We break down Supercell’s new twin-stick “boat game” (second alpha): a PvE → PvPvE loop where we farm island quests, haul up to three chests on a fast boat, and can flip a “go bad” switch to steal other players’ chests - triggering bounties and protections for non-PK players (revenge respawns).
What works
Fast, readable boating and clear risk/reward moments when we carry 2–3 chests.
A theft moment (“go bad”) that can create highlight-reel clips for UA if tuned right.
What doesn’t (yet)
Flat progression (gear score + light passives/chips) limits long-term goals.
Ultra-light economy and shaky matchmaking make the loop feel aimless/punishing.
Audience fit feels unclear (Gen-Z, Fortnite-lite vibe vs. strategy/4X loyalists).
Market lens
Supercell’s portfolio still leans on legacy hits; competitors with genre focus + aggressive UA (e.g., strategy/4X) scale more reliably.
Without deeper economies, UA-product co-design, and a clearer genre thesis, this boat may never scale past alpha.
Key takeaway
Depth beats novelty. We need deeper economy + UA-ready moments or this won’t sail beyond alpha.
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 Why this alpha matters
01:10 Core loop—quests → 3 chests → extract
05:00 Twin-stick feel & aiming on mobile
07:40 Progression—gear score, passives, chips
10:50 “Go bad” theft, bounties, anti-grief
15:30 Matchmaking & PvE→PvPvE tension
19:10 Economy depth vs. moment-to-moment fun
24:20 Portfolio & market reality checks
30:30 UA-product integration: what creatives need
36:30 What would actually ship (templates & seasons)
43:00 Verdict & 2025 predictions
---------------------------------------
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 - matej@lancaric.me
---------------------------------------
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
Today, Jakub Remiar breaks down the Scopely-style “sticker album” collectible mechanic—popularized at scale by Monopoly Go (global April 2023)—and why it’s sweeping casual and now encroaching on mid-core. Hallmarks: time-limited albums, gacha booster packs, duplicate sinks → premium packs, and peer trading that drives massive social engagement (e.g., official trading groups). It adds perceived depth to shallow economies (soft currency + energy) without adding gameplay complexity, resets cleanly by season, and monetizes whales via “double bottom” albums (a second, higher-reward album with ~50% more rewards and exclusive cosmetics). Implementations span Royal Match (135 cards/≈60 days), Travel Town (162), Monopoly Go (~200), and mid-core experiments like Whiteout Survival and Acecraft (smaller sets, licensed collabs).
The open questions: optimal card counts, season length, and how mid-core will standardize the pattern.
What you’ll learn
How the Scopely/Monopoly Go sticker album works: time-limited albums, gacha packs, duplicate exchanges, trading, seasonal resets, and whale “double albums.”
Why this mechanic adds depth to shallow economies and boosts engagement, retention, and monetization—with examples from Royal Match, Travel Town, Monopoly Go and mid-core tests (Whiteout Survival, Acecraft).
Practical knobs: card counts (≈135–200), season length (30–60 days), guaranteed-missing pack, and social/trading ops.
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
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 — Cold open & why albums exploded
01:20 — The template: pages, rarities, grand prize, timebox
03:45 — Rewards & pressure: limited window, page bonuses, grand prize
06:10 — Gacha everywhere: pack sources & duplicate sink design
08:30 — Social engine: trading loops (in-clan & community)
10:20 — Seasonal resets & cosmetics: depth without UX bloat
12:10 — “Double/Grand Album” for whales (~50% more rewards)
14:00 — Case studies: Monopoly GO, Royal Match, Travel Town
17:00 — Mid-core spillover: Whiteout Survival, Acecraft experiments
19:00 — Tuning knobs: card counts (≈135–200), 30–60 day seasons, guarantees
20:30 — Actionable checklist & pitfalls
---------------------------------------
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 - matej@lancaric.me
---------------------------------------
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
Legend of Elements is a 3D idle RPG from the LoM lineage. Core fantasy is “numbers go up,” delivered via auto-progress + layered upgrades, then monetized through stacked gachas and step offers.
