45:50 Attack hole review
46:05 Game design
55:50 Ad monetization
58:00 UA
1:00:23 Will Smith from wish
1:02:48 last remarks
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This is no BS gaming podcast 2.5 gamers session #75. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/gFE_JKOTzvY
Gamescom event! https://www.singular.net/lp/gamescom2023-event
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-20oqnc9hf-kF8_OSJUb6MxD6n2eS448w
Agenda:
00:00 Epic intro
03:24 Join our most inclusive slack channel in gaming
06:00 Jakub is checking our notes
06:45 Felix is a 40-year-old female from the US
07:58 Whiteout survival makes 20+ Mil/month
08:00 Creative Trends Q2 2023
08:03 Misty Continent
10:50 Whiteout survival
13:27 Jakub gives Fake Oscar to Century Games
14:30 Rush Royale
16:00 Kingdom Guard
20:30 Evony
25:00 No Pedro Pascal for Merge Mansion
29:33 Creative trends takeaways
30:22 Astro physics similar to Ad monetization
30:30 Moloco for Ad monetization
38:00 Soft launch sonar
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Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article: https://lancaric.me/will-ai-finally-kill-ua
This is no BS gaming podcast 2.5 gamers session #74. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/O1qlhlU2TIY
Gamescom event! https://www.singular.net/lp/gamescom2023-event
Agenda
00:00 Epic intro
02:31 Felix sharing great numbers on Linkedin
04:00 Monopoly GO UA intro
06:49 Monopoly GO revenue growth
08:30 Retention numbers
10:15 UA channel mix
12:50 Facebook Connect
14:30 Creative mix
16:10 Initial CPI chit-chat
18:06 Jakub gets demoted to 3rd best UA manager on the show
20:25 Mr.Monpoly, AKA Milburn Pennybag
21:34 When Celebs?
22:23 Monopoly GO needs Robert De Niro
23:11 CPI estimation!
24:52 Admon review
28:00 IP cut
28:34 Game Design part
33:18 Please send us your address - EliteDolphin
35:30 Monetisation
36:30 Facebook groups
42:58 Monopoly IP limitations
45:08 What is the purpose of the game?
45:20 Why does Monopoly GO grow like hell?
48:57 Game Rating
49:56 Jakub takes us home!
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article: https://lancaric.me/will-ai-finally-kill-ua
This is no BS gaming podcast 2.5 gamers session #73. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/QUVvO9hjSj8
Agenda:
00:00 Epic intro
04:30 Thank you for 3000 subscribers!
06:00 Gamescom event! https://www.singular.net/lp/gamescom2023-event
06:50 Felix running tests
14:48 Aggregated Event Measurement
26:49 Trust me, bro!
29:53 Harry Potter Magic Awakened
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article: https://lancaric.me/supercell-floodrush-user-acquistion-game-design
This is no BS gaming podcast 2.5 gamers special live session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Felix Braberg, Matej Lančarič, Inhoo Park, Shinhee Lee Youtube: https://youtu.be/VHTViASlOHY
Today’s episode is brought to you by Mistplay, the #1 loyalty app for mobile gamers. Mistplay is a media source that leverages continuous rewarded engagement to drive retention and LTV for advertisers. If you’re looking to reach high-value users and achieve your performance goals, check out Mistplay and get in touch at mistplay.com!
Agenda:
00:00 Epic intro
01:25 Special guests introductions
03:06 How do Korean Marketers see the Korean market?
07:35 Out-of-Home Marketing in South Korea
11:08 Celebrity alignment with the game genre
14:38 Mobile gaming industry in KR
16:00 Gaming genres Gender preference in Korea
26:54 3 requirements for entering the Korean market
30:31 UA channels in KR
31:18 Chart boosting your game and the costs
33:57 Korean industry
39:05 Creatives
Request the deck from the podcast here: https://docs.google.com/presentation/d/1_ef_FDMnAxPcUVe9E9CPOPrHDIPBkJg3/edit?usp=sharing&ouid=110982368861596372120&rtpof=true&sd=true
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article: https://lancaric.me/supercell-floodrush-user-acquistion-game-design
This is no BS gaming podcast 2.5 gamers session #72. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/9tmNnEkeZgQ
Today’s episode is brought to you by Mistplay, the #1 loyalty app for mobile gamers. Mistplay is a media source that leverages continuous rewarded engagement to drive retention and LTV for advertisers. If you’re looking to reach high-value users and achieve your performance goals, check out Mistplay and get in touch at mistplay.com!
Agenda:
00:00 Epic intro
03:03 SayGames intro (to hybrid casual)
06:00 Why are we talking about Pirate Raid?
06:35 1.5 gamers love pirates
07:40 DreamDale intro
09:19 DreamDale Ad monetisation review
11:28 Skipits, the new admon feature
12:44 How much money does DreamDale make a day on ads?
15:03 Jakub tortures himself with ads
16:30 DreamDale UA review intro
17:32 Watch a rewarded video or buy a skipit to hear the UA secrets
18:33 DreamDale playable
23:54 You have Lilith from Wish
30:16 DreamDale game design review
34:00 UA built DreamDale
36:14 UA can build your game profitably
37:55 Pirate Raid Admonetisation intro
39:33 New format of the end card
43:13 Eastern European Nelly says the Pirate Raid is dead!
43:15 UA Pirate Raid
45:07 Felix with Dragonball Z Ads power
47:11 Pirate Raid Game design review
53:15 Who does hybrid casual better?
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article: https://lancaric.me/supercell-floodrush-user-acquistion-game-design
This is no BS gaming podcast 2.5 gamers session #71. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube:
Today’s episode is brought to you by Mistplay, the #1 loyalty app for mobile gamers. Mistplay is a media source that leverages continuous rewarded engagement to drive retention and LTV for advertisers. If you’re looking to reach high-value users and achieve your performance goals, check out Mistplay and get in touch at mistplay.com!
Agenda:
00:00 Epic intro
01:46 Google Consent Management Platform
05:40 Easybrain CMP implementation
12:22 Ads are beautiful, regulatory bullshit is not
12:55 Google Ads transparency center
14:47 Realtime usage of Google Ads library
21:40 TikTok new AI scripts generator
25:10 Game designer can't make a script for a creative
28:30 We are having a waifu intervention
28:42 Horse racing game script
33:07 Game review radar
50:03 Jakub shows his true, but mean face
51:17 Review Radar, see you next time!
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article: https://lancaric.me/will-ai-finally-kill-ua
Useful links:
https://adstransparency.google.com/
https://ads.tiktok.com/business/creativecenter/script-generator/pc/en
https://blog.google/products/ads-commerce/new-consent-management-platform-requirements-for-serving-ads-in-the-eea-and-uk/
https://iabeurope.eu/cmp-list/
This is no BS gaming podcast 2.5 gamers special session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Lilith
Youtube: https://youtu.be/4H8baIgosnw
Today’s episode is brought to you by Mistplay, the #1 loyalty app for mobile gamers. Mistplay is a media source that leverages continuous rewarded engagement to drive retention and LTV for advertisers. If you’re looking to reach high-value users and achieve your performance goals, check out Mistplay and get in touch at mistplay.com!
Agenda:
00:00 Epic intro
04:00 Scaling system
11:40 Seasonal content
20:45 Altered gameplay
21:14 Path of exile
26:38 Pay for comfort
35:14 POE2 beta announcement
40:24 Diablo dads FTW!
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article: https://lancaric.me/will-ai-finally-kill-ua
This is no BS gaming podcast 2.5 gamers session #70. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/BXqKnS-qfZU
Today’s episode is brought to you by Mistplay, the #1 loyalty app for mobile gamers. Mistplay is a media source that leverages continuous rewarded engagement to drive retention and LTV for advertisers. If you’re looking to reach high-value users and achieve your performance goals, check out Mistplay and get in touch at mistplay.com!
Agenda:
00:00 Epic intro
02:40 Our South Korea visit
03:17 Felix is busy on a day we record a Diablo episode
03:45 Voodoo going hybrid casual
05:56 Hypercasual is dead ... to Voodoo!
07:03 Voodoo rumors
10:46 Habby is a new Voodoo
11:20 Get on a hype train, bro!
14:00 Mob control intro
18:23 Jakub still plays on his computer
20:00 Why close the ad? It's the best part!
21:30 No unfolding gameplay
26:20 Skipit's
26:40 Mob control ad monetization review
28:33 Admon estimates
30:10 UA introduction
31:30 UA channel mix
33:44 Mob control creatives
39:45 Collect em all creatives
43:25 Fake creatives in the game every 10 levels
44:25 Collect em all - UA channel mix
46:46 Collect em all, intro
50:25 Retention numbers
53:53 ASMR slicing!
54:10 Ads monetization
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article: https://lancaric.me/supercell-floodrush-user-acquistion-game-design
This is no BS gaming podcast 2.5 gamers session #69. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
For the actual gameplay, check out Youtube: https://youtu.be/dHrAS5uq7y0
Today’s episode is brought to you by Mistplay, the #1 loyalty app for mobile gamers. Mistplay is a media source that leverages continuous rewarded engagement to drive retention and LTV for advertisers. If you’re looking to reach high-value users and achieve your performance goals, check out Mistplay and get in touch at mistplay.com!
Agenda:
00:00 Epic intro
02:30 Felix is giving us shit for the Squad Busters episode
03:35 Rewarded ads end cards arms race
04:41 Interactive end cards history lesson
06:49 Felix is showing why he is a 0.5 gamer on the show
10:43 Jakub brainfarts about the end cards
12:46 Why you should not soft launch your game in the US!
22:43 Matej is getting smashed for bringing up a terrible example
25:20 Philippines for a soft launch?
26:22 Night Crows intro
28:43 Jakub is flying over Slovakia in a Korean mobile game
34:21 Streamer supporter system
36:00 Jakub disappoints us a bit
36:52 Streamer prize pool increased by 2 mil while we talk
37:32 Marketing 101 - Branded Grocery store
37:52 Wagyu burger with Night Crows coupons?
38:25 Somebody said branded car wash?
39:19 Jakub claims the 2nd best UA manager spot by FAR
39:40 Why is this game making so much money?
45:40 Jakub has its own game design catchphrase!
47:05 Matej speculates about the Night Crows mechanic
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article: https://lancaric.me/supercell-floodrush-user-acquistion-game-design
two & a half gamers, Matej teams up with Joseph Kim from GameMakers & discuss last year's Top 5 mobile gaming global launches. This is a live episode recorded in Los Angeles.
Youtube: https://youtu.be/_hY8nU6QGMo
Agenda:
Honkai Starrail
Monopoly GO!
Survivor!.io
Marvel Snap
Frozen City
GameMakers:
https://www.youtube.com/channel/UCJNjY2wtI5-F9ECeSA9KhEQ
https://gamemakers.com/
https://gamemakers.substack.com/
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Please share feedback and comments - matej@lancaric.me
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Floodrush article: https://lancaric.me/supercell-floodrush-user-acquistion-game-design
This is no BS gaming podcast 2.5 gamers session #68. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
For the actual gameplay, check out Youtube: https://youtu.be/v_n2Keqk_vI
Today’s episode is brought to you by Mistplay, the #1 loyalty app for mobile gamers. Mistplay is a media source that leverages continuous rewarded engagement to drive retention and LTV for advertisers. If you’re looking to reach high-value users and achieve your performance goals, check out Mistplay and get in touch at mistplay.com!
Agenda:
00:00 Epic intro
01:30 Cheap guys complaining about stuff
04:32 Dear listeners, this is Jakub
04:50 Felix has to start talking about the game (oh wait!)
05:02 Google ads for Floodrush!
07:44 New genre unlocked: Army something
12:44 Jakub enjoys killing other players
17:05 The biggest issue of Floodrush
19:11 Matej is the best player on the island
21:50 Random starting deck
27:50 Not usual random gachapoool
29:30 Ship level is tied to everything
34:24 Squad Busters vs. Floodrush comparison
37:48 Islands/water works on the marketability level
39:00 Rating time!
40:24 Felix got a little bit confused in the rating game
43:09 Monetisation potential of the game
43:50 Cry me an admon river
45:50 teaser for the next episode
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Foodrush article: https://lancaric.me/supercell-floodrush-user-acquistion-game-design
This is no BS gaming podcast 2.5 gamers session #67. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Tiffanie Chau, Gregory Pang, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/f78KxSbVnTY
Today’s episode is brought to you by Mistplay, the #1 loyalty app for mobile gamers. Mistplay is a media source that leverages continuous rewarded engagement to drive retention and LTV for advertisers. If you’re looking to reach high-value users and achieve your performance goals, check out Mistplay and get in touch at https://bit.ly/3N7UcmP
Agenda:
00:00 Epic Intro
04:45 How does Mistplay work, and why does it work?
07:00 How to measure ROI?
08:38 What is the difference between Mistplay vs other rewarded apps?
12:21 How does onboarding a new game influence UA for Mistplay?
16:04 How do you approach cross-department cooperation?
18:00 How many UA channels?
20:00 Do you even CTV?
23:52 Creatives in the CTV
27:30 How to test & add new UA channels to the mix?
29:40 UA DIVERSIFICATIOOOON
30:42 2.5 gamers podcast is starting a new affiliate cowboy network
32:25 How do you define a test budget for a UA channel test?
38:30 How many creatives should you test with a multi-million monthly UA budget?
39:30 Which UA channels to use for creative testing?
42:35 It can take 7-14 days for winners to overtake spending
43:40 How to approach the creative process?
46:30 How to define a creative winner?
