Creative Trends in Mobile Gaming - November 2024

Important iteration, man.

Keep in mind.

Exactly, yeah.

Like these things, I've seen stuff where like just adding visual effect, like a particle running against something is like what, like 20% CPI decrease, stuff like that. So keep that in mind.
Like these small adjustments can be very big differences in scale. Ooh, Ice Snake.
The Pocket Necromancer, where I just put fires in ice and that one change improved the numbers by far. Yeah, that's what I'm talking about.
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Ho, ho, ho. Merry Christmas to us all, for you all.

Merry Christmas, Jakub.

Oh, my God. Merry Christmas, everybody.

Happy holidays.

My name is Mati Alancaric.

I'm Santa Claus.

I'm going to go back to the next one. Oh my God.
Merry Christmas, everybody. Happy holidays.
My name is Matija Lanceric.

I'm Santa Claus.

I'm Jakub Redner.

And we are your hosts.

And you know, you can see which season it is because

Jakub already brought

his fake background.

And also Felix is in Sweden, which means terrible internet connection so uh there you go yeah before we start uh I hope you you you watched the episode about merch not merch even even merch episode but now match free episode actually uh so if you didn't go get some snacks, coffee, because it's two hours and 40 minutes long. And it's very good.
It's very good. It's the most comprehensive stuff that you can find on the internet.
Really updated for the recent numbers and all the games. But today we are here to discuss trends, creative trends and all the fun.
Felix? Can I say one thing before we get started? Because this is probably actually one of the most actionable episodes that we do. And we know that you dear listeners are not always in English speaking geographies, which is why two and a half gamers have addressed this issue.
If you are a Russian speaker, a Turkish speaker, a Chinese speaker, Japanese or Vietnamese, go down and check out our two and a half gamers subtitles to help you stay two and a half steps ahead of the gaming industry. Very good.
Wow, nice. You should work in the subtitle selling company.
Yeah, well, I think that was the previous job Felix had. Anyway, okay.
We might get Swedish subtitles as well. Oh, no.
Everyone in Sweden speaks English. Fair.
That's fair. I did see some Swedish subtitles, by the way, in the mix, so I'm not sure.

Anyway, so let's start with the creative trends. Where should we go, actually?

What do you want to see? What do you want to see?

You know, I will show you. Since we discussed this match-free episode last time,

I'm going to share one interesting thing which we didn't cover in the episode, which is fishdom. Because we were kind of going through the history and then just jumped straight into the royal match and royal kingdom.
But here we have an interesting thing which I found out. No, dogs again.
It's Nemo. Oh, wow.
Wow. Oh, that's a great event.
That my dear listeners and my co-hosts was absolutely amazing. One more time, please.
One more time. It has basically everything.
You see like the shark in the background, the trampoline, the slingshot, everything. The near-death experience? Yeah.
The sharks jumping out of the water and then, bam, the numbers game. This is just beautiful.
And it's a one-minute long video. And we have to fail.
So we have basically everything. It's just beautiful.
And when I was talking about a royal match getting to Evony for inspiration.

I think we can see where Playrix is getting the inspiration from.

The only thing is they're kind of combining the two or three same videos all over again,

but still, we can see.

It's now Evony, King, Royal match, and then everybody else. Then everybody else.
So it's, then we have all, then, yeah, we saw this before, so this is it. And then we have something else, which is still, yeah, this is also actually in King Candy Crush.
UGC and how many levels Fishtom has. Nothing groundbreaking.
Well, let's see this one. Oh, geez.
Nice. Oh, nice.
Nice start. Yeah, nice start.
as, you know, where do we see the ice in winter I wonder is it another 4x maybe maybe not we can actually go there and check the actual freezing it's not families families, but, you know, it's our dear friends from Whiteout Survival. And tell me, guys, what is this? What does this remind you? Hyperfect Hotel.
Kind of. And what else? Come on, guys.
I want to say Nexters. Exactly.
Yes, this is Hero Wars. This is absolutely Hero Wars.
Hero Wars 3D, numbers game, everything. There you go.
Can you estimate roughly what you think it has to be an estimate what you think they've spent on as creative? Well,'s life 19 days so it's not a lot yet this is all like what we are talking about now it's uh it's usually the fresh out of the oven so most probably not that much and it's life for a couple of days so again you see here it's all the idle lumber type of stuff that we discussed before, and they're using it now.

