📊 Is 24-Month Payback the New Normal? Real ROAS Benchmarks Revealed!

And within genres, we look at a whole bunch under each of them.

So, things like puzzle games, strategy, RPG, simulation, and that's our benchmarking for casual puzzle games.

So, what we have down here is all the benchmarks of payer retention and ROS performance across all the casual puzzle games that we have seen so far last year.

Matei, Felix, Shaku, bringing the insight.

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And we can we can start.

Welcome, everybody.

This is two and a half gamers and another special episode because we love special episodes.

Tonight,

yeah, I know.

I'm Felix Broberg.

We are your hosts.

We are your host.

We have super special guest from PVX Partners, ZJ.

Thank you very much for coming.

Can you introduce yourself?

I mean, you can also talk about PVX Partners, even though we talk about you guys every episode, but you can talk about yourself as well.

No, it's great.

Great to be here.

My name is ZJ.

I'm co-founder here at PVX and also...

the head of underwriting and analytics.

So what do we do at PVX?

We finance gaming companies as well as consumer app businesses.

We provide user acquisition financing, which means that we invest directly into our clients' marketing spends, and we essentially are a credit facility to help them scale.

And yeah, things have been going quite well.

We have been helping and supporting people.

Nice.

Very, very good.

Very good.

So today, we are talking about the main thing that everybody wants to know, which are the benchmarks.

Raws benchmarks, everything.

And since you are working with a lot of companies,

you all have quite an interesting database of real data.

No, like here and there

type of data,

stuff down from ad networks, yeah.

Yeah, yeah, yeah, yeah, yeah, which you are working with.

So, all right, let's let's let's let's get this on and start like talking about the benchmarks because it's like super, super hot stuff.

So, just for context, like just in last year, we looked looked at over 200 companies and around 200 to 300 games in total.

So we have quite a good amount of data set that we first party

deterministic data that we looked at and we studied to form part of this report.

So this is really deterministic data that's real.

And we of course anonymize it so that there isn't any

important client information that it goes out.

Everything is all aggregated, all averaged out.

But we we are looking specifically during the the date ranges from January to December last year, because we just want to isolate the trends that we are seeing most recently.

And it's also important to note that when whenever we talk about ROAS metrics in the report, it's always on a net basis.

And and we count IEP revenues, we count IA revenues and any other subscription revenues, all these on net of platform fees.

I know the the Apple 30% platform fees may be kind of going away next time.

But for now, maybe we have taken kind of that 30% haircut for most of the games.

Yeah, so this is kind of the data that we've gotten in-house, proprietary from our clients.

So

I would say that even though this is a lot of data that we have, it wouldn't be a one-to-one representation of the entire market.

But I would say directionally, this would give quite a good

guideline as to where the market is heading.

I think the

3,000 data points is that's pretty significant amount of data.

I would say.

Yeah.

And you're working with companies

with a lot of good data points with cohorts that are measuring over time revenue.

It's like I think we are looking at the good data set in here.

So good.

Perfect.

Awesome.

So just going into the first trend that we are seeing is that

in last year,

huge increase in UA costs through the roof.

We were, you know, spending a dollar to acquire a payer.

Yeah, exactly.

So it's almost up 100%

in last year.

And what we are seeing this being attributed to main channels, meta, applause, and Unity being you know the usual suspects where most people are spending and driving up competition.

You know, we are seeing the largest spike in UA costs going up in Q4 last year.

I think that kind of coincides with you know holiday season, most publishers ramping up spends during that time.

Wonder if you guys are seeing the same thing as well.

What are other gaming series doing to combat this?

Yeah, i think the the fun starts

before black friday i feel like i think you that's black fridays the ecpms are usually bigger than

than in december now right so that's uh usually the weekend before black friday and cyber monday is the highest ecpms at least for the last two years

And then afterwards, in terms of the UA, the costs are going up.

And

with being the peak, I think around Christmas, I mean, the competition is there.

It's like not only gaming anymore, it's the e-commerce and all the brands getting up for the Christmas.

