11 UA & Creative tips, 🦩 unleash your inner UA flamboyance (#59)

[Music] didn't see see welcome everyone this is no [ __ ] gaming podcast 2 and a half Gamers session number 59 we are sharing actionable insights dropping Knowledge from our day-to-day user acquisition game design and monetization jobs definitely not discussing the latest industry news but we are having so much fun let's not forget this is 400 a.m. conference discussion WIP so let's not take it too seriously today we have Felix braber no phelips Felix there yaku and myself Mich so uh yeah what's up guys all good yeah well good finally finally had time to play Hogwarts Legacy at least to some point Jesus Christ yeah he was like oh well just give me avav and I will be good yeah so op builds

man like but but buto after like that the chat we had today in our little group chat like I do have some beef to beef with you man like so oh yes seriously like in our group chat we were asked by a fan if we could review Legend of slime by Lo review we will yeah yeah because more than 300K a day which I innocently asked oh are there any ads in there that would be interesting and re was like of course so it's a big hit game in South Korea and I'm like you said on episode 53 that a game can't be big in South Korea and have ads and have ads and I'm just like I'm just H like you you said it in minute 1054 and you're like oh if you're big in South Korea you can't have ads and I'm just saying this highlights the most interesting issue which I have to deal with all the time you have these like really Puritans that are like game designers like oh this is a premium feeli we can't have rewarded ads and they miss our own Revenue without testing it it's just that's not true it's premium feel man not in South Korea

Prem that's the only feel that can be in South Korean games no Ben like yeah because we were talking about theu game which is the part of that context that you put it out of which has the premium feel of it that's that's the thing I was saying but yeah there's big games even like random dice for instance there also the current iteration that we have in the west called rash Royale from my games they were already pretty big with ads already when they launch in South random yeah okay my point is these W Games should just try it before they knock it down yes no harm in testing you mean like get more wuss for the that's up to you Pur this guy right or more horse girls right more horse girls exactly they don't have ads I can guarantee that all right enough anger what are we talking about today ma you been very secretive about this very very secretive because we were well I wanted to bring this on last week but uh you know snaker happened so uh yeah this could go only

two in two directions very very good or absolutely terrible so we're going to talk about some flamboyant UA stuff so yeah wait before you get into that I'm so happy that like out of all the things I've called you and like the seven years I've known you this is the one you've taken with and just run with you have a flamingo now L you're like you went from being like I have to look up what flamboyant means you're like I'm doing a flamboy you session exactly exactly exactly so uh so before we start we need to start with a a flamb booy and UA checklist I think so here is a hat oh cap there you go what do we have oh I can see something pink there yeah of course we have a scarf as well have glasses one sec Napoleon had a hat as well right yeah and then H the glasses

that's on uh then the most important part is the the margarita so cheers and then we need the flamingo um so we can start actually [ __ ] this is terrible the scarf is killing me okay okay [ __ ] it uh I can I can actually have this okay so uh you didn't ask like where the [ __ ] is the flamingo so let uh let me actually share this uh let me share this H it's right here what am I watching and what are we doing yeah so I'm going to put this on the screen uh while I'm talking about um about about the UA it's 30 minute flamingos in in in water so it's going to be there so yeah we can we can start so Unleash Your

Inner flamboyance with the UA and creative Flamingo session turn off that noise at least please yeah I need to but it's kind of nice okay [ __ ] it uh so I'm I'm I'm really hoping you are um ready for the Epic intro I've wrote so um and for everybody as well so are you looking to spice up your uh user acquisition strategy well do you want to Captivate your target audience with stunning creative uals well look no further we are bringing you the Unleash Your Inner flamboyance user acquisition in Creative inside session hosted by the industry Maven M so this session will teach you how to tap into your inner creativity and develop bolt flamboy and UA campaigns to drive 1,000% draws on day7 is he sing vacuum cleaners or UA it's a

