Matej Lancaric

Your favourite UA & gaming podcasts in one place

two & a half gamers session #57 – Deep-dive into Google Privacy Sandbox. Same disaster as Apple ATT?

27. marca 2023 20:09

Welcome to our #57 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 02:36 What the hell is Privacy Sandbox?
  • 05:44 How does the Privacy Sandbox work?
  • 07:34 Why should we pay attention to the privacy sandbox?
  • 10:37 What can you beta test?
  • 15:58 Do you need to implement SDK for every client? 
  • 17:44 How does the cooperation with Google look like?
  • 22:31 Audience definition before and after Privacy Sandbox
  • 29:41 When is the Privacy Sandbox happening?
  • 36:32 When do you need to deep-dive into Privacy Sanbox?
  • 40:00 Closing remarks


Panelists:  Kate Lovejoy⁠, ⁠Loic Anton⁠, Matej Lančarič, 

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User Acquisition as the New Frontier of game development

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two & a half gamers session #56 – Frozen City vs Whiteout Survival, admon potential, UA & GD review

21. marca 2023 7:53

Welcome to our #56 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 00:15 Chit-chat (nothing important, you can skip this)
  • 05:20 Century games intro
  • 09:15 Frozen City ad monetization update
  • 11:21 Felix is heartbroken
  • 13:41 Frozen City making about $1mil ad revenue/month
  • 14:20 Felix gives ad placements suggestions
  • 15:08 How much more could they be earning? 
  • 16:20 Double placements during weekends
  • 17:00 Negative nancy dresses up as a detective
  • 21:08 Felix’s wet ad revenue dream in 4x games starts
  • 25:00 Whiteout Survival UA epic intro
  • 25:43 Soft launch dates of Frozen City & Whiteout survival
  • 28:31 Unity Square videos beta? Pls, pls, pls. Can I get in? 
  • 29:30 Top 10 Geos revenue wise
  • 30:31 Retention KPIs
  • 32:43 UA is dead? How come they get so many users on iOS? 
  • 34:50 Whiteout survival creative strategy 
  • 38:50 Game design intro 
  • 42:00 Wait, wait, wait, wait?! Is this a 4X game?
  • 44:11 Smooth transition from idle game to 4X
  • 45:25 Where are the ads?
  • 47:34 Chef’s Kiss
  • 50:07 Baloon mechanic, pure genius


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 

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Frozen City post-IDFA global launch UA case study

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two & a half gamers session #55 – Deep & actionable SKAN 4.0 breakdown with Eran from Singular

14. marca 2023 10:04

Welcome to our #55 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 04:18 State of the iOS
  • 07:11 Current adoption rate of SKAN 4.0 (iOS 16.1 and above)
  • 09:17 Why update MMP SDK now? 
  • 10:35 What’s the advantage of being an early adopter?
  • 12:19  Is it possible to have SKAN 3 in place and start testing SKAN 4.0?
  • 14:22 What’s the most significant difference between SKAN 3 and SKAN 4?
  • 15:47 What are the different postbacks? How do the conversion windows look for these postbacks?
  • 22:17 How to think about the three postbacks? Is it actionable?
  • 26:27 What is the locking window feature about?
  • 28:37 How can I track the evolution of LTV in SKAN 4.0?
  • 32:20 Could you set up different conversion schemas for each postback?
  • 39:58 Is there a SKAN 4.0 checklist?
  • 46:05 How to get creative-level data? 
  • 49:30 Crowd anonymity 
  • 51:30 Eran’s contact details (eran@singular.net)


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 
Special guest: Eran Friedman 

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11 tips for killer User Acquisition ops (Q1 version)  

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two & a half gamers session #54 – #everything is dead & new frontier of game dev

6. marca 2023 14:35

Welcome to our #54 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 01:00 Jakub makes himself visible by introducing
  • 02:53 Eric, is this glass half full or half empty?
  • 03:36 What does Eric actually do?
  • 06:42 Is mobile dead?
  • 08:49 six people on the top destroying the lives of mobile developers
  • 10:00 UA is shifting
  • 11:50 Kumbaya Matej strikes again on iOS
  • 12:38 What is the adoption rate of SKAN 4?
  • 13:15 Everybody does fingerprinting (Unity, Applovin, Ironsource)
  • 14:02 What story are Unity, Applovin, and Ironsource trying to spin?
  • 16:00 Jakub wakes up & shoots vectors immediately
  • 18:31 Eric disagrees with us! No shit Sherlock!
  • 20:20 New frontier of game development
  • 21:15 Felix sharing UA secrets from his smokey darkrooms
  • 22:25 Old companies gonna die
  • 24:10 Gaming trends are coming from East to West
  • 24:52 Jakub goes into the rabbit hole with Eric
  • 27:55 Applovin increases revenue guidance
  • 30:38 Why Eric got so negative?
  • 32:48 Which companies does Eric like the most?
  • 33:40 VR is dead again (blockchain dead too)
  • 34:42 What is the endpoint for mobile?
  • 35:50 30% fee is a joke!
  • 38:00 Hypercasual shit is on!
  • 40:08 Ads are beautiful
  • 41:18 The new frontier of game development
  • 44:20 You can always lie in your ads
  • 46:55 Mr. Gachapool returns
  • 48:35 Matej is Matthew from now on
  • 48:51 How bad will things be for Unity, Applovin, and Ironsource?