And now, well, it was always Facebook, well, Meta, and then Google, kind of.

But now, uploading is going to be, I mean, in for UA people, it's going to be tough.

For Apple, it's going to be amazing because now they're opening up to e-commerce and they're going to bank on this heavily.

And that's what I think they started doing in the US last year and the end of the year.

They opened up the e-commerce in the beta.

And now as soon as they open it up for the whole world basically, it's not going to be only a terrible situation in the UA

for Google and Meta, but it's also going to be very tough on Apple.

Which,

well, it's only going to make my life worse.

The life of Applaudin, absolutely amazing.

Yeah, and what we are seeing some of our clients do to combat this increase

diversifying into different channels away from the main channels.

We have one game that we are financing, Starbrew Cafe, that's almost entirely marketing through TikTok right now.

I know, and I mean invested in the company as well.

Yeah, it's that it's

a great game, it's they are doing super, super well, and yeah, 80% is TikTok basically.

So

also,

I want to mention this, the Q4 spike spike in terms of the UA costs.

Like some people are kind of in these

times decreasing the spend, but look, it's also known that this like holiday season for high

kind of opportunity for s like monetized payers.

And there's always special offers around Christmas and throughout the whole December.

So even though it's really it's more expensive in terms of the CPIs, but it's also you can get really higher LTV from the players.

Some, I mean, I can understand why people are decreasing the spend.

You can't kind of combat all of the gaming studios and now you need to kind of tackle the competition from e-commerce.

But if you have the money,

then you just spend against even higher CPIs because you can get higher LTVs afterwards.

Yeah.

And speaking about e-commerce, what we are hearing from the market is as of last month, a lot of them have cut marketing budgets.

Ever since Liberation Day,

we were no longer seeing any more Timu ads, any more Sheen ads.

Yeah, so I think for this year, we do expect this to largely come down a little bit, but we also expect there to be more spends as

you see in iOS.

That margin being higher for iOS going forward,

then game studios will be more willing to spend more.

Look, it's just you know, like there's a lot of spend from e-commerce.

Now, it's going to be a little spend shift to iOS thanks to the web shops and the last ruling date.

So it's going to be, I mean, it's just, yeah, shift

your view from left to right is basically going to be still very competitive.

But

yeah, the interesting thing I'm seeing, right?

Like, sure, there's Shein and Timu, right?

And they're still spending a lot, but you'd be surprised how many ads I see from e-commerce in the clients that I manage.

That's from like carpets, fire extinguishers, random clothes.

Like one of the biggest advertisers in one of my largest games that I manage is a fire extinguisher company.

It's just so wild.

It's just everything e-commerce, right?

Yeah.

Well, look, I mean, the e-commerce trend, but if you're a US company and you're US-based, then it should be fine.

But he definitely was a very big spender on Facebook, especially.

But then, yeah, now it's the time for US companies to shine, right?

So they're not gonna go away.

Of course.

Look, and

the next trend that we saw last year was that monetization also went up, but not keeping pace with the CAC inflation that we saw.

So on average, we are seeing our pool coming up by fifteen percent last year.

And what we are seeing primarily driving this increase is this phenomenon of people hopping onto hybrid monetization.

So

the traditional IEP heavy games like Strategy, Forex,

they're all moving into playing rewarded ads nowadays.

And even for the heavy admon guys, we are seeing them going into IEP type monetization as well so that they are able to

make sure that they have that longer term monetization aside from just ads.

We all know is good good for shorter term monetization.

There are been increased VIP monetization across the board last year, where people are targeting wheels and targeting power users, and that is what we are seeing kind of driving up that monetization.

But I think there is still a lot more that can be done down here to further increase this.

I think this year it will be generally going up as well as

at least for iOS, where we are seeing monetization improve because of web stores coming into the fray.

I think this will be expected to go up even further.

I expect you, when you work with so many different games, that you will have a web shop benchmarks as well at some point in the future.

That's going to be very interesting.

That would be good.