And it's really like 19 days out.

So, yeah, the impressions are quite low still.

But since this is there, I'm pretty sure they're kind of experimenting with different stuff.

And we saw these logs and woods before in the previous episode as well. So it's still happening.
And, you know, you check this creative, and I don't think you would ever expect a 4X game. Most probably.
I thought that was a player X. When you're almost watching it.
But it's actually Whiteout Surv White House Survival we already switched to White House Survival my friend because they're kind of using dead types of hooks very similar to Township actually I'm not sure why but I guess zombie humans? it's kind of not zombies it's just uh they're freezing to death basically well it's just normal emotional play yeah yeah yeah normal play and then but this is like guys like this oh this screen is awesome like you look like let's watch it the whole the whole let's watch the whole time this is the first time this is like, you know, from first person.

Yeah, it's actually...

Behind his back.

Yeah, yeah, yeah.

And it's also a kind of story-driven.

Look at this.

This is just like the story there is amazing.

I was looking into this and I was like, wow, okay, wait.

So look at this.

Look at this like how...

I think there's this...

They never use this like enemy camp thing. Exactly.
Look at this. at this like how i think there's this they never use this like enemy camp thing exactly but look at this he just he just sent him to death so he would destroy their enemies he just sent him to death and there's another guy who just died i was like what is happening and this is such a great story.
It's like, wow, okay, so he sacrificed.

Anime character? I was like what is happening this is such a great such a great story it's like wow okay so he sacrificed oh geez it's so good this is getting better and better and then we have also these hooks look so it's you know what that was that's the flamethrower that Elon Musk came out with for the boring company. Oh, that's Overwatch.
That's Overwatch, basically, Mace freezing. No, go back, go back, go back.
Dude, that's the... Yeah, it's the flamethrower that Elon Musk sold online.
Oh, come on. Yeah.
Well, trends and then the hype for whatever it takes to just drive the CPIs down. Oh, my God.
Yeah, but, you know, it's always quite interesting to see what these guys are doing and then heads off to heaven because coming up with all of these different hooks, ideas, stories and how to sacrifice your main teammate basically just to conquer their base, that's brutal. We have also obviously Evony and I think we should this is quite old still I think.
No sharks. Yeah, no sharks.

Math problem.

Yeah.

Oh, the gates merged with the log.

Exactly.

It's quite advanced.

Now, the gates

and there's the alligator right there,

obviously.

I was just talking about Evony

and how they were using a lot of pulled pin but then they actually saw how Total Battle is killing it and Total Battle is the game that we talked about which is 4x and they're using kind of the gates but it's more of a like math problem rather than just gates because those like math kind of questions, but the numbers are on the floor, basically. It's not the gates.
But there was that and then Evone came to this and then Last Word was released. So it's not exactly like always we think it is.
But this is... What's your theory now? Like who starts these trends that everyone copies in a couple of days? Because yeah, like who is the first point? What's your guess? So my guess is different company for different concepts.
So as I said, now it's for Total Battle was I think the first that didn't really came up

with the gates, but they started this numbers game in this kind of concept. Then Evony came up with the barrels with numbers.
And then when last were launched in December 2023, they also didn't have the gates yet.

