Who is Tripledot & what do they do? The History, games portfolio & estimated profits

Yeah. So bonuses three years ago were a hell of a lot higher.

Pretty much all networks probably pay them bonuses to test with them as well, right? So I would probably set the bonus per year anywhere between 30 to 50 million in terms of payouts, with the majority of that probably coming from some sort of mediation deal. There's no way you can know that.
That's just complete guessing from the outside. So it's basically three months.
Exactly. So basically that means most likely that from the last three years of operating TripleDot, there probably is a count somewhere with $600 to $900 million worth of free cash, basically, that they've just kicked off from the last three years.
Which means that you can quite easily buy a company that costs $900 million, because I'm sure a banker would love to structure that up. It's 4 a.m.
and we're rolling the dice. Matei drops, knowledge made of gold and ice.
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Welcome. My name is Matej Lančarič.
I'm Felix Broberg. And I'm Jakub Premier.
And we are your hosts. That is right.
It is. Yeah.
What are we talking about? We are talking about... We want to do a special episode.
Yes. Yes.
Tell me. Because we want to do a special episode on the back of some bombshell news that leaked this week, which is that Athlevin is selling its gaming division to UK firm Triple Dot for $900 million.
And we were shocked, not about the deal, but we were shocked more that a lot of people on LinkedIn were shocked about this news.

So today, we are going to dive into, like in this episode, who is Triple Dot and what does Triple Dot do? And we only talked about one of their games, right? Exactly. In the big episode that we had before with Triple Tile and Triple Match.
Exactly. And for those don't know, TripleDot is a casual studio based in the UK that monetizes 99.3% with ad revenue.
And that's according to my estimates. And we're going to go into that.
So we're going to talk about their portfolio, where we're going to have a look at their biggest title with Doku. I'm going to estimate their overall revenue and the overall profit from the last three years.
And essentially, I just want to preamble this a little bit,

because basically, in mobile, once you earn IAP revenue, it's like firing off a giant flare gun

to the development community. And anyone with sensor tower access can pretty much in real time,

track your progress and see if your project is worth copying or not. IAP revenue is loud, brash, and easy to track.
Whereas ad revenue, the second income stream for mobile apps is opaque, concealed, and difficult to estimate. In mobile, ad revenue is quiet revenue and IAP is loud revenue.
And you usually need an insider to help you calculate and estimate what in a studio is actually earning lucky for you we have our own insider yeah awesome or or you actually follow the news and that's pretty much it or you kind of like understand how gaming works that's it yeah exactly so i

estimate that the mobile ad monetization market pays mobile publishers between 38 to 55 million dollars per day to show impressions in their apps so that's my estimate and basically that means that mobile publishers on mobile collectively collectively

receive between 14 to 20 billion dollars a year in ad revenue uh that's kind of a far cry from the

142 billion dollars that the play store and app store are estimated to have generated in 2024

however ad revenue is not subject to the 30% Apple and Google tax. And ad revenue is pretty much generated away from prying eyes.
And in ad monetization, there's about 10 companies that earn over a million dollars a day in ad revenue. Triple dot is one of them.
I basically categorize them as a premium developer of games that monetize with ads. Anything you guys like to add to that? Do I get it right what you said? Overall, yearly, it's around 15-20% of mobile gaming revenue coming to ads? It depends how you want to mean, it depends how you want to count it, right? So like if 142 is generated by the Google Play and App Stores last year, that means $40 billion of that is tax, right? So if you minus that, then basically it would be 20%.
I don't know how you want to calculate it from like a publisher perspective or a general perspective, right? But that's Apple and Google Play excluding China and all these other... I just looked at the top line for the app stores from estimates.
China, that's another episode. I know.
Because we know that, for instance, WeChat games, they have their own ad grossing charts, basically. Just saying.
We have our own feelings. iOS and Android and android are not that big there right so yeah yeah so let's talk about triple dot jakob when was triple dot founded 2017 exactly well done all right so triple dot uh founded in 2017 uh the founding trio I guess their ex-Facebook, basically.
Akin. Yeah, Akin was Facebook.
Akin was Facebook. That's for us.
That I know for sure. Yeah.
And basically, they really know what they're doing on the ad revenue side, right? So let me just show you something here. Let me just do a screen share.
So... Yeah, Felix struggling with the screen share again.
Yeah, it was just because you know... Yeah, you know, because that's what you do always.
Anyway... It's because I wrote such a good intro, you know? There you go.
Yeah, yeah, yeah. So, TripleDot was founded in 2017, right.
So this is their overall publisher downloads since 2017. And essentially, no, like they were pretty much steady at around two to three million downloads per month until 2022, when essentially they raised one hundred and sixteen million dollars at a $1.4 billion valuation.

