two & a half gamers MAU'25 Live Special: The Bold New Era of Rewarded Gaming & UA in 2025
In this special episode recorded LIVE at MAU, Matej Lančarič sits down with Noa Gutterman (VP UA, Misplay) and Brett (Senior Manager, UA, Misplay) for a no-BS deep dive into the business and creative secrets powering Misplay’s explosive growth, and their high-stakes launch on iOS.
Brutally honest breakdown:
How Misplay overcame App Store hurdles to launch on iOS
Incrementality testing, the “always-on” strategy that’s blowing up the myth of last-touch attribution
Building a predictive PLTV signal stack for maximum partner value
Why culturalization, not just localization, is driving insane ROI in APAC markets
Creative strategies that actually convert: negative hooks, modular iteration, and next-gen UGC
Real talk on AI in UA, where it works, where it fails, and what’s next
Misplay’s playbook is a wake-up call for UA and product teams: “Question every channel. Obsess over incrementality. Creative is king, but speed and structure are the emperor. And don’t just localize, culturalize, or leave millions on the table.
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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
Youtube: https://youtu.be/xUCAnvTHcYQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Misplay and the Team
03:24 Challenges and Opportunities in iOS Gaming
06:51 User Acquisition Strategies for iOS
09:31 Incrementality Testing in User Acquisition
12:38 Measurement and Data Strategies
15:40 Signals and Optimization in Campaigns
18:48 User Segmentation and Geo Strategies
23:31 Culturalized Marketing Strategies in Korea
25:43 Creative Strategies and User-Generated Content
29:47 Innovative Brainstorming and Team Collaboration
32:43 Creative Testing and Iteration
36:38 The Role of AI in Creative Development
42:19 Future Directions for Misplay
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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