Brutally Honest #122 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
Chinajooooy, two & a half gamers are here! See you all in person!
??Tip of the week
A reminder for Creative testing frameworks
Unity
Creative testing campaign type (IPM) → MAI - Tier4 country - Winners → BAU
BAU (Business as usual) → add 1-2 new creatives, pause underperformers/low-spending creatives
BAU → add new creatives as a new adgroup into BAU campaigns
TikTok
BAU → 2-3x per week new adset with new creatives in BAU campaigns
Applovin
Dedicated Creative testing campaign type (IPM) → CPI - Tier3+4 country - Winners → BAU ROAS campaigns
?? 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!
"Here is an example of successful development. Your players found a bug in the game that spawns much more mobs/loot in one location than all other ones? You, nerf it and ban it of course, duh! Not this time ?? The devs rather increased the spawns in all the other locations ??. The question is who will cave in first? Game economy or developers? ?? I sense doom in the air ??". Sincerely, Doom (https://www.pcgamer.com/games/third-person-shooter/the-first-descendant-players-have-discovered-a-destiny-style-loot-cave-but-rather-than-simply-nerfing-certain-content-the-devs-are-leaning-in-and-making-every-cave-a-loot-cave/)
??? “Ha-ha” moment
Because life is too short to be serious.
?? two & a half gamers - Azur Games
In this episode, Felix and Jakub interview ??Sergey from Azur Games , one of the biggest publishers in the hypercasual market. They discuss Azur Games' strategy, the state of the hypercasual market, and the future outlook.
Sergey shares insights into Azur Games' flexible publishing approach and their focus on long-term retention. They also discuss the concept of hybrid casual games and the importance of profitability and ROAS targets. The conversation concludes with a deep dive into Azur Games' portfolio, including their successful titles and their latest game, Slime Castle.
Sergey also mentions their efforts to work closely with Chinese and Korean game developers. The conversation then shifts to user acquisition and the creative process for advertising campaigns. Sergey emphasizes the importance of testing and iterating on creatives and the use of AI in their development.
?? Watch on Youtube
?? Listen on Spotify
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Match 3D UA playbook - Real data inside!
Here we go again! Another paid newsletter filled with Tips & Tricks! Let's dive into the Match 3D UA Playbook. While match-3 games have been around for years, Match 3D adds a more recognizable dimension. The game takes the proven match-3 gameplay and pushes it into 3D. The difference is more than superficial, it profoundly affects gameplay and the strategies players need to conquer the gaming table.
How to soft launch a mobile game in 2024? Benchmarks & Real data inside!
How to Soft launch your game in 2024? Did something change? Of course, YES! Although the soft launch framework, in general, has not changed much, some aspects of the process are done differently. Launching a mobile game takes loads of work. After months of development and production time, the soft launch period comes.
领英推荐
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?
?? Diary of a Dancing Unicorn
Today was a good day.
Oh, could you please remove all the terminology about killing the game from the deck?
Why?
Well, we don’t want to talk about killing the game at all.
What if that is the right thing to do?
Look, if they want to run the game unprofitably, that’s not our problem.
hmm…
Today was a good day.
?? Quote of the week
“wuhuuuuuu, you are real, and you replied” - Yigui, DM
10+ billion installs with 250+ Mil. IAP? Azure games!
?? 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!
We produced one more episode at 2.5gamers. Check it out now:
?? 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 Monday!
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Helping Games Grow ??10+ years of experience ??52 global launched games ?? User Acquisition ?? Marketing Strategy
4 个月Fuck, this was supposed to go out on Thursday.