Inspector Budget: UA Trends, Top Advertisers & Gaming Market December 2024

Speaker 1 And then we have discussed this soon again. And we're gonna discuss it very soon again, yes.
And we have this bus out game which grew 900%

Speaker 1 in the last month. Dino Global Studio.
Okay, let me try. Okay, let's see.
Yeah, let's see. Let's see what we have here.
I'm pretty sure we oh, this is gonna be by the way.

Speaker 1 For those wondering what's what ProStar is doing currently, being that heavy spent, it's like doing like 200k a day, and it was doing 300k a day.

Speaker 1 200k a day what revenues or

Speaker 1 downloads downloads oh okay revenue wise

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Speaker 2 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.

Speaker 1 Hello, happy new year.

Speaker 1 Happy New Year.

Speaker 1 My name is Matia Lanceric.

Speaker 1 And I'm a cobramiera. As usual,

Speaker 1 the Christmas tree. Exactly, and we are your hosts.
So the half-gamer today is the Christmas tree

Speaker 1 because the other half of the half-gamer is in Seoul already. Because, guess what?

Speaker 1 We are, well, actually, this is gonna be live on Monday the 6th, which is the day when we arrived to Seoul as well with Yakup.

Speaker 1 And we are gonna have an interesting event happening in Seoul with Airbridge, Moloko, and Censor Tower.

Speaker 1 So, we are hosting

Speaker 1 an interesting knowledge-sharing and after-party there because we love South Korea and South Korea loves us as well. So, good.

Speaker 1 We're going to definitely share some more information about that as well. Today, we're going to talk about something

Speaker 1 a little bit different than usual

Speaker 1 because we like to try new stuff. And I want to talk about one interesting stuff, an interesting topic as well, which I called Inspector Budget.

Speaker 1 and it's not well. I need to give credit to Michal from Pixel Federation, he actually gave me this idea as well regarding the name of the topic.

Speaker 1 But anyway, so inspector budget, what does that even mean? I'm usually looking into sensor tower

Speaker 1 very closely and checking the top advertisers based on like every channel to see who actually runs the UA and where, who are the top advertisers, who are like what kind of creatives they're running.

Speaker 1 We are doing creative trends already, but this is going to be slightly different. It's more going to be about

Speaker 1 the top spenders because that's also interesting.

Speaker 1 I will do a whole year, 2024, but today I'm going to do December 2024 only.

Speaker 1 And then I'm going to just write about the whole year because it would be just a very long, long, long episode.

Speaker 1 I don't know

Speaker 1 today, yeah. I would just go December and then we can talk about like how that influences the Q5 and what

Speaker 1 we can kind of take from that.

Speaker 1 But before we do that,

Speaker 1 so we have actually two sponsors for this episode. Hey,

Speaker 1 it is great. So we are

Speaker 1 now,

Speaker 1 well, I would say PVX partners became our sponsors

Speaker 1 actually

Speaker 1 in the beginning of January. If you don't know, PVX

Speaker 1 partners, they are

Speaker 1 now, they want to be known as the folks that can help you access the most effective form of growth capital once you have the metrics to back it. So

Speaker 1 it's not only about the UA financing, but also about

Speaker 1 the whole game and your actually your metrics. So basically the PVX partners now

Speaker 1 they they have no dilutive

Speaker 1 UA funding so you can keep your your shares of the company

Speaker 1 which is nice

Speaker 1 and also they have the team of all the gaming folks that can help you and I'm also the investor so you know that's also an interesting point.

Speaker 1 You can you can again keep the shares.

Speaker 1 PVX takes the risk alongside you as well. So, you know, I would just say that.
So, dilutive basically means direct cash. Exactly.
Exactly.

Speaker 1 So, you're not giving up anything out of your company and you can get funding for the UA. So, not selling your soul and no, no, no selling your soul.
Exactly. No, not selling your soul.

Speaker 1 Also, there is the interesting part that they are actually taking the risk alongside you. So, you know,

Speaker 1 repay as you get paid. So, that's that's the thing, anyway.
So, it's it's gonna be in the show notes, and uh, thank you very much, PVX partners, for jumping on this with us.

Speaker 1 So, thanks, and we can get back to the episode. So, what we are gonna talk about again.

Speaker 1 Let me share the screen actually. Do you want to see?

Speaker 1 I will try, I will start with Aplavin actually, because the Applaven is really interesting.

Speaker 1 Everything starts with Applevin. So,

Speaker 1 and I'm just gonna do it like this. So, it's gonna be US only for now.

Speaker 1 If we do other countries, it's gonna be a lot of amazing, but US is the most important part.

