Brutally Honest #70 by Matej Lancaric

Hey, FAM!

?? Drink talk

What a week in KR it was. Great people, great vibe, so much fun! Most probably gained 5kgs because of all the delicious food we had. See you soon!

??Tip of the week

GEO expansion, performance & goals! Super important topic. I discussed the campaign tiers where you have Tier 1, Tier 2 (sometimes Tier 3), and Rest of the World to cover everybody.

What this usually means is lower CPI on Tier 3, but also usually lower LTV. When running UA in Tier1 countries like the US, UK, FR, DE, CA, AU, etc … you have certain goals (D0, D1, D3 and/or D7). You have to keep in mind that expanding from Tier 1 will definitely help you scale, but think about setting up new (most likely higher)?goals because the LTV and retention curves are not the same as with Tier 1 countries.

Look at the overall?Tier performance each month?to promote or demote countries. E.g.:

CA, AU underperforming in the last 30 days → move from Tier 1 to Tier 2

CZ, SK, PL, BR performing great in the last 30 days → move from Tier 2 to Tier 1

AR, CO, MY, PH performing great in the last 30 days → move from ROW to Tier 3

?? 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 saga just keeps on giving. Going on dev stream saying that "We know it is bad, we know it is not fun...(the latest mega nerf Diablo 4 patch duh!) and then subsequently saying "Ultimately, what we're trying to do is make the game more fun for players". Insert meme picture: "You keep using that word (fun!), I don't think it means what you think it means""

Sincerely, Doom (https://www.pcgamer.com/diablo-4-nerfs-patch-1-1-campfire-chat-livestream/ )

?? “Ha-ha” moment

Because life is too short to be serious.

?? two & a half gamers special live session

Reviewing the South Korean market with Felix, Inhoo & Shinhee in the latest?two & a half gamers ?live episode recorded in Seoul last week:

Marketing strategies, UA channels, Creatives & Top games! Tune in now:

?? Listen on?Spotify

?? Watch on?Youtube

?? Mistplay is the #1 loyalty app for mobile gamers

A new era of UA has arrived! Unleash the power of loyalty with Mistplay, the #1 loyalty app for mobile gamers: acquire high-value users, achieve ROI targets, and unlock growth.?Learn more !

?? Diary of a Dancing Unicorn

Today was a good day.

Everybody: I usually read a dancing unicorn's diary first and then the rest..

Dancing unicorn: gooood!

Today was a good day.

?? Quote of the week

“I had to delete your comment; I am not promoting a singular event”?Adam, DM

Live from Seoul!

?? Level up yourself

I launched?a YouTube Channel . I'm putting a ton of energy into creating valuable content I think you'll like. Check out the?latest stuff , and give me a?like and subscribe.

?? Nostalgia games

Do you remember this game? What did you play when you were young?

Yeeeees! Tetris!

?? ?Before you go

Join us at?GAMESCOM?for an unforgettable evening of magic, cocktails, and a live recording of the ‘2 and a Half Gamers Podcast’ - all set against the breathtaking backdrop of Cologne's stunning skyline.

Space is limited, so save your spot now?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!

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