Block Blast Review: What is behind 40 million DAU & 1 million/day revenue?

Speaker 1 But it doesn't matter when you have 15 million daily active users, because your users are probably seeing at least five or six interstitials while they're playing this.

Speaker 2 600 more between 600 and a million a day. Yeah.
Yeah. Okay.
Just wanted to

Speaker 4 confirm.

Speaker 1 Honestly, which is IAP revenue. It's like 100% of revenue for this game.

Speaker 4 I think it can be even more.

Speaker 1 I've heard some rumors that it was

Speaker 2 it's four AM and we're rolling the dice Mate drops knowledge made of gold and ice felix with ads making those coins rise Jackup designs worlds chasing the sky with the two and a half gamers the midnight crew talking UA adverts and game design too Mateish Felix Shaku bringing the insight We're rocking those vibes till the early daylight Mate UA master eyes on the prize tracking data through the cyberspace skies Felix acts colors like a wizard in disguise Jackups crafter realms lift us to the highs Two and a half gamers talking smack Slow hockey stick, got your back.

Speaker 2 Ads are beautiful, they like the way. Click it fast, don't delay.
Uh-huh.

Speaker 2 Uh-huh.

Speaker 2 Uh-huh.

Speaker 2 Uh-huh.

Speaker 2 Hello, hello, hello.

Speaker 4 Welcome to this two and a half gamers episode. My name is Matje Lancharic.

Speaker 3 My name is Felix Broberg,

Speaker 4 And we are your hosts. Are you looking forward to the episode?

Speaker 2 You're talking about. I really am.
I really

Speaker 2 hope that

Speaker 1 it's like a monolith in our industry because it gets so many downloads. And I think this is going to be our shortest episode of one of the biggest games because it's so simple.

Speaker 2 It is. It's usually so simple things are hidden behind the surface.
Exactly. Exactly.
And we are covering Blockblast by Hungry Studios.

Speaker 2 Finally, finally, clip everyone that wanted to cover this. We're finally doing this.

Speaker 4 Yeah, and you know what? It's great because we actually attended a talk at AppFest, Unity, and Felix was taking notes, so now he's going to read those notes

Speaker 4 because that's like,

Speaker 2 yeah,

Speaker 2 yeah, because you're like, okay, listen.

Speaker 4 I said, like, look, let's just, let's just meet and outside. Like, no, no, no, no.
I really want to see this because this is interesting. It was interesting.

Speaker 2 It was interesting. Yeah.

Speaker 1 But I don't know, like, one thing I know about Chinese studios, because Hungry Series is from China, that if a studio is drowning, another studio would throw them a cinder block.

Speaker 2 They wouldn't help out, right? So I don't know how much you can take what they said, like in the talk to be true.

Speaker 1 So, like, it's not really the Helsinki attitude where you help other people.

Speaker 2 It's more that

Speaker 2 really

Speaker 2 Reminds me of the founder McDonald's movie, pretty much what he said there.

Speaker 1 Can you just start, maybe Remo, by just saying how many downloads this game gets every day?

Speaker 2 Because let's start with the numbers.

Speaker 2 Yeah, the numbers here. The numbers.
Numbers win. Okay.
This, as I said, because everybody was like, Remo, we need to cover the recovery.

Speaker 2 It is the right time we covered it because the right time is now, as always. Really?

Speaker 2 So, this thing broke record.

Speaker 2 And during the end of the year, it was doing million 200k downloads a day

Speaker 4 because it's ad-driven and they were making shit ton of money.

Speaker 2 Let's do the bullshit filter. So, yeah, bullshit filter is what country filter? Like, I'm bullshit the thing, basically.

Speaker 2 Anyway, so US is 13%.

Speaker 2 Actually, you could see that it's kind of

Speaker 2 very stable there, but definitely

Speaker 1 with the sound features

Speaker 2 by the end of the year, they doubled your traffic to like 200k downloads a day on US only.

Speaker 2 And then we have the typical culprits of like India, Brazil, Indonesia, Philippines, and then comes UK, Mexico, Russia, Germany. Yeah, so it's

Speaker 2 yeah, there's a lot of traffic coming from the US, definitely, but it's mostly tier 2, tier 3 driven. That's there.

Speaker 2 Regarding revenue, there's not much of it. Like you won't see zero.

Speaker 2 Yeah, it's it says like 1k, whatever. This is like some hallucination here.

Speaker 2 Um,

Speaker 2 yeah,

Speaker 2 so we don't cover that one.

Speaker 1 And then active users, go to active users.

Speaker 2 It's just retention, I will get that retention. 51% day one, 32%, they seven, twenty-one percent day 30,

Speaker 2 and uh, 10% day 90, like crazy numbers showing here,

Speaker 4 but as usual, this is yeah, this is happiness multiplier in this case

Speaker 4 because everybody said the sensor tower retention is way better

Speaker 2 than it in the reality.

Speaker 2 But yeah, still

Speaker 2 the game is at its peak during the end of the year now, like pretty much like two weeks ago, where it was doing like million plus a day.

