💰 The $45M/Month Football Game Nobody Talks About: eFootball, EA FC & Dream League Breakdown

The roll-up model works beautifully on the way up and gets ugly in a hurry on the way down — and this week Stillfront showed exactly what the down looks like. That's one of four stories worth your attention this week.Felix Braberg flies solo for the Friday news segment. Stillfront CEO Alexis Bonte is stepping down after leading the company's strategic review and restructure — against a backdrop of declining downloads and revenue since the COVID peak, a share price well off its highs, and three board members replaced back in March. AdColony — the AppLovin of its 2014-2018 heyday — is getting a second life as Indian DSP company Aationa (AFL) buys the brand, SDK, and integrations from Digital Turbine for a reported sub-$5M, a smart backdoor into ~80,000 apps' worth of inventory. The World Cup is driving COVID-style download growth across mobile football (eFootball +60%, and the shock winner Soccer Superstar +62%). And Meow Doku, from the studio formerly known as Oakever, has gone from 15K to 1.7M DAU since mid-May by fusing cats, Sudoku, and brain-training into one low-CPI package — likely earning $70-120K/day on ads alone.Four stories, one theme: the models and the winners are shifting fast.---------------------------------------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 Lancaric⁠Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-3bckldvr8-8PXvzciMWdheOzED9hq0SA---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - [email protected] you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej LancaricDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

Mobile has a creativity problem — and Steam keeps proving it. In this quarter's Full Steam Ahead, the crew scans the top Q1 Steam releases to find the genre mashups and fresh cores that could translate into mobile's next wave of hits.The throughline: all the creativity got outsourced to Steam. Mobile's job is to figure out how to execute these cores for a wider audience.━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━⏱️ TIMESTAMPS00:00 Full Steam Ahead — the setup and method04:00 Dialogue — the cyberpunk waifu dial-puzzler08:40 Raccoon coin-pusher roguelike + Screechy Scratch12:00 The proven sims — car co-op, video store, Quarantine Zone16:24 Star Rupture and the factory-building core19:20 Super Battle Golf — real-time PvP chaos22:45 Mewgenics — the Binding of Isaac creators' cat roguelite26:00 Slay the Spire 2 hits $140M — the deck-builder caseThis episode is brought to you by Kinoa — the AI operating system for mobile game operations: flows, live segments, in-app messages, push notifications, and A/B testing in one place, run by the operators who own the numbers. Carry1st saw +43% ARPDAU; PlayStudios saw +31% revenue on Tetris Block Party. Learn more at Kinoa.http://www.kinoa.ai?utm_source=MatejPodcast&utm_medium=Link&utm_campaign=Matej+Podcast&utm_id=100--------------------------------------PVX Partners offers non-dilutive funding for game developers.Go to: https://pvxpartners.com/They can help you access the most effective form of growth capital once you have the metrics to back it.- Scale fast- Keep your shares- Drawdown only as needed- Have PvX take downside risk alongside you+ Work with a team entirely made up of ex-gaming operators and investors---------------------------------------For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.Our sponsor FastSpring:Has delivered D2C at scale for over 20 yearsThey power top mobile publishers around the worldLaunch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.---------------------------------------Potensus is a premium ad network built by people who've actually been on both sides of this industry - game publishers, agencies, and successful exits. They get it.Here's the thing - Potensus has direct deals with Amazon, Apple, Coca-Cola, Vodafone. Not programmatic. Direct. Those budgets land in your game at premium CPMs, no middleman tax.And they handle everything with their in-house team. PLUS they're partnered with PlayableMaker WINK WINK - so they'll take a brand's YouTube video or a static banner and actually turn it into a playable ad or rewarded video. Proper interactive format, built for gaming inventory. Brands getting a gaming-native creative, publishers getting higher CPMs. Everyone wins.Head to potensus.com to get started or check their creative portfolio here https://vimeo.com/showcase/12093300?fl=so&fe=fs---------------------------------------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---------------------------------------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]