And you can see here,

that's really when they started to kick things

into a higher gear.

Before the raise, about $4 million downloads per month.

After the raise, they have pretty much averaged

10 million downloads per month without skipping a beat,

without missing a single month.

Sometimes this peaks at 15, but basically they've never been below that again. And don't forget in 2022, they also bought Zephyr games.
Zephyr Mobile. Yeah, exactly.
We'll get to that. But essentially the most important thing to know when you're talking about ad revenue, that is the active user base.
Because essentially... By the way, do you think if they haven't raised the money, would they need a partner for scaling UA? Maybe.
You never know. I mean I think they they raised their money for that.
But what could they have done instead of raising, Matias? Instead of that, they could talk to PVX partners. Although I think like back then, PVX partners haven't existed yet.
But you know what? Today's episode is brought to you by our sponsors, PVX Partners. The simplest and most effective credit line for marketing.
Because if you are scaling your game or your company and you want to scale like a triple lot and you need funding, you don't need to raise series A or series B. You can talk to PVX Partners.
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It's flexible, fast and tailored for your growth. So you can also secure funding within 30 days and get the term sheet within just 24 hours so you know take control of the ua without giving away a piece of your company so visit pvxpartners.com and see how they can help you grow your game and company there you go i don't know we've done these ad reads now for a couple of weeks right and i still want to meet tyler sorry one correction the zephyr acquisition was 2024 yeah yep just saying all right so basically oh yeah sorry yeah yeah the active user base is actually what you want to pay attention to uh when you're looking at ad monetized games that's essentially what earns you revenue.
And that's how you can kind of estimate that. I tried to pull active user base of triple dots since all start or since the start, but sensor tower crashed on me.
So I'll just, here's a snapshot of the last 30 days, right? So it's according to Sensor Tower, 8.3 million DAU.

That's nearly the size of my country sweden but the most impressive thing here is right is that the second the largest geo after india is actually us so that means that they are going to be earning a lot of ad revenue from that because essentially the US is where you have the highest eCPMs. Do you want to talk anything about the games overall before I jump into kind of the estimate on what I think these guys have earned in the last couple of years? That can take on games.
Yeah, I think we can talk about the acquisition that you corrected me. I'll go into it when we're doing the estimate as well.

Okay.

Okay.

Because there is one more acquisition.

And then one which I don't think happened, but it was sour in pitchbook.com, which was Touchstand Games.

