💰 $400 MIL/Year Genesis: Like Voodoo, but for apps and bigger. App industry’s secret blueprint

Because Headway

Micro Learning app, you know, that's the they like kind of goes into fifteen minute text and audio summaries of hell of books.

And d get this.

Backed by Genesis, Headway surpassed the main competitor Blinkist in in downloads by l by twenty twenty.

Wow.

Within two years of the launch.

So over seven million people downloaded Headway across one hundred forty countries and now it sits on like forty plus million downloads.

So do you want to see Headway?

I haven't

Wait, wait, look, wait, just look at, I just want to point out here, right?

Like all these apps, like Better Me Headway.

You see the spikes they're doing in January every year?

Welcome to the apps.

All the resolutions.

New Year's resolutions.

Resolutions, people, exactly.

It's 4 a.m.

and we're rolling the dice.

Matei 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.

Mate, feeling shackup bringing the insight.

We're rocking those vibes till the early daylight.

But KUA, master, eyes on the prize.

Tracking data through the cyberspace skies.

Felix stats, colors like a wizard in disguise.

Jackups crafting realms left us to the highs.

Two and a half gamers talking 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.

Record a podcast, but here we are.

Here we are.

Hey, hello, hello, hello.

Welcome to today's episode of Two and a Half Gamers.

My name is Matio Andrew.

And I'm Felix Brauberg.

And we

are your

host.

We'll get there.

We'll get there.

We'll get there.

Yeah, eventually.

We'll get there.

Mati had a bad dessert Kazadia, and you can tell that he's a child, because basically, if he feels bad, he needs to make everyone else feel bad.

I'll do the intro today.

So,

today we're shifting gears a little bit, and we're talking about something new.

Because one of the trends that two and a half gamers have noticed or heard or seen about or heard about is that more and more people in the mobile space are focusing more and more on apps instead of games because the gaming landscape is so competitive so we are near this man like we are working with apps and we see revenues and okay we see the revenues come on come on okay go go vomit your casadilla okay so we are starting a four-part episode episode see like working a series where we're looking at what you're talking about are we yeah this is new to us yeah this is just to start right so we're gonna be involving in the script

what script are you talking about Maybe we'll finish.

Let him finish.

Yeah, well, let me let him finish, and then we can vomit on this together.

All right.

So, in today's episode, we're gonna start by looking into one of the largest app companies in the world, and then we're gonna do other episodes covering some of the other largest app companies.

And today, we are covering one of the largest ones called Genesis.

And by studying their websites and business models, they're quite an interesting company.

I believe it has Ukrainian roots.

But we estimate from looking at their website and Censor Tower that they could be generating anywhere between $16 to $18 million per month on mobile only.

And that's outside of web, which is probably even larger because this is the app business.

So what we're going to do today is we're going to go through their portfolio, business model, UA strategy.

We're going to do a breakdown of some of their top earning apps and basically, you know, stay two and a half steps ahead of the app industry.

Well, I'm not sure if we are going to stay ahead of the app industry, but definitely game industry.

The app industry is already two and a half steps ahead of the games, I would say.

How so?

Man, what are the games?

How so?

What are you talking about?

Oh, why not?

Why?

No, they're not, because they're getting our toys.

I mean, I guess that the big fundamental difference between gaming and mobile and apps and mobile is that gaming is entertainment and apps is mostly utility-based, right?

And that's the main differentiator.

I would be kind of, you know.

Very careful about what you're just saying.

Yeah, exactly.

Okay.

Especially with apps like Ghost Seeker or whatever or stuff.

Like, is this literally the deal?

Maybe app is a two broad term, but majority of this Genesis portfolio is based around utilities, right?

You tell me.

Well, the thing is, like, apps were here also for some time and suddenly everybody woke up and was like oh my god there is an apps business as well.

Oh no shit.

There's an industry.

Wow.

What a surprise.

But yet they are growing and what I'm saying they're two and a half steps ahead.

It's mainly thanks to the creative side of the of the business because gaming

companies are kind of borrowing trends from apps because they are

and vice versa.

Yeah, kind of, yes.

Oh, yeah, kind of, yes.

Vice versa, yes.

Yeah, show me, please.

Show me Duolingo.

I'm talking about creatives.

I'm talking about everything.

Sure.

Yes.

Okay, fair.

Duolingo is gamifying their business, and then that's how they grew.

I know.

Thank you very much.

Tell you.

Even next time.

Next time.

Okay, great.

So please, Felix, start because I am going to vomit on this guy soon enough.

Soon enough.

I have no idea, but I feel really bad.

