Afleveringen
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We tackle the legacy and latest iteration of Puzzle & Dragons, the game that defined Japanese mobile gaming and reached a mind-blowing five billion dollars in lifetime revenue. From wild metagame depth and monster collection to why Western players just never clicked with the formula, the crew unpacks the hits, misses, and museum-piece vibes of a true industry legend.
What’s inside:
No Gacha in the Gacha Game?
Cultural Roots Run Deep
Museum Piece, Not Modern Hit
Game Design DNA
Ads, UA, and Profit
Key Takeaway:
Sometimes, the most influential games are the least exportable. Puzzle & Dragons is a legend in Japan, a footnote in the West, and a masterclass in knowing and owning your audience.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/nPidjalbujg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Puzzle and Dragons
02:53 The Evolution of Mobile Gaming
05:53 Gameplay Mechanics and Features
08:48 Cultural Differences in Gaming
11:41 Monetization Strategies and Ads
14:42 Comparative Analysis with Other Games
19:21 The State of Gaming in Japan
22:46 Cultural Differences in Gaming Preferences
25:35 Revenue Insights and Market Dynamics
28:00 User Acquisition Challenges
31:05 Reflections on Mobile Gaming History
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
In this brutally honest episode, Matej interviews Zino Rost Van Tonningen, CEO of Tyr Ads, live from MAU (with zero construction noise this time). The focus is on running rewarded UA without getting burned by fraud, bad partners, or weak setups. Zino shares knowledge from his journey through agency work, the wild world of offer walls, and leading Tyr Ads from rewards app to global SDK powerhouse.
What’s inside:
The Fraud Playbook: How faked events, cheat engines, and emulator hackers can drain $20,000 from your budget in minutes if your setup is not rock solid.
How to Bulletproof Your Attribution: Why server-to-server (S2S) events, signature V5 for Adjust, and secure MMP integrations are non-negotiable. If you are not set up right, your numbers are toast.
Reward Structures 101: Single reward, multi-reward, playtime offers, and daily re-engagement, the real impact on UA and long-term player progression.
Choosing the Right Platform: How to interrogate your reward partner, avoid lazy multi-reward copycats, and demand daily re-engagement, data-driven nudges, and flexible KPIs.
Scaling and Surviving: Why will most offerwall partners disappear in the next year unless they build better engagement and retention features? If your partner cannot adapt, you are the next victim.
iOS is Heating Up: Why Apple’s rules are loosening, the offerwall boom is just starting, and iOS users behave differently from Android.
Key Takeaway:
Rewarded UA is at a turning point: trust your numbers, interrogate your partners, demand retention and scale, or get left behind in the coming wave of consolidation.
Get our MERCH NOW: 25gamers.com/shop
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric
Special guest: Zino Rost Van Tonningen
https://www.linkedin.com/in/rovato/
https://tyrads.com/
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
Zijn er afleveringen die ontbreken?
-
We break down BitLife, a simulation game that proves you do not need flashy graphics or complex meta to print money. With an aggressive monetization model, evergreen retention, and a loyal fanbase, BitLife has been going strong for over seven years, now pulling in more than $110,000 a day, with ad revenue making up half of its total income.
What’s inside:
Ad Monetization on Steroids: Interstitial ads hit you right from the tutorial, with a cooldown of 70 seconds, banners refresh every five seconds, and rewarded ads are expertly placed on emotional player moments.
BitLife monetizes player choices through a web of IAPs, subscriptions, and one-time offers.
Smart UA and Creative Strategy: Originally fueled by organics, Stillfront’s acquisition kicked off heavy user acquisition with strong creative hooks, unique AI and UGC blends, and consistent iteration across every channel.
Key Takeaway:
You do not need the best graphics to win in mobile. If your product is unique, your ad monetization is ruthless, and your UA is dialed in, you can scale forever.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/--JFbHlo3E8
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Bit Life and Hosts
04:27 The Growth and Acquisition of Bit Life
07:36 Gameplay Mechanics and Life Choices
10:18 Monetization Strategies and Ad Integration
13:22 Life Events and Their Impact on Gameplay
16:26 The Role of Ads in Player Experience
19:27 Conclusion and Final Thoughts on Bit Life
23:09 Game Mechanics and Monetization Strategies
26:24 Ad Revenue Insights and User Engagement
31:26 User Acquisition and Marketing Strategies
38:18 Game Performance and Future Growth
44:21 Final Thoughts and Ratings
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
-
We just dropped our latest episode, and it is a must-watch for anyone building or buying mobile game ads. We break down the biggest trends ripping through the creative market:
AI hooks and seamless transitions: five art styles in five minutes, and the line between real and fake is now a blur.
