two & a half gamers

No UA. No App Store tricks. Chess.com - just 650 remote workers, a Netflix show, a cat bot named Mittens, and a $500M/year business.

We dive deep into one of the most fascinating growth stories in mobile: chess.com.

From Queen’s Gambit virality to Magnus Carlsen’s meme-worthy genius, we explore how chess.com built a mobile app empire on subscriptions, community, and strategic chaos — all without running a single ad campaign.

🎯 What You’ll Learn:

Why Queen’s Gambit + COVID lockdown sparked the app’s hockey-stick growth

How Magnus Carlsen, memes, and controversy drove global attention

The insane monetization potential chess.com isn’t using (but could)

Deep dive into subscriptions vs. ad revenue – and why purity might be expensive

Why their retention, session length, and user time rival top-tier mobile games

How they turn in-app education into a sticky, premium experience

The role of community-driven UA powered by YouTubers, Twitch, and chess drama

👑 Whether you're a game dev, monetization lead, or just a fan of big plays in niche markets — this episode is your move.

🧠 Chess.com isn’t just a game. It’s a content engine, a learning platform, and a masterclass in scaling without spending.

🎧 Listen to how they turned 🐾Mittens the cat bot into a quarter-million downloads/day spike — and why we think they’re leaving $50M+ a year on the table.

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 Lancaric⁠

Podcast:

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 Introduction to Chess and the Hosts

04:25 Chess.com: Growth and Revenue Insights

07:22 The Impact of External Factors on Chess Popularity

10:28 Chess.com Features and Community Engagement

13:22 Company Background and Strategic Moves

19:24 Monetization Strategies and Future Prospects

20:32 Monetization Strategies in Chess Apps

23:33 User Engagement and Learning Features

26:05 Ad Revenue vs Subscription Revenue

30:35 Potential for Increased Revenue

36:38 The Balance of User Experience and Revenue

39:43 Chess.com: The Dominant Platform

---------------------------------------

Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

---------------------------------------

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]

---------------------------------------

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

Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

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 monetization

The battle pass + subscription combo every midcore game should explore

How AI is reshaping LiveOps, A/B testing & offer personalization

Why casual games are struggling and how offerwalls may be the solution

How to launch a localized, conversion-optimized web shop in minutes

The 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 Lancaric⁠

Special Guest: David Stelzer

https://www.linkedin.com/in/davidstelzer/

Youtube: https://youtu.be/Ab6muq76UGo

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 Introduction to Exola and David Stelzer

03:16 Evolution of the Gaming Industry

06:30 Monetization Strategies for Game Developers

10:27 Direct-to-Consumer Sales and Web Shops

12:51 Trends in Mobile Gaming and IAPs

15:01 Challenges for Casual Games in Monetization

17:24 The Role of Subscriptions and Battle Passes

20:00 Expanding into APAC and LATAM Markets

22:53 Localization and Compliance in Global Sales

25:04 The Impact of 5G and Cloud Gaming

26:27 The Rise of AI in Gaming

27:56 AI's Role in Game Development and Monetization

28:27 Data-Driven Decision Making in Game Studios

30:22 Building Effective Web Shops for Games

32:37 Optimizing Web Shops for Better Revenue

34:26 Leveraging AI for Enhanced User Experience

36:37 Understanding Player Behavior for Monetization

38:06 Actionable Strategies for 2025

---------------------------------------

Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

---------------------------------------

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]

---------------------------------------

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

Latest 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

Do 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 monetization

Why it took 2 years of soft launch to get right

The role of event meta, merge economy, and story triggers (yes, freezing families are back)

The creative strategy: Product-led UA at its finest

Key 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 Lancaric⁠

Youtube: https://youtu.be/Avb2F9MXY9A

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 Introduction and Public Service Announcement

05:52 Matching Story: A Game's Journey

08:48 Gameplay Mechanics and Features

11:52 Monetization Strategies and Player Engagement

14:54 Market Impact and Competitor Analysis

17:51 Visual Appeal and Game Iteration

20:44 Conclusion and Future Prospects

25:04 Visual Progression and User Engagement

26:37 Monetization Strategies and Ad Revenue

28:50 Retention Metrics and User Acquisition

31:23 Game Design Innovations and User Experience

34:14 Product-Led User Acquisition Strategies

37:43 Historical Context and Market Trends

42:42 The Emotional Roller Coaster of Gaming

44:54 Trends in Casual Gaming: Freezing Families and More

46:58 Reviving Old Concepts in Game Marketing

48:47 The Importance of Mastering Game Creatives

51:52 The Evolution of Game Creatives and AI Influence

53:55 The Cutthroat Nature of Game Development

56:45 Analyzing Game Performance and Market Trends

---------------------------------------

Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

---------------------------------------

Takeaways

Combine merge and match-3 for exponential monetization potential

Use merge to create downtime gameplay when match-3 lives run out

Product-led UA is real: build the ad inside the game

Leverage 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 - [email protected]

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 animation

Why games like Match Factory, Golden Goblins, Impulse, and Royal Match are scaling into the stratosphere

The truth behind Block Blast, I Am Cat, Magic Sort, and more

Which games are hitting $400K/day using recycled ideas with smart execution

Creative tricks: UGC hooks, fake IQ tests, grandma drama, physics porn, shark attacks — and why they work

Is 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 Lancaric⁠

Podcast: https://youtu.be/cMl9UMjTZ4Q

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 Introduction to Creative Trends

