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

What does my co-host thinks this game is earning in daily ad revenue? Show us the country mix, please. Country mix.
That's the mother... 17% US.
17. What is it, like 120 per day? This is between 105 to 130 per day.
Easily. Wow.
And that's me being conservative. Why is there so much US traffic? It's because they love ultra-casual.
Everyone loves ultra-casual these days. 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.
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Insane.

And insane.

Yes, absolutely.

That's on my list.

And hello, everybody.

My name is Matej Lancharic.

I'm Felix Broberg.

And I'm Jakob Remia.

And we are your hosts.

And we are your hosts.

And we are going to talk about ad monetization trends today.

Because you love trends.

We love trends because we also learn a lot when Felix talks about the trends.

When I talk about trends, maybe.

Jakub, if you can figure something out regarding the game design trends, that would be also nice.

I'm not sure.

I'm the OG one who makes a segment for the sonar and the radar. But that's the trends.
That's the trends. Mathieu, before getting on with this amazing episode, is there any message about hybrid casual that you'd want to share with our listeners? Absolutely, yes.
Thank you very much for bringing that up again. Yeah, I know.
We would like to thank our sponsors again because we partnered up with Supersonic for the super hybrid competition they launched on December 2nd and it's going until January 30th. So the next two months, you can actually earn some money, 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. So please scan the QR code, which you see on the screen at the moment, or just go to supersonic.com slash super hybrid.
It's going to be in the show notes. So, you know, together with the can make your game unstoppable that's that's that's what they say and we kind of believe that so thank you very much for listening and now back to the episode guys let's not bicker amongst who did what to who and who's contributing what because it's the two and a half triple threat that makes us great and And on that note, welcome back to everyone's favorite episode, which is obviously the ad monetization episode, because I get to speak the most.
Jakob and Mati get to take the back seat and we actually get to talk about what's really meaningful. And what is really meaningful? 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 an idea into something viral that then they can harvest eyeballs for beautiful pure ad revenue today 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.

Magnificent.

Magnificent.

And thanks to this, not only this, but we have the hoodie which says ads are beautiful

and you can pre-order now.

And 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.

There's always pressure.

But the five games we're going to talk about.

Question for both of you here.

There is 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 three kilos of gold to whoever figures that out probably not gold but 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 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. 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.
And there's a hidden thing that there's one game that Mati doesn't know about. Anyway.
Oh, no way. I'm looking forward to seeing...
Or it's actually a joke into something that you told me about many, many times and got angry at me for. Yeah.
Yeah. All right.
So the first game we're going to talk about today is a game that basically, can i say it was really hard to find on the apk 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 i'm very angry adventures i know anyway so this game is called Coffee Craze, and it's by Dino Global Studios. But 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. I was visited in their office two weeks ago for Games One.
Very skilled gaming company. When you came to the office, you just shouted, I came.
Was that the case or no? Yes. Yeah.
Okay. All right.
So this game has been downloaded 1.3 million times in the last 30 days. The DAU or the active user base, 220,000 around that.
And in the last 30 days, it's been averaging maybe 180, it says here. And it was launched not so long ago on Thursday, October 24th, 2024.
And it's been scaling gradually since then. And basically, here is the gameplay.
So what do you guys see about the gameplay? It looks super interesting, by the way. Yeah, it really is.

So it's a take like bus jam where you're matching colored boxes.

Screw jam.

No, no, bus jam, because you're actually like reverse bus jam.

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

And essentially the boxes are different sizes.

And you have to guess or count or see how many mugs you can fit into it. And question for you, Maciej, what type of genre is this game labeled as? This simulation? Oh, you'd think so, right? That would make a lot of sense, right? It's actually marked as a brain training app yes yeah so you can see here that yeah the different colored things i play this quite a lot on my iphone it's absolutely brilliant because basically i came has innovated and kind of gone away from their only hyper casual core to basically this style of games and where they have innovated here is they have rammed a colossal amount of rewarded ads into every level so they have three rewarded ads to yeah exactly three rewarded ads to unlock extra box space, which you will need.

Revive, all those type of things.

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.

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

So what they've done here is they jammed up. They've taken the best parts of Hexasort and kind of just jammed a lot more adds into the gameplay.
And as you can see, it's quite interesting. Jakob, do you want to say anything about the beautiful gameplay that our geniuses in Vietnam have invented? Yeah.
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.
What's the game that this is using? Triple tile? Tile something? Yeah, tile games. The Mahjong style kind of tiling.
And then we have the bench, of of course and the bench is unlocked with the rewarded videos so that's great but i really really wonder can you manipulate anyhow the flow of these drinks i mean 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 wrong box box. And then what happens is that the blue boxes, you sometimes get confused with the colors.

