Ad placements & Ad monetization trends in Mobile Games - November 2024

Speaker 1 What does my co-host think this game is earning in daily ad revenue?

Speaker 2 Show us the country mix, please.

Speaker 1 Country mix, that's the mother.

Speaker 1 Ow!

Speaker 1 17% US

Speaker 2 17, 17.

Speaker 2 What is like 120k per day?

Speaker 1 This is between 105 to 130 per day. Easily.

Speaker 1 Fucking hell.

Speaker 1 Wow. And that's being concerned.

Speaker 1 Why is is there so much US traffic?

Speaker 1 It's because they love ultra casual. Everyone loves ultra casual these days.

Speaker 3 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.

Speaker 3 Welcome to the two and a half gamers, the unfiltered truth served with a side of giggles.

Speaker 3 Let's not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Tune in now and stay two and a half steps ahead of the gaming industry.

Speaker 2 Insane!

Speaker 1 And being insane.

Speaker 2 Yes, absolutely. That's on my list.
And hello, everybody. My name is Matjel Ancharic.

Speaker 1 I'm Felix Broberg. And I'm Jakubremier.

Speaker 2 And we are your hosts. And we are going to talk about admonitization trends today.
Because you love trends. We love trends because we also learn a lot when

Speaker 2 Felix talks about the trends. I mean, I talk about the trends.
Maybe, Yakubi, if you can figure something out regarding the game design trends, that would be also nice. I'm not sure.

Speaker 1 I'm the OG one who make a segment for the sonar in the radar.

Speaker 2 But that's the trends. That's the trends.

Speaker 1 Matie, before

Speaker 1 getting on with this amazing episode, is there any message about hybrid casual that you'd want to share with our listeners?

Speaker 2 Absolutely. Yes.
Thank you very much for

Speaker 2 bringing that up again. Yeah, I know.

Speaker 2 We would like to thank our sponsors again

Speaker 2 because we partnered up with Supersonic for the Super Hybrid competition they launched

Speaker 2 on December 2nd and it's going until January 30.

Speaker 2 So

Speaker 2 next two months, you can actually earn some money,

Speaker 2 get really great help from the Supersonic guys. So you can transform your hybrid into the Super Hybrid, which is the name of the competition as well.

Speaker 2 So, please scan the QR code which you see on the screen at the moment, or just go to supersonic.com slash superhybrid. It's gonna be in the show notes.

Speaker 2 So, you know, together with the Supersonic, you can make your game unstoppable.

Speaker 2 That's what they say, and we kind of believe that. So, thank you very much for listening.
And now, back to the episode,

Speaker 1 guys, let's not bicker amongst who did what to who and who's contributing what, because because it's the two and a half triple threat that makes us great.

Speaker 1 And on that note, welcome back to everyone's favorite episode, which is obviously the ad monetization episode.

Speaker 1 Because I get to speak the most, Jakob and Matthija get to take the back seats, and we actually get to talk about what's really meaningful. And what is really meaningful?

Speaker 1 We're going to talk about games that have high downloads in the charge with low IAP revenue because basically that is an indicator of something pure: ad monetization revenue when skilled game makers turn

Speaker 1 an idea into something viral that then they can harvest eyeballs for beautiful pure ad revenue today

Speaker 1 i have five games that we're going to discuss that have been in the charts for a while that are new to the charts and we're going to go through all of them I love this. Any questions? I love this.

Speaker 2 Magnificent. And thanks to this, not only this, but we have the hoodie which says ads are beautiful and you can pre-order now.

Speaker 2 And it's Felix is going to post about this beautiful hoodie on his LinkedIn profile, which he said he's going to do it last week. He didn't.
So now the pressure is on Mr. Felix.

Speaker 1 There's always pressure. As always.
But the five games we're going to talk about. Question for both of you here.

Speaker 1 There's a meta trend among these apps that I'm going to ask you about after we've gone through five of them. So pay attention on all of them and try to figure out what that one is.

Speaker 1 Three kilos of gold to whoever figures that out. Probably not gold, but

Speaker 1 all right. So the five games we're going to go through today, there's one meta trend that's kind of going through all of them.

Speaker 1 We're going to go through five games that have been downloaded 65 million times together in the last 30 days and have only generated $303,000 in IAP revenue.

Speaker 1 So we're going to go through these in orders from the smallest amount of downloads in the last 30 days to the most amount of downloads.

Speaker 1 And there's a hidden thing that there's one game that Machi doesn't know about.

Speaker 1 Anyway.

Speaker 2 No way. I'm looking forward to that.

Speaker 1 Or is actually a joke into

Speaker 1 something that you told me about many, many times and got angry at me for. Yeah.

Speaker 1 Yeah. All right.
So the first

Speaker 1 game we're going to talk about today. is a game that basically

Speaker 1 what can I say it was really hard to find on the APK

Speaker 1 and I actually downloaded the APK that had the right name of the studio and the right name of the game and it was actually another game that I played for half an hour.

Speaker 1 I'm very angry.

Speaker 1 I know.

Speaker 1 Anyway, so this game is called Coffee Craze and it's by Dino Global Studios, but

Speaker 1 it's actually not Dino Global Studios because Dino Global Studios are actually our friends. I came from Hanoi, which I visited in their office.

Speaker 1 I was visited in their office two weeks ago for a games for them. Very new gaming company.

Speaker 2 When you came to the office, you just shouted, I came.

Speaker 2 That was.

Speaker 2 Was that the case or no?

Speaker 1 Yes. Yeah.
Okay. All right.
That was how we did it.