Ads exist but are effectively a decoy; there isn’t even a “remove ads” pack.
UA is ~98% Google (YouTube + AdWords) with AI/UGC and “fake gameplay” motifs.
Systems & sinks (what actually drives playtime/spend)
• Two gachas: character (spirits) and skill, with very low SSR rates; also ad-summon entries (“2 free summons for an ad”).
• “Online chest”: ~5x/day random gacha ticks, granted every ~5 minutes online.
• 3–4 battle passes active during launch window; heavy event stack and daily quests.
• Notification-baiting tactic: tiny “free” rewards (e.g., 5 soft-currency) inside every shop/offer to create badge-clearing behavior and force shop opens.
Monetization architecture (how money happens)
• Ads are a decoy to lift IAP; no VIP/no-ads pack to sell the removal.
• Primary pay drivers: gachas + step offers (offer ladders surfaced early/often).
• Panel consensus: at ~$100K/day IAP scale, there’s little incentive to optimize ads.
UA mix & creatives (why it scales on Google)
• ~98% of impressions from YouTube + AdWords; almost nothing elsewhere.
• Creative pillars: AI faces/VO, UGC narratives, meme remakes, Genshin/Diablo-style “fake gameplay.”
• Uses creator placements (e.g., known Supercell YouTubers featured as ad talent).
Servers & competitive pressure (why shard)
• Thousands of small shards opened continuously; servers “die,” then merge, resetting the race.
• Keep leaderboards small so winning feels plausible; too many whales per shard depresses motivation.
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
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
With Playablemaker, you can finally create playable and interactive ads
NO-CODE + ON-BUDGET + LIGHTNING FAST
https://playablemaker.com/25gamers
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
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
00:00 intro
00:48 Positioning & lineage
04:40 Core loop & systems
10:10 Monetization architecture
14:40 Live-ops cadence
18:00 UA strategy (98% Google)
33:30 Creatives that convert
41:20 Verdict & KPI checklist
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 - matej@lancaric.me
Chaos Zero Nightmare is the spiciest deck-builder gacha of 2025! Lovecraft vibes, anime polish, Slay-the-Spire runs, Honkai-style meta, and launch numbers that slap: ~$500K/day, peak ~$800K/day, ~$8M in 2 weeks.
WHAT YOU’LL LEARN
Core loop: deck thinning, evolving cards, run sequencing
Meta design: pity/duplicates, banner cadence, progression layers
Why community is more than broad UA (Discord ≈50k, Reddit ≈120k)
Creative strategy for high-LTV audiences (what to show, what to skip)
Monetization & live-ops beats that actually move revenue
KEY TAKEAWAY
For hardcore, high-LTV audiences, authentic, system-forward storytelling + community momentum beats shortcut UA tactics. Frame content around runs, banners, and boss mastery moments; use paid to amplify the community, not replace 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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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 — Cold open: “How much money?”
03:31 — What is CZN? Tone, horror-anime polish
03:43 — Design DNA: Slay the Spire / Darkest Dungeon / Honkai / “save data”
09:36 — Core loop & tactics: combos, turn order, auto-off for bosses
20:23 — Company context & positioning
22:20 — Revenue reality: ~$500K/day → ~$800K/day; ~$8M in two weeks
26:08 — UA vs Community: closed betas, brand-safe creatives, Discord/Reddit
---------------------------------------
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 - matej@lancaric.me
---------------------------------------
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
In this Two & a Half Gamers special, Felix Braberg breaks down how to maximize ad monetization during Black Friday weekend - the new “Q5” for mobile games.
🔥 What you’ll learn:
Why Q5 is gone (and how Black Friday replaced it)
How to tweak cooldowns, refresh rates, and ad logic
The perfect bid floor strategy for banners, interstitials, and rewarded ads
Why CMP setup and app-ads.txt files matter more than ever
The secret timing for refreshing network placements
💬 Quote:
“You don’t pray for CPMs, you prepare for them.”
