🤯 Creative trends July 2025: Jonas Brothers, LEGO + Gucci in Mobile Ads? Yes, Really.

When I was 18, all the 12-year-olds were talking about the Jonas brothers.

Jonas, Jonas.

And also, there's this freezing family, get out of here

type of stuff.

Get out of here, freezing family.

Get out of here.

I really need to put typology behind freezing families, man.

It takes a great amount of carefulness to choose the right freezing family.

It's 4 a.m.

and we're rolling the dice.

Mate drops, knowledge made of gold and ice.

Felix with ads making those coins rise.

Jackup designs, worlds chasing the sky.

We're the two and a half gamers, the midnight crew.

Talking UA adverts and game design too.

Matej, Felix, Shaku, bringing the insight.

We're rocking those vibes till the early daylight.

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.

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Uh-huh.

Everybody,

this is my television.

And I'm Felix Brauberg and I'm a Caribbean.

And we

are

your hosts.

Hosts.

There is a delay.

Sorry, there's a delay.

Yeah, today we are talking about creative trends.

That's why there's no intro.

But I mean, there is.

Thank you very much for coming to stay two and a half steps ahead of the gaming industry.

And Matte, explain for me, because someone at Gamescom asked me why we do creative trends.

And I was like, Matte, we'll tell you on the next episode.

Oh, really?

Why do we do

guys,

why?

Because the UA is very important part of the whole LTV versus CPA equation.

And if you're not running enough creatives per month, then you're screwed.

And we saw it with previous episodes.

You need to have a big, like a creative depth because that's how you scale your UA when your LTV is amazingly high.

If you don't have a lot of creativity,

and by tracking trends, you kind of know what's working, so you can basically scale.

Exactly.

That's why.

And that's the YouTube YouTube shorts right there.

Thank you very much.

Yes.

Because we do this homework for you.

Well, and it's also a lot of fun.

And it became one of the favorites Felix episodes.

That's what I was doing.

Now that we know the story, you know, I've been following this teenage drama now for three years.

So now you kind of know who's who and who's been dating what and who's been stealing from who.

So yeah, now it's fun.

It was like, what the fuck are you talking about?

Jack was like, that's pretty good, actually, when I think about it.

Exactly.

Teenage drama.

It is a teenage drama, though.

And I have some interesting stuff.

And do we want to start with our favorite?

Of course.

We don't shake up this.

We stay the same here.

This is what we look forward to.

Lens of jail, by the way.

We're not starting with Lens of Jail.

I'm seeing

in Lens of Jail Golden Goblin style creatives.

That's nice.

That's very nice.

gonna

i'm gonna kind of start with this one because this was kind of new uh although it's a combination of different previous concepts but i have one which i think yaku will appreciate very much we have an anime one oh well then maybe not so much that much not so not that that much but uh since you were talking about lens of jail i think uh you know uh where we are heading with this but this is kind of still interesting they are com combining a a lot of different things.

Well, we have gems instead of gold.

Yeah, gems, and then

a lot of different design.

And this is the one that we saw.

But this,

and I mean, I'm pretty sure you can see it from the thumbnail if you're looking at Mr.

Yakup and not looking into something else.

Look,

it's like this is Chet GPT.

Yeah, this is Chet GPT.

There's the orange tint there, which is GPT.

But you can kind of see it on the font.

Yeah, that's the ChatGPT font.

That's cool.

Yeah, that's kind of nice.

It's financially.

Yeah.

Yeah.

Which is, I mean, it's not that long, but it's still 35%.

I really like how the font completely changes here.

From the previous picture.

Oh, like, it doesn't matter.

The only thing is that.

Yeah, exactly.

It's quite funny, actually.

The only thing that really bothers me is like the 10-second back shot.

So it's longer than 30 seconds.

So it's actually, you know,

the long form creative.

Okay, that's what I'm always saying, like, not to do, but whatever.

Okay, let's start from

this because

you were talking about the Clash Royale recently and their amazing rise of revenues.

And I was

seeing some Clash Royale ads, actually, which was interesting.

So I was like, okay, well, I guess they are doing something, something new.

So I opened this and we obviously see gameplay.

Yeah, this classic Clash Royale gameplay.

which is quite

styl creative for this.

AI gorilla on top.

AI gorilla, which says that was rude.

That's rude.

But

explain this.

Is that bodies in the background?

Go back.

Yeah, the pile of bodies.

So explain me this.

Why would you use the AI

gorilla instead of the hook at the end of the creative?

I mean, because you are that confident that everybody cares about your gameplay, and then they go, oh, let's just add the gorilla at the end.

Why?

Because I guess people know that you have to do a rewarded ad, and basically, you know you're gonna have someone for 30 seconds, so it's just about making it new.

This was on YouTube.

Ah,

I mean,

so

I'm guessing the gorilla didn't get in there like originally.

I think it's taken from some other creative or something, or like some viral video.

Because Because why would they put corpses there?

It's one

yeah,

like

because I see all the time like this, like Gorilla versus Hundred Men and and shit like that.

Seems to me that you just take him from there and put there one-to-one.

Maybe they just yeah, you you mean they just stole it from some other video?

I mean, it wasn't wouldn't be like the first time they've done it before, but okay.

Could be, could be, but still

that was rude as well.

Everything else is kind of the same, I guess.

This one

This one is also like interesting, which is the CGI, which they do all the time, but still.

What was the question, Felix?

Does that work when you put the AI hook not as a hook, but as a

hasty snack in the middle?

Yeah, our idea.

Not even the tasty snack in the middle, but tasty snack at the end.

I don't know, man.

Have you tried it?

No, because it makes zero sense.

That's the only reason why you put the hook there in the first place.

Exactly, because you want to grab the attention.

And that's pretty much it, right?

That there's the the new giant kind of

kind of video, but I think uh we

exercise from the first drama.

Yeah, yeah, but

why I saw one more ad which was ridiculous, and I think it was on

on Facebook, and

that was kind of funny.

