Brutally Honest #118 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
Crazy weeks - boat, family, opening a Voodoo office in Barcelona, fathers cabin .. crazy weeks
??Tip of the week
How do you approach Steam/PC UA?
Performance marketing for PC games is not so different from the classic mobile UA everybody knows.
You have the same campaign logic, budgets, geo structure, UA channels (to a certain extent), and creatives. The main difference here is the optimization goal on the campaign level.
You mainly use Facebook, Google, Twitter, TikTok, and Reddit as UA channels. Instead of running mobile app install campaigns, you have a few campaign options:
Conversion targeting here makes a lot of sense. You can compare this to App Event Optimised campaigns. Your Landing page leads to the Steam page via the “Get on Steam” button. You track this button with your pixels; therefore, you can use it in your campaign optimization instead of just website clicks!
Conversions —> website clicks
Enjoy!
?? 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!
"More ppl are jumping from the "Unity Ship" as not only SVP but also CMO resigns. In January, all of the IronSource founders also resigned. Before that CEO also resigned if you didn't know, duh!. Seems that there won't be much unity left at Unity in the end??." Sincerely, Doom (https://mobilegamer.biz/unity-svp-and-cmo-carol-carpenter-quits/ )
??? “Ha-ha” moment
Because life is too short to be serious.
?? two & a half gamers
Solo Leveling: Arise by Netmarble was released on May 7th and has already generated $56 Mil. revenue just on mobile. The game seems to be on a stable trend, with $600K per day and 70K downloads a day. I needed reinforcements for this Anime special, so Mr. President John Wright answered the call
The game is based on the famous Solo Leveling manhwa (2016) (manhwa = Korean comic, manga = Japanese comic), and it was released together with a brand new Anime based on this. The comic itself is about the main character playing a real-world RPG; therefore, all of this is translated perfectly into the game, and the PC client is amazingly polished. Let's see who will be the king of Anime mobile games released this summer as Wuthering Waves, also released in May, and Zenless Zone Zero from HoYoverse, released next week.
Thanks again, John, for coming on the pod, we need to do this again. Don't miss this one as Felix does the UA review since I was out sailing.
Tune in to watch it all:
?? Watch on Youtube
?? Listen on Spotify
??Paid subs only
Sneak peek at what you get for your support:
Match 3D UA playbook - Real data inside!
How to soft launch a mobile game in 2024? Benchmarks & Real data inside!
Creative framework: How to win in 2024?
?? Diary of a Dancing Unicorn
Today was a good day.
领英推荐
Hey hey, great connecting again. Thanks for the call last week.
Sure thing, good to talk to you again.
I wanted you to meet my CTO, he will explain what we do.
Yeah alright, no great to e-meet you!
We do XYZ. What do you think?
Sounds interesting.
You know, since Fart Dingus left Mynga, he has a lot of visions. We work with Fart Dingus for a long time.
Alright, great to hear.
So tell us your UA strategy based on what you just heard.
Wait, what?
Tell us about your processes and how would you start running campaigns.
Look, I told you that already on our last call. I can tell you that again now.
Sure sure, but walk us through the whole plan.
Let me be honest with you. I usually sit down, do competitor research, think about a strategy, and prepare it. AFTER we sign a contract.
Aha. Then tell us your framework.
???
Today was a good day.
?? Quote of the week
“I thought you are a very serious person” - Barbora, 1:1 chat
Solo Leveling: Arise
?? 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!
Also, we produced one more episode on our no-BS gaming show. Check it out!
?? 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!
?? Reach out for feedback or questions, or say hi!
Give me some love (or hate) & Subscribe everywhere! ??
Co-Founder of HH Gaming & Fateless Games
4 个月Sim city was an amazing game