Wool Craze Story: The most annoying yet money printing game of 2025

36m

In this episode, we suffer (literally) through Wool Craze, a yarn-peeling 3D puzzler that’s taking the charts by storm. The crew dissects why this painful yet brilliant game is generating ~$100-120K daily on a DAU of just ~140K — all while flooding the market with AI-generated creatives.


Key highlights:


Gameplay & Pain: Long, punishing levels (20–30 minutes each), fat-finger frustration, endless rewarded ads. A grind that monetizes sunk-cost fallacy.


Monetization: Aggressive rewarded ads, interstitial spam, “Fail Packs” as top IAP. Smart combo of bundles + F2P pain points.


Scale: ~$60K/day from IAP, $30–40K/day from ads = ~$100K/day total.


Creative Strategy: Wild diversity (20+ different concepts). Heavy use of AI for characters, interviews, and banners. Street interview trend, talking AIs, even knitted dwarfs.


UA Lessons: Chinese devs (HeroLinkage / SparkWish) pushing huge creative volume. AI lowers production cost, drives constant testing.


Prediction: Could follow Screwdom’s trajectory ($400K/day). With retention benchmarks and UA firepower, scaling is inevitable.


Takeaway: Pain + AI + aggressive monetization = money machine.


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This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.

Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠

Youtube: https://youtu.be/0ONl8Bj4jR4


Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg


Chapters


00:00 Introduction and Game Overview

02:18 Game Mechanics and Design

05:16 Monetization Strategies

07:28 User Experience and Retention

10:31 AI in Game Development

13:27 Comparative Analysis with Other Games

16:03 Market Performance and Revenue Insights

18:41 Creative Strategies and Advertising

21:23 Conclusion and Future Prospects


---------------------------------------

Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

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Please share feedback and comments - matej@lancaric.me

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If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric

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Listen and follow along

Transcript

I didn't know we were reviewing a time machine.

Oh, yeah.

I mean, guys, I love you from the bottom of my heart, but not that much.

In my next life, I might be able to tell you what's inside that chest.

It most probably called it my heart attack.

Yeah, you're no shit.

You click on it.

Hello.

Do you think I did?

Two

All right, hello everyone and welcome to yet another fantastic episode of Two and a Half Gamers.

We have good Matthias, evil Matthias, and Jakob here today to talk about this game.

And that means we're covering a game that's only available on iOS because which is not true.

Which is not true.

The Android, the Android version is not as nice.

But anyway, we got tipped off from this game because it has incredible day one retention and it uses a lot of AI in the production.

So we just had to review it.

But before starting, I'm Felix Broberg.

Name is Matthias.

And

we are

your

hosts.

Your host.

I messed it up.

I think for the next time we need to up the speed like two times.

Sure.

Sure.

Yeah.

That's fine.

No problem.

And get matching tattoos.

Oh, what?

Oh, yeah, sure.

Now we have matching mics which you don't have.

Because I'm traveling.

Which is fine.

Yeah, I'll buy a two and a half gamers sock for this mic as well.

But now Mate is dropped

Evo Mate dropped his light grenade.

And that means, I guess, Yakov, you can start to talk about this beautiful game because this is a very beautiful game.

Yeah.

It's a very blowing game as well.

Yeah.

So we are talking about Wool Craze

yarn color soft

or wool storage.

Woo craze.

Woo craze.

Nobody cares about anything else.

Yeah,

so this pretty much continues our track on these very interesting deterministic puzzlers uh that we've been talking on mainly done by rolek and uh

a lot of vietnamese studios following up and here we have a perfect example of the paradigm that we see on the market where

um if you remember lately we covered the game called knit out

which was done by Rolik.

Okay, Knight Out.

Okay, knives out.

Which is, by the way, hitting all-time high this week of 75k a day.

And also all-time highs on downwards, like 35k a day.

And it was this kind of a

very

like a typical Rolling setup where you have the benchmark ending in the middle, and then there's basically color block gem

3D on.

We're not talking about knit out, by the way.

I'm talking about knit out.

But this is Wolkrais, so I know.

We already actually had an episode about knit out, so

people know already.