hard to say hard to say uh so during the session uh you learn how to design eye-catching visuals and leverage different UA channels to reach your target audience and you will discover how to tailor your message to resonate with a specific demograph demographics and how to abest your campaigns to optimize performance blah blah blah blah blah yeah there are some like other uh sentences nobody cares so um so don't settle for any other boring and forgettable podcasts Unleash Your Inner flamboyance and Captivate your audience with creative Innovative marketing strategies sit back relax and enjoy the UN Leisure inner flamboyant session today so take your user acquisition game to the next [ __ ] level so okay let's let's go to the actual me of the podcast um I have 10 plus one flamboyant Flamingo UA tips so um let's start with something actually um as a as a warmup

um and I and I will do all of these um the ones you can interrupt me wherever you can plan on it of course count on yeah yeah pretty much and then uh at the end of the session you can rate these tips uh and I will tell you go to go [ __ ] yourself afterwards sounds great yeah okay so uh yeah pretty good start though epic intro you see the the flamingos over there [ __ ] this is amazing so I'll put it on the on the screen uh because that visual design is kind of working well so um let's start with like how to do a proper UA and creative review I know we T touched on it uh before but this is what I do always when I when I start working with a with a company with the game or when uh when companies approach me to actually do a review so there's a channel performance creative history and and data setup so what I'm looking for uh to get the read on is the campaign structure uh or the campaign type if uh the companies or

games are running um the automated campaigns or manual campaigns or what kind of um optimizations are they they running if they're running um up event optimized campaigns or value optimized campaigns or just mobile app install campaigns for ad monetized games as well because on the latest week Felix was mentioned that nobody cares about downloads instead except Felix Adon people do exactly admon people do uh so I'm looking into the targeting options uh GEOS as well uh that's why we all or well not we but I always start the UA um review of the games that we talk about with Geo uh Revenue mix creativ age segments and Android device performance so uh what usually is happening is that some obviously some devices have better performance and some low performance on Android especially since there's like million [ __ ] millions of devices and um thanks to the fact that OS 12 on Android now runs only on 6 GB

of RAM uh that can help you improve the performance quite easily because then you kind of exclude all of the lowend devices right away with just one one toggle then um looking into the the creative history like what worked uh what didn't try know like why usually uh the why something works or something doesn't work it's not that clear uh but I usually also look into the types of creatives uh and then most importantly what's the like Cadence of the creative refresh if it's weekly bi-weekly monthly or never that also happens from time to time never yeah like you like you know people or companies come to me like yeah well we might have a problem because we have high cpis okay so how often do you change creatives well one once in six months ah yeah yeah okay that's very good very good idea by the way one question yeah from nonua person is isn't this like every company problem that

they have high CPI I mean it is but that can be a problem because of multiple reasons because of yeah creatives because of uh Channel mix because of geomix because of yeah um wrong set up on the but how do how do you know like if if you start within like this review that the CPI is high it's CPI High because of the genre because of the spend because of like what tells you that it's actually High because my guess is like everybody eventually hits the ceiling so what tells you that this is high CPI or this can be improved through creatives yeah because I have also like benchmarks from the the companies and games I work with uh and I see and I you know I still work on the like multiple games so when I look into cpis and I always look how long the campaigns are running because usually uh the CPI the beginning of the campaign is slower than after like two or three weeks so I'm looking into that um uh Delta between the start and maybe the

end that's like that's really important uh Factor because then that tells you also if the game is Niche or kind of broad appealing because if it's niche your CPI increase quite heavily in a few days and it's like because you know your potential reach is very small so you need to really juggle with the creative refresh as well and then genre as you said it's like multiple things at once so I'm comparing it to the internal benchmarks then looking into the genre as well and then obviously looking at if um like which creatives work the best and like which didn't because different creatives who would say that that different very different uh performance and as a normal Studio guy am I able to get these benchmarks somewhere if I'm not working with 50 different companies is that because you UA managers just refuse to share ah yeah of course uh but no uh it's really hard to get I mean there are some tools um and some benchmarks uh from different