Speaker 1 So this game has been downloaded 1.3 million times in the last 30 days. The DAU or the active user base,

Speaker 1 220,000 around that. And in the last 30 days, it's been averaging maybe 180, it says here.

Speaker 1 And it was launched

Speaker 1 not so long ago on Thursday, October 24th, 2024. And it's been scaling gradually since then.

Speaker 1 And basically, here is the gameplay. So

Speaker 1 what do you guys see about the gameplay?

Speaker 2 Looks super interesting, by the way.

Speaker 1 Yeah,

Speaker 1 like it really is. So, it's a take like bus jam, where you're matching colored boxes.
Yeah, screw jam, but no, no, bus jam, because you're actually like reverse bus jam.

Speaker 1 So, basically, you're picking boxes, and then you have to look at what colored coffee mugs are coming.

Speaker 1 And essentially, the boxes are different sizes, and you have to guess or count or see how many mugs you can fit into it.

Speaker 1 And

Speaker 1 question for you, Mati, what type of genre is this game labeled as?

Speaker 2 This simulation.

Speaker 1 Oh, you'd think so, right? That would make a lot of sense, right? Possible. Actually marked as a brain training app.

Speaker 2 Yes.

Speaker 1 Deploy.

Speaker 1 Yeah.

Speaker 1 So you can see here that, yeah, the different colored things. I play this quite a lot.
on my iPhone.

Speaker 1 It's absolutely brilliant because basically iCame has innovated and kind of gone away from their only hyper-casual core to basically this style of games.

Speaker 1 And where they have innovated here is they have rammed a colossal amount of rewarded ads into every level.

Speaker 1 So they have three rewarded ads, two, yeah, exactly, three rewarded ads to unlock extra box space, which you will need. Revive, all those type of things.

Speaker 1 Then also every level, you have four rewarded ads to unlock boosters. And on top of that, I don't know what's going on with this video because this is not what the game looks like in reality.

Speaker 1 Because when I downloaded, I saw both banners and interstitials between every level.

Speaker 1 So, what they've done here is just jammed a, they've taken the best parts of Hexasort and kind of just jammed a lot more ads into the gameplay. And as you can see, it's quite interesting.

Speaker 1 Jakob, do you want to say anything about the beautiful gameplay that our geniuses in Vietnam have invented? Yeah, or iterated on the game.

Speaker 1 I also like the tile part at the bottom. Oh, let's say the one where the boxes kind of stack on top of each other.
So it's like...

Speaker 1 What's the game that is using? Triple tile? All

Speaker 1 tile something? Pretty much.

Speaker 1 Yeah,

Speaker 1 the Mahjong

Speaker 1 style kind of tiling. And then we have the bench, of course, and the bench is unlocked with the rewarded video.
So that's great.

Speaker 1 But I really, really wonder, can you manipulate anyhow the flow of these

Speaker 1 drinks? You know, the drinks are predetermined and they come, and then you see the box sizes, right? So that's what really can screw you up, because if you prick the

Speaker 1 wrong box, and then what happens is that

Speaker 1 the blue boxes you sometimes get confused with the colors, and then that's the thing that's a bit hard.

Speaker 1 So I have a feeling we're gonna come back to watch this game, because if we go back to kind of seeing the the growth rates and in the downloads,

Speaker 2 let me just pause. I wonder if this could be

Speaker 2 a great hybrid casual game at some point in the future.

Speaker 1 I mean, look at the revenue, right? Like, it's definitely not earning any IP revenue, right?

Speaker 2 Yeah, right now, yes, that's the thing.

Speaker 1 But it should be

Speaker 2 able to, they should be able to turn this into hybrid.

Speaker 1 Yeah, I mean, but look at this.

Speaker 1 What's happening, by the way, later with the

Speaker 1 level mechanics, do they have some?

Speaker 1 The level mechanics? It's always like this.

Speaker 1 Yeah, it doesn't change

Speaker 1 that much.

Speaker 1 I see it. There are other level mechanics there.
There are boxes with question marks. Yeah, there are boxes that change.

Speaker 2 There should be something. I mean, if this is like a little bit of a game.

Speaker 1 Yeah, I think since this game is really new, I have a feeling we're going to come back to this game.

Speaker 1 But one of the things I had from feedback from last time I did this session, we wouldn't talk enough about the overall ad revenue.

Speaker 1 So all the games we're actually going through today i've also estimated the ad revenue so this game

Speaker 1 230 000 dau in the last three days but i use the 30 day 170k dau average for this estimate so i estimate right now because it's not a lot of tier one it's earning between 25 to 33k a day in ad revenue which is a pretty good start after just yeah a month and a half and consider it's not really scaled yet but this is just a bit too early to tell, but I have a feeling this could be a massive hit, right?

Speaker 1 I haven't seen anything like this before.

Speaker 2 I can tell you, you remember when we were doing the Idol Coffee Corp

Speaker 2 with Auntie from Starbury?

Speaker 2 Coffee in general, super low CPIs, honestly, and I mean it was kind of their art style which was boxy enough that also helped, but this is exactly the same.

Speaker 2 Super simple coffee Coffee theme definitely works well on the

Speaker 1 user.

Speaker 2 Yeah, on the UA side.

Speaker 1 Yeah, quick to understand. Love it.
Yeah. So, all right.
Moving on from to the next game, a hit that was unexpected from Istanbul,

Speaker 1 and that is find the cat from Agave games.

Speaker 2 You already talked about it last time.

Speaker 1 We have talked about it, but not enough.