And I've never heard about these guys. And I haven't seen their games on their triple dot portfolio but apparently there is some connection yeah okay yeah time to look what I missed there but I think it's it's accounted here.
It's accounted here in triple dot. Yeah, Zephyr is there.
Yeah, Zephyr is there. Zephyr is, for instance, Jigsaw puzzle and stuff like that.
When I was doing the estimate for that revenue, basically I think they're in the process of moving things over from the Zephyr account to the triple dot account because there's a couple of games that are still in Zephyr's portfolio on Cessna Tower, and there's a couple of ones that have moved over that are definitely Zephyr. Yeah, but Zephyr is GetColor, HayColor, or Math Crossword.
And Math Crossword is... Math Crossword is Zephyr? Yes, that's Zephyr.
It sounds like Triple Dot here. Of course, but it's Zephyr.
Based on some articles and some information. So very briefly, like pretty much Vudoku is the game that put Triple.org on the map when it started scaling heavily in 2021.
I mean, we need to say they started the company on the back of the Solitaire classic apps. Like that was the initial ideas and like the games that they had.
Yeah. Solitaire.com, literally the game.
Solitaire. Like basically classic Solitaire.
Yeah. We're just doing like a million downloads a month.
Evergreen. Yeah.
Evergreen. Yeah.
Yeah. Now being disrupted as we talk with all these Solitaire.
Yeah. But that's a different topic.
Anyway, moving on. Then comes Triple Tile right after Wudoku Summer 2022 we already covered that game in great detail in our triple match fight episode, where we compared it with Triple Match, Triple Tile, and what was the last one? Boom, Triple Triple Match 3D Triple Match 3D yeah, Triple Match 3D then there's the Get Color the get color water sword puzzle.
Yes, that's Zephyr. Yeah, that's Zephyr.
That's been added from that acquisition, I guess, into this account. And then nut sword is again Zephyr.
Zephyr. Yes, that's Zephyr again.
And then currently the biggest scaling game in terms of downloads, not active users, that's the difference, is the mad crosswords, which we're going to look into in a moment. Yeah.
Yeah. And then Wudoku Blast.
Yes. Which I don't see here, but it's supposed to be here.
Yeah. Yeah.
Because if you look at the curve just briefly, this one one, so this is Voodoo Blast, which was one last year's October, and it's literally doing now half a million downloads a day. Yeah.
No, that's active user base. That's the active user base, which is the correct metric to look at.
Yeah. Well done.
140K downloads a day, and it's like at half a million. Yeah.
It's tough. Andwords is also scaling like crazy which is currently at something like 70 700k active users and downloads wise is also doing those 200k a day yep there you go uh if you look briefly into the games themselves so i think we already covered multiple games that looks like this, but this is the OG one.
If I understand. That's what I wanted to ask and I'm sorry for being an idiot here, but was Wudoku first and then Block Blast or the other way around? I would guess Block Blast was later.
Is that so? Okay, because then Wudoku, what they're doing is just, oh,, what the Block Plus is doing on the creative side let's just take that and then use it in our game We need to check that because that's very important in this, and also I mean when we had Anatoly from Burning Games, there is definitely some... Yes, the Play-Doku is...
There are some similarities. Not only in creatives, but in the gameplay as well.
Because, you know, it's very important. Because they have Vodoku Blast, which is...
There you go. Yeah, Vodoku is definitely first.
Vodoku started scaling somewhere like 2022, which was two years after Vudoku.

Okay, you never know. It's good to have it in the same graph.
Yeah, exactly. So back to the point.
So Vudoku is basically kind of similar. It's their flagship title basically.
It's their crown and their empire. So it's, again, this kind of a Tetris-y iteration where you are having three blocks at the bottom that always comes, and you need to get rid of all of three and put them onto the board.
You're getting points based on your matchups. Stuff can be destroyed in Tetris-style manner if it's a whole line or a whole column or within these full squares.
Sudoku squares. Yeah, like kind of very similar to PlayDoku, as I said.
PlayDoku is actually taking this. This is the classic mode where you just pretty much go until you run out of space on the map and go for the highest score as possible, which I won't go into like full now.
And then we have the daily challenge there,

which is like a pretty dedicated usual thing.

If you just go to Block Blast episode,

this is exactly it, but in brown.

Actually, Voodoo Blast will be even more, you'll see.

And then they have their journey,

which is, again, single player content structured,

where there are these mechanics where actually you need to collect stuff. So it's a little bit of level design there.
There's interstitials, there's adds in between, and so forth. So like, nothing heavy regarding the progression.
It's very, very easy. Regarding the Wudoku Blast, it actually starts different.
It starts from the Level Saga first, and then you unlock the Classic Mode, which, by the way, the Level Saga seems to be much more polished, I would say. Yeah, it looks so.
Yeah, you can see that even the colors are basically the same as Block Blast uses. And I would expect that like, yeah.
There, yes. I mean, Blockblast is on its way to overtake Subway Surfers and daily active user base.
So you know what? Good thing, copy them. Like, they clearly do something right.
Yeah, something that works, exactly. So going here.
So here, for instance, we have a level where you see that these balloons, you need to have continuous destruction of the same block pretty much in order to kind of destroy them. And again, same setup here, that there's three blocks kind of falling there on the bottom.
And I think it's very good kind of difficulty adjustment here because the blocks that are given to you are, I think, it's not accident. They know what they're doing regarding the difficulty.
Yeah, but that's there. There's, I'm not going to continue here.
Let me go back to the main menu. So there's the classic one.
There's these, like, even, like, a saga, I would say.

