๐๐ฎ๐ฝ๐๐ฏ๐ฎ๐ฟ๐ฎ ๐๐ข ๐ $๐ญ๐บ๐ถ๐น/๐ฑ๐ฎ๐ ๐ด๐ฎ๐บ๐ฒ & ๐ด๐ฟ๐ผ๐๐ถ๐ป๐ด, but not as expected after US global launch. ๐ฆ๐ฝ๐ผ๐ถ๐น๐ฒ๐ฟ ๐ฎ๐น๐ฒ๐ฟ๐, ๐ถ๐๐ ๐ฎ ๐ณ๐น๐ผ๐ฝ ๐๐ผ ๐ณ๐ฎ๐ฟ. ๐๐๐ ๐๐ต๐?๐ The updated global launch case study is here:๐ Case study๐บ Watch on YouTube๐ฆ Subscribe to the Brutally Honest newsletter: lancaric.substack.com
๐๐ฎ๐ฟ๐ธ ๐ช๐ฎ๐ฟ ๐ฆ๐๐ฟ๐๐ถ๐๐ฎ๐น ๐บ๐ฎ๐ธ๐ถ๐ป๐ด ๐ค $๐ฏ๐ฌ๐ฌ๐ธ/๐ฑ๐ฎ๐ with 120K downloads a day and will be attacking top ranks in 4X genre in 2025. ๐ง๐ต๐ถ๐ ๐ถ๐ ๐๐ต๐ฒ ๐ณ๐๐๐๐ฟ๐ฒ ๐ผ๐ณ ๐จ๐ & ๐ด๐ฎ๐บ๐ฒ ๐ฑ๐ฒ๐๐ฒ๐น๐ผ๐ฝ๐บ๐ฒ๐ป๐ thanks to the use of ๐๐. You won't like it๐ It was made by Rivergame, the same team that did Last War, Top War, and Top Heroes. Yes, it's not visible immediately, thanks to a different publisher name, but as you play, you get it right away. This time, the key iteration is that the Last War team took their game, added a Whiteout Survival (Century Games) onboarding funnel, and slapped a zombie/survival theme on top of it. ๐๐ฒ๐ป๐ถ๐๐!But the biggest genius move is in UA and creatives. Currently, 90% of creatives are made by AI. Think cost efficiency and speed of production (check this AI creative guide as […]
Hey, FAM! Whatโs up? ๐ฅ Drink talk Alright, the San Francisco trip is happening on December 3! One day before (December 2), Supersonic is organizing a hybrid casual competition. If you have a hybrid casual game, check this out. ๐ฆฉTip of the week Creatives should be about emotions because emotions are a powerful way to connect with an audience, inspire action, and create a lasting impact. Emotions make the videos/images more meaningful and relatable, as people often engage deeply with content that evokes strong feelings. Whether it's joy, sadness, excitement, or even anger, tapping into emotions can be a key driver of creative success. Key points about emotions in creatives: Connection with the audience: When a creative piece evokes an emotion, it creates a deeper connection with the viewer or listener, making them feel personally invested in the content. Inspiration […]
Actions speak louder than words, and doing is always better than showing. Donโt talk about buying your wife flowers; buy them. Itโs the same with playable ads. Why show your game when you can get people to play it? Video ads get boring too, and playable ads can add some spice to your UA campaigns. For the unfamiliar, playable ads are minigames that give users a brief glimpse of what your game looks like. Hereโs everything you need to know about them: Where did playable ads come from? Playable ads used to be developed by ad networks for advertisers. However, advertisers didnโt have the control to test or experiment with different creatives. Now, there are a lot of drag-and-drop tools that make it easy to develop. Alternatively, you can also easily produce them with a little bit of coding and […]
๐ง๐ต๐ฒ๐ฟ๐ฒโ๐ ๐ฎ ๐น๐ผ๐ ๐ผ๐ณ ๐ต๐๐ฝ๐ฒ ๐ฎ๐ฟ๐ผ๐๐ป๐ฑ ๐๐ฝ๐ฝ๐๐ผ๐๐ถ๐ป ๐ถ๐ป ๐ฒ๐๐ผ๐บ๐บ๐ฒ๐ฟ๐ฐ๐ฒ. If you think Applovin cracking e-commerce is the end game, you don't understand where the puck is going ๐๐ While Meta continues to dominate budgets with at least 60%+ of spend, for top-spending brands AppLovin has equaled or overtaken heavyweights like Google (~10%), Amazon Ads (~5%), and TikTok (<3%) for a spot in the marketing mix. Some brands have achieved that level of spending scale in a short 2-8 weeks from onboarding, which is impressive, especially as they are already leapfrogging channels with multibillion-dollar ad businesses like TikTok, Amazon, and even Google.E-commerce brands are allegedly achieving higher spend and higher ROAS on Applovin than Meta right now. Since AppLovinโs eCommerce ads network is still in closed beta, it will be interesting to monitor if thereโs a consistent ability to maintain this. […]
๐ฅ ๐๐ก๐ ๐๐๐ฅ๐๐๐ซ๐ข๐ญ๐ฒ ๐๐๐๐๐๐ญ ๐ญ๐ซ๐๐ง๐ ๐ข๐ง ๐๐ซ๐๐๐ญ๐ข๐ฏ๐๐ฌ. Major UA trend that shines๐ ๐ฅ Arnold Schwarzenegger in Mobile StrikeHis involvement wasnโt just about lending his faceโit tied directly into the gameโs theme of power and strategy. These were the times when Arnold was everywhere. You opened your fridge, BAM! Arnold. Toilet? Arnold. TV? Arnold. Good old MZ daysโฆ ๐ฐ Jennifer Lopez in Coin MasterCoin Master (MoonActive Ltd) brought J.Lo on board, and her star power and the gameโs mechanics created a campaign that resonated with a diverse audience. She also shared a few of these ads on her social media, getting 5+ million views. You have probably seen a Kardashian playing Coin Master. Those ads started rolling back in 2019. It was June 2020 when they introduced new celebrities into the mix. It was J.Lo that accelerated the number of downloads […]
