Episoder
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Today, we take on Lands of Jail, a Chinese-built 4X survival-sim mashup that combines Frozen City onboarding, Whiteout Survival progression, and King Shot-style map layering, all dressed in prison jumpsuits, toy factories, and riot suppression mechanics.
Lands of Jail is one of the weirdest, deepest, and most well-executed SLG hybrids we’ve seen in 2025. Built by Chinese studio eWorld, it mixes:
Frozen City-style idle onboarding
Hardcore 4X warfare
Saga events, riots, gacha, and Discord-forced alliance spam
A prison toy factory (yes, really)
And some of the most absurd AI-generated creatives on mobile
In this episode of 2.5 Gamers, we go deep on:
What’s working in monetization, pacing, and theme alignment
Why King Shot might be its closest cousin
Where the game borrows from Whiteout Survival, and where it improves
How creative strategy blends GTA, toilet humor, AI anime, and frozen family fails
Why this might be the next 4X template other Chinese devs will clone
🎯 If you care about hybrid casual, 4X, or survival sims — this is a masterclass.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/k-r2MT16zlc
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Podcast and Game Overview
04:07 Exploring the Game Mechanics and Cinematics
07:02 Prison Management and Gameplay Dynamics
10:00 Game Progression and Player Interaction
13:14 Company Background and Game Development Insights
16:11 Market Analysis and Game Strategy
19:05 Final Thoughts and Comparisons to Other Games
22:15 Game Monetization Strategies
24:06 Gacha Mechanics and User Engagement
25:26 Trends in Game Genres
26:12 Creative Marketing Approaches
28:47 Scaling and User Acquisition
31:37 AI in Game Development
33:22 Creative Concepts in Game Ads
35:50 Final Thoughts on Game Trends
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
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We go “Full Steam Ahead” with a special guest, Adam Telfer, unpacking how Steam hits influence mobile game development in 2025: from Dreamdale-ified Palworld clones to digging simulators, idle RPG mashups, and more.
The crew explores:
Why some Steam-inspired mobile games (like Repo Online) hit 10M+ downloads and $1.3M in ads
Why others (like Lilith's Palworld clone) flop despite a powerful IP remix
Which genres (like Plinko roguelites and digging sims) are best suited for mobile
The risks of literal copy-paste ports — and what actually works instead
The role of TikTok trends, Steam reviews, and organic play patterns in predicting success
Why execution, not inspiration, is the differentiator
If you're scouting Steam hits for mobile adaptation, this episode is your blueprint for what works and what crashes.
🚂 What happens when mobile devs copy Steam hits too literally?
And why do some weird first-person digging games make $1M, while others crash after launch?
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special Guest: Adam Telfer
Youtube: https://youtu.be/wrbKxB97lJE
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Guest Introduction
04:01 Steam Games and Mobile Adaptations
08:46 Case Study: Power World and Dreamdale
11:45 Exploring Game Mechanics and User Experience
14:40 Potential Mobile Game Adaptations
17:40 Trends in Mobile Gaming and Copycat Games
20:57 Navigating Game Development Challenges
24:15 Analyzing Successful Game Mechanics
27:07 Exploring Innovative Game Concepts
30:20 Adapting Games for Mobile Platforms
33:49 Evaluating Game Trends and Market Dynamics
37:21 Understanding User Engagement and Monetization Strategies
43:13 Exploring Complex Gameplay Mechanics
44:58 The Future of Life Simulation Games
46:29 Innovations in Game Design and AI Integration
47:53 Speed and Physics in Gaming
49:09 The Evolution of Idle Games
55:32 The Rise of Unique Game Concepts
57:03 Advice for Aspiring Game Developers
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
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Mangler du episoder?
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In this solo 2.5 Gamers Monologue, Felix walks you through a full setup and strategy guide for AppLovin MAX mediation, from the basics to advanced performance optimization.
Whether you're new to MAX or want to stop leaving revenue on the table, this video covers:
How to set up ad units correctly
Which networks to start with in 2025
How to manage fill rates, waterfall placements, and API syncing
What to monitor daily (like ad ARPDAU, viewer rates, and impressions per DAU)
Real-world benchmarks for rewarded, interstitial, and banner formats
What advanced reporting still matters now that placements are being deprecated
This is your complete starter guide to Applovin MAX.
Using AppLovin MAX for ad monetization?
This video is your complete, updated walkthrough — from setup to optimization — based on years of real-world experience.
