two & a half gamers

In this episode, we discuss the transformative impact of AI on video production in the gaming and marketing industries.

They explore the evolution of AI-generated user-generated content (UGC), the importance of volume in creative production, and the cost reductions that AI brings to video creation.

The conversation also touches on the testing methodologies for video performance, the comparison between AI UGC and human creators, and the legal considerations involved in using AI-generated content.

The episode features insights from Alexei, the CEO of Pool Day, who shares how their platform streamlines video production processes and enhances creative testing.

The shift from traditional data-driven user acquisition roles to more creative-focused positions is highlighted, emphasizing the need for UA managers to adapt to new technologies.

The coupon for the 2.5 gamers audience is 50% off on the first 3 months for all new signups on any plan.

POOLGAMERS (make sure to hit "apply coupon")

Sign up, get 2 free AI UGC videos, then choose a subscription plan that works for you!

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Get our MERCH NOW: 25gamers.com/shop

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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/0eKuPCIJNH0

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 AI in Gaming and Marketing

03:04 The Evolution of AI UGC and Video Production

06:01 Testing Methodologies in Video Production

08:55 The Importance of Volume in Creative Production

11:51 Cost Reduction in Video Production

14:45 AI UGC vs. Human Creators

17:53 The Video Creation Process with Pool Day

21:02 AI Voiceover and Localization Features

23:54 Legal Considerations in AI Video Production

26:15 Video Editing Revolution: The Power of AI

31:58 Streamlining Creative Processes with AI

39:02 The Shift in User Acquisition: From Math to Creativity

44:01 The Future of Video Production: A Design System for Creatives

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

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

AI is revolutionizing video production in gaming and marketing.

Testing methodologies have evolved with the rise of AI.

AI UGC can outperform traditional human-created content in certain scenarios.

AI voiceover features enhance localization and accessibility.

The platform allows for rapid iteration and testing of video content.

Marketers can now produce hundreds of videos quickly and affordably. AI tools are revolutionizing video editing and production

Video editors can now produce content without bottlenecks.

The future of video marketing lies in design systems for efficiency.

AI can help test game concepts before actual development.

Creatives can be generated in minutes, saving time and resources.

The importance of adapting to new technologies in marketing roles.

Video production is becoming more accessible to non-experts.

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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]

In this conversation, we discuss the mobile game Vita Mayong, exploring its gameplay mechanics, user experience, monetization strategies, and user demographics. We delve into the game's ad revenue model, highlighting its success and the criticisms it faces from users regarding ad overload. The discussion also includes comparisons with other games in the genre and insights into the target audience, particularly seniors.

The conversation concludes with reflections on user feedback and the game's future prospects. In this conversation, the speakers discuss the pervasive annoyance of ads in mobile gaming, the creative strategies used in game marketing, and the importance of funding for growth in the gaming industry.

We delve into the role of AI in game development and how it influences user engagement and game performance. The discussion also touches on the evaluation of game creatives and the effectiveness of various marketing strategies.

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/UeNb404tVVE

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 Initial Thoughts on Vita Mayong

04:35 Gameplay Mechanics and User Experience

07:35 Ad Integration and Monetization Strategies

10:34 Target Audience and Game Design Philosophy

13:34 Dynamic Difficulty and Player Engagement

16:39 Market Performance and Competitive Landscape

19:10 Game Features and User Experience

20:57 Ad Revenue Insights

23:21 Market Dynamics and User Demographics

24:57 User Feedback and Game Monetization

29:24 Creative Strategies in Game Marketing

31:17 Funding and Growth Strategies

32:48 Competitor Analysis and Creative Inspiration

34:59 Healing Through Gaming: The Impact on Mental Health

36:45 Creative Diversity in Advertising: Strategies and Insights

38:42 The Role of AI in Gaming: Innovations and Limitations

39:47 Analyzing Ad Campaigns: What Works and What Doesn't

41:48 The Power of Storytelling in Game Marketing

44:28 Evaluating Game Performance: Metrics and Expectations

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

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

Vita Mayong has gained significant popularity with 9 million downloads in 30 days.