And that's it, basically.

We have basically the leaderboard, as usual.

With these heavy head games, you don't really

need that much. It's the

main part that is, like, hidden

in between, in the

behind the scenes with the difficulty adjustment.

In between, you mean

interstitials?

Yeah, in between the interstitials. Also, regarding the setup

of those interstitials is very important.

Yeah, of course. Finishing the thing with the Matt Cross Puzzle, which is kind of unique, to be honest.
I think this one looks very, very polished. They're all polished, like all the games.
I would say this is on top of these like ad-driven casual games which are

like this is not even hybrid

like it's not hybrid, it's like 99%

revenue, there's not even a shop

I don't think there's even possibility to have any IP

revenue in this, I don't think so

99.3%

so what you're doing

here, this is quite interesting

so you're basically solving simple math

which if you do

you get graded with points

and yeah, that's it Thank you. doing here, this is quite interesting.
So you're basically solving simple math, which

if you do, you get graded with points and yeah, that's it. And it gets Simple to you maybe.
That looks pretty hard to you. We'll show it.
Yeah. I know math.
Yeah. So let me, let me just finish.
Looks pretty hard to me. We'll see.
So yeah, this is basically how it looks. They have a progression here, actually.
So you are growing your plants or whatever, like you see here. Nobody cares about the plants.
Yeah, nobody cares. Yeah, so we have our plant collection which again

roast cordana I don't know what this is

and there's a lot of them

that you can grow so it's a little bit of like

at least some kind of visual thing

but again this is the usual daily

challenge we wear here

then there's player ranking

as per usual

there's expert mode by the way which is

kind of hard

it's kind of hard.

Oh, it's kind of hard.

Because here it's like, it's not only you need to solve the math, you need to solve the combinations of the math.

Because it's in the ads. I mean, like I was looking at it like, what's happening?

Yeah.

What should I put there?

Quite hard.

So, yeah.

I think they've done it pretty well.

And banners are, by the way, always present,

both in the menus and both in core gameplay.

So that's there.

And, yeah, I think this works pretty great as for, like, these very, very kind of skinny feature set games that are, like, expertly done through the ad revenue setup. Those are the main titles.
Go back, please, to the center tower here and then just put the revenue. Because if you look at this...
There's nothing. Nutsword maybe does something there.

Nutsword is the title

that's, again, the sorting thing

similar to the...

What's the other title that they have there?

This is Sephir's, right?

Get color or hey color.

Yeah.

So instead of

vials of colored water

you are actually moving these screws. Yeah.
And this is, I think, I would guess it's like 10%, 15% IP revenue driven, maybe. I don't know.
That would be my guess. I don't know.
It's still heavily ad driven. Yeah.
Everything is heavily ad driven. It's 80K downloads a day.
Come on. Yeah, yeah, yeah.
But it doesn't mean that it's not working, it's just a different model, and it's hard to do. So, yeah, and this is the important part, I think, like, this kind of carries the message that literally reminds me of this one scene from 13 Warrior where the guy was, like, faking the battle, and, like, in the end he killed the guy because he could kill it at any point, and he he just said like, oh, now he needs to come with something he doesn't see anymore.
Because that's basically ad revenue. You need to come with something that you don't see pretty much in the charts.
What a great analogy. Oh my god.
We kind of went full circle from the intro, I guess. Yeah, yeah, yeah.

IAP is loud revenue.

In a bad, it's quiet revenue.

Yeah, think about it.

IAP revenue is like the loud brackish red Lamborghini you have on the store. And then like ad revenue is like the aged Swiss revenue, like family that just had wealth.

No, it's hidden.

Fitting in Switzerland.

IAP is here because it's kind of, it's basic revenue because even like an idiot can read the graph. If you have ad revenue, you actually need to understand how it works.
Yeah, you have a feelings. Yeah, but still.
Even the thing with like, oh, this is a shit ton of downloads. It will have shit ton of ad revenue.
This is not true because if you don't see the country filter, it's a different story. Active user base is what you need to go off.
Exactly. It could have a retention, therefore, you know.
Yeah. And on that note, do you guys want to jump into my estimate of how much I think tripled up? Let's jump into money.
Yeah, I said 1.5 mil per day,

but that's too much, as you mentioned.

