Matej Lancaric

Your favourite UA & gaming podcasts in one place

two & a half gamers session #45 – (ironic) predictions 2023, is next year the end of sexists ads?

3. januára 2023 8:18

Welcome to our #45 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 04:00 Ad monetisation predictions 2023
  • 06:55 Meta rebranding to Feta by Felix
  • 10:08 Nothing is for fee, dude!
  • 12:54 Jakub & Godfather Apple ransom
  • 13:25 Amazon will take top3 spot in Admon
  • 16:57 Jakub CN predictions?! wtf?
  • 18:11 Jakub is on fire! Amazon buys Unity in 2023. 
  • 19:30 Next year is the year of VR
  • 20:55 Apple dad joke
  • 24:20 Nothing is going to happen to VR
  • 24:25 Sun is going to come out tomorrow
  • 25:00 Hypercasual genre as a new onboarding for more gaming genres
  • 29:50 Marvel Snap clones? Wen?
  • 32:47 The rise of the retention games (Netflix mobile)
  • 33:45 A game designer’s wet dream
  • 35:25 UA  „predictions“
  • 45:30 No more sexist ads at the end of 2023!


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 

Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!

Hit the Subscribe button on Youtube, Spotify, and Apple!

If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up for the Brutally Honest newsletter by Matej Lancaric

Latest blog: https://lancaric.me/user-acquisition-stop-sexist-ads/

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #44 – New creative strategy from CN, UA winner of 2022, games update

26. decembra 2022 19:19

Welcome to our #44 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 03:00 New creative strategy coming from China
  • 07:31 Creative d*ck move
  • 09:10 Meta, Google, and Facebook can do something about it (right, Felix?)
  • oh yeah, Meta = Facebook
  • 11:50 Rewarded ads are only for Games, not Apps!
  • 12:54 Games updates
  • 16:20 No segmentation for Special offers? WHY NOT?
  • 19:25 Survivor.io Numbers update
  • 29:46 UA review of 2022
  • 30:20 Adikteev Crosspromo
  • 30:50 TikTok UA Winner of 2022
  • 39:20 UA diversification
  • 41:49 Diversification is fucking important
  • 43:47 Fill rates in India – How to increase it?
  • 48:53 Predictions coming next week!


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 

Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!

Hit the Subscribe button on Youtube, Spotify, and Apple!

If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up for the Brutally Honest newsletter by Matej Lancaric

Latest blog: https://lancaric.me/user-acquisition-creative-learnings-2022/ 

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #43 – How to approach new game development & see new trends in gaming

20. decembra 2022 10:18

Welcome to our #43 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 02:00 JK intro
  • 03:14 Why India?
  • 07:24 WE ARE BRUTALLY HONEST (as is my newsletter! Sign up)
  • 07:55 Incredible talent in India
  • 09:06 Ping JK for the PM role at LILA Games
  • 10:30 Why build a shooter game? 
  • 13:00 Subgenre expansion
  • 14:40 Look at how Felix is amazed by JK
  • 15:35 Shooter Crazy shit articulation
  • 15:52 Successful 4X characteristics
  • 20:20 The amount of stress is enormous!
  • 20:37 Who is this ghost talking?
  • 21:40 Systems and vectors 
  • 22:25 Ads in shooter games
  • 24:33 How to implement Ads into the game?
  • 25:48 How to validate product controversy
  • 27:02 Validation models
  • 29:52 Throw me under the bus, BOYZ!
  • 30:20 Marketability tests & market research
  • 32:00 You need to be cool as JK to see trends in gaming
  • 33:00 Is mobile F2P dead?
  • 37:52 What if Ads monetization disappears?
  • 38:48 What if Appstore won’t exist?
  • 39:23 Apple is working on allowing sideloading in the EU
  • 41:30 New business models in F2P?
  • 42:32 Is really hard to get your company funded? 
  • 44:29 New buzzword Generative AI
  • 46:41 Best advice on how to approach building new games or companies?
  • 48:23 Remo is actually generated by AI


Panelists:  Jakub Remiar, Felix Braberg, Matej Lančarič, 

Special Guest: Joseph Kim

Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!