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
---------------------------------------
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 - matej@lancaric.me
---------------------------------------
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
Monopoly Bingo: How Hasbro turned nostalgia Into Revenue
Today, we dig into Monopoly Bingo - the latest Hasbro IP game climbing the charts.
🔥 We cover:
How Tripledot scaled Bingo to $70K/day
Why 60% of revenue comes from U.S. players
Facebook UA strategies for older demos
Collectible album systems and retention loops
Why Bingo still drives $400M/year globally
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
00:00 – Intro
02:45 – What is Monopoly Bingo?
05:20 – Hasbro x Tripledot Ecosystem
08:15 – Bingo as a $400M Category
11:40 – Core Gameplay Breakdown
15:10 – LiveOps & Event Design
18:50 – Monetization Deep Dive
23:05 – UA Strategy: Facebook Is Still King
26:40 – Creative Strategy Breakdown
31:00 – IP Constraints & Limitations
34:30 – Performance Data Recap
37:50 – Hasbro’s Strategy Beyond Monopoly
---------------------------------------
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 - matej@lancaric.me
---------------------------------------
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
In this episode, we play Sudoku Master - the latest “numbers” hit from the makers of Block Blast.
They uncover how Hungry Studio uses 6,000 creatives, constant A/B testing, and ruthless ad optimization to dominate one of the oldest mobile genres.
🔥 What you’ll learn:
How Sudoku Master scales with 600K DAU & 50K/day ad revenue
The hidden “Sudoku War” between Miniclip and Hungry Studio
How A/B testing + creative velocity win evergreen genres
Why Hungry runs 10× more creatives than Miniclip
💬 Quote:
“Imagine testing 6,000 variations of boredom and winning.”
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
---------------------------------------
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 - matej@lancaric.me
---------------------------------------
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
In this solo episode, Matej Lančarič dives into the new era of creative optimization — where AI tagging, unified dashboards, and ROAS-based insights replace manual testing and spreadsheet chaos.Everyone can create ads with AI, but the REAL BOTTLENECK is knowing which ones actually work. AppsFlyer’s Creative Optimization tool analyzes millions of real-world insights to reveal what drives performance - so you can scale winners, cut wasted spend, and make smarter creative decisions.Check it out: https://www.appsflyer.com/products/creative-optimization/?utm_source=influencer&afc_source=influencer&utm_medium=referral&afc_medium=referral&utm_campaign=Marvelsnap_creative&afc_campaign=Marvelsnap_creative&utm_content=matej&afc_content=matej&utm_term=YouTube&afc_term=YouTube🔥 Topics Covered:How to unify creatives from Meta, TikTok, Google & AppLovinDetecting ad fatigue before performance tanksUnderstanding creative DNA with AI taggingROAS-based creative decisions (quality over quantity)Streamlining collaboration between UA & creative teams💬 Quote:“In UA, data is your superpower and this dashboard is your ultimate power-up.”Everyone can create ads with AI, but the REAL BOTTLENECK is knowing which ones actually work. AppsFlyer’s Creative Optimization tool analyzes millions of real-world insights to reveal what drives performance - so you can scale winners, cut wasted spend, and make smarter creative decisions.Check it out: https://www.appsflyer.com/products/creative-optimization/?utm_source=influencer&afc_source=influencer&utm_medium=referral&afc_medium=referral&utm_campaign=Marvelsnap_creative&afc_campaign=Marvelsnap_creative&utm_content=matej&afc_content=matej&utm_term=YouTube&afc_term=YouTubeGet 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---------------------------------------For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.Our sponsor FastSpring:Has delivered D2C at scale for over 20 yearsThey power top mobile publishers around the worldLaunch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.---------------------------------------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 LancaricJoin our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg---------------------------------------Matej LancaricUser Acquisition & Creatives Consultanthttps://lancaric.me---------------------------------------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 - matej@lancaric.me---------------------------------------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
What happens when a Chinese studio perfects fake funnels? You get X-Clash - a 4X strategy game disguised as 5 different mini games.