But then they started using the gates as like a first kind of iteration. And since then, everybody started copying it.
Everybody, basically. So it's kind of, when you talk about trends and who's copying who, again, Royal Match is going for inspirationony always evony now copies evony now copies basically last war and all of these like different things like this uh creative uh this gate which is you are shooting in the creative and then the the number changes that's coming from last war that's coming from last war because then you kind of change the whole gate from negative to positive number.
And that's the first time that we saw that it was with last war. I'm pretty sure.
And then Whiteout is coming to let's say maybe Township, Idle Lumber, maybe Golden Goblins as well. And Township is coming to Idle Lumber and Golden Goblins as well.
So we had this Forex revolution kind of thumbnail where there was this famous person who was trying to find out who is who and what the web of different conspiracies. This is exactly exactly like, I would need to put it on the whole like board and see like this is connecting this and this and that game.
So, but I think- If you work in a creative team, let us know. Yeah, also Jakub mentioned it last time.
Everybody's going to Forex for Metri. Everybody's going to Forex because they're in the same position.
They need to basically acquire all the players for the lowest cost possible, and this is basically the whole strategy behind it. Every single genre on big scale will start to use.
And I will, maybe every single genre also also merch. How is this merch? It looks like...
Tile match. Tile match.
Exactly. So, you know, we always talk about different genres.
this is exactly what we are talking about because all the games and this is also not really your traditional merch exactly and merch games and other games they just borrow these mechanics just to get different players.

And now we are just merging, but it's a one-minute long video.

We are watching 35 seconds, and already in 35 seconds, you basically saw three different creatives and three different mechanics in there.

I got so triggered by that ad.

Like that fail.

I was so annoyed at watching that person play in I fail. I guess that's the point.
That's the point, exactly. That's the point.
Where did we see all this royal match? Yeah, royal match, near-death experience. There's nothing to kill here.
Nothing to kill here, but like, you know, the blades and all these, it's

coming again. I have this feeling

which is very

much connection to...

Yeah, urgent.

It's, again, 4X.

All this, so like,

we saw it in Whiteout Survival.

It's just that the beauty part

of all of this is how you can

actually adapt

different concepts

to whatever your game is about.

Because here it's the same thing.

Right, yeah, it's the same thing.

I mean, just landscape format.

So it's the same.

But yeah, you see like, oh my God, I need to merge.

But this is, they already did the same thing

or I think...

It was triple tile

or triple match.

They did the same thing

but it was the old lady

which actually was trying to get to the toilet.

Yeah, here we are.

And also we have Kylie Jenner again

or still.

They're still running the same mat now.

Thank you. yeah here we are and also we have the Kylie Jenner again or still see I think this is slightly different hook though because it's quite old and I think it was a little bit different once I clear my board it's just so satisfying I don't think she was saying this before, but anyway.
So it's, again, different genres.

Thank you very much.

But you know what's

always the same in last

year?

Mm-hmm.

Ugh.

Drama.

It's just, yeah, exactly.

Like, if they haven't changed, it's just yeah exactly if they haven't changed it's disgusting seriously disgusting by the way why is it snowing behind the door but not against the window it doesn't have to make sense yeah and this just whatever that shape was, that's the first thing.

The second thing, just to add, like a pin.

Exactly.

Again, like, what the fuck is this?

Physics has left the room.

Yeah, it is.

Yeah, exactly.

Physics has left the room.

It went to Royal Match Creatives. It doesn't really have to be in here nothing has to make sense so yeah it's again nothing I mean again like you said nothing has to make sense usually when you are are out in the snow, you are trying to slice the rotten tomatoes.
With a frozen hand. With a frozen hand on a pan, which...
I mean, it's kind of... I can see those emotions there, but for us, it's ridiculous because we work in the gaming space and we know this is bullshit.
I guess for the others, what is this shape again? Anyway. It's absolutely unsolvable pin puzzle.
Pull the pin and that's the same thing all over again. This didn't change, so it's like's like this for a while.
So I'm not sure what's happening with the gaming industry. It's not gaming industry.
It's just human emotions. Yeah, human emotions.
It's all about emotions, of course. You have these freezing families and emotions.
You want to save this. You don't want to see children

to just freeze to death

or just die in the well

or whatever this is.

But this is new, to be honest.

This is new.

Unsolvable pin puzzle is new.

I don't think so.

You're kind of looking like,

how would I solve this?

