Custom Store Listing for World Eternal Online

We did a super fun creative test with Core Loop for World Eternal Online. The goal? Come up with new art styles for the game and see how they perform compared to the original, in terms of audience appeal and campaign results.To bring it all to life, we leaned heavily on AI:🧠 ChatGPT helped us write character prompts🎨 Midjourney turned those into awesome character designs🎥 Pika, Kling and Creatify helped animate everything into ad-ready creativesBut it didn’t stop there.We used the AI art to build dedicated Custom Store Listings on Google Play, complete with unique icons and screenshots for each visual style. Then we ran a Meta campaign to send traffic to each version and measure the differences in audience behavior and conversion rates.The result? Two totally different visual vibes. Two different types of players. Tons of insights for further […]

Richard Kos March 27

Highlights

Influencer Marketing Framework

🧩 Your Influencer Marketing strategy won’t be scalable unless you follow a framework. Here’s Step 1 of the 3-step formula: The first stage is always all about gathering knowledge.- Start small, working with Nano and Micro Influencers- Identify initial content verticals based on your target demos- Test the potential of these verticals and sub-verticals- Examine data at scale to identify which verticals are worth scaling withWhen you have sufficient data to make reliable conclusions about a vertical's potential: Move on to Phase 2: Optimisation. 🧩 Profitably scaling Influencer Marketing - Optimisation. Phase 2 is where you optimise the creatives you use to actually convert the audiences in these niches.This involves iterating with- Visual elements of the integration- Talking points- CTAs- Different Live Ops and events- Initial additional incentives like gift codesOnce you've figured out the optimal setup, you can move onto […]

Marion Balinoff March 26

Highlights

Is CPI the new ROAS?

In mobile gaming user acquisition, return on ad spend (ROAS) hasn’t always been the go-to metric for success. Before ROAS took centre stage, cost per install (CPI) was the primary focus, with advertisers optimizing for the lowest CPI possible without much thought to what happened post-install.Then, as attribution improved, the industry shifted toward measuring D7 ROAS as a key performance indicator. This provided an early read on whether a cohort of installs would eventually break even. Over time, predictive lifetime value (LTV) models layered onto this, helping publishers refine their forecasts and ensure long-term profitability.Now, in a post-Zero Interest-Rate Policy (ZIRP) world, CPI is making a comeback alongside ROAS as gaming companies sharpen their focus on efficiency and profitability. Let’s explore why.The Risk of Unchecked CPIEvery mobile publisher operates under a simple equation:LTV - CPI = ProfitThe challenge? LTV isn’t […]

Paul Bowen March 26

Highlights

Game Over for Sexist Mobile Ads

Mobile gaming’s fun, until the Ads get weird. And sexist. And downright disgusting. The UK’s Advertising Standards Authority just dropped the ban hammer on eight mobile game ads that crossed a line—hard. Think: women as props, porn tropes masquerading as game previews, and disturbing depictions of coercion wrapped in cutesy animation. The ASA called it what it is: shocking and unacceptable. See: Actions being taken on Sexualised Ads 🤯 Wait, This Is Still Happening? Jup. ¯\_(ツ)_/¯ Despite progress in other media, mobile game ads are stuck in a grim loop of clickbait and sleaze. Why? Low CPI = Business as usual :)) They’re not edgy. GROSS. And yet, they WORK. That’s the problem :)) Real Cost? 🚫 Misleading gameplay = player distrust 💔 Sexist content = alienating 48% of the mobile gamer base (yep, that many are women) 📉 Fake […]

Ömer Yakabagi March 26

Journal

Why Mukbang Games are in the top charts?

Who's Hungry? Let's see why Mukbang Games are in the top charts 🍔🍜 Check out some insights into the trend and dive into the fastest-growing Mukbang Games in the world! 🚀In my opinion, these games are great for those who love food🔥

