Brutally Honest #144

Hey, FAM! What’s up?

🥃 Drink talk

Happy Holidays to everyone. The annual UA & Creatives Learnings article is coming! Stay tuned..

🦩Tip of the week

Experimenting with Runway prompts taught me how subtle changes can completely transform the outcome of a video. Here’s how I refined my process:

1. The Iteration Process

First Attempt:

The camera shakes wildly while zooming in. Not ideal, but it kickstarted experimentation.

Second Attempt :

Prompt: “The camera slowly pushes in on the bird looking at the egg and then on the machine in the background. The machine slowly rotates its arm.”

Result: Improved focus, but the random opener didn’t feel cohesive.

Final Version:

Prompt: “Subject sadly looks at the egg, machinery in the background slowly moves its arm.”

Added the MidJourney-generated image as the first frame to set the tone.

Focused prompts on subjects and actions, which dramatically improved consistency.

2. Prompt Refinement

Subjects Are Key: Use descriptive prompts like “subject sadly looks at egg” instead of generic descriptions.

Camera Movement Tips:

For dynamic movement: “The camera slowly pushes in” or “The camera pans to the side.”

For static elements: “The camera slowly pulls back” works beautifully to establish mood.

3. Trial and Error

Much like with MidJourney, small prompt tweaks—changing 1-2 words—can produce vastly different results. This unpredictability requires patience and iteration, but it’s worth it.

4. The Gamechanger

Adding the MidJourney image as the first frame set the narrative foundation. Coupled with descriptive subject-based prompts, this approach tied visuals together cohesively, creating a polished final product.

The magic lies in iteration. Refine your prompts, think of elements (subjects, movements, emotions), and don’t hesitate to experiment. AI tools are incredibly flexible—you just need to guide them.​

🐊​ Cornelius: The Suspicious Investi-gator

True detective-like exploration of creative trends and historical influences. Delving deep into the world of creatives to uncover hidden patterns and inspirations:

𝗘𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗼𝗳 𝗮 𝗥𝘂𝗻𝗻𝗲𝗿 𝗴𝗮𝘁𝗲𝘀 𝗺𝗲𝗰𝗵𝗮𝗻𝗶𝗰. 𝗪𝗵𝘆 𝗜𝘁 𝗪𝗼𝗿𝗸𝘀 𝗶𝗻 𝟰𝗫 𝗚𝗮𝗺𝗲𝘀?

The gates runner mechanic is a gameplay concept where players navigate through a series of gates, each offering different positive or negative effects on attributes like size, speed, score multipliers, or other in-game metrics.

The roots of the gates runner mechanic can be traced back to early runner games like 𝗧𝗲𝗺𝗽𝗹𝗲 𝗥𝘂𝗻 (𝟮𝟬𝟭𝟭) 𝗮𝗻𝗱 𝗦𝘂𝗯𝘄𝗮𝘆 𝗦𝘂𝗿𝗳𝗲𝗿𝘀 (𝟮𝟬𝟭𝟮), which established the foundation for endless runner gameplay. These games focused on dodging obstacles and collecting rewards, emphasizing reflex-based interaction. Sounds familiar?

𝗕𝘆 𝟮𝟬𝟭𝟴, hyper-casual games began to dominate mobile gaming charts. Developers sought ways to innovate within the runner genre, leading to the introduction of gates as a key mechanic. The inclusion of gates allowed players to make quick decisions, adding a strategic layer to the fast-paced gameplay.

𝗪𝗵𝗶𝗹𝗲 𝗴𝗮𝗺𝗲𝘀 𝗳𝗲𝗮𝘁𝘂𝗿𝗶𝗻𝗴 𝗯𝗮𝗹𝗹𝘀 𝗮𝗻𝗱 𝗰𝗼𝗹𝗼𝗿𝘀 𝘀𝘁𝗶𝗹𝗹 𝗱𝗼𝗺𝗶𝗻𝗮𝘁𝗲𝗱 𝗶𝗻 𝟮𝟬𝟭9, a new type of runner emerged—the “IO” runner. This variation introduced competition by pitting players against imaginary opponents, making progression feel more satisfying. The IO runner added a social element, even in single-player gameplay, giving the illusion of multiplayer engagement. 𝗧𝗵𝗶𝘀 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗲𝗱𝗴𝗲 𝗹𝗮𝗶𝗱 𝘁𝗵𝗲 𝗴𝗿𝗼𝘂𝗻𝗱𝘄𝗼𝗿𝗸 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗿𝘂𝗻𝗻𝗲𝗿 𝗴𝗮𝗺𝗲𝘀.