It's one sec until this loads.

And oh wait

okay it's all this all the

creative concepts and then

i mean no it's not there okay nothing nothing that interest interesting

i think interesting we can we can make sounds pretty up higher

yeah yeah i mean they're they're definitely scaling uh it's not 57 million it's actually 64 now for last 30 days so it's definitely working but it's working on the game side yeah the game side is the most important one there And also, since

Felix was talking about Screwdom, and I was surprised to see

12 million revenues in the last three days, it was like fucking hell.

ICAME's IP revenue from January to July has increased by 417%.

Yeah, when I saw it.

Yeah, when I saw it, I almost came as well.

Yeah.

We have the AI stuff here as well, which is an AI person and their

usual obvious AI.

When I show you the other one, I think you will see it's quite obvious.

It's the same thing, and

lip sync, it's terrible.

And it's the same

text.

So I don't think this is a real person.

If you go back to the old one, the other one, do you see it has like shades on it?

Like it's when it cuts out.

So maybe it's a a real recording and they just move it around, or what do you think?

Because you see the sun, I mean, like ping-pong it,

yeah,

probably,

maybe, but they are definitely adding some new stuff, which

I think this is real actually, or maybe not, but this is quite funny

that I came now.

Like, if they're earning 14, 50 million in IAP, they're probably 16, right?

And they're earning probably an ad revenue 500 to hundred a day.

Like they're clearing close to a hundred to two hundred million a year now.

Like that's a big, big fish.

Yeah, that's a very, very big fish.

That is like, it's uh, it's really insane.

I mean, they're doing some fun creatives as well.

IQ

and

like say my retarded dog on the

of the Jonah chair.

My retarded.

I mean, like, look at, look, look.

Yeah, come on.

I really like the dancing dog there, also.

Yeah, I hear that.

And then now we saw this one, and then we have...

Whoa.

Yeah, this is...

This is AI?

I don't think so.

Or very clever

camera angle.

Very clever camera angle.

It was five seconds, though, so it might be just AI.

But it was scary as shit.

So it was.

Yeah.

But they're still using a lot of a lot of headlines and quite nice music.

What else?

Oh, this one, I really like this.

It's interesting, uh, nostalgia, Tamagotchi version of school.

That's really cool.

The objects, objects recognition plays really well for them in the creatives because it's basically core gameplay plus the UA trick control.

Plus the UA trick, and there is another game which started using this UA trick.

Yeah, no,

not the Vulcraise, but something else.

And

I'm not sure where do I have this one.

It's kind of.

I will get there.

I'll get there eventually, and then you will see.

Because I was going through

different games, and

there's also one other game which is a staple here.

It's a travel town.

And I was like,

where did I saw this?

Where did I see this?

Where did I see this?

Yeah,

you know, where did we see this?

Cutting coins.

No.

Golden goblins.

Nope.

No, no.

Timber, timber, lumber.

No.

No, the Carnival

Cruise thing.

No.

Carnival Cruise, you mean Carnival Tycoon.

Carnival Tycoon.

No, look.

So we had this.

The combination of like match

plus merge plus match story or what was it?

Rotten family.

Kind of close.

No, the rotten family.

Rotten family.

Rotten families, dude like

families taking rotten food to their kids or what was it something like that

i mean kind of but

it was it was i guess it was in the gossip harbor no it wasn't in gossip harbor it was in uh in play rings actually

because they had this in uh

the gardenscapes on homescapes i'm not sure they were they were slicing rotten um apple and orange as well yeah this like made it full of yeah yeah yeah

and I had a post about it actually on my Friday creative fun stuff investigation, and there was also the

Blockgem3D was cutting it.

I will actually maybe find it somewhere.

Yeah, what's the trend so far?

So, rotten fruits,

AI hooks, hooks.

So, we have this

here, right?

Yeah, there it is.

Yeah, see, there's the family.

Yeah, that's

the rotten family, but

I was kind of ASMR slicing, but we had Eidolumber as well, yes.

I mean, and slicing everything

else, but yes, still works a lot.

But I see combinations of slicing everything with golden gold prince physics.

Yeah, but kind of Gardenscapes brought this quite some time ago, and then everybody, yeah, not back to life, but kind of using this rotten kind of fruit.

They had orange and then block gem 3D as well.

So

that was quite interesting.

Okay, so

now we have a lot on pineapple.

Woo-hoo!

Amazing.

But that's not all.

You know who is this?

I know the guy.

Yeah, you know the guy.

You know the guy.

You know all the guys.

Where is he?

This guy, especially.

Yeah, yeah, yeah.

He's some celebrity singer.

Or what was it?

One Direction.

How do you know this?

How do you know this?

This is crazy.

How do I know?

You know why?

Because I was watching, I'm not sure if it was Jimmy Fallon

show or some other show.

I was was like, oh, I know this guy.

And it's like, oh, Jonas Brothers.

Yeah.

Jonas Brothers.

Yeah.

I was like, oh, sure.

That's true.

So now the Jonas Brothers are doing a road show and also playing Travel Town.

So

Loki celebrity.

I don't think that is a low-key celebrity.

Yeah, dude.

When I was 18, all the 12-year-olds were talking about the Jonas Brothers.

Jonas.

Jonas.

And also,

there's this freezing family, get get out of here

type of stuff.

Get out of here, freezing family.

Get out of here.

I really need to put typology behind freezing families, man.

It takes a great amount of carefulness to choose the right freezing family.

Yeah, yeah, yeah.

Oh, I forgot.

Yeah, we also need to check out Impulse'cause I was looking at that earlier and they've started like with IQ archetypes and how to unsolve your childhood trauma.

I mean, that that's what they've they've they've they've done before oh really i haven't seen the childhood trauma before yeah yeah yeah i think we we talked about it uh either in the episode or after afterwards so let's see i'm just happy you can finally resolve your childhood trauma through an iap

yeah obviously obviously obviously obviously let's see if it's it's actually in the new creatives or not but uh might be in their evergreen concepts from from the childhood

these these were the ones that had AI doctors, though.

