two & a half gamers

Today, we dissect Little Farm Story Idle Tycoon — SayGames’ latest farming-idle hybrid that feels like a mashup of Dreamdale, My Perfect Hotel, and Idle Breaker.Key insights:Gameplay Loop:Clearing grass → unlocking fields → harvesting → selling resources.Heavy reliance on ads for progression (resources, boosts, even eggs).“Annoyance monetization”: progress gates force you to watch ads or buy “No Ads” pack.Monetization:~$67–70K/day in revenue.~53% from ads, ~47% from IAP.Ad breakdown: ~$24K rewarded, ~$10K interstitials, ~$500–700 from banners (“why bother?”).“Remove Ads” pack is likely the top IAP — players pushed into it by frustration.Design Choices:Map expands with resource conversions (tomatoes → ketchup, chickens → eggs, wood → upgrades).Inventory/capacity upgrades disguised as RPG-like gear, but tied to ad rewards.Cosmetic shop + IAP items scattered on map.UA & Creatives:Ads mirror Township / Playrix resource ads and Century Games’ UA tricks (suction devices, backpacks).Low-poly art style keeps CPIs down, but LTVs capped.Playables + AI-generated UGC, but “Township-from-Wish” vibe.Heavy interstitial cross-promo inside SayGames portfolio (even multiple in a row).Market & Scaling:Currently SayGames’ #1 title by IAP revenue.~$2M monthly run rate, growing but not viral like Dreamdale or My Perfect Hotel.Audience skew: ~63% US revenue, Tier 1 heavy.Takeaway: Little Farm Story is a polished ad-driven idle hybrid, but its top IAP being “Remove Ads” caps its growth potential.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-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction and Game Overview03:48 Gameplay Mechanics and Features07:25 Monetization Strategies and Ads12:42 In-App Purchases and User Experience17:17 Revenue Insights and Conclusion18:15 The Decline of Traditional Ads19:23 User Acquisition Strategies in Gaming21:17 Ad Monetization Archetypes23:46 Comparative Analysis of Game Creatives25:57 Performance Metrics and Revenue Insights28:30 The Future of Game Scaling and IAPs---------------------------------------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 - matej@lancaric.me

In this special Two and a Half Gamers episode, Matej and Felix sit down with Zino Rost van Tonningen (TyrAds) to deep dive into the history, present, and future of rewarded monetization & offerwalls.Key insights:History of rewarded ads:Early “incent installs” → rank-boosting campaigns (TapJoy, FreeMyApps).Multi-reward systems (TapJoy, IronSource, Fyber).Misplay breakthrough: timer-based playtime rewards + personalization.AdJoe & others scaled Misplay’s model into SDK solutions.The shift to personalization:Old offerwalls = one-size-fits-all.New generation = hyper-personalized rewards per user.Use of media source data (Google, Unity, AppLovin, etc.) to adapt rewards based on traffic quality.Publisher perspective:Offerwalls can contribute 5–30% of game revenue depending on genre.Biggest impact: retaining non-payers & dolphins by giving them an alternative to IAP.Integration fights today echo old mediation wars (bonuses, rev guarantees, exclusivity deals).Best practices for choosing an offerwall partner:LiveOps environment — events, hot deals, timed offers.Transparency — explain revenue spikes/drops & media source impact.Personalization — reward scaling, segmentation by user type & UA source.UI/UX — aesthetics matter; no more “Windows 95” offerwalls.Zino’s TyrAds SDK v3.0:One-time integration, no updates needed.Customizable design to match game branding.Hyper-personalized rewards, dynamic leveling systems.LiveOps events triggered per user (push, in-app messages).Takeaway: Rewarded monetization has entered its 4th generation: hyper-personalized, data-driven, and LiveOps-powered.https://tyrads.com/Get our MERCH NOW: 25gamers.com/shop---------------------------------------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: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠Special guest: Zino Rost van Tonningenhttps://www.linkedin.com/in/rovato/zino@tyrads.comJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to Rewarded User Acquisition04:30 The Evolution of Rewarded Monetization07:10 The Shift from Incentivized Installs to Quality KPIs09:51 Innovations in Rewarded Advertising: Multi-Reward and Playtime Solutions12:33 The Role of Personalization in Rewarded Monetization14:56 Challenges in Current Rewarded Solutions17:48 Evaluating Monetization Solutions: Key Considerations20:15 The Importance of LiveOps in Engagement23:06 Transparency and Optimization in Offer Walls28:34 Differentiating Offer Walls for Monetization30:44 The Importance of Data in Monetization Solutions31:28 Personalization and User Engagement in Offer Walls33:18 SDK Evolution: From Version 1 to Hyper-Personalization36:14 Leveraging Machine Learning for Offer Wall Optimization40:14 Engaging Users with LiveOps and Hot Deals44:01 Dynamic Leveling Systems for Enhanced User Experience46:58 Criteria for Effective Offer Wall Implementation48:47 Revenue Impact and Client Engagement---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comZino Rost van TonningenCEO of TyrAdshttps://www.linkedin.com/in/rovato/zino@tyrads.com---------------------------------------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