So, CJ, if I'm understanding this correctly, what you're saying indirectly is that there's a bunch, since e-commerce is moving in more and more into mobile, you're saying that there's a lot of games that will be priced out of the market and no longer be profitable as a result of that?

No, so actually, in fact, the games are still profitable, but I would say less so compared to two years ago.

Margins, three years ago.

Margins are getting thinner.

What we are seeing, I think if we can go just straight to this chart where we are measuring ROAS performance, what we are seeing is almost a 20% decline in ROS.

So, what this translates into is: if your game was previously paying back in 10 months, last year it would be paying back in 12 months.

Ah,

yeah.

That's what we kind of, it's

always something that we always discuss during the conferences and all these like different discussions, like 4 a.m.

Especially discussions that we have.

But nobody was able to actually give us the data points.

Like always, oh, yeah,

paybase are getting longer, but okay, where were the data points?

So, here.

Okay,

so you see, so you see it actually.

Yeah, exactly.

And but finally,

we also see developers accepting this payback expectation and just tweaking their mindset to being

acceptable of this kind of outcome.

And we also hear of certain games going out and targeting three, four years payback windows.

But

the type of the game, because it was like casual games, I guess.

Yeah, so these are casual games, but the range of spends that they are doing would be in the range of 20, 30 million a year.

A month, sorry.

A month.

A month, a month.

Yeah, okay.

So these are crazy amounts of spends.

And as a result of that, they definitely do see payback periods being pushed back.

quite a bit.

Yeah, because what happens always is, and people need to understand how this kind of payback works so you have a small spend which you're basically targeting or very like core users you have like

thousand per day then you can you can get that money back in 30 days easily because you're that's the core audience that you want to target then you increase the spend you kind of go go beyond this core audience and then it's kind of the the potential reach is higher but also you're not targeting the core audience only it's other people so then the payback kind of prolongs so yeah, you spend 10k, 20k, 40k per day, and then

instead of one month, you your payback is three months, but still, you get the money back, it just takes longer, it just takes longer, yeah, yeah,

and until you are kind of satisfied with the money that you are getting and you are actually getting it, then it's fine, you just need to accept the

different mindset, of course.

If you're spending 20 million a month,

it's gonna take some time until you get

because with 20 million a month, the CPI increases dramatically, obviously, and then the LTV increases as well.

But it's just the LTV curve takes longer to actually reach that CPI.

Exactly.

Also, you know, aside from just getting paybacks, I think most gaming studios, at least those that are profitable, are expecting to get a return on their marketing spend.

So they're not targeting just 100%,

targeting 150%.

So what that means is if your games are taking three, four years to pay back, that means that your profits only start rolling in from years five and year six onwards.

So, that's crazy to us.

Yeah, that's really crazy.

Yeah.

But you look, if you have a match-free game,

we don't need to name the names.

Obviously, we talked about it a million times, so many of them.

Some people are playing this game for 10 years.

So, it's like

the LTV curve after day 90 is just flat line until year nine.

Exactly.

That makes that makes a lot of sense.

But also it's kind of dangerous.

If you're a small company,

I'm not sure it's this is for you.

Yeah, it does get a bit dicey when you're managing cash.

Yeah, oh yeah.

Wait, are you saying some people need a UA partner?

Financing partner?

Financing partner?

Yeah.

I mean, if you if you do want to take your paybacks to three, four years and you are looking for someone to finance that growth, you know, please feel free to drop us an email.

Yeah, yeah, yeah.

That was a nice plug that we usually usually do during the podcast.

Nice.

Awesome.

Okay, sorry.

Yeah.

And also what we are seeing underlying this trend is

two things, I think, from a retention perspective.

The green line, the light green line at the top represents revenue retention.

So we see this going up last year.

The dark green line is representing payer retention.

And we see that slightly down for the year of 24.

So what kind of insights that we are getting is that...

Yeah, what does that even mean?

Yeah, it seems like revenue is getting more and more concentrated within the smaller payer base.

It's concentrated within power users, whale dynamics, within games.