Felix breaks down:
✅ How to set up ad units without overcomplicating things
✅ Which networks to prioritize for rewarded, interstitial, and banner
✅ How to connect APIs for accurate reporting (and avoid surprise payout gaps)
✅ What to track daily: ad ARPDAU, viewer rates, and revenue trends
✅ How to run clean A/B tests on bidders and placement floors
✅ What to look for in advanced reports before placements go away
If you're building any ad-monetized game or app, this is the baseline you need.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/LtEJuyad7dY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Max Mediation
02:05 Understanding Max Mediation's Market Position
05:37 Getting Started with Max Mediation
09:24 Setting Up Ad Units and Networks
12:46 Analyzing Performance Data
18:16 A/B Testing Strategies
20:36 Advanced Reporting Techniques
24:14 Conclusion and Next Steps
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
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How do you build a mobile game that does $168K/day in ad revenue… with no fail states, no IAP pressure, and a monetization wall that doesn’t even kick in until level 24?
You study Word Search Explorer, the latest word game from the Lands of Jail studio (PlaySimple/MTG), and a masterclass in calm, deliberate ad monetization.
In this episode, we break down the ad placement strategy, retention metrics, and soft pacing systems that power one of the most deceptively profitable games on the App Store in 2025.
🧠 What if you could make $56M/year with a game that doesn’t push a single IAP until after level 24?
Word Search Explorer is doing just that — blending ultra-calm crossword mechanics with a surgical ad monetization strategy that’s pure efficiency.
How this game delays monetization but still retains like a champion
Why rewarded ads on store exit might be the best placement we’ve seen
The power of fake difficulty and soft urgency pacing
Why sessions are long, sticky, and filled with natural ad gaps
How PlaySimple (owned by MTG) has perfected the casual word game formula
The value of no fail states, no IAP hard stops, and deep passive flow
What other casual games can learn from this patient, profitable model
📈 This is the quiet money machine no one is talking about.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/_PmjvYai0XY
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Word Games
04:02 The Popularity of Word Games
07:02 Market Dynamics and Revenue Models
10:03 Game Mechanics and User Engagement
13:03 Monetization Strategies in Word Games
16:00 Future Trends and Innovations in Word Games
20:25 Monetization Strategies in Word Games
23:23 Ad Revenue Insights and Game Performance
27:52 Retention vs. Monetization: A Balancing Act
31:16 Creative Strategies and User Engagement
40:32 Final Thoughts and Ratings
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
-
🎙️ This might be the most dangerous podcast episode we’ve ever released.
An anonymous insider, voice-modulated for protection, joins us to expose the truth about mobile UA, ad network manipulation, and how millions are spent with zero payback logic. With voice modulation in place, our guest “Dr. Doom” reveals what happens behind the dashboards, network sales decks, and investor slides.
You’ll hear :
Dream Games' $50M brand campaign: brilliant market takeover or the dumbest ROI play of 2025?
Why are most UA managers glorified spreadsheet jockeys, and why can’t founders tell the difference?
The smoke-and-mirrors of cohort data, fake growth stories, and shady LTV curve manipulation.
Chinese game studios' 300-person creative teams, outworking and outspending the West with terrifying efficiency.
Rewarded traffic, fake installs, App Store gaming, everything still happens. We pretend it doesn’t.
Ad network manipulation — how early numbers are fluffed, forecasts are gamed, and management eats it up.
This episode is a gloves-off, bullshit-free reality check. No brand-safe talking points. Just raw, uncomfortable truth from someone who’s spent millions and seen the industry from every dirty angle.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric, Joseph Kim
Special guest: Dr. Doom (anonymous gaming industry legend)
Youtube: https://youtu.be/1Rb3L6gBK9E
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Podcast and Guest
04:57 The Overrated Studios in Mobile Gaming
06:40 Analyzing Dream Games' Strategy
12:39 Understanding User Acquisition Challenges
18:44 The Role of UA Managers and Internal Metrics
25:46 Understanding User Acquisition Campaigns
28:16 The Evolution of User Acquisition Strategies
30:15 The Importance of Community in User Acquisition
31:56 Creative Teams and Competitive Advantage
33:09 The Role of Chinese Studios in the Market
37:57 Challenges for Western Developers in Forex Games
42:00 The Impact of AI on Creative Processes
45:22 The Viability of Bot Downloads Today
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
-
Want real ROAS benchmarks from 300+ games and $200 M+ in spend?
This episode of 2.5 Gamers goes deep with ZJ from PVX Partners, who brings an insane dataset from UA financing across puzzle, casual, strategy, and 4X games.
We cover what’s really happening in 2025:
📉 Payback windows stretching to 12–24 months
📈 Ad revenue up 15%, but not fast enough to catch CAC inflation
🧠 M1 ROAS is the best early predictor of long-term success
🔥 Payer retention is dropping, and revenue is clustering around whales
🧠 What You’ll Learn:
What’s a good M1 ROAS? (40% = 6-month payback, less than 25% = 12+ months)
Why puzzle games are surprisingly strong in M2/M6 payer retention
How hybrid monetization is now the norm, even in 4X and RPGs
Real ROAS curves by genre, by cohort, and by channel
Channel dominance: AppLovin still leads spend, but Google/Unity outperform in ROAS (really?)
