The BitLife Blueprint: 7 Years Old & Still Crushing it

So the first interesting thing here is that when you start playing the game, you pretty much start seeing interstitial ads from the get-go.

So the monetization is extremely aggressive, right?

So even during the first time user experience, you're getting interstitial ads and they're on a cooldown every 70 seconds, sometimes 80.

So it's very aggressive and they're showing a lot of interstitial ads, right?

Also, they start showing banner ads, as you can see on the bottom.

You're not loading any though for some reason.

Emulator.

Slovakian emulator.

Exactly.

Yeah.

So

five second refresh rate.

And yeah, five seconds refresh rate.

It's 4 a.m.

and we're rolling the dice.

Mate drops knowledge made of gold and ice.

Felix with ads making those coins rise.

Jack up designs, worlds chasing the sky.

With a two and a half gamers, the midnight crew talking UA adverts and game design too.

Mateish, Felix, Shaku, bringing the insight.

We're rocking those vibes till the early daylight.

But K-U-A, master eyes on the prize.

Tracking data through the cyberspace skies.

Felix stacks colors like a wizard in disguise.

Jackupscraft and Realms lift us to the highs.

Two and a half gamers, talk and smack.

Slow hockey sick, got your back.

Ads are beautiful, they like the way.

Click it fast, don't delay.

Uh-huh.

Uh-huh.

Uh-huh.

Uh-huh.

Uh-huh.

Uh-huh.

Tiny bit.

Uh-huh.

Bit of what?

Bit of what?

What?

A bit of life?

Maybe.

Anyway, hello, everybody.

These two and a half gamers.

What the surprise.

The listeners, thank you very much for coming.

My name is Matthija Vancalic.

I'm Felix Broberg.

And I'm

and we are your host.

Are your hosts?

Yes.

Only one second delay.

Obviously, it's better.

It's better.

It's good.

We're getting better.

Talking about.

How do we like to do a cappella?

Like, how does that even like?

Snap.

We snap.

No, no, no.

You go one after each other.

Okay.

No.

Everyone does this, like, other words separately.

Well, there is a very

special episode because clearly we're all retarded.

Yeah.

100% retired.

Which is fine.

It's like that depends on the game we're talking about.

We're talking about the bit life, which

we might be a little bit retarded when we talk about this game.

They have it in like many like hats.

It's such they have one of the most aggressive cooldowns on interstitials I've ever seen.

And if you don't know what I'm talking about, we're talking about bit life.

Yeah, make a lot of money and they have record revenue.

That's

growing like crazy in the last 30 days.

Yes, by 90% downloads and 27% revenue.

So it's good.

And it belongs to the Swedes.

That's still friends.

Yes.

Well, now it happened in 2020.

2020.

And it's yeah, Candy Rider or the good Candy Rider.

Candy Rider, okay.

Yeah, yeah, purchased by Stillfund Group in April 2020.

Okay.

So this was actually a good acquisition.

Oh, there you go.

I think so.

Yeah, yeah.

It came officially official launch 2018.

Is that true?

Yep, yes, perfect.

September 2018.

And you can see that after all those and men, wait, wait, get this.

It was only iOS September 2018.

For really?

And then Android, February 2019.

I mean,

interesting.

Yeah, but the game's still growing.

And that's the important part.

We don't really see these evergreen games that, after so many years, are still pulling in record revenue, which I guess is even higher after refactoring all the ads.

Yeah, exactly.

From it.

And it's interesting because they bought it for 200 million only.

200 million only.

Yeah.

Like the game doesn't look really like a game, to be honest.

So I could.

Does it matter?

It's a super unique niche.

But this super unique and niche thing

tends to kind of be very stable and very profitable if you can keep them running for those.

Could it be DAU instead?

Mau doesn't mean anything.

You have it on MAU right now instead of DAU.

MAU?

Bob, we were in MAU from Vegas, Vegas.

Ooh, it's a good conference.

One million.

What's the country filter?

Anyway, you know, the company was actually founded in 2006.

Which is interesting.

Yeah, the game's definitely old school.

Okay.

That's the game.

I know.

I know, yeah, that's the game.

It reminds me really of MUDs, which are like one of the first video games ever multi-user dungeons where you would have like

dungeons and installed of dungeons and dragons or whatever you know your fantasy adventure something and you just see text like you hit goblin for five goblin hit you for six you're dead blah blah blah so that that's kind of similar to this one

um

shall we go over the gameplay yeah oh please yeah so this is the gameplay you age

it's very simple

so you age and shit happens.

