Magic Sort Review: The Next big thing in gaming. Or is it?

Aplavin, I think they're mediating with Aplavin as well, right? Yeah, 100%. Oh yeah, I forgot to say that on the ads part, because basically the rewarded ads are 120 seconds, so basically they have it on the most aggressive settings, so it's Aplavin ad.
Okay, cut that down even lower. It's all 25%.
Yeah, like seriously guys, when you start scaling this you can't have the most aggressive end cards that's not possible to have honestly but this is a no bullshit gaming show where we talk about games and their revenue in great detail, powered by our ad monetization, game design, and user acquisition triple threat expertise. Welcome to the Two and a Half Gamers, the unfiltered truth served with a side of giggles.
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Tune in now and stay two and a half steps ahead of the gaming industry. That's going to be all the fun.
Hello. Hello.
Welcome. My name is Matej Lanchani.
I'm Felix Prober. And we are your hosts.
And if you are watching this on YouTube, you don't see fake background. It's not Christmas anymore, so the half gamer is back.
It's Felix. It's not the Christmas tree anymore.
There you go. And today we're going to talk about Magic Sword.
The game we have on our radar for a long time. A long, long time.
But it wasn't really there in terms of the revenues. But now it is.
I think it's still not quite there yet. It's more of like a leaf about it.
I mean, everyone in Turkey has been talking about this game since it came out in January last year as basically the next studio and the next game that's going to be making a lot of money, basically. And I've been saying this to both Mati and Rima, like this is the next peak, this is the next big thing in Turkey.
And what was it? Last, week, right? On Tuesday, I think. Yeah, this week.
They announced the biggest ever Series A round in Turkey for 30 million. The time you're listening, it was last week.
Wait a second. Spike raised also like 60 mil.
Series A. Series A.
Spike either Series A or actually C, like it was quite big. This is not the biggest seat in...
Yeah, yeah. You can hear the clickers.
Type, type, type, type, type, type. So Spike raised 50 mil in May last year.
Yes. Which was...
Yeah, but it's not a Series A. It's not a Series A.
It is. It's a Series B, you know? No.
It is Series A. Come on.
Oh, yeah, you're right. Of course.
You should know. You should know.
You should know. Which means that it brought together with this Spy Grace 100.
Together. Yeah.
Yes. Anyway.
Do you guys know, also like Faden know you know gerkum turk are a friend of the

pod yes uh who works at latent ventures you know this is latent ventures first investment like this is the first one so right out of the gate gerkum turk splits the goddamn arrow oh man that's a great start to the fund yeah yeah that's a great great start congrats

congrats

so

look

and I guess Great start to the fund. Yeah, that's a great start.
Congrats, Gherkin.

Congrats.

Look.

And I guess we should also congrats to AppLovin

because I'm assuming a large portion of this 30 million

is going to be spent with them.

Exactly, exactly, exactly.

Which brings me to today's episode sponsors,

which is PVX Partners.

And you know, you don't need to raise 30 million

to actually fund your UA

because PVX Partners,

simplest, most effective credit line for marketing.

There you go.

Smooth as it gets.

Smooth as it gets.

I was literally waiting for this.

If you're scaling your game business,

you don't need funding.

Here's the deal. PVX Partners, no equity dil this.
If you're scaling your game business, you don't need funding. Here's the deal.

PVX Partners, no equity dilution. There you go.
Hey, Maciej, how do you scale your games? PVX Partners. PVX Partners.
No, seriously. You have the control of your budget without giving away your soul and piece of your company.
So visit

pvxpartners.com now

and also check the show notes

there is going to be the link.

Felix, you want to do

your subtitle show now instead of

the end of the episode?

Guys, if you're watching

this in Turkey, we have Turkish subtitles.

We also have Korean, Chinese,

Vietnamese and Russian. And we have Turkish subtitles.
We also have Korean, Chinese, Vietnamese, and

Russian.

