Goods Puzzle Sort Challenge Review: Innovative Puzzle Game

So I assumed 8.45 interstitials. But then also, like Machi astutely pointed out, they took the hexasort thing, where basically if you close and open the app after first app open, immediately.
Yeah, they fire off an interstitial. Yeah.
But that still means... You're telling me this is making like 100% more on ads? I would say more.
More than 100? Yeah. Okay, so basically I estimate that the total daily ad...
Night crew talking UA adverts and game design to Matej Felix Shacko bringing the insight We're rocking those vibes till the early daylight Matej UA master eyes on the prize tracking data Through the cyberspace skies Felix acts colors like a wizard in disguise Jackups craft a realm lift us to the highs Two and a half gamers talking smack Slow hockey stick got your back Ads are beautiful they light the way Click it fast don, don't delay. Hello, right? No worries.

Hello, hello, and welcome, everybody.

Today we have a very special episode because I'm doing the intro

because today we are doing actually a game review,

and it's been a very long time,

and we actually have a very interesting game today.

We're reviewing with a lot of innovation

from the gaming capital of the world, Vietnam.

To start things off, my name is Matyel Ancherich. Oh, wait.
Yeah, oh, wait, yeah. My name is Matyel Ancherich, Mr.
Felix Brobert. And I'm Felix Brobert.
You mean my name is Matyel Ancherich? A lot of UA, huh? A lot of UA. A lot of UA.
Okay, and we we are your hosts thank you very much for coming again uh yes this is a game review and we are gonna talk about goods sort and there is what puzzle something it's just yeah what is it called because it's good sorting for me but on It's good puzzle yeah it's good puzzle for both ios and android yeah it's good puzzle because one is under falcon games the other one is under one so that's the important that's the thing but it's the same company yeah well wait wait wait it's the same company one so. Well, it's...
Wait, wait, wait, wait. It's the same company.
OneSoft and Falcon Games. If you read my Vietnam post, yeah.
Yes, yeah. But the thing is, then it's the same company.
It's two different accounts on App Store versus Google Play. That's the thing.
Yeah, yeah, yeah. But, you know, Forex Tactics.
Yes, but on Sensor Tower, it's a little bit misleading. And then if you try to actually search for this game, it's like 50 of them.
Oh, yeah, yeah, yeah, of course. It's like 50 of them, which is insane.
I got to say, this has been the hardest game for me to play. But the more I forced myself to play it, the more I was impressed because there is a lot of clever stuff going on in this title so yeah i i ended up with level 10 because i couldn't i couldn't play more because a it's really hard and b well b if you don't watch the the ads before before every level and get all the uh is it? We can watch it during the level as well to get all the boosters.
Yeah, the boosters. Then he was like, fuck.
Why are you looking at me like my father used to look at me? I'm like, what's going on? I'm like, 4-1, completely okay without the ads. Really? Yeah, because he has a cheated and faked APK coming from somewhere.

Obviously.

Honestly, this was so frustrating

for me.

It's very, very

chore. It's like doing dishes.

That's the problem.

Is it true you have someone in Slovenia playing games for you?

No.

You outsource it to a cheaper... Why Slovenia? Because it's cheaper than Slovakia.
Everyone knows that. I think some Slovenian friends would have different opinions about that.
Yeah, that's for sure. Is Slovenia actually more expensive? Depends.
Maybe you should outsource it to Slovakia. You can outsource it to the east part of Slovakia and you're fine.
You don't need to really go outside of the country. Do you want to tee this up, Rima? Because we're already off topic.
I just want to say, based on what you said, it's chores. It's just maybe, but then there's also the time limit,

which I hate, really.

No other way to put the fail state into the game.

Because actually,

you know what this is pretty much very close

to what we played last time in this genre?

What, you mean Blossom Sword?

Yeah, exactly.

Blossom Sword,

because you can put sorting stuff

into pairs that are not the same type.

Yes, exactly. It's the exact same thing, which means it will drag on forever yes but you have 10 not 10 but like multiple levels within the one fucking shelf it's never ending shelves going like this and like this shelf ception seriously shelf ception but man about it.
This is what people want. It's similar to the Super Mario simulator thing.
People want to do shelves. They want to stock shelves.
Sure, but if it's time limited, it's really pressure. It's time pressure.
It's not as relaxing. Do we even lose levels here? Yeah.
Should we start with gameplay or the metrics? What do you think? The gameplay. Gameplay first.
Gameplay. Yeah.
Hello. Thank you very much.
Okay. So, yeah, I have some very good news and even better news, I guess.
Especially now that I have played some other puzzle games that we're going to review soon. Which seems that this one's even better than the other ones.
But whatever. What does that even mean, what you just said? It's a teaser.
It's a teaser? Okay, but how is that good news? The good news is. A studio from Vietnam is now able to fully utilize Royal Match metagame event system in the game.
I knew you were going to say that. In the hybrid casual puzzler room.
So that's the good news. We're really moving forward now here because all these things that you see here is pretty much like one to one of the meta.
But yeah, let's talk about the core. So the core, as per usual, is a hybrid casual puzzler.
It's one of those like very, let's say, custom built cores. Usually most of those we know are time limit based.
This is not deterministic. Why is your camera going nuts? I don't know.
Maybe it wants to stress what I'm saying. So it's not deterministic.
You turn that off. No, don't worry.
No, it's fine. No, it's fine.
It's random, basically. So it will do every level.
Like these things will reshuffleuffle and there's pretty much a random chance