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 
Special guest: Eric Kress

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11 tips for killer User Acquisition ops (Q1 version)  

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #53 – Eversoul, a trending waifu game with full GD, UA, Admon review

28. februára 2023 9:59

Welcome to our #53 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 01:05 Numbers Chit chat
  • 03:22 No official multiple Admob statement (ask your admob rep)
  • 05:00 Matej = Felix’s secretary
  • 05:28 Kimono session
  • 06:11 Eversoul intro
  • 07:02 Why are we even reviewing this (boring) game?
  • 09:05 Full admon part in 2 seconds
  • 09:39 Why games from the east don’t have ads?
  • 10:41 Camera zooms in on Jakub’s premium BS
  • 12:55 UA intro
  • 14:12 Mr. Gachapool got introduced to the podcast
  • 15:08 Comparing Eversoul to the Goddess of Nikke
  • 16:54 UA dark secrets spilled by Mr.Gachapool
  • 17:17 UA channel mix
  • 18:22 Actual gameplay in the creatives
  • 19:06 Creative strategy
  • 21:35 Flamboyant UA strategy for Eversoul
  • 24:52 Collabs in anime games
  • 27:16 Starting to share gameplay of Eversoul
  • 27:37 Game design Eversoul intro
  • 33:51 Jakub talking about two different progressions
  • 34:53 Please keep the story
  • 35:23 Big +1 feature – engagement prolonging tactic
  • 36:30 Felix looks really confused
  • 37:04 Why is the game making so much money? GACHAPOOOOOL!
  • 37:24 Can you buy a ticket to the waifu concert?
  • 38:10 Infinite starter banner
  • 43:27 Waifu games are saving mobile!
  • 46:15 Get back to the podcast Jakub!


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 

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If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up for the Brutally Honest newsletter by Matej Lancaric

11 tips for killer User Acquisition ops (Q1 version)  

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #52 – Admon gossip corner, Unity expensive bug, APS, Google 3 placements

20. februára 2023 19:01

Welcome to our #52 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 04:30 few words from our friends from Adikteev 
  • 05:05 Oj oj oj Admonetisation secrets 
  • 07:15 Ad monetization for the people
  • 07:35 The admon gossip corner intro
  • 10:22 Unity bug 10x over-reporting earnings
  • 13:56 Top tip – Don’t lose money!
  • 17:00 2018 is THE back in the days
  • 18:11 Amazon Publisher Services Update
  • 22:35 Sharing the TOP DSP list
  • 24:50 Jakub hates putting ads in games
  • 25:45 Matej in Australia episode 34 reference 
  • 28:05 CTR benchmarks
  • 29:40 Experimenting with End cards
  • 32:40 Felix can tell who serves the ad!
  • 33:25 We are going to test Felix, if he is truly the king of admon
  • 34:15 Felix explains the reasoning behind his corner
  • 34:33 Admob is dropping the three-placement rule
  • 41:05 Everybody wins! maybe


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 

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Dumb ways to die hit the #1 download rank in the US. Here is how: https://lancaric.me/ua-how-to-be-top1-downloaded-game-us/

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two & a half gamers session #51 – Live Special @ Gamesforum Barcelona

13. februára 2023 19:08

Welcome to our #51 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 03:20 Ad monetization tips & numbers
  • 13:12 UA outlook for 2023
  • 20:38 Game design & creatives part


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 

Special Guest: Nicolas Vereecke

Check out – FOGDAO (https://www.futureofgaming.wtf/) 

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If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up for the Brutally Honest newsletter by Matej Lancaric

Dumb ways to die hit the #1 download rank in the US. Here is how: https://lancaric.me/ua-how-to-be-top1-downloaded-game-us/ 

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #50 – Deep analysis of the current web3 market, implications & future