That's the thing.

So for instance, here my fiancé, Merci,

is demanding you get married because she says she's more than ready to take you because we're together eleven years.

And then I have some choices and even a random choice.

So yeah, plan the wedding, I guess, because she leave me.

And yeah, then I need to need to choose and have these other things.

And why it's important the fucking wedding.

Yeah, why it's important why you have a lot of these options because some of these these options are locked behind paywalls or ads.

Brings me back to short drama.

Or ad walls.

Yeah, yeah, yeah, yeah.

Like, this is like one of those OG things where you have some choices hidden behind paywalls or like choice monetization, basically.

So let's go with the beach

where Mexico.

Mexico.

Yeah.

Okay.

Select plan.

You choose.

Do it, bitch.

Prenup.

You need to choose a pre-nup.

Her net worth, my net worth.

Hmm.

I'm net worth three and a half billion pounds.

Come on, don't be that guy.

You don't need a prenup.

Ooh.

Match made in heaven.

Yeah.

True love.

Okay.

You are now sharing assets.

There we go.

Okay, so basically, so what's the gameplay here?

You're making choices throughout your life, and you're supposed to maximize for happiness, health, and

interstitials and interstitials.

So, there's these four,

let's call them like life indexes, which is basically looks, smartness, money, whatever like we'll see after interstitial events.

And I guess they need to be in order for you to continue, otherwise you die, I guess, especially the health.

You have like, this is basically much like your lifetimeline.

It's like stuff happens.

And like one step is basically you pulling on the age filter.

Like you press the button and you age one year and then you have some choices.

You can do other interesting things in the meantime, such as like pray,

pray to beat live devs for wealth or or literally like whatever you want.

You watch a rewarded ad on what you're like lacking of in life and then an ad solves all your problems, which I like quite a lot.

Yeah, it's amazing.

And the fourth dimension is broken here greatly.

Then you have your job, which

is, can you go back?

It's actually, it's almost like your life.

You're happy, health, but you look terrible.

It's like it's the one.

Yeah, I would gladly be worth 3.5 million pounds.

Also, let's not forget, you all, again, wear a black t-shirt.

This one's a Pokemon one, actually.

I don't care, because it's still a black t-shirt.

Or resident Berlin?

Yeah, exactly.

Yeah, so for instance, here's my job setup, but you can see and like have, you know, like make some gigs and like be whatever babysitter

and so on so forth.

So you have like also these other choices that you can do and like for instance find special career and you can

please go mafia please yeah we have to pay for that.

Yeah.

That's true.

So you can have Mafia job pack or boss mode and so on and so forth.

So a lot of these options are actually locked behind paywalls.

So I would guess even become an overnight expert in the field of your dreams.

Golden diploma.

There we go.

Get it now.

And purchase.

Yeah, purchase.

So.

I don't even know what was the price for it.

You don't need.

Yeah, you don't even know.

That's perfect.

It's perfect.

So a lot of these choices actually look like normal choices, but you don't even know they're like payable.

So that's there.

Which is normal choice for money.

Yeah,

it's okay.

Then you have your assets, luxury lifestyle, which is gated community, and so much more.

Yeah, yeah.

I need to get there first to have five million.

And you have these expansions like purchase a zoo, which is a race car garage, museum.

Each of these are basically

the DLC expansions which they added during those fucking seven years.

Is the point to die happy, rich, good looking, and smart?

Or is it just to get to the end?

If I understand, you continue and you can have because there's the biggest of them all, which is like become a Bitisen, which is the main, I guess.

God mode.

There's Battle Pass, basically.

That pulls God mode, yeah, and removes the ads, so removes Felix.

No more ads, play unlimited generations.

So my guess is there's limits to how many generations.

For instance, I marry

in Cancun, in Mexico, as you see, I have a son, whatever.

I guess I die and then switches to my son, or whatever.

That's my guess, but it takes a lot of time to get there.

And

I guess you need to start from scratch, or whatever, or something that's in the main.

Yeah, we'll just start as your

son, or you have like so many options here that you can do.

Like, for instance, discuss birth control, pay her a compliment,

send relationship counseling, insult Insult her.

What?

Recruit her to your cult.

Yeah, this is why doing.

Why did you pick these choices?

