Brutally Honest #99 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
Gamesforum was a blast. Must-go conference every year from now on. We might see each other in Hamburg for the next edition! You should definitely go. We recorded a live session on the spot. Next time it’s going to be live-live (on YouTube and LinkedIn)
We also introduced our MVP Merch which was gone in minutes! Stay tuned for more..
??Tip of the week
How to test creatives nowadays? Let’s look at different UA channels:
There are multiple frameworks for how to test creatives and all “depends”, but these are the most used by me:
IPM → MAI - Tier4 country - Winners → BAU
Multistep → MAI - Tier4 country - Winners → Tier1 AEO - Winners →BAU
Value optimized → VO - Tier3-4 country - Winners → BAU
BAU (Business as usual) → add 3-4 new creatives, pause underperformers/low-spending creatives
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
Any other framework you use?
?? 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!
"The vultures are already circling around this one and we will soon see (this Friday 16th, duh!) if they stay hungry or well-fed. Skull & Bones is going to get released and Ubisoft's CEO had some "encouraging" comments about it. Specifically defending the $70 price tag, because this is not anymore a triple-A game, but a quadruple-A game - he meant to say - we squeeze you on entry price and the rest will be taken care of by the usual in-game store, battle pass, seasonal stuff, etc. It is a game about pirates, so prepare to get robbed I guess ??"- Sincerely, Doom (https://www.pcgamer.com/ubisoft-ceo-defends-skull-and-bones-dollar60-price-tag-says-its-a-quadruple-a-game/)
??? “Ha-ha” moment
Because life is too short to be serious.
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?? two & a half gamers Gamesforum Live (again)
Are UA managers lazy these days? Which games are profitable in 3 days? If 3 days, then what is the scale? How to leverage AI in game development?
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Another month, another newsletter filled with hybrid casual Tips and tricks only for paid subscribers! Over the past few years, hybrid-casual games have become increasingly popular on mobile, with 5 billion downloads in 2022, a 3% increase from the previous year.
?? Diary of a Dancing Unicorn
Today was a good day.
Hey, how is everything? When do you plan to process my invoice? It’s overdue by 3 months. Not fun anymore ..
Hey, I would like to offer you equity with a 30% higher value of the invoice. You will become an advisor and we will chat from here and there. I just hired a veteran marketing director. We are going in the right direction.
Yeah, thanks a lot for your kind offer. I would like you to process the payment now. We can chat, no problem..
1 month passed..
Hey, I am the veteran marketing director of the company. I would like to know all you’ve done and prep reports pls and handover.
Oh hello. Calm your horses. First of all, nice to e-meet you. Second of all, my last invoice wasn’t paid and it’s overdue 5 months. Unfortunately, I can’t spend any additional time on this account.
Ok, I am not aware of your financial background and situation with invoicing. I am in marketing, not finance.
Today was a good day.
?? Quote of the week
“We are now called the Slovak Mafia“ Michal, Gamesforum
Are UA managers lazy?
?? 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!
?? 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!
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Lead Game Designer | Game Design Advisor/Consultant
9 个月you are the Slovak alliance, not the mafia! Sorry, but for an Italian the term mafia is very bad. I know that outside of Italy it can mean "a group of people capable of influence in important contexts". But in Italy, it means something like "a mountain of shit", or "cancer". You are the Slovak alliance! :)