two & a half gamers

A general smacks a soldier so hard he turns into a chair — and then into Mel Gibson. That's a real Top Force ad. Century Games isn't testing AI creatives anymore; it's running the whole portfolio on them: Lord Rush pumping out roughly 5,000 ads a month across every era in history (Spartans, pirates, Egyptians with AK-47s), the King Shot slap-skit upgraded so the guy saves a princess first, fake "watch an ad" callouts on a game with no ads, and the same skit shipped with the actor's nationality swapped per region. 107 AI creatives: Block Blast's genuinely clever "frame anything into a level" trick, Last Asylum's Attack-on-Titan-style spot with no end card (you don't need one — slap a playable after it), a new Lilith 4X scaling from 100K to 200K downloads a day on golden-AK "mushroom budget" ads, Dream Games lifting Travel Town's strawberry micro-drama wholesale, 37 Games' Walking Dead-alike, Top Heroes' Rock-from-Wish mermaid genie, and Supercent's Bulldozer Master doing 200K downloads a day on Truck-Star demolition and the "I own a mine, you can too" meme. Jakub's closing puzzle: how do King Shot and Lord Rush both scale on identical creatives? Matej's answer: nobody cares. It's mobile.⏱️ TIMESTAMPS00:00 Everything is AI — and the dying friend05:10 Block Blast — frame anything into a level07:25 Century's AI push — King Shot skits, Lord Rush at 5,000/month15:55 Top Force — Mel Gibson from Wish, toy soldiers, instant localization18:50 Last Asylum's anime spot — you don't need an end card20:10 Lilith's new 4X — golden AKs, 200K downloads/day32:15 Supercent — Pizza Ready, Smashdown tests & Bulldozer MasterThis 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=100PVX 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 investorsFor 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]

AppLovin's CEO published a blog about "ad quality tools" — and buried in it is the real move: MAX will stop exposing user-level ad data, because competitors have been using the mediated stream (who saw which ad at what price) as training data for their own bidders. Felix Braberg flies solo for the Friday news and reads between the lines: AppLovin's biggest advantage is that everyone mediates on MAX, and anyone training on that data erodes it — so the vault is closing, and this won't be the last ban. ⏱️ TIMESTAMPS00:00 Friday news — three stories and the weather00:45 AppLovin's blog: ad quality tools, not data collection04:20 Reading between the lines — protecting MAX's data moat05:50 Sega x Netflix: Crazy Taxi, Sonic, Stranger Than Heaven07:20 Games make movies now — the pipeline flipped08:00 Oakever sued: lost to Hungry Studio, fighting Avia Games10:15 The weather — Meow Doku #1 on both stores📌 KEY TAKEAWAYS— AppLovin Ad Review will only show aggregated data by network, ad unit, and creative — no more user-level ad journeys.— Felix's read: it's about stopping rivals from training bidders on MAX's mediated stream. Expect more restrictions.— Games now spawn movies, not the reverse — Sega x Netflix is the proof.— Oakever lost to Hungry Studio in April (QBlock vs. Block Blast) and faces an Avia Games case over copied ads.— Cloning may finally have consequences; these rulings become precedent.This 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]

❤️

A cat shoots a tree. The tree doesn't fight back. Numbers go up. That's the entire game and it's already past Office Cat's peak, #2 among all idle games on IAP revenue, and doing an estimated $250K a day once you count the ads. Nobody on the crew can explain the trees. Nobody needs to.The lesson: cats always have good CPI, one-stat simplicity keeps it Western-casual, and Treepla knows how to monetize a cat idler better than anyone. Just add LiveOps before it runs into the ground.⏱️ TIMESTAMPS00:00 Idle Cat Gunner — why are the cats shooting trees?04:05 The core — one stat, no enemies, a time-gated DPS check06:35 Gacha always rolls D, skins, fish tank, pets & the modes10:15 Rebirth, 5-minute ad boosts & the buff package13:20 Step-up offers, auto-upgrade and the $50K spend depth19:45 The numbers — past Office Cat's peak, ~$250K/day adjusted28:45 The creatives — trees bully cats, cats get machine gunsThis 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 LancaricDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

