two & a half gamers
By Lancaric.me
two & a half gamersNov 25, 2022
CTV Special: Connected TV Ads examples Unpacked with Arthur from Vibe.co. Ideal customer for CTV?
This is no BS gaming podcast 2.5 gamers special live session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric, Arthur Querou
Youtube: https://youtu.be/4qFeVMbbbnc
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ
Agenda
00:00 Introduction and Low Expectations of TV Creatives in the US
06:23 Running CTV Campaigns and Ad Experience
13:19 Data Partners and Audience Targeting
27:20 CPI Difference Between CTV and Facebook Ads
34:09 Examples of Successful Creatives
40:14 Contacting Vibe for CTV Advertising
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Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
Arthur Querou
https://www.linkedin.com/in/arthurquerou/
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Takeaways
CTV advertising offers precise targeting, retargeting, and measurement similar to Facebook and Google ads.
The minimum budget to start a CTV campaign is $50 a day, but it can scale up to hundreds of thousands or even millions for larger advertisers.
Simple, direct, and clear creatives tend to perform well in CTV advertising.
Incrementality measurement is important in understanding the full value of CTV advertising.
The ideal customer for CTV advertising is someone who understands that it takes time and investment to see results and is looking for a partner to navigate the evolving landscape.
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Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article -
https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
From Hypercasual to Hybridcasual - The Supercent story. Iterative nature & Admon w/ UA in grey zone
This is no BS gaming podcast 2.5 gamers session #108. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/VyBThe0Ukq4 Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ Agenda
00:00 Epic intro
01:07 Discussion on Hyper-Casual and Hybrid-Casual Games
06:10 Overview of Supercet Games and Revenue
07:29 Gameplay and Mechanics of Pizza Ready, Outlet's Rush, and Snake Clash
10:34 Comparison to My Perfect Hotel and Other Games
16:09 The Iterative Nature of Supercent Games
23:02 Aggressive Ad Monetization
25:43 Rewarded Video Placements and Interstitial Ads
27:14 Controversial Use of Players' Devices as a Botnet
30:07 Effectiveness of Aggressive Ad Monetization Strategies
38:37 Balancing Monetization and User Experience
41:37 The Aggressive and Creative Use of Branded Ads in Hypercasual Games
42:56 Earning Millions: The Investment in User Acquisition for Games like Outlast Rush and Pizza Ready
43:24 The Gray Area of Using Famous Logos and Brands in-Game Ads
45:06 Exploring the Unique Gameplay of Snake UA --------------------------------------- Matej 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
Supercent games follow an iterative approach, with each new release improving upon the previous one.
The games, such as Pizza Ready, Outlet's Rush, and Snake Clash, share similar mechanics and features.
Supercent has achieved significant success with millions of downloads and substantial revenue.
There is potential for further expansion and innovation in the hyper-casual and hybrid-casual space.
Supercent games Pizza Ready and Outlet Rush heavily rely on ad revenue, with IAP revenue being a low percentage.
The games employ various ad placements, including rewarded video placements, interstitial ads, banner ads, and in-app open ads.
The aggressive ad monetization strategies in these games are effective in generating revenue.
The conversation highlights the need for a balance between monetization and user experience. Branded ads in hypercasual games can be aggressive and creative, using famous logos and brands to attract users.
The legality and effectiveness of using famous logos and brands in-game ads are gray areas, but they can generate attention and drive CPIs.
The Snake UA game is an interesting iteration of the classic Snake game, focusing on level-based gameplay and boss fights. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Squad Busters is Pay to Win: True or False? LEAKED Global Launch strategy. Big game review! (#107)
This is no BS gaming podcast 2.5 gamers session #107. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/UPH0nu1Mm9o Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda
00:00 Epic intro
07:04 Soft Launch Strategy and Global Launch Announcement
13:56 Plaza, Character Progression, and Fusion
36:19 Monetization System and PvP Win Condition
55:35 Launching Parallel in China
01:04:53 Creative Concepts for Advertising
01:13:26 Influencer Marketing and Soft Launches --------------------------------------- Matej 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
Squadbusters has undergone significant changes between beta builds, including the introduction of a new gacha system and character progression through shards.
The game features mega units that are consumable and have powerful stats, adding a pay-to-win element.
The Battleback feature allows players to open chests and upgrade characters using consumables.
The Beach World introduces new maps, units, and mods, and the Squad Journey provides a progression path for players.
The hosts express excitement about the game but question the impact of certain features on the competitive Supercell community. The hosts enjoy playing Squad Busters but highlight issues with PvP battles, such as lack of readability and incentive.
The game's monetization system, including the gacha system, is praised, but the PvP win condition needs improvement.
The potential impact of Squad Busters' global launch on other Supercell games, particularly Brawl Stars, is discussed.
The game's target audience is likely to be different from that of Brawl Stars, with Squad Busters appealing to a more casual and approachable player base.
Monetization strategies should be tailored to the Asian market, as pay-to-win mechanics are more accepted and successful in that region.
Influencer marketing, particularly on platforms like TikTok, can be a powerful tool for promoting Squad Busters.
Advertising channels such as TikTok, AppLovin, Google, and Facebook should be utilized to reach a wide audience.
Creative concepts for advertising should focus on storytelling, showcasing characters and progression, and incorporating humor.
Soft launches can provide valuable feedback and data, but given Supercell's expertise and the similarities to their other games, a soft launch may not be necessary for Squad Busters.
Supercell's strong retention rates and high day 30 percentages indicate the potential for long-term success with Squad Busters.
The success of Squad Busters will ultimately depend on the execution of marketing strategies and the quality of the game itself. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/how-to-soft-launch-a-mobile-game?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Brawl Stars' UA & Creative Strategies, Game Review Radar, GAM not dead yet? (#106)
This is no BS gaming podcast 2.5 gamers session #106. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Podcast: https://youtu.be/zdltbj05lvU Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda
00:00 Brawl Stars' Revenue Growth and UA Strategies
15:45 Different Types of Creatives Used in Brawl Stars' Marketing
35:37 Reviewing Game Performance: Block Jam 3D
42:19 Iterating on Successful Game Concepts
52:33 Speculating on the Future of the Last War --------------------------------------- Matej 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 --------------------------------------- Takeaway
Takeaways
Brawl Stars experienced significant growth and revenue increase after its global launch.
Supercell employed effective user acquisition strategies and creative content to drive the game's success.
Community engagement and storytelling played a crucial role in the game's marketing.
We absolutely admire Supercell's marketing efforts and the effectiveness of their UA and creative strategies. Supercell is expanding its advertising strategy to different channels outside of YouTube
Google has prohibited the practice of refreshing placements and rolled out bidding for all partners
The performance of games like Block Gem 3D, Clash Mini, Tower War, and Pocket Champs is reviewed
We discuss the potential for other companies to iterate on successful game concepts Brawl Stars, Top Heroes, Twisted Tango, and Last War are all performing well in terms of revenue, downloads, and active users.
Lilith Games has its own off-platform payments platform called PlutoMall.
The hosts speculate on the future of Last War and its potential peak revenue.
Listeners are encouraged to join the upcoming AMA and engage with us! --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
Merge Games Market History & Full Overview: Travel Town no.1 Merge game & Gossip Harbor case studies
This is no BS gaming podcast 2.5 gamers session #105. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial Guest: Laura Taranto Youtube: https://youtu.be/HHUGcHxXDmk Join our Slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda
00:00 The History of Merge Games
53:48 Balancing the Economy and Resource Management
01:02:46 Implementing a Collectible Album System
01:15:11 Optimizing Ad Placements and End Cards
01:30:46 The Use of Big Boards and UGC
01:39:09 The Impact of Story-Driven Narratives --------------------------------------- Matej 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
Travel Town and Merge Dragons are successful examples of merge games.
Merge games offer revenue potential and innovative gameplay.
We are excited about the future of merge games. Merge games can be categorized into camp merge and grid merge, each with its own frustrations and player motivations.
Travel Town and Microfun's portfolio are the top performers in the merge game market.
Merge games require strategic thinking and organization, making them engaging for players.
The revenue potential of merge games is significant, with some games generating millions of dollars. Balancing the economy and resource management is crucial in grid merge games.
Limited board space can lead to frustration and difficult decisions for players.
Relief orders can help alleviate frustration by clearing items from the board.
Energy management and generator cooldowns play a significant role in gameplay.