What happens when a monetization manager gets to build a game from scratch? You get Tetris Block Party - a hybrid that fuses block-puzzle gameplay, coin-looter meta, and match-3 boosters into a single LiveOps machine where two operators can run almost everything without a dev ticket.Matej Lančarič, Jakub Remiar, and Felix Braberg do a live review with two guests: Erez Yosef, who manages Tetris Block Party at Play Studios, and Elias Sandler, founder and CEO of Kinoa. They break down the genre hybrid (active block gameplay instead of passive slots/dice, with a persistent board, trashable pieces, and a match-3 layer that generates the boosters), the brutal design challenges of adapting a block core to a coin-looter meta (the multiplier problem alone took countless iterations), and the LiveOps philosophy of building one flexible template that can become almost any event. The standout story: a coupon-wheel feature built without ever developing real coupons — just tokens and images — that drove close to a 50% revenue lift in a single day. Plus why showing ads actually makes players convert better (not cannibalize), how everything is segmented by player behavior in seconds, and where Kinoa is taking real-time churn and purchase prediction next.The throughline: build the infrastructure once, flexibly, and let operators create endless content without waiting months for development.━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━⏱️ TIMESTAMPS00:00 Epic Intro 04:00 The core - block puzzle meets coin looter06:30 Control vs randomness — the design balance09:30 The booster system and the match-3 third layer13:40 LiveOps architecture - the "Times Square" UI15:00 The multiplier problem and how they solved it20:30 The flexible-template philosophy and the coupon wheel36:00 Real-time segmentation and churn predictionThis episode is brought to you by Kinoa — the AI operating system for mobile game operations: flows, live segments, in-app messages, push notifications, and A/B testing in one place, run by the operators who own the numbers. Carry1st saw +43% ARPDAU; PlayStudios saw +31% revenue on Tetris Block Party. Learn more at Kinoa.http://www.kinoa.ai?utm_source=MatejPodcast&utm_medium=Link&utm_campaign=Matej+Podcast&utm_id=100---------------------------------------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🎤 GUESTSErez Yosef — Tetris Block Party, Play Studioshttps://www.linkedin.com/in/erez-yosef-27760310a/Elias Sandler — Founder & CEO, Kinoahttps://www.linkedin.com/in/elias-sandler-402a4112Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-3bckldvr8-8PXvzciMWdheOzED9hq0SA---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - [email protected] you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric

The whole market is chasing the same thing: one magic creative that lowers your CPI. But this month's creative trends show the real storyWe run through the month's creatives and surface the patterns: AppQuantum/Golden Goblins as the copy-machine the whole market imitates (now with a ~100-person creative team), the onboarding land grab where studios slap My Perfect Hotel, Last Asylum, and other hyper-casual hooks onto match and merge onboarding, the Game of Thrones IP game (Dragonfire) as a test of whether Western IP can punch back against the Chinese creative machine, Voodoo's standout new mid-core game Path of Kings (old-school pixel RPG nostalgia, 60K downloads/day since a May launch), AI creatives flooding every genre (and the hand-movement tell that still gives them away), and several games clearly in troubleThe throughline: copy and execute are two different things. You can copy any creative - but can you actually execute it?