Speaker 1 We haven't gone into the gameplay. We haven't talked about the gameplay, but basically

Speaker 1 it's a hidden objects kind of game where you have to find the cats. And as you can see, in the last 30 days,

Speaker 1 it's been called

Speaker 1 downloaded, yeah, of course it

Speaker 1 6.7 million times, and it's made a whopping 73k,

Speaker 1 which means that if you're scaling a game to 6 million downloads and only earning 73k, that means you have ad revenue. Otherwise, there's something really weird going on, right?

Speaker 1 So, this game was released

Speaker 1 pretty much came out May 1st, I guess, but really started scaling around August 1st. But you can really see the downloads increasing.

Speaker 1 And here's what's really crazy about it: if we go here to the active user base,

Speaker 1 the user base has pretty much like increased exponentially. So, pretty much in the last 30 days, the active user base is estimated to be 11 million.

Speaker 1 So, this game is extremely sticky.

Speaker 2 Felix, look, look at the Akub's face. He's like,

Speaker 2 What the fuck is happening?

Speaker 1 What's what is I'm looking at the same chart and like the numbers are completely different, so I don't know what's

Speaker 1 monthly users, man.

Speaker 1 Wait, we can go daily.

Speaker 1 We can go daily.

Speaker 1 1.5 million you daily active.

Speaker 1 so one and a half million daily active

Speaker 1 twelve million daily yes that's monthly see that's why my radar works yeah

Speaker 1 but here's by the way japan is second biggest demo i don't know how they do it but yeah yeah japanese people love cats right yeah it's because of the cat absolutely yeah

Speaker 1 so

Speaker 1 Really what's interesting here as well, before we start playing the game, I just want to show the acquisition and churn for the retention, because the retention is absolutely amazing.

Speaker 1 Okay.

Speaker 1 Day 67%.

Speaker 1 Yeah, seventy percent. Day one, fifty-five percent, uh, day seven, twenty-four percent, day thirty, ten percent.

Speaker 2 So if you do the sadness or happiness multiplier in the retention case, even if we do if we take this as with grain of salt and it's let's say fifty percent day one

Speaker 2 and let's say five percent day day sixty it's still pretty good honestly for this type of game very good

Speaker 1 so the gameplay is like this all you do is you have a picture and you find the cats and they make a cute little cat noise when you find them and that's all it is

Speaker 1 it's basically the the creative

Speaker 1 gameplay from triple match triple match city exactly the one that's what i want to say

Speaker 2 instead of the normal core exactly and this is this is why they use it because you know where Agave games are from.

Speaker 1 Agave games is from Istanbul, right? Yeah.

Speaker 2 Yeah. Friend MR CD also

Speaker 1 from guys from Turkey. It's me, I think.

Speaker 2 So remember me, search me correct.

Speaker 2 And if you if you scale like crazy, six million monthly installs, people notice, and then you know something is actually working well. So why not to implement this as a as a UE creative to my game?

Speaker 2 Yes, thank you very much.

Speaker 1 What's the

Speaker 1 fail state here?

Speaker 1 The time?

Speaker 1 Yeah, so the time can run out, but there's really one thing that can really screw you over, and that's if you click on the wrong cat, or not the wrong cat, but not on a cat, right?

Speaker 1 So you run out of lives. But it's more, I think, like a relaxing game where you pick the cats and they make this cute cat noise that you probably can't hear.
But it's very cute.

Speaker 1 They go like, meow, meow, meow, meow.

Speaker 1 And then the real innovation here is that the ads

Speaker 1 They don't have intrusive ads. There's no banner ads and no interstitial ads.
This is probably why the retention is so good. Yeah.

Speaker 1 And they only have rewarded ads. So

Speaker 1 I don't know how many users are actually watching the boosters because you have this booster thing that can help you find cats. in different ways.

Speaker 1 So it's either the magnifying glass or it's with the firework that starts finding cats.

Speaker 1 I don't think they have a lot of DAO in this game, but it doesn't matter if you have 1.5 million DAO, right? Because you're still going to make a lot of money.

Speaker 1 So I estimated that they're getting half of their user base to watch four rewarded ads per day, which would mean this game is making 88 grand a day in ads. Yeah, 88.

Speaker 1 How many placements?

Speaker 1 It's just those two for the boosters, right? So they keep coming up if you have struggling finding cats. So the only boosters really that help you with gameplay is if you can't find the cats, right?

Speaker 1 So you see this? Yeah. Yeah.

Speaker 1 Yeah, I'm just looking at it. Yeah.

Speaker 1 I wish you could hear the cute cat noises. Yeah, I heard them.
I heard them. No worries.

Speaker 2 I mean, when you started doing meow, that was the best part of this episode. Thank you very much.

Speaker 1 Cool. Can you put that in the UA creative?

Speaker 2 Yeah, I hope so.

Speaker 1 All right.

Speaker 2 Cat meows.

Speaker 1 Yeah.

Speaker 1 All right. So that's.
It looks pretty much like the ad-based version of Triple Match City. Yeah.
I think that's a good way of doing it.

Speaker 2 Not really. Only the Triple Match City, the part of the UA creatives.
That's it. I mean, the rest is

Speaker 2 slightly different. I mean,

Speaker 2 still hidden objects.

Speaker 1 Yeah, hidden objects, but not as high production values as like Booga.

Speaker 1 Yeah, but this is not even a hidden object. This is...
Yeah, exactly.

Speaker 2 It's kind of matching

Speaker 1 different.

Speaker 2 Very well.

Speaker 1 Yeah. Yeah, it's under hidden object, but it's like this kind of giant modification, but super interesting.
Yeah.

Speaker 1 So the big innovation here is that there's no intrusive us, so I guess users stick it around for longer, which is why they have such a high DAU, I think. That's my theory, at least.
Okay.