48:08 Leveraging AI in the Creatives
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
New article: https://lancaric.me/squad-busters-supercell-softlaunch
This is no BS gaming podcast 2.5 gamers session #66. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič
For the actual gameplay, check out Youtube: https://youtu.be/4hlmgMVdm-g
Today’s episode is brought to you by Mistplay, the #1 loyalty app for mobile gamers. Mistplay is a media source that leverages continuous rewarded engagement to drive retention and LTV for advertisers. If you’re looking to reach high-value users and achieve your performance goals, check out Mistplay and get in touch at mistplay.com!
Agenda:
00:00 Epic intro
00:45 Squad Busters intro + gameplay tutorial
03:15 Every time you say, "Ads are beautiful," the Supercell game gets killed in Softlaunch!
06:15 Maven Matej starts playing Squad Busters while Remo talks Game design
11:45 Streamers usually win always
12:18 Plaza upgrades
13:50 Marvel Snap locations vs. battle mods
14:32 The Cannon is really OP
14:52 You buy a battle pass for each world
17:52 Combat mechanics
21:32 You can only re-roll once per battle
24:40 Fusion mechanic explanation
26:20 What is the incentive to kill other players?
29:40 What's new? What is the biggest difference between builds?
33:50 No gachapoooools!
35:00 Supercell games number comparison
38:00 Killing games in soft launch
38:26 Remo conspiracy - Clash heroes = Squad busters!
40:00 How to download Squad Busters?
41:53 #supercellpartner
42:26 Soft launch strategy
44:00 EL PRIMOOOOOO!
45:45 How would you classify Squad Busters?
50:00 What would you monetize?
50:30 Supercell is fair!
53:25 Listening to the feedback & trying to improve the game
54:13 Player rating, game design rating & global launch prediction
55:25 Random chest timer scales!!! I was right!
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
New article: https://lancaric.me/11-tips-for-killer-user-acquisition-ops-q2-version
This is no BS gaming podcast 2.5 gamers session #65. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Youtube: https://youtu.be/s-BCrDt88Rk
Today’s episode is brought to you by Mistplay, the #1 loyalty app for mobile gamers. Mistplay is a media source that leverages continuous rewarded engagement to drive retention and LTV for advertisers. If you’re looking to reach high-value users and achieve your performance goals, check out Mistplay and get in touch at mistplay.com!
Agenda:
00:00 Epic Intro
03:25 Ad monetization review
05:55 Pesky IAP revenue
06:22 Small Waifus in tile games are coming
09:57 Exact Admon monthly revenue assumption A'la Felix
12:15 Felix cracks an admon jokes
12:17 "Haha" moment
15:12 BS meter is blinking
17:08 UA review
17:51 Revenue by country breakdown
19:48 Very accurate, amazing budget calculations, A'la Felix
21:12 Definitely Woo rather than a Boo
22:41 UA channel mix investigation
24:41 Felix is not brave enough to speak up
25:27 Altered gameplay with enhanced interaction
28:05 Old Lady kicking ass on the UA front
29:50 Feels a little bit ASMR, no? Shut up!
31:15 Why would you use a slot machine in your creatives?
33:19 Triple match 3D!
34:43 UA channel mix of Triple Match 3D
35:57 Live Creatives comparison
39:19 Game design review
40:30 History lesson
41:27 Austin is trying to escape the evil shark
44:30 Jakub is being attacked by three interstitials in a row!
49:35 Clash of Clans UA people, please get your banner sizes in order
50:36 Ad SDK investigation
52:13 Automatic UGC?
53:50 MAU 2.5gamers Party - signup now!
We are co-organizing a fun night at the Encore beach club. Please register on this link https://info.youappi.com/mau-2023-club-guest-list-general or ping me.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
New article: https://lancaric.me/legend-of-slime-post-idfa-global-launch-ua-strategy
This is no BS gaming podcast 2.5 gamers session #64. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Youtube: https://youtu.be/6VHp7py_FzY
Today’s episode is brought to you by Mistplay, the #1 loyalty app for mobile gamers. Mistplay is a media source that leverages continuous rewarded engagement to drive retention and LTV for advertisers. If you’re looking to reach high-value users and achieve your performance goals, check out Mistplay and get in touch at mistplay.com!
Agenda:
00:00 Intro
00:51 it's 4 am somewhere
01:10 no chit-chat! Let's talk about most Eastern European LinkedIn post!
03:45 no margaritas in the house; please don't make your segment too long, Jakub.
04:20 Two friends & one hostile asshole
04:45 This is who Jakub is!
05:13 Ad monetization update: Meta email
06:27 How do we know ad networks are fingerprinting?
06:44 Where were you when ATT happened?
08:20 Facebook adds "enhanced interaction" to the rewarded video
09:47 Enhanced interaction, my ass
11:15 NPCs an ad in VR
11:50 Felix answering questions from the audience
12:13 How to prepare your admon stack to prep for Google change?
13:19 Ping Felix for help
14:55 Few words about Mistplay
16:20 UA challenges by Gamesforum
17:12 Finding flamingo slippers is the biggest challenge
19:07 Creative trends Q1 2023
19:58 Royal Match
22:45 Jakub & Felix having fun while seeing 0 ads
23:25 Topwar
26:32 Township
28:35 Cooking Madness
30:25 Merge mansion
30:40 No one hates Pedro Pascal
31:50 Couldn't find the screenshots, sorry!
32:56 Evony & Stormshot
33:20 Herowars
34:41 What are the trends?
34:54 The real gameplay is going to win! At some point!
37:00 Jakub is starting a new segment!
37:05 Soft launch sonar
37:50 My periscope is out, my friend!
44:02 No Gachapools!
52:00 Ubisoft really needs a mobile hit game!
We are co-organizing a fun night at the Encore beach club. Please register on this link https://info.youappi.com/mau-2023-club-guest-list-general or ping me.
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
New article: https://lancaric.substack.com/p/10-tips-for-killer-user-acquisition
East side games case study:
https://www.mistplay.com/resources/loyalty-drives-scale-and-retention-for-east-side-games
This is no BS gaming podcast 2.5 gamers session #63. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Youtube: https://youtu.be/nhTzSeenLJ8
Today’s episode is brought to you by Mistplay, the #1 loyalty app for mobile gamers. Mistplay is a media source that leverages continuous rewarded engagement to drive retention and LTV for advertisers. If you’re looking to reach high-value users and achieve your performance goals, check out Mistplay and get in touch at mistplay.com!
Agenda
00:00 Intro
01:23 Stuff that nobody cares about
02:56 Important announcement & Mistplay intro
04:35 Does Mistplay actually work? Yes!
05:30 Agenda of today's session
06:14 Two waifus & half male character
07:48 People come for ads
08:30 Smoky Admon backrooms
16:37 Viva la dirt league
19:36 Jakub making enemies
24:48 Why are we even talking about Viva La Dirt League?
26:35 How do you even measure campaigns like these?
27:25 Viva La Dirt league is a step up from influencer marketing
29:54 Pedro Pascal & Merge mansion audience mismatch?
31:30 How much money do they charge for a video? Benchmarks from other influencers
33:05 Human ads on Linkedin
34:05 Remo skips the intro because he assumes everybody knows Honkai: Star Rail
36:20 Matej goes full ASMR
38:25 Is Honkai: Star Rail basically a Raid Shadow legend?
40:16 Where are the horse girls?
42:30 No Ads, goodbye Felix
46:59 No social features yet
48:30 Is this game going to cannibalize Genshin?
We are co-organizing a fun night at the Encore beach club with YouAppi, Sensortower and MetricsWorks. Register on the link in the show notes, or ping me.
https://info.youappi.com/mau-2023-club-guest-list-general
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
New article: https://lancaric.me/ua-manager-life-post-idfa-reality
This is no BS gaming podcast 2.5 gamers session #62. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič,
Youtube: https://youtu.be/1a3L9sx0EbE
Agenda
00:00 Intro
02:02 Great time not to have Felix on
02:50 Why are we talking about Call of Dragons?
04:16 Game design intro
06:15 TOP10 4X strategy games
13:13 Jakub finally struggles to play games on an emulator
14:15 Revenue per download comparison
16:20 Jakub showcases the Call of Dragons gameplay
18:58 Hello Supercell!
19:59 Noob vs. Pro game
24:04 Mr. Gachapoooool is back in the game
25:00 Players are the content
31:32 Hospitals in 4X games
37:52 These games have 150k spend depth
38:35 User acquisition intro
38:41 Soft launch of CoD
41:10 Top 10 countries - revenue wise
42:39 Competitors
43:18 Retention comparison
45:12 UA channel mix
45:40 Creative showcase
51:20 Interesting tidbits
54:00 Viva La Dirt League
57:15 Call of Dragons overall rating
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
New article: https://lancaric.me/ua-manager-life-post-idfa-reality
This is no BS gaming podcast 2.5 gamers session #61. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Youtube: https://youtu.be/1qY6jZVSOeQ
Agenda
00:00 intro
00:57 Thank you very much for your support!
01:27 Imitation is the best form of flattery
01:40 You can't copy fun
01:52 Agenda of this session
02:26 Matej's ego is not out of the control
03:17 Legend of Slime revenue split
03:30 Jakub challenges Felix for leadership of the ads movement
03:54 Matej makes assumptions about the revenue split
04:30 Million-dollar questions: Why push players to watch 500 ads? Not answered!
05:09 Jack, the legend of Slime, talks about the game
06:35 Ad monetisation intro
07:35 Why is this game doing so well in Asia?
07:59 Waifu game design Puritans denying ads
10:19 The heart of the ads
11:17 30+ ad placements
12:20 Million-dollar questions: Why push players to watch 500 ads? Answered!
13:55 Jakub cheats all the time
14:08 11 ad partners!
15:06 How much money are they earning on ads?
17:40 600-900k a day on ads? :-O
18:42 User Acquisition Intro
19:20 Thank you, Game Refinery, for providing insights!
20:00 Felix's job is done
21:07 Top geos
21:38 Competitors?
22:37 Matej is not a friend with Mariana Trench
25:30 UA channel mix
26:40 Let's look at the Applovin Legend of Slime playable
28:04 TOP 3 UA channels
28:50 Deep Creative review
34:23 No AI UGC
36:36 Interesting User Acquisition tidbits
38:15 Maven Matej UA rating
40:40 Kudos to Luna
41:35 Expressing a disappointment in the UA
43:00 UA could be so much better
43:32 One gamer and two noobs
45:00 Tell me the edge, it's no bullshit
45:16 My name is Felix, and I disapprove of this message
45:51 The evolution of Idle games
47:22 GACHAPOOOOOL
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
New article: https://lancaric.me/8-must-have-before-post-idfa-soft-launch
This is no BS gaming podcast 2.5 gamers session #60. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Special guest: Manuel Prueter
Youtube: https://youtu.be/79dnIjfWbRA
Agenda
00:00 Intro
01:10 Manuel intro
02:18 Jakub is cheap
03:48 Is mobile really dead?
05:37 King of Organic Downloads
06:52 How to think about ASO?
08:28 How to get into Auto Collection similar games?
09:08 Stop with keyword stuffing
09:38 Google loves revenue (as quickly as possible)
10:05 App health intro
10:49 What are ANRs?
12:02 Magic number for ANRs is 0.47%
12:20 Why 0.47%?
12:48 mmmmmm
12:53 Put on your tinfoil hat pls!
14:23 How does the app loading process look like?
17:50 When do most ANRs occur?
18:32 You don't know when mommy is calling
19:28 Why is this app on pause consuming so many resources
19:38 Ways to mitigate ANR's
21:05 Manuel spilled already all the meat about ANR's :(
22:31 but shares more actionable tips about ANRs
23:40 Removing firebase help decrease ANRs by 25%
25:35 Tinfoil hat part 2
27:15 When to update the SDKs?
28:04 How ANRs influence the organic downloads
29:45 Lost organics, buy more users with UA
30:22 Slowcode, what is it?
31:07 Look at home first!
32:06 Million-dollar question: How hard is it to implement SDKs?
33:43 It's a business decision!
36:10 How to project ad revenue?
36:22 Remo gets excited and eventually asks a question!
38:11 Am I working for the paper bin now?
39:18 Do you exclude devices for showing ads?
41:03 Shout-out to Xiaomi devices
41:24 What are web view and ad loading?
43:30 No Ads for you, sir!
44:10 Manuel loves all SDKs
46:27 How do you structure the team around updating SDKs?
47:46 If you had to choose, what would you implement: SKD or a new feature?
GitHub resource mentioned in the podcast - https://github.com/AppLovin/AppLovin-MAX-Unity-Plugin/issues/165#issuecomment-1504341154
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New article: https://lancaric.me/ua-manager-life-post-idfa-reality
This is no BS gaming podcast 2.5 gamers session #58. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Youtube: https://youtu.be/Ct-h1YmYEiY
Agenda
00:00 Intro
01:08 Ad mon beef
02:02 Phil Collins in Korean games
03:12 UA flamboyant session intro
03:38 UA flamboyant checklist
05:20 Epic UA flamboyant session intro
07:31 How to do a proper UA & creative review?
12:15 CPI benchmarks
14:50 Goal setting for the UA team
18:25 Well, it depends...
20:34 Growing UA budgets
22:22 Maven Matej doesn't only acquire payers? Pche!
24:01 Campaign structure consolidation
26:17 You should always have a margarita
26:25 UA diversification
28:40 Creatives are made for players, not Art directors
31:08 Political ads THE OG's of fake ads
31:23 Generative AI in UA workflow
34:29 Where to get inspiration for creatives?
