two & a half gamers The Art of Scaling games: The Creative arms race
In this episode, we break down why modern mobile UA is no longer won by great ideas, but by systems that can ship hundreds or thousands of creatives every month. With real data, real examples, and hard truths, this is a deep dive into the creative arms race dominating mobile games.
What you’ll learn
• Why creative velocity beats creative talent
• Why “new creatives in last 30 days” predicts scale
• How games produce 23,000 creatives per month
• How Meta allocates traffic to new uploads
• Why testing frameworks break at scale
• Why CEOs underinvest in creative production
• How one hit creative can change everything
• Why UA financing matters more than ever
Key takeaway
If you can’t ship fast, you can’t win, no matter how good your ideas are.
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This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Ridzki Syahputera/
https://www.linkedin.com/in/ridzkisyahputera/
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
00:00 — Why creative talent no longer wins
04:10 — The real bottleneck: creative velocity
08:10 — Meta’s algorithm & why new creatives get boosted
12:40 — How games ship 23,000 creatives per month
18:30 — Why testing frameworks fail at scale
23:55 — Data proof: revenue vs creative volume
29:45 — Why CEOs don’t understand creative costs
34:20 — The myth of Pareto creatives
38:10 — Financing the creative arms race
41:20 — Final takeaway
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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
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Please share feedback and comments - matej@lancaric.me
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