So let's say like 1.2 maybe.

You're right and you're wrong, Matty,

because ad revenue swings wildly throughout the year.

And basically in the last two years,

normally I say that is basically measures

how close you are to Christmas

on how much you're earning because of the ECPM.

But we haven't had a break through Christmas on ECPM for the last two years because it's moved to Black Friday basically yeah no Q5 it's all Black Friday so how I did this estimate was I took all of Triple Dots games and I looked at the active user base in the last 30 days because I couldn't look at it longer. This is the hidden part I was talking about.
All right. Yeah, because it broke, essentially.
So in the last 30 days, like I said, 8 million users on iOS in the USA. It's 468,000 DAO.
On Android in the US, 494,000.

So pretty much 500,000.

iOS worldwide excluding states, 1.3 million.

And iOS worldwide excluding the states, 5.6 million.

So yeah, a lot of Android revenue.

So what I assume... You want to pick up the screen?

No, I just have the calculations here, so you can keep entertaining. Okay.
Yeah, so what I estimate here is that majority of the games are earning majority of the ad revenue from interstitial, because basically that's the main bread and butter. Yeah, in the meantime, can you show the retention numbers for the foodoku and the others? DAO? Because people are actually asking about this, and we never know.
Sometimes we talk about it. Yeah, for sure.
So I handicapped on average that their titles show nine interstitials, two per user per day on an active user or daily ad viewer rate on about 75%. Banners, I estimate because basically they're always visible.
120 banner impressions per DAU on 70% ad viewer rates. And also four rewarded ads on 45% of ad viewer rates across the whole basically portfolio on average.
So that would mean that in the last or yesterday, that triple dot would have generated about 920K for one day worth of ad revenue. Then I needed to add in the Zephyr mobile stuff because they're kind of moving over some titles.
So I looked there as well. Same thing there, 78 to 90K a day from Z zephyr which brings to a grand total in the last 30 days of 974 000 per day in ad revenue but then we need to take this a step further right because it fluctuates right so yeah the closer we are to black friday they hire the ecpms which means you earn a lot more right right now're in a low eCPM time period.
March, February is low. So we probably need to add on about 25% to that.
So basically it's anywhere I would say between 900 to 1.3, sometimes probably going up to 1.4. Yep.
So that's the kind of space that we're dealing with this terms of this developer, but basically now we went, yeah, exactly. It's huge.
Right. So now we need to take this a step further, right? Yeah.
Way more like, so basically in a year, they probably are earning anywhere between 320 to $380 million, which means I still think it's closer to 500 because basically what i wanted to estimate here as well is profit right because i am in the ad monetization team and we rarely get told usually what profit margins you're running that's usually the ua team that's privy to that so i estimated the profit on 20 30 40 and 50 profit margin so matthier pick a number out of those that you think is most realistic took 40 pretty much 40 okay yeah so that means that the profit would be about 150 to 160 million dollars per year and if you add theer there, that means it's closer probably to 200 profit a year, 200 million in ad revenue. So that means that they've been at this ad revenue for the last three years, which means they have generated about half a billion to 700 million in profits.
Exactly. Yeah, okay.
Yeah, but then also there's another aspect these large-scale publishers that we also need to take into account, right? Because that is publisher incentives and bonuses. So if you have this many impressions, you're pretty much like, yeah, you're pretty much the king on the block, right? You can ask for whatever you want, right? Hello, weird guys from Uplavinloving you know we would like to keep you on max what do we need to do oh here are some bonuses yeah so bonuses three years ago were a hell of a lot higher uh i and pretty much all networks probably pay them bonuses to test with them as well right so i would probably set the bonus per year anywhere between 30 to 50 million in terms of payouts with the majority of that probably coming from some sort of mediation deal.
There's no way you can know that. That's just complete guessing from the outside.
So it's basically three months. Exactly.
So basically that means most likely that from the last three years of operating Triple Dot, there there probably is a count somewhere with $600 to $900 million worth of free cash, basically. Just last three years.
Last three years. From the last three years.
Which means that you can quite easily buy a company that costs $900 million because I'm sure a banker would love to structure that up. Make it real nice.
Which is also not really $900 million in cash. It was like half of it.
500 to 400 or something was the split. Also, as I will show you in a second, can you guess what is the biggest ad network for AAA? Max Applovin, most likely.
Oh, yes. Exactly.
They're really've heard i've heard the teams are quite close i mean the the thing is right like max is close with all their large publishers because essentially the more impressions you have access to like when i was watching the the last uh what's it called quarterly review or end of year statement he kept talking or adam the ceo of I mean, kept talking about how many users they can reach. And having good relationships with publishers like this is essential to essentially reaching your 1.2 billion people that he talked about so much.
So you can't do that without having good relationships with your triple dots, your voodoo, your zoars, your say games, all of these game developers. So could it be that basically it's like best buddy giving his you know like here's my world of warcraft account go play with it i'm gonna play not no dad but there was most probably some kind of advantage of being i mean being close but still yeah i mean leor he must be extremely shrewd i've never met him or spoken to him.
Adam, I spoke to once. He seemed very shrewd and very, like, businessy.
I don't think either of these two leaders would probably do a deal. I'm not saying they're leaving money on the table because of, you know, friendship or stuff like that.
I don't think so. At that point of level, it exists.
But, yeah. It's just nuts, right? It's just a lot of money yeah it's a lot of money

and based on all of all of these and and we met mark we met jan we met like like a few of the guys from the team we know akin and like these guys are ogs like akin is an og and uh the founding teams OGs like really

like the original gangsters

of the gaming industry and

the founding team is OGs, like really like the original gangsters of the gaming industry. And the UA team is top notch, seriously.
I mean, the Akin team is on point. Like it's so good.
And these guys came up with the workaround for Facebook when there was no AdRevice campaigns. And they're like, you know what? Why don't we just send AdRevenue in purchase events so we can actually use Facebook for AdRowse without actually having AdRowse? I didn't know that.
They were the top company that were running that. So it's like, you really need to know what you are doing to actually come up with something like this so i can imagine what i mean what they can do with the whole uploving gaming portfolio it's going to be insane like you see the data here this it's true that it's going to be maybe slightly different since there's a lot more iips but still i mean i don't see there's a big difference between a UA manager that is actually managing games that are IA only or IIP or hybrid it's just you know the logic is the same you just have actually more options Is there a game in the app loving portfolio that's like 100% IAP without any revenue? I would guess the matching game.
I don't know where is this. Matching game is Project Makeover.
But I don't think that's... No, no, no.
Yeah, Project Makeover. I would guess it's 100% IAP.
Honestly, I don't think so. Maybe.
Yeah, I haven't played it. Majorities.
Looking at the big games, yeah. So there's Project Makeover, which is Match 3 Puzzler, IP driven.
Then you have Cash Tornado slots and a lot of these other slots games, which are I guess also IP driven. Maybe they'll sell them to play Ticker.
Yeah, maybe. Magic Dimension is the OG match tree.
Again, IPs. Wordscapes, I think, is hybrid-y a little bit.
It could be. Clockmaker is definitely IP.
And then Mobile Strike Game of War, those are basically dead. Clock, yeah.
Blockmaker is probably what, 30% ads, I guess?

Maybe.

Obviously, yeah.

But still very heavy IP games.

Don't get me wrong.

You can argue like, oh, that's a different portfolio.

You've never run this before, but honestly.

Why do you think they bought it?

What do you think the thinking is behind it?

Just expansion and a good deal? I think they're diversifying their portfolio to be not only ad-driven. Yeah, that's one thing.
And also, if you see what they can do with the ads-driven games, like that scale, and I'm pretty sure, well, pretty sure. I think so.
They could do same thing with all these games and scale it. Like, that's a lot of additional revenue, honestly.
Because, if you go to... But, you know, who says that they cannot add revenue into those games? That's the thing.
Yeah, but why? They pretty much optimized quite well

on ad revenue already.

Do you want to

just duct tape ads

on top of the IAPs that you

have there? You can.

Segmented in second,

third geos and stuff like that.

Yeah, but we're always talking about

how much effort would it be

for what kind of potential additional ad revenue? I'm not saying it's the saving grace there. It's also a question like what they plan to do with the studios.
Do they just plan to build new games with them, have much more potential for IP-driven games and build it from scratch or stuff like that? Depends. Yeah, I think this is a UI play.
Could be. Could be be we'll see i mean we'll see yeah we'll see what happens but i can show you i can show you some of the some of the creatives and i'm assuming they're quite simple and not that much well if you remember 4x nothing if you're running against block blast yeah Like, look, I mean, this is last 12 months.

The impression share is basically uploading.

It's just uploading on Google.

How much spend is this, do you think?

400 million, 300?

Because I'm just saying, like,

if you bring an ad network, 400 million in a year,

they're going to be nice to you

and they're going to be very friendly, right?

Very, very nice.

I don't think it's 400 million, although, yeah, that's too much. I know maybe two or three.
I mean, we'll see. We'll see what Mark's going to say again.
Like the last time we met, he's like, you know, those estimates. Anyway.
Yeah, Mark, come on and tell us the real ones. I'm happy.
Like. I'm looking from the outside.
Why don't you come and tell us the view from the inside? Yeah, yeah, yeah. Mark, you're invited.
I wanted to actually not stop sharing, but sharing a different window here. Because, you know, I think we saw this before.
I mean we go but like the why goose has six six iq that's bullshit i'm sure it's 190 yeah you know you see albert again i'm not sure like who actually came up with albert but they were using it quite a lot with triple playile. Yeah, PlayDoc will basically put these levels into the game.

Exactly, yeah.

Exactly.

We even have

this is your PlayBlend card.

There is a lot of

these PlayBlend cards, basically, which

says just download,

but here, you see it.

I mean, this is just

kind of... This is BlockBlast.

This is nothing new.

And it's so satisfying.

He's just not... But here, you see it.
I mean, this is just kind of... This is Block Blast.

This is Block Blast. This is nothing new.

And it's so satisfying.

But again, the question is if it's Block Blast or is Vudoku to begin with.

Exactly.

That's a good investigation.

Maybe I'll do it in my creative investigation on Friday.

We'll see.

It's a lot of digging.

It's a lot of digging.

And this goes back so many years that Sensor Tower doesn't even have that kind of data. It's all like all this interesting stuff.
You know, see, now we have some color, but again, everything is the same. Then we have play a blend card like this.
All know, these are all playables. And then we have, you know, 10 minutes to sharpen your brain.
Sharpen your brain. Yeah, brain power, the good old brain power.
Good old Einstein. Good old Einstein.
But, you know, I'm always talking about the good old Einstein. But good old Einstein, the first game I saw him him in it was Wudoku or Triple Time and she's also the brain the same thing like they're using the brain power the IQ and all these hooks that you saw the hook on the very beginning and this is basically all Apple I mean they don't even run Facebook anymore I try it is protected? I don't think so.
Is he like a Disney character? Does Disney own him? Who owns Einstein? Who owns Einstein? Who owns Einstein? They also have these localized creatives and they have so many localized creatives in other languages. Even in the

App Store, they actually have a Slovak

language for Vudoku.

I was very, very

surprised.

Also, I shared the

screenshot from Apple Search Ads.

Blog Blast is bidding

on Vudoku

keyboard.

Why not? Yeah, why not? Exactly. We have this, okay.
This is kind of localized, but I think I wanted to see the other part, which is, where's the, yeah, here you go. Now it's like, it's all playdoku basically.
He's just trying to match all these animals.

And yeah.

This is the fun part.

It's just, it's not that crazy as you would think.

It's very, very simple, but effective

because they're running these creatives for a while.

Okay, brain power. And then here we have a different...
effective because they're running these credits for a while. Okay.

Brain power.

And then here we have a different hook.

I mean, this is like...

There you go.

Is this Chinese?

Mr. Jakub, do you know?

I can decide if it's Chinese.

The characters are, by the way, the same.

The Kanto for Chinese and Japanese.

It's just the other ones are not.

Ooh, a new angle.

Yeah, a new angle.

It's all these different things.

Do you think that's from, what's it called?

The Korean show.

I just forgot it.

Korean show?

Where they kill everyone.

Yeah.

I might take. Give me the screen.
I want to show you.

Squid games.

Squid games.

I want to show you

the math crossword as well.

This was something they were running in August

2022.

I checked the old creators if I found something

different.

Of course.

Pac-Man, Penguin.

Yeah, it's like

the same thing, but I just showed you how old are you.

It's the same thing.

I didn't see anything very different there.

No, no, no.

There are evergreen creatives as well that just work.

Well, if you have

Aplavin, if you have Aplavin as a main

channel, then you don't really need to change the

creatives like 10 times a week.

But

look, this is the math.

Ah, the math crossword.

Yeah, good.

He's AI animated.

Yeah, he's talking.

See, Zephyr Mobile. See the CD here? There we go.
Watermark. There's voiceover.
Yeah, but Zephyr Mobile is actually European. Guys, I looked it up.
Okay, so a California federal court ruled that Einstein's personality rights expired 50 years after his death.

As Einstein passed away in 1955, his rights expired in 2005.

Companies can now use his likeness in commercials without permission or royalty permits.

Einstein for everyone.

Einstein for everyone.

Can we get Einstein to do our intro song?

I mean, we can we can use albert obviously but so so i think like the combination of brain albert is as an iq and everything it's kind of and brain age kind of works for the the audience that this is aimed for. Like, this is just female audience.

I'm kind of glad I don't see any Alzheimer's, to be

honest. So...

You mean not the prescription that we

saw last time? Exactly.

Exactly, exactly.

Look, if you go even

like here

and then we go to

triple tile. Then, you know, it's not gonna be that different.
Okay, this is a little bit different. That's why it was- Nice 3D at least.
Nice 3D, yeah, nice 3D. It's quite polished.
But you know, you see what this is all about?

This one?

Yeah.

It's a good sort, basically.

And like the conveyor belts.

Yeah, it's basically a good sort.

It's basically a good sort.

And then...

Oh, this is...

It's old.

Yeah, there you go.

It's AI Einstein.

AI Albert.

It's basically AI.

AI Albert everywhere.

And there you go.

If we, let's see.

This is a nice one.

New version available.

Please update.

And this is it.

30 second.

Is that a re-engagement campaign, you think?

Could be.

Or honestly, nobody cares anymore.

You just need to grab your attention.

So let's say, you said August. Oh, this is my favorite.
There we go. So, and this is just one minute long.
So do you have the brain types, obviously, here? And then... Then you have myonk on top of it.
Yeah, of course. And then, here we go.
Sounds like a real match of it, right? Yeah, it is a real is a roll much it is yeah it's the same concept it's the same concept that even I used in the credits because it kind of works so yeah there you go so I would say yeah that is amazing it This shit works. So I would say, again, they know what they're doing.
They have all the playables in the world, like so many different creative concepts. And even for the other...
Do we know their headcount? Ooh, I think it's 400 people. 400? Yeah, it's not a small company and also I think you missed the fact that they had they had Ukrainian offices but then they had to relocate people to Barcelona and somewhere else actually, so It'll be nice running into anyone from Triple Dot Mark has his way of looking at you like you're an idiot when you say something that's not true so i'm looking forward to that if i was wrong in my estimates

well

you know what we are not wrong

423 yeah i know

i know what we are not wrong

they are absolutely

printing money and they are killing

machine in terms of the games and the ua

and then ad monetization like

full stop like there's nothing else I mean this is it so here we have it thank you very much guys that's pretty much it see you at GDC we're gonna be there we have a party with singular, Moloko and mobile action on Tuesday I'll put link in the show notesular, Moloko, and Mobile Action on Tuesday.

I'll put a link in the show notes.

And what else?

Yeah, and if you like this type of content where we're actually doing a deep dive on a company instead of just individual games, let us know.

Tag us in the comments.

And then basically we can do this on any other company that you want.

What are you talking about?

This is our OG content.

I know.

People don't know that.

We can stay with King, with Rovio.

What are you talking about?

Ubisoft, man.

Ubisoft. Yeah, it was quite some time ago.

Alright, thank you very much, guys.

See you next time.