Speaker 1 And this is the

Speaker 1 leaderboard that I'm always looking at. And no surprise, there is Royal Maxion as a top advertiser,

Speaker 1 which we covered in last three episodes, non-stop. Yeah, yeah, non-stop, non-stop, exactly.

Speaker 1 But the thing is, with all of these different data points, we have different UA channels, and there are quite interesting surprises in different channels like Mintegral, Facebook, obviously, Facebook, but also Facebook.

Speaker 1 Facebook has three placements: Instagram, Facebook, and

Speaker 1 audience networks. So

Speaker 1 it's different.

Speaker 1 But like we have all these

Speaker 1 different games that I've never heard of, like Vita Myjonk. I mean, honestly, I don't know anything about that.
They are top five spender.

Speaker 1 But anyway, we have the usual suspects: Royal Match, F1, Toon Blast, Fish Dome, and Candy Crush. But the thing is, we also have the growth.
And guess who is here? Royal Kingdom.

Speaker 1 We've seen almost 600 growth month over month. I mean, they're just launched the game right now.
That means like you press the cast button on your new Ferrari. Exactly.

Speaker 1 Just hello, okay, here's Here's the keys. Okay, now you can pump.
But we have also gossip hybrid and all the all the usual suspects. And then I think we talked about the Zen word as well with all

Speaker 1 ever games. Felix was

Speaker 1 talking about it. Thanks so probably.

Speaker 1 Yeah, yeah, yeah, yeah. And then

Speaker 1 we have

Speaker 1 some,

Speaker 1 by the way. Yeah, yeah, yeah.
In the meantime, they're doing like 200k downloads a day.

Speaker 1 Cool. Well, let's say, let's see, look, look, look.
you can actually check the creatives

Speaker 1 and then, oh, interesting.

Speaker 1 They are kind of growing. Oof.

Speaker 1 I mean, the classic.

Speaker 1 They failed very heavily in September. So

Speaker 1 it can be nearly 300k a day, but yeah, I guess. Let's see.

Speaker 1 It's there. Which is nice.
I mean,

Speaker 1 you know, December is always the toughest month for everything. Oh, look.

Speaker 1 Look, look, look. It's we can check.
Oh, I'm checking only US now. It's last 12 months with a matron.
Oh, it's

Speaker 1 whoa, it's weekly.

Speaker 1 Yeah, it was released, by the way, just this year. Like, yeah, December last.
Hello. Hello.
Yeah, yeah.

Speaker 1 So the numbers don't lie. Yeah, numbers don't lie.
It's

Speaker 1 50 million downloads

Speaker 1 already. Already, 50 million downloads, 300.
Okay, so there's definitely something in terms of the ad revenue. Sending a very warm regards.
Country filter-wise, by the way, it's 18% from the US.

Speaker 1 So it's not. It looks like that, yeah.
It's but you know, like sending warm regards to Sol to Felix.

Speaker 1 We would really

Speaker 1 definitely

Speaker 1 appreciate your

Speaker 1 knowledge here because this is definitely

Speaker 1 an ad

Speaker 1 driven. There we go.
There we go. Just look at the store screenshot.
Designed for seniors. Train your brain.
Large tile, eye-friendly.

Speaker 1 There we go.

Speaker 1 Well, I was designed. Well,

Speaker 1 oh, nice.

Speaker 1 Literally,

Speaker 1 the tagline is designed for seniors.

Speaker 1 We just discussed this.

Speaker 1 This was the latest trend we discussed.

Speaker 1 Yeah.

Speaker 1 Okay, nice.

Speaker 1 So we just

Speaker 1 got Alzheimer. Yeah, yeah.
yeah, I just wanted to say that somewhere they were saying it will cure Alzheimer's or something. Yeah, we are definitely missing Alzheimer's.
Okay, anyway.

Speaker 1 There we go, description. Studies have shown that mentally stimulating activities like micro and solitaire help preserve mental acuity.
There we go.

Speaker 1 It basically means it cures Alzheimer's. Yeah, exactly.

Speaker 1 Wow, okay. Nice.

Speaker 1 But in that case, I need to check the

Speaker 1 a little bit more quick creatives because it's

Speaker 1 so look, so I think this out there. Oh, what is this? There we go.
No, wait, wait, wait, wait, wait. But that's that's that's a playable.
That's a playable. It's a playable.

Speaker 1 It's a doctor in a white cloak, man. How stereotypical can you be? As a neurologist, what

Speaker 1 prevents Alzheimer's? It's literally right on there.

Speaker 1 I mean, I think we are done here. Thank you very much for listening.

Speaker 1 Why I recommend

Speaker 1 organic download sketch phrase list

Speaker 1 okay, but it's interesting because um

Speaker 1 this can be used for a lot of different uh

Speaker 1 creative oh, this is what this Russian. Yes, like

Speaker 1 okay.

