two & a half gamers

Today, we, and special guest John Wright, unpack the chaos surrounding the EU’s proposed Digital Fairness Act (DFA) - a legislation that could redefine how free-to-play games operate in Europe.Key insights:Source: https://ec.europa.eu/commission/presscorner/detail/en/ip_25_831?utm_source=chatgpt.com The DFA was proposed by the EU Consumer Protection Cooperation Network in March 2025.It’s still not law currently in consultation stage, potential enforcement by 2030.If approved, it would enforce seven major principles for all EU-targeted games.Transparent PricingAll in-game currencies (gems, coins) must display real-world value.Example: “500 Gems (€4.99 equivalent).”No Mixed CurrenciesGames may be limited to one in-game currency.Multi-currency RPGs or Forex-style economies could be flagged as “misleading.”No Bundling or Welcome PacksForced to sell items separately (no more “Best Value” or “Starter Offers”).Removes behavioral pricing psychology that drives F2P monetization.Pre-Purchase Warning ScreensMandatory “scare screens” before each IAP — adding purchase friction.14-Day Refund RightPlayers could refund any IAP (including gacha rolls or consumables) within 14 days.No Economy Changes Post-LaunchDevelopers couldn’t rebalance in-game currency values after release.Effectively bans live balancing - a core of F2P design.High-spending users could be classified as “vulnerable” or “addicted.”Developers could face scrutiny for “exploiting impulse spending.”Industry ImpactJakub: “Free-to-play economies just don’t work with one currency. This breaks every RPG and forex hybrid in existence.”John: “This kills the incentive to operate in the EU - studios will shift budgets to the US and Asia.”Felix: “The EU will lose jobs and game availability will shrink.”Matej: “It’s not law yet. Everyone’s panicking, but this might turn into another IDFA - big noise, small impact.”Main TakeawayThe DFA is well-intentioned but deeply flawed. It confuses gambling regulation with free-to-play design, overreaches into live-ops flexibility, and could reduce the number of games released in the EU.Lobbying and advocacy will shape its future, not outrage posts.---------------------------------------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 Lancaric⁠Special guest: John WrightJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to the Digital Fairness Act02:53 Overview of the Proposed Legislation07:05 Principles of the Digital Fairness Act10:37 Lobbying and Legislative Process12:14 Implications for the Gaming Industry20:01 Future of Gaming in the EU21:33 Industry Reactions to Regulatory Changes22:50 The Impact of Gacha Mechanics24:55 Consumer Rights and Game Economics27:33 The Debate on In-App Purchases and Gambling30:37 Parental Responsibility in Gaming34:09 Legislative Impacts on the Gaming Industry37:59 The Future of Gaming Business Models---------------------------------------Matej 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 - matej@lancaric.me

In this Two and a Half Gamers special, Matej, Felix & Jakub talk with Chen Yang (Iwae) from Cocos about how mini-games on WeChat, Douyin, Alipay, and Huawei stores are reshaping the mobile industry.🔥 Topics:Cocos Creator powers 54 % of China’s mini-gamesHow WeChat’s ecosystem drives 80 % of revenueWhy IAP overtook ads (61 % → 31 % IAA)How Douyin and Alipay monetize via e-commerce loopsOEM channels like Huawei and OPPO enter the gameWhy foreign studios still can’t get ISBN licenses fastThe real UA and monetization flows behind China’s mini-game boomMini-games are China’s new gold rush - 600 M MAU, billions in revenue, and Cocos at the center of it.Special guest: Chenyang Sun https://www.linkedin.com/in/chenyangsun/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 Lancaric⁠Special Guest: Chenyang Sunhttps://www.linkedin.com/in/chenyangsun/Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to Mini Games in China04:30 Cocos and the Mini Game Market08:08 Growth Factors in China's Mini Game Industry10:34 Monetization Strategies and Revenue Sources13:05 Comparative Analysis: China vs Global Mini Games15:46 Major Platforms and Their Impact18:20 User Acquisition and Marketing Strategies21:04 The Role of IP in Mini Games23:13 AI Trends in Mini Game Development25:30 Future of Mini Games and AI Integration---------------------------------------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 go two and a half steps ahead into the new era of AI-generated creatives - dissecting what’s trending, which studios are using them, and what it means for the future of game marketing.Key insights:Adoption is risingIn 2024 only a handful of studios used AI for hooks.By late 2025, top performers such as Lands of Jail, King Shot, and Rise of Castles will be fully embracing AI-assisted pipelines.Jakub predicts 50% of all mobile ads will be AI-driven by end of 2026.AI Creative Formats Taking OverHooks: 60–70% of AI output focuses on hyper-realistic or surreal opening shots.Full Creatives: Only ~30–40%, limited by coherence and model smoothness.Transitions are now indistinguishable from live action - especially in POV-style TikTok ads.Contrast Art Styles: Realistic → cartoon → pixel mashups catch the eye.POV Narratives: First-person sequences with “AI girlfriend” narration dominate TikTok.Localization via AI: Same creative, instantly re-rendered for JP, KR, EN markets.Freeze/Prison Metas: Prison Life-style “frozen prisoner” AI scenes trending hard.“No Ads” UGC Spoofs: King Shot’s “no ads” meme now a running trend.Brain Rot & Chaos: nonsensical motion = attention-grabbing hook.AI Interviews: VEO3 and Kling 2.5 are redefining talking-head realism.Kling 2.5 = new industry benchmark (4x cheaper, faster scene rendering).2025: AI is mainly used for hooks.2026: Half of all creatives will be AI-produced end-to-end.Takeaway: AI creatives are here, fast, and chaotic. The best teams use them not to replace creativity, but to scale 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---------------------------------------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 AI Creatives03:52 Current Trends in AI Creatives06:24 The Evolution of Art Styles in AI12:01 AI Creatives and Marketing Strategies14:46 Localization and Cultural Adaptation in AI22:52 The Rise of AI in Creative Content28:01 The Evolution of Game Graphics and AI31:21 The Future of AI in Advertising37:38 Predictions for AI in the Creative Industry---------------------------------------Matej 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 - matej@lancaric.me

