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Brutally Honest #228
This analysis provides insights into mobile game user acquisition (UA) and creative strategy, focusing on current trends in the post-IDFA landscape as of September 2026.
- AppLovin campaigns should utilize both CPM and CPI billing models: use CPM for creative testing and pacing across 24 hours, and CPI for scaling proven winners based on strict ROAS targets.
- Meta has quietly introduced interactive playable ads into the Reels placement, which now accounts for approximately half of Meta's total ad inventory.
- High-performing mobile game creatives are increasingly leveraging AI-generated, absurd themes, such as 'cat-themed' 4X strategy ads, which have demonstrated success in driving acquisition for casual titles.
South Africa’s Free Lives and Cozy Lives Turn Heads at Wholesome Direct with Dressmaker
South African studio Free Lives, together with its sister label Cozy Lives, announced the release of Dressmaker at Wholesome Direct, a showcase dedicated to feel-good titles.
- South African studio Free Lives and its label Cozy Lives achieved over 100,000 Steam wishlists for their new title, Dressmaker, within a single weekend following its reveal at Wholesome Direct.
- The game represents a strategic pivot for Free Lives, moving away from their established action-oriented portfolio—which includes Broforce and Gorn—toward the contemplative, cozy gaming genre.
- Dressmaker features a detailed simulation loop that covers the entire garment-making process, including fabric selection, pattern design, cutting, sewing, and final decorative detailing.
How Little Kitty, Big City Purred into Millions of Homes!
This analysis examines the commercial success of the indie title Little Kitty, Big City and evaluates recent structural changes to the Xbox Game Pass subscription model.
- Little Kitty, Big City reached over two million unique players on Xbox Game Pass since its May 2024 launch, ranking as the fourth most-played new title on the service this year.
- On paid platforms, the game achieved a Nintendo Switch to Steam sales ratio of 2.4 to 1.8, indicating a strong consumer preference for handheld play.
- Microsoft’s recent Game Pass restructuring, which includes price hikes and the removal of 'Day One' releases from the Standard tier, aims to increase yield as subscriber growth plateaus.
Misfits Partners With Mars Petcare for TEMPTATIONS Campaign
Mars Petcare has entered into a strategic partnership with the Florida-based esports and gaming entertainment company Misfits Gaming Group to promote the TEMPTATIONS cat treat brand.
- Mars Petcare has partnered with Misfits Gaming to promote its TEMPTATIONS cat treat brand, marking a rare instance of a petcare brand entering the esports and gaming space.
- The partnership includes a pilot program featuring playable cat-centric gaming experiences and content from Twitch influencer Ranboo.
- Misfits is integrating the TEMPTATIONS brand into the TubNet Minecraft server through two custom activations: the 'TEMPTATIONS Cat Cafe' and a parkour game called 'Purrsuit'.
The Cozy and the Strange in Strange Horticulture
The document is an analytical paper by Melissa Kagen and Jennifer Minnen examining Strange Horticulture (Bad Viking, 2022), a plant-shop management game, and its unexpected combination of coziness and unsettling content.
- The paper's central thesis is that Strange Horticulture (Bad Viking, 2022) has coziness as its primary affect, even though it contains a murder mystery, occult cults, and plants that cause pain, disorientation, and death.
- The authors argue that simple mechanics, easily followed rules, and non-punitive outcomes blunt the menace of the game's unsettling elements, letting the strange be domesticated into comfortable play.
- The analysis situates the game within plant studies, eco-criticism, and cozy game scholarship, using the framework Cook et al. (2018) proposed for identifying cozy games.
SalsaShark Studios Release: Super Chipflake Ü - Quest for the Uncooked Schnitzel
SalsaShark Studios, a Hamburg-based developer founded by Christian Wasser, officially released its debut title, Super Chipflake Ü: Quest for the Uncooked Schnitzel, on January 19, 2026.
- SalsaShark Studios, a Hamburg-based developer led by Christian Wasser (Samb), released its debut 3D platformer, Super Chipflake Ü: Quest for the Uncooked Schnitzel, on January 19, 2026.
- The game is currently available for both Nintendo Switch and PC platforms.
- Core gameplay features a semi-open world environment called the Schländ, centered on a unique item-merging mechanic used to create tools, platforms, and medicinal solutions.