Speaker 1 Uh but we have also you uh yeah, you English English version or user.

Speaker 1 I'm a neurologist.

Speaker 1 Of course I'm a neurological

Speaker 1 sleepless. Okay, so look, so basically, we are also uncovering some trends that we should definitely talk about.

Speaker 1 But at least you know,

Speaker 1 these games that are really top spenders, they are top spenders

Speaker 1 because some reason. And this is the

Speaker 1 reason. Yeah, because they have some new trick.
This is it. This is it.
Wow. Okay.

Speaker 1 At least I have one. Neuroscientists beg seniors to play this game.

Speaker 1 This new neurologist angle is really really interesting. It's literally like the usual Ed sense, like everybody hates him for this one tricky.

Speaker 1 Yeah, yeah, this is it. Okay, okay, well, we should keep this for

Speaker 1 the next

Speaker 1 episode. Yeah, for the next episode.
Okay, but then

Speaker 1 in that case, okay, let's let's let's leave that for but like look so this is this is great for uncovering all of these like hidden gems because I wouldn't even what's whoa whoa

Speaker 1 UH this is not really interesting here. Anyway, so uh so let's let's go to to actually to Google, which uh

Speaker 1 and

Speaker 1 every time I look at Google, there's brawl stars on the top of the the list. Every time,

Speaker 1 I mean, they they're mainly run like Facebook and Google, and the Google is the top top channel for a long, long time.

Speaker 1 But look, we have monopoly here, Travel Town here, but also pokemon uh tcg which we discussed uh few few months ago and then we have

Speaker 1 and we're gonna discuss it very soon again yes and we have this bus out game which grew 900

Speaker 1 in the last month dino global studio okay let me check okay let's see yeah let's see let's see what we have here I'm pretty sure we oh this is gonna be by the way for those wondering what's what ProStars doing currently being that heavy spent, it's like doing like 200K a day.

Speaker 1 And it was doing 300K a day.

Speaker 1 200K a day, what? Revenues or

Speaker 1 downloads. Downloads.
Oh, okay. Revenue-wise, of course, it's much more.
It's doing like

Speaker 1 1.3 million a day.

Speaker 1 Remember, this is December, the most expensive month of the whole year. So yeah, but the baseline from BrawlStars is like 1 million a day.
Constantly.

Speaker 1 For your bad day, revenues. Yeah, okay.
Revenue wise. Okay, okay, okay.

Speaker 1 But if we look at the bus out, well, there you go. Interesting spike on December 22nd.
I would say this might have been

Speaker 1 featuring. I know.
Yes, that's definitely featuring.

Speaker 1 Why don't we not have the Android? Okay.

Speaker 1 Bus out.

Speaker 1 What's happening?

Speaker 1 You know who's under Android version if you search it and sensor

Speaker 1 Tell me. Tell me more.

Speaker 1 Ah,

Speaker 1 okay. That's why I can.

Speaker 1 Oh, I see. Ooh, okay, interesting.
Hello, guys, sending uh also warm regards to you. And it was recently launched as well.
Go to Download Shark because this is an end-driven game. Yeah, yeah, yeah.

Speaker 1 Look.

Speaker 1 Let's go stack and then.

Speaker 1 still one

Speaker 1 look why and available.

Speaker 1 Oh, it's unified.

Speaker 1 There we go. It was pretty much.
See October, it was doing 600k a day. Yeah.

Speaker 1 But still, yeah, look,

Speaker 1 it still says they scaled like 900% on Google, which most probably they were not there that much before. Counter-filter on this?

Speaker 1 It's going to be a lot of from US. Look, it's 30 million downloads.

Speaker 1 Yeah, look. 50% revenue, US.

Speaker 1 Only 8% downloads, though.

Speaker 1 Only 8% downloads.

Speaker 1 Yeah, well, it's still 2 million out of it. Yeah, but it's like second biggest,

Speaker 1 yeah, exactly. It makes sense.
Good thing.

Speaker 1 Okay.

Speaker 1 Pretty good. So

Speaker 1 we have already two games, which are interesting enough. And now let's look at Iron Source.

Speaker 1 You know, when

Speaker 1 we discussed the UA channels, we rarely mentioned Iron Source, even though we are kind of partnering with Supersonic.

Speaker 1 But still, this Iron Source is slightly different since Supersonic is the gaming company or the part of the Unity and Iron Source as a gaming company. So look, what do we have here? Which is...

Speaker 1 I wouldn't wouldn't really expect to see heartstone

Speaker 1 in the top spenders, but they do have a lot of Solitaire Cash,

Speaker 1 WSOP Poker, Bingo Cash again, Bubble Cash, so Jackpot Party.