We dive into Megabonk, a surprise Steam indie hit that’s taken Twitch and the charts by storm. With 82K+ CCU, $2M in its first two weeks, and streamer hype driving growth, the trio explores what makes Megabonk work and whether it could scale to mobile.Key insights:Roguelite 3D blend of Vampire Survivors and Risk of Rain 2.Deeper systems: map objectives, shrines, infinite inventory, banish/skip mechanics.Core humor: banana-rang weapon, Mega Chad character, quirky item design.“Screwed-up moment” for roguelites - moving past 2D isometric clones.Shroud and other top Twitch streamers boosted it to 114K peak viewers.Viral builds (level 500+ with full-screen bananas, nukes, shrines) = highly watchable.Game thrives because it’s fun to watch as well as play.Day 11: ~300K units sold, $2M revenue (discounted launch price €8.28).Vampire Survivors never reached this CCU peak despite 23M lifetime units.Risk of Rain 2 = 141M gross but publisher-backed. Megabonk is solo-dev mystery.Obvious rewarded ad placements (refresh button, rerolls, revive).Gacha for gear/characters could add whale-driven revenue.Estimates: ~$270K/month ad revenue if ported straight to F2P. With gacha: far higher.Sustaining Twitch attention requires updates or new systems.Still, design depth is strong - the “systems combination” is what competitors will copy.Takeaway: Megabonk is the new roguelite phenomenon: deep systems, streamer fuel, and endless monetization potential if (when) it comes to mobile.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~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