Thoughtful design and balancing are essential for creating an enjoyable player experience. Balancing the economy and avoiding over-reliance on storage space monetization is crucial for successful monetization in games.
Implementing a collectible album system can enhance player engagement and provide opportunities for social interactions.
Ad placements when completing levels can be a valuable opportunity for increasing ad revenue.
Optimizing ad placements and end cards can improve user experience and retention. Merge Mansion and Gossip Harbor use a variety of creative strategies, including big boards, UGC, and story-driven narratives.
The presence of sexist content in some of the creatives is noted.
Travel Town receives high praise for its dedication and iteration, while Gossip Harbor is commended for its strong live ops pipeline.
Further development is needed in the event pipeline and progression balancing for both games.
--------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/how-to-soft-launch-a-mobile-game?r=7qqaf&utm_campaign=youtube&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
AFK Journey: A Highly Polished & Innovative RPG Game, captivating storytelling with stunning visuals
This is no BS gaming podcast 2.5 gamers session #104. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/orl7awTs5zc Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda
00:00 Introduction and Recap of MAU Conference
02:13 Discussion on AFK Journey and Soft Launch
03:06 Overview of AFK Journey's Success and Revenue
05:49 Comparison with Other Games and Market Traction
07:55 Lilith Games' Portfolio and Revenue
09:03 Impact of Competing Games on Lilith's Revenue
10:10 Discussion on Lilith's Design and Product Quality
11:49 Exploration of Ad Placements and UA Videos
13:20 Overview of AFK Journey's Web Store and Real-World Rewards
15:33 Discussion on WhatsApp Groups and Web Store Trust
16:29 Comparison with Other Web Stores
18:23 Seamless and Streamlined Gameplay
22:20 Simplified Hero Collection and Equipment System
27:10 Difficulty Spikes and Honeymoon Period
28:10 Offers and In-Game Shop
29:49 Recruiting Heroes and Gacha System
34:02 Game Modes and Exploration
35:26 High Production Value and Engaging Storylines
37:50 Well-Developed Social Features
41:53 Improving in the Main Story Mode
43:25 Long Playtime and Endless Possibilities
46:01 Saving the Rating for the End
49:21 Engaging with TikTok and Social Media
52:14 Captivating Storytelling and High Production Value
58:28 Avoiding Cringy Ads and Focusing on Quality
01:01:29 High Innovation and Production Quality
--------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant https://lancaric.me Felix Braberg Ad monetization consultant https://www.felixbraberg.com Jakub Remiar Game design consultant https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways
AFK Journey is a continuation of AFK Arena and has seen significant success in terms of revenue and downloads.
The game features in-game mail, a web store, and real-world rewards, which contribute to its overall engagement and monetization.
Chinese companies like Lilith Games invest significant resources and manpower into their games, resulting in high-quality products.
The gameplay is seamless and streamlined, with auto-battle and idle rewards.
The hero collection and equipment system are simplified and easy to manage.
Social features, such as guilds and friend interactions, are well-developed.
The game offers a unique gameplay experience and a wide variety of heroes to collect and upgrade.
The UA strategy for AFK Journey focuses on high-quality creatives that showcase the game's narrative and gameplay, while avoiding fake or cringey ads.
Overall, AFK Journey is a standout game in the RPG genre and has the potential to attract a large player base. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Is TikTok UA for teenagers? Soft launch sonar #4, Importance of Bid Floors, top Creatives in March
This is no BS gaming podcast 2.5 gamers session #103. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/RBoJxFdV5YI Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ Agenda 00:00 The Shift from Placements to Bidding 04:14 The Importance of Bid Floors 06:33 Bid Floors for Banners 07:47 Bid Floors for Interstitials 09:28 Bid Floors for Rewarded Video 13:53 Using Direct Sold Campaigns 14:17 Exploring Alternative Backfill Options 15:43 The Importance of Bid Floors in Ad Monetization 18:00 Is Tiktok For teenagers only? 24:21 top creatives 34:43 Softlaunch sonar 4 --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant https://lancaric.me Felix Braberg Ad monetization consultant https://www.felixbraberg.com Jakub Remiar Game design consultant https://www.linkedin.com/in/jakubremiar --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
Legend of Mushroom's Success: 150+Mil IAP revenue in 4 months? Social features, guilds, UA & Admon
This is no BS gaming podcast 2.5 gamers session #102. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Ken Landen Youtube: https://youtu.be/gVUpvSJtkFw Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda
00:00 Introduction and Welcome
01:10 Legend of Mushroom's Success in South Korea
05:27 Game Design Similarities
08:08 Different Core Gameplay
10:18 Discussion with Ken Landen
13:29 Monetization and Social Features
21:21 Farm and Theft Mechanics
22:49 Social Features and Guild Mechanics
23:18 Timer Helper Mechanic
24:14 Unlocking Auto-Lamping
25:00 Session Links and Lamp Upgrades
26:13 Asynchronous Delta Event in Clan Wars
27:21 Different Types of Events
28:48 Durian Fruit and Cultural References
29:45 Ad Monetization and Urgency to Watch Ads
30:37 Implementing Banner Ads
33:17 Debate on Implementing Banner Ads
36:29 Discussion on QA and UA
37:43 Final Thoughts on Ads and Game Design
39:55 Twitter Ads in the US
42:11 Revenue in Japan and the US
44:01 Advertising Channels
45:33 Creatives and Localization
48:00 Creative Strategy
51:32 Localization in Asia
52:37 Improvements and Rating --------------------------------------- Matej 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 Takeaways
Legend of Mushroom has achieved significant success in South Korea, surpassing expectations and earning high revenue.
The game shares similarities with Legend of Slime in terms of game design and core mechanics, but also introduces some unique features.
Monetization and social features play a crucial role in the success of mobile games, and Legend of Mushroom has both strengths and areas for improvement in these aspects.
The farm and theft mechanics in Legend of Mushroom add an interesting and interactive element to the gameplay experience. Legend of Mushroom has unique social features and guild mechanics that enhance the gameplay experience.
The timer helper mechanic, taken from other games like Forex, allows players to receive assistance from their guild members on various timers.
The game could improve by unlocking the auto-lamping feature earlier in the gameplay progression.
The implementation of banner ads could provide additional ad revenue without significantly impacting IAP revenue. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
4X (R)evolution part2. Last War: The biggest 4X in 2024! Crucial UA integration into core-loop
This is no BS gaming podcast 2.5 gamers session #101. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/rlwg4d2Y3as Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda
01:04 Introducing the Topic: 4X Games
03:06 Last War: Revenue and Downloads
04:12 The Conspiracy Behind First Fun
05:13 The Gameplay Mechanics of Last War
06:02 The Challenging Boss Battles
07:10 The Onboarding Process
08:19 Exploring the 4X Gameplay
09:44 Saving Monica from the Bomb
10:53 The Advanced Gameplay Mechanics
14:26 The Raider and Track Mechanics
18:05 Importance of Onboarding and Gacha Mechanics
20:06 Expanding the Addressable Market
21:05 Incorporating Hypercasual Elements
22:32 Connecting and Integrating Games
23:13 Low Ad Revenue in 4X Games
24:13 Building a Community
25:12 Why Last War is More Successful than Top Heroes
26:08 Factors Contributing to Last War's Success
27:38 Expertise in the 4X Genre
28:00 Connections Between Chinese Companies
28:56 The Dominance of Asian Companies in the 4X Genre
29:54 Scaling and Revenue Comparison
30:18 Improved Onboarding and Gameplay in Last War
32:08 Success of Last War's Marketing Campaign
33:37 TV Commercial and Offline Branding
37:06 Creative Marketing Strategies
39:27 Different Visual Styles and Gameplay
40:07 Creative Trends and Hooks
41:07 Heavy Iteration in Creative World
42:12 Different Versions and Upgrades
43:09 Making Fun of Yourself in Creatives
44:08 Hyper-Casual Concepts from Different Angles
45:33 Ball of Zombies and Epic Battles
46:19 Similarities with Age of Origins
47:38 Similar Creatives from Different Companies
48:42 Integration of Onboarding Game into Main Game
50:15 Hidden Portfolios and Future Trends
53:36 Introduction of a New Game
56:50 Proliferation of Onboarding Game Trend
59:06 Integration of Onboarding Game in Top Heroes Category
59:44 Game from China with Onboarding Mechanics
01:00:12 Teaser for Next Week's Game --------------------------------------- Matej 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 --------------------------------------- TakeawaysThe 4X genre in mobile gaming utilizes similar creative trends and gameplay mechanics across different companies.