Why do you just say make love instead of insult?

Recruit to her cult.

It sounds much better.

Come on.

Interesting.

So it's kind of like Sims, but a different way.

Thanks, Sims.

So, for instance, my cat died, Vernon.

Mourned his dad in our prayers.

Yeah,

we can add to the current year.

My dad died also here.

I guess same thing.

Yeah,

we can do that.

And the other kingdom.

Look, this is a new ad.

Yeah, a new one.

The rocks falling from the top with physics.

These things.

Yeah, it's kind of rock trampoline.

It's nice.

Yeah, so you have these choices, and I guess you can...

Yeah, you can skip it now.

You can

make more important choices.

Like, I don't know what happens if we actually get to something like, yeah, salary bump, get the golden necklace at you, force, pay for it.

No, we won't.

Another year, I'm friendly.

Yeah, you have these friends that still like, yeah, I'm your friend.

Fake friends, man.

Yeah,

yeah, salvage successfully.

There we go.

Twitter.

Your friends are all joining Twitter.

What do you do?

Sign up for Twitter.

With a rewarded ad with a rewarded ad stay

from it.

There, yeah.

Your wife's suffering for darring.

Great.

Next one.

New friend, your co-worker wants to become your friend.

Yeah, looks, he doesn't look good.

Become friends with him.

Okay.

And you have all of these interesting choices that are again doing stuff, car shopping,

shop for cars.

And now actually, you see, now it's the point where we actually need to choose

whatever.

okay,

50 years is pregnant.

See, we have the baby.

Keep the baby, don't keep the baby.

Use the golden pacifier.

Golden Pacifier.

This one-time purchase makes you forever fertile and allows you to pick the number, gender, and special talent of the children.

You can toggle this feature in the main menu: baby making made easy.

Oh my god, this is such a great.

So it's basically you either follow the normal path of life,

like gold mod options of paywalls

have fun for for money yeah

uh

no clive

skip it well skip it uh yeah we have uh okay we have uh zoe johnson yeah we have uh yeah she's she has a lot your looks

that the vaccine author vaccinate 53 years your vice is there's nothing hotter in this world than famous magician and sure fame.

Ah, you want to

buy something, right?

You're going to

yeah, so this goes, and I guess at some point you'll die.

You haven't clicked through it once, because I clicked through it a couple of times.

So, like, you do die, and you I was zero happiness for a while, then you go into depression, and then you can either watch rewarded ads to get out of it, or it's really hard to get out of it, and then you get a bunch of health going down, and then you eventually die, and then what you have to do then is just start over.

I don't see how watching more rewarded ads get you out of depression.

Oh, it's like treat your depression.

It's like, yeah, become it's like, for example, if you watch the ad for Twitter, you're actually quite happy.

It increases happiness.

So, like, when you have those

ads are

super strong regarding

like what you can like skip these things, and like, yeah, everybody's dying.

So, now you're happy is six percent.

Yeah, because Benning died,

Make eggs, Benedict.

So now it's a little bit better.

But again, we can pray to the gods and get like better happiness if we want.

Like that is possible.

But it's really interesting because, again, it's like opening gacha all the time.

Like, you never know what happens in every other year.

Team building on the same plane.

Yeah.

You have been ex from your position.

What do you think is the main monetization moment here, right?

Because for ads, at least for the rewarded ones, sometimes they really pull on your heartstrings.

It's like your baby has fallen ill.

Do you want to save her?

Watch a rewarded ad.

And that's how you get like a good rewarded ad tugging on your heartstrings, right?

Depression.

The thing with the rewarded ads is that they have all of them, like nearly all of them dynamic.

The only one is the prey one that you can go and like

whatever you want.

But most of them are done very, very specifically and they always have the best trigger times because it's like some kind of very important decision that you need to fake or do or whatever.

Or like here, for instance, like, as you said, I'm going into depression.

So I guess, yeah, we got divorced.

Haiti, family.

You have one last time.

Okay, for sure.

Divorce settlement.

You'll end up,

okay, help my network open.

Okay, search the web.

hope it goes the way yeah we're really crashing your life now yeah yeah we're crashing it really I want to see.

Oh, there we go.

Um, another interstitial.

So, I guess we'll die, and then we'll get the

start over again, yeah.

The start over again, moment, or maybe just watch more ads or whatever, or do something, something to ground.

But it's very interesting to be honest, because some of these things, again, you have very

hard control over what you can do.