⏱️ TIMESTAMPS00:00 The full crew and creative trends kickoff02:30 Golden Goblins / AppQuantum — the copy machine09:00 The "getting slapped" hook and Whiteout Survival09:40 Game of Thrones IP vs the Chinese creative machine20:00 Panteon, Raid Rush, and the AI-tower signature22:50 Voodoo's Path of Kings — the standout new game26:30 The onboarding land grab — Match Villains & beyondThis episode is brought to you by Kinoa — the AI operating system for mobile game operations: flows, live segments, in-app messages, push notifications, and A/B testing in one place, run by the operators who own the numbers. Carry1st saw +43% ARPDAU; PlayStudios saw +31% revenue on Tetris Block Party. Learn more at Kinoa.http://www.kinoa.ai?utm_source=MatejPodcast&utm_medium=Link&utm_campaign=Matej+Podcast&utm_id=100--------------------------------------PVX Partners offers non-dilutive funding for game developers.Go to: https://pvxpartners.com/They can help you access the most effective form of growth capital once you have the metrics to back it.- Scale fast- Keep your shares- Drawdown only as needed- Have PvX take downside risk alongside you+ Work with a team entirely made up of ex-gaming operators and investors---------------------------------------For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.Our sponsor FastSpring:Has delivered D2C at scale for over 20 yearsThey power top mobile publishers around the worldLaunch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.---------------------------------------This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-3bckldvr8-8PXvzciMWdheOzED9hq0SA---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - [email protected] you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric

The World Cup is here, and three football games are quietly printing money — but in completely different ways. eFootball is doing $45M a month after nearly a decade of straight-line growth, and almost nobody in the industry is talking about it.Matej Lančarič, Jakub Remiar, and Felix Braberg break down the three realistic football giants — Dream League Soccer, Konami's eFootball, and EA Sports FC Mobile (the game formerly known as FIFA Mobile). They get into the wildly different country mixes (Dream League at 25% US revenue, eFootball at 43% from Japan, EA FC pulling 20% from China and 16% from Korea), the radically different ad strategies (eFootball at just 0.65% ad revenue, EA FC around 15-25%, Dream League a remarkable 68% ad-driven), the gacha and card-collection monetization, the FIFA licensing divorce that freed EA from a reported nine-figure annual fee, and the UA reality: all-real-gameplay creatives, great CPIs for the genre, and the curious fact that none of them are on AppLovin despite Dream League being a perfect blended-ROAS candidate.The throughline: same sport, same core gameplay, three completely different businesses underneath.━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━⏱️ TIMESTAMPS00:00 The numbers — eFootball at $45M/month01:30 Three games, big structural nuances05:30 Ad revenue split — 0.65% vs 15% vs 68%06:50 The country mix that changes everything11:00 Inside the games — gameplay and gacha17:30 The FIFA license divorce and EA's escape26:30 The ad stacks and what they get wrong35:30 UA reality — real gameplay, cheap CPIs, no AppLovin--------------------------------------PVX Partners offers non-dilutive funding for game developers.Go to: https://pvxpartners.com/They can help you access the most effective form of growth capital once you have the metrics to back it.- Scale fast- Keep your shares- Drawdown only as needed- Have PvX take downside risk alongside you+ Work with a team entirely made up of ex-gaming operators and investors---------------------------------------For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.Our sponsor FastSpring:Has delivered D2C at scale for over 20 yearsThey power top mobile publishers around the worldLaunch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.---------------------------------------This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠Podcast: Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-3bckldvr8-8PXvzciMWdheOzED9hq0SAChapters---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - [email protected] 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

Caught up with Sarah (Google AdMob) and Matt (VP of Revenue at Audiomack) while we were out at MAU Vegas to get the unfiltered truth about Google's new GMA Next-Gen SDK 1.00.Audiomack recently made a massive move by migrating their entire stack over to AdMob. We wanted to see if the reality actually lived up to the hype, or if switching was just a massive headache.Matt dropped the exact metrics they saw after the switch, including a 30% revenue jump, a 25% reduction in ad latency, and cutting their app crash rates in half in emerging markets.#GoogleAdMob #MAU2026