Jesus Christ.

All right.

So here is Genesis' website, right?

Which looks very generic and inconspicuous, but essentially,

yeah, it looks like any other website.

But

we just

scroll down, right?

What do you mean?

Does it look shady at all?

It looks like a corporate website.

Yeah, exactly.

So that's when you get down to the organizational structure, right?

So here they claim that we are one of the largest global app developers.

Our apps have been downloaded by over 400 million users and are used by millions of users monthly.

And that's when it starts getting interesting, right?

Because that's when we start going down and seeing a bunch of companies.

And it's not just a few.

The ones I would actually recognize from this is probably Plantin because my girlfriend uses it all the time.

Yeah, a bunch of different companies.

Headway, pretty known up.

Yeah.

That was the only app that I actually know.

Yeah.

Heard it the first time when we were talking about it.

It's not the first time, yeah.

I did heard it the first time.

Yeah.

I mean, are you not listening to what I'm saying on the creative trends?

I mentioned Headway like 10 times before.

Yes.

He must have ate something bad as well.

I guess something that erases memory or just, you know, closes ears.

I'm not sure.

Maybe a fungus or something.

Did you eat like a fire-breathing dragon?

What's going on?

I might.

I might in a second.

Right.

But then one of the most interesting things here, right, is that under About Us, it has become a co-founder.

So here, what you can actually do is you can apply

to basically make apps with their help where they're offering their expertise.

They take anywhere between 10 to 20%

and they essentially help you build the app, right?

So, investments, turnkey back office, networking.

So, they're making it easier for founders to build apps using their expertise.

And here you see partnerships with global businesses.

Look at these.

So, they're like Google Metals.

I guess so, right?

That's the feeling I'm getting right now.

So,

yeah, look.

Oh, that you have the expertise because there's

the mission which says it centers around empowering CEE talent to build innovative

startups and independent startups that can reach a global audience.

And as they say,

they're nurturing homegrown startups into international success,

which basically means,

I mean, whatever that means, I guess.

Marketing.

Yeah, it's called marketing.

The thing is,

they started with the Headway and some other products, which is, I think, Better Me as well.

And it kind of like became spin-offs that

they became a standalone businesses afterwards.

So I guess it started with one of their teams, like you just showcased, and then they spin off or span off the whole thing.

For now, it sounds exactly like the usual hyper-casual era publisher.

Interesting.

Right.

So let me start.

So what I have it on good authority.

You know, as you know, I have friends in high places in Turkey, and I have it on good authority that what started it all, and I could be wrong, right?

But what started it all was this cleaner guru.

So, for iOS, a cleaning up storage app that essentially right now generates about $400 million

a month in IAPs and has been downloaded about a million times in the last 30 days.

That was launched in 2019.

Did you say $400 million?

$400, no, $4,4 million, $4 million in the last 30 days.

The The fungus is going into the Lisbon as well.

Easy there, Dragon.

All right.

So this exactly does what it advertises you to do.

Like, I use the app a little bit today.

It really encourages you to pay $8.99 to help you clean up your iPhone.

But what it does, it gives you access to...

videos, your phones, contacts, everything.

Where it's basically a centralized app where you can actually just delete everything quite useful but it looks like if you won't Felix give me the screen I can show it yeah you have it there

yeah

sure

so you install it it says it's advertised and then after you go through the installation

of course you need to give it all the accesses and then it goes pretty much what it says.

So it organizes your stuff, like looks for similar photos to to kind of kick out

big files that are a possible target banner on the bottom, of course.

Yeah, and seems pretty tidy, like definitely something maybe that I would use at some point,

like during the life cycle of my phone.

Yeah, I mean, if you had iOS, right?

Yeah, this is only available for Android.

Only if, yes, well, look,

it's the golden rule of apps.

You make money on iOS.

Yeah, that's that's the golden rule.

If we move forward,

there's the yeah, there's some dashboards.

Yeah, da yada yada.

Upgrade to pro.

That's that's the thing I wanted to show.

So

no ads, compressed videos, managed contact, secret storage.

If I understand secret storage means that it goes into like some deep levels of the

system and lets you like cut out stuff out of it or

the bottom part of the iPhone?

I don't know.

Yeah,

all the porn that you have stored on your on your phone.

Maybe just leaves the catch.

Yeah, but probably.

But yeah, looks interesting.

And yeah, this is exactly what Felix is doing.

This is an utility.

This is a utility, clear need, probably one-way thing to do.

And yeah, I'm surprised it's making so much money because I would expect that you use it once or once a year or something.