Even though I think these creatives are bullshit, I'm still looking at it. How would I do this? Exactly.
It's unsolvable. I think, again, and maybe this is a stretch a little bit, but this is coming from Evony, because Evony was really the one game that implemented all the pins in the game, but it was really hard.
It was like, let's just solve this in a second. It was really hard.
It was actually about the puzzles. Was that Evany that first did it? Like the first one? Evany put in the game really hard pull the pins puzzles.
I was playing the game, I think, like a year and something ago because they started doing the barrels with numbers in october 2023 and i think i played it before and i was because i wanted to just kind of write about it and it wasn't really that uh exciting but i played the game and there was all the pins and i think i was in the first five minutes of the game and it was all the pins. And I think I was in the first five minutes of the game.
And it was really hard. It was really hard.
So I think they just implemented this in the creatives because that works. In my opinion.
And again, my dear co-hosts, what do you think is this? This is Rush Royal? It is, but where is this coming from? Oh, hello, doodle magic. Hello, doodle magic, yes.
Because I think we didn't really check the Rush Royal for a while, and I know they were using some level of gates and different creatives. And even the snake that I talked about in my LinkedIn post last week, and I just started looking into it and said, huh, I know where this is coming from.
They changed the whole creative strategy to skeletons. Basically, they're running skeletons all the time, and they're merging these different elements.
Yeah, elementals. Oh, skeleton snake.
There we go. Exactly.
Skeleton spinning cartilage snake. Yeah, whatever that is.
Exactly. And now look to see mecha got.
So you have all this... What? What? What's happening? Partnership.
Partnership puzzle. Partnership puzzle, there you go.
Okay. Yeah, but now they're kind of combining all the different elements there.
And then that's it. And it's quite...
I mean, I'm watching it speak...

Yeah, exactly.

It's a very important iteration, man.

Keep in mind, these things,

I've seen stuff where just adding

visual effect, like

a particle

running against something is

like, what, like 20%

CPI decrease, stuff like that so keep that in

mind like these small adjustments can be very big differences in scale oh maybe i will find what i what i did with one thing but i don't think i can i can find it here because i had the pocket

necromancer where I just

put fires

in ice

and that one

ch- Ice snake. The pocket necromancer where I just put fires in ice

and that one change improved the numbers by far.

Yeah, that's what I'm talking about.

Exactly.

So maybe I can find it somewhere.

Because that was just brutal.

That's how this whole creative business works.

That's why you need so many iterations because you never know.

There's no rule set for like, if you do

this, you'll decrease by 20%.

You just need to test everything.

Yeah, that was the case, I think

some time ago because

of voodoo and

hyper-casual stuff.

Speaking of which,

will we also be looking at some voodoo

creatives?

We'll see.

I found it in here. So one second.
So you see. So this is basically Wall of Text Creative.
Wall of Text Creative, obviously, because it's coming from... But look, this was already a winner.
And I just... This is what I did.
The improvement, yeah. This is the improvement.
That is the improvement that's it fire in the eyes like whoa and it's changed the CPIs dramatically how much how much by 40% what seriously are you joking no I'm not joking humanity I'm not joking I'm not joking but it makes it makes all the sense because you watch this and it just adds up on the atmosphere there.

It's like you're trying to read.

You watch it into your soul.

Exactly.

You're trying to read the text and suddenly there's just flames

out of those.

I was like, whoa.

You're like, oh, this is great.

So it keeps the tension still going.

So yeah, these kind of like small changes can change so much.

All right.

We kind of discussed this recently on the previous episode.

