Impulse is a brain training app with significant revenue and download growth. The app offers a combination of hypercasual games and cognitive training programs to improve IQ, memory, and cognitive abilities. It uses clever monetization strategies, including subscription plans and discounts, to encourage users to upgrade to premium. The app's ad monetization is heavily segmented, with different ad experiences based on the user's usage and payment status. The app also includes prompts that resemble the official Google Play UI to encourage users to make in-app purchases. The conversation explores a popular brain training app's monetization strategies and user acquisition tactics. The app uses interstitial ads and in-app purchases to generate revenue, targeting older female users on Facebook. This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/yfI-rZNCi0MJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q Agenda 00:00 Epic Intro 02:05 Impulse's Impressive Revenue and Downloads 04:04 Impulse as a Gaming Juggernaut in Brain Training 07:52 Clever Monetization Strategies in Impulse 09:35 Segmented Ad Monetization in Impulse 13:28 Innovative Ad Mechanics in Impulse 21:07 Monetization Strategies and User Acquisition Tactics 23:42 Combining Hypercasual Gameplay with Fake Psychological Tests 26:26 Improving User Engagement with Progression Elements and Visual Indicators 29:30 Targeting Older Female Users on Facebook --------------------------------------- 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 app combines hypercasual games and cognitive training programs to improve cognitive abilities. Impulse uses clever monetization strategies, including subscription plans and discounts, to encourage users to upgrade to premium. The app's ad monetization is heavily segmented, with different ad experiences based on the user's usage and payment status. The app includes prompts that resemble the official Google Play UI to encourage users to make in-app purchases. The app uses interstitial ads and in-app purchases to monetize its user base. The app targets older female users on Facebook. The app's creatives combine hypercasual gameplay with fake psychological tests. Adding more progression elements and visual indicators of IQ growth could improve user engagement. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Special Guest: Seok Kang Youtube: https://youtu.be/czpeEt6lnvw Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q Agenda 00:00 Epic intro 02:35 The Popularity of Cat Games and Low CPIs 05:10 Overview of Office Cat and Its Success 07:08 Unique Mechanics and Gameplay of Office Cat 17:16 The Absence of a Reset Mechanic and Player Retention 23:56 Cleverly Placed Ads in Office Cat 33:46 The Revenue Breakdown of Office Cat 41:12 Maximizing Revenue with In-App Purchases 45:27 Driving Additional Purchases with Ad Removal 53:17 Monetizing Loading Screens 56:42 Balancing Revenue and User Experience 01:09:16 Understanding Retention Rates --------------------------------------- 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 Seok Kang CPO @ Treeplla https://www.linkedin.com/in/seok-kang-321995287/ --------------------------------------- Takeaways Office Cat, developed by Treeplla, is a successful cat-themed tycoon game with unique mechanics. The game does not have a reset mechanic, reducing player frustration and dropout rates. Office Cat features a secondary loop with a factory and production puzzles, a rich index to increase 'rich cat' status, and various management mechanics. The game has cleverly placed ads, including a rewarded ad for offline earnings, a lucky wheel, and a legendary chairman offer. The ad revenue from Office Cat is estimated to be around 30% of the total revenue. Office Cats generates the majority of its revenue from in-app purchases (IAP) rather than ads. The team experiments with different ways to promote the permanent ad removal option, offering it at a discount for a limited time. Users who purchase the ad removal option are more likely to make additional purchases in the game. The game has a small UA team and produces a variety of creatives, including playables and videos, with no set schedule. The retention rate for Office Cats is 35% on day 1 and 5% on day 30. