two & a half gamers
By Lancaric.me
Review radar #8: From Stable Dinosaur to Revenue Rocket. Podcast curse broken!
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
MAU'25 Live Special: The Bold New Era of Rewarded Gaming & UA in 2025
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
🧩 Can Century Games Crack the Match-3 Puzzle Genre? In Match3 genre, only the bold survive!
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
🔥 The Art of Scaling Applovin UA & Admon: A Deep dive
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
MAU'25 Live Special: The App Store Monopoly Is Cracking. Are You Ready?
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
🚨Lands Of Jail: Prison SIM meets 4X strategy. It's Frozen City + Whiteout + Toy Factory & scaling
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
Full Steam Ahead: How Steam trends influence Mobile games?
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
Applovin MAX mediation: Step-by-Step Walkthrough for beginners by Felix Braberg
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
🧩 Word Search Explorer Review: $168K/Day From Ads Alone. No IAPs Needed
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
⚠️ The Industry’s Dirty Little Secrets: Confessions from the UA Underground
🎙️ 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
📊 Is 24-Month Payback the New Normal? Real ROAS Benchmarks Revealed!
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
🎭 Drama Pops Review: Why short drama could be the future of Mobile Entertainment?
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
💥 The latest WTF ads pushing the creative envelope: Creative Trends You’ll Regret Missing April 2025
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
🧠 The Ultimate Gacha System Breakdown: What Every Game Designer Should Know by Jakub Remiar
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
Disney Solitaire Review: Playtika's Genre Expertise meets SuperPlay execution
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
🚨 EMERGENCY EPISODE🚨 Game over, Apple? What you need to know & do NOW!
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
We Played Dreamy Room. It’s Brilliant, Hard, and Makes $27+ million a year in ADS!
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
How to Set Up Meta AdROAS Campaigns: Step-by-Step Guide for UA Teams
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
💰 $400 MIL/Year Genesis: Like Voodoo, but for apps and bigger. App industry’s secret blueprint
$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
Why Casual Games Are Rethinking Interstitial Ads? Ad Monetization is Getting Smarter (Finally)
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
Ad Monetization Secrets: Top Mobile Games Printing $$$ in 2025
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
How Chess.com became a $500M Business?
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
DC: Dark Legion Is NOT a 4X Game – And That’s a Big Problem. No Soldiers. No Strategy. Just Gacha.
Web Shops make up 30% of game revenue in 2025. Here’s how to build yours!
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
🎮 Matching Story review: The 2-Year Soft Launch That Turned Into a $100 Million Match-3 Success
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
The Secret Sauce Behind $30M/Month Mobile Hits 🧪 Creative trends in Mobile Games - March 2025
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
How to Unlock Hidden Ad Revenue in Google AdMob. Step-by-Step Walkthrough by Felix Braberg
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.
From VR Meme to Mobile Empire 👑 How I Am Cat & I am Security Took Over TikTok AND App Stores
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
🎮 Kingshot's Insane Genre Mix Explained! How Century Games’ New 4X Hooks Players & Payers
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
Your Ads Are Boring! 5 Inspiration Tricks to Ignite Your Creative Strategy 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
Screwdom 3D Is PRINTING MONEY! 💸 Vietnam’s Game Devs Just Raised the Bar
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
Top Girl meets Last War! Last Z: Survival Shooter review
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
Mastering Effective Spend Depth in Gaming by Jakub Remiar
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
Supercell's Mo.co: Exciting new global launch. Is this the next billion-dollar game?
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
Softlaunch Sonar #8 - Exploring the Latest Game Releases & Innovations
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
A Human-Centric Approach to Mobile gaming industry by Ömer Yakabagi
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
Exploring Match Villains: A New Contender for THE Casual Throne
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
The Art of Scaling Games: When to scale your game?
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
A Beginners Guide to Ad monetization: The Fundamentals by Felix Braberg
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
Who is Tripledot & what do they do? The History, games portfolio & estimated profits
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
Love & Deep Space: The success of Otome Games. A very heavy RPG with dating mechanics & ASMR systems
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
Revolutionizing Video Production & AI UGC with Poolday.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.
POOLGAMERS (make sure to hit "apply coupon")
Sign up, get 2 free AI UGC videos, then choose a subscription plan that works for you!
APPLY COUPON POOLGAMERS
---------------------------------------
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
Vita Mahjong Game Review: Ads in Gaming? Yes!
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.
Rise of Vietnam: Mobile Gaming Boom—Key Players, Winning Strategies & What’s Next
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
Publishing 101: What Game to Build, Why, and Which Publisher is Right for You by John Wright
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
Goods Puzzle Sort Challenge Review: Innovative Puzzle Game
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
Candy Crush Solitaire: The Solitaire Showdown on a Gaming Battlefield
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
2.5 gamers x Live AM(F)A #8 - Ask Me Anything
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.
Creative Trends in Mobile gaming - January 2025
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
Key aspects for Mobile Game Growth in 2025: UA, speed, monetization & globalization with Airbridge
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.
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