Brutally Honest #143

Hey, FAM! What’s up? 🥃 Drink talk Back home in Slovakia. So many new ideas. Looking forward to start executing. Stay tuned. The new AI section is here! Check it out at the end of the newsletter! 🦩Tip of the week How do you evaluate creatives before spending a dime testing them? Ever had that gut feeling—"this will flop" or "this will crush it"? We’ve all been there. I used to be the “no feelings, only data” person, but as I started producing more creatives myself, I developed a solid framework to pre-evaluate ideas. Here’s how: The Boring Test When you watch the creative, ask yourself: Where do you lose interest? Is it the 1st second? The 3rd? Are you watching until the end? Try this with your team. Watch together and ask for a show of hands—“Who got bored, […]

Matej Lancaric December 20

Journal

New AdROAS in Meta: Start Testing This ASAP

Last post of the year!🎄✨ Today I am bringing a real-data case about the 𝐧𝐞𝐰 𝐚𝐝𝐑𝐎𝐀𝐒 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐭𝐡𝐚𝐭 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐥𝐚𝐮𝐧𝐜𝐡 𝐢𝐧 𝐌𝐞𝐭𝐚 for all those games that primarily monetize through ads!The case is quite straightforward:I unlocked this new optimization goal one week ago and here’s what I’ve observed so far:👉LTV D1 is 378% higher in adROAS campaign👉Retention D1 is 15% higher in adROAS campaign👉Retention D3 is 12.8% higher in adROAS campaign👉ROAS predictions over one year are positive in a shorter period and at higher percentages.So the conclusion is clear: START TESTING THIS ASAP! 🚀How to enable this optimization goal:1️⃣Connect your AdRev partner with Adjust to start receiving AdImpression Revenue data in Adjust.2️⃣Enable AdImpression Mapping in Adjust under Meta’s Data Sharing options. (Note: This feature is only available if you have the Adjust Growth Solution.)3️⃣Ensure you’ve sent at least 15 […]

David Vargas December 20

Journal

2025 App Marketing Predictions

As we approach 2025, the mobile app marketing landscape continues to evolve at breakneck speed. Marketers must adapt to ever-changing user behaviors, technological advancements, and competitive dynamics. Here are the key predictions for app marketing in 2025 across major areas like brand advertising, gaming, non-gaming apps, user acquisition, and more. 1. Brand Advertising Takes Center Stage With rising acquisition costs and privacy-first policies, brand advertising is set to become a cornerstone of app marketing strategies in 2025. Apps will shift focus from direct-response campaigns to building long-term brand equity. Key trends include: OTT and CTV Growth: More brands will explore connected TV (CTV) and over-the-top (OTT) platforms for engaging storytelling and cross-device targeting. AI-Powered Personalization: Advanced AI tools will enable hyper-personalized campaigns that resonate deeply with target audiences. Sustainability Messaging: As consumers increasingly prioritize sustainability, app brands will integrate eco-conscious themes into their […]

Doruk Kasoglu December 20

Journal

History of Match 3

The combined lifetime revenue of the big Match 3 games is $24 Bil. 🤑 and 5 Bil. downloads 🤯 on mobile. We covered the 13 years long evolution in our most longest and comprehensive episode yet 😎 looking at the top grossing games in the current charts. The overall trend of the market suggest it is an elite club as during the last 3 years there are no new games with critical scale as Laura pointed out. Space Ape Games's Chrome Valley Customs, released in 2023, being the most successful one with $40 Mil. lifetime revenue. To get a comparison, Dream Games's Royal Match was doing $20. Mil. a month 1 year after release, currently $120 Mil. per month 😅 and even King's Candy Crush is still making $80 Mil. a month, being a 13 years old game 👵. Having […]

Jakub Remiar December 19

Journal

Mobile Gaming in South East Asia

South East Asia is a region with strong potential for growth in the coming years, particularly within the mobile sector. This includes mobile gaming, non-gaming apps, and the overall mobile industry. I got a lot of questions about data for this region. For that reason I created that report covering mobile topics (with strong focus on mobile gaming and mobile apps) in South East Asia (especially: Vietnam, Thailand, Cambodia, Indonesia, Singapore, Philippines, Malaysia). - general data about internet and mobile in South East Asia - detailed data about mobile gaming in South East Asia - detailed information about mobile apps in South East Asia

Mariusz Gąsiewski December 19

Journal

Is your game fun?

