Your favourite UA & gaming podcasts in one place

two & a half gamers session #33 – The UA (r)evolution, from fake ads to fake core gameplay in games

Welcome to our #33 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 05:00 Why developers use fake ads?
  • 06:00 Why is it happening? 
  • 08:00 Reviews? 
  • 12:00 Facebook banning the fake ads? how about nope
  • 13:20 Fake ads as a funnel
  • 14:30 What affects the CPI?
  • 16:50 fake core gameplay as an evolving trend
  • 18:30 evolution fake ads
  • 24:00 8 million a month revenue for 5 year old game with 0 changes
  • 27:20 Is Jakub a changed man after getting covid? 
  • 27:30 Is Kingdom Guard a tower defense? WRONG!
  • 34:40 X-Hero example
  • 36:00 Fake ads = game play illusion 
  • 37:00 Best predictor of creative performance? 
  • 38:20 End cards 
  • 39:10 3 click end card template
  • 42:55 „You don’t need to have great creatives“, Felix
  • 45:20 Real data for longer end cards

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #32 – Global launch games like a pro, Playrix GL rumour, Google updates

Welcome to our #32 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 03:20 Admob Bidder update
  • 05:19 Google tROAS update
  • 07:24 Roblox bringing ads into the experiences next year
  • 10:35 New Marvel AR game is coming
  • 14:43 Marvel snap launches in October
  • 17:31 Global launching like a pro intro!
  • 18:26 What does global launch mean for ad mon?
  • 19:59 Top Ad networks to start with 
  • 20:30 strong GEO centric Ad networks
  • 23:00 Admon first game launch ever I’d say start with in USA:
    • iOS
      • $210 iOS – on RVs $200 iOS – on Inters $9 iOS – Banners
    • Android
      • $200 Android – Rewarded $200 Android – Inters $10 Android Banners
  • 26:00 What are add.app.txt & info.plist files
  • 27:30 A/B testing during Global launch
  • 29:00 Game Design starting with content pipeline
  • 29:53 99% of games don’t make money during soft launch
  • 30:30 Please hire Jakub Remiar for motivational speeches / motivate your company
  • 32:00 Optimal content for global launch
  • 33:30 Simulate your spend depth & how to do it?
  • 36:20 Have conversion offers ready (ideally in monetisation stage)
  • 38:00 Events!
  • 39:00 Balance game as fast as you can!
  • 41:00 Global launch black screen issues
  • 42:00 What questions do you need to ask yourself?
  • 42:54 Gardenscapes rumour
  • 43:43 Big splash GL over
  • 45:20 Cashflow for global launch
  • 46:30 UA team experience
  • 47:10 Creatives 
  • 49:00 Budget scenarios
  • 51:10 Simplified UA structure for global launch

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #31 – survivor.io redemption story, You scaled your game, now what?

Welcome to our #31 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 02:11 Survivor.io redemption story
  • 09:10 Matej was correct about $500k/day IAA estimation
  • 11:50 UA tips article
  • 12:50 You scaled your game, now what?
  • 13:50 What does scale mean in terms of Ads monetisation? 
  • 15:00 Top Ad networks you need in mediation at scale
  • 17:00 Never put interstitials or banners in your game (or?)
  • 19:00 What is refresh rate for banners?
  • 20:30 Cool rewarded video placements
  • 26:00 Game design vectors intro
  • 29:10 Talent grid system example
  • 33:00 Lazy game design or efficient
  • 36:30 in UA „I scaled a game doesn’t exist“
  • 37:45 Golden cohort explanation
  • 40:30 Experimenting in UA
  • 41:00 Incrementality tests
  • 42:30 Top UA channels to work with
  • 44:00 UA is changing at scale on a weekly basis
  • 44:30 More creatives at scale
  • 46:30 New pair of eyes in UA

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #30 – survivor.io global launch case study UA, GD, Admon view

Welcome to our #30 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 05:00 Survivor.io intro
  • 8:10 Daily revenue of the game
  • 8:55 User acquisition
  • 14:00 Who is the mediation partner?
  • 15:30 Do you need to create tiktoks instead of creatives? 
  • 16:40 How long was survivor.io in the soft launch?
  • 20:20 Do they use companies for UA funding?
  • 22:30 Admonetisation numbers and calculations
  • 27:00 Admon SDKs implemented
  • 30:05 Ads placement suggestions & discussion
  • 33:00 UA channel mix
  • 36:30 Survivor.io Creatives 
  • 37:50 global launching in 2020 vs 2022
  • 39:40 How much money they could earn in peak?
  • https://lancaric.me/survivor-io-global-launch-ua-case-study/ 

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #29 – How to scale your mobile game, CPI vs LTV, Amazon gamescom rumours

Welcome to our #29 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 03:11 gamescom rumours
  • 09:00 Mintegral issue
  • 10:35 Google Play Games on PC
  • 14:50 Google iOS tROAS update
  • 17:30 Google Admob bidder update
  • 22:00 How to scale a game?
  • 26:50 CPI vs LTV & payback period
  • 32:30 UA diversification 
  • 36:20 Seamless flow for UA 
  • 41:20 Ad monetisation improvements unlock scale

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #28 – Admob bidder uplift update, how do hypercasual games make money?