Felix dives into ad monetization trends, focusing on the surprising rise of prison-themed games dominating the simulation and idle arcade charts.Key insights:Prison Life (Supercent)~$107K/day ad revenue, ~$38M annual run rate.DAU ~2M, nearly 100% ad-driven.Rewarded impressions: ~4 per DAU (50% base) = $42K/day.Interstitials: ~6 per DAU (70% base) = $60K/day.Clever onboarding: first speed-up (Segway/tricycle) given for free → players experience premium benefit → later higher conversion.Takeaway: “Give it free first, then charge later.”Prison Survival (Highgame, Vietnam)DAU ~600K. Revenue ~$21–32K/day.Hypercasual-style “convert or die” model → if no rewarded ad, user is forced into interstitial.Core loop 50–80s → optimized for frequent ad exposure.Monetization mix: 6–8 interstitials per DAU = $12–15K/day; rewarded = $2–3K/day; banners/app open = $2K/day.Takeaway: Hypercasual ad-monetization loops still work in 2025.Prison Escape Journey (X Games Global, Vietnam)DAU ~560K. Revenue ~$10–15K/day.Essentially, a supermarket simulator reskinned with a prison theme.Interstitials on 180s loop; rewarded ads for ramen currency; “remove ads” IAP.Clever use of interstitial at app open instead of Google’s app open ad → eCPM $8–15 vs $2.Prison Escape Simulator (Digital Melody)DAU ~220K. Revenue ~$6–10K/day.Softer ad strategy: fewer interstitials (~8 per DAU) + hidden rewarded ads.Monetizes heavier on rewarded app open format.Launched mid-August 2025, still scaling.Genre Trend: Simulation → Prison Theme TakeoverA year ago, supermarket manager sims dominated top simulation charts.Today: Prison Escape Journey is #1 in simulation.Prison themes resonate globally — from idle arcade to forex to supermarket clones.Takeaway: Prison is the new supermarket. Expect more reskins, higher conversion funnels, and creative UA exploiting the theme.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 Ad Monetization Trends03:36 The Rise of Prison-Themed Games08:57 Deep Dive: Prison Survival Game Analysis14:54 Exploring the Supermarket Simulator Influence20:43 Conclusion: Future of Simulation Games---------------------------------------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 scan Steam’s latest hits to predict which games could cross over to mobile success.🔥 Topics:Peak ($53M climbing co-op) already cloned on RobloxRevenge on Gold Diggers -short drama goes interactiveRematch - 5v5 football sim, wild card for mobileThe Alters - sci-fi survival with clones, Fallout Shelter-styleNine Kings - roguelite deck + mass battles = Balatro vibesThe Tower - unfolding idle sim ripe for mobileCast & Chill - cozy fishing sim with underwater mechanicsCar Dealer Simulator - hypercasual mini-games + forex economyCache Cleaner - funky money laundering simGet 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 and Overview05:34 Full Steam Ahead: Game Dynamics and Trends13:05 Emerging Games and Market Insights17:15 Innovative Game Concepts and Future Directions19:16 Streamlining Gameplay Mechanics20:28 Exploring Survival Game Concepts23:14 Roguelite Game Innovations28:20 Idle Simulation and Unfolding Mechanics30:04 The Aesthetic of Cozy Games33:39 Simulation Games and Mini-Game Mechanics35:52 Unique Concepts in Game Design---------------------------------------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 Coin Sort, a surprising hybrid-casual puzzler that blends merge + sorting mechanics with clever ad monetization.Flow-state puzzler: players merge and sort coins, driving a satisfying loop.Unique twist: players call in new coins themselves, creating agency.Difficulty ramps as more coins = higher-value merges = more chaos.Shallow progression today (daily rewards, calendar, boosters).Likely to expand into menu + cosmetic/meta systems if scale continues.Early launch style: prove core loop, meta comes later.Revenue ~$120K/day; ~65% IAP, ~35% ads.Banner ads: ever-present, likely a decoy to push “Remove Ads” IAP.Interstitials: after level 3, ~9.7 per DAU. Pop-up after 3rd = strong “remove ads” conversion.Rewarded ads: clever mechanic where frozen stacks of coins drop mid-level for 5s → high-pressure CTA. Also includes 2x post-level and daily reward.Explosive scaling since June 2025, 360K DAU → $40K/day ads + $80K/day IAP.Strong Tier 1 focus: US, UK, Canada, Australia, Japan.Scaling with playables, though creative variety still thin (3–4 pages).Coin Sort is IAP-heavy (~65% IAP vs HexaSort’s 88% ads).Takeaway: Coin Sort proves that hybrid puzzlers don’t need to be ad-first — if you build clever ad funnels that push players into IAPs, you can scale fast in Tier 1 markets.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 and Vibe Check03:47 Game Discussion: Coin Sort06:47 Gameplay Mechanics and User Experience09:57 Monetization Strategies and Ad Revenue18:48 Game Launch and Initial Reception21:47 Creative Strategies and User Engagement24:47 Scaling Challenges and Market Dynamics27:55 Comparative Analysis of Game Performance30:47 Future Trends and Market 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

Today, we break down the latest Creative Trends in mobile game advertising, separating physics-based ad monsters from emerging AI hooks.Key insights:Golden Goblins & Physics OverloadStill king: physics balls, crystals, pearls, gems.Production values keep climbing = now full 2-minute mini-films.Core loop: satisfying physics + resource overload + fail states.Iteration chains drive CPI drops but blur originality. “UA in a nutshell: copy, tweak, scale.”Fail States as HooksOverstressed trucks, angry exclamation marks, overload explosions.Players are drawn to chaos + comedy.Township 2012-style creatives resurfacing.Cats, freezing families, classic retargeting.AI real-life actor ads (feet glitches give them away).AI anime narrators + skits.Hijacked accounts accidentally running scammy “AI princess” ads.Still clunky — but iteration speed makes it dangerous.Police Snake & Match Villains leading with funny story ads.Humor = harder to copy, longer shelf life.Output BenchmarksTop games producing 60 playables/month to sustain UA spend.Market WinnersIterative ads + humor + AI spillover fuel growth.Takeaway: Physics ads still rule, AI is creeping in, and humor/story hooks are the next battleground.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 Trends03:37 Exploring the Golden Goblins11:13 Creative Dashboard Insights14:14 Innovations in Game Creatives20:12 Analyzing New Game Mechanics23:24 The Rise of Short-Form Content26:13 Exploring AI in Gaming30:19 Idle Lumber and Game Mechanics41:26 The Future of AI in Gaming---------------------------------------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 Lancaric