The integration of onboarding games into the main game is becoming a popular trend in the mobile gaming industry.
Creatives in the mobile gaming industry heavily iterate on successful concepts and mechanics. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
UA trends, TikTok, building communities for power users: Doubl3Tap x 2.5gamers crossover
Another crossover episode is here! Talking UA with Doubl3Tap gaming: Matej is a UA consultant & co-host of the Two and a Half Gamers podcast. In this episode, we chatted about UA trends, TikTok, and building communities for power users. Matej also shared his thoughts on how blockchain games have great retention (so does a typical 9 to 5), his favorite UA hacks, and the importance of leaving some budget for experiments.Stay up to date & pre-register for some exclusive content on https://www.doubletap.games/You can also find us on:Spotify - https://open.spotify.com/show/6Z1Gt4g... Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant https://lancaric.me Felix Braberg Ad monetization consultant https://www.felixbraberg.com Jakub Remiar Game design consultant https://www.linkedin.com/in/jakubremiar --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
Hybrid casual Twisted Tangle: 85% purchase revenue driven by iOS growth? Everything is possible!
This is no BS gaming podcast 2.5 gamers session #100. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/a7rEif7GXA0 Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ Agenda 00:00 Introduction and Celebration 03:43 Twisted Tangle: A Unique Puzzle Game 07:31 The Success of Twisted Tangle 09:20 Gameplay and Mechanics 15:46 Changes in the Game 21:09 Monetization and Level Curve 22:07 Changes in Winning Rewards 23:07 Currency and Soft Currency Sink 24:07 Ad Placements 25:11 Ad Revenue Analysis 26:11 Revenue Estimates 27:05 Downloads and Revenue by Country 28:10 Hybrid Casual Games 29:02 Mobile Gaming Industry 30:14 iOS vs Android 30:54 Retention Rates 33:06 User Acquisition Channels 34:33 Target Audience 36:00 Creative Concepts 38:06 Creative Analysis 41:45 UA Campaigns 43:02 Rating and Conclusion --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant https://lancaric.me Felix Braberg Ad monetization consultant https://www.felixbraberg.com Jakub Remiar Game design consultant https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways The game has different difficulty levels, with hard levels requiring more lives and very hard levels being even more challenging. The game's monetization strategy focuses on blockers and soft currency sinks, such as boosters and cosmetics. The game's revenue is primarily driven by in-app purchases (IAPs), with ad revenue playing a smaller role. The game's target audience is primarily older females, with the majority of downloads and revenue coming from the United States. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
4X (R)evolution part1. Top Heroes: Idle RPG or 4X strategy game? (#99)
This is no BS gaming podcast 2.5 gamers session #99. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/9e0blIi1r08 Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ Agenda
00:00 Epic intro
04:45 Introduction to Top Heroes
05:10 The Unique Gameplay of Top Heroes
06:11 Transition to the World Map
08:06 Exploring the Town and Building Mechanics
09:08 Introduction to World Quests
10:07 Gameplay Mechanics and Objectives
12:40 Introduction to Hospital and Soldier Mechanics
20:02 Introduction to the Game and Revenue Analysis
21:05 Base Building Mechanics and Gameplay
22:23 Guilds and Social Mechanics
27:08 Grinding Bosses and Gear Upgrades
30:12 Engagement with Guilds and Events
34:22 Monetization and White Whales
36:24 Integration of AFK Arena and Rise of Kingdoms Mechanics
41:35 Poor Retention and Onboarding Experience
42:15 Initial Impressions of the Game
43:22 Smooth Onboarding and Gameplay
44:15 Teaser for the Next Episode
45:00 Discussion on the Importance of Ads
45:40 Upcoming Episode and Clues
46:26 Analysis of Ad Channels
48:26 Review of Creatives
53:33 Playable Ad and Revenue Growth
57:31 Experimenting with New Creatives
58:35 Revenue and Country Breakdown --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant https://lancaric.me Felix Braberg Ad monetization consultant https://www.felixbraberg.com Jakub Remiar Game design consultant https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Top Heroes is a game with unique gameplay mechanics, including a transition from an action RPG to a world map.
The game features building mechanics, world quests, and hospital and soldier mechanics.
The conversation also touches on the topic of ad revenue and channel growth.
Rewarded ads are implemented in the game to provide players with additional resources and speed up gameplay. 4X games combine elements of AFK Arena and Rise of Kingdoms to create a unique gameplay experience.
Guilds and social mechanics play a crucial role in the game, with strong social engagement driving the guild's progress.
The connection between heroes and Forex gameplay is a key aspect, with heroes carrying soldiers and their level determining their strength on the 4X map.
Grinding bosses and upgrading gear are important activities in the game, providing resources and bonuses.
Monetization in 4X games primarily comes from the 4X mechanics, with players investing in upgrading resources, soldiers, and peace shields.
The game targets a niche audience, and the total addressable market for 4X games may not be as large as other genres. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/creative-framework-how-to-win-in?r=7qqaf&utm_campaign=post&utm_medium=web
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Mobile Gaming OG Eric Futoran: (Scopely) War stories, Algorithm Manipulation, Growth strategies, ANR
This is no BS gaming podcast 2.5 gamers special OG session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Eric Futoran from https://embrace.io/ Youtube: https://youtu.be/nWdvjIP6D2s Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda
00:00 Epic Introduction and Special Guest
03:22 Starting with Max and Scopely
08:26 Scopely's Breakout Success
14:27 Scopely's Winning Formulas
20:37 Launching a Game at Scale
24:04 Different Types of Traffic for Game Launch
28:37 The Importance of Featuring and Channels for Launch
30:32 Strategies for Growth and Algorithm Manipulation
31:30 The Importance of Starting Strong
33:40 Timing and Seasonality in App Launches
34:14 The Impact of Changing App Icons
36:14 Success Stories of Simple App Ideas
37:08 Negotiating IP Deals
38:24 The Process of Signing IP and Deal Structures
40:49 The Challenges of IP Approvals
42:55 Calculating Fees and Revenue Sharing in IP Deals
45:52 The Limitations of Predictive LTV in Soft Launch
49:20 Analyzing ANR Issues and Ad Networks
55:47 The Importance of Collecting Data for Troubleshooting
59:34 Balancing User Experience and Revenue Generation --------------------------------------- Matej 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 Starting strong in app rankings is crucial for long-term success.
Changing app icons can help reactivate dormant users and trigger increased engagement.
IP deals require careful negotiation and consideration of upfront fees, revenue sharing, and content approvals.
Predictive LTV is challenging to calculate accurately in soft launch.
Collecting data and using analytics tools can help identify and troubleshoot ANR issues and ad network problems.
Balancing user experience and revenue generation is a constant challenge in the gaming industry. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://lancaric.substack.com/p/creative-framework-how-to-win-in?r=7qqaf&utm_campaign=pod&utm_medium=web&triedRedirect=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
Voodoo super growth w/ Alvaro Duarte: How to 10x IAP revenue in 2 years? Margin!
This is no BS gaming podcast 2.5 gamers session #98. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Alvaro Duarte
Youtube: https://youtu.be/pKMOGndZ8Eo
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda
00:00 Epic Introduction and Setting of the Tone
01:08 Introducing Alvaro and Voodoo Gaming Portfolio
04:04 Hypercasual Games: Dead or Alive?
05:02 Opportunities for Small Gaming Companies
06:14 The Success of Mob Control and Block Jam 3D
07:06 The Evolution of Mob Control
08:12 The Impact of Gacha Mechanics in Mob Control
09:04 The Vision and Long-Term Strategy of Mob Control
11:32 Teasers for Future Updates in Mob Control
15:04 The Positive Impact of Mob Control on Block Jam 3D
22:00 The Role of Ads and In-App Purchases in Voodoo Games
26:30 The Internalization of Gaming Teams at Voodoo
28:00 The Unique Features and Potential of Blockjam
29:08 Voodoo's Ambitions in the Casual Gaming Market
30:38 The Rise of Small Teams in Voodoo
31:19 The Mandatory Shift to CPI-Focused Strategies
32:14 The Success of Paper.io
33:01 The Metagame Features of Paper.io
34:28 The Evolution of Paper.io's Gameplay
36:16 The Monetization Elements in Paper.io
37:07 The Thinking Behind Repurposing Games
38:11 The Journey of Transforming Games
39:16 The Importance of CPI Proficiency
40:02 The Potential of Replicating Success in Other Games
40:40 The Future of Voodoo's Key Titles
41:54 The Skill Set Needed for IAP-Based Games
43:47 The Importance of Prototyping and Volume of Prototypes
45:31 The Challenges and Misconceptions of Hypercasual Games
47:05 The Transition from Hypercasual to Hybrid Casual
48:05 The Shift in UA Strategies for Hybrid Casual Games
49:53 The Transition to In-App Driven Revenue
54:09 The Impact of IAP on UA Strategies
57:49 The Head Count at Voodoo --------------------------------------- Matej 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 rise of small teams in Voodoo is leading to the creation of numerous prototypes and innovative game concepts.