Like, you see, it's not only me aging, but I can actually go and like, I don't know, find, for instance, a new wife in my job so

okay

my ex is for instance I can talk to her still call her up okay

chit chat insult her for sure oh my god come on

restraining order

see so this is the point

why this game is so good because it goes to the limits like did they really think this through like the the that even there this this is this choice so it's great that i guess it took some years uh up in flames

uh yeah insult him for sure

interest uh

hello mariana morino

okay sure see

you like you pay for all these like um interesting options which are different than the the base we're kind of just clicking here should i move on to the ad stuff here because the this game monetizes extremely heavily with ads, right?

I guess I can't even die.

I just want I just want yeah, I just want to see Miyakub die.

Just keep clicking, just keep clicking through it so you get to the

because you're at 74 and it's gonna happen soon.

But but you know, like, look how happy he is.

So I don't think it's it's it can.

Oh, you still have the red Aldi.

That's amazing.

I thought your ex-wife took it.

No, no, no.

Aldi is mine.

That's okay.

That's yours.

Apologize to my followers.

Suddenly.

Okay.

See, I thought this thing is funeral.

I thought it's training order.

Okay.

For sure.

Abdominal pain.

Go to doctor.

Abdominal pain.

I mean, you have 70.

You're 75 years old already, so I mean.

Okay, it's gonna be so 80.

Oh,

okay.

84 is still

call.

I sold him and hang up.

I mean, you know, like you are 86 and you look terrible.

He looks like 60.

Oh, she called it that what you will do.

Attack him, you sold him.

Attack him.

He would kill me, that's for sure.

That was terrible.

That's what we want.

That's what we want, man.

What's the worst that could happen?

Alcohol.

You're an alcoholic.

You're addicted to alcohol.

There you go.

Now you died.

Yeah, so we died.

And do that with the time machine.

So we can click here and with the time machine will pay.

And we can skip.

You see even how many years?

Many years.

it's like this kind of yeah so you basically rewrite your choices that that's very smart like you see this is pretty much there like their money you're invested because you've been in this life probably for 10 15 minutes yeah yeah exactly so this is done very very well and these guys definitely doing so if we go continue

you know you have yeah you have your you can continue as your as your child see so start

custom life or try again as Harry so if we continue as Zoe yeah and hey she's already 38 years old and she plays Evoni.

Did she

inherited all my money?

Yeah, of course she didn't.

I think so.

Yeah, yeah.

So it's so you can still build up, for instance, your empire and your assets because wealth is the most important part in that game.

As you see there, for instance, the club which unlocks after 5 million.

You can still kind of continue being, let's say, in this, I don't know.

Ewing family and like giving the

proceedings of your empire to your child and then just continue that life, I guess.

And then, once you die and run out of money, you need to start anew.

Or go to our machine if you want.

You can go to the machine, it's fine.

So, I guess, yeah, that's it from the gameplay side.

Very, very unique and very unique, yeah.

And I'm

like actually quite fun.

It's kind of it's yeah, it's fun, it's also kind of similar to that game that was really popular in COVID-the premium game, where you're playing as a virus trying to kill the whole world.

What's it called again?

I know what you mean, yeah, you know what I mean.

It's like biohazard or something, like Plague iron scene.

Yeah, play gank.

But that's very old and just got ramp up by COVID because it's about

great.

One of those.

Yeah, what a surprise.

Yeah.

Do you want to close that rewarded ad and let's get on the ads?

Because there's a lot to cover here.

Yeah, and this basically just continues, just saying, like, we've seen nothing.

So the first interesting thing here is that when you start playing the game,

you pretty much start seeing interstitial ads from the get-go.

So the monetization is extremely aggressive, right?

So even during the first-time user experience, you're getting interstitial ads and they're on a cooldown up every 70 seconds, sometimes 80.

So it's very aggressive, and they're showing a lot of interstitial ads, right?

Also, they start showing banner ads, as you can see on the bottom.

You're not loading any, though, for some reason.

Emulator, Slovakia and emulator.

Yeah, exactly.

Yeah, so

five second refresh rate.

Five seconds.

Yeah, five seconds refresh rate so you can click on the X which is actually a cool new feature that's kind of modern so this is actually to trick people so when you click on the ad you think you're actually closing down the banner ad but you're actually getting shown an offer so they must have changed that quite yeah all the hyper casual games yeah

we've seen this in some some of some of the games that we talked about yeah we've seen this i think

it was an app what was it an impulse or something else

impulse yeah okay yeah no they were they were even saying like we need to make money with ads, please.

