Brutally Honest #146 by Matej Lancaric

Hey, FAM! What’s up?

?? Drink talk

Gamesforum last year was a blast in both Barcelona and Hamburg. It's a Must-go conference every year for UA & Monetization people! You should definitely go to Barcelona next month. This is why:

• The quality of content is insanely good
• networking with the best of the best
• business opportunities
• side events
• it's Barcelona!

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Seriously, now, you should go. The no-bullshit content resonates with me quite a lot, and I am very critical!

SIGN UP WITH MY OWN PROMOCODE - Unicorn20. Register now!

??Tip of the week

I have been thinking about the role of UA and how it is evolving nowadays. A Senior User Acquisition (UA) Manager in the games industry typically combines deep analytical capabilities with strategic marketing and leadership skills. They are responsible for planning, executing, and optimizing campaigns to drive high-quality players into a game at scale. Below are some of the core skills and competencies that are commonly expected of a senior UA manager:

1. Performance Marketing Expertise

• Ad Platform Proficiency In-depth knowledge of major advertising networks (Facebook, Google, TikTok, Unity Ads, AppLovin, etc.) and how to optimize for each platform’s specific audience, format, and bidding structure.
• Campaign Optimization Ability to run and iterate on campaigns daily, including bidding adjustments, targeting refinements, and creative rotations based on performance metrics.
• A/B & Multivariate Testing Designing, implementing, and analyzing experiments (e.g., new creatives, landing pages, geos, user segments) to improve conversion rates.

2. Data Analysis & Reporting

• Analytical Mindset Skilled at interpreting user data, engagement metrics, and key performance indicators (KPIs) such as CPI, ROAS, LTV, retention, and funnel conversion.
• Cohort Analysis & LTV Projections Ability to break down user behavior by cohort and forecast their potential lifetime value to ensure campaigns are profitable over the long term.
• Attribution & Tracking Tools Familiarity with mobile measurement partners (MMPs) like AppsFlyer, Adjust, or Singular; comfortable setting up event tracking and ensuring accurate attribution.
• Dashboarding & Reporting Proficiency in Excel, BI tools (Tableau, Looker, Power BI), or internal reporting platforms to convey insights clearly to stakeholders.

3. Strategic Planning & Budget Management

• Goal Setting & Prioritization Working with leadership to define user acquisition goals (e.g., target cost per install (CPI), cost per paying user, retention metrics) and prioritize channels and tactics.
• Resource Allocation Effective planning and distribution of multimillion-dollar budgets across geographies, channels, and creatives to maximize return on ad spend (ROAS).
• Market & Competitive Research Keeping a pulse on industry trends, competitor strategies, and emerging ad platforms to stay ahead of the curve.

4. Creative & Cross-Functional Collaboration

• Creative Collaboration Partnering with designers, artists, and copywriters to brainstorm and test multiple creative variations (videos, banners, interactive ads) that resonate with target audiences.
• Creative production

How to decrease CPIs by 40% & find 3+ winners in 1h of creative production?

This is what you get in this AI UGC video guide:

Read full story

• ASO & Marketing Funnel Alignment Collaborating with product marketing teams on App Store Optimization (ASO) and ensuring that messaging in ads aligns with the store listings and user onboarding.
• Stakeholder Management Communicating UA results, challenges, and strategic shifts to product teams, executive leadership, and other non-marketing stakeholders.

5. Leadership & Team Management

• Mentorship & Coaching Leading and mentoring junior UA managers, analysts, or other team members, providing guidance on best practices and career development.
• Cross-Department Coordination Coordinating with product, analytics, data science, and finance teams to align on product roadmaps, budgets, and performance goals.
• Vendor & Partner Relationships Negotiating with ad tech vendors, agencies, and platform representatives to secure better deals, early access to beta features, or dedicated support.

6. Technical Familiarity

• Mobile Game Ecosystem Deep understanding of free-to-play (F2P) mechanics, monetization models (IAP, ads, subscriptions), and user behaviors.
• Analytics & Event Tracking Capable of defining in-game events (tutorial completion, level-ups, in-app purchases) to measure and drive player engagement.
• Scripting & Automation (Nice to Have) Some UA managers benefit from basic SQL or Python skills to automate data pulls or custom analyses.

7. Play (love) games

• You need to play games and ideally love gaming. Its really important!

