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Did you know that 85-95% of mobile ads fail? This high failure rate indicates that most new ad concepts struggle to become top performers. If an ad isn't the best performer, it will stop getting impressions very quickly—in some cases, as little as a few hundred or a few thousand impressions. Yet, some ads, as if sprinkled with magic, continue to perform for weeks or months, spending a tremendous amount of money.   Source: Consumer Acquisition There is no changing the failure or success rate. The only thing you can do is come up with a mechanism for incubating new ideas. We hypothesize that AI can help you take your best-performing videos and keep them alive longer. Leveraging AI Components to Keep Winning Ads Alive UA managers are unique; they deal with minutiae all day and excel at it. By […]

Games to Avoid #2: The Collect 'Em All + Cake/Bloom Sort Trend 📉🚫 While some game mechanics can initially attract downloads 📥, we've observed several titles that have struggled to scale 📉, making them risky for studios to pursue 🚫. Here are some examples of the "Collect 'Em All by Voodoo+ Bloom Sort" by Lion Studios mechanic that have failed to gain traction due to high CPI and retention challenges:These are just two of the many titles which tried this idea merge1️⃣ Cake Master by Serenico Labs 🎂❌2️⃣ Link n Bloom by Cympl Studios 🌸🚫We've seen many studios attempt this combination and fail, despite creative efforts. It's clear that the "Collect 'Em All + Bloom Sort" trend is not the best direction for most studios at this time.If you are a new studio considering this idea, it may be wise […]

The best way to balance short- and long-term rewards as an investor is to first be a founder. For me, the craving for short-term returns was extinguished as I struggled to get my first startup off the ground. After starting in 2005, it took until 2010 for us to finally become profitable. Then, a year later, our numbers started sloping down, and we tried everything to recover, ultimately shutting down in August 2011.With my next startup, which launched in 2013, it took three years to reach profitability, which was sustainable until an exit some years later.As an investor, I only view startups through the long-term lens.

Urban Environment Design: Personal Notes Not long ago, while working with my colleague Paolo Vicenzi on finding the right art direction for a highly stylized city builder prototype, we discussed the fundamental elements that help players recognize a structure as a building and read urban environments, even when the art style is exaggerated or cartoonish.This is the original sketch I made during our conversation to illustrate this idea. (Obviously, I didn’t draw it to share publicly, but I think it still makes sense even out of context.) I recently came across it and thought it could be the start of a very interesting personal project.This post is the first in a series where I’ll be sharing sketches and tips on designing urban environments that are (1) Recognizable, (2) Easily Navigable and (3) ImmersiveStay tuned!Translation: 1. Box 2. Box with holes […]

🌟 Introducing Our New Series: Reducing CPI! 🌟 In this series, we're diving deep into strategies that can help you reduce your Cost Per Install (CPI) 🎯. We'll explore various methodologies with real-world examples, showing how simple tweaks like camera angle changes, color adjustments, or even creative hooks can significantly lower your CPI. 📉. For this post, we would like to tell you guys about playable ads and a tool that can help you make them with easeSeries Part 1: The Power of Playable Ads 🎮Playable ads are a fantastic way to boost your Click-Through Rate (CTR) and, when done right, can also help lower your CPI. By integrating a healthy mix of playable ads into your ad inventory, you can captivate your audience and drive more efficient results. 🔥I've come across an intriguing tool called Flex by Playable Factory. […]