And then that's the thing that's a bit hard.

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

I wonder if this could be a great hybrid casual game at some point in the future. I mean, look at the revenue, right? It's definitely not earning any IAP revenue, right? Right now, yes.
That's the thing. They should be able to turn this into hybrid.
But look at this. What's happening, by the way, later with the level mechanics? Do they have some? The level mechanics? It's always like this.
Yeah, it doesn't change that much. I see it.
There are other level mechanics there. There are boxes with question marks.
Yeah, there are boxes that change. There should be something.
I mean, this is a little bit deeper than... Yeah, I think since this game is really new, I have a feeling we're going to come back to this game.
But one of the things I had from feedback from last time I did this session wouldn't talk enough about the overall ad revenue. So all the games we're actually going through today have also estimated the ad revenue.
Very cool. So this game, 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 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? I haven't seen anything like this before. I can tell you, you remember when we were doing the idle coffee corp with Dante from Star Coffee, in general, super low CPIs, honestly.
I mean, it was kind of their art style, which was boxy enough that also helped. But this is exactly the same.
Super simple coffee theme definitely works well on the US side. Yeah, quick to understand.
Alright, moving on to the next game. A hit that was unexpected from Istanbul, and that is Find the Cat from Agave Games.
You already talked about it last time. We have talked about it, but not enough.

We haven't

gone into the game, we haven't talked about the

gameplay, but basically

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,

it's been downloaded

6.7

million times

and it's made a whopping

Thank you. It's been downloaded.
Yeah, of course. I hope so.
6.7 million times. And it's made a whopping 73K.
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? So, this game was released.
pretty much came out may 1st i guess but really started scaling around august 1st but you can really see the downloads increasing and here's what's really crazy about it if we go here to the active user base 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. So this game is extremely sticky.
Felix, look at Jakub's face. It's like, what the fuck is happening? What is...
I'm looking at the same chart and the numbers are completely different. So I don't know where else.
Are you? Yeah, because there's monthly users, man. Maybe we can go daily.
1.5 million daily active. So 1.5 million daily active.
12 million daily. Yes, that's monthly.
See? That's why my radar works. Yeah.
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. So really what's interesting here as well, before we start playing, I just want to show the acquisition and churn for the retention because the retention is absolutely amazing.
Okay. Day 67%.
Yeah, 70%. Day 1, 55%.
Day 7, 24%. Day 30, 10%.
So if you do the sadness or happiness multiplier in the retention case, even if we take this with grain of salt and it's, let's say, 50% day 1 and let's say 5% day 60, it's still pretty good, honestly, for this type of game. game very good 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 it's basically the the creative gameplay from triple match city exactly the one that i they use for creative instead of the normal core.
Exactly. And this is why this is why they use it because you know where Agave games from.
Agave games from Istanbul, right? Yeah. Yeah.
Triple Match City also from guys from Turkey. It's me, I think.
So my memory serves serves me correct and if you scale like crazy 6 million monthly installs people notice and then you know something is actually working well so why not to implement this as a as a creative to my game yes thank you very much what's the what's the fail state here the time or 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 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 they go like and then the real innovation here is that the ads 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 and they only have rewarded ads so uh 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 so it's either the magnifying glass or it's with the firework that starts finding cats i don't think they have a lot of dow 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. 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. How many placements? 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 to help you with gameplay is if you can't find the cats, right? So you see this? Yeah. Yeah, I'm just looking at it.
I wish you could hear the cute cat noises. Yeah, I heard them.
I started doing meow that was the best part of this episode thank you very much cool, can you put that in the UI creative? yeah, I hope so cat meows yeah so it's pretty much like the ad-based version of Triple Match City.

Yeah.

I think that's a good way.

Not really.

Only the Triple Match City, the part of the UA creatives.

That's it.

I mean, the rest is slightly different.

I mean, it's still hidden objects.

Hidden objects, but not as high production values as Wooga.