7. februára 2023 8:40

Welcome to our #50 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 01:20 Nico intro 
  • 01:42 FOGDAO 
  • 02:40 Special honorable mention – Zaair! 
  • 04:00 Recap of our session #7 with Nico! Listen here https://spotifyanchor-web.app.link/e/…
  • 05:15 Terra & FTX collapses
  • 09:24 Grants in Web3
  • 10:00 What is not a risk in Web3?
  • 10:22 How to choose a blockchain to build on properly? 
  • 15:50 FTX follow-ups? 
  • 18:00 Lot of web3 companies are getting into trouble!
  • 19:05 What happened to Axie infinity? 
  • 21:10 Borrowing term mice nuts from TWIG! Thanks
  • 23:20 State of Axie infinity at the end of 2023
  • 25:25 UA in web3 is extremely challenging for non-UA gaming people
  • 27:34 iOS guidelines for web3
  • 29:55 Superbowl & web3 ads
  • 31:20 Digidaigaku thesis
  • 36:00 Apex legends mobile is dead, blockchain would help!
  • 37:10 You have nothing even on the blockchain!
  • 37:45 On-chain games live forever
  • 38:30 Voodoo moves into crypto space
  • 41:39 Bullshit articles from agencies
  • 42:34 Square Enix in web3
  • 44:30 What kind of company will release a big web3 hit?
  • 47:00 Game as a whitelist for NFT sale
  • 48:22 Where would the raised money go? 
  • 50:00 Lot of people got super rich early! 
  • 52:00 Jakub goes on and on and on with his suuuper long question
  • 56:25 We will see AI being used in very weird places
  • 57:14 Is there any web3 game launch in 2023 to look forward to?
  • Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 

Special Guest: Nicolas Vereecke

Check out – FOGDAO (https://www.futureofgaming.wtf/) 

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Latest blog: https://lancaric.me/user-acquisition-fundamentals-web2-vs-web3-comparison/

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #49 – How to leverage User Churn Prediction? Why is it important?

31. januára 2023 15:58

Welcome to our #49 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 01:07 Clem & Cam intros
  • 04:50 PGC conference quick review & comments
  • 09:18 Definition of User Churn 
  • 11:49 How to look at User Churn prediction?
  • 18:04 how reliable are predictions when a new UA channel comes in? 
  • 19:05 Explaining AUC measures?
  • 20:33 What to do with the User Churn prediction models? 
  • 31:28 How early could you predict churn? 
  • 37:12 What kind of uplift could I expect?


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 

Special guests: Clement Favier & Cameron Thom

Learn more about Adikteev: https://bit.ly/3Dp1f5k  

Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!

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If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up for the Brutally Honest newsletter by Matej Lancaric

Latest blog: https://lancaric.me/how-to-choose-an-mmp-in-a-privacy-centric-mobile-ecosystem/ 
Adikteev’s latest blog: https://www.adikteev.com/blog/how-to-face-the-80-d1-churn-rate 

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #48 – Could Frozen City earn 80% more revenue? Full UA, Admon, GD review

24. januára 2023 20:35

Welcome to our #48 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 01:45 User Acquisition 
  • 02:25 Frozen City fun stuff
  • 03:22 Top 10 countries in terms of revenues
  • 04:08 UA channel mix
  • 04:45 120 creatives running on Facebook
  • 05:17 UA channel mix on Android
  • 06:00 Are Idle games scaling especially on Applovin?
  • 06:25 Publisher analysis
  • 07:10 Low poly
  • 07:31 Is high art style quality bringing more IAPs?
  • 08:35 Mr.UA Felix has a strong opinion
  • 09:34 Adikteev cross-promo!
  • 10:06 Frozen City Creatives
  • 12:28 Jakub is complaining because of creatives!
  • 14:05 Would you spend in Frozen city?
  • 14:28 6.5 Maven Matejs out of 10
  • 15:10 Ad monetisation intro about Frozen City
  • 16:35 Felix pulls off an epic intro
  • 17:05 Ad placements
  • 17:58 IAP whales vs Ad whales
  • 18:32 Secret Ad placement guess
  • 18:48 New Ad Placement ideas & recommendations
  • 20:38 7 DAU per user gives $1 in D14 LTV
  • 20:57 Mad Ad mon MATH happening 
  • 21:20 Please put an ad to skip night!
  • 22:46 Mediation info
  • 23:01 Pls update app-ads.txt to get 10% ad revenue
  • 23:43 Felix pulls off an epic intro about potential revenue (decimals)
  • 25:50 Jakub pulls off an epic intro about Game design of Frozen City
  • 26:11 A History lesson
  • 34:10 Everything is easy for Jakub
  • 35:15 Frozen City event setup
  • 35:37 Non-prominent Ad placements
  • 36:15 Internal fights against ads?
  • 36:40 People begging to get ads (and Felix too!)
  • 37:25 Modes of Frozen city
  • 38:10 $1.5Mil revenue in the first month
  • 39:00 Why not put more ads in the game?
  • 40:35 Catch your breath for an ad in Call of Duty!
  • 41:38 Frozen city could earn 80% more revenue


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 

Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!

