two & a half gamers

What do you get when you mash Fallout Shelter, AFK Journey, and Batman?🦇 DC: Dark Legion is FunPlus’ latest 4X-adjacent mobile RPG — but despite the DC IP, flashy UA creatives, and $400K/day revenue spike, it might already be in trouble.Today, we dissect the design, monetization, UA, and feature depth of DC: Dark Legion. Is it a mobile gacha RPG pretending to be 4X? Or is it a 4X that forgot the most important part: the map?🎯 What You’ll Learn:Why DC: Dark Legion is NOT a real 4X — and why that mattersWhat the game borrowed from Frozen City, AFK Journey, and Fallout ShelterHow a simplified economy + zero persistent map = reduced spend depthWhy DC IP ≠ guaranteed scale (and how this game proves it)Whether $10M in launch revenue is enough to survive FunPlus’ declining 4X portfolioBreakdown of its multi-channel UA strategy — static ads, UGC, playables, cinematic trailers🛑 Don’t build your 4X like this. Watch the breakdown and learn from it.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---------------------------------------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/pJnJi1XnPeEJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to DC Dark Legion04:16 Gameplay Mechanics and Features07:04 Onboarding and User Experience10:24 Combat and Progression Systems13:19 Monetization and Gacha Elements16:14 Visual Appeal and Game Design19:17 Market Position and Future Prospects31:06 The Dynamics of Guild Conflicts33:46 Analyzing Revenue Trends in Gaming36:01 The Rise and Fall of Game Portfolios38:00 FunPlus and the Crisis in Game Development42:00 Marketing Strategies in the Gaming Industry50:48 The Future of Game IPs and Market Competition---------------------------------------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 LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true

30% of your revenue could be coming from a web shop, and you wouldn’t even see it in your external IAP dashboards.In this exclusive episode of 2.5 Gamers, we sit down with David Stelzer, President of Xsolla (formerly Epic Games, SEGA, CAA), to discuss how top-grossing games are ditching App Store dependency and scaling through direct-to-consumer (D2C) models.This isn’t theoretical.📈 The top mobile publishers using Xsolla’s stack are pulling 25–30% of their total revenue through off-store web shops — with 50% less in fees than Apple or Google.Get our MERCH NOW: 25gamers.com/shop💥 What You’ll Learn:Why web shops are the future of mobile monetizationThe battle pass + subscription combo every midcore game should exploreHow AI is reshaping LiveOps, A/B testing & offer personalizationWhy casual games are struggling and how offerwalls may be the solutionHow to launch a localized, conversion-optimized web shop in minutesThe right UA mindset for 2025 (hint: it’s not CPI chasing anymore)---------------------------------------🔗 Want more revenue, more retention, and more control?Xsolla’s Instant Web Shop might be your best-kept growth secret.www.xsolla.com---------------------------------------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: David Stelzerhttps://www.linkedin.com/in/davidstelzer/Youtube: https://youtu.be/Ab6muq76UGoJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to Exola and David Stelzer03:16 Evolution of the Gaming Industry06:30 Monetization Strategies for Game Developers10:27 Direct-to-Consumer Sales and Web Shops12:51 Trends in Mobile Gaming and IAPs15:01 Challenges for Casual Games in Monetization17:24 The Role of Subscriptions and Battle Passes20:00 Expanding into APAC and LATAM Markets22:53 Localization and Compliance in Global Sales25:04 The Impact of 5G and Cloud Gaming26:27 The Rise of AI in Gaming27:56 AI's Role in Game Development and Monetization28:27 Data-Driven Decision Making in Game Studios30:22 Building Effective Web Shops for Games32:37 Optimizing Web Shops for Better Revenue34:26 Leveraging AI for Enhanced User Experience36:37 Understanding Player Behavior for Monetization38:06 Actionable Strategies for 2025---------------------------------------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 LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