So I just want to add this because, yeah, we were kind of tough on the…

This doesn't look like anything else, right? Would you even argue this is a bit aged, perhaps? Aged? Like this type of creative that you'd see maybe two, three years ago? It's quite new. Okay.
No, but if it's stupid, the actual creative content. It's Candy Crush.
What do you expect, man? You can't turn this into very fresh-looking creative content. You see, 2024 kink.
Again, it's different from what we discussed in the previous Match 3 episode because we were talking about different hooks and different gaming creatives and where they're getting inspiration from the Royal Match and they are still doing it. But then trying something else as well.
And I think... Not in-game footage still.
That's nice. Yeah, look.
There's's the race so they're trying to experiment a lot with different things and I kind of like it because I was always kind of bitching about how the creative strategy looks like for Candy Crush because it's really like you said it felt really outdated but now they're kind of looking into trends and trying different things because they have to. They have to.
They're going to get outspent by the competition. I mean, this is still kind of, again, they can't really go outside of what is in the news.
Yeah, exactly. Yeah, exactly.
But. So, but this is really refreshing.
But they're running the, like, near that situation thing already. Yeah, yeah, yeah.
It's one of the, like. It's a heightened sense, let's say.
Exactly. This is just, like, very new.
They have different, better performing creatives, which are taking majority of the spend kind of near-death experience. But here again, these guys are not really kind of, you know, falling behind.
Do you remember what we discussed? Yes, kind of on the match-free episode? This is cool. This is really cool.
This is physics. And we have this tube right there.
Puzzle. It is a puzzle.
Exactly. It is a puzzle.
It's new grain, right? Or is it like, it looks like grain. It's sand.
I think it's sand or something. Sand with very thick pieces.
Yeah. Yeah.
But look, you see how complex this is? Yeah. Oh, I hope he makes it.
I will see. I mean, it's 40 seconds.
Why doesn't he just let it be? Because then it will be, you know... Exactly.
It doesn't have to make sense, Jakob. I know.
Physics exited the room.

Yeah, physics left the room.

But we have more.

We have more.

And look, I was really...

Are these guys human beings?

Or do you think it's AI that comes up with this?

Or is it just a really good creative team?

Because this is like a blender, coffee beans.

And you said coffee has great CPIs.

Like, they must be just really plugged in, like the UA team and the creative team. I mean, I think this is a combination, but I still don't see how AI is coming up with concepts like this.
I mean, I can see them like AI producing this, but I don't see like how... AI still couldn't come with this concept because because in this concept you can see the continuation and the history of their previous concept it's not possible to still like replicate with AI you can feed the AI with the concepts and whatever else but I don't think it's gonna I can try, actually I will try it I will try, what I'm gonna do which is create kind of inspiration I can feed the AI with best performing creatives trying to get it to analyze like why is it working and then come up with different iterations like what can actually perform well what is trending and just combine this with whatever I'm running at the moment.
That's so high quality. That's what I want to say.
Super polished. It's almost like that game has earned a billion dollars in the last year.
Oh wait. Oh wait.
Wait a second. Hello.
hello. Hello.
Hello.

So they're definitely not falling behind at all with the new concepts.

And I see like they're iterating a lot on this.

And it's not snake anymore that much.

I have one other thing, which is interesting. is interesting we have this again which we discussed it's just an iteration of what we keep seeing it's an iteration but there is more there is more wait a Whoa.
First person again. This is the third time we see it today.
Exactly. That's why I'm showing you this.
So look at the models and how the whole art style looks like. So basically, this is first person Township Resource Creative, period.
Exactly. Exactly.
This looks like the South Park game on N64.

You're the first-person shooter.

Oh, I know what you mean.

But only because of the blades.

Yeah.

Oh, wow.

This first-person trend is great.

I want more of it.

Yeah.

You know why?

Don't worry.

Because it's super hard to replicate.

You need to build this in engine. Exactly.
It's engine. And this is basically all the same that we saw before.
And we have... Buckle up.
So I just want to be very mindful of you. Don't worry.
This is just what we saw before. Because this is Hexasaur.
It's old, no? It's old. I'm getting there.
I just want to be gentle. Did Hexasaur just advertise as a no-ads game? How dare they? The amount of innovation they've done on ads.
We've seen this and you remember what we discussed in the match 3 episode the matching games the uploving makeover stuff close your eyes and tell me what you here we go go again. Really? When I saw this, I was really not...
I was surprised. Freezing families with hexa swords and then hexa coins flying into them.
Exactly. So I...
I was surprised, but then I wasn't surprised because I immediately thought, oh, wait a second, it's uploading. So you just combine all your knowledge, basically, and then this is what you get.
Oh, where is this from? The Lions. Oh, it's a game.
I can't remember. it's a game I can't remember it's from it's a game oh that's going to annoy me for so long yeah it's like with lines give me two seconds I'll find it I find it we are just going to now watch the the whole creative it's kind of satisfying so and they use this hook, which they used before.
It's all this kind of TikTok trend, like here, there, there, whatever else. And yay.
But those freezing families got me, killed me quite a lot. So let's look at also the actual

stuff that

is again, change. Look at

the iteration.

