Your favourite UA & gaming podcasts in one place

two & half gamers session #15 – Can UA save your game? Does your game need UA?

Welcome to our #15 episode of two & half gamers! In this episode we covered various topics:

  • 1:30 Correction of Admon stuff from session #14
  • 6:20 Applovin buys Wordle! (Modern cinderella story)
  • 10:00 Mobile game revenue decreased for first time ever in Q1 2022
  • 13:00 Despite record Q1 2022 for declared M&A, value of closed deals decreased 
  • Sell in May and then be away…
  • 20:00 Ads in the metaverse
  • Basics of UA
  • 22:30 when to start working on UA?
  • 23:20 How UA can help before game is built? What are the KPIs to look at?
  • 24:20 video #10 marketability tests
  • 25:00 technical stage & KPIs
  • 26:15 Retention KPIs (game + UA)
  • 27:45 What kind of budget to use?
  • 30:50 Never kill a game based on only one channel
  • 32:30 Proxy events dont work in reality
  • 34:15 Scaling the game and profitable UA
  • 34:45 Top 3 creative tricks
  • 36:00 Golden cohorts
  • 38:30 Use Soft launch data for global launch assumptions
  • 40:20 Different optimisation methods (Purchase vs AdROAS)
  • UA Myths
  • 42:20 UA can save your game
  • 45:00 UA is the problem why your game is not working
  • 46:00 how to see the UA is shit?
  • 49:10 game will work without UA

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & half gamers session #14 – How to read Ad mon data for beginners? ATT & player

Welcome to our #14 episode of two & half gamers! In this episode we covered various topics:

  • 4:40 Meta numbers
  • 10:10 Rovio revenue increase & quarterly results
  • 13:40 ATT numbers, player segmentation & ad monetisation
  • 20:20 Is Ubisoft getting bought? 
  • 25:10 Activision numbers 
  • 31:30 How to read Ad mon data for beginners?
How to look at those data?
Applovin and iS don’t really have a good guide for how to use their platform as it’s not in their interests. So it’s not your fault you don’t know this, it’s by design! They’re both great companies but the perfect client for MAX and iS is a dev who signs up and does nothing. This is a short guide for beginners on how to look at admon data. This presentation is for Applovin and I’ll do Ironsource another time. I actually have slides so for you listening I’ll try to narrate as best as I can. There’s 2 topics that I’d like to cover are “Advanced reporting” and “AB tests” with an extra bonus CYA topic on “Network Comparison” if we have time.

Slides: https://docs.google.com/presentation/d/1KdQeSzYzi4Ty6yicYT1hh7HIcbQ8uqSOZwUT3MUWLOI/edit#slide=id.g11b4a57a28b_0_18

 

Panelists: Jakub Remiar, Felix BrabergMatej Lančarič 

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & half gamers session #13 – Rovio making $2.6M/year more from ads & more efficient UA? and much more

Welcome to our #13 episode of two & half gamers! In this episode we covered various topics:

This week we’re starting a brand new segment! The Mobile Gaming Company Happy Hour where we do a deep dive on a mobile gaming company from the perspective of Game Design, UA and Ad Mon. 

  •  2:00 Intro
  • 3:10 Topline information about Rovio
  • 8:20 Game Design
  • 16:00 Same game different IP
  • 28:30 User Acquisition
  • 31:00 Diversifying UA channels
  • 43:00 AdROAS UA campaigns
  • 44:25 Ad monetisation
  • 45:00 LAT traffic
  • 52:20 Brand lift studies
  • 52:50 Best practices for pre-prompt ATT window
  • 56:00 Takeaways & Summary
Topline information about Rovio:
2021 Revenue Eur286.2 million that’s 5% up from 2020 but down 1% from 2019 Pretty flat revenue growth 2017 revenue (year went public) EUR297m 66% Revenue from USA, 21% from EMEA and 12% from Asia 80% IAP, 15% Ads, 3% Licensing deals, 2% other deals 5m Daily Active Users in 2021 Claiming a 93% global awareness of Angry birds “Put 10 people in a room and only 1 hasn’t heard of me. That’s probably the baby who doesn’t have the internet yet.” Rovio went public at around EUR11.80/share and is currently trading around EUR7.20/share which is up from about EUR5 in late 2021. MarCap is around EUR603 meaning that Rovio trades at about a 2.1x rev multiple. New Rovio CEO commits to making more acquisitions