35:38 Confused Travoltas
37:08 Fake ads = lower retention, BUT!
39:30 Matej is saying some controversial shit
39:45 Meme & AI creatives
42:37 Anatomy of the well-performing creative
46:08 You keep the charade!
46:40 Videos leveraging Youtubers with channels and their audience
51:05 2nd best UA manager on the podcast has spoken!
52:39 Article for you guys: https://lancaric.me/hybrid-casual-sssnaker-habby-post-idfa-ua
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https://lancaric.me/ua-the-new-frontier-of-game-dev
This is no BS gaming podcast 2.5 gamers session #58. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Youtube: https://youtu.be/ojqMHg0d03c
Agenda
00:00 Intro
00:50 Special guest Philips
02:47 Jakub goes full systems & vectors on Diablo 4
04:50 SSSnaker introduction
05:00 SSSSSSSSSnakeeeeer
06:14 SSSSnake jazzzzz
07:40 SSSSnaker Ad mon analysis time
08:29 7 Jakub's sons = 1 Katarina
08:39 two noobs & one gamer
10:06 Jakub is having some technical issues
10:25 Showing the actual gameplay with ad placements
11:38 six rewarded videos placements
12:58 SSSnaker makes around $17-20k ad revenue per day
14:25 Could SSSnaker be making 30-40% ad revenue?
15:10 Philips is an SSSnaker noob
18:11 SSSSnake jazzzzz
19:32 Flamboyant UA intro & country breakdown
21:54 Survivor.io & SSSnaker global launch numbers comparison
22:11 Soft launch review
25:00 Creatives
26:37 UGC creative deep dive
27:18 14862.23 USD for a creative?
28:11 How do AI creatives perform against real people?
32:00 UA channel mix
33:00 Behind the curtains deal?
35:11 Retention comparison Habby games vs. action category
39:14 Habby monetization framework
41:00 Hypercasual is dead
41:50 No more ASMR background noise :(
42:36 Snake master vs. SSSnaker - gameplay comparison
43:21 Life lesson no.1 - play with the keyboard
44:03 We hope you get killed!
45:32 Unfolding gameplay
45:54 It would take generations of Felixes to get to world 11
47:21 Is Habby the new Voodoo?
48:20 It's all about the efficiency
49:00 Is Habby publishing two more games in 2023?
50:00 This episode is brought to you by stuck Felix
53:16 Jesper is amazing!
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https://lancaric.me/ua-the-new-frontier-of-game-dev
This is no BS gaming podcast 2.5 gamers session #57. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lančarič, Kate Lovejoy, Loic Anton
Youtube: https://youtu.be/z6QTF7oHu-I
Agenda
00:00 Intro
02:36 What the hell is Privacy Sandbox?
05:44 How does the Privacy Sandbox work?
07:34 Why should we pay attention to the privacy sandbox?
10:37 What can you beta test?
15:58 Do you need to implement SDK for every client?
17:44 How does the cooperation with Google look like?
22:31 Audience definition before and after Privacy Sandbox
29:41 When is the Privacy Sandbox happening?
36:32 When do you need to deep-dive into Privacy Sanbox?
40:00 Closing remarks
Email at kate@adikteev or loic@adikteev.com for more information
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User Acquisition as the New Frontier of game development
https://lancaric.me/ua-the-new-frontier-of-game-dev/
This is no BS gaming podcast 2.5 gamers session #56. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Youtube: https://youtu.be/ON3hmNokPfQhttps://youtu.be/ON3hmNokPfQ
Agenda
00:00 Intro
00:15 Chit-chat (nothing important, you can skip this)
05:20 Century games intro
09:15 Frozen City ad monetization update
11:21 Felix is heartbroken
13:41 Frozen City making about $1mil ad revenue/month
14:20 Felix gives ad placements suggestions
15:08 How much more could they be earning?
16:20 Double placements during weekends
17:00 Negative nancy dresses up as a detective
21:08 Felix's wet ad revenue dream in 4x games starts
25:00 Whiteout Survival UA epic intro
25:43 Soft launch dates of Frozen City & Whiteout survival
28:31 Unity Square videos beta? Pls, pls, pls. Can I get in?
29:30 Top 10 Geos revenue wise
30:31 Retention KPIs
32:43 UA is dead? How come they get so many users on iOS?
34:50 Whiteout survival creative strategy
38:50 Game design intro
42:00 Wait, wait, wait, wait?! Is this a 4X game?
44:11 Smooth transition from idle game to 4X
45:25 Where are the ads?
47:34 Chef's Kiss
50:07 Baloon mechanic, pure genius
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Frozen City post-IDFA global launch UA case study
https://lancaric.me/post-idfa-ua-frozen-city-global-launch-case-study/https://lancaric.me/post-idfa-ua-frozen-city-global-launch-case-study/
This is no BS gaming podcast 2.5 gamers session #55. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Host: Matej Lančarič
Special guest: Eran Friedman
Youtube: https://youtu.be/edfxCUnVOnI
Agenda
00:00 Intro
04:18 State of the iOS
07:11 Current adoption rate of SKAN 4.0 (iOS 16.1 and above)
09:17 Why update MMP SDK now?
10:35 What's the advantage of being an early adopter?
12:19 Is it possible to have SKAN 3 in place and start testing SKAN 4.0?
14:22 What's the most significant difference between SKAN 3 and SKAN 4?
15:47 What are the different postbacks? How do the conversion windows look for these postbacks?
22:17 How to think about the three postbacks? Is it actionable?
26:27 What is the locking window feature about?
28:37 How can I track the evolution of LTV in SKAN 4.0?
32:20 Could you set up different conversion schemas for each postback?
39:58 Is there a SKAN 4.0 checklist?
46:05 How to get creative-level data?
49:30 Crowd anonymity
51:30 Eran's contact details (eran@singular.net)
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11 tips for killer User Acquisition ops (Q1 version) - https://lancaric.me/11-tips-for-killer-user-acquisition-ops-q1-2023/
This is no BS gaming podcast 2.5 gamers session #54. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Special guest: Eric Kress
Youtube: https://youtu.be/mzxxL_UtzoI
00:00 Intro
01:00 Jakub makes himself visible by introducing
02:53 Eric, is this glass half full or half empty?
03:36 What does Eric actually do?
06:42 Is mobile dead?
08:49 six people on the top destroying the lives of mobile developers
10:00 UA is shifting
11:50 Kumbaya Matej strikes again on iOS
12:38 What is the adoption rate of SKAN 4?
13:15 Everybody does fingerprinting (Unity, Applovin, Ironsource)
14:02 What story are Unity, Applovin, and Ironsource trying to spin?
16:00 Jakub wakes up & shoots vectors immediately
18:31 Eric disagrees with us! No shit sherlock!
20:20 New frontier of game development
21:15 Felix sharing UA secrets from his smokey darkrooms
22:25 Old companies gonna die
24:10 Gaming trends are coming from East to West
24:52 Jakub goes into the rabbit hole with Eric
27:55 Applovin increases revenue guidance
30:38 Why Eric got so negative?
32:48 Which companies does Eric like the most?
33:40 VR is dead again (blockchain dead too)
34:42 What is the endpoint for mobile?
35:50 30% fee is a joke!
38:00 Hypercasual shit is on!
40:08 Ads are beautiful
41:18 The new frontier of game development
44:20 You can always lie in your ads
46:55 Mr. Gachapool returns
48:35 Matej is Matthew from now on
48:51 How bad will things be for Unity, Applovin, and Ironsource?
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11 tips for killer User Acquisition ops (Q1 version) - https://lancaric.me/11-tips-for-killer-user-acquisition-ops-q1-2023/
This is no BS gaming podcast 2.5 gamers session #53. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Youtube: https://youtu.be/GwoG7SIfkUY
00:00 Intro
01:05 Numbers Chit chat
03:22 No official multiple Admob statement (ask your admob rep)
05:00 Matej = Felix's secretary
05:28 Kimono session
06:11 Eversoul intro
07:02 Why are we even reviewing this (boring) game?
09:05 Full admon part in 2 seconds
09:39 Why games from the east don't have ads?
10:41 Camera zooms in on Jakub's premium BS
12:55 UA intro
14:12 Mr. Gachapool got introduced to the podcast
15:08 Comparing Eversoul to the Goddess of Nikke
16:54 UA dark secrets spilled by Mr.Gachapool
17:17 UA channel mix
18:22 Actual gameplay in the creatives
19:06 Creative strategy
21:35 Flamboyant UA strategy for Eversoul
24:52 Collabs in anime games
27:16 Starting to share gameplay of Eversoul
27:37 Game design Eversoul intro
33:51 Jakub talking about two different progressions
34:53 Please keep the story
35:23 Big +1 feature - engagement prolonging tactic
36:30 Felix looks really confused
37:04 Why is the game making so much money? GACHAPOOOOOL!
37:24 Can you buy a ticket to the waifu concert?
38:10 Infinite starter banner
43:27 Waifu games are saving mobile!
46:15 Get back to the podcast Jakub!
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11 tips for killer User Acquisition ops (Q1 version) - https://lancaric.me/11-tips-for-killer-user-acquisition-ops-q1-2023/
This is no BS gaming podcast 2.5 gamers session #52. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Youtube: https://youtu.be/J0CZ8yV__7U
00:00 Intro
04:30 few words from our friends from Adikteev
05:05 Oj oj oj Admonetisation secrets
07:15 Ad monetization for the people
07:35 The admon gossip corner intro
10:22 Unity bug 10x over-reporting earnings
13:56 Top tip - Don't lose money!
17:00 2018 is THE back in the days
18:11 Amazon Publisher Services Update
22:35 Sharing the TOP DSP list
24:50 Jakub hates putting ads in games
25:45 Matej in Australia episode 34 reference
28:05 CTR benchmarks
29:40 Experimenting with End cards
32:40 Felix can tell who serves the ad!
33:25 We are going to test Felix, if he is truly the king of admon
34:15 Felix explains the reasoning behind his corner
34:33 Admob is dropping the three-placement rule
41:05 Everybody wins! maybe
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Dumb ways to die hit the #1 download rank in the US. Here is how: https://lancaric.me/ua-how-to-be-top1-downloaded-game-us/
https://www.felixbraberg.com/post/is-admob-removing-its-three-placement-limit
https://www.adikteev.com/case-studies/how-sdv-increased-in-app-transactions-by-over-30
This is no BS gaming podcast 2.5 gamers session #51. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Special live episode! The sound quality is a little bit worse. DUH! It's live.
Youtube: https://youtu.be/uuP2NjMxSiM
Agenda:
00:00 Intro
03:20 Ad monetization tips & numbers
13:12 UA outlook for 2023
20:38 Game design & creatives part
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Dumb ways to die hit the #1 download rank in the US. Here is how: https://lancaric.me/ua-how-to-be-top1-downloaded-game-us/
This is no BS gaming podcast 2.5 gamers session #50. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget, this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič, Felix Braberg
Special Guest: Nicolas Vereecke
Check out - FOGDAO (https://www.futureofgaming.wtf/)
Youtube: https://youtu.be/h1DBUR4x6To
Agenda:
00:00 Intro
01:20 Nico intro
01:42 FOGDAO https://www.futureofgaming.wtf/
02:40 Special honorable mention - Zaair!
04:00 Recap of our session #7 with Nico! Listen here https://spotifyanchor-web.app.link/e/qj186h2V7wb
05:15 Terra & FTX collapses
09:24 Grants in Web3
10:00 What is not a risk in Web3?
10:22 How to choose a blockchain to build on properly?
15:50 FTX follow-ups?
18:00 Lot of web3 companies are getting into trouble!
19:05 What happened to Axie infinity?
21:10 Borrowing term mice nuts from TWIG! Thanks <3
23:20 State of Axie infinity at the end of 2023
25:25 UA in web3 is extremely challenging for non-UA gaming people
27:34 iOS guidelines for web3
29:55 Superbowl & web3 ads
31:20 Digidaigaku thesis
36:00 Apex legends mobile is dead, blockchain would help!
37:10 You have nothing even on the blockchain!
37:45 On-chain games live forever
38:30 Voodoo moves into crypto space
41:39 Bullshit articles from agencies
42:34 Square Enix in web3
44:30 What kind of company will release a big web3 hit?
47:00 Game as a whitelist for NFT sale
48:22 Where would the raised money go?
50:00 Lot of people got super rich early!
52:00 Jakub goes on and on and on with his suuuper long question
56:25 We will see AI being used in very weird places
57:14 Is there any web3 game launch in 2023 to look forward to?
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Web2 vs web3 UA blog: https://lancaric.me/user-acquisition-fundamentals-web2-vs-web3-comparison/
This is no BS gaming podcast 2.5 gamers session #49. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget, this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič
Special guests: Clement Favier & Cameron Thom
Learn more about Adikteev: https://bit.ly/3Dp1f5k
Youtube: https://youtu.be/t8aId6iwNBY
Agenda:
00:00 Intro
01:07 Clement & Cam intros
04:50 PGC conference quick review & comments
09:18 Definition of User Churn
11:49 How to look at User Churn prediction?
18:04 how reliable are predictions when a new UA channel comes in?
19:05 Explaining AUC measures?
20:33 What to do with the User Churn prediction models?
31:28 How early could you predict churn?
37:12 What kind of uplift could I expect?