tools uh but they're not that accurate even though they say or well I see different numbers when I look into into campaigns uh and uh these tools kind of have they say like loads of installs so they need to be accurate but they're not because they are not taking into consideration different optimizations uh so you can't compare or average out mobile app install campaigns with purchase campaigns and value optimized campaigns because the difference between the CPI campaign or the mobile inst campaign can be $1 oh the CPI there and for Value optimized campaign can be 30 or 20 or 50 it's like it's it's super wild so it's like it's not very comparable so you don't have these uh these data points anywhere because well it's like like with spent nobody shares that and you can't kind of get it from anywhere anyway MH you can you can estimate and calculate the spend

okay [ __ ] so yeah my in flamboy just uh yeah evaporates every minute every minute evaporates okay uh I feel like you want to ask something as well no no I got answered okay uh then what's really important is the the data health check and the setup of mmps and then crosschecking all the all the tools and channels and if every every data point matches up because well nine out of 10 games uh there's always a problem there's always a problem I guess that's the problem with old mobile the underlying Tech is just a bit [Laughter] [ __ ] it's not cheit but like the thing is like nobody has time to to implement it properly and then nobody has time to or time or knowledge or experience to actually check it if it's right that's the problem uh but yeah uh then I always kind of um check the

daily spend versus daily revenue and then paid versus organic installs and also what uh our favorite data tool has is the percentage of paid installs that can help you kind of estimate um with the potential CPI like how much money they spend in each country and that should give you pretty good idea of like how the game is uh is actually doing uh if you do it on like a internal data if it's external data then it's kind of limited then you need to do different things but I think yeah pretty much which is important always to start look into things and then craft the strategy for for the UA and the next steps which brings me to to the second Point uh which is talking about setting up goals and budgets and targets for UA people because this is always super tricky uh goal setting and measuring kpis most companies are trying to set goals for the the UA Department to measure you know Effectiveness and give

employees bonuses but uh again uh not only the the goal setting is problem or tricky it's also budgeting there's also usually product because product teams look at the UA team and ask like hey give me some budget predictions and then UA team looks at the product and like hey okay give me some uh some product road map so I can actually estimate the budget based on that and some companies even ask U managers to come with the global plan and budget in the Pres soft launch uh period like how the [ __ ] I'm supposed to create a plan with the budgets when I don't numbers right like million how do you estimate the budget on product road map so I can not estimate the whole budget but at least I can know like when there is a new feature coming in then I I want to spend more I so you divide the budget not divide the budget but additionally I can add more budget in those months when the some new feat is coming Al because you because then I

kind of expect that the game will have better performance after the new feature is out which can go very wrong of course which can go very wrong uh but you know uh at least uh it's going to be on the paper and then usually people like uh strategies on paper and and presentations and then when it's it's the same thing with global launch so you have the the global launch plan and then everything go goes to [ __ ] anyway so you need to have plan B C D and E uh but you know plan a is always on the on the paper and then everybody's happy so yeah uh but then if you ask U managers across the globe like what the go what's the goal they optimize against it's always day seven or R for some reason that's the most frequent answer which is super soon it's so the thing is like day seven cohorts are matured enough so you could say with decent confidence that this particular cohort

is good or not day one and day three metrics are in most Cas is too early to tell because you know like everything can happen in one day it kind of fluctuates so that's the thing but then yes it's very very weird uh because some channels or well all of the channels can have very different LTV curves which means day seven on Facebook can be 20% but then reaching 100% 100% in in day 60 but on on the other hand you can have unity and day seven 5% but then 100 is in is like on Day Day 30 which is way better right so again it's or or or 100 is never or 100 is never as well yes exactly exactly so it's you know if if you you're looking into do UA at scale you should never make a decision based on like one metric uh but try TR to understand like

you know the whole your game and uh and uh what kind of different activities influence the the whole user acquisition performance so okay so what exactly you should do then well I have no idea do what the whatever the [ __ ] you want but getting a straight answer from a UA manager always when you ask him a question it's like depends how you feeling depends depends yeah dep no but uh I can I can tell you like what I usually do uh so I create day one day three day seven was benchmarks for each platform and u channel uh obviously iOS is really hard uh these days but at least you know um you can you can have some benchmarks uh which leads to 100% draws on your you know desired payback period if it's 990 180 or whatever then um you know measure and evaluate performance against these three benchmarks because no I I can see if I hit day one 10% on Facebook and I I hit 10 day free 25% then they s on day I don't know 50% then