The game is heavily ad-driven, generating approximately $55 million annually.

User feedback indicates frustration with the frequency of ads in the game.

The game lacks complex features, focusing instead on straightforward matching mechanics.

User demographics suggest a target audience of older players who prefer easy-to-play games.

Comparative analysis reveals similarities with other successful mobile games like Block Blast.

In this episode, we explore Vietnam’s rapidly expanding mobile gaming scene, now projected to exceed USD 1 billion in annual revenue by 2025 and boasting a year-over-year growth rate of nearly 30%—one of the highest in Southeast Asia. We spotlight pioneering Vietnamese game studios and their chart-topping hits, examining the creative approaches that have helped them gain international recognition. We also discuss how local developers navigate Vietnam’s evolving regulatory environment and the potential hurdles these rising stars must overcome to sustain their momentum in the global market. Tune in to learn how Vietnam has become a powerhouse in mobile gaming and what’s driving this unprecedented surge.

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/lSzc2Y2DqFU

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 Album Release

03:35 Vietnam's Mobile Gaming Explosion

05:43 Understanding Vietnamese Game Studios

11:52 iKame: A Case Study

16:21 Brave Stars: Success in Ad Monetization

20:48 X Game Studios: The Hidden Giants

24:49 The Evolution of Casual Gaming

25:40 Understanding Ultra Casual Games

26:51 The Appeal of Satisfying Gameplay

27:37 User Acquisition Strategies in Mobile Gaming

31:36 The Rise of Music-Based Games

34:38 Competition in the Music Game Genre

35:41 The Impact of Vietnamese Game Studios

38:41 Regulatory Changes in Vietnam's Gaming Industry

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

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 has emerged as a significant player in the mobile gaming industry.

The Vietnamese gaming market is characterized by collaboration among studios.

iKame is a leading studio with impressive download numbers.

Brave Stars has successfully tapped into the ad monetization model.

X Game Studios is gaining traction with innovative titles.

ABI Games is pioneering the ultra-casual gaming genre.

Amanotes specializes in music-based games, showing a unique niche.

OneSoft has a diverse portfolio, including popular puzzle games.

The regulatory landscape in Vietnam is evolving, impacting foreign entities.

Vietnamese companies are competitive globally, often outperforming their Western counterparts.

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

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

In this monologue session, John Wright discusses the current state of mobile game publishing, emphasizing the importance of collaboration between developers and publishers. He outlines the challenges developers face in securing funding and the advantages of working with publishers, including access to expertise and technology. The monologue also covers strategies for choosing the right game and publisher, understanding the game discovery process, and the differences between farming and hunting strategies used by publishers to find new games.

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:John Wright

Youtube: https://youtu.be/Ja0Vf2lNHoA

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

Chapters

00:00 The Current State of Mobile Game Publishing

08:27 Choosing the Right Game and Publisher

15:26 Understanding Publisher Game Discovery

23:31 Farming vs. Hunting: Publisher Strategies

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John Wright

Independent publishing consultant

https://www.linkedin.com/in/johnwright1987/

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

The current state of mobile game publishing is positive, with notable successes.

Developers face challenges in securing funding, making publishers essential partners.

Lean teams should focus on core game development and utilize publisher expertise.

True innovation in games can lead to significant success but carries high risk.

The plus one strategy allows for lower risk and faster validation of game concepts.

Market research is crucial; developers should use data tools to inform their decisions.

Finding the right publisher is vital for game success; alignment with their thesis is key.

Building relationships with publishers can lead to future opportunities, even after rejection.

Publishers use both farming and hunting strategies to discover new games.

Understanding publisher strategies can improve a developer's chances of getting signed.

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

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

Felix Latest Article -

https://www.felixbraberg.com/post/the-end-of-gam-and-admob-placement-refreshes

We review a new puzzle game from Vietnam, Goods Puzzle: Sort Challenge, discussing its gameplay mechanics, design, monetization strategies, and user engagement.

