Brutally Honest #123 by Matej Lancaric

Hey, FAM! What’s up?

?? Drink talk

It’s really surreal to come back home from China. The insights, the pace of work, and the market size are just unbelievable.

??Tip of the week

if you are not working with AI on the creative side, stop everything you are doing and open mid-journey or ChatGPT 4o immediately. The prompt is obviously the most important part. The prompt is the art!

Clear prompt = clear, direct output!

AI statics work really well on Facebook!

• Engaging content - likes, shares, comments -> better position in the auction
• You always want to have something ridiculous/funny/unreal etc., to spark the conversation

Always check cohort metrics of new visuals

• Retention numbers
• ROAS benchmarks

Pro TIP Facebook - Use A+C campaigns for testing new statics

• Increase the campaign limit to run more of Advantage+ app?
• This helps you run more campaigns with the same country, language, operating system and optimization goal settings at the same time
• Possible launch TOP A+C campaigns with the same settings with new creatives or with creatives that didn't get a chance in ongoing campaigns

Here is the video from the screenshot! Starting with AI statics and then transforming it into easy video.

Get inspiration from Midjourney library

• Use “search” to type specific keywords
• Find out interesting visuals
• Get inspired by different prompts in the library

Pay attention to prompts!

• The more detailed the prompt, the better!
• Try negative keywords

Combine different tools?

Start with static images, then expand to videos

• Transform statics into videos easily with Adobe AI tools

Test different people

• Male vs female/young vs old?

?? 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!

"Did anyone really think that AI, the future Skynet/ Terminators, which is prophesied to wipe out mankind off the face of the earth, would ever care about copyright, duh!? But hey, at least it can now do proper cat videos??, destroying humankind one meme at a time ??". Sincerely, Doom (https://www.pcgamer.com/software/ai/a-leaked-document-indicates-runways-gen-3-ai-video-generation-tool-may-have-been-trained-on-youtube-videos-and-copyrighted-content-without-permission/)

??? “Ha-ha” moment

Because life is too short to be serious.

?? two & a half gamers - Chinajoy 2024 POV

The Chinese gaming market is rapidly growing and is projected to reach $40 billion in revenue this year. WeChat mini-games have also grown like crazy in the last three years!

WeChat mini-games are popular in China and offer fully-fledged gaming experiences, such as Whiteout Survival, which are available on the WeChat app. No 20MB gaming experiences!

The Chinese gaming industry operates quickly, with fast payments and data sharing among industry players. Transfer your Admonetisation $$$ into UA budget in one click!

Chinese game developers have a different mindset and approach to creativity than the Western market. UA (user acquisition) and creatives are highly valued positions in the Chinese game industry.

?? Watch on Youtube

?? Listen on Spotify

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How to soft launch a mobile game in 2024? Benchmarks & Real data inside!

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Creative framework: How to win in 2024?

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?? Diary of a Dancing Unicorn

Today was a good day.

uff uufff.. so many insights.

Yeah, my mind is blown away.

I just don’t get it. We found a game that is doing really well in Asia. Nobody talks about it in the West. 0 people.

Yeah, and you come to China, and you have 10 working prototypes going live every day that are clones of this game.

But not only clone, its actually a +1 iteration. That’s just insane.

It's absolutely insane. The work attitude and pace are just unbelievable. I don’t think anyone can match this in the West.

Fair enough. We definitely belong here.

haha, yeah I don’t think I would move..

Today was a good day.

?? Quote of the week

“In China, technology is not a problem” - Heaven, car drive chat

$40 billion revenue - China!

?? 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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PS: The latest UA & marketing jobs for you prepared by Gamigion:

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