Yeah, but this is not even a hidden object. Yeah, exactly.
It's kind of matching. They are hidden.
Different. Very as well.
Yeah. Yeah, it's under hidden object, but it's like this kind of giant modification, but super interesting.
Yeah. So, the big innovation here is that there's no intrusive assets, so I guess users stick around for longer, which is why they have such a high DAU, I high dau i think that's my theory at least okay moving on to the third game so this is the only game that has not that's not new and it's been around since 2022 and that's car race by i came 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.
It was released on November 2021. And the user base is still absolutely massive going on later.
The countries, as you'd expect, is India, Indonesia, Pakistan, Egypt. So not typically your...
Let's go up. And what's that green line that keeps increasing? Nigeria.
No, that's other. Is that Egypt? Egypt? Yeah.
Egypt? No, I think it's the other. I think it's other.
Yeah, that's other. Is that Egypt? Egypt? Yeah.
Egypt?

No, I think it's the other. I think it's other.
Yeah, it's other, which means like different countries from the drop-down menu. India is really increasing.
Yeah, it's coming. 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 quite interesting so i can't i came is an arcade racing game with 9.7 million downloads in the last 30 days a dau of 1.8 million users and it's mostly indonesia india and it's android only and this what is the ECPM kind of average in India or Indonesia

or something like this? Let's say India. Or what type of...
For what type of... Android mobile game.
So for banners and these geos, you're lucky if you get a cent or two. Most likely, you're probably not even going to fill rates in india for example are notoriously hard to get fill sometimes higher than 30 or 40 percent for banners so it's like a cent okay let's yeah justicials i put in a dollar and a half i think that might be generous and for indonesia for rewarded i said three four dollars so yeah yeah I would say similar for India Indonesia level three or for rewarded that's like a good 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 yeah all right I see that I see the banner ads already yeah so the banner ads is at the bottom.
So this is your classic hyper-casual from 2022. This is a video or actual gameplay? No, this is me.
This is me on my emulator. Oh, yeah.
Felix Emulator Adventures. Okay.
You'll see how good I am. Are you playing with keyboard? No, no, no.
I don't cheat. I'm a bit of a purist myself.
Nitro for an ad, yeah. Yeah.
Two Nitros for an ad. I've seen it multiple times now.
Yeah. Nitro for an ad, quick ad break after everything.
Yeah, we just didn't work. 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. At the bottom, you always have the banner banner 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 mind-numbing hyper casual fun for the family so it's basically like super streamlined version of asphalt 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 it's the other cars also stop right so it's against bots but yeah but here you were flying through a helicopter, guys.
Giant helicopter. I can see that this is going to be creative for any 4X games in the future.
Jumping from a helicopter. Great hook.
This is it. That's the gameplay.
And now we're going to see another interstitial ad. So, yeah.
Pre-trace. Is the meta any good there? There is no meta.
You go into the garage, and then in the garage you can upgrade your car. Hang on, we're in the middle of an ad break right now? Yeah, so you can upgrade your car that's great but you know you don't want to misclick because then you have to watch a rewarded ad sure sure sure but if you upgrade it to max you have that money so what happens now if you fully upgrade it a new car comes in and you do it once again or what what was that I got a new car it's just the same car? It's a different car.
No, it's a different car. That's a different car.
Yeah, but I don't know. That's not the same car.
Yeah, it's true. It's not the same car.
The artist moved. Exactly.
There you go. It's all you need.
It's all you need. you need you need all right what do you think this is game is earning every day right now in ad revenue despite the low it's essentially the same thing as uh as 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 that are not that valuable still watching a lot of ads, it still adds up to quite a big number.
This is a volume play rather than just going forward. They're very good at volume play overall regarding the whole company.
Yeah, I also worked with a few games with super low

CPIs and that was a

bottom play and this

is also a super low

CPI game because of

cars and car theme.

So I wouldn't be

very surprised if we

see, let's say,

five cents CPIs in

India for this and

then six cents

LTV.

How much would you say is organic from those half a mil downloads a day? Yeah, that's a really interesting question. Check it in the ..
All these cards are organic. I would say 40% to 50%.
40% to 50%. For sure.
Just go to Reaper downloads by source. Yeah, there.
Download by Source, and then you see, yeah. 57% organic.
There you go, yeah. You don't need Censored Tower, you can ask me.
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. And as a result, this game is probably making anywhere between 50 to 70k a day right now.
I would say 50. Yeah, I would say 50.
So that's interesting because they definitely don't spend 50k on UA on this daily. That would be just insane.
All right. 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 30 to 40 maybe.
So you have the 20% margin there at least. 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.

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

Come on.

So the next game, or if I can even call it a game, is a music rhythm called horror spranky beats by yob yup what the fuck are you talking about exactly exactly so 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 and is the number one casual download game today in the US by ranking. What the fuck is happening? No no no so this is a trend a music rhythm trend i already seen like three or four copycats so we're gonna go in again this was doing 1.3 million downloads a day of course yeah you look at 12 million dollars yeah look at the icon right uh here we go so essentially what it is it has an app it's an ad is, it has an app.
It's an ad simulator.