Zack Weiss March 26

Journal

10 Ways to Monetize a Game

10 Ways to Monetize a Game Here are 10 common game monetization models: 𝟭. 𝗣𝗿𝗲𝗺𝗶𝘂𝗺 – 𝗣𝗹𝗮𝘆𝗲𝗿𝘀 𝗯𝘂𝘆 𝘁𝗵𝗲 𝗴𝗮𝗺𝗲 𝘂𝗽𝗳𝗿𝗼𝗻𝘁 𝗳𝗼𝗿 𝗳𝘂𝗹𝗹 𝗮𝗰𝗰𝗲𝘀𝘀. • Instant revenue, full experience • High price can deter players 𝟮. 𝗙𝗿𝗲𝗲-𝘁𝗼-𝗣𝗹𝗮𝘆 (𝗙𝟮𝗣) – 𝗙𝗿𝗲𝗲 𝘁𝗼 𝗱𝗼𝘄𝗻𝗹𝗼𝗮𝗱, 𝗯𝘂𝘁 𝗺𝗼𝗻𝗲𝘁𝗶𝘇𝗲𝗱 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗶𝗻-𝗴𝗮𝗺𝗲 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲𝘀. • Large player base, high revenue potential • High competition, requires constant updates 𝟯. 𝗗𝗟𝗖 (𝗗𝗼𝘄𝗻𝗹𝗼𝗮𝗱𝗮𝗯𝗹𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁) – 𝗔𝗱𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗽𝗮𝗶𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗽𝗼𝘀𝘁-𝗹𝗮𝘂𝗻𝗰𝗵. • Extends game lifecycle, ongoing revenue • Requires continuous development, balancing paid vs. free content 𝟰. 𝗣𝗹𝗮𝘆-𝘁𝗼-𝗘𝗮𝗿𝗻 – 𝗣𝗹𝗮𝘆𝗲𝗿𝘀 𝗲𝗮𝗿𝗻 𝗿𝗲𝗮𝗹-𝘄𝗼𝗿𝗹𝗱 𝘃𝗮𝗹𝘂𝗲 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗶𝗻-𝗴𝗮𝗺𝗲 𝗮𝗰𝘁𝗶𝘃𝗶𝘁𝗶𝗲𝘀 (𝗰𝗿𝘆𝗽𝘁𝗼, 𝗡𝗙𝗧𝘀). • Attracts players with rewards, player-driven economy • Security risks, regulatory challenges 𝟱. 𝗥𝗲𝗮𝗹 𝗠𝗼𝗻𝗲𝘆 𝗚𝗮𝗺𝗯𝗹𝗶𝗻𝗴 – 𝗕𝗲𝘁𝘁𝗶𝗻𝗴 𝗿𝗲𝗮𝗹 𝗺𝗼𝗻𝗲𝘆 𝗼𝗻 𝗶𝗻-𝗴𝗮𝗺𝗲 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀. • High revenue, strong player engagement • Legal restrictions, ethical concerns 𝟲. 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 – 𝗥𝗲𝗰𝘂𝗿𝗿𝗶𝗻𝗴 𝗽𝗮𝘆𝗺𝗲𝗻𝘁𝘀 𝗳𝗼𝗿 𝗮𝗰𝗰𝗲𝘀𝘀 𝘁𝗼 𝗮 𝗴𝗮𝗺𝗲 […]

Anton Slashcev March 26

Highlights

The Future of UA: Creator Programs

𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗨𝗔! Creator programs. "𝗢𝗿𝗴𝗮𝗻𝗶𝗰𝘀". Roblox, Fortnite, MY.GAMES, and Supercell recruited over 𝟭𝟬𝟬𝟬 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀. Why? 👇 𝗪𝗲𝗹𝗹, 𝘁𝗵𝗲𝗿𝗲 𝗮𝗿𝗲 𝘀𝗲𝘃𝗲𝗿𝗮𝗹 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 𝘁𝗼 𝘀𝘁𝗮𝗿𝘁𝗶𝗻𝗴 𝗮 𝗰𝗿𝗲𝗮𝘁𝗼𝗿 𝗽𝗿𝗼𝗴𝗿𝗮𝗺, 𝗶𝗻𝗰𝗹𝘂𝗱𝗶𝗻𝗴:↳Retention↳Feedback loops and positive PR↳Generate user-generated content↳Distribution↳Reduce fatigue↳Reward your most loyal fans↳Drive more revenue Supercell has recruited over 1,000 creators, claiming some have even increased viewership by 600%. I mean, you can’t pay bills with viewership, but still. That was their main UA channel until Brawl Stars blast, and it still is the main UA for some games: 𝗬𝗼𝘂 𝗰𝗮𝗻 𝗰𝗹𝗮𝗶𝗺 𝗶𝘁'𝘀 𝗻𝗼𝘁 𝗽𝗮𝗶𝗱 𝗨𝗔, 𝗯𝘂𝘁 𝗶𝘁 𝗶𝘀. Creator programs. Everyone and their mom has one, including Roblox, Fortnite, Rush Royale, and Supercell…but why? What’s the ROI? Well, there are several benefits to starting one, including: Retention: keep the community engaged, return for new content, and generate buzz around updates Feedback loops and […]