Hit the Subscribe button on Youtube, Spotify, and Apple!

If you are interested in getting UA tips every week on Monday, visit lancaric.me and sign up for the Brutally Honest newsletter by Matej Lancaric

Latest blog: https://lancaric.me/user-acquisition-predictions-2023/

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #42 – Sexist ads admon side, Gold & Goblins full UA, Admon, GD review

10. decembra 2022 19:30

Welcome to our #42 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 03:32 Matej with T-Shirt on (fans want, fans get)
  • 04:05 Good Job Singular Webinar
  • 04:49 Modern Arnold Schwarzenegger
  • 05:12 Battle against the sexist ads begins
  • 05:48 Sexist ads admon perspective
  • 06:47 Decimals – the Signature admon move 
  • 10:38 Jakub thinks FTC blocks the M&A of Activision
  • 12:46 Golds & Goblins intro
  • 14:02 Felix & Jakub take a guess about certain monetisation strategy
  • 15:19 UA channel mix of Gold & Goblins
  • 16:49 How much money are they spending?
  • 17:27 Cats come here for decimals!
  • 17:40 EHM!
  • 18:25 Creative strategy
  • 19:43 Matej makes a surprise prediction
  • 21:21 Ad monetisation deep dive 
  • 21:59 Give me your lunch decimals!
  • 25:17 Scandinavians love Goblins!
  • 26:42 Admon is working super well, dont touch it!
  • 27:11 Jakub and Felix invite you to sign up to Matej’s newsletter at lancaric.me
  • 27:45 Idle genre history lesson
  • 34:49 Gold & Goblins core gameplay
  • 39:19 Pacing is important for exponential growth
  • 40:00 Design space for system and vectors
  • 40:15 Felix wants to hear about the ads, Felix wants to hear about the ads
  • 44:36 Little bit of the game design improvements
  • 45:10 JAKUB HAS SEEN IT ALL 
  • 47:20 People should talk about the game more, its excellent! 
  • 48:28 Retention numbers

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #41 – Stop with sexist ads, Q4 Admn round up, Goddess of Victory review

6. decembra 2022 14:04

Welcome to our #41 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 04:12 Felix and his Q4 admon fun stuff
  • 05:06 Jakub yawning because Felix is boring audience with economics and BS
  • 07:35 no wishy-washy predictions – decimals makes a difference for fucks sake
  • 08:34 No BS Felix pls
  • 09:35 Biggest eCPM gains (go big or go home)
  • 11:48 Top Admon tips for Xmas
  • 12:23 Jakub brainfarted on admon networks
  • 14:00 Felix shills his own admon blogpost. Dont read it pls!
  • 14:44 UA intro of Goddess of Victory: Nikke
  • 17:00 Why is the game earning so much money?
  • 19:06 UA mix review
  • 19:41 no fake creatives, but sexist AF
  • 21:48 new wave of sexist ads emerging for match3 and merge games
  • 22:40 tactile games started this new trend unfortunately
  • 24:45 STOP WITH THE SEXIST ADS NOW!
  • 27:25 UA Rant over
  • 28:12 Matej shut up, your surface level review is not enough
  • 29:08 Super boring Jakub intro about Goddess of Victory: Nikke
  • 33:00 5 million downloads and 83 million revenue
  • 33:40 Nerds vs Otakus (gimme your lunch money OTAKU!)
  • 38:45 The secret sauce of Waifu games
  • 40:15 That pool vs deadpool making money
  • 46:11 Azur lane liveops
  • 47:30 Nikke revenue by country
  • 48:30 Remoson was born
  • 53:30 Waifu differentiators

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #40 – Q4 Live ops tips, Q4 UA Budget optimisations, Admon bidder updates

