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Importance of Mixing Creatives in Meta

First of all, Happy New Year everyone!โœจ I'm back from a much-needed vacation and Iโ€™d like to kick off the year with a very quick and easy-to-understand case study about ๐ญ๐ก๐ž ๐ข๐ฆ๐ฉ๐จ๐ซ๐ญ๐š๐ง๐œ๐ž ๐จ๐Ÿ ๐ฆ๐ข๐ฑ๐ข๐ง๐  ๐œ๐ซ๐ž๐š๐ญ๐ข๐ฏ๐ž๐ฌ ๐ข๐ง ๐Œ๐ž๐ญ๐š.One of my clients wanted to target older audiences but was using a single ad group that included both videos and static banners. When I took over the account, the first step was quite straightforward and logical:๐Ÿ‘‰Separating static banners into their own ad group was going to give us a major delivery between older segmentsAnd below, you just need to see the results:1๏ธโƒฃThe banner ad group allocated 51% of its total spend to the two oldest age ranges, compared to 30% in the video ad group.2๏ธโƒฃ The banner ad group spent 77% of its budget on Feed placements, while the video ad group only spent […]

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Mobile Gaming & Apps in India

Sharing new report about Mobile, Mobile Gaming and Mobile Apps in India!!!  ๐Ÿ‡ฎ๐Ÿ‡ณ๐Ÿ‡ฎ๐Ÿ‡ณ๐Ÿ‡ฎ๐Ÿ‡ณ (based on Sensor Tower, Statista, Emarketer, GWI, Stat Counter). The report provides a comparative analysis of major mobile gaming and non-mobile categories across 2022, 2023, and 2024, ๐ข๐ฅ๐ฅ๐ฎ๐ฆ๐ข๐ง๐š๐ญ๐ข๐ง๐  ๐ญ๐ก๐ž ๐ญ๐ซ๐š๐ฃ๐ž๐œ๐ญ๐จ๐ซ๐ฒ ๐š๐ง๐ ๐ž๐ฏ๐จ๐ฅ๐ฎ๐ญ๐ข๐จ๐ง ๐จ๐Ÿ ๐ž๐š๐œ๐ก ๐œ๐š๐ญ๐ž๐ ๐จ๐ซ๐ฒ. ๐˜•๐˜ถ๐˜ฎ๐˜ฃ๐˜ฆ๐˜ณ ๐˜ฐ๐˜ง ๐˜ฏ๐˜ฆ๐˜ธ ๐˜ฏ๐˜ฆ๐˜ต ๐˜ด๐˜ฎ๐˜ข๐˜ณ๐˜ต๐˜ฑ๐˜ฉ๐˜ฐ๐˜ฏ๐˜ฆ๐˜ด ๐˜ช๐˜ฏ ๐˜๐˜ฏ๐˜ฅ๐˜ช๐˜ข ๐˜ฃ๐˜ฆ๐˜ต๐˜ธ๐˜ฆ๐˜ฆ๐˜ฏ 2024 ๐˜ข๐˜ฏ๐˜ฅ 2029 ๐˜ช๐˜ด ๐˜ฆ๐˜น๐˜ฑ๐˜ฆ๐˜ค๐˜ต๐˜ฆ๐˜ฅ ๐˜ต๐˜ฐ ๐˜ฉ๐˜ช๐˜ต ๐˜ข๐˜ญ๐˜ฎ๐˜ฐ๐˜ด๐˜ต 300๐˜”. ๐˜”๐˜ฐ๐˜ฃ๐˜ช๐˜ญ๐˜ฆ ๐˜จ๐˜ข๐˜ฎ๐˜ช๐˜ฏ๐˜จ ๐˜ข๐˜ฏ๐˜ฅ ๐˜ฏ๐˜ฐ๐˜ฏ-๐˜จ๐˜ข๐˜ฎ๐˜ช๐˜ฏ๐˜จ ๐˜ณ๐˜ฆ๐˜ท๐˜ฆ๐˜ฏ๐˜ถ๐˜ฆ ๐˜ช๐˜ด ๐˜ฐ๐˜ง๐˜ต๐˜ฆ๐˜ฏ ๐˜ถ๐˜ฏ๐˜ฅ๐˜ฆ๐˜ณ๐˜ฆ๐˜ด๐˜ต๐˜ช๐˜ฎ๐˜ข๐˜ต๐˜ฆ๐˜ฅ ๐˜ข๐˜ด ๐˜ช๐˜ต ๐˜ข๐˜ฅ๐˜ด-๐˜ฅ๐˜ณ๐˜ช๐˜ท๐˜ฆ๐˜ฏ ๐˜ฎ๐˜ข๐˜ณ๐˜ฌ๐˜ฆ๐˜ต. There are many other such elements in that country. Since a lot of data points about mobile technology, gaming, and apps are scattered across various sources, I decided to compile them . It is version 2.0 of the report I did about India some time ago (based on latest data). - Mobile in India - in-app and subscriptions - in-app and in-game advertising […]