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit https://lancaric.me/user-acquisition-brutally-honest-newsletter-signup & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest blog: https://lancaric.me/how-to-choose-an-mmp-in-a-privacy-centric-mobile-ecosystem/
Adikteev's latest blog: https://www.adikteev.com/blog/how-to-face-the-80-d1-churn-rate
This is no BS gaming podcast 2.5 gamers session #48. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget, this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/_agD-bPS--k
Agenda:
00:00 Intro
01:45 User Acquisition
02:25 Frozen City fun stuff
03:22 Top 10 countries in terms of revenues
04:08 UA channel mix
04:45 120 creatives running on Facebook
05:17 UA channel mix on Android
06:00 Are Idle games scaling especially on Applovin?
06:25 Publisher analysis
07:10 Low poly
07:31 Is high art style quality bringing more IAPs?
08:35 Mr.UA Felix has a strong opinion
09:34 Adikteev cross-promo!
10:06 Frozen City Creatives
12:28 Jakub is complaining because of creatives!
14:05 Would you spend in Frozen city?
14:28 6.5 Maven Matejs out of 10
15:10 Ad monetisation intro about Frozen City
16:35 Felix pulls off an epic intro
17:05 Ad placements
17:58 IAP whales vs Ad whales
18:32 Secret Ad placement guess
18:48 New Ad Placement ideas & recommendations
20:38 7 DAU per user gives $1 in D14 LTV
20:57 Mad Ad mon MATH happening
21:20 Please put an ad to skip night!
22:46 Mediation info
23:01 Pls update app-ads.txt to get 10% ad revenue
23:43 Felix pulls off an epic intro about potential revenue (decimals)
25:50 Jakub pulls off an epic intro about Game design of Frozen City
26:11 A History lesson
34:10 Everything is easy for Jakub
35:15 Frozen City event setup
35:37 Non-prominent Ad placements
36:15 Internal fights against ads?
36:40 People begging to get ads (and Felix too!)
37:25 Modes of Frozen city
38:10 $1.5Mil revenue in the first month
39:00 Why not put more ads in the game?
40:35 Catch your breath for an ad in Call of Duty!
41:38 Frozen city could earn 80% more revenue
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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If you are interested in getting UA tips every week on Monday, visit https://lancaric.me/user-acquisition-brutally-honest-newsletter-signup & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest blog: https://lancaric.me/how-to-choose-an-mmp-in-a-privacy-centric-mobile-ecosystem/
Adikteev's latest blog: https://www.adikteev.com/blog/how-to-face-the-80-d1-churn-rate
This is no BS gaming podcast 2.5 gamers session #47. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget, this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/Pi_JEHK32mE
Agenda:
00:00 Intro
03:00 Kudos to us! 1 year anniversary
03:54 Admon is easy, ehm hard, ehm checking creatives is easy
04:38 How to check competitor creatives for free?
07:24 Royal Match tested 15 different creatives in last 14 days
07:51 Top1 Royal Match creative connecting all the dots
09:00 Nobody: Nothing. Jakub starts drinking: CAMERA ZOOMS IN
10:08 Top3 Royal Match
12:21 Top1 Township creative
12:56 Top2 Township creative
13:24 Which of the Township creatives is more fake?
14:10 Top1 Merge Mansion creative
14:42 Top2 Merge Mansion creative
15:18 Top3 Merge Mansion creative
17:00 Who is the winner publisher on Android?
17:40 Top1 Hero Wars creative
18:15 Top2 Hero Wars creative
19:05 Top War game running 20 creatives in the last 14 days
19:16 Top1 Top War creative
20:30 Top War creative strategy masters - https://lancaric.me/ua-creative-strategy-user-acquisition/
21:38 Mistplay intro
23:05 Top Mistplay creative(s)
25:14 UA view on Creative trends for 2023
25:50 Maven Matej pats himself on the back (again)
26:00 Adapting hypercasual mechanics & games into your creative
26:54 Camera zoomed in on Jakub's surprised face
29:00 Save the dog phenomenon
30:20 Altered gameplay trend
32:18 (no) ASMR trend
32:33 UGC trend
33:10 UGC can suck for some games
34:23 Pornstars in the creatives
35:10 Royal Match B actors from Cameo
36:43 Coinmaster leveraging local influencers
37:10 Generative AI trend
39:10 Fake ads with generative AI
39:45 Tiktok creative research
40:23 Shots fired!
40:40 Ducktape example
45:00 Multiple core gameplays
48:46 Royal Match implemented drilling creative into the game!
49:15 UA DESIGNS YOUR GAME IN 2023
50:30 Anniversary "gift"
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If you are interested in getting UA tips every week on Monday, visit https://lancaric.me/user-acquisition-brutally-honest-newsletter-signup & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest blog: https://lancaric.me/user-acquisition-stop-sexist-ads/
This is no BS gaming podcast 2.5 gamers session #46. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/pvrV1_9rciA
Agenda:
00:00 Intro
00:40 - Remo shows off his new annoying camera
01:52 - In today’s episode / Not about Gaming
02:27 - Two and a Half Gamers Top 10 Podcast in Mobile
02:41 - Message from our Sponsor Adikteev
03:24 - Application Design vs Game Design
04:41 - Redecor
08:22 - Duolingo
10:59 - It’s an App Remo, not a game
14:10 - Duolingo’s $224m subscription revenue
16:28 - Duolingo makes $50k/day from ads
18:12 - Kahoot!
22:11 - Ad Monetization in Apps
24:02 - Google Ad Manager in Apps
24:45 - How to get Gaming demand in GAM
26:34 - Are SDKs Hassle-free?
28:26 - eCPM floor for Interstitial adds
30:33 - Rewarded ads in Apps
33:18 - Facebook Rewarded ad policy rant
35:53 - UA channel mix for apps
37:21 - Best campaign structure for Apple Search Ads start
38:42 - If ASA comes out with something new always wait
41:42 - UA creatives for Apps
44:47 - Maven Matej pats himself on the back
47:15 - UA on Web
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If you are interested in getting UA tips every week on Monday, visit https://lancaric.me/user-acquisition-brutally-honest-newsletter-signup/ & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest blog: https://lancaric.me/user-acquisition-stop-sexist-ads/
Adikteev blog: https://www.adikteev.com/case-studies/how-sdv-increased-in-app-transactions-by-over-30
This is no BS gaming podcast 2.5 gamers session #45. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/JCc5LA0Auxw
Agenda:
00:00 Intro
04:00 Ad monetisation predictions 2023
06:55 Meta rebranding to Feta by Felix
10:08 Nothing is for fee, dude!
12:54 Jakub & Godfather Apple ransom
13:25 Amazon will take top3 spot in Admon
16:57 Jakub CN predictions?! wtf?
18:11 Jakub is on fire! Amazon buys Unity in 2023.
19:30 Next year is the year of VR
20:55 Apple dad joke
24:20 Nothing is going to happen to VR
24:25 Sun is going to come out tomorrow
25:00 Hypercasual genre as a new onboarding for more gaming genres
29:50 Marvel Snap clones? Wen?
32:47 The rise of the retention games (Netflix mobile)
33:45 A game designer's wet dream
35:25 UA "predictions"
45:30 No sexist ads at the end of 2023!
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If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up for the Brutally Honest newsletter by Matej Lancaric
Latest blog: https://lancaric.me/user-acquisition-stop-sexist-ads/
This is no BS gaming podcast 2.5 gamers session #44. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/H5WyEwzm0-A
Agenda:
00:00 Intro
03:00 New creative strategy coming from China
07:31 Creative d*ck move
09:10 Meta, Google, and Facebook can do something about it (right, Felix?)
oh yeah, Meta = Facebook
11:50 Rewarded ads are only for Games, not Apps!
12:54 Games updates
16:20 No segmentation for Special offers? WHY NOT?
19:25 Survivor.io Numbers update
29:46 UA review of 2022
30:20 Adikteev Crosspromo
30:50 TikTok UA Winner of 2022
39:20 UA diversification
41:49 Diversification is fucking important
43:47 Fill rates in India - How to increase it?
48:53 Predictions coming next week!
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Latest blog: https://lancaric.me/user-acquisition-creative-learnings-2022/
Latest Adikteev blog: https://www.adikteev.com/blog-adikteev/cross-promotion-for-mobile-app-growth-why-now
This is no BS gaming podcast 2.5 gamers session #43. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game design, and Ad monetization jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Special Guest: Joseph Kim
Youtube: https://youtu.be/YELacUx-_E8
Agenda:
00:00 Intro
02:00 JK intro
03:14 Why India?
07:24 WE ARE BRUTALLY HONEST (as is my newsletter! Sign up)
07:55 Incredible talent in India
09:06 Ping JK for the PM role at LILA Games
10:30 Why build a shooter game?
13:00 Subgenre expansion
14:40 Look at how Felix is amazed by JK
15:35 Shooter Crazy shit articulation
15:52 Successful 4X characteristics
20:20 The amount of stress is enormous!
20:37 Who is this ghost talking?
21:40 Systems and vectors
22:25 Ads in shooter games
24:33 How to implement Ads into the game?
25:48 How to validate product controversy
27:02 Validation models
29:52 Throw me under the bus, BOYZ!
30:20 Marketability tests & market research
32:00 You need to be cool as JK to see trends in gaming
33:00 Is mobile F2P dead?
37:52 What if Ads monetization disappears?
38:48 What if Appstore won't exist?
39:23 Apple is working on allowing sideloading in the EU
41:30 New business models in F2P?
42:32 Is really hard to get your company funded?
44:29 New buzzword Generative AI
46:41 Best advice on how to approach building new games or companies?
48:23 Remo is actually generated by AI
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Latest blog: https://lancaric.me/user-acquisition-predictions-2023/
This is no BS gaming podcast 2.5 gamers session #42. Sharing actionable insights, dropping knowledge from our day to day User Acquisition, Game design and Ad monetisation jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/dlBSemAPfmE
Agenda:
00:00 Intro
03:32 Matej with T-Shirt on (fans want, fans get)
04:05 Good Job Singular Webinar
04:49 Modern Arnold Schwarzenegger
05:12 Battle against the sexist ads begins
05:48 Sexist ads admon perspective
06:47 Decimals - the Signature admon move
10:38 Jakub thinks FTC blocks the M&A of Activision
12:46 Golds & Goblins intro
14:02 Felix & Jakub take a guess about certain monetisation strategy
15:19 UA channel mix of Gold & Goblins
16:49 How much money are they spending?
17:27 Cats come here for decimals!
17:40 EHM!
18:25 Creative strategy
19:43 Matej makes a surprise prediction
21:21 Ad monetisation deep dive
21:59 Give me your lunch decimals!
25:17 Scandinavians love Goblins!
26:42 Admon is working super well, dont touch it!
27:11 Jakub and Felix invite you to sign up to Matej's newsletter at lancaric.me
27:45 Idle genre history lesson
34:49 Gold & Goblins core gameplay
39:19 Pacing is important for exponential growth
40:00 Design space for system and vectors
40:15 Felix wants to hear about the ads, Felix wants to hear about the ads
44:36 Little bit of the game design improvements
45:10 JAKUB HAS SEEN IT ALL
47:20 People should talk about the game more, its excellent!
48:28 Retention numbers
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If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up to Brutally Honest newsletter by Matej Lancaric
Latest blog: https://lancaric.me/11-tips-for-killer-user-acquisition-ops-q4-version/
Adikteev resources: https://www.adikteev.com/whitepaper/smart-cross-promotion-is-the-future-of-app-marketing
This is no BS gaming podcast 2.5 gamers session #41. Sharing actionable insights, dropping knowledge from our day to day User Acquisition, Game design and Ad monetisation jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/-qlfBKC9jBY
Agenda:
00:00 Intro
04:12 Felix and his Q4 admon fun stuff
05:06 Jakub yawning because Felix is boring audience with economics and BS
07:35 no wishy-washy predictions - decimals makes a difference for fucks sake
08:34 No BS Felix pls
09:35 Biggest eCPM gains (go big or go home)
11:48 Top Admon tips for Xmas
12:23 Jakub brainfarted on admon networks
14:00 Felix shills his own admon blogpost. Dont read it pls!
14:44 UA intro of Goddess of Victory: Nikke
17:00 Why is the game earning so much money?
19:06 UA mix review
19:41 no fake creatives, but sexist AF
21:48 new wave of sexist ads emerging for match3 and merge games
22:40 tactile games started this new trend unfortunately
24:45 STOP WITH THE SEXIST ADS NOW!
27:25 UA Rant over
28:12 Matej shut up, your surface level review is not enough
29:08 Super boring Jakub intro about Goddess of Victory: Nikke
33:00 5 million downloads and 83 million revenue
33:40 Nerds vs Otakus (gimme your lunch money OTAKU!)
38:45 The secret sauce of Waifu games
40:15 That pool vs deadpool making money
46:11 Azur lane liveops
47:30 Nikke revenue by country
48:30 Remoson was born
53:30 Waifu differentiators
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If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up to Brutally Honest newsletter by Matej Lancaric
Latest blog: https://lancaric.me/11-tips-for-killer-user-acquisition-ops-q4-version/
Welcome dear listener! This is a 2.5 gamers podcast with an honest interviews segment #5. Asking tough questions, having fun and dropping some knowledge with gaming industry peeps.
Rafael Vivas & Felix Braberg
Youtube: https://youtu.be/O5ip4p73TrU
Agenda
00:00 - Intro
00:40 - Welcome to the podcast Rafael Vivas
01:38 - Rafael’s background
05:01 - Where is mobile gaming heading as an industry?
07:14 - ATT gaming winners
07:42 - What is Vessel?
09:10 - What does Vessel do?
09:28 - Vessel’s in-game metrics?
10:18 - Would you not get the same results with normal game events?