Why most UA teams underestimate revenue concentration risks
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Felix Braberg, Matej Lancaric
Special guest: Zhen Jie (ZJ) Sim
https://www.linkedin.com/in/zhenjiesim/
Youtube: https://youtu.be/Kh8JkeXCH54
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to PVX Partners and the Gaming Industry
03:19 Analyzing ROAS Benchmarks and Trends
06:31 User Acquisition Costs and Market Dynamics
12:10 Monetization Strategies and Trends
13:44 Payback Periods and Profitability Insights
17:38 Retention Metrics and Revenue Concentration Risks
22:30 Predictive Analysis and Future Trends
24:46 Introduction to Lambda and ROAS Projections
27:00 Funding Eligibility and Cohort Scoring
28:25 Spending Trends in Casual Gaming Channels
30:44 Attribution Challenges in Marketing
34:30 Benchmarking Performance Across Channels
36:51 Insights on Casual Puzzle Games Performance
40:37 Future of Game Marketing and Community Support
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
#ROAS #MobileGames #UserAcquisition #GameMonetization #PuzzleGames #PVXPartners #PaybackPeriod #HybridMonetization #2.5Gamers #GameBenchmarks #MobileMarketing #AdSpend #GameGrowth #RevenueRetention
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We talk with the Drama Pops team from Codeway — one of Turkey’s top mobile app publishers — about how they scaled a short drama app from scratch into one of the most promising products in the entertainment app space.
www.codeway.co
https://play.google.com/store/apps/details?id=com.deepvision.shortdrama&hl=en
🧠 What You’ll Learn:
Why they chose to avoid ad breaks during cliffhangers (and how it helps retention)
The economics of short-form drama production (yes, it's cheaper in Turkey than LA)
The role of VIP subs, daily tickets, and ad slots in monetization
How they approach hit creation, series testing, and expanding to global demographics
The challenge of staying fresh in a sea of apps chasing the same TikTok tropes
Why interactive content and AI may define the next wave of short drama apps
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special guests: Sefa & Burkay
https://www.linkedin.com/in/sefakoca/
https://www.linkedin.com/in/burkay-cagilti/
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Drama Pops and Codeway
05:34 Overview of Codeway's Success and Growth
07:15 Exploring the Short Drama Market
10:25 The Journey of Creating Drama Pops
11:59 Content Strategy and Launching the App
13:23 User Experience and App Features
18:32 Monetization Strategies and Ad Integration
28:58 Content Production and Originality
30:10 Trends and Audience Engagement in Content Creation
32:39 Exploring Interactive Storytelling
36:11 Monetization Strategies in Interactive Content
37:20 The Impact of Hit Content on User Acquisition
39:51 The Short Drama Industry Landscape
42:00 User Acquisition and Content Decisions
44:22 The Role of AI in Content Creation
47:42 Playable Ads and User Engagement
49:23 Long-Form Content in User Acquisition
52:21 Expanding User Acquisition Channels
54:52 The Future of Short Dramas and Audience Engagement
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
-
In this episode, the 2.5 Gamers crew — Matej, Felix, and Jakub — dissect the top mobile ad creative trends spotted across platforms in April 2025.
From AI-generated hooks dominating 5-second ad intros, to IP-mirroring creatives, TikTok-style POV playables, and Freezing Families never going away — this is a masterclass in what’s hot (and not) in mobile game UA right now.
You’ll see:
⚙️ The rise of AI-generated 5-second hooks — and how top studios use them
👑 Royal Kingdom going full Hollywood with celebs and social-first video
🔄 Playable ad chaos: POVs, vacuuming goblins, and "Freezing Shakira" memes
📉 Games with declining revenue but surging DAU — what’s behind it?
If you work in UA, game marketing, or mobile design, this is your creative radar check.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Public Service Announcement
04:08 Exploring Creative Trends in Gaming
06:59 AI in Game Creatives
10:06 Analyzing Successful Game Strategies
13:05 The Role of Creatives in User Acquisition
16:09 Current Trends in Game Development
19:07 Deep Dive into Royal Kingdom's Success
23:10 User Acquisition and Video Content
26:09 The Role of AI in Creative Development
29:08 Game Mechanics and User Engagement
32:10 Trends in Mobile Gaming and User Acquisition
36:27 Exploring Royal Match and Game Mechanics
38:55 Analyzing User Engagement and Revenue Trends
39:30 AI in Game Development and Animation
40:55 Creative Strategies in Game Marketing
41:41 The Role of AI in Creative Processes
43:59 AI's Impact on Visual Design and Branding
45:47 The Evolution of Game Ads and User Experience
47:56 Innovative Concepts in Game Creatives
52:01 Future Trends in Game Marketing and AI Integration
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
Ever wonder why some gacha systems print money, while others crash in weeks?