I have 100% in 30 days so if I you know move the budget up and down uh and hit this day one Benchmark uh it's good then I'm pretty sure that I will kind of get the money back in uh the desired payback period so you know we need to recalculate these benchmarks based on the current situation obviously you know seasonality company cash flow issues scaling new game features as well and uh special offer and the live Ops so so that's kind of important then you know you just make profit afterwards or not or not uh which again takes me to the another like Point uh about the growing the budget if you've built a mobile game for iOS or Android you've experienced user turn you can win those users back but it's getting more and more expensive even more so to acquire totally new users enter cross promotion with adct by

identifying your user likely to turn early you can showcase another game in your portfolio before they leave forever transforming a lost user into a new user increasing your revenues learn more now at addict.com three yes so the point number three uh it's budget increase versus payb period exercise which is important because um you think about how to increase budget slowly and steadily which is hard so so how to do it uh because well how it works so if you increase the budget then obviously you start to Target broader audience and then the payb period increases that's you know some some people don't understand quite this uh the correlation here the correlation here yes because uh I've been in the discussion where um some people thought that if we increase the budget then the payb perod stays the same same and then you know that's the ultimate profit but

that's not how it works so let's take a look at the payback period and uh and see like how how we can grow it so let's say you can achieve day 30 100% with uh 100,000 spent so how to grow it you always look at the retention profile and uh look if uh you're retaining players after day 30 you are perfect are you retaining players after day 60 Maybe amazing day 990 yes okay perfect but after day 90 it starts to be very close to zero so uh you know if you uh kind of start to optimize for 120 days pic period then you might not see the money but coming back anytime soon which equals never I guess and that's very very interesting point and a very important Point as well so how to start increasing budgets from from the that 100K to you know 150 yeah

it's fine what let me throw one range here yeah uh what happens if I'm looking only on the retention of my pairs which is bigger and stretches towards that 120 goal yeah but you don't always uh you don't only acquire pirs of course I'm just you know throwing a wrench here Maven ma doesn't only acquire payers yeah unfortunately no that's not how it works unfortunately usually like 40 to 70% of the users you know I deal with watch my product so you know that's good yeah yeah uh watch watch watch ads afterwards which again uh is also a good point to to mention because then if you're optimizing for add Revenue it's not going to be well 90 days but it's going to be short period of time what like day 30 I guess tops because what happens after you know players watch six ads or what was the Decay the biggest Decay is after like five ad watches but usually you say like

in America if you have roughly around seven like imp out and rewarded with an ad view rate of 70% you'll add on usually a player LTV after day 14 of between 80 to a doar 20 maybe if you're lucky okay okay uh but yeah what I wanted to say is to just uh increasing the budget on a monthly basis by 20 to 30% on top of what you have after the you know the still players playing the game uh so until day 90 after day 90 well I guess you hit the ceiling also very important thing is to be looking at the net figures and not cross because that can that can [ __ ] you up quite heavily has that happen a lot and that's yeah that's that that's happening a lot so uh please uh calculate the net figures because that can destroy your whole equation then uh with what's really important is

uh like campaign structure consolidation and then optimization because I often see a lot of campaigns with a small spend across multiple channels when I do these reviews that I mentioned first two and I understand uh why team end up in this situation uh that's that that can happen but it's very far from ideal because then you make frequently many changes not giving the campaigns enough time and space to actually exit the learning phase so what you do uh easy just consolidate campaigns fewer campaigns higher budgets to allow you know leaving the learning phase quickly and no this wasn't um suggested by any of your Facebook or Google representative it was suggested by me no Facebook or Google reps uh but to be honest yeah just uh stop running GEOS specific campaigns it's not 2014 anymore uh group the countries into buckets into tiers and put decent budget behind it uh so for example uh very like simple