10:48 - Vessel results over time
11:52 - How should Vessel be used?
14:28 - Which gaming genera’s work best?
15:58 - Does Vessel have Apple and Google’s blessing?
15:40 - Apples new NFT guidelines
17:23 - What’s the cost?
18:07 - Cost in % please!
18:40 - Competition?
19:00 - Roomers…
19:30 - Free to own
20:56 - Remove royalties
22:00 - How to think about in game NFTs?
23:10 - How to get started?
24:14 - What % revenue can Vessel earn devs?
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This is no BS gaming podcast 2.5 gamers session #40. Sharing actionable insights, dropping knowledge from our day to day User Acquisition, Game design and Ad monetisation jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/E6ZYNQExv2A
Agenda:
00:00 Intro
03:05 Kudos to us
05:10 Newzoo forecast clickbait
07:10 Felix can't write headlines
08:15 but can predict 2023 industry growth (only after thanksgiving though)
09:00 Google struck a deal with Activision - getting sued
12:38 Felix is looking forward to the best days in his life
13:09 Google bidder update (approach your Admob friend for beta)
14:50 Amazon Publisher Services update
16:51 Predictions suck
17:13 Q4 is tough (only Felix is happy)
19:09 Redecor stopped UA totally
21:00 Budget scenarios
23:53 How to decrease budget efficiently?
26:04 Q4 UA tips for Megacorps
27:30 CARPE YOLO!
27:57 Rapid creative testing
28:23 No Holiday BS pls
28:40 No UA experiments
30:54 Getting pleasure from watching Ads
32:57 Heroes vs Hordes is growing
33:40 Q4 Liveops tips & prep
43:34 Azur lane & Township adding mini games as Liveops events
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If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up to Brutally Honest newsletter by Matej Lancaric
Thanks to our sponsor Adikteev! Read the Upland case study - https://www.adikteev.com/blog/how-upland-drove-high-engagement-to-boost-in-app-conversions-by-33
This is no BS gaming podcast 2.5 gamers session #39. Sharing actionable insights, dropping knowledge from our day to day User Acquisition, Game design and Ad monetisation jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Special guest: Maria Gillies
Youtube: https://youtu.be/jqa5V05U1eM
Agenda:
00:00 Intro
04:04 My.games was removed from App store & GP
05:00 Why did it happen? Oligarchs much?
08:11 How do you do a game review properly?
08:40 UA review in general. What to look for?
10:20 Unfortunate news. Diversify the diversification t-shirts stuck in China.
Pre-order now at matej@lancaric.me
13:27 Reviewing individual UA channels
14:40 UA benchmarks
15:50 Rush Royale creatives strategy
19:40 How to approach the game review from the product side?
20:50 Wild Detective Pikachu appears
25:40 Product trick how to do a fast review
29:00 You need to know the archetypes
29:50 Jakub & his balloons
31:00 Habby examples
31:23 What is the difference between the core gameplay and game meta with examples?
33:27 Explaining excel sheets to random industry peeps
34:15 Pacing is a delicate balancing act
36:33 My.games portfolio
36:35 Jakub is geeking out on the Rush Royale product review
42:50 Jakub is happy Maria is on the pod
43:35 The BEST part of the product review - Ad monetisation
45:30 6 ads placements
46:52 Hypothetical question: Should you add ad monetisation to the game or bank on the premium feel?
48:30 Marvel Snap AdWINK
48:50 Felix magical Daily Ad revenue estimate calculation
51:15 How critical is it to hire an expert in Admon?
54:00 Ad network mix review
56:00 What to add into the mix to get ARPDAU higher by 5%
58:50 How to select the games for review?
1:00:00 How do you know what to look for?
1:01:00 How do you define interesting live ops?
1:03:00 Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it
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This is no BS gaming podcast 2.5 gamers session #38. Sharing actionable insights, dropping knowledge from our day to day User Acquisition, Game design and Ad monetisation jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/KwYPBbIrRUE
Agenda:
00:00 Intro
02:30 Podcast agenda
04:18 How to maximise Ad revenue for a holiday season?
05:33 Mariah Carey made over 50mil! Devs, please look at her..
06:50 Q4 Admon tip 1
08:52 Q4 Admon tip 2
10:20 Q4 Admon tip 3 (how to make $26k extra/year)
13:38 Mr.Robot Remiar gives a compliment to Felix
14:40 Admob people please leave here!
14:42 Q4 Admon super pro tip 4
16:37 Admob people please come back here!
16:43 UA Q4 intro
17:43 Seasonal creatives in UA
20:40 New TikTok SPC campaign
23:00 SPC campaign perfomance
23:52 Noob question from non-UA Jakub
24:50 How could you get the best performance on SPC campaign?
25:52 Facebook UA vs TikTok UA?
27:57 War of Clones - Heroes vs. Hordes intro
28:42 Brief UA check
30:11 Jakub's excitement about Heroes vs. Hordes is immense
32:10 Timelines
33:40 Heroes vs. Hordes numbers
34:40 Vectors & systems
39:00 Is survivor.io or Heroes vs. Hordes niche?
41:14 Marvel Snap patchnotes
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Learn more from our sponsor: https://www.adikteev.com/blog/implement-cross-promotion-for-apps
This is no BS gaming podcast 2.5 gamers session #37. Sharing actionable insights, dropping knowledge from our day to day User Acquisition, Game design and Ad monetisation jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/LnA10ZZ3Nc4
Agenda:
00:00 Intro
03:20 Second Dinner company intro
05:40 Jakub being rude!
06:50 Channel mix (Facebook is the biggest spender)
07:30 How to stop pouring UA money down the drain
08:55 GEO revenue mix
09:40 GEO mix both Android and iOS in terms of spend
10:45 Shotgun UA approach
11:30 how to run CCG UA on ad networks?
15:05 Tiktok UA strategy
16:50 Creative strategy
21:42 Admon intro
22:55 Ads vs Marvel license?
24:50 Highest AdARPDAUs
25:00 Ad realm of speculations
26:40 Missing out on $500k of Ads?
28:10 Game design & Second dinner team intro
28:45 Good old mulligan
31:00 Gwent vs Marvel Snap comparison
33:45 what can you buy for hard cold cash?
34:00 pre-scripted pools of cards
37:30 Rock-paper-scissors
39:20 You can't speed up the game with money!
40:50 calculating the spending depth
45:57 Win rate increases retention
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Welcome dear listener! This is a 2.5 gamers podcast with an honest interviews segment #4. Asking tough questions, having fun and dropping some knowledge with gaming industry peeps.
Erik Gloersen & Matej Lancaric
Youtube: https://youtu.be/U9VvPzLk3Pk
Agenda
00:00 Podcast intro
01:28 Erik Gloersen introduction
08:00 Erik & Sisu ventures
08:50 Pre-powerpoint investment
09:35 Which skills do you require to be a general manager in a fund?
11:20 Investing in repeat-founders
13:44 How to do the due diligence?
17:00 UA is hard, mobile is dead
21:00 Is blockchain a new way of gaming?
28:00 Who do you need in your founding team
29:20 Is UA important in the first stage?
32:00 How many home runs per failure do you need? How does the VC model work?
34:30 When bootstrap and when to take VC money?
40:19 Biggest regret in investment
42:00 Favourite books
https://www.amazon.com/Creativity-Inc-Overcoming-Unseen-Inspiration/dp/0812993012
https://www.amazon.com/Built-to-Last-Jim-Collins-audiobook/dp/B0813QCVN9/ref=sr_1_1
https://www.amazon.com/Zero-to-One-audiobook/dp/B00M284NY2/ref=sr_1_1
44:35 Rapid quiz
sisu.vc
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #36. Sharing actionable insights, dropping knowledge from our day to day User Acquisition, Game design and Ad monetisation jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/i3g99yfCS5E
Agenda:
00:00 Intro
03:23 Google AdROAS campaigns
09:25 Hamburger optimisation approach
10:30 Proxy events BS
12:30 Proxy event test suggestions
15:20 Ads are beautiful
16:00 Exchanges are growing
20:40 Inventory LOL!
22:31 Admon Super secret & super helpful tip
24:00 IT'S JUST ONE LINE OF CODE!
26:18 Admon tip no.2
26:44 Survivor.io observations & updates
28:08 Props to us
30:40 What is a horizontal content?
35:10 1.5Mil USD /day revenue!
35:20 Retention metrics Archero vs Survivor.io
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This is no BS gaming podcast 2.5 gamers session #35. Sharing actionable insights, dropping knowledge from our day to day User Acquisition, Game design and Ad monetisation jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/WOyKNFO36HE
Agenda:
00:00 Intro
03:40 Amplify update
05:50 App open ads getting Interstitials
08:10 Wild hostile Remo appears
10:10 Branding comes to Applovin exchange
12:25 High five to Felix (check on youtube!)
13:10 How developers earn more money from Brand ads?
14:05 Vessel - a new NFT marketplace
23:30 Facebook User Acquisition tech checklist
29:43 App-ads.txt importance
31:00 Is Tiktok as complicated as Facebook?
32:00 This week in Japan
32:18 Charge Champions soft launched by Small Giant Games
33:10 Uma Musume Pretty Derby intro
36:00 Demographics of Uma Musume Pretty Derby
38:40 Definition of a Horse Girl
41:30 Small giant games soft launch release
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This is no BS gaming podcast 2.5 gamers session #34. Sharing actionable insights, dropping knowledge from our day to day User Acquisition, Game design and Ad monetisation jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/ELLmCtF5iVs
Agenda:
00:00 Intro
01:50 PGC vibe & news
04:20 Amazon Publisher Services update
11:40 UA on Amazon
18:02 Global launch newsletter tip humiliation
22:30 Low budget UA tips
26:30 When to increase budgets?
28:40 Sheep a Sheep game exploding in China
37:20 Is this game making 7 Million revenue a day?
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This is no BS gaming podcast 2.5 gamers session #33. Sharing actionable insights, dropping knowledge from our day to day User Acquisition, Game design and Ad monetisation jobs. Also discussing the latest industry news from time to time while having so much fun! Let’s not forget, this is a 4am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/-qRBi3s4w68
Agenda:
00:00 Intro
05:00 Why developers use fake ads?
06:00 Why is it happening?
08:00 Reviews?
12:00 Facebook banning the fake ads? how about nope
13:20 Fake ads as a funnel
14:30 What affects the CPI?
16:50 fake core gameplay as an evolving trend
18:30 evolution fake ads
24:00 8 million a month revenue for 5 year old game with 0 changes
https://lancaric.me/fake-ads-in-user-acquisition-the-untold-story/
27:20 Is Jakub a changed man after getting covid?
27:30 Is Kingdom Guard a tower defense? WRONG!
34:40 X-Hero example
36:00 Fake ads = game play illusion
37:00 Best predictor of creative performance?
38:20 End cards
39:10 3 click end card template
42:55 "You don't need to have great creatives", Felix
45:20 Real data for longer end cards
See you at PGC Helsinki!
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This is no BS gaming podcast 2.5 gamers session #32. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/De1Io0Hgp_s
Agenda:
00:00 Intro
03:20 Admob Bidder update
05:19 Google tROAS update
07:24 Roblox bringing ads into the experiences next year
10:35 New Marvel AR game is coming
14:43 Marvel snap launches in October
17:31 Global launching like a pro intro!
18:26 What does global launch mean for ad mon?
19:59 Top Ad networks to start with
20:30 strong GEO centric Ad networks
23:00 Admon <3 UA (Tier setup waterfall prices)
first game launch ever I’d say start with in USA:
iOS
- $210 iOS - on RVs
- $200 iOS - on Inters
- $9 iOS - Banners
Android
- $200 Android - Rewarded
- $200 Android - Inters
- $10 Android Banners
26:00 What are add.app.txt & info.plist files
27:30 A/B testing during Global launch
29:00 Game Design starting with content pipeline
29:53 99% of games don't make money during soft launch
30:30 Please hire Jakub Remiar for motivational speeches / motivate your company
32:00 Optimal content for global launch
33:30 Simulate your spend depth & how to do it?
36:20 Have conversion offers ready (ideally in monetisation stage)
38:00 Events!
39:00 Balance game as fast as you can!
41:00 Global launch black screen issues
42:00 What questions do you need to ask yourself?
42:54 Gardenscapes rumour
43:43 Big splash GL over
45:20 Cashflow for global launch
46:30 UA team experience
47:10 Creatives
49:00 Budget scenarios
51:10 Simplified UA structure for global launch
See you at PGC Helsinki!
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This is no BS gaming podcast 2.5 gamers session #31. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/mowIJKtG1M8
News
UA tips for Killer User Acquisition Q3 version
https://lancaric.me/11-tips-for-killer-user-acquisition-q3-version/
Agenda:
00:00 Intro
02:11 Survivor.io redemption story
09:10 Matej was correct about $500k/day IAA estimation
11:50 UA tips article
12:50 You scaled your game, now what?
13:50 What does scale mean in terms of Ads monetisation?
15:00 Top Ad networks you need in mediation at scale
17:00 Never put interstitials or banners in your game (or?)
19:00 What is refresh rate for banners?
20:30 Cool rewarded video placements
26:00 Game design vectors intro
29:10 Talent grid system example
33:00 Lazy game design or efficient
36:30 in UA "I scaled a game doesn't exist"
37:45 Golden cohort explanation
40:30 Experimenting in UA
41:00 Incrementality tests
42:30 Top UA channels to work with
44:00 UA is changing at scale on a weekly basis
44:30 More creatives at scale
46:30 New pair of eyes in UA
See you at PGC Helsinki!
