Brutally Honest #135
Hey, FAM! What’s up?
🥃 Drink talk
See you all in California this week! Already in LA and moving Santa Barbara tomorrow..
🦩Tip of the week
UA is all about getting enough unique daily events on a campaign level to get thebest out of each UA channel (someone said UA diversification?)
2024 UA Playbook: Diversifying beyond Traditional Channels
Each channel has a different number of events to hit to exit the learning phase or for algo to work perfectly. Let’s remind ourselves of some basics:
- Facebook: 50 events in 7 days (recently decreased to 10 events in 7 days) to exit the learning phase
- Google: 10-15 events per day for algo to work properly
- Applovin: 10 unique events per day for Algo to work properly
- TikTok: 50 events in 7 days to exit the learning phase
What about the other channels?
Anyway, where am I going with this? When you don’t send the right/correct events, you are going to get shitty users. That’s why you need to be 300% sure everything works correctly and you feed the algo with enough and right events. I mostly talk about purchases.
If you remember, I was talking a few times about a workaround on Facebook (you are sending ad revenue in Purchase event, so you can use it in VO campaigns and “simulate” the VO for both ads and IAP)
If you are doing this, stop. Stop right away. You are sending wrong signals to FB and getting shitty traffic because FB is optimizing for all these small amounts of $$$ instead of the real IAP value because you are getting thousands of “purchases” with 1 cent of revenue.
Get rid of it and wait for FB to implement AdROAS. It shouldn’t take too long anymore.
🐊 Cornelius: The Suspicious Investi-gator
Why does this creative work?
Provocative Headline (“BECOME DESIRABLE AS F*CK”)
↳ The headline uses bold, unapologetic language, immediately drawing attention through its directness and the inclusion of a censored swear word. This approach creates curiosity and a sense of urgency, compelling users to find out how they can “become desirable.” Urgency is the key here!
Familiar and Relatable Figure (Pedro Pascal Lookalike)
↳ The image features a lookalike of a well-known actor, Pedro Pascal, who is highly recognizable and popular. Using a familiar face can help attract users/players because people often respond to celebrities or their lookalikes. His serious expression adds an emotional appeal and intensity to the messaging.
Clear Value Proposition (“Read or listen to bestseller insights in 15 minutes”)
↳ The image offers a clear benefit: quick, bite-sized, yet valuable content. In today’s fast-paced world, people appreciate the promise of gaining useful knowledge without a large time commitment. This makes the offer appealing and easy to digest.
Content You Can Expect
↳ A list of appealing topics like “Relationship Goals,” “She Comes First,” and “Real Self-Care” taps into the users’s desire for self-improvement, particularly in areas that resonate emotionally (love, confidence, and relationships). The specific content promises practicality and relevance. Romance is trendy!
Time Investment
↳ By clearly stating how long each topic takes to consume (15 to 26 minutes), the image reassures the user that their time investment is minimal yet impactful. This transparency helps reduce the friction of making a decision to engage.
Minimalistic and Focused Design
↳ The design is clean and not overly complicated. The text is laid out in a way that is easy to skim, with clear, concise points.
Emotional and Aspirational Appeal
↳ The overall tone of the image plays on the users’s desire to improve their personal lives. By positioning the content as a pathway to becoming “desirable,” it taps into deep emotional needs for connection, approval, and self-worth. Together, these elements make the image attention-grabbing and effective in motivating people to explore the content it promotes.
💀 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!
“The biggest Ponzi scheme of them all, long before the days of Web 3, continues to plow through. The original Kickstarter for Star Citizen ran in 2012, duh! Now, its single-player component Squadron 42, which is feature complete and entered the “polish phase” in October 2023, aims for a 2026 release. So, three years for “polish” of single-player only and no release date for the main multiplayer game since 2012, right… Strap in, folks; this will probably outlive many of us 😅.” Sincerely, Doom (https://www.pcgamer.com/games/action/squadron-42-which-was-feature-complete-and-just-needed-polish-in-2023-is-now-targeting-a-2026-launch/)
🎉 “Ha-ha” moment
Because life is too short to be serious.
🎮 two & a half gamers – Soft launch sonar!
Is Capybara GO the next big hit forHabby? Soft launch sonar uncovered it a while ago & its launching today! What else do we have on the menu? Check it out!
📺 Watch on Youtube
🎧 Listen on Spotify
🤑 Paid subs only
Sneak peek at what you get for your support:
Creative trends in Mobile Games – September 2024
As the UA landscape evolves, so do the creative trends that shape how games communicate with their audiences.
The Future of UA: 5 of the Best Creator Programs & UA lessons we can learn from them
Creator programs. Everyone and their mom has one, including Roblox, Fortnite, Rush Royale, and Supercell…but why? What’s the ROI?
How to conquer farming games market? Minigames FTW! Implement or die!
The farming games market presents both significant opportunities and formidable challenges. With a steadily growing audience over the past decade, this genre continues to captivate millions of players worldwide.
💡 The latest UA & marketing jobs for you prepared by Gamigion:
UA Marketing ProducerPlayrix
Lead User Acquisition ManagerPlayrix
Senior User Acquisition ManagerPlayrix
Associate User Acquisition ManagerZynga
Senior Performance Marketing ManagerZynga
App Store Optimizations (ASO) ManagerZynga
Senior Performance Marketing ManagerRovio
Team Lead UA – Fully RemoteSOFTGAMES
Director of GrowthPLAYSTUDIOS
Growth ManagerVoodoo
UA Manager – GamingVoodoo
Analytics Manager – GrowthVoodoo
Growth Strategy & OperationsVoodoo
User Acquisition Manager – AppsVoodoo
Lead Marketing Data AnalystGameloft
Live Ops Specialist (Associate)Gameloft
Product Marketing ManagerGameloft
UA SpecialistGameloft
Head of Ad MonetizationHoma
Marketing Data AnalystMetacore
Marketing SpecialistPeak
Marketing SpecialistFugo Games
Growth ManagerGood Job Games
Senior Marketing AnalystAppQuantum
Marketing Creatives ProducerBurny Games
Director of Product MarketingSensor Tower
Senior User Acquisition ManagerGamelight
Monetization Manager (Remote)TyrAds
Product Marketing ManagerVerve
Regional Marketing Director APAC Monopoly GOScopely
Regional Director Marketing EMEA Monopoly GoScopely
Senior Performance Product Manager (Growth)Scopely
Brand Marketing Manager, Brawl StarsSupercell
Marketing Intelligence and Insights PartnerSupercell
Senior Marketing Researcher, Live GamesSupercell
Live Ops Manager, Live and New GamesSupercell
Marketing Lead, Clash RoyaleSupercell
Regional Marketing, KoreaSupercell