structure that I run from the beginning is us is a stand alone which is the only country can handle that can handle quite a lot of money or budget per day and then rest of the world [ __ ] it if you want to go sounds like admon yeah yeah then you then you go uh kind of um step by step and looking into the campaign well country uh performance and then from the rest of the world create a tier one bucket then if you go again a little bit wild you can create the tier two bucket as well and then again like uh next to the US and um and uh the rest of the world and tier one so tiers always you know look at the LTV and draw numbers for the let's say last 90 days uh and then uh you know make make your own tear Bas based on your own data if you don't have the data uh let me know I can I can give you some inspiration and then the most important uh tip of

all I mentioned it million times before can you guess which one is it make fake ad no no no no no no close that was close make a margarita sure you should always have a margarita but UA D diversification for God's sakes come on you need to you need to to many catchphrases at this point I know I know ASM as so I was thinking about ASMR or UA diversification but I talked about ASMR all the time in the last year so now UA diversification is the you know the key phrase uh of uh well this year and last year as well come on like you need to run multiple accounts well M multiple UA channels at this point uh not only Facebook well not even Facebook anymore I was just on the call with one guy and he said that Facebook is giving them a

hard time and they run a lot of networks and then Google which is something I see as well so now it looks like Google is one of the most important parts of the u channel mix Appling as well Unity well Tik Tok as well Facebook sure it's it's the part of the of the job as well but it's not uh the biggest share of the The Impressions anymore so think about it uh even even if even if you run a soft Lounge game or game into soft Lounge you need to have multiple data points so then have at least two or three UA channels in the mix you can diversify not only on the UA Channel level but also go a little bit deeper based on the monetization strategy of your game you can do purchase campaigns up even optimize campaigns for engagement events you can go value optimized campaigns you can go ad monetized campaigns ad campaigns that we talked about million times before in Google Adas campaigns

are the most promising and the best performing um campaigns for ad monetized games so yeah definitely go for it uh and then I'm not going to spend more time of on the UA diversification because I already talked about a million times every day yeah I know every day every day you're diversifying then the most important part of the on the creative side because yeah I I want to just divide I want to divide this into U specific things and then creatives as well so I going to show you some creatives afterwards so let's let's start with um the the most fun one the creatives are made for players not hired directors so very controversial these creatives aren't up to our standard and M you disagree with that statement a lot right yeah yeah yeah yeah I know doesn't follow our brand guidelines oh well brand guidelines sure no you know that's fine but usually when when you have a chain

of people looking on or like approving the creatives and then everybody's happy with uh with everything and usually then there's the art director that says oh well this looks like [ __ ] this we can't put this live usually these the worst looking creatives are the best performers who would guess are you saying users have bad taste is that what you're saying maybe no but like if if something looks terrible doesn't need you know it kind of looks very native honestly uh but then okay uh you know drugs aside is even if yourart art directors uh won't agree uh just run it as an a test then show data if the data says that this whatever Creative Concepts nobody likes is actually performing well yeah you you should definit def itely go for it if you know if you like uh to get your money back

there there is so much controversy on the creatives as well we just used one uh ASMR creative uh which was performing absolutely great and amazing outperformed everything but then um players started to complain that this feature is not in the game yet it's it's coming actually in the g into the game um but it should be there in like like two or three months so so they started complaining so we actually had to take it out and then yeah that's that's the sad part what can you do in that uh uh that moment well not that much not lie to the users in the first place or is that a bit too idealistic of me what do you mean like lie to the users it's in the pipeline it's it's going to be there what are you talking about do you know how much like politicians would get before the elections when they promise the road maps yeah there you go that is a good point actually I thing is like are the ogs of