Oh, interesting.

Look, look, look.

Stacking the gates,

there's a lock, obviously.

But there's this like dead soldiers

you see.

Yeah, exactly.

It feels like those are zombies. And they killed the boss.
Yeah. First one, first one, first time ever, they killed the big guy.
But it's, there are more big guys coming. So, you know, don't get, don't get too excited.
Don't get too excited because then I don't... Yeah.

Oh, wait a second.

Oh, this is... I need to die.

Yeah.

It's scripted.

Of course.

But, you know, you have the hope.

This is the first time they killed him.

Yeah.

Look.

Wow.

So much iteration.

Exactly.

And this...

Look at...

Tires.

Tires as well.

Wow.

Tires. Yeah.
Tires. And, like, in the ground.
They're going to kill it again. You can get some hope.
They killed three bad guys already. You can get some hope.
You can get some hope. Come on.
on. Oh, no.
Oh, no. No, you're going to get killed.
But it kind of builds on that suspense and the whole, would I make it? Oh, look. This is another iteration.
There's a lady in here. Well, wait a second.
It's on the barrel again. Oh, wow.
We are ladies now. We have the shotgun.
They are playing around with all of these different iterations a lot. I love it.
It's great. I think what they...
I mean, this is almost like what was it? The Madwork Pocket Champs. I mean, it's kind of a stretch still because it's not swimming and then climbing and all that else, but it's different.
It's different characters and then the gates are kind of stacking up on each other. It's just wow.
And also this one. You see how they go from or how they went from just straight road to now they're expanding.
I think we saw three lines of... And a railway.
Now, yeah, there's a railway. It's different things.
Now, go, go take that. Oh, what a miss.
What a miss on that game. I could do better.
Let me download and prove it wrong. Yeah, exactly.

Let me download right away.

Let me ask you one thing, Matty. So,

if your breadwinner starts

to kind of slow down and

pretty much stops working,

you do some of these... It's already too late.

Yeah, I know. But you do these magical iterations

of whatever that we are just

being wowed at,

then the effect resets?

Or how does it work?

What do you mean the effect resets?

if the do you have a

Thank you. of whatever that we are just being wowed at, then the effect resets? Or how does it work? What do you mean the effect resets? Do you have a new breadwinner? Yeah, exactly.
If you have the winning or the new winner creative, it's going to perform immediately, either in the same performance or even better. So that's what I did with Pocket Necromancer.
I had this first version 5. Since then, I made 6 or 7 more creatives.
5 of them were performing better than this one. And I'm actually getting spent on Facebook on all of those, which didn't happen before.
I usually was stuck in that spiral of having one creative, which was getting 99% of spend. Now I have seven, which are spending equally.
And that's what you want to get. So with this,

also, this... And this then works again for like one to two months

and then goodbye.

If one to two months, you are a lucky bastard.

It's one to two weeks.

One to two weeks, okay.

I mean...

I guess depending on scale, blah, blah, blah.

Yeah, exactly.

Depends.

Depends, as usual. One king creative that had been live for, was it four years? Exactly.
Yeah, we have outliers for sure. But then we have also different games.
Kind of like you can't really compare King to a normal company. I don't want to say normal, but you know what I mean.

It's different.

You can't also compare Supercell

to any other small to mid-sized developer.

It doesn't work like that.

But let's look

at what definitely works.

Can you name the

game?