Speaker 1 Moving on to the third game. So this is the only game that has not...

Speaker 1 That's not new and it's been around since 2022 and that's Car Race by iCame.

Speaker 1 But the reason I wanted to talk about this is that they've managed to nearly double their active user base in the last two, like two, three weeks, which is quite impressive because this is a hyper-casual game that's literally been around.

Speaker 1 It was released on November 2021,

Speaker 1 and the user base is still absolutely massive going on later. The countries, as you'd expect, is

Speaker 1 India, Indonesia, Pakistan, Egypt. So, not

Speaker 1 your

Speaker 1 scope.

Speaker 2 And what's that green line that's keep increasing?

Speaker 1 Algeria.

Speaker 2 No, that's other.

Speaker 1 Is that Egypt? Egypt? Yeah.

Speaker 2 Egypt, no, I think it's the other

Speaker 1 part of the country.

Speaker 2 Yeah, it's other, which means like different countries from the drop-down menu.

Speaker 1 India's really increasing.

Speaker 1 Anyway, yeah. So I just wanted to talk about this because I guess this is ICAM's flagship game that kind of sustained themselves and kind of grew quite a lot.
It's quite interesting.

Speaker 1 So

Speaker 1 iCame is an arcade racing game with 9.7 million downloads in the last 30 days, a DAU of 1.8 million users.

Speaker 1 And it's mostly Indonesia, India, and it's Android only. And this

Speaker 2 What is the E CPM kind of average in India or Indonesia or something like this? say let's say India.

Speaker 1 For what type of what type of for what type of

Speaker 1 mobile game? Yeah, and so for banners, for banners and geos, like you're lucky if you get a cent or two. Most likely, you're probably not even gonna even get a cent.

Speaker 1 And fill rates in India, for example, are notoriously hard to get fill sometimes higher than 30 or 40 percent for banners.

Speaker 2 So it's like a center

Speaker 1 stitch, I put in a dollar and a half. And I think that might be generous.
And And for Indonesia, for rewarded, I said three, four dollars. So, yeah.

Speaker 2 Yeah, I would say similar for India, Indonesia, level three or for rewarded. That's like a good.

Speaker 1 Yeah. So, okay, I'm going to start this gameplay, but just be careful because we're going to watch a lot of ads.
So, I just want to pre-warn you here.

Speaker 2 Yeah.

Speaker 2 I see the banner ads already.

Speaker 1 Yeah, so the banner ads is at the bottom. So, this is your classic hyper-casual from 2022.

Speaker 1 This is a video actual gameplay.

Speaker 1 on my emulator. Yeah, Felix Emulator Adventures.
Okay. You'll see how good I am.

Speaker 2 Are you playing with keyboard?

Speaker 1 No, no, no. I don't cheat.
I'm a bit of a purist myself. Nitro for an ad, yep.
Yeah, two nitros for an ad. The cheese thing is multiple times now.
Yeah. Nitro for an ad quick ad break

Speaker 1 after everything.

Speaker 1 Yeah, which is unload. I didn't load.
Anyway, you can upgrade your car, and then as soon as you come, like after a race, you can also upgrade by watching a rewarded ad.

Speaker 1 At the bottom, you always have the

Speaker 1 banner. So you increase the amount of impdow as much as possible.
You can pay to remove the ads, but no one does it. And here you can see it's never too hard and it's never too easy.
It's just

Speaker 1 mind-numbing, hyper-casual fun for the family.

Speaker 1 So it's basically like super streamlined version of asphalt.

Speaker 1 I would say more than that. It's just like I can pause and I know I'm not raising against someone else because I can pause the gameplay because if I stop clicking,

Speaker 1 the other cars also stop, right? So it's against bots. But yeah.

Speaker 1 But here you were flying through a helicopter, guys.

Speaker 1 Giant helicopter.

Speaker 2 I can see that this is going to be...

Speaker 2 creative for any forex games in the future.

Speaker 1 Jumping from the helicopter.

Speaker 2 Like great hook

Speaker 1 this is it yeah that's the gameplay and now we're gonna see another interstitial ad

Speaker 1 so yeah

Speaker 1 is the meta any good there is there is there is no meta there is only like you go into the the garage and then in the garage you can get

Speaker 1 upgraded now

Speaker 1 hang on we're in the middle of an ad break right now

Speaker 1 Yeah, so you can like upgrade your car and that's great, but you know, you don't want to misclick because then you have to watch a rewarded ad. Sure, sure, sure.

Speaker 1 But if you if you upgrade it to max, you have to have those have that money. So, what happens now if you fully upgrade it?

Speaker 1 A new car comes in and you do it once again, or what? Yeah, but now you

Speaker 1 just I got a new car,

Speaker 1 which is the same car. That's a different car.

Speaker 1 That's a different car.

Speaker 1 Yeah, but I don't have money, but that's not the same car.

Speaker 1 Yeah,

Speaker 1 I know.

Speaker 1 It's not the

Speaker 1 artist move

Speaker 2 exactly.

Speaker 1 there.

Speaker 2 You go, that's all you need. That's all you need.

Speaker 1 You need all right.

Speaker 1 What do you think this game is earning every day right now in ad revenue, despite the low agenda? Half a million downloads a day.

Speaker 1 Half a million downloads. So it's essentially the same thing as

Speaker 1 we talked about. Like, if you have the numbers in ad monetization, it doesn't really matter because if you have a lot of people watching not that many ads or a lot of people

Speaker 1 that are not that valuable, still watching a lot of ads, it still adds up to quite a big number.

Speaker 2 This is a volume play rather than just the ago.