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This is no BS gaming podcast 2.5 gamers session #30. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/erMhpmdw5dA
Agenda:
00:00 Intro
05:00 Survivor.io intro
8:10 Daily revenue of the game
8:55 User acquisition
14:00 Who is the mediation partner?
15:30 Do you need to create tiktoks instead of creatives?
16:40 How long was survivor.io in the soft launch?
20:20 Do they use companies for UA funding?
22:30 Admonetisation numbers and calculations
27:00 Admon SDKs implemented
30:05 Ads placement suggestions & discussion
33:00 UA channel mix
36:30 Survivor.io Creatives
37:50 global launching in 2020 vs 2022
39:40 How much money they could earn in peak?
https://lancaric.me/survivor-io-global-launch-ua-case-study/
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This is no BS gaming podcast 2.5 gamers session #29. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/6AYhhP6VYkk
Agenda:
00:00 Intro
03:11 gamescom rumours
09:00 Mintegral issue
10:35 Google Play Games on PC
14:50 Google iOS tROAS update
17:30 Google Admob bidder update
22:00 How to scale a game?
26:50 CPI vs LTV & payback period
32:30 UA diversification
36:20 Seamless flow for UA
41:20 Ad monetisation improvements unlock scale
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This is no BS gaming podcast 2.5 gamers session #27. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/U-DQSUagL48
Agenda:
00:00 Intro
02:50 Embracer Group Q1 financials reveals 107% increase in net sales
07:10 Google iOS + Retargeting updates
09:10 Admob Bidding update with numbers!
20:00 How do hypercasual games make money?
33:33 Ad network campaign structure
Mentioned gamecamp video with high optin rates examples https://youtu.be/ncnjjfAVS5E
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This is no BS gaming podcast 2.5 gamers session #27. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/lvbNEEATP68
Agenda:
00:00 Intro
05:30 Applovin has stunned our industry by offering to Merge with Unity.
13:50 Zynga gambling apps $12M class action settlement 16:30
99 percent of Netflix subscribers haven’t tried its games yet
23:15 Biggest Fuck Ups in Our Career
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Applovin has stunned our industry by offering to Merge with Unity.
https://www.reuters.com/markets/deals/applovin-offers-buy-unity-software-2022-08-09/
Zynga gambling apps $12M class action settlement
https://topclassactions.com/lawsuit-settlements/consumer-products/mobile-apps/zynga-gambling-apps-12m-class-action-settlement/
99 percent of Netflix subscribers haven’t tried its games yet
https://www.theverge.com/2022/8/8/23296545/netflix-games-1-percent-subscribers
Welcome dear listener! This is a 2.5 gamers podcast with an honest interviews segment #3. Asking tough questions, having fun and dropping some knowledge with gaming industry peeps.
Sophie Vo & Matej Lancaric
Youtube: https://youtu.be/gIWQSCVvz6g
Agenda
0:00 Intro
2:50 Masterclass definition
6:55 Rise & Play showcasing female leaders
10:15 How did Sophie measure podcast KPIs?
13:10 Team motivation - How to approach that?
21:50 What are the clues of low motivation?
22:54 How to motivate people in the current market conditions?
26:10 Thought process of joining Voodoo from Rovio
29:30 Should you speed up hiring process?
32:50 How to kill a game properly?
38:20 Do your homework before killing a game
40:00 Model situation
Model situation:
We have a game in soft launch, our KPIs are really close to our goals. But not quite there yet. We just released the new version with our last feature. The KPIs still did not meet goals. What should we do? Why?
44:50 Sophie taking some time off
46:00 What keeps Sophie up at night?
47:30 Favourite book & why?
https://www.amazon.com/15-Commitments-Conscious-Leadership-Sustainable-ebook/dp/B00R3MHWUE
Rapid quiz
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #26. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/95lLVn4Q3q8
Agenda:
3:00 Better Ads Experiences by Google https://support.google.com/googleplay/android-developer/answer/12253906
11:50 New App store ads in Today tab https://www.macrumors.com/2022/07/29/new-app-store-ads-today-tab/
19:10 Google joins bidder on Max https://www.applovin.com/blog/google-joins-sdk-bidders-on-max/
26:20 What would you ask surprise segment about fake ads, scaling games, VR, intrusive ads and more ..
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This is no BS gaming podcast 2.5 gamers session #25. This week we continue with our new segment! The Mobile Gaming Company Happy Hour where we do a deep dive on a mobile gaming company from the perspective of Game Design, UA and Ad Mon. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy it.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/i5uGERxrZMk
Today we’ll be discussing Ubisoft
1:18 Some general information on Ubisoft:
Let’s dive into the first sets of numbers!
- Ubisoft is as all of you know a French company which is also reflected in their 2021 annual financial statement. The cover page which you’re greeted by has a picture of two playable characters that are looking down on you with a look of sheer superiority.
- Ubisoft was founded by Yves Guillemot, who still leads the company as its CEO and largest shareholder with an 18% stake.
7:41 Felix speaks French about Ubisoft mobile
8:21 Ubisoft mobile portfolio general info & revenues
23:50 Insider South Park info
25:00 Idle miner OG idle game + all other new IDLE games
29:00 Ubisoft non-mobile portfolio info
32:20 User Acquisition intro
33:20 UA spend
34:08 Main UA channels
36:10 Creatives FB vs Google
38:20 UA suggestions
42:00 Kolibri UA
42:30 Kolibri main UA channel
44:00 Admon intro
47:10 Kolibri Admon
50:00 Greenpanda games admon
50:30 1492 admon
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #24. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Kate Lovejoy, Niels Beenen, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/2NE3ls6nVu4
We will be discussing one year after the IDFA "apocalypse" & tectonic shifts happened. Everything UA, Ad monetisation, retargeting and Skan 4.0 related. Whoop whoop!
Agenda:
2:34 How did our day to day job changed after IDFA bullshit happened?
8:05 Felix, you had some (secret) tips and tricks on how to increase it. Could you share? Why should companies test out pre-prompt windows?
12:10 How do gaming companies look at retargeting in general? Or, how was it before IDFA and how is it now? Is it a significant % of their spend?
13:20 How to incorporate retargeting spend into UA costs / CPIs?
16:44 How do MMP approach retargeting?
19:47 Retargeting & control groups!
20:16 How to approach retargeting on iOS?
22:52 UA & Retargeting is dead
24:06 Were companies pulling back spend on iOS?
26:27 Apple recently announced SKAN 4.0. Without going too geeky, what can we expect? How are these changes going to affect measurement?
31:00 Tip for SKAN 4.0
32:00 No SKAN no problem for retargeting
32:30 Creative testing on retargeting
33:30 Which game genres have the highest opt-in rates from what you can see? And why?
35:00 Singular Product innovations for iOS
36:50 IDFA dinosaurs vs Google privacy sandbox
41:00 iOS LTV prediction
42:00 last comments, tips & tricks, recommendations
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #23. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/7LIHLx4fWeU
What should we look at?
UA
Channel performance
- Campaign structure / campaign type (AAA vs regular)
- Targeting options (interests, broad vs LAL)
- Optimisation structure (Purchase or VO? - mostly VO only)
- GEOs
- Creatives
- Age segments
- Android Device performance (exclusion list)
Creative history
- What really worked and what really didnt? And WHY?
- Types of creatives
- Creative team and their process
Daily spend vs daily revenue
Paid vs organic
Data health check
Admon
- Do a sanity check
- Fill
- eCPM
- Revenue
- Network SoR v SoV
- Waterfall
GD?
- The Team
- The Production
- The Game
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #22. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič & special guest Enric Pedró
Youtube: https://youtu.be/Q2q6LKJ6QDQ
Q&A
How does Tilting point snipe companies?
- (Looks like you talked to almost every company out there) How does the BD strategy look? Is it connected to UA? How do you evaluate games before entering your portfolio?
We’ve heard from a banker that Tilting point shares are going for a hefty mark up in the secondary market - what’s TPs secret?
“We get to be very good at predicting game performance.” said your CEO in one of the interviews. How exactly are you predicting the performance? Can you share the process?
What is your UA process? How do you approach creatives?
How do you structure your UA team? Based on games, platforms or channels?
What is the long term goal of the company?
How do you see the current game’s publishing environment and its evolution in recent years?
“Web3 strategy is now one of our core strategic pillars.” says one of your blogs. Can you please elaborate a bit more? How can you help companies bridge games from Web2 to Web3?
How can you help native Web3 game companies reach broader audiences? What is the UA strategy there?
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #21. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/0aHX6LQrhrs
Agenda:
1:30 Explicit ads (Breaker Fun 1 & 2 by MoGame)
https://res1.applovin.com/o7e02c07/c90fed39eb8753b02925462885680884e45f69e9_v23_phone.mp4
https://res1.applovin.com/o7e02c07/723bb9954d431db13fbbad23fc66e1546398d74b_v23_phone.mp4
Google Play SDK Index - https://play.google.com/sdks
6:30 Bobby Kotick voted to be re-elected to board by Activision Blizzard shareholders
https://www.pocketgamer.biz/news/79039/bobby-kotck-voted-re-elected-board-activision-blizzard-shareholders/
8:03 Meta Reveals VR Headset Prototypes Designed to Make VR ‘Indistinguishable From Reality
https://www.roadtovr.com/meta-vr-headset-prototypes-visual-fidelity-indistinguishable-from-reality/
11:20 TikTok’s ByteDance Generates $1 Billion From Mobile Games in One Year
https://sensortower.com/blog/bytedance-mobile-games-one-billion-revenue
16:50 Tiktok rocket ship
Slope after hitting $10bn in revenue what happens after that
- Report from May 2022 said Tiktok is on track to triple it’s ad revenue passing revenue of Twitter and Snap
- Tiktok (only) triple from $3.8bn in 2021 to $11.6bn in 2022 (200% increase)
- Those numbers don’t lie - you can't reach this scale without advertisers getting value
- Thought that could be a nice segway into Matej doing a state of the tiktok
19:20 Tiktok UA intro
20:15 Tiktok Fun facts (location targeting restrictions)
29:00 Pangle issues
33:00 UA best practices
39:00 US Purchase campaign (FB vs tiktok CPI comparison)
39:40 UA challenges
42:30 Initial campaign structure & targeting
44:00 "predictions"
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #20. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/dQLmWPIHPgk
The Ants: Underground Kingdom base-building strategy game and moves the player's perspective to the underground ant kingdom, and the 3D realistic modeling of the game screen mixed with the real image of ants, so that players can recognize a variety of ant species while playing the game, this fresh and unconventional theme is really attractive.
The game offers a Rich Multilayered strategic gameplay and graphics experience. Unlike most modern games, it is lightweight in size, making it accessible for lots of players.
In this game, the Player is the Ultimate Ant Ruler who leads the Queen, Builds the Anthill, grows the colony, and defends against the enemies.
According to Sensor Tower, the fastest growing theme in terms of revenue was animal/insect, which generated $26.5 million in U.S., representing an increase of 904% year-over-year. Sensor Tower attributed the majority of this growth to The Ants: Underground Kingdom from StarUnion, which accounted for 89.6% of consumer spending.
Agenda:
1:50 Gamesforum Berlin (kudos)
3:40 Intro about StarUnion Interactive
6:30 Are Ants a 4X game or not?
10:10 What stands behind the success of the game?
13:20 realistic life of ants creatives
17:00 levelup creative concepts
21:30 What kind of % is UA or GD behind the success?
27:00 Ant breeding concept
29:10 Hypercasual & competitors inspiration
31:00 No one complains about the Ant creatives
36:00 Female vs male oriented creatives
38:30 Which creative concept to start with?
39:45 What kind of theme has the lowest CPI?
Article with creatives - https://lancaric.me/deconstruction-of-the-ants-underground-kingdom-creatives/
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #19. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/NS8KHTzuJuw
Agenda
2:00 Vungle correction
4:30 The King info leak
15:25 5 Game design tips to level up your game
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #18. This week we continue with our new segment! The Mobile Gaming Company Happy Hour where we do a deep dive on a mobile gaming company from the perspective of Game Design, UA and Ad Mon. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy it.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/vD221MHe6SU
Today we’ll be discussing King
Before Diving in here’s some topline information about King:
- King of course as everyone knows is owned by ActivisionBlizzard
- Activision Blizzard posted $8.8bn in revenues in 2021 (highest ever)
- King made up 28% of that coming in at around $2.5bn which was their best year to date
- King grew an impressive by $416m in 2021 or by about 19%
- Interesting thing here Activision Blizzard grew by about $800m (10%) in 2021
- This means that King was responsible for 50% of Activision Blizzard overall growth in 2021!
- In other words King is a beast
Agenda
2:05 King topline information
4:00 Intro to King User Acquisition
4:45 UA general information
8:24 King doesnt love external UA
11:20 Top UA channels
12:00 Why Applovin makes a lot of sense
14:15 Interesting UA facts
16:40 Creatives
21:00 UA suggestions
24:30 Live ops fuels UA
25:20 King Admonetisation
27:30 Chink in the Royal armor
28:30 King selling inventory old way (no mediation)
30:00 Ad revenue assumptions
33:00 How could King increase ad revenue by 30%?
38:52 King & competitors in puzzle genre
41:45 King’s IAP revenue
44:20 Candy crush history & analysis
48:00 11k levels in Candy Crush - WOW
49:20 Candy crush soda saga analysis
50:45 What kind of games King launched in the last years?