So like we're these are not our ads.

Go go buy it.

Yeah.

So this monetizes mainly I think with interstitials.

The rewarded placements, at least when I was playing, they're not that compelling, especially like, yeah, join Twitter for a rewarded ad when you're not really shown what the actual reward you're getting from joining.

What the fuck you're talking about?

Like this is the only one.

No, but this is the only one.

I'm getting to it.

Because basically when you're actually doing the gameplay,

when you're actually playing playing the game, you're actually faced with options, right?

One of them is Twitter, like one of them is Save Your Baby, but really for the gameplay, they're not usually that essential when you're actually playing it.

So, I think that interstitials is by far the biggest revenue driver in this game.

And I don't think they're getting too many rewarded ads compared to the interstitial ads.

The thing is that the interstitial, also the

compelling part, that's what I wanted to say.

They leave it to the actual purchases.

That's the point.

Like, you see that golden golden diploma whatever pacifier or whatever like that was the gold mod choice that if they would put an ad of course it's a no-brainer for an ad but they'd rather put it ip so that's the part yeah so one of the things here i guess the game is quite old right so from my perspective like at least to boost rewarded placements i think what would make sense and correct me if i'm wrong here jakob is basically making an ad quest for all the ads that you watch because you watch quite a lot to actually have some sort of legend of slams

Exactly.

So, you actually have a point where you're watching all these ads that help you in life.

Also, I thought about if you could add like an idle mechanic here because there's no button on the main screen, so you have better luck in your life choices for X amount of time, and then you could stack three or two rewarded ads for X amount of time.

Yeah, by the way, Felix, this one, this one I think is the most compelling.

The stuff when a bad decision happens and you have this

button, so you immediately solve the problem with an ad.

Yeah, yeah,

yeah.

Also, I'm wondering for the challenges, right?

The button on top, it seems very hidden there, right?

Like on the challenges.

Like it would make more sense probably if it was made today to put it more down in the main screen so you're actually seeing what kind of challenges you can actually do.

Because when I'm playing this game, right, I'm sometimes just like, what, what's the point of everything, right?

You need to buy them.

That's the problem.

Yeah, exactly.

So this game has 34 minutes per day according to gameplay according to to sensor tower.

Oh, yeah, by the way, thanks for the data.

Yeah, as usual.

Yeah, and five sessions per day and seven minutes per session, right?

So

here is where I think, like, I'm not sure if this can be correct, right?

Because if on a 70-second cooldown timer, that means like interstitial ads is like in its

between 20 and 30.

But I don't think they can show that many interstitial ads because it doesn't make sense.

Because

after a certain point,

you see how many interstitials Jakoop just saw in

20 minutes.

But here's the thing that doesn't make sense to me because the marginal utility of interstitial ads after a certain point goes down quite significantly because of the recency effect.

So, how networks bid on inventory, they pay more for their first like view on an ad.

If you're already seeing 35 ads, basically the per unit price you're getting getting paid out for that ad is going to be extremely low.

So at least the conversations I'm having right now with hybrid casual publishers is how can we keep interstitials to seven to eight so we don't actually lose too much on the retention side while also making the most amount of money per interstitial ad.

Just ask Supersonic, do you j you just show rewarded the video instead of interstitial and there you go.

Yeah, I mean like you can do that for X amount of time, right?

But then it's no, you can't do it.

You can't do it in the way with interstitial to reward it.

It has to be rewarded to interstitial, otherwise, you get dinged.

So, yeah.

So,

what do you guys think this is earning per day?

So, the user base is 1 million.

Yeah, we didn't even get to the numbers yet.

Oh, yeah.

Oh, yeah, we should talk about IEPs first, and then we can talk about the ad revenue.

But you can, you can say, look, say it's what, like, how many

a day, 120k.

Just now, by the way, you see the baseline moving here like

crazy lately.

Coming up 100k a day,

another 50k

nuts?

No, way more.

1 million user base, right?

Almost 400,000 of them are in the States.

So if you go to the active user base, the active user base in the last 30 days.

Yeah, you see like 600,000 users in the States, right?

If you you go in the last 30 days instead?

Yeah, like this is very US heavy, right?

So the ECPM is going to be a lot higher.