of stuff that you can pretty much

do there.

You stock these items on the shelves

as you go and you need

to match pair within each other.

The important part again is

that I can move...

Pause, I'm sorry, pause. You need to fix that camera.

It's just zooming in and out.

Man, it's completely okay.

Focus on the game, not on me. It's like this small this small window exactly he's not important the gameplay is important so uh you can put you can put the things on a shelf that is not the same type this is the most important part uh then later on the game introduces more and more different blockers such as let's let's say, these stuff that you can take only one IPA and you don't see the others.
There's chain items. Somewhere there were also these ads.
You can get an ad. To unlock your storage space.
Stuff like Hexasort is pretty much similar to that. And similar to all these other things.
not really, because here, you can kind of

skip progression

with the,

like when you watch the ad,

when it's on Hexasort,

you just unlock that.

And it's not unlocked

automatically after you move.

You do like five moves.

Here,

yeah,

it kind of

eventually unlocks.

Yeah,

the important part is that

there are items behind

the items that you see

and uh and then even more behind yeah you only see to the second row but there's still more rows that you don't even know if they are or like whatever yeah at some point they start to add the typical things that you add difficulty like actually this is very close to something like match factory because

it's again why because

like it's shit ton of

items that you need to pay Like, actually, this is very close to something like Match Factory. Because it's, again...

Why?

Because, like, it's a shit ton of items that you need to pair together.

Oh, yeah, fair.

And you are doing the difficulty exactly as they do,

which is you put items that have the same shape.

You put items that have the same color, different shape.

You put items that have the same shape, same color,

and parts of them just being a little bit different, like whatever this broccoli that sometimes is just white or it's whatever. Toilet paper as well.
Toilet paper is a little bit different. You have these, like, what custom color is this pineapple thing? Whatever.
But the most important thing for the difficulty is that they just add shit ton of stuff that you need to ramage through, which is exactly the same for the Match Factory 3D match loop. Do you ever have this when you're playing where you just choice overload when you don't know what you're going to move because there's just so much to do? The important part with these things, you need to move at all times.
Forever. This is how you need to play.
So even if you're not matching, what you need to know, you need to be unhiding items. Like moving stuff so you have more and more tokens, but you cannot lock yourself out.
Yeah. If you lock yourself out.
I break it so many times to level. You need to think smartly because you can't just like unhide everything and you lock yourself out.
That's it. Like it's a fail state basically.
So what you need to do, you need to think a little bit smart, like where let's say, for instance, here I have a bear here. Now I have a bear here, blah, blah, blah.
And you slowly pretty much kind of unwind all of these shelves one by one and you think a little bit. But you still need to be moving.
So I still need to be doing something. If I don't see matched i just like i move stuff around in order to unlock more stuff that i think can be useful or can be used like free popcorns yeah i need this one for instance here for this thing yeah three popcorns there we go and so on so forth uh the boosters are as usual kind of very very similar Yeah, so there's a hammer which breaks a random trio here's my favorite chain stuff alter stuff into like oh okay matching pineapple then there's freeze time we'll definitely use that which gives us a time bonus and then there's reshuffle.
You can also do which again reorder stuff a little bit. On top of it there's also the boosters at the end of the level where you can add 60 more seconds for watching an ad.
You can add pre-level boosters where you add basically some of these things. Multiple things.
Pretty much the whole rewarded ad economy is based on boosters. You either pay $300 or $600 for getting the booster or you watch a rewarded ad.
The important thing is the level design because the level design is excellent. Because sometimes there's moving shelves here on the bottom.
Or it's literally like Tetris that it just goes down. And like the moment you match, like it breaks down like a Tetris block.
Then there are these like conveyor belts on the sides where you can only take items out. I will show you in the creative section.
Yeah, like you can only take the item out, not in. As in like the sushi bar thing, you can still put them on, which is a little bit easier.
Yeah, the running sushi. So they also have that.
It's very creative in the end. I really like it.
But yeah, as I said, it can get very tiring because the levels are like seven, eight minutes and you need to be like constantly super, super focused until seven, eight minutes because otherwise you lose. And I'll lose also.
It's hard. Yeah, it's hard.
It's hard. It's really hard.
You lose focus for one second. But it's not hard in a way that, like, not hard in a way that needs to be skillful.
It just, like, takes so much time and focus. It's very, like, attention demanding.
Yeah. That's the thing.
So, yeah. And I guess we lose anyway.
At least we can look at the fail state here. Yeah.
And then basically I also want to add on to what we said before about the rewarded videos.