Today, we break down Galaxy Defense, a sci-fi-themed tower defense/survival clone that’s generating $100K/day in IAP with only around 135K DAU.🎯 Topics covered:Gameplay breakdown: lasers, turrets, force fields & randomizerMonetization: IAP heavy, ~12% ads, “Remove Ads” pack as a top purchaseWhy CPIs are likely $50–100+ in Tier 1 marketsRevenue: ~$220K/day combined, with Android more than iOS UA creatives: TikTok memes, fake interviews, AI actors — mostly 3.5/10 executionWhy this isn’t yet the “Western prophecy hit” for tower defense👉 Subscribe for brutally honest deep dives into UA, monetization & game design.👉 Comment: is Galaxy Defense the next Rush Royale, or just another clone?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---------------------------------------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-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to Galaxy Defense04:02 Gameplay Mechanics and Strategies07:12 Ad Experience and Monetization10:09 Comparative Analysis with Other Games20:55 Energy Systems and Progression23:50 Customization and Gear Enhancement34:03 Chinese Market Dynamics and UA Strategies37:06 The Stability of Waifu Games38:07 Emerging Trends in Tower Defense Games41:48 Creative Strategies in Game Marketing44:02 The Role of AI in Game Advertising47:57 Cultural Influences on Game Development49:35 Final Thoughts on Game Trends and Predictions---------------------------------------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 - matej@lancaric.me---------------------------------------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 LancaricDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

We dive into AceCraft, Moonton’s new Tom & Jerry–themed midcore gacha shooter that mixes Cuphead-style 1930s cartoon art with Habi-inspired systems and miHoYo-style monetization depth.Key insights:Gameplay & Core Loop: Systems & MetaDual banners (Tom & Jerry separately) with pity timers, skewed rates, and duplicate scaling.Each major character has a signature weapon requiring rolls.Collectible album (Royal Match / Monopoly Go style) with trade functionality, now ported into midcore — a first.Co-op synchronous modeThree-layer skill trees, elemental affinities, wingman companions.Monetization:~$330K/day IAP revenue post-launch (peaking with Tom/Jerry banner).Battle Pass upsell trick: Downloads ~300K/day at launch, half from China.Scaling across 17+ networks: TikTok, Facebook, YouTube, Unity, AppLovin, IronSource, Mintegral, etc.UA creatives lean on retro cartoon surrealism, dancing ads, Tom & Jerry music, plus street interview trend (borrowed from Raid Rush).Prediction:Likely to fade in Western markets (art style too niche, monetization too punishing).Moonton may line up other WB/Looney Tunes IPs (Sylvester, Tweety, Popeye, Roadrunner) for similar launches.Takeaway: AceCraft is one of the deepest midcore gacha launches in 2025 — but built for Asia, not the West.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---------------------------------------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-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Intro03:46 Discussion on Ace Craft and Impressions09:22 Core Gameplay Mechanics and Innovations12:14 Character Development and Gacha Elements15:04 Battle Pass and Game Structure21:05 Exploring Game Modes and Social Features23:05 The Collectible Album Revolution25:23 Gacha Mechanics: A Deep Dive31:48 Event-Driven Engagement Strategies41:03 Nostalgia in Gaming: The Influence of Classic Titles47:09 The Role of IP in Game Development50:32 Cultural Differences in Game Reception---------------------------------------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 - matej@lancaric.me

