two & a half gamers – Impulse Brain Training games: A hyper scaling app masquerading as a brain training
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This is no BS gaming podcast 2.5 gamers – Impulse Brain Training games: A hyper scaling app masquerading as a brain training.
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 am conference discussion vibe, so let’s not take it too seriously.
The Team:
Jakub Remiar- Game design consultant
Felix Braberg – Ad monetization consultant
Matej Lančarič – User Acquisition & Creatives consultant
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Summary
Impulse is a brain training app that has experienced significant growth in revenue and downloads. It is positioned in the health and wellness category and has become a top app in terms of revenue and downloads. The app offers a combination of hypercasual games and cognitive training programs to improve IQ, memory, and cognitive abilities. It uses clever monetization strategies, including subscription plans and discounts, to encourage users to upgrade to premium. The ad monetization in the app is heavily segmented, with different ad experiences based on the user’s usage and payment status. The app also includes prompts that resemble official Google Play UI to encourage users to make in-app purchases. The conversation explores the monetization strategies and user acquisition tactics of a popular brain training app. The app uses interstitial ads and in-app purchases to generate revenue, targeting older female users on Facebook. The hosts discuss the effectiveness of the app’s creatives, which combine hypercasual gameplay with fake psychological tests. They also suggest potential improvements, such as adding more progression elements and visual indicators of IQ growth. Overall, they give the app a score of 7 to 9 out of 10.
Takeaways
Impulse is a brain training app that has seen significant growth in revenue and downloads.
The app combines hypercasual games and cognitive training programs to improve cognitive abilities.
Impulse uses clever monetization strategies, including subscription plans and discounts, to encourage users to upgrade to premium.
The ad monetization in the app is heavily segmented, with different ad experiences based on the user’s usage and payment status.
The app includes prompts that resemble official Google Play UI to encourage users to make in-app purchases. The app uses interstitial ads and in-app purchases to monetize its user base.
The app targets older female users on Facebook.
The app’s creatives combine hypercasual gameplay with fake psychological tests.
Adding more progression elements and visual indicators of IQ growth could improve user engagement.
The hosts give the app a score of 7 to 9 out of 10.
Keywords
Impulse, brain training app, hypercasual games, cognitive training, revenue, downloads, health and wellness, subscription, discounts, ad monetization, segmentation, in-app purchases, monetization, user acquisition, brain training app, interstitial ads, in-app purchases, hypercasual gameplay, fake psychological tests, progression elements, visual indicators, IQ growth
Agenda:
00:00 Epic Intro
02:05 Impulse’s Impressive Revenue and Downloads
04:04 Impulse as a Gaming Juggernaut in Brain Training
07:52 Clever Monetization Strategies in Impulse
09:35 Segmented Ad Monetization in Impulse
13:28 Innovative Ad Mechanics in Impulse
21:07 Monetization Strategies and User Acquisition Tactics
23:42 Combining Hypercasual Gameplay with Fake Psychological Tests
26:26 Improving User Engagement with Progression Elements and Visual Indicators
29:30 Targeting Older Female Users on Facebook
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Helping you stay 2.5 steps ahead of the games industry. Don't be too serious, except about UA.
Subscribe to my Brutally Honest newsletter!