What if Royal Match and EverMerge had a baby… and it made $250K/day?That’s Matching Story, the surprise hit that blended match-3, merge, and classic narrative-driven creatives into one of the most polished casual games of 2025.Today, we dissect how Matching Story, which soft-launched in 2021, took its time, perfected its systems, and is now out-earning most casual titles on the charts.🔍 What’s inside:How Matching Story blends match-3 + merge mechanics to create deeper monetizationWhy it took 2 years of soft launch to get rightThe role of event meta, merge economy, and story triggers (yes, freezing families are back)The creative strategy: Product-led UA at its finestKey metrics:🧮 $250K/day revenue📲 7M+ downloads🇺🇸 50% of revenue from the US📈 Day 1 retention: 41%, Day 30: 15%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---------------------------------------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/Avb2F9MXY9AJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction and Public Service Announcement05:52 Matching Story: A Game's Journey08:48 Gameplay Mechanics and Features11:52 Monetization Strategies and Player Engagement14:54 Market Impact and Competitor Analysis17:51 Visual Appeal and Game Iteration20:44 Conclusion and Future Prospects25:04 Visual Progression and User Engagement26:37 Monetization Strategies and Ad Revenue28:50 Retention Metrics and User Acquisition31:23 Game Design Innovations and User Experience34:14 Product-Led User Acquisition Strategies37:43 Historical Context and Market Trends42:42 The Emotional Roller Coaster of Gaming44:54 Trends in Casual Gaming: Freezing Families and More46:58 Reviving Old Concepts in Game Marketing48:47 The Importance of Mastering Game Creatives51:52 The Evolution of Game Creatives and AI Influence53:55 The Cutthroat Nature of Game Development56:45 Analyzing Game Performance and Market Trends---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysCombine merge and match-3 for exponential monetization potentialUse merge to create downtime gameplay when match-3 lives run outProduct-led UA is real: build the ad inside the gameLeverage classic triggers like “fix the house,” “save the family,” “choose the makeover”Spend 2 years if that’s what it takes to get it right---------------------------------------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

What if we told you that the biggest mobile game hits right now are recycling 5-year-old concepts and adding AI?Today, we break down March 2025’s biggest creative trends in mobile gaming — from AI-generated dress-up ads to the rise of near-death experiences in Royal Match clones. You’ll see what’s scaling, who’s winning, and how games pull record revenue by recycling, remixing, and reinvigorating.🚨 Key insights you’ll get:How old Playrix-style creatives are coming back to life with AI animationWhy games like Match Factory, Golden Goblins, Impulse, and Royal Match are scaling into the stratosphereThe truth behind Block Blast, I Am Cat, Magic Sort, and moreWhich games are hitting $400K/day using recycled ideas with smart executionCreative tricks: UGC hooks, fake IQ tests, grandma drama, physics porn, shark attacks — and why they workIs your grandma dying in a sauna? Good — that’s performance gold in 2025.👉 Don’t fall behind. Watch this to stay ahead of the mobile UA curve.🎯 Subscribe for weekly breakdowns of ad creatives, monetization strategies, and game growth hacks.🛍️ Merch drop? Check out 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---------------------------------------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: https://youtu.be/cMl9UMjTZ4QJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to Creative Trends04:15 Exploring Golden Goblin Creatives07:17 Analyzing Project Makeover and AI Trends11:18 The Evolution of Game Creatives16:17 Impulse and Market Dynamics19:22 Connecting the Dots in Game Development21:14 Scaling and Profitability in Gaming22:17 Game Iterations and Market Trends24:04 Creative Strategies in Game Marketing26:12 The Evolution of Game Design31:56 Revenue Trends in Long-standing Games36:04 The Evolution of AI in Creative Production42:43 AI-Driven Trends in Gaming and Marketing49:11 Innovative AI Hooks and Their Impact on 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---------------------------------------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 LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

Struggling to squeeze more $$$ from your ads? You might be losing thousands just by misusing AdMob.Today, Felix Braberg reveals the exact setup, tips, and optimization tactics he uses to scale ad revenue for games earning $350M+ in lifetime revenue.👉 Whether you're earning $20/day or $3K/day, this episode is your AdMob playbook.💡 What you’ll learn:How to properly set up AdMob mediation step by stepThe most common mistakes (like leaving $$ in "AdMob Default" purgatory)The best ad networks for banners, interstitials, and rewarded videosWhen and how to run A/B tests inside AdMobFelix’s personal Excel formulas for fill rate & share-of-revenue analysisWhy AdMob is powerful… but painfully clunkyA checklist for daily/weekly/monthly optimization based on your revenue level📈 If you're not checking your waterfall every week, you’re probably burning money.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---------------------------------------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/3xQgzk9gqTkJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to Ad Revenue and AdMob Mediation03:16 Understanding AdMob Mediation: Pros and Cons07:25 Setting Up Your AdMob Account and Ad Units11:17 Creating Mediation Groups and Mapping Impressions14:12 Monitoring and Analyzing Ad Revenue Data18:09 Optimizing Ad Revenue with A/B Testing---------------------------------------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 LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=trueDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai💬 COMMENT if you want a full walk-through of LevelPlay or MAX.📣 SHARE this with your monetization or UA lead.👍 LIKE + SUBSCRIBE for deep, actionable insights from real industry operators.