Celebrities everywhere: Monica, Phoebe, LeBron, Christina Aguilera, even C-tier cameos nobody asked for
Satisfying gold bars, drowning waifus, and cruelty hooks: Virality still rules the creative graveyard.
Copy-paste chaos: King Shot mechanics, snakes, resource overload, and every trend recycled at warp speed
IP infringement? Nobody cares. Elsa and Moana show up in more ads than their own movies.
Here is the brutal truth: The mobile creative game is faster, weirder, and less original than ever. AI is now your intern, celebrity ads are squeezing out innovation, and anyone who is not remixing, testing, and scaling daily is already behind.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/xbOwszmQ6tg
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Event Highlights
02:58 Creative Trends Overview
05:50 Golden Goblin Creatives
08:42 Celebrity Influences in Gaming Ads
11:44 Contractual Dynamics in Celebrity Endorsements
14:42 Trends in Game Creatives
17:37 AI and Animation in Game Marketing
20:04 Exploring Game Mechanics and Design Flaws
22:42 The Evolution of Game Concepts and AI Integration
25:41 Analyzing Coin Master’s Consistent Revenue Stream
28:43 The Impact of AI on Game Development
31:43 Trends in Mobile Gaming Revenue and Performance
37:10 Introduction to SuperScent and Game Comparisons
37:47 Exploring Game Mechanics and Creative Concepts
39:27 Discussion on Whiteout Survival and Game Trends
40:29 Advertising Strategies for CTV Campaigns
41:36 Analyzing Pokemon Go's New Developments
44:18 AI in Game Creatives and Advertising
48:42 Trends in AI-Generated Content and IP Infringement
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
-
Legend alert. In this episode, we sit down with Jane Whittaker, a developer, executive, and innovator whose career spans from coding 8-bit chart toppers and Atari’s biggest hits to shaping the DNA of open-world, survival, and RPGs.
Jane shares candid stories from the 1980s video game crash, building Alien vs. Predator with just two programmers, working with Sid Meier and Mike Singleton, and steering giants like EA and MGM.
What’s inside:
Real Video Game History
Indie Roots and All-In Dev: From writing sound drivers without knowing music to doing design, code, and art in a single project, Jane did it all before “indie” was a thing.
Survival Games Before They Were Cool
Open World Royalty: From Mike Singleton’s Midwinter to World of Warcraft landscape architecture and Microsoft Flight Simulator expansions, Jane’s fingerprints are all over gaming’s biggest virtual worlds.
Modding and Crafting Philosophy
No AI Shortcuts, Pure Craft
Why Fun Beats Tech
Key Takeaway:
Game design that stands the test of time is about creative risk, pure craft, and relentless focus on fun, not just graphics or tech. Jane’s story is a masterclass for anyone building or dreaming of building games.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Matej Lancaric
Youtube: https://youtu.be/RyDJ88zRVwo
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to a Gaming Legend
02:42 The Evolution of Gaming: A Personal Journey
05:45 The Impact of the 1983 Video Game Crash
08:32 The Making of Alien vs. Predator
11:12 Transitioning to MGM and GoldenEye
14:22 The Legacy of Survival Games
17:24 Behind the Scenes of Dungeon Keeper and Marvel Games
20:00 Contributions to World of Warcraft
22:10 Crafting Immersive Game Worlds
25:50 Innovations in Game Mechanics
29:10 Creating Tension and Fear in Gameplay
32:55 The Role of AI in Game Development
38:12 Crafting Immersive Game Worlds
41:13 The Importance of Effort in Game Development
43:53 Balancing Budget and Creativity
46:02 The Role of Modding in Gaming
50:13 Lessons from Past Projects
54:35 Building a Passionate Gaming Community
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
-
Today, we sit down with Supersonic’s Samantha Benjamin and Guy Agiv to discuss the hit game Screw Master 3D. From adapting trends out of China to hybrid monetization tricks and creative secrets, this episode is packed with actionable insights for anyone in mobile gaming.