🎯 We break down:
How Save the Dog became a billion-dollar hook
The evolution from X Hero → Hero Clash → X-Clash
Why 9,000 fake creatives outperform any real gameplay ad
How 4X onboarding became an interactive meme
Why the U.S. audience still buys into fake ads
💬 Quote:
“They took every fake trend from the past three years and glued it into one working monster.”
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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 Context of Gaming Trends
02:52 The Rise of Hero Clash and Fake Ads
05:41 Analyzing Revenue Trends and Game Strategies
08:48 The Launch of X-Clash and Its Potential
11:47 Gameplay Mechanics and User Engagement
14:45 The Role of Mini-Games in Player Retention
20:44 Final Thoughts on Game Development Trends
25:08 Exploring the Latest 4X Game Mechanics
29:47 Player Dynamics and New Server Strategies
32:16 Creative Marketing Strategies in Mobile Gaming
34:43 Revenue Trends and User Acquisition in Gaming
39:38 The Evolution of Game Creatives and User 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 - matej@lancaric.me
---------------------------------------
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
Today, we dissect Huntopia, a bizarrely successful idle RPG that’s part World of Warcraft, part casino. Meh, just WoW from Wish.
🔥 We cover:
Why it makes $100K/day despite its chaotic UI
How upsells trigger during every interaction
The “Collectible Album” midcore crossover
Day-to-day growth tracker for player engagement
Why it’s a masterclass in monetization design
💬 Quote of the episode:
“This game has every feature ever invented — and three menus for each.”
Keywords: Huntopia game review, idle RPG monetization, Chinese mobile games 2025, upsell strategy, pet gacha, idle design, Two and a Half Gamers, monetization features, midcore hybrid casual
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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
---------------------------------------
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 - matej@lancaric.me
---------------------------------------
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
In this Two & a Half Gamers solo episode, Jakub Remiar breaks down how UA product funnels and templatization dominate every major studio playbook - from River Game’s $7M/day 4X empire to Habby’s action roguelite evolution.
🔥 What you’ll learn:
The fake ad → fake game → real game funnel explained
Why River Game & Century Games are unstoppable
How Habby and Microfun perfected “Template 2.5”
Why Lilith & FunPlus are playing catch-up
How the same system fuels 4X, puzzle, and social casino genres
💬 Quote:
“Fake is the new onboarding.”
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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
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 Product Trends
00:25 Understanding the UA Product Funnel
02:46 The Evolution of Fake Ads and Games
06:37 Market Dynamics: River Games vs. Century Games
10:46 Challenges in the Forex Segment
12:41 Proliferation of Trends Across Genres
16:00 Templatization in Game Development
23:59 Conclusion and Future Predictions
---------------------------------------
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 - matej@lancaric.me
---------------------------------------
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
We break down The Tower - an idle-defense hybrid that turned a solo dev into a millionaire.
We spoke directly with Anthony (Tech Tree Games) about design, monetization, and UA strategy.
🔥 Topics covered:
4-person team, 25 contractors
$80K/day revenue, 10% ads, FastSpring web store
Best-performing creative = the dev himself
How “The Perfect Tower” inspired this hit
💬 Quote:
“The Tower proves you don’t need art to make art.” - Matej Lančarič
“The Tower” by Tech Tree Games is the ultimate underdog success story:
a solo dev project turned $50M+ global hit built by four full-time employees and 25 contractors.
The game proves that mechanical depth, community obsession, and smart UA execution can outperform big studios — even with zero art and an Excel-like UI.
Three years after launch, The Tower still breaks records, generating up to $80K/day, driven by organic community power and a dedicated creator-led UA ecosystem.