What happens when a cat simulator, born as a VR meme on Meta Quest, lands on mobile with aggressive monetization and viral magic? You get a $300,000/day monster hits. I am Cat with I am Security = 300k/day ad revenue!Today, we break down the bizarre and brilliant rise of I Am Cat and I Am Security — the mobile games that took over app stores in March 2025 with:Over 2.6M DAU$170K/day from I Am Cat$120K/day from I Am Security60s interstitial loops and mandatory rewarded adsOrigin story: a team call about cats turned into a Goat Simulator-style sandbox hitFrom VR on MetaQuest to top-ranked free games on Android & iOSAlmost no IAP – ads are the economyInsane virality via YouTube Shorts & TikTok (34M+ views!)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---------------------------------------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/zVjfrpqeKSwJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction and Game Overview04:24 The Rise of Astotti and Their Games06:50 Exploring the Success of 'I'm Cat' and 'I'm Security'10:24 The Transition from VR to Mobile Gaming13:10 Ad Monetization Strategies in Mobile Games16:30 User Engagement and Game Mechanics19:31 Revenue Insights and Market Performance20:19 The Rise of Simulation Games23:37 Analyzing Game Revenue and User Engagement24:51 Exploring IAM Security Game Mechanics29:23 Revenue Insights and Market Sustainability32:35 Future of Game Development and Marketing Strategies36:28 Viral Marketing Strategies in Gaming39:56 The Impact of Social Media on Game Popularity43:40 Analyzing Game Monetization and Profitability46:50 The Evolution of Game Concepts and Trends52:06 Conclusion and Future of Gaming---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysVR to mobile = untapped goldmine, especially for meme-ready contentAggressive ad placement can work if player retention is fueled by curiosity + chaosLow CPI + high engagement = ideal organic UA funnel"I Am Cat" and "I Am Security" are a masterclass in viral design, zero-to-monetization speed, and how to turn meme energy into millions..---------------------------------------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

Today, we are tearing down Kingshot by Century Games – a new free-to-play mobile strategy game blending 4X strategy and idle survival mechanics. Our provides a detailed, data-driven look at Kingshot’s gameplay design, monetization strategies, creative marketing trends, and its competitive context.We examine how Kingshot builds on Century Games’ previous hit, Whiteout Survival. The video dissects Kingshot’s core gameplay loop – from its survival city-building and fixed-base progression to its 4X alliance warfare on the world map – highlighting how familiar mechanics are executed and improved​.Beyond gameplay and revenue, this teardown highlights creative trends in user acquisition. You’ll learn how Kingshot’s ad creatives leverage popular trends – from fake gameplay mini-games to AI-generated characters. 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---------------------------------------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/lZAAOCS2GkMJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction and Personal Anecdotes04:23 Game Overview: Kingshot by Sentry Games07:27 Game Mechanics and Design Elements10:25 Onboarding and Gameplay Experience13:34 Monetization Strategies and Player Engagement21:05 The Importance of Game Mechanics23:38 Analyzing Game Revenue and Player Retention29:00 Funding and Scaling Game Development32:20 Comparative Analysis of Game Portfolios35:24 The Future of Game Genres and Market Trends40:08 The Evolution of Game Mechanics42:28 Creative Inspirations in Game Development46:11 AI and Creative Trends in Gaming50:35 Marketing Strategies and Spending in Mobile Games52:35 Future Prospects of Game Titles---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------Takeaways King Shot Is a Genre Mashup Done RightThe “In-Game Bank” Monetization Is Next-LevelKing Shot runs hundreds of creatives, from Rush Royale clones to fake survival stories and AI-generated UGC—proving that creative variety is king.Built on a Proven Template for Rapid ScalingWith pressure from River Game’s stacked portfolio, King Shot isn’t just a game—it’s a strategic move to stay competitive in the 4X mobile space.---------------------------------------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 Lancaric

Where to get creative inspiration? That is always the hard question. Maybe the hardest one! Let’s dig a little bit deeper: There are companies/games you need to follow to uncover the recent creative trends. Continue reading!Get the Creative bible now: https://lancaric.substack.com/p/the-creative-bible-how-to-win-in?r=7qqafAlways check the competitors. Use the FB Ads library, TikTok Ad library, and Google Ads transparency center; on top of that, use Adscan.ai to spy on your competitors and see which creative is spending the most in Europe (the most-spending creative is most likely their best-performing creative at that moment).I usually use a combination of the above-mentioned free tools and Sensor Tower—a quite good combo! Go and see the top creatives in the last 30 days; they give you super interesting insights. 𝗗𝗲𝗰𝗿𝗲𝗮𝘀𝗲 𝘁𝗵𝗲 𝗖𝗣𝗜𝘀. Whatever it takes! The creative inspiration flow has shifted—𝟰𝗫 𝗴𝗮𝗺𝗲 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀 𝗮𝗿𝗲 𝗻𝗼𝘄 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗶𝗻𝗴 𝗯𝗶𝗴 𝗰𝗮𝘀𝘂𝗮𝗹 𝗴𝗮𝗺𝗲𝘀, and it all comes down to one important thing: 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀 𝗮𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝘀. 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 Finding Creative Inspiration04:05 The Shift in Creative Flow06:59 Exploring Non-Direct Competition10:06 Leveraging Trends and Tools12:58 Analyzing Competitors and Their Strategies15:25 Utilizing AI for Creative Concepts17:44 Final Thoughts and Takeaways---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysCreative inspiration can come from various sources.Emotions play a crucial role in engaging audiences.The creative flow has shifted from Forex to casual games.Analyzing competitors can provide valuable insights.Exploring non-direct competition can spark new ideas.Leveraging trends from social media is essential.AI tools can assist in generating creative concepts.Understanding your target audience is key to success.Utilizing different game genres can enhance creativity.Iterating on ideas using AI can lead to innovative solutions.---------------------------------------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 LancaricLatest article - https://lancaric.substack.com/p/the-creative-bible-how-to-win-in?r=7qqafDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