🚀 Ultimate guide to understand if your game is fun 🔑 11 key items on measuring Fun𝟭. 𝗣𝗹𝗮𝘆𝗲𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗥𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻• Return Rates: Measures how often players come back.• Churn Analysis: Helps identify why players stop playing.• Time Spent Playing: Indicates how captivating the game is.𝟮. 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 𝗮𝗻𝗱 𝗙𝗹𝗼𝘄• Progression Curves: Smooth difficulty increases keep players motivated.• Balance Between Challenge and Skill: Ensures the game is neither easy nor hard.𝟯. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗜𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆• Multiplayer Features: Enhances fun through cooperation or competition.• Community Engagement: Active forums and events foster a sense of belonging.𝟰. 𝗡𝗮𝗿𝗿𝗮𝘁𝗶𝘃𝗲 𝗮𝗻𝗱 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴• Player Choices Impacting Story: Increases investment through agency.• Engaging Plot and Characters: Deep stories and relatable characters draw players in.𝟱. 𝗨𝘀𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝗖𝗼𝗻𝘁𝗿𝗼𝗹𝘀• Intuitive Interface: Easy navigation keeps focus on gameplay.• Responsive Controls: Smooth mechanics enhance player satisfaction.• Accessibility Options: Makes the game enjoyable […]

M. Ali Saatchi December 19

Journal

‘Pick Me Up’ By SuperSonic

HYBRIDCASUAL STUDIES“PICK ME UP” BY SUPERSONIC & HIBOX Hello, Mobile Gaming Fanatics! 🤪Last month, I posted about Supersonic from Unity's competition for new Hybridcasual titles (link in the comments). 💪Among the sub-genres being focused on in the competition is Idle Resource Management (IRM).To support your search for a new IRM 🤩, I bring you a study of the new game that is starting to be successful, “Pick Me Up”.Developed by Hibox and published by Supersonic, “Pick Me Up” is an excellent case of how to build an IRM game from an everyday theme.The theme of “Pick Me Up” is the car-sharing business (a.k.a. Uber). 🚗📲Hibox's version is detailed and fine-tuned, giving the player the feeling of opening a new ride-sharing startup! 👏👇 Swipe through the slides below and see similarities between the game and the Uber app. 👇The game has […]

Carlos Pereira December 19

Journal

Match Factory’s Success and Gameplay Mechanics

Match Factory, a standout in the Match-3D genre from Peak Games, has quickly captured players’ attention, generating an impressive $350K in Daily Revenue. But what’s driving this success? By dissecting its gameplay mechanics, difficulty curve, monetization strategy, and player engagement features, we can better understand how Match Factory blends the best practices from its predecessors while putting its own spin on the genre. Revenue Graph Game Design & Core Gameplay At its heart, Match Factory is a match-3D puzzle game with a classic yet refined twist. Players tap on items on the grid to create matches of three or more identical items. When successful, the items disappear, and new items fall to fill the gaps, making for a fast-paced, satisfying gameplay loop. But beyond these basic mechanics, Match Factory layers in complexity, keeping players hooked level after level. The core objectives revolve around matching and clearing items, […]