CPI-focused strategies are becoming mandatory for game developers due to the challenges of breaching the CPI wall.
Core games are being positioned as hypercasuals, with a focus on creative and onboarding elements
The success of Paper.io demonstrates the potential for growth and revenue increase through metagame features and visual progression.
The transition from hypercasual to hybrid casual requires a different skill set and a focus on live ops and player retention. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Hybrid casual playbook - https://open.substack.com/pub/lancaric/p/hybrid-casual-ua-playbook-real-data?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
Stash Special: loyalty programs, well-made web shops, frictionless user experience
This is no BS gaming podcast 2.5 gamers session #. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial guests: Justin Kan, Archie Stonehill Youtube: https://youtu.be/pORGGWDAyUM Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ Stash blog post: https://dev.stash.gg/blog/mythbusting-app-stores-30-percent-or-more Agenda 00:00 Epic intro
03:02 Introduction of Guests
06:01 Pivot from Fractal to Stash
09:09 Apple's New Payment Guidelines
19:36 Apple's Fee Structure
25:09 Impact on Different Game Genres
27:06 Alternative Payment Processors
29:02 Cost of External Partners
31:24 Direct-to-Consumer Strategies
31:50 Introduction to No Bullshit Gaming Podcast
32:06 Implementing Incentives for Direct Consumer Channels
33:08 Designing Loyalty Programs
35:50 Driving Traffic to Web Shops
38:08 Creating Well-Made Web Shops
42:24 The Role of Stash in the Gaming Ecosystem
43:30 The Future of Stash and Game Developers --------------------------------------- Matej 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 Implementing incentives for direct consumer channels can drive engagement, reward loyalty, and increase retention.Designing loyalty programs that offer a variety of discounts, time-based offers, loyalty tiers, and exclusive content can enhance the overall user experience.Driving traffic to web shops can be achieved through effective search engine optimization, on-page SEO, and conversion optimization.Creating well-made web shops involves providing a frictionless user experience, seamless account linking, and a focus on enhancing the game experience.Stash aims to be a white label experience that helps game developers own the customer relationship and avoid platform intermediation.The future of Stash lies in providing excellent experiences and giving game developers the freedom to switch platforms if desired. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://lancaric.me/11-mobile-user-acquisition-tips-q1-version-24 Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
We are Warriors live Review: Ad juggernaut, creative depth, balancing difficulty & progression, UA
This is no BS gaming podcast 2.5 gamers session #. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial Guest: Samer Al Dafai Youtube: https://youtu.be/B5J3V_F5-HA Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda 00:00 Epic Introduction and Special Guest
04:14 The Idea Behind We Are Warriors
06:07 Game Design and Progression
18:08 Ad Monetization Strategy
21:32 Retention and Revenue
23:44 Ad Placements and Strategy
29:25 Game development and learning
30:13 Estimations and revenue breakdown
33:39 Impact of IAPs on ad revenue
34:44 Scaling and revenue comparison
36:23 User acquisition and session counts
38:08 Downloads and revenue distribution
39:32 Ad networks and mediation
42:06 Payback period and UA predictions
44:33 TikTok Creative Challenge
50:07 Creative team and external partners
55:22 Creative philosophy and consultants
57:26 Organic Downloads and Growth
59:06 Difficulty and User Feedback
01:00:14 Creatives and Art Style
01:01:21 User Ratings and Reviews
01:02:01 Progression and Economy
01:04:08 User Segmentation and Ad Placements
01:06:09 Segmentation and Ad Load
01:08:26 UA Strategy and Creatives --------------------------------------- Matej 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 Organic downloads can lead to significant growth, especially when leveraging platforms like TikTok.
User feedback on difficulty should be considered and A/B tests can help optimize the game's difficulty.
Creatives and art style play a crucial role in attracting and engaging users.
User ratings and reviews provide valuable insights and should be monitored and addressed.
Segmentation of users based on their progression and behavior can help optimize ad placements and ad load.
User segmentation can also be used to tailor the game experience and economy.
Regular iteration and updates are important for maintaining user engagement and monetization.
User acquisition strategies should focus on creating new playables and experimenting with different angles.
The overall rating for the game is positive, with praise for the team's performance and revenue generation. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Xsolla special: Apple's updated EU payments, DMA regime, new fees & requirements, web shops
This is no BS gaming podcast 2.5 gamers special DMA session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Felix Braberg, Matej Lancaric Special Guest: Sam Gagliani Youtube: https://youtu.be/rqw1nsadqGA Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ MORE FREEDOM FOR THE MOBILE GAMING MARKET: DMA AND BEYOND: http://xsolla.pro/DMA Agenda 00:00 Introduction
02:06 Apple's new payment rules
03:21 Apple's fees and requirements
05:21 Challenges for developers
07:57 Strategies for shifting users to web stores
12:46 Apple's resistance and future predictions
16:32 EU's perspective and potential pushback
18:16 Success metrics and risk tolerance
20:31 Redirecting users to web stores
22:20 Gray zone tactics and education
24:04 Shift in spending habits
27:31 Merchant of record and additional services
33:33 Summary and TLDR
35:24 Incentivizing Users to Visit Retail Stores
36:22 Adopting a Retail Mindset
37:47 The Potential Issues with Side Loading
38:14 Apple and Google as Expensive Payment Processors
38:43 Creating a Store and Keeping Users Engaged
39:30 Supporting Mid-Tier Businesses --------------------------------------- Matej 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 Apple's updated EU payments DMA regime imposes new fees and requirements on developers, including reduced commission and payment processing fees.Developers face challenges in navigating these new rules and must find strategies to shift users to web stores.Apple is resistant to change and is likely to continue imposing fees and restrictions on third-party payment transactions.The EU may push back against Apple's rules, as they may be seen as anti-competitive.Developers should consider building web stores and treating them as retail stores, with a focus on education, communication, and providing value to users. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
Gamesforum Live Special w/ Adam & Gus: Rewarded play, AI in game development. Are UA managers lazy?
This is no BS gaming podcast 2.5 gamers session #. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial Guests: Adam Jaffe, Gus Viegas Youtube: https://youtu.be/Jr2HLMZXjnw Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant https://lancaric.me Felix Braberg Ad monetization consultant https://www.felixbraberg.com Jakub Remiar Game design consultant https://www.linkedin.com/in/jakubremiar --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
Brawl Stars to the Moon? A monetization deepdive! GameMakers x 2.5 gamers crossover
This is no BS gaming podcast 2.5 gamers x Gamemakers crossover session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lancaric, Joseph Kim, Ken Landen
Youtube: https://youtu.be/NIPb2gKeFiw
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Agenda
00:00 Epic intro
03:00 Performance of Brawl Stars
06:00 Product Overview and Gameplay
12:00 Monetization and Economy Management
19:00 Brawl Pass and Revenue Verticals
25:00 Hypercharges and Progression
31:53 Monetization and Economy
37:11 Social Features and Game Modes
41:26 Ad Tech and Rewarded Videos
45:17 Optimizing Offers and Personalization
50:09 Event Structure and Season Quest Cadence
52:32 Additional Power Layers and Hypercharges
55:30 User Acquisition and Marketing Channels
01:03:25 Recent Spike and Structural Changes
01:05:04 Live Ops Changes and Team Expansion
01:06:40 Long-Term Outlook and Baseline Expectations
---------------------------------------
Matej 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
Some games on the radar are experiencing steady growth and stable revenue, while others are declining or struggling to gain traction.
The success of a game often depends on factors such as gameplay mechanics, updates, and the target audience.
Developers should consider diversifying their portfolio and exploring new genres to avoid cannibalizing their own games.