So what I put it here on the session was two rewarded ads per day on 45% of the user base with

15 interstitial ads

on 75% of the user base.

Yeah.

And really heavily reduced ECPM.

And then another 100 banner ads per day, I would say, on average.

So that means that this game is earning anywhere between 113 to 130K a day in ads.

Meaning it's 50 to 60%.

Yeah, it's a hybrid.

So 50 to 60% ad revenue.

And we don't even know if they have a web shop because our sponsor, FastSpring, could definitely help them easily launch a new web store or replace an existing D2C vendor or just add redundant D2C vendor at fastspring.gg because

you know fastspring delivered d2c at scale for over 20 years and they power top mobile publishers around the world maybe bit life

as well because

as the no drama d to c partner with real world experience at scale fastspring is your partner that you can trust with your players so go to fastspring gg and quickly launch a new web store easy so maybe they they can earn even more money

yeah

also i i had a quick look at their ad apps txt file and this is how you know that the ad revenue is significant right because they have access to amazon publisher services and you don't get access to that unless you're showing a boatload of banner ads right which means you're actually earning quite a lot so yeah they have pretty much all the networks you'd expect so yeah this is definitely making a lot of ad revenue interesting thing though, is that it's on the most aggressive end cards.

So, they clearly don't care about the long-term retention.

So, I think this game pays back quite quickly.

Quite quickly, yeah, if you go to retention, yeah.

And the interesting thing is, there's so many competitors that advertise.

So, the block list, they must just not care because I guess it monetizes so quickly that they're just like, yeah, competitor apps, we don't care because you're going to be in this game for a maximum three, four days, I think.

Go into the user.

Go into

retention, it's not like

15% day seven doesn't sound that shit.

Yeah, exactly.

Which, yeah, that's the scale, exactly.

And look, what's the actual genre?

I mean,

more like simulation,

simulation, yeah, simulator

was there, and uh, yeah, cooling.

Okay, I'm sure I agree with these.

Uh,

yeah,

okay i'm cat i can get on board with them

something from banda oh there's second after something big from and toka boca is there okay was this

how do you not know it looks like something you'd know about exactly yeah i mean you know how this looks you know what this is

a video game store simulator no this isume this is umamusume uh ui

I'm so sick about hearing about umamusume in all our recordings.

Because we're gonna play it, and it seems there's some other simulation game which is again dense idol thing,

yeah, yeah, of course, especially nobody cares

except the one that's making so much money, yeah.

With the ADK downloads, whereas like Japan again, right?

Yeah,

look at the downloads, you just yeah, top countries, regions, Japan, nothing else.

There you go,

okay.

Enough of this tangent.

I want to see some ads.

I want to see

if I can go go back to the the downloads

because

in the last couple of, if you go to last, what, like the last 60 days or 90 days, if you can click on it.

Yeah,

I wonder if

they work with PVX partners.

Scale up their UA game.

Exactly.

Yeah, I mean, without diluting themselves?

Exactly.

I don't know, right?

Please.

I don't know.

Because if you scale your game

and you want just the simplest, the most effective trade line for marketing, just call PVX Partners because PVX Partners help you to do that without no equity dilution.

As Felix mentioned, you can get a term sheet in just 24 hours.

So you should take control of your UA budget, scale.

You see BitLive

over here without giving away a piece of your company.

So pvxpartners.com, just call them and say to have gamers sent you.

They will be happy to hear that.

So, you know, pvxpartners.com and grow your game now.

Thank you very much, PvX Partners, for sponsoring the episode.

And let's go to actual

UA intuitives because there is some interesting stuff.

This must be so heavily UA driven, right?

You have a winning creative, and that's just gonna boost it.

Because

I'm expecting Einstein's.

No, no, no, no, no, no.

I haven't seen any Einstein, but I'm just gonna

share this.

And very good that you mentioned that you're you here we go.

you actually

super unique category each game has yeah it's only so i mean they have all the all the channels right even tick tock and everything else and then uploading and integral and stuff but

i just want to show you this right way

because you will

see what it is ai exactly ai ai hook and then ugc but

I want to get back to what you said about the UA because

before here, I was kind of doing some research.

Before the acquisition, around 70% installs were organic before the acquisition, before 2020,

and

very minimum UA.

And then Steelfront identified this untapped potential and you know, just went in with the UA team.

So it's interesting because now I think like they're scaling way more

than they were before.