fake ads okay that's very true man I even have presidents later down the L down the road uh so I can show them okay okay let's let's let's move let's move uh quickly uh because then uh I want to just mention this I think we touched upon it a little bit uh using generative AI in the in the UA workflow because U UA managers must leverage the AI tools uh which I use use as well moury GPT whatever else notion AI in the UA flow and I think uh some ASO companies even introduce now an uh AI tool to check and reply reviews uh in the in the store which is amazing it saves a lot of time uh and so how how I use uh the C GPT here so I'm I'm using it for writing headlines text short descriptions and long descriptions you store for example you know prompt write me a five headlines for Motocross game with 30 characters Max then boom I had five

headlines immediately I could uh then I said to order it from the highest possibility of converting uh to players um and then I kind of got the revised list I to focus on increasing conversions how does it know the possibilities I have no idea man he could just be [ __ ] right like yeah what data what data center is it tra like training on you you know you can force it to say 2 + 2 is 5 I know I know not wrong you know not wrong so yeah so you need to be very careful I wanted to say this uh and you need to go you know play around with the prompts and uh always have a like a logic check or whatever because it can give me a lot of bullshits but you can ab test and see if if it actually if it actually right or or wrong uh then kind of I use it for getting player motivation um for different genres so for example

we had I had this game in soft lounge and we just wanted to test different creatives concepts to to find The Sweet Spot of like what kind of works the best and usually we sit down with the team and uh then talk about what kind of player motivations um are for different games but then I just asked to chat GPT so uh so I got five or six so you know the the competitive Spirit challenge relax social interactions and aesthetic appeal I think this was for match free game so tell me if if this is right or wrong and feels kind of okay collecting customizing uh different powerups and uh you know customizing game avatars whatever uh so it can be a little bit uh you know mising misleading uh but these are just few few examples uh to to get some ideas uh and and then you should just sit down with the team on the UA product and creative

site to try to understand like what exactly are the motivations in the brainstorming session uh which always should be the case but this can give you at least some uh you know initial information and and ideas and inspiration and talking about inspiration where to get the inspiration for creatives which is the 09 already so we're kind of getting close to the end so uh we're looking for no I know uh but where where where would you get the inspiration guys uh for creatives I would steal them from competitors yeah exactly what else make fake game play instead like but how would you create that gameplay like fake gameplay where did where would you get the inspiration from look at the competitors look at competitors yeah no sh no [ __ ] Sherlock but yeah of of course that's the first uh yeah first point in in this list uh

when we go deeper it's yes competitors obviously is the best thing to start but don't copy their ads like one to one uh use them as an inspiration and try to add like plus one kind of uh iteration to the concept copy hyper casual on the other hand if you're a small Studio [ __ ] it uh if you don't have a lot of resources you just copy one to one and then here I was sitting thinking that UA managers are from flamboyant but it turns out they're actually Lemmings what they're follow just follow oh my God this terrible let's put the trola face here yeah yeah yeah yeah we should we should um I'm trying to find ah not this one not this one as well I'm trying to find the the the home homecapes creative newest creation yeah [ __ ] the

mother and the child and yeah I don't know no it's it's something different actually something different but I have that in in there as well uh but okay I will show it in the in the post production anyway so so we can also go to non-direct competitors AKA different genres hyper casual as well uh but it can go like two different directions here and uh oops it can be your target audience interest overlap or affinity and if you look into other genres your players play obviously so let's see match free versus merch or Shooters versus strategy or any any other um Insight you you have Mr yakob I'm just thinking about this that yeah we we let's say we master all this that what you said in last 10 minutes or 5 minutes and we squeze the CPI but don't we squeeze the retention with it

also because the expectations of that group is coming from that creative which is kind of shitty and in the end now much lower retention players are entering our product so that's the thing uh yes uh these fake ads or different types of uh creatives have lower retention uh which is not tied to the game playay but if you run purchase optimized campaigns you don't you don't care about retention that much mhm because it's a uh you're getting payers and that's going back to your like payer retention um point before purchase optimiz campaigns with those fake ads yes that's like the best combination because if you if you run Mobile stock campaigns with fake ads you will get the low CPI but also super low retention it's just going to be like [ __ ] this is not going to work but if you use those fake ads in the purchase or value optimized campaigns which usually have uh like I said like 20 or 30 or $50 CPI the worst case scenario you can decrease