The performance of games can vary greatly, even within the same company or genre. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/ai-winning-creatives-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
PGC Live Special w/ John Wright: Hybrid casual is a stepping stone! Quality over quantity
This is no BS gaming podcast 2.5 gamers live session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial guest: John Wright Youtube: https://youtu.be/mBXiCxNyNX8 Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ Agenda:
00:00 Epic intro
02:00 Mr. Vice President
13:00 Pre-bid & post-bid
15:01 Pay your bills with retention
15:15 Hybrid-casual games
21:25 Milestones & KPIs
26:43 The shape of the curve
31:20 costs
37:10 Nobody cares about D1 anymore
39:52 You spend money and you learn
43:20 3 tips on how to find Jesus --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant https://lancaric.me Felix Braberg Ad monetization consultant https://www.felixbraberg.com Jakub Remiar Game design consultant https://www.linkedin.com/in/jakubremiar --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
3 life changing UA tips from 2023, how to revert ad apocalypse? Review Radar vol 3 (#95)
This is no BS gaming podcast 2.5 gamers session #95. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/PQKNCqm9Vdk Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ Agenda 00:00 Epic intro
02:35 Finding Creative Inspiration
12:02 Incorporating Mini Games in Ads
13:59 Iterating on Creative Winners
19:34 Challenges in Ad Monetization
25:21 Optimizing Ad Revenue
30:33 Event-Driven Ad Placements
33:23 Review Radar
34:17 Introduction and Background
35:10 Reviewing Games on the Radar
01:05:04 Announcement of After Party
01:06:09 Meetup at PGC in London
--------------------------------------- Matej 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 Some games on the radar are experiencing steady growth and stable revenue, while others are declining or struggling to gain traction.
The success of a game often depends on factors such as gameplay mechanics, updates, and the target audience.
Developers should consider diversifying their portfolio and exploring new genres to avoid cannibalizing their own games.
The performance of games can vary greatly, even within the same company or genre. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/ai-winning-creatives-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
Special: Investing in Mobile Games w/ Ignacio Monereo. When to approach VC?
This is no BS gaming podcast 2.5 gamers special session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Ignacio Monereo, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/ZdPgvU0v_Sk Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ --------------------------------------- Summary In this conversation, Nacho Monereo, a partner at Boost Capital, shares his career journey from working at Google and Facebook to becoming a venture capitalist. He discusses the requirements and skills needed for a VC role, including the importance of relationships and sales skills. Nacho also explains the due diligence process and how to filter and analyze pitch decks. Additionally, Nacho discusses deal flow strategies and the challenges of closing deals and deploying capital. He also shares his preference for investing in mobile games and explains how gaming principles can be applied to other industries. The conversation then delves into the process of pitching a game to a VC, considering bootstrapping as an alternative, and the factors VCs consider when funding a game or company. Nacho provides advice on when to approach VCs, the importance of diligence on VCs, and the benefits of executing quickly and diversifying funding. --------------------------------------- Agenda 00:00 Introduction and Background 01:05 Career Journey 03:26 Transition to Venture Capital 05:49 Challenges at Google Play 12:55 Due Diligence Process 17:33 Filtering and Analyzing Pitch Decks 20:06 Ideal Time to Reach Out to VCs 23:23 Ticket Sizes and Pro Rata 38:18 Closing Deals and Deployment 39:28 Preference in Gaming and Investments 39:55 The Difficulty of Free-to-Play Mobile Games 41:27 Investing in Mobile Games 42:25 Applying Gaming Principles to Other Industries 43:39 Pitching a Game to a VC 44:42 Considering Bootstrapping 45:41 Factors to Consider in VC Funding 47:00 Building a Successful Game or Company 49:21 When to Approach VCs 52:07 Executing Quickly and Diversifying Funding --------------------------------------- Takeaways Building relationships and having strong sales skills are crucial for a venture capitalist. The due diligence process involves analyzing the team, product, market, and round details. The team's experience, vision, and ability to work well together are key factors in investment decisions. Deal flow can be generated through networking, referrals, and proactive outreach. Closing deals requires careful consideration of legal clauses and other provisions. Investment preferences can vary, but a focus on mobile gaming and other emerging trends is common. The mobile gaming market is highly competitive, but there are still opportunities for success and exits. Investors in the gaming industry prefer mobile games due to their familiarity and comfort in making investment decisions. Gaming principles, such as user acquisition, engagement, retention, and monetization, can be applied to other industries like FinTech, HealthTech, EdTech, and PropTech. When pitching a game to a VC, it is important to have a clear vision, a strong team, and a focus on building a successful game or company. Consider bootstrapping and validating your game concept before seeking VC funding. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me
Apple vs Epic Special: 27% fee, new guidelines & creative solutions with workarounds
This is no BS gaming podcast 2.5 gamers special session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/w_BnrBMFSOQ Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Check: https://mobilegamer.biz/apple-moves-to-quash-us-web-shop-uprising-with-scare-screens-and-a-27-cut-of-all-iaps/ --------------------------------------- Summary In this emergency episode, Matej, Felix, and Jakub discuss the recent Apple versus Epic legal battle and the implications for app developers. They explore Apple's new guidelines allowing in-app purchases to include links to external websites but with a 27% commission fee. The hosts delve into the challenges and potential workarounds for developers, including the scare screen and user experience issues. They also discuss the impact of the DMA regulation and the possibility of alternative app stores. The episode concludes with a call for creativity and innovative solutions in navigating Apple's policies. --------------------------------------- Agenda 00:00Introduction and Background
00:38Apple's New Guidelines
02:31The Twist: 27% Commission
03:14Exploring Different Perspectives
05:11The Impact of the DMA Regulation
06:10Creative Solutions and Workarounds
07:21The Scare Screen and User Experience
08:26Additional Requirements and Challenges
09:36The Potential for Discounts and Savings
10:47The Financial Motivation for Apple
12:58The App Store's Revenue Impact
16:18The Future of App Store Policies
18:51Final Thoughts and Call for Creativity --------------------------------------- Matej 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 Apple's new guidelines allow in-app purchases to include links to external websites, but with a 27% commission fee.
Developers are exploring creative solutions and workarounds to minimize the impact of the commission fee.
The scare screen and user experience issues pose challenges for developers in implementing external links.
The future of app store policies remains uncertain, with the potential for alternative app stores and regulatory changes. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Pocket Champs live review: Exceptional growth, Clever game design, Ads playbook w/Arthur Michel (94)
This is no BS gaming podcast 2.5 gamers session #94. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric, Arthur Michel Youtube: https://youtu.be/4yhTGKmL3Ds Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ
Madbox is recruiting in Live Games, New Games, Data and Automation: madbox.io/jobs Agenda 00:00 Epic Intro
02:04 Discovery and Initial Impressions of Pocket Champs
04:09 Game Design and Core Gameplay Mechanics
09:52 Progression Systems and Collection Building
16:47 Matchmaking and Player Experience
23:49 Evolution of the Game and Key Features
28:20 Improvements and Challenges in Progression Systems
32:52 Interstitial Ads and Ad Monetization
33:52 Rewarded Placements and Clever Design Features
35:20 No Banner Ads and Focus on In-App Purchases
37:25 Controlling Interstitial Ad Frequency and Bid Floors
39:19 Estimated Ad Revenue and ECPMs
40:57 Experimenting with Interstitial Ads
47:05 Indirect Integration of Ad-Related Missions
49:03 Positive Feedback on Creatives and Innovations
50:28 Gates Creatives and Unique Icons
53:28 Exploring Deeper Progression System
56:06 Ad Networks and Spend Estimates
57:41 Long-Term Retention and Future Plans
01:02:59 Overall Assessment and Room for Improvement
01:06:51 Game Production Philosophy and Purposeful Feature Integration
01:07:27 Finding Features that Enhance Player Experience
01:08:14 Passion and Creativity in Game Design --------------------------------------- Matej 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 Pocket Champs features strategic decision-making in gear selection and offers a balance between player input and automated gameplay.
The game's progression systems, such as the trophy road and events, provide short and midterm objectives for players.
Matchmaking in Pocket Champs is challenging due to the low skill involvement, but efforts are made to create a meaningful player experience.
The game's monetization strategies, including offers and battle passes, are designed to provide value and maintain a robust economy.
Continuous iteration and risk-taking are essential for game updates to keep the player base engaged and the game fun for the long term. Game development teams should have ownership and control over their games.
When adding new features, it is crucial to consider their purpose and how they connect with the existing game.
