Your favourite UA & gaming podcasts in one place

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

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