But that overall revenue retention, which is monetization, does seem to be on an uptrend.

And as we saw in the previous slide, our pool is up and monetization as a whole is up.

This is scary because there being so much revenue concentration risk within a small number of payers, but if you were to lose a bunch of them, that's a huge blow to

your cohort quality.

And to replace these payers,

as we see, it's becoming increasingly more expensive to acquire a new payer.

Is it possible there's any skewed data in your data set here?

You have like one big app or game that has this, or is this actually like a lot of clients?

So it's like not skewed data because that's quite scary.

Yeah, so I would say this is probably a weighted average.

So it probably is scaled to the biggest spenders within our data set.

but but other than that i you know it's i would say it's pretty diversified in terms of categories and genres

so this would be generally what we're seeing

you know how it how it works felix 20 of your

players are making 80 of your revenue

then all of these kind of pairs are some of these you squeeze more more money out of them

as you go

yeah but it would be a bit worrying if it's ten percent generating ninety percent of revenues.

Yeah.

Yeah.

Well,

that's true.

That's true.

That's true.

So I think the focus for for us would be you know getting getting our clients and games that we finance to focus heavily on payer retention,

m making sure that that at least gets sustained or you know any degradation in payer retention is managed well.

So you don't end up having to replace new payers at a very high cost.

Also, is this, if I'm reading this correctly, on the left-hand side, we have extra January of

2024, and then on the right side, that's December.

That's December, yeah.

That's correct.

might

be happening here

and I'm doing this quite a lot.

A, we already talked about it.

That's like it's higher costs, obviously, on

the UA side of things for December.

So that's why, that's maybe why the kind of payer

concentration is down or retention is down.

And then I do a lot of remarketing in the Q4, especially in December.

So it's basically squeezing the most out of the pairs afterwards.

Interesting.

Makes sense.

Okay.

And

maybe just going down into

some insights.

It's a very interesting graph, yeah.

Yeah, so what we see in our data, and we do a whole bunch of prediction analysis, and we also have our proprietary in-house machine learning model to be able to help us predict what is long-term ROS performance based on a bunch of different indicators and different bunch of signals.

So things like revenue retention, payer retention, ROS performance, how much the clients are spending.

We use all that information to be able to predict a ROS curve for that game.

So, what we are seeing is

what are the best indicators of predicting payback?

There are two indicators that we are seeing stand out to us.

The first being M1 RhoS, which is early prediction of your ROS performance.

what we see correlates is if you are getting forty percent M one Rho S, that likely translates into a six months or less payback period.

If you're getting you know twenty-five percent or lower M one Rho S, that typically translates into twelve months or longer payback.

And if you're anywhere between twenty-five percent and forty percent, that's six to twelve months payback.

This is of course you know a broad generalization because it doesn't factor into account nuances by different categories, different genres of games.

But this is kind of what we are seeing at the overall data set.

And aside from M1 ROAS, we also see D14 payer retention

being quite a strong predictor of longer-term ROAS success and performance.

Yeah, I wanted to ask where's the retention coming into this equation?

Because I have this example.

We had a game where the day seven ROAS was like 70%.

Everybody's like, oh my God, this is like, oh, this is going to scale to the moon.

But then that 30%

to get to 100% ROAS took us 11 months.

That was kind of the problem.

That was the problem in that equation.

Yeah.

It's a balance that you need to.

Yeah,

it's this balance between ROAS, like fast ROAS, and longer-term payer retention that's more durable.

And you need to balance this two out because what we are seeing in a lot of heavy admon games is that they squeeze the juice out of their user base right in like day by day seven, day 14, and they get super high ROAS.

But because of the amount of interstitials and rewarded ads that's being shown to users, a lot of them get ad fatigue and churn off very, very quickly.

And although you may get to 100% payback, but thereafter you don't get that incremental ROAS coming in thereafter because no one's staying.

Yeah.

Yeah.

Exactly.

I mean,

and that's why we have the

hybrid casual games these days, which have high early ROAS, but then there's enough depth in the game that kind of supports the long-term retention.