Tetris or Blockblast, right? So either one. Yeah, absolutely.
Let's watch. You're looking...
You are so fucking wrong. No, no, no.
It's not White House. It's a game that we discussed.
And we discussed quite often. Oh, it's Match Factory.
Yeah, I was wondering if you saw the Match Factory here. If you played Match Factory, that's not what the gameplay is.
Look here, look. At this point, it's creative.
Oh, wow. Oh, Royal Match.
They took inspiration from it. Look, it's exactly the same button there with the strength.
It's the same thing. It's exactly the same thing.
Turks hate when they steal from each other. They're going to hate this.
I'm pretty sure. Wow.
But you can see... Even that was there.
Yeah. I mean, oof.
I need to play this. I can't let him die.
Or he's dead. I know.
Is that a merge? Is that a merge? This is their classic, like super old creative. It's one minute 30 seconds long.
So it's basically three different creative stitches together. We have this.
Oh my God. Have you seen my post about this creative? And then what's triple match copied? Exactly the same.
So I asked guys, who did it first? So match factory copied the whole game basically but then triple match copied their creative it was such a such an absurd story and people are like oh the triple match 3d creative is so much more polished okay nah i mean kind of yes but yeah, this is coming from the other way around. There's nothing interesting.
Just nothing interesting, just plain gameplay. Which should be the creative, right? That should be the main creative.
And then we have this sushi and Japanese music, which is quite new and quite nice. Okay, so we're going to be almost at the end, but I want to just pick this up again because I think we didn't really pay so much attention to it.
So going back to our old Dark War episode,

they're doing this AI stuff on a weekly basis,

a lot of this.

And it's all about these boats or houses on the water because that's the main kind of narrative.

People are fleeing to houses on the water because that's the main kind of narrative. You know, people are fleeing to houses on the water because zombies hate water.
It's all about that. It's also if you combine this with the actual sound and the voiceover.
The whole vibe. I've seen them quite a lot.
Yeah, the whole vibe is awesome. Yeah, tell it to you.
And this is awesome. Really nice.
What did they get inspiration from here oh yeah last to us look all these emotions there like the whole small bear the reflection in the water it's amazing wait it's great and it's all of this everything made in AI and look and so what do you physics left the room again physics left yeah nobody cares about physics here as well so so what do you what do you actually see here tell me what have what have you noticed in this creative like why do you think it works? Did you pay attention to the creative the whole time? Zombie apocalypse, right? It creates a very compelling atmosphere. Yes.
Because of all these detailed images and environments. Think of it how many different images and styles this has compared to normal creative scenes.
creative, you have like two to three scenes at max. Exactly.
This is like 20. That was my point because they are changing these scenes every three seconds to keep your attention span.
It's like an Instagram. Reels, like, yeah.
You know where is this coming from? Do you remember where did we discuss this? And with whom? All goes back to China and Stan conversation. Again.
Again. All the dopamines and everything.
You watch this. You don't really want to lose the attention every three seconds.
So it's like, yeah, you just want to watch this because every three seconds there is a new scene and then you're expecting

something to come again and again and again.

But keep in mind this is, again, only possible by AI

because normally it would take you

guess how much more bandwidth

to just create all of these.

Every three seconds, completely, fully

whatever, new scene,

new video, new everything.

Yes, but then

also if you just change the gameplay

it's not that interesting enough Thank you. whatever new scene, new video, new everything.
Yes, but then also

if you just change the gameplay, it's

not that interesting enough. I mean,

you can have these different kind of

close-ups, zooms, whatever else,

maybe change of the levels.

But it's not as compelling

as a completely new image. Exactly.

Exactly. So

yes, this is only

possible with AI. Oh, this is a top post.
Oy. That's my favorite.
That's my favorite, yeah. These are flooding Facebook currently.
These are, yeah, because, again, Dark Wars started something, and then the rest of the guys in Forex, they're not really sleeping. They're really paying attention, and they're paying attention heavily because then this is just coming up and i i saw and i couldn't i couldn't find it i'm not sure who was it uh i saw all the characters just running against the camera there was this different like what was tiger those like states with character exactly yeah yeah exactly and Forex, I think.
I know, but I can't remember the name. But yes, exactly.
It was eye-catching and I really wanted to watch the whole stuff. So that's basically it from all the different trends.

But I want to just show you one thing,

which is going to suggest the next episode

or the next segment that I was talking about a few weeks ago with you guys.

So here we have top creatives.

These are the top creatives with a lot of spend or just

not a lot of spend but a share

of impressions.

This is Uplavin for example. So we have

on the first place, guess who?

Hello.

Royal Match. Royal Match.
Yeah,

exactly. Royal Match.
Royal Match US

Uplavin. Thank you very much.

And it's again

this type of creative.

Then we have Pelerix

with Fishtom.

See?

And this is actually playable.