Well, they were not literally

making money, right?

Organics, right?

Yeah, exactly.

There's

so many different

things.

What this is crazy.

Even the voice of birds, they can do

all basically because, like, it's life simulator.

Exactly.

You can, you can do, you can do so many, there's so much crazy stuff, like, whatever.

Man, uh, man the vibe in that creative is so good wouldn't you say so matte the vibe also the vibe is great but then maybe they used vibe.co for the ctv right but we don't know maybe they are maybe they're not but if you want to to scale your ctv campaigns you call vibe.co

because it's super easy and very streamlined

you can enlarge the campaigns in a few clicks and seconds so just go to vibe.co and join 5,000 brands that are already using it.

So maybe it's your turn now.

Vibe.co.

So check out the Vibe.

Thank you very much, guys, for sponsoring this episode.

And look,

so

it's mainly, I mean,

it's storytelling.

Yeah.

That was AI, wasn't it?

This is not AI.

The first one, the hook.

The first one was, yeah, the first one.

This is also AI.

Is it?

I mean, they use a lot of AI, obviously, but let's see.

Let's see, I'm gonna show you this.

It's all the different channels, so they have all like all the, like I said, all the networks, but it's not not your typical uploading 80% of the budget.

It's what you see everywhere.

It's Unity Minteggra.

There is uploading, and then there's also Mintigra again and Unity.

there's also, there's always a very good voiceover, it's just it's too annoying, but still, it's going almost all the time like the same thing,

right?

I mean, just what else would you kind of use in the thing that we hint the creatives, just the gameplay, but there are like so many different spins on the creatives.

That's that's perfect.

Let's see, we actually have also a playable,

which is

there you go.

Go shopping.

Thank you.

It's just choices.

It just shows.

I mean, like, what else?

I mean, you just, you just clicked like 15 minutes.

It's like during the

during the recording.

But this guy, they have this guy.

Who's Wayne?

Oh,

it's not the AI guy.

This guy is actually real.

This guy is real.

He's in the multiple different videos.

It's, I mean, it's not not

an AI template.

His name is Jason.

How do you know?

Because I

use him in a different game.

He's the actual person.

So, thank you very much.

So, you say AI on everything,

and it's not always AI,

but it's like

missed opportunity to be AI.

I mean, it's, yeah, of course

they're playing so much with uh with music and voiceovers, it's uh it's crazy because what else you can you can do here, right?

Just by the way

took them to make

everything, yeah, like to because one thing is to have all these choices, but the other one is that they need to work together.

You know, like you can be a hacker, you can be a whatever something, something, but they still need to kind of stick together like with this whole like timeline thing.

So it's like, yeah, heads off, like this took so much time to actually create.

What do you think profit margin is on this, right?

Because your normal game is like 20, 30%, right?

But this has got to be at least half organic still, right?

I think so.

50% maybe margins?

40?

It's too much, no?

So if they're scaling still after seven years.

Yeah, they're still growing.

Yeah, they're still growing.

So I guess they're, you know, they're not one of those like we let it kind of print money until it dies off.

Yeah, until it dies off.

Yeah, they're still going up.

They're still going up.

So I guess they're other sacrificing the margin for the growth.

Also,

this Jason guy, this is a

one-year-old

video.

So

a year ago,

not AI that much.

Year ago, AI was still kind of the shit.

Yeah, that's yeah, Will Smith all over the place with Spaghetti and like retarded face.

So it's not definitely AI.

Just for you to know.

I just wanted to add for the listeners because I guess I didn't summarize it up right now.

So this game right now in the 30 days, like last revenue, if they stay on this run rate, this is on 73 to 78 million a year.

I always like this Felix.

Like Felix takes last month and then just moves the X

down the line.

This is the revenue.

This is the revenue.

I mean, it's just on growth trajectory anyway.

So

kind of scale it to the right.

Time doesn't exist.

Everything is going to be the same in the next 12 months.

Trust me.

Trust me, bro.

Well, the thing is, like, he's averaging out.

Maybe it's going to be even better.

Yeah, you know,

it's growing, right?

Yeah, because they should be using PBX partners, but you know, who knows?

Yeah, I know.

Look, Clark Kant.

We have also Clark Kant

reporter.

Arthur Burry, okay.

You know who was that,

and they also have all these.

So it's like

they know, I'm pretty sure they know what they're doing.