This month's playable trends are the kind you only catch when you're staring at hundreds of creatives in a row: the dress-up "please your boyfriend's mom" hook quietly flooding match-3 UA, and the Playrix templated-playable machine that turns one build into an entire portfolio.Matej Lančarič and Ondrej Mosberger are joined by Robin Kuyer, who leads Unity PlayWorks (formerly Luna Labs) and has been building playables for five years. They break down the fashion/dress-up template appearing across Crazy Labs, Kinetic, and others (often with identical assets) and why it's really a match-3 onboarding wrapper, the Playrix masterclass of strongly templated playables reused across Township, Gardenscapes, and Homescapes, and the single most underused tactic in the industry: taking one winning playable build and squeezing everything out of it with asset swaps, camera-angle changes, and different cut points. They also dig into long playables (and why 3 minutes can pre-qualify your best payers), the authentic-vs-non-authentic debate (where CTR can double but ROAS stays close), network approval chaos, and where AI playable production is genuinely heading — plus why "make a playable that performs well" will never be a working prompt.The throughline, straight from Robin: production speed means nothing without the foundation. Knowing what a good hook, reward loop, and progression actually look like is the part too many studios skip.━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━⏱️ TIMESTAMPS00:00 Game designers on playable team?03:35 The fashion / dress-up playable pattern08:00 Why it's really match-3 in disguise16:14 The Playrix templated-playable masterclass20:35 One build, many ads — asset swaps and camera angles27:00 Long playables and pre-qualifying payers36:46 Authentic vs non-authentic playables40:00 Can AI vibe-code a winning playable?--------------------------------------PVX Partners offers non-dilutive funding for game developers.Go to: https://pvxpartners.com/They can help you access the most effective form of growth capital once you have the metrics to back it.- Scale fast- Keep your shares- Drawdown only as needed- Have PvX take downside risk alongside you+ Work with a team entirely made up of ex-gaming operators and investors---------------------------------------For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.Our sponsor FastSpring:Has delivered D2C at scale for over 20 yearsThey power top mobile publishers around the worldLaunch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.---------------------------------------This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.🎙️ HOSTSMatej Lančarič — User Acquisition consultantOndrej Mosberger — Playable production (PlayableMaker)🎤 GUESTRobin Kuyer — Unity PlayWorks https://www.linkedin.com/in/robin-kuyer-76b24b87/Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-3bckldvr8-8PXvzciMWdheOzED9hq0SA---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - [email protected]

The old way of buying an MMP took weeks — sales calls, demos, contracts, CSM onboarding, documentation. Airbridge just collapsed that into a couple of hours. Core Plan: https://abr.ge/xqaqqluUse code Matej26 for bonus attributed installs!Matej Lančarič sits down with Roi Nam, CEO and founder of Airbridge, to unpack Core Plan — a self-serve, pay-as-you-go MMP that comes with 15,000 attributed installs free for a year. They get into why now (AI has driven a ~60% year-over-year jump in app releases, and those founders need measurement fast), who it's for (founders under $10M ARR, teams of 1-20, mostly consumer and subscription apps), how the AI-native onboarding works (MCP and an AI pilot that installs the SDK and builds reports for you), what got stripped out to keep it "core," and the roadmap — instant pre-SDK analysis from your ad accounts, easier web-to-app, and built-in signal engineering. On that last point: Roi shares how one sleep-tracking app cut CPA 27% with the simplest signal-engineering tactic — delaying the cancellation signal to Meta.The throughline: measurement should be as fast as the AI tools founders already use.