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Intrinsic Monetization: Alternative Path to Lasting Engagement

This article discusses Intrinsic Monetization as a framework for F2P monetization strategy.On top of that, the article offers detailed examples of how you could innovate with intrinsic directions, in unique ways, in your designs as well as what can in best way complement your systems โ€” which Iโ€™m hoping will spark some innovative ideas for everyone regarding their future game prospects.Intrinsic MonetizationAs the gaming industry evolves, intrinsic monetization is a framework everyone should know and study more โ€” for building sustainable success.Unlike extrinsic models that rely on e.g., rewards-based systems most or external pressures like time-limited offers or competitive paywalls, intrinsic monetization aligns with players' internal motivations, fostering genuine engagement and connection.What is Intrinsic Monetization?Intrinsic monetization integrates monetization into the core of the gameplay experience in ways that feel natural and fulfilling to players.The key focus of it is here: […]

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20 Lessons From Running a Game Studio

20 Lessons From Running a Game Studio Here's what Mykola and I learned after years of running game studios:1. Focus beats headcount โ†ณ A small, sharp team > a large, distracted one.2. Passion drives the business, but discipline sustains it โ†ณ Passion starts things, but discipline keeps them running.3. Something will always go wrong โ†ณ Plans fail. Adapt quickly and keep moving forward.4. Build a culture, not just games โ†ณ Strong culture fosters creativity and happier teams.5. Speed > quality > quantity โ†ณ Fast iterations are great, but never sacrifice quality.6. Players are your compass โ†ณ Listen, observe, and adapt based on their feedback.7. Build a pipeline, not a one-hit wonder โ†ณ Create systems that let you learn, improve, and reuse.8. Partnerships are a force multiplier โ†ณ Collaborate to unlock opportunities you can't do alone.9. Kill your darlings โ†ณ Let […]

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The Future of Web Games: Beyond What We Know Today

When looked critically, for the past 10โ€“20 years, web gaming has not evolved much and it's been on repeat, with little innovation beyond what we saw a decade or more ago, even itโ€™s currently growing again steadily.This article focuses on a discussion and trend and prediction setting about the future of Web Games.The Future of Web GamingThe future of web gaming doesnโ€™t just lie in improving what already exists and it isn't on instant games, current portals, etc. โ€” I believe itโ€™s in reinventing how we think about gameplay, meta game, social experiences / systems, and cross-platform potential.The next unicorn and even decacorn companies in gaming will come from those who think beyond current models and explore new territories, such as:๐Ÿ”น User Experience Innovation: Creating fluid, immersive experiences that feel fresh and intuitive. Imagine e.g., how different types of UI […]

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My honest advice for Game Producers

My honest advice for game producers: If you donโ€™t love playing games, you shouldnโ€™t be making them.Because if you make a game only to "earn a buck," then:โ€ข Your game will lack fun.โ€ข It will lack depth.โ€ข And it wonโ€™t truly engage players.... resulting in earning $0 (and probably losing much more).Only true gamers can create what players love, and this will be rewarded in the end.Passion for games is what makes great ones.Always.

