Your favourite UA & gaming podcasts in one place

two & a half gamers session #22 – How to predict game performance? What is Tilting Point’s secret?

Welcome to our #22 episode of two & half gamers! In this episode we covered various topics:

  • How does Tilting point snipe companies? 
  • (Looks like you talked to almost every company out there) How does the BD strategy look? Is it connected to UA? How do you evaluate games before entering your portfolio?
  • We’ve heard from a banker that Tilting point shares are going for a hefty mark up in the secondary market – what’s TPs secret?
  • “We get to be very good at predicting game performance.” said your CEO in one of the interviews. How exactly are you predicting the performance? Can you share the process?
  • What is your UA process? How do you approach creatives?
  • How do you structure your UA team? Based on games, platforms or channels?
  • What is the long term goal of the company?
  • How do you see the current game’s publishing environment and its evolution in recent years?
  • “Web3 strategy is now one of our core strategic pillars.” says one of your blogs. Can you please elaborate a bit more? How can you help companies bridge games from Web2 to Web3?
  • How can you help native Web3 game companies reach broader audiences? What is the UA strategy there?

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #21 – How to run efficient UA on TikTok? TikTok’s explosive growth

Welcome to our #21 episode of two & half gamers! In this episode we covered various topics:

  • 1:30 Explicit ads (Breaker Fun 1 & 2 by MoGame)
    • https://res1.applovin.com/o7e02c07/c90fed39eb8753b02925462885680884e45f69e9_v23_phone.mp4
    • https://res1.applovin.com/o7e02c07/723bb9954d431db13fbbad23fc66e1546398d74b_v23_phone.mp4
    • Google Play SDK Index – https://play.google.com/sdks
  • 6:30 Bobby Kotick voted to be re-elected to board by Activision Blizzard shareholders
    • https://www.pocketgamer.biz/news/79039/bobby-kotck-voted-re-elected-board-activision-blizzard-shareholders/
  • 8:03 Meta Reveals VR Headset Prototypes Designed to Make VR ‘Indistinguishable From Reality
    • https://www.roadtovr.com/meta-vr-headset-prototypes-visual-fidelity-indistinguishable-from-reality/
  • 11:20 TikTok’s ByteDance Generates $1 Billion From Mobile Games in One Year
    • https://sensortower.com/blog/bytedance-mobile-games-one-billion-revenue
  • 16:50 Tiktok rocket ship
    • Slope after hitting $10bn in revenue what happens after that
    • Report from May 2022 said Tiktok is on track to triple it’s ad revenue passing revenue of Twitter and Snap Tiktok (only) triple from $3.8bn in 2021 to $11.6bn in 2022 (200% increase) Those numbers don’t lie – you can’t reach this scale without advertisers getting value Thought that could be a nice segway into Matej doing a state of the tiktok
  • 19:20 Tiktok UA intro
  • 20:15 Tiktok Fun facts (location targeting restrictions)
  • 29:00 Pangle issues
  • 33:00 UA best practices
  • 39:00 US Purchase campaign (FB vs tiktok CPI comparison)
  • 39:40 UA challenges
  • 42:30 Initial campaign structure & targeting
  • 44:00 „predictions“

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #20 – The Ants creative analysis. Which visual theme has the lowest…

Welcome to our #20 episode of two & half gamers! In this episode we covered various topics:

The Ants: Underground Kingdom base-building strategy game and moves the player’s perspective to the underground ant kingdom, and the 3D realistic modeling of the game screen mixed with the real image of ants, so that players can recognize a variety of ant species while playing the game, this fresh and unconventional theme is really attractive. 

The game offers a Rich Multilayered strategic gameplay and graphics experience. Unlike most modern games, it is lightweight in size, making it accessible for lots of players. 

In this game, the Player is the Ultimate Ant Ruler who leads the Queen, Builds the Anthill, grows the colony, and defends against the enemies. 

According to Sensor Tower, the fastest growing theme in terms of revenue was animal/insect, which generated $26.5 million in U.S., representing an increase of 904% year-over-year. Sensor Tower attributed the majority of this growth to The Ants: Underground Kingdom from StarUnion, which accounted for 89.6% of consumer spending.

  • 1:50 Gamesforum Berlin (kudos)
  • 3:40 Intro about StarUnion Interactive
  • 6:30 Are Ants a 4X game or not?
  • 10:10 What stands behind the success of the game?
  • 13:20 realistic life of ants creatives
  • 17:00 levelup creative concepts
  • 21:30 What kind of % is UA or GD behind the success?
  • 27:00 Ant breeding concept
  • 29:10 Hypercasual & competitors inspiration
  • 31:00 No one complains about the Ant creatives
  • 36:00 Female vs male oriented creatives
  • 38:30 Which creative concept to start with? 
  • 39:45 What kind of theme has the lowest CPI? 
  • Article with creatives – https://lancaric.me/deconstruction-of-the-ants-underground-kingdom-creatives/ 

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & half gamers session #18 – How could King make 30% more revenue? Full UA, GD & Ads

Welcome to our #18 episode of two & half gamers! In this episode we covered various topics:

  • 2:05 King topline information
  • 4:00 Intro to King User Acquisition
  • 4:45 UA general information
  • 8:24 King doesnt love external UA
  • 11:20 Top UA channels
  • 12:00 Why Applovin makes a lot of sense
  • 14:15 Interesting UA facts
  • 16:40 Creatives
  • 21:00 UA suggestions
  • 24:30 Live ops fuels UA
  • 25:20 King Admonetisation
  • 27:30 Chink in the Royal armor
  • 28:30 King selling inventory old way (no mediation)
  • 30:00 Ad revenue assumptions
  • 33:00 How could King increase ad revenue by 30%?
  • 38:52 King & competitors in puzzle genre
  • 41:45 King’s IAP revenue
  • 44:20 Candy crush history & analysis
  • 48:00 11k levels in Candy Crush – WOW
  • 49:20 Candy crush soda saga analysis
  • 50:45 What kind of games King launched in the last years?
  • 52:00 Crash bandicoot
  • 54:00 King killed games
  • 56:30 Snowprint information
  • 1:01:40 Knighthood
  • 1:03:00 Phoenix games takes Knighthood & increase revenue

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & half gamers session #17 – the creative framework, tips for inspiration, recession & games

Welcome to our #17 episode of two & half gamers! In this episode we covered various topics:

  • 2:55 Recession & mobile games
  • 14:50 Apex Legends 
  • 21:34 The creative framework  
  • 40:40 5 secret tips where to get inspiration

Describing creative process from scratch 

competitor research + old creatives assessment, brainstorming, creative brief, production, testing, evaluation, iteration, new brainstorming,  all over again 

What kind of tools to use for competitor research?  

5 secret tips where to get inspiration 

  • Youtube videos with millions of views (unboxing – chest openings) 
  • Current situation (covid, EURO, seasonal creatives – although those suck balls) 
  • Memes (drake, whatever else trending at the moment… ) 
  • Hype (Netflix series, …) 
  • Different game genres

Why are we making creatives for players and not art directors? 

presentation with tips & examples 

https://docs.google.com/presentation/d/1azXidQYoAneJgEAaV-ylJ67c8XVFallrzY4OIHSE5B0/edit   

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me