And like, why do you need a subscription for it?

I guess people forget quite a lot when they have subscriptions.

That's the monetization model, I guess.

I mean,

so some of the future companies we're going to cover as well, one of them will be Codeway, and they also have a cleaner, but it's on Apple.

Yeah, which is making

a lot of money as well, right?

So it definitely seems like a really good money earner.

You know,

and Felix, you remember when I was in the US last year and my MakeBook makebook was kind of dying and I wasn't sure if it's because of Makebook or because of the internet connection or what?

Oh, yeah, remember that you were just as angry then as you are today.

Exactly, maybe even a little bit more, even a little bit more.

So I guess my makeup ate something wrong.

Anyway, so I was trying to find all these ways to clean it up exactly.

And then I ended up installing a few of these cleaning apps and then

uninstalling it immediately.

But then, yeah, I mean, like that's that's what happens with uh with people's phones I guess as well.

Like they become like super slow because you have shit ton of stuff that you don't really need in there.

And this is a really easy way how to get rid of it.

So uh around the same time oh that's the wrong one.

Let me go here.

So around the same time

also launched Nebula, which is a horoscope and astrology app

which is still generating about 800k

every thirty days on 200k downloads.

Recently, more recently.

Can you show the overall trend?

Like, how was it?

I'm just curious.

Like, overall revenue.

In the meantime, I think

the ideas for apps and the actual apps, like, whatever they do, it's limitless.

I know one of our friends

44 million lifetime revenue.

Former teammates.

He said he's working with one company and he said they have a ghost busting app or ghost finder or something.

He has like ghost scanner.

Yeah, it's like what?

Yes.

And people actually install this and pay for it.

Yeah.

So utility.

Ghostbusters.

Ghostbusters.

Most recently now, they've also thrown their hat in the ring for

getting in the ring with real shorts.

So basically, it's my drama short movies.

That's really recent release.

It's already making 3 million money.

Now everybody has like in drama yeah short drama app except netflix yeah yeah but they actually no no you're wrong because they actually have two so here's another one drama short right so it's one that's making 600k a month currently right yeah yeah which is p and there there's ads as well right but i think this is probably one of the most interesting tabs right because

this shows

Some really big apps, which Matteo already talked about, right?

So Better Me, Plantin, Headway, a couple of of other ones.

And this is all

Genesis, right?

So, go before you,

yeah, go and do

all the number magic because BetterMe was founded in 2016.

Genesis co-created, and BetterMe develops, developed wellness apps focusing on workouts, nutrition, mental health.

This became a top five grossing health and fitness app globally in 2018.

This illustrates the Genesis strength in the mobile apps, leveraging the digital marketing and subscription monetization.

So they definitely figured something out.

I'm not sure if the listeners you already saw or you're going to see the episodes about Adbon trends, but Felix was talking something about the template.

Maybe Genesis template is something to do with the subscription model and monetization.

Like the actual template.

Like the actual template, yeah.

Go left, report options, and second icon from the left.

Bottom, bottom, bottom, bottom, more bottom.

Man, I'm doing it for two years.

Thank you very much.

Thank you very much.

Thank you very much, Sensor Tabo, for providing this data.

This is how Felix is actually working.

What do you want?

What do you want?

Man, I'm doing this graph for two years.

Same setup.

And you still don't know how to do it.

Which one is it you want?

Yeah,

you want stacked right

then say stacked huh jesus he said it's five times did you did mati vomit in your mouth what's going on i was i was actually trying to provide uh a better me information and he said three times and i i even i could even hear him but i can't really you know operate the graph but anyway In the meantime, there's the headway, which is the personal growth and ad tech startup launch in 2019,

which is a popular book summary and learning app.

And we were talking about this micro-learning trend in the creative trends, if you remember.

And I hope you remember, because headway

micro-learning app, you know, that's the thing that kind of goes into 15-minute text and audio summaries of books.

Get this.

Backed by Genesis, Headway surpassed the main competitor Blinkist

in downloads by 2020.

Wow.

Within two years of the launch.

So over 7 million people downloaded Headway across 140 countries.

and now it sits on like 40 plus million downloads.

So you want to see headway?

I haven't

wait.

Just look at, I just want to point out here, right?

Like all these apps, like Better Me, Headway, do you see the spikes they're doing in January every year?

I mean, welcome to the app space.

All the resolutions, all the New Year's resolutions.

Resolutions, people, exactly.

So as you can see here, these apps together have made over, on mobile only, close to half a billion, right?

Which is kind of not the whole picture.

picture.

Do we want to go into web stuff here, or do you want to actually check out the app, Remo?