In this special Two and a Half Gamers duet episode, Matej and Felix walk through how to set up Ad Monetization (AdMon) from scratch using Matej’s own test app as a live case study. This episode is part tutorial, part comedy of errors, and part step-by-step guide for anyone new to AdMon.Key insights:App-ads.txt basics:Required by IAB for fraud prevention.Must be hosted on the developer’s listed website (App Store/Google Play).Each network (Google, AppLovin, IronSource, Unity, Meta, Mintegral, etc.) requires unique entries.Some networks (like IronSource) force you to request Publisher ID via support, making setup painful.Mediation setup (MAX):One network is never enough — competition = higher eCPM.Best practice: integrate multiple (Google AdMob, AppLovin, IronSource, Unity Ads, Meta Audience Network).Connect networks directly in MAX for payout reconciliation & fraud safety.Network quirks:Google AdMob: straightforward, rewarded bidding setup.AppLovin: entries visible in account dashboard.IronSource: must email for Publisher ID.Unity & Mintegral: dashboard accessible.Meta/Facebook: painful; rewarded ads disabled for non-games, only interstitial/rewarded interstitial available.Best practices shared by Felix:Always keep app-ads.txt updated with every network.Cross-check revenue between MAX vs. direct networks.Expect a lot of clicking, logins, and waiting, but setup today saves revenue disputes later.Live Learnings:Matej’s developer website missing → crawlers failed.Felix guided step-by-step through creating ad units, adding IDs, and verifying setups.By the end, Matej had MAX + multiple networks integrated, app-ads.txt updated, and was ready to monetize his app.Takeaway: AdMon setup is annoying, but essential. Do it properly once, and it will pay you back forever.Get our MERCH NOW: 25gamers.com/shop---------------------------------------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-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to App Development and Advertising03:51 Understanding AdMob and App Ads TXT06:22 Navigating Ad Networks and Their Requirements08:52 Setting Up Ad Units and Bidding Strategies11:36 Integrating Multiple Ad Networks14:25 Finalizing App Setup and Future Steps---------------------------------------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 - matej@lancaric.me---------------------------------------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 LancaricDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

We break down Epic Plane Evolution – Voodoo’s hypercasual throwback hit that’s pulling in ~$150K/day in ad revenue with over 100K daily downloads.Key insights:Gameplay: Players start with a broken cardboard plane and unlock wings, tails, and rockets through upgrades. Controls are intentionally clunky — planes crash often, driving engagement and retries.Monetization: Heavy use of rewarded ads (“convert or die” mechanic) and interstitial spam. iOS users see gems + VIP purchases, while Android has no gems at all, leading to 80–85% of revenue coming from iOS.Retention: Despite frustration, average playtime is ~13 minutes/day across 3 sessions, powered by the addictive slingshot mechanic.Revenue Mix: Estimated $150K/day, 80–84% ads, minimal IAP. VIP subscriptions and gem bundles exist only on iOS.Creative Strategy: Basic hypercasual creatives (gates + plane gameplay). Some gameplay ads actually teach players how to steer — a sign of design flaws.Market Context: Falls under “Arcade Driving” genre, sitting alongside Hill Climb Racing & Traffic Rider. Current run rate ~$10M annually, but easily cloneable. Vietnam devs likely to copy/expand with IAP depth.Future Potential: If Voodoo adds events/meta (e.g. Legend of Slime style), this could evolve from hypercasual into hybrid-casual. But for now, it’s a hypercasual money-printing surprise hit.Takeaway: Epic Plane Evolution proves hypercasual isn’t dead — it just needs the right loop, frustration, and ads.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---------------------------------------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-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to Epic Plane Evolution04:08 Gameplay Mechanics and Challenges11:39 Monetization Strategies and Ad Revenue14:10 Unexpected Success and Future Improvements18:15 The Decline of Banner Ads21:13 Analyzing Competitor Strategies24:14 User Acquisition and Monetization Trends28:24 Creative Strategies in Mobile Gaming32:16 Future of Mobile Gaming and Audience Engagement---------------------------------------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 - matej@lancaric.me

Our Creative Trends episode dives into the wildest UA creative trends of July 2025. We dissect the latest ad formats, AI breakthroughs, and genre crossovers reshaping mobile game marketing.Key highlights:Golden Goblins still dominating: Physics + slicing + gem/gold mechanics continue to scale across genres.AI everywhere: From fully AI-generated creatives to lip-synced fake influencers and medieval AI drama ads, VEO3 and other tools are powering cheap, fast, and diverse iterations.Clash Royale’s bizarre UA: Gameplay with random AI gorillas and corpses – questionable hooks, but they still scale.Celebrity & influencer hooks: Jonas Brothers cameo in Travel Town ads, Kevin Hart still pushing, street interview actors turning into professional creative talent.Rising stars: Vita Mayong scaling with bizarre money-plinko-style creatives, Carnival Tycoon adopting 4XUA funnels, Dark War Survival flooding with pixel-art AI creatives.Legal risks ignored: LEGO blocks, Gucci logos, celebrity likenesses - Chinese publishers are pushing boundaries regardless.Creative of the year contender: AI-powered medieval skits with bad dialogue, compared to Viva La Dirt League, hailed as the funniest + most viral format so far.Takeaway 2025 creatives = AI hooks + genre mashups + zero morality. The only rule: “Does it scale?”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---------------------------------------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-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to Creative Trends03:52 Analyzing Current Creative Trends17:44 The Ethics of Creative Production in Gaming26:48 Ad Creatives and Performance Insights30:48 Game Concepts and Genre Adaptation31:48 Scaling Strategies in Game Development32:49 Emerging Game Creatives and Market Competition33:51 The Impact of AI on Game Creatives40:48 Trends in Game Design and User Engagement41:54 The Evolution of Game Creatives42:49 Legal Challenges in Game Development47:01 Innovations in Game Marketing Strategies---------------------------------------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 - matej@lancaric.me