⏱️ TIMESTAMPS00:00 Meet Roi and Airbridge00:45 What Core Plan actually is — 15K free installs02:31 Why now — AI and the 60% jump in app releases05:04 How Core Plan differs from the enterprise plans07:15 The AI pilot and MCP — SDK install in 2 hours12:05 The roadmap — pre-SDK analysis and web-to-app14:18 Signal engineering and the 27% CPA win19:08 Who's signing up — the thick-tail app market━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━📌 KEY TAKEAWAYS— Airbridge launched Core Plan, its first-ever product-led-growth motion in 10 years as an MMP. It's self-serve and pay-as-you-go, with 15,000 attributed installs free for one year, then 5 cents per attributed install (installs, not conversions) after that. Founders can sign up on the dashboard and be running in 2-3 hours.— The "why now" is AI. App releases are up roughly 60% year-over-year (per a16z) as founders use AI to research, pick a segment, and ship apps in days. But while AI tools deliver value in minutes, MMPs historically took weeks to two months to onboard — sales calls, contracts, CSM, documentation. Core Plan closes that speed gap.— The target is small-to-mid-market founders under $10M ARR, teams of 1-20, who grow primarily through UA. Currently ~85% apps (vs games), ~60% subscription apps, with more than half of users from the US, UK, and Europe but sign-ups genuinely global.— Core Plan is ~65% of the enterprise feature set. It keeps the essentials — cohort analysis, raw data export, deep linking, up to two integrations (RevenueCat, Adapty, AdMob, Amplitude, Mixpanel, Braze) — and strips advanced reporting, multi-touch attribution, incrementality, and agency/security management. The 15K free installs are calibrated to get an early app to ~$3-5K MRR and prove product-market fit.— The AI-native onboarding is the core differentiator. An MCP integration (drop it into Claude Code or Codex) plus an embedded AI pilot lets founders install the SDK, set up taxonomy, place tracking codes, and generate reports by asking — instead of reading documentation for hours. Tech-savvy founders are getting the SDK live in 2-3 hours vs the 2-month enterprise timeline.— Signal engineering is the sleeper topic. Everyone talks about it; almost nobody implements it. The idea: ~20% of trial subscribers cancel within 20-30 minutes, and sending that signal to Meta/Google can mislead the algorithm about your real audience. The fix can be as simple as delaying the cancellation signal by ~2 hours. One sleep-tracking app (a category leader in Japan) cut CPA by 27% with that single tactic. Airbridge wants to make this a toggle on the dashboard rather than a custom engineering project.🎙️ HOSTMatej Lančarič — User Acquisition consultant🎤 GUESTRoi Nam — CEO & Founder, Airbridge

Supercell rebooted MoCo, their monster-hunting RPG, with a big relaunch update - new weapons, new abilities, redesigned portals, daily jobs. The hype cycle lit up. And after playing it, the verdict is brutal: it's still dead on arrival.Matej Lančarič, Jakub Remiar, and Felix Braberg dig into the MoCo relaunch and why it doesn't fix the game's core problem. MoCo launched in March 2025 with a download spike, hit a hard shark fin, and the relaunch pumped it back up to roughly 230K DAU — but only around $14K/day in revenue and ~$5M lifetime (about one peak day of Brawl Stars). Jakub's diagnosis as a hardcore RPG player: the game has no depth, no chase items, no endgame, just farming stat-cores and a cosmetics shop. The relaunch added "depth-ish" — a little bit of depth sprinkled into the depth — but lightweight RPGs don't exist, and Supercell's broad-and-accessible business model is fundamentally incompatible with what makes RPGs work.The conclusion the hosts land on is uncomfortable: in its current state, MoCo is essentially unsalvageable as an RPG. Either pivot it into a MOBA, or kill it and go back to strategy games — the thing Supercell is genuinely great at.━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━⏱️ TIMESTAMPS00:00 Cold open — what does this mean for Supercell?02:19 The relaunch and the search for one positive sign03:30 The numbers — shark fin, 230K DAU, $14K/day07:40 The core problem — no depth, no chase items12:50 "Gen Z slop": why the RPG genre rejects this16:00 The endgame problem — stat-cores and cosmetics26:00 MoCo vs Diablo Immortal vs Path of Exile30:45 The verdict — kill it or pivot to MOBA--------------------------------------PVX Partners offers non-dilutive funding for game developers.Go to: https://pvxpartners.com/They can help you access the most effective form of growth capital once you have the metrics to back it.- Scale fast- Keep your shares- Drawdown only as needed- Have PvX take downside risk alongside you+ Work with a team entirely made up of ex-gaming operators and investors---------------------------------------For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.Our sponsor FastSpring:Has delivered D2C at scale for over 20 yearsThey power top mobile publishers around the worldLaunch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.---------------------------------------This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠Podcast: Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-3bckldvr8-8PXvzciMWdheOzED9hq0SA---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - [email protected] 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