People know.

People know

how they know.

Previously, on two and a half gamers.

Perfect.

Exactly.

Thank you.

That's where I was heading.

Exactly.

You don't really need to

repeat everything.

It's like it's on the channel.

Anyway, the theme of that whole thing was this kind of a yarn-wool thing, which wasn't really used that much anyway it was just a conveyor belt of yarn

but again we see what happened there because this is very similar process that happened to screw jam basically where screw jam was also this kind of very very good trending game with again bench mechanics all these other things and was 2d physics 2d physics with these dropping plates and now we have the same exact process that was done by screwdom which put the whole unscrew thing in 3d and you have the I think it's literally the same template because the top bar is exactly the same.

So we have the bench, we have these like boxes coming in where you need to pull on the wool on the yarns.

There's even the zoom in, zoom out button on the 3D because now we have a nice 3D object that you can rotate around and you slowly peel off the layer after layer after layer after layer of wool.

And hopefully you don't get stuck during this whole process because again, some stuff, as Mate said, is harder than usual because I couldn't find the game on Android, so I'm level seven.

Mate is level 12.

But these levels,

once again, yeah, but these levels are

anyway balanced around sunken cosphalacy difficulty, which means they take very long time to do.

Like we're talking about what?

I was playing this for five days and I'm level 12.

See, that's the problem.

So it's like 15 minutes or 20 minutes per level.

Yeah,

at least, at least, at least.

And when you make make one mistake,

I watched like 10 10 ads just to fucking beat the level.

At least.

Exactly.

So it's a very nice kind of iteration here.

Do you know where it's anything but nice?

Like, do you know where the company is coming from?

Is it China?

China, 100%.

100%.

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Now let's get back to the content.

Bye-bye.

Yeah.

Yeah, and also their very cryptic landing page for the developer website.

Oh, really?

What did they say?

He disappeared.

He got to see it.

He was so

excited.

He was so excited.

That just disappeared.

Welcome back, Felix.

Felix once again was on the website.

It says, Welcome to my website.

And it's like in Times New Roman, and it's just the adapts.txt file extension on it.

That's it.

Okay.

Which is signature Chinese.

Okay.

Okay.

So as you see here in the background, background, there's Mate and Evil Mate is playing the game.

Evil Mate is going to disappear in the post-production as well.

Exactly.

That's nice.

Evil Mate is always there, though.

It's not

hiding in the bushes.

Yeah.

Anything with the yarn 97/117 thing?

That's just

parts on the board.

That's

how many

strings, parts, whatever.

I had to watch

because

I was almost running out of the space.

You had to watch an interest.

The interesting part about this, lift off, lift off, yes.

It's especially like, yeah, I wanted to say, like, not only I need to play this fucking game for 30 minutes,

I also need to watch ads which are two minutes long and then endless

number of clicks until I get the fuck out of that click.

They're called the

annoying cards.

No, it's so basically Apple I mean calls these the standard end card which is cryptic message because it's actually the most aggressive one.

But yeah, it is the most aggressive one.

Annoy Master 3000.

Yes.

We're pretty new creative here.

Yeah, yeah, yeah.

I don't think so we see rocks mixed with gold.

No, no, no, we didn't see this before.

But it's not over yet.

No, it's not over.

60 more seconds.

Fuck my life.

See, there's a new one with hand.

This is how my hand looked like yesterday after playing this game.

Anyway, the important part I wanted to mention with screw DOM, it's quite easy and understandable because you're unscrewing something is like one per piece.

All the screws are the same kind of size.

When we were doing the knit out game, there were these percentages.

And it was a play on these percentages that some kind of parts of this unscrew what they were like as you were putting them on the yarns you would need to take in the account like how much wool actually actually is there.

Here,

incidentally, they streamlined it in the way that even though the shapes are different, it's always one click, one yarn.

Doesn't matter if it's like one small dot or giant, whatever.

Like, for instance, the piano level that was really good.

So, if you click on the whole piano, pretty much like the black wing was taken down, and it's just one click.

So,

also, I could feel the pain of Felix.