Speaker 1 So,

Speaker 1 would you

Speaker 1 actually expect

Speaker 1 more

Speaker 1 hyper-casual kind of games or something else? It's Pokemon Go, Evoni.

Speaker 1 I was expecting something like

Speaker 1 IP driving. Yeah, exactly.
Exactly. And more on the actually

Speaker 1 real money gaming rather than just anything else. We have Royal Match here, obviously, and Match Factory is.

Speaker 1 Can't find the Soliturkash iOS app. It's just on Android.

Speaker 1 No.

Speaker 1 This should be mainly iOS actually.

Speaker 1 Because I have iOS.

Speaker 1 I didn't see it in iOS in sensor.

Speaker 1 So the thing is, real money gaming is predominantly iOS.

Speaker 1 Always.

Speaker 1 Yeah, yeah, yeah.

Speaker 1 Always, always look. You can do a poll review

Speaker 1 and just go and try to check.

Speaker 1 You see, revenues? Zero. Okay, now I see.

Speaker 1 Yeah, yeah.

Speaker 1 I would be surprised. Like, I would be curious to see what kind of ads they are running actually.
No, I don't see it. Sorry, I don't see it on Android.
I see only on iOS. Exactly.
Yeah, yeah, yeah.

Speaker 1 That's what I meant to say.

Speaker 1 Okay, yeah. Well, that's that's

Speaker 1 that's how it works.

Speaker 1 But interesting, why is it because in December, I see it's doing like

Speaker 1 oh, man,

Speaker 1 you see it?

Speaker 1 So favorite Twitter animations. That's what I was like, Who remembers this?

Speaker 1 It's old enough. You are old enough

Speaker 1 to see to remember that

Speaker 1 animation.

Speaker 1 What do you want to say?

Speaker 1 Yeah, that currently, if I understand correctly, they are doing like very meager downloads. Or am I looking at something wrong here? Like, why are they first in the

Speaker 1 in the whole category? It's on their first spenders on the iron source.

Speaker 1 So that means

Speaker 1 they're spending mainly on iron source and kind of

Speaker 1 but they're having like 10k downloads a day, which means iron source isn't that big then?

Speaker 1 Yes.

Speaker 1 Do I get this right?

Speaker 1 Yes. That's that's my also assumption because

Speaker 1 honestly, look, if you go here, no, if you are just back to stop advertising. Literally, like last 30 days, they are doing like constantly like 8k downloads a day with like two hundred K downloads.

Speaker 1 That's it.

Speaker 1 That's it.

Speaker 1 I mean, we are na we are looking at games.

Speaker 1 So

Speaker 1 it's US only and games. And Solitaire has f eight percent share of voice.
Which means, yeah, it's like eight percent of uh kind of

Speaker 1 the downloads are ninety percent driven for the game from US. So it's the same.
It's no, yeah, of c of course. It's the same.
It's just this is US only and games category.

Speaker 1 If we go to, let's say, overall, it's going to be slightly different, obviously. It's not going to be on the top for December.
Let's say you have Bumble dating app, you have Microsoft

Speaker 1 still, Solitaire Cash is there, yeah. But there are the other other apps and

Speaker 1 shy mobile banking with 188.

Speaker 1 I guess that Bumble is like basically what, like three times the share of voice of the the Soliturkish Papaya one.

Speaker 1 Yeah.

Speaker 1 But still seems to me kind of low, lowish.

Speaker 1 We have drama books as well. No, honestly,

Speaker 1 Iros first is not that big anymore. That

Speaker 1 was my assumption in the last one. Compared to like, let's say the Vita game we saw with like 200k downloads a day or you know all these other games.

Speaker 1 Exactly. Yeah, yeah, exactly.
Is there somewhere like a setup which says like share of like share of market? What in this?

Speaker 1 uh what do you mean share of market

Speaker 1 mon like you know overall um i

Speaker 1 don't think so to be honest maybe that's approximated by by this you know you can share of voice of the downloads of the big apps and then like get some kind of x estimate

Speaker 1 estimate and then uh do some calculation based on that um but then

Speaker 1 the kind of

Speaker 1 because we are looking at the top spenders yeah the top yeah yeah yeah top spenders, the question is what's the overall pie spending, exactly, yeah, yeah, exactly.

Speaker 1 And then the other question is if this I mean, this should be quite accurate data, I would say.