This is not just another mobile puzzle game. Screwdom 3D is a MASTERCLASS in hybrid casual design, monetization, and creativity.In this episode, we dive deep into how a small Vietnamese studio is scaling up Screwdom 3D into a $3.6M/month beast, powered by killer rewarded ads, smart boosters, and wildly satisfying 3D physics. Think Screw Jam meets Pinout Master meets genius-level iteration.💥 Learn how the game blends deep engagement with hypercasual roots📈 See why it's converting on both IAP and ad revenue (40/60 split!)🧠 Understand why this game is a new benchmark for hybrid casuals😂 Plus: shower jokes, physics-wiggles, garlic confusion, and we almost lose it mid-episode👀 Don't just watch – share this with your game dev crew, UA team, and monetization leads.📣 COMMENT your thoughts. Smash that LIKE. And SUBSCRIBE for more brutally honest breakdowns.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---------------------------------------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: https://youtu.be/soVUNLWxNf4Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction02:24 Overview of Screwdom and Its Development04:20 Growth of Vietnamese Game Dev & Studios07:26 Screwdom's Performance and Revenue Insights10:25 Gameplay Mechanics and Features of Screwdom13:22 User Experience and Game Design Elements16:22 Monetization Strategies and Ad Integration19:21 Future Prospects and Industry Trends20:27 Quality and Adaptation in Game Development20:54 Revenue Insights: IAP and Ad Revenue22:24 Scaling and User Acquisition Strategies23:25 Creative Strategies in User Acquisition25:21 Market Trends and Game Mechanics27:27 User Engagement and Retention Strategies30:25 The Role of Social Media in Game Marketing32:24 Audience Dynamics in Mobile Gaming34:24 Challenges in User Acquisition and Analytics37:24 Final Thoughts on Game Development and Marketing---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------TakeawaysVietnam's game dev industry is rapidly growing, especially in IAP revenues.Screwdom is an iteration of previous games, showcasing improved mechanics.The game utilizes 3D elements effectively, enhancing gameplay.User engagement is crucial, with long levels and no timers.---------------------------------------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 Lancaric

Last Z: Survival shooter is basically a Top Girl with AI girls as heroes mixed with a Last War 4X core. Top Girls are everywhere. It's a new Waifu game in the West. We explore the mobile game Last Z Survival Shooter's gameplay mechanics, character dynamics, and monetization strategies. We discuss the game's onboarding process, the integration of AI, and the cultural references embedded within the game. The conversation also touches on regulatory challenges facing the gaming industry and the future of the 4X genre, highlighting the trends and metrics that indicate growth in this sector.Ending with reflections on the implications of these trends for the gaming landscape.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---------------------------------------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 and Context04:06 Game Review: Last Z: Survival Shooter07:11 Analyzing Game Metrics and Trends10:16 Onboarding and Gameplay Mechanics13:14 Character Dynamics and AI Integration16:09 Monetization Strategies and User Engagement19:10 Cultural References and Game Design22:07 Conclusion and Future Insights25:44 Game Mechanics and Character Development28:11 Creative Strategies in Game Marketing31:07 Trends in Game Advertising and Regulation37:07 AI and Game Development Innovations41:10 Revenue Trends in the 4X Genre---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------Takeaways'Last Z: Survival Shooter' blends familiar mechanics from previous titles.AI integration is becoming increasingly prevalent in mobile games.Monetization strategies are evolving, focusing on user engagement and character dynamics.Cultural references in games can enhance player connection and engagement.Regulatory challenges are emerging as the industry grapples with content standards.The 4X genre is experiencing significant growth, driven by successful titles.Character dynamics play a vital role in player engagement and game success.The gaming industry is increasingly leaning towards content that appeals to basic human needs.---------------------------------------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 LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true