Century Games has found a 4X creative direction nobody else is using yet, and the crew is betting the whole category copies it within a month.Matej Lančarič, Jakub Remiar, and Felix Braberg run September's creatives. They retire Golden Goblins from the top slot (with the sharp lesson from Idle Zombie Miner: copy a dying game's creatives and you die with it), pass through the Idle Lumber studio's gross-but-working Top Tycoon fish-sushi concepts, SayGames' Tower War and its new Pocket Sort, the Pantheon clones everywhere, XP Hero's continued "steal the 4X creatives back" campaign (Last Asylum's, King Shot's "no ads," feeding crocodiles, even Smash Fest), and Butcher Hero's peak (grindy, no new content, and every second Reddit post is how to hack the APK).Century's Top Force runs civilization-style mass-battle creatives — armies, numbers, control-the-troops, a Lords Mobile flashback upgraded with toy-soldier visuals — that look nothing like the industry's hunting-bears template, and Century got there by testing ~500 unique concepts. The crew also covers Last Beacon (the renamed Endless Sea, pre-registration, trying every concept ever made), Cube Land's creative glow-up (200 new, revenue up), the Wool Crush wildcard (yarn + arrows + bus jam + save-the-cat in one, 2,000 creatives on an old game)Two conclusions: it's now hard to find a creative that isn't AI (the show is splitting into two AI episodes and one "normal" per cycle), and watch whether Top Force's mass-battle concept spreads. The crew's bet: it willThis 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]

Zedge removed banners from an app with 721 million installs — half as a joke, to be consistent in a refresh-rate test. Impressions fell 38%. Revenue went up 1%. Their North Star metric rose 1.77%. Then they ran it in reverse to make sure, and got the same result. Banners might genuinely be dead.Felix Braberg goes solo for an ad-monetization interview with Ignas Danielius, Head of Ad Monetization at Zedge (the personalization company behind the 721M-install, 4.7-rated wallpaper and ringtone app, plus Emojipedia, GuruShots, and the new Dataseats AI-training-data business). They cover how ad-mon has evolved (from painful waterfalls to bidding and, ironically, back to user-value-segmented waterfalls), why banners went from Zedge's main revenue driver to a stale unit (the format is functionally unchanged since the late '90s while interstitials and rewarded have been through a conversion arms race; 5-second refresh rates kill advertiser value; misclicks and unfixable redirects), and the experiment itself: a refresh-rate test (15/20/30 seconds) with a "for a laugh" variant that removed banners entirely — run from December 8 through January, spanning the best and worst ad-ops months, with the no-banner group outperforming control for the entire duration. Ignas explains the mechanism (advertisers bid on the user, and a fast-refreshing banner is the cheapest impression to "buy" them on — remove it and later-session interstitials, numbers four through six, see fill rates explode), why the first interstitial didn't change, why Google likely drove the biggest effect, the conditions under which other publishers can reproduce it (top networks, up to 15 bidders on interstitials, low latency, a full format mix — and frequency of use matters)The takeaway: "the banner always contributes" was a status quo nobody tested. Zedge tested it. It didn't hold.⏱️ TIMESTAMPS00:00 Meet Ignas — ad monetization at Zedge05:15 How ad-mon evolved — and why waterfalls are back06:05 The banner's slow decline: a unit that never innovated09:55 5-second refreshes, misclicks & redirects — how banners kill themselves11:40 The experiment — refresh rates, and "for a laugh, remove it"14:50 The result — 38% fewer impressions, +1% revenue, +1.77% North Star17:10 Why it works — advertisers buy your user cheap on the banner21:40 Should you turn off banners? The checklist---------------------------------------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.Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-3bckldvr8-8PXvzciMWdheOzED9hq0SA🎙️ HOSTFelix Braberg — Ad Monetization consultant🎤 GUESTIgnas Danielius — Head of Ad Monetization, Zedge (full study and contact in the show notes)This episode is brought to you by Potensus — a premium ad network built by people who've been on both sides of the industry, with direct (non-programmatic) deals with Amazon, Apple, Coca-Cola, and Vodafone landing in your game at premium CPMs, plus a PlayableMaker partnership that turns brand videos and statics into native gaming playables and rewarded formats. Head to potensus.com to get started.---------------------------------------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