And we have a Korean YouTube channel.

We also have a Korean YouTube channel.

There you go.

Hey.

Hey.

This is

basically

everybody in Korea, because

that's where we were last week. So, yeah, well, Felix, now I can do this.
I can do this and I will use it. Felix flies Pikachu face.
It's like, what's happening? I can't believe Riverside took off the virtual backgrounds and then added Media Board instead. This is such a downgrade.
And I actually played it right after our thank you notes to PVX partners, but it was only preview. So I was like, why are you not cheering? What do you mean, Felix? You don't like the soundboard, friends? Yeah.
Guys, let's move on to Magic Sword. No one cares about this.
Like, guys, let's just move on. Let's go.
Oh, my God. Stop.
Stop. Stop.
We can move to the Magic Magic Star. You remember the time when I was playing with the camera and you both nearly killed me? No, no.
You are not playing with the camera. The camera was playing with all of us.
It was just zooming. Hello, high five.
You're still's still bro. Anyway.
Okay. You can actually, like, sometime put the camera movement on, and then we will see what's going to happen.
Let's do it next. Yeah.
Anyway, anyway, yeah. Next time when you hear this, it's going to be...
Okay. I'm going to fly to Slovakia and strangle you.
Well, you're to Slovakia so you can do it on Friday anyway okay let's move to magic sword okay so let's move to magic sword so regarding the let's talk numbers this time first time no people wanna see the game and then see the numbers okay Okay, let's do the game then. Please.
So, the game itself. If you know the sword genre, and you know, there are like 20 water sword puzzles and stuff like that.
We'll get to it and just look it up. So, this is a play on the sword puzzle genre.
It's a very specific genre. We had a few games already on the channel, specifically Colorwood from Bernie.
Yeah, that's it. It's pretty much a very, very similar game.
What do you mean for feel? It's basically it. Yeah, for now.
So this is the second. What's really interesting here is that most of these games if we go

we can check right

here before we

yeah let's do some numbers actually

let's just do the

gameplay yes let's do it

oh yeah let's go to the numbers

people want this

gameplay

so it's basically

the core isn't that new

the iterations are

the new on the core I think that's very

important to say

Thank you. So it's basically the core isn't that new.

The iterations are the new on the core. I think that's very

important to say. So most of

the sword puzzle genre games

are just basically you having bottles

and pouring leak fit and trying to

match the color and having the same

color in the same bottle. So let's

say a few level

based mechanics. Definitely

not that Robust is match tree. So for instance, here we have a mechanic that there are some water segments that are hidden.
Yeah, we need to move the one on top of it to unhide it. Here you have a specific mechanic where you need to complete a specific color to reveal and give you pretty much choices for two new bottles.

So let's start with here.

And there we go. I don't know if it was my superior blonde brain,

but I didn't fail a single time until level 33.

Or was that by design?

It's not hard, right?

It's not hard.

It's quite hard to create difficulty, even in this specific core. But yeah, let me show you a few other things here.
So you slowly kind of fill in the bottles. It's really important to match the colors in a way that it makes sense.
So let's say now I'm unhiding this thing, this thing. By the way, it's super smooth that you can even move.
Really? Yeah, two at the same time. Two at the same time.
It's very, very nicely done. And this is one of the first iterations that this thing does.
The production values. If you look at all the sword games on the water sword, whatever sword you had, the production values are not there.

This is literally a Royal Match style production values.

All the VFX, particle effects, everything, animations, blah, blah, blah.

So that's the number one thing.

Anatoly was talking about this exact thing when we were talking about Call of Duty Sword as well.

He said it needs to be polished because this audience really is into polish and high quality. Yeah, exactly.
I will show you in a second when you look at the whole genre, most of these games aren't that polished. The ones that are driving the whole genre is basically a very easily done organically, ad revenue only game that's how do you know it's organically sorry not organically but like there's 20 of those so there's ua but there's a lot of organic it's hyper casual still yeah it's kind of they also don't have that many mechanics within the curve which means that uh the level design of game, I guess, is the new wave

where there's much more mechanics

that you see being like these hidden segments,

whatever, stuff like that.