In this special solo deep-dive, Jakub from 2.5 Gamers breaks down everything you need to know about gacha system design, from token economies to deck-building, duplicate handling, meta shifts, and the subtle art of collection drivers.
If you're building a game with gacha mechanics — or just want to understand why Genshin, AFK Arena, and Clash Royale all work so differently — this episode is essential viewing.
What You’ll Learn:
The 3 core gacha models: Solid Token, Shard, and Merge Gacha
Why deck size and collection drivers are make-or-break
The truth behind duplicate value, token pacing, and gacha depth
How games like Monster Strike, Puzzle & Dragons, and Survivor.io manage their meta and scale content
The trade-offs between luck, grind, and progression friction
Why Asia and the West design gacha systems so differently
This is a GDC-level masterclass packed into one podcast.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Gacha Systems
02:21 Understanding Gacha and Loot Boxes
04:10 Core Components of Gacha Systems
15:17 Exploring Solid Token Gacha
27:39 Understanding Shard Token Gacha
40:53 Exploring Merge Token Gacha
48:21 Future of Gacha Systems
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
MAU Events:
May 20, Tuesday Pre-Game 4pm PT https://lu.ma/919nx0pq
May 21, Wednesday brunch 11am PT https://lu.ma/krnfc16q
May 2,1 Wednesday Gaming Soiree 4pm PT https://lu.ma/il21m7r7
Disney Solitaire is scaling fast. Today, we break down how SuperPlay + Playtika + Disney IP = one of the smartest casual game executions in years.
From a familiar Domino Dreams-style template to a scaling UA strategy (with estimated $1.5M/day in spend), Disney Solitaire targets nostalgia-rich audiences with high production polish, deep progression systems, and sneaky monetization.
🧠 What You’ll Learn:
Why this isn’t really solitaire — it’s puzzle-level based monetization
Smart use of Disney IP: Frozen, Moana, and Cinderella wrapped in Royal Match-style visuals
How scene-based progression and album mechanics drive retention
Comparison with Candy Crush Solitaire — and why Disney’s version feels 10x better
Performance so far: up to 900K DAU, scaling downloads, and massive UA investment
Why this may be the best iteration in the genre since Solitaire Grand Harvest
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
https://www.vibe.co/
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 The Danish Pilgrimage: A Slovakian Perspective
02:36 Game Talk: Disney Solitaire and Its Potential
04:29 Game Mechanics: Analyzing Disney Solitaire
11:32 Market Dynamics: Playtica and the Solitaire Genre
16:35 Nostalgia and Target Audience in Gaming
21:29 Gameplay Insights: Monetization and User Experience
23:17 The Rise of Matiej
25:33 Game Mechanics and Offers
27:44 Epic Mode and Level Design
31:29 High Production Value in Casual Games
34:24 Revenue Insights and Market Dynamics
39:56 Puzzle Completion and Haptic Feedback
41:01 Introduction of New Sponsor: Vibe.co
42:29 Disney IPs and Gameplay Insights
45:15 Analyzing Download Metrics and CPI
47:37 Profitability Discussion of Disney Solitaire
50:53 Creative Strategies in Mobile Gaming
53:42 Predictions for the Solitaire Genre
57:12 Upcoming Events and Closing Remarks
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
-
On April 30th, 2025, a U.S. court ruled that Apple’s anti-steering policies are anti-competitive and unenforceable.
That single sentence could redefine the mobile app economy.
For the first time ever, developers can now directly link to their own web stores from inside their iOS apps, promoting them, pricing them competitively, and funneling players off-platform without fear of being banned.
We unpacked everything on a special emergency episode with Chip Thurston, Head of Gaming at FastSpring (and former Scopely product leader)
🧠 What You’ll Learn:
How the Epic v. Apple court ruling changes the rules immediately
What Apple is now legally required to allow inside your app
Why this ruling could unlock 50%+ of iOS revenue via web
What tools, compliance, and merchant of record solutions do you need to get started
Lessons from studios already monetizing 40–50% via web
Why Apple’s retaliation is likely — and how to prepare
📈 Whether you're a midcore dev, casual publisher, or indie studio, this is your moment to take back control of your margin, your funnel, and your future.
According to Chip:
- Before the ruling, best-in-class midcore games saw 40–50% of revenue via web after years of investment
- Casual games managed 20–25% at best
- Now, with direct promotion allowed, any game could hit 50% web revenue with proper messaging and value placement
Let that sink in.