It's an ad 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.

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.

What you're actually just doing is...

You see an ad that's called Roblox with a Minecraft icon.

Exactly.

And then you have below, you have the banner ad that goes constantly.

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

This game, I think, is going to crash on me because it was crashing on me before oh no it's an ad yeah so here what you're in is uh you're basically the conductor of a choir or beats so what you do is you put different outfits on the different people and then they sing they look like south park from wish 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.
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.

Anyway.

And that's it.

And then you see an app.

Yeah, exactly.

What just happened?

Yeah, exactly.

So that's an app.

Yeah, but what's the gameplay about?

You put wigs on the characters? You put wigs on the things, and then they sing in different harmonies, and then it basically creates a song. It's like a crude DJ master.
What's the end state? You watch a lot of ads. End state? You watch a lot of ads.
Yeah, what's the purpose of the game? Yeah, banners, just officials, rewards. It's to earn ad revenue.
It was the core gameplay. Yeah.
Finish the level. There's no finishing, man.
I play these for ages. This doesn't end.
It ends when you leave. This is it.
So if you put all of them, what happens? Nothing? They just sing in unison. You need to hear the music.
You need to hear the music. No, thank you.
I'll keep my ears. You see an ad.
Oh, Grinch is calling. Grinch is calling you.
Yeah. Please pick it up.
That's a great ad. Please let me no what is this fake video what's the ad for what's happening here anyway like I said we're at the very bottom so here you can click this 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.
What's the label of this thing? I think kids, right? So the downloads, if you go by countries, here's exactly what you expect. Indonesia, Brazil, Mexico, Vietnam.
You just have 500,000 people from US. It's still.
Yeah. So I went deep.
So I was a bit captivated by this game because it was the first one in this genre, I think, that scaled because there's so many copycats already trying to do the same thing. Horror Sprank beats it's a music rhythm game it's music rhythm game music rhythm yeah it's literally i dug deep and i went on yob's website to get more information i'm going to take you to it nice thank you go man go to to the category thing because this is

Horrors Pranky Beats' first gaming download

charts for the music written game.

Wait, what are you talking about?

If you go, click on Unified Apps.

Click on Unified Apps.

Left, left, left,

left, left, left.

Yes, and then

breakdown by Unified Apps. So, dear listeners listeners this is how Felix uses sensor tower you were there almost there now click on the game on the top here yes and now click on music rhythm in subgenre there we, perfect.
There we go. There we go.
And now it loads. And you see that...
Horror Spranky Beats. ...is the first.
Afterwards is Magic Tales, Piano, Fire, 1 and 2. And then there's Spranky Magic Music Beatbox.
And right after, there's incredible horror music books. So I almost covered this game as well, because well because it's growing like wildfire but it wasn't really quite big enough just in the last 30 days but yeah it's uh it's also been climbing the charge but you know is it because there is a lot of organics or they're actually running ua but anyway i just wanted to show this right because if Job Games hears this, we don't know anything about you.

But guys, time to update your AdApps TXT. Come on.
January 18th. There's been four updates since then, guys, like for Digital Turbine.
Seriously. Like whoever doing your Admon, seriously.
No bueno. This is most probably just one person.
Yeah, most likely. But how much is this one person earning per day in beautiful, pure ad revenue, would you think? 30k? 20k a day.
Yeah, there you go. Pretty good estimate.
Wow. I know how it works, man, already.
After listening to you. Yeah, next next game which is actually a game is Perfect Tidy by ABI Global which we used to call ABI Games which I was told in Hanoi was very wrong so it's ABI Games so Perfect Tidy after your visit, we have a Vietnamese segment.

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?

Yes.

Yes, exactly.

Most of these are Vietnamese companies.

They're absolutely dominating.

Well done, Marge.

Gold star for you.

All right.

Yeah, I'm paying attention. Unlikely.
I like you. Yeah, okay.
Okay., Marge. Gold star for you.
I'm paying attention

and unlikely, unlike you.

Yeah, okay.

Yeah, so okay.

Perfect Tidy, 13.4

million downloads

in the last 30 days. It's made

230k

in IAP revenue, which is

pretty not great.

It's decent.

Decent.