Finding features that make sense and enhance the player experience requires time, iteration, and creative work.
Passion is essential in game design and development. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Is Monopoly GO profitable? GameMakers x 2.5 gamers crossover
In this podcast episode, Joseph Kim, Matej Lancaric, and Summer Liu discuss the profitability of the game Monopoly Go. They explore the controversy surrounding the game and the lack of a widely accepted definition of profitability in the industry. The conversation covers data analysis, marketing strategies, and the use of different creatives.
The hosts also discuss the importance of understanding CPIs and the impact of scaling up advertising spend. The conversation delves into the topic of profitability in the mobile games business, exploring the nuances and challenges of defining and achieving profitability.
Discussing the importance of maintaining scale and KPIs in order to sustain profitability. The conversation also highlights the differences between operational profitability and UA modeled payback profitability.
Additionally, they touch on the LTV curves and payback periods in different game genres. The conversation concludes with a discussion on the profitability of Monopoly Go and the need for a clear definition of profitability.
Takeaways
The games industry lacks a widely accepted definition of profitability, leading to confusion and conflation of different issues.
Monopoly Go has achieved significant success, with high revenue and a large number of downloads.
The game utilizes various marketing strategies, including video and playable ads, to attract and engage players.
Understanding CPIs and the impact of scaling up advertising spend is crucial for evaluating the profitability of a game.
Maintaining scale and KPIs is crucial for sustaining profitability in the mobile games business.
Profitability in the mobile games industry can be defined differently, including operational profitability and UA modeled payback profitability.
LTV curves and payback periods vary across different game genres and can impact profitability.
There are nuances and tricks in-game profitability, including accounting practices and adjusting costs.
Agenda
00:00 Introduction and Background03:00 Defining Profitability in the Games Industry09:00 Data Analysis and Revenue23:00 Marketing Analysis32:00 Creative Strategies and CPIs43:04 Maintaining Scale and KPIs44:03 Defining Profitability in the Mobile Games Business45:57 Operational Profitability vs. UA Modeled Payback Profitability49:46 LTV Curves and Payback Periods53:56 Nuances and Tricks in Game Profitability59:46 Is Monopoly Go Profitable?
Hybrid casual Tower War: The evolution of core gameplay, growth & creatives, admon excellense (#93)
This is no BS gaming podcast 2.5 gamers session #93. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/Gn49tbtPvYU Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
PGC Party signup - https://www.eventbrite.com/e/pgc-london-after-party-kwalee-x-bambassadors-x-two-a-half-gamers-tickets-788126897767?aff=oddtdtcreator
Agenda
00:00 Epic intro
01:25 Introduction and Game Overview
04:02 Tower War's Rapid Growth
05:29 Similarities with Other Games in the Genre
14:56 The Evolution of Tower War's Core Gameplay
19:48 Monetization and Hidden Features
25:13 Improvements and Missed Opportunities
26:51 Interstitial Ads and Gameplay
32:13 Different Approaches to Ad Placements
35:20 Ad Revenue Breakdown
38:31 Overall Evaluation and Rating
42:45 Creatives
46:13 Experimentation with Visual Styles
50:38 PvP and Hyper-Casual Headlines
53:48 Confusing Creatives and Inconsistent Visuals
54:24 Evolution of Games and Revenue
55:07 Game Revenue and Downloads
56:02 Top Games and Revenue
58:20 User Acquisition Channels
59:50 Advertising Spend on Facebook
01:01:25 UA Summary and Recommendations
01:02:45 Game Design and Progression
01:03:29 Retention and Long-Term Potential
--------------------------------------- Matej 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
- Saygames has seen significant revenue growth, with the top month reaching over $5 million in IAP revenue.
- My Perfect Hotel and Tower of War are the top games in terms of revenue and downloads.
- User acquisition is primarily driven by Applovin, Google, and Facebook, with Mintegral and TikTok also playing a role.
- Advertising spend on Facebook is relatively low in the US, indicating a focus on the EU markets.
- The game's core gameplay and progression mechanics are strong, but there is room for improvement in adding more mechanics and progression layers.
- Retention rates are relatively good, with around 40% on day one and 3% on day 60/90.
--------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me
--------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
The Hunt for hybrid casual, Captain Hook of Creatives, Google Apocalypse (#92)
This is no BS gaming podcast 2.5 gamers session #92. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/wgTV8NEkyrQ Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda
00:00 Epic Intro and Subscriber Growth
03:44 Technical shenanigans
04:36 The Hunt for Hybrid Casual Games
13:20 Tower defense game from SayGames
19:02 The Google Ad Monetization Revolution
28:15 Announcement of Captain Hook Awards
30:40 Review of Monopoly Go Creative
31:28 Review of Hero Wars Creative
35:16 Review of Age of Apes Creative
36:30 Good hook can dramatically decrease your CPIs
37:18 My Perfect Hotel No wifi hook
38:29 Review of Candy Crush Creative
39:59 Review of Kingdom Guard Creative
42:32 Review of Whiteout Survival Creative
48:12 Discussion of the Best Hooks
50:51 Discussion of Weird and Sexist Creatives
52:58 PGC London Talks
53:15 PGC Takeover and Party
53:42 Partnership with Games Forum
54:00 New Year Greetings --------------------------------------- Matej 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
We have experienced significant growth in their subscriber base.
The hunt for hybrid casual games is a major trend in the industry, with companies like Habby, Voodoo, and Crazy Labs leading the way.
Google's recent changes in ad monetization have had a significant impact on publishers, particularly the end of a popular ad monetization hack.
The revenue profiles of different game studios vary, with some experiencing growth and others facing challenges. Hooks play a crucial role in driving user acquisition and can significantly reduce CPIs.
The best hooks are those that are unique, attention-grabbing, and seamlessly connected to the gameplay.
Creatives that use real-life footage or well-known celebrities can be highly effective in capturing users' attention.
Weird and sexist creatives should be avoided as they can negatively impact the brand image and user perception.
Matej will be speaking at PGC London and invite listeners to attend their talks.
There will be a party organized by 2.5gamers during PGC London.
The podcast has partnered with Games Forum and will have a live session at the conference.
We wish you a happy New Year.
--------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me
--------------------------------------- If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes
Unfolding Doodle Magic Wizard vs Slime: CPIs, missed admon opportunities, systems & vectors (#91)
This is no BS gaming podcast 2.5 gamers session #91. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric Youtube: https://youtu.be/koEhSqvLUwI Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda
00:00 Epic intro
02:52 Why are we talking about this game?
04:28 Doodle Magic: Wizard vs Slime game design review
17:15 Random dice vs Rush Royale
18:42 Ad monetisation review
26:40 Game numbers and geo split
31:20 Network analysis
32:34 PGC london Tiktok Strategies for launches!
35:05 Creative showcase
42:20 Elon Musk from Wish
--------------------------------------- Matej 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/hybrid-casual-ua-playbook-real-data?r=7qqaf&utm_campaign=post&utm_medium=web Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Supercell's Clash Mini Softlaunch: Game design, UA & Creative review (#90)
This is no BS gaming podcast 2.5 gamers session #90. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: Jakub Remiar, Matej Lancaric Youtube: https://youtu.be/MRywNsY7GeE Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
04:23 Auto chess history lesson
08:27 Different podcast - no mice-nuts here
11:23 UA review & data
15:07 Retention numbers
20:38 Call Matej if you need UA
31:23 Game design review
40:04 Class system
45:12 Gachapooooools
--------------------------------------- Matej 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/hybrid-casual-ua-playbook-real-data?r=7qqaf&utm_campaign=post&utm_medium=web Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Voodoo Block Jam 3D Hybrid casual story: Is Voodoo a Rising Phoenix? (#89)
Zenless Zone Zero: First look! Everything we know from Closed Beta (#88)
This is no BS gaming podcast 2.5 gamers session #88. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/dDDAM-32hmQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
02:14 HoYoverse info
09:25 ZZZ intro
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Matej Lancaric
User Acquisition & Creatives consultant
Felix Braberg
Ad monetization consultant
Jakub Remiar
Game design consultant
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Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/hybrid-casual-ua-playbook-real-data?r=7qqaf&utm_campaign=post&utm_medium=web
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Creative trends Q3, Merge mansion Japan, Admon tips, Habby: Souls review (#87)
This is no BS gaming podcast 2.5 gamers session #86. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/qRYLXJydCkc
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
03:30 Merge Mansion Japan
10:30 Creative Trends Q3
28:10 Ad monetisation tips
38:14 Admon Secret tip
39:27 Habby Souls
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Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://lancaric.me/11-tips-for-killer-user-acquisition-ops-q4
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
From Hypercasual to Hybridcasual - The Estoty Portfolio story (#86)
This is no BS gaming podcast 2.5 gamers session #86. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/i4ZPwMKiQ-Y
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
01:56 South Korea & G-star chit-chat
04:37 Estoty intro
06:05 No systems & vectors
08:30 2.5 Detectives
09:11 Join our Slack channel
10:22 My Little Universe
15:10 Squad Alpha
22:40 Fish Idle vs. Alien invasion CPI discussion
23:29 Estoty portfolio
32:47 Softlaunch strategy
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Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://lancaric.me/11-tips-for-killer-user-acquisition-ops-q4
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
5 tips for killer UA, Soft launch Sonar vol3, Black Friday secret admon tips (#85)
This is no BS gaming podcast 2.5 gamers session #85. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/lrllOFo3dLg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
01:00 HIT conference chit-chat
03:04 real agenda
04:20 Black Friday Admon absolute tip
13:00 5 UA killer tips
20:22 Go-to websites for memes
22:21 Leo from Wish
26:20 Localize or Pedro Pascal?