Yeah, let's check out the app.

So I'll show you.

So, look, I already read like three books today.

Oh, nice.

So, look, this is one of the like the headway is one of the top startups, and it could reach a unicorn status in coming years, apparently, based on some

they haven't been in your newsletter.

Man.

Very nice.

Very, very nice.

But I think they have some really, really negative effect on the book business because, like, why buy a book if you can just, you know, have the summary, read the summary in, like, five minutes.

Fifteen.

Work harder.

Oh.

Yeah.

Thank you very much.

That's literally how it works.

You go and key points.

And that's it.

And you just kind of click through them.

And

what you

you can start start reading books yeah a few more clicks

here we go

that's it atomic habits there was it nice

30 seconds good just go and listen to it yeah so you can also listen to it by the way yeah that's that's right whatever yeah great it was great really

um

that's a nice brain yeah there's there's mr brain there uh it goes always

There's a streak mechanic as usual.

That's the Duolingo stuff.

Some kind of quest system, whatever.

Then recommendations engine.

This is the movie they offer you at the end of Netflix.

And then, yeah, you go there and continue.

If you have your library that you already

have your career.

Yeah, you have explore stuff, which is just categorize things into different

categories, special offers that are being thrown at you.

Then all of these apps.

I hope you remember that special offer.

Of course.

All of these apps start usually with some kind of questionnaire that's tried to.

Which is an onboarding.

Yeah, their onboarding is basically questionnaire, questionnaire, questionnaire.

Like, feel invested, invested in BAM subscription.

You can go further.

I think I didn't even solve the X button, so I had to restart.

And I still.

Yeah, I mean, you used the questionnaire as an onboarding to get personalized or like kind of better experience afterwards.

Yeah, but then it's pretty robust actually.

Like if you see all these things that they have here.

And this is this is the gamification part.

So we have

force your employees to do this thing with you.

Yeah.

So you can do

business.

That's the

absolute dream.

Force people to read the books you're reading.

Yes.

Yeah, yeah.

Yeah, that did our startups.

Micro-learning is the new micro-dosing, but micro-dosing with books.

Yeah, exactly.

So, you don't read the books, you just read the summaries.

Yeah, so there's a string mechanic, some quests, uh,

again, achievements where there's like different photos of Mr.

Brain,

the app sell for you know, torturing your employees and inviting your friends or torturing them, and that's it.

Like, uh, it literally does what it says, very handy and simple.

So, that's there.

Reach that, poor that.

Again, everything Everything is pretty much done like this.

Or there's a web store link directly on Amazon, which I guess they have some kind of a kickback or whatever.

Most likely, yes.

Yeah, so that's there.

You can see it up there in the link.

100%.

Yeah, yeah, for sure.

Yep.

So if you don't like your summary or you want to read more, you can also have a direct link there.

Yep, that's headway.

So BetterMe or?

Yeah, do BetterMe.

Okay.

So BetterMe is right here or around the corner.

So let me just do the numbers here for better me.

So that's actually the app that's generated the most revenue.

157 million dollars.

Yeah, Better Me.

$157 million in lifetime on Sensor Tower, which we'll go through later.

It's not the full picture.

Downloaded nearly 100 million times.

Right now, every month is making anywhere between, yeah, if it's January, it makes six and a half million.

But if it's February, it makes 2.6.

Yeah, because this is the pristine app for those resolution people.

This is the app.

Yeah, this is the app.

This is the app.

This is the fitness trainer and nutrition app.

Also, you know, like during COVID, the fitness apps,

there was like absolute blast because obviously, what could you do?

Well, you go.

Do fitness.

Fitness.

Buy crypto and do fitness.

Yeah.

Yeah.

So there's a lot of these like it's the interesting part about this thing that it's very broad in a way that it literally offers you everything from like water dragger workouts, food, calorie counting, fasting.

Start with your mind, some mental shit things.

Yeah,

all the trainings are here.

Basically,

the food.

I don't still don't get it because I already paid the subscription.

And if I get the meal plan, it actually

pays the subscription.

No, no, no, no, no.

It's free trial.

It's free trial.

Don't worry.

Don't worry.

Don't worry.

Don't worry.

Refuses to make an IAP for like three years and then he buys a subscription.

No, no, I mean, come on, like,

you know, you know him.

No way.

You know him.

Yeah, exactly.

You know him.

Like, this is no.

Even though you buy it, you still need to pick up a plan as an offer, which I'm missing an X button or.

No, you just clicked on the X button.

But how do I get the meal plan?

Like the meal plan is the offer?