I don't have

fat fingers, but Felix, man, like you suffered for sure.

Yeah, yeah.

That's why you thought

it's hard.

You play the emulator with the mouse.

Yeah,

exactly.

Yeah.

You know, you have big fingers when sometimes you contemplate using the tip of your nose instead of your fingers because it's not accurate.

No, seriously,

even I was really like

in pain.

So fat finger momentation, yep.

Fat finger momentation.

I was suffering quite a lot.

Yeah, I can understand it now.

Yeah, if you click with the mouse, it's quite easy.

Yeah, it's quite easy with the mouse.

So, cheating again.

Because again,

I'm level 12.

That's interstitial.

There's an interstitial now.

That's an interstitial.

I guess so, but it's still, I mean, it was five, but it's and it's not skippable.

Yeah, it was.

I saw the X, it disappeared.

It was right up there in the corner.

I mean, I clicked, but that's it.

I clicked, but it's it's like this is it so I don't think it's interstitial because I need to watch this landing page download bald food for another okay let's see okay you know this is sometimes what I do for clients I just look at ads like for an on

that is the fifth click and I'm still in the in India in India

so

listeners this is the sacrifice this is what we do for you guys we suffer you mean this is what i do every single time when we review the game.

You click with the mouse.

You're level seven.

I lost three days of my life to this.

I lost three days of my life to shit.

Okay, so let's go to the to the meta.

No, no, no, no, no.

I'm fucking finishing this level.

I'm no, no, no, no, no.

I'm almost at the end.

I'm like, you can you talk?

Do you think do you think

the main monetization point here is like you finish a level and then you screw up and then you watch all the ads and then you get so like time-sunk fallacy that basically you spend money because you're like, I'm not doing that again.

I mean, I didn't spend anything, but to be honest, I play these things in a way that like I automatically watch those two ads to unlock those extra yarn spots.

That's the first thing you do, right?

Yeah, like you just save so much time.

Why would you do that?

This, oh, this is an interstitial, I guess, right?

There's interstitial, yeah.

So, there are interstitials in between levels, yeah.

Two, yeah, yeah, of course, of course, of course.

But, of course, of course, you said before, like, there's no interstitials.

I didn't see that level, but during the level, no, but after the level.

I mean, like, the good thing is, like, these playables are really polished.

Or, is uh, what is that?

What is your mom says?

Oh, the game within the game.

Exactly, the game.

I played so many, so many games within this one game.

Oh, my God.

I'm so blessed.

Game separation.

Yeah.

Okay.

Anyway, so we get coins and these beautiful clouds, whatever that is.

Oh, I don't get clouds yet.

What are clouds for?

You did get those, but you were not able to do anything with it.

Okay, so I was wondering.

Yeah, I was wondering, wondering, like,

is this it?

It can't be it.

And then I found this in the settings, there's the home button.

The game didn't show you the home button

or even the main menu.

It just kept you in the level side.

Yeah, it kept in the level.

And then I was like, oh, hell, hello.

No ads.

Move ads.

Thank you very much.

Pop the banner.

I didn't see banners, by the way.

So I don't think it's there.

Keep optional ads for rewards.

Sure.

Thank you very much.

Honestly, it's true

Parentally,

I mean, I can't,

this is like 7,000, 7,000 levels.

The rental house is too shabby.

This single butter needs your help.

Exactly.

This living room was destroyed by fire, and little girl needs your help.

And then, chapter three,

we'll see what's going to happen.

Some more freezing and abandoned family.

Anyway, yeah, so do we have the shop which is no ads?

Sure.

And then the bundles, which is I it feels like this is just random.

It's random because nobody buys it anyway.

Yeah, but still it's

actually buy it because it's like 50k.

I mean IP.

IP.

Yeah, yeah, but still, if you go to Center Tower and check the

top purchases in there, you will see.

I would say it's fail packs.

Fail pack is number one.

What the fuck is fail pack?

I guess it's when you lose the level, yeah, you can actually.

I guess it's upsell during the

when you lose, which is thanks like one, yeah,

so here, yeah, all the lowest uh conversion values, like 449, 699, 199.