Get our MERCH NOW: 25gamers.com/shop
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Special Guest: Chip Thurston
https://www.linkedin.com/in/thurstonchip/
FastSpring: https://fastspring.gg/
Our Yacht party: https://go.fastspring.com/D2Sea_Laser_Yacht_Party_dm_rg.html
Youtube: https://youtu.be/6jk-mDnia3Y
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Podcast and Guest
04:22 Apple's Court Ruling and Its Significance
08:44 Impact of Anti-Steering Policies
12:27 Apple's Response and Future Implications
16:22 Choosing a Merchant of Record
19:18 Risk Management and Market Expectations
21:03 Revenue Shifts in Gaming
23:31 Promoting Web Stores Effectively
26:20 Choosing the Right Merchant of Record
28:32 FastSpring's Unique Value Proposition
31:08 Navigating Apple's Response
33:40 Future of Web Stores in Gaming
38:12 Beneficiaries of Increased Profitability
40:02 Looking Ahead: Regulatory Changes
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
What if a cozy puzzle game could generate $80K/day — with 89% of that from ads? Dreamy Room is the breakout hit you didn’t see coming. It's not Royal Match. It's not hypercasual. It's deterministic puzzling at its finest — and it's scaling fast.
We break down why Dreamy Room is crushing downloads, how its simple-but-hard core loop drives ad revenue at scale, and why it's one of the most innovative ultra-casual games of 2025.
🧠 What You’ll Learn:
How Dreamy Room hit $80K/day, mostly from interstitial ads
Why its deterministic puzzle design is addictively engaging (think Twisted Tangle meets cozy design)
The level mechanics: snapping items, cleaning rooms, timers, and logic-based item placement
How boosters, piggy banks, and star chests support monetization without ruining flow
UA strategy: scaling on AppLovin & Mintegral — no heavy Facebook spend (yet)
How they’re using Capybara fail states and quirky playables to lower CPIs
Why this game might get "Royal Matched" with IP or deeper meta soon
📈 This isn’t just another ultra-casual clone. Dreamy Room is creative, hard, and print money with ads.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Game Overview
04:25 Game Mechanics and Monetization
07:22 Gameplay Experience and Challenges
09:46 Deterministic Puzzler Explained
13:27 Level Design and Progression
16:27 User Experience and Feedback
19:07 The Puzzle Game Experience
23:05 Game Mechanics and Player Engagement
24:17 Monetization Strategies in Mobile Gaming
30:27 Creative Strategies for User Acquisition
34:15 The Future of Mobile Gaming
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
#DreamyRoom #MobileGameDesign #PuzzleGames #Monetization #HybridCasual #UAstrategy #InterstitialAds #CapybaraCreatives #GameEconomy #2.5Gamers #MobileGamingTrends #AdMonetization
-
Meta just changed the game for ad monetized mobile apps — and if you’re not testing AdROAS campaigns yet, you’re already behind.
In this 2.5 Gamers solo deep dive, Matej walks through exactly how to set up Meta’s new AdROAS campaigns, how to unlock the hidden value in your ad impressions, and why this is a must-have in your UA strategy for Android in 2025.
🧠 What You’ll Learn:
Step-by-step guide to setting up Meta AdROAS (with visuals!)
Why AdROAS lets you optimize for ad revenue value directly (no more hacks!)
How to unlock AdROAS if it’s grayed out in your Ads Manager
Best practices to hit thresholds: 15+ ad impression events with distinct values
When and how to split campaigns for IAP vs. Ad Revenue targeting
Pitfalls: incorrect event mapping, currency mismatches, and learning phase stalling
The future of AdROAS for iOS — what’s coming next
📊 Whether you’re scaling casual, hybrid-casual, or ad-driven apps, Meta AdROAS can boost LTV and unlock ROAS-based bidding for ad whales.
💥 This episode is your ultimate guide to getting started — with real UA tips, meta setup walk-through, and the latest best practices from someone who’s run 50+ game launches.
💬 Drop your questions or results in the comments — let’s push this feature together.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Matej Lancaric
Youtube: https://youtu.be/vsjIGV_w2m4
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Meta Address Optimization
03:39 Understanding AdRas and Its Importance
08:02 Setting Up AdRas Optimization
15:04 Best Practices for AdRas Implementation
21:29 Live Demonstration of AdRas Campaign Setup
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
#MetaAdROAS #AdMonetization #MobileUA #UserAcquisition #AdRevenueOptimization #MobileGameGrowth #MetaAds #FacebookAds #HybridCasual #2.5Gamers #MobileMarketing #UASetup #MetaAdImpression
-
$400M/year from all apps? 40M downloads for a 15-minute book summary?
In this 2.5 Gamers episode, we explore how Genesis became one of the biggest non-game mobile app publishers in the world, with over $35M/month in revenue, and 400 M+ total downloads.
Forget games for a minute. This is the app industry’s secret playbook, and it’s scaling like crazy.