Speaker 2 Yeah, I also worked with a few games with super low CPIs,

Speaker 2 and that was a volume play. And this is also the super low CPI game because of cars and car theme.
So I wouldn't be very surprised if we see, let's say,

Speaker 2 five cents CPIs in India for this and then six cents LTV

Speaker 1 how much would you say is organic from those half a mil downloads a day yeah that's an interesting question

Speaker 2 let's check it in the

Speaker 1 giant organic I would say

Speaker 2 only 40 to 50 percent forty to fifty percent for sure

Speaker 2 just go to report downloads by source yeah there

Speaker 2 download by source and then then you see

Speaker 1 57% organic. There you go, yeah.

Speaker 2 You don't need sensor tower, you can ask me.

Speaker 1 So, essentially, so essentially, what they're doing is they're using UA and then using the organic lift from that as well to get a lot of things.

Speaker 1 And as a result, this game is probably making anywhere between 50 to 70k a day right now.

Speaker 2 I would say, yeah, I would say 50. Yeah, I would say 50k.
So, that's that's interesting because they definitely don't spend 50k on

Speaker 2 UA on this daily. That would be just insane.

Speaker 1 All right.

Speaker 2 I think they would spend anything between 10 to 20, maybe 30k per day. I don't know.
Look, if you make 50k per day from ads, you would be spending

Speaker 2 30 to 40, maybe. So you have the 20% margin there, at least.

Speaker 1 All right. Now we're going to leave the amazing car race that never seems to die.
And we're probably going to talk about the biggest flash in the pan in the charts that I have for you guys.

Speaker 1 Wash out your eyes because this is, yeah, now we're digging deep in the garbage.

Speaker 1 Come on. So, the next

Speaker 1 game, or if I can even call it a game, is a music rhythm game called Horror Spranky Beats by YOB.

Speaker 2 What the fire are you talking about?

Speaker 1 Exactly, exactly. So,

Speaker 1 Horror Spranky, Spranky Beats has had 12.3 million downloads in the last 30 days with zero dollars in IAP revenue and only on Android.

Speaker 1 And it is the number one casual download game today in the US by ranking.

Speaker 1 What the fuck is happening? Yep. No, no, no.
So this is a trend, a music rhythm trend. I already seen like three or four copycats.
So we're going to go in again to.

Speaker 1 This was doing 1.3 million downloads a day.

Speaker 2 Of course. Yeah.

Speaker 1 You look at the market. No, no, 12 million downloads.
Yeah.

Speaker 1 Wait.

Speaker 1 Here we go. So essentially what it is, it has an app

Speaker 1 simulator. So it has an app open ad to start off.
First of all, it's the wrong type. It's the Google one, which means they're leaving a lot of money on the table.

Speaker 1 Spectacle feeling. Then you have a pull-up MREC from Google, which is very intrusive.
And now you can see the main menu of the spranky beat battle. You have an MREC below.

Speaker 1 And what you actually just do is... You can see an ad that's called the Roblox with a mic graph icon.
Exactly. And then you have below, you have the banner ad that goes constantly.

Speaker 1 And then what you do is you go into one of these things.

Speaker 1 This game, I think, is going to crash on me because it was crashing on me before. Oh, no, it's an ad.

Speaker 1 Yeah, so here what you're in is you're basically the conductor of a choir or beats so what you do is you put different outfits on the different people

Speaker 1 and Then they sing they look like South Park from Wish

Speaker 1 I'm sad you guys can't hear, but they basically make beat noises and they're quite good and what they do is just like the last trend is they hide some content behind rewarded ads.

Speaker 1 So if you want to hear different types of beats and create different type of music, this is what you go for. I'm just going to turn it up a bit for myself, but I guess you guys can't hear it.
No.

Speaker 1 Anyway, and that's it.

Speaker 1 And then you see an app.

Speaker 1 Yeah, exactly.

Speaker 1 What just happened? Yeah, exactly. So that's an app.

Speaker 2 So yeah, but like, what's the gameplay about? Like, you put

Speaker 2 wigs on the

Speaker 1 kind of thing. You put wigs on the things, and then they sing in different harmonies, and then it basically creates a song.

Speaker 1 And and you're basically it's like a crude dj master what's the end state what's the end state

Speaker 1 you watch a lot of ads any state you watch a lot of ads yeah what's the purp what's the purpose of the game yeah batner to justitials reward is it's for their own ad revenue it was the core gameplay like yeah we were just like

Speaker 1 finish the level

Speaker 1 exactly there's no finishing man i play these for ages there's no this doesn't end like it ends when you leave

Speaker 1 This is it.

Speaker 1 So, if you put all of them, what happens? Nothing? They sing.

Speaker 1 You need to hear the music. You need to hear the music.
So, basically, thank you.

Speaker 2 Green just copied.

Speaker 2 Please pick it up.

Speaker 1 That's a great ad.

Speaker 2 Please let me. No, no, but what is this?

Speaker 2 Fake video.

Speaker 2 Like, what did you

Speaker 1 ad for?

Speaker 1 What's happening here?

Speaker 1 Anyway, like I said, we're at the very bottom.

Speaker 1 So here you can click this to renew the song, but I highly recommend anyone to download it to see because it's absolutely ridiculous for 10 seconds and I'll never pick it up again.

Speaker 1 Yeah. What's the demo of this thing?

Speaker 2 Yeah, most of the time. I think kids.