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/ssViN7_K9CY Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q Agenda 00:00 Epic intro 02:23 Overview of Lucky Defense's Success 06:01 Comparison to Other Tower Defense Games 09:27 Gameplay and Mechanics of Lucky Defense 17:11 The Importance of Luck and Unit Upgrades 18:00 Artifacts and the Gacha System 20:08 Challenges and Complexity of the Game 21:54 Breaking the Rules: Mythic's Unique Gacha Mechanics 23:24 The Frustrations of Randomness in Mythic 29:23 Exploring the Dungeon: Cooperative Gameplay in Mythic 35:43 Balancing Issues and Unit Reliance in Mythic 38:08 Improving Mythic: Adding Variety and Strategy 41:19 Introduction to the ad placements and monetization strategy of Random Dice: PvP Defense 43:23 Challenges with ad placements in the game 46:46 Issues with after-level ad boost placement 49:45 The lack of suitable creatives for the Western audience 01:00:20 Predictions for the game's future and the possibility of a Western release --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Lucky Defense is a popular game in South Korea with unique mechanics and a strong emphasis on luck. Players should focus on specific units, such as the Bandit and Shock Troop, and upgrade them strategically. Artifacts play a crucial role in gameplay, with the Safe Box and Money Gun being the most important. The game's gacha system is challenging and requires players to collect shared shards to upgrade mythic units. The game's complexity and lack of accessibility may limit its appeal to Western audiences. Mythic breaks the main gacha rules by allowing direct purchase of units through hard currency. The game's gacha system is highly random and can be frustrating for players. The difficulty levels and cooperative gameplay in the Dungeon mode add complexity to the game. The game's balancing issues and reliance on specific units for success are major drawbacks. Improvements could be made by designing units and monsters with different strategies and adding more variety to the gameplay. The ad placements in Random Dice: PvP Defense are not well explained and lack notification buttons, which hinders their effectiveness. The game lacks diverse and engaging creatives for advertising. Improvements such as adding notification buttons and better-explaining ad units could increase ad revenue. The hosts predict that the game's success may decline over time and suggest the possibility of a Western release. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true

This is no BS gaming podcast 2.5 gamers live AMA session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Filippo De Rose, Matej Lancaric⁠ https://www.linkedin.com/in/filippoderose Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q Agenda: 00:00 Epic intro and Secret Guest Introduction 03:01 Transitioning from Gaming to Non-Gaming Apps 06:05 Improving Day One Retention in Games 12:07 Revenue Potential of Find-the-Difference Games 17:32 User Acquisition Strategies for Indie Developers 23:26 Recommended Resources for Game Mechanic Design and UI/UX 34:44 Starting a Blog and Sharing Knowledge 35:25 The Impact of Market Timing on Product Metrics 36:01 Landscape vs. Portrait Mode in Games 41:47 Optimizing Mobile Apps that are Actually Websites 43:43 Recommended Publishers for Casual Hybrid Games 56:41 Forecasting Campaign Targets --------------------------------------- Matej 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

This is no BS gaming podcast 2.5 gamers session #. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/zXUkwYwHamg Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q Agenda 00:00 Epic Introand Overview of the Update 01:35 Impact on Monetization and Player Base 06:24 Removal of Megas and Introduction of New Characters and Skins 10:36 Gameplay Experiences and Balance Changes 15:22 Exploring the New Game Modes 21:22 Exploring the Recent Updates and Changes in the Game 22:14 The Intriguing Mechanics of Chicken and Gem Pass 23:27 Strategically Using Chest Multipliers for Better Rewards 29:08 Improving PvP Gameplay and Rewards 32:10 Enhancing the Metagame Mechanics for a Better Experience 34:29 Join the Slack Channel and Stay Updated with the Podcast --------------------------------------- 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 recent update to Squadbusters has brought significant changes to the game's monetization and gameplay. The decline in daily active users and low retention rate are concerning for the game's long-term success. Megas have been removed from the game, and players have received skins and coins as compensation. The update introduced new characters, skins, and game modes, providing players with more content to explore. The hosts share their gameplay experiences and discuss the balance changes in the update. The recent updates in the game have brought significant changes, such as the chicken mechanic and gem pass. The chest multipliers have been modified, allowing players to strategically use them for better rewards. The hosts discuss the PvP gameplay and suggest improvements, such as changing the rewards for killing other players. They highlight the importance of metagame mechanics and suggest adding new functionality to enhance the gameplay experience. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/omK5UkWe7cE Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q Agenda 00:00 Epic Introduction and Overview 02:05 Discussion on Idle Outpost 04:11 Scaling and Downscaling in Idle Outpost 06:08 Comparing Idle Outpost to Other Idle Games 08:15 The Importance of Storytelling in Idle Games 16:42 The Complexity of Idle Outpost's Feature Set 24:48 Addressing Complexity and Pacing in Legend of Mushroom 26:15 Analyzing Revenue and Retention in the Game 30:50 The Role of Ads in Monetization 34:11 The Need for More Creative Concepts in Idle Games --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Idle Outpost experienced scaling and downscaling in terms of downloads and revenue. The game incorporates elements from other popular idle games, such as Adventure Communist and Legend of Slime. Storytelling is an important aspect of idle games and can significantly impact player engagement. Idle Outpost's feature set is complex, which may pose challenges for new players. Legend of Mushroom has issues with overwhelming complexity and fast-unfolding The pacing and inventory system needs improvement The decline in revenue and retention is a concern Ads play a crucial role in the game's monetization More creative concepts are needed to keep players engaged --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/how-to-market-a-merge-game-top3-ua?r=7qqaf&utm_campaign=post&utm_medium=web Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/yBym7yuDi5A Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q Agenda 00:00 Epic intro and Discussion on Mobile Gaming Podcast 01:18 Creative Trends for July 05:15 Analyzing Hustle Castle 08:57 Exploring Kingdom Guard 09:53 The Rise of Survivor IO 10:23 Analyzing Whiteout Survival 11:33 The Use of Rivers, Fences, and Tracks in Mobile Game Creatives 14:16 The Wild West of Copyright Infringement in Mobile Gaming 18:33 The Importance of Creating New Creatives for Different UA Channels 20:22 Analyzing Idle Outpost 22:59 Analyzing Township 23:15 The Use of Playables in Mobile Game Creatives 00:37 Near-Death Experiences and Tension in Creatives 10:23 Pushing Objects Off the Screen 20:13 Expanding Gates in Game Mechanics 27:27 Importance of High-Quality Visuals and Sound 31:57 Popular Games Showcasing Creative Trends 38:25 Clash of Clans' 12th Anniversary Celebration --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Fear, tension, and near-death experiences are effective creative strategies in mobile gaming. Creating new creatives is crucial for different UA channels, such as TikTok and Facebook. Rivers, fences, and tracks are common elements used in mobile gaming creatives. Playables play a significant role in driving engagement. The conversation provides insights into the creative trends and strategies in mobile gaming for July. Near-death experiences and tension-inducing mechanics are popular in casual mobile game creatives. Pushing objects off the screen is a common game mechanic used in creatives. Expanding gates in game mechanics is a trend observed in casual mobile games. High-quality visuals and sound are essential for engaging creatives. Popular games like Brawl Stars, Royal Match, and Block Blast showcase these creative trends. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session #. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Special guest: Tim Morten https://www.linkedin.com/in/tim-morten/ Stormgate https://playstormgate.com/ https://store.steampowered.com/app/2012510/Stormgate/ Youtube: https://youtu.be/pVaQS942xI0 Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2o1689ww5-6xo82AVLQQI~IwHKvtps8Q Agenda 00:00 Epic intro 01:30 Introduction to Storm Gate 09:26 The Free-to-Play Model and Content Differences 14:07 The Business Model and Inspiration from StarCraft II 18:26 The Power of Custom Maps and the Editor 23:02 Ongoing Campaign Content Updates 25:24 Improving the Game and Listening to Feedback 31:57 Observing Recent Game Launches 35:10 The Evolution of Stormgate 44:47 Maintaining Independence 50:18 Support from Investors and the Community 01:00:12 Future Updates 01:03:11 Creating a Long-lasting Game --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Frost Giant Studios is developing Storm Gate, a new PC real-time strategy game that follows the gameplay heritage specific to Blizzard RTS. The game has different modes, including campaign, cooperative, and competitive, and Frost Giant Studios aims to avoid pay-to-win mechanics and grind. Players can try the game for free and then purchase additional content if they choose. The studio plans to release new campaign content regularly and is committed to listening to player feedback and improving the game. Stormgate is an evolving game that blends elements from Warcraft and Starcraft to appeal to a broad audience. The team behind Stormgate is committed to maintaining their independence and creating the best game possible. The game has received support from investors and the community through crowdfunding campaigns. Future updates for Stormgate include new co-op maps, more heroes, seasonal events, a map editor, and a learning tool system. The goal is to create a game that players enjoy and continue to purchase, similar to the longevity of Blizzard games. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://lancaric.substack.com/p/how-to-market-a-merge-game-top3-ua Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/jHiBI7HRv0MJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Epic intro 06:03 RoomSorts by GamingCat 08:33 Traffic Escape 12:22 Pizza Ready by Supercent 15:24 Hexa Sword by Lion Studios 19:32 App Open Rewarded Interstitial Ads in Hexasaur 25:09 The Brilliance of App Open-Rewarded Interstitial Ads 27:06 Using AI-Generated Images for Creative Inspiration 32:20 The Power of Static Images in Facebook Advertising 38:41 The Importance of Regular Creative Refreshes --------------------------------------- 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 Different mobile games use various ad placements to monetize their apps Rewarded ad placements can be strategically placed to enhance the gameplay experience Banner ads can be conveniently located near core gameplay mechanics to increase click-through rates App open interstitials can generate revenue from users who show intent to play the game The effectiveness of ad placements depends on the number of sessions and session time App open rewarded interstitial ads can significantly increase ad impressions and revenue The game Hexasaur uses a clever implementation of app open rewarded interstitial ads to maximize ad exposure AI-generated images from the Mid-Journey library can provide creative inspiration for ad campaigns Static images are currently outperforming videos in Facebook advertising Regular creative refreshes, including the use of static images, are crucial for maintaining ad performance --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/how-to-market-a-merge-game-top3-ua?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/bax7FJPrcgw Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Introduction and Soft Launch Sonar 01:20 Dark and Dark Mobile 05:01 Dot Dot Blast 06:17 Coin Pusher Adventures 08:21 RoomScapes 10:05 Octopus Feast 11:57 Subway Surfers City 16:20 Tavern Legend 18:02 Chinese Games and Dinner 19:02 Creating a New 4x Genre: Whiteout Survival 21:41 Chinese Companies Dominating the Casual Market 25:51 Chinese Companies Coping with Each Other in the Forex Genre 29:31 Empires and Magic: A Forex Game with Empires and Puzzles Core 33:26 Bacon's Revenge: Reordering Weapons and Merging in a Roguelite RPG Tower Defense --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Soft launch games offer a glimpse into upcoming releases and allow for testing and feedback. Different game genres, such as line puzzles, coin pushers, and room renovation, are popular in soft launch. Cross-promotion and meta-game features are strategies used by game developers to increase engagement and monetization. The success of a game in soft launch can be influenced by its unique gameplay mechanics and appealing themes. Soft launch games often undergo iterations and updates based on user feedback and market trends. Soft-launched games from Chinese developers dominate the conversation. Common themes include variations of the 4X genre, merge and match mechanics, tower defense gameplay, and rogue-lite RPG elements. Successful mobile mechanics are often taken from popular Steam games --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/_FM7O4K803c Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Introduction and Overview of the ChinaJoy Trip 02:56 The Impressive Growth of the Chinese Gaming Market 06:07 Exploring WeChat Mini Games and Unique Features of the Chinese Market 11:30 The Gray Area of Renting ISBNs and Other Publishing Insights 14:51 Data Sharing and Quick Payments in the Chinese Gaming Industry 17:19 Immediate Advertising Revenue and the Convenience of the Chinese Market 21:58 Long Working Hours and the Shrinking China Joy Expo 24:20 Grumpiness and Hunger 24:44 Big Brands and High Production Value Booths 25:14 The Popularity of Gacha Machines 26:06 The Rise of Live Games 29:03 The Importance of UA and Creatives 32:08 The Differences Between Western and Chinese Markets 32:34 The Speed of Game Development in China 33:13 The Abundance of Doodle Magic-like Games 38:07 Admiration for Chinese Game Developers --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways The Chinese gaming market is rapidly growing and is projected to reach $40 billion in revenue this year. Mobile games dominate the Chinese gaming market, with nearly 75% of the market share. WeChat mini-games are popular in China and offer fully-fledged gaming experiences within the WeChat app. The Chinese gaming industry operates quickly, with fast payments and data sharing among industry players. The Chinese market