Direct-to-consumer is finally out of the shadows. Eight public studios just revealed how much revenue they drive through D2C — and the numbers make the case better than any pitch could. But there's a window closing, and the studios moving now are the ones who'll win.We are joined by Chip Thurston (FastSpring) for a D2C deep-dive built around the Pocket Gamer report aggregating publicly disclosed D2C revenue. They break down the three cohorts (social casino, mid-core, casual) and what each tells us, the standout data points (Playtika at 39% of revenue, Fishing Clash at 33%, Double Down at 44%), the difference between direct-checkout links and web stores and why you need both, Google's new External Content Links policy, the still-unapproved Epic v. Google settlement and its 20% linked-payment fee, where Apple's appeals stand after the Supreme Court declined to hear them, and the single most actionable takeaway: maximize US D2C traffic today, while you can still steer without fees.⏱️ TIMESTAMPS00:00 Cold open — maximize US D2C traffic today01:35 The Pocket Gamer D2C report and why it matters05:35 The three cohorts — social casino, mid-core, casual11:50 Direct checkout vs web store — the frictionless path16:00 Google's External Content Links policy explained21:20 The Epic v. Google settlement and the 20% fee30:10 Where Apple stands after the Supreme Court36:20 Casual works too — Playtika and the playbook📌 KEY TAKEAWAYS— D2C is out of the shadows. A Pocket Gamer report (by Craig Chappell) aggregates publicly disclosed D2C revenue from eight studios — Playtika, MTG, Stillfront, SciPlay, PlayStudios, Tensquare, Huuuge, G5, Take-Two. For the first time, studios are openly reporting D2C as a positive earnings story rather than treating it as a cloak-and-dagger tactic.— Three cohorts, all winning. Social casino (SciPlay, PlayStudios, Huuuge, Double Down at 44%) leads because revenue is VIP-concentrated — shift a few whales and you shift a big share of revenue. Mid-core (MTG, Stillfront, Tensquare) ranges up to 44%. — Direct checkout vs web store is the key strategic choice. Direct-checkout links (skip the store, go straight to a hosted checkout page, bounce back to the game) are the most frictionless path available today and can push you over 50% D2C. But every direct-checkout link is a "linked payment" that would incur the 20% fee under the coming settlement — so the durable play is habituating players to your web store as a destination they'll return to regardless.— Google's External Content Links policy is the first salvo. In effect since January 28, 2026 (US only for now), it requires enrolling via an API to link to external content — or your app updates get disapproved. No fees yet (they legally can't), but it lays the groundwork for the 20% linked-payment fee with a 24-hour attribution window once the settlement is approved.— The Epic v. Google settlement is still unapproved and the dates are slipping. Google intended its new fee structure to take effect June 30, 2026 (US and Europe), but the court is skeptical and hasn't approved it. The structure decouples the old 30% into a 5% Google Play billing fee plus a 20-25% platform fee (varying by install date), with carve-outs for first $1M (10%) and subscriptions (10% + 5%). The cosmetic-vs-power-item distinction was dropped entirely.— The actionable playbook: maximize US D2C today with a mix of direct-checkout and web-store links (to habituate players for the fee future). Learn from the disclosed studios (Raid Shadow Legends' web-store points flywheel is a great model). And treat Japan — which already allows steering with fees under its Mobile Software Competition Act — as a soft launch for the fee-based future of D2C.🎙️ HOSTSMatej Lančarič — User Acquisition consultantJakub Remiar — Game Design consultantFelix Braberg — Ad Monetization consultant🎤 GUESTChip Thurston — FastSpring