🧠 What’s Inside:
How Cleaner Guru hit $4M/month by cleaning iPhones — with subscriptions
The rise of Headway, a micro-learning app with 40M+ downloads, beating Blinkist
Why BetterMe is pulling in $157M lifetime revenue as a fitness app juggernaut
The shady brilliance of their subscription models and cancel friction
How Genesis uses web + mobile to double their revenue (50–60% off-app stores)
Their creative strategy: fake TED talks, micro-learning memes, and Duolingo clones
Why their venture builder model (like Voodoo but for apps) scales faster than games
💡 Genesis isn’t just an app company. They’re a growth machine — blending utility, entertainment, and ruthless monetization into an empire
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/LCuvVzO7VmQ
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to the Podcast and Topic Shift
02:36 Exploring the App Industry vs. Gaming Industry
04:32 Genesis: A Major Player in the App Market
07:34 Business Models and Revenue Streams of Genesis
10:44 Analyzing Popular Apps in Genesis's Portfolio
13:35 The Impact of Subscription Models on App Revenue
16:21 Micro Learning and the Rise of Educational Apps
19:34 Gamification in Apps and User Engagement
22:35 Conclusion and Future Trends in the App Industry
29:06 Exploring Subscription Models in Apps
30:38 User Acquisition Strategies and Revenue Tracking
32:28 Genesis: A Venture Builder Model
34:08 The Role of Shared Services in App Development
36:02 Financial Performance and Market Positioning
36:59 Creative Strategies in User Acquisition
38:52 Trends in App Marketing and Advertising
42:14 Analyzing Competitor Marketing Tactics
45:17 The Impact of User Experience on Retention
47:52 Concluding Thoughts on App Business Dynamics
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
-
In this episode, we sit down with the team behind Airflux, the AI-powered ad optimizer from Airbridge, and unpack how it’s quietly changing the rules of mobile game monetization.📈 Whether you're optimizing for ad whales, tweaking interstitial frequency, or just tired of playing A/B test roulette, this conversation will change how you think about monetization.🧠 What You’ll Learn:How Airflux delivers +26% LTV uplift with zero manual testingWhy interstitial timing is more impactful than raising eCPMsHow Airflux dynamically segments whales, dolphins, and F2P playersThe difference between Firebase and true AI-based optimizationReal success stories from games with 10M+ MAUWhy casual and hybrid-casual games benefit the most from smart automationHow Airflux plugs into your mediation stack (MAX, AdMob, Unity) in days, not weeks💡 "Airflux is like hiring a full data science team to run monetization A/B tests — except it's automated, AI-driven, and never sleeps."Get our MERCH NOW: 25gamers.com/shop--------------------------------------Airflux bloghttps://airflux.ai/blog/ai-ad-monetization-for-mobile-games---------------------------------------This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricSpecial guest: Roi Namhttps://www.airflux.ai/Youtube: https://youtu.be/SIsQBrp2608
Chapters00:00 Introduction to Airflux and Roy Nam03:12 Understanding Airflux: The AI Monetization Platform05:05 The Importance of Ad Timing and Personalization10:57 Implementation Process for Airflux16:23 Real-World Success Stories and Case Studies21:24 Future Developments and Integration with UA Campaigns23:15 A/B Testing: How Airflux Innovates the Process26:02 A/B Testing and Reinforcement Learning in Ad Optimization32:12 Understanding LTV Uplift and Its Impact40:10 Pricing Models and API Calls in Ad Mediation43:06 Engagement and Future Connections---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - [email protected] you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricDo you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
In this episode, we dive deep into the wild world of ad monetization trends in mobile gaming for 2025. From Vietnamese studios like ABI Games printing money daily to hypercasual reskins and even mobile rip-offs of popular Steam games, we break it all down.
🎮 Games Discussed:
Cooking Dom by ABI Games 🇻🇳
Merge Sticker Playbook by Lion Studios
Hamster Escape by Sunday Games
REPO Mobile (Steam-inspired horror)
Dreamy Rooms (IAP-driven ultra-casual)
Word Search Explorer by PlaySimple Games 💥
💰 Discover:
How some games are pulling $70K+ per day in ad revenue
Why Vietnam is crushing it in ad monetization
The rise of hybrid casual and reskin templates
How fake gameplay is being replaced with real engagement loops
Why retention is still king, and creative fatigue is deadly
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Podcast Setup
04:23 Ad Monetization Trends Overview
06:05 Introduction and Game Overview
08:28 Deep Dive into Cooking Them by ABI Game Studios
11:27 Exploring Merge Sticker Playbook by Lion Studios
14:34 Hamster Escape: A New Puzzle Adventure
17:29 Repo Mobile: The Horror Co-op Game
19:26 The Rise of Little Company
22:26 Exploring Dreamy Rooms and Premium Models
25:28 Ad Revenue Insights and Game Monetization
29:20 Word Search Explorer's Success Story
32:30 Future Trends in Gaming and Monetization
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
No UA. No App Store tricks. Chess.com - just 650 remote workers, a Netflix show, a cat bot named Mittens, and a $500M/year business.