I guess at level 300,

I will get like much more of these.

Yeah, but it's quite boring and slow.

Which this?

No, no, no.

Yeah.

I mean, no, no, no.

Let's do another one of those

who's the best game designer on the channel.

Can you tell me the big difference between this game and Colorwood?

There's no time limits.

Or no moves. It's just there.

Yes. And then what's the other big difference?

Currency?

Add revenue based? Colorwood is all revenue based. All right, tell us.
So the genius, genius difference that these guys have is that I really want the hard level now. I don't know if I can even show you through this one because I'll probably need the hard level.
But yeah, let me try. So, tell me.
Do you need to show us? Yeah, I want to show you. The problem is I don't know if I can show you in these easy levels because I literally need to break the level.
Oh, okay. Well, that's the thing.
I haven't failed yet yeah so the so the big difference here i will get to it as we'll talk about it i'll show you later probably is that when you break the level the game tells you this never happens in the sword thing genre whereas you just stand at the screen and you're just like shifting around you don't know what. And you run out of time.
Best case scenario. But yeah, but there's no time, basically.
Yeah, so there's no time. Or no moves.
It's even worse. Because you just like, you break your level already.
You can do shit. And you're just like being frustrated and like looking at it.
This thing tells you immediately. And then offers you the plus one bottle, which is, I think,

a very good monetization trigger,

which is something that brings them much more closer to the IP

kind of setup of puzzle games.

Whereas, for instance,

even compared to Colorwood,

you can break your level in Colorwood

and you just need to play

for four more minutes,

whatever you run out of time,

because you don't know you break it.

Same with Blossom Sword, right?

Yeah, probably same.

So you need to have

a pretty good algobot

in the game that kind of,

you know,

Thank you. because you don't know what you break it.
Same with Blossom Sword, right? Yeah, probably same. So you need to have a pretty good algobot in the game that kind of, you know, constantly checks the board if you even have more moves or if it makes sense or whatever.
And when you run out of it, then it pops up the monetization screen, actually. Like this is the plus five moves thing, which works very well because we see IP revenue on the game do you do you think that the the main monetization mechanic is that or the streak mechanic because the streak mechanic is simply amazing like when i lose a streak i'm like so close to paying for it just dries into this streaks mechanic make it more powerful that's it yeah because without streak you wouldn't be that compelled to use that 900 gold to buy the booster because if i buy the booster within the level it's different after the level you can use the booster which is the same booster by the way after the level after i lose the level i can only use the gold i cannot use the booster if i have it here so that there's a big difference and if i lose lose there, I lose my streak, so on, so on, blah, blah, blah.
So that's there. Yeah.
Do we want to finish this one or no? I think it's pretty clear. Do you want to show the menu? Do you want to show the menu? Yeah, we can show the menu.
By the way, this is one other thing that I still think why I said that it's still not really there yet um what do you mean there yet when we were talking about the investment and like the next big thing uh because i by level 50 when i were doing the match three episode royal match was bombarding me with events there were like four or five events already running on the side stuff like that these. These guys don't have that yet.
They have like one, two events. That's it.
So we can now guess or hypothesize about like why is this happening? Because on the UA front, it's also, you remember when we were talking about Triple Match City? They were ready.

I don't think these guys are ready yet on the UA front.

It's quite lean still.

I think they've been holding off waiting for this round to come in and then using that money to scale, right?

That's what would make sense, right?

Yes, but that's like in my world, you are ready. It's like having a few channels with low spend.
You tested things. And then you get the money.
Boom, you scale immediately. This will take them another month or two.
Do you know what's going to happen in one month or two? Maybe that's going to be a quite different story on the UA side or whatever. I mean, they've already been cloned like eight.
I counted eight clones that have the same name nearly, even

See?

