Journal

New week, new case study! 🤓 Today I’m sharing a success story with one of my oldest clients: We have been working together for 13 months and what we have achieved together is simply amazing.When I started with this game, 𝐭𝐡𝐞 𝐚𝐩𝐩 𝐰𝐚𝐬 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐧𝐠 𝐚𝐫𝐨𝐮𝐧𝐝 €𝟏𝟎𝟎𝐊 𝐌𝐑𝐑 𝐰𝐡𝐢𝐥𝐞 𝐬𝐩𝐞𝐧𝐝𝐢𝐧𝐠 €𝟑𝟓–𝟒𝟎𝐊/𝐦𝐨𝐧𝐭𝐡..The game had strong metrics and significant organic presence in one market (which was responsible of 99% of the revenue) and it was generating solid revenue. However, the campaigns (managed by a well-known agency) were an absolute mess as they were optimizing for non-valuable events.I didn’t use any magic tricks or do anything that good UA professionals wouldn’t know. I simply applied logic:📢If a game monetizes through in-app purchases, you need to "teach" the algorithms to find users who actually make those purchases. Otherwise you are wasting time, money and resources.I […]

The word "attribution" is increasingly common in discussions, and its importance will likely surge in the coming months, especially concerning the interplay between websites and apps. This is driven by several factors: ✅  Multi-device Usage: People are using more devices to access the internet, making it harder to track their journeys. ✅  Shifting Priorities: Businesses are focusing on loyalty and optimizing complex purchase channels, leading to a greater need for rich first-party data. This has increased the importance of apps in sectors like finance, travel, and retail, while improvements in web technology have boosted its relevance in areas like gaming. ✅ Complex User Journeys: As users switch between devices and platforms, their journeys become more complex, often spanning both web and app environments. We'll see a rise in web and app interactions, further complicating attribution. ✅  Privacy Changes: Privacy limitations are […]

🐍 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 […]

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 […]

⏰ 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 […]