We explore the challenges players face, the game's level structure, and how it compares to other titles in the genre. The conversation also delves into the game's ad revenue potential and future market trends, concluding with ratings and overall impressions.

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/hZ3EfncFR3Q

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 the Game Review

04:18 Gameplay Mechanics and Challenges

07:24 Game Design and Level Structure

10:19 Reward Systems and Monetization

13:21 Final Thoughts and Insights

16:20 The Rise of Casual Gaming Mechanics

19:23 Understanding Shallow Economies in Casual Games

22:23 The Evolution of Game Features and Events

25:19 Ad Revenue Strategies in Puzzle Games

28:14 Balancing Gameplay and New Features

31:21 Revenue Insights and Future Projections

34:53 Scaling and Profitability Insights

36:17 Funding and User Acquisition Strategies

37:10 Organic vs Paid Growth Dynamics

38:20 Creative Strategies in User Acquisition

40:48 Market Trends and User Engagement

42:32 Advertising Channels and Budget Allocation

45:02 Performance Metrics and Retention Strategies

50:41 Game Evaluation and Future Recommendations

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

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

The game presents significant challenges that require strategic thinking.

Monetization through ads is a key revenue driver for the game.

User engagement is crucial, with a focus on retention strategies.

The game design includes innovative level structures that enhance gameplay.

Comparative analysis shows the game is competitive within its genre.

Future growth potential is promising based on current trends.

The hosts emphasize the importance of balancing gameplay and monetization.

Ad revenue estimates suggest a strong financial performance.

The game has a unique appeal that resonates with casual gamers.

Overall ratings reflect a positive reception of the game's mechanics.

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

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

Ever wondered why some games blow up while others fade into obscurity? We dive headfirst into the surprisingly complex world of Solitaire games—yes, Solitaire! Especiall, Candy Crush Solitaire! We unpack how this classic genre has evolved from your grandma’s desktop time-killer to a booming corner of the gaming industry, fueled by IP powerhouses like Candy Crush Solitaire.

Oh, and we’re not holding back on the Candy Crush of it all. We swing between hype and skepticism about its latest spin-off, asking: Can a titanic IP guarantee success, or is the market too unpredictable? This episode’s got hot takes, cold truths, and enough Solitaire trivia to impress your group chat.

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/uKTs4zqksY8

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 Solitaire and Personal Updates

03:14 Metrics and Predictions in the Gaming Industry

07:10 The Evolution of Solitaire Games

13:10 New Entrants in the Solitaire Market

19:11 Challenges and Opportunities in Game Development

21:10 Review of Candy Crush Solitaire

24:43 Brand Recognition and Game Mechanics

26:04 Gameplay Dynamics and Strategic Depth

29:43 Balancing Complexity and User Experience

31:09 Monetization Strategies and Game Economics

33:12 Advertising and Revenue Generation

35:52 Event Rotation and Player Engagement

41:54 Future Prospects and Market Competition

44:58 Cultural Differences in Gaming

45:47 Market Challenges and Pessimism

47:03 User Acquisition Strategies

48:47 The Role of Playable Ads

50:00 Nostalgia in Game Marketing

51:33 User-Generated Content and Its Impact

53:42 Revenue Insights and Market Analysis

57:41 Future Predictions for Solitaire Games

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

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

The gaming industry is witnessing a battlefield of Solitaire games.

Gameplay mechanics can create strategic depth in Solitaire games.

The evolution of Solitaire games reflects changing player preferences.

The future of Solitaire games may involve more aggressive monetization tactics.

Pessimism about game launches can stem from high expectations and market competition.

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

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

Our "monthly" live AMA is live. Check it out, and next time, ask questions in real time!

Secret quest: Jesse Lempiäinenhttps://www.linkedin.com/in/jesselempiainen/

https://geeklab.app/

In this conversation, we discuss various aspects of mobile game development, focusing on App Store Optimization (ASO), user acquisition strategies, and monetization techniques. They explore the integration of AI in ASO, the importance of creative-level frameworks for iOS, and the nuances of soft launching games.