What you’ll learn:
How Screwmaster 3D’s physics-puzzle and meta layers drive insane engagement
The models and tactics behind maximizing eCPMs and LTV in ad-heavy games
The secret to rapid adaptation, culturalization, and scaling trends globally
A-B testing, skip-its, and boosters—hybrid casual best practices for monetization without killing UX
Creative production at Supersonic: data-driven, AI-boosted, always iterating
The new era of hybrid casual is ruthless: if you want to compete, you need to move fast, master ad monetization, and out-iterate everyone on creative and product. Screwmaster 3D is proof that the real money is in the details.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/OmGzUDUiPsQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Screw Master 3D
02:37 Game Mechanics and Design Insights
05:39 Adapting for Global Markets
08:38 User Engagement and Retention Strategies
11:50 Monetization Strategies and Challenges
14:33 Future Developments and Game Evolution
26:56 Balancing Game Difficulty and User Engagement
27:50 Analyzing User Metrics and Revenue Streams
29:09 Retention Rates and User Engagement Strategies
31:09 Ad Monetization Strategies and User Experience
35:34 Optimizing Ad Experience and User Segmentation
40:14 ECPM Management and Ad Impression Strategies
45:26 Implementing Skip It Feature in Game Design
49:19 User Acquisition Strategies and Channel Mix
52:44 Channel Mix and Budget Allocation
55:43 The Power of Playable Ads
01:00:21 Creative Testing and Iteration Strategies
01:01:53 Balancing Playable Lengths for User Engagement
01:05:00 Testing New Channels and Creative Strategies
01:12:19 Exploring New Channels for Growth
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
-
We just dropped a new Review Radar episode in which we examined every major mobile game from the last three months. Some are breaking the ‘podcast curse’ and scaling up, others are stuck in stable dinosaur mode, and a few are just… lost.
Highlights:
Triple Match City and Color Block Jam are stacking revenue with surprising ARPU and ad mixes
Royal Kingdom and Pokémon Sleep show that audience and IP still trump any new feature
Cloning is the new normal, but most ‘copy-paste’ games never hit the KPIs of their genre leaders
Monetization is where dreams die, great engines, weak revenue
UA and creative discipline are still the biggest differentiators
Our verdict? Build fast, adapt faster, and don’t be afraid to kill what isn’t scaling. In mobile gaming, the only thing worse than a failed experiment is a boring one.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/vaa1d1Evif0
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Review Radar
04:39 Game Performance Insights: Triple Match City
07:16 Core Survival and Its Revenue Growth
10:32 Acero 2: Launch and Revenue Analysis
13:37 Top Girl: User Engagement and Revenue Trends
16:37 Royal Kingdom: Celebrity Campaign Impact
19:36 Path of Exile 2: Community Reactions and Revenue
22:40 Dark and Darker: Soft Launch Insights
25:34 Magic Sword: Future Potential and Market Position
27:06 Revenue Insights: Comparing Game Performance
28:48 Block Blast: The Unexpected Contender
29:42 Project Rise: Anticipation and Delays
33:27 ColorBlockJam: A Rising Star in Mobile Gaming
36:35 Hi-Sees Hero: Challenges in Game Development
39:48 Candy Crush Solitaire: Stagnation in a Competitive Market
41:50 Goods Puzzle: A New Player in the Market
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
-
In this special episode recorded LIVE at MAU, Matej Lančarič sits down with Noa Gutterman (VP UA, Misplay) and Brett (Senior Manager, UA, Misplay) for a no-BS deep dive into the business and creative secrets powering Misplay’s explosive growth, and their high-stakes launch on iOS.