So rewarded videos at the end of the level,

you can double your rewards with a rewarded ad.

Or if you die, which Jakob will do,

or lose in 18 seconds,

then you get a rewarded ad to get another 30 seconds,

which is super stingy.

But I guess like when you're playing this

and you're out and you're 30 seconds away,

of course you're going to watch that rewarded video.

Yeah, but 30 seconds won't help you that much.

No, no, exactly.

But if you sacrifice seven minutes already,

it's just...

Yeah, of course.

But if I sacrifice seven minutes already,

then I would just buy more than 30 seconds.

Which is also probably why this

game is earning so much

money, IP

revenue. Here we go.

So there's the fail state offer. By the way,

three fail state offers in Carousel.

Which is,

by the way, quite invisible because I

didn't see it for the first time.

Not that

intuitive, I'd say. Exactly.
But it goes by itself, by the way. It scrolls itself.
I'm not touching it. Yeah, so we can watch the ad and finish the level.
Between 60 seconds. Slow again.
I guess I watched too much ads already today. See what company this is? This is Google showing a 60-second ad.
Which is, I think, it's going to be the double video or no? Depends. This one will be a double video, I think.
I think because then you have the... After 30 seconds, there will be another one.
It's going to do another one? Really? We'll see. We'll see.
That's my assumption. Google getting his elbows out.

I guess they're seeing that's 157

billion valuation.

There we go. Okay.
So it goes

into...

GoodSword Master Triple Match.

Here you see...

It's one of those 30 clones.

Yes, exactly. Even the creatives

are very similar.

These levels look like this.

Some of those conveyor belts. very satisfying to sort that out I'm not sure if it's satisfying I was really stressed when I was playing it it's just like very attention intensive yeah look reward granted and then you will have two options okay well you would have two options there we, so let's finish the level, and we can talk then the numbers.
So what levels did you get in, guys? 11, then I had to stop. I really tried to get to 14 for the teams thing, but then...
14? What do you mean? Like, the important thing is on level 41. Well, 14, 41, almost all the same numbers.
I gotta say, your biteyness there and your sharp wit while you're playing this is quite impressive you're getting better playing and streaming I can go play on Twitch now here we have the first reward that claim or the 3x or just complete it. Yeah.
There you go. And they also have the open app ads.
I'll talk about that. Really clever stuff.
Before we start talking about the ad revenue numbers, which by the way, you will be blown away yeah absolutely that's uh yeah okay let me finish the the the product stuff and we talk so um so as we talk here uh this is basically your bread and butter royal match match factory whatever meta with the edition of the album yes so there's the album there's a Which is the new stuff. Yeah, Yadzee, Monopoly Go, things that's spreading like Wi-Fi and Casual Janna.
It's basically it. Like, the only thing I think is missing is the trading functionality that I haven't seen here yet.
Maybe they have it. I don't think so they have it, but...
I don't think so either. They maybe can use it later, but this is, again, the typical, chests, the grand prize that they have there.
The typical thing where, let's say, here we have the album, the stuff like that. How do the albums actually fit into the gameplay? They don't, right? Audience.
That's the beauty of this feature. It fits everywhere because it's so easy to add into a shallow economy and it adds gacha into it that's the most important that because you get these booster packs explain that to someone who's just joining the show because yeah so what happens here that casual games puzzlers and like similar games like even monopoly go they have very very shallow economy shallow economies means very small amount of currencies nothing really to kind of you know you put into rewards or offers or whatever it's kind of very shallow like you get what soft currency or some other currency or like yeah lives or gold that's it nothing really to it what happens here that you have this album collection that you're slowly literally feeling like a sticker album and the game slowly feeds you these packs so it gives you like this pack opening of you opening a card which is basically the sticker from an album and uh when you collect some of these stickers you get rewards it's clustered so you get some rewards much sooner than when completing the whole album you know so you have like if you complete this one you cards, you get this reward, that reward, whatever.
And then, of course, it's timed, it resets every 30 or 60 days. Monopoly runs on 60 days reset.
I don't know which is this, but I would guess 30 or 60 again, because it takes a lot of time. Each time they have new art and new rewards for the thing.
But eventually what all these rewards and all these things gives you from the album is again the same things which are what? Boosters and soft currency, nothing else. So that's the beauty of it.
We just added like currency, gacha packs, cards, whatever but in the end it all leads back to the original currency so we didn't really increase the complexity. That's the beauty of it.
That's why everybody like Travel Town, Royal Match, match monopoly everybody is using it because you get to open gacha but you don't have like all the other problems of gachas that's great right felix right i agree or i disagree or i don't know but i do know one thing that i'm really impressed with these studios from vietnam and how quickly they're. It's quite cool to see.
To be honest, this is now bread and butter. Every single giant casual game is implementing this from 2023 when Monopoly go pretty much skyrocketed.
And it's not, by the way, even done by Monopoly go. It's done by Yahtzee with friends from Scopely portfolio.
Still the same company, right? Yeah, still the same company, but old mechanic.

