Mobile Gaming OG Eric Futoran: (Scopely) War stories, Algorithm Manipulation, Growth strategies, ANR

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

This is no BS gaming podcast 2.5 gamers session #101. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/rlwg4d2Y3as Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ Agenda 01:04 Introducing the Topic: 4X Games 03:06 Last War: Revenue and Downloads 04:12 The Conspiracy Behind First Fun 05:13 The Gameplay Mechanics of Last War 06:02 The Challenging Boss Battles 07:10 The Onboarding Process 08:19 Exploring the 4X Gameplay 09:44 Saving Monica from the Bomb 10:53 The Advanced Gameplay Mechanics 14:26 The Raider and Track Mechanics 18:05 Importance of Onboarding and Gacha Mechanics 20:06 Expanding the Addressable Market 21:05 Incorporating Hypercasual Elements 22:32 Connecting and Integrating Games 23:13 Low Ad Revenue in 4X Games 24:13 Building a Community 25:12 Why Last War is More Successful than Top Heroes 26:08 Factors Contributing to Last War's Success 27:38 Expertise in the 4X Genre 28:00 Connections Between Chinese Companies 28:56 The Dominance of Asian Companies in the 4X Genre 29:54 Scaling and Revenue Comparison 30:18 Improved Onboarding and Gameplay in Last War 32:08 Success of Last War's Marketing Campaign 33:37 TV Commercial and Offline Branding 37:06 Creative Marketing Strategies 39:27 Different Visual Styles and Gameplay 40:07 Creative Trends and Hooks 41:07 Heavy Iteration in Creative World 42:12 Different Versions and Upgrades 43:09 Making Fun of Yourself in Creatives 44:08 Hyper-Casual Concepts from Different Angles 45:33 Ball of Zombies and Epic Battles 46:19 Similarities with Age of Origins 47:38 Similar Creatives from Different Companies 48:42 Integration of Onboarding Game into Main Game 50:15 Hidden Portfolios and Future Trends 53:36 Introduction of a New Game 56:50 Proliferation of Onboarding Game Trend 59:06 Integration of Onboarding Game in Top Heroes Category 59:44 Game from China with Onboarding Mechanics 01:00:12 Teaser for Next Week's Game --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- TakeawaysThe 4X genre in mobile gaming utilizes similar creative trends and gameplay mechanics across different companies. The integration of onboarding games into the main game is becoming a popular trend in the mobile gaming industry. Creatives in the mobile gaming industry heavily iterate on successful concepts and mechanics. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - [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