Brutally honest breakdown:
How Misplay overcame App Store hurdles to launch on iOS
Incrementality testing, the “always-on” strategy that’s blowing up the myth of last-touch attribution
Building a predictive PLTV signal stack for maximum partner value
Why culturalization, not just localization, is driving insane ROI in APAC markets
Creative strategies that actually convert: negative hooks, modular iteration, and next-gen UGC
Real talk on AI in UA, where it works, where it fails, and what’s next
Misplay’s playbook is a wake-up call for UA and product teams: “Question every channel. Obsess over incrementality. Creative is king, but speed and structure are the emperor. And don’t just localize, culturalize, or leave millions on the table.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/xUCAnvTHcYQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Misplay and the Team
03:24 Challenges and Opportunities in iOS Gaming
06:51 User Acquisition Strategies for iOS
09:31 Incrementality Testing in User Acquisition
12:38 Measurement and Data Strategies
15:40 Signals and Optimization in Campaigns
18:48 User Segmentation and Geo Strategies
23:31 Culturalized Marketing Strategies in Korea
25:43 Creative Strategies and User-Generated Content
29:47 Innovative Brainstorming and Team Collaboration
32:43 Creative Testing and Iteration
36:38 The Role of AI in Creative Development
42:19 Future Directions for Misplay
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
-
In this brutally honest episode, the 2.5 Gamers crew and puzzle expert Laura Taranto dive into Century Games’ match-3 ambitions, dissecting new titles like Family Farm Match, Party Match, and Truckstar. Once a 4X and farming powerhouse, Century is now flooding the puzzle genre with games and wild creative tests, but is there any real strategy?We break down:The copy-paste engine and meta behind Party Match and Family Farm MatchTruckstar’s unique angle and why it’s struggling to scaleUA and creative strategy: random, borrowed, or just desperate?Why failing to use rewarded ads and proper player segmentation is costing millionsPolished engines but way-too-easy level design, can this team ever push players to pay?What’s next? Will slow and safe ever beat bold and brilliant in match-3?Key TakeawayCentury Games has the tech, the team, and the budget, but without a killer UA and creative strategy and the guts to actually experiment, segment, and scale, they’ll keep missing out on match-3’s billion-dollar club. “Spray and pray” isn’t a strategy!Get our MERCH NOW: 25gamers.com/shop--------------------------------------PVX Partners offers non-dilutive funding for game developers.Go to: https://pvxpartners.com/They can help you access the most effective form of growth capital once you have the metrics to back it.- Scale fast- Keep your shares- Drawdown only as needed- Have PvX take downside risk alongside you+ Work with a team entirely made up of ex-gaming operators and investors---------------------------------------Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.https://www.vibe.co/---------------------------------------For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.Our sponsor FastSpring:Has delivered D2C at scale for over 20 yearsThey power top mobile publishers around the worldLaunch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.---------------------------------------This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial Guest: Laura TarantoYoutube: https://youtu.be/LV1FK7kqLJcJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters
00:00 Epic intro
03:07 Exploring Century Games' Portfolio and Revenue Streams
08:54 Casual Gaming Strategy and Market Positioning
11:55 Discussion on Match-Three Games and Their Performance
18:47 Evolution of Match Games
20:28 Engaging Male Audiences in Gaming
22:24 Revenue Strategies and User Acquisition
29:39 Core Mechanics and Level Balancing
35:29 Challenges in Game Differentiation
45:23 Analyzing User Acquisition Tactics
49:34 Understanding Creative Strategies in Marketing
51:45 Evaluating Game Engine Performance
56:57 Final Thoughts on Game Strategy and Development---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - [email protected]
-
Running UA on AppLovin in 2025? Don’t waste another dollar until you hear this.
In this episode, we sit down with Alexis Lejeune (ex-AppLovin, now UA advisor) to dive deep into how AppLovin’s UA stack really works — including how to scale, when to use D28 ROAS, how to test creatives, and how Axon 2 finds your payers before you do.
What we cover:
Axon 2: How AppLovin’s black box blends mediation + advertiser data
D0 vs. D7 vs. D28: Which ROAS model works best and when
Why $500 budgets won’t calibrate for IAP games
Campaign caps, crashes, and recovery strategies
Why campaign goals should be set per geo & not touched every 2 days
Why playables matter more than ever and how they qualify users
How to refresh creatives based on spend volume (5–10/week at $10K/day)
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guest: Alexis Lejeune
https://www.linkedin.com/in/alexis-lejeune/
Youtube: https://youtu.be/V3TJwkPBXOM
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Guest Introduction
05:03 Alexis Lejeune's Journey in Gaming
07:45 Understanding Applovin and Its Reputation
11:28 Exploring Axon 2 and Its Functionality
14:17 Campaign Strategies: D0, D7, and D28 Models
22:43 Common Mistakes in User Acquisition
27:22 Optimizing Campaigns on Applovin
32:40 Data-Driven Campaign Strategies
34:50 The Importance of Playable Ads
38:09 Creative Optimization and User Engagement
39:51 Creative Refresh Strategies
44:45 Aplovin and TikTok: A Strategic Merge
47:12 Facebook's Advertising Ambitions
48:03 Maximizing ECPMs for Publishers
54:51 Ad Formats: Length and User Experience
56:34 Banner Refresh Rates and Optimization
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
-
In this live-recorded episode from MAU Vegas, Matej sits down with Damon Marshall and Berkley Egenes of Xsolla's mobile leadership team to discuss how the April 30 court ruling opened the floodgates for direct-to-consumer monetization.