𝗕𝘆 𝟮𝟬𝟮𝟬, stickmen characters became standard in hypercasual games, as in runners, keeping the design simple while adding a recognizable human element. However, the introduction of stacking and crowd mechanics truly redefined the genre. These mechanics allowed players to collect, grow, and manage groups or stacks, creating a more dynamic and engaging experience.

𝗧𝗵𝗲 𝗴𝗮𝘁𝗲𝘀 𝗿𝘂𝗻𝗻𝗲𝗿 𝗺𝗲𝗰𝗵𝗮𝗻𝗶𝗰 𝗴𝗮𝗶𝗻𝗲𝗱 𝗽𝗿𝗼𝗺𝗶𝗻𝗲𝗻𝗰𝗲 𝗶𝗻 𝟮𝟬𝟮1 with the advent of transformation runners. These games introduced a narrative or progression element, where players interacted with gates to alter their character’s abilities or outcomes.

While gates runners were a natural fit for hyper-casual games, their entry into 4X strategy games marked a significant evolution.

𝗪𝗵𝘆 𝗜𝘁 𝗪𝗼𝗿𝗸𝘀 𝗶𝗻 𝟰𝗫 𝗚𝗮𝗺𝗲𝘀

𝗦𝗶𝗺𝗽𝗹𝗶𝗳𝗶𝗲𝗱 𝗖𝗼𝗺𝗽𝗹𝗲𝘅𝗶𝘁𝘆: Gates introduce a straightforward, decision-based mini-game that balances the more intricate systems of 4X games.

𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗕𝗼𝗼𝘀𝘁: The mechanic breaks up long-term strategic planning with fast, interactive moments.

𝗧𝗵𝗲𝗺𝗮𝘁𝗶𝗰 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻: Gates are seamlessly adapted to fit the themes of 4X games, enhancing immersion.

𝗕𝗿𝗼𝗮𝗱 𝗔𝗽𝗽𝗲𝗮𝗹: By adding a hyper-casual element, these games attract a wider audience, including more casual players.

Yours truly, Cornelius.

💀 Dr. Doom is not amused

One of my industry friends amused me with his direct and honest TL;DRs, so we agreed to share it here, too! My friend remains anonymous as Dr.Doom!

“This parody just writes itself 🤣 just look what the game director of the new Netflix “completely free” Squid game said- “The opportunity to come to Netflix and to work without monetisation has been liberating, and allowed us to do game genres and designs and things that I don’t think would work in the monetisation models of free to play games as easily, No shit Sherlock, it would not work as your new Netflix game will never make any money🤣” Sincerely, Doom (⁦https://mobilegamer.biz/heres-why-netflix-is-making-squid-game-unleashed-completely-free/)

Share

🎉  “Ha-ha” moment

Because life is too short to be serious.

🎮 two & a half gamers – Creative trends November 2024

Finally, some innovation is happening on the creative side. AI is coming for your job

In this episode, we dive into the latest creative trends and insights in the gaming industry, focusing on creative strategies, emotional advertising, and the growing impact of AI in mobile game marketing.

We analyze successful game creatives, share thoughts on the evolution of marketing strategies, and explore how emotions are essential for engaging players. Together, we highlight the importance of iteration in improving game performance and discuss the future of game marketing as AI reshapes the industry.

Join us for a comprehensive discussion that blends data, creativity, and cutting-edge technology to uncover what’s next for game marketers and developers alike.

📺 Watch on Youtube

🎧 Listen on Spotify

🦄​ Diary of a Dancing Unicorn

Today was a good day.

In the gym, making my own business, working out & listening to podcasts.

AI in creatives? That sounds exactly like something I would like to listen to. Lets do it…

A few minutes in.. omg, what is this?! Shaking my head. This is absolute bullshit.

… 20 minutes in … I can’t believe what I am hearing. Surface-level stuff with the main takeaway: AI IS HERE TO STAY! You must be joking.

… 45 minutes in…, the gym’s personal trainer comes closer and asks: You are shaking your head for the last 30 minutes and look super disgusted. Are you okay?

Well, yeah. I am listening to this podcast, and it’s complete bullshit. Can’t believe my ears.