Okay, so then we have the help kind of I guess mechanic, which you click on the help, which is the old school renovation, yes, exactly.

Yeah, yeah, but then you can do this, you can repair the couch.

And then...

What's in the chest?

Well, that's a surprise.

It's three more

restoration and seven years of life.

I don't know which I'm not doing.

I didn't know we were reviewing a time machine.

Guys, I love you from the bottom of my heart, but not that much.

In my next life, I might be able to tell you what's inside that chest.

It most probably

my heart attack.

Click on it.

Yeah, you're no shit.

You click on it.

Hello.

Just purely on my chest.

Maybe you haven't tried to click on it.

You fucking idiot.

My feelings had to be.

I mean, why did you lose yourself?

I mean, because honestly, like, I'm having more fun reviewing this game than playing it.

Because you're having fun of my misery.

Can you go back to wool sorting again, please?

Because, you know.

Here?

I think Matti should review more games.

Okay.

So yeah.

Okay.

I do like the

kind of the string on the top which says like what exactly I'm I'm gonna kind of wool s wool craze or wool sort.

So now it's the drums and then there's looks like I'm not sure what it is.

I can't zoom that those icons up there, but it looks like a dream and then

I'm not sure about this.

Seems like a house.

Oh yeah.

But this is this is I g uh if I understand correctly, is a typical

real-world object that will be used in creatives because again they're relatable.

Kind of.

I mean they're different things and

I mean it's it's quite yeah they are using quite nice AI stuff.

Yeah, that's one thing for this game, right?

Like everything looks like it's really polished compared to the other similar games we've looked at, but like polished to a new level, right?

It's super nice.

Like but do you think really like all these objects are done by AI, the vol part?

I don't think so, man.

What's hard to do about those?

What's hard?

I don't know.

Just open, open whatever tool and then try to generate something with

AI for you.

No,

you know how many 3D AI modelers out there already?

Like if you just

clean on 3D or something like that, it creates 3D objects on the fly.

With millions of layers.

Yep.

You can

of this, like you can peel it.

So the game that got tipped off us, they basically said that they're using AI for all the rendering, right?

And that's why it was interesting, right?

And so called the assets for the rendering.

Exactly.

For the assets.

Yeah.

So that's what I've heard.

So.

Allegedly.

Allegedly.

Yeah.

Okay, fair enough.

I mean, sure.

Man, if you have enough of a data set, you can create a lot of things with AI.

Of course, I know.

I wouldn't be surprised if this whole thing could be created with AI.

The problem is the level design, because as you said, those things are basically level design, how you peel them off, which color, what, and stuff like that.

Which then you know.

There's no pattern.

There's no pattern.

That's that's my biggest

problem.

Yeah, but I mean, like, should I remember all these fucking layers?

No, I have no way.

But again, like, the difficult part isn't like about you finding a correct way like in twisted angle.

It's about you enduring the pain of clicking all those things and not having fat fingers.

That's not true, because sometimes you lose because, like, you're unraveling stuff that just doesn't fit, and you've watched all the ads, and sometimes you just get unlucky, and you're like, exactly.

Yeah, I could have known that.

There's no skill.

Yeah, because there's like five different objects, and then under one on one of those is just the blue blue color that I need.

But I just clicked on on a different one.

There is some strategy in it, let's say.

Like you always want to click on it.

Tell me, tell me, Mr.

Strategy.

You want to click on stuff that enables you to click on more stuff always

no shit chat log really if you have five objects with seven layers which one do you do do you pick mr strategy part

i don't like how he's pissed off

five days of his life yeah

you know better

show me your seven fucking levels can we go to sensor tower and just show how much money this game is making because it's quite impressive with the very low dau that it has and then uh Mate can stop playing the game and be rid of evil Mate.

Rid of evil Mate, maybe,

maybe, yes, maybe no.

Do I just hijack it or Evil Mati?

You can hijack it.

I just stopped sharing, so you should be able to do it.

Perfectly.

Okay, so these are downloads which are kind of stabilized on something like 42k a day.

As you see, the Android version, the blue slime on the bottom, is doing pretty much.