We unpack:
How mobile devs can now promote web shops directly inside iOS apps
Why this moment is the “William Wallace freedom moment” for game publishers
How Xsolla is helping everyone from indie devs to AAA publishers go direct
Key monetization tactics: segmented whale offers, welcome packs, Discord-driven promos, and loyalty systems
Why capture rates are already rising from 10% to 30–50%
What the future of Apple, attribution, and platform power looks like from here
This is not theoretical. It’s already happening. And it could mean 50% higher margins for mobile devs who act now.
Get our MERCH NOW: 25gamers.com/shop
---------------------------------------
Xsolla Web Shop #gamedev #mobilegames #XsollaWebshopMaximize your game's revenue with Xsolla Web Shop. Sell in-game goods directly to players, reduce platform fees, and unlock 1,000+ global payment options.:rocket: Learn how to set up your Web Shop: https://xsolla.com/mobile-web-shop?utm_source=content-syndication&utm_medium=infuencer&utm_campaign=webshop2025&utm_content=25gamers
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Host: Matej Lancaric
Youtube: https://youtu.be/aTuKkrKfvfU
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to MAU and Xsolla
02:07 Roles and Responsibilities at Xsolla
04:11 Impact of Recent Rulings on Mobile Gaming
09:59 Direct-to-Consumer Strategies for Developers
12:54 Leveraging Web Shops Post-Ruling
17:18 Best Practices for Web Shop Implementation
20:47 Innovations in Web Shop Features
24:06 Revenue Growth and Market Trends
27:13 Future of Mobile Gaming and Xsolla's Role
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
Today, we take on Lands of Jail, a Chinese-built 4X survival-sim mashup that combines Frozen City onboarding, Whiteout Survival progression, and King Shot-style map layering, all dressed in prison jumpsuits, toy factories, and riot suppression mechanics.
Lands of Jail is one of the weirdest, deepest, and most well-executed SLG hybrids we’ve seen in 2025. Built by Chinese studio eWorld, it mixes:
Frozen City-style idle onboarding
Hardcore 4X warfare
Saga events, riots, gacha, and Discord-forced alliance spam
A prison toy factory (yes, really)
And some of the most absurd AI-generated creatives on mobile
In this episode of 2.5 Gamers, we go deep on:
What’s working in monetization, pacing, and theme alignment
Why King Shot might be its closest cousin
Where the game borrows from Whiteout Survival, and where it improves
How creative strategy blends GTA, toilet humor, AI anime, and frozen family fails
Why this might be the next 4X template other Chinese devs will clone
🎯 If you care about hybrid casual, 4X, or survival sims — this is a masterclass.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/k-r2MT16zlc
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Podcast and Game Overview
04:07 Exploring the Game Mechanics and Cinematics
07:02 Prison Management and Gameplay Dynamics
10:00 Game Progression and Player Interaction
13:14 Company Background and Game Development Insights
16:11 Market Analysis and Game Strategy
19:05 Final Thoughts and Comparisons to Other Games
22:15 Game Monetization Strategies
24:06 Gacha Mechanics and User Engagement
25:26 Trends in Game Genres
26:12 Creative Marketing Approaches
28:47 Scaling and User Acquisition
31:37 AI in Game Development
33:22 Creative Concepts in Game Ads
35:50 Final Thoughts on Game Trends
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
We go “Full Steam Ahead” with a special guest, Adam Telfer, unpacking how Steam hits influence mobile game development in 2025: from Dreamdale-ified Palworld clones to digging simulators, idle RPG mashups, and more.
The crew explores:
Why some Steam-inspired mobile games (like Repo Online) hit 10M+ downloads and $1.3M in ads
Why others (like Lilith's Palworld clone) flop despite a powerful IP remix
Which genres (like Plinko roguelites and digging sims) are best suited for mobile
The risks of literal copy-paste ports — and what actually works instead
The role of TikTok trends, Steam reviews, and organic play patterns in predicting success
Why execution, not inspiration, is the differentiator
If you're scouting Steam hits for mobile adaptation, this episode is your blueprint for what works and what crashes.