has unique features, such as the use of QR codes for payments and the extensive sharing of data within the industry. ChinaJoy is a major gaming expo in China that attracts big brands and showcases booths with high production values. Gacha machines are prevalent at ChinaJoy, offering various items and experiences. Live games, where players battle in real-time, are popular in China and can run thousands of games simultaneously. UA (user acquisition) and creatives are highly valued positions in the Chinese game industry. The Chinese market is known for its speed of game development and the abundance of Doodle Magic-like games. Chinese game developers have a different mindset and approach to creativity compared to the Western market. The hosts express their admiration for the creativity and expertise of Chinese game developers and their desire to return to China in the future. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Podcast: Join our slack channel here: hhttps://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Epic intro 01:20 Introduction and Disappointment with Genshin Impact 02:19 Competition from Anime RPG Gacha Games 06:15 Critique of Gameplay Mechanics 10:50 Impressive Visuals of Genshin Impact 19:50 Exploring the Anime-Inspired World of Zenonzard 20:29 Disappointing Pacing and Lack of Action in Zenonzard 21:20 The Gacha System in Zenonzard and miHoYo's Other Games 26:19 The Revenue Potential of Zenonzard 29:06 The Need for Change in Zenonzard's Game Mechanics --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Genshin Impact has received mixed reviews and has not lived up to the hype. The game faces competition from other anime RPG gacha games in the market. The gameplay mechanics, including excessive non-combat activities, have been criticized. The combat in the game is visually impressive but lacks satisfaction. Despite its flaws, Genshin Impact has impressive visuals and production quality. Zenonzard is a visually impressive mobile game with an anime-inspired art style and an urban fantasy setting. The game's pacing and lack of action can be disappointing for some players. The gacha system in Zenonzard is similar to miHoYo's other games, Genshin Impact and Honkai Impact 3rd. While Zenonzard may not have met miHoYo's revenue expectations, it still generates a significant amount of money. miHoYo may need to consider changing their game mechanics and meta to attract and retain players. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/nswOwChqyBQJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Epic intro 08:04 The Challenges and Potential of the Hyper Casual Market 17:45 Azur Games' Flexible Publishing Strategy 25:33 The Importance of Profitability and ROAS Targets 29:24 Deep Dive into Azur Games' Portfolio: Slime Castle 34:21 The Evolution of Survivor IO and Drawing Inspiration 35:53 Working with Chinese and Korean Developers 39:02 The Creative Process and the Use of AI 41:44 User Acquisition and Advertising Channels 46:26 Evaluation of Ad Partners and Monetization Strategies 52:33 The Size and Structure of Azure Games' Team 56:59 Working with External Developers 59:14 Reaching Out to Publishers Early in the Development Process --------------------------------------- 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 Azur Games is one of the biggest publishers in the hyper casual market, with a focus on long-term retention and flexible publishing deals. The hyper casual market is facing challenges due to increased competition and decreasing eCPMs, but Azur Games remains optimistic about the potential of the genre. Hybrid casual games, which combine ad revenue and in-app purchases, are a growing trend in the mobile gaming industry. Azur Games' portfolio includes a mix of hyper-casual, mid-core, and casual titles, with Slime Castle being its current top revenue generator. Azur Games emphasizes the importance of profitability and ROAS targets in their publishing strategy, while also being open to unique and innovative game concepts. The development of mobile games involves testing and iterating on ideas and drawing inspiration from other successful games. Working closely with external developers, especially from China and Korea, can lead to successful partnerships and the acquisition of high-quality games. The creative process for advertising campaigns involves testing and iterating on creatives, as well as using AI to improve performance. Azure Games has a large team with multiple in-house studios and external partners, and they are constantly hiring and expanding. Monetization strategies should be tailored to the specific game and its target audience, and skip-it features may not work well for all games. Reaching out to publishers early in the development process can provide valuable feedback and potential support for iterations. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