Let me try to do something.

If I close this, I'm not sure if

I disappear, both of us.

Oh, you mean you can't disjoint out of Ivan Matte because he's a solid part of you?

Now, this is impressive, right?

Because if you look at the DAU, right?

What is it now?

In the last 30 days,

144, 130k, right?

Yeah, yeah.

And it's very similar numbers to like grand games, which we're also going to talk about in another episode.

But it's roughly the same amount of DAU, similar geos, and similar revenue, right?

So it's like what these are.

Yeah, but there's a very big, very big difference.

Very, very big difference, which is called UA.

Seriously, really?

Oh, yeah.

Oh, my God.

Uh, one comparison, just so we know.

So, this is the revenue of the game, which is now

60k, 55k a day, basically, IP, Felix, running your magic.

Yeah, oh man, this is definitely another 32 to 38k a day in ads.

32 to 38.

I think this has to be more.

It has to be more because

go on the active user base.

That's the issue, right?

Because basically it's not.

It's not

Japan.

Japan is even more.

Yeah, it's not that many.

It's 67,000 US users, right?

It's not

30,000 ads.

I put eight rewards and three interstitials.

Yeah.

Eight rewarded.

I watched eight rewarded in

one

level.

So I go 12?

Yeah, for sure.

I mean, seriously 100k basically then i would say yeah at least 100k 60 50 54k a day and even more so 110.

okay let's be generous yeah

okay so 110 and then there's knit out just for comparison which is like 70k 75k a day now

on uh

active user base let's look at that is that it's more indicative active user base double the number pretty much double double double the number what was the revenue at the revenue here?

Add revenue there was thirty percent.

Oh, okay.

So, um, yeah, that's pretty good then.

So, Mati, are you gonna take a giant issue with their UA?

Is that what they're messing up?

No, no, no.

Wool craze is doing quite well in terms of the UA.

Yeah, by the way, for those not finding the thing on the stores, it's Woolcraze on iOS from Hero Linkage and then Woolcraze on Android from Sparkwish.

Just so we know, because it definitely confused me.

Yeah, so it's gonna be very interesting setup.

Who wins this race?

Because

if I understand there will be differences in UA now, aren't they?

Again, it has done to UA, like yeah, everything has done to UA, and we were talking about the

car match, what you mentioned,

Felix, and Vulcrace, which was the comparison.

So

that was the difference that I was talking about.

Did you see any difference between NitOut and Vulcra's UAI?

I think maybe a little bit.

But look, yeah, you have all this here and it's kind of the same concept all over again with KnitOut.

And Vulcraise,

thanks to the fact of the A AI and the different kind of objects there,

it's better.

Okay.

You can go then.

Yeah, I'm trying to find the Facebook ad library that I was kind of checking out, but I'm not sure where it is in my Million Tabs.

I can find it again.

Because thanks to the

sensor driver,

which I think they have delayed the data a little bit here, it was like, oh, there's no Facebook ads.

I was like,

that's not true.

And

in all

geos, there is definitely a lot of creatives on

Facebook.

I was just looking at it and I was like, okay, I have it now.

So that's it.

That's it.

What we talk about, like on from the game design and the ad perspective.

Okay, fine.

So it was me suffering the whole thing.

Absolutely.

And yeah, I'm suffering for 20 minutes, and now we can go and just suffer a little bit more.

Because again, yeah, surprise, surprise.

A lot of liftoff.

A lot of lift of

creatives.

Anyway, so look,

all the things here, uploading, integral, lift of no Facebook though, on sense or whatever, but there is Facebook, obviously.

They run Facebook.

And we have all the different things like

this.

Oh, that is the small one.

Okay, let's talk about this.

Look.

See?

Static image.

Static image, which is beautiful.

Yeah, beautiful AI.

And another beautiful AI.

And look, another beautiful AI.

This looks like a royal match.

Yeah, but this is VO3.

Yeah, this is VO3.

Okay, that's interesting.

But it's actually quite impressive.

Let's see.

Except the fact that

her face slowly degrades.

And there's like a black car riding behind

all the time.

Yeah, I mean.

Oh, well.

Nobody cares.

Nobody cares, but it was quite

good.

Three interviews.

I was talking about the three interviews on LinkedIn.

It's just, it's basically everywhere.

It works so well.

And they had

30-second kind of version of it.

This is the video.

And they have a few more of these.

I was

laughing

because it was

so obvious.

It's like it's AI.

And she was like, oh, yeah, I need to find it.

Sorry, I need to find it.

What was that small

scent at the bottom?

Like a mascot.

What was the small

Look at the small dwarf that just appears at the bottom.

This is where

like old cartoons.

Do small knitted dwarves perform well for CPL?

Apparently, it's so cute.

Throwing hard hearts to you.

Knitting hearts, basically.

Yeah, he's knitting heart.

He's a hard knitter.

Okay.

I mean, it's all of this, but I was kind of let me check where was it because I

this yeah, this AI lady, which was ridiculous.

I mean, we can just go

or what?

Terrible.

She wasn't really moving.

She was kind of talking.

And then she said, oh, you should, we should report all the old ads that are lying to you.

Ads and all like IIPs.

This is no Wi-Fi, no ads game.

Like, what the fuck are you talking about?

By the way, to be honest, I don't think so.

That was VO3, the street interview.

I think it was worth something different.

Oh, you saw something older.

Yeah, that's true.

My guess is it was Winan or something kind of.

I mean, it could be because they're Chinese.

Yeah.

Yeah, because it wasn't that great quality.

Yeah,

VO has much better face.

Yeah, yeah.

Okay.

And also,

I mean, it was eight seconds.

Then it whatever.

Oh, where is where are you, my

my little friend?

I mean, it's all of this.

It's you see, quite a lot of

Einstein, yeah,

Einstein, IQ, everything, which is fine.

We have a lot of these because there are like a lot of these on there.

She is.

Yeah.

It's AI.

If I met her in real life, I'd be scared.

It's not the same, but it's the same language.

Easy wool games, yeah.

Delete it.

No annoying ads.

Yeah, no annoying ads.

No, no, no.

Not at all.

No annoying ads.

But see,

see

how many new and different concepts they have.

It's insane.

Yeah.

Much more diverse.

Yeah, because you see the diversity.

What's the dancing dog there?

Yeah, I mean, like, they're from China.

Yeah.

Hello,

you know, like, yeah, exactly, you know how it works, all everywhere, right?

Yeah, you know how it works.

I do like it, though,

yeah, me too.

Of course,

everything

I would love to have one of those versions with Jakub standing and saying, No, it's not gonna work, yeah, no, you know, it's name, it's gonna be Jakubiru, meow,

meow, Meow.

It's gonna be only meow.

Okay, we had this.

Where was it?

I had it where?

Uploading, maybe.

No, it's all AI.

I don't know what they're doing with all these banners, man.

Let's see.

Let's see some.

See, so F uploading.

She's AI.

Yeah, she's AI.

I mean, obviously.

There's no way you can.

She is.

And I think like by this time next year, there will be nobody alive in those creatives.

But the thing is, like, these guys must be really good at AI, right?

Because if they do all the rendering and all the ads, right, that must be what they're really good at.

You know what they're not good at?

Like, not having playables on uploading,

that's an issue.

Although, everything else, it's amazing.

Because I'm pretty sure, like, all of this is just a combination of AI and some internal in-house production, which is insane.

Which is really okay.

Here we go.

Two months, two months ago, first playable.

Quite old, man.

With this level of scale, and you are definitely scaling, my friends.

Oh, wow.

I see another one of those AI interviews, and there's like a guy asking lady why she plays it.

And she said, I play Wucra's.

Why?

Is this game fun?

It's not fun, but it's a free game.

No Wi-Fi needed.

That's honest marketing for you.

That old lady that we saw in the other AI creative, she was actually 12 when she started playing it.

Hey, die.

Come on you see oh

i failed yeah and we have corn stuff

nice i mean like all the all the objects look really like you said like very relatable i mean

i just had one yesterday while playing this game okay

so yeah look

so many new videos

really nice i mean this is probably the most ai stuff we've seen so far in a creative

no no ai oh man like the benchmark for ai is lens of jail.