from 50 to maybe 20 or maybe to 10 with these fake ads and still get those super high valuable players in and then you know and then why is why is not why is this not done by pretty much anyone everyone because of the brand guidelines as well not everybody can afford using this like you remember we talked about Century games they don't give a [ __ ] they don't give a [ __ ] about anything they use fake ads they use different mini games in the game they used the idle game as a onboarding for their Forex game so they don't you know they don't give a [ __ ] but other caming companies they do like Ruby games before they got bought by Ria like they didn't care and then after they got B it's like whoa that's very tidy these new [Music] ads but uh still doesn't get around me what why would you sacrifice like that much company revenue for brand guidelines isn't that important because it doesn't go to the

founders the decision making it ends up in the [ __ ] our director that's the [ __ ] point cuz they say oh well we can't use like yes but you know if you don't do that you don't make money but then if if you ask the F like yeah come on man we you know we want money uh we won't pay your salary as well so like why wouldn't we do that but it's of course like you to find a sweet spot and this might be very controversial what I'm I'm just just saying so yeah I didn't say that M you said that yeah of course that's fine okay that's fine where you get the inspiration I can I can continue you can get the YouTube trends versus Tik Tok Trends you know all these ASMR eating saving the dog uh chest opening dancing and whatever else but memes and hype and AI [ __ ] so we talked about AI [ __ ] before and now this is [ __ ] amazing and I'm going to share also one other thing that doesn't even make any sense

I'm older yeah for those looking at YouTube [ __ ] this I'm going mining no no don't worry you're joining this [ __ ] is getting on my nerves this one yeah it's just loading I'm almost in I'm playing on laptop by the way throughout my game [ __ ] thing evered AI voice of three presidents of us just playing Minecraft and talking [ __ ] to each other I haven't played so we use this for for one game yeah yeah it's scary how good it is it's scary how good it is I'm going to just show it here uh we actually used this um for one game upal presid voice do you we used Donald Trump Obama and Biden step up to Big O again and I will is a high Precision drone strike on your ass that will remind you obviously we got baned on Tik Tok because they thought this is uh politic ads just talking about one game maybe I'm going to show that game in here as well it was just hilarious it worked so

well on Tik Tok uh not so well worked well on Tik Tok for the the purchase campaigns we were running in tier one countries so the regular type of creatives were getting around $14 Cent uh $14 CPI these five so I was like yes you want to do that so I'm going to sh is this sustainable isn't this like punishable by put it again like yeah Google and Facebook allow political ads and I as an ad Bond manager I have to block that on my end if I don't want political ads so why don't you just run it on Google then yeah exactly so I ran it on Facebook and then Google as well just Tik Tok was pain in the ass and anyway like this is kind of dangerous area so yes like you said it's not sustainable but it's like look like all the hyper casual like [ __ ] is not sustainable as well hyper casual [ __ ] meaning the save the dock putting in your game and jumping on one train to another it's not sustainable of course but if it's a trend like why not to use it uh yeah because it's important uh so

then you know so essentially just like take competitor creatives looks what's look what's trending on Tik Tok and incorporate the Tik Tok Trends with competitor creatives and then you have a creative strategy well that's uh one part of the creative strategy but literally slap the game that's trending on Tik Tok into your funnel oh yeah exactly like ex hero or or something else uh so we have then like two last points don't worry I'm not going to bore you that much anymore uh which is the anatomy of well performing creative because it's not yeah it's it's very interesting because we already saw those some of those creatives before uh so we have the hook uh the meat and the call to action so the hook is the first four seconds one to four seconds of your ad which is the most important part making the most of this time just you know but captivating the the the audience with a powerful atten grabbing hook that draws them into the into the game and like