Speaker 1 I think kids, right? So the downloads, if you go by countries

Speaker 1 here's exactly what you expect indonesia brazil mexico vietnamese

Speaker 2 500 000 people from us it's it's still yeah

Speaker 1 so i i went deep so i was a bit captivated by this game because it was the first one in this genre i think that's scaled because there's so many copycats already trying to do the same thing

Speaker 1 Horace Frankly beats. It's a music rhythm game.
It's a music rhythm game. Music rhythm.
Yeah, it's listening to the music rhythm game. I dug deep and I went on YOB's website to get more information.

Speaker 1 I'm going to take you to it.

Speaker 2 Nice.

Speaker 2 Thank you.

Speaker 1 Go, man. Go to

Speaker 1 the category thing because this is first Horror Sprankly Beats is first game in download charts for the music written game.

Speaker 1 Wait, what are you talking about?

Speaker 1 If you go click on unified apps, click on unified apps.

Speaker 1 Left.

Speaker 1 left, left, left, left.

Speaker 2 Yes, and then breakdown by unified apps.

Speaker 2 So, the listeners, this is how Felix uses sensor tower. Yeah, yeah, yeah, you were there.

Speaker 1 You were there, almost there.

Speaker 2 Yeah, there you go.

Speaker 1 Now, click on the game on the top

Speaker 1 here,

Speaker 1 yes,

Speaker 1 and now click on music rhythm in sub-genre.

Speaker 2 Yes, perfect.

Speaker 1 There we go. There we go.
And now it loads. And you see the

Speaker 1 beats is the first afterwards is magic tals, piano, fire, one and two,

Speaker 1 and then there's spranky magic music,

Speaker 1 and right after, there's incredible horror music box. So I almost covered this game as well because it's growing like wildfire, but it wasn't really quite big enough just in the last 30 days.

Speaker 1 But yeah,

Speaker 1 it's also been climbing the charge. But you know,

Speaker 1 one is enough.

Speaker 2 There is a lot of organics, or they're actually running UA.

Speaker 1 Anyway, I just wanted to show this, right? Because

Speaker 1 if Yobe Games hears this, we don't know anything about you, but guys, time to update

Speaker 1 your AdOps TXT. Come on, January 18th.
There's been four updates since then, guys, like of our digital turbine. Seriously, like whoever doing your admon, seriously, no bueno.

Speaker 2 This is most probably just one person.

Speaker 1 Yeah, most likely.

Speaker 1 But how much is this one person earning per day in beautiful pure ad revenue, would you think? 30k.

Speaker 1 20k a day. Yeah, there you go.
Pretty good estimate.

Speaker 1 Wow.

Speaker 2 I know how it works, man, already. Next.

Speaker 1 Yeah. Next game, which is actually a game, is Perfect Tidy by ABI Global, which we used to call Abby Games, which I was told

Speaker 1 in Hanoi was very wrong. So it's ABI Games.
So

Speaker 2 perfect tidy. After your Vietnam

Speaker 2 visit, we have a Vietnamese segment.

Speaker 1 How much money does Vietnamese studios make? Holy shit, did you just figure out the meta trend of this one for the three gold bars reward?

Speaker 2 Yes, yes, exactly.

Speaker 1 Most of these are Vietnamese companies. Yeah, they're absolutely dominating.
Well done, Monkey. Gold star for you.

Speaker 2 All right. Yeah, I'm paying attention and unlikely, unlike you.

Speaker 1 Yeah, okay. Okay.

Speaker 1 Yeah. So, okay.
Perfect tidy. 13.4 million downloads in the last 30 days.
It's made 230k in IEP revenue, which is pretty not great. It's decent.
It's decent.

Speaker 2 I mean, just the most out of all of the games that you just talked about.

Speaker 1 Yeah. The biggest difference, so basically we covered a very similar game on the last segment we did in September for this.
And it was called Status Dumb by ABI.

Speaker 1 And the biggest difference I can tell in the gameplay is that they've added capybaras in the game menu.

Speaker 1 Of course. Capybaras.
Capybara. Capybaraca.

Speaker 1 Let me just show the gameplay. So the gameplay is exactly the same as Statistam.
So it looks a bit like a reskin.

Speaker 1 So I think what they realized is that they weren't getting as many downloads on the other game as they were before. So they just reskinned it and changed the color.

Speaker 1 And what the game is exactly the same as before, it's ultra-casual, where you're faced with a challenge or mini-levels that you have to solve that are all different.

Speaker 1 And you're all, you always have two minutes to solve each level. And you can get more time by watching a rewarded ad, or you can get a clue by watching a rewarded ad.

Speaker 1 On when you're actually playing this, not watching one episode or watching it on this video, you actually see interstitials and banners as well.

Speaker 1 And yeah, that's all it is.

Speaker 1 There's no metal, it's just the only meta is that you can kind of collect stickers for different cats and capybaras, I believe.

Speaker 1 And that's all it is: ultra-casual deluxe. They're literally wiping the floor with the whole category.
Yeah,

Speaker 1 our poor Moreno is in the fourth place now with anti-stress relaxation

Speaker 2 by the way, which is still killing it. I was looking into some apps

Speaker 1 for

Speaker 1 last month yeah and the active stress is like what look at this yeah two million active users like daily active users so it's just absolutely insane for ads right

Speaker 1 which begs the question what does my what does my co-host think this game is earning in daily ad revenue show us the country mix please country mix that's that's the mother

Speaker 1 ow 17 us yeah 17 17

Speaker 2 What is like 120

Speaker 2 per day?

Speaker 1 This is between 105 to 130 per day. Easily.

Speaker 1 Fucking hell.

Speaker 1 Wow. That's me concerning.

Speaker 1 Why is there so much US traffic?

Speaker 1 It's because they love ultra casual. Everyone loves ultra casual these days.

Speaker 2 Because it's easy to pick up. I mean, look, it's super easy.

Speaker 2 You don't need to think about anything. It's literally.
Yeah, it's like

Speaker 1 we're in the game segment, Jakub, that I I like now. It's easy to master and easy to play.
Never hard.

Speaker 2 Also, also, look,

Speaker 2 think about this.

Speaker 2 Think about this. And maybe this is a bit of a stretch, but still.

Speaker 2 Remember what we discussed with real short and the short form content and like short drama series. It's 60 to 90 seconds videos.

Speaker 1 People consume. Per one episode.

Speaker 2 Per one episode. How long do you think you need to play this level?

Speaker 1 Up to two minutes.

Speaker 2 exactly the same thing. It's very quick, you can come back to it anytime.
You don't have time, like during the day, to play a game for 20 minutes.

Speaker 1 TikTok style game, exactly, yeah.

Speaker 2 And it's really easy, so it's like you don't need to think about, oh my god, this is so hard, I don't know how to solve this. You need to just put things in order.
Thank you very much. Bye.

Speaker 2 See you in 30 minutes again.

Speaker 1 It's it's a step below, I guess, what uh Tolia is doing at Bernie games because their levels take about 90 seconds and these levels I would say take take like 20 max 30 seconds

Speaker 1 go Felix to download by source because it says here it's 70% driven by pay

Speaker 2 yeah I'm pretty sure what's the CPI on this thing then super low man it's really it's it's below hyper casual for sure it's very very low because it's uh you know you can easily get it like what's what's happening in the in the game right away

Speaker 2 and you saw the you saw the art style and it's kind of satisfying gameplay. It's very relaxing.

Speaker 2 I'm pretty sure, like, if you if you check the creatives, like it's gonna be all about just cleaning up stuff and just putting things in order and nothing else.

Speaker 2 I couldn't even spell that right last time, so I'm not sure you can.

Speaker 1 You know what?

Speaker 1 We still have one more game to go to.

Speaker 2 Just click on the game, ABI global, and then that's it. And then you can find

Speaker 1 already lost.

Speaker 1 Oh, there you go.

Speaker 2 Yeah, because it's sadism.

Speaker 1 It's not statistom. Ah, satism.
Satisdom.

Speaker 2 Because it's it's kind of

Speaker 2 satisfying.

Speaker 1 Yeah, statistics have to do with this gameplay.

Speaker 1 Yeah, well it's yeah, but it's uh nice. Yeah, you can see

Speaker 1 seven million. Fucking hell.
Wow. Yeah, that's a lot.
That's amazing the floor with the ultra casual category.

Speaker 1 Even the most uh revenue IP generating game with like 250k a month where everybody else is like 20k

Speaker 1 something.

Speaker 2 But that's the thing, like 200k per month, and then like that's 200k IIP and then 120k per day.

Speaker 1 Kind of crazy.

Speaker 2 Jesus Christ. In Hanoi.

Speaker 1 Yeah, exactly. Gold mine.

Speaker 2 So gold-wise, this is insane.

Speaker 1 This is why Applevit has five salespeople in Vietnam alone.

Speaker 2 Yeah, I can see it.

Speaker 1 All right. So for the last game, the one, the absolute monster,

Speaker 1 it's, of course, minigames common relax. Yes.
22.8 million downloads in the last 30 days with $12,000 in IAP revenue.

Speaker 1 This is an absolute machine.

Speaker 2 It's still

Speaker 2 number 14 in casual games in downloads in the US.

Speaker 2 Still pretty impressive.

Speaker 1 Yeah, so active user base.

Speaker 2 Where's the studio from, by the way?

Speaker 1 The OneSoft studio.

Speaker 1 I'm glad you asked. Vietnam.

Speaker 1 They're based in Hanoi. They're based in Hanoi.

Speaker 1 So there you see it. This is not Admont.

Speaker 1 This is Vietnam. What's happening in Vietnam episode, basically? Yeah, yeah.
What's happening a little bit in Turkey and mostly Vietnam? Yeah.

Speaker 2 90% Vietnam,

Speaker 2 10%, 10% Turkey. Thank you, Richard.

Speaker 1 Yeah, but enough jibber-jabber. Let's actually play the game and see what it's all about.

Speaker 1 Here we go. App open ad.
First mistake, the Google one. Needs to be an interstitial.

Speaker 1 All right. So here we have

Speaker 1 the game.

Speaker 1 So it's exactly like a better implemented no down, like a no Wi-Fi games. because it has banners and interstitials and app open ads, right? And it's his capital.
It's actually the same.

Speaker 1 We have the sprucy beats, which is a take on what we went through before on the Sparky Harbor spark.

Speaker 1 Of course. Why is the whole UI is like super saturated with

Speaker 1 your own LSD design?

Speaker 1 Because you have to be an LSD to play this.

Speaker 1 Yeah.

Speaker 1 So interstitial. Then you get to go in.
You get to choose. You can voice or tap and hold.

Speaker 1 And then current character. And then...
I know what this is.

Speaker 2 I know. It's

Speaker 1 like this is...

Speaker 2 No, no, no, this is a TikTok trend. You can play it with your voice.

Speaker 2 That's why it has like fucking 10 millions of installs.

Speaker 2 It's running around TikTok all the time. People scream into

Speaker 2 the iffy voice.

Speaker 1 I know.

Speaker 2 Yeah, that's the voice control. So you scream and then the chicken actually jumps.

Speaker 1 But it's easy. It's like you actually return creatives into gameplay, smash them into one thing, and then like run the last creative and then pump it out.

Speaker 2 Exactly. Thank you very much.

Speaker 2 That's it. Yeah.