Aylin YAZICI December 18

Journal

Apple: Most-downloaded Games of 2024

As 2024 ends, Apple has revealed the most downloaded games and apps in the U.S. You can find the year-end charts on the App Store’s Today tab for iPhone and iPad. These charts highlight the top Apple Arcade games and the most popular free and paid apps and games. This list follows the 2024 App Store Awards announced last week. It’s interesting to see a mix of new games and long-time favorites, like Monopoly Go, Roblox, Minecraft, Royal Match, Subway Surfers, Stardew Valley, and Among Us. Top Apple Arcade Games NBA 2K24 Arcade EditionSnake.io+Hello Kitty Island AdventureSneaky SasquatchBloons TD 6+Sonic Dream TeamNFL Retro Bowl ’25Disney Dreamlight ValleyCooking Mama: Cuisine!Solitaire by MobilityWare+ Top Free iPhone Games Block Blast！Monopoly Go!RobloxCall of Duty: Warzone MobileTownshipLast War:SurvivalRoyal MatchBrawl StarsSubway SurfersMy Perfect Hotel Top Paid iPhone Games Minecraft: Play with FriendsHeads Up!Geometry DashPapa’s Freezeria To […]

Ömer Yakabagi December 18

Journal

Experts’ Favorite Games of 2024

What is your favorite game to play in 2024?I asked 5 Game Industry Experts, here they are: Matej , UA and Marketing Consultant,Capybara Go!You know him from two & a half gamers,His pick is an absolute revenue making machine,Scaling big time in mobile platform, Eric, Principal at Gossamer ConsultingWorld of Warcraft: The War Within.‘’Even after 20 years, WoW remains the gold standard for the MMO genre.’’And he is absolutely right.This particular expansion features‘’ ↳ a compelling storyline ↳ innovative additions like scalable Delves, ↳ the Hero Talents system, ↳ and Warbands for shared character progression’’ Renata, Head of PR at UGC NinjaRoyal Match by Dream GamesShe is particularly interested in Level and progress system, and as she isAround lvl 777, it’s safe to say she is addicted.Sergei, LiveOps Director Wargaming,Astro Bot and also mentioned Helldivers 2.We know he like spending […]

Gökhan Üzmez December 18

Journal

Smart Signal Integration: UA Boost by 50%

In the competitive world of app growth and user acquisition (UA), the quality and quantity of signals sent to your UA channels can make or break your campaigns. Whether it’s SDK integrations, Conversion API (CAPI) data, or Mobile Measurement Partner (MMP) events, the richness of these signals defines your ability to optimize and scale effectively. Let’s explore why signal growth is vital and how standard and custom events play a pivotal role. What Are Signals in UA? Signals are the data points shared with advertising platforms, providing insights into user behavior, campaign performance, and downstream events. These signals enable platforms like Meta, Google, TikTok, and Applovin to optimize ad delivery, targeting, and bidding in real-time. The three main sources of UA signals are: SDK Events: Embedded in your app, SDKs send key events directly to UA platforms or MMPs. CAPI […]

Doruk Kasoglu December 18

Journal

Mobile MMOs: Innovation Opportunities in 2025

Mobile MMOs: Innovation Opportunities in 2025 🎮🌍 The mobile #MMO genre remains an interesting frontier, offering opportunities for creative disruption. While high barriers to entry deter newcomers, the potential for innovation—and rewards—makes it a ripe area for exploration. Trends to Look in Mobile MMOs:1. Lapsed and Underserved Audiences 👨‍🔧🗡️Western gamers who grew up on #MMOs like #WorldofWarcraft now face 'constraints' by life. #MobileMMOs designed for short, flexible play could attract these players, offering them nostalgic experiences in an accessible format. E.g., creating systems where players feel empowered without excessive grinding, such as streamlined progression mechanics inspired by lighter ARPGs, would be worth to be studied. Additioanlly, MMOs can be mixed with open and non-open design, making them light while retaining key elements.2. Eastern Market vs. Western Market 📉📈MMOs flourish in Asian markets, where habits are around long sessions and intricate […]

Antti Kananen December 18

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