That's very nice.

And they have, by the way, these special

levels. Yeah, they have it.

Then we have Match Factory

and Royal Match again and Match Factory

be and they have by the way these special levels yeah they have it then we have match factory and royal match again and match factory so all of these this is my favorite wait we need to do some stuff on yeah clean up because these apps make so much money like it's insane I know you've been saying it I know yeah I know you've been saying it but yeah we've been all talking about it and also these are our friends from Turkey this is interesting what a hook sign written on a woman's back yeah what a hook it's amazing the creativity on this is just never ending so yeah I love it the game you're looking for is called Rise of Castles

Ice and Fire

in their creative gallery

Rise of

Castles

here we go

whoa this is another 4x

obviously

obviously

obviously

let's see

Thank you. this is another forex obviously obviously let's see look oh yeah this is your country oh yes this is yeah this is exactly what I want to say this is perfect but look But look, it's all AI.
It's all AI. Look, Norway.
There you go. There was Poland as well.
USA, there you go. Wow.
Looks so good. Yeah, exactly.
There was always these bears and all these animals were just running against me. This is actually an evolution of that because you have a human and an animalized human.
The original we saw was only animalized humans. Mexico, where is there? Is there Sweden? Where's Slovakia? There was Poland.
Russia, of course. If we had Slovakia there, it would be just a person

and then just running

Borovicka.

Exactly.

That's exactly what I meant to say.

Exactly.

Give me the screen, Matej.

Okay.

They have so much more stuff here.

Yeah, yeah, yeah.

So the listeners, these are the trends, actually. We are going to see way more AI.
But, yeah. No.
That's a giant chicken lifting weights turning to Arnold Schwarzenegger. No way.
No. No way.
This is so good. Does this actually work? Like what? So it's working.
There's more. I'm not kidding.
So because as you know, and by the way, he just stepped through the yeah there's no physics as usual but so so you know that like last month there were pretty new ai generation model introduced to the world and now we're seeing the effects of it this is the effect yeah this is what's gonna happen and you know you know, the beauty part of this is because it's new, people want to watch this. It's beautiful.
That's the thing. People just want to look at this and say, wow, because this is wow.
And you never saw these things because they behave unnaturally. Exactly.
It's because these models pretty much... Look at the hair on the line there.

Yeah, exactly.

It just creates images and

motions that you've never seen before because

it doesn't make sense physically.

Yeah.

But honestly,

nobody cares.

No. Nobody cares.

Actually, the thing is that because it's so

unnatural, it's actually its

most interesting factor. That's why it works.
See? Exactly. Wow.
Frostfang. Guys, can you call me Frostfang from now on? No? All right.
We'll do. We'll do.
We'll do. We'll do.
Of course, we'll do. Yeah, we should definitely do some kind of like best AI creative of the year or something.
Oh, we'll do. Oh, of different stuff next year because what's happening now in the industry on the creative side finally some innovation obviously you can see a different use of AI but this is where we are going I can, wow.
It's a good quality. I can share one creative, which we made for one merch game.
It decreased the CPI by 70% in the US. So the baseline was, I think, 120 or something.
70% is not maybe the correct number. It went from $120 to $35 I think.
So it's like 40, 50%. Yeah, more.
More actually, 60%. 130 to 30? Yeah.
That's like multiple hundreds of percent. Yeah, there you go.
Oh, that's true actually. This looks really like piggybacking on the Gladiator 2.

Yeah, absolutely.

Like marketing.

I hate to be the bearer of bad news, but us three are wanted at another place very soon.

It's true, it's true.

So I hope you enjoyed the live AMA we are just going to do in five minutes.

But by the time you hear this, it's already in the past. Yeah, so you go and watch.
Thank you very much for listening. You should definitely go and check our Slack and join our Slack because that's where we...
Oh my God. That's where we actually...
Keep it for the AMA, actually. Keep it for the AMA actually we can check and laugh and then please

check the match free episode

comment share also for this

share it with your industry friends

and family and everybody

happy holidays

and see you next time

thank you very much cheers

bye bye I'll see you next time. Thank you very much.
Cheers. Bye-bye.
.