Speaker 1 But anyway, I think we can use this directionally, uh, and also this is actually a good benchmark because if they are doing 10K per day and it's like this is already like the top spot on iron source, then yeah, I guess that draws some pic that draws some picture about how big is that inventory for the ua fox

Speaker 1 and where should they where should they spend the money but logically it makes sense now that if like you're the first app and you have like what 10k downloads a day compared to the other like share of voices percentage wise indexes you can then like easily extraploid well maybe we can we can do the the

Speaker 1 the the colour because you cannot select

Speaker 1 box can you you just can't

Speaker 1 even

Speaker 1 go one by one. No, no, no, you need to go one one by one by one.

Speaker 1 Okay,

Speaker 1 there's no

Speaker 1 so

Speaker 1 I've just yeah, I'm just gonna do this

Speaker 1 downloads. Okay, I'm just thinking on the on the other hand under

Speaker 1 that, which is this legend of Neverland.

Speaker 1 It's 22%.

Speaker 1 It's

Speaker 1 actually spending or getting more than travel down, yeah, more than travel time, yeah. And this is this is Facebook audience network,

Speaker 1 and

Speaker 1 that doesn't really sound right to be honest. If you check the downloads,

Speaker 1 20k a day, yeah.

Speaker 1 And if you go to the US, it's

Speaker 1 it's loading,

Speaker 1 it's loading, yeah, yeah, yeah, that don't worry,

Speaker 1 so it's fine,

Speaker 1 it's like 2k downloads a day in the US, yeah. If the let's let's go check the the the Travel Town actually, because then, oh,

Speaker 1 Traveltown is not spending that much actually on on on audience networks, so as I as I see as I see here. So what's the network that's currently slotted in?

Speaker 1 Oh, a meta audience network. Meta, okay.
Yeah, Facebook audience network. So

Speaker 1 this would suggest

Speaker 1 the

Speaker 1 kind of also inventory on audience network is not that that big.

Speaker 1 Let's see, yeah, we're looking at this still. So, Travel Town is doing something like 15k, 20k US downloads a day.

Speaker 1 Yeah,

Speaker 1 yeah, yeah, and then

Speaker 1 travel down. Yeah, and if you go to December and Facebook or Audience Network, it's very, very low impression count, so it could be

Speaker 1 this actually makes sense. Because then, if you go to Instagram, there's like Brawl Stars, which is look

Speaker 1 here. I don't see

Speaker 1 a PlayStation up there, White House Survival, which makes sense, Clash of Clans.

Speaker 1 So,

Speaker 1 yeah, I can't send regards to South Korea again.

Speaker 1 Hopefully, we'll we meet

Speaker 1 in a short period of time. But then, like, I was really surprised about this PlayStation app because I was checking what's happening there.
It's just

Speaker 1 a companion app, right?

Speaker 1 Kind of, yeah, I guess because they're also the biggest on actually like Facebook as a placement. Facebook, Facebook.

Speaker 1 Yeah, So this is not games only. You switched off from GameStop, did you? Yeah, no, no, no.
No, this is games only. Yeah, yeah, yeah.

Speaker 1 In the games category. That's

Speaker 1 another thing. Price picks? With price picks, which

Speaker 1 incentivize networks?

Speaker 1 I

Speaker 1 could be. Let's see.

Speaker 1 Let's see. Let's see.
Some phonics.

Speaker 1 Why is this under gaming?

Speaker 1 Well,

Speaker 1 side, look.

Speaker 1 Play, get 50. Yeah, instantly.
Yeah, exactly. This some like uh

Speaker 1 the usual culprit.

Speaker 1 Okay,

Speaker 1 there we go, start playing today,

Speaker 1 Jesus Christ.

Speaker 1 Oh my god,

Speaker 1 okay, yeah, we can check

Speaker 1 the downloads and the revenues and everything, and they're just okay.

Speaker 1 Yeah, like 30k, 30k per day,

Speaker 1 fantasy sports.

Speaker 1 Well, what does that even mean? Fantasy sports.

Speaker 1 It's almost like betting, right?

Speaker 1 Oh, fantasy sports is a little bit more complex.

Speaker 1 There is usually like Premier League fantasy sports, but that's the only effort. Okay.

Speaker 1 Fantasy sports is the stuff that you can, you know, manage your own kind of different team that doesn't exist in reality. It's yeah, well, I know what fantasy sport is, but in this

Speaker 1 kind of in this context, because you can use, you know, you can play and get $50 instantly, which is almost like

Speaker 1 a bet. Oh, yeah,

Speaker 1 of course. That's what I mean.
Betting on your teams and stuff like that.

Speaker 1 Okay, so it's real money gaming, basically. Yep.

Speaker 1 That's okay.

Speaker 1 Yeah, okay, okay, okay, okay. That's what I wanted to see where I am here.