Today, we fire up the Soft Launch Sonar - scanning the seas of upcoming mobile games to spot which soft launch titles might sink or scale.Key highlights:Monopoly Go & Moon Active’s spree – Multiple new soft launches (Monopoly Go, All in Hole, Match Dreams). The hosts argue it’s either IP hubris or a UA-driven funnel experiment. “Where’s the pig? Where’s the bacon?”Rovio + Sega’s Sonic Blitz – A Marvel Snap/Hearthstone hybrid with Sonic IP. Hosts skeptical: “Sonic IP is too core to carry this.”Rovio’s Angry Birds Rush – A genius comeback: Coin Master meta + slingshot mechanic + Monopoly Go mini-games. Microfun’s Icy Hearts – Gossip Harbor clone with icy meta. Hosts roast the reviews but admit: “Nobody cares, it still works.”Playrix surprises – Match Around (merge + match hybrid) and Austin Odyssey (energy adventure + match 3). First real Playrix innovation in years. “Too much innovation, guys. Step by step.”Small Giant’s new TD - Tower defense PvE hybrid with heavy meta. “Complexity is not going to help here.”Up for Fun & Vizor persistence – Endless iterations of forex hybrids with sexed-up creatives. Warner Bros’ Game of Thrones: Dragonfire – Forex with dragons & real actor rights. Will IP help? Takeaway: Soft launch is alive and messy — clones, hybrids, and bold experiments everywhere. Rovio’s Angry Birds Rush and Kitka’s Drill game stand out as the most promising.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 Soft Launch Sonar02:04 Exploring Recent Game Releases03:55 Analyzing Monopoly Go and Coin Master06:42 Rovio's New Direction with Sega IP10:16 Innovations in Game Mechanics13:45 The Rise of Merge Games16:34 Conclusion and Future Trends17:45 The Evolution of Game Mechanics19:05 Exploring New Game Releases20:44 Innovations in Game Design24:34 The Rise of Tower Defense Games26:20 The Persistence of Game Themes28:47 Ad Creatives and Marketing Strategies29:35 The Forex Game Landscape32:59 Unique Game Concepts and PredictionsMatej 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 - matej@lancaric.me

In this Two and a Half Gamers special, Matej and Felix sit down with Lemon (柠檬游戏说) — WeChat Mini-Game blogger, founder of Hyperjoy, and consultant for Scopely — to unpack the Chinese mini-game gold rush.Key insights:2024 market revenue: $7B+ (¥50B RMB).500M+ MAU, 400K+ dev teams183% YoY increase in advertisers; dev cycles: 4 weeks (hypercasual) to 3–6 months (hybrid/midcore).Balanced demographics: gender 50/50, strong 24–40 y/o core.Winners: 4X/SLG, Tower Defense Roguelike, Merge/Match.Declining: Hybrid RPGs, Simulation.Stable: Idle Card RPGs.60% of UA spend is concentrated in RPG, SLG, and TD.Day-1 payer retention is highest in RPG/4X (18–85%).Top GamesIce War: Three Kingdoms – Whiteout Survival clone w/ localized 3K theme.Bangbang Survivor – Top-grossing $1M+/day, IP expanding into 4X.Penguin Go! – Lucky Defense survivor, meta system differentiates it.Plant Master TD Go – Backpack TD hit (#5 grossing).永远的蔚蓝星球 (Summon & Merge TD) – $30M/month, global Q4 launch.Human Leap: Evolution – Top Douyin ad-mon gameSave the King – Royal Match UA creative turned into a WeChat hit ($70K/day ads).East ↔ West ExpansionWest → East: Supercell, Century Games, Scopely already entering WeChat mini-games.East → West: Galaxy Defense, Legend of Mushroom, Banban Survivor meta systems fueling crossovers.Success requires simplification of meta for Western markets.Takeaway: Mini-games are not “mini.” They’re a $7B industry with complex metas, ruthless UA competition, and growing East–West crossover potential.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: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Lemon Choihttps://www.linkedin.com/in/lemon-minigame/Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to China's Minigame Market03:01 Minigame Market Overview07:26 Minigame Genres and Trends14:56 Successful Minigames and Case Studies29:04 Key Takeaways and Future Outlook---------------------------------------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