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Creative Trend: Near-Death Snake Experience

🐍 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗧𝗿𝗲𝗻𝗱: 𝗧𝗵𝗲 𝗘𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗼𝗳 𝘁𝗵𝗲 𝗡𝗲𝗮𝗿-𝗗𝗲𝗮𝘁𝗵 𝗦𝗻𝗮𝗸𝗲 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 in Gaming Ads 👇 When you hear "snake" in gaming, it immediately calls to mind ads from Royal Match, Kingdom Guard, Rush Royale, or even Royal Kingdom. But where did this trend really start? Let’s dive into the snake pit of creative evolution in gaming UA.𝗧𝗵𝗲 𝗢𝗿𝗶𝗴𝗶𝗻𝘀: 𝗥𝗼𝘆𝗮𝗹 𝗠𝗮𝘁𝗰𝗵 𝗕𝗿𝗲𝗮𝗸𝘀 𝗚𝗿𝗼𝘂𝗻𝗱 (𝗗𝗲𝗰 𝟮𝟬𝟮𝟮)Royal Match was the first to introduce the snake concept in its UA mix back in December 2022. While the snake creative wasn’t the focus then (we were too busy saving the King from fire, drowning, or freezing), it quietly entered the mix. At this point, Royal Match (Dream Games) experimented with many "near-death" scenarios, laying the groundwork for what would come later.𝗥𝘂𝘀𝗵 𝗥𝗼𝘆𝗮𝗹𝗲 𝗥𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝗶𝘇𝗲𝘀 (𝗙𝗲𝗯 𝟮𝟬𝟮𝟯)Rush Royale (MY.GAMES) took the concept to the next level in February […]

Matej Lancaric December 16

Journal

VC Jargon?

When I was a first-time founder, here's the VC jargon I kept hearing but didn't understand: - "We have X hundred million under management" - This means how much money their fund has to invest and has invested. Sometimes it was a billion dollars.- "We want you to find a lead" - Translation: they won't invest first, they want another VC to set the terms.- "We want founders to vest their shares." - Means you earn your ownership over time to ensure you stick around.- "What's your burn rate?" - They're asking how much cash you spend monthly.- "We need to see more traction" - Usually means "your progress or metrics aren't good enough."- "Let's keep in touch" - The polite way of saying no.- "What's your cap table look like?" - Who owns what percentage of your company.- "Give […]

Joakim Achren December 16

Journal

Why Royal Kingdom isn’t paying off

Why Royal Kingdom (RK) isn't paying off (yet): 1. The primary differentiator (combat levels) don't resonate strongly w mass-market, as evidenced by mode's omission in top ad creatives.2. Lacks economy differentiators that meaningfully lift spend depth or efficiency.3. While core M3 gameplay is 𝘧𝘢𝘯𝘵𝘢𝘴𝘵𝘪𝘤 (love the column obstacle), retention performance very likely lags Royal Match.4. Unless CPI for RK (despite similar creatives) is somehow >= ~25+% better than RM, ROAS for incremental UA spend should still side with RM.5. Re: cross promotion from RM -> RK, it's not clear whether this increases (vs. decreases) player LTV in the ecosystem.Yes, Gardenscapes and Homescapes coexisted for a long time. But, we lack the counterfactual case where all resources were instead poured into one game. Would that have been better?At the end of the day, • Increasing surface area / market share is a […]