I think this, yeah, these types of sexual trauma, emotional trauma, childhood.

You know, can you show childhood traumatists?

Sexual trauma, and he draws a mammoth.

I mean, of course.

Oh man, yeah,

these guys care.

Like, they don't.

That's so good.

No, exactly.

Yeah, zero, zero facts given.

Literally, zero facts given.

This is from John Rogan.

He's AI personally.

Jacob Mill is AI.

And even he'll start.

Yeah.

Even he'll start with a watermark.

Oh, yeah, yeah, I mean, like, they have

like, why is everything in French?

Oh, no, this is not.

Okay.

To see childhood trauma test.

What do you see first?

Oh,

this is a demon.

So, you want to be a creative producer in mobile, huh?

Yeah.

Before you get started, just leave any morality at the door.

Come on in.

Morality.

what do you talk about?

Look, look, so I had a

call with

ladies,

and I and they know they will know who they are because they listen to the podcast, but I don't want to name them.

And they said, Look, we'll call them pigs and pipette.

They said exactly what you said.

Like, as soon as we started working for this company, we had to throw the morale out of the door because what the

creatives we

yeah, which creatives we produce, it's, I mean, it's gross, but it works.

And it pays salaries.

So, and I'm kind of on their side.

So, this is exactly this exactly.

There is

childhood drama.

Oh, shit, my pants.

Anyway, oh, but this is, I mean, this is what they

had this before.

Yeah, they had this before, but it was

kind of the fake IQ test.

The fake IQ test, but also this fake conference stage, stage, like performance or whatever, presentation.

I don't know.

But it's like, come on.

I actually draw it.

There's no audience.

There's nothing.

It's just like

stage and two people.

Two fake hats.

Yeah, two fake hats.

Science.

Yeah, yeah.

Always a good chuckle.

And also, recently, I see like 10 ads from Vita Mayong every fucking day.

Every day on they are scaling so much.

I think they're cutting down on the like ROAS targets or something.

It's just like they must have such much lower targets than all the competitors because I only see Vita ads.

Like they're just

drowning the market.

10 per per day.

Seriously.

It's so annoying.

I didn't see this,

but and I'm not sure.

I'm not sure like when I'm going to show you next, I'm not sure like what is the actual like idea or the concepts behind it.

But

it's in English, but it's dubbed in Italian, and you can clearly see it, it's absolutely terrible.

Even this is like

oh, whatever.

So, this is this is this ad I see like five times a day.

Oh, wow, they're doing 300k downloads a day,

they're running a lot of Facebook and Instagram ads, a lot.

Yeah, I've recorded on good authority

that this could be one of the biggest ad-monetized games right now, like crazy.

Like, it's definitely top three, top three, yes, but blog plus

trade Tradeline up with

seven million.

Seven million DAO.

Whoa.

Can you do the country filter as well?

Because if it's India, then I don't care.

So here,

look.

First one is Brazil, but right after it is US, pretty much the same, more than half a million US.

Miscus,

they have this interesting concept where it's like people

try to steal the money or they're just giving it as a bait, and then I'm not sure like what is the main kind of idea, but they

return the money and it's like, oh no, no, no, no, no, I don't want the money.

Oh, isn't this like what I'm saying?

Isn't this the concept from one of those like Planco ads?

Like, like, win money and everything, we solve your problems, and they just switch the display with, like, Vita Mayong.

Yeah, yeah, yeah, it's that.

Yeah,

I think it's that.

Well,

it's like they want to steal the money, and it's like, oh, wait, no, it's fine.

And

then she gives her the phone.

Like,

what's happening?

Besides, it's look, oh, play Vita Mayo, yes.

Do you think they just pay some like production company in like Eastern Europe to like make these crazy games?

100% that at what I'm saying.

This is like a real money or win at whatever something Casino is.

We should do an episode on that because I don't understand how that game gets deleted and re-uploaded like four times a month under different names.

Yeah, look, the bait.

Oh, let me take the money and run it.

This is Swedish.

This is Swedish.

What?

How do you know?

Really?

They're writing, yeah.

How do you write?

Is there someone at home?

Yeah.

Is there someone at home?

Oh, okay.

Is there someone home?

Pizza.

It's like the same, same thing all over again.

And I was like, hey.

Oh, my God.

Yeah.

Is this yours?

Yeah.

Because this is exactly what Swedish houses look like.

I can't accept your money without deserving it, but you're a good person.

Could I borrow your phone for a second?

Why?

I'm going to give you a gift as thank you.

Try this.

A game?

Told you.

Like, the money thing is from Money Ed.

This has nothing to do with

my own.

This is Plinkco.

Plinko or whatever they rename the app every time.

I have to delete it all the time.

Okay, in that case, we need to check Plinko after

deeper.

Oh, yeah.

There's always something something deep.

This is so good.

Whoa, 1,200 pages of creatives?

Yes, exactly.

Like, I saw this is like, oh, okay, they're not fucking around.

Some studios that we've covered in the past should maybe coach this team.

It's like, just check the creatives.

Although, I don't think that money idea would work for everybody, but still,

it's a different idea.

But then we can actually go to our friends.

Although, I mean, this is this is kind of boring and it's very similar to what we saw.

This is slightly different.

And I think it's Korean.

Unfortunately.

I was looking at Royal Kingdom.

No AI, unfortunately.

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

But a lot of

kind of new stuff, which is like 54 seconds long again, but this is not like two ads, but this is only more heavier rocks.

Yeah, yeah,

more heavier rocks.

But then we have all of these.

Hello, I have no idea what you're saying.

I'm sorry.

I wish we have

Swedish again.

But this is what I wanted to show you.

What's that?

AI hook?

No, no, no, no, no.

Is it like

ai man?

This is high-production animation.

High-production, yeah.

You'll see.

These guys have no AI with their characters.