04:15 Exploring Golden Goblin Creatives

07:17 Analyzing Project Makeover and AI Trends

11:18 The Evolution of Game Creatives

16:17 Impulse and Market Dynamics

19:22 Connecting the Dots in Game Development

21:14 Scaling and Profitability in Gaming

22:17 Game Iterations and Market Trends

24:04 Creative Strategies in Game Marketing

26:12 The Evolution of Game Design

31:56 Revenue Trends in Long-standing Games

36:04 The Evolution of AI in Creative Production

42:43 AI-Driven Trends in Gaming and Marketing

49:11 Innovative AI Hooks and Their Impact on Engagement

---------------------------------------

Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

---------------------------------------

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]

---------------------------------------

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

Latest 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

Do 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 step

The most common mistakes (like leaving $$ in "AdMob Default" purgatory)

The best ad networks for banners, interstitials, and rewarded videos

When and how to run A/B tests inside AdMob

Felix’s personal Excel formulas for fill rate & share-of-revenue analysis

Why AdMob is powerful… but painfully clunky

A 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 Lancaric⁠

Youtube: https://youtu.be/3xQgzk9gqTk

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 Introduction to Ad Revenue and AdMob Mediation

03:16 Understanding AdMob Mediation: Pros and Cons

07:25 Setting Up Your AdMob Account and Ad Units

11:17 Creating Mediation Groups and Mapping Impressions

14:12 Monitoring and Analyzing Ad Revenue Data

18:09 Optimizing Ad Revenue with A/B Testing

---------------------------------------

Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

---------------------------------------

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]

---------------------------------------

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

Latest 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

Do 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 Security

60s interstitial loops and mandatory rewarded ads

Origin story: a team call about cats turned into a Goat Simulator-style sandbox hit

From VR on MetaQuest to top-ranked free games on Android & iOS

Almost no IAP – ads are the economy

Insane 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 Lancaric⁠

Youtube: https://youtu.be/zVjfrpqeKSw

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 Introduction and Game Overview

04:24 The Rise of Astotti and Their Games

06:50 Exploring the Success of 'I'm Cat' and 'I'm Security'

10:24 The Transition from VR to Mobile Gaming

13:10 Ad Monetization Strategies in Mobile Games

16:30 User Engagement and Game Mechanics

19:31 Revenue Insights and Market Performance

20:19 The Rise of Simulation Games

23:37 Analyzing Game Revenue and User Engagement

24:51 Exploring IAM Security Game Mechanics

29:23 Revenue Insights and Market Sustainability

32:35 Future of Game Development and Marketing Strategies

36:28 Viral Marketing Strategies in Gaming

39:56 The Impact of Social Media on Game Popularity

43:40 Analyzing Game Monetization and Profitability

46:50 The Evolution of Game Concepts and Trends

52:06 Conclusion and Future of Gaming

---------------------------------------

Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

---------------------------------------

Takeaways

VR to mobile = untapped goldmine, especially for meme-ready content

Aggressive ad placement can work if player retention is fueled by curiosity + chaos

Low 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 - [email protected]

---------------------------------------

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

Do 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 Lancaric⁠

Youtube: https://youtu.be/lZAAOCS2GkM

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 Introduction and Personal Anecdotes

04:23 Game Overview: Kingshot by Sentry Games

07:27 Game Mechanics and Design Elements

10:25 Onboarding and Gameplay Experience

13:34 Monetization Strategies and Player Engagement

21:05 The Importance of Game Mechanics

23:38 Analyzing Game Revenue and Player Retention

29:00 Funding and Scaling Game Development

32:20 Comparative Analysis of Game Portfolios

35:24 The Future of Game Genres and Market Trends

40:08 The Evolution of Game Mechanics

42:28 Creative Inspirations in Game Development

46:11 AI and Creative Trends in Gaming

50:35 Marketing Strategies and Spending in Mobile Games

52:35 Future Prospects of Game Titles

---------------------------------------

Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

---------------------------------------

Takeaways

King Shot Is a Genre Mashup Done Right

The “In-Game Bank” Monetization Is Next-Level

King 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 Scaling

With 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 - [email protected]

---------------------------------------

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=7qqaf

Always 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 Lancaric⁠

Podcast:

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 Finding Creative Inspiration

04:05 The Shift in Creative Flow

06:59 Exploring Non-Direct Competition

10:06 Leveraging Trends and Tools

12:58 Analyzing Competitors and Their Strategies

15:25 Utilizing AI for Creative Concepts

17:44 Final Thoughts and Takeaways

---------------------------------------

Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

---------------------------------------

Takeaways

Creative 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 - [email protected]

---------------------------------------

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

Latest article - https://lancaric.substack.com/p/the-creative-bible-how-to-win-in?r=7qqaf

Do 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 Lancaric⁠

Podcast: https://youtu.be/soVUNLWxNf4

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 Introduction

02:24 Overview of Screwdom and Its Development

04:20 Growth of Vietnamese Game Dev & Studios

07:26 Screwdom's Performance and Revenue Insights

10:25 Gameplay Mechanics and Features of Screwdom

13:22 User Experience and Game Design Elements

16:22 Monetization Strategies and Ad Integration

19:21 Future Prospects and Industry Trends

20:27 Quality and Adaptation in Game Development

20:54 Revenue Insights: IAP and Ad Revenue

22:24 Scaling and User Acquisition Strategies

23:25 Creative Strategies in User Acquisition

25:21 Market Trends and Game Mechanics

27:27 User Engagement and Retention Strategies

30:25 The Role of Social Media in Game Marketing

32:24 Audience Dynamics in Mobile Gaming

34:24 Challenges in User Acquisition and Analytics

37:24 Final Thoughts on Game Development and Marketing

---------------------------------------

Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

---------------------------------------

Takeaways

Vietnam'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 - [email protected]

---------------------------------------

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