About the author call_made
Matej Lancaric
A true mobile marketing enthusiast currently working as a UAย consultant.
Journal 6 Matej Lancaric March 13
Hey, FAM! Whatโs up?
This hierarchy highlights platform-specific creatives for user acquisition (UA) campaigns.
True detective-like exploration of creative trends and historical influences. Delving deep into the world of creatives to uncover hidden patterns and inspirations:
๐๐ฒ๐ฟ๐ผ ๐ช๐ฎ๐ฟ๐ ๐บ๐ฎ๐ธ๐ถ๐ป๐ด $๐ฒ๐ฌ๐ฌ๐ธ/๐ฑ๐ฎ๐ ๐ฎ๐ด๐ฎ๐ถ๐ป ๐ฎ๐ป๐ฑ ๐๐ฐ๐ฎ๐น๐ถ๐ป๐ด. This would have been my statement a few days ago, but now they are back to $200k/day. What is happening? Their revenue has been declining since January 2025. The stable $10-12 million/month revenue for the whole of 2024 is now dipping to $8 million. Why is that? Well, also, the monthly downloads went from a peak of ๐ฏ.๐ฑ ๐บ๐ถ๐น๐น๐ถ๐ผ๐ป ๐ถ๐ป ๐๐ฎ๐ป๐๐ฎ๐ฟ๐ ๐ฎ๐ฌ๐ฎ๐ฐ ๐๐ผ ๐ฎ ๐น๐ผ๐ ๐ผ๐ณ ๐ญ.๐ฏ ๐บ๐ถ๐น๐น๐ถ๐ผ๐ป ๐ถ๐ป ๐๐ฎ๐ป๐๐ฎ๐ฟ๐ ๐ฎ๐ฌ๐ฎ๐ฑ. That is a huuuuuuge dip. I am pretty sure you have seen their ads in the last year very often. High frequency, higher CPIs, lower downloads, lower revenue. Have you seen any new creative concepts for Hero Wars in 2024? I haven’t! But that has changed in the last few weeks. I am seeing their ads everywhere. But not their classic UA videos. ๐ ๐๐ฒ๐ฒ ๐ฎ๐น๐น ๐๐ต๐ฒ ๐ฑ๐ถ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ป๐ ๐ฐ๐ผ๐ป๐ฐ๐ฒ๐ฝ๐๐ ๐ถ๐ป ๐๐ต๐ฒ ๐๐ผ๐ฟ๐น๐ฑ. Which games could you identify in the recent concepts? Let me know in the comments! ๐๐ฟ๐ฒ๐ฎ๐๐ถ๐๐ฒ ๐๐ผ๐น๐๐บ๐ฒ ๐ถ๐ ๐๐ต๐ฒ ๐๐ฎ๐ ๐๐ผ ๐ด๐ผ ๐ถ๐ป ๐ฎ๐ฌ๐ฎ๐ฑ! Nexters ($GDEV) ๐ด๐ผ๐ ๐๐ต๐ฒ ๐บ๐ฒ๐บ๐ผ. ๐ฌ๐ผ๐ ๐๐ต๐ผ๐๐น๐ฑ ๐๐ผ๐ผ!
Yours truly, Cornelius.
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!
“Ahh, the sweet taste of someone else’s misfortune๐or more like you had it coming, duh!. Our favorite source of doom news, Elon himself, is $122 billion poorer than his peak wealth in December. In the meantime of his Tesla stock falling like a rock, he also decided to start an AI game studio to “revolutionize gaming”. Outstanding move, coming from someone who lied about being top 10 hardcore in Diablo and Path of Exile, while paying to level up his account for him, which he couldn’t even control in the end ๐คฃ” Sincerely, Doom (https://www.forbes.com.au/news/billionaires/elon-musk-is-122-billion-poorer-than-his-peak/)
Because life is too short to be serious.