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2024 Top Hypercasual Mobile Game Publishers

2024 Top Hypercasual Mobile Game Publishers charts and my analysis, is a good start for 2025. Numbers tell a story... Does Revenue per Download really matter?Looking at the charts:โ†ณ We have Rollic leading the hybrid-casual transition.Abi Game, Boombit, Lion and Voodoo following,โ†ณ Tapnation, Supersonic, Supercent and Kwalee holding on to Advertisement Revenue tight.โ†ณ While Azur dominated worldwide downloads,they are also depending on the Ad revenue as well.โ†ณ Looking at Western revenue,Azur and Say Games leading, while Rollic stillholding the revenue per download flag.โ†ณ Abi Gameโ€™s rise in the west is noticeably high,And they are generating games on every genre. โ†ณ The most crucial thing here is that whileAzur, Say Games, Rollicย and Abi Games Studiotesting new games very often, other studiosrely on their existing titles.โ†ณ When it comes to Homa, Boombit and Crazylabs,further analysis should tell more about them.All quickly made […]

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How Games Manipulate Emotions

Most Game Devs Miss This Key Element! They refine mechanics, visuals, and stories.But they ignore the core: player emotions.Why?Because emotions seem unmeasurable.But emotions are the heart of gaming.Hereโ€™s a ๐˜€๐˜๐—ฒ๐—ฝ-๐—ฏ๐˜†-๐˜€๐˜๐—ฒ๐—ฝ ๐—ณ๐—ฟ๐—ฎ๐—บ๐—ฒ๐˜„๐—ผ๐—ฟ๐—ธ:[1] Define the Desired EmotionsAsk: What do you want players to feel?Excitement? Fear? Joy? Clarity starts here.[2] Align Emotions with GenreNot every emotion fits every game.Your genre sets emotional expectations.[3] Identify Emotional TriggersPinpoint key moments to evoke emotions.Story twists? Boss fights? It all counts.[4] Map the Emotional Cycleโ€ข Stimulus (an event in the game).โ€ข Realization (seeing its value).โ€ข Reaction (a decision or action).โ€ข Expectation (hopes for outcomes).[5] Use Emotional TheoriesMaslow: Tap into player motivations.Plutchik: Mix and intensify emotions.[6] Adapt Gameplay DynamicallyChange based on real-time player input.Shift NPCs or difficulty for balance.[7] Balance Emotional LoadAvoid extremes of constant highs or lows.Neutral gameplay lets players recover.Design games that donโ€™t just entertain,โ†ณ but […]

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10 Years of Game Dev in 100 No BS Advice

10 Years of Game Development in 100 No BS Advice --- ๐ŸŽฎ GAME DESIGN ---1. Build around a mechanic that sparks curiosity.2. Make failure a chance to learn, not just a penalty.3. Polish how game actions feel until they shine.4. Let the game whisper its rules, not shout them.5. Support mastery and casual play alike.6. Tie progression to gameplay, not separate systems.7. Focus on why players return, not just monetization.8. Evolve challenges alongside player growth.9. Reward creativity, not just accuracy.10. Make each challenge tell a story without words.--- ๐Ÿ•น๏ธ USER EXPERIENCE --- 11. Make controls feel second nature, not forced. 12. Sync visual, audio, and tactile feedback. 13. Guide with light and color, not cluttered UI. 14. Keep design invisible yet essential. 15. Use consistent patterns for menus and interactions. 16. Tailor interactions to the moment of play. 17. Put […]

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User reviews = your ASA & ASO Cheat Sheet

โญ๏ธ User reviews = your ASA & ASO cheat sheet โญ๏ธ While prepping for PocketGamer.biz London, I dove into MobileAction App Intelligence insights and discovered something really interesting.I analyzed a variety of games: Exploring App Store pages, creative strategies, keywords, ratings, rankings... But one discovery really stood out while looking into Love & Pies by Trailmix Games.Out of the last 620 US reviews, a few keywords kept popping up, pointing to the 3 things players loved most about the game:- Story (59%)- Graphics (23%)- Inclusivity/characters (10%)This completely changed how I approach ASO, ASA keyword optimization, and especially Custom Product Pages (CPPs):- For returning users, spotlight updates to the story theyโ€™re already invested in.- For new users, highlight visuals and inclusivity to stand out from competitors.Reviews arenโ€™t just feedback; Use them as a goldmine for your ASO, ASA, and UA strategies.