Matej Lancaric March 26

Highlights

Q1 2025 Korean Mobile Game Publisher Report

1. Supercent Dominates Global Downloads As of March 24, 2025, Supercent has secured the top position among Korean publishers in global downloads, recording an impressive 130 million downloads. Supercent has solidified its position as a leading player in the casual gaming market, consistently achieving strong performance worldwide. Following behind, Mobrix ranked second with approximately 18 million downloads. While casual game giants continue to lead, emerging publishers such as KIGLE and SUD have also entered the TOP 5, drawing industry attention. KIGLE specializes in kid-friendly content, offering games accessible to all age groups. Meanwhile, SUD, a two-person indie studio, has rapidly expanded by continuously releasing its ‘Dal-in’ game series, which means ‘master’. 2. Revenue Performance in the Global Market Despite their dominance in download figures, Korean publishers struggle to generate significant revenue from individual games in global markets. Among the Top […]

Myoungwon Kim March 26

Journal

Supercell global launched Mo.co last week. And?

Supercell global launched Moco last week. Their Action RPG, that got out of its long periodic beta (since Oct. 2023). With around a week of data, there is $350K revenue and 2,5M downloads, which does not seem so super 😟. Let's look deeper into the game 🕵. This is as streamlined ARPG as it gets. You don't collect weapons from the ground and compare them in your inventory, you don't craft specific items, there are no skill trees, there are no gear sockets or enchants, there is not even the armor 🛡️ part of the inventory. You just choose 3 active and passive skills + weapon, which determines your playstyle, and that's it. Later, you get 3 more stat-based elite rings. I think this streamlining process went a little bit too far, or as a veteran ARPG player, I am […]

Jakub Remiar March 25

Highlights

Mobile Gaming Today: New Games & New Money

Hey Fam, My buddy, Andre, prepared a cool Gaming Recruitment Survey. Both for Founders & Employees. Let’s support our industry. 🤟🏻 Candidate Survey Employer Survey 👌🏻 Top Gaming Content » Engaging Mini Games & Where to Find Them! Mini games have become the secret sauce for keeping players hooked. While strong core loops get things rolling and long-term motivation keeps them around, it’s mini games that fill the gap—offering variety, quick fun, and a break from the grind. Hits like Royal Match, Toon Blast, and Monopoly GO are leading the charge, using them to boost retention and bust boredom. What once started as “fake advertising” turned into actual mini games :)) As LiveOps takes center stage, expect mini games to level up, built into calendars, tailored to genres, and optimized for engagement. What started as ad bait is now baked […]

Gamigion March 25

Journal

Targeting Older Audience Segments?

If you are targeting older audience segments (+35yo) --> This is what you are looking for 🎯 Today I am sharing a real data case with one of my clients.In this case, our core audience was men over 35. After setting up the initial campaigns in Meta, I started experimenting with the creatives as I usually do.We had all kind of angles and concepts (UGC, static banners and motion videos) within the same ad group because we had not more budget to create separate testing ad groups. However, by analyzing the engagement metrics of our videos, we identified the key elements that resonated with our core audience. I primarily rely on the following metrics to evaluate the performance of creatives::-CPA-CPI-Outbound CTR-Hook Rate-Hold Rate-Install Rate-IPM-CVR from Install to Target ActionWith these metrics, you can easily determine which creatives perform best and […]

David Vargas March 25

Journal

Rivergame’s Portfolio: $7M A Day

Rivergame's portfolio is crossing 🤑 $7 million revenue a day this month! This Chinese Mobile games company, specializing in 4X titles is killing it. Not only do they have the #1 grossing game in the genre, but also top 4, top 6, top 11 & top 12 🤯 spots. How did they do it? 2 key tactics - templatization & marketing strategy. Each of their games is using their own signature 4X template, which they are perfecting after launching Top War in 2019. Similar to Habby's (Archero) setup. Each game they create, they just reuse the work in their next game as the template grows more robust, it doesn't matter if the current game fails. Since launching Last War in 2023 they scaled 3 more games in less than 2 years 😱! As you see nearly 30% of daily revenue […]

Jakub Remiar March 24

#Marketing

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