🚂 What happens when mobile devs copy Steam hits too literally?
And why do some weird first-person digging games make $1M, while others crash after launch?
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special Guest: Adam Telfer
Youtube: https://youtu.be/wrbKxB97lJE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Guest Introduction
04:01 Steam Games and Mobile Adaptations
08:46 Case Study: Power World and Dreamdale
11:45 Exploring Game Mechanics and User Experience
14:40 Potential Mobile Game Adaptations
17:40 Trends in Mobile Gaming and Copycat Games
20:57 Navigating Game Development Challenges
24:15 Analyzing Successful Game Mechanics
27:07 Exploring Innovative Game Concepts
30:20 Adapting Games for Mobile Platforms
33:49 Evaluating Game Trends and Market Dynamics
37:21 Understanding User Engagement and Monetization Strategies
43:13 Exploring Complex Gameplay Mechanics
44:58 The Future of Life Simulation Games
46:29 Innovations in Game Design and AI Integration
47:53 Speed and Physics in Gaming
49:09 The Evolution of Idle Games
55:32 The Rise of Unique Game Concepts
57:03 Advice for Aspiring Game Developers
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
-
In this solo 2.5 Gamers Monologue, Felix walks you through a full setup and strategy guide for AppLovin MAX mediation, from the basics to advanced performance optimization.
Whether you're new to MAX or want to stop leaving revenue on the table, this video covers:
How to set up ad units correctly
Which networks to start with in 2025
How to manage fill rates, waterfall placements, and API syncing
What to monitor daily (like ad ARPDAU, viewer rates, and impressions per DAU)
Real-world benchmarks for rewarded, interstitial, and banner formats
What advanced reporting still matters now that placements are being deprecated
This is your complete starter guide to Applovin MAX.
Using AppLovin MAX for ad monetization?
This video is your complete, updated walkthrough — from setup to optimization — based on years of real-world experience.
Felix breaks down:
✅ How to set up ad units without overcomplicating things
✅ Which networks to prioritize for rewarded, interstitial, and banner
✅ How to connect APIs for accurate reporting (and avoid surprise payout gaps)
✅ What to track daily: ad ARPDAU, viewer rates, and revenue trends
✅ How to run clean A/B tests on bidders and placement floors
✅ What to look for in advanced reports before placements go away
If you're building any ad-monetized game or app, this is the baseline you need.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/LtEJuyad7dY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Max Mediation
02:05 Understanding Max Mediation's Market Position
05:37 Getting Started with Max Mediation
09:24 Setting Up Ad Units and Networks
12:46 Analyzing Performance Data
18:16 A/B Testing Strategies
20:36 Advanced Reporting Techniques
24:14 Conclusion and Next Steps
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
How do you build a mobile game that does $168K/day in ad revenue… with no fail states, no IAP pressure, and a monetization wall that doesn’t even kick in until level 24?
You study Word Search Explorer, the latest word game from the Lands of Jail studio (PlaySimple/MTG), and a masterclass in calm, deliberate ad monetization.
In this episode, we break down the ad placement strategy, retention metrics, and soft pacing systems that power one of the most deceptively profitable games on the App Store in 2025.
🧠 What if you could make $56M/year with a game that doesn’t push a single IAP until after level 24?
Word Search Explorer is doing just that — blending ultra-calm crossword mechanics with a surgical ad monetization strategy that’s pure efficiency.
How this game delays monetization but still retains like a champion
Why rewarded ads on store exit might be the best placement we’ve seen
The power of fake difficulty and soft urgency pacing
Why sessions are long, sticky, and filled with natural ad gaps
How PlaySimple (owned by MTG) has perfected the casual word game formula
The value of no fail states, no IAP hard stops, and deep passive flow
What other casual games can learn from this patient, profitable model
📈 This is the quiet money machine no one is talking about.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/_PmjvYai0XY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Word Games
04:02 The Popularity of Word Games
07:02 Market Dynamics and Revenue Models
10:03 Game Mechanics and User Engagement
13:03 Monetization Strategies in Word Games
16:00 Future Trends and Innovations in Word Games
20:25 Monetization Strategies in Word Games
23:23 Ad Revenue Insights and Game Performance
27:52 Retention vs. Monetization: A Balancing Act
31:16 Creative Strategies and User Engagement
40:32 Final Thoughts and Ratings
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
-
🎙️ This might be the most dangerous podcast episode we’ve ever released.