Hit the Subscribe button on Youtube, Spotify, and Apple!

If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up for the Brutally Honest newsletter by Matej Lancaric

 

Latest blog: https://lancaric.me/how-to-choose-an-mmp-in-a-privacy-centric-mobile-ecosystem/

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #47 – Creative trends 2023, 1 year anniversary – kudos to you

17. januára 2023 12:19

Welcome to our #47 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 03:00 Kudos to us! 1 year anniversary
  • 03:54 Admon is easy, ehm hard, ehm checking creatives is easy
  • 04:38 How to check competitor creatives for free? 
  • 07:24 Royal Match tested 15 different creatives in last 14 days
  • 07:51 Top1 Royal Match creative connecting all the dots 
  • 09:00 Nobody: Nothing. Jakub starts drinking: CAMERA ZOOMS IN
  • 10:08 Top3 Royal Match 
  • 12:21 Top1 Township creative
  • 12:56 Top2 Township creative
  • 13:24 Which of the Township creatives is more fake? 
  • 14:10 Top1 Merge Mansion creative
  • 14:42 Top2 Merge Mansion creative
  • 15:18 Top3 Merge Mansion creative
  • 17:00 Who is the winner publisher on Android?
  • 17:40 Top1 Hero Wars creative
  • 18:15 Top2 Hero Wars creative
  • 19:05 Top War game running 20 creatives in the last 14 days
  • 19:16 Top1 Top War creative
  • 20:30 Top War creative strategy masters – https://lancaric.me/ua-creative-strat…
  • 21:38 Mistplay intro
  • 23:05 Top Mistplay creative(s)
  • 25:14 UA view on Creative trends for 2023
  • 25:50 Maven Matej pats himself on the back (again)
  • 26:00 Adapting hypercasual mechanics & games into your creative
  • 26:54 Camera zoomed in on Jakub’s surprised face
  • 29:00 Save the dog phenomenon 
  • 30:20 Altered gameplay trend
  • 32:18 (no) ASMR trend
  • 32:33 UGC trend
  • 33:10 UGC can suck for some games
  • 34:23 Pornstars in the creatives
  • 35:10 Royal Match B actors from Cameo
  • 36:43 Coinmaster leveraging local influencers
  • 37:10 Generative AI trend
  • 39:10 Fake ads with generative AI
  • 39:45 Tiktok creative research
  • 40:23 Shots fired!
  • 40:40 Ducktape example 
  • 45:00 Multiple core gameplays
  • 48:46 Royal Match implemented drilling creative into the game!
  • 49:15 UA DESIGNS YOUR GAME IN 2023
  • 50:30 Anniversary „gift“


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 

Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!

Hit the Subscribe button on Youtube, Spotify, and Apple!

If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up for the Brutally Honest newsletter by Matej Lancaric

Latest blog: https://lancaric.me/user-acquisition-stop-sexist-ads/

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #46 – Deconstruction of App businesses from UA, GD & Admon perspective

10. januára 2023 8:56

Welcome to our #46 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 00:40 – Remo shows off his new annoying camera
  • 01:52 – In today’s episode / Not about Gaming
  • 02:27 – Two and a Half Gamers Top 10 Podcast in Mobile
  • 02:41 – Message from our Sponsor Adikteev
  • 03:24 – Application Design vs Game Design
  • 04:41 – Redecor
  • 08:22 – Duolingo
  • 10:59 – It’s an App Remo, not a game
  • 14:10 – Duolingo’s $224m subscription revenue
  • 16:28 – Duolingo makes $50k/day from ads
  • 18:12 – Kahoot!
  • 22:11 – Ad Monetization in Apps
  • 24:02 – Google Ad Manager in Apps
  • 24:45 – How to get Gaming demand in GAM
  • 26:34 – Are SDKs Hassle-free? 
  • 28:26 – eCPM floor for Interstitial adds
  • 30:33 – Rewarded ads in Apps
  • 33:18 – Facebook Rewarded ad policy rant
  • 35:53 – UA channel mix for apps
  • 37:21 – Best campaign structure for starting Apple Search Ads 
  • 38:42 – If ASA comes out with something new always wait
  • 41:42 – UA creatives for Apps
  • 44:47 – Maven Matej pats himself on the back
  • 47:15 – UA on Web


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 

Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!

Hit the Subscribe button on Youtube, Spotify, and Apple!

If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up for the Brutally Honest newsletter by Matej Lancaric

Latest blog: https://lancaric.me/user-acquisition-stop-sexist-ads/

Adikteev blog: https://www.adikteev.com/case-studies/how-sdv-increased-in-app-transactions-by-over-30

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me