“This is the Stardew Valley of mobile free-to-play.” - Jakub Remiar
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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
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
02:14 Game Design Insights and Unique Features
06:22 Gameplay Mechanics and Strategies
14:31 In-Depth Game Analysis and Features
18:01 Game Mechanics and Optimization Strategies
22:50 Ad Revenue and Monetization Strategies
27:59 Game Design Inspirations and Core Mechanics
34:05 Community Engagement and Game Evolution
39:07 Game Design Excellence and Community Engagement
42:18 Creative Strategies in Game Marketing
45:42 The Cinderella Story of Game Development
49:33 Building a Strong Community and User Acquisition
---------------------------------------
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 - matej@lancaric.me
---------------------------------------
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
We talk to David Pan, Director of Business Development at Habby, for the first-ever Western podcast appearance from the famously low-profile publisher behind Archero, Survivor.io, Capybara Go, and Whittle Defender.
This isn’t a press interview - it’s a brutally honest deep dive into Habby’s evolution, UA philosophy, shift from hybrid-casual to IAP-focused midcore, and its global ambitions beyond Asia.
🔥 Topics Covered:
From “hybrid casual” to “midcore with IAP focus”
Why ads kill retention
How UA costs shape game design
Creative gaps between East and West
Habby’s data-driven soft launch process
The next-gen “Habby Template 2.5”
Why Survivor.io still defines the global UA playbook
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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: David Pan
https://www.linkedin.com/in/david-pan-%F0%9F%94%9C-gamescom-thailand-4b885566/
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 Habby and Its Journey
03:27 David Pan's Role and Responsibilities
06:13 Understanding Habby's Business Model and Game Portfolio
09:00 Recent Investments and Expansion Strategies
11:48 Transitioning from Hybrid Casual to Mid-Core Games
20:37 The Shift Towards In-App Purchases
21:28 Innovative Game Development Strategies
24:10 Navigating the WeChat Mini-Games Market
33:17 Monetization Strategies in Western Markets
42:16 The Moral Dilemma in Game Monetization
44:39 Understanding Monetization as Game Design
48:08 The Importance of Event Mapping in Game Development
50:14 Future Directions for Habby
53:54 Anticipating Big News and Industry 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 - matej@lancaric.me
---------------------------------------
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
We sit down with Chen Yang (Iwae) from Cocos again to unpack how AI is transforming the Chinese mini-game ecosystem across development, UA, and operations.
The conversation reveals how AI-generated 3D, playable automation, LoRA fine-tuning, and instant meme cloning are redefining speed, scale, and creativity in the world’s most dynamic mobile market.
💡 Key Takeaways
1. 80 % of Chinese mini-game developers already use AI.
AI is embedded across art, code, operations, and UA pipelines.
The most common use cases are:
2. AI improves development speed by up to 80 %.
A single small team (1 artist + 1 programmer + 3 AI agents) can now build an MVP in 2 weeks.
Before 2023, the same project required 5–6 people and 1–2 months.
3. Custom LoRA models are the new secret weapon.
4. AI video ads and playable creation are exploding.
Average cost per playable: $1000–$2000.
you can also get playables with playablemaker.com
25–30 % of UA revenue in September 2025 came from AI-generated playables.
5. AI video workflow = human + AI hybrid.
Studios shoot a few clips with real actors ($500/day), then auto-generate hundreds of new scenes using Runway, VEO3, or Kling 2.5.
The average cost is less than $40 000 per game.
6. “Chinese Speed” defined.
A meme seen on Douyin today becomes a mini-game level the next day.
7. AI agents now analyze markets.
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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: Chenyang Sun
https://www.linkedin.com/in/chenyangsun/
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 Mini Games in China
03:08 Cocos and the Mini Game Market
04:09 Future of Mini Games 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 - matej@lancaric.me
---------------------------------------
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
Today, we talk with Colm Hayden, Head of Growth at Triumph - the app redefining real money gaming for a new generation of players.