20. novembra 2022 20:39

Welcome to our #40 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 03:05 Kudos to us
  • 05:10 Newzoo forecast clickbait 
  • 07:10 Felix can’t write headlines
  • 08:15 but can predict 2023 industry growth (only after thanksgiving though)
  • 09:00 Google struck a deal with Activision – getting sued
  • 12:38 Felix is looking forward to the best days in his life
  • 13:09 Google bidder update (approach your Admob friend for beta)
  • 14:50 Amazon Publisher Services update
  • 16:51 Predictions suck
  • 17:13 Q4 is tough (only Felix is happy)
  • 19:09 Redecor stopped UA totally
  • 21:00 Budget scenarios
  • 23:53 How to decrease budget efficiently?
  • 26:04 Q4 UA tips for Megacorps 
  • 27:30 CARPE YOLO!
  • 27:57 Rapid creative testing
  • 28:23 No Holiday BS pls
  • 28:40 No UA experiments
  • 30:54 Getting pleasure from watching Ads
  • 32:57 Heroes vs Hordes is growing
  • 33:40 Q4 Liveops tips & prep
  • 43:34 Azur lane & Township adding mini games as Liveops events

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #39 – How to do a game review? Rush Royale full UA, GD, Admon analysis

12. novembra 2022 19:40

Welcome to our #39 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 04:04 My.games was removed from App store & GP
  • 05:00 Why did it happen? Oligarchs much?
  • 08:11 How do you do a game review properly?
  • 08:40 UA review in general. What to look for?
  • 10:20 Unfortunate news. Diversify the diversification t-shirts stuck in China. 
  • Pre-order now at matej@lancaric.me
  • 13:27 Reviewing individual UA channels
  • 14:40 UA benchmarks
  • 15:50 Rush Royale creatives strategy
  • 19:40 How to approach the game review from the product side?
  • 20:50 Wild Detective Pikachu appears
  • 25:40 Product trick how to do a fast review
  • 29:00 You need to know the archetypes 
  • 29:50 Jakub & his balloons
  • 31:00 Habby examples
  • 31:23 What is the difference between the core gameplay and game meta with examples?
  • 33:27 Explaining excel sheets to random industry peeps
  • 34:15 Pacing is a delicate balancing act
  • 36:33 My.games portfolio 
  • 36:35 Jakub is geeking out on the Rush Royale product review 
  • 42:50 Jakub is happy Maria is on the pod 
  • 43:35 The BEST part of the product review – Ad monetisation
  • 45:30 6 ads placements 
  • 46:52 Hypothetical question: Should you add ad monetisation to the game or bank on the premium feel? 
  • 48:30 Marvel Snap AdWINK
  • 48:50 Felix magical Daily Ad revenue estimate calculation 
  • 51:15 How critical is it to hire an expert in Admon?
  • 54:00 Ad network mix review
  • 56:00 What to add into the mix to get ARPDAU higher by 5% 
  • 58:50 How to select the games for review?
  • 1:00:00 How do you know what to look for? 
  • 1:01:00 How do you define interesting live ops?
  • 1:03:00 Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #38 – Q4 Admon pro tips, Survivor.io clone Heroes vs. Hordes, TikTok SPC

5. novembra 2022 19:15

Welcome to our #38 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 02:30 Podcast agenda
  • 04:18 How to maximise Ad revenue for a holiday season? 
  • 05:33 Mariah Carey made over 50mil! Devs, please look at her..
  • 06:50 Q4 Admon tip 1
  • 08:52 Q4 Admon tip 2
  • 10:20 Q4 Admon tip 3 (how to make $26k extra/year)
  • 13:38 Mr.Robot Remiar gives a compliment to Felix 
  • 14:40 Admob people please leave here!
  • 14:42 Q4 Admon super pro tip 4
  • 16:37 Admob people please come back here!
  • 16:43 UA Q4 intro
  • 17:43 Seasonal creatives in UA
  • 20:40 New TikTok SPC campaign
  • 23:00 SPC campaign perfomance
  • 23:52 Noob question from non-UA Jakub
  • 24:50 How could you get the best performance on SPC campaign? 
  • 25:52 Facebook UA vs TikTok UA?
  • 27:57 War of Clones – Heroes vs. Hordes intro
  • 28:42 Brief UA check 
  • 30:11 Jakub’s excitement about Heroes vs. Hordes is immense
  • 32:10 Timelines
  • 33:40 Heroes vs. Hordes numbers 
  • 34:40 Vectors & systems
  • 39:00 Is survivor.io or Heroes vs. Hordes niche?
  • 41:14 Marvel Snap patchnotes