The most out of all of the games that you just talked about. 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 Statistum by ABI. And the biggest difference I can tell in the gameplay is that they've added Capybaras in the game menu.
Of course. Capybaras.
Capybaraka, capybaraka. I'll just show the gameplay.
So the gameplay is exactly the same as statstem. So it looks a bit like a reskin.
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.
And what the game is exactly the same as before is ultra casual, where you're faced with a challenge or mini levels that you have to solve that are all different. And 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 or you can get a clue by watching a rewarded ad 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 and yeah that's all it is 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 and that's all it is ultra casual deluxe they're actually wiping the floor with the whole category yeah our poor Moreno is in the fourth place now with anti-stress relaxation oh by the way which is, which is still killing it. I was looking into some apps

charts and downloads.

Yeah, and anti-stress

is like a plot. Look at this.

2 million active

users, like daily active users.

So it's just absolutely

insane for ads, right?

Which begs the question,

what does my co-host

think this game is earning

in daily ad revenue?

Show us the country mix, please.

Country mix.

That's the mother...

17% US.

17.

What is it, like

120k per day?

This is between 105 to 130 130 per day. Easily.
Wow. Why is there so much US traffic? It's because they love ultra casual.
Everyone loves ultra casual these days. Because it's easy to pick up.
I mean look. It's super easy.
You don't need to think about anything literally yeah it's like we're in the game segment yakub that i like now it's easy to master and easy to play never hard also also look like think about think about this think about this and maybe this is a bit of a stretch but still Remember what we discussed with Real Short and the short-form content and short drama series. It's 60 to 90 seconds videos.
Yeah, per one episode. Per one episode.
How long do you think you need to play this level? 60 to 90 seconds. Up to two minutes.
Exactly the same fucking thing. It's very quick.
You can come back to it anytime. You don have time like during the day to play game for 20 minutes exactly yeah 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 how to solve this you need to just put things in order thank you very much bye see you in 30 minutes again 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 like 20 max 30 seconds go go felix to download by source because it says here it's 70 driven by page 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, you know, you can easily get it like what's happening in the game right away. And you saw the art style and it's kind of satisfying gameplay.
It's very relaxing. I'm pretty sure like if you check the creatives, like it's going to be all about just cleaning up stuff and just putting things in order and nothing else.
You couldn't even spell that right last time, so I'm not sure you can... You know what? Never mind.
We still have one more game to go to. Just click on the and then that's it.
And then you can find... Oh, fuck.
Already lost. Oh, there we go.
Yeah, because it's Satisdom. It's not Statisdom.
Oh, Satisdom. Satisdom.
Because it's kind of satisfying. Yeah, statistics won't have to do with this gameplay.
Yeah, but it's... Yeah, but it's nice.
Yeah, nice yeah you can see 7 million wow yeah that's a lot the floor with the ultra casual category even the most revenue IP generating game with like 250k a month where everybody else is like 20k exactly but that's that's the thing, like 200k per month and then that's 200k IRP and then 120k per day? That's kind of crazy. Jesus Christ.
In Hanoi. Yeah, exactly.
Goldmine. So goldmine, this is insane.
And this is why Apple has five salespeople in Vietnam alone.

I can see it.

All right.

So for the last game, the one, the absolute monster,

is, of course, minigames Calm and Relax.

Yes.

22.8 million downloads in the last 30 days

with $12,000 in IAP revenue.

This is an absolute machine. Yeah.
It's still number 14 casual games in downloads in the US. Still pretty impressive.
So, active user base. Where's the studio from, the way, the OneSoft studio? I'm glad you asked.
Vietnam. They're based in Hanoi.
So there you see it. This is not Admon Trends, this is Vietnam.
What's happening in Vietnam episode basically. Well, what's happening a little bit in Turkey and mostly Vietnam? Yeah.
90% Vietnam, 10% Turkey. Thank you, Rich.
Yeah, but enough jibber-jabber. Let's actually play the game and see what it's all about.
Here we go. App open ad.
First mistake. The Google one.
Needs to be an interstitial. right so here we have the game so it's exactly like a better implemented no doubt like no wi-fi games because it has banners and interstitials and app open hands right and it's exactly the same we have the sprucey beats which is a take on what we went through before on the Sparky Bar.
Of course. Why is the whole UI super saturated? Because you're on LSD.
Because you have to be on LSD to play this. Yeah.
So Interstitial. Then you get to go in, you get to choose your voice or tap and hold,

and then current character, and then...

I know what it is.

I know.

It's like this.

No, no, no.

This is a TikTok trend.

You can play it with your voice.

You can scream.

Yeah, yeah, yeah.