There's a hard level, so I

bricked it, and it immediately tells you

this, the moment you click it

So you don't have to wait

and here's your

streak, see? The plus bottle

Even though I have the boosters, I still need to

spend, if I don't have the gold

immediately, monetization store. So that's very clever.
Yeah. Let's give up.
Yeah, we'll lose our streak. There we go.
See how polished the animation is? It's so good. Yeah.
So this is the kicker regarding the monetization. They've done even one more life.
So if I ask you two, where do you think the two co-founders, which company did they work in before founding Grand Games? What do you think? I mean, Peek? Good job, Games. Good job, Games.
Okay. Okay.
No, it's basically the two co-fans called bakir and mustafa and basically and bakir is was a marketing director and then mustafa was a game developer so i guess the founding team really understands the ua part as well then because yeah if you're marketing i guess you know how to know ua, if you're marketing, if you're marketing director, it doesn't really mean almost anything. No offense, obviously.
You could have five people working under you and you do shit. I had CMOs with zero knowledge about UA, honestly.
A few of them were my bosses. So, I mean, I very close contact with them, and they didn't really know that much.
So, marketing, yes. Decision-making, yes.
UA, a little bit less. Let's see.
Let's see. And I'm not saying this is the case.
I'm just saying it doesn't really mean shit. Let me finish the feature set, and then we'll talk numbers.
So as I said, this is currently the magic streak thing, which is happening recurrently. So I had that one yesterday.
There's one today. Again, 11 hours, which beats you against pretty much this kind of event-based leaderboard.
Then there's this kind of weekly world and country leaderboard, which is ongoing as, like, one of the main features here on the bottom. Then there's the daily challenge thing, which by the way, have a little bit of a different setup of levels.
You have these crazy high levels, which my guests are in the creatives. Maybe.
I would guess so. Maybe.
As per usual, where you have this, see there, because the bottles are pretty giant. Yeah using this kind of a blow up which is by the way, very nicely animated and we're slowly kind of eating our way to the thing and this is by the way, time based you see, there's a difference right there time is ticking so yeah they have it a little bit spiced here

with like a different core

altered core let's say

and that's pretty much it

like nothing else to it no other progression

layers no additional things

or whatever maybe they unlock somewhere there later

but I yeah just check the

YouTube yeah I'll check if there's

something but still by as I said by

level 50 I would have multiple

events from Royal Match or both Royal

Kingdom unlocking there like Thank you. the YouTube.
I'll check if there's something, but still, as I said, by level 50, I would have multiple

events from Royal Match or both Royal Kingdom

on the Dreamgaze pipeline.

When was the level you saw

the first interstitial? Like 25

or something? 23. 22.

22 to 23.

Yeah, somewhere around there.

That's the first interstitial.

Where are the videos? Why interstitials?

So basically, they have a rewarded video.

It's for the life. So you can see there, if you Thank you.
22, 23. That's the first interstitial.
Where are the rewarded videos? Why interstitials?

So basically they have rewarded video.

It's for the life.

So you can see there if you press the plus four.

And I've watched like 10 in a row.

So basically if you lose a life,

you can just go there and watch a rewarded.

So yeah, if you keep losing lives.

But it's not that hard, right?

So it's not that many questions.