Yeah, okay.

Maybe

in creatives, definitely.

But in terms of like the combination of game AI and creative AI, definitely, yes.

I would say yes.

Because if

all of these objects are kind of done by AI, then come on, man.

Like this is a new level.

Oh, another old lady interview that I see.

Yeah, go for it.

Yeah, you should.

Yeah, you can you can share because I'm

trying to find the lady that I found before and I can't do it because they have so many ads.

Oh my god.

Yeah, well, games before

nothing helps me unwind.

Yes, so I'm like, gaming to stress syndrome.

I take offense of that.

Ads are beautiful, and they make the world go around.

No ads, no Wi-Fi.

Sure.

I mean, I'm pretty sure I can't play without Wi-Fi.

Let me check.

Colorblind-friendly.

You'll be unraveling yard instead.

Let me check.

Walker.

Oh, I actually can play.

I can play it without ads, but it's impossible to finish the level.

And they have actually cached ads.

You can cash up to three ads usually with mediations.

Yeah, yeah, yeah, yeah.

So I just, I'm just watching three interview for Royal Kingdom with no Wi-Fi.

That's the one.

Oh, nice.

It was

similar, similar than what I saw.

But do you see 100K a day from basically what was 140,000 DAO?

That's pretty good.

Yeah.

Okay.

I think we've seen enough of this.

I think we told you

I wanted to show you the the Facebook ads, but I mean it's the same thing that we just saw.

So any new concepts that you saw there or anything worth mentioning?

I don't think so, but I can let me just kind of share again.

We can go there and see the creatives from that were launched kind of like three three days ago.

But it's interesting that this game has pretty much the double

funds and

or no, they don't.

So here is a kind of different thing.

Yeah.

Oh, this isn't double.

It's just 10k more.

Basically a little

bit more download volume than the

game.

Are you tired from watching all these creatives?

Yeah, conveyor belt.

That was new.

Yeah, that's new.

but uh,

this is not the purple croissant,

okay.

Let's see what else, yeah, it's all kind of food, even the hand is

hello.

I mean, yeah, it's the theme, and it is a timer.

Oh,

it's nice, that'd be way too stressful.

Oh man, if this, if this is

with time, we should add a dancing dog into the gameplay.

I would just jump out now to the window.

That's it, good.

Okay, that's it but the creativity well kind of uh

like the the creative depth i mean we had we saw what like 12 20 ads all 20 different concepts that it's insane do we think this can go the way that scrolled on did um what it could be that scrolled them is doing 400k a day oh yeah i mean i can see that happening

i mean they can do quite a lot of money on ads yeah

you tell me what do you think payback period is wow

what is the payback period on these games usually?

Like for puzzles?

Payback is long.

I mean, they're scaling now, so it's the kind of payback is going to be longer and longer after they start scaling more.

But now, when you said like the really high retention numbers,

I think that

why they're scaling is because they have quite short payback period now.

I mean, maybe there's a way how to check out all the different benchmarks if you go and check out PVX Lambda.

And and PVX Lambda is a game changer because you can plug your data into MMP and boom, within an hour, you get clean benchmarks, ROS benchmarks, retention benchmarks, and even forecasts of whether you're ready for funding.

So, no fluff, no dashboards from hell, just real answers.

Go to pvxpartners.com/slash lambda and get your growth strategy on point and all the benchmarks out there.

ROS and retention.

Thank you very much, Pvx Partners, for sponsoring this episode.

PVXpartners.com.

Who uses dashboards from hell?

Oh, man.

Oh, man.

You would be surprised.

I mean, are you not the one who actually fixes dashboards for companies?

Because they don't know what they're looking at.

So,

I mean, that's pretty much it.

Okay.

Yeah.

That's everything for today.

So, thank you for stopping by, and we'll see you next time.

Problem with this goes out, we're already past Gamescom, but I'll be in Gamescom and join the Slack channel.

It's great.

Yeah, have a good evening.

We'll return.

Yes.

Bye.