Yeah, that's a TikTok trend.

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

It's running around TikTok all the time. People scream into the...
Yeah, if you voice... No, wait, ad break.
I know. There's the voice control.
So you scream, and then the chicken actually jumps. But it's easy.
It's like, actually, you turn creatives into gameplay, smash them into one thing, and then like grab the last creative and then pump it out.

Exactly.

Thank you very much.

That's it, yeah.

There we go.

Scream chicken.

Scream chicken.

What I noticed by playing this game, it's a bit laggy to play, but what the main thing

is, is that it has a lot better integration with like interstitials and rewarded ads. So more levels have more odds, right? Thank you very much for this.
I'm just going to... So 2 million DAO.
Where 2 million DAO? Where did I put down the estimates here? Close the window. Yeah, you closed the tab.
2 million DAO. It's like, just click on the countries.
So here we go. So, not your typical high ACPM countries.
Yeah, yeah, yeah. What, like 80? 80K per day? Remo, you want to guess? On Indonesia, Russia, Mexico, Egypt, India, what you'd be earning here? 50k.

No, that's way too low.

So it's probably anywhere between 90 to about 115 per day,

depending on the day and how much it's actually.

But yeah.

What is the key takeaway?

Vietnam is the new hotbed for... Wait a second.

I want to just show you one hockey stick.

Go on their portfolio. You sure? I don't know.
Okay, I sure. He doesn't want to be embarrassed.
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 just like...
So there's this goods puzzle sort challenge by one. Yes.
Fucking guy. I sent you this already a month ago again again oh i sent it too right before but like right before it's already doing 70k 75k ip a day and download wise is doing 230k a day we're gonna we're gonna do like we're gonna play the game like i search honestly i didn't i didn't i didn't put this on the list i had it but then i don't include because i wanted to do a special episode on it because it's absolutely but it's but it's amazing that it's a sorting game that's mostly no no that's mostly having ip driven ad driven games and then they have an IP-driven game there.

Also.

This is not something that you see usually.

Exactly. Because they figured it out

on the IP side as well.

But they are not afraid to actually run

ad-driven games.

Only if they know...

See, the country makes 64% revenue

from the US.

That's incredible.

Only if they know that UA and mobile is not dead. Only if they know.
But here's the weird thing, right? Hyper casual dead. Honestly, like it's just evolved.
Like there's. These countries are earning serious.
Yeah, but serious money. And it's just like, it gives me so much pleasure to say this.
That is like, it just evolved exactly what we said. but even it's just like it gives me so much pleasure to say this that is like it just evolved exactly what we said but 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 see these games and you can you can make literally like five million a month on tier three tier four countries but you saw the car race ICAM.
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? So it's the hyper casual model taking a bit more evolved state.
But still, I would say it's hyper casual. Or unless Jak Jakub you have a better name for it no like the

like the spletora of things we covered today

those are ultra casual I would put it there

like ultra casual is like

you know the difference between hyper casual

and ultra casual

actually ultra casual is more robust

because it's like

a lot of games bunched into one place

that's the ultra casual trend yeah but the perfect tidy is not a lot of games comeed into one place. That's the ultra casual trend.
Yeah, but Perfect Tidy is not a lot of games. Come on, it's just one game.
What do you mean? Perfect Tidy? Perfect Tidy is mini. It's the game that challenges every level, right? So every level looks different.
The other one, yes. The calm and relaxed mini games.
The other one was the copy of the horror beat game. Yeah, mini games.
Mini games calm and relaxed the other one we already copied the horror beat game oh yeah minigames or mini mini games calm and relaxed yeah on the other hand basically if okay but if if i really close one eye the perfect tidy is also kind of ultra casual with different minigames because the levels are different so yeah they just don't think you why yeah yeah okay they in the 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. Yeah.
And banners. And on that, yeah, and banners.
And on that bombshell, it's time to end. Yes.
Thank you very much for listening. Felix, thank you very much for 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 and anything else you want to share with the guys I think big games are coming big episodes are coming as well some new stuff which be reviewed.
Big episodes are coming as well. Some new stuff, which is going to be absolutely experimental as well.
All of that. You will see.
Just keep subscribing. Just click on that subscribe button.
And then please comment on the videos as you started doing. Last episode was definitely a topic to discuss.
How to get rid of the bot that keeps commenting on some bullshit.

Just come on,

just send him to some Coinbase or Binance or whatever.

Anyway, thank you very much for listening.

See you next time.

Bye-bye.

Ciao. Thank you.