52:00 Crash bandicoot
54:00 King killed games
56:30 Snowprint information
1:01:40 Knighthood
1:03:00 Phoenix games takes Knighthood & increase revenue
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #17. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/Gs3YE6MJKIg
Agenda
2:55 Recession & mobile games
14:50 Apex Legends
21:34 The creative framework
40:40 5 secret tips where to get inspiration
Describing creative process from scratch
competitor research + old creatives assessment, brainstorming, creative brief, production, testing, evaluation, iteration, new brainstorming, all over again
What kind of tools to use for competitor research?
5 secret tips where to get inspiration
Youtube videos with millions of views (unboxing - chest openings)
Current situation (covid, EURO, seasonal creatives - although those suck balls)
Memes (drake, whatever else trending at the moment… )
Hype (Netflix series, …)
Different game genres
Why are we making creatives for players and not art directors?
presentation with tips & examples
https://docs.google.com/presentation/d/1azXidQYoAneJgEAaV-ylJ67c8XVFallrzY4OIHSE5B0/edit
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #16. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy.
Panelists: Jakub Remiar, Felix Braberg
Youtube: https://youtu.be/Ys7A3F7MFt4
Agenda
00.40 Matej missing in action after beach party
02.00 Introduction
03.36 Possible EA Acquisition
06.50 Marvel Snap
11.40 Ubisoft want Eur 60 per share
14.11 Tencent revenue growth slows
18.53 TikTok wants to release in-app games this year
23.00 Ad Monetization Secrets
24.00 All is a negotiation
26.00End cards from ads
29.00 X close button
32.00 Audio turning on
33.00 High placement price points
35.00 Vungle Bidder
36.30 Unity Latency
38.24 Admob Placements
40.51 Rewarded Video icons during holidays
7 Secrets of making more money with Ad monetisation
As an Admon person it’s your job to know as much as possible about as many networks as possible. This gives you the edge to make more ad revenue. So I learned all these things in a variety of ways. Ranging from being angry, making mistakes, and at 4 am at a conference bar. I’ll start with some general ones then network specific ones.
Everything when it comes to ad networks is a negotiation and you can negotiate anything!
The real first make or break moment comes when you’re able to get an AM in all the networks that you work with. Having this connection allows you to ask for all things
Bigger networks obviously listen less
End cards from ads
X’s to close ads
Audio Turning on when phone is muted
Placement Price Points are too high
Moving on to Network specific tips
Vungle - If you’re using Vungle on bidder and your average eCPM in the waterfall is higher than $26 you should move to Vungle Placements
Unity - Everyone talks about latency on the mediation side. On Unity you can also get latency if you have too many placements created on Unity that you’re not using.
Admob - This is a deadly tip but a bit of a double edged sword. The admob algo works by ramping up data in the first 3 days to feed its algo on price points.
Game Design for ads? Change ad buttons every time there is a holiday (Christmas, Halloween etc).
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #15. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy it.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/BKyjxR8t_qg
Agenda
1:30 Correction of Admon stuff from session #14
6:20 Applovin buys Wordle! (Modern cinderella story)
10:00 Mobile game revenue decreased for first time ever in Q1 2022
13:00 Despite record Q1 2022 for declared M&A, value of closed deals decreased
Sell in May and then be away…
20:00 Ads in the metaverse
Basics of UA
22:30 when to start working on UA?
23:20 How UA can help before game is built? What are the KPIs to look at?
24:20 video #10 marketability tests
25:00 technical stage & KPIs
26:15 Retention KPIs (game + UA)
27:45 What kind of budget to use?
30:50 Never kill a game based on only one channel
32:30 Proxy events dont work in reality
34:15 Scaling the game and profitable UA
34:45 Top 3 creative tricks
36:00 Golden cohorts
38:30 Use Soft launch data for global launch assumptions
40:20 Different optimisation methods (Purchase vs AdROAS)
UA Myths
42:20 - UA can save your game
45:00 UA is the problem why your game is not working
46:00 how to see the UA is shit?
49:10 game will work without UA
Please share feedback and comments - matej@lancaric.me / lancaric.me
Welcome dear listener! This is a 2.5 gamers podcast with an honest interviews segment #2. Asking tough questions, having fun and dropping some knowledge with gaming industry peeps.
Felix Braberg & Elena Egorova
Youtube: https://youtu.be/BFfe9djd7g0
Agenda
1:30 Elena intro
5:40 About Flexion mobile
9:00 M&A process (How do you find companies? How do you approach them?)
14:00 Initial due diligence = evaluation
20:00 How long does this process take? From scouting to popping the champagne?
22:30 Eye popping valuations - how are companies priced?
27:30 Multiples in gaming 31:20 acquiring a company (cash vs. stock deals)
36:00 What is earn-out? How is it structured?
39:30 golden handcuffs - how is it decided?
44:00 Failure rate in gaming M&A
50:45 M&A predictions (or not)
55:00 Model situation
Model Situation I run a mobile gaming company and I want to be bought. How do you go about it and what are some common pitfalls to avoid as the entity being acquired?
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #14. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy it.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/m8k9OhVghlw
Agenda
4:40 Meta numbers
10:10 Rovio revenue increase & quarterly results
13:40 ATT numbers, player segmentation & ad monetisation
20:20 Is Ubisoft getting bought?
25:10 Activision numbers
31:30 How to read Ad mon data for beginners?
- How to look at the data?
- Applovin and iS don’t really have a good guide for how to use their platform as it’s not in their interests. So it’s not your fault you don’t know this, it's by design!
- They’re both great companies but the perfect client for MAX and iS is a dev who signs up and does nothing.
- This is a short guide for beginners on how to look at admon data. This presentation is for Applovin and I’ll do Ironsource another time.
- I actually have slides so for you listening I’ll try to narrate as best as I can.
- There’s 2 topics that I’d like to cover are “Advanced reporting” and “AB tests” with an extra bonus CYA topic on “Network Comparison” if we have time.
Slides: https://docs.google.com/presentation/d/1KdQeSzYzi4Ty6yicYT1hh7HIcbQ8uqSOZwUT3MUWLOI/edit#slide=id.g11b4a57a28b_0_18
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #13. This week we’re starting a brand new segment! The Mobile Gaming Company Happy Hour where we do a deep dive on a mobile gaming company from the perspective of Game Design, UA and Ad Mon. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy it.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/p-9ls_UOFPM
Agenda
2:00 Intro
3:10 Topline information about Rovio
8:20 Game Design
16:00 Same game different IP
28:30 User Acquisition
31:00 Diversifying UA channels
43:00 AdROAS UA campaigns
44:25 Ad monetisation
45:00 LAT traffic
52:20 Brand lift studies
52:50 Best practices for pre-prompt ATT window
56:00 Takeaways & Summary
Topline information about Rovio:
- 2021 Revenue Eur286.2 million that’s 5% up from 2020 but down 1% from 2019
- Pretty flat revenue growth
- 2017 revenue (year went public) EUR297m
- 66% Revenue from USA, 21% from EMEA and 12% from Asia
- 80% IAP, 15% Ads, 3% Licensing deals, 2% other deals
- 5m Daily Active Users in 2021
- Claiming a 93% global awareness of Angry birds “Put 10 people in a room and only 1 hasn’t heard of me. That’s probably the baby who doesn’t have the internet yet.”
- Rovio went public at around EUR11.80/share and is currently trading around EUR7.20/share which is up from about EUR5 in late 2021.
- MarCap is around EUR603 meaning that Rovio trades at about a 2.1x rev multiple.
- New Rovio CEO commits to making more acquisitions
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #12. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy it.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/5eHUepqV_zE
Agenda
2:50 Metacore 20 million TV ads & 65 millions loss in last year
11:30Meta will charge creators fees of up to 47.5% (Animated Avarat cirkus)
16:00 US government says $600M Axie Infinity crypto-heist was pulled by North Korea
19:00 Peridot is an upcoming AR game from Niantic about breeding unique creatures
23:00 Sonic the Hedgehog is coming to a new platform: Roblox
27:20 CD Projekt Red's 2021 sales generated $207m in revenue
33:20 Industry Conference Guide
Conferences went offline or no conference at all status during corona.
- What was the value of offline conferences?
- Did you attend any?
- Did you get any value?
Now that matters are returning back to their original state, how do you plan conferences?
- Going on Lectures?
- Roaming through Expo?
- Scheduling meetings?
- Where to meet/ mingle with folks?
- 3rd party vendor section?
Which were the conferences you get the biggest value out of?
- What are your favorite industry events?
- Any stories?
- Where to spend most of your time?
- Which parties to attend?
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #11. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy it.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič & Steven-Elliot Altman
Youtube: https://youtu.be/BjKFpDtcYzA
Agenda
18:30 How to increase game revenue by 35% as a Loremaster?
22:00 What genres are more suitable for narrative design?
24:00 How story influences game KPIs?
26:40 Story as a retention driver
27:00 Wooga tracking if players are reading the story
28:10 What kind of data influence the story?
30:00 Different modes of writting
33:00 How do you prepare for writing a story for a mobile game?
47:00 How can movies inspire a storyteller?
51:00 Live ops & story telling
and much more ...
Please share feedback and comments - matej@lancaric.me / lancaric.me
Welcome dear listener! This is a 2.5 gamers podcast with an honest interviews segment #1. Asking tough questions, having fun and dropping some knowledge with gaming industry peeps.
Youtube: https://youtu.be/wkEcGZ1-3So
Matej Lančarič & Joakim Achren
Questions:
Why did you start elite game developers and not a new gaming studio?
How can someone become a partner at Play Ventures? What are the requirements/skills you need to do your job?
Whatis your due dilligence process? How do you do your homework?
-How do you apply that diligence process to crypto games? Is that done more by feel than data as there is no data yet?
-When investing in crypto games is token/coin allocation pre drop more important than stock? (Justified that owning stock can take 10 years + to get payback and multiple and having token/coins you can sell as soon as the drop takes place)
-If token is important / does that not create the incentive to finance hype pump and dumps?
Could you explain what pre-seed, seed or Series A mean? How do you define those stages?
What are you looking for when investing in companies in different stages? Pre-seed, seed, series A?
How do you really decide where to invest? What is THE KPI?
Why are you as an investor so keen for companies to have internal UA manager?
Could you tell me a bit more about the syndicate?
Why having only one line on the cap table is better than 20 names.
Why do you think a lot of gaming companies with mediocre/decent results pivoted super quickly to web3? Free money?
Why There's Never been a better time to start a games company?
Let’s discuss your anti portfolio - what’s the biggest regret so far of a company that you passed on?
Model situation:
I want to start a gaming studio. I have around 500k from my previous jobs. Should I use this money and bootstrap or should I try to get an investor (just in case)? Why boostrap? Why investor?
What is Joakim's favourite book?
https://www.amazon.com/Stillness-Key-Ryan-Holiday/dp/0525538585
Please share feedback and comments - matej@lancaric.me / lancaric.me
This is no BS gaming podcast 2.5 gamers session #10. Discussing the latest news, fun stuff and dropping knowledge. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy it.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/SjtrJ1wG0I8
Agenda
News
3:00 Netflix boosts mobile games approach with acquisition of Boss Fight Entertainment
10:20 KRAFTON, INC. SIGNS LONG-TERM COOPERATION AGREEMENT WITH SOLANA LABS FOR BLOCKCHAIN-BASED GAMES AND SERVICES
12:25 Crypto investor Katie Haun raises $1.5 billion, the largest debut fund ever by a female VC
18:40 In-game ads are getting more misleading, sexist and misogynistic, says Meretzky
27:00 Pre softlaunch activities
https://lancaric.me/how-to-save-millions-with-marketability-testing/
- What can we do pre-soft launch of our game?
- What to do before we decide to develop a game?
- Which questions to ask?
**Market research
Target audience
USP
Game genre
Marketing team capabilities
Company strategy
How to do market research?**
- Tools? Competitor ads?
How to define target audience?
Demo, motivations, profiles, persona
Playtesting
- What? How? Why?
When do we start with UA/marketing?
- Marketability tests
- campaign optimisation
- Fake store pages (tools or DIY)
- Which channels?
- What to test?
- Player survey at the end (what questions to ask?) no suggestive questions!
Please share feedback and comments - matej@lancaric.me / lancaric.me
Hello & welcome everyone. This is no BS gaming podcast 2.5 gamers session #9. Let’s dive in.
Youtube: https://youtu.be/0swB8x-YB5U
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Agenda:
- News
- Ad monetization fundamentals
- AMA
Ad Monetization fundamentals discussion:
What’s the most important ad revenue metric?
How’s eCPM calculated by ad networks?
Which ad network is the most trustworthy?
Which ad network is the least trustworthy?
How do ad networks make money?
What is the cutoff point of eCPM degradation?
How players become Ad Whales?
Ask Me Anything section
- I have ads in my game, using unity ads only because I have a good deal with them. Should I earn more?
- Why is admon and UA super connected in hypercasual games? Its usually one person. Why?
- When do you hire an internal admon person? What scale? Or is there a KPI to look for? (Daily revenue, impressions, number of ad networks in the waterfall)
- Do you ban competitor ads in your game? If yes why, if no why?
Please share feedback and comments - matej@lancaric.me / lancaric.me
Latest News:
$2 billion invested into blockchain game sector during 2022
https://gamestx.substack.com/p/2-billion-invested-into-blockchain?s=r
Idle Miner Tycoon Launches on Facebook Gaming
https://www.kolibrigames.com/press/idle-miner-tycoon-launches-on-facebook-gaming/
Google launches Google Play Partner Program for large game devs
https://venturebeat.com/2022/03/15/google-launches-google-play-partner-program-for-large-game-devs/
Mark Zuckerberg confirms NFTs are coming to Instagram
https://www.engadget.com/mark-zuckerberg-confirms-nf-ts-are-coming-to-instagram-204435805.html
Interest In NFTs And The Metaverse Is Falling Fast
https://www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/paultassi/2022/03/10/interest-in-nfts-and-the-metaverse-is-falling-fast/amp/
Hello & welcome everyone. This is no BS gaming podcast 2.5 gamers session #8. Let’s dive in.