🔥 Topics covered:
How Triumph scaled to $100M+ payouts with 13 mini-games
Why their audience is 21–35, not 60+
How they build 10 new creatives a day
Why their ads with Soulja Boy crushed every benchmark
Why “trust-based UA” matters more than CPI
How they cracked TikTok before Meta
📊 Core metrics:
Avg payout: $3 per game
$100M+ total prizes
5-min average time to deposit
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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: Colm Hayden
https://www.linkedin.com/in/colmdotcom/
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 Triumph and Hosts
01:45 Understanding Skill-Based Gaming
03:23 Triumph's Unique Approach and User Demographics
06:41 Game Selection and Gameplay Mechanics
09:25 Revenue Model and Player Payouts
12:41 Legal Landscape and Market Expansion
15:29 User Acquisition Strategies and Metrics
18:04 Advertising Challenges and Compliance
20:41 Competitors and Market Positioning
23:26 Ad Monetization and Future Plans
28:03 Creative Marketing Strategies in Gaming
29:18 The Importance of Authenticity in Ads
31:19 Elements of Effective Advertising
32:07 Leveraging Celebrity Endorsements
34:12 Innovative Streaming and Content Creation
34:37 User Acquisition and Retargeting Strategies
35:35 The Role of Playable Ads
36:45 Future Expansion Plans for Triumph
38:54 Understanding the Skill-Based Gaming Market
41:24 Learning from Industry Leaders
---------------------------------------
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 - matej@lancaric.me
---------------------------------------
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
Today, we, and special guest John Wright, unpack the chaos surrounding the EU’s proposed Digital Fairness Act (DFA) - a legislation that could redefine how free-to-play games operate in Europe.
Key insights:
Source: https://ec.europa.eu/commission/presscorner/detail/en/ip_25_831?utm_source=chatgpt.com
The DFA was proposed by the EU Consumer Protection Cooperation Network in March 2025.
It’s still not law currently in consultation stage, potential enforcement by 2030.
If approved, it would enforce seven major principles for all EU-targeted games.
Transparent Pricing
All in-game currencies (gems, coins) must display real-world value.
Example: “500 Gems (€4.99 equivalent).”
No Mixed Currencies
Games may be limited to one in-game currency.
Multi-currency RPGs or Forex-style economies could be flagged as “misleading.”
No Bundling or Welcome Packs
Forced to sell items separately (no more “Best Value” or “Starter Offers”).
Removes behavioral pricing psychology that drives F2P monetization.
Pre-Purchase Warning Screens
Mandatory “scare screens” before each IAP — adding purchase friction.
14-Day Refund Right
Players could refund any IAP (including gacha rolls or consumables) within 14 days.
No Economy Changes Post-Launch
Developers couldn’t rebalance in-game currency values after release.
Effectively bans live balancing - a core of F2P design.
High-spending users could be classified as “vulnerable” or “addicted.”
Developers could face scrutiny for “exploiting impulse spending.”
Industry Impact
Jakub: “Free-to-play economies just don’t work with one currency. This breaks every RPG and forex hybrid in existence.”
John: “This kills the incentive to operate in the EU - studios will shift budgets to the US and Asia.”
Felix: “The EU will lose jobs and game availability will shrink.”
Matej: “It’s not law yet. Everyone’s panicking, but this might turn into another IDFA - big noise, small impact.”
Main Takeaway
The DFA is well-intentioned but deeply flawed. It confuses gambling regulation with free-to-play design, overreaches into live-ops flexibility, and could reduce the number of games released in the EU.
Lobbying and advocacy will shape its future, not outrage posts.