Speaker 2 Now it's still doing 800K a day, like literally yesterday, yesterday, which is still more than it was doing the whole last two years per day at all.

Speaker 4 Would you say

Speaker 4 this is a slow hockey stick?

Speaker 2 This is pretty much

Speaker 1 a rising dragon.

Speaker 2 Yeah, this is a rising dragon, I would say. Because you know, like Chinese dragons, they're very long.

Speaker 2 Yes, very, very long, but then the head rolls fire.

Speaker 1 Go to active users again.

Speaker 2 Did you see that number? Wow. We have a new curve term.
Jesus.

Speaker 2 See, this is the Chinese user.

Speaker 1 It's nearly 15 million daily active users, and it's only ad-driven.

Speaker 1 This is going to be, when we get to the ad part, this is going to be enormous numbers we're going to be talking about here because, as you know, the key to making a lot of ad revenue is just having a lot of users watching a lot of ads, right?

Speaker 2 So, like, this game does both.

Speaker 1 But, yeah, pretty impressive.

Speaker 2 15 million daily active users in the US.

Speaker 2 So, yeah, a lot of it. Just wow.
But yeah, definitely. See, I see the Chinese dragon right there.

Speaker 2 Yeah, I see. I like Chinese dragon.

Speaker 4 See, I can't unsee it.

Speaker 4 Okay, let's go to.

Speaker 2 Oh, no, no, no. One more thing.
If we look at the category ratings,

Speaker 2 there's Block Blast and there's nobody else.

Speaker 2 That's how it looks, baby. Pretty much.
Pretty much.

Speaker 2 So, yeah, guys are pretty much wiping the floor with all the other games that you see here because there's definitely a lot of blog games, as you see there, not all of them, not all of them have the same kind of core, but there's definitely a lot of them.

Speaker 2 And all of them had 30 million downloads in last 30 days. Exactly.

Speaker 2 And the other thing is that if we look at the IP revenue-wise,

Speaker 2 IP revenue-wise, there's color block gem,

Speaker 2 which looks very, very interesting. And it's actually a new take from Morolik that looks kinda would would you say take to

Speaker 2 yeah, which is already doing like half a mill a month,

Speaker 2 so we'll definitely get to it somewhere later because it seems that somebody took notes from Blockblast and then turned it into something quite unique, as it seems, as Aurolic is kind of accustomed by their iteration pipeline in Puzzle, which is their hybrid casual staple.

Speaker 4 Would you say hybrid casual?

Speaker 4 If you have a hybrid casual game, guys, there's something really exciting.

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Speaker 4 You know, we talked about it, but it's worth repeating. So, Supersonic from Unity is hosting a competition and looking for the next hybrid hit.
They're calling it SuperHybrid.

Speaker 4 So, superhybrid.com or the QR code.

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Take your game to the next level.

Speaker 4 Again, thank you very much, Supersonic, for sponsoring the episode.

Speaker 4 And we can continue with blocking.

Speaker 2 Yeah, so

Speaker 2 it's really amazing how simple the feature set of this monster is. Yeah.

Speaker 2 I was surprised because I was always like kind of necked, like, why don't we review this? Rather, like, yeah, it's like head-driven, very simple game, and like, now we really need to review it.

Speaker 2 Um, yeah, so actually, when you start the game, you don't even see the main menu.

Speaker 2 I don't think so, you would ever even see the main menu because it never shows itself, it just keeps you in the core and tries to keep you there forever.

Speaker 2 I was like, literally, like, let me get out of this to get it.

Speaker 1 Essentially, if you stay in the core, you watch more interstitials.

Speaker 2 Yeah, you don't even get to the goal

Speaker 2 ever. So, that's there.

Speaker 2 So, the core starts with the classic mode, where the classic mode is pretty much you playing Block Blast, which is this kind of very nice iteration on the Tetris core, which means you need to match stuff either vertically or horizontally for it to disappear, and it gives you points in the process.

Speaker 2 And that's pretty much it. Like, uh, yeah, thank you for listening.
Very simple,

Speaker 2 Nothing really to it. But as I said, it's definitely more than meets the eye because we don't see any other copies that are even like a little bit behind these guys.

Speaker 2 These guys are just like so far ahead against each other.

Speaker 1 What the COO, when we were in GameFest, was saying was that basically

Speaker 1 all levels are different for users based on the difficulty. So basically, they play around with the difficulty and try to tailor it for every user.

Speaker 1 I don't know if that's true or not, but basically, I watched a lot of YouTube videos when I was playing this as well.

Speaker 1 And it was saying how people said, Oh, that level looks different for me when you're on that level, right?

Speaker 4 So, Heaven, our friend from Century Games, he said that he knows them, and it's a small team. He said, Basically, they're obsessed with A-B testing, so they're testing everything.

Speaker 4 So, what you just said, it's absolutely true.

Speaker 2 But that should be the attitude with puzzle games, definitely. Yeah,

Speaker 2 that's how you do quality puzzle games, basically.