Tripledot Studios ๐บ๐ฎ๐ธ๐ถ๐ป๐ด ๐ญ.๐ฏ ๐บ๐ถ๐น๐น๐ถ๐ผ๐ป ๐จ๐ฆ๐ ๐ฝ๐ฒ๐ฟ ๐ฑ๐ฎ๐. ๐ฌ๐ฒ๐, ๐ญ.๐ฏ ๐บ๐ถ๐น! Won the fastest-growing company in the UK in 2022. Scaling multiple games. ๐๐ ๐๐ต๐ถ๐ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ (๐จ๐) ๐๐ฒ๐ฎ๐บ? They were one of the first to figure out a ๐๐ผ๐ฟ๐ธ๐ฎ๐ฟ๐ผ๐๐ป๐ฑ ๐ผ๐ป ๐๐ ๐ณ๐ผ๐ฟ ๐๐ฑ๐ฅ๐ข๐๐ฆ (sending ad revenue in purchase events so they can run ๐ฉ๐ฎ๐น๐๐ฒ ๐ผ๐ฝ๐๐ถ๐บ๐ถ๐๐ฎ๐๐ถ๐ผ๐ป ๐ฐ๐ฎ๐บ๐ฝ๐ฎ๐ถ๐ด๐ป๐) before Meta themselves. The founding team is a team of OGs (Akin (was) on the front row, Lior & Eyal), a Marketing and growth team with Mark and Jan on top, and the powerful UA team. ๐๐ ๐๐ข, ๐๐ต๐ถ๐ ๐ถ๐ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ ๐๐ฒ๐ฎ๐บ ๐ฐ๐ผ๐บ๐ฝ๐ผ๐๐ถ๐๐ถ๐ผ๐ป ๐’๐๐ฒ ๐ฒ๐๐ฒ๐ฟ ๐๐ฒ๐ฒ๐ป. I can’t wait to see what this group of amazing people will do with the AppLovin gaming portfolio. My bet is: ๐๐ฐ๐ฎ๐น๐ฒ ๐น๐ถ๐ธ๐ฒ ๐๐ต๐ฒ๐ฟ๐ฒ ๐ถ๐ ๐ป๐ผ ๐๐ผ๐บ๐ผ๐ฟ๐ฟ๐ผ๐! Can’t wait.
๐บ Watch on YouTube
๐ง Listen on Spotify
๐ Get our Merch: 25gamers.com/shop
Today was a good day.
Hey, you came very well recommended by some people I really trust. Could we have a call?
Sure, lets do that.
So, we would need some UA + creative help for our mobile game. Based on what we just discussed, you seem like a good fit.
Yeah, all looks good. When do we start?
Let me get back to you early next week.
Sure, no problem.
Hey, so here is an assignment (10 pages doc). please take a look and return in 2 days.
Well, sure. I can take a look, but since this is quite extensive work, I would charge X for it and itsโs gonna be done early next week. Not 2 days, but 4.
Okay, no problem. Itโs approved. If we work together, you can add it on the top of your invoice. If not, you can invoice us.
Awesome. Let me start the work.
Hey, here is the assignment. Let me know your thoughts.
โฆ
โฆ
โฆ
โฆ
2 weeks.. no reply
Hey, whatโs happening?
โฆ
โฆ
Please share your company details for invoicing purposes.
โฆ
โฆ
oh ffs.
Today was a good day.
“I can’t believe I wasn’t raised in the Church of Matej. What were my parents thinking!โ – Nicholas, Linkedin comment
We launched a music album. Yes, that’s correct. We are putting a ton of energy into creating valuable (and crazy) content that I think you’ll like. Check out the latest songs, and give us a like and subscribe. Play ehm. Listen now!
The AI revolution is here, and itโs 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 canโt ignore.
Ask Matej AI a question. Itโs actually quite good!
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 โฅ๏ธ
Feel free to join here!
Please do me a favor and share this with someone in your network who you think would benefit from the insights and brutal honesty. It would mean a lot to me!
Take care, everyone! See you next Thursday!
Share Brutally Honest by Matej Lancaric
๐ Reach out for feedback or questions or say hi!
Give me some love (or hate), & Subscribe everywhere! โฅ๏ธ
About the author call_made
A true mobile marketing enthusiast currently working as a UAย consultant.
Please login or subscribe to continue.
No account? Register | Lost password
โโ
Are you sure you want to cancel your subscription? You will lose your Premium access and stored playlists.
โ