Exactly.

Yeah.

I would also say that

this is kind of a broad data set.

And we are able to get very, very precise in our predictions.

And we now offer a service on our platform called Lambda, which essentially enables a client, a game studio, to plug in their data into our system and be able to generate very, very specific ROS

projections for their games.

And right now, it's all available for free for anyone who comes onto our platform.

And you know, it's an easy integration with their MMPs like AppSpire and Adjust.

So with within, I would say, two to four hours, they can get access to this benchmark and then this ROS projections will be up in a day or s or two.

Okay.

So again, how does that work?

It's the it's tied to the the previous slide.

Yeah.

So so this is this essentially is the the data underlying that, but we are able to offer a service to clients

to be able to project out how their cohorts are doing.

And this is, of course, kind of all available for free right now.

Just hop on to our website, pvxpartners.com.

Should be quite straightforward down there to sign up.

Is there a big button that appears if you have good enough

like cohorts that you can get financing?

There is.

It's a secret button, I would say.

It's a secret secret button

that

we do enable.

And then we also come up with an eligibility report, a funding eligibility report that essentially scores a cohort

on a scale of one to three.

And beyond a certain metric in that scoring system, you can expect to get a call back from us

on high-level terms for the financing.

Yes, okay, nice.

Yeah.

I think the next thing that we are seeing

is

a breakdown of where the spends are going to different channels.

And this in particular is for the casual segment.

We do also have details for other categories, but you know,

given the focus on this channel on casual games, this is where we kind of can spend more time on.

We are seeing, I think, 50% of spends being through Applevin, and then followed by Google Google and Unity almost holding hands, then Meta, and some other channels that are like Mintegro and Adjoe, they're smaller channels.

But I would say largely, Applevin, Unity, and Google are the main channels that people are spending on.

That's crazy different from four years ago.

And what's even more crazy that stands out to me in that chart is basically that Meta is 11.24%

and they're only spending on Android and no iOS, right?

And Google's kind of spending on both, right?

Because there's no, like in the apps that I manage, like Meta is no, like there's nowhere to be found any meta demand on iOS, right?

Or that's only from fan, right?

Or from Facebook.

You mean in terms of the monetization?

Yeah.

Yeah, but then you have.

Wow, but this is kind of

this is the UA side of things.

Yeah, this UA side of things.

Yeah, it's the other way around.

Because

this kind of suggests, it's something that we've been talking about for a while.

Every time we review a game,

uploading is on the number one or number two spot.

I mean, all in the last year, like, yes.

And then there's like always these different ranges.

Like, if you are 50%, that's okay.

30% would be better, but 50% is fine.

Then you have the other side of the coin where, like, the other

companies that are like 80% of up-loving spend, or 90% of up-loving spend, or 100% of up-loving spend, and that's very dangerous.

It's very, very, very dangerous.

I ran a survey on my subscribers just to see what's your biggest UI channel in terms of the spend on iOS versus Android.

iOS was like uploading,

absolutely,

across the board.

And then there was a little bit of Facebook as well.

But then also Mintegral and Google, even on iOS.

But then when I asked about Android, it's like Google all over the place.

And then Appla Vin as well, and then everything else.

So it's

Appla Vin is just always there.

And it's not going to get anywhere.

Yeah, they really are dominating the space, it seems, at least for casual games.

We do see a different dynamic across core games and real money games and subscription apps, but yeah, I I would say for casual, it's quite it's uh they are really dominating.

But what's also interesting

yeah, go ahead.

Even if you think about the

subscription apps, the App Lavin is is is there it's not the top spender, but it's definitely in the UI channel mix, which again, like Felix mentioned, wasn't here like a year ago.

There's always like Facebook, Google, thank you very much.

And then now it's like it's Mintegral there, there's Applevin Lavin as well, they're using Playables, the subscription apps.

It's yeah, it's coming in their direction.

Yeah, for sure, for sure.

And I think what's surprising to us is when we do benchmark the performance of each channel, we are seeing quite a different story when it comes to ROAS performance.