---------------------------------------
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: John Wright
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 Digital Fairness Act
02:53 Overview of the Proposed Legislation
07:05 Principles of the Digital Fairness Act
10:37 Lobbying and Legislative Process
12:14 Implications for the Gaming Industry
20:01 Future of Gaming in the EU
21:33 Industry Reactions to Regulatory Changes
22:50 The Impact of Gacha Mechanics
24:55 Consumer Rights and Game Economics
27:33 The Debate on In-App Purchases and Gambling
30:37 Parental Responsibility in Gaming
34:09 Legislative Impacts on the Gaming Industry
37:59 The Future of Gaming Business Models
---------------------------------------
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 - matej@lancaric.me
In this Two and a Half Gamers special, Matej, Felix & Jakub talk with Chen Yang (Iwae) from Cocos about how mini-games on WeChat, Douyin, Alipay, and Huawei stores are reshaping the mobile industry.
🔥 Topics:
Cocos Creator powers 54 % of China’s mini-games
How WeChat’s ecosystem drives 80 % of revenue
Why IAP overtook ads (61 % → 31 % IAA)
How Douyin and Alipay monetize via e-commerce loops
OEM channels like Huawei and OPPO enter the game
Why foreign studios still can’t get ISBN licenses fast
The real UA and monetization flows behind China’s mini-game boom
Mini-games are China’s new gold rush - 600 M MAU, billions in revenue, and Cocos at the center of it.
Special guest: Chenyang Sun
https://www.linkedin.com/in/chenyangsun/
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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: Chenyang Sun
https://www.linkedin.com/in/chenyangsun/
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 Mini Games in China
04:30 Cocos and the Mini Game Market
08:08 Growth Factors in China's Mini Game Industry
10:34 Monetization Strategies and Revenue Sources
13:05 Comparative Analysis: China vs Global Mini Games
15:46 Major Platforms and Their Impact
18:20 User Acquisition and Marketing Strategies
21:04 The Role of IP in Mini Games
23:13 AI Trends in Mini Game Development
25:30 Future of Mini Games 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 - matej@lancaric.me
---------------------------------------
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
We go two and a half steps ahead into the new era of AI-generated creatives - dissecting what’s trending, which studios are using them, and what it means for the future of game marketing.
Key insights:
Adoption is rising
In 2024 only a handful of studios used AI for hooks.
By late 2025, top performers such as Lands of Jail, King Shot, and Rise of Castles will be fully embracing AI-assisted pipelines.
Jakub predicts 50% of all mobile ads will be AI-driven by end of 2026.
AI Creative Formats Taking Over
Hooks: 60–70% of AI output focuses on hyper-realistic or surreal opening shots.
Full Creatives: Only ~30–40%, limited by coherence and model smoothness.
Transitions are now indistinguishable from live action - especially in POV-style TikTok ads.
Contrast Art Styles: Realistic → cartoon → pixel mashups catch the eye.
POV Narratives: First-person sequences with “AI girlfriend” narration dominate TikTok.
Localization via AI: Same creative, instantly re-rendered for JP, KR, EN markets.
Freeze/Prison Metas: Prison Life-style “frozen prisoner” AI scenes trending hard.
“No Ads” UGC Spoofs: King Shot’s “no ads” meme now a running trend.
Brain Rot & Chaos: nonsensical motion = attention-grabbing hook.
AI Interviews: VEO3 and Kling 2.5 are redefining talking-head realism.
Kling 2.5 = new industry benchmark (4x cheaper, faster scene rendering).
2025: AI is mainly used for hooks.
2026: Half of all creatives will be AI-produced end-to-end.
Takeaway: AI creatives are here, fast, and chaotic. The best teams use them not to replace creativity, but to scale it.
Get our MERCH NOW: 25gamers.com/shop
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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
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For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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
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 AI Creatives
03:52 Current Trends in AI Creatives
06:24 The Evolution of Art Styles in AI
12:01 AI Creatives and Marketing Strategies
14:46 Localization and Cultural Adaptation in AI
22:52 The Rise of AI in Creative Content
28:01 The Evolution of Game Graphics and AI
31:21 The Future of AI in Advertising
37:38 Predictions for AI in the Creative Industry
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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 - matej@lancaric.me
We dive into Megabonk, a surprise Steam indie hit that’s taken Twitch and the charts by storm. With 82K+ CCU, $2M in its first two weeks, and streamer hype driving growth, the trio explores what makes Megabonk work and whether it could scale to mobile.
