Running UA on AppLovin in 2025? Donât waste another dollar until you hear this.
In this episode, we sit down with Alexis Lejeune (ex-AppLovin, now UA advisor) to dive deep into how AppLovinâs UA stack really works â including how to scale, when to use D28 ROAS, how to test creatives, and how Axon 2 finds your payers before you do.
What we cover:
Axon 2: How AppLovinâs black box blends mediation + advertiser data
D0 vs. D7 vs. D28: Which ROAS model works best and when
Why $500 budgets wonât calibrate for IAP games
Campaign caps, crashes, and recovery strategies
Why campaign goals should be set per geo & not touched every 2 days
Why playables matter more than ever and how they qualify users
How to refresh creatives based on spend volume (5â10/week at $10K/day)
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
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
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
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 years
They power top mobile publishers around the world
Launch 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! Letâs not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â Jakub Remiaâ â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â r,â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â Felix Braberg, Matej Lancaricâ
Special guest: Alexis Lejeune
https://www.linkedin.com/in/alexis-lejeune/
Youtube: https://youtu.be/V3TJwkPBXOM
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Guest Introduction
05:03 Alexis Lejeune's Journey in Gaming
07:45 Understanding Applovin and Its Reputation
11:28 Exploring Axon 2 and Its Functionality
14:17 Campaign Strategies: D0, D7, and D28 Models
22:43 Common Mistakes in User Acquisition
27:22 Optimizing Campaigns on Applovin
32:40 Data-Driven Campaign Strategies
34:50 The Importance of Playable Ads
38:09 Creative Optimization and User Engagement
39:51 Creative Refresh Strategies
44:45 Aplovin and TikTok: A Strategic Merge
47:12 Facebook's Advertising Ambitions
48:03 Maximizing ECPMs for Publishers
54:51 Ad Formats: Length and User Experience
56:34 Banner Refresh Rates and Optimization
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
â https://lancaric.me
Felix Braberg
Ad monetization consultant
â https://www.felixbraberg.com
Jakub Remiar
Game design consultant
â https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