Panelists: Jakub Remiar, Felix BrabergMatej Lančarič 

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & half gamers session #12 – Metacore 65M loss, Niantic 1 hit wonder, Industry conference and much more

Welcome to our #12 episode of two & half gamers! In this episode we covered various topics:

  • 2:50 Metacore 20 million TV ads & 65 millions loss in last year
  • 11:30 Meta will charge creators fees of up to 47.5% (Animated Avarat cirkus)
  • 16:00 US government says $600M Axie Infinity crypto-heist was pulled by North Korea
  • 19:00 Peridot is an upcoming AR game from Niantic about breeding unique creatures
  • 23:00 Sonic the Hedgehog is coming to a new platform: Roblox
  • 27:20 CD Projekt Red’s 2021 sales generated $207m in revenue
  • 33:20 Industry Conference Guide
 
  • Conferences went offline or no conference at all status during corona.
  • What was the value of offline conferences? Did you attend any? Did you get any value? 
  • Now that matters are returning back to their original state, how do you plan conferences?
  • Going on Lectures? Roaming through Expo? Scheduling meetings? Where to meet/ mingle with folks? 3rd party vendor section?
  • Which were the conferences you get the biggest value out of?
  • What are your favorite industry events? Any stories? Where to spend most of your time? Which parties to attend?

Panelists: Jakub Remiar, Felix BrabergMatej Lančarič and Steven-Elliot Altman

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & half gamers session #11 – How to increase game revenue by 35% with Narrative design

Welcome to our #11 episode of two & half gamers! In this episode we covered various topics:

  • 18:30 How to increase game revenue by 35% as a Loremaster? 

  • 24:00 How story influences game KPIs?

  • 26:40 Story as a retention driver

  • 27:00 Wooga tracking if players are reading the story

  • 28:10 What kind of data influence the story?

  • 30:00 Different modes of writting

  • 33:00 How do you prepare for writing a story for a mobile game?

  • 47:00 How can movies inspire a storyteller?

  • 51:00 Live ops & story telling 

  • and much more …

Panelists: Jakub Remiar, Felix BrabergMatej Lančarič and Steven-Elliot Altman

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & half gamers session #10 – How to save millions with marketability tests? Fake ads going

Welcome to our #10 episode of two & half gamers! In this episode we covered various topics:

  • 3:00 Netflix boosts mobile games approach with acquisition of Boss Fight Entertainment

  • 10:20 KRAFTON, INC. SIGNS LONG-TERM COOPERATION AGREEMENT WITH SOLANA LABS FOR BLOCKCHAIN-BASED GAMES AND SERVICES

  • 12:25 Crypto investor Katie Haun raises $1.5 billion, the largest debut fund ever by a female VC

  • 18:40 In-game ads are getting more misleading, sexist and misogynistic, says Meretzky

  • 27:00 Pre softlaunch activities https://lancaric.me/how-to-save-millions-with-marketability-testing/

Panelists: Jakub Remiar, Felix BrabergMatej Lančarič

  • What can we do pre-soft launch of our game? What to do before we decide to develop a game? Which questions to ask?
  • Market research
  • Target audience
  • USP
  • Game genre
  • Marketing team capabilities
  • Company strategy
  • How to do market research?
  • Tools? Competitor ads?
  • How to define target audience?
  • Demo, motivations, profiles, persona
  • Playtesting
  • What? How? Why?
  • When do we start with UA/marketing?
  • Marketability tests campaign optimisation Fake store pages (tools or DIY) Which channels? What to test? Player survey at the end (what questions to ask?) no suggestive questions!

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me