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How to Create Playables

๐—ฃ๐—น๐—ฎ๐˜†๐—ฎ๐—ฏ๐—น๐—ฒ๐˜€ ๐—ฑ๐—ฟ๐—ถ๐˜ƒ๐—ฒ ๐Ÿฎ๐Ÿณ๐˜… ๐—ต๐—ถ๐—ด๐—ต๐—ฒ๐—ฟ ๐—ฐ๐—ผ๐—ป๐˜ƒ๐—ฒ๐—ฟ๐˜€๐—ถ๐—ผ๐—ป ๐—ฟ๐—ฎ๐˜๐—ฒ๐˜€ ๐˜๐—ต๐—ฎ๐—ป ๐˜€๐˜๐—ฎ๐˜๐—ถ๐—ฐ ๐—ถ๐—บ๐—ฎ๐—ด๐—ฒ๐˜€. ๐—œ๐—ป ๐—ฐ๐—ผ๐—บ๐—ฝ๐—ฎ๐—ฟ๐—ถ๐˜€๐—ผ๐—ป, ๐˜ƒ๐—ถ๐—ฑ๐—ฒ๐—ผ ๐—ฑ๐—ฟ๐—ถ๐˜ƒ๐—ฒ๐˜€ ๐Ÿฎ๐Ÿฏ๐˜…. Playables can add some spice to your UA & help you scale. Learn how to produce killer playables ๐Ÿ‘‡ ๐—ช๐—ต๐˜† ๐—ผ๐—ป๐—น๐˜† ๐˜€๐—ต๐—ผ๐˜„ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ด๐—ฎ๐—บ๐—ฒ ๐˜„๐—ต๐—ฒ๐—ป ๐˜†๐—ผ๐˜‚ ๐—ฐ๐—ฎ๐—ป ๐—ด๐—ฒ๐˜ ๐—ฝ๐—ฒ๐—ผ๐—ฝ๐—น๐—ฒ ๐˜๐—ผ ๐—ฝ๐—น๐—ฎ๐˜† ๐—ถ๐˜? Video ads get boring, too. Theyโ€™re cost-friendly to run. On Android and some ad networks, playables are one of the cheapest to run on ($0.60) and run at less than half the cost of native ads ($1.22), according to @Liftoff recent study. ๐—ช๐—ต๐˜† ๐˜€๐—ต๐—ผ๐˜‚๐—น๐—ฑ ๐˜†๐—ผ๐˜‚ ๐˜‚๐˜€๐—ฒ ๐˜๐—ต๐—ฒ๐—บ?Playable ads add variety to your UA campaigns. With so much access to creative tools to produce them, itโ€™s a no-brainer to add them to your creative mix for testing. Here are a few more reasons why you should play around with them:๐—ง๐—ต๐—ฒ๐˜†โ€™๐—ฟ๐—ฒ ๐˜€๐˜‚๐—ฝ๐—ฒ๐—ฟ ๐—ฒ๐—ป๐—ด๐—ฎ๐—ด๐—ถ๐—ป๐—ด, especially when compared directly […]

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Solitaire genre is getting super hot!

The Solitaire genre is gonna get super hot ๐Ÿ”ฅ this year ๐Ÿ˜. There are 4 high profile games already in the soft launch phase. Who is gonna win this race? The Solitaire category is currently completely dominated by Playtika's Solitaire Grand Harvest making $15 Mil. a month. So who are the challengers? King's Candy Crush Solitaire has been in soft launch for a long time bringing the big IP with him. Metacore is getting out of their merge comfort zone bringing their Grandma into the genre. Wooga is using their perfected metagame from June's journey, swapping the hidden object core for solitaire. And lastly SuperPlay is applying their winning metagame formula from Domino dreams, where they already conquered that genre, to solitaire with a Disney IP.What is the kicker here? The last two games studios are actually owned by Playtika […]

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