Why These Skills Matter

A Senior UA Manager in the gaming industry is expected to drive both short-term and long-term results: maximizing installs and revenue while ensuring sustainability and profitability of marketing efforts. Their combination of data-driven analysis, creative collaboration, and strategic thinking is critical for today’s highly competitive and fast-paced mobile gaming market.

UA managers are not just media buyers anymore—they are integral players in shaping a game’s growth strategy, balancing the art of compelling creative with the science of data optimization to attract and retain valuable users.

?? 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 journey of Hero Wars (Nexters), alongside games like Evony and Angry Birds Dream Blast (Rovio), highlights the transformative impact of innovative UA strategies & gameplay mechanics on the mobile gaming industry. All of these games, each in their unique way, have contributed to reshaping how developers think about UA & creatives by leveraging "pull-the-pin" puzzles, creative ad strategies, and emotionally engaging narratives, they didn’t just adapt to industry trends—they created them. ????????????????????, ???????? ????????.

?????? ????????-??????-?????? ????????????????????: From Hero Wars to Evony

Hero Wars popularized the "pull-the-pin" mechanic as a tool for capturing user interest. The ads depicted engaging scenarios where players had to solve puzzles to guide heroes through treacherous traps, even though the core gameplay was more RPG-focused. This mechanic became synonymous with creative ads that blended curiosity, problem-solving, and a near-death experience, resulting in a ?????????????? ?????????????????? ???? ?????? ?????? ?????????????????????? ???????? ????????????. Both Hero Wars & Evony. Playrix saw the same thing after implementing Pull The Pin in 2019. ???????? ?????? ?????????? ?????????? ???????? ???????????????? ???? ???????? ???????? ???? ?????? ??????????.

Lily's garden (Tactile) added pull the pin into the mix after the sadvertising "fiasco" in 2023. Here we are with also Angry Birds Dream Blast, blend of the IP and pull the pin. See? You can actally do that. Taking notes, King?

Puzzle-solving elements showcased in ads had to be incorporated in the onboarding experience. This created a seamless connection between the advertised gameplay and the actual game, addressing the criticism of "fake ads" while maintaining the emotional and intellectual appeal that made the ads so successful. ?????????????? ?????? ???????? ?????????????? ?????????? ?????????????? ???????? ???????? ???? ?????????? ?????? ?????????? ?????? ?????????????? ???? ?????? ?????????????? ???????? ?????? ?????? ????????????.

By implementing pull-the-pin mechanics and crafting emotionally charged creatives, these games made mobile gaming more accessible to casual audiences, offering a low barrier to entry while drawing players into more complex game loops. ???????? ???????????????? ???????????????? ?????? ????????????, ???????????????????? ?????????????? ?????? ?????????? ?????? ???????? ?????????????? ???????? ???????????? ???????????? ??????????????????. This is why runner gates mechanic is also working well.

While critics often highlight the deceptive nature of "fake ads," the adoption and evolution of pull-the-pin have had overwhelmingly positive effects on the gaming industry. ????????’?? ??????:

?????????? ????????, ???????????? ??????????: Pull-the-pin mechanics and creative ads like those used by Hero Wars and Evony lowered CPIs significantly, making mobile gaming accessible to a broader audience.

???????????????? ????????????????????: Multiple Games borrowed and iterated on successful mechanics, proving that inspiration fuels innovation. Popcore even created a hypercasual Pull The Pin game based on this mechanic!

???????????? ??????????????????: These strategies didn’t just attract hardcore gamers—they brought in casual players, significantly expanding the mobile gaming market. Pull-the-pin mechanics served as a low-stakes entry point, gradually introducing players to deeper game systems.

Critics may argue that these tactics blur the line between authenticity and deception, but the results speak for themselves: expanded audiences, higher engagement, and a mobile gaming industry that’s more dynamic than ever. Ultimately, these games proved that creative risk-taking—whether in ad strategies or gameplay design—leads to growth and innovation, paving the way for a more diverse and inclusive gaming ecosystem.

For UA managers and developers, the takeaway is clear: don’t just follow trends—set them. Borrow from successful mechanics, iterate boldly, and create experiences that captivate your audience. Whether it’s a pull-the-pin puzzle or a bubble-popping mechanic, the secret lies in evoking the emotions that make players click, play, and stay.

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!

"Today some ground breaking news, water is wet, roses are red and violence in action based video games outsell all the narrative dialogue based crap. Companies will make games that will sell, not games that they want. Truly a carpet bombing of truth by Mr. No shit Sherlock today." Sincerely, Doom (https://www.pcgamer.com/games/rpg/fallout-co-creator-tim-cain-says-violence-will-be-the-default-in-aaa-rpgs-as-long-as-we-keep-buying-it-companies-dont-make-them-because-they-feel-like-it-they-make-them-because-they-sell/)

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??? “Ha-ha” moment

Because life is too short to be serious.

?? two & a half gamers - Inspector budget!

????????’?? ?????????????????? ???? ????????????? Inspector Budget Reveals: UA Trends, Top Spenders & Market Secrets

Plus, we break down top spenders and their strategies in December. A month that never slows down. Or does it? ???????????? ???????? ????????????????, ???????????????????? ??????????????????, ?????? ?????? ?????? ?????????? ?????????? ???????????? ????????????.

In our latest episode, we dive deep into the hottest topics in the gaming industry:

???????? ?????????????????????? ???????????????????? – What’s working, what’s not, and where to focus next.

???????? ?????????????????????? ?????????????? – New games that are climbing charts.

???????? ?????????? ???????????? – Why it’s booming and how it’s changing the landscape.

???????????????? ???????????????????? – Navigating the madness of year-end competition.

If you’re a UA manager or game developer, this episode is your way to scaling smarter in 2025. Don't just take our word for it—listen, share, and take action today! ??

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Sneak peek at what you get for your support:

Stay Ahead in UA for 2025: My Top 41 Tips Revealed

I’ve decided to share the top learnings from 2024, which impacted my UA ops the most! There are quite a few learnings, so buckle up and enjoy!

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How to decrease CPIs by 40% & find 3+ winners in 1h of creative production?

This is what you get in this AI UGC video guide:

Read full story

How to use AI in advertising

What You’ll Learn in This Article: Easy Step-by-Step Guide to Making AI Ads: My Personal Journey and Stories: Practical Tips and Tricks: You’ll pick up some handy tips on how to craft prompts effectively, use tricks, and tweak your results to match what you’re aiming for. Boosting Ad Performance with AI

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?? Diary of a Dancing Unicorn

Today was a good day.

A Dancing unicorn is traveling across the world. Leave him alone...

Today was a good day.

?? Quote of the week

"I think you are a marketing genius” - Felix, DM

Inspector budget - Top Advertisers & UA trends

?? 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.

??? 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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?? Fun starts in two & a half gamers Slack! Join now

We are opening up a Slack channel for everybody. It is the most inclusive slack for the gaming industry. Female, male, non-binary, juniors, mid-level, seniors, vendors, developers = EVERYBODY! We are waiting for you ??

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?? 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!

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

Performance Marketing Manager Scopely Monetization Manager, Live & New Games Supercell Monetization Operations Specialist Playtika Brand Marketing Specialist (New Grad) Dream Games Director of Growth & Performance Marketing PLAYSTUDIOS Marketing Data Analyst PLAYSTUDIOS ISRAEL Director of Monetization SciPlay Marketing Videographer Codeway Performance Marketing Manager Wooga Lead Marketing Manager Voodoo Lead Marketing Data Analyst Gameloft Live Ops Specialist (Associate) Gameloft ASO Manager Gameloft Vietnam Organic Growth Marketing Manager Gameloft Vietnam Solution Marketing Manager AppsFlyer Senior Product Marketing Manager AppsFlyer Senior User Acquisition Manager Gamelight Senior Supply Growth Manager - Japan adjoe Growth Partnerships Manager Unity Junior Monetization Analyst Unity Senior Growth Manager Unity Product Monetization Manager Unity Growth Partnership Manager Unity Growth Performance Manager Unity Growth Partnerships Manager- Russian Unity Director Product Marketing Remerge Marketing Director, Demand Generation Remerge Senior Product Marketing Manager Remerge Senior Client Growth Manager Nativex Director, Marketing, EMEA PubMatic Marketing Director Adikteev Campaign Performance Improvement Expert RTB House Mobile Growth Manager - ASO Phiture Senior Growth Consultant - ASO & CRO Phiture Senior Manager - Email Marketing CleverTap Head of Product Marketing OneSignal Product Marketing Manager, Digital Ad Products Adwake Senior Growth Marketing Analyst Headlight Senior Mobile Growth Manager AppAgent Growth Manager Moloco Senior Strategic Growth Manager Moloco UA Marketing Producer Playrix Lead User Acquisition Manager Playrix Senior User Acquisition Manager Playrix

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