From Hypercasual to Hybridcasual - The Supercent story. Iterative nature & Admon w/ UA in grey zone

HELLDIVERS 2 is a 3rd person squad-based shooter that sees the elite forces of the Helldivers battling to win an intergalactic struggle to rid the galaxy of the rising alien threats. From a 3rd person perspective, players use a variety of weapons (pistols, machine guns, flamethrowers) and stratagems (turrets, airstrikes, etc.) to shoot and kill the alien threats. This is no BS gaming podcast 2.5 gamers special session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/7HMSuq4v8y4 Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Epic intro 07:20 Overview of Arrowhead and their games 13:07 Galactic War economy & systems 28:12 Commercial success of Helldivers2 --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - [email protected] --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes --- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message

Supermarket Manager Simulator is a game developed by Digital Melody that has gained popularity and shot up the download charts. It is a hyper-casual game where players manage a #supermarket, stocking shelves, pricing items, and serving customers. The game has a first-person perspective and includes mini-games like checking out customers and managing inventory. The company behind the game, Digital Melody, is a small Polish company known for developing playable mobile games. This is no BS gaming podcast 2.5 gamers session #109. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/lV9ddnhvNwY Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Epic Intro 02:59 Supermarket Manager Simulator's Rise in Popularity 07:42 Product Deep Dive: Gameplay and Features 11:28 Optimizing Gameplay in Supermarket Manager Simulator 25:17 Enhancing the Metagame 28:38 Expanding Advertising Reach --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Supermarket Manager Simulator is a hyper-casual game where players manage a supermarket. The game includes mini-games like checking out customers and managing inventory. Digital Melody, the company behind the game, is a small Polish company known for developing playable mobile games. The game monetizes through rewarded videos and interstitial ads, but it is considered under-monetized. Consider adding banner ads and reducing cooldown times for interstitial ads to increase ad revenue. Focus on improving the depth of the game's metagame to provide players with more long-term goals. Explore running iOS campaigns and utilizing TikTok for advertising --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - [email protected] --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes --- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message

This is no BS gaming podcast 2.5 gamers special live session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matej Lancaric⁠, Arthur Querou Youtube: https://youtu.be/4qFeVMbbbnc Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2ftcc85es-CesThaafn9k0BIFSVAV8FQ Agenda 00:00 Introduction and Low Expectations of TV Creatives in the US 06:23 Running CTV Campaigns and Ad Experience 13:19 Data Partners and Audience Targeting 27:20 CPI Difference Between CTV and Facebook Ads 34:09 Examples of Successful Creatives 40:14 Contacting Vibe for CTV Advertising --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar Arthur Querou https://www.linkedin.com/in/arthurquerou/ --------------------------------------- Takeaways CTV advertising offers precise targeting, retargeting, and measurement similar to Facebook and Google ads. The minimum budget to start a CTV campaign is $50 a day, but it can scale up to hundreds of thousands or even millions for larger advertisers. Simple, direct, and clear creatives tend to perform well in CTV advertising. Incrementality measurement is important in understanding the full value of CTV advertising. The ideal customer for CTV advertising is someone who understands that it takes time and investment to see results and is looking for a partner to navigate the evolving landscape. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - [email protected] --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes --- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message

This is no BS gaming podcast 2.5 gamers session #108. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej 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 - [email protected] --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai --- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message

This is no BS gaming podcast 2.5 gamers session #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 - [email protected] --------------------------------------- If 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 --- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message

This is no BS gaming podcast 2.5 gamers session #106. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej 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 - [email protected] --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes --- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message

This is no BS gaming podcast 2.5 gamers session #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 - [email protected] --------------------------------------- If 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 --- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message

This is no BS gaming podcast 2.5 gamers session #104. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej 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 - [email protected] --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai --- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message

This is no BS gaming podcast 2.5 gamers session #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 - [email protected] --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes --- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message

This is no BS gaming podcast 2.5 gamers session #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 - [email protected] --------------------------------------- If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric Latest article - https://open.substack.com/pub/lancaric/p/stay-ahead-in-ua-for-2024-my-top?r=7qqaf&utm_campaign=podcast&utm_medium=web&showWelcome=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes --- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message