We dive deep into one of the most fascinating growth stories in mobile: chess.com.
From Queen’s Gambit virality to Magnus Carlsen’s meme-worthy genius, we explore how chess.com built a mobile app empire on subscriptions, community, and strategic chaos — all without running a single ad campaign.
🎯 What You’ll Learn:
Why Queen’s Gambit + COVID lockdown sparked the app’s hockey-stick growth
How Magnus Carlsen, memes, and controversy drove global attention
The insane monetization potential chess.com isn’t using (but could)
Deep dive into subscriptions vs. ad revenue – and why purity might be expensive
Why their retention, session length, and user time rival top-tier mobile games
How they turn in-app education into a sticky, premium experience
The role of community-driven UA powered by YouTubers, Twitch, and chess drama
👑 Whether you're a game dev, monetization lead, or just a fan of big plays in niche markets — this episode is your move.
🧠 Chess.com isn’t just a game. It’s a content engine, a learning platform, and a masterclass in scaling without spending.
🎧 Listen to how they turned 🐾Mittens the cat bot into a quarter-million downloads/day spike — and why we think they’re leaving $50M+ a year on the table.
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Chess and the Hosts
04:25 Chess.com: Growth and Revenue Insights
07:22 The Impact of External Factors on Chess Popularity
10:28 Chess.com Features and Community Engagement
13:22 Company Background and Strategic Moves
19:24 Monetization Strategies and Future Prospects
20:32 Monetization Strategies in Chess Apps
23:33 User Engagement and Learning Features
26:05 Ad Revenue vs Subscription Revenue
30:35 Potential for Increased Revenue
36:38 The Balance of User Experience and Revenue
39:43 Chess.com: The Dominant Platform
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Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
What do you get when you mash Fallout Shelter, AFK Journey, and Batman?🦇 DC: Dark Legion is FunPlus’ latest 4X-adjacent mobile RPG — but despite the DC IP, flashy UA creatives, and $400K/day revenue spike, it might already be in trouble.Today, we dissect the design, monetization, UA, and feature depth of DC: Dark Legion. Is it a mobile gacha RPG pretending to be 4X? Or is it a 4X that forgot the most important part: the map?🎯 What You’ll Learn:Why DC: Dark Legion is NOT a real 4X — and why that mattersWhat the game borrowed from Frozen City, AFK Journey, and Fallout ShelterHow a simplified economy + zero persistent map = reduced spend depthWhy DC IP ≠ guaranteed scale (and how this game proves it)Whether $10M in launch revenue is enough to survive FunPlus’ declining 4X portfolioBreakdown of its multi-channel UA strategy — static ads, UGC, playables, cinematic trailers🛑 Don’t build your 4X like this. Watch the breakdown and learn from it.Get our MERCH NOW: 25gamers.com/shop--------------------------------------PVX Partners offers non-dilutive funding for game developers.Go to: https://pvxpartners.com/They can help you access the most effective form of growth capital once you have the metrics to back it.- Scale fast- Keep your shares- Drawdown only as needed- Have PvX take downside risk alongside you+ Work with a team entirely made up of ex-gaming operators and investors---------------------------------------This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: Jakub Remiar, Felix Braberg, Matej LancaricYoutube: https://youtu.be/pJnJi1XnPeEJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipgChapters00:00 Introduction to DC Dark Legion04:16 Gameplay Mechanics and Features07:04 Onboarding and User Experience10:24 Combat and Progression Systems13:19 Monetization and Gacha Elements16:14 Visual Appeal and Game Design19:17 Market Position and Future Prospects31:06 The Dynamics of Guild Conflicts33:46 Analyzing Revenue Trends in Gaming36:01 The Rise and Fall of Game Portfolios38:00 FunPlus and the Crisis in Game Development42:00 Marketing Strategies in the Gaming Industry50:48 The Future of Game IPs and Market Competition---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.meFelix BrabergAd monetization consultanthttps://www.felixbraberg.comJakub RemiarGame design consultanthttps://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - [email protected] you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej LancaricLatest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
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30% of your revenue could be coming from a web shop, and you wouldn’t even see it in your external IAP dashboards.
In this exclusive episode of 2.5 Gamers, we sit down with David Stelzer, President of Xsolla (formerly Epic Games, SEGA, CAA), to discuss how top-grossing games are ditching App Store dependency and scaling through direct-to-consumer (D2C) models.
This isn’t theoretical.