Yeah, no, no, no.

I mean, that would be a shame.

That would be sacrilege to them.

Yeah.

Yeah.

This This is literally in the Anna Jones two or three when they have the whole train scene.

Yeah, something like that.

Yeah.

Really?

But that's, you know, that's that's the memo that we got.

Like, these guys literally want to create a pixel movie.

Yeah, I mean, it's in the text of the creativist, is that the movie?

Yeah.

I'm pretty sure.

So, I mean, this is really

so high production.

Yeah, yeah, yeah.

It's literally like a pixel card player.

Yeah, yeah, yeah.

Do you know how many renter farms you actually had to get to do this?

Like, super expensive.

I mean, they're

doing some interesting money.

Do you think they're testing this now to see basically what the feedback would be and then they turn this into a movie?

I don't know.

I'm just thinking, like, just a bunch of their animators went wild because they can.

I might think this was outsourced.

Why would you put a bunch of animators into this?

I mean, this would take a lot of time

to actually create in-house.

I mean, maybe they did it, but

they want to do that, like they said that they want to do that, right?

So, yeah, I think, think, I mean, yeah,

we have those are artists, those guys, so they know what they're doing.

No, no, no idea who it's Tia,

but uh, she just downloaded the Royal Royal Kingdom.

Do you know her name?

She said she's smart, she said,

and we still have Kevin Hart, still running, Kevin Hart, yeah, Kevin Hart.

Ah, kind of not that much, but at the end of the month, kind of, but yeah, like running.

Yeah, it's still still it's still up there if you go and check like everything basically again go all the different

all the different networks for for july and roll kingdom and there's

they're the like the good old concepts right imagine working in an ad network and trying to pitch these guys to add ads into their game

yeah no sure yeah sure that's how it works famous love sports ads

this is our these are from our friend's ambassadors actually i know this guy.

He he works there.

Yeah, yeah, yeah.

I mean, as a as a creator, but this is definitely them.

Nice.

And you know what it is?

Street interview.

Oh, yeah, yeah.

Street interview is a very good concept these days.

There you go.

It's been a concept for so long.

And actually, this guy, I used him for a real money gaming solitaire, and he was, I mean, like, he created such like different videos and he was performing super well.

How much did it cost?

That's what we really want to know.

Uh, it was actually not that expensive, I think, like a couple of thousands like for multiple videos.

Oh, okay,

ten thousand, five thousand, three thousand.

No, I mean, I think it was like well, that was before they changed the pricing.

I think it was a couple of thousand, like five-ish, but it was a lot of videos with different iterations, so it was definitely worth it.

He's like a professional actor for ad creator, yes, yeah, yeah, yeah, wow, yeah, yeah, yeah, yeah.

This was this was like three years ago, at least.

So, imagine you're telling somebody your job, which is like infra selector that creates

a lot of different things.

It's not different from being a game designer or UA or a Game Pro.

It's super weird.

As soon as I said, yeah,

I'm the UA for games.

Like, what?

Like, what does that even mean?

So, like, this can actually people can actually understand.

Like, oh, I actually create videos for

the video creator for games.

I mean, that makes sense.

But you don't know for who you create the videos.

It could be no swap with everything.

Like, Vita Mayong pulling Swedish money.

out of the video.

Doesn't matter, yeah, who cares?

I don't care.

That's okay.

I mean, I don't judge.

It's better when I tell what I do.

Yeah, I put Azi games in there.

Also, you, you know, we were mentioning Kink Shot before, and you, yeah, that one I have, that one I have, man.

This one you have, yeah.

This is what I have.

That's going into AI section.

That's so good.

I was like, what is this?

It's amazing.

It's continuous, by the way.

I know, I know, I know.

It's so good.

The road just vanished.

Yeah, yeah, yeah.

Like three different kinks, like all AI, all AI kings.

It's like, oh, hello.

But I can totally see their intention here because, like, this fucking creative, you know, the one stolen from Tromple.

The gold stamp is still closed with the gold out.

But it just works so well.

So they add AI on top of it.

Like, you know, exactly.

And as I said before, we started recording.

Like now,

this is becoming a trend.

Different Forex games are actually still, not stealing, let's say, getting inspired by this because it works really well.

And

I mean.

Don't worry, the app police is on it and they're clear everything up and everything will be back.

Not this one, this one, this one.

Yeah, we have to.

We have to talk about this, obviously, because

this is so good.

This is so good.

I want to see ads like this.

Exactly.

If AI will enable us to see ads like this, I'm all for it.

Like hyperpides.

Exactly.

Reminds me

the YouTube guys.

What's the name?

Basically, Vivala Derdling on cheap budget.

Frontemo.

Vivala Derlick from Temo.

Exactly.

I was laughing so much.

I was like, oh, Jesus Christ.

I think that might win Creative of the Year so far.

Like August, but that's

the best one.

Yeah, there's really

conversion, not just the hoop for that.

Yeah, yeah, yeah.

I hope so.

They are also using quite a lot of different static images.

But when I saw that, I was like, oh, man, I guess.

Did you see the refrigerator one?

Oh, I don't think so.

I haven't saved.

Okay, okay.

Okay, okay, okay, okay.

You will show it afterwards.

Now we go actually to another game, which is

getting inspired by the Kingshot.

Here we go.

Exactly.

Yeah.

And it's just, yeah, it works so well.

For those who don't understand, the layout there is basically Kingshot.

Basically Kingshot, yeah.

Nothing else.

And still, it's kind of

getting back to my

idea of like the fact that only few creative concepts work

well across the whole like it doesn't matter like what game it is is.

You mean, like, whichever card installs it, it works well.

Exactly.

Survivor IO, freezing families.

Uh, you have the saving whoever,

and now we're starting to have

this, the king shot.

Near that experience.

I mean, yes, and near-death experience is part of the stick.

Yes, you need to have a concept to apply.

Yes, near-death experience is just kind of like the motivation or maybe the emotion, but like saving the or freezing families, like it's exactly because neither that experience is part of the

save the king or save whoever concept.

But this, oh my God.

And again, it goes like this is just throne fault.

It works so well.

But they have some other concepts like this.

And this is more kind of

borrowed from white outsourcing.

It's still kind of.

I mean, they have the whole.

It's also kind of close to Tyl survive game.

Oh, yeah,

it's scary, by the way, already 100 times.

I know, yeah, it's

now more than the DC game.

We can see that was gonna happen, right?

Of course, it's gonna happen.

I mean, kind of, yeah.

It's oh, there are some parts of the golden goblins in here as well.

By the way, you see their dragon creative, which these guys

know.

No, no, no, no, no, they also have a dragon creative.

I will leave it there.

It's not AI, but it's like very impressive.

Yes, please do.

And these guys have AI, obviously, everywhere.

And also, like, they're making

27 million a month, the top heroes.

It's insane.

A lot last time from last time.

Like, remember, I didn't want to cover this because it was not really

scaling up.

And then suddenly they cracked it.

Yeah, 21.

I'm sorry, 21.

Yeah.

The

Dark Wars remote is actually 27.

And then

this one I have.

Oh, yeah.

I believe we saw this before, but this is something we didn't

see before.

They have like their whole creative strategy got moved into this pixel art style.

Yeah.

And they have all the creative speed style now.

Service is all AI or something.

Yeah.

So River Game is getting like feeling the heat now from

Century Games, basically.

Well, White House is now

118 million and it was 130.

So

yeah, yeah, yeah, but because they're spending more money on top of it.

Look, look, like, Yaku, it's not all, all pixel art, though.

No, like, it's, it's just like all of their content

are also in pixel art now.

Oh, yeah, yeah, yeah.

Because they also use this.

Oh, my God.

You saw the video?

Yeah,

yeah.

You saw the video where there's a guy who was running through all of this just like and just moving head to the left and to the right oh i need to find this

oh man it was so good it was like 10 different uh silhouettes of his head and he was he he was running against through this plate through the plates yes and it was like just move it like few few centimeters and just to the right to the left oh so this is exactly oh

that's so

trendy tick tock video what what is it yeah yeah yeah yeah okay yeah

oh yeah there you go shelter level one There's the pixel shelter.

So there's the pixel.

Yeah, that's the pixel art.

Nice.

And all these, all these

old ones.

But here,

if you see, and

we want to talk about this game, and maybe we will.

We have the good old McDonald's and Whiteheart survival freezing theme.

And guess what it is?

Top tycoon.

Exactly.

You can see it right here.

You can see it right here.

So it's top tycoon using all of the different things, but

I'm telling you right now, in a year, whole social casino genre will be

remodeled based on the Forex UF funnel.

I know.

And we talked about it

if you remember when we talked about it like in for on Stormshot, like two years ago.

And we say, oh, this is gonna how it's gonna look like

and it's gonna penetrate like the different genres.

Everybody's gauh, what kind of genres?

Here, here you go.

Here you go.

You don't need anything else.

There's already a second game scaling up doing this trick.

Yeah, exactly.

Animals is already number four four in the charts.

I know.

Yeah, yeah, yeah.

It's already went through Animals and Kingdom or Animals and Food of what was it?

Animals and Claude.

How many of the studios here do you think are using a UA funding?

I hope, I hope a lot

because you know

our dear sponsor PVX partner is

the best credit line for marketing out there.

But also what they have is the PVX Lambda, which is kind of a game changer because you can get clear raw benchmarks and retention insights as well if you plug your data into or if you plug uh pvx lambda into mmp and you have all the forecasts whether you are ready for funding or you get all the benchmarks out there no fluff and just real answers if you go to pvxpartners.com slash lambda

you can check it out and you can get your growth strategy on point because that's what pvx partners do besides the

actual

UA funding.

And you should definitely check out the latest episode we did with Jeff, which was about how to avoid UA rich.

Yes, yeah,

also they don't know how to choose your right UA funding partner and not get high rich students.

So pvxpartners.com/slash lambda.

Go and check it out.

And

we can check out one last creative, which I was like, what is this?

It looks like

it's like pizza ready, yeah, right?

I was like, okay, but with like some scary monster making pizza, that's like it looks like penny bags versus a walrus.

Yeah, I wanted to say, like, it's Mr.

Pennybags.

Penny bags.

From Mich.

It's also the McDonald's on the wall upside down.

So I guess this is penny bags from Australia or something.

Whatever.

And they also have the

golden goblins.

Finally, someone stealing from them outside of their genre.

But look, these guys are scaling because they have amazing LTV.

Apparently, see how many different creatives they have?

Like, this is like coming back to your point at the very beginning.

Like, why do we do these trends?

So, we do the homework for you, and you can actually borrow these different creatives because this is how you do it.

And also, people still ignore the homework, even though we do it for them.

And they're like, why wouldn't work?

I mean, it's like there is a lot of people that actually watch these creative trends.

So at least those guys have the homework.

The execution afterwards, it's not always easy, obviously.

But this is just one-to-one, by the way, the Carney Watt icon.

It's like, even this, I mean, I'm not sure even like did they they didn't steal it from from the creative because they have they had exactly this this part there.

And do do we know that those are both two Chinese companies competing?

No, it says Solitaire Farm.

So, whatever, I mean, whatever that is.

Solitaire Farm.

But

I don't think that's my home.

Oh, there are Chinese.

Yes.

My home.

In this, my home.

That's all.

Yes.

Oh, now it makes all the sense.

Now it's made all the sense because this is also the social casino fan.

And

we talked about it before.

Yes,

the decoration.

renovation.

It's not Chrome Vel Customs.

It's actually like

renovating everything.

Yeah, yeah, clean ASMR.

Now it makes all the sense.

So, okay.

So it's going to be a good episode

when we talk about it, actually.

Interesting.

Okay, interesting.

So

this is what we had.