The discussion also covers attribution challenges, effective testing methods for game ideas, and strategies for segmenting users based on monetization models. In this conversation, the speakers delve into various aspects of user acquisition, advertising strategies, and the challenges posed by privacy regulations. They discuss innovative ad strategies, technical capabilities in user acquisition, and the impact of Apple and Google policies on the advertising landscape. The conversation also touches on the rise of alternative app stores, navigating app store rejections, and effective marketing strategies for Steam games. Additionally, they explore the intricacies of ECPM and user segmentation, emphasizing the importance of diversifying user acquisition channels.

Chapters

00:00 Introduction and Welcome

02:00 ASO and AI Integration

04:59 iOS Framework and User Acquisition

07:57 Soft Launch Strategies

12:00 Attribution and Campaign Insights

16:50 Testing Game Ideas and User Segmentation

22:02 Monetization Strategies in Hybrid Games

28:23 Innovative Ad Strategies and Market Trends

29:14 Technical Capabilities in User Acquisition

30:36 Challenges in Tracking and Privacy Regulations

32:12 The Impact of Apple and Google Policies

34:16 The Future of Advertising on iOS

38:14 The Rise of Alternative App Stores

40:41 Navigating App Store Rejections

43:25 Marketing Strategies for Steam Games

47:16 Understanding ECPM and User Segmentation

53:19 Diversifying User Acquisition Channels

Takeaways

ASO requires a unique skill set and personality.

AI is increasingly taking over tasks in ASO.

Creative-level frameworks are essential for iOS user acquisition.

Soft launching can be done effectively through beta testing.

Attribution is becoming more complex with new updates.

Testing game ideas is crucial for understanding user preferences.

Segmentation based on user acquisition sources can enhance monetization.

Hybrid games can benefit from both ad and IAP revenue strategies.

Using landing pages for testing can provide valuable insights.

AI can expedite the testing process for game ideas. Innovative ad strategies can significantly improve CTR.

Technical capabilities are evolving but not fully utilized yet.

Privacy regulations pose challenges for tracking user behavior.

Apple and Google policies heavily influence the advertising landscape.

Alternative app stores are emerging but face significant challenges.

App store rejections can be random and frustrating for developers.

Marketing strategies for Steam games can leverage mobile marketing techniques.

ECPM is influenced by various factors including user behavior and geography.

Diversifying user acquisition channels is crucial for sustained growth.

Understanding user segmentation can enhance ad performance.

In this episode, we dive into the latest creative trends and insights in the gaming industry, focusing on creative trends and strategies, emotional advertising, and the growing impact of AI in mobile game marketing.

We analyze successful game creatives, share thoughts on the evolution of marketing strategies, and explore how emotions are essential for engaging players. Together, we highlight the importance of iteration in improving game performance and discuss the future of game marketing as AI reshapes the industry.

Join us for a comprehensive discussion that blends data, creativity, and cutting-edge technology to uncover what’s next for game marketers and developers alike.

Our Music Album: https://open.spotify.com/artist/2o80XDfSqkDIqmuc5tOZdt

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/S5hOmIjVRYE

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 the Gaming Landscape

03:02 Creative Trends in Game Advertising

05:53 Analyzing Successful Game Creatives

09:02 The Importance of Iteration in Game Development

11:58 Understanding Game Revenue Dynamics

14:58 Exploring New Game Concepts and Mechanics

17:55 The Role of Physics in Game Creatives

21:01 Future Directions in Game Advertising

24:23 The Evolution of Top War's Marketing Strategy

27:18 Creative Iteration in Game Advertising

30:12 Visual Styles and Game Mechanics

31:32 User-Generated Content in Game Promotion

34:09 Innovative Advertising Techniques in Gaming

36:35 The Role of Celebrity Endorsements

39:10 AI and Creative Trends in Game 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

Successful creatives often use satisfying physics interactions.

Iteration in game development is crucial but can be unpredictable.

Understanding player psychology is key to successful game design.

The future of gaming will rely on creativity and player satisfaction. Top War's marketing strategy is evolving with creative iterations.

User-generated content is becoming more prominent in promotions.

Innovative advertising techniques are essential for engagement.

Celebrity endorsements can significantly impact game visibility.

AI is influencing creative trends in-game marketing.

The gaming industry is seeing a shift towards emotional storytelling.

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

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]

Playable trends: https://lancaric.substack.com/p/playbles-trends-in-mobile-games-january?r=7qqaf

Today, we talked about how to break the charts in 2025 for hybrid and hyper-casual games. Buckle up for this takeaway-packed interview - it might just be the spark your game needs to blow up.

Despite the chatter about mobile game growth hitting the brakes, especially after the COVID-fueled boom that supercharged hyper-casual and hybrid-casual games, the industry is far from slowing down. As we pointed out, mobile game growth in 2025 is driven by three key aspects: speed, monetization, and globalization.

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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.

Host: Roi Nam

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 The Evolution of In-App Advertising

05:55 The Global Gaming Landscape

12:10 Emerging Markets in Gaming

17:51 Strategies for Game Success

23:53 User Acquisition Channel Diversification

30:21 Hybrid Monetization: The Key to Success

36:01 Segmentation Strategies in User Acquisition

39:39 The Role of Creatives in User Acquisition

50:01 The Evolving Role of UA Managers

57:20 Global Expansion: Navigating Cultural Differences

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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

Roi Nam

CEO Airbridge

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

https://www.airbridge.io/

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

Takeaways

Players who are likely to spend on in-app purchases should see fewer ads.

The gaming industry is seeing a significant upward trend in app development.

Emerging markets like Vietnam and Turkey are becoming key players in mobile gaming.

Speed and adaptability are crucial for success in the gaming industry.

User acquisition strategies must evolve to include diversification across channels.

A good game is just the starting point; a great user acquisition strategy is essential.

CPI versus LTV is a critical equation for game success.

The landscape of mobile gaming is shifting towards more diverse and innovative games.

Rewarded ad platforms are gaining traction in the market. Hybrid monetization combines the best of hypercasual and casual games.

User acquisition is crucial for successful monetization strategies.

Segmentation allows for tailored experiences based on player behavior.

Creatives, especially playables, are essential for effective user acquisition.

UA managers must adapt to evolving roles in the gaming industry.

A robust in-game economy is vital for monetization success.

Cultural differences must be considered when expanding globally.

Feature-heavy games may not perform well in Western markets.

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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]

In this episode, Matej Lancaric provides a comprehensive guide to mobile user acquisition (UA), covering essential terms, metrics, and strategies for beginners and experienced marketers. He emphasizes the importance of data integrity, navigating privacy changes, and the role of creativity in UA campaigns. The discussion also includes insights on leveraging paid, owned, and earned media and the impact of AI on marketing strategies.

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:

Articles:

https://lancaric.me/ua-manager-life-post-idfa-reality/

https://lancaric.me/influencer-marketing-guide-ua-in-2024/

https://lancaric.substack.com/p/stay-ahead-in-ua-for-2025-my-top

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 User Acquisition

01:15 Understanding User Acquisition Fundamentals

03:11 Key Metrics in User Acquisition

08:47 The Importance of Data Integrity

10:39 Navigating Privacy Changes in User Acquisition

12:31 Creative Strategies for User Acquisition

13:30 Paid, Owned, and Earned Media Strategies

17:09 Building and Engaging Your Own Audience

19:54 App Store Optimization and Content Marketing

23:50 Leveraging Earned Media and Press Relations

25:38 The Role of AI in User Acquisition

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

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

UA is a fast-moving field that requires constant learning.

Understanding key metrics is crucial for effective UA.

Data integrity is essential for making informed decisions.

Privacy changes are reshaping the landscape of UA.

Creative strategies must evolve to combat user fatigue.

Paid, owned, and earned media are all vital components of UA.

Building a loyal audience can enhance user engagement.

App Store Optimization is key for visibility and installs.

Content marketing helps build trust and authority.

AI tools can significantly enhance marketing efficiency.

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

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