📈 The top mobile publishers using Xsolla’s stack are pulling 25–30% of their total revenue through off-store web shops — with 50% less in fees than Apple or Google.
Get our MERCH NOW: 25gamers.com/shop
💥 What You’ll Learn:
Why web shops are the future of mobile monetization
The battle pass + subscription combo every midcore game should explore
How AI is reshaping LiveOps, A/B testing & offer personalization
Why casual games are struggling and how offerwalls may be the solution
How to launch a localized, conversion-optimized web shop in minutes
The right UA mindset for 2025 (hint: it’s not CPI chasing anymore)
---------------------------------------
🔗 Want more revenue, more retention, and more control?
Xsolla’s Instant Web Shop might be your best-kept growth secret.
www.xsolla.com
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Felix Braberg, Matej Lancaric
Special Guest: David Stelzer
https://www.linkedin.com/in/davidstelzer/
Youtube: https://youtu.be/Ab6muq76UGo
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction to Exola and David Stelzer
03:16 Evolution of the Gaming Industry
06:30 Monetization Strategies for Game Developers
10:27 Direct-to-Consumer Sales and Web Shops
12:51 Trends in Mobile Gaming and IAPs
15:01 Challenges for Casual Games in Monetization
17:24 The Role of Subscriptions and Battle Passes
20:00 Expanding into APAC and LATAM Markets
22:53 Localization and Compliance in Global Sales
25:04 The Impact of 5G and Cloud Gaming
26:27 The Rise of AI in Gaming
27:56 AI's Role in Game Development and Monetization
28:27 Data-Driven Decision Making in Game Studios
30:22 Building Effective Web Shops for Games
32:37 Optimizing Web Shops for Better Revenue
34:26 Leveraging AI for Enhanced User Experience
36:37 Understanding Player Behavior for Monetization
38:06 Actionable Strategies for 2025
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit lancaric.substack.com & sign up for the Brutally Honest newsletter by Matej Lancaric
Latest article - https://open.substack.com/pub/lancaric/p/match-3d-ua-playbook-real-data-inside?r=7qqaf&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
Do you have UA questions nobody can answer? Ask Matej AI - the First UA AI in the gaming industry! https://lancaric.me/matej-ai
-
What if Royal Match and EverMerge had a baby… and it made $250K/day?
That’s Matching Story, the surprise hit that blended match-3, merge, and classic narrative-driven creatives into one of the most polished casual games of 2025.
Today, we dissect how Matching Story, which soft-launched in 2021, took its time, perfected its systems, and is now out-earning most casual titles on the charts.
🔍 What’s inside:
How Matching Story blends match-3 + merge mechanics to create deeper monetization
Why it took 2 years of soft launch to get right
The role of event meta, merge economy, and story triggers (yes, freezing families are back)
The creative strategy: Product-led UA at its finest
Key metrics:
🧮 $250K/day revenue
📲 7M+ downloads
🇺🇸 50% of revenue from the US
📈 Day 1 retention: 41%, Day 30: 15%
Get our MERCH NOW: 25gamers.com/shop
--------------------------------------
PVX Partners offers non-dilutive funding for game developers.
Go to: https://pvxpartners.com/
They can help you access the most effective form of growth capital once you have the metrics to back it.
- Scale fast
- Keep your shares
- Drawdown only as needed
- Have PvX take downside risk alongside you
+ Work with a team entirely made up of ex-gaming operators and investors
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Youtube: https://youtu.be/Avb2F9MXY9A
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Introduction and Public Service Announcement
05:52 Matching Story: A Game's Journey
08:48 Gameplay Mechanics and Features
11:52 Monetization Strategies and Player Engagement
14:54 Market Impact and Competitor Analysis
17:51 Visual Appeal and Game Iteration
20:44 Conclusion and Future Prospects
25:04 Visual Progression and User Engagement
26:37 Monetization Strategies and Ad Revenue
28:50 Retention Metrics and User Acquisition
31:23 Game Design Innovations and User Experience
34:14 Product-Led User Acquisition Strategies
37:43 Historical Context and Market Trends
42:42 The Emotional Roller Coaster of Gaming
44:54 Trends in Casual Gaming: Freezing Families and More
46:58 Reviving Old Concepts in Game Marketing
48:47 The Importance of Mastering Game Creatives
51:52 The Evolution of Game Creatives and AI Influence
53:55 The Cutthroat Nature of Game Development
56:45 Analyzing Game Performance and Market Trends
---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
---------------------------------------
Takeaways
Combine merge and match-3 for exponential monetization potential
Use merge to create downtime gameplay when match-3 lives run out
Product-led UA is real: build the ad inside the game
Leverage classic triggers like “fix the house,” “save the family,” “choose the makeover”
Spend 2 years if that’s what it takes to get it right
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - [email protected]
- Se mer