And they won't give you the one for the 900 gold. But there is 900.
Look, just click on that. Go back to the plus sign on the...
Yeah, there you go. Click.
And you have refill for 900 and plus one for the live. For the reward video.
Which is basically the same. Plus one is only one live.
Refill is five lives. Okay, fair.
It would be too much value from one ad. I wouldn't do that.
Do you want to show the crazy good metrics before we start talking about ads? Yeah. So regarding the metrics themselves, so the good part is that 95% revenue is US and it hit 55k a day yesterday which is great and you can see the big kind of scaling these late few weeks right after the announcement of the of the seed so they're already shoveling the money into UA.
So, yeah. The game was launched on April 2024.
And, yeah, like, pretty good kind of slow hockey stick. As you would expect from a puzzle game.
Regarding downloads itself, it's because we know it's so expensive. So, it's what nine 10k downloads a day most of those us so this is very still big money being thrown into ua if you can't uh you know whatever value optimized campaigns for us users i can't even imagine how much that would be and then active users uh data is not available so we won won't get that.
Yeah, it's quite driving. Downloads for the downloads for the ad revenue estimates.
But can I just ask a question? What happened on January 7th? January 7th? Yeah. Or January 8th.
Sorry. January 8th.
What should happen? Grand Games released another game called Car Match. Yeah.
Yeah, you have it there. Oh, you have it there.
There you have it. Yeah.
It was there much sooner, man. It was there for a long time, man.
Oh, really? Yeah. I was checking the game.
I was looking at downloads, and it says zero, and then suddenly on the 8th of January... No, no, no, this was released in July last year.
Yeah, it's their first game. Yeah.
Oh, okay. I would say on January 8th, or the last few days, it's just they opened up way more countries on up-loving campaign.
The good part when you can see the similarities with Spike if you look at the CarMage game what do you see here? Mini Cooper? Not Mini Cooper, man. Very similar art style.
Yeah. And also the same thing, yeah, template.
Yeah, it's a template. Same as Stylebusters and Blitzbusters and whatnot like Spike are doing.
So they are basically going into puzzle genre, they have a template and they're slowly building it up, I guess. That's, by the way, the same thing that the Royal Match is doing.
Pretty much every Turkish studio that's going to puzzle games knows the rules here,

that you need to be efficient and you need to kind of recycle

and do modular stuff with your game.

So the first game probably already laid the foundations of the second game

when we're looking here.

That's what I wanted to say.

Yeah, but there's...

Actually, I saw one other game in this genre.

I guess we're going to cover soon. But this looks very familiar to Blockjam.
Oh, yeah. Which looks like Blockjam itself.
So, let's say. Just with cars.
Yeah, yeah. Which is a good call because cars, low CPI.
Yeah, yeah. But it's like a very nice pivot, by the way.

By the way, this was second. Not first, the

car match was the second. This is July 24

and this is April.

I guess they

killed off the other one, right? And focused

on Magic Sword.

No, they released Magic Sword and then

after three months, they released

also car match. Yeah, but

pushed car match and then scaled back

and now they're kind of

scaling this since September.

Yeah.

Doesn't matter. As I said,

you need to have as many shots as possible

as fast as possible, so this is still good.

Yeah, so I

guess if

they now have 30 mil to

spend and run the UA

on a game that has very good metrics,

that's definitely a good thing. We'll definitely

Thank you. I guess if they now have 30 mil to kind of spend and like run the UA on a game that has very good metrics,

that's a definitely good thing.

We'll definitely keep this on the radar episodes.

Not the next one, but the other one probably.

Yeah.

We need to let it grow.

But yeah.

What?

Do you want to show the retention curves as well?

And then we can go on to answer. That was no retention curve here.

I don't see 200 retention curves.

Would you say

this is like a hybrid casual game?

No.

I would not say this is really hybrid

casual. It's like, I would

guess that it's

85% IP

revenue driven.

You're wrong.

But you know what?

If this is a hybrid casual game,

we have something for you.