Matthew Emery December 16

Journal

UGC Trends: Organic Trends for Paid Campaigns

⏰ Monday UGC Trend Alert: Organic Trends for Paid Campaigns Ready to amplify your UGC strategy? Check out these fresh trends spanning editing finesse, versatile hooks, and niche-specific content that can elevate your ads and captivate your audience.1️⃣ Polished Editing Techniques High-quality editing is key to stopping the scroll and ensuring your message lands. • Instagram Reel (https://lnkd.in/gPNj4CqR)2️⃣ Quick-Hitting Hooks Short, impactful hooks get viewers invested fast. Perfect for grabbing attention in the first few seconds. • Example 1: TikTok (https://lnkd.in/gYbibQ4t) • Example 2: TikTok (https://lnkd.in/g_P_7nk5) • Example 3: TikTok (https://lnkd.in/gk_sD4D7) • Example 4: TikTok (https://lnkd.in/g5X7JRQF) • Example 5: Instagram (https://lnkd.in/gPWJ4uju) • Example 6: Instagram (https://lnkd.in/gN-Xjgn8)3️⃣ Adaptable Content for Multiple NichesThis versatile content type can be fine-tuned to resonate with various audiences, whether you’re marketing dating apps, tech products, or global services like eSIM. • Instagram Reel (https://lnkd.in/gcS-YRbm)4️⃣ Health-Focused Sketches […]

Andrew Shemet December 16

Journal

Predictions for Mobile Ad Tech 2025

As user behaviors shift and technology evolves, 2025 is a make-or-break year for advertisers navigating this dynamic landscape. 2025 isn’t just a year of change—it’s a year to redefine the rules of mobile advertising. From the dominance of AppLovin to the rise of alternative app stores, the landscape is evolving rapidly. This article explores the key trends shaping the future of mobile advertising, highlighting opportunities and challenges for advertisers, developers, and brands. 1. How AppLovin’s diversification is shaping the Ad landscape AppLovin’s position as a leader in the mobile advertising space has never been stronger. Known for its advanced AI-driven ad optimisation and massive inventory, the network has been the backbone for many gaming companies for years. However, 2025 brings a notable shift as e-commerce brands enter the auctions, driving up competition. E-commerce advertisers, traditionally focused on Google and Meta, […]

Julie Tonna December 16

Journal

Why is Mobile Gaming so hard right for startups?

Why is mobile gaming so hard right for startups?- Incumbents have massive network effects and consumer data to acquire and retain users- Incumbents can afford 500 people working on a game- Incumbents can take their time (5+ years) to make the new game So where are the opportunities?- Avoid categories where incumbents dominate (puzzle, midcore, social casino)- Build for a niche and then expand (think about all the Habby games)- Innovate on distribution, try to get off the ground without paid UA

Joakim Achren December 16

Highlights

AONIC AB Receives €152M Investment

The Games Group includes nDreams, TutoToons, Red Games, Exmox, Gravite, and more. Swedish gaming group AONIC has secured €152 million in funding to drive mergers and acquisitions and to bolster ongoing projects across its studios. European investment firm Metric Capital Partners contributed €100 Million to the funding round, while AONIC's majority shareholder, Active Ownership, added €52 Million by converting an existing shareholder loan into equity. Advisory support for the transaction was provided by UBS and DLA Piper for AONIC and Active Ownership, while Metric was advised by Dechert, 8Advisory, and Grant Thornton. Expanding games portfolio Since its establishment in 2021, AONIC has acquired a range of companies involved in development, publishing, and gaming services. Its portfolio includes VR developer nDreams, user acquisition platform Exmox, ad monetization tools provider Gravite, and mobile gaming studios Red Games Co and TutoToons. Other notable […]

Ömer Yakabagi December 16

Journal

Game Development looks simple on the surface.

Game development looks simple on the surface. But this is an "Iceberg" hiding many underwater obstacles. Above the water: • Come up with a good idea • Choose a game engine • Create a prototype • Cool logo and title • Post a launch tweet • Click ‘export game’Sounds straightforward, right?But the real work happens below the surface:• Gather a strong team • Fun gameplay • Balance progression and difficulty • Optimization and bug fixes • Retain players long-term • Build a community • Effective monetization strategy • Get funding • Run a successful marketing campaign • Meet deadlines • Bring the game to release • Keep the passion for gaming alive • Achieve profitabilityEach layer gets harder.Each challenge is critical.Game development isn’t just about creativity.It’s about perseverance, problem-solving, and commitment.Because what seems like "just a game"is really years of […]

Anton Slashcev December 16

Journal

6 Major Game Studio Differences

Understanding these 6 major studio size differencesin game development, helps making better games. Indie vs AA vs AAAAll have their ownAdvantages, andDisadvantages.Key is to usethem wisely.Fun* = Fun has many meanings for many different players.