An anonymous insider, voice-modulated for protection, joins us to expose the truth about mobile UA, ad network manipulation, and how millions are spent with zero payback logic. With voice modulation in place, our guest “Dr. Doom” reveals what happens behind the dashboards, network sales decks, and investor slides.
You’ll hear :
Dream Games' $50M brand campaign: brilliant market takeover or the dumbest ROI play of 2025?
Why are most UA managers glorified spreadsheet jockeys, and why can’t founders tell the difference?
The smoke-and-mirrors of cohort data, fake growth stories, and shady LTV curve manipulation.
Chinese game studios' 300-person creative teams, outworking and outspending the West with terrifying efficiency.
Rewarded traffic, fake installs, App Store gaming, everything still happens. We pretend it doesn’t.
Ad network manipulation — how early numbers are fluffed, forecasts are gamed, and management eats it up.
This episode is a gloves-off, bullshit-free reality check. No brand-safe talking points. Just raw, uncomfortable truth from someone who’s spent millions and seen the industry from every dirty angle.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric, Joseph Kim
Special guest: Dr. Doom (anonymous gaming industry legend)
Youtube: https://youtu.be/1Rb3L6gBK9E
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Podcast and Guest
04:57 The Overrated Studios in Mobile Gaming
06:40 Analyzing Dream Games' Strategy
12:39 Understanding User Acquisition Challenges
18:44 The Role of UA Managers and Internal Metrics
25:46 Understanding User Acquisition Campaigns
28:16 The Evolution of User Acquisition Strategies
30:15 The Importance of Community in User Acquisition
31:56 Creative Teams and Competitive Advantage
33:09 The Role of Chinese Studios in the Market
37:57 Challenges for Western Developers in Forex Games
42:00 The Impact of AI on Creative Processes
45:22 The Viability of Bot Downloads Today
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
-
Want real ROAS benchmarks from 300+ games and $200 M+ in spend?
This episode of 2.5 Gamers goes deep with ZJ from PVX Partners, who brings an insane dataset from UA financing across puzzle, casual, strategy, and 4X games.
We cover what’s really happening in 2025:
📉 Payback windows stretching to 12–24 months
📈 Ad revenue up 15%, but not fast enough to catch CAC inflation
🧠 M1 ROAS is the best early predictor of long-term success
🔥 Payer retention is dropping, and revenue is clustering around whales
🧠 What You’ll Learn:
What’s a good M1 ROAS? (40% = 6-month payback, less than 25% = 12+ months)
Why puzzle games are surprisingly strong in M2/M6 payer retention
How hybrid monetization is now the norm, even in 4X and RPGs
Real ROAS curves by genre, by cohort, and by channel
Channel dominance: AppLovin still leads spend, but Google/Unity outperform in ROAS (really?)
Why most UA teams underestimate revenue concentration risks
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Felix Braberg, Matej Lancaric
Special guest: Zhen Jie (ZJ) Sim
https://www.linkedin.com/in/zhenjiesim/
Youtube: https://youtu.be/Kh8JkeXCH54
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to PVX Partners and the Gaming Industry
03:19 Analyzing ROAS Benchmarks and Trends
06:31 User Acquisition Costs and Market Dynamics
12:10 Monetization Strategies and Trends
13:44 Payback Periods and Profitability Insights
17:38 Retention Metrics and Revenue Concentration Risks
22:30 Predictive Analysis and Future Trends
24:46 Introduction to Lambda and ROAS Projections
27:00 Funding Eligibility and Cohort Scoring
28:25 Spending Trends in Casual Gaming Channels
30:44 Attribution Challenges in Marketing
34:30 Benchmarking Performance Across Channels
36:51 Insights on Casual Puzzle Games Performance
40:37 Future of Game Marketing and Community Support
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
#ROAS #MobileGames #UserAcquisition #GameMonetization #PuzzleGames #PVXPartners #PaybackPeriod #HybridMonetization #2.5Gamers #GameBenchmarks #MobileMarketing #AdSpend #GameGrowth #RevenueRetention
-
We talk with the Drama Pops team from Codeway — one of Turkey’s top mobile app publishers — about how they scaled a short drama app from scratch into one of the most promising products in the entertainment app space.