Another crossover episode is here! Talking UA with Doubl3Tap gaming: Matej is a UA consultant & co-host of the Two and a Half Gamers podcast. In this episode, we chatted about UA trends, TikTok, and building communities for power users. Matej also shared his thoughts on how blockchain games have great retention (so does a typical 9 to 5), his favorite UA hacks, and the importance of leaving some budget for experiments.Stay up to date & pre-register for some exclusive content on ⁠https://www.doubletap.games/⁠You can also find us on:Spotify - https://open.spotify.com/show/6Z1Gt4g... Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - [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 #100. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/a7rEif7GXA0 Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ Agenda 00:00 Introduction and Celebration 03:43 Twisted Tangle: A Unique Puzzle Game 07:31 The Success of Twisted Tangle 09:20 Gameplay and Mechanics 15:46 Changes in the Game 21:09 Monetization and Level Curve 22:07 Changes in Winning Rewards 23:07 Currency and Soft Currency Sink 24:07 Ad Placements 25:11 Ad Revenue Analysis 26:11 Revenue Estimates 27:05 Downloads and Revenue by Country 28:10 Hybrid Casual Games 29:02 Mobile Gaming Industry 30:14 iOS vs Android 30:54 Retention Rates 33:06 User Acquisition Channels 34:33 Target Audience 36:00 Creative Concepts 38:06 Creative Analysis 41:45 UA Campaigns 43:02 Rating and Conclusion --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways The game has different difficulty levels, with hard levels requiring more lives and very hard levels being even more challenging. The game's monetization strategy focuses on blockers and soft currency sinks, such as boosters and cosmetics. The game's revenue is primarily driven by in-app purchases (IAPs), with ad revenue playing a smaller role. The game's target audience is primarily older females, with the majority of downloads and revenue coming from the United States. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - [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 #99. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Youtube: https://youtu.be/9e0blIi1r08 Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ Agenda 00:00 Epic intro 04:45 Introduction to Top Heroes 05:10 The Unique Gameplay of Top Heroes 06:11 Transition to the World Map 08:06 Exploring the Town and Building Mechanics 09:08 Introduction to World Quests 10:07 Gameplay Mechanics and Objectives 12:40 Introduction to Hospital and Soldier Mechanics 20:02 Introduction to the Game and Revenue Analysis 21:05 Base Building Mechanics and Gameplay 22:23 Guilds and Social Mechanics 27:08 Grinding Bosses and Gear Upgrades 30:12 Engagement with Guilds and Events 34:22 Monetization and White Whales 36:24 Integration of AFK Arena and Rise of Kingdoms Mechanics 41:35 Poor Retention and Onboarding Experience 42:15 Initial Impressions of the Game 43:22 Smooth Onboarding and Gameplay 44:15 Teaser for the Next Episode 45:00 Discussion on the Importance of Ads 45:40 Upcoming Episode and Clues 46:26 Analysis of Ad Channels 48:26 Review of Creatives 53:33 Playable Ad and Revenue Growth 57:31 Experimenting with New Creatives 58:35 Revenue and Country Breakdown --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Top Heroes is a game with unique gameplay mechanics, including a transition from an action RPG to a world map. The game features building mechanics, world quests, and hospital and soldier mechanics. The conversation also touches on the topic of ad revenue and channel growth. Rewarded ads are implemented in the game to provide players with additional resources and speed up gameplay. 4X games combine elements of AFK Arena and Rise of Kingdoms to create a unique gameplay experience. Guilds and social mechanics play a crucial role in the game, with strong social engagement driving the guild's progress. The connection between heroes and Forex gameplay is a key aspect, with heroes carrying soldiers and their level determining their strength on the 4X map. Grinding bosses and upgrading gear are important activities in the game, providing resources and bonuses. Monetization in 4X games primarily comes from the 4X mechanics, with players investing in upgrading resources, soldiers, and peace shields. The game targets a niche audience, and the total addressable market for 4X games may not be as large as other genres. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - [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/creative-framework-how-to-win-in?r=7qqaf&utm_campaign=post&utm_medium=web Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai --- 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 OG session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously. Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠ Special guest: Eric Futoran from https://embrace.io/ Youtube: https://youtu.be/nWdvjIP6D2s Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-29stniv6f-oLJzhx2U_mRB_ppXnJ9hvQ Agenda 00:00 Epic Introduction and Special Guest 03:22 Starting with Max and Scopely 08:26 Scopely's Breakout Success 14:27 Scopely's Winning Formulas 20:37 Launching a Game at Scale 24:04 Different Types of Traffic for Game Launch 28:37 The Importance of Featuring and Channels for Launch 30:32 Strategies for Growth and Algorithm Manipulation 31:30 The Importance of Starting Strong 33:40 Timing and Seasonality in App Launches 34:14 The Impact of Changing App Icons 36:14 Success Stories of Simple App Ideas 37:08 Negotiating IP Deals 38:24 The Process of Signing IP and Deal Structures 40:49 The Challenges of IP Approvals 42:55 Calculating Fees and Revenue Sharing in IP Deals 45:52 The Limitations of Predictive LTV in Soft Launch 49:20 Analyzing ANR Issues and Ad Networks 55:47 The Importance of Collecting Data for Troubleshooting 59:34 Balancing User Experience and Revenue Generation --------------------------------------- Matej Lancaric User Acquisition & Creatives Consultant ⁠https://lancaric.me Felix Braberg Ad monetization consultant ⁠https://www.felixbraberg.com Jakub Remiar Game design consultant ⁠https://www.linkedin.com/in/jakubremiar --------------------------------------- Takeaways Starting strong in app rankings is crucial for long-term success. Changing app icons can help reactivate dormant users and trigger increased engagement. IP deals require careful negotiation and consideration of upfront fees, revenue sharing, and content approvals. Predictive LTV is challenging to calculate accurately in soft launch. Collecting data and using analytics tools can help identify and troubleshoot ANR issues and ad network problems. Balancing user experience and revenue generation is a constant challenge in the gaming industry. --------------------------------------- Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it! Hit the Subscribe button on YouTube, Spotify, and Apple! Please share feedback and comments - [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://lancaric.substack.com/p/creative-framework-how-to-win-in?r=7qqaf&utm_campaign=pod&utm_medium=web&triedRedirect=true Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai Felix Latest Article - https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes --- Send in a voice message: https://podcasters.spotify.com/pod/show/two-half-gamers/message