You know what the meal plan actually is?

Because maybe this is just the meal plan, like the one on the bottom.

The meal plan is that someone creates a meal plan for you so you can actually lose weight.

I don't know, like I know how this works, but the question

is why,

like,

what's the difference that I already paid for the subscription?

Because this is something else.

Okay, maybe it's just like I'm confused.

Headway one has just better onboarding there.

Yeah, challenges stuff.

Home workout challenge, the usual.

Did you put

the push

on no

why you should because then you actually maybe get into the gym afterwards

going into the gym for last year man.

The problem is that with secondary

enough pickering

all right

continue, Felix.

Yeah, so uh

yeah, so I'm gonna take the screen again

so just wanted to

here.

So this picture is quite impressive, right?

Because this is the majority of earnings, right?

So I spoke to a friend of the pod, Shantu, from Codeway, who's actually the new GM for their new Barcelona office.

So he knows a thing or two about subscription apps and apps.

We're going to do an episode on Codeway at some point as well.

And I asked him, like, so is this really the complete picture?

And he says, no.

No.

He estimates that Genesis generates at least 50 or 60% additional revenue outside of the app stores, right?

From web.

And I think it's really well suited if you do this as an example.

So this is Plantin.

So this is one of their other apps that we'll go through next, where essentially you can scan plants.

to see if they're healthy or not.

So if you're like me, you're quite retarded in the garden, you actually have a way out to actually figuring out if your plant is sick.

Last year i used this app to actually find out my olive tree was sick and treated it i have it that way if if you want to see it like i have it running oh you do okay yeah of course

i'll let you show it and then

so we have our swiss cheese plant of course what other plant i could have

did you scan your wall your plant wall now i just chose the first swiss cheese one that i saw there Yeah, so you have stuff like watering calculator that's behind the subscription.

This one actually doesn't force you that

immediately into the subscription.

So I was just curious what stuff I can get on the free trial free, no free trial, basically, just free, free.

So that's there.

Free free.

So you have like all these interesting things there where it's kind of healthcare for the

like light meter and I don't know what that I didn't know before even exists.

So that's there.

You have your whole like my plans at plants.

Switzerland.

Yeah, I have Switzerland here, of course, for the Swiss cheese plant.

Like you create your own whatever garden here and digitalize it.

Then you have stuff like it's very robust.

Like there's so many plants that that like you can choose from.

I can even scroll down.

There's of course the photo functionality.

Even more important is the diagnosis functionality of like what's wrong with the plant.

This is this is very interesting.

I should definitely try to use it on some stuff that we have in the flat.

And then there's blogs about

what plants are associated with Christmas.

What do you do

points here now that Christmas is over?

Is the Christmas roasting?

How to get rid of a Christmas tree after the holidays?

Yeah, very, very good.

So, yeah, stuff like that, basically.

Overwater versus underwater plants.

So, seems like a hub for the

people going around the plant stuff.

Yeah, we have the gamification party as usual.

So, season pass collection,

which is what

start your journey.

I don't even know what

season pass.

Yeah.

So, season pass for

okay for plants.

Interesting.

plant and send a season pass.

These guys are gangsters, man.

What is this?

Great.

You sell everything, basically, even painting.

So, it's pretty much like increased capacity for every single feature, then some features are logged directly there, such as the AI botanist,

which I guess is not AI at all, watering calculator, toxic plant parts,

and

mood advice.

Like,

really,

can I can I just point something really funny out while you're on that?

So, it says here that the weekly and lifetime, right?

So, you can get a lifetime subscription forever, right, for 50 bucks.

I went on the plant in websites, right?

And made an account there because basically they're pushing you to make an account and to pay online, right?

Because then you don't get the 30% fee and basically you're making more money.

But online, the prices are actually higher.

90-day access is $59.

There's no lifetime deal.

Nice.

Wow.

That's cool.

Okay, I'll show you.

Nice.

Yeah.

How do people hear from the app itself?

Or

I guess people

come.

That was my question.

You're then encouraged to make an account.

And then as soon as you start scrolling, it's like identify and everything's pushing you then to the app.

But everything is trying to get you to subscribe before you get to the app.

So I guess that's the name of the game and how they try to do it and why so much revenue is tracked offline.

So right now, all the things we went through with a couple of other straggler ones are a bit smaller.

I guess the only thing we need to talk about before we talk about that is...

I don't get this.

Not really, I don't get this, but I'm just thinking about what would happen if this would be happening within a mobile game.

What do you mean?

It's the thing, like, the community would be basically revolting somewhere on Discord or Edit or whatever.

