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

two & half gamers session #9 – How to increase AdARPDAU? How Adnetworks make money?

Welcome to our #9 episode of two & half gamers! In this episode we covered various topics:

  • News Ad monetization fundamentals AMA
  • Ad Monetization fundamentals discussion:
  • What’s the most important ad revenue metric?
  • How’s eCPM calculated by ad networks?
  • Which ad network is the most trustworthy?
  • Which ad network is the least trustworthy?
  • How do ad networks make money?
  • What is the cutoff point of eCPM degradation?
  • How players become Ad Whales?

Panelists: Jakub Remiar, Felix BrabergMatej Lančarič

Ask Me Anything section

I have ads in my game, using unity ads only because I have a good deal with them. Should I earn more? Why is admon and UA super connected in hypercasual games? Its usually one person. Why? When do you hire an internal admon person? What scale? Or is there a KPI to look for? (Daily revenue, impressions, number of ad networks in the waterfall) Do you ban competitor ads in your game? If yes why, if no why?

Latest News:

$2 billion invested into blockchain game sector during 2022 https://gamestx.substack.com/p/2-billion-invested-into-blockchain?s=r

Idle Miner Tycoon Launches on Facebook Gaming https://www.kolibrigames.com/press/idle-miner-tycoon-launches-on-facebook-gaming/

Google launches Google Play Partner Program for large game devs https://venturebeat.com/2022/03/15/google-launches-google-play-partner-program-for-large-game-devs/

Mark Zuckerberg confirms NFTs are coming to Instagram https://www.engadget.com/mark-zuckerberg-confirms-nf-ts-are-coming-to-instagram-204435805.html

Interest In NFTs And The Metaverse Is Falling Fast https://www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/paultassi/2022/03/10/interest-in-nfts-and-the-metaverse-is-falling-fast/amp/

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & half gamers session #8 – Game design fundamentals & AMA. When to kill a game?

Welcome to our #8 episode of two & half gamers! In this episode we covered various topics:

  • Game Design fundamentals discussion
  • How do game design tests work?
  • Open Questions

Panelists: Jakub Remiar, Felix BrabergMatej Lančarič

Game Design fundamentals discussion:

Remo asking questions Felix & Lanco answering then Remo using militant pessimism

How to start with Game Design?

Mobile industry vs Premium/ Indie games?

What is hard and challenging about GD? Can everybody do it? (everybody does it already :D)

What are the main skills that define a game designer?

How do game design tests work?

What is an ideal background for a game designer?

“Let’s clone this game what can go wrong it is making so much money on the charts we can make at least ⅓ of that”

How ideas for new games are born?

Ask me anything

What’s the most you’ve been able to affect D1, D7, D30 retention with game features? When should you kill (give up) on a game? What’s the difference between a good game designer and shitty one?

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & half gamers session #7 – Is Axie infinity dead? LTV in crypto gaming & web3 UA/marketing

Welcome to our #7 episode of two & half gamers! In this episode we covered various topics:

  • Burning questions about block chain games
  • What is the current state of the friction funnel for a block-chain based game?
  • Play to Earn – Play & Earn – Play to Own

Panelists: Jakub Remiar, Felix BrabergMatej Lančarič

Special Guest: Nicolas Vereecke

As NFTs, Crypto and blockchain gaming are filling up the headlines we are doing a special episode on the current state of crypto gaming – not the peak of November 2021 but the fresh look at the end of Feb 2022.

Play to Earn – Play & Earn – Play to Own

I would start that discussion with the point that  the current consolidation in the big crypto games is more and more pointing to the fact that play to earn is unsustainable as there is “no free lunch” Therefore the buzzword is changing to Play & Earn or even Play to Own as the “earn” part is becoming harder and harder to realize – this is mostly seen in the depreciation of the Axie economy. One other milestone can be considered the recent blog post from Philip La Phil’s Views: Axie Infinity Economy and Reasons to Play where admits this and refocuses the view on the original model of any game – to create fun and engaging experience as the primary reward for the player – not an investment vehicle.

“we will not be optimizing our game or experiences to drive short-term returns as it’s simply not sustainable”

“we will focus on is creating a balanced game economy with proper sources and sinks, just like non-blockchain games have done for years.”

Does this imply that Skymavis wants to compete with companies like Supercell, Playrix or King? The biggest innovation of the free to play model is removing the initial friction of a payment before the player plays the game – the first wave of crypto games have even bigger friction funnels on top of reversing this problem.

What is the current state of the friction funnel for a block-chain based game?

Friction to play a crypto game: current models:

Buy crypto assets first to even play – Browser/PC only (Axie infinity, Crypto Raiders) Download the game for free (find out about the secret crypto layer somehow from the game website – sell NFTs there) (Thetan Arena) Have the game on the store and streamline the funnel to crypto wallet Skyweaver Have a functional F2P game with F2P economy and implement the crypto layer into a later stage of the player progression – Future in hybrid? (Chromatic Souls: Afk Raid, Axie Origin?)

Burning questions about block chain games:

UA

Open economy

NFT design

Gass Fees

Business model – the most burning of them all!