Speaker 1 Interesting, by the way, because this already seems to me like an in like a good uh source of

Speaker 1 looking at the market other than our bots that are scarrying

Speaker 1 Yeah, yeah, exactly. Because then you have obviously Vital Survival, but then you have chapters, which we know who is who is this, which is Crazy Maple Studio behind

Speaker 1 Real Short as well. And then we have all the other big

Speaker 1 US

Speaker 1 casinos and the Real Money Gamings and stuff that we don't really

Speaker 1 check all any any time.

Speaker 1 But then we have well DraftKings, but this is Scavenger Hunt, which is also also

Speaker 1 600% growth

Speaker 1 month over month from November. So it's

Speaker 1 like,

Speaker 1 yeah, well, kind of take two, but you know, popcorn.

Speaker 1 Who is this coming from? Exactly, because they already had.

Speaker 1 Well, now is this

Speaker 1 the old game they have they had before?

Speaker 1 Yeah, yeah, yeah, yeah.

Speaker 1 Um, just looking at that, yeah, I think so, because this is two years, uh, two years ago, which is saying two years ago in terms of the

Speaker 1 the the lifetime of the creative

Speaker 1 yeah so it is

Speaker 1 march 2022 yeah yeah

Speaker 1 so they are kind of okay let's see the downloads

Speaker 1 revenue is three thousand which is obviously not this i ip only

Speaker 1 not that much like 10k a day 10k a day it's not not really that much it's true

Speaker 1 they seem they seem to be okay let's see last 12 months

Speaker 1 wow okay it looks like it's dying rather than just uh a new like growth

Speaker 1 six one of those like custom hidden object games like find the yeah like like uh triple match city we covered kind of similar

Speaker 1 yeah okay

Speaker 1 Okay,

Speaker 1 so okay, we can

Speaker 1 we can dive into TikTok, for example.

Speaker 1 Look, who is on the first spot? It's not Rosars. I mean, Brostar is on second, but then you have Roblox.
It's like, okay,

Speaker 1 how come? But then it's like, yeah,

Speaker 1 I can understand.

Speaker 1 I can understand that. And we have Block Blast, Clash Royale, Elevate.

Speaker 1 So this also looks

Speaker 1 running.

Speaker 1 Yeah.

Speaker 1 And you know, that kind of covers or

Speaker 1 responds to all the questions. Like, is TikTok actually

Speaker 1 for all

Speaker 1 games outside of the very young audience? I think it is.

Speaker 1 I just opened Roblox. Roblox is doing like 900k downloads a day, still scaling up from the 2016, like straight lines.

Speaker 1 Okay.

Speaker 1 Let's see in that case.

Speaker 1 Oh my god. This is only

Speaker 1 US.

Speaker 1 Only US. Yeah, yeah, yeah.

Speaker 1 Even US

Speaker 1 is quite interesting, but I think that they just hit their overall peak in revenue on December 25th. Guess the number.

Speaker 1 I mean, I can just check it, but

Speaker 1 no idea. Just a spike number.
Spike number.

Speaker 1 Five million. Eight.

Speaker 1 Eight. Ooh.
Almost. Oh, geez.
Wow.

Speaker 1 I mean,

Speaker 1 Merry Christmas. Merry Christmas.
Merry Christmas to Roblox. Yeah, Merry Christmas to Roblox.

Speaker 1 Yeah, wow. Okay, nice.

Speaker 1 But then what was there? Let's see.

Speaker 1 Let's let's check that again. The TikTok one.

Speaker 1 Not January, but actually December.

Speaker 1 Well, Roblox still

Speaker 1 at the top. But this tells you that like the like how massive TikTok is compared.
Yeah. The first one on on TikTok is like a you know like a juggernaut compared to some of the other networks.

Speaker 1 Yeah, that's true. And also, okay, you're still in the games category, and you have all the other interesting games, even Monopoly Go.

Speaker 1 Obviously, there's Codebusters doing some small spend there, I guess. And the Tower, which we'll definitely need to cover finally at some point in the future.

Speaker 1 And then even Last War. Okay.

Speaker 1 Okay,

Speaker 1 so we covered the method. Okay, this is interesting.

Speaker 1 So,

Speaker 1 so we have Mintegral,

Speaker 1 we have Car Jam Escape

Speaker 1 on the top spot. And then we have Township, Royal Match, Prostas, Royal Kingdom, and then Blog Plus, Solitaire Cash, Homescash.

Speaker 1 I mean, usually when we discussed Mintegral, and I mean, we discussed this a long time ago, again. Pretty big.
Yeah, and it was always about

Speaker 1 this.