Why?

Because it's different pricing?

Nobody cares.

Yeah.

It depends on how, like, how big your community is.

Yes.

And what kind of game it is.

Obviously, I mean, this, like,

pricing, like, different pricing and different, like, A-B taste of pricing, like, it's like, it's pretty common.

Yeah.

Even in the game.

There's not even the lifetime option.

Well, maybe there is.

Maybe the gated pricing is like gated pricing.

Well, you can always do and go and install the app.

Yeah,

I guess the biggest thing here, the only one that really sticks out in their portfolio, which is the last thing we'll cover, right?

So before we go on to UA, and that is Keki Learning Games, right?

So this is also one of their sub-companies that's listed on their website, which is a learning games for kids that we've actually spotted recently because it was growing quite a lot.

We're actually talking about it's making about 33 to

yeah 35k a day uh from the last couple of months but you can see it's been in the works for quite a while right

adding all these up like on sensor tower it's about 17 mil right so if we believe shantu uh estimates

that it's like half that means they're making twice as much on web right which means genesis is clearing

what

35 45 35 mil 44 35 30 to 40 mil a month

which is quite impressive yeah

that is very impressive so now uh now the big question diversified by the way yeah that's the important part

look there's the the business model we kind of touched a little bit so

i was trying to do some digging and apparently they the Genesis operates on a venture builder model, meaning it's

develops and scales new tech businesses rather than functioning as a traditional software outsourcing or an investor.

So, they have this co-founding approach.

Exactly.

But

it co-founds the startups with entrepreneurs.

They receive a seed capital, mentorship, and shared services in exchange for equity.

So, better.

It's way more than voodoo.

So it's embracer voodoo.

Yes, kind of.

So this approach has led to the spin of the headway and better me and while working at Genesis, so like this is kind of like early stage accelerator, incubator, and investor with deeper involvement in the product development.

So that's the important thing.

So it's better retention because they are holding stock, which means

that much.

Anywhere does it say there if they have a UA partner?

Yeah, I think in this approach, not really, but I think they should definitely call the PVX Partners because that's our partner for scaling and the partner for scaling for so many other gaming companies.

And I think PVX partners are starting to work with apps as well because today's episode is brought to you, well, I guess

you guessed it, a PVX partners.

So if you're scaling your gamer app and need funding, just hit pvxpartners.com, say two and a half gamers sent you.

They would be so happy to hear that, obviously.

But why PVX Partners?

Because there's no equity dilution.

It's flexible and fast.

And, you know, you can take

Genesis.

Yeah, exactly.

You can get the money for you scaling your UA.

So visit pvxpartners.com and see how they can help you grow your business.

So thank you very much, Felix, for the plug.

But

honestly, there's like a few more important parts because the company at the Genesis provides the shared infrastructure, which I think is quite interesting.

So there's the Genesis marketing and analytics teams helping.

That's the Buddha part.

Yeah, that's the Buddha party.

They do the product.

They do the analytics marketing.

Exactly.

That's what I'm trying to get, but you keep fucking interrupting me.

But maybe I just go to

the UA part because you don't really care about the whole monetization and business.

How old are they?

How old is this?

It's 2008.

So the company was founded by Volodymyr Monogoletny and Vasil Ulyanov.

He's a swimmer.

He likes to swim, he says on his bio.

Okay, totally.

So 2008.

And then the first projects were launching around 2011.

So this is a pretty old company.

So it's not like, hey,

we just created all of this fun like five years ago.

So these guys are making anywhere close to half a billion dollars a year, right?

Which is

pretty good.

Yeah,

not definitely not bad.

I mean, I'm not sure about your recent estimations, Felix.

This is no estimates, right?

This is just based on the other ones, but yeah, exactly.

It's definitely better than Embracer, that's for sure.

So, interesting stuff.

What else do we have?

I guess nothing that much.

Yeah, just scale scaling.

Well, I already did a few times before, so let's watch it again.

Now I need to unsub all of my subscriptions.

Yeah, yeah,

before you forget.

Imagine how angry Yaku would be if he paid one of these subscriptions.

I know.

Yeah.

One less meal for JR.

No more food, Yaku, Junior.

That's why you choose PVX partners so we can afford dinner for JR.

Yeah, yeah, yeah, yeah.

So look, I mean, they have all these

that was the fake uh Pablo?

That that was the one?

But similar similar concept.

A concept, yeah.

So we have

playable ads

yeah.

It's kind of playable but not playable.

Yeah, but not

it's playable but not playable.

All these tests, right?

But we have the UGC part.