And now I want to show you this, obviously, because our friends from PlayRix are starting to doing some interesting stuff these days.

And look, I hear they don't like me anymore.

Whoa,

there we go.

Going on the latest car puzzle trend.

Oh, what is this?

Bus jam, maybe?

Bus out or bus jam or any bus.

Any bus jam.

It's it doesn't matter.

I don't even know who was first to do more, you know?

Hey,

this is from Parkett.

We talked about it and it's from Popcor Creative

back in the days.

But I also have the I mean very similar one, which is like nice music, but also

wait, no, it's the same thing, this

and re

this one because I'm gonna show you

that's from White House with the sucking device thing, and then

no, but the clockwork is from the zombie game, Idol Outpost, yeah, which oh, by the way, we can actually check as well.

So remember this one, I'm gonna show you one other game

Idol No, I'll outpost.

Yes.

Didn't talk about this for a while.

I think they're doing, by the way.

No, I'm not sure.

You can check it out done.

Yeah, in the between.

In the meantime.

Yeah.

I mean, they have some.

Up quantum portfolio.

Yeah, yeah, yeah.

They have the Golden Goblins guys.

Same publisher.

Yeah, yeah, yeah.

Oh, the pro quite stable.

Like 30k a day.

Not bad.

Yeah.

Almost also pretty pretty good.

25k.

Oh, they also changed the the layout.

I think this looks more like a doodle magic, bang bang, survivor type of ad.

Oh, yeah, yeah, of course.

Yeah, from top to the bottom, which is

okay.

How did your prediction go, Jakob?

Did anyone from the West break out on the Doodle Magic?

You mean the.

Yeah,

there's this galaxy

galaxy.

Yeah, the space team, which space team,

but they are going up.

They are doing quite well, yeah.

Yeah, look.

I forget the same thing.

Okay.

Then we have this game and this game only,

which

is

a beast.

A beast.

But they changed the creative strategy quite a lot in recent days.

Yeah, yeah.

It's very different.

And what I'm gonna show you, I gotta shift your pants because this is insane.

I mean, this is kind of nice.

I mean, there's an interesting sound to all of this, and this looks really like ASMR stuff.

But this, this,

you see now

what I was talking about with Scroodom?

Here you go.

Lego.

Literally, Lego.

This Danish company loves to sue people.

Oh, it's gonna happen for sure.

It's what Lego does.

Like, even the Disney of Scandinavia.

You know why they crossed the Rubicon here?

You see the last part that he put there?

Yeah.

Having Lego-style surface is one thing.

But having actual different exact Lego blocks is different.

But it's under the public company.

They had to pass legal about this.

That's super interesting.

I was like, whoa.

I'm like, yes.

Okay, they're really pushing it.

Yeah,

yeah, I wonder if there was any recourse with the Gucci and the Prada from the

other side.

No, no, I don't think so.

They just said, oh, sorry, we made the mistake.

You need to be more bigger to even like for these guys to heard about you.

Supercent is very big.

Supercent is very big.

How big it is in the sense of fashion industry?

Promote enough.

Still, they're making millions.

They're making millions.

And of course,

somebody is probably ripping Gucci's logo into their creatives or whatever on, like, eShops and everything.

Come on.

I don't know, man.

I mean, they have their legal departments, which are not super small.

Which is probably pretty busy with their scandals and fraud.

Almost loudly.

Mighty, this might be a long shot, but spring is approaching fast.

Felix going that job.

There we go.

Man, thank you.

Dear listeners, you know what is this?

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Man, this made my day.

This literally made my day.

And we have a few more games, and

it's going to be all because I want to showcase how this again

iterates because it's again like kind of an upgrade and they have more

milk this concept so many different ways is so impressive because it's different but it's the same same

like I mean can you see the

oblivion yeah can you see the high quality and can you see like how it's it's different because you there's you're kind of saving this right but also like oh man you know what i don't like about their ua or i mean their creators what what zero ai zero yes Yeah.

I think we're missing the trend here.

Like, come on, guys.

Kingshoot is already all over it.

Same as White House Survival.

Like, what they're doing.

Yeah, but look, instead of using AI, they're actually using all the save the

dude.

Yeah.

Yeah.

Save the dude concept.

Whatever it is.

Yeah.

Yeah.

I think this is what they are doing and it's working for them.

I mean, what kind of AI would you would you put on top of this?

Tell me.

On top of this.

Yeah.

Or just why you can do stuff like Hoten Goblins that like you know, 3D shots of stuff from the bottom or whatever, like move it around so there's no same picture or like pretty nice AI hooks that you can go with this.

Yeah, they would they would rather go and do this

because that's something that works, something that works for them.

I would literally do like Topper Harley swimming in ammo behind him,

shooting all these things, you know, the whole

shots guy, yeah.

Because look, there's this

game, which is taking a heavy inspiration from,

but everybody.

He's like, come on.

I was like, look,

mob control.

Yeah, like, I was really curious, like, what they do.

I was like, wait a second.

That's what they do.

That's what they do.

Same thing all over again.

And then they have even this,

which is like, hmm, reminds me of something.

Okay.

But can you see the actual quality difference between this and what we saw before?

Yeah, of course.

I mean, that's insane.

That's a giant difference.

And that's a very big difference.

And also, like, the movement and like how everything is going.

It's like, it's such a big difference.

And it's also, I would say, in like difference in the performance and in the actual CPS.

All the

texture looks shitty here.

Yeah, yeah.

Also, the background.

Come on.

You can do better.

But still, like, they they also look oh

oh hello

we need to get back to our concept here yeah yeah

uh

and we should do another review of mobile control just to see what's changed since we talked about it last time

yeah

we should do another one there we go what is what is this oh wait a second it's a white hot survival using their uh kingshot

which is amazing

exactly i would do it because it's uh It's such an easy thing to do, and it's it definitely works like crazy.

Also, this one is what is this mob control, maybe,

or the color, what was it, color something.

I had it color match or color fight.

Where is it?

Something like that.

I have it.

I

color coral clash, which is again that's by from voodoo as well.

So that was almost it.

And I have this, which is again,

wait, hmm, what is this again?

Oh, wait a second.

It's again the township creative.

Oh yeah, it's completely dead.

And then I was like, wait a second.

I think that it's now

like Playrig's bought a significant

share in

visor games.

But they are kind of the like a strat, like a very big investor in the company.

So they're kind of losing.

So it's almost like like the idol lumber

and township and now Colony as well.

So they're like one big family, so they're using their like the concepts also always what happens when player gets your hands on you.

Yeah, I was kind of looking at top top creatives and I was like, wait a second, what is this?

I was like, creatives, yeah, hmm, what

what kind of game, supercell, what kind of supercell game is it?

Oh, wait a second,

yeah, they started using

running UA.

I know, yeah, I was surprised.

I I was surprised.

I'm not sure, like, what kind of revenue or whatever makes, but this is second creative.

I think that we can check.

And I wanted to show you also this one because I didn't show it.

This is the good old Moco.

Yeah.

Well, we also have this great

on Moco?

It's up from the like they started running like

30k a day downloads now from it start pretty much pumping up like 80k downloads a day on July but it's going down it's just like I don't know yeah they have like way more they have more honestly with this whole moco thing I'm not really sure it's gonna be go anywhere active users are all time low actually yeah outside of umusume what are the games that you say oh this is gonna do so well I mean but you know

that's true and also Pokemon TCG

yeah I did not see that coming I did not see that one coming coming mile ahead yeah because didn't play it yeah Yeah.

There's no ads in it.

Why would I play?

I mean, sure.

Man, gimme, gimme.

But still, yeah, yeah, okay, fair.

Yeah, I want to see the AI.

Come on.

So much AIDS.

I know, I know, but still.

Like the Moco stuff, I'm not sure.

So, so far.

This is Moco, by the way.

So we finished.

Like, started scaling here in July or pumping UA probably and then just like turning in off.

Yeah, the revenue is about like

oh 20k.

Like it's it's you know, not really super sub-standard, but let's say.

okay starting first

lots of interesting concepts.

Yes, when we see this

just

kingdom of heaven gladiator, yeah.

Oh, by the way, this one has a stolen gladiator,

so just just saying,

so uh, yeah, this kind of a nice concept that we saw there.

Of course, I was rise of castles, why not?

Then we have the history-based, very nice, hey, nice, yeah,

it's clearly like a story-based AI creative now.

But it's like super, by the way, the jaws are like

triple the size as usual.

Yeah.

Anyway, Morland story.

This one lives next to you.

And there's Lord of the Rings music playing in the background.

Why not?

They don't care.

They don't really care.

Yeah, so that's there.

Then we have this one.

This is again super interesting concept.

And there's also like a...

it's like one of the 90s stolen stolen track there basically going

in the background.

But looks looks very very very good and interesting.

Definitely, I would call these like AI-only enabled concepts.

You can really do these with your normal creative team.

Yeah, but it's like if this happens like for a minute and 20, 30 seconds, oh my god, oh

that's from Rome.

That's the game.

That's the game.

That's the game.

The game.

Yeah, the game.

Yeah, the

Next one.

So we have this one.

That's pretty good hook, I would say.

Even though she switched her

hand

this way.

Like by holding this to holding this.

Ouch, my wrist.

So this is basically play on Troy, or what was it?

Then we have this.

Why not?

Hello, Rock.

And there's Gangster Paradise playing in the background.

Kino is

wow.

I love this.

They are the usual, like.

Hey, bro, we stopped stalling IP, so now we steal the actors instead.

And you see Rise of Castles watermark, right?

Yeah, yeah, of course.

You need to watermark your stolen stuff.

That's very important.

Yeah, yeah, that's very important.

Okay, then again, some history stuff.

Oh, Jesus Christ.

Again, pretty nice i think we'll see more and more of these uh especially with the v03 functionality of like those like

selfie whatever yeah i i had one with a selfie stick yeah um

in like in the army but yeah like army from i think it's like it just looks so bizarre it's it's like very very catchy

uh then we have this one

super interesting looks like doon or something but it's actually like you see those are normal people there i don't know it could be uh, it could be uh, uh, what's our festival in the desert?

Yeah, yeah, yeah,

again, very interesting.

Uh, then we have what do we have?

Uh, I think another page that I missed there, yeah, this one.

I always wanted to do this, but it's fucking hard to do because there's literally a template for this, like for these dragon heads.

There's like one guy on

Twitter and TikTok who does these.

Uh, it's all done through AI.

I literally want to know, shit.

But

I'll do it.

Give me three more months.

I'll be able to do it.

This one.

Can you do one?

Can you do one with a man bun?

A dragon with a man bun.

And Marty is the guy I'm touching.

But once I get my hands on this,

we will start.

You probably notice.

You probably notice these best RG mobile game laurels at the bottom.

They are like

these months.

We saw it before.

Yeah, we saw it in Tetiles Survive.

Yeah, yeah, yeah.

Then we have this, as always.

So guys...

Lines of Gel.

Yeah, guys at Lines of Gel are going very, very strong on the anime creative with like all the ghibly.

Yeah, but they're making what like 8 million a month.

It's not like nowhere near the

big?

Yeah.

Yeah.

They're okay.

Yeah.

They're okay.

Like great.

I don't think so.

They're they're like the that pro in Forex, but they still are able to go top top fifteen.

So oh yeah, okay, fair.

That's good.

Yeah, they also have a lot of these

very nice, interesting ones where

it's actually monsters.

Ah, that shark, I'm not gonna be able to sleep.

And this is also nice, like, too.

I mean, yeah, it is.

That's the work,

basically.

Notice the movement, like, it's completely off.

I mean, who cares?

Who cares?

Who cares?

Yeah, so that's there.

Then we have this.

So this is still Lands of Jail, by the way.

