Creative Trends in Mobile Games - December 2024

I'm wondering when these games that have been around forever are going to hop on this AI train. Right? Next month, probably, right? Yeah, next month, most likely.
You mean like when AI transfers from 4X to Bulu Puzzle and Match 3? Yeah, it's going to be next month. It's going to be Township.
No, no, no, no. It's not going to be next month.
No? Not yet. I don't think so.
It's the audience kind of match there yet. It is.
It is, man. It is.
You can do anything with AI, right? Yeah. But not in this quality.
The industry is not in the AI thing. It's 4 a.m.
and we're rolling the dice. Matei drops, knowledge made of gold and ice.
Felix with ads making those coins rise. Shackup Designs, worlds chasing the skies.
We're the two and a half gamers, the midnight crew. Talking UA adverts and game design too.
Matei, Sh Jakob, 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 Jakob's crafting realms, 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't delay hello hello hello welcome thank you very much for coming this This is Two and a Half Gamers. My name is Matija Lancharic.
I'm Felix Broker. And we are your hosts and we like you a lot and we want to thank you again and a lot again because it was our 30, not 30, Jesus Christ, 30.
Well, it's's gonna be 30 at some point third maybe 30 as well third uh anniversary and so happy birthday to us and to you as well because without you most probably wouldn't have done it but maybe yes because we would still do it. We would be still recording.

I was watching those first episodes.

Oh, my God.

We are not the real heroes.

You are the real heroes.

And Jakub is moving, so his camera is back. Oh, yes.

So, listeners, this is how stubborn Jakub is, because essentially we told him for eight months to get rid of those glasses. And he got rid of them.
By the way, these glasses are so good. They are, by the way, just for stopping computer screen stuff.
Not like anything else. I still use them.
And for stopping women. no, no, no.
It's fine. I will have two kids soon.
Yeah, yeah, yeah. Did your wife buy you those glasses? No, no, I didn't.
Yeah. No shit, no shit.
Anyway, today we're talking about creative trends. Creative trends for 2024, December.
And while I was doing that research, again, I found super interesting stuff. Super, super interesting stuff.
Before we go that, today's episode is brought to you by our dearest sponsors. It's two of them, actually.
So first one is PVX Partners, the simplest and the most effective credit line for marketing so if you're scaling your game uh and your your business and need funding here's the deal pvx partners no equity dilution uh you know uh you can be very flexible and they can be very flexible as well it's fast fully tailored for your growth so you can secure funding within 30 days and get term sheet in just 24 hours. So don't wait.
Take control of the UA budget without giving away your soul and the peace of your company. Visit pvxpartners.com and see how you can grow with them.
So thank you very much, guys, for sponsoring this episode this episode okay so should we move forward you know what since we are doing this uh uh again you know guys from supersonic thank you very much let's just let's just thank you as well and then we can we can start with the creative trends so we can move forward you know we've got very interesting things and they've got very interesting things regarding the hybrid casual so if you are a hybrid casual gaming company or developer wannabe hybrid devs we talked about this before but this is something we need to repeat because the time is ticking guys you have two more weeks uh supersonic from unity is hosting this competition which is called super hybrid check the qr code on the screen these guys have very strong team of publishing experts game designers game economic specialists you can uh you can check it out on their website superhybrid.com and supersonic as well from unity offering full support for your team as well and some really nice incentives 10k monthly while you iterate or 30k in bonuses while your game hits your milestones easy two more weeks enter the competition take your game to the game business all right let's now let's get back to the episode. And I'm going to get...
Okay, so what do you want to see? I have a few different segments. So it's casual games, mid-core, and then our very favorite, Forex strategy.
It's always Forex. I want to start with Forex because everything trickles down.

It starts with Forex.

It's the source and everything trickles down.

It's like trickle-down economics, but it's trickle-down game creators.

Yeah, yeah, yeah.

If you call coping trickle-down, okay, be my guess.

Yeah, so look.

So I have, I'm going to tell you, I have vital survival.

Wait, wait.

Wait, wait. The whole mobile industry is based on copy.
Yeah, come on. We had some message actually.
It was just like, we can't keep track who's first. We don't know who copies who.
It's just like, it's a free for all. I mean, kind of yes and kind of no.
I was, well, we were discussing this with our core episode. And then there was a FunPlus who started doing exactly the same thing and now I found out there was another game which did it two days before Dark War.
Two days before Dark War came up with these interesting AI concepts. You know by any chance who is that company? Surprise, surprise.
It's from China. And we never talked about it, so I don't think you will ever know.
Oh, really? Not the 4X one? Okay. Obviously, it's 4X, but we never talk about this game.
OnePlus? No. Yeah, I will show you.