Jesus Christ.

All these

way to filter by region?

Yeah, it is.

I wanted to run all of these that are actually getting the majority of the spend and not in the US only, but fine.

And you saw this.

Fake tech store concept.

Yeah, yeah, yeah.

Of course, you remember.

Of course, you remember.

This is why

we saw it multiple times with all the with apps.

It's all about the static images and the videos.

And kind of this is the the static image.

There's lots of

clean guru, I get it.

That's utility.

But these things, they're not utility at all, man.

Speak like a CEO.

Speak like a CEO.

This is like first-grade snakehold stuff.

Yeah, I mean, you see, this looks like an actual book.

Yeah, of course.

Yeah, and it's great.

And look, it's Pinterest.

That's the interesting part.

That they're actually running some other stuff than

yeah, microlearning again

and I play replay scrolling with microlearning.

It's all the

interesting messaging that works right now.

Does planting can do the same thing?

I'm so curious.

Yeah, I will micro planting.

But look,

can you see this?

Jesus.

Wow, we see it.

40.

And this is US only.

Right?

I just filter for US.

And we bitch about fake ads.

Yeah, exactly.

Look, but they this like the the great part is like they use Apple Avin, Iron Source, even like all these different channels.

Because for apps, they kind of

growing not only on Facebook and Google as they were before, but now basically everywhere.

Like honestly, when I was working with different apps, Apple Avin and Mintegral were like the top channels outside of the usual ones, like Google, TikTok, and Facebook.

So this is insane.

And And they need to run also different playable concepts.

I mean, it's not real

playable, but it's still kind of like a playable end card, right?

So, you just click, but it's still, it still scales.

Look,

all the different

concepts right here.

Maybe it's going to load.

Maybe it's not going to load.

I guess.

But again,

become the most

interesting person in the room.

Take the quiz.

Start now.

And this is enough for playable and scale and uploading, right?

This just needs to be an actual playable.

And let me just show you

this.

It's gonna be

always the interesting part.

Let's go to Ipriel and then the new only,

and then we're gonna check what's up in here.

Look, again,

it's uh

this looks like uh

AI

static, yeah.

Again, AI.

I guess.

Man,

I can already see that I only watch like three YouTube videos how to even unsubscribe from these things.

Oh yeah, yeah, yeah.

It's really hard, exactly.

It's really hard.

But you see, like

different me after

it's like the static images, which definitely works well with uh I I'm I kind of I'm surprised I don't see how to quit your bullshit job.

Nice.

There you go.

Yeah, so I'm

really

surprised I don't see this is a Duolingo, but for books.

Like people are using this quite a lot.

Duolingo has some excellent functionality, man.

Yeah, but the messaging is like, you know, because you know what Duolingo is, and they like the messaging in the creatives for apps is like, this is Duolingo, but for books.

This is Duolingo, but for apps.

This is Duolingo, but for something else, right?

Like that's the message.

That's something that works.

Okay.

Planting.

Let's see.

Yes,

I'm so curious.

I'm on this point.

How do you know what you expect, man?

What do you expect?

What do you expect to see?

It's going to be exactly what you see.

This is Turkish.

I know.

So what?

I want to see English.

Jesus Christ.

No, Able English.

Oh, I do Able English.

Yeah, you do.

Playable?

Was there a playable?

Yeah, there was a playable.

There was a playable.

Right way, wrong way.

Okay, you're definitely gonna kill it this way.

Yeah.

What for me?

Sure.

Ah, the carry.

Okay, sure.

Why not?

What?

They have this like

garden scape stuff?

Oh, yeah, they're abusing huge stuff.

I love

it.

Where's the freezing plant?

Where's the freezing plant?

We need freezing plants.

Yeah, there you go.

Easy.

Okay, so they're they're literally doing the garden escape shit where you like break sh stuff in the kitchen or whatever, something, something, and then it fails?

No, it's just fail, like how you don't really

take care of the plants and then what you need to do.

It's just like it's it's

what's wrong and what's right.

That's it.

Obviously just sugar.

Yeah, this is the playable look.

You give plants sugar?

Yeah, use for sugar.

I don't know if this is real, right?

I wouldn't trust this, right?

I mean, if we go anything by mobile ads, you know, like, you know.

Yeah, there you go.

Nope.

That's the same thing, but it's only a 30-second video.

It was one minute long.

Look.

Oh, there's great.

A voiceover.

So the fake ad sculpt is full force there.

Yeah.

I think we can add this ad section for the creative trends as well, right?

They're spending a lot of money, right?

So why not?