Gökhan Üzmez December 16

Highlights

Jobs in Mobile Gaming: 23

🎨 1053 Jobs in Mobile Gaming » 7-13 December 📆 👉🏻 Data from Gamigion.com/jobs 🕺🏻 Dev 💻 Art 🎨 Product 📱 Marketing 🎯 Business 💰 Data 📈 QA ⚒️ 💻 Dev Head of Publisher Operations, External Development Scopely 🇺🇸 Technical Director Unannounced Title Scopely 🇪🇸 Platform Accounts Engineer Scopely 🇪🇸 Senior Analytics Engineer Scopely 🇲🇽 🇪🇸 Senior Software Engineer Scopely 🇪🇸 Staff Engineer - Monopoly GO! Scopely 🇪🇸 Senior Manager, Engineering Zynga 🇮🇳 Senior Software Engineer 1 Zynga 🇮🇳 Software Developer in Test - Gram Games Zynga 🇬🇧 Software Engineer (Live-ops) - Gram Games Zynga 🇬🇧 Full Stack Engineer Zynga 🇮🇱 Mobile Game Engineer Zynga 🇹🇷 Principal Software Engineer Zynga 🇨🇦 Principal Software Engineer 1 - Game of Thrones: Legends Zynga 🇨🇦 🇺🇸 Lead Technical Product Manager Zynga 🇨🇦 Principal Software Engineer 2 - Game Services, ZMGT Zynga 🇨🇦 🇺🇸 […]

Gamigion December 14

Journal

Sonic Rumble is dropping globally on February 28th!

Sonic Rumble is dropping globally on February 28th! ➜ SEGA is entering the multiplayer mobile space➜ Sonic the Hedgehog 3 movie is out soon (transmedia strategy!)➜ The IP is now part of the Angryverse from Rovio Entertainment➜ The lore is bigger than everHaving worked on many collaborations before, here’s how I’d launch it on Apple Search Ads (ASA):1️⃣ Leverage the AngryverseA Sonic x Angry Birds collab is the perfect way to drive installs. Promote exclusive skins, themed events, and cross-promos with tailored Custom Product Pages (CPPs).2️⃣ Dominate searchesRun campaigns on high-intent keywords like [sonic], [party game], and [multiplayer] to capture fans and prevent competitors from hijacking the IP.3️⃣ Start early, go bigKick off ASA campaigns a few days before launch to build momentum and capitalise on the hype.4️⃣ Strategic placementsUse Today Tab and Search Tab ads to maximise awareness.

Julie Tonna December 13

Journal

Core vs. Meta in Mobile Games

Core vs. Meta in Mobile Games Based on the Playliner research here’s a breakdown of time distribution in different games:1. Candy Crush Saga • Core - 88.9%• Meta - 11.1%2. Zynga Poker • Core - 88.0%• Meta - 12.0%3. WSOP • Core - 86.0%• Meta - 14.0%4. Best Fiends • Core - 85.1%• Meta - 14.9%5. Bingo Blitz • Core - 83.9%• Meta - 16.1%6. Texas Poker: Pokerist • Core - 82.5%• Meta - 17.5%7. Toon Blast • Core - 81.9%• Meta - 18.1%8. Fishdom Solitaire • Core - 81.5%• Meta - 18.5%9. DoubleDown • Core - 79.5%• Meta - 20.5%10. June's Journey • Core - 78.1%• Meta - 21.9%11. House of Fun • Core - 77.6%• Meta - 22.4%12. Caesars Casino • Core - 74.7%• Meta - 25.3%13. Royal Match • Core - 74.1%• Meta - 25.9%14. Slotomania • […]

Anton Slashcev December 13

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