Speaker 2 Yeah, so I can play this until I pretty much lose. And the lose condition, so you know, is that the whole.
Oh, I can lose like pretty fast now that I think of it.

Speaker 2 The lose condition is that I cannot place any more blocks on the screen, and

Speaker 2 I will then

Speaker 2 the game will offer me some kind of

Speaker 2 shit.

Speaker 4 finally you know how to play this game yes you still build yeah you still uh

Speaker 2 we can still that yeah there we go

Speaker 2 and if you don't click it you don't have it but sometimes i thought it would like play itself did you did you get this thing yeah

Speaker 2 the timer runs out it would anyway go into interstitials

Speaker 2 yeah oh yeah but that's kind of standard right yeah i mean so

Speaker 4 there we go more money more money.

Speaker 2 Yeah. Uh, what's this free free one?

Speaker 2 Oh, even I have boosters. I don't know I had boosters.

Speaker 4 There you go. And you s you said it's simple.

Speaker 2 Yeah.

Speaker 2 Like so much stuff hidden under the surface, like for sure. There needs to be something like that.

Speaker 4 They're making shit ton of money, right? So it's never simple.

Speaker 2 It's never simple with these things. Okay.

Speaker 4 And now no, you're not. Yeah, there is exactly.

Speaker 4 And it reminds me, I did the same thing yesterday with Katerina, but it was a puzzle, and she was playing the puzzle exactly like you are playing now. This

Speaker 4 like, where, yeah, it's like, where, where should I put this?

Speaker 4 It's here, no, it's here, no, it's here, yeah, there you go. So, dear listeners, we are now watching how

Speaker 4 Rimo is trying to lose,

Speaker 2 but

Speaker 4 finally, finally, he leveled up on this um casual casual game play, finally, so he can't lose. It's amazing.

Speaker 2 But see, this is this is the power of that game. That after the power-up, it pretty much gives you blocks.
And by the way, the revive, the revive gives you exact same blocks that will unstuck you.

Speaker 2 They'll give you like one-piece blocks. I mean, what would

Speaker 4 what kind of revive would it be if they gave you like

Speaker 4 shitty blocks?

Speaker 2 Shitty blocks.

Speaker 2 That would be terrible revive.

Speaker 4 Also, there is a banner. It wasn't there before.

Speaker 2 Yeah, so

Speaker 2 play for a while.

Speaker 1 They have banners on a five-second refresh rate, which is super low.

Speaker 2 So they're sung so many banner outs.

Speaker 1 It's nuts. Like, this could probably be one of the biggest publisher games in the world.

Speaker 1 Probably at least top five, I'd say.

Speaker 2 Yeah.

Speaker 2 There you go. There we go.
So we lost and it goes into interstitial afterwards, anyway. Yeah, but

Speaker 4 we need to absolutely cover this potato anime shit. No?

Speaker 4 Don't you want to cover it?

Speaker 2 Please, yeah, we should. It's AI-generated creative, nothing else.

Speaker 4 Oh, but I'm now intrigued. Like, what's this all about?

Speaker 2 Just click. Click download.

Speaker 2 I don't think so.

Speaker 4 This is a game. Talkie.
It's an app.

Speaker 2 Yeah, it's an app.

Speaker 4 Oh, it's

Speaker 4 AI characters. AI characters.
Yeah, AI avatars.

Speaker 4 Improve your lonely life. Okay, nice.

Speaker 4 Not yours, obviously.

Speaker 2 Yeah, so this is the classic mode. And see, I can't even go to the main menu.

Speaker 2 You just can.

Speaker 2 Yeah, so let's go to the main menu.

Speaker 2 Adventure.

Speaker 2 There's adventure mode. Adventure mode

Speaker 2 is pretty much 96 level saga. I don't know what happens if you go to the end of it.
It has. Yeah,

Speaker 4 you're going to be... It's celebrating your 100th birthday.
It's going to be never ending until you guys check this.

Speaker 3 Wait, wait, wait, wait. Remote.

Speaker 1 Look how different my adventure mode is from yours.

Speaker 2 This is also level five?

Speaker 1 Yeah, this but this has been here since level like five.

Speaker 2 So the whole adventure is different. Yeah, okay.

Speaker 2 So you have a raven right there.

Speaker 2 So

Speaker 2 look at the

Speaker 2 shape.

Speaker 4 The shape.

Speaker 2 So the thing is that now it has a goal objective similar to something like match three.

Speaker 2 This is pretty much their second core that they have in the game.

Speaker 2 And yeah, I guess it's completely generated and tested and stuff like that. So it's not really the same thing.
And then we lost. So close.
Yeah. And if we retry, I think we can still go.

Speaker 4 And you know what's really really

Speaker 4 interesting. Portrait station.
Train station 2. Oh, there you go.
It's Google. Okay, yeah,

Speaker 4 it's turning

Speaker 4 stupid anime. Look at how this looks like.

Speaker 4 if you compare how the polished magic sword was, and how this looks like, and how much money this makes, and how much money they make.

Speaker 2 Yeah, Polish is definitely not the key here.

Speaker 4 Exactly, even though we said it's really good.

Speaker 1 To have Polish games play this game, yeah, yeah, but when you play this game, it's just like my mind gets in this like beta wave state. I get so like in a state of trance almost because

Speaker 2 I think the most biggest thing that again the part that is hidden under the surface and why nobody's copying it so easily blah blah blah is because UA will cover that later that's my guess and second thing is the as I as Matthew said like AI between the levels these kind of dynamic difficulty adjustments the type of blocks that you are given it needs to be perfectly timed in a way that it kind of goes around you know the flow curve of frustration tolerance of being challenging enough but not frustrating too much, stuff like that.

Speaker 2 And then, actually,

Speaker 2 if you go into not here, so you can't even get here because I actually found the third core that they have. You've seen classic mode, the adventure, the two cores.

Speaker 2 If you go to classic mode, there's actually a button called more games.

Speaker 2 Yes, yes. And you have this, which is some kind of like a hybrid Tetracy something.
So, what I'm doing here is I'm moving these blocks from left to right.

Speaker 2 And then you see what the new floor will come up with if I do one move.

Speaker 2 So, if I

Speaker 2 why did I start here? There we go.

Speaker 2 See?

Speaker 2 So, I can move stuff like this,

Speaker 2 and then it moves. And that's pretty much it.

Speaker 4 Interesting.

Speaker 2 Yeah, so they have a third core in it.

Speaker 2 And by the way, I don't know why it's hidden because it's pretty good, in my opinion. Like, why

Speaker 2 do you hide this thing? You both didn't know, did you? No, of course no. No, no, I was just like, what can I review on this game? Let me review the settings.
So I was just going everywhere so I can

Speaker 2 have some content because it's so simplistic on the surface. And finally, I found it.
Like, oh, great. Thanks.
New core, we can talk about this.

Speaker 4 Yeah, it's so simplistic. You are talking for 15 minutes.

Speaker 2 You just can't stop.

Speaker 4 You just can't stop. No, but

Speaker 2 it's really nice.

Speaker 2 I don't know why they don't kind of advertise this much more aggressively or what not. Like, do have events around it.
But I don't know. It's just maybe my usual thinking around these things.
Yeah.

Speaker 2 So. Maybe they have.

Speaker 2 Maybe they have. Maybe they think it already and doesn't work.
I don't know.

Speaker 4 Or just, yeah, or yeah. Or this is how it looks like for you, and then it looks totally differently for others.

Speaker 2 You mean you have hardcore?

Speaker 2 I don't know about it.

Speaker 4 I'm not saying that, but maybe

Speaker 4 it's in the menu or it's something elsewhere. No idea.

Speaker 2 Yeah, so basically, if it hits the top, you lose.

Speaker 2 And then you get to the next one.

Speaker 4 We just won again.

Speaker 2 Yeah, we won again.

Speaker 4 Oh, my God. This is just great.

Speaker 4 This fits you perfectly. Fits you perfectly.
Yes, I love it. Yeah, okay.
So

Speaker 4 why is this making so much money? Because

Speaker 4 users and ad revenue, I guess, right?

Speaker 2 Yeah, users and revenue and very, very good dynamic difficulty adjustment, probably, which we can't really see.

Speaker 2 That's the point.

Speaker 4 Can you imagine if you click on that more games and you suddenly see

Speaker 4 best no Wi-Fi games?

Speaker 4 I mean, not exactly like those games, but anything around block

Speaker 4 things like

Speaker 4 this could be so huge.

Speaker 2 I mean,

Speaker 4 not that it's not.

Speaker 2 Much,

Speaker 1 this is already massive.

Speaker 1 15 million daily active users.

Speaker 1 Do you know how big numbers we're going to talk about now in the ad revenue section?

Speaker 4 Eight euros.

Speaker 2 Eight euros, yes, of course, per second. No, that's that's too that's too low.

Speaker 4 That's still too low.

Speaker 2 Felix, you want to take it off? Should I play the game in the background? Yeah,

Speaker 1 play the game in the background. I mean, I mean, it has banners, interstitials, and rewarded.

Speaker 1 The only rewarded placement is the revive, which I don't think is too popular, at least for the non-hardcore gamers.

Speaker 1 But I still think kind of the there's a lot of videos on how to min-max to get a lot of points. And there I can see the revive rewarded ad actually being quite useful.

Speaker 1 Unless you, yeah, or if you misclick, for example, or anything like that.

Speaker 4 Can you play this offline?

Speaker 1 Yeah, I play this for two hours on a plane.

Speaker 2 So like, yeah, you can play it on offline.

Speaker 1 Yeah, it doesn't fight you at all, right? Okay, so how it earns the majority of revenue comes from banners and interstitials.

Speaker 1 Interstitials are shown after every level, uh, essentially when you finish it, and banners are shown at the bottom.

Speaker 2 Uh,

Speaker 1 banners are on a five-second refresh timer.

Speaker 1 And let me just show you before telling you the ad revenue, their ad apps.txt file. If you just give me the screen, Raymond,

Speaker 2 because some kind of

Speaker 2 masterpiece

Speaker 2 it is huge.

Speaker 4 Huge, obviously.

Speaker 2 Yeah.

Speaker 2 Huge.

Speaker 1 Like,

Speaker 1 it's like.

Speaker 2 Wow.

Speaker 1 I'm not even.

Speaker 2 Your computer will crash from this. Yeah.

Speaker 2 If it loads all into the memory.

Speaker 4 Yeah, you just download it. It has like 90 gigabytes, like part of Exile 2.

Speaker 2 Huge.

Speaker 1 I don't know. Like, maybe, maybe they're reselling but like, maybe

Speaker 2 they're copying a couple of things, but like, yeah, I mean, there's a lot of resellers.

Speaker 1 That's what it is, right? But, like,

Speaker 2 it's huge. It's huge.

Speaker 2 Wow.

Speaker 2 Yeah.

Speaker 1 Maybe you have some duplicates, but anyway, like, you know what this means?

Speaker 4 They have exactly the same thing on the US front.

Speaker 1 Anyway, I'll give you back this now, but that essentially means, if you want to play the game again in remote, that essentially means that that these numbers are going to be huge.

Speaker 1 Because, yeah, I've been saying it all the time.

Speaker 4 But you say huge, how one more time?

Speaker 1 I think this game is making anywhere between 860k a day up to a million a day in ads.

Speaker 1 Because it's such big numbers and it's such big numbers in the US. Like, it's massive.
And that's even with lower ECPMs because there's no IP revenue.

Speaker 1 But it doesn't matter when you have 15 million daily active users because your users are probably seeing at least least five or six interstitials while they're playing this.

Speaker 2 600 more. Between 600 and a million a day.
Yeah. Yeah.
Okay. Just wanted to confirm.

Speaker 1 Honestly, which is IAP revenue. It's like 100% of revenue for this game.

Speaker 4 I think it can be even more.

Speaker 1 I've heard some rumors that it was a couple of days that was over a million. But it's just

Speaker 1 when it gets to million it's just it's really hard sometimes to get

Speaker 4 paid for all your ads can you get more on the ads revenue side than a million or million and something

Speaker 2 or

Speaker 2 i i don't know i'm i'm sure you can like yeah lots of big winners right but keep in mind that if you're ad driven completely you're not getting the 30 cut on ips on the stores so it's a different kind of beast there

Speaker 1 also what happens when you're this size a publisher uh you essentially also can get you can also get custom deals like the the whole rev share the 30 70 splits if you're this big i i think with every network you can negotiate that i know you can do that with some networks but like they don't need this is such scale this is scale yeah this is such scale that you can pretty much do whatever you want right like

Speaker 2 yeah yeah this is like

Speaker 2 normal normal math stops working for you at some point

Speaker 1 this This could probably be the biggest ad-monetized game in the world. I can't think of anyone else that has 50 million DAO that's ad-driven

Speaker 1 consistently, right? Like hypercasual days, you kind of had it, right? But like,

Speaker 2 this has been

Speaker 1 for a week, and then like it died.

Speaker 4 And then you dropped

Speaker 4 the front rankings. Like, this is constantly in like top ranks, like in all of the all of the geos, basically.

Speaker 1 I'm very interested to see what you're going to talk about on

Speaker 2 UA front.

Speaker 1 Yeah, the thing is, like, here, like, since you have so many interstitial ads as well, like, you probably have a pre-pre-bid and a post-bid, and they're probably doing all this wild stuff.

Speaker 1 At least that's what I've heard the rumor of, that they are very can you explain pre-bid,

Speaker 4 please?

Speaker 1 So, essentially,

Speaker 1 how the mobile ecosystem is built right now is that everything is a walled garden. So, Unity Level Play is a walled garden, Apple, and Max is a walled garden.

Speaker 1 You can only use the networks that they have approved inside of it, but there's more networks, right?

Speaker 2 So, how

Speaker 1 mediation is done on

Speaker 2 desktop?

Speaker 2 No, I'm just looking at the chart of the download. Yeah,

Speaker 1 how it's done on desktop is essentially

Speaker 1 before you send a bid or an ad request, you can put something between post-bid and pre-bid with basically to increase the prices, right?

Speaker 1 But that's not allowed or hasn't been allowed on Apple and Unity because basically it's kind of not good for those companies.

Speaker 1 But basically, yeah, if you're big enough, you can just make your own rules.

Speaker 2 Let me just finish here with the biggest game in the world, I think.

Speaker 2 So, this is the last 30 days for the whole gaming sector regarding downloads. So we see so Garina Freefire 33 mil, but we know that this is no ads.
Yeah, so it's an IP driven game.

Speaker 2 It's pretty much something close to Counter-Strike for those that don't know.

Speaker 2 Then Block Blast on the second position.

Speaker 2 Roblox.

Speaker 2 And then Roblox, then Subway Surfers, Ludoking, which also we have a big depth to cover there. We are supposed to cover it a lot of times.

Speaker 1 Holy crap. Mini games, Calm Relax.

Speaker 2 Yes. It's getting

Speaker 2 15 mil downloads.

Speaker 4 Yeah, I mean,

Speaker 2 and then your horror spranky beats with

Speaker 4 that's your your

Speaker 4 games

Speaker 4 latest

Speaker 4 ad placement trend episodes. So guys, please check it out.

Speaker 2 Yeah, then there's Pokemon TCG, Squid Game, the new Netflix game, and then Cat Chaos Prankster. I don't know what this is.

Speaker 4 Very similar to Horror Spanky Beats.

Speaker 1 I'm not waiting to cover this on the next ad because this is definitely not ribbon game.

Speaker 4 Oh, it's I came. Yeah, absolutely.
Yeah,

Speaker 4 absolutely. There's no doubt.

Speaker 2 It doesn't want to load.

Speaker 2 Oh my god.

Speaker 2 So you're a cat. And you're destroying stuff.
Oh, we'll need to cover this stuff. Oh, yes, man.
Like, this is

Speaker 2 amazing.

Speaker 4 This reminds me of gold simulator, basically.

Speaker 2 Goat simulator with a cat. Why not?

Speaker 4 Just read

Speaker 4 the name of the game.

Speaker 4 Chaos pranks.

Speaker 4 It says everything.

Speaker 2 It it says everything

Speaker 4 yeah you go you a i want to see how they do ua like how do you get a million downloads a day yeah uh would you say more than a million dollars more and more more more more more more more but would you say this gay uh this company is funding their own ua

Speaker 2 Well, I don't know, Majaya.

Speaker 1 How do you fund your UA?

Speaker 2 I mean, do you fund your UA? Do you use something? Absolutely, yes. Thanks.

Speaker 2 Do you even UA? Even UA? Yeah, do you?

Speaker 1 What do you do before your UA, Mache?

Speaker 4 I UA before my UA. So I did.
Well, so by the way, guys, yeah, today's episode is brought to you by our sponsors, PVX Partners, the simplest and the most effective credit line for marketing.

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Speaker 4 So, thank you very much again for sponsoring this episode and now we can actually go and check this ua monster because when we're talking about this and i was they must be spending everything oh yeah

Speaker 4 yeah if you if you think how much money they make i think 80 of that is just spending on ua yeah maybe so do you think okay let's say like do you think there's okay if they're earning a million a day let's just say they're earning dots or 800 or whatever how much are they spending on ua a day then i would say 80 of that is just UA.

Speaker 4 It's going back to UA. Why not? I mean,

Speaker 2 shovel system again? Yeah. Yesterday's revenue in today's spend.

Speaker 4 Kind of, but I mean, that's not, that's very unpredictable, to be honest. I don't really like this, but I

Speaker 4 think this has very tight margin.

Speaker 4 It's kind of what, like your usual 10, 20%.

Speaker 1 It's not going to be your 30%.

Speaker 2 No, definitely not.

Speaker 4 And it's also, you know, it's a volume play, right? It's volume play, and it's it's interesting because then you have all the channels here.

Speaker 4 And if ad colony was still a thing, I would think that it's what it would be here, but it's not anyway. So I just

Speaker 4 selected 9 to 16, but anyway, we have Mintegral and TikTok on this like first spot, and Apple Avin and Unity, and Apple Avin, and Mintegral, and all of the fun stuff.

Speaker 4 But it's interesting to see the TikTok here. So if we just go to this one, it's Mintegral, it's playable.
So, guess what? They have playables, obviously.

Speaker 4 You just, if you have these type of numbers, you have basically

Speaker 2 all the videos.

Speaker 2 There you go.

Speaker 4 It's exactly what just what we just saw on

Speaker 4 Jakub's screen.

Speaker 4 And it's just a little bit more polished and kind of scripted, obviously. But I'm thinking if I can actually play this for forever,

Speaker 4 I mean, I can just try to.

Speaker 2 Oh, there you go.

Speaker 4 Because what we

Speaker 4 discussed with our friends from Boombeat, they saw a very good conversion if you

Speaker 4 run long playables.

Speaker 2 What long?

Speaker 2 Exactly. If, yeah, if you look at playables, pretty much after 30 seconds, break the gameplay.

Speaker 2 Stack, click.

Speaker 4 Oh, refresh. Ah, okay, I'm fucked.

Speaker 4 anyway so but yeah I kind of played it for for a long time so back to the long uh playable if you let the players play longer it's better conversion and that's what I found out because of course because they get hooked simple exactly yeah but people think it's otherwise it is you know like you just

Speaker 4 play 10 seconds and then oh let's let's get to the real game because then

Speaker 4 uh it's different. Anyway, so

Speaker 4 we have this

Speaker 4 which is a TikTok video. i don't hear actually the sound

Speaker 2 youtube there's also a lot of videos all the block uh block plus videos is all about uh glitches train your brain and increase your iq where did we see that where did we see that impulse

Speaker 1 everywhere now

Speaker 4 everywhere basically everywhere so this yeah these glitches are great and we have we have more i mean

Speaker 4 we can basically watch this it's all of the different videos but they have a very

Speaker 4 approach to all of these videos.

Speaker 4 And

Speaker 4 do you know what I'm going to say

Speaker 4 next?

Speaker 4 Because you played the game, and I think you saw all of the videos out there with Block Blast.

Speaker 4 And it was my favorite.

Speaker 2 This is the one where there's like side-scrolling giant blocks, and then you put like some one block into this giant scroller, and everything was out.

Speaker 4 How would you call that?

Speaker 2 Altered gameplay.

Speaker 4 Yes, but

Speaker 4 it starts with A and ends with SMR. It's ASMR.

Speaker 2 Really? Yes.

Speaker 1 I mean, it's so satisfying, right?

Speaker 2 It's so satisfying, yeah.

Speaker 4 And also, like, all of these different. Also, if you're counting the playables,

Speaker 4 yeah, but this is a playable. So, if you count the playables, this is already, I think, fourth, I guess.

Speaker 2 But this is basically Tetris.

Speaker 4 This is basically Tetris, yeah.

Speaker 2 This is not broadbus, this is Tetris.

Speaker 4 No, but nobody cares.

Speaker 2 Yeah, nobody cares.

Speaker 4 Nobody cares exactly.

Speaker 4 And and this is the one, this is the one, yeah, but it's exactly it's it's not exactly the what I want to show you, but this it they have millions of these, all different variations.

Speaker 4 It's one minute long, it's all it's super satisfying, but it's there there is more.

Speaker 4 This is my favorite feet, yeah.

Speaker 2 What?

Speaker 4 Yeah, yeah, yeah, yeah. This is

Speaker 4 kind of the the UGC UGC, UGC, yeah, I've seen this before.

Speaker 4 It's like super fast-paced gameplay and the UGC. Hello, ladies.

Speaker 2 Super fast because nobody's looking at it. Of course.

Speaker 4 Nobody cares. It's all fit.

Speaker 4 Let me just go back to my favorite

Speaker 4 Facebook because this is exactly. This is the ASMR type of thing.
This is all the colors and they have so many of them. The rainbow.

Speaker 2 Yeah, exactly.

Speaker 4 Pretty much, pretty much rainbow. And so, oh my God, it's like everything.
And it's one minute long.

Speaker 4 And they have different

Speaker 4 visual styles, different perspectives, and all that stuff.

Speaker 2 This is pretty much a colour. It's equivalent to cutting coins.

Speaker 4 Yeah, exactly.

Speaker 2 Or cutting soap.

Speaker 4 You know, like if you cut the soap from the front, the top.

Speaker 4 And I can watch this basically for an hour.

Speaker 2 I can watch this for an hour.

Speaker 4 It's very calm.

Speaker 4 And uh you we have all you know different perspective like it's it's very nice but you won't find like any i w i i i didn't find any like super high polish cgi bullshit because it's just it doesn't really need that this is pretty cgi also by the way i mean kind of yes but still

Speaker 4 it's still very much in the within the whole like art style it's it's different yes but still

Speaker 4 yeah there's and you know what it's there are some influencers but

Speaker 4 and all of this

Speaker 2 yeah

Speaker 4 of course

Speaker 4 with this this cake on your tails plate jesus christ

Speaker 2 what merging the cake yeah

Speaker 2 oh my god

Speaker 4 but you know like you make all of this much hello

Speaker 2 That was pretty good.

Speaker 4 Yeah, it's really funny.

Speaker 2 Someone please make a movie like this.

Speaker 4 And you you know, I want to say, you can't find any celebrities or anything like this because

Speaker 4 it's bullshit.

Speaker 2 No cameos.

Speaker 4 I mean,

Speaker 4 cameo is not that expensive.

Speaker 2 No, but you didn't find any in it. Yep.

Speaker 4 I just DCC outlook.

Speaker 2 Oh, do I see AI after that? Yeah, yeah, yeah.

Speaker 4 One sec.

Speaker 2 Yeah, we've seen this. We've seen this.
Let's go.

Speaker 2 AI?

Speaker 4 This is definitely AI yes of course it is you can see it also AI hook AI hook exactly 14 days ago so it's not that uh that's far away uh we can try to find like exactly like what's the first scene like now what's new because that's kind of interesting but yeah it's who would say that blockbuster

Speaker 4 and and voiceovers and gameplay

Speaker 4 and gameplay again and gameplay again and gameplay again because that's has the lowest cpi and this is also kind of borrowed from casual and from app space because they pay attention

Speaker 2 people are recording their screen by another phone yeah it's just so annoying

Speaker 4 kind of

Speaker 2 but this second

Speaker 1 I can't help to say but like this is probably like when I worked on Tetris for two years right the issue with Tetris while you couldn't really scale on mobile is that you get a ton of organics but people just want to play tetris which is not the best mobile gameplay.

Speaker 1 It's hard to build an economy around that.

Speaker 2 No, no, no, no, it's hard to get people back.

Speaker 2 It's hard to monetize. It's more than a month.
It's hard to monetize.

Speaker 1 Okay, monetize, yeah, hard to monetize. But

Speaker 1 these not just took it to the next level and

Speaker 4 it's not

Speaker 4 they use Tetris only in creatives, which is working for their

Speaker 2 use the Tetris mechanic and

Speaker 2 that's what's happening here.

Speaker 4 Yeah, oh, I mean, I can watch all of this.

Speaker 4 Seriously,

Speaker 4 and I've seen this like a million times already, and this was the first time I think I saw it everywhere.

Speaker 2 But see, this is the critical iteration here that they did. Instead of this, like, time pressure, whatever stuff, that you see tension here, Blockbust doesn't have that.

Speaker 2 You control the thing with those three pieces, and you play like a puzzle, not as this kind of a Tetris-like,

Speaker 2 let's say, near that experience.

Speaker 4 It's kind of, yeah, it comes back to that near that experience. Yeah, because it's it's just going up.

Speaker 4 And and you see, like all of the different casual games, they borrowed this, I think, from from Blockbuster because you have the

Speaker 4 tiles going up, and then you know, there's old lady who just want to go to the toilet, but can't because it's just it's all these like safe scenarios.

Speaker 4 And I think it's just going from here from this from this game. On the other hand, like this on TikTok, no no faces, interesting.

Speaker 2 Look

Speaker 4 so satisfying.

Speaker 4 Yeah, of course, like it's just

Speaker 4 all here, all of it. 98 pages on TikTok.
Yeah, thank you very much.

Speaker 2 By the way, that's going to change soon, I guess, in two weeks.

Speaker 4 Well, that's the thing.

Speaker 4 We'll see. Let's see.

Speaker 2 We'll see.

Speaker 4 They have

Speaker 4 300 pages on everywhere, basically.

Speaker 1 Yeah, it's impressive.

Speaker 4 They are adding new creatives on Facebook and TikTok everywhere, basically. And if you just go to Unity, which is their bread and butter because of

Speaker 4 the mediation.

Speaker 4 Yeah. What do we have? Ah, dancing cat.
Yes.

Speaker 2 AI cat.

Speaker 4 Whatever.

Speaker 1 It kind of looks like Matik.

Speaker 4 Yeah, of course.

Speaker 4 Can you do your cat impression? meow

Speaker 1 yeah can i hear your cat impressions before we move on and then we can finish there meow meow meow

Speaker 2 ah

Speaker 4 oh here you go angry cat remote angry cat yeah angry cat so yeah blood blast and angry cats all of this and it's interesting because we know it's was that korean creative yeah

Speaker 4 which one do you yeah which one do you choose on its video i would say they're from china but i don't see any watermark on their videos.

Speaker 2 Maybe they know that it's being stolen so much it doesn't make sense.

Speaker 4 Oh, yeah, true.

Speaker 1 They don't care. They can just outspend anyone, and they already are outspending anyone on a daily basis.

Speaker 2 Yeah,

Speaker 2 they're wiping the floor with the whole blocks genre.

Speaker 1 Yeah. I mean, if you can spend 8 or 900K a day on ads, right?

Speaker 2 Let's just

Speaker 2 complete this.

Speaker 4 Let's just go back to this. Oh, wait a second.

Speaker 2 Okay. Oh, okay.
Okay. Now

Speaker 4 I'm trying to find like what kind of uh

Speaker 4 activities they're running on on iron source and and and Unity because apparently, like, that's their biggest

Speaker 4 or should be their biggest channels, but it doesn't really look like that.

Speaker 2 Okay, maybe, maybe it looks

Speaker 2 any other concept that you've seen like critically different?

Speaker 4 No, not really, it's just all

Speaker 2 altered gameplay.

Speaker 4 That's the thing, it's like it's all altered gameplay, basically. Come on,

Speaker 4 all of this is altered.

Speaker 4 Yeah, and you but you can't really use all I mean, you can, but it won't help you to just decrease the CPIs or do anything.

Speaker 2 Yeah, because the core itself is hyper exactly, yeah, exactly.

Speaker 4 This is the lowest CPI you can get.

Speaker 4 I mean, you use UGC on this, yeah, doesn't really help. Use sharks, doesn't really help.

Speaker 2 But this is like

Speaker 2 as Felix said, like, you want to play Tetris or this kind of like blocky style game, and you just want to play it, you don't want to pay in it, like, why should you?

Speaker 2 Because you know, it's hard to monetize anyway, so the only option is ads. That's it, yeah, yeah,

Speaker 2 yeah,

Speaker 2 and on the bombshell, shall we end?

Speaker 4 I think so, yeah, I think it's all good. Thank you very much.

Speaker 1 Thank you very much for tuning in.

Speaker 2 Uh, we'll be back like we always are.

Speaker 1 And please don't forget to like and subscribe. Uh, we really love reading your comments, and we will see you next time for another amazing episode.

Speaker 2 Bye-bye.

Speaker 4 Thank you very much.

Speaker 1 It's so annoying.

Speaker 4 I know, but thank you very much. Join our Slack channel.

Speaker 2 Bye-bye.