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & half gamers session #6 – Supercell rant, why do fake ads work? UA fundamentals Q&A

Welcome to our #6 episode of two & half gamers! In this episode we covered various topics:

  • Supercell revenue increases 45% to $2.24bn in 2021
  • Spotify is acquiring two major podcast tech platforms
  • Google to limit ad tracking across apps on Android

Panelists: Jakub Remiar, Felix BrabergMatej Lančarič

Google to limit ad tracking across apps on Android

Google has announced new measures that will limit tracking across its Android operating system, following a similar move by Apple to introduce restraints in the way the online advertising industry can target users. The changes, which will not be implemented for at least two years, are intended to curb the sharing of user data with third parties, restricting advertising tracking for users who move between different apps on billions of devices running Android. Google said it planned to eventually phase out advertising IDs, a code that allows marketers to track individual user behaviour, in favour of alternatives that protected user data while still supporting advertising efforts.

Supercell revenue increases 45% to $2.24bn in 2021

Supercell published its financial results for 2021, with revenue reaching $2.24 billion (€1.89 billion) compared to $1.48 billion (€1.30 billion) in 2020 — a 45.3% increase year-on-year.

The studio generated profits before taxes of $852 million (€734 million), an impressive 80.3% growth compared to 2020’s $463 million (€407 million).

But it’s still not quite back to the level of its 2015 heydays, when the company made over $2 billion in revenue and $965 million (€848 million) in EBITDA.

The post also said that Clash of Clans and Clash Royale have now made over $10 billion in combined revenue since their respective launches.

Spotify is acquiring two major podcast tech platforms 

Spotify is making more podcast acquisitions. The company announced today it’s acquiring both Chartable and Podsights — two of the most prominent podcast marketing and ad attribution companies. The deal price hasn’t been disclosed, but this marks the first major acquisition the company has made this year in a long line of audio purchases.

This deal is particularly critical for the company as it tries to make its ad platform the best and most powerful in audio. If it wants everyone to purchase ads through its marketplace, then it needs technology to better figure out who’s listening to those ads and what they’re doing after hearing them.

AudioMob and Odeeo up next?

UA fundamentals discussion – Matej asking questions – Felix, Jakub answer & Matej gives his opinion at the end!

How or why to start with UA?

My game has amazing organics. I don’t need UA! Is that true? Why not?

Are all UA channels equal?

-Break down the benefits and drawbacks of top 4 UA channels?

How to structure an UA budget?

What is the payback period we should look at?

What is hard and challenging about UA? Can everybody do it?

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & half gamers session #5 – Surprise crypto comments & How to tackle soft launch stages?

Welcome to our #5 episode of two & half gamers! In this episode we covered various topics:

  • Soft launch stages
  • Game developers are obsessed with achieving the highest D1 retention
  • The monetization stage is where the fun starts
  • And more news from gaming industry

Panelists: Jakub Remiar, Felix BrabergMatej Lančarič

What is the point of releasing a new game or app to a restricted audience market in advance of a full launch?

Soft launch stages

I like to divide the soft launch into three stages: Technical, Retention, Monetization. Each stage serves a different purpose and different KPIs are measured.

While in the Technical stage, we are mostly focusing on data health, crash rate, and tracking in general, in the Retention stage we measure D1, D3, D7 Retention, FTUE, tutorial completion rate, and much more.

Game developers are obsessed with achieving the highest D1 retention numbers they can, but D1 is not the holy grail. I’ve seen games with D1 retention at roughly 25% still being able to generate many millions of Euros in revenue per month. The result was primarily driven by excellent D60 retention, which was 6-8%. Therefore, it is absolutely crucial to focus on the ratio between D1, D3, and D7.

The monetization stage is where the fun starts. Measuring ARPU, conversion to payment, and Dx ROAS requires running purchase (ROAS) oriented campaigns: AEO/VO on Facebook or tCPA/tROAS on Google Ads.

Listen in to learn more! or read here!

Please share feedback and comments – matej@lancaric.me

two & half gamers session #4 – How to soft launch a mobile game Ad monetisation Perspective

Welcome to our #4 episode of two & half gamers! In this episode we covered various topics:

Panelists: Jakub Remiar, Felix BrabergMatej Lančarič

Soft Launching a Mobile Game Ad Mon Perspective

What prompted me to want to talk about this is a Statisa article Mobile Game ad spend is expected to grow to $130bn by 2025. That’s up 300% from $32 bn in 2020 With this amount of money being pumped into UA its safe to say Mobile ad revenue will only grow and be a larger part of your overall revenue for mobile games I wanted to provide a how to guide for what you as a mobile game dev should think about when soft launching and global launching your next mobile game.

First Ask

Think of all mobile games ganres on a spectrum from hypercasual to Hardcore The two extremes will monetize 97% either from ads or from IAPs Advice here is for the middle ground – not hyper casual or Hardcore If your game genera sits in the middle of this spectrum you first need to decide which ad format to work with 9/10 the ad format that works best for you are Rewarded ads Rewarded ads are the undisputed king of game formats Highest eCPM compared to other formats Highest completion rates Lowest amount of friction from users since its opt-in Large competition on this inventory format from ad networks because it converts super well.

Listen in to learn more! or read here!

Please share feedback and comments – matej@lancaric.me