Yeah, of course, can yeah, after seven years and going, still record revenue, of course, they know what they're doing.

Yeah, yeah, exactly.

They're just printing money, basically.

Do these guys have any other games, or is it just bit life?

Oh, no, it's bit life, uh, bit life, dog life, and bit life,

categ life, but it's not making any money.

Like I show show look

good old uh kind of subway surfers gate

type of stuff

boyfriend looks how you you play this mini game before

they also have like this like hidden object mini game a little bit d with the

you have to do the eye test you lose your sight oh you also have to do that but with like a flashlight you have some like family heirloom and then you have it or something

they have bit life

they have

bit life dogs, bitlife.

Yeah, all the different animals.

Both didn't work out.

But Espanol, that's for you, Felix.

Yeah, bitlife goes similar to the Vida.

I guess that's just some French mutation.

Sorry, Spanish mutation.

Okay.

And then we have.

So look.

I guess there's new credits for this this month, but it's all what I already showed you.

I was actually thinking that I will find some more AI stuff, but I didn't.

They don't have that, they don't need that much AI stuff, to be honest.

I only mean Blade,

like all the different hooks, like the one with the Batman.

I mean, like, that's only one,

and it's shit.

This is AI.

For sure, AI.

Stop saying AI Tele.

But

I see it.

I see it, man.

Yeah, it's AI.

Yeah, it's AI.

Is this AI as well?

Five seconds, also.

Are they getting on the prison theme as well?

Because, you know, everyone's getting on the prison theme.

Not everyone can make it in the prison theme.

That's the thing.

Yeah.

By the way, all TikTok videos, let's see if they're just creative challenge menu.

Could be.

Crocodile, there we go

Steve Wildwin, wildlife influencer.

Steve Irvin is a pun

collect animals.

Oh my god, that's so great.

Yeah, it is AI for sure.

Yeah, of course.

Yeah, five seconds.

Yeah, yeah, yeah.

So there is some AI, but still, like, this AI, it's not really what I want to see as an AI.

That's AI, that's Jason.

And the JI, Jess, yeah.

Jason, man, like, you're doing well.

Oh, my God.

He still hasn't been replaced by AI.

Has he just sold his rights as like a human being and you can use pay like 40 bucks and you use user?

Or like, how does it work with Jason?

No, I mean, it's just a

creator.

It's a real person, right?

So it's not like it's a

real person.

No, no, it's what's yeah, it's a real person.

Okay, it's not like Pool Day where it's just like, yeah, we own the rights of these people.

So it's like, yeah, no, no, no, no, no, no, no, no, no, no, no, no, no, he turns no,

like, AI data set and then you killed it.

You mean exactly the same as when when I created myself as an AI avatar?

Okay, yeah, I mean, like, that's it.

I just wanna

don't want to show any anything else because there is like a lot of uh UGC, AI UGC, but also a lot of different uh interesting uh takes on videos, or voiceovers.

So it's a sh but few very few playables.

Very

smart game design concept.

And very scalable regarding, like, you see how much you can do it.

Also, yeah, kind of like the theme.

It's just like you can, you can basically on the creative side or UA, you can, you can create whatever.

Seriously, whatever.

And it's going to work.

Yeah.

It's perfect.

It's not.

Yeah, exactly.

It's there.

It's no fake.

It's there.

It's amazing game.

Perfect.

Cool.

I mean, we

do a lot of.

Thank you.

We didn't do it.

Yeah.

A lot of

ratings for recently.

This one.

Yeah.

This is 9 plus, definitely.

Yeah.

I think so.

Okay, let's stay with 9 plus.

Yeah.

9 plus out of 10.

I agree with that.

Again, the social features are missing, for sure.

Yeah, why can't you share your life run?

I was thinking about that as well.

At the end of each run, you can't share your run.

But social features in slightly different way.

You know, it's a single-player game, basically, so that's there.

But yeah, I still think that they could do a little bit better, maybe, regarding the UI update because it still looks bare bones in the beginning.

Like, if you don't, don't put the effort through the beginning, which is kind of shitty, and I get to the good part.

I guess

that's true.

But then, I mean, long-term retention is also not as great as with other games.

Could be because I can have aggressive interstitial odds to use.

Maybe, also, maybe.

Maybe that's the same thing.

Potentially, yeah, okay.

Good.

Yeah.

All right.

Perfect.

Thank you very much for listening.

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