Brutally Honest: UA Rocks

Hey, FAM! What’s up?

🦩Tip of the week

This hierarchy highlights platform-specific creatives for user acquisition (UA) campaigns.

Key Breakdown:

• Facebook: Prioritizes vertical formats for Reels/Stories with flexible video lengths.
• Google: Favors longer videos (30+ seconds) in both orientations.
• TikTok: Short, hook-driven TTCC videos for quick engagement.
• Moloco: Mix of static and mid-length videos.
• Applovin: Combines videos with interactive playables.
• Mintegral: Short videos paired with playables.

🐊 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:

𝗛𝗲𝗿𝗼 𝗪𝗮𝗿𝘀 𝗺𝗮𝗸𝗶𝗻𝗴 $𝟲𝟬𝟬𝗸/𝗱𝗮𝘆 𝗮𝗴𝗮𝗶𝗻 𝗮𝗻𝗱 𝘀𝗰𝗮𝗹𝗶𝗻𝗴. 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 $8 million. Why is that? Well, also, the monthly downloads went from a peak of 𝟯.𝟱 𝗺𝗶𝗹𝗹𝗶𝗼𝗻 𝗶𝗻 𝗝𝗮𝗻𝘂𝗮𝗿𝘆 𝟮𝟬𝟮𝟰 𝘁𝗼 𝗮 𝗹𝗼𝘄 𝗼𝗳 𝟭.𝟯 𝗺𝗶𝗹𝗹𝗶𝗼𝗻 𝗶𝗻 𝗝𝗮𝗻𝘂𝗮𝗿𝘆 𝟮𝟬𝟮𝟱. That is a huuuuuuge dip. I am pretty sure you have seen their ads in the last year very often. High frequency, higher CPIs, lower downloads, lower revenue. Have you seen any new creative concepts for Hero Wars in 2024? I haven’t! But that has changed in the last few weeks. I am seeing their ads everywhere. But not their classic UA videos. 𝗜 𝘀𝗲𝗲 𝗮𝗹𝗹 𝘁𝗵𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗰𝗼𝗻𝗰𝗲𝗽𝘁𝘀 𝗶𝗻 𝘁𝗵𝗲 𝘄𝗼𝗿𝗹𝗱. Which games could you identify in the recent concepts? Let me know in the comments! 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝘃𝗼𝗹𝘂𝗺𝗲 𝗶𝘀 𝘁𝗵𝗲 𝘄𝗮𝘆 𝘁𝗼 𝗴𝗼 𝗶𝗻 𝟮𝟬𝟮𝟱! Nexters ($GDEV) 𝗴𝗼𝘁 𝘁𝗵𝗲 𝗺𝗲𝗺𝗼. 𝗬𝗼𝘂 𝘀𝗵𝗼𝘂𝗹𝗱 𝘁𝗼𝗼!

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!

“Ahh, the sweet taste of someone else’s misfortune😁or 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 🤣” Sincerely, Doom (https://www.forbes.com.au/news/billionaires/elon-musk-is-122-billion-poorer-than-his-peak/)

🎉  “Ha-ha” moment

Because life is too short to be serious.

🎮 two & a half gamers – Tripledot is killing it!

Tripledot Studios 𝗺𝗮𝗸𝗶𝗻𝗴 𝟭.𝟯 𝗺𝗶𝗹𝗹𝗶𝗼𝗻 𝗨𝗦𝗗 𝗽𝗲𝗿 𝗱𝗮𝘆. 𝗬𝗲𝘀, 𝟭.𝟯 𝗺𝗶𝗹! Won the fastest-growing company in the UK in 2022. Scaling multiple games. 𝗜𝘀 𝘁𝗵𝗶𝘀 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 (𝗨𝗔) 𝘁𝗲𝗮𝗺? They were one of the first to figure out a 𝘄𝗼𝗿𝗸𝗮𝗿𝗼𝘂𝗻𝗱 𝗼𝗻 𝗙𝗕 𝗳𝗼𝗿 𝗔𝗱𝗥𝗢𝗔𝗦 (sending ad revenue in purchase events so they can run 𝗩𝗮𝗹𝘂𝗲 𝗼𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀) 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. 𝗜𝗠𝗛𝗢, 𝘁𝗵𝗶𝘀 𝗶𝘀 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝘁𝗲𝗮𝗺 𝗰𝗼𝗺𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝗜’𝘃𝗲 𝗲𝘃𝗲𝗿 𝘀𝗲𝗲𝗻. I can’t wait to see what this group of amazing people will do with the AppLovin gaming portfolio. My bet is: 𝘀𝗰𝗮𝗹𝗲 𝗹𝗶𝗸𝗲 𝘁𝗵𝗲𝗿𝗲 𝗶𝘀 𝗻𝗼 𝘁𝗼𝗺𝗼𝗿𝗿𝗼𝘄! Can’t wait.

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🦄 Diary of a Dancing Unicorn

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 its’s gonna be done early next week. Not 2 days, but 4.

Okay, no problem. It’s 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.

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…

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2 weeks.. no reply

Hey, what’s happening?

…

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Please share your company details for invoicing purposes.

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oh ffs.

Today was a good day.

🤺 Quote of the week

“I can’t believe I wasn’t raised in the Church of Matej. What were my parents thinking!” – Nicholas, Linkedin comment

Tripledot review

🧞 The Song of the Week

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 (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!

🍿 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!

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Take care, everyone! See you next Thursday!

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