Because we have something exciting for the hybrid

Thank you. Because we have something exciting for the hybrid casual games out there.
Because we've talked about it before. And it's something worth repeating.
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So, yeah. Do you want the screen, Felix? Or should I keep it? No, no.
I'll just talk about it. So it's still pretty simple, right? Because there's only one rewarded ad placement, which is on the main menu, which is the life to increase, which we talked about.
And then, as we said, interstitials start on level 22. Which is segmented up.
Yeah, probably not right now, I'd say. But basically, they show interstitials.
Then I got it on level 22, 28, 31 22 28 31 34 37 and i have a feeling probably what they'll start doing is every level every level after a certain yeah after a certain time if you don't convert to iaps but estimating the ad revenue here is a bit tricky because i'm only going by downloads so the error margin yeah still yeah also yeah it's also So error here is really big right because i'm going on downloads instead of active users so i'm thinking that you probably have user c anywhere between six to eight interstitials per session uh which means that right now the game yes but like that's me paying one round run? So I saw five on my first time user experience or my first run when I was playing it. So if you actually have good retention, which I assume this game has since they raised 30 million, yeah, you're going to show that many interstitial ads, I think.
I put one rewarded ad because I don't think people have any to watch a rewarded ad at all. So maybe 50% of users watch one rewarded ad, but not more, right? I think it's too much.
Ed, I think you're very generous. You think it's too much? Yeah.
Should I take it off? 0.5? 10 to 5. Yeah, 20-30%, not more, honestly.
I haven't even watched it and I played. These are players that they'll pay for it if they want wanted.
I mean, that's also quite a bold assumption, but still. Yeah, it's like less to 30%.
Yeah. So that means right now the game is making...
Let me see here. So that means the game is making about 11 to 15K a day in ads, which would be 24% of the overall ad revenue.
Which is pretty much what I said. Yeah.
Yeah, but I changed the rewarded, right? Yeah. No.
Now, I don't think so. This is going to turn into like, it would need to be like super, super big volume and super hard segmentation there to kind of go there.
And they would need much more. You can do these things, but they don't have even the basic feature set for the IP event pipeline.
You know, the discable event, whatever event, that event, the fake leaderboard event, whatever. We know these events.
We see them all the time in Royal Match, Hexa Sword, whatever, everywhere. They just don't have that.
So I don't think so. Do you think it's weird that they don't have banners? Like, do you think that's going to be added on? No, they don't want to have banners because they want to pose as a premium title, like Royal Match, like match factory and stuff like that.
So no way. And you can see the play in the game itself that if you look at it just by its visuals, it's just very nicely polished.
And this is the part that I wanted to show you. So if we go into sort category by downloads,

you can see there are like,

okay, this is Traffic Jam,

Traffic Jam, Traffic Jam,

Colorwoods there. That's the biggest basically sorting game by downloads.

Then we have WaterSort. And if you look

at WaterSort and

just compare the visuals

how WaterSort looks,

I think they updated the screenshots recently, but

still, like,

nowhere close as the Polish

this game kind of, you know,

here has here.

And, yeah, it's just not there.

And if you look at all the other games

that do have these, like, I think there's

even less water puzzles that I've seen last

time, but there's a lot of those.

If you go, on the other hand, to the...

Yeah, just

Thank you. Do you have these? I think there's even less water puzzles that I've seen last time, but there's a lot of those.
If you go on the other hand to the, yeah, just let me finish this one.

Then we can go.

If you go to the revenue part, there's Hexa Sword,

because it's on the sword.

There's Seat Away, which is, again, different core.

And then there's Magic Sword.

So by revenue side, they're already

leading their very specific

kind of water sword genre, like subgenre.

The whole thing is kind of dominated by Hexasword,

but this is not really the same core.

So I wouldn't put it in the same thing.

And there's pretty much nobody behind them

in the same water sword something puzzle.