Key insights:
Roguelite 3D blend of Vampire Survivors and Risk of Rain 2.
Deeper systems: map objectives, shrines, infinite inventory, banish/skip mechanics.
Core humor: banana-rang weapon, Mega Chad character, quirky item design.
“Screwed-up moment” for roguelites - moving past 2D isometric clones.
Shroud and other top Twitch streamers boosted it to 114K peak viewers.
Viral builds (level 500+ with full-screen bananas, nukes, shrines) = highly watchable.
Game thrives because it’s fun to watch as well as play.
Day 11: ~300K units sold, $2M revenue (discounted launch price €8.28).
Vampire Survivors never reached this CCU peak despite 23M lifetime units.
Risk of Rain 2 = 141M gross but publisher-backed. Megabonk is solo-dev mystery.
Obvious rewarded ad placements (refresh button, rerolls, revive).
Gacha for gear/characters could add whale-driven revenue.
Estimates: ~$270K/month ad revenue if ported straight to F2P. With gacha: far higher.
Sustaining Twitch attention requires updates or new systems.
Still, design depth is strong - the “systems combination” is what competitors will copy.
Takeaway: Megabonk is the new roguelite phenomenon: deep systems, streamer fuel, and endless monetization potential if (when) it comes to mobile.
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
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
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
---------------------------------------
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 - matej@lancaric.me
---------------------------------------
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
Felix dives into ad monetization trends, focusing on the surprising rise of prison-themed games dominating the simulation and idle arcade charts.
Key insights:
Prison Life (Supercent)
~$107K/day ad revenue, ~$38M annual run rate.
DAU ~2M, nearly 100% ad-driven.
Rewarded impressions: ~4 per DAU (50% base) = $42K/day.
Interstitials: ~6 per DAU (70% base) = $60K/day.
Clever onboarding: first speed-up (Segway/tricycle) given for free → players experience premium benefit → later higher conversion.
Takeaway: “Give it free first, then charge later.”
Prison Survival (Highgame, Vietnam)
DAU ~600K. Revenue ~$21–32K/day.
Hypercasual-style “convert or die” model → if no rewarded ad, user is forced into interstitial.
Core loop 50–80s → optimized for frequent ad exposure.
Monetization mix: 6–8 interstitials per DAU = $12–15K/day; rewarded = $2–3K/day; banners/app open = $2K/day.
Takeaway: Hypercasual ad-monetization loops still work in 2025.
Prison Escape Journey (X Games Global, Vietnam)
DAU ~560K. Revenue ~$10–15K/day.
Essentially, a supermarket simulator reskinned with a prison theme.
Interstitials on 180s loop; rewarded ads for ramen currency; “remove ads” IAP.
Clever use of interstitial at app open instead of Google’s app open ad → eCPM $8–15 vs $2.
Prison Escape Simulator (Digital Melody)
DAU ~220K. Revenue ~$6–10K/day.
Softer ad strategy: fewer interstitials (~8 per DAU) + hidden rewarded ads.
Monetizes heavier on rewarded app open format.
Launched mid-August 2025, still scaling.
Genre Trend: Simulation → Prison Theme Takeover
A year ago, supermarket manager sims dominated top simulation charts.
Today: Prison Escape Journey is #1 in simulation.
Prison themes resonate globally — from idle arcade to forex to supermarket clones.
Takeaway: Prison is the new supermarket. Expect more reskins, higher conversion funnels, and creative UA exploiting the theme.
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
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 Ad Monetization Trends
03:36 The Rise of Prison-Themed Games
08:57 Deep Dive: Prison Survival Game Analysis
14:54 Exploring the Supermarket Simulator Influence
20:43 Conclusion: Future of Simulation Games
---------------------------------------
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 - matej@lancaric.me
---------------------------------------
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