Brutally Honest #127 by Matej

Hey, FAM! What’s up?

🥃 Drink talk

There are a lot of rumors coming from Gamescom. blablablabla..

Key headline: Survive to 25!

Anyway, there has been much talk about CTV. I have been planning to try CTV for a looooooong time. Many different UA channels have this placement.

Now, even Unity has come up with something interesting!

Let’s see!

🦩Tip of the week

How long should we be in the soft launch? There is no correct answer to this. The goal of the soft launch is not to be in a “tweaking mode” forever and, step by step, improve the game. Not every time it’s possible.

How long your game can stay in the soft launch is influenced by multiple variables:

CPI vs LTV or Dx ROAS goal hit
Retention KPIs
Monetisation KPIs
Money in the bank account
Kill the game, save your company

Check the image above – 4 UA channels! Never rely on 1 UA channel in the soft launch. Always aim to have at least three channels up and running. Unity can be (and currently absolutely necessary) changed for Applovin. (Depends on your country mix)

How to soft launch a mobile game in 2024? Benchmarks & Real data inside!

How to Soft launch your game in 2024?

Did something change? Of course, YES! Although the soft launch framework, in general, has not changed much, some aspects of the process are done differently.

Why? So you can benchmark the channels against each other. Running Facebook only is a dangerous game. It starts great but fades off quickly and requires much creative work. Google has a slow start but eventually gets better than Facebook.

💀 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!

“Predictions in the Game industry are as good as toilet paper, sometimes they are useful, but most of the time they end up being full of shit. And the Internet will very gladly rub this shit in your face 😁💩” Sincerely, Doom (https://www.pcgamer.com/games/fps/after-borderlands-comes-crawling-back-to-steam-gearbox-boss-randy-pitchford-responds-to-people-mocking-his-old-predictions-about-steam-being-killed-off-by-the-epic-store-epic-is-not-pressing-their-advantage/)

🎉 “Ha-ha” moment

Because life is too short to be serious.

🎮 two & a half gamers – Lucky Defense Review!

Lucky Defense by 111% and already scaled to $300K daily from IAPs. Launched on May 25th, the game already did $20+ Mil. revenue and 3,5 Mil. downloads.

This is the same company that did Random Dice, the other very successful Tower defense game, which was later “westernized” into Rush Royale.

There is a lot to discuss on the game design side and a lot of potential in UA and Creatives!

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