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #37 – Marvel Snap global launch case study UA, GD, Admon view

31. októbra 2022 19:20

Welcome to our #37 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 03:20 Second Dinner company intro
  • 05:40 Jakub being rude!
  • 06:50 Channel mix (Facebook is the biggest spender)
  • 07:30 How to stop pouring UA money down the drain
  • 08:55 GEO revenue mix
  • 09:40 GEO mix both Android and iOS in terms of spend
  • 10:45 Shotgun UA approach
  • 11:30 how to run CCG UA on ad networks?
  • 15:05 Tiktok UA strategy
  • 16:50 Creative strategy 
  • 21:42 Admon intro
  • 22:55 Ads vs Marvel license?
  • 24:50 Highest AdARPDAUs 
  • 25:00 Ad realm of speculations
  • 26:40 Missing out on $500k of Ads? 
  • 28:10 Game design & Second dinner team intro 
  • 28:45 Good old mulligan
  • 31:00 Gwent vs Marvel Snap comparison
  • 33:45 what can you buy for hard cold cash?
  • 34:00 pre-scripted pools of cards
  • 37:30 Rock-paper-scissors 
  • 39:20 You can’t speed up the game with money!
  • 40:50 calculating the spending depth
  • 45:57 Win rate increases retention

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #36 – Google AdROAS campaigns, Admon Exchanges, Survivor.io update

17. októbra 2022 22:16

Welcome to our #36 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 03:23 Google AdROAS campaigns
  • 09:25 Hamburger optimisation approach
  • 10:30 Proxy events BS
  • 12:30 Proxy event test suggestions
  • 15:20 Ads are beautiful
  • 16:00 Exchanges are growing
  • 20:40 Inventory LOL!
  • 22:31 Admon Super secret & super helpful tip
  • 24:00 IT’S JUST ONE LINE OF CODE! 
  • 26:18 Admon tip no.2
  • 26:44 Survivor.io observations & updates
  • 28:08 Props to us
  • 30:40 What is a horizontal content?
  • 35:10 1.5Mil USD /day revenue!
  • 35:20 Retention metrics Archero vs Survivor.io

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #35 – Charge Champions in SL, Facebook UA tech checklist, Amplify update

17. októbra 2022 22:13

Welcome to our #35 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 03:40 Amplify update
  • 05:50 App open ads getting Interstitials 
  • 08:10 Wild hostile Remo appears 
  • 10:10 Branding comes to Applovin exchange
  • 12:25 High five to Felix (check on youtube!)
  • 13:10 How developers earn more money from Brand ads?
  • 14:05 Vessel – a new NFT marketplace
  • 23:30 Facebook User Acquisition tech checklist
  • 29:43 App-ads.txt importance
  • 31:00 Is Tiktok as complicated as Facebook?
  • 32:00 This week in Japan 
  • 32:18 Charge Champions soft launched by Small Giant Games 
  • 33:10 Uma Musume Pretty Derby intro 
  • 36:00 Demographics of Uma Musume Pretty Derby
  • 38:40 Definition of a Horse Girl
  • 41:30 Small giant games soft launch release 

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me

two & a half gamers session #34 – Low budget UA, Sheep a Sheep game in China, APS Update, Amazon UA

5. októbra 2022 10:51

Welcome to our #34 episode of two & half gamers! In this episode we covered various topics:

Agenda

  • 00:00 Intro
  • 01:50 PGC vibe & news
  • 04:20 Amazon Publisher Services update
  • 11:40 UA on Amazon
  • 18:02 Global launch newsletter tip humiliation 
  • 22:30 Low budget UA tips
  • 26:30 When to increase budgets?
  • 28:40 Sheep a Sheep game exploding in China
  • 37:20 Is this game making 7 Million revenue a day?

Listen in to learn more! 

Please share feedback and comments – matej@lancaric.me