So I think, yeah, Nutsword is the closest is doing like nothing because there's an ad-driven game. So yeah, they have it open there if they can scale it.
Yeah, definitely. Now moving on to the UA part.
Oh, hello. Hello, hello.
Well, in that case, let me just find where the UAE is. Oh, here.
So as I suggested before, it's not a lot of stuff, to be honest. Let's just get rid of the sound.
So as you mentioned, I mean, Aplavin, I think they're mediating with Aavin as well right yeah 100% oh yeah i forgot to say that on the ads part because basically the rewarded ads are 120 seconds so basically they have it on the most aggressive settings so it's aplavin ad okay cut that down even lower it's all 25% yeah like seriously guys before when you start this, you can't have the most aggressive end cards. No, no, no.
No, that's not possible to have, honestly. But anyway, the good part is, when I say they're not ready, I mean, they have very, like shit tons of different playables, which is good, but it's

only on AppleAVN.

You can guess what

exactly it is.

This is it.

So basically just sorting

stuff, obviously.

Level 2500.

Yeah, of course.

What is your level? Mine is 2558 for sure yeah so okay this is it this is the first one then we have a few others and now this gets a little bit interesting this is a big bottle one exactly with that goo that I showed you in that daily challenge yes that, that's the daily challenge with some nice background music. I feel almost like in Korea in the elevator on the 36th floor.
There is a little bit of emoji. Fine.
That's it. Second, now we have third.
Again, same thing. Different but still the same plastic bottles plastic oh yeah true plastic bottles good spot it's like lego faces huh yeah kind of like from wish I guess so we have then another one by the way if this would be a real level it would be so frustrating because so much manual work.
Yes. You don't want to play this game.
You don't. It's already...
You've got a cute cat, so I want to download it. Exactly.
There is a cute cat. So, how many playables we have already? Three.
Only playables. These are only playables.
One, two, three, four. Five.
This is the fifth. There's the magic wand.
There was the wand. Harry Potter.
There's also slightly spooky sound in the background. Sorry to relax.
Don't be scared, Matje. Sixth playable.
Sixth playable, guys. No creatives, just playables.
This is only Uploading. I don't think.
I don't think. But Uploading is the biggest channel.
That's the thing. But in here, it's all playables.
I mean, five playables? Well, this is sixth one, sorry. Seventh.
So, I mean, this tells you quite... Well, no videos because this is just playable end card, right? Or interactive end card.
And there are some videos, but there's not a lot of them. But this is a good baseline or start for any types of UA and there's 7 8 these are basically the same so we have a lot of playables like do you remember how many playables Blossom Sword had? Very similar number and they were scaling heavily so uploving prepared for scaling but what if you want to scale I mean let's say like Royal Match and you have the 30 mil you can't rely only on uploving I mean it only.
Yes, because it's Aplavin here and Facebook. So it's like two, basically two channels.
And you don't have really any playables on Facebook. But we have videos at least.
So now we can actually watch all of these videos. I mean, so this is one.
Interesting. Yeah, it's quite interesting also the CGI 3D polished yeah I would say very polished this is pretty nice yeah it's nice hexasword oh yeah kind of kind of nice yeah I haven't seen it until you said but again pretty good I would say very high high polish quality is the same thing same thing again same thing again and we have where did we see it oh yeah of course Exactly that.
So they're borrowing a few different things from different games, but this is another video, and we have only nine pages of these videos for January. So it's kind of the same thing, but it's all uncovered, so it's not that mechanic where you really sort these things and the colors and then just pop the other bottles and then we have this one which is still so the thing is you have 7 different playables on Uplabin and you have five videos on Facebook.

I mean, that doesn't make any sense.

Seriously.

Doesn't make any sense. Why?

Because it should be more.

It should be way more because this is...

I'm pretty sure like this, it's two months old

and it's still live.

So they're running and this is the one

that I want to show you.

It's not kind of the they're running. And this is the one that I want to show you.

It's not kind of the long bottle, but still.

It's the same.

They just stacked it on top of each other.

Exactly.

Yes, exactly.

So why don't you just have four of these different variations,

different backgrounds, the same elevator music, the same sound, like everything is like, it's quite, I don't know. I don't see.
Yeah, exactly. Yeah.
I didn't want to say, but yes. And we have the others, different color.
Wow. It's like, this is more pink.
Okay. I mean, great.
So I was curious. I was trying to actually, let's say,

it's library because I tried to find this on Google Ads Transparency,

but I couldn't find anything.