Speaker 1 What I noticed by playing this game is

Speaker 1 a bit laggy to play, but the main thing is, is that it has a lot better

Speaker 1 integration with like interstitials and rewarded ads. So more levels have more ads, right? Thank you very much for this.

Speaker 2 I'm just gonna

Speaker 1 where did I put down the

Speaker 1 estimate here?

Speaker 1 Close the window, yeah.

Speaker 2 You close the tab, but two million DAO. It's like just click on the countries.

Speaker 1 So, here we go. So, not your typical high ACPM countries.
Yeah, yeah, yeah.

Speaker 2 Well, like 80, 80k per day.

Speaker 1 Remo, want to guess on Indonesia, Russia, Mexico, Egypt, India, India, what you'd be earning here?

Speaker 1 50k.

Speaker 1 No, that's way too low. So it's probably anywhere between 90 to about 115 per day,

Speaker 1 depending on the day and how much it's actually. But yeah.

Speaker 1 What is the key takeaway? Vietnam is the new hotbed score.

Speaker 1 Man, man, wait a second.

Speaker 1 I want to just show you one hockey stick. Go on their portfolio.
You show it. No, no, no.
Oh, yeah, I show.

Speaker 2 He doesn't want to be embarrassed.

Speaker 1 I should. It's like it's like grandma stuff.
You know, like when your mom calls you with a printer that doesn't work, like the first thing you do is you start.

Speaker 1 So there's this good puzzle sort challenge by one self.

Speaker 1 Yes.

Speaker 2 I sent you this already a month ago.

Speaker 1 Again, again. Oh, I sent it to right before Market.
But like right before Market. It's already doing 70k, 75k IP a day, and DownloadWise is doing

Speaker 1 230k a day.

Speaker 2 We're gonna play the game like iSearch.

Speaker 1 Honestly,

Speaker 1 I didn't put this on the list. I had it, but then I wouldn't include because I wanted to do a special episode on it.
Yeah, we will do a separate episode.

Speaker 2 Absolutely.

Speaker 1 But it's amazing that it's a consultant that's mostly

Speaker 1 having IP driven-driven games, and then they have an IP-driven game there. Also,

Speaker 1 this is not something that you see usually. Yeah, exactly.

Speaker 2 Because they figured it out on the IIP side as well. But they're not afraid to actually run ad-driven games.

Speaker 1 And

Speaker 1 see the country makes 64% revenue from US. I think it's incredible.

Speaker 2 Only if they know that UA and mobile is not dead. Only if they know.

Speaker 1 But here's the weird thing, right? Hyper casual debt honestly, like it's just evolved. Like there's

Speaker 1 these countries are earning serious, yeah, by serious money and it's just like it gives me so much pleasure to say this that it's like it just evolved exactly what we said

Speaker 1 but

Speaker 2 even it's like people say it's kind of evolved into hybrid casual but it's not even it not only that you see games yeah exactly you you see these games and you can you can make literally like five million a month on tier three tier four countries

Speaker 1 car race by i came that's kind of a more hyper casual but you see what it's evolved into And these companies are not earning any IAP revenue, like close to nothing on 65 million downloads, right?

Speaker 1 So it's the hyper-casual model taken in a bit more evolved state.

Speaker 1 But still, I would say it's hyper-capital. Or unless Jakob, you have a better name for it.
No, like the

Speaker 1 plethora of things we covered today, those are ultra-cachial. I would put it there.
Like ultra-casual is like... Ultra casual, fucking.
You know the difference between hyper-cague and ultra-cachial?

Speaker 1 Actually, ultra-casual is more robust because it's like a lot of games bunched into one place.

Speaker 1 That's the ultra casual track.

Speaker 2 Yeah, but the perfect tidy is not a lot of games. Come on, it's just one game.

Speaker 1 What do you mean?

Speaker 1 Perfect tidy? Perfect tidy.

Speaker 1 It's the game that challenges every level, right? So it's every level that's different. The other one.

Speaker 2 The other one, yes. Okay, yeah, the calm and relaxed.

Speaker 1 The other one was already copied the horror beat game.

Speaker 1 Yeah, minigames. Or mini, mini, mini games calm and relaxed.
Yeah, on the other hand.

Speaker 2 Okay, but if I really close one eye, the perfect tidy is also kind of ultra casual with different mini games because the levels are different.

Speaker 1 So

Speaker 1 things then. Yeah, yeah, yeah, yeah, yeah.

Speaker 1 They saw Jindo Blue and they were like, we can do this better because we can also include interstitials, which I said when we reviewed that was a big screw-up that they didn't include interstitials.

Speaker 1 Yeah.

Speaker 1 And banners. And on that, yeah, and banners.
And on that bombshell, it's time to end.

Speaker 2 Yes, thank you very much for listening. Felix, thank you very much for

Speaker 2 talking about all the trends, which is basically Vietnam, killing it. Thank you very much, which is great.
And please subscribe, join our Slack channel.

Speaker 2 And anything else you want to share with the guys?

Speaker 1 I think. Big games are coming.

Speaker 2 Big episodes are coming as well. Some new stuff, which is going to be absolutely experimental as well.

Speaker 1 of

Speaker 2 you will see. Just keep

Speaker 2 subscribing. Yeah, just put click on that subscribe button and then please comment on the videos as you started doing last episode.
Was definitely a topic to discuss.

Speaker 1 How do you get rid of the bot that keeps commenting on some bullshit?

Speaker 2 Just come on, like just

Speaker 2 send him to some Coinbase or Binance or whatever. Anyway, thank you very much for listening.
See you next time. Bye-bye.

Speaker 2 I'm going to go to the next store.