Brutally Honest #144 by Matej Lancaric
Matej ?? Lancaric
Helping Games Grow ?? 11+ years of experience ?? 52 global launched games ?? User Acquisition ?? Marketing Strategy
Hey, FAM! What’s up?
?? Drink talk
Happy Holidays to everyone. The annual UA & Creatives Learnings article is here!
??Tip of the week
Experimenting with Runway prompts taught me how subtle changes can completely transform the outcome of a video. Here's how I refined my process:
1. The Iteration Process
First Attempt:
The camera shakes wildly while zooming in. Not ideal, but it kickstarted experimentation.
Second Attempt :
Prompt: "The camera slowly pushes in on the bird looking at the egg and then on the machine in the background. The machine slowly rotates its arm."
Result: Improved focus, but the random opener didn't feel cohesive.
Final Version:
Prompt: "Subject sadly looks at the egg, machinery in the background slowly moves its arm."
Added the MidJourney-generated image as the first frame to set the tone.
Focused prompts on subjects and actions, which dramatically improved consistency.
2. Prompt Refinement
Subjects Are Key: Use descriptive prompts like "subject sadly looks at egg" instead of generic descriptions.
Camera Movement Tips:
For dynamic movement: "The camera slowly pushes in" or "The camera pans to the side."
For static elements: "The camera slowly pulls back" works beautifully to establish mood.
3. Trial and Error
Much like with MidJourney, small prompt tweaks—changing 1-2 words—can produce vastly different results. This unpredictability requires patience and iteration, but it’s worth it.
4. The Gamechanger
Adding the MidJourney image as the first frame set the narrative foundation. Coupled with descriptive subject-based prompts, this approach tied visuals together cohesively, creating a polished final product.
How to use AI in advertising
The magic lies in iteration. Refine your prompts, think of elements (subjects, movements, emotions), and don’t hesitate to experiment. AI tools are incredibly flexible—you just need to guide them.
How to decrease CPIs by 40% & find 3+ winners in 1h of creative production?
?? Cornelius: The Suspicious Investi-gator
True detective-like exploration of creative trends and historical influences. Delving deep into the world of creatives to uncover hidden patterns and inspirations:
?????????????????? ???? ?? ???????????? ?????????? ????????????????. ?????? ???? ?????????? ???? ???? ???????????
The gates runner mechanic is a gameplay concept where players navigate through a series of gates, each offering different positive or negative effects on attributes like size, speed, score multipliers, or other in-game metrics.
The roots of the gates runner mechanic can be traced back to early runner games like ???????????? ?????? (????????) ?????? ???????????? ?????????????? (????????), which established the foundation for endless runner gameplay. These games focused on dodging obstacles and collecting rewards, emphasizing reflex-based interaction. Sounds familiar?
???? ????????, hyper-casual games began to dominate mobile gaming charts. Developers sought ways to innovate within the runner genre, leading to the introduction of gates as a key mechanic. The inclusion of gates allowed players to make quick decisions, adding a strategic layer to the fast-paced gameplay.
?????????? ?????????? ?????????????????? ?????????? ?????? ???????????? ?????????? ?????????????????? ???? ??????9, a new type of runner emerged—the “IO” runner. This variation introduced competition by pitting players against imaginary opponents, making progression feel more satisfying. The IO runner added a social element, even in single-player gameplay, giving the illusion of multiplayer engagement. ???????? ?????????????????????? ???????? ???????? ?????? ???????????????????? ?????? ?????? ???????????? ???? ???????????? ??????????.
???? ????????, stickmen characters became standard in hypercasual games, as in runners, keeping the design simple while adding a recognizable human element. However, the introduction of stacking and crowd mechanics truly redefined the genre. These mechanics allowed players to collect, grow, and manage groups or stacks, creating a more dynamic and engaging experience.