Okay.

I will show you.

Honestly, you know about this game.

Everybody knows about this game.

Well, not everybody, but I will.

You know, let's start with that right away. Look, this is the...

Oh, 37 guys.

Thank you. This is the...
Oh, 37 guys. This is it.
Okay. This is definitely the same one as with that van.
They have same creatives. Exactly the same.
Yeah, yeah, yeah. There's a lot of these.
And it's so good. This looks amazing, by the way.
I hope everybody switches to this instead of that pin puzzle or whatever bullshit. I'd rather review every month these.
Tell you what, I get a lot less complaints with this. You know, starving families and misogynistic content.
Oh, I know that. There's a YouTube channel.
I've seen that. That hook.
Very good. Again, I can just do the same thing, same concept.
All of this is just based on just, this is actually December already, so we switched from September, which this was... The first one was launched September 27th, and then on 29th it was Dark War.
And look, they are doing... All of this.
And guys, there is so much more. There's so much more.
This is Dark War? No, no, no. This is Rise of Castles.
This is still Last Fortress. It's still the same game.
Ah, it's still Last Fortress. So everybody's coping them.
Exactly. Because there is this...
Look at this. Look at this.
This is so good. Which tool is this that they use for this? All of them.
It's easy. It's easy now.
Oops. You create the images in one, and then you create the motion, kind of four or five seconds thing reel in the other one.
Yeah. So I use basically Meet Journey, and then put it in Kling AI or Runway ML or even Sora, but Sora sucks.

And then just export those and then just stitch it together.

All these voiceovers, it's basically Elevent Laps and AI and nothing else. And I started using actually Suno for music.

Suno for music is great.

It's amazing.

I made my own metal stuff.

Yeah, well, obviously, like our song and our album, guys, it's actually happening. Are we releasing an album? Releasing an album, of course.
Releasing an album. And it's done by Tsuno, me, and my creative team.
So it's going to be a lot of fun. And it's just, yeah, it's great.
So we can go and see the dark world next because this is obviously what they're using now slightly slightly different right it reminds me it's almost like find the cat creatives but it colored in right yeah a bit cartoonish this wait wait are creatives getting better or getting pulled out from the abyss of horrible Creatives by China. Oh, wait.
Are creatives getting better? Are getting pulled out from the abyss of horrible creatives by China? This is amazing. Yeah, just hold your horses.
Okay. I think freezing families will be in next slide.
Yeah, freezing families are still. All right.
So this is the next kind of dark war creative. The glot of hay? Yeah.
It's the hook. And then it goes into AI after that.
Hook. What do you see? Bear grills.
So you use a hook with video that's actually real and then it follows up with AI videos that relate to it. Yes, but not in this case.
This is, again, just, look at this. Shelters, quick, fast survival shelter.
Same thing. It's not survival shelter.
This is bullshit. It's just me on a Saturday night, man.
This is how you go into the shelter. And then, yeah, there is an AI, right? So it's kind of nice music.
I can't wait to see what Y.S.urvival did with this. Man, yes, exactly.
Just wait. Didn't we have this one last round? The one with the shelter? Yeah, yeah, yeah.
It's just a combination with different things. But this is just a long, long, long, long, long creative, but it was mainly look at this.
So I was watching it. And then you have basically, this is just stolen from YouTube shorts.
And I was like, what the fuck is happening? So you steal a popular YouTube short and put it as a hook. Look, I was like, wait a second.
There is always these like real life shelters. Okay, let's just go and search on YouTube.
189 million views. 111 million views.
Almost a million views. 300,268 million views.
This shit is really, really popular on YouTube. I've watched this.
I've watched this to fall asleep. Guys in silence just building something with primitive tools.
Yeah, it's amazing. I need to change my YouTube channel.
Again, building shelters. It's all this.
Shelter for millions of views. so it's amazing.
I need to change my YouTube channel. Survival shelter.
Again, building shelters. It's all this.
Shelter, millions of views. So it's equivalent of pasting, save the dog into your gameplay, basically.
Kind of, or more like whiteout survival hooks. That's like, this is it.
So, but I think where all this is coming from was just the last Fortress, the game I showed you the first, came up with this AI shelter creatives and they're running it since the late September. Then Dark War jumped on this trend and started using it as well.
And now the last Fortress is using some other stuff like this as well. And I think they just took it from here as well.
Just this real life trend. I can't say it's trend, but it's a popular video which is coming from YouTube.
It's like all of this. Yeah.
Save the dog. I've noticed this as well in shorts on YouTube that basically there's channels I follow and then there's other people that take their content and make shorts out of it.
So now what's happening is that mobile game developers are taking shorts that have already been taken. So it's like a trickle down effect.
Again, yeah. But this is the thing, like how to build a wooden shelter cabin.
Great survival tips.

7.1 million.

And this kind of goes really well with the theme of Dark War.

So again, now kiss.

Now kiss.

It's brilliant.

It really is really, really brilliant.

So it's good.

What do we have here?

Okay, so I don't want to see.

I need to see now what Whiteout Survival is.

Enough teasing.

If they're picking up on this trend, I want to know what they're doing okay so let's go to whiteout survival are you sitting mm-hmm oh that looks like it's from from ai yeah but like i can see the prompt being like the last of. This was something between Red Dead Redemption 2.
Walking Dead, probably. I tried to find they have to be just doing this as well.
Everybody in China is most probably just doing this. I want to watch this all the time.
It's really nice. I'd watch this movie.
I'd watch this movie. Yeah, exactly.
I'd sit down for 90 minutes and watch this. I mean, kind of.
Kind of. Man, I saw the last Ben Stiller movie.
It was worse than that, I guarantee. Most of the thing, your imagination is running it in your head.
That's why you want to watch it. This is just first that I discovered.
Also kind of old AI stuff. What was that? Can you run it again? Yeah, yeah.
Fantasy Castle? Yeah, kind of like Frozen. Almost.
Frozen with like evil whatever, like Mordor combined? Maybe. But again, oops.
Yeah, the sound is really important. Why don't they run it if it's like this format? Why don't they run it on 9.16, all of it, but they slap Whiteoutout survival on top and bottom i that's a good question maybe because they want to connect this with their game because people don't really recognize this is a game maybe they're watching a real short episode or whatever it's just maybe this is this is the connection there because i've you can easily do 916 with Yeah, I do.16.
I do only 9.16, nothing else. And I was surprised by this branding as well but then we have also this so don't worry.
Mate, they're still running all the other creatives, right? This is just who's getting the most spent? These trends are the latest creatives they uploaded and testing.

It's not about spend.

This is so good.

Please flood the whole industry with this.

I don't want to see freezing families anymore.

Yeah, well, we'll get there.

We'll get there.

Don't worry.

If I only had this in the

apps that I manage, there'd be no complaints. Just wait until it gets really fucked up.
It always starts nice and then it always turns into something completely evil. Exactly.
It is mobile after all. Exactly.
So it's not going to... Okay, so we watched Dark War, Last Fortress as well i mean i'm seeing i'm seeing yeah i don't

know i don't know it's nevermore or last war and i think nevermore you've never heard as well right and what kind of game is it guess 4x 4x no way

but this

like they have no shame

I mean and no shame it's like zero isn't no shame like the default for forex where you start wow wow and we are starting gentlemen We are only starting with this. SuperScent got nothing on this.
Like all of this. Wow.
No. This is just fake.
This is not Gengar. It's just Mew from Wish.
Not even... Can you move the mouse so we can see the whole creator? Okay, there's Master Ball icons there and stuff like that.
Wow. It's ballsy going after the biggest franchise in the world.
Yeah. So we all know these.
There's music. Can you move that mouse man? What's that? it's the animal human transformation yeah yeah yeah this is from Rise of Chaos exactly can you see the whole screen no lag this is a little bit better than they have I think the video and the transition transition especially.
The transition is great. This is good because this is, again, AI.
All of those. Music as well.
Fantasy, adventure, RPG. A lot of these awards they've given themselves as well.
Pikachu creative. I would just give you this.
Which is, again, multiple things combined. Is this AI? No, no, no.
There's no AI. She's real.
No, no, no. She, I think so, but here.
Ooh. Stand pool.
Scarlet death. Whoa.
Yeah, yeah, yeah. So, and I think this is just use of, well, let's say IP, whoever, whatever, Poison Vulcan is our good friend.
It's just, I mean, how can this be allowed? I don't know, but who am I to judge? The thing is like the networks, right? Like they're going to get paid, right? So it's just like why they're not going to, until someone comes and like complains to them they're not doing anything and this is very this is combining DC characters into one it's like IPception yeah IPception with AI and this is almost IP infringement on top of... Yes, exactly.
But they're based in China, right? So what are they going to do? Like, oh, soon I'm in China. Yeah, exactly.
I mean, this is quite terrible for US and the European developers, right? Because they don't really... Well, they can't do it there's no there's no yeah exactly we can't

that's oh man that's crazy okay captain america riding on the snow leopard with the present is

something oh wow it's getting better and better See, this is the part where AI turns...

Oh, wow.

I told you, man.

I think we're just one step away from freezing families on steroids. Oh, yeah, yeah, yeah.
It's absolutely not. It's going to happen.
And then I saved the best for the last. Because, man, you know what? We've seen this in your your uh emulator man we've seen this creative in your emulator when you were playing like i think it was a month ago or something she's just like what what's happening so he's like i don't know man does it matter does it really matter just everybody's just kissing into better supervillain, whatever that means.
Better IP infringement character. It's very sensual.
Yeah. It's all about emotions, man.
What can I say? It's just, this is the thing. Dude, these guys can't be more than three months away from being completely...
No. What happen is they'll be asked by the networks, like, hey, you need to change your creatives.
You're not allowed to run these anymore. And that's it.
They're not going to get punished. They're not going to get sued.
And it's just like, whoa. What did you say, South Korea? Is there an app police? I don't think there is an app police.
This is it. This is it.
All right. Fair.
I did say that. Yeah.
You're going to complain to the app police this is it this is it alright fair I did say that yeah you're gonna complain to the app police yeah there is no such thing exactly so this is like this is insane because you have AI which is obviously made by the AI you have IP infringement and they have some UGC type of stuff so I mean the Pikachu when it just, when it just jumped out of the sensor tower for me, by the way, thank you, sensor tower for the data, it was just what's happening. And then I started digging more, and I was like, yes, please.
And it was just getting better and better. You smile on DC creative, like Captain America riding.
Let me show some Royal Kingdom. I need to see some class after that, please.
Classes after that. You said the Forex first.
We go to last one because they are iterating on that gauge mechanic heavily. It's really, really interesting.
There's a railway now. Yeah.
I mean, we saw a railway before, but this is just the first iteration of that. We way more stuff this is again like super long creative very eye catching and I think it's just annoying sound it's nice they're winning a bit yeah that's the new trend defeating the big guy yeah but only the first wave.
Now they're getting killed.

Should have gone to the drones. I would have gone to the drones.

Absolutely.

Then there are so many different things. And look.

Yes.

But still no hook.

I mean, this is the whole

basically. Come on.

I don't care.

Where did you see

this? It's old age of origins but as someone pointed out in my in LinkedIn on my latest post about this who did it first it's all all actually from Take Them Out.

And I don't know if it's Rolik or whoever was that

came up with that game.

I can show you afterwards

in the Sands of Tower

and you will see immediately.

Take Them Out?

That's what?

Take Them Out.

It's a hyper casual game.

Take Me Out, the song?

No, no, no.

That's Franz Ferdinand.

It's a hyper casual. this i just put both of these because it's it's nice right hand side mob control yeah mob control left hand side gates again like just...
You know, if you run these types of budgets again, like, you need to have a really, really long... What do you think LastWord is spending a month? Like...
A month? If they're earning 100, right? Like, or what? Like, how much do you think they're spending? 80? 60? 70? Million? I would say 50 plus Rima you need to mute yourself if you're going to keep typing I didn't hear it and also you can it's fine I would just remove it in the post production so you're welcome we have a few more for For everything. Oh, islands are back.

It's not islands, it's these like, how do you call it?

Sorry, look. This is what I'm going to do.

Three

at once.

I will leave this one

for the end.

Because this

again, is coming back.

Because

the building of that kind of

I'm sorry. for the end.
Because this, again, is coming back. Because the building of that kind of, whatever that is, and put weapons, it's again coming from old 4X creatives.
It was happening before and now... Top heroes went really well well they're doing 600k a day now yeah exactly

and now

if you combine

last war

dark war

top heroes

they're just making

shit ton of money

yeah I just thought

that they will never

more than match 3 probably right

like man

I thought that they will never make it

they actually make it happen

yeah

easy

and look at this

this great it's like, this is so good. I mean.
Oh, here we go. Our typical wow.
But seriously, like what the fuck like guys you will seriously

do everything

for

lower CPI

yeah

so

what you do

is pretty much

you get some

outrageous hook

with real life

person falling

into the ground

whatever

and then you

shamelessly copy

hero wars

creatives

one to one then you do hero wars and top heroes everything but here this where's the old this is just one to one those are the old hooks like three hooks in one basically yeah it's like there was three hooks in one they had the one with the lady spitting at it the lady sleeping there and one more so they put like real life hook plus three hooks from hero wars and then hero wars basically yeah so it's all again like if you remember super chart yes it's just ten things one creative. As we are going to discuss in the next episode, there is a new game coming from China which has two cores, three cores again? Or it's just, yeah, three games in one.
Yeah, three games in one. Stay.
Stay tuned. Royal Kingdom.
So, let's just do hook. Ooh, ASMR.
Look, what? Look, look, look, look. This is interesting.
Wow. He made it there.
He made it, And you know, if you actually pay attention,

this is exactly the same

hook as Royal Match

had, I think,

four months ago.

It was just slingshot.

You slapped it with the shield? It was slingshot.

I might find it somewhere afterwards.

I actually, I will find

I have it in my

slingshot iterations.

Slingshot you if you don't move that mouse

so I can see the full creator.

So, it was a slingshot.

I will find it.

I will find it for sure.

These are getting so much better

with every single iteration.

Every month.

Every month.

So much better.

Have you seen that smooth transition

between 3D and 2D?

Basically into fake. Fake 2DD and 2D? Basically into fake

2D.

Ah, there we go.

Bestagons and screen.

That was pretty much

the definition of near-death experience

there.

And this is

some weird cameo stuff

which they are doing all the time.

It's cameo and then...

Do you know who that is?

I don't know.

A person famous in creatives.

Yeah.

Then they have this also

which is kind of...

I guess this is a little bit higher production value

because it looks like it's not really...

They pay the actors?

Yeah.

It's like the same people that get paid for real shorts

and now they're doing creatives.

Yeah.

That sounds really annoying.

Yes, but come on.

I can see... See, no ads.

I don't like that.

It's not a great thing for me.

I know. I know.
You would shut the door on them right now oh yeah bye thank you oh it's oh wow oh my god it's like a supercell creative I was watching actually 30 seconds and I thought it's done I don't know she's an actor isn't she I'm pretty sure she is yeah she is is she the one from somewhere yeah I know her I think Housewives? no no no I think that movie when there's like three women figure out that they're being cheated by one guy.

No, no, no.

Please, please.

Just stop.

Let's just leave it alone.

Just stop.

Yeah, let's just leave it alone.

Anyway, but we have...

We don't know who it is.

Yeah, yeah.

It's an actor.

We can leave it there.

Oh, wait.

Actress.

Actress.

Yeah, actress.

Very true.

So we have then

switching to

Royal Match

again because it's all again physics nothing that new at least in here but i want to showcase the physics because that's really really their bread and butter these days the royal match creative team are fucking sadists because they sit and come up with different ways to kill a king. That's what they do.

That's what makes you money.

Look at this.

She's called Leslie Mann.

That's her name.

What's she famous for?

Yeah, just stop.

Just stop, please.

Just watch this and tell me what

you are seeing here.

Please.

Your mouse?

Not my mouse. I was going to say the same.
Idiots. You said it at the very beginning of the podcast.
Everything is coming from Forex. This log.
I don't know when I, from Light of Survival as well. They've used logs a lot.
And then there is also the combination with physics on the right-hand side and then near-death experience again. So it's just, yeah, it all comes back to that, which is great.
I love it. So are you ready for some family saving or freezing families? Oh, Playrix, come on.
Get on the AI train. No, no, it's not Playrix, actually.
Where is it? I'm watching for this. Obviously.
Gossip Harbor. Gossip Harbor is now bigger than Travel Time, isn't it? That's what I want to say.
I'm only showing you this because Gossip Harbor now is the top one merch game in the world. Making 1.2 million a day.
You can fight freezing families only for so long until you lose. But then Travel Town is actually going up again.
So it's you know. Going up again doesn't mean they're going to go over these guys.
Most probably not because these guys have way more games than this because this is the first game right. It's the Gossip, but you know what? They also have Seaside Escape.
Seaside Escape, another merge game. Yeah, and also, I mean...
You know what this is going to be? Freezing Families, you know it's working for your main game, so let's put it on your second game. Freezing Families, babies.
It's just the same thing but you have the template you just change the characters and that's it. It's one to one.
So why reinvent the wheel right? But they have more and I don't really understand this but they are using this quite a lot. And only Seaside.

This is just like this. Tiles.
What? Oh, that's from like... This is another version of my...
That's from like my young and tile matching games. Like this is exactly what they get low CPIs from, right? So it's, I've seen these creatives

before, but like it's always in...

They use either these

icons.

It's just a real game or made up game.

What do you mean real game or made up game?

Which is just great. I mean, I think they have it

in there. One sec.

Hook. Yeah, yeah.

See? It's a mini game.

Back when I was managing Tile Club, we used to see these kind of like real versions of a game like this all the time it's really popular and then like evergreen games are affecting this like for me the best match creative was always the one when the cheated wife merged the chair and the husband fall off it yeah so we have a few things and these guys right here with the paws and whatever don't stop me. This is...
Don't stop me with anime visuals. Yeah.
Yeah. Whatever.
These guys were in Rise of Kingdoms I was looking at exactly the same thing the thing is I think it's just all these layovers yeah overlays of games that was just I think they actually stole this because it's one to one and I think they just said oh you know what fuck it I don't think they said I don't even think they say it it's just like company he said down on Seaside so I harsh. But still, definitely got paid at the same time.

Here we have a nice hook.

There you go.

Something for you.

A lipstick with a molten...

And then a tile game.

Spin the bottle.

Spin the bottle and tiles.

Yay!

Why did they destroy the lipstick with the molten something?

Because why not?

What are we talking about?

Yeah, you're right. I don I even doubt that.
That's what I'm asking about. Yeah, but this is something that they're using for a long time.
The icons or emojis versus... I didn't see this one.
No, really? Okay. I guess I play too much midcore stuff.
Yeah. Also, you hear the beard music.
I love it. You spend more time where I spend time, you know? Yeah, for sure.
But then we have... Okay, let's do a quick one.
Oh, no. Grandma.
Grandma shooting across? No, we're catapulting the grandma.

This is a royal match.

Exactly.

The player is hopping on that bandwagon.

They did it the same

with the fishdom creative, right?

It's the same.

I remember when there was this

tomato factory overload with the grandma.

So now they're throwing the grandma

in a royal match style fashion. Exactly.'re throwing the grandma in Royal Match Style Fashion.

Exactly.

And through the Soul Blades.

I'm wondering when these games

that have been around forever are going to hop on this

AI train.

Next month, probably, right?

Next month, most likely.

You mean when AI transfers from 4X to

Puzzle and Match 3?

It's going to be next month. It's going to be Township.

No, it's not going to be next month. It's going to be Township.
No, no, no. It's not going to be next month.
No? Not yet. I don't think so.
It's the audience kind of match there yet. It is.
It is. You can do anything with AI, right? Yeah, but the industry is not ready.
The industry is not ready, I think, yet. You have way different games and farming games as well that I know they used AI static images a lot but now they can actually do videos with this so it's going to be quite it's not going to be exactly the same as you see all these like animals which are so good how much do you think this creative is CPI? Like that's too many.
I don't know. I'm just like trying to understand like you have a good creative and you have this like cutting edge you copied your competitor last week creative and what's the actual difference? So what do you think? Percentage of CPI.
Not the CPI number but like percentage difference. So if a good creative has X, this kind of top of the whatever funnel has what? Like half X? Third X? Could be 30%.
As soon as you get the creative winner, it's not only about the CPIs, man. It's just the thing is, if it scales in the campaign, if it spends, because you can have really good CPI and it gets zero spent, means nobody cares.
People need to care. UA channels need to care.
And then you have the CPI,

which is what we were talking about.

And then the third KPI is ROAS, right?

If it's scaling and CPI is great,

but it's not really driving the quality audience,

I don't care.

I don't want that creative to be running.

So all of these three are super important.

And also also these scales

these scales may be

on Facebook

the other one scales on Aplavin

or TikTok yeah and this I mean

this is a celebrity

as well by the way

I have no idea what's her name but I know

I know her

yeah I think it was just

one like teenage

TV show

yeah feels no stash

Thank you. I know her.
Yeah, I think it was just one teenage TV show.

Yeah, it feels nostalgic.

I mean,

whatever.

I guess like...

But what they're doing is pretty much they're copying

the Royal Match, what the Royal Match was doing.

Oh, what do you mean Royal Match?

Why Royal Match?

Royal Match was also doing these cameos with

the secret celebrities. I think the, you know, Travel Town is Coin Master.
So I think they're moving in that direction that what they've done with J-Lo and all the other. J-Lo, which? Look, they have Kylie like in five more.
Is she A-list or B-list? I don't really know. She's A-list influencer and no actor.
That's the thing. She's a giant following.
Yeah. Basically, everybody knows her.
Except us, guys. Except us.
Except us. Good for us.
Do you have Instagram? No. I don't have Instagram.
Travel Tom wants me to do it and I'd happily do it for you. Yeah, I can imagine.
And then we have Kylie again. Oops.
Yes, of course. Travel Tom, thank you very much.
So this is what they're doing. I think they're trying to do...
But they were running here before, no? Yeah, but only once. Only once.
This is really, really, really nice. Oops.
Oops. Look.
It's merging tiles, basically, and there are multiple layers. Click to merge.
That's a new thing. There's a big game around this.
Yeah, absolutely. Why not? It's like half hidden object, half launch.
That's a Halloween creative though, no? Yes, but it was live in December. Oh, you're right.
The cookies have teeth. Yeah, and also there was...
Yeah, yeah. Zombie Halloween costume.
Could be just relaunched. Okay, so we have all of these fun stuff.
And then we have... I don't think you actually paid attention to this...
to the second Township creative, right? This one. The one where they launched the grandma.
No, this one. Ah, the popcorn one.
Yeah, the popcorn one. Popcorn, yeah.
I like the lasers. That was quite cool.
Make it bigger.

There it goes.

Because it goes...

Because it goes into golden goblins.

Oh, satisfying. That's going to be so satisfying.

All of these are super satisfying.

Wow.

Yes.

Wow.

Yeah, and this is quite...

Physics.

Yeah, physics.

Yeah. Just watch it.
Move the go I mean... Sorry, I keep forgetting.
It's not that big, is it? What? Come on, the mouse. The mouse is not that big.
The problem when it triggers the panel. Oh, yeah, fair enough.
Yeah. You can't wait.
Oh, man. This is really satisfying.
I really enjoy these Golden Goblin creators. They haven't made a bad creative or something that I'm like the creative paradigm is to pretty much create a satisfying feeling look this is wow this is too many long so much physics and this is really nice right so so the township creative was a copy of one of these this is new and i haven't seen this because you did you haven't seen this because you don't pay attention to golden nobles as much anymore and i was also kind of like yeah it's fine but But now they're scaling again.
Is it making right now, Pruday?

What's it making right now, Pruday? I don't know,

but it's okay. Okay, so this is, so the township one is

basically creative. This is the original

creative. This is the original

creative that the township

got heavily inspired by.

But this is

kind of like fake 3D, 2D.

The one with the JLO is like completely 3D yeah it's fair but there's more gold this gold is just I mean it's called in Goblins right oh wait of course and it makes yeah, it's just great. I wish this game was actually real.
I know. Yeah, this is kind of nice.
But there is actually more. So I really like this because, I mean, the sound, the sound of cutting all of these gold nuggets,

it's just, these are the ASMR creatives that we are talking about all the time.

And now it's even blue.

I'm satisfied.

Guys, guys, they're at their all-time high.

Yeah.

Really?

They're at their all-time high.

Can you show on the screen quickly? Yeah, what I was saying. 130k per day.
100 much? 130k per day. Let me get the ad split up quickly.
Yeah, look. Spiking all the way to 230k a day.
230 and another 54% on ad revenue. Oh, nice.
Have you seen those hooks, guys? 40k almost a day. Look at this hook.
You know where it is coming from? Yeah, of course. The Candy Crush thing.
Yes. Well, the TikTok trend, basically.
And now we have this. You see, they have so much.
This is soap. Yeah, exactly.
And there's resource overload and now even more big gates. Yeah, exactly.
It's just... And then whiteout survival.
Yeah, that's whiteout survival. Yeah, this creative is...
So basically they took all the hooks and triggers from physics basically. It's so meta.
It's so meta. It's so meta.
Yeah. It's so nice.
Yeah, this is really good. So what did you say? Sorry sorry 200k a day no no that's the spike uh spikes go to 230 uh the something is like 150 yeah per day so double that and then that's quite impressive uh also this is two minute long creative guys so this is just keep in mind the games will be five-year-old this year.
Yeah. It's growing.
This is amazing. Yeah.
And it's very, very pleasurable to watch. Oh, this...
Like, heads... I'm looking forward to next month already.
We're not using, like, emotions that go to the lowest of the humans. Yeah, yeah, yeah.
This is exactly where all should be. There's no freezing families,

no freezing...

No gross, disgusting bullshit.

No sea-level celebrities.

This is just basically

being creative with physics.

It's so good.

Good job, guys.

This is great.

I want one of those gates in my house.

I can imagine.

Okay, so I have a few more and then we're done

because it's already too long.

Let's do one more.

Go, go, go.

Don't worry.

Here we go.

The longest creative episode in the world.

No.

So, look. Tell me which game is this.
Whoa. I don't think you would ever know.
We never discussed this, actually. But I was doing some research and I was like, wait a second.
Okay, I've seen this finger one. It's Age of Origins.
Age of Origins is Forex. But they had the finger thing where you actually cut out.
Yeah, they have everything. So these are my dear friends.
This is heaven. This is century games.
I did a few credits for them two ago, and I can tell they basically did everything. They tested like 500 different concepts.
I thought you would show that creative when there's like animals breeding other animals. No, no, no.
I'm getting spammed with that. No, no, no, no, no, no, no.
That's too much. much.
But yes, this is just too good because they also are the first that jump on trends heavily. Then we have this one because it's also kind of multiple trends and then that's it.
Because this is a blockchain. Ooh, there you go.
Voodoo. It go Voodoo it's blockchain 3D this is their creative from the last time but they added the UGC hook and the AI voiceover it's Zuma yeah I mean this is it merging Zuma and then there's a tease for the next episode and we're going in this is it.
Merging Zuma. Okay.
Yeah, merging Zuma. And then there's a tease for the next episode.
This is so nice. And look.
Can you read of my mouse? Look, I meant it. Anyway, it doesn't matter.
Can you spot the odd legal out?

Just missed it, guys.

Oh, don't worry.

I handle it. I talk to legal.

It's all good.

Don't worry.

They can't call the app police because there isn't one.

Yeah, exactly.

There isn't one.

All right, let's end it here.

There's been a lot of creatives.

Yeah, it's long.

I'm already looking forward to next month's Golden Goblin creatives. But look, you know what's interesting enough? It was December.
Have you seen any Christmas creatives? Hmm. We'll see them next time, huh? No.
Nobody cares. Because Q5 is dead.
It doesn't exist anymore. It was a thing three years ago, but it doesn't happen anymore.

These creatives

for just Christmas and winter and

then Santa Claus,

it's just, it doesn't work.

Guys, let's do this

one thing after every episode

now, from now on.

Matye, guess what's the percentage

of AI creatives?

If it's going down, we're down. Okay.
Perfect. I have to guess.
Now it's interesting. Now you have to estimate by your creative maven.
Oh, for the next time? No, no, no, for this month. And then we compare with next month.
Oh, okay. Okay, but then we need to compare the same games.
No, it's just like, you know, figure it out.

Educated guess.

Figure it out. Like, I think here

was basically

30%, at least,

that I showed you.

I think, yeah, I think that 30%

is quite... 30% from the

sample of, like, the top creatives of the

month. Yeah, from what I showed you.

Which is heavily skewed, but still, like, 30%. Yes.
Yeah%. Yes.
We'll take it with a grain of salt, just to say. Because if I compare it with the last time, it was barely like one or two games.
Now it's way more. And the months before, zero.
I'm just like trying to kind of put this as a point here until we hit like 50 oh two months I guess like something like March yeah which is two months thank you very much for coming really appreciate you staying with us for this last 50 minutes because the creatives and trends are super important Jakub's camera is moving and we are moving into the next

recording because that's what we do now

thank you very much, join the Slack channel

please comment and share

the episode

we really appreciate it

and what else, see you next time

thank you very much