Speaker 1 Oh, it's a hyper-casual channel. And then when we started talking about the more match

Speaker 1 free or casual games, the it's always on the top of the list. I know

Speaker 1 it was very big for

Speaker 1 let's say

Speaker 1 Royal Match and Township are at that face that like give me all the impressions. Yeah,

Speaker 1 pretty much.

Speaker 1 Yeah, pretty much. Brostar is kinda nearing that spot.
Blockbust is here because of the puzzle. And and then everything is, as you would say, like casual puzzle category.

Speaker 1 Yeah, but it wasn't like that before. I that's what I'm trying to say, at least.
Yeah, for sure.

Speaker 1 Yeah.

Speaker 1 But then look, the uh the the car jam looked say like the bus out.

Speaker 1 Oh, these games just work.

Speaker 1 Yeah, it's just

Speaker 1 these guys have been scaling from August.

Speaker 1 Uh, they literally released the game in August this year.

Speaker 1 I mean, last year.

Speaker 1 2024. Oh, yeah, of course.

Speaker 1 There we go. I'm still in 2024.
The jokes, and then they pretty much keep up with this like 150k a day

Speaker 1 all the time.

Speaker 1 And this is US only. Don't forget.
Yeah.

Speaker 1 I'm looking at this, which is US only.

Speaker 1 And

Speaker 1 let's see the revenues, man. Like, it's

Speaker 1 downloads-wise: 18% is US, 8% Japan. So, this is like very good traffic.
Yeah, I see, yeah, yeah.

Speaker 1 And they're definitely going up. Obviously, the US only.
Let's see. Oh,

Speaker 1 yeah, it does really go up.

Speaker 1 Yeah, well, a few more weeks like this, and we need to cover this. Yeah, until it hits 33k.
Yeah, yeah, yeah, until it's a week because look, it is already 1 million, but not in the last 30 days.

Speaker 1 Anyway, oh, well,

Speaker 1 no.

Speaker 1 Interesting stuff. Okay, so let's get back to this because I think we have oh well the same company is KuruSword3D.
Okay, interesting. And then the old cache

Speaker 1 color by numbers. Perfect ID from

Speaker 1 ABI

Speaker 1 Tetris. Okay.

Speaker 1 With them are drunk right there as well. Okay, so

Speaker 1 they are definitely running some

Speaker 1 interesting UA.

Speaker 1 So what

Speaker 1 which channel are we missing, Mr. Yakup? Tell me.
Applaim at Modme Integral, Facebook, Instagram, TikTok, YouTube.

Speaker 1 We can do YouTube and

Speaker 1 let's see.

Speaker 1 YouTube here

Speaker 1 is gonna be, I'm pretty sure, bro stars and yeah, for

Speaker 1 by a long

Speaker 1 stream.

Speaker 1 Yeah, yeah, I will say bro stars and then Pokemon, but Pokemon is already here. Yeah, but keep in mind that like uh YouTube is pretty much Supercell's domains, not only by

Speaker 1 the influencer army, basically. That's true, yeah, yeah, that's true.
Also interesting to see Age of Origins and the Royal Kingdom right here

Speaker 1 and uh

Speaker 1 journey

Speaker 1 right, the race shared legends

Speaker 1 kind of you know how it works.

Speaker 1 Everybody says for YouTube you need to have uh 3D, CGI, whatever else, kind of like really story-driven, narrative kind of um

Speaker 1 high-production production value creatives.

Speaker 1 This is this might be it,

Speaker 1 but still.

Speaker 1 Okay, good. And then we have one one more channel which we didn't cover.

Speaker 1 Which is? We have more, but I think like the others are not relevant that much. Look.

Speaker 1 Unity.

Speaker 1 Unity. Unity.
Yeah, I almost forgot about Unity.

Speaker 1 And here we are. Block Blast.

Speaker 1 And I'm not surprised to see Block Blast here because I was at AppFest and they had a very interesting presentation about how they are scaling like crazy. And

Speaker 1 AppFest is a Unity conference. So

Speaker 1 definitely help like getting help from all the sites. And I think this is interesting.

Speaker 1 Honestly, I don't really see Unity as any kind of partner on the UA side of things at all.

Speaker 1 Are they really hitting their peak now? I think we now really really need to cover this. I can even see IP revenue now.

Speaker 1 No shit, man. No shit.

Speaker 1 Yeah, yeah, yeah.

Speaker 1 And we are kind of discussing this game for a long time. I mean, like,

Speaker 1 internally, internally.

Speaker 1 And

Speaker 1 yeah, we need to definitely cover this. And we have...
Oh, interesting. We have some mini-games column here.

Speaker 1 but yeah, it's bulk bus, roll kingdom, screw sword, colour banamber, and some other stuff. Okay, I see it looks like that the wildlife studio is also going big.