So I went to here, into Facebook, just to see. Oh, magic sword.
Just to see what's exactly they're running and if I'm not missing anything. And I think, look, I have this interesting tool, which is called AdScan.
And this is not paid ad, by the way, but still. I use it for checking or kind of calculating the spend.
And this is only Europe Union because of the laws and stuff. So this is the creative there running the BOST kind of spent.
And then I found... Was that one in Censored Tower as well? I think so.
It's somewhere hidden. I can try to find it.
Yeah, I mean, it's nine pages, so it's not that hard. So they basically added holes into it.
Yeah, but there are a few different things. Oh, end cards.
Yes, exactly. But look, the end card, it's the same level basically so not good for your fake dying king oh interesting this is where it got a little bit interesting because I couldn't see this in censor tower maybe I wasn't really looking that well but I could see this immediately in the feeds of Facebook ads library.
This is very nice.

This is really nice. And also using

this kind of buzz gem.

Screw gem, buzz gem, yeah.

So that's nice.

But yeah, it's like, look here, I mean,

now you can

actually add

another

ad and run this. So yeah, they're running this is, yeah, I think that's it.
Nothing else. Just a little bit brighter.
But yeah, here we are. They have the hallmarks to see that they really know what they're doing, right? Kind of.
Yeah. There's a hook.

There's a hook.

She's screaming, help me.

So, you know, there was this guy, I think I had it in the Rolik versus Voodoo comparison on LinkedIn,

where there was this little blob saying, hey, move, move it or something.

And it was quite popular in these games. And then I think some lady said it was actually invented by Popcore guys.
And it was the person or the character says, hey, move it. It was actually voice.
The voiceover was someone who worked at Popcore and it was really popular. So they used it in all the creatives.
So this is kind of a variation basically. Like, hey, help me instead of, hey, move it.
So like, hey, help me and then that's it. So it's a hook.
And yeah, here it's not free but it's kind of two bottle screw jam or bus jam. And we are that's the end of these whole different videos alright we can probably end it there then but like it's super interesting it is because we're probably going to come back to this right because yeah we're definitely going to come back to it to see if there's a new dream or another spike, basically.

Yeah, because it's already kind of like 50K per day.

50K per day.

And I tried the Google Ads transparency, but you need to kind of search by game company name.

So I couldn't find grand games there.

Whatever that means. Maybe they're not really running Google I think they should and then you have all the other channels anything besides Apple, Avina and Facebook I need to figure out where the sword mechanic came from obviously from from hyper casual but also like like what kind of cpi does it get because it's kind of going into like you said like casual puzzle genre and it's not really cheap segment so i'm really trying to find out like what's my actual number my prediction for this is that they need to finish their LiveOps feature set,

like the events and like,

you know how to do this.

It's very much basically.

So do that.

And they're probably building it already.

Second thing is have one more progression layer,

either the Chronic Collectible album

that's been everywhere or whatever, what not, like just add one more layer there for sure and then you need to start killing some kings guys in acid lava and everything like i don't think so this thing will scale if they don't find their own kill the king or jump on any of those bandbaggers that are already there triple match city i, I would say, is closer to this. Even, look, Anatoly was showing us some of the different levels, basically, for the UA.
I think still that in the current market, and we see this all the time, either you have the UA trick or you don't have a game. Yeah.
Period. Yeah, I just mentioned why I think China is really ahead because the UA is game design, basically.
That's it. UA game design is one, basically, there.
Yeah. Nice.
Yeah. And with that in mind, I think that's pretty much it.
Yeah, so, game design is one basically there. Yeah.

Nice.

Yeah.

And with that in mind,

I think that's, that's pretty much,

pretty much it.

Yeah.

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