Anyway, so they have this, which they unlock at level 41,

which I think is end of their feature set,

as I think I've seen all of it.

They have the typical team thing,

which if we join, I guess we get to back four lives.

If it loads, let's go into a different team.

It doesn't load when you have a cheated APK right I don't have a cheated APK maybe call your guy in Slovenia this is again a very man this is again a very standard feature now which was I think pioneered by something like Toonblast when they ditched Saga and do this like guild feature for a social game where again it's like standardized begging for lives and giving soft currency for helping others that's it what this is important for that you run events on this so you run events between the guilds you have leaderboard suddenly between the guilds it gives them much more meaning to like all the competitive functionality of the game so it's not just begging for lives. It's quite important.
Then you have these, which are the typical kind of randomly triggered events that are kind of popping up from left to right. Now I'm fighting whatever, someone, that again will be read later.
They have the star chest. Lots of games have charges, some don't, some don't, but it like this kind of a consolation price is still getting rewards even if you not kind of doing anything then we have the golden gift which is some kind of uh not i don't know like a trophy road basically like reward road track it's very simple you have these hidden rabbits in the levels that you collect which again gives a little bit more engagement to the levels because you have these called the meta items so there are items that are not part of the gold objectives you just need to find them and you can want to collect them that's it they add a little bit more pressure into your time because you now need to also care about them not just clearing them then we have the typical.
Again, this is like literally one-to-one to royal match.

Nothing really to it. Piggy bank mechanic.

Nothing to it.

Remove adds offer.

It reminds me of the next

game that we are going to talk about.

The Candy Crush Solitaire because

everything that we are looking at here

is also there. I didn't see it

yet. I already know

50. What, Piggy Bank?

Yes, but all these events know. Events are there as well.
I had a random event last week. But it's not triggered good.
This needs to be triggered. It's terrible, yeah.
Okay, let's leave it for Solitaire. No, no, no.
Just one thing with the system. The system needs to work on completely user behavior.

It's not calendar-based or whatever.

If I play one level of Match Factory now,

after we reviewed it three months before,

it will pump out four events already.

Of course.

It started immediately because it works like a machine,

and this is the power of that system.

It doesn't matter which year, whatever day it is. It will just slam you with events all the time.
So you have plenty of stuff to do. So then we have the offer section, of course.
So this is the typical one. Buy one, get three.
There's another one. Again, the typical one where you have bigger and bigger and bigger a little bit of behavioral economy then we have special gold I don't know what's best then we have like a typical chain offer this should start with free stuff I don't know if I collected already or not why should you start with free it's usually a combination of no no it always starts with free in order for you to see it because you come for the free and then there's the paid.
Best ones are the ones that are free, then ad rewarded, then paid. Yeah.
And then, I guess, too many offers because this is definitely not UI friendly. Yeah.
And we have a lucky spin for the usual kind of ad rewarded placement there. Nothing to it.
By the way, do I hear an airplane starting somewhere? That's my washing machine. Oh, yeah.
Yeah, I was. I thought it's an rocket.
It's the loudest thing in the world. You can hear it in Slovenia.
Yeah, I know. My friend told me from Slovenia.
Marek, Marek, call me up. Actually, a lot of Matejs in Slovenia Marek called you up

actually a lot of Matejs in Slovenia

anyway

so we have the leaderboards as I said

this is the thing that I was talking about

so we have teams leaderboards

where there's world, there's Slovakia

there's masters, whatever, all these kind of

different things which goes great with

these puzzle competitive

players, then we have the typical shop

nothing really to it, I think

yeah, placement is the only thing there so that's cool what do you think about them putting the ad placement so low oh i guess it's not that big of a priority for them like there's not even notification i would say the iip numbers answer those that question quite quickly.

But overall, the game is really good. Is that what you think?

I guess Felix is going to pull some

trump cards out of his sleeve.

Let's see.

Yeah, so that was for the game.

I think we've seen the whole feature set.

Can I ask you a question?

Because basically,

I wanted to ask about the complexity of the levels and about that. Because basically, if you give me the screen, I was looking at YouTube before.
Do I finish now? Or you want to go? Because I still have stuff I want to go for. Oh, okay.
I thought you were going to go in the numbers. Yeah, I want to go numbers, but I want to do product stuff numbers.
Because the thing is, it's really important to talk about that there's the other game called Goodmaster 3D which I understand correctly was first here. So just saying this is not really like a completely new idea, I think it's a streamlining of this idea because Goodmaster, when I was last time playing it, was a little bit unconventional.
I guess we won't see the screenshots of the actual... I don't know what we want.
They had a little bit more unconventional gameplay and a little bit more different ideas there. Regarding their revenue, they're doing something like 12, 13K a day.
Yeah, mainly from US, but downloads-wise, I think they were much more downloads than even before last year. Now they kind of went away.
And then there's the goods or thing, which is kind of same scale, which are, again, two different games, 30K, which again is like... Yeah,

where is it? Yeah, the same thing.

Everything looks exactly the same.

Yeah, everything looks exactly the same.

And now we are at the goods puzzle,

which is the only one, if I understand

from the others, that is growing

in IP revenue.

That's a big difference because I think

they are the only ones that really nailed

how Royal Match meta system should work in hybrid casual puzzler that's the important part so we see a hockey stick that's going to something like 90k a day this is not a hockey stick, this is just growth this is just a slow hockey stick this is not a slow hockey stick this is just growth where's the hockey stick? do you know like how hockey stick looks like? Hockey stick is like, you know, like, you don't play hockey in Slovenia? Damn it. Slovenia? Sorry.
No, probably not at all. Sorry.
They can't see you though. That joke was dead on arrival since I screwed it up.
Absolutely. I'd like to apologize.
It's fine. Who to Slovenia? Yeah, I should.
yeah I should yeah anyway yeah so there's 200k downloads per day and this is still increasing and let's just finish with the bullshit filter so still US is the biggest contributor to the downloads then we have the typical culprits of tier 2 tier 3 traffic revenue wise it's completely driven by US which is like 65% of revenue and then there's tier 1 countries basically right after it so that's there I think it's a very healthy picture pretty much especially for a studio from Vietnam trying and being able to put new stuff into context context of like westernized hits so again yeah very outstanding move here Felix you can go okay before I get on the ads I actually wanted to ask a question right because when you're doing these puzzle games I just want to show this video from YouTube so this is level 283.

Yeah, there's the conveyor belt, I told you. Yeah, the conveyor belt.

How do you balance this with new stuff?

How many levels does a user play

before you need to show something completely new

to keep it interesting?

What do you mean completely new?

Because basically the conveyor belt

is a new feature set.

Again, this is going back to match factor.

You know how these game scale content? They add different objects in giant batches. That's it.
Yeah, that's it. They don't really add that many mechanics.
Yeah, because if you add more, it's already quite hard to find all of these. Yeah, they don't really add more frozen blocks or whatever.
They just add different batches of things because the things themselves are the difficulty. Think about it.
The shapes, the colors and everything. And you being able to interchange them just by looking at them.
Duckling with the ribbon, duckling without the ribbon, duckling with the blue ribbon. All are yellow and just small details are different.
That's the difficulty. Red popsicle, yellow popsicle, green popsicle, same fucking shape but different color.
And if you unhide, like in the second row, everything looks the same. Like the plums, the green one and the yellow one, they look the same if they're hidden in the second row.
Exactly. So I had to redo my calculations twice for the ad revenue estimates because the numbers were so big that i didn't believe it so i redid it and confirmed it and with it it's a bit too good to be true right so according to sensor tower 38 minutes of gameplay per day, 4.3 sessions per day.
So that means 2,280 seconds.

So basically... into the sensor tower 38 minutes of gameplay per day uh 4.3 sessions per day so that means 2280 seconds so basically if a level is between five to seven minutes that means you're showing anywhere between six to seven interstitials per day only between levels or when you lose a level right which you can't really factor in right so i assumed 8.45 interstitials.
But then also, like Maciej astutely pointed out, they took the hexa sort thing, where basically if you close and open the app after first app open, immediately. Yeah, they fire off an interstitial.
Yeah. Like, go nuts.
Yeah, seriously. I wanted to ask you, Jakob, on this, because iOS, for some reason, what I've heard from developers, they don't care about this.
They're just like, yeah, that's fine. Go nuts, right? This is not interrupting anything.
But Google, Google Play sometimes has an issue with this. So when you're playing on your emulator, did you see the interstitial? Interstitial between the levels? Yes.
No, when you open up the app. I'm trying right now.
I think so i don't think so either it's just uh it's really big on ios but i i i minimized and then just uh then went back which is really funny right because if you think about it google has their rewarded app open interstitials if you use that that is not interrupting the gameplay yeah but it Yeah, yeah, yeah. But if it's interstitial...
It doesn't really earn that much money.

Exactly.

That's the issue, right?

Yeah.

Yeah.

Anyway, so that means you're adding also on probably anywhere between two to four interstitials on iOS.

Can you actually show the revenue graph, Jakub, in the meantime instead of the gameplay?

Because it's just...

Distracting?

Numbers... No, no, numbers are a little bit better.
There you go.

Yeah. So after level six, that's when you start seeing banners and interstitials.

So they just come after level six. Rewarded, like I said, there's a lot of rewarded placements, but it's quite hidden away.

The main ones that really matter is for boosters before before levels during levels you can also watch rewarded extra time and more rewards at the end of the level i handicapped it around four rewarded but really the bread and butter of this game is interstitials and you have 2.3 million users Yeah, that's what I want to see. You have in the last 30 days 2.3 million DAUs.
And the largest geo is the US. And the US iOS, 318,000 DAU in the last month, right? That's a lot of money.
That's a lot of money, right? people want to stock the shelves exactly i don't get it right then the nearly like a million users excluding the us a lot of that sure is russia so i handicapped and put that down but that's still telling me this is making like 100 more on that yeah i would say more this is more than 100? Yeah. Okay, so basically I estimate that the total daily ad revenue is 152k per day.
What? Right now. Yeah.
Which is 65% of the overall revenue, which means this game, if it stays at this level, is on a run rate to make $112 million

in IAP and ads

this year.

Look, it's 100k in IAPs,

which doesn't really count.

So basically 300k a day.

Plus, I would say plus, because this doesn't really count

7 multiplier.

And it's growing. It's still growing.

It's still growing, which means it's recalculating, blah, blah, blah.

This could rival Hexasorts if it keeps growing.

Yeah.

Hexasorts start growing, by the way, after 140K IP revenue.

Yeah.

And the crazy thing is just what I want to say here also, you know, like how they're just pushing.

When you have gameplay that's this, I guess, addictive or like soothing to people, just adding this like interstitial on only iOS makes 23K a day, which is 15% of the ad revenue. It's like 8 million per year just by being like, yeah, interstitials when you open the game.
Yeah, exactly. It's making more than Hexasort in IP revenue now.
Wow. Yeah, see, this is Hexasort, 80K.
80K. So basically, most likely what's going to happen, if they keep speeding up, there'll be Hexasort's $200 million run rate.
Well, look, it's nuts. It's still growing.
It's February. So when, if not now, until, let's say, end of the summer, like they're going to scale like crazy.
They already have more than double the numbers of hexasorts. Yeah.
So we are getting access to a new cool feature from Sensor Tower soon, and we should recome, because that means we can calculate the profitability of this, because that's what's most interesting. Right, Maciej? Of course, of course, of course.
Yeah, well... By the way, why is this only in the charts? Like, I don't get this.
What? It's a chart. I've seen it in the charts, man.
I've seen it. All question is if you earn that much money are you using your own money for UA or or do you have partners do you have a partner for Wait, wait, wait, what? Do you have a partner for this? Wait, of course.
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Very similar to GoodSort puzzle game. Come on, it's easy.
If you didn't understand what Matius was saying, try checking out our subtitles. We should literally really like when we're talking about this we should like like do you want to have ads on our podcast do you know that we have ambush ads we ambush the audience with the ads it's not ambush it's just it's smooth it's really smooth i was waiting for the right moment i was seems.
Speaking of smooth, how smooth is their UA, Maciej? Oh, thank you very much for asking, actually, because it's interesting, interesting. So I would say they are actually...
It has to be very good that they're running 200 downloads a day. Oh, that's the thing.
They're running shit on the fapl. How much of it is organic? Can we check that before? Yeah, we can, but I don't think...
By the way, it's kind of new... Here.
Let's check it out. Paid organic.
50-50, what? Man, what a money printing machine. Okay.
Pa okay paid and then organic jumped really uh like through the roof december and january can you do this by the way like this is this real that you can so much money into it that organic will then overtake fate oh it's kind of def kind. For a small time, I guess.

Yeah, look, it's just growing.

Oh, yeah, but if they spent that much

that year before.

Exactly, that's what I wanted to say.

That's what I wanted to say.

That kind of kicks in.

It's a decline of paid.

That's why I jump over.

Okay, that makes sense.

Yeah, yeah, yeah.

But still, it's quite interesting.

So explain to someone who's just joining.

So if you spend a lot of money on UA,

you also get free organic downloads? No, but you spend more, you get more, obviously. And also, if you spend a lot of money on iOS, the attribution is not really accurate.
And it kind of helps when you get more installs, you get better rankings, you get better featureings, and all of the different things. The important thing there, Felix, look at that, and look at that value at the last one thing.
That's the important part. Yeah, the organic overtook paid, but only because the paid went so down.
Yes. That's why I was positive.
If you know you can't. It's just like traction of organic.
This is US mainly, right? So we have in January 800,000 installs. And the thing is, the web browser that's the beauty part of it as well so they're doing some interesting stuff as well still not at 10% anyway so where are you where is it? Did I get that right that 80% of creatives will be just conveyor belts kind of no freezing families which is still interesting because I would say where the fuck is the creative color see talking and doing stuff no no no because they changed it recently so I'm kind of lost in here anyway but this is the thing so January let's do February it's still the same thing maybe we could check also November when they had that super big oh yeah yeah we can do November that's interesting because it's like it's all of the all of Uplavin doesn't matter it's like it's shit ton of playables which is great because that's what you it's all of the, all of Uplavin, it doesn't matter.
It's like,

it's a shit ton of playables,

which is great,

because that's what you do

on Uplavin, right?

But I'm not,

I'm not playing.

I'm not,

are you seeing?

Man.

Good bye for three hours.

Yeah.

I'm having flashbacks,

I'm having flashbacks,

and it's not nice.

Oh,

okay. At least I can't play it fully, which is good because it's tough.
But you have really 10 different playables. When I was checking it, it's insane.
It's insane. So this is for Luna.
The only problem with play way, do you think that this is the continuation of the supermarket trend thing? No, I don't think so. I don't think so, honestly.
I mean, like in case of like visuals and stuff, because it's basically stocking shelves in supermarket, which it seems obviously it has low CPI. Yeah, but the thing is, it's not exactly the supermarket.
That's my biggest problem, because they could be using the supermarket they are using it a little bit it's too loud but yes this is what they should be doing all of this interesting stuff you see this is exactly Match Factory the different colors now this looks really cool you're so lucky you can't really hear the music do Do you think it's not a cannibalization with Match Factory and these type of games? Like overlap in the user base? I guess so. Must be, right? Let me double check cross-up usage.
Oh man, like it's female audience, bro. It is definitely.
It's just that... bro bro bro it's female audience bro exactly look it also doesn't really look like that great but that's that's that's that's exactly what uh what people want to see okay but this is just noveplavin, Mintegrel, and Unity.
But let's go back to actually 2025, February, and I want to show you the Facebook. They are running basically everything.
Google, Uplavin, Inmobi, IronSource, Lyft of Mintegrel, absolutely sure, Moloko as well, and all of the different things. Unity was actually their biggest channel in the previous months.
Look, this is... Look.
Well, there's the supermarket. Exactly.
There we go. Yes, this is exactly what they should be running, I think, because this definitely, I think, drives down the CPIs.
But yeah, we have all of this.

I don't think it's AI Santa, honestly.

It's just... 100% AI.

Maybe.

There you go.

This is your conveyor belt,

which is, I mean, makes sense.

Nail polish on the finger?

Absolutely.

Again, it's must, bro. Must, bro.
But this is basically it. My problem with this is how can you see anything in it? First, yes, see anything in it.
It's just what different concepts can you actually run in terms of the creatives with these like three items in the shelf exactly and you can you can run different items which you can see here i think the christmas oriented theme i think eventually when they run out of good creatives for this this concept they probably run the first person supermarket creatives. That's what I'm getting.
This is this. I'm pretty sure this doesn't really help with the CPI on the other way, actually on the other spectrum.
This is February? Yes. It's very Christmassy.
Exactly. No shit.
But the thing is, this is Facebook and it's still running since December 16. Why turn it off? It's really low spend.
Everything is happening on AppLovin. And there's only like a hundred of different labels.
Seriously, like these different, different, different labels. All of of it and if you're curious why everything is happening on AppLoving, check out our album on our bonus track, AppLoving it AppLoving, exactly exactly for those that didn't catch the news, AppLoving just went out of the game business because they sold it off, I thought you were going to say release an album, but okay.
Some factual information on top of

shilling. Yeah, there's

actual new thing, which is Impression

Share, which is in beta. So now

we can actually check.

This is really cool.

This is really cool and you can check last 90 days.

Why do I have new toys to play with my product

part? Always UA toys.

Because that's where the money is, bro.

Exactly, bro, because

we are living in the

I don I know. There you go, bro.
Anyway, so you see that this was... UA bro.
UA bro. UA bro.
It was really interesting to see that since January, it's that Unity was top one channel in terms of the impressions. And then it's kind of, this is US only, by the way.
We were checking now before on the creative part, there was majority of impressions coming from Uplavin. So on Uplavin, they run the worldwide campaign as you usually do.
In this case, I'm thinking they're running a lot of stuff on both Unity and Upload. Sorry, can you explain why did they cut off AdMob if November was their biggest spending month ever and they were throwing everything in it? I would say...
December spend, right? On Google should be higher. It's because of Christmas.
Google has a lot of e-commerce, right? So I'm assuming maybe costs went up then? We can check. You mean like they overspend it on AdMob and then turn it off? No, it's still there.
It just went down. More competition, maybe? Yeah, it could be different reasons.
It could be just because Apple started working a little bit better after christmas uh or just middle of of first week of january okay i mean i don't see anything really critical besides just the usual budget allocation so what this chart tells you then like what this tells me is that the uploving and unity are the top channels for the last kind last 60 days, I would say. Last three months, basically.
And I thought it's Uplavin mainly, but in the US, there are some days where Uplavin is top. But the majority of January was driven by Unity.
And this also tells me that here, the December was really not balanced that much because 50%, if you run any channel on 50 or 60 or 70% of the budget on a daily basis, then you are fucked. Because then, this happens, you go from 60% to 0, basically.
There's a problem. And then you go Unity from zero,

it's already 70%. Then you just increase the other channel.

It's just, it's not really balanced that much.

Is there somewhere like estimated spend?

Because this is all percentages.

Would the chart kind of go the other way around?

If they turn off AdMob again in a week,

then we'll have estimated spend.

We'll have estimated spend in a week.

That pretty much the same thing

would look exactly the same

with the AdMob turned off

it would be just like

you know

yeah

yeah I know what you mean

but what was interesting

in this part is that

there's majority of the

of the whole

kind of impressions coming from

from Aplavin and Minitegr. But this is basically all where is it? Yeah, all countries.
But in the impression tab, it's US only. So obviously since US is the main NGO.
But I would say that the Uplavin, what they are running at the moment with all of these IIPs and everything, I think it's blended ROAS campaigns. Do you think it's there mediating with Max, Felix? 100%.
Yeah, okay. That's what I thought.
That's what I thought. So they're running blended ROAS campaigns.
I would even say other ROAS campaigns and even IIP to us, but different attribution windows.

So you can run day zero, day seven, day 28.

And with this, they have pretty good retention profile,

right?

We can check.

We can hopefully check because yeah.

Oh, yeah.

Let's see. Okay, let's see okay let's see let's see actually this so we have the better day 60 okay it's not that bad 4% day day 90 okay not the usual RIO match but still pretty good.
They can also run an interesting Day 28 optimization window, I think. So yeah, honestly a lot of different playables, a lot of different creatives.
What I think they could be doing what our friends from SuperSand are doing or we're doing

do you have all these goods which are

already looking like Coca-Cola, McDonald's

and all of this, you should do it way

more

yeah, sue me, I'm based in Vietnam

yeah, yeah, yeah, yeah

I was like, guys, come on

call the mobile police

yeah, call the mobile police

because that's what you want to

see there, like there was a

cola, whatever, it was

really obvious, it's cola but it's not shown

in the ads that often. So all the Kleenex and all of the fun.
It's like, yeah, I think that should be there. Because I don't think the UGC stuff will work that much.
I think the goods like they are now, and if it looks a little bit worse than what we saw on the ads, like the very low poly supermarket simulator types of visual styles, like that's something that should really work. But yeah.
Okay, rating time? Yeah, I would say 10. Yeah, 9 out of 10, easily.
Felix? The ad-arp value is 7 cents on this user base, which is so crazy because it's so global. So, yeah, it's 9.
I don't see how they could do anything better unless they started to reward Apple just officials on Android just to get that little extra revenue, but they're so low. So, yeah.
I would go 8.5 because two things. You can still do the meta a little bit more aggressive on triggering the event.
I still have just one, usually, as I said, match factory or match go like two or three at a time. 8.5? I thought you'd say a bit lower because they don't have any story like they do, right? You could add story on this as well.
Please don't need story. It's a distraction.
You need those events. Those events are the source of revenue because they're pushing you to play the core.
That's the only thing you need to do. You do them better.
That's problem number one. Problem number two, fix your UI.
There shouldn't be 10 offers in like one chart that I can't even click the spin wheel. That's the other thing.
I guess stuff is getting added into the game too fast for the UI team to sort it through. UX team, I mean.
Yeah. All right.
That's amazing. Yeah, but the game itself, I think, heads down because, as I said, they already went over like market genre competitor which is the goods master and went over it easy I can't wait to touch on your profitability on this this is going to be really interesting us too don't worry thank you very much for listening guys also visit 25gamers.com and buy the merch because we also have merch not only albums but also merch all the hoodies t-shirts and all the fun stuff that you

know yakub is dancing obviously uh great with the camera zooming in and out and we are also out

thank you very much for listening see you and i'll talk to you later jesus

bye See you later. Jesus Christ.
Bye-bye. Thank you.