33:50 Super effective creative research
34:10 Look at Nexters, and you are good?
35:29 Soft launch sonar volume 3
37:54 Very lazy start of Softlaunch sonar
47:42 A new generation of mobile games
57:08 Best as last! ZZZ from Hoyoverse
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Latest article - https://lancaric.me/11-tips-for-killer-user-acquisition-ops-q4/
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Creative brief example:
Quick brief idea - STRATEGY DECISION:
The champion is the main character on each side's team. Since we have to make a strategic decision, this will be the main topic of this creative. We have to decide - going back and attacking from defense? Or jump with our champion on an enemy field with a heroic win (or lose)
Scenario:
We are zoomed in on our champion.
The camera zooms out so we see the whole map
The scene goes dark, only our hero is visible.
The headline will show up as “CRUCIAL STRATEGIC DECISION”
Option 1: Attack from defense
Option 2: Attack with all power
We click on Option 2
We see gameplay and our hero jumps on the enemy's field and dies after a battle :(
The screen goes dark again with the headline “WRONG X”
Endscreen with the headline: “Can you do better?” Button: Try no/End screen if win “The best defense is a good offense” Button: Play now/
Progression concepts:
Quick brief idea Day 1 vs. Day 30
This creative is showing progress in a game.
The screen is divided into 2 parts.
On the left side, we see literally first-day gameplay:
heroes & troops are on a basic level
there is a headline DAY 1 in a creative
On the right side is exactly the opposite with the headline DAY 30
There is so much more to try!
Warcraft Rumble: Deep dive into game's complexity, spend depth, systems, vectors, UA & creatives (#84)
This is no BS gaming podcast 2.5 gamers session #84. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/FoDkTMmxsJ4
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda
00:00 Epic intro
04:00 Warcraft Rumble intro
09:49 no UA push?
10:45 Clash royale
15:00 Leaders / Hero characters
17:08 Is this a mass-market mobile game?
23:23 You can make very bad decisions early on
23:22 No more Charmander, Bulbasaur or Pikachu
25:27 The GRID
32:38 Super customization of heroes & Troops
34:49 Custom army slots?
36:25 PvE COOP for old people
39:46 The Guild system
46:10 Spend depth
49:22 Technical issues
50:45 Playing on the emulator is illegal
56:00 High standards for rating
57:22 Soft launch of Warcraft Rumble
59:10 Social media
59:55 CPIs for Warcrafr Rumble
1:02:20 Are they spending at least something?
1:04:42 Are they running for a captain hook of the year?
1:08:24 Sell the minis!
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Please share feedback and comments - matej@lancaric.me
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Latest article - https://lancaric.me/top-troops-global-launch-ua-case-study
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Also, check out Blizzard’s soft launch playbook for Warcraft Rumble here!
Supercell's Mo.co: First look! New game in closed beta - not even in soft launch yet
This is no BS gaming podcast 2.5 gamers special session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Youtube: https://youtu.be/HcSW1DLnjZs
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda
00:00 Epic intro
05:27 Backyard monsters again
07:25 Path of Exile comparison & Raid discussion
08:00 Techno Glows FTW
14:05 Victory screen
16:38 Get a ride!
16:50 Mo.co Subscription
17:44 Killing & Softlaunching by Supercell
19:59 What is Supercell after in the closed Beta?
21:15 Diamond fanatics cohort
23:30 Friends (creators) with Benefits
24:11 What does it mean to subscribe?
36:36 Artwork is just stunning
38:03 Mo.co battlefield remains readable
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Latest article - https://lancaric.me/top-troops-global-launch-ua-case-study
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Top Troops Global launch case study: Game design, Ad monetisation & UA review (#82)
This is no BS gaming podcast 2.5 gamers session #81. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/auI06IUhqik
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
02:00 History lesson
09:40 God bless Autosort (and Laura Taranto!)
11:17 Merging for efficiency
12:00 Merge for midcore
16:00 Five vectors
17:30 Top Troops Downloads and revenue numbers
20:14 Not great, not terrible
21:52 Everything is bullshit unless its waifus
27:00 What is the merging for?
28:30 JUST Merge units FFS
31:05 Admonetisation review
34:10 Evil admon placement on Autosort
37:45 UA review
39:00 Merge CPIs
40:48 Different creative concepts
41:01 Our favorite Hook is the CAPTAIN HOOK
42:00 We are all here for the ads
44:38 No Fake ads, oh wait! There they are.
49:37 Creative suggestions
53:08 UA channel mix
55:00 Low-hanging fruit
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Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
China Special West to East: market situation, cultural adaptation, publishing, UA & creatives
This is no BS gaming podcast 2.5 gamers special session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lančarič
Special guest: Guo Tang
Youtube: https://youtu.be/TmLFAjhQvEo
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
02:46 What is the current situation in China?
05:52 China regulations
10:58 Livestreaming everywhere!
13:38 Stores & their market share
15:05 Path of Exile level of store complexity
18:22 90% of the market is owned by six major brands
19:10 How to figure out if going to China is worth it?
20:19 WOM is super big in CN
24:36 Cultural adaptation
26:45 How to find a good partner?
29:22 What is a good publishing deal in CN?
33:35 Retirement money
36:00 UA in China
41:58 Fake ads are ok, but now violent!
44:46 Mediation partners
48:40 Not legal, but not illegal either
51:43 Final words
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If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
Alien Invasion hybrid casual story: Full Game design, Ad monetization, UA and creatives review (#81)
This is no BS gaming podcast 2.5 gamers session #81. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/NzIJ2QLOEbA
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
02:51 Jakub is complaining he is running of hybrids
05:41 Alien Invasion Game design review
15:53 Secret of leveling up!
20:08 Where are the ads?
23:15 Admon review
28:50 SKUs top ranks
30:24 Ad revenue estimation
31:44 Retention numbers with happiness multiplier
33:50 Jakub's shit phone vs remove ads on Android
35:07 UA review
36:05 How to do creative research on Facebook Ads Library?
36:54 UA channel mix
40:01 60-second ads all over again?
40:40 Creative review intro
41:46 Creative showdown
42:57 Hats off to SayGames team again
44:00 2nd best UA manager shows himself
47:10 Maven Matej (rating) UA comments
48:07 Facebook mastery
48:45 Matej AI score
49:40 This game could be a rocket ship
50:29 It's clear what to do to improve
51:00 Matej from Wish takes us home
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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 pick Admon partners, Ads library bonanza & research, Game review radar vol2 (#80)
This is no BS gaming podcast 2.5 gamers session #80. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/lDKdVjZ6Z_A
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
01:42 Thank you for your support
04:30 How to choose ad partners
07:10 Felix is going to interrupt Matej so much
09:48 A/B test new networks
12:54 Incentives
14:18 Mushrooms strike back
14:35 Unity inventory update
16:04 Boycott never ends
17:52 Felix interrupts Matej
20:20 EU ads transparency on Facebook
27:57 TikTok creative gallery is sh*t now
29:00 It's really terrible
29:57 Jakub has to end the episode
30:34 2hour Game Radar slot starts
32:01 Legend of Slime textbook progression
35:05 Call of Dragons
36:15 Honkai StarRail
40:28 Triple Tile
43:00 Squad Busters
44:57 Night Crows
47:56 Mob Control
50:12 Dreamdale
53:45 Monopoly GO
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Latest Hybrid casual UA case study!