In this solo episode of Two and a Half Gamers, Felix dives into the Sensor Tower data that proves Vietnam is becoming one of the biggest forces in global mobile gaming.📊 Key highlights:OneSoft at #3 worldwide with ~89M downloads in 30 days.iCame skyrocketing from $2.9M → $15M/month in IAP thanks to Screwdom.72 studios now hitting 1M+ downloads monthly, up from 44 earlier this year.58 new studios appeared in one month.Vietnam shifting from ad-monetized hypercasual → IAP-driven growth.Felix explains why Vietnam is now a must-watch market, what’s fueling this growth, and why he and Jakub are heading to Games Forum Vietnam this November to meet the studios shaping the future.Get our MERCH NOW: 25gamers.com/shop---------------------------------------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-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters---------------------------------------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 - matej@lancaric.me---------------------------------------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 LancaricDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

In this episode, we suffer (literally) through Wool Craze, a yarn-peeling 3D puzzler that’s taking the charts by storm. The crew dissects why this painful yet brilliant game is generating ~$100-120K daily on a DAU of just ~140K — all while flooding the market with AI-generated creatives.Key highlights:Gameplay & Pain: Long, punishing levels (20–30 minutes each), fat-finger frustration, endless rewarded ads. A grind that monetizes sunk-cost fallacy.Monetization: Aggressive rewarded ads, interstitial spam, “Fail Packs” as top IAP. Smart combo of bundles + F2P pain points.Scale: ~$60K/day from IAP, $30–40K/day from ads = ~$100K/day total.Creative Strategy: Wild diversity (20+ different concepts). Heavy use of AI for characters, interviews, and banners. Street interview trend, talking AIs, even knitted dwarfs.UA Lessons: Chinese devs (HeroLinkage / SparkWish) pushing huge creative volume. AI lowers production cost, drives constant testing.Prediction: Could follow Screwdom’s trajectory ($400K/day). With retention benchmarks and UA firepower, scaling is inevitable.Takeaway: Pain + AI + aggressive monetization = money machine.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---------------------------------------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 Lancaric⁠Youtube: https://youtu.be/0ONl8Bj4jR4Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction and Game Overview02:18 Game Mechanics and Design05:16 Monetization Strategies07:28 User Experience and Retention10:31 AI in Game Development13:27 Comparative Analysis with Other Games16:03 Market Performance and Revenue Insights18:41 Creative Strategies and Advertising21:23 Conclusion and Future Prospects---------------------------------------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 - matej@lancaric.me---------------------------------------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 LancaricDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

Grand Games is back with another puzzler and it’s a monster. Car Match has hit $120K/day, combining bench mechanics, Pixar-style cars, and a polished Royal Match meta. On paper, it’s a textbook case of how to scale a puzzle game.Product, amazing. UA? Not so much.Here’s why:The product is a 9/10. Meta depth, endless events, and a proven template.Monetization is efficient. ~30% of revenue comes from ads, bundles are cleverly layered in, and interstitials start at different levels for different players.But the UA machine is broken. Grand Games has only 5-7 creatives live. For a game printing $2M in 30 days, that’s a scaling disaster waiting to happen.Jakub nailed it: “If they stop producing new creatives, they die immediately.”Felix added: “It’s an easy fix — upscale creative production.”But Matej countered: “Not that easy. You need concepts, not spaghetti on the wall.”$5M/month with Magic Sword + Car Match combinedThe takeaway: Car Match proves that you can copy, paste, and polish your way to $120K/day. But without a creative firehose, momentum will stall.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---------------------------------------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-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to Car Match and Hosts02:16 Overview of Game Mechanics and Comparisons04:12 Gameplay Experience and Difficulty Levels07:11 Meta Mechanics and Game Events10:16 Monetization Strategies and Player Engagement13:25 Discussion on Customization and Player Preferences16:13 Game Performance and Market Insights20:34 The Financial Landscape of Game Development22:08 Understanding User Acquisition Challenges24:59 Creative Strategies for Game Marketing27:13 The Importance of Scaling Creative Production31:19 Analyzing Revenue and User Acquisition Costs36:08 The Role of Data in Game Marketing Success---------------------------------------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 - matej@lancaric.me