Making a few million $$$ a month from ads revenue! ๐ค Anatolii Henis going from Social Casino to Mobile Puzzle Games. The live review of Burny Games! ๐ We discuss the transition from social casino games to ad-supported mobile games, the development and mechanics of their games PlayDoku and Colorwood Sort, and the importance of player retention and monetization strategies. The conversation also touches on their games' current performance and future plans for in-app purchases and hybridization. It delves into the mechanics and features of mobile games, focusing on user engagement, monetization strategies, and comparative analysis of different game titles. Discussing the unique mechanics of their games (and how Jakub fails), the importance of ad strategies, and insights into user acquisition and retention, providing a comprehensive overview of the current mobile gaming landscape. Felix was really excited to cover Playdoku […]
Hey, FAM! Whatโs up? ๐ฅ Drink talk Planing a day trip to San Francisco. Anyone around Nov 26 or Nov 28? ๐ฆฉTip of the week *BREAKING NEWS* AdROAS is live on Facebook. Start campaigns ASAP. It's already rolled out to 50% of advertisers, and you need to track the AdImpression event properly. No more shitty workarounds. Meta is finally getting on the AdROAS trend. It is only 2 years later than it should be, but better late than never! Jokes aside, Google, AppLovin, Unity, and Mintegral have already enabled AdROAS campaigns, but Facebook has historically lacked this functionality. ย ย For instructions on how to implement the event, see the official documentation. Adjust vs. Singular toggles: Adjust: ย Singular: ย Unfortunately, I couldnโt find any guidance for Appsflyer. After integration, follow these steps: Create an App Promotion campaign. Works with […]
๐๐จ ๐ ๐ซ๐๐๐ฅ๐ฅ๐ฒ ๐ง๐๐๐ ๐ญ๐จ ๐ฉ๐๐ฒ ๐๐ญ๐ญ๐๐ง๐ญ๐ข๐จ๐ง ๐ญ๐จ ๐๐๐? ๐ ๐๐๐ ๐ข๐ง๐ง๐๐ซ'๐ฌ ๐๐ฎ๐ข๐๐ ๐ญ๐จ ๐๐๐ ๐ Your app listing is your home base. Think of it as if you were running a restaurant. Even if you served the most f*ckin delicious kebabs on the planet, no one would want to step foot into your store if your signs are falling apart, you have terrible Google reviews, and your windows look like they havenโt been cleaned in decades.โขEvery successful app has a great app store page. No exceptions.โขIs ASO the only thing you need to pay attention to? Absolutely no.โขIs ASO going to save your game or app and help you get millions of organic installs? Most probably, no. ASO is the ongoing process of maneuvering your way to the top of the search results of different app stores. The higher you […]
Creator programs. Everyone and their mom has one, including Roblox, Fortnite, Rush Royale, and Supercellโฆbut why? Whatโs the ROI? Well, there are several benefits to starting one, including: Retention: keep the community engaged, return for new content, and generate buzz around updates Feedback loops and positive PR: get direct feedback from hardcore gamers and helps you contain negative feedback (rather than creators spreading criticism publicly) Generate user-generated content: build a constant engine of content around your game Distribution: build hype and get the news out for any new content or Reduce fatigue: keep your gameโs ecosystem fresh and alive Reward: your most loyal fans Drive more revenue: more engagement around skins, bonuses, and upgrades ultimately helps build your ecosystem. All of the above has a direct impact on your User Acquisition activities. Supercell has recruited over 1,000 creators, claiming some have even increased viewership by 600%. I […]
๐๐จ๐ค๐๐ฆ๐จ๐ง ๐๐๐ ๐๐จ๐๐ค๐๐ญ ๐ข๐ฌ ๐ฆ๐๐ค๐ข๐ง๐ ๐ $๐.๐๐๐ข๐ฅ/๐๐๐ฒ ๐ข๐ง ๐๐๐ ๐ซ๐๐ฏ๐๐ง๐ฎ๐ ๐๐ง๐ ๐ ๐ซ๐จ๐ฐ๐ข๐ง๐ ! This game is going to hit $1 Billion in revenue in less than 9 months ๐ Don't you think? Well, in this special nostalgia episode with John we explore the gameplay mechanics, the nostalgia factor of the game, and the importance of booster packs and collection systems. Jakub discussed the innovative Wonder Pick mechanic that drives player interaction and excitement. There is a content pipeline for next quarter with trading and events coming. Uff! What a pipeline. Also, check the easter egg at the very end of the show. I assume this game spends around 5-10% of its daily revenue, which is $500k/day. This is a lot as a standalone number, but this is almost nothing regarding the overall daily revenue. The UA foundation is there, but they […]
Hey, FAM! Whatโs up? ๐ฅ Drink talk My US road show is going well. I'm meeting people here in Santa Barbara / LA, to have real conversations. A recent lunch with Diana reminded me just how powerful real conversations and in-person connections are, even though sometimes I would rather stay home and not talk to anyone. Sometimes = most of the time. ๐ฆฉTip of the week What's the best benchmark KPI to test the creatives for a completely new game? Would it be CPI? Ah, the classic "What's the best KPI?" question โ it's like asking a gamer how to choose between pizza and tacos! ๐๐ฎ So, CPI (Cost Per Install) is a metric to keep your eyes on when testing creatives for a brand-new game. But donโt just stop there! To get the full picture, you should also examine […]
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