Mr.Autofire live review w/ Miikka Ahonen: User Acquisition, Creatives, Game design, Admon (#79)
This is no BS gaming podcast 2.5 gamers session #79. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Special guest: Miikka Ahonen
Youtube: https://youtu.be/3yZQbAFKLhE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
01:23 Miikka intro
10:34 Ad monetisation review
20:54 White whales concept
22:18 UA review
23:10 Spend decrease assumptions
24:48 Tools let us down again on the UA channels
29:43 No hooks!
30:15 Creative review
39:00 Creative concepts suggestions
43:00 Gamedesign review
1:03:00 Sword game discussion
1:07:55 Game Templates
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Latest article: https://lancaric.me/hybrid-casual-ua-my-perfect-hotel-idle-arcade
Unity Special no.3: The reckoning. They are sorry, but the trust is gone!
This is no BS gaming podcast 2.5 gamers Unity session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/wDezvHy56cU
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda
00:00 Epic intro
02:25 Updates to runtime fee
04:56 Fireside chat BS
24:24 customer feedback
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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The mystery case of My Perfect Hotel - A New hybrid casual framework for Idle Arcade (#78)
This is no BS gaming podcast 2.5 gamers session #77. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/Xl4ZHy_7HRo
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-235cralar-rzJNo5gNa~yrYrrun7PDjQ
Agenda:
00:00 Epic intro
02:30 young Felix
03:04 Empire takeover insights
04:50 Google announcement
06:44 UA flamboyant Flamingo - 2.5gamers swag!
07:42 My perfect hotel intro
08:28 Ad monetization intro
09:23 SayGames Ad playbook
10:54 What is the average playtime per session?
12:05 Skip-it's evolution
14:15 Retention figures
17:21 Ads revenue figures
20:28 UA interesting facts
21:23 1-year old softlaunch?
25:23 UA masterclass
27:30 Creative numbers comparison
42:08 Top performing video on Google Ads - 7 minutes long
45:00 Maven Matej Rating
45:28 My perfect hotel history lesson
48:32 Game design review
50:58 SayGames building a template for Idle Arcade
53:21 What is Arcade Idle?
54:27 Get the pillow, get the pillow!
57:27 IAP ranking
57:48 King or Fail!
01:00:50 They could earn so much more IAP
01:03:40 Jakub was in Limassol
01:04:20 Felix taking us home!
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Unity Special no.2: Boycott - Developers Fight Back in the mediation war
This is no BS gaming podcast 2.5 gamers Unity session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/qj0nnoj8AWQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-20oqnc9hf-kF8_OSJUb6MxD6n2eS448w
Agenda:
00:00 Epic intro
01:00 Developers Boycott
28:25 Blended ROAS
https://mobilegamer.biz/unity-boycott-begins-as-devs-switch-off-ads-to-force-a-runtime-fee-reversal/
Join the Boycott here:
https://docs.google.com/forms/d/e/1FAIpQLSeSRvFrXeDocqPwyjsYwbQ4fObJGJ2THrUjzSqHvMcoCWaIIA/viewform
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Unity Special: From $200/month fee to $187k. Death kiss to (small & hypercasual) developers
This is no BS gaming podcast 2.5 gamers Unity session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube:https://youtu.be/FYqMIovNvIU
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-20oqnc9hf-kF8_OSJUb6MxD6n2eS448w
Agenda:
00:00 Epic intro
01:00 Unity intro
29:25 Takeaways
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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Please share feedback and comments - matej@lancaric.me
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Empire Takeover - 4X Hybridcasual review: UA, Creatives, Ad monetization, Game design (#77)
This is no BS gaming podcast 2.5 gamers session #77. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/5H6iCu4rSQk
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-20oqnc9hf-kF8_OSJUb6MxD6n2eS448w
Agenda:
00:00 Epic intro
04:22 Why is Jakub excited about Empire Takeover?
05:00 Numbers
05:54 Sadness multiplier
07:00 Game design intro
17:54 What are the learnings for game design?
19:17 Ad monetization review
20:54 Eye-watering numbers
23:48 Why do ads not work in 4X?
24:15 UA review
26:39 UA channel mix
31:08 Altered gameplay creatives
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
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
Gamescom Live Special: Creative trends, iOS measurement, Hollywood inspired games, UA channel mix
This is no BS gaming podcast 2.5 gamers live session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
*DISCLAIMER*
This is a live session. The sound quality might be worse than the other episodes. If you want to get better quality, join us next time!
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič
Special guests: Ben Jeger, Arseny Lebedev, Manuel Prueter, Julian Werner, Daniel Kyrsa
Youtube: https://youtu.be/ehVVwtwFryA
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-20oqnc9hf-kF8_OSJUb6MxD6n2eS448w
Agenda:
00:00 Epic intro
01:00 Ben Jeger
06:44 Arseny Lebedev
15:17 Manuel Preuter
26:53 Julian Werner
37:00 Daniel Kyrsa
Please share the podcast with your industry friends, 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
From hypercasual to hybridcasual - The Homa Games story (#76)
This is no BS gaming podcast 2.5 gamers session #76. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/oOf8tPZGSgg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-20oqnc9hf-kF8_OSJUb6MxD6n2eS448w
Agenda:
00:00 Epic intro
01:00 Hybrid casual intro Homa games
04:23 Retention KPIs comparison
07:37 Fight for America hybrid casual intro
08:25 Quick state.io info
15:00 eCPM discussion
16:20 CN weather balloons
17:32 Revenue numbers
20:10 Homa games SDK?
21:47 Fight for America review
21:48 Ad monetization
27:30 Game design
34:51 User Acquisition
39:25 Creatives
45:50 Attack hole review
46:05 Game design
55:50 Ad monetization
58:00 UA
1:00:23 Will Smith from wish
1:02:48 last remarks
Please share the podcast with your industry friends, 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
Creative trends Q2 2023, Soft launch sonar Q2, Moloco for ad monetization (#75)
This is no BS gaming podcast 2.5 gamers session #75. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/gFE_JKOTzvY
Gamescom event! https://www.singular.net/lp/gamescom2023-event
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-20oqnc9hf-kF8_OSJUb6MxD6n2eS448w
Agenda:
00:00 Epic intro
03:24 Join our most inclusive slack channel in gaming
06:00 Jakub is checking our notes
06:45 Felix is a 40-year-old female from the US
07:58 Whiteout survival makes 20+ Mil/month
08:00 Creative Trends Q2 2023
08:03 Misty Continent
10:50 Whiteout survival
13:27 Jakub gives Fake Oscar to Century Games
14:30 Rush Royale
16:00 Kingdom Guard
20:30 Evony
25:00 No Pedro Pascal for Merge Mansion
29:33 Creative trends takeaways
30:22 Astro physics similar to Ad monetization
30:30 Moloco for Ad monetization
38:00 Soft launch sonar
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article: https://lancaric.me/will-ai-finally-kill-ua
Monopoly GO review: CPI estimations, Revenue growth, Genre comparison, Monetization & design (#74)
This is no BS gaming podcast 2.5 gamers session #74. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 am conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič,
Youtube: https://youtu.be/O1qlhlU2TIY
Gamescom event! https://www.singular.net/lp/gamescom2023-event
Agenda
00:00 Epic intro
02:31 Felix sharing great numbers on Linkedin
04:00 Monopoly GO UA intro
06:49 Monopoly GO revenue growth
08:30 Retention numbers
10:15 UA channel mix
12:50 Facebook Connect
14:30 Creative mix
16:10 Initial CPI chit-chat
18:06 Jakub gets demoted to 3rd best UA manager on the show
20:25 Mr.Monpoly, AKA Milburn Pennybag
21:34 When Celebs?
22:23 Monopoly GO needs Robert De Niro
23:11 CPI estimation!
24:52 Admon review
28:00 IP cut
28:34 Game Design part
33:18 Please send us your address - EliteDolphin
35:30 Monetisation
36:30 Facebook groups
42:58 Monopoly IP limitations
45:08 What is the purpose of the game?
45:20 Why does Monopoly GO grow like hell?
48:57 Game Rating
49:56 Jakub takes us home!
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on Youtube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article: https://lancaric.me/will-ai-finally-kill-ua