This is no BS gaming podcast 2.5 gamers live AMA session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtube.com/live/QvLCxdkd3bkJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Epic intro 03:00 Game Design and Monetization 11:01 Implementing Back-End Logic 19:30 Choosing Monetization Strategies 32:04 Maximizing App Monetization and User Acquisition with the Molokko SDK 34:48 The Rise of Non-Game Ads in Mobile Games 35:06 Exploring Meta Games and Their Impact on the Gaming Industry 36:11 Harnessing the Power of Playable Ads for App Marketing 38:18 The Importance of Localization for App Store Optimization 41:48 Targeting High-Value Users with Value Optimization Campaigns 44:14 Optimizing Ad Network Performance for Revenue and Competitiveness 48:37 Keeping Up with Industry Trends: Machine Learning Translation in Google Play --------------------------------------- Matej 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

We are testing Project Rise PRE—ALPHA, a really fun rogue-lite game developed by @Supercell. There is so much to improve, but Supercell is taking this seriously and getting feedback from Players So far, there are 6 Heroes: Archer, Barbarian, Valkyrie, Fisherman, Hog Rider and Firecracker. You play in a team of 3 (if matchmaking works), exploring the map and trying to find the way to the next level of the tower, where you have to beat the boss stage. The perks are shared with your party so you can split up and clear the map quickly. The perks can range from sustain to damage and mobility. You respawn in 5 seconds when you die, but your party has limited respawns. Only two. You can get more revives with the "stay alive" perk. Well, tune in! This is no BS gaming podcast 2.5 gamers session #. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, Matej Lancaric⁠ Youtube: https://youtu.be/00Tdhl8TiFQ Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Epic intro 01:00 Introduction and Thanking Supercell 01:38 Recapping the Announcement of Clash Heroes 03:07 Exploring the Gameplay Mechanics of Project Rise 08:22 Discussing Technical Stability and Feedback in the Pre-Alpha Testing 23:35 Highlighting the Importance of the Supercell IP in Attracting Players 31:38 Exploring the Gameplay Mechanics and Character Selection 33:40 Challenges and Feedback: Improving Technical Stability and Communication 34:59 Monetization Potential: Gear and Character Customization 36:18 The Importance of Player Feedback in Shaping Development --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Two gamers are discussing the pre-alpha testing of Project Rise, a game from Supercell. The gameplay mechanics are explored, including character selection, perks, abilities, and floor progression. The technical stability issues and the feedback process for the pre-alpha testing are mentioned. The importance of the Supercell IP in attracting players is highlighted. The game's level progression and challenges provide depth and replayability. Technical issues and lack of communication between players are areas that need improvement. The game has the potential for monetization through gear and character customization. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Special guest: Joseph Kim Youtube Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Epic intro 01:12 Introduction and Setting the Stage 03:02 Exploring the Mechanics and Popularity of Banana Game 06:00 The Presence of Bots in Banana Game 09:03 The Marketplace and Monetization Potential of Banana Game 14:59 The Play-to-Earn Model and Speculation in Games 21:07 The success of the Banana Game and the role of bots 22:04 The appeal of UGC and meme-driven games 23:14 Exploring gameplay enhancements 24:26 The challenges of implementing community marketplaces on mobile 25:48 The potential of crypto solutions in games 26:42 The importance of assigning value to in-game items 27:34 The friction in implementing crypto solutions 28:01 The power of memes and viral marketing 29:29 The possibilities and limitations of Steam's community marketplace 30:04 Building a game with natural gameplay and engaging loops 32:24 The potential of mushroom-themed games 35:06 The future of similar games and the sustainability of trends --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar Joseph Kim https://www.linkedin.com/in/jokim/ --------------------------------------- Takeaways Banana Game on Steam has gained significant popularity, with a large number of players and high concurrent user counts. The game's mechanics involve clicking on a banana to increase a number and collect banana skins. The presence of bots in the game is evident, with a majority of the player base being bots. The game's marketplace allows players to buy and sell banana skins, with some skins selling for significant amounts. The success of Banana Game highlights the potential for the play-to-earn model and the underserved market for speculation and collection in games. Game developers can learn from the success of Banana Game and explore ways to incorporate similar concepts into their own games. The success of the Banana Game highlights the potential of the Steam community marketplace and the appeal of UGC and meme-driven games. Enhancing gameplay with progression, collections, and gacha mechanics can increase player engagement and retention. Monetization strategies like referral codes and bonuses for sharing can drive user acquisition and community growth. The conversation raises questions about the sustainability of games like the Banana Game and the role of bots in the gaming ecosystem. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/HXP-N3MmAtI Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Epic Intro 01:00 Introduction and Creative Trends 01:46 Unconventional Elements in Game Creatives 04:56 Celebrity Endorsements and Cameos 08:58 The Rise of Longer Video Ads 11:54 Addressing the Issue of Sexist Ads 14:07 The Impact of Engaging Animations 20:56 Trend: Games Featuring Cars and Upgrades 22:33 The Impact of In-Engine Rendered Ads 23:49 The Success of Pizza Ready and Township 27:39 Golden Goblins: A Case Study in Game Advertising 32:31 Capturing Attention with Hooks: Unexpected Visuals and Celebrity Endorsements 39:11 The Rise of High-Quality, In-Engine Rendered Ads 40:49 The Power of Cars in Mobile Game Advertising 46:09 Investing in High-Quality Assets for Long-Term Success 47:26 Networking and Collaboration at ChinaJoy --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Unusual and attention-grabbing elements, like poop, can be effective in game creatives. Celebrity endorsements and cameos are commonly used in mobile game ads. Longer video ads, often over one minute, are becoming more popular. The issue of sexist ads in mobile games is still prevalent. Engaging and high-quality animations can greatly enhance the effectiveness of game creatives. Mobile games featuring cars and upgrades are a popular trend in the industry. In-engine rendered ads are being used to create more visually appealing and complex creatives. Understanding reference games and staying up-to-date with creative trends is crucial for success in mobile gaming. Games like Pizza Ready and Township continue to generate significant revenue and downloads. The hosts discuss the success of Golden Goblins and the use of different game concepts in their ads. Hooks, such as unexpected visuals and celebrity endorsements, are effective in capturing users' attention in mobile game advertising. High-quality, in-engine rendered ads are a trend in the industry and can speed up iteration and improve user engagement. The inclusion of cars in various game genres is a popular strategy to attract users and lower CPI. Investing in building a library of high-quality assets for ads can be a significant upfront cost but can pay off in the long run. Attending industry events like ChinaJoy provides opportunities for networking and collaboration. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session with @WoogaGames & @MediaBodiesMarketing ! Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Host: Matej Lancaric⁠ Special guests: April Laws, Edward Fuller Youtube: https://youtu.be/KprKzQQelow Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Epic intro 01:30 Introduction and Guest Introductions 04:31 Planning and Logistics 08:13 Phases of the Project 10:18 Involving Players in the Ideation Process 13:45 Internal Team and Collaboration with MediaBodies 16:27 Challenges and Details of the Production 25:20 Engagement and Reach on Social Media 28:18 Episode Length and Viewer Engagement 32:29 Future Plans and Community Engagement 36:53 Reflections and Gratitude --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar April Laws https://www.linkedin.com/in/aprillaws1/ Edward Fuller https://www.linkedin.com/in/edwardjfuller/ --------------------------------------- Takeaways Collaborating with influencers and involving players in a video series can be a powerful way to engage and re-engage the community. Planning and executing a project like this requires careful coordination, from selecting contestants to writing the story and creating puzzles. Community-driven content that tells a good story can be a more effective marketing approach than traditional advertising. Long-form videos can be engaging and successful in driving player engagement, especially when combined with interactive elements like puzzles and QR codes. Even with a limited budget, smaller-scale community content initiatives can still have a significant impact. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matej Lancaric⁠ Special guest: Dmitry Gubanenkov Youtube: https://youtu.be/fQ0DeZYo4mY Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Epic intro 01:20 Introduction and Game Overview 13:22 Game Mechanics and Core Features 20:32 The Success of Using Xzibit in Creatives 22:53 Marketability Tests and Surveys 23:51 Challenges of Running UA Campaigns for a Male Audience 24:09 Competition in the Male-Oriented Match-Three Genre 24:26 The Power of Partnering with a Popular TV Personality 26:00 Exploring Different Creative Formats for Maximum Impact 28:07 The Importance of Testing and Iterating on Creatives 31:33 Staying Informed with Competitive Research 37:43 The Value of an In-House Creative Team 39:24 Selecting UA Channels: Experience, Discussions, and Insights --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Dmitry Gubanenkov User Acquisition Manager - Space Ape games https://www.linkedin.com/in/gubanenkov/ Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Chrome Valley Customs is a match-three game that targets a male audience, which is unique in the genre dominated by female players. The game's success can be attributed to its engaging car restoration theme and the use of Xzibit from Pimp My Ride in their creatives. Marketability tests and surveys helped shape the game's concept and appeal to the target audience. Running UA campaigns for a male audience in the match-three genre can be challenging due to high CPIs and the need for scalable creatives. Competition in the male-oriented match-three genre is increasing, with other developers releasing similar games. Partnering with a popular TV personality can help reach a core audience and create a strong connection with players. Using a variety of creative formats, such as static, playable videos, and long-form videos, can be effective in different channels and for different audiences. Testing and iterating on creatives is crucial for finding the most successful ad concepts and improving performance metrics. Competitive research is important for staying informed about industry trends and finding inspiration for new creatives. Having an in-house creative team can lead to better-performing ads, as they have a deeper understanding of the game and can capture its unique appeal. Selecting UA channels should be based on a combination of experience, internal discussions, and industry insights, considering factors like scale, spend, and profitability. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

This is no BS gaming podcast 2.5 gamers session #120. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Podcast: Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Epic intro 00:29 Catch-up and Boat Discussion 09:01 Review Radar: AFK Journey 11:24 Merch Episode: Travel Town, Gossip Harbor, Seaside Escape 15:34 Merch Episode: Merge Mansion 17:29 The Coexistence of Multiple Merge Games 18:38 The Growth and Challenges of the Mobile Gaming Industry 23:09 Analyzing the Performance of SquadBusters, Pizza Ready, and Supermarket Manager Simulator 25:38 The Decline of Hale Divers 33:23 Previously Covered: Zombie I.O. 33:58 Analyzing the Performance of Zombie.io and Screwjam 35:24 Scaling Up: Tower War's Revenue and Download Numbers 36:44 Bang Bang Survivor: A Popular Game in Asian Countries 42:31 Reviewing Top Creatives and Advertising Strategies 44:59 The Impact of Mergers and Acquisitions in the Mobile Gaming Industry --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Legend of Mushrooms offers incentives for returning players and has a strong revenue stream from Asia. AFK Journey has seen a decline in revenue and needs more frequent content updates. Travel Town, Gossip Harbor, and Seaside Escape are all merge games that are performing well and growing steadily. Merge Mansion is still a top-performing game, but its revenue has slightly declined. Creative advertising plays a crucial role in the success of mobile games. Multiple merge games can coexist and attract different players. Zombie I.O. was previously covered in a separate episode. Zombie.io and Screwjam have lower revenue and download numbers compared to Legend of Mushroom, but they are still sustainable and profitable. Tower War is scaling up and showing a U-turn in downloads, with a revenue of 33k IP-wise and 200k downloads per day. Bang Bang Survivor is mainly popular in Asian countries, with 80% of revenue coming from China. It has a revenue of 500k per day and 45k downloads per day. The hosts discuss the top creatives and advertising strategies of various games, including the use of hooks, real-world backgrounds, and different creative concepts. They highlight the importance of simplifying game names and improving localization for better discoverability. The hosts mention the impact of mergers and acquisitions in the mobile gaming industry and the need for Western simplification in certain genres. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - matej@lancaric.me --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai