Creative Trends in Mobile Games - December 2024

Speaker 1 I'm wondering when these games that have been around forever are gonna hop on this AI train,

Speaker 1 right? It's next month, probably, right? Yeah, next month, most likely. Do you mean like when AI transfers from Forex to puzzle and match?

Speaker 1 It's gonna be next month. It's gonna be Township is gonna be doing a

Speaker 1 lot of the next one. I don't think so.
It's the audience kind of match there yet. It is.

Speaker 1 It is, man, it is. You can do anything with AI, right? Yeah, but the

Speaker 1 quality.

Speaker 1 Not industry is not really, I think.

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Speaker 1 Hello, hello, hello, welcome. Thank you very much for coming.
This is two and a half gamers.

Speaker 1 My name is Matiel Ancharic.

Speaker 1 I'm Felix Probert.

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Well, it's gonna be 30 at some point. Third,

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Speaker 1 not we are not the the real heroes you are the real heroes

Speaker 1 and yakub is moving so his camera is back oh no

Speaker 1 yes

Speaker 1 So yeah, this is... So listeners, this is how stubborn Jakub is, because essentially we told him for eight months to get rid of those glasses

Speaker 1 and he got rid of them because

Speaker 1 glasses are so good. They are, by the way, just for stopping like computer screen stuff, not like really anything else.
Like I still use them, they're very good.

Speaker 1 And for stopping women,

Speaker 1 no, no, no, no, it's fine.

Speaker 1 I will have two kids soon. Yeah, yeah, yeah, yeah.

Speaker 1 Yeah, so did your wife buy you those glasses? No, no, I did. Yeah,

Speaker 1 no shit, no shit. Anyway, today we're talking about about creative trends.
Creative trends for 2024 December.

Speaker 1 And while I was doing that research,

Speaker 1 again, I found super interesting stuff. Super, super interesting stuff.
But before we go, that today's episode is brought to you by our dearest sponsors. It's two of them actually.

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Okay,

Speaker 1 so should we move forward?

Speaker 1 You know what?

Speaker 1 Since we are doing this

Speaker 1 again, you know, guys from Supersonic, thank you very much. Let's just let's just thank you as well, and then we can start with the creative trends so we can move forward.

Speaker 1 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 or want to be hybrid devs,

Speaker 1 we talked about this before, but this is something we need to repeat because the time is ticking, guys. You have two more weeks.

Speaker 1 Supersonic from Unity is hosting this competition, which is called Super Hybrid.

Speaker 1 Check the QR code on the screen. These guys have a very strong team of publishing experts, game designers, game economy specialists.

Speaker 1 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.

Speaker 1 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 gonna get

Speaker 1 okay, so what do you want to see? I have a few, few different segments. So, it's casual games, mid-core, and then our very

Speaker 1 favorite

Speaker 1 forex strategy. It's always forex.

Speaker 1 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.

Speaker 1 Yeah, yeah, yeah. If you call coping trickle down, okay, be my guess.
Yeah, so look, so I have I I will I will tell you I have vital survival.

Speaker 1 Wait, wait, the whole mobile industry is based on copying. Yeah, come on.

Speaker 1 We we had some messages actually and it was just like we 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,

Speaker 1 kind of yes and kind of no. I was uh well we were discussing this with our uh with Dark Or episode and then there was a fun plus who started doing exactly the same thing.

Speaker 1 And now I found out there was another game which did it two days before Dark War.

Speaker 1 Two days before Dark War came up with these

Speaker 1 interesting AI concepts.

Speaker 1 You know by any chance who is that company? Surprise, surprise, it's from China.

Speaker 1 And we never talked about it, so I don't think you will ever know. Oh, really? No, the Forex one.
Okay. It's obviously.

Speaker 1 Obviously, it's Forex, but we never talk about this game. One plus

Speaker 1 no,

Speaker 1 yeah,

Speaker 1 I will show you. Okay, I will show you.

Speaker 1 Honestly, I we you know about this game,

Speaker 1 everybody knows about this game. Well, not everybody, but I uh I will, you know, let's start with that right away.
Look,

Speaker 1 this is

Speaker 1 the

Speaker 1 37 guys.

Speaker 1 this is it.

Speaker 1 Okay,

Speaker 1 this is definitely the same one as we did Van

Speaker 1 They have

Speaker 1 same creatives, exactly the same. Yeah,

Speaker 1 there's a lot of

Speaker 1 these,

Speaker 1 and it's so good. This looks amazing, by the way.
Yes, exactly. I hope everybody switches to this instead of that like game puzzle or whatever bullshit.
I'd rather review every month these.

Speaker 1 Tell you what, I'll get a lot less complaints with this. Yeah,

Speaker 1 you know, starving families and

Speaker 1 freezing families, misogynistic content.

Speaker 1 Oh, I know that. That's a YouTube channel.
I've seen that.

Speaker 1 Very good. Okay.

Speaker 1 Again, I can just do the same thing, same concept.

Speaker 1 All of this is just based on just this is actually December already.

Speaker 1 So we switched from September, which this was the first first one was launched september 27th and then on 29th it was dark war and look there wow

Speaker 1 all of them

Speaker 1 and guys like there is so much more it's so much more

Speaker 1 this is dark war no no no no this is right

Speaker 1 this is still last last fortress it's still the same game last fortress so everybody's copying them exactly

Speaker 1 because there is this

Speaker 1 look at this like look at this this is so good which which tool is this that they use for this

Speaker 1 it's easy it's easy now yeah oops

Speaker 1 pretty much you create the images in one and then you create the motion kind of four or five seconds thing reel in in the other one yeah so the uh I use

Speaker 1 basically Myth Journey and then uh put it in Cling AI or Runway ML or even Sora, but Sora sucks. Uh and then just export those and then just stitch it together.

Speaker 1 All these voiceovers, it's basically eleven labs and AI and nothing else. And I started using actually Suno for music.
Oh, Suno for music is great. It's a massive

Speaker 1 metal stuff. Yeah, well, obviously, like our song and our album, guys,

Speaker 1 it's actually happening. We're releasing an album.

Speaker 1 Releasing an album, of course. Releasing an album.
And it's done by Suno, me, and my creative team. So it's going to be a lot of fun.
And it's just, yeah, it's crazy.

Speaker 1 So we can go and see the dark war next because this

Speaker 1 is obviously what they're using now. It's slightly, slightly different, right?

Speaker 1 It reminds me.

Speaker 1 So almost like find the cat creatives, but it colored in, right? Yeah, a bit cartoon.

Speaker 1 This.

Speaker 1 Wait, wait. Are creatives getting better? Are getting pulled out from the abyss of horrible creatives by China? Oh, wait.
This is amazing. Yeah, just hold your horses.

Speaker 1 Okay.

Speaker 1 I think freezing families will be in the next slide. Yeah, freezing families are still.

Speaker 1 So this is

Speaker 1 the next kind of dark war creative.

Speaker 1 Like a lot of hay?

Speaker 1 The hook is the hook. It's the hook.
And then it goes into AI after that. Hook.
What do you see? Bear grills.

Speaker 1 So you use a hook with video that's actually real, and then it follows up with AI videos that relate to it.

Speaker 1 Yes, but not in this case.

Speaker 1 This is, again, just

Speaker 1 look at this.

Speaker 1 Shelters, quick, fast survival shelter. Same thing.
There's no survival shelter.

Speaker 1 This is me on a Saturday night, man.

Speaker 1 This is how you go into the shelter. And then, yeah, there is an AI, right? So it's kind of

Speaker 1 can't wait to see what White Add Survival did with this. Man.

Speaker 1 Yes, exactly.

Speaker 1 Just wait. And then...
Didn't we have this one last round? The one with the shots. Yeah,

Speaker 1 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

Speaker 1 watching it. And then you have basically...
This is just stolen from YouTube shorts. And I was like, what the fuck is happening?

Speaker 1 So you steal a popular YouTube short and put it as a hook. Look, I was like, wait a second.

Speaker 1 There is always this like real life shelters.

Speaker 1 Okay,

Speaker 1 let's just go and search on YouTube. 189 million views.
111 million views. Almost million view.

Speaker 1 300,268 million views. This shit is really, really popular on YouTube.

Speaker 1 I've watched this. I've watched this to fall asleep.
Like, you know, like guys in silent just building something equivalent to tools. Yeah, it's amazing.
Vark

Speaker 1 survival shelter. Again, building shelters.
It's all this. Shelter millions of views.

Speaker 1 So it's equivalent of pasting save the dog into your gameplay, basically.

Speaker 1 Kind of, or more like whiteout survival hooks.

Speaker 1 That's like this is it.

Speaker 1 So, but I think where all this is coming from was just 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.

Speaker 1 Then Dark War jumped on this trend and started using it as well. And now

Speaker 1 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

Speaker 1 real life

Speaker 1 trend.

Speaker 1 I can't say it's a trend, but it's a popular video which is coming from YouTube. It's like all of this, yeah, save the dog.

Speaker 1 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.

Speaker 1 So now what's happening is that mobile game developers are taking shorts that have already been taken.

Speaker 1 So it's like a trickle-down effect. Again, yeah, yeah,

Speaker 1 But this is this is the thing, like how to build a wooden shel 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,

Speaker 1 now kiss.

Speaker 1 Now kiss.

Speaker 1 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.

Speaker 1 If they're picking up on this trend, I want to know what they're doing. Okay, so let's go to Whiteout Survival.
proceeding

Speaker 1 that looks like it's from from ai

Speaker 1 yeah but it like

Speaker 1 i can see the prompt being like

Speaker 1 the last of us

Speaker 1 this was something like between what red dead redemption 2 looking dead probably

Speaker 1 yeah so i i tried to find this and it's like oh come on like they have they have to be just doing this as well everybody in china is most probably just yeah doing this.

Speaker 1 I want to watch this all the time. It's really, it's really nice.
I'd watch this movie. I'd watch this movie.
Yeah, exactly.

Speaker 1 I'd sit up for 90 minutes and watch this. I mean,

Speaker 1 kind of,

Speaker 1 kind of, but

Speaker 1 when I saw the last Ben Stiller movie, it was worse than that, I guarantee. Most of those movies.
I think your imagination is running it in your head. That's why you want to watch it.

Speaker 1 This is just first that I discovered also kind of all the old AI stuff. What was that?

Speaker 1 Can we run it again? Like

Speaker 1 Fantasy Castle? Yeah, kind of like Frozen.

Speaker 1 Almost. Frozen with like evil whatever, like Mordor combined.

Speaker 1 Maybe.

Speaker 1 But again,

Speaker 1 oops.

Speaker 1 Yeah,

Speaker 1 the sound is really important.

Speaker 1 Why don't they run it if it's like this format? One, do they run it on 916, all of it, but they slept whiteout survival on top and bottom?

Speaker 1 I thought 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

Speaker 1 real short episode or whatever. It's just maybe this is

Speaker 1 the connection there. Because I've

Speaker 1 you can easily do 916 with this. Yeah, actually, I do only 916.
Yeah, yeah, yeah. I do only 916, nothing else.
And I was surprised by this branding as well, but then we have also this, so don't worry.

Speaker 1 They do have. Matthew, they're still running all the other creatives, right? This is just

Speaker 1 news.

Speaker 1 Who's getting the most spend?

Speaker 1 These trends are the latest creatives they uploaded and testing. It's not about spend.

Speaker 1 So good. Please.
Please flood the whole industry with this. I don't want to see freezing families anymore.
Yeah, well, we'll get there.

Speaker 1 We'll get there.

Speaker 1 We'll get there. So,

Speaker 1 if I only had this in the apps that I managed, there'd be no complaints. Nah, just wait until it gets really fucked up.
It always starts nice and then it always turns into something completely evil.

Speaker 1 Exactly. Yeah,

Speaker 1 it is mobile after all.

Speaker 1 Yeah, exactly. So it's not gonna.
Okay, so we watched Dark War, Last Fortress as well.

Speaker 1 I mean,

Speaker 1 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?

Speaker 1 What kind of game is it?

Speaker 1 Guess. Forex.
Forex.

Speaker 1 No way.

Speaker 1 But this, like, they have no shame.

Speaker 1 I mean, and no shame, it's like zero. Isn't no shame like the default for Forex, where you start?

Speaker 1 Wow.

Speaker 1 Okay. Whoa.

Speaker 1 off the bat, and this and we are starting, gentlemen. This is

Speaker 1 we are only starting with this. Sure, you know, iPod superset got nothing on this, like

Speaker 1 all of this. This is

Speaker 1 wow, no, this is just Gengar.

Speaker 1 This is not Gengar. Yeah, exactly.

Speaker 1 It's just me from Vish.

Speaker 1 Not even way away.

Speaker 1 You move the mouse so we can see the whole creator.

Speaker 1 Okay, there's master ball icons there and like stuff like that. wow

Speaker 1 it's ballsy going after the biggest franchise in the world yeah like so we all know these

Speaker 1 and there's this music

Speaker 1 what's that

Speaker 1 it's

Speaker 1 the animal human transformation yeah yeah yeah just from rise of castles again exactly Can you see the whole screen normally? It's like, no,

Speaker 1 okay, we're great.

Speaker 1 No lag.

Speaker 1 this. This is a little bit better than they have.
I think, like, the video and the transition, especially. It's the transition is great, yeah.

Speaker 1 It's this is good because this is again AI, all of all of those. I mean, I saw music as well, you know, fantasy adventure and RPG.
All of these awards they've given themselves as well.

Speaker 1 I would just kill you,

Speaker 1 which is uh

Speaker 1 can again multiple things combine. Is this AI? Move the mouse.
No, no, no. There's no AI.
She's real. No, no, no.
She, I think so, but here.

Speaker 1 Oh.

Speaker 1 She's that cool.

Speaker 1 Scarlet that.

Speaker 1 So, and I think this is just use of, well, let's say IP, whoever,

Speaker 1 whatever. Poison Vulcan is still our good friend.

Speaker 1 It's just...

Speaker 1 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?

Speaker 1 They're not gonna, until someone comes and like complains to them, they're not doing anything. And this is very

Speaker 1 this is whoa.

Speaker 1 He's combining DC characters in one. Yes.
Like I perception. Yeah, I perception with AI.

Speaker 1 And this is,

Speaker 1 this is almost IP infringement on top of

Speaker 1 destroying.

Speaker 1 They're based in China, right? Like, so no, but what are they gonna do? Like, oh, soon bear them in China. Yeah, exactly.

Speaker 1 I mean, this is quite terrible for like 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.

Speaker 1 That's oh man, that's crazy. Okay, Captain America riding on a snow leopard with the present is something.

Speaker 1 Wow.

Speaker 1 It's getting better and better.

Speaker 1 Woo,

Speaker 1 See, this is the part where AI turns

Speaker 1 into...

Speaker 1 Oh, wow.

Speaker 1 I told you, man.

Speaker 1 I think we're just one step away from freezing families of steroids. Oh, yeah, yeah, yeah.

Speaker 1 Yeah, it's going to happen. And then

Speaker 1 I saved the best

Speaker 1 for the last because, man, you know what? We've seen this.

Speaker 1 We've seen this

Speaker 1 in your 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? It's like, what's happening?

Speaker 1 What is it?

Speaker 1 It's like, I don't know, man. I don't know if it's a good one.
Does it matter? Does it really matter?

Speaker 1 Everybody's just kissing into better super villain, whatever.

Speaker 1 Better.

Speaker 1 So, you know.

Speaker 1 It's very essential. Yeah, yeah.

Speaker 1 It's all about the emotions, man. Like, what can you, what can I say? It's just, this is the thing.
So. dude, these guys can't be more than three months away from being completely like, no.

Speaker 1 But what will 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.

Speaker 1 They're not going to get sued.

Speaker 1 And it's just like, whoa.

Speaker 1 What did you say, South Korea? Is there an app police? I don't think there is an app police.

Speaker 1 This is it.

Speaker 1 This is it. All right, fair.
I did say that. Yeah, you're going to complain to the app police.
Yeah, there is no such

Speaker 1 thing. Exactly.
So, this, like, this is insane because you have AI, which is obviously made by

Speaker 1 the AI. They have IP infringement, and they have some UGC type of stuff.

Speaker 1 So, they're kind of, I mean, that Pikachu, when it just jumped out of like out of the Sander Tower for me, by the way, thank you, Sander Tower, for the data. It was just what's happening.

Speaker 1 And then I started digging more and I was like, yes, please.

Speaker 1 And it was just getting powerful.

Speaker 1 Captain America.

Speaker 1 Let me show some Royal Kingdom. I need to see some classes.

Speaker 1 Classes. No,

Speaker 1 you said the Forex first. We go to Last War because they are iterating on that

Speaker 1 gauge mechanic heavily. And it's really, really easy.

Speaker 1 Yeah, I mean, we saw Railway before, but this is just the first.

Speaker 1 first

Speaker 1 iteration of that.

Speaker 1 We have way more stuff. And this is again like super long, creative, very eye-catching.
And

Speaker 1 I'm thinking it's just annoying sound. It's nice they're winning a bit.
Yeah, that's the new threat. They're just defeating the big guys.

Speaker 1 Yeah, but only the first wave. Now they're getting killed, right? So they're getting killed.
They should have gotten the drones. I would have gone the drones.

Speaker 1 Absolutely.

Speaker 1 Then there are so many different things. And look.

Speaker 1 Ooh. Yes.
Where did you. But still more hook.

Speaker 1 I mean, this is the whole. This is the hook, basically.
Come on, like, I don't care.

Speaker 1 Where did you see

Speaker 1 this?

Speaker 1 It's old Age of Origins,

Speaker 1 but as someone pointed out

Speaker 1 in LinkedIn, on my

Speaker 1 latest post about this, who did it first, it's all actually from Take Them Out. And I don't know if it's Rolek or whoever was that came up with that game.

Speaker 1 I can show you afterwards in the sensor 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.

Speaker 1 That's Franz Ferdinand.

Speaker 1 I use a hyper-casual. And this,

Speaker 1 I've just put both of these

Speaker 1 because it's

Speaker 1 nice.

Speaker 1 Right-hand side. It's like mob control.
Yeah, mob control. Actual mob control.
Left-hand side, the gates again, like this is just,

Speaker 1 you know, if you run these types of budgets again, like you need to have a really, really

Speaker 1 long

Speaker 1 investment. What do you think Last War is spending a month? Like

Speaker 1 a month. If they're earning 100, right? Like, or what? Like, how much do you think they're spending?

Speaker 1 80? 60? 70?

Speaker 1 Million?

Speaker 1 I would say 50 plus.

Speaker 1 Remove you need need to mute yourself if you're going to keep typing. Sorry.

Speaker 1 I didn't hear it. I know.
Also, you can. It's fine.
I'll just remove it in the post-production. So you're welcome.
So we have a few more.

Speaker 1 Yeah, I will have something here. Oh, islands are back.

Speaker 1 It's not islands. It's these, like, how do you call it?

Speaker 1 So, look, this is what I'm going to do.

Speaker 1 Three at once, because it

Speaker 1 by no.

Speaker 1 I will leave this one for for for for the end

Speaker 1 because this uh again is coming back

Speaker 1 because the building of that kind of whatever that is

Speaker 1 and put weapons it's again coming from from old forex creatives

Speaker 1 it was def it was happening before and now top heroes went really well they're doing 600k a day yeah exactly and now it's well it if you combine last war Dark War, top heroes, they're just making a shit ton of money.

Speaker 1 I just thought that they will never match three, probably, right? Like, man, I thought that they will never make it, they actually make it happen, yeah,

Speaker 1 easy. And look at this, this create, it's like, what

Speaker 1 this is so.

Speaker 1 I mean, oh, here we go, our typical,

Speaker 1 but but seriously, seriously like

Speaker 1 what the fuck like guys

Speaker 1 you will seriously do e you will seriously do everything for uh

Speaker 1 lower cpi yeah

Speaker 1 so

Speaker 1 what you do is pretty much you get some outrageous hook with real life person falling into the ground whatever and then you famously copy hero wars creatives one to one

Speaker 1 then you do hero wars but and top heroes train uh there is the the everything. But here, this, where is the, where's the old lady?

Speaker 1 This is just, this is one-to-one.

Speaker 1 Those are the old hooks, like, like three hooks in one, basically. Yeah, yeah, it's like not three hooks.

Speaker 1 There was three hooks in one. Like, they had the one with the lady spitting at it, the lady sleeping there, and one more.
So they put like

Speaker 1 a real life hook plus three hooks from Hero Wars, and then the one. And then Hero Wars, basically.
Yeah, yeah. So it's, it's all, again, like,

Speaker 1 if you, if you remember, supercharged, yes, it's just 10 things in one creative.

Speaker 1 As we

Speaker 1 are going to discuss in the next episode, there is a new game coming from China which have

Speaker 1 or has two cores, three cores again, or it's just yeah, three games in one, yeah, three guys in one,

Speaker 1 yeah.

Speaker 1 Stay tuned. Okay, so

Speaker 1 okay,

Speaker 1 so let's just just do hook this.

Speaker 1 Oh, ASMR. Look, what?

Speaker 1 Look, look, look, look, look, this is interesting.

Speaker 1 Whoa, he made it there. If he made it, and you know,

Speaker 1 if you actually pay attention,

Speaker 1 this is exactly the same hook as Royal Match had,

Speaker 1 I think, four months ago.

Speaker 1 It was just slingshot.

Speaker 1 It was slingshot. I might find it somewhere afterwards.
I actually, I will find I have it in my slingshot iteration. Slingshot you, if you don't move that mouse, that's beautiful, creative.

Speaker 1 Sorry.

Speaker 1 So it was a slingshot. Yeah, I will find it.
I will find it. I'll find it for sure.
These are getting so much better with every single iteration.

Speaker 1 Every month. Every month, so much better.
Have you seen that smooth transition between 3D and 2D?

Speaker 1 Basically into fake, fake 2D. Yeah.
Fake 2D.

Speaker 1 Ah, there we go. Bestagons and screen.

Speaker 1 That was pretty much the definition of near-death experience there with Shield Slab. Yes.

Speaker 1 And this is some weird cameo stuff which they are doing all the time

Speaker 1 in Cameo and then you know who that is? I know I know I don't know idea man seriously. A person famous in creatives.

Speaker 1 Yeah.

Speaker 1 And then they have this also, which is kind of.

Speaker 1 I guess this is a little bit higher production value because it looks like it's not

Speaker 1 the same people that get paid for real shorts and now they're doing creatives.

Speaker 1 Yeah. Oh, that sounds really annoying.

Speaker 1 Yes, but come on. I can see.
See, no ads. I don't like that.

Speaker 1 It's not a great thing for me. I know.
I know, I know. She would shut the door on them right now.
Oh, yeah.

Speaker 1 You're not

Speaker 1 Thank you.

Speaker 1 Oh, it's.

Speaker 1 Oh, wow.

Speaker 1 Oh, my God.

Speaker 1 This is super cell creative.

Speaker 1 I was watching actually 30 seconds and I thought it's done.

Speaker 1 I don't know.

Speaker 1 She's an actor, isn't she? I'm pretty sure she's. The blonde girl.
Yeah, she is. Oh, yeah, yeah, she is.
Is she the one from somewhere? Yeah, from the.

Speaker 1 Yeah, I know, know her, I think. Housewife? No, no, no, no, no.
I don't know. I think that movie when there's like three women figure out that they're being cheated by one of the people.

Speaker 1 It's gonna be

Speaker 1 a little bit of a chance. Please, please, just stop.
Let's just leave it alone. Just stop.
Let's just leave it alone. Anyway, but we have.

Speaker 1 It's an actor. We can leave it there.
Oh, wait. Actress.
Actress. Yeah, actress.

Speaker 1 Very true. So we have then switching to Royal Match

Speaker 1 again

Speaker 1 because it's all again physics. Nothing that new, at least in here.

Speaker 1 But I want to showcase the physics because that's really, really their bread and butter these days.

Speaker 1 The Royal Match creative team are fucking sadists because they sit and come up with different ways to kill a king. I mean, that's what they do.
That's what makes you money. But here, look at this.

Speaker 1 Yeah, she's called Leslie Mann. That's her name.
Okay.

Speaker 1 What's she famous for?

Speaker 1 Yeah, just stop.

Speaker 1 Just stop, please. Okay.
Just watch this and tell me what you are seeing here. Please.

Speaker 1 Your mouse?

Speaker 1 Not my mouse.

Speaker 1 Fuck.

Speaker 1 I was going to say the same.

Speaker 1 Idiots.

Speaker 1 You said it at the very beginning of the podcast.

Speaker 1 Everything is coming from Forex.

Speaker 1 His log.

Speaker 1 From Top Heroes. That log is from Top Heroes from

Speaker 1 White Out Survival as well. They've used the logs a lot.
And then there is also the combination with Physics on the right-hand side and then near-dead experience again.

Speaker 1 So it's just, yeah, it's all comes back to that, which is great. I love it.

Speaker 1 So are you ready for some family saving? Or freezing families?

Speaker 1 Oh, PlayRex. Come on.
Get on the AI train. No, no, it's not PlayRex, actually.
Where is it?

Speaker 1 I'm watching for this,

Speaker 1 obviously.

Speaker 1 Gossip Harbor.

Speaker 1 Yeah, and I'm

Speaker 1 bigger than Travel Time, isn't it? That's what I want to say. I'm not.
Oh, really? Yeah, I'm only showing you this because Gossip Harbor now is the top one merch game in the world.

Speaker 1 You can fight 1.2 million a day.

Speaker 1 You can fight Freezing Families only for so long until you lose.

Speaker 1 But then travel time is actually going up again. So it's you know going up again doesn't mean they're gonna gonna go over these guys.

Speaker 1 Most probably no, because these guys have way more games than this, because this is the first game, right? It's uh the gossip harbor, but you know what? They also have seaside.

Speaker 1 It's escape, another merge game. Yeah, and also look I mean

Speaker 1 you know what this is gonna be. Freezing families,

Speaker 1 you know, it's working for your main game, so let's put it on your second game. Freezing families, freezing babies.

Speaker 1 Yeah, it's just the same thing, but you look, you have the template, you just change the characters, and that's it.

Speaker 1 It's one-to-one.

Speaker 1 So, why reinvade the wheel, right?

Speaker 1 But they have more, and I don't really understand this, but

Speaker 1 they are using this quite a lot and only seaside. Only side, this is just like these

Speaker 1 tiles

Speaker 1 what oh that's from like this is some another version of 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

Speaker 1 they use either these um

Speaker 1 made up game

Speaker 1 what do you mean real game or made up game which is just creative i mean i think they they have it in the in there one sec

Speaker 1 oak yeah yeah oak see

Speaker 1 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 all the time yeah it's it's it's really popular and then

Speaker 1 like evergreen games are affecting this like yeah for me the best match uh merge creative was always the one when the cheated wife merged the chair and the husband fall of it

Speaker 1 yeah so we have a few things and these these guys right here with the pause and whatever don't stop me. This is

Speaker 1 don't stop me with anime visuals

Speaker 1 yeah

Speaker 1 yeah

Speaker 1 whatever

Speaker 1 these guys were in Rise of Kingdoms I was I was looking at this exactly

Speaker 1 to the creative

Speaker 1 The thing is

Speaker 1 I think

Speaker 1 it's just

Speaker 1 all these layovers,

Speaker 1 yeah, overlays of the games. That was just, I think they actually stole this because it's meant like it's one-to-one.

Speaker 1 And I think they just said, oh, you know what? Fuck it.

Speaker 1 I don't think they said. I don't even think they say it.
I don't even think they say it.

Speaker 1 No, no, no, no, no, no, no, no, no. He said download seaside, so I was too harsh.
But still,

Speaker 1 definitely got paid at the same time.

Speaker 1 we have a nice look.

Speaker 1 There you go. Yeah, something for you.

Speaker 1 And then the molten tile.

Speaker 1 Spin the bottle and tiles. Yeah,

Speaker 1 destroy the lipstick with the molten something.

Speaker 1 What are you talking about?

Speaker 1 Oh, yeah. You're right.
Why did I even doubt that?

Speaker 1 That's what

Speaker 1 I'm asking about.

Speaker 1 Yeah, but this is something that they are using for a long time. The icons or emojis versus

Speaker 1 this one. no, really.
Okay, it's quite uh I guess I play too much meat core stuff, yeah, yeah. Also, you hear the weird music, I love it.
You need to spend uh more

Speaker 1 time where I spend time, you know, yeah, for sure. I love it, but then we have extra casual, oh

Speaker 1 okay, let's do a quick one.

Speaker 1 Oh, no,

Speaker 1 grandma, grandma shooting across. We're catapulting the grandma,

Speaker 1 ah, this is Royal Match, Royal Match

Speaker 1 exactly, Yes.

Speaker 1 This is exactly what it is.

Speaker 1 They did it the same with the Fish Dom creative, right? It's the same.

Speaker 1 I remember when there was this Tomato Factory overload with the Grandma. Yeah.
So now they're throwing the Grandma in Royal Match style fashion.

Speaker 1 And through the Soul Blade.

Speaker 1 Yeah, exactly.

Speaker 1 I'm wondering when these games that have been around forever are going to hop on this AI train.

Speaker 1 Right?

Speaker 1 Next month, probably, right? Yeah, next month, most likely. Do you mean like when AI transfers from Forex to Puzzle and match T? It's going to be next month.
It's going to be Township.

Speaker 1 No, no, no, no. It's not going to be next month.

Speaker 1 Not yet.

Speaker 1 I don't think so. It's the audience kind of match there yet.
It is. It is.

Speaker 1 You can do anything with AI, right? Yeah. But

Speaker 1 industry is not ready, I think, yet.

Speaker 1 You have way different games and farming games as well that I know.

Speaker 1 They used AI static images a lot but now they can actually do videos with this so it's gonna be quite it's not gonna be exactly the same as you see all these like animals which are

Speaker 1 so good

Speaker 1 how much do you think this created a CPI

Speaker 1 like that's

Speaker 1 too many

Speaker 1 what's the difference 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?

Speaker 1 So, what do you think?

Speaker 1 Percentage of CPI, not the CPI number, but like percentage difference.

Speaker 1 So, if a good creative has X, this kind of top of the

Speaker 1 whatever funnel has what, like, half X, third X?

Speaker 1 Could be 30%.

Speaker 1 As soon as you get the creative winner, it's not only about the CPI as much as the thing is,

Speaker 1 if it scales in the campaign, if it spends, because you can have really good CPI and it gets zero spend,

Speaker 1 means nobody cares.

Speaker 1 People need to care.

Speaker 1 UA channels need to care. And then you have the CPI, which is what we are talking about.
And then the third KPI is ROAS, right?

Speaker 1 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.

Speaker 1 So, all of these three are super important. And also,

Speaker 1 this scales may be on Facebook.

Speaker 1 The other one scales on Not Loving or TikTok. Yeah, and this, I mean,

Speaker 1 this is a celebrity as well. Yeah, by the way,

Speaker 1 I have no idea what's her name, but I know I know her.

Speaker 1 Yeah, I think it was just one like teenage TV show, which I yeah, feels nostouch.

Speaker 1 I mean,

Speaker 1 whatever.

Speaker 1 I guess, like, great secret celebrity. But what they're doing is pretty much they're copying Royal Match, what Royal Match was doing.
Oh,

Speaker 1 what do you mean, Royal Match? Why Royal Match? Royal Match was also doing these cameos with like these great secret celebrities.

Speaker 1 I think the you know, Travel Town is

Speaker 1 CoinMaster.

Speaker 1 So I think they're moving in that direction that what they've done with J-Lo and

Speaker 1 all the other

Speaker 1 wish look okay they have Kylie like in five more is she A-list or B-list I don't really know well she's A-List influencer and no actor

Speaker 1 yeah okay

Speaker 1 and she's a giant following but that's yeah yeah yeah

Speaker 1 basically everybody knows her except us guys except us except us except us I mean

Speaker 1 Felix doesn't have yeah Felix no Felix well do you have Instagram no I don't have Instagram if Travelton wants me to do it I'd happily do it for for you. Yeah, I can imagine.
I can imagine.

Speaker 1 And there we have Kylie again.

Speaker 1 Oops.

Speaker 1 Yes, of course. Yeah, I'll download Travel Tom.
Thank you very much.

Speaker 1 So this is what they're doing. I think they're trying to

Speaker 1 do. But they were running here before, no? Yeah, but only once.
And look at this. This is really, really, really nice.
Oops.

Speaker 1 Oops. Look.

Speaker 1 It's merging tiles basically, and they're multiple

Speaker 1 tiles.

Speaker 1 That's a new thing. There's a whole game around this.
Yeah, absolutely.

Speaker 1 Why not?

Speaker 1 It's like half-hidden object has a Halloween creative though, no? Yes, but it was it was live in December, I guess. Ah, you're right.
The cookies have teeth.

Speaker 1 Yeah, and also also there was

Speaker 1 a could be just relaunched. Okay, so we have all of this fun fun stuff.
And then we have I don't don't think you actually paid attention to this to the second township creative, right?

Speaker 1 This one the one where they launched the grandma no this one

Speaker 1 the popcorn one yeah the popcorn one

Speaker 1 I like the lasers that was quite cool make it big um

Speaker 1 there it goes

Speaker 1 because it goes because it goes into golden goblins oh satisfying that's gonna be so satisfying all of these are super satisfying

Speaker 1 yes oh Wow.

Speaker 1 Yeah, and this is quite physics. Yeah, physics.

Speaker 1 Yeah,

Speaker 1 that's it.

Speaker 1 Sorry, I keep forgetting.

Speaker 1 It's not that big, is it?

Speaker 1 What? Come on, the mouse. The mouse is not that big.
The problem when it triggers that panel. Oh, yeah, fair enough.
Yeah.

Speaker 1 Okay,

Speaker 1 this is really, really satisfying. I really enjoy these Golden Goblin creators.
They haven't made a bad creative or something that I'm like.

Speaker 1 The creative paradigm is to

Speaker 1 pretty much create a satisfying feeling.

Speaker 1 Look, this is

Speaker 1 wow.

Speaker 1 This is too many long. So much physics.

Speaker 1 And this is really nice, right? So, so the township creative was

Speaker 1 a copy of one of these.

Speaker 1 This is new and I haven't seen this. Yeah, this is really new.
Yeah, this is cool. Because you haven't seen this because you don't pay attention to golden goblins that much anymore.

Speaker 1 And I was also kind of like, yeah, it's fine. But now they're scaling again.
Is it making right now per day? What's it making right now, Pray? I don't know, but it's okay.

Speaker 1 Okay, so this is so the pop, the township one is basic creative. This is the original creative.

Speaker 1 This is the original creative that Township got heavily inspired by. This is, but this is kind of like fake 3D 2D.
The one with the yellow is like completely 3D.

Speaker 1 Yeah, it's

Speaker 1 fair.

Speaker 1 But there's more.

Speaker 1 Gold. Yeah, this gold is just.

Speaker 1 I mean, it's cold and goblins, right? So, wait, oh, no,

Speaker 1 of course. Oh, and it makes coins.
Of course.

Speaker 1 Look, yeah, it's it's just it's great.

Speaker 1 I wish this game was actually real.

Speaker 1 I know.

Speaker 1 This is, yeah, this is kind of nice. But there, there is, there is actually more.
So I really like this because i mean

Speaker 1 the sound the sound of cutting all of these

Speaker 1 gold nuggets it's just ah

Speaker 1 these are the asmr creatives that we are talking about all the time and now it's even blue

Speaker 1 oh

Speaker 1 i'm satisfied guys guys they're at their all-time high yeah yeah yes

Speaker 1 you show on the screen

Speaker 1 30k per day

Speaker 1 100 much 130k per day Let me get the ad split up quickly. Yeah, look.

Speaker 1 Spiking all the way to 230k a day.

Speaker 1 230k and another 54% on ad revenue. Nice.

Speaker 1 You see those hooks? 40k downloads a day. Look at this hook.
You know what it is coming from? Yeah, of course. The candy crossing.
Yeah.

Speaker 1 Well, TikTok. Yeah,

Speaker 1 and now we have this. So

Speaker 1 you see, like, they have

Speaker 1 soap. Yeah, yeah, exactly.
And does resource overload, and now even more bit gates.

Speaker 1 Yeah, exactly. It's just oh, and then whiteout survival.

Speaker 1 Yeah, that's whiteout survival. Yeah, this creative is

Speaker 1 so basically they took all the

Speaker 1 different triggers from physics based. So meta.
It's so meta. It's so meta.
Yeah. This is so nice.
Yeah, this is really good.

Speaker 1 So what did you say? Sorry, 200k a day? No, no,

Speaker 1 400k a day? The spikes go go to 230k.

Speaker 1 The something is like 150

Speaker 1 per day. So double that.
And then that's quite impressive.

Speaker 1 Also, this is two minute long creative, guys. So this is just.
The United Games will be five-year-old this year. Yeah.
It's growing.

Speaker 1 This is amazing. Yeah.
And it's very, very pleasurable to watch. Oh, this is

Speaker 1 like heads.

Speaker 1 I'm looking forward to next month

Speaker 1 already for not using emotions that go to the lowest of the human yeah yeah this is this is exactly where where all should be this is no freezing families no freezing groceries disgusting

Speaker 1 yeah exactly no pimple no c-level celebrities like this is just basically being creative with physics yeah that's so good of course

Speaker 1 yeah

Speaker 1 yeah good good job guys across

Speaker 1 I want one of those gates in my house.

Speaker 1 I can imagine. Okay, so I have a few more and then we are done because it's already too long.
And

Speaker 1 I let's do one more. Let's do one more.

Speaker 1 Go, go, go. No worries.
No worry.

Speaker 1 Oh, here we go. Come on.
Longest creative episode in the world.

Speaker 1 No.

Speaker 1 So, look.

Speaker 1 And tell me which game is this.

Speaker 1 Whoa.

Speaker 1 I don't think you ever know. You would ever know.
We never discussed this, actually.

Speaker 1 But I was doing some research and it's like, wait a second. Oh, okay.
I've seen this finger one. Yeah.

Speaker 1 Age of no age of origins. Familiar.
Age of origins is forex, man.

Speaker 1 But they had a finger thing where you actually cut out.

Speaker 1 Yeah, they have everything. So, this is these, my dear friends, this is heaven.
This is century games.

Speaker 1 I did a few creatives for them two years ago, and I can tell

Speaker 1 they

Speaker 1 basically did everything.

Speaker 1 They tested like 500 different concepts.

Speaker 1 I thought you would show that creative when there's like animals breeding other animals because that's like I'm getting spammed with this. Yeah, no, no, no, no, no, no, no, no.

Speaker 1 That's too much. But yes, this is just this is just too good because they also are the first

Speaker 1 that jump on trends heavily. And then we have this one because it's also kind of multiple trends, and then that's it.

Speaker 1 because this is

Speaker 1 in blockchain. Oh,

Speaker 1 there you go.

Speaker 1 It's yeah, it's blockchain 3D. It's all like this is their creative from the last time, but they added the UGC hook and the AI voiceover.

Speaker 1 Exactly, yeah. I mean, this is it.
Emerging Zuma. Okay, yeah, emerging Zuma, and then

Speaker 1 there's a tease for the next episode as we're going.

Speaker 1 This is so

Speaker 1 look

Speaker 1 at

Speaker 1 anyway. It doesn't matter.
Can you spot the odd legal out?

Speaker 1 Just missed it, guys. Oh, don't worry.
I handle it. I talked to Lego.
It's all good.

Speaker 1 Don't worry. They can't call the app police because there isn't one.
Yeah, exactly. There isn't one.

Speaker 1 All right, let's end it here. There's been a lot of creatives, yeah.
It's it's just I'm already looking forward to next month's Golden Goblin creatives.

Speaker 1 But look, you know what's interesting enough? It was December. Have you seen any

Speaker 1 Christmas creatives? Hmm.

Speaker 1 Next time.

Speaker 1 Nobody cares. Because Q5 is dead.
It doesn't exist anymore. It was a thing three years ago, but it doesn't have to be

Speaker 1 these creatives for just Christmas and winter and then Santa Claus, Santa Claus, it's just it doesn't work. Guys,

Speaker 1 let's do this one thing

Speaker 1 after every episode now, from now on. Matte, guess what's the percentage of AI creatives

Speaker 1 if it's going down or down?

Speaker 1 Okay, perfect.

Speaker 1 I have to guess. Now it's interesting.
Now you have to estimate by your creatives.

Speaker 1 No, no, no, for this month. And then we compare with next month.
Oh, okay. Okay, but then we need to compare the same and same

Speaker 1 um games

Speaker 1 figure it out

Speaker 1 educated guess we didn't figure it out like uh i think here was

Speaker 1 basically 30 at least that i showed you

Speaker 1 i think yeah i think that 30 is quite uh 30 from the sample of like the top creatives of the month yeah from the from what i showed you yeah which is highly skilled but still like 30 yes yeah okay we'll take it with grain of salt just just to say because if I compare it with the last time, that was barely like one or two games.

Speaker 1 Now it's way more. And

Speaker 1 the months before, zero.

Speaker 1 I'm just like trying to kind of put this as a point here until we hit like 50.

Speaker 1 Oh,

Speaker 1 two months. Yeah.
I'm giving you two months. I guess like something like March.
Yeah.

Speaker 1 Which is two months.

Speaker 1 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.
The Jacob's camera is moving.

Speaker 1 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?

Speaker 1 See you next time. Thank you very much.

Speaker 1 Bye-bye.