Speaker 1 You can see the

Speaker 1 much more casual stuff. Yeah,

Speaker 1 face and mattel. Wow, okay.

Speaker 1 Zuba. Okay, so yeah, yeah, okay.
Vita Majrung. And you can also see, I mean,

Speaker 1 some interesting gems in here, and then you can see who which studios definitely

Speaker 1 nailed the which channels. It's like the wildlife one, two,

Speaker 1 three games. I didn't see them, I didn't see them on any other channel, but look, it's fine, okay.

Speaker 1 Anyway, guys, I think uh, yeah, sorry, one question. How do you kind of like uh get the mastery in one channel?

Speaker 1 You just spend a shit ton of money in it, and then uh, like you learn how the algorithm works? Like, how do you master a channel?

Speaker 1 The mastery is the events and

Speaker 1 you know basically how the algorithm works.

Speaker 1 You send enough events or you do everything you can to send the events. But if you get this experience by trial and error,

Speaker 1 no else? It's kind of more on the side of Felix. You talk to them and ask questions that others...
are asking but you don't know how like them can you enable for this to work like 3000%

Speaker 1 better yeah exactly Exactly.

Speaker 1 Sure.

Speaker 1 Why did you ask Sue there? Exactly. Yeah.
This is exactly. Yeah, that's the part of the equation.
That's the part of the equation.

Speaker 1 That's the part of the equation. And then you have different creatives kind of work on different channels.
So you need that kind of mastery as well.

Speaker 1 But yeah, it's mostly the Felix kind of area of mushroom theory.

Speaker 1 So you need to be a mushroom pro

Speaker 1 kind of, yeah.

Speaker 1 Or you hire somebody that is like expert at spending at this specific channel. That's what I would do.
Kind of, yeah, that's what I

Speaker 1 managed. That's like my specialty is, I don't know, Applevin or Mintegro, yeah, which, yeah, there are not that many of them,

Speaker 1 if, yeah, if they're so, but yeah, yeah, this is exactly it,

Speaker 1 exactly what I would,

Speaker 1 I would kind of, uh, kind of do

Speaker 1 anyway,

Speaker 1 yeah,

Speaker 1 uh, I think this is is it. And before we actually

Speaker 1 finish,

Speaker 1 we've got something exciting again for all the hybrid and wannabe hybrid developers out there. Because we've talked about this before and

Speaker 1 it's something that we want to repeat as well. So we partnered again, we partnered with Supersonic from Unity.
And we are talking about Unity, so I'm bringing this up. Because

Speaker 1 they are hosting the competition, which is called Super Hybrid, and they're looking for the next hybrid hit

Speaker 1 and they have really strong team of publishing expert game designers economy specialists I mean

Speaker 1 UA as well I guess or you can call me no jokes aside

Speaker 1 all the specialists you can you can you can get to get your to take your hand game from from hybrid to actually hybrid business and they're offering full support for the team as well as some some interesting incentives for the games like 10k monthly while you iterate and 3k in bonuses when your game hits their milestones, which are non-recoupable.

Speaker 1 Sounds right.

Speaker 1 And they get some special financial package for live games as well, which are ready to scale. So you have actually one month left, which is January 30th to enter.
So send in your game to Supersonic,

Speaker 1 check the QR code, which is flying around on the screen. So you can be the next hybrid superhero it's super hybrid from Supersonic

Speaker 1 Unity

Speaker 1 so yeah

Speaker 1 there you go hybrid superhero hybrid superhero yeah well it's where's the snyder cut coming

Speaker 1 well

Speaker 1 here we go okay good

Speaker 1 So again, thank you very much. I think thanks for the listening, guys.

Speaker 1 Anything to add, Jakob?

Speaker 1 Yeah, by the way, as we're trying these kind of more experimental formats, we would really, really enjoy you telling us what you think or if you think something should be done differently or you like something that we do and so on and so forth, especially in Slack or on the comments.

Speaker 1 Yeah, I already got some

Speaker 1 feedback on my how to

Speaker 1 how to penetrate the

Speaker 1 or conquer the farming market because I was talking about farming and then I was playing archer or two. It's like everybody's like, why is that? I'm so confused.
It's like,

Speaker 1 I mean, like,

Speaker 1 not farming, but playing Archer.

Speaker 1 I was like, Yeah, okay, fair enough. I mean,

Speaker 1 okay, point taken.

Speaker 1 But okay, so yeah, that's that's I'm gonna change definitely that into the next episode. Um,

Speaker 1 so yeah, thank you very much. Thanks for listening.
Join the Slack channel. Thank you very much, PvX Partners, and Supersonic for sponsoring this episode.
See you next time.

Speaker 1 Happy New Year! Happy New Year.