Brutally Honest #107 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
MAU24 was seriously the best conference I attended in the last 6 months. Here is why:
Are you coming next year? You should! I am…
??Tip of the week
How many ads should be active in my campaign?
Apparently, Facebook recommends having around 20 ads per campaign, not accounting for format variations. This is an interesting number, given the fact there is no context to this. 0 fucking context. Let’s break it down a bit:
Everything is tied to the daily budget and spending share of ads. So if I have a $500/day campaign budget, I have 4-5 live ads.
For $1000/day, it’s around 6-8 live ads.
For $5000/day, it’s around 12-14 live ads.
The creative volume in a campaign is proportional to its volume/spend. 20 ads per campaign is a really high number. I would decrease to 10 max in any case.
How do you pause creatives in the campaign?
The rule for pausing is mainly based on spend share, IPM and ads lifetime, being older than 3-5 days, and based on ROAS targets. It's always a combination of spending, IPM (CPI) & most importantly, ROAS!
?? 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!
"Our favorite laughing stock, the game being built for a decade, Ubisoft's pirate adventure, Skull & Bones continues to deliver more fun than it should ??. Recently, CD Projekt Red's VP of Investor relations proclaimed that after Ubisoft labeled the "shipwreck" game a new type of AAAA (Quadruple A) game, CD Projekt Red will rethink its strategy and will now release AAAAA (Quintuple A) games. Because there is never enough A's in Game development it seems ?? - Sincerely, Doom (https://www.gamesradar.com/cd-projekt-exec-pokes-fun-at-ubisofts-aaaa-game-skull-and-bones-says-the-studio-will-now-makeaaaaa-games/)
??? “Ha-ha” moment
Because life is too short to be serious.
?? two & a half gamers - AFK Journey
In this episode, we discuss AFK Journey, a continuation of AFK Arena. Exploring the game's features, including in-game mail, a web store, and real-world rewards. We highlight the impressive design & product quality of AFK Journey and compare it to other popular games in the market. AFK Journey is an idle RPG with critical innovations within the genre. The gameplay is seamless and streamlined, with auto-battle and idle rewards. The hero collection and equipment system are simplified and easy to manage. Overall, AFK Journey is a robust and engaging mobile game. AFK Journey is a highly polished and innovative RPG game developed by Lilith Games. It offers a captivating narrative, high production value, and a unique gameplay experience. Jakub is exploring the game features stunning visuals, engaging storytelling, and a wide variety of heroes to collect and upgrade. Their UA strategy focuses on high-quality creatives that showcase the game's narrative and gameplay while avoiding fake ads altogether. We can find some cringy ads similar to those we saw with Rise of Kingdom. What do they use? - Longform = 30s+ (41 + 57 seconds) - Beautiful story-driven ads in multiple variations - Narrative with gameplay cuts - Streamers on Youtube? - Hooks - cringe UGC-like
Tune in for a comprehensive game review:
?? Watch on Youtube
?? Listen on Spotify
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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.
Hey, hey, hey! How is everything?
Pretty good, not complaining at all. What’s up?
It’s been a while, but I would like to pick your brain …
Uff, I automatically say no to anyone who uses the phrase “pick your brain,” so just no what ever it is …
Today was a good day.
?? Quote of the week
“Your presentation was the best presentation of the day. Thank you very much!” - Random person, MAU conference
AFK Journey: Next-level shit in the Idle RPG genre
?? 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?
UNDERTAKER IS BACK!!
?? 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!
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Take care, everyone! See you next Thursday!
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