?????? ?????????? ???????????? ???????????????? ???????????? ???????????????????? ???? ??????1 with the advent of transformation runners. These games introduced a narrative or progression element, where players interacted with gates to alter their character’s abilities or outcomes.
While gates runners were a natural fit for hyper-casual games, their entry into 4X strategy games marked a significant evolution.
?????? ???? ?????????? ???? ???? ??????????
???????????????????? ????????????????????: Gates introduce a straightforward, decision-based mini-game that balances the more intricate systems of 4X games.
???????????????????? ??????????: The mechanic breaks up long-term strategic planning with fast, interactive moments.
???????????????? ??????????????????????: Gates are seamlessly adapted to fit the themes of 4X games, enhancing immersion.
?????????? ????????????: By adding a hyper-casual element, these games attract a wider audience, including more casual players.
Yours truly, Cornelius.
?? 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!
"This parody just writes itself ?? just look what the game director of the new Netflix "completely free" Squid game said- “The opportunity to come to Netflix and to work without monetisation has been liberating, and allowed us to do game genres and designs and things that I don’t think would work in the monetisation models of free to play games as easily, No shit Sherlock, it would not work as your new Netflix game will never make any money??" Sincerely, Doom (https://mobilegamer.biz/heres-why-netflix-is-making-squid-game-unleashed-completely-free/)
??? “Ha-ha” moment
Because life is too short to be serious
?? two & a half gamers - Creative trends November 2024
Finally, some innovation is happening on the creative side. AI is coming for your job
In this episode, we dive into the latest creative trends and insights in the gaming industry, focusing on creative strategies, emotional advertising, and the growing impact of AI in mobile game marketing.
We analyze successful game creatives, share thoughts on the evolution of marketing strategies, and explore how emotions are essential for engaging players. Together, we highlight the importance of iteration in improving game performance and discuss the future of game marketing as AI reshapes the industry.
Join us for a comprehensive discussion that blends data, creativity, and cutting-edge technology to uncover what’s next for game marketers and developers alike.
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Sneak peek at what you get for your support:
How to decrease CPIs by 40% & find 3+ winners in 1h of creative production?
The Future of UA: 5 of the Best Creator Programs & UA lessons we can learn from them
How to use AI in advertising
?? Diary of a Dancing Unicorn
Today was a good day.
In the gym, making my own business, working out &?listening to podcasts.
AI in creatives? That sounds exactly like something I would like to listen to. Lets do it…
A few minutes in.. omg, what is this?! Shaking my head. This is absolute bullshit.
… 20 minutes in … I can't believe what I am hearing. Surface-level stuff with the main takeaway: AI IS HERE TO STAY! You must be joking.
… 45 minutes in…, the gym’s personal trainer comes closer and asks: You are shaking your head for the last 30 minutes and look super disgusted. Are you okay?
Well, yeah. I am listening to this podcast, and it’s complete bullshit. Can’t believe my ears.
Finally, the podcast ends. 60 minutes is lost. 60 minutes of my life that I will never get back. FML.
Today was a good day.
?? Quote of the week
"When I saw you Felix doing a High five, I tried to do the same, but realized you are not high fiving us but fixing the camera” - Laura, 2.5gamers post-credits scene
Creative Trends in Mobile Gaming November 2024
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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.
??? THE AI (R)EVOLUTION
The AI revolution is here, and it’s transforming the way we approach mobile games marketing.
From creating scroll-stopping ad creatives to optimizing user acquisition strategies, AI is the game-changer we can’t ignore.
?? 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:
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Leading The Next Generation Of Developers
2 个月It was a really interesting read. The state that AI is at now, the physics models and all, need a bit of patience and tuning. I recently saw an architecture student generate the drawing: https://www.dhirubhai.net/posts/ijlal-3js_aiart-gamedesign-architecture-activity-7277735282278322176-69RY?utm_source=share&utm_medium=member_desktop It took some time, prompt engineering and stuff, but the output was as if a digital artist did that.