www.codeway.co
https://play.google.com/store/apps/details?id=com.deepvision.shortdrama&hl=en
🧠 What You’ll Learn:
Why they chose to avoid ad breaks during cliffhangers (and how it helps retention)
The economics of short-form drama production (yes, it's cheaper in Turkey than LA)
The role of VIP subs, daily tickets, and ad slots in monetization
How they approach hit creation, series testing, and expanding to global demographics
The challenge of staying fresh in a sea of apps chasing the same TikTok tropes
Why interactive content and AI may define the next wave of short drama apps
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guests: Sefa & Burkay
https://www.linkedin.com/in/sefakoca/
https://www.linkedin.com/in/burkay-cagilti/
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Drama Pops and Codeway
05:34 Overview of Codeway's Success and Growth
07:15 Exploring the Short Drama Market
10:25 The Journey of Creating Drama Pops
11:59 Content Strategy and Launching the App
13:23 User Experience and App Features
18:32 Monetization Strategies and Ad Integration
28:58 Content Production and Originality
30:10 Trends and Audience Engagement in Content Creation
32:39 Exploring Interactive Storytelling
36:11 Monetization Strategies in Interactive Content
37:20 The Impact of Hit Content on User Acquisition
39:51 The Short Drama Industry Landscape
42:00 User Acquisition and Content Decisions
44:22 The Role of AI in Content Creation
47:42 Playable Ads and User Engagement
49:23 Long-Form Content in User Acquisition
52:21 Expanding User Acquisition Channels
54:52 The Future of Short Dramas and Audience Engagement
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
-
In this episode, the 2.5 Gamers crew — Matej, Felix, and Jakub — dissect the top mobile ad creative trends spotted across platforms in April 2025.
From AI-generated hooks dominating 5-second ad intros, to IP-mirroring creatives, TikTok-style POV playables, and Freezing Families never going away — this is a masterclass in what’s hot (and not) in mobile game UA right now.
You’ll see:
⚙️ The rise of AI-generated 5-second hooks — and how top studios use them
👑 Royal Kingdom going full Hollywood with celebs and social-first video
🔄 Playable ad chaos: POVs, vacuuming goblins, and "Freezing Shakira" memes
📉 Games with declining revenue but surging DAU — what’s behind it?
If you work in UA, game marketing, or mobile design, this is your creative radar check.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Public Service Announcement
04:08 Exploring Creative Trends in Gaming
06:59 AI in Game Creatives
10:06 Analyzing Successful Game Strategies
13:05 The Role of Creatives in User Acquisition
16:09 Current Trends in Game Development
19:07 Deep Dive into Royal Kingdom's Success
23:10 User Acquisition and Video Content
26:09 The Role of AI in Creative Development
29:08 Game Mechanics and User Engagement
32:10 Trends in Mobile Gaming and User Acquisition
36:27 Exploring Royal Match and Game Mechanics
38:55 Analyzing User Engagement and Revenue Trends
39:30 AI in Game Development and Animation
40:55 Creative Strategies in Game Marketing
41:41 The Role of AI in Creative Processes
43:59 AI's Impact on Visual Design and Branding
45:47 The Evolution of Game Ads and User Experience
47:56 Innovative Concepts in Game Creatives
52:01 Future Trends in Game Marketing and AI Integration
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
Ever wonder why some gacha systems print money, while others crash in weeks?
In this special solo deep-dive, Jakub from 2.5 Gamers breaks down everything you need to know about gacha system design, from token economies to deck-building, duplicate handling, meta shifts, and the subtle art of collection drivers.
If you're building a game with gacha mechanics — or just want to understand why Genshin, AFK Arena, and Clash Royale all work so differently — this episode is essential viewing.
What You’ll Learn:
The 3 core gacha models: Solid Token, Shard, and Merge Gacha
Why deck size and collection drivers are make-or-break
The truth behind duplicate value, token pacing, and gacha depth
How games like Monster Strike, Puzzle & Dragons, and Survivor.io manage their meta and scale content
The trade-offs between luck, grind, and progression friction
Why Asia and the West design gacha systems so differently
This is a GDC-level masterclass packed into one podcast.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Gacha Systems
02:21 Understanding Gacha and Loot Boxes
04:10 Core Components of Gacha Systems
15:17 Exploring Solid Token Gacha
27:39 Understanding Shard Token Gacha
40:53 Exploring Merge Token Gacha
48:21 Future of Gacha Systems
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
- Laat meer zien