Man, they're taking everything from gaming for sure.

Yeah.

I don't know who takes what from what anymore, man.

It's just it's just a circle at this point.

I don't think it's, you know.

We we were there first, trust me.

Oh, just uh, you don't really need to measure dicks.

What was that?

This

snake, uh, no, no, uh, ant larvae, fake ant farm.

Yeah, so, I mean,

why are you even surprised?

Like, come on, like, this is called creatives.

I know.

No pressures, bro.

I just, I don't know why.

I just expect this from stuff that's uh what did you think like it's gonna happen?

Yeah, I know.

I was just naive because I was expecting because it's focused in real world that there would be like real shit.

No, this is a real world fake.

Better me, yeah.

Better me.

What about what about better me?

Let's see there.

Like, you know, that should be the worst one, right?

Yeah, that will be the worst one.

People getting fit in like two seconds.

No, no, no.

It's just, no.

I just want to.

Watering is red flag.

Okay, anyway.

These guys are also.

Yeah, this is a little bit light on the actual

actual UA.

I mean, it's basically published almost like Waldemart,

if you can't read.

Go to the site, look share this.

Are you sure you want to cancel subscription?

Are you really sure?

Or do you want to continue cancelling?

Hey,

this

is exactly what I expected.

Yeah, I mean, of course.

What else?

I mean, it's like this is exactly what kind of works.

You can do it cheaper with AI.

Yeah, which is definitely gonna

happen soon.

Hermano.

There you go

so i can yeah also i'm sorry

you need english creatives yeah

yeah'cause you don't understand

it's the the same thing man it's still really the same thing

girl three months of this by june oh wow

yeah i mean

they're selling this it's theirs of course

yeah they they are also upselling their own equipment in of course i show it in the yep yeah

so you can burn colors.

Like, it's uh why not using it in the creatives?

There you go.

Fitness junkie.

Wall Pilates.

Yes, wall Pilates.

So that's it.

Was under it?

Ooh.

Animated?

Try Cherry Yoga.

For seniors.

Seniors, yeah, what else we have?

It's it's basically all UGC and

then there's a AI

voiceover

or voiceover.

But this was AI, definitely.

You see this on Facebook every day.

Well, at least I see it every day.

Not better me, but all the other different fitness apps.

Dream bodysuit, there you go.

It drew like 61% discount on my subscription to keep me on already on the 12th app.

Yeah.

Wow.

Too bad they don't know who you are.

They could have offered you a proceed to cancel

5% and you'd be like,

Yeah, they need to offer you a 100% discount.

Then you might get this.

How to cancel?

And then they

what?

You're trying to cancel it?

Man, you need to see it.

Like, I need to show you something.

Like,

Marvel.

Honestly,

honestly, like, this is

just

all of this.

Like, I went through five screens there.

Like, are you sure?

I really want to cancel.

61% off.

We'll give you a discount, claim offer.

And then afterwards, it's like, oh, by the way, you can't cancel in the app.

You need to go to the cook play store.

Like, you don't like friction?

Let me throw some more friction.

Yeah, of course.

I mean,

I see my brain guy, though.

He looks competent.

I like

Mr.

Penny.

He's competent in throwing friction at me.

No, no, no.

Mr.

Yeah, it's the brain of Mr.

Pennybacks.

Because he wants to squeeze the more money out of you.

How do we wrap this up, right?

Like, what do we say?

Quite impressive, right?

It's very impressive.

Yeah, it's very impressive.

Like, outstanding Moon 10 out of 10, definitely.

Like, what this is doing is pretty much, yeah, as I said, what's being done in gaming, but on a different scale.

Genesis is recognized as one of the world's largest publishers of non-game mobile apps by download volume and revenues.

Yeah, for sure.

I mean, there you go.

So, next time we actually do one of these app deep dives, we had a great look into Genesis.

We're actually going to look into bending spoons from Milano.

And they are the only one I think that I've actually wanted to publicly list that are in the app space, right?

So, we're going to look at them next.

I don't really know when, but this has been another fantastic episode by the two and a half gamers looking into the app space.

Thank you so much for stopping by so you can stay two and a half steps ahead of the app business.

What happened?

We thought that we could review an app and suddenly he makes a four episode series out of it that I want to just know about.

It's in our chat group.

Read it

because you were right there.

Thank you very much, guys.

Thank you for listening.

Just please comment under the video if you really want to see this four episode series.

If you want to see it, please say if you don't, let us know as well.

Clean my head with some forex.

You know, you can download the cleaning head app, which is gonna be a better you afterwards.

Okay, bye bye.