Welcome to our #28 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 02:50 Embracer Group Q1 financials reveals 107% increase in net sales
  • 07:10 Google iOS + Retargeting updates
  • 09:10 Admob Bidding update with numbers!
  • 20:00 How do hypercasual games make money?
  • 33:33 Ad network campaign structure
  • Mentioned gamecamp video youtu.be/ncnjjfAVS5E

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #27 – Unity – Applovin bomb, Zynga gambling, worst career mistakes

Welcome to our #27 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro 
  • 05:30 Applovin has stunned our industry by offering to Merge with Unity. 
  • 13:50 Zynga gambling apps $12M class action settlement 16:30 
  • 99 percent of Netflix subscribers haven’t tried its games yet 
  • 23:15 Biggest Fuck Ups in Our Career
 
  • Applovin has stunned our industry by offering to Merge with Unity.
    • https://www.reuters.com/markets/deals/applovin-offers-buy-unity-software-2022-08-09/
  • Zynga gambling apps $12M class action settlement
    • https://topclassactions.com/lawsuit-settlements/consumer-products/mobile-apps/zynga-gambling-apps-12m-class-action-settlement/
  • 99 percent of Netflix subscribers haven’t tried its games yet
    • https://www.theverge.com/2022/8/8/23296545/netflix-games-1-percent-subscribers

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #26 – Unpacking Google ads „disaster“, ASA Today’s new ad…

Welcome to our #26 episode of two & half gamers! In this episode we covered various topics:

Today we’ll be discussing Ubisoft

  • 3:00 Better Ads Experiences by Google https://support.google.com/googleplay/android-developer/answer/12253906
  • 11:50 New App store ads in Today tab https://www.macrumors.com/2022/07/29/new-app-store-ads-today-tab/
  • 19:10 Google joins bidder on Max https://www.applovin.com/blog/google-joins-sdk-bidders-on-max/ 
  • 26:20 What would you ask surprise segment about fake ads, scaling games, VR, intrusive ads and more .. 

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #25 – Does Ubisoft give a F! about mobile games?

Welcome to our #25 episode of two & half gamers! In this episode we covered various topics:

Today we’ll be discussing Ubisoft

  • 1:18 Some general information on Ubisoft:
    • Let’s dive into the first sets of numbers!
    • Ubisoft is as all of you know a French company which is also reflected in their 2021 annual financial statement. The cover page which you’re greeted by has a picture of two playable characters that are looking down on you with a look of sheer superiority. Ubisoft was founded by Yves Guillemot, who still leads the company as its CEO and largest shareholder with an 18% stake.
  • 7:41 Felix speaks French about Ubisoft mobile
  • 8:21 Ubisoft mobile portfolio general info & revenues
  • 23:50 Insider South Park info
  • 25:00 Idle miner OG idle game + all other new IDLE games 
  • 29:00 Ubisoft non-mobile portfolio info
  • 32:20 User Acquisition intro
  • 33:20 UA spend
  • 34:08 Main UA channels
  • 36:10 Creatives FB vs Google
  • 8:20 UA suggestions
  • 42:00 Kolibri UA 
  • 42:30 Kolibri main UA channel
  • 44:00 Admon intro
  • 47:10 Kolibri Admon
  • 50:00 Greenpanda games admon
  • 50:30 1492 admon

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #24 – 1 year after IDFA Apocalypse. State of the UA, Admon & retargeting

Welcome to our #24 episode of two & half gamers! In this episode we covered various topics:

We will be discussing one year after the IDFA „apocalypse“ & tectonic shifts happened. Everything UA, Ad monetisation, retargeting and Skan 4.0 related.  Whoop whoop! 

  • 2:34 How did our day to day job changed after IDFA bullshit happened?
  • 8:05 Felix, you had some (secret) tips and tricks on how to increase it. Could you share? Why should companies test out pre-prompt windows?
  • 12:10 How do gaming companies look at retargeting in general? Or, how was it before IDFA and how is it now? Is it a significant % of their spend?
  • 13:20 How to incorporate retargeting spend into UA costs / CPIs?
  • 16:44 How do MMP approach retargeting? 
  • 19:47 Retargeting & control groups!
  • 20:16 How to approach retargeting on iOS?
  • 22:52 UA & Retargeting is dead
  • 24:06 Were companies pulling back spend on iOS? 
  • 26:27 Apple recently announced SKAN 4.0. Without going too geeky, what can we expect? How are these changes going to affect measurement?
  • 31:00 Tip for SKAN 4.0
  • 32:00 No SKAN no problem for retargeting
  • 32:30 Creative testing on retargeting
  • 33:30 Which game genres have the highest opt-in rates from what you can see? And why?
  • 35:00 Singular Product innovations for iOS
  • 36:50 IDFA dinosaurs vs Google privacy sandbox
  • 41:00 iOS LTV prediction
  • 42:00 last comments, tips & tricks, recommendations

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #23 – How to do a proper game performance audit? UA, Admon & GD

Welcome to our #23 episode of two & half gamers! In this episode we covered various topics:

  • How to do a proper game performance audit?
  • What should we look at?
  • UA 
  • Channel performance
  • Campaign structure / campaign type (AAA vs regular) Targeting options (interests, broad vs LAL) Optimisation structure (Purchase or VO? – mostly VO only) GEOs Creatives Age segments Android Device performance (exclusion list)
  • Creative history
  • What really worked and what really didnt? And WHY? Types of creatives Creative team and their process
  • Daily spend vs daily revenue
  • Paid vs organic
  • Data health check
  • Admon
  • Do a sanity check Fill eCPM Revenue Network SoR v SoV Waterfall
  • GD?
  • The Team, The Production, The Game

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

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