It looks like stolen from Nevermore.

So I don't know what's what's what's happening there.

But there's a recording themes around these I I'll I'll show you.

Uh this one I just wanted to leave there so you'll see.

Because it's Golden Goblins.

Yeah, that's the Golden Goblins with ammo.

So they're they're using that one.

And then this one is actually AI.

Oh, you see how these breaks on the bottom

roll.

Yeah, so they're also doing this.

This was a very nice AI hook.

Maybe they watched the show.

Maybe, maybe, maybe.

You know, very big Chinese companies watch our show, so why not these guys?

That's true.

I wouldn't be surprised.

So,

but this is like a really nice AI hook because it looks super real, like, actually, until the point.

You need to pay attention a little bit.

Yeah, like, for instance, the letters is complete shit, and like the physics here on the bottom is complete shit and stuff like that.

Okay.

Yeah, then we have this one.

We all displotted one.

It's just so good.

Go on.

Then we have this one.

And you remember these?

Yeah, from Rise of Castles.

No, Rise of Castles.

Rise of Castles.

Yeah, but this is not Rise of Castles.

No, it's not.

It's Kingshot.

It's Kingshot.

Yeah.

So Kingshot is running these, and also this one.

Yeah, it's pretty cool.

And I'm sorry.

Yeah, there's the cartoon team, tower defense, whatever.

AI birds going completely.

Completely nuts.

Yeah, yeah.

But yeah, this is the thing that I wanted to mention.

Kink Shot is full on AI.

And by the way, I have checked only new creatives, only for July.

Like, this is just the news.

Otherwise, you will see even more AI stuff.

Yeah, yeah, yeah.

So, that's there.

Yeah, this is the whole one.

I love it.

So, I think this is,

what is it?

Yeah, look, I was holding this.

This is VO3.

This is VF3.

See, this is the part.

Like the VO3 medieval style, whatever history thing.

I think it's Japanese.

Might be, yeah, yeah.

Yeah,

maybe.

But like, looks super cool.

And they have like multiple versions of this, by the way.

That, like,

native on the top and then VMplay on the bottom.

Like, these are pretty much the new UGC guys.

Like, VO3, that's the answer show.

Yeah, the V yeah, exactly.

You don't really need the VO3, yeah.

The VO3 is the answer.

All of these.

And you can you can do so much more.

Yeah, then there's this.

Oh, I saw the AIs.

I have this.

Commercial desk show with with no ends.

That's the version of the other thing we did there.

Similar one.

Yeah, this is the dragon created.

There's no AI, but it's very interesting that they're doing this.

That there's basically like a dragon falling all over like map of America and rebuilding it.

Like just seems very interesting to me because completely different content that they're knowing stuff that they're doing.

But we'll see if this catches on.

Then we have another refrigerator.

Yeah, it's

English.

Yeah, English King, which,

yeah.

But it's the same.

Yeah,

it's the same as the

white people.

Nice by that.

It was localized because those were Asian Asian.

Yeah, exactly.

Yeah.

It's Asian.

Yeah, white people.

Yeah, which is just one line in the prompt changed.

And there you go.

Yeah, exactly.

Localization.

In five minutes.

You can localize your ads in five minutes.

That's there.

Yeah, Dark War, as I said, they have a shit ton of new stuff.

Like, they all have all of these, like, again, the recurring theme of these laurels and everything.

And it's all within this, like, very, very nice, pixelated graphics.

Yeah.

Looks like an indie game, actually.

And even with multiple styles, and they have even with multiple awards.

Yeah, multiple awards.

They have shit tonight.

Yeah, we saw it.

Yeah, we saw this one.

Yeah.

Can we put some awards on this episode, like for the thumbnails?

Oh, yeah.

Oh, yeah, yeah, I will.

I will.

Let's try it after that.

We see what happens.

I will put it there.

I will put it there.

Also, this one was like this one looks really good.

Yeah, this one.

You know, it reminds me of a game like when I was all like young and like all the games were in this kind of graphic style.

These were the cinematics, not the games.

Exactly.

Then you have this one.

Yeah, this one we saw.

This is again Dark War.

And then, yeah, this is again Dark War.

Once again, they're pixelated arts in their shelter style creative, which, by the way, seems to me much more

jolly or like happy because everything's kind of nice and saturated instead of the bleak.

Like, this is pretty comfy, you know, like it's still the end of the day.

Do you know what the theme is from?

It's the theme from when we did the review with the boat game on Steam.

The boat is exactly the same art when you're cleaning up the mess.

You did it on Full Steam Ahead.

It was one of the games you did there.

That one.

Yeah, yeah, yeah.

The ecology board.

Exactly the same.

Yeah, the ecology books are the same artwork.

You're right.

Yeah, that's the same artwork.

Then there's this.

When are we doing another full steam ahead, Jakob?

What?

Soon.

You should do another full steam ahead.

Next month.

Next month we're doing it.

Soon.

Well, next month is in a few days.

Yeah.

But when you're listening, this is this month.

No, I don't think so.

Yeah, I think so.

Or maybe not.

Maybe not.

Yeah, so

this is more like traveling on apocalyptic stuff on dark war with just like giant machines or whatever.

So that's there.

And then, yeah, then that's it from my side.

So very interesting part these days.

Yeah, I start getting so much better.

It's so much better.

Yeah, it's so much better when we compared.

When we did the episode, well, not the episode, but the actual presentation in China, I had 2024 AI versus 2025.

It's such a big difference.

It's insane.

Such a big difference.

Okay.

Thank you very much for listening because this is already too long, but it was full of insights and full of creative trends and full of creative videos.

So you can actually get inspired and create new videos for yourself to scale your game.

And please join the Slack channel and also

just comment under the video.

We want to hear from you.

If you want to see some creatives being featured in the episode, send send us creatives.

Okay, interesting.

Yeah, we can definitely do that.

So, yeah, thank you very much.

Until next time.

Bye-bye.

Ciao.

Bye-bye.