In that, even though Applevin is where most of the spends are going to, we do see better performance coming out from Google and Unity, which are the orange and yellow lines at the top.

So, quite a bit of a divergence in terms of where performance is coming compared to where spends are going to.

But of course, this is all data that's based on last-click attribution.

So, there could be some multi-touch attribution that's going on in this case.

Whereas actually Applevin.

Explain that a bit for people who are just joining us, because that's a very important point, but I just want to make sure you highlight it.

Yeah, no, for sure.

So this could be the case where a game studio was actually spending on Applevin.

Their campaigns and creatives were all through Applevin.

But because of attribution related issues, where

it's a multi-touch attribution where it's actually the you know, last click attribution is what's captured in this data set.

So the first click attribution would be Applevin, but the user subsequently clicks on Google or Unity ad, and

that's what's being recorded in this last-click attribution here.

So although the first click would be an apple-in ad that the user actually interacted with, but essentially Google and App Unity would have stolen that

attribution in the end.

Yeah, so look, you see, Felix, you see an ad on App Lovin.

You click, you go to the store, but you don't install.

Practice.

Let's go

on with your day.

Then you see the same ad on TikTok or Unity.

You click, I was like, let's download.

And then you download and start paying, but then

all revenue is going to be attributed to the Unity, which was your last touch point, basically.

But honestly, it should be shared between Unity and Applause because Applaven was the first point, but then the last point was

Unity.

So that's what can be happening here.

Which is absolutely happening everywhere in the industry.

Yeah.

In fact, they should be sharing the kind of share of the revenues, like 20% attributed to Zap Lovin, 30% attributed to Unity, and so on.

Or ZJ, how long are you in the industry?

Come on.

It's never going to happen.

It's never going to happen.

10 years, I've heard the same argument.

I'm like, yeah, sounds great.

Good luck.

yeah good luck executing it

exactly that's why I think that's why Apple I mean has like six clicks to actually

exit the exit the creative just to be sure that you are not not doing uh you know you're not dashboard or anything else I mean that's why they have amazing that's part of the story let's let's call it that oh sorry if you go back

in the previous slide yeah we do have this feature on our dashboard as well that allows our clients to see benchmarks of where they are performing, vis-a-vis different channels and

different categories.

So it's benchmarked based on category and based on genre.

And down here, folks are able to see how they perform and also within channels.

So in Meta, in Google, in Apple,

where are they ranking compared to

other competitors within the same category and genre, which could be helpful in being able to benchmark performance and then informing your UA decisions as well.

This is super important.

People are always asking me, Hey, so what are the benchmarks for day one, day seven, day 30, Roas?

Like, how are we doing well?

Are we doing bad?

Like, should we do something else?

It's like people don't know.

So, this is perfect.

Because then you can, like, I'm doing actually quite well.

Maybe it's fine.

Nothing is wrong with me.

It's just maybe we can push a little bit more the budget here and there.

Exactly.

And we use this on a day-to-day basis for our underwriting purposes when we look across games to finance.

But we thought it'd be interesting to give this tool out also to game devs and studios and UA teams to be able to let them track their performance and see where they can improve.

So an example would be some games where they would see that they're underperforming in M one Rho S, but very strong in the later months Rho S.

And that means it's, you know, it's just a different strategy that they are

engaging towards in their whole life cycle.

It's the same thing as I mentioned with the with day seven, seventy percent, but then the the rest is day

one it's one year basically.

And you just need more data points in that LTV curve.

If you're underperforming on one, it doesn't really mean anything.

If you have strong monetization points afterwards, and that's what this is all about.

Exactly.

It has to be a very holistic view when it comes to grading and assessing ROS performance.

And I would say what works for one game or one genre wouldn't be the same across different genres.

There are a lot of nuances across genres and across categories as well.

How many categories do you have at the moment?

We do look across the main categories being casual, core, real money, and subscription.

And within genres, we look at a whole bunch under each of them.

So things like puzzle games, strategy, RPG, simulation.

