Brutally Honest #104 by Matej Lancaric
Matej ?? Lancaric
Helping Games Grow ??10+ years of experience ??52 global launched games ?? User Acquisition ?? Marketing Strategy
Hey, FAM! What’s up?
?? Drink talk
#GDC2024 . Another year, another GDC = Gaming Dads Conference in full swing ?? this year, we got two major partners, Google & TikTok. Talking about the latest LEGO trends, UA challenges, and enjoying the sun ??
I am actually not in SF, but I am definitely with all of you in spirit. Enjoy!
??Tip of the week
Got this question in our 2.5gamers slack:
Creative testing when multiple campaigns are running for a single app on Google Ads?
For example, I have 3 creatives that I want to test for a particular game, while I have around 3 ROAS campaigns running in different tiered geos. What is the recommended method:
a. Add all videos to all 3 campaigns and apply, iterate, and test again once you have a performant one
b. Add the videos to a single campaign, and then run the successful creatives in the other campaigns one we have a winner.
IMO, In A, the creatives do not perform. They disrupt perfectly performing campaigns (100-500 /day budget).
Same problem in B, but spread out over a larger timeline but more manageable risk.
Both are completely valid points. Not sure if there is a correct answer. I would do this:
?? Dr. Doom is not amused
One of my industry friends amused me with his direct and honest TL;DRs, so we agreed to share it here, too! My friend remains anonymous as Dr.Doom!
"Finally some great moves, exactly how I would do it. You have a competitor? You buy them out, you don't have a competitor anymore, simple as that. The actual benefit of this acquisition, considering that both companies were doing pretty much the same thing with pretty much same functionality is questionable, but nobody cares about details. So enjoy more doom and consolidation, ehm layoffs, in the mobile intelligence industry ??"- Sincerely, Doom (https://www.pocketgamer.biz/news/83642/analytics-firm-sensor-tower-has-just-bought-its-closest-rival-dataai/ )
??? “Ha-ha” moment
Because life is too short to be serious.
?? two & a half gamers - 4X (R)evolution part 2
In this conversation, we discuss the gameplay and mechanics of the 4x game Last War. We explore the hidden 4X gameplay in Top Heroes and the conspiracy behind the company First Fun. We also delve into the onboarding process, the challenging boss battles, and the advanced gameplay mechanics.
Last War, a 4X game, has unique gameplay mechanics and incorporates hypercasual elements. The size of the 4X gaming market is smaller compared to other genres. Or is it?
Last War has expanded the addressable market by connecting and integrating different game mechanics. The low ad revenue in 4X games can be attributed to the focus on in-app purchases.
Building a community is crucial for the success of 4X games. Last War's success can be attributed to its improved onboarding and gameplay compared to Top Heroes and other 4X games.
Asian companies absolutely dominate the 4X genre, and Last War's marketing campaign has contributed to its success. Our conversation explores the creative trends and gameplay mechanics of popular mobile games in the 4X genre.
It highlights the heavy iteration and similarities in creatives across different companies. The integration of onboarding games into the main game is discussed as a growing trend. The conversation also teases a new game that shares mechanics with a previously discussed game!
Tune in for a comprehensive game review:
?? Watch on Youtube
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Sneak peek at what you get for your support:
Creative framework: How to win in 2024?
Let's just dive directly into the creative framework for 2024 without any fluff. This is what I am going to touch on in this article so you know why you should upgrade your subscription to paid: Creative Process Creative research How to test creatives?
AI Winning Creatives - Real data inside!
Producing a creative winner is not an easy job. There is this tactic when you create multiple different creative concepts - static images. You test them against each other. You take the winner and make a video out of that creative concept. With the rise of AI
Stay Ahead in UA for 2024: My Top 43 Tips Revealed
I’ve decided to share all the top learnings from 2023. All those made the most impact on my UA ops! It’s quite a lot of learnings so buckle up & enjoy"! How to do a proper UA & Creatives review? Channel performance Campaign structure/campaign type (AAA vs regular)
?? Diary of a Dancing Unicorn
Today was a good day.
Can you share with me the method to push the puzzle game line to the top?
I'm not sure what the question is about.
I am a fresher UA marketing, can you help me . Thank you
Sure thing, but first, you need to tell me what you need :)
How run scale up to 20k$/day campaign with game puzzle, CPI is high. I can not scale up
Sure thing! Here is the fee I use for those types of services
I do not money, thank you
Today was a good day.
?? Quote of the week
“I am just afraid to appear in your newsletter if I fuck up things,” Michael, UA weekly call
The new 4X beast is here!
?? Level up yourself
I launched a YouTube Channel . I'm putting a ton of energy into creating valuable content that I think you'll like. Check out the latest stuff , and give me a like and subscribe.
??? Gaming blast from the past
Do you remember this game? What did you play when you were young?
?? Before you go
Ask Matej AI a question. It’s actually quite good!
?? Fun starts here
We are opening up a Slack channel for everybody. It is the most inclusive slack for all of the gaming industry. Female, male, non-binary, juniors, mid-level, seniors, vendors, developers = EVERYBODY! We are waiting for you ??
Feel free to join here !
??Thanks for reading this week’s newsletter!
Please do me a favor and share this with someone in your network who you think would benefit from the insights and brutal honesty. It would mean a lot to me!
Take care, everyone! See you next Thursday!
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