A job-search app shipped a Flappy Bird playable that ends with "there's a relevant job for you." Two years ago that would have made zero sense. This month it's the trend: non-gaming apps are flooding the playable space, most of them vibe-coded with AI in an afternoon.Matej Lančarič and Ondrej Mosberger are joined again by Robin Kuyer (Unity PlayWorks) for the "everyone brings playables" format — with the bold creative twist of reversing the order. https://lancaric.substack.com/p/h1-2026-brutally-honest-ua-report?r=7qqafMatej's Brutally Honest UA report puts playables at 40-60% of creative spend, up from 30-40% a year ago, as AppLovin, Mintegral, and the SDK networks keep growing. Robin brings the "Frankenstein" playable (Wool Crush: arrows + yarn mechanics + save-the-cat, every popular concept stacked into one ad — plus his spreadsheet method for engineering ideas from what's trending), the non-gaming wave Ondrej closes with a Fumb Games playable vibe-coded in Playable Maker (30 iterations and the next version does it in three) and a clean memory-game hidden-object playable that respects the player's intelligence.⏱️ TIMESTAMPS00:00 Playables are 40-60% of creative spend — the Brutally Honest data06:25 Wool Crush — the Frankenstein playable and the spreadsheet method11:20 Non-gaming apps take over — Indeed's Flappy Bird, finance, cleaners19:40 Hero Wars — the open-roam level playable and how to iterate it25:05 Supercell's playable — lost seven times, should a playable let you lose?29:40 Sunday City — GTA timing, Grove Street, and the double-hook debate38:30 Cozy Florist's AI merge & the cats-with-guns wildcard44:50 Vibe-coded in Playable Maker + the memory-game playable that trusts youThis 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=100PVX 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 investorsFor 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-3bckldvr8-8PXvzciMWdheOzED9hq0SAMatej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiarPlease 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]

Game discussed in the video - One Mage Army: https://play.google.com/store/apps/details?id=com.eyaegmoranm.onemagearmy A solo developer messaged Jakub at Gamesforum to say the podcast helped him grow his game from zero to $25K a month, now heading to $50K. This video is for exactly that person: one game, no creative team, no UA department — and a launch that needs to happen anyway.Matej Lančarič goes solo for the first episode of his dev journey, launching his own game, One Mage Army (Android now, iOS in a couple of weeks), in the least ideal conditions: the build was done, Singular and ad monetization were in, but every motion designer and playable person was busy on client work, there was no gameplay footage anywhere online, and all he had was the store page. He walks the whole setup in order: wiring the network connectors (Unity, Google, Mintegral, Meta, Moloco, and more), the Singular events he needed before anything could run (ad impressions, purchases, level victories, hero unlocks — the first-session events), then the creative problem. With nothing to work from, he fed Layer.ai the store link and one brief — 59-second, story-driven, "one mage vs. a horde," keep the store's art style — and had ten AI videos in about 90 minutes, no gameplay at all. They're not perfect, and he says so: any client would reject them. They're also his best performers on Facebook and Apple. Add Playable Maker playables (plus playables built in Layer from the game's own sprites, seven more in the back pocket), and the campaigns: on Facebook, an ad-impression campaign to get any data ($0.18 CPI, ~200 installs), then a level-5 achieve campaign that started producing purchasers on its own (10-13 IPM, ~$0.90 CPI on tier 1, Germany best), then tier-1 purchase campaigns (~€3 CPI, US ~$4.50). On AppLovin, blended-ROAS worldwide (the game is ~40% IAP / 60% ads): a brutal $60 CPI on day one, $30, then $7, now $3.60 and heading toward $2 — and the discipline of not panicking when it's your own money.The lesson, stated plainly: volume and diversity beat polish. Ten imperfect videos beat one perfect one. Get data in first, ladder the campaigns, iterate the winner. Next up: Firebase, Google Ads, and hybrid ROAS.---------------------------------------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

A hide-and-seek game where you paint yourself to blend into the map, made by two people in two months, just made $60 million. That's the winner of this quarter's Steam Scanner — and it's the one idea on the list mobile genuinely can't clone.The closing caveat matters: it's survivorship bias — 20K+ games hit Steam a year — and Steam's discovery means a Mecha Chameleon never gets brute-forced by three Voodoo clones in a month. That's the whole difference between the two platforms.⏱️ TIMESTAMPS00:00 The Steam Scanner is back — Q2, smallest to biggest04:20 Taskbar Hero — an idle RPG in your taskbar (and the widget hint)08:00 Supermarket Chaos & Oaken Tower — the tidy-up trend and an idle PvP tower12:00 Idle gacha, Solarpunk & the evolve-into-a-crab roguelite18:20 Librarian & Rome's Dead — high-budget cleaning and Roman survivor-slop22:10 Vampire Crawlers, Paralives & the co-op casino-debt game27:20 The winner — Mecha Chameleon, $60M by two people35:30 Survivorship bias and why Steam can't be brute-forcedThis 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 LancaricDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

⏱️ TIMESTAMPS00:00 Find the Cat 2 — now in color02:40 Cat-as-ornament hiding and 70-cat hard levels04:20 Shorter levels, more interstitials — the pacing change08:15 The meow is the whole game13:00 Rewarded ads, 260-second Google formats & the Mintegral fix18:00 The numbers — 125K downloads/day, 350K DAU, vs Find the Cat 124:40 Felix's ad-scaling thresholds and the banner decoy28:30 The creatives — AI doctors, 17 playables & find the IP infringementThis 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 LancaricDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai