This is no BS gaming podcast two and a half gamers. A safe space for all of us & you as well. Fun stuff, latest news, but also educational knowledge drops. Bringing you the feel of a "4am conference" discussion about the gaming industry.Let's dive in!
Ball X-Pit is one of the most creative roguelite hits on Steam - a blend of Arkanoid, Vampire Survivors, and base-building meta that delivers insane depth. In this episode, we dive into the full gameplay loop, the fission/fusion/evolution system, the “two games in one” base mechanic, and why this could be a massive mobile hit if executed properly.What you'll learn• How Ball X-Pit sold 367k units & $4.4M in under a week• Why its roguelite mechanics go deeper than Balatro/MegaBong• How fission → evolution → fusion creates multi-layer combos• The innovative base-building/harvesting system• Why it's trending on Steam, TikTok, Reddit, and Twitch• Why this will definitely come to mobile• Why Devolver publishing matters for reach & discoveryKey takeawayBall X-Pit proves that roguelites can still innovate - especially when they merge physics, skill, and deep buildcraft with a completely new meta layer.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 — What is Ball X-Pit & why it's trending04:20 — Roguelite design: fission, fusion, evolution mechanics10:56 — Combat depth: balls, builds, synergies, boss fights17:56 — The base-building metagame (the real innovation)26:50 — Why this could work on mobile + final thoughts---------------------------------------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
This week's Breaking News covers the wildest stories from mobile gaming, ad tech, privacy, and monetization. From brand-new global launches (Bleach, Resident Evil, Villains Robot) to Unity's new ad-tech push, to JamCity's $1.4M CCPA fine — Matej breaks it down with zero fluff.What you'll learn• Bleach: Soul Resonance launches with millions of preregs• Resident Evil Survival Unit hits 1M downloads in 48 hours + $150K/day• Real Farm Craft expansion (but almost no revenue)• Villains Robot BR + blockchain weirdness• Molang: Match & Munch launches (and makes $100/day)• Unity's “Vector” returns again + new ad ecosystem tools• Playable ads → the next $124B brand frontier• JamCity fined $1.4M for CCPA violations• Why e-commerce brands are now using playablesGet 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 — Intro00:18 — Bleach: Soul Resonance launch01:00 — Real Farm Craft expansion01:38 — Villains Robot Battle Royale02:20 — Resident Evil Survival Unit hits 1M downloads03:10 — Molang Match & Munch release03:45 — Seven Deadly Sins Grand Cross update04:20 — Zombies, Run rights reacquired04:55 — Paysafe adds Brazil payments05:25 — DC Dark Legion Thanksgiving event05:55 — Solo Leveling Winter update06:30 — Unity ad-tech announcements07:35 — JamCity fined $1.4M08:55 — Playable ads become brand frontier09:40 — Apple pushes playables into e-commerce10:20 — Wrap-up---------------------------------------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
West Game 2 is the first real King Shot clone built by a Chinese 4X team acquired by Tripledot, layered on top of Frozen City / Whiteout Survival onboarding, and wrapped in Western cowboy aesthetics.In this breakdown, we dive into:• Full onboarding → Lucky Luke opener → King Shot 1:1 copy• Frozen City mechanics, chapter quests, invasion timers• Why 4X innovation happens only in onboarding, not the core• Webshops & D2C: now up to 50% of revenue for some studios• The creative madness: Red Dead cinematics, Idle Lumber, Goblins, Save the Dog, Lens of Jail, ASMR mining, drama Playrix, Sims life-sims, TikTok memes• Why running 1000 creatives in 30 days is “normal” now• And how they cloned King Shot's onboarding in under 7 monthsKey takeawayWest Game 2 is proof: onboarding = everything. Whoever controls the first 10 minutes controls CPI… and 4X revenue.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 — Why West Game 2 Matters: The First Real King Shot Clone04:20 — Onboarding Breakdown: Lucky Luke → King Shot → Frozen City Mix10:45 — The Chinese Production Engine: 1000 Creatives in 30 Days18:00 — Creative Chaos: Red Dead Cinematics, Goblins, Idle ASMR & More23:30 — The New 4X Meta: Onboarding beats Gameplay + Webshops Rising---------------------------------------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 delivers a 30-minute solo masterclass on how the top-grossing mobile games use ads, revealing the real truth:Only 14 of the Top 100 IAP games use in-game ads.This is shocking considering the category earned $2.6B in the last 30 days — likely over $3.6B when counting D2C webstores. Yet only 55M of the 660M DAU are exposed to ads.The episode breaks down each of those 14 games, but uncovers three major meta-shifts.This episode reveals how Candy Crush, Coin Master, Gossip Harbor, Merge Mansion, Homa, June's Journey, and more use segmentation, boosters, energy, timers, SkipIt tickets, Remove Ads bundles, and hybrid strategies to unlock millions in incremental ad revenue.This is the most practical breakdown of how ads work at the highest tier of mobile gaming.What you'll learn• How Candy Crush earns $200M+ yearly from ads• Why only 14 of the top 100 IAP games use ads (and why that's changing)• The difference between Western “premium illusion” mindset vs Chinese “data-first” mindset• SkipIt tickets → now invading midcore and puzzle (June's Journey)• Remove Ads Bundles (iKIM, Capybara Go, Merge Prison)• Why merge, match, and puzzle rely on energy boosters & timers• How to segment ads by GEO, payer probability & time since last IAP• The next wave of hybrid monetizationThe future isn't “ads OR IAP.”The winning studios are mastering ads + IAP, using segmentation, bundles, SkipIts, and hybrid models to grow revenue without hurting payers.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 LancaricJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 — intro02:00 — Candy Crush & Coin Master: The Segmentation Masters05:20 — Merge & Match: Energy, Boosters, and Rewarded Moves10:00 — SkipIt Tickets & Remove Ads Bundles Take Over14:30 — Chinese Studios vs Western Studios: Mindset Split19:10 — Subscriptions, Ad-Free Bundles & Perk Stacking23:30 — The New Hybrid Meta: Ads + IAP → The Future---------------------------------------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
This is the ultimate AI creative breakdown: 112 creatives in 36 minutes.Jakub, Matej, and Felix review the best (and worst) AI-generated ads across rise of castles clones, tasty travels madness, fluffy animals, Pixar-style mutations, fake physics, and high-production AI cinematics that now rival outsourcing studios.AI is no longer “experimental.”It is the creative pipeline.What you'll learn• How to spot AI in 2025 (lighting errors, physics breaks, muscle glitches)• The new top AI hooks (animals, food, POV inward movement, waifus, chaos)• The rise of “high-production AI” replacing studio cinematics• Why Rise of Castles, Golden Goblins, Tasty Travels, and Whiteout Survival dominate AI usage• How top teams use loras, inpainting, upscaling & 20-step workflows• The new East–West gap in creative production• Why by end of 2026, 50% of ads will be AI-driven• And the moment Candy Crush uses AI bear attacks
In this week's News Navigator, Jakub breaks down the biggest global gaming stories from November 17th. Apple tries its own WeChat-style mini-app ecosystem. Unity and Epic shock the industry with a collaboration nobody saw coming. Roblox revamps age restrictions. Google Play crowns Pokémon TCG Pocket as Game of the Year after $1B+ in revenue. And Ubisoft's trading halt hints at a looming plot twist.What you'll learn• How Apple's 15% MiniApps program works• Why Unity & Epic are suddenly “friends”• The new rules for US third-party payments• Roblox's age-based chat brackets and moderation strategy• The insane scale of Pokémon TCG Pocket• Why Ubisoft halted trading and delayed earnings• Why the AI bubble isn't slowing down (NVIDIA's numbers)Key takeawayThe industry is shifting toward open ecosystems, cross-engine collaboration, and safer platforms—while the biggest revenue wins still come from IP heavyweights and AI-driven infrastructure.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 — Cold open: Welcome to News Navigator00:15 — Apple MiniApps Program explained02:00 — Why MiniApps work in China (but may struggle in the West)03:10 — Unity & Epic partnership: what it really means05:00 — D2C & payments: Stash x Galleon, Google ruling06:10 — Roblox age-based chat brackets07:00 — Google Play Awards: Pokémon TCG Pocket hits $1B+08:00 — Vampire Survivors deckbuilder spin-off08:40 — NVIDIA's monstrous $57B AI quarter09:10 — Dark Horse: Ubisoft trading halt mystery10:00 — Wrap-up: Stay two and a half steps ahead---------------------------------------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
Level Devil (solo dev) proves that level design is a UA channel. The game's “troll but fair” traps create clips that people have to share, fueling TikTok/YouTube reach with essentially zero paid spend. Monetization is light: interstitials triggered by deaths on a cooldown, occasional rewarded skip, one ad network (Unity), no mediation. We est.: $5–7K/day; with mediation + a couple of safe placements, $11–14K/day looks realistic.What we cover• How the level-design craft creates infinite hooks (rage → laughs → shares)• The actual ad logic (death-based interstitials; rewarded skip after streak)• Why copycats fail (it's the hours-per-trap polish, not the theme)• Monetization gaps (no mediation; limited placements) and easy wins• Viral geos & creator angles (Brazil/ES longform shout-casts = IPM rocket fuel)When the product manufactures shareable moments, you don't need paid UA to grow - just enough monetization hygiene (mediation + safe placements) to convert all that free attention.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~H9idcxM271mnPzdWbipg00:00 — Cold open: product-led growth in a troll platformer01:20 — The solo-dev story and why it resonates03:10 — Virality loop: die → laugh → share → install06:15 — Core monetization today: death-based interstitials + rewarded skip09:40 — What's missing: no mediation, limited placements12:05 — Safe add-ons: menu banner, app-open, regional “remove banners” IAP15:10 — Creator/geography angles (why BR/ES clips pop)18:30 — Retention pattern and how level craft sustains it22:10 — Why copycats fail: the craft, not the theme34:00 — Wrap-up: ops to turn virality into $$$---------------------------------------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
In this solo episode, Matej walks through the exact step-by-step method he uses to launch successful Meta (Facebook) UA campaigns in 2025. From SDK setup to event engineering, targeting, budgets, creative strategy, and daily management - this is the “MVP strategy” every UA manager needs.Direct links to step-by-step guides:https://lancaric.substack.com/p/mvp-ua-template-i-want-to-launchhttps://lancaric.substack.com/p/mvp-ua-iaa-template-i-want-to-launch?triedRedirect=truehttps://lancaric.substack.com/p/creative-brief-template-7-creativeSoftlaunch E-BOOK: https://payhip.com/b/fJi9EWhat you'll learn• Minimum viable tracking setup (Facebook SDK, Firebase, MMPs)• How to build meaningful event combinations (WY S WYG)• Purchase-optimized vs. app-event optimized campaigns• How to structure T1, T2, and ROW for better learning• Targeting that still works in 2025 (broad, genre interest, lookalikes)• Budget pacing rules and when to scale• 3 starting concepts → 9 ad variations• Using AI hooks, memes, UGC & dev-cam videos• Daily operations: When you should do nothing• Moving from AEO to value optimization• Live example: Creating a full Meta campaignActionable checklistIntegrate Facebook SDK + Firebase + MMP.Build 5–10 event combinations (engagement + monetization).Start with 3 concepts → 9 variations.Use T1 (US/UK/DE/CA/AU/NZ/KR/JP) + ROW.Don't scale before day 3–5 stability.Check KPIs 2–3× per day, not hourly.Switch to value optimization once you have depth of payers.Key takeawayYour UA performance is defined by the events you send, the creatives you test early, and how fast you can validate your first 3 concepts.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 — Cold open & why this solo episode matters00:40 — The original problem: “Where do I start with Meta UA?”01:20 — Tracking essentials (SDKs, MMP, events you MUST send)03:00 — WYSIWYG: “What You Send Is What You Get” explained04:20 — Event combinations that actually help Facebook find payers05:40 — Purchase vs. App Event optimization: when to use each07:00 — Geo setup: US, Tier 1, ROW, and why you always need all three08:10 — Targeting in 2025: broad, interests, lookalikes (what still works)09:30 — Budgets: first 7-day rules & how not to break learning11:00 — Creative framework: 3 concepts → 9 ad variations12:30 — What concepts to start with (gameplay+finger, AI hooks, UGC/dev-cam)14:00 — Creative iterations: hooks, pacing, soundtrack, memes15:10 — Daily UA workflow: why “doing nothing” is sometimes the best move16:40 — When to switch to value optimization (signals + payer depth)18:00 — Live walkthrough: building a Meta campaign step-by-step19:20 — Final advice ---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.me---------------------------------------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.meIf 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
This month's creative trends episode exposes the real state of mobile UA:We've officially entered the Era of Creative Theft 2.0 - not “heavily inspired,” but direct 1:1 stolen ads, chopped end cards, mirrored clips, watermarks still visible… and nobody cares because they convert 4-5× better.Three mega-trends emerge:1) The “Stolen but Performing” Era• Social casino, idle, 4X… everyone is lifting creatives from other genres.• Teams aren't even recreating the concept - they're copying the whole video, trimming it, mirroring it, or leaving the watermark.• Networks don't police it, platforms don't care, and small studios can't compete with the CPI gap.2) The Golden Age of ASMR / Wood / Cleaning Satisfiers• The “Idle Lumber” effect: anything with chopping, slicing, scrubbing, wood, logs, dust → crushing low CPI.3) The King Shot → Royal Kingdom → Everyone Else Pipeline• King Shot's onboarding + mass battle + RTS-style transitions have reshaped the entire industry's ads.• Royal Kingdom straight-up used the formula for a match-3 playable.• 4X games (Last War, Last Z, Total Battle) are adopting the mass-battle → puzzle fusion.Key takeawayThe best-performing creatives aren't the most original - they're the most optimized. The industry now rewards speed, iteration, theft-based inspiration, and cross-genre pattern-breaking above everything else.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 — Hook: The “Creative Theft Era” has arrived01:30 — Missing a month & why trends feel different now03:10 — ASMR cleaning & wood: why the motif is everywhere05:20 — Exposed: 1:1 stolen creatives (no end cards, mirrored, trimmed)08:40 — Why theft works: CPI vs LTV beats morals11:50 — The ecosystem problem: no creative police, no consequences14:30 — New industry rule: cross-genre stealing = normal17:40 — King Shot → Royal Kingdom → Everyone copy30:10 — The future: watermark creatives, mirror hacks, and AI hooks43:00 — Wrap-up: where the creative meta goes next---------------------------------------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 break down Supercell's new twin-stick “boat game” (second alpha): a PvE → PvPvE loop where we farm island quests, haul up to three chests on a fast boat, and can flip a “go bad” switch to steal other players' chests - triggering bounties and protections for non-PK players (revenge respawns).What worksFast, readable boating and clear risk/reward moments when we carry 2–3 chests.A theft moment (“go bad”) that can create highlight-reel clips for UA if tuned right.What doesn't (yet)Flat progression (gear score + light passives/chips) limits long-term goals.Ultra-light economy and shaky matchmaking make the loop feel aimless/punishing.Audience fit feels unclear (Gen-Z, Fortnite-lite vibe vs. strategy/4X loyalists).Market lensSupercell's portfolio still leans on legacy hits; competitors with genre focus + aggressive UA (e.g., strategy/4X) scale more reliably.Without deeper economies, UA-product co-design, and a clearer genre thesis, this boat may never scale past alpha.Key takeawayDepth beats novelty. We need deeper economy + UA-ready moments or this won't sail beyond alpha.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 Why this alpha matters01:10 Core loop—quests → 3 chests → extract05:00 Twin-stick feel & aiming on mobile07:40 Progression—gear score, passives, chips10:50 “Go bad” theft, bounties, anti-grief15:30 Matchmaking & PvE→PvPvE tension19:10 Economy depth vs. moment-to-moment fun24:20 Portfolio & market reality checks30:30 UA-product integration: what creatives need36:30 What would actually ship (templates & seasons)43:00 Verdict & 2025 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---------------------------------------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, Jakub Remiar breaks down the Scopely-style “sticker album” collectible mechanic—popularized at scale by Monopoly Go (global April 2023)—and why it's sweeping casual and now encroaching on mid-core. Hallmarks: time-limited albums, gacha booster packs, duplicate sinks → premium packs, and peer trading that drives massive social engagement (e.g., official trading groups). It adds perceived depth to shallow economies (soft currency + energy) without adding gameplay complexity, resets cleanly by season, and monetizes whales via “double bottom” albums (a second, higher-reward album with ~50% more rewards and exclusive cosmetics). Implementations span Royal Match (135 cards/≈60 days), Travel Town (162), Monopoly Go (~200), and mid-core experiments like Whiteout Survival and Acecraft (smaller sets, licensed collabs). The open questions: optimal card counts, season length, and how mid-core will standardize the pattern. What you'll learnHow the Scopely/Monopoly Go sticker album works: time-limited albums, gacha packs, duplicate exchanges, trading, seasonal resets, and whale “double albums.”Why this mechanic adds depth to shallow economies and boosts engagement, retention, and monetization—with examples from Royal Match, Travel Town, Monopoly Go and mid-core tests (Whiteout Survival, Acecraft).Practical knobs: card counts (≈135–200), season length (30–60 days), guaranteed-missing pack, and social/trading ops.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 investorsJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 — Cold open & why albums exploded01:20 — The template: pages, rarities, grand prize, timebox03:45 — Rewards & pressure: limited window, page bonuses, grand prize06:10 — Gacha everywhere: pack sources & duplicate sink design08:30 — Social engine: trading loops (in-clan & community)10:20 — Seasonal resets & cosmetics: depth without UX bloat12:10 — “Double/Grand Album” for whales (~50% more rewards)14:00 — Case studies: Monopoly GO, Royal Match, Travel Town17:00 — Mid-core spillover: Whiteout Survival, Acecraft experiments19:00 — Tuning knobs: card counts (≈135–200), 30–60 day seasons, guarantees20:30 — Actionable checklist & pitfalls---------------------------------------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
Legend of Elements is a 3D idle RPG from the LoM lineage. Core fantasy is “numbers go up,” delivered via auto-progress + layered upgrades, then monetized through stacked gachas and step offers. Ads exist but are effectively a decoy; there isn't even a “remove ads” pack. UA is ~98% Google (YouTube + AdWords) with AI/UGC and “fake gameplay” motifs.Systems & sinks (what actually drives playtime/spend)• Two gachas: character (spirits) and skill, with very low SSR rates; also ad-summon entries (“2 free summons for an ad”).• “Online chest”: ~5x/day random gacha ticks, granted every ~5 minutes online.• 3–4 battle passes active during launch window; heavy event stack and daily quests.• Notification-baiting tactic: tiny “free” rewards (e.g., 5 soft-currency) inside every shop/offer to create badge-clearing behavior and force shop opens.Monetization architecture (how money happens)• Ads are a decoy to lift IAP; no VIP/no-ads pack to sell the removal.• Primary pay drivers: gachas + step offers (offer ladders surfaced early/often).• Panel consensus: at ~$100K/day IAP scale, there's little incentive to optimize ads.UA mix & creatives (why it scales on Google)• ~98% of impressions from YouTube + AdWords; almost nothing elsewhere.• Creative pillars: AI faces/VO, UGC narratives, meme remakes, Genshin/Diablo-style “fake gameplay.”• Uses creator placements (e.g., known Supercell YouTubers featured as ad talent).Servers & competitive pressure (why shard)• Thousands of small shards opened continuously; servers “die,” then merge, resetting the race.• Keep leaderboards small so winning feels plausible; too many whales per shard depresses motivation.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 investorsFor an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.Our sponsor FastSpring:Has delivered D2C at scale for over 20 yearsThey power top mobile publishers around the worldLaunch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.With Playablemaker, you can finally create playable and interactive adsNO-CODE + ON-BUDGET + LIGHTNING FASThttps://playablemaker.com/25gamersThis 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~H9idcxM271mnPzdWbipg00:00 intro00:48 Positioning & lineage04:40 Core loop & systems10:10 Monetization architecture14:40 Live-ops cadence18:00 UA strategy (98% Google)33:30 Creatives that convert41:20 Verdict & KPI checklistMatej 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
Chaos Zero Nightmare is the spiciest deck-builder gacha of 2025! Lovecraft vibes, anime polish, Slay-the-Spire runs, Honkai-style meta, and launch numbers that slap: ~$500K/day, peak ~$800K/day, ~$8M in 2 weeks.WHAT YOU'LL LEARNCore loop: deck thinning, evolving cards, run sequencingMeta design: pity/duplicates, banner cadence, progression layersWhy community is more than broad UA (Discord ≈50k, Reddit ≈120k)Creative strategy for high-LTV audiences (what to show, what to skip)Monetization & live-ops beats that actually move revenueKEY TAKEAWAYFor hardcore, high-LTV audiences, authentic, system-forward storytelling + community momentum beats shortcut UA tactics. Frame content around runs, banners, and boss mastery moments; use paid to amplify the community, not replace 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 LancaricPodcast: Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgCHAPTERS00:00 — Cold open: “How much money?”03:31 — What is CZN? Tone, horror-anime polish03:43 — Design DNA: Slay the Spire / Darkest Dungeon / Honkai / “save data”09:36 — Core loop & tactics: combos, turn order, auto-off for bosses20:23 — Company context & positioning22:20 — Revenue reality: ~$500K/day → ~$800K/day; ~$8M in two weeks26:08 — UA vs Community: closed betas, brand-safe creatives, Discord/Reddit---------------------------------------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
In this Two & a Half Gamers special, Felix Braberg breaks down how to maximize ad monetization during Black Friday weekend - the new “Q5” for mobile games.
Monopoly Bingo: How Hasbro turned nostalgia Into RevenueToday, we dig into Monopoly Bingo - the latest Hasbro IP game climbing the charts.
In this episode, we play Sudoku Master - the latest “numbers” hit from the makers of Block Blast.They uncover how Hungry Studio uses 6,000 creatives, constant A/B testing, and ruthless ad optimization to dominate one of the oldest mobile genres.
In this solo episode, Matej Lančarič dives into the new era of creative optimization — where AI tagging, unified dashboards, and ROAS-based insights replace manual testing and spreadsheet chaos.Everyone can create ads with AI, but the REAL BOTTLENECK is knowing which ones actually work. AppsFlyer's Creative Optimization tool analyzes millions of real-world insights to reveal what drives performance - so you can scale winners, cut wasted spend, and make smarter creative decisions.Check it out: https://www.appsflyer.com/products/creative-optimization/?utm_source=influencer&afc_source=influencer&utm_medium=referral&afc_medium=referral&utm_campaign=Marvelsnap_creative&afc_campaign=Marvelsnap_creative&utm_content=matej&afc_content=matej&utm_term=YouTube&afc_term=YouTube
What happens when a Chinese studio perfects fake funnels? You get X-Clash - a 4X strategy game disguised as 5 different mini games.
Today, we dissect Huntopia, a bizarrely successful idle RPG that's part World of Warcraft, part casino. Meh, just WoW from Wish.
In this Two & a Half Gamers solo episode, Jakub Remiar breaks down how UA product funnels and templatization dominate every major studio playbook - from River Game's $7M/day 4X empire to Habby's action roguelite evolution.
We break down The Tower - an idle-defense hybrid that turned a solo dev into a millionaire.We spoke directly with Anthony (Tech Tree Games) about design, monetization, and UA strategy.
We talk to David Pan, Director of Business Development at Habby, for the first-ever Western podcast appearance from the famously low-profile publisher behind Archero, Survivor.io, Capybara Go, and Whittle Defender.This isn't a press interview - it's a brutally honest deep dive into Habby's evolution, UA philosophy, shift from hybrid-casual to IAP-focused midcore, and its global ambitions beyond Asia.
We sit down with Chen Yang (Iwae) from Cocos again to unpack how AI is transforming the Chinese mini-game ecosystem across development, UA, and operations.The conversation reveals how AI-generated 3D, playable automation, LoRA fine-tuning, and instant meme cloning are redefining speed, scale, and creativity in the world's most dynamic mobile market.
Today, we talk with Colm Hayden, Head of Growth at Triumph - the app redefining real money gaming for a new generation of players.
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.
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.
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
Today, we revisit 15+ mobile games we've covered in the past to see which ones are growing, peaking, or dying. From Vita Mahjong's $200K/day AdMon empire to Century's King Shot at $3M/day, here's the brutally honest state of mobile gaming right now.Highlights:Vita Mahjong: 7M DAU, $200–300K/dayLove & Deep Space: $7M/day gacha spikesMagic Villains: Backed by $60M raise, scaling fastKing Shot: Our pick for “Game of the Year” (so far)Supercell's Mo.Co flop vs Clash Royale comebackLast Z: $6.6M/day forex monster from VietnamDramaBox/RealShort: Short drama apps making $100M+/monthDisney Solitaire: Movie tie-ins fueling $650K/dayChess.com: 14M DAU, $200K/day from app aloneTakeaway: The curse of the podcast is broken (mostly) — nearly all games are still growing, proving 2025 is the year of scale in AdMon, forex hybrids, and gacha monsters.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
Today, we dissect Little Farm Story Idle Tycoon — SayGames' latest farming-idle hybrid that feels like a mashup of Dreamdale, My Perfect Hotel, and Idle Breaker.Key insights:Gameplay Loop:Clearing grass → unlocking fields → harvesting → selling resources.Heavy reliance on ads for progression (resources, boosts, even eggs).“Annoyance monetization”: progress gates force you to watch ads or buy “No Ads” pack.Monetization:~$67–70K/day in revenue.~53% from ads, ~47% from IAP.Ad breakdown: ~$24K rewarded, ~$10K interstitials, ~$500–700 from banners (“why bother?”).“Remove Ads” pack is likely the top IAP — players pushed into it by frustration.Design Choices:Map expands with resource conversions (tomatoes → ketchup, chickens → eggs, wood → upgrades).Inventory/capacity upgrades disguised as RPG-like gear, but tied to ad rewards.Cosmetic shop + IAP items scattered on map.UA & Creatives:Ads mirror Township / Playrix resource ads and Century Games' UA tricks (suction devices, backpacks).Low-poly art style keeps CPIs down, but LTVs capped.Playables + AI-generated UGC, but “Township-from-Wish” vibe.Heavy interstitial cross-promo inside SayGames portfolio (even multiple in a row).Market & Scaling:Currently SayGames' #1 title by IAP revenue.~$2M monthly run rate, growing but not viral like Dreamdale or My Perfect Hotel.Audience skew: ~63% US revenue, Tier 1 heavy.Takeaway: Little Farm Story is a polished ad-driven idle hybrid, but its top IAP being “Remove Ads” caps its growth potential.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 and Game Overview03:48 Gameplay Mechanics and Features07:25 Monetization Strategies and Ads12:42 In-App Purchases and User Experience17:17 Revenue Insights and Conclusion18:15 The Decline of Traditional Ads19:23 User Acquisition Strategies in Gaming21:17 Ad Monetization Archetypes23:46 Comparative Analysis of Game Creatives25:57 Performance Metrics and Revenue Insights28:30 The Future of Game Scaling and IAPs---------------------------------------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
In this special Two and a Half Gamers episode, Matej and Felix sit down with Zino Rost van Tonningen (TyrAds) to deep dive into the history, present, and future of rewarded monetization & offerwalls.Key insights:History of rewarded ads:Early “incent installs” → rank-boosting campaigns (TapJoy, FreeMyApps).Multi-reward systems (TapJoy, IronSource, Fyber).Misplay breakthrough: timer-based playtime rewards + personalization.AdJoe & others scaled Misplay's model into SDK solutions.The shift to personalization:Old offerwalls = one-size-fits-all.New generation = hyper-personalized rewards per user.Use of media source data (Google, Unity, AppLovin, etc.) to adapt rewards based on traffic quality.Publisher perspective:Offerwalls can contribute 5–30% of game revenue depending on genre.Biggest impact: retaining non-payers & dolphins by giving them an alternative to IAP.Integration fights today echo old mediation wars (bonuses, rev guarantees, exclusivity deals).Best practices for choosing an offerwall partner:LiveOps environment — events, hot deals, timed offers.Transparency — explain revenue spikes/drops & media source impact.Personalization — reward scaling, segmentation by user type & UA source.UI/UX — aesthetics matter; no more “Windows 95” offerwalls.Zino's TyrAds SDK v3.0:One-time integration, no updates needed.Customizable design to match game branding.Hyper-personalized rewards, dynamic leveling systems.LiveOps events triggered per user (push, in-app messages).Takeaway: Rewarded monetization has entered its 4th generation: hyper-personalized, data-driven, and LiveOps-powered.https://tyrads.com/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: Felix Braberg, Matej LancaricSpecial guest: Zino Rost van Tonningenhttps://www.linkedin.com/in/rovato/zino@tyrads.comJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to Rewarded User Acquisition04:30 The Evolution of Rewarded Monetization07:10 The Shift from Incentivized Installs to Quality KPIs09:51 Innovations in Rewarded Advertising: Multi-Reward and Playtime Solutions12:33 The Role of Personalization in Rewarded Monetization14:56 Challenges in Current Rewarded Solutions17:48 Evaluating Monetization Solutions: Key Considerations20:15 The Importance of LiveOps in Engagement23:06 Transparency and Optimization in Offer Walls28:34 Differentiating Offer Walls for Monetization30:44 The Importance of Data in Monetization Solutions31:28 Personalization and User Engagement in Offer Walls33:18 SDK Evolution: From Version 1 to Hyper-Personalization36:14 Leveraging Machine Learning for Offer Wall Optimization40:14 Engaging Users with LiveOps and Hot Deals44:01 Dynamic Leveling Systems for Enhanced User Experience46:58 Criteria for Effective Offer Wall Implementation48:47 Revenue Impact and Client Engagement---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comZino Rost van TonningenCEO of TyrAdshttps://www.linkedin.com/in/rovato/zino@tyrads.com---------------------------------------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 Galaxy Defense, a sci-fi-themed tower defense/survival clone that's generating $100K/day in IAP with only around 135K DAU.
We dive into AceCraft, Moonton's new Tom & Jerry–themed midcore gacha shooter that mixes Cuphead-style 1930s cartoon art with Habi-inspired systems and miHoYo-style monetization depth.Key insights:Gameplay & Core Loop: Systems & MetaDual banners (Tom & Jerry separately) with pity timers, skewed rates, and duplicate scaling.Each major character has a signature weapon requiring rolls.Collectible album (Royal Match / Monopoly Go style) with trade functionality, now ported into midcore — a first.Co-op synchronous modeThree-layer skill trees, elemental affinities, wingman companions.Monetization:~$330K/day IAP revenue post-launch (peaking with Tom/Jerry banner).Battle Pass upsell trick: Downloads ~300K/day at launch, half from China.Scaling across 17+ networks: TikTok, Facebook, YouTube, Unity, AppLovin, IronSource, Mintegral, etc.UA creatives lean on retro cartoon surrealism, dancing ads, Tom & Jerry music, plus street interview trend (borrowed from Raid Rush).Prediction:Likely to fade in Western markets (art style too niche, monetization too punishing).Moonton may line up other WB/Looney Tunes IPs (Sylvester, Tweety, Popeye, Roadrunner) for similar launches.Takeaway: AceCraft is one of the deepest midcore gacha launches in 2025 — but built for Asia, not the West.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 Intro03:46 Discussion on Ace Craft and Impressions09:22 Core Gameplay Mechanics and Innovations12:14 Character Development and Gacha Elements15:04 Battle Pass and Game Structure21:05 Exploring Game Modes and Social Features23:05 The Collectible Album Revolution25:23 Gacha Mechanics: A Deep Dive31:48 Event-Driven Engagement Strategies41:03 Nostalgia in Gaming: The Influence of Classic Titles47:09 The Role of IP in Game Development50:32 Cultural Differences in Game Reception---------------------------------------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
In this special Two and a Half Gamers duet episode, Matej and Felix walk through how to set up Ad Monetization (AdMon) from scratch using Matej's own test app as a live case study. This episode is part tutorial, part comedy of errors, and part step-by-step guide for anyone new to AdMon.Key insights:App-ads.txt basics:Required by IAB for fraud prevention.Must be hosted on the developer's listed website (App Store/Google Play).Each network (Google, AppLovin, IronSource, Unity, Meta, Mintegral, etc.) requires unique entries.Some networks (like IronSource) force you to request Publisher ID via support, making setup painful.Mediation setup (MAX):One network is never enough — competition = higher eCPM.Best practice: integrate multiple (Google AdMob, AppLovin, IronSource, Unity Ads, Meta Audience Network).Connect networks directly in MAX for payout reconciliation & fraud safety.Network quirks:Google AdMob: straightforward, rewarded bidding setup.AppLovin: entries visible in account dashboard.IronSource: must email for Publisher ID.Unity & Mintegral: dashboard accessible.Meta/Facebook: painful; rewarded ads disabled for non-games, only interstitial/rewarded interstitial available.Best practices shared by Felix:Always keep app-ads.txt updated with every network.Cross-check revenue between MAX vs. direct networks.Expect a lot of clicking, logins, and waiting, but setup today saves revenue disputes later.Live Learnings:Matej's developer website missing → crawlers failed.Felix guided step-by-step through creating ad units, adding IDs, and verifying setups.By the end, Matej had MAX + multiple networks integrated, app-ads.txt updated, and was ready to monetize his app.Takeaway: AdMon setup is annoying, but essential. Do it properly once, and it will pay you back forever.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 App Development and Advertising03:51 Understanding AdMob and App Ads TXT06:22 Navigating Ad Networks and Their Requirements08:52 Setting Up Ad Units and Bidding Strategies11:36 Integrating Multiple Ad Networks14:25 Finalizing App Setup and Future Steps---------------------------------------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 break down Epic Plane Evolution – Voodoo's hypercasual throwback hit that's pulling in ~$150K/day in ad revenue with over 100K daily downloads.Key insights:Gameplay: Players start with a broken cardboard plane and unlock wings, tails, and rockets through upgrades. Controls are intentionally clunky — planes crash often, driving engagement and retries.Monetization: Heavy use of rewarded ads (“convert or die” mechanic) and interstitial spam. iOS users see gems + VIP purchases, while Android has no gems at all, leading to 80–85% of revenue coming from iOS.Retention: Despite frustration, average playtime is ~13 minutes/day across 3 sessions, powered by the addictive slingshot mechanic.Revenue Mix: Estimated $150K/day, 80–84% ads, minimal IAP. VIP subscriptions and gem bundles exist only on iOS.Creative Strategy: Basic hypercasual creatives (gates + plane gameplay). Some gameplay ads actually teach players how to steer — a sign of design flaws.Market Context: Falls under “Arcade Driving” genre, sitting alongside Hill Climb Racing & Traffic Rider. Current run rate ~$10M annually, but easily cloneable. Vietnam devs likely to copy/expand with IAP depth.Future Potential: If Voodoo adds events/meta (e.g. Legend of Slime style), this could evolve from hypercasual into hybrid-casual. But for now, it's a hypercasual money-printing surprise hit.Takeaway: Epic Plane Evolution proves hypercasual isn't dead — it just needs the right loop, frustration, and ads.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 to Epic Plane Evolution04:08 Gameplay Mechanics and Challenges11:39 Monetization Strategies and Ad Revenue14:10 Unexpected Success and Future Improvements18:15 The Decline of Banner Ads21:13 Analyzing Competitor Strategies24:14 User Acquisition and Monetization Trends28:24 Creative Strategies in Mobile Gaming32:16 Future of Mobile Gaming and Audience Engagement---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me
Our Creative Trends episode dives into the wildest UA creative trends of July 2025. We dissect the latest ad formats, AI breakthroughs, and genre crossovers reshaping mobile game marketing.Key highlights:Golden Goblins still dominating: Physics + slicing + gem/gold mechanics continue to scale across genres.AI everywhere: From fully AI-generated creatives to lip-synced fake influencers and medieval AI drama ads, VEO3 and other tools are powering cheap, fast, and diverse iterations.Clash Royale's bizarre UA: Gameplay with random AI gorillas and corpses – questionable hooks, but they still scale.Celebrity & influencer hooks: Jonas Brothers cameo in Travel Town ads, Kevin Hart still pushing, street interview actors turning into professional creative talent.Rising stars: Vita Mayong scaling with bizarre money-plinko-style creatives, Carnival Tycoon adopting 4XUA funnels, Dark War Survival flooding with pixel-art AI creatives.Legal risks ignored: LEGO blocks, Gucci logos, celebrity likenesses - Chinese publishers are pushing boundaries regardless.Creative of the year contender: AI-powered medieval skits with bad dialogue, compared to Viva La Dirt League, hailed as the funniest + most viral format so far.Takeaway 2025 creatives = AI hooks + genre mashups + zero morality. The only rule: “Does it scale?”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 Trends03:52 Analyzing Current Creative Trends17:44 The Ethics of Creative Production in Gaming26:48 Ad Creatives and Performance Insights30:48 Game Concepts and Genre Adaptation31:48 Scaling Strategies in Game Development32:49 Emerging Game Creatives and Market Competition33:51 The Impact of AI on Game Creatives40:48 Trends in Game Design and User Engagement41:54 The Evolution of Game Creatives42:49 Legal Challenges in Game Development47:01 Innovations in Game Marketing Strategies---------------------------------------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
In this solo episode of Two and a Half Gamers, Felix dives into the Sensor Tower data that proves Vietnam is becoming one of the biggest forces in global mobile gaming.
In this episode, we suffer (literally) through Wool Craze, a yarn-peeling 3D puzzler that's taking the charts by storm. The crew dissects why this painful yet brilliant game is generating ~$100-120K daily on a DAU of just ~140K — all while flooding the market with AI-generated creatives.Key highlights:Gameplay & Pain: Long, punishing levels (20–30 minutes each), fat-finger frustration, endless rewarded ads. A grind that monetizes sunk-cost fallacy.Monetization: Aggressive rewarded ads, interstitial spam, “Fail Packs” as top IAP. Smart combo of bundles + F2P pain points.Scale: ~$60K/day from IAP, $30–40K/day from ads = ~$100K/day total.Creative Strategy: Wild diversity (20+ different concepts). Heavy use of AI for characters, interviews, and banners. Street interview trend, talking AIs, even knitted dwarfs.UA Lessons: Chinese devs (HeroLinkage / SparkWish) pushing huge creative volume. AI lowers production cost, drives constant testing.Prediction: Could follow Screwdom's trajectory ($400K/day). With retention benchmarks and UA firepower, scaling is inevitable.Takeaway: Pain + AI + aggressive monetization = money machine.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 LancaricYoutube: https://youtu.be/0ONl8Bj4jR4Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction and Game Overview02:18 Game Mechanics and Design05:16 Monetization Strategies07:28 User Experience and Retention10:31 AI in Game Development13:27 Comparative Analysis with Other Games16:03 Market Performance and Revenue Insights18:41 Creative Strategies and Advertising21:23 Conclusion and Future Prospects---------------------------------------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
Grand Games is back with another puzzler and it's a monster. Car Match has hit $120K/day, combining bench mechanics, Pixar-style cars, and a polished Royal Match meta. On paper, it's a textbook case of how to scale a puzzle game.Product, amazing. UA? Not so much.Here's why:The product is a 9/10. Meta depth, endless events, and a proven template.Monetization is efficient. ~30% of revenue comes from ads, bundles are cleverly layered in, and interstitials start at different levels for different players.But the UA machine is broken. Grand Games has only 5-7 creatives live. For a game printing $2M in 30 days, that's a scaling disaster waiting to happen.Jakub nailed it: “If they stop producing new creatives, they die immediately.”Felix added: “It's an easy fix — upscale creative production.”But Matej countered: “Not that easy. You need concepts, not spaghetti on the wall.”$5M/month with Magic Sword + Car Match combinedThe takeaway: Car Match proves that you can copy, paste, and polish your way to $120K/day. But without a creative firehose, momentum will stall.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 Car Match and Hosts02:16 Overview of Game Mechanics and Comparisons04:12 Gameplay Experience and Difficulty Levels07:11 Meta Mechanics and Game Events10:16 Monetization Strategies and Player Engagement13:25 Discussion on Customization and Player Preferences16:13 Game Performance and Market Insights20:34 The Financial Landscape of Game Development22:08 Understanding User Acquisition Challenges24:59 Creative Strategies for Game Marketing27:13 The Importance of Scaling Creative Production31:19 Analyzing Revenue and User Acquisition Costs36:08 The Role of Data in Game Marketing Success---------------------------------------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
This solo Two & a Half Gamers episode dives deep into Clash Royale's shocking revenue revival in 2025. Once seen as a declining nine-year-old title, Supercell's classic has quadrupled revenue, hitting its best month since 2017 with ~$57M in July 2025.Jakub unpacks the timeline of monetization and economy tweaks that fueled this comeback:2018–2022: Decline after failed battle pass integration.2023: Introduction of Evolutions (new progression layer).2024: Lucky Drops introduced (gacha system, adapted from Brawl Stars).Late 2024: Cosmetics added to deepen gacha.March 2025: Game-changing update – chest timers removed, season shop killed, all progression funneled into Lucky Drops.June 2025: Merge Tactics mode added (fun engagement feature, but not a revenue driver).The real driver: tightening the economy and pushing players toward monetized progression. Despite community backlash, revenue skyrocketed. Clash Royale is now Supercell's biggest earner again, overtaking Brawl Stars.Jakub stresses the core lesson: “Fixing your economy makes your game make much more money.”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, Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 The Resurgence of Clash Royale06:12 Economic Changes and Revenue Growth11:39 The Impact of Lucky Drops16:12 Merge Tactics and Game Integration21:04 Community Reactions 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
This episode of Two and a Half Gamers dives deep into UA financing with Jeff Cohen from PVX Partners, unpacking how mobile game studios can scale without giving up equity. Jeff breaks down the mechanics of non-dilutive funding, explains why not all financing partners are created equal, and reveals the traps founders fall into when choosing a lender.Founders' guide: How to choose the right UA financing partnerhttps://pvxpartners.com/blog/how-to-choose-the-right-ua-financing-partner-a-founders-guideKey insights include:UA financing ≠ publishing — best for post-product market fit games with proven ROAS curves.Funding scale: PVX clients receive between $500K and $2M/month, with the largest hitting $4M/month.Market potential: UA financing is projected to hit $2.5B by 2027.Flexibility matters — some lenders force you to take capital every month, even when you don't need it, which burns cash.Hidden costs: setup fees, legal fees, bundled SaaS tools you don't need.Risk management: Understand secured vs unsecured loans. With PVX, the risk is on them if funded cohorts don't pay back.Alignment is key — avoid lenders whose primary business isn't lending (publishers, VCs, SaaS providers with side financing).Scalability: Choose a partner who can grow your facility with you so you don't stall at scale.Main takeaway: Treat UA financing like raising equity — vet the partner's reputation, structure, and incentives as if your studio's future depends on it… because it does.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 LancaricSpecial Guest: Jeff Cohen https://www.linkedin.com/in/jeff-cohen-29930455/Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to UA Financing04:09 Understanding UA Financing06:57 The Need for UA Financing09:53 Choosing the Right UA Financing Partner12:30 The Business Model of UA Financing15:29 Pricing and Interest Rates in UA Financing18:36 Flexibility and Facility Size in UA Financing22:58 Understanding Risk Management in Lending25:32 The Importance of Counterparty Risk29:10 Aligning Incentives Between Lenders and Borrowers32:46 Navigating Secured vs Unsecured Loans39:06 Evaluating Lenders: Key Considerations and Red Flags---------------------------------------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
Chip Thurston, Head of Gaming at FastSpring, returns to Two and a Half Gamers with explosive updates on the Apple and Google rulings that are blowing open the direct-to-consumer (D2C) floodgates. Since Apple's April ruling unlocked steering — legally directing players from your game to an off-platform payment page — publishers have shifted millions in revenue from Apple and Google to their own web shops, keeping the 30% cut and boosting player value.Key insights from the episode:Steering Levels: From conservative in-game banners to aggressive side-by-side pricing and direct-to-checkout flows, publishers are experimenting with how far they can push players to web shops.Impact Numbers: Playtika reports 25% of revenue now comes from D2C, equating to $667M/year not tracked by Sensor Tower or AppMagic.Friction Is Dead: New checkout flows get players from game to web payment and back in under 10 seconds.Global Domino Effect: US first, Japan's ruling hits Dec 18, 2025, with Brazil, Spain, and Korea exploring similar laws.Google Twist: Upcoming ruling could allow in-app third-party payments, not just web-based — potentially game-changing.Why Not Everyone Jumps: 43% of studios still have no web shop — mostly due to fear of Apple/Google retaliation (with zero confirmed cases).Optimization Endgame: Big publishers now mediate between multiple payment providers, routing by region, payment method, or even pricing for maximum margin.Bottom line: The payments landscape is shifting fast. Studios that delay web shop adoption are literally leaving money on the table — and their competitors are scooping it upGet our MERCH NOW: 25gamers.com/shop---------------------------------------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: Chip Thurstonhttps://www.linkedin.com/in/thurstonchip/ Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction and Context of Payment Rulings04:18 Shifts in Payment Strategies Post-Ruling07:05 Exploring Steering Techniques in Mobile Games09:39 Direct-to-Consumer Revenue Insights12:35 Examples of Successful Web Store Implementations15:25 Incentivizing Players to Use Web Stores18:27 The Impact of Unaccounted Revenue21:12 Future of Payment Regulations Globally23:58 The Role of Multiple Payment Providers26:47 The Evolution of Direct-to-Consumer Strategies29:38 Anticipating Future Rulings and Changes32:12 Conclusion 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
In this solo episode of Two and a Half Gamers, Matej Lancaric reveals his full Soft Launch Framework: the exact 40-page playbook he uses to validate retention, monetize effectively, and decide whether to scale or shut down a game before global launch.From three critical stages — Tech Test, Retention, Monetization — to precise KPIs, country targeting, creative iteration, and UA channel sequencing, Matej walks through the step-by-step process he's used across dozens of successful launches. This isn't theory, it's built from real campaign data, retention curves, LTV models, and monetization funnels from midcore, puzzle, and RPG hits.Key insights from the episode:Why a soft launch should run 3–6 months (not one) to capture real LTV and retention curves.The 3-stage framework: Tech stability, Retention validation, Monetization scaling.Exact geo picks for each stage (Philippines, Mexico → Poland, Brazil, Netherlands → UK, Germany, Canada).UA sequencing: Facebook → Google → TikTok/Unity, shifting from MAI to event-optimized to purchase campaigns.Retention benchmarks (ideal 40/20/10) and what “healthy” ratios actually look like.Creative strategy: 10–15 videos per month, 3–5 playables, gameplay-first to avoid misleading retention data.How to kill a game quickly if it can't meet KPIs — and save your studio in the process.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: 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 Framework04:06 Key Performance Indicators for Soft Launch07:17 Stages of Soft Launch Testing09:55 Retention and Monetization Strategies12:21 Understanding Game Metrics and KPIs14:48 Technical Testing and Data Evaluation18:54 Retention Strategies and User Acquisition21:36 Pre-Launch Strategies and Market Selection25:07 Monetization Strategies and Campaign Optimization27:58 Creative Approaches and User Engagement37:34 Preparing for Global Launch and Final ThoughtsMatej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.mePlease 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
How a Chinese Survivor.io Clone Is Printing $170K/Day in a Brutal Category?We tear into Mech Assemble: Zombie Swarm, a high-performing “shoot ‘em up” that's managing to out-earn Survivor.io in a red-ocean market. With nearly $4M monthly revenue, $170K/day at peak, and only ~12K daily downloads, the game is proof you can win with ruthless monetization, creative overload, and a mix of East + West appeal.Key takeaways:Category Killer: In a genre where most titles die after launch month, Mech Assemble is holding and scaling revenue.Revenue Mix: 85%+ IAP with whales from the US, Japan (20%), South Korea, Taiwan, and Tier 1 EU. Ads add ~$14K/day.Customization Hook: Fully movable, functional weapon placement on mechs — a novelty in the subgenre.Onboarding Power Move: Classic “Asian onboarding” — start overpowered, then strip it away.Aggressive Monetization: 200-pull pity timers, daily ad boosts, limited waifu offers, and multiple battle passes.Creative Strategy: 500+ pages of creatives across TikTok, Google, and Facebook. Mix of AI-generated, meme-driven (Skibidi Toilet, Gundam knockoffs), and misleading playables.UA Reality: CPIs hitting $30+ in US, mitigated by whale-heavy spending and blended campaigns. Downloads modest, but ARPDAU sky-high.Why It Works: Strong East + West monetization, relentless creative testing, genre familiarity + novelty in mech customization.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 Lancaric Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to the Episode04:21 Exploring the Game: Make Assemble07:16 Gameplay Mechanics and Features10:10 Monetization Strategies and Revenue Insights13:14 Customization and Player Engagement16:08 Creative Marketing and User Acquisition19:22 Comparative Analysis with Other Games22:09 Future Predictions and Closing Thoughts---------------------------------------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
We dissect Miniclip's War Drone 3D, a surprise hit blending realistic drone fantasy, hypercasual onboarding, and ruthless gacha with relentless ad monetization. With over 50 percent organic downloads, scaling past 300,000 installs per day at peak, and daily revenues topping $65,000, War Drone 3D proves you can go viral with core gameplay, slick visuals, and a smart (but sometimes broken) upgrade loop. What's inside:Viral Organics: Over half of all downloads are organic, driven by gameplay that looks and feels like real drone footage. Younger demographics are hooked on the “news media” aesthetic and immersive perspective.Tower Defense, Shooter, Hypercasual: Fast onboarding, no menu bloat, and you're shooting in seconds. The core loop is classic tower defense, layered with shooter upgrades and skill cards—instantly accessible, but with depth for longer-term play.Rewarded Ads and Gacha MonetizationProgression and Pain PointsCreative UA and Organic Blend: Ads leverage real drone footage aesthetics, survival hooks, and “breaking news” memes. Vertical and story formats are underused—big opportunity for TikTok and Instagram growth.Key Takeaway:War Drone 3D proves you can scale to millions without heavy UA if you nail fantasy, onboarding, and reward loops. Add better gacha balancing, creative iteration, and the sky's the limit.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 Technical Issues02:04 Overview of War Drone 3D04:00 Gameplay Mechanics and Balancing07:03 Game Design and User Experience12:02 Monetization Strategies and Ads19:09 User Engagement and Replayability22:58 Market Performance and Future Prospects25:21 Ad Revenue Insights and Gameplay Mechanics28:03 Game Design and User Experience30:59 Improving Game Mechanics and Progression Systems35:00 Marketing Strategies and Audience Engagement39:57 Creative Approaches in Game Advertising---------------------------------------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
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