Finally, the podcast ends. 60 minutes is lost. 60 minutes of my life that I will never get back. FML.

Today was a good day.

🤺​ Quote of the week

“When I saw you Felix doing a High five, I tried to do the same, but realized you are not high fiving us but fixing the camera” – Laura, 2.5gamers post-credits scene

Creative Trends in Mobile Gaming November 2024

🧞 Level up yourself

I launched a YouTube Channel. I’m putting a ton of energy into creating valuable content that I think you’ll like. Check out the latest stuff, and give me a like and subscribe.

👾  THE AI (R)EVOLUTION

The AI revolution is here, and it’s transforming the way we approach mobile games marketing.

From creating scroll-stopping ad creatives to optimizing user acquisition strategies, AI is the game-changer we can’t ignore.

🥦​ Before you go

Ask Matej AI a question. It’s actually quite good!

We produced one more episode at 2.5gamers. Check it out now:

🍿 Fun starts in two & a half gamers Slack! Join now

We are opening up a Slack channel for everybody. It is the most inclusive slack for the gaming industry. Female, male, non-binary, juniors, mid-level, seniors, vendors, developers = EVERYBODY! We are waiting for you ♥️

Feel free to join here!

🧙 Thanks for reading this week’s newsletter!

💡 Latest UA & Marketing Jobs for you prepared by Gamigion:

VP, Marketing Scopely
Performance Marketing Manager Scopely
Senior Performance Product Manager – Monetization Scopely
Live Ops QA Analyst – Monopoly Go! Scopely
Marketing Manager, LATAM Supercell
Monetization Manager, Live Games and New Games Supercell
Live Operations & Monetization Lead, Brawl Stars Supercell
Product Manager, Monetization Zynga
Senior Producer, Advertising Monetization Zynga
Influencer Marketing & Content Manager Playtika
Product Manager – Marketing Playtika
User Acquisition Expert Playtika
Senior User Acquisition- Growth Playtika
Growth Ventures- Performance of Marketing Director Playtika
Monetization Manager Playtika
Games R&D-Monetization Operations Specialist Playtika
Junior User Acquisition Manager Moon Active
Head of Monetization & Live Ops SciPlay
Director of Monetization SciPlay
Marketing Manager Codeway
Performance Marketing Specialist (Mid/Sr) Codeway
Advertisement Monetization Manager Codeway
Marketing & Content Manager – Jamble Voodoo
Marketing Data Scientist Mojang Studios
Marketing Director Tangelo Games Corp.
Marketing Digital – UA Tellmewow
Marketing Specialist – Games Gamegos
Growth Manager – New Grad Good Job Games
User Acquisition Team Lead MURKA
Marketing Data Analyst Wargaming
Marketing Data Analyst SayGames
User acquisition manager, offerwals SayGames
ASO manager SayGames
Senior ASO Manager SayGames
Senior Marketing Analyst AXLEBOLT
Senior Lifecycle Marketing Specialist Kabam
UA Marketing Bravestars Games
SENIOR USER ACQUISITION ABI Game Studio
Growth Associate, eCommerce AppLovin
Marketing Operations Manager AppsFlyer
US – Client Growth Manager Smadex
Growth Partnership Manager Unity
Social Media Manager Xsolla
Growth Marketing Manager Xsolla
Chief of Staff – Marketing Xsolla
VP of Product Marketing Xsolla
Advertising Account Manager, Growth Taboola
Campaign Manager Ogury
Field Marketing Manager – Japan Ogury
Field Marketing Manager Ogury
Manager, Business Marketing Liftoff Mobile
Senior Client Growth Manager Nativex
Campaign Manager (AdTech) Adikteev
Head of Growth and Digital Marketing Amplitude
Field Marketing Manager Amplitude
Marketing Operations Specialist, India Branch
Industry Marketing Lead, Retail & eCommerce Braze
Junior B2B Marketing Manager (m/f/d) Phiture
Campaign Manager RevX
Senior Product Marketing Manager Tatari
Senior Account Executive – Performance Marketing tvScientific
Vice President User Acquisition Persona.ly
Mobile Growth Manager AppAgent
User Acquisition Manager North America Stillfront
Senior Strategic Growth Manager Moloco
Growth Manager Moloco
UA Marketing Producer Playrix
Lead User Acquisition Manager Playrix
Senior User Acquisition Manager Playrix

Find out more here!