Youtube: https://youtu.be/f_3GRQ8Wl-Y
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Game Design fundamentals discussion:
- Remo asking questions
- Felix & Lanco answering
- then Remo using militant pessimism
- Felix & Lanco answering
How to start with Game Design?
Mobile industry vs Premium/ Indie games?
What is hard and challenging about GD? Can everybody do it? (everybody does it already :D)
What are the main skills that define a game designer?
How do game design tests work?
What is an ideal background for a game designer?
“Let’s clone this game what can go wrong it is making so much money on the charts we can make at least ⅓ of that”
How ideas for new games are born?
Ask me anything
- What’s the most you’ve been able to affect D1, D7, D30 retention with game features?
- When should you kill (give up) on a game?
- What’s the difference between a good game designer and shitty one?
Please share feedback and comments - matej@lancaric.me / lancaric.me
Hello & welcome everyone. This is no BS gaming podcast 2.5 gamers session #7. Let’s dive in.
Youtube: https://youtu.be/cpR3YZBB5Us
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Special Guest: Nicolas Vereecke
- As NFTs, Crypto and blockchain gaming are filling up the headlines we are doing a special episode on the current state of crypto gaming - not the peak of November 2021 but the fresh look at the end of Feb 2022.
Play to Earn - Play & Earn - Play to Own
- I would start that discussion with the point that the current consolidation in the big crypto games is more and more pointing to the fact that play to earn is unsustainable as there is “no free lunch”
- Therefore the buzzword is changing to Play & Earn or even Play to Own as the “earn” part is becoming harder and harder to realize - this is mostly seen in the depreciation of the Axie economy.
- One other milestone can be considered the recent blog post from Philip La Phil's Views: Axie Infinity Economy and Reasons to Play where admits this and refocuses the view on the original model of any game - to create fun and engaging experience as the primary reward for the player - not an investment vehicle.
“we will not be optimizing our game or experiences to drive short-term returns as it’s simply not sustainable”
“we will focus on is creating a balanced game economy with proper sources and sinks, just like non-blockchain games have done for years.”
- Does this imply that Skymavis wants to compete with companies like Supercell, Playrix or King?
- The biggest innovation of the free to play model is removing the initial friction of a payment before the player plays the game - the first wave of crypto games have even bigger friction funnels on top of reversing this problem.
What is the current state of the friction funnel for a block-chain based game?
Friction to play a crypto game: current models:
- Buy crypto assets first to even play - Browser/PC only
- (Axie infinity, Crypto Raiders)
- Download the game for free (find out about the secret crypto layer somehow from the game website - sell NFTs there)
- (Thetan Arena)
- Have the game on the store and streamline the funnel to crypto wallet
- Skyweaver
- Have a functional F2P game with F2P economy and implement the crypto layer into a later stage of the player progression - Future in hybrid?
- (Chromatic Souls: Afk Raid, Axie Origin?)
Burning questions about block chain games:
UA
Open economy
NFT design
Gass Fees
Business model - the most burning of them all!
Please share feedback and comments - matej@lancaric.me / lancaric.me
Hello & welcome everyone. This is no BS gaming podcast 2.5 gamers session #6. Let’s dive in.
Youtube: https://youtu.be/d_BDO5jnRTk
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Google to limit ad tracking across apps on Android Google has announced new measures that will limit tracking across its Android operating system, following a similar move by Apple to introduce restraints in the way the online advertising industry can target users. The changes, which will not be implemented for at least two years, are intended to curb the sharing of user data with third parties, restricting advertising tracking for users who move between different apps on billions of devices running Android. Google said it planned to eventually phase out advertising IDs, a code that allows marketers to track individual user behaviour, in favour of alternatives that protected user data while still supporting advertising efforts.
Supercell revenue increases 45% to $2.24bn in 2021 Supercell published its financial results for 2021, with revenue reaching $2.24 billion (€1.89 billion) compared to $1.48 billion (€1.30 billion) in 2020 -- a 45.3% increase year-on-year.
The studio generated profits before taxes of $852 million (€734 million), an impressive 80.3% growth compared to 2020's $463 million (€407 million).
But it's still not quite back to the level of its 2015 heydays, when the company made over $2 billion in revenue and $965 million (€848 million) in EBITDA.
The post also said that Clash of Clans and Clash Royale have now made over $10 billion in combined revenue since their respective launches.
Spotify is acquiring two major podcast tech platforms
Spotify is making more podcast acquisitions. The company announced today it’s acquiring both Chartable and Podsights — two of the most prominent podcast marketing and ad attribution companies. The deal price hasn’t been disclosed, but this marks the first major acquisition the company has made this year in a long line of audio purchases.
This deal is particularly critical for the company as it tries to make its ad platform the best and most powerful in audio. If it wants everyone to purchase ads through its marketplace, then it needs technology to better figure out who’s listening to those ads and what they’re doing after hearing them.
AudioMob and Odeeo up next?
UA fundamentals discussion - Matej asking questions - Felix, Jakub answer & Matej gives his opinion at the end!
How or why to start with UA?
My game has amazing organics. I don't need UA! Is that true? Why not?
Are all UA channels equal?
-Break down the benefits and drawbacks of top 4 UA channels?
How to structure an UA budget?
What is the payback period we should look at?
What is hard and challenging about UA? Can everybody do it?
Listen in to learn more!
Please share feedback and comments - matej@lancaric.me / lancaric.me
Hello & welcome everyone. This is no BS gaming podcast 2.5 gamers session #5. Let’s dive in.
Youtube: https://youtu.be/9lMdZqLlvvM
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
What is the point of releasing a new game or app to a restricted audience market in advance of a full launch?
Soft launch stages
I like to divide the soft launch into three stages: Technical, Retention, Monetization. Each stage serves a different purpose and different KPIs are measured.
While in the Technical stage, we are mostly focusing on data health, crash rate, and tracking in general, in the Retention stage we measure D1, D3, D7 Retention, FTUE, tutorial completion rate, and much more.
Game developers are obsessed with achieving the highest D1 retention numbers they can, but D1 is not the holy grail. I’ve seen games with D1 retention at roughly 25% still being able to generate many millions of Euros in revenue per month. The result was primarily driven by excellent D60 retention, which was 6-8%. Therefore, it is absolutely crucial to focus on the ratio between D1, D3, and D7.
The monetization stage is where the fun starts. Measuring ARPU, conversion to payment, and Dx ROAS requires running purchase (ROAS) oriented campaigns: AEO/VO on Facebook or tCPA/tROAS on Google Ads.
Listen in to learn more!
Please share feedback and comments - matej@lancaric.me / lancaric.me
Hello & welcome everyone. This is no BS gaming podcast 2.5 gamers session #4. Let’s dive in.
Youtube: https://youtu.be/ivPbZqA62VA
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Soft Launching a Mobile Game Ad Mon Perspective
- What prompted me to want to talk about this is a Statisa article
- Mobile Game ad spend is expected to grow to $130bn by 2025. That’s up 300% from $32 bn in 2020
- With this amount of money being pumped into UA its safe to say
- Mobile ad revenue will only grow and be a larger part of your overall revenue for mobile games
- I wanted to provide a how to guide for what you as a mobile game dev should think about when soft launching and global launching your next mobile game
First Ask
- Think of all mobile games generas on a spectrum from hypercasual to Hardcore
- The two extremes will monetize 97% either from ads or from IAPs
- Advice here is for the middle ground - not hyper casual or Hardcore
- If your game genera sits in the middle of this spectrum you first need to decide which ad format to work with
- 9/10 the ad format that works best for you are Rewarded ads
- Rewarded ads are the undisputed king of game formats
- Highest eCPM compared to other formats
- Highest completion rates
- Lowest amount of friction from users since its opt-in
- Large competition on this inventory format from ad networks because it converts super well
Listen in to learn more! here https://lancaric.me/how-to-soft-launch-a-mobile-game-ad-mon-perspective/
Please share feedback and comments - matej@lancaric.me / lancaric.me
Hello & welcome everyone. This is no BS gaming podcast 2.5 gamers session #3. Let’s dive in.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Roblox
- Steam hosts 55K Games vs Roblox 20 Mil “experiences”
- 47,3 Mil DAU
- Half of the users are aged 12 and under
- Current Market cap 38 Bil $
- Roblox Cut 75,5%
- Roblox takes a 30% cut of every transaction on their platform
- Discoverability
- Robux
- Minimum Withdrawal to real life money 100K (1000 $)
- Second life comparison (10$)
- Withdrawal only possible with Roblox monthly 5$ subscription
- On every 1$ revenue of roblox only 17% make it out
- Historic example of “Company money Scrib”
- Workers spend their money at the company
- Workers become afraid to break company rules as company rules over their “money”
- This dependency increase friction on quitting the system
- Illegal in US 1938
- Platform Capitalism - business model based on unsustainable expansion in order to monopolize a platform
- Minimum Withdrawal to real life money 100K (1000 $)
- Experience based payouts
- Roblox “editor knowledge untransferable
- “Make serious cash” claim removed from the website after video
- Roblox moderation - shut down official forums in 2017 because they couldn’t moderate them
- Roblox Collectible Market
- Tie ins with Brands
- Collectibles that are sold for limited time skyrocket in value from 10 to 15K $ dollars
- Roblox still takes a 30% form all of the transactions
- Roblox Black market
Rewarded Interstitial ads - 6 months in
- Around 6 months ago Google and Facebook announced the roll out of Rewarded interstitial ads.
- An interstitial ad that pops up and users can opt out of and thus forgo the reward
- Admob are pushing very hard on this format which is still in Beta
- Facebook were pushing it but not so much anymore
- Don’t monetize with this format! You’re opening yourself up to unnecessary stress and risk
- Only FB and Admob support it - thus you’ll get lower prices
- FB on iOS is pretty much non-existent so you have no competition
- Calling it now that in 12 months they won’t exist.
Please share feedback and comments - matej@lancaric.me
Hello & welcome everyone. This is no BS gaming podcast 2.5 gamers session #2. Let’s dive in.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
UA & Creative trends / learnings from 2021
Main trend 2022 UA diversification
- Having Facebook as one and only UA channel is dangerous and the times when you could use FB up until the 1M monthly spend are gone. UA channel mix needs to be diversified even more. My UA go to channel was and still is Facebook, even though the quality decreased heavily in 2021, but I am running google UAC and Unity
Hypercasual-led creatives
- The persona-led creatives is/was a trend everybody is talking about now thanks to the iOS14. The thing is, personas and motivations were here a long time ago. I guess it wasn't so popular to talk about back then. Let's focus on something else. Adapting hypercasual game concepts to your game creatives is going to explode next year.
- I’m pretty sure that you saw these ASMR videos on Youtube which let into the game development of the ASMR Slicing hypercasual game by Tricky Tribe – my friends from Slovenia – This ASMR game was a big hit in the United states and I think number one for a couple of weeks. I am also pretty sure you saw different games like Coin Master started slicing their coins. Why not use it for other games as well. Slicing a tomato? Hell yeah! We are not talking only about ASMR slicing here. There are other concepts you could use. Tangle Master 3D, Crowd City, etc. Great thing is, new ones are popping up every day!
- Look at hypercasual game called Countmaster, I am pretty sure there are some clones of it, but this game concept is now used by Warpath and some other strategy games. Topwar, merge strategy game is also leveraging hypercasual game concepts for creatives and I’ve also seen Playrix go into this direction. Gaming companies will do everything to decrease those CPIs!
Audio ads for games
- Podcasts are really popular these days. Looks like almost every person on the Earth listens to a podcast. I even started one to educate and help build the game dev knowledge in Slovakia called Gamecast or 2.5gamers. But where am I going with this? Have you heard any game related ads in these podcasts or in games in general?
- This is relevant not only in terms of User Acquisition, but also a golden opportunity for game developers seeking to monetise their games without damaging retention. Audio ads can be played while you play the game and don't interrupt your gaming experience. Player retention doesn’t get hurt and therefore game devs can increase their profit and LTV. We already see a rise of companies focusing exactly on this topic. Everything looks on the paper, but I really feel we will see 2022 as a year of Audio ads. There is Audiomob and Oodeo in this space, let's watch it closely!
Hello & welcome everyone. This is no BS gaming podcast 2.5 gamers session #1. A safe space for all of us & you as well. Bringing you the feel of a 4am conference discussion about the gaming industry. Let’s dive in.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Predictions?
- Who will be the biggest winner in the mobile gaming ecosystem in 2022?
- Who will be the biggest loser in the mobile gaming ecosystem in 2022?
- What was the biggest surprise you saw in the mobile gaming ecosystem in 2021?
No play-to-earn games in mobile app stores
- How do we see it?
- Play to Earn vs Play and Earn
- Ponzi schemes + Scholarship mechanic - Prevalence in low salary countries
- Big Friction in user funnel
- Wallet & exchanges fees
- Very steep initial investment in some games (Axxie)
- User acquisition
- Discord communities & Early investors
- Conventional user acquisition
- Games soft launched/global launched in summer (and onwards) will have some form of blockchain in it
- What is it going to be like?
Please share feedback and comments - matej@lancaric.me