But you know, Bobo, you are mentioning kind of genres and categories.

I thought it'd be interesting to show you something,

and that's you know our benchmarking for casual puzzle games.

So and then and you know, I you know, I do see a lot of casual puzzle games being being mentioned and brought on for today's show, so I thought this would be interesting definitely for you guys.

So what we have down here is all the benchmarks of payer retention

and ROS performance across all the casual puzzle games that we have seen so far last year.

What we are seeing is

there being quite a difference between the top performing cohorts.

You would see down here what we coin as the eightieth percentile cohorts and the the rest of the the cohorts that we are seeing.

So there is that there is a huge delta between the the top cohorts that we are seeing, even in both um payer retention at the top chart and the ROS performance.

So that's one.

On a payer retention perspective, we are seeing the best cohorts reach about

50% M two payer retention.

Then by M six, that drops to around sixteen percent, but the long term retention is six percent.

So this is quite interesting because typically you would see casual puzzle games and you would think that there is low retention and you would expect you know low single digits in two, three percent, but we actually are seeing the top games and top cohorts being able to maintain retention out even into the long term yeah that's why they can can target the year three or four payback exactly i would love to see this graph if i could break it out with games that have in-game ads and that don't and to see if there's any big impact on having it or not that we're putting

yeah maybe in our next year's edition of this report happy to kind of dive into that i will hold you to that because i've been in some LinkedIn arguments recently where that would have come very handy.

Very handy, yeah.

Very handy.

For casual game especially.

Yeah.

And from a payback perspective, when we look at ROS,

we do see the best cohorts getting to almost 200% ROAS by month 12.

And

the median, I would say the six-year percentile cohort, that gets broken even

in six months, right thereabouts at 100% ROS by M6.

Yeah, so if you look at this chart again, 100% M6 ROS, that kind of correlates to 40%

M1 Rho S is in this benchmark as well.

Yeah.

Processing.

Data processing.

Yeah, but the casual puzzle game genre is definitely one genre that we do spend a lot of time looking at, and it's it's it's the largest data set within our entire sample.

We we are seeing quite a lot of interest and and flow coming out of these these clients and we are tracking performance here quite closely.

But we are quite bullish on this entire genre.

There are a lot of product innovations that we are seeing coming up and a lot of marketing efficiencies that we are seeing UA teams dive quite deeply into.

Creating new creative strategies, looking into new channels, doing very creative things with

influencers.

Very, very deep.

Nice.

Okay.

So

this is all out on your website.

People should go

check it out and then ideally plug their data in so they can play around with the projections.

So you can call them after that.

Just help me argue better on LinkedIn.

Then help our yeah

and help argue better with different games.

Oh,

it is perfect because

people really want numbers and benchmarks and they want to always compare to the best in class in the industry and see if they are close or far.

That's good.

And previously you would have to call up your ad manager at Meta or at Google to ask about the CPIs, but now with this password,

so you have the CPIs as well and the

ROAS numbers.

Perfect.

That's good.

Which is basically real data.

Exactly.

What do you want to share with the audience

as well, besides the benchmarks?

And anything else that you want to share with the guys?

Well, except go to the pvxpartrons.com and then just check the RAS benchmarking.

What I would say is, we'll go onto the platform, do integrate with our solution, Lambda.

We provide benchmarks, we provide a cohort monitoring platform, we provide financial projections, and this is all free.

And it's our way to kind of give back to the community and be able to allow developers to track their performance and also see if they are eligible for our financing.

And if

you are eligible, we would be very, very

helpful in being able to help you scale your UA without giving up your equity positions, without diluting your equity even further.

So, yeah, it's

happy to be of service and be helpful to this community.

DJ, thank you very much for coming.

And also, guys, dear listeners, thank you very much for listening to the episode.

You will get, you'll find all the links in the show notes with the contact of

DJ as well.

So, yeah, thanks.

If you found this useful, please share your comments under the video.

Let us know, join the Slack channel.

We're all there.

And again, DJ, thank you very much for coming and sharing.

Thank you.