keep watching uh you need to you know ensure that the hook is actually relate to to the game at least in some way which kind of ures the smooth transition into the you know into the creative then you know you remember this one uh I have it here where where is it oh no no it's it's here it's here so I have it here uh I think you remember this one oh this one yeah a guy cutting snow rooftop Frozen City okay I'm going to show this anyway uh so it's yeah it's it's frozen City afterwards um you know this is great they have these hooks almost in in every um every creative uh they run uh then we have the meat basically you know uh just still like from the hook to meet and then to call the action showing game play strategies characters unique art

styles reveal the elements also altered game playay in the creatives here we are because not every not every level you show in the creative needs to be in the game man imagine this level of let's say it's like optimalization sophistication pretty much on like player attention literally like every second is planned imagine these things were running on TV that would never pass quality control exactly imagine what would happen of course never air so who cares who cares you need I need to think about this and you you know here we have the the Rashel like the most like spending creative uh in the last 30 or 90 days yeah I sold that two times already spending [ __ ] ton of money on this one uh what's the [ __ ] T like million a day like how much I have no

idea we have we calculated it in the rash Royale um episode which was a long time ago so I don't know it was like few Millions um a month not not a day cuz you know like you can't spend 1 million a day if you make five Millions a month well you can but then you know it's kind of hard yeah it's kind of hard to get the money back and then uh then we have the call to action it should be at the end of the the video uh you know any like catchy slogan blah blah blah but what homescapes uh does is this like try next level achieve level XY Z or purchase eventually they have this um interesting yeah this one they have this like I mean this is really not I hate I know a lot of people hate this ad I hate this usual pin creative they usual pin creative but the end of the of the creative is interesting because then you have like

multiple levels uh at the end and then you can just try no let let me rephrase that you keep the charade by showing other fake [ __ ] creatives at the end that's what let me rephrase oh my God Jesus Christ yeah yeah yeah of course uh that's the charade uh and then we have the you know the last point which I I think it's uh it's still relevant and uh and very recent is using creators with fun base to build your ads which is really this is interesting because this approach turns your you know average cringy UA creative with these like B actors or like just random people into actually engaging video with t of comments from fans and I think everybody should replicate this and you know this one I'm going to show it right away which is here yeah so one sec and I know I'm pretty sure you already saw

this oh yeah this one this is high high high production influencer marketing this is but this is amazing because some of the you know if you look at the comments on Facebook and and even on on Google or YouTube on this video PE people recognized on on Facebook immediately uh this vivala dirt leak uh from YouTube hundreds of comments yeah of course because these guys are pretty much amazing they're running their channel for I don't know how many years like they have 5 million subscribers on YouTube or something so it's pretty much like you know ask uh like this is like a pretty much uh Internet TV show these days yeah the thing is like you they published this uh um few days ago it's a new new game Call of dragons I think um from faite faite which is you know publishing

arm of L games by the way y uh I was just going to say is this anything to do with yeah of course yeah of course so uh so the engagement under this creatives which is like 200 comments in first 24 hours it's amazing it helps really in the auction and this drivve cpis down quite heavily so so many you know you have so many cringe videos for some some game even for this specific game as well they use like very weird type of Concepts so we might just uh talk about it on one other session as well but this is way better than everything else because of course but but these guys like the thing is that these guys run these skits weekly like three four skits per week and the creative fits so well with their team and audience you don't even recognize you're watching that that's that's the best best thing about it yeah it's great they already run like with AFK Arena they already run something with them

wargaming runs a lot of stuff with them pubg and like all these other yeah easy easy so yeah so uh that was my last flamboyant tip how about that you can you can rate it from one to 10 I would rate it something like uh two no I would say like seven oo uh one one important thing that you forget to mention is that at least on my side on the vector product side vector and system side yeah it's becoming more and more clear that if you are not at the edge of your creative game creative game you're going nowhere and the impact of the product quality is diminishing very fast these days like everybody is pretty much getting up to standard somewhere and even over the standard I mean production values the polish level of your you know juice or whatever VFX everything you have that in

the game but in the end if you don't have you know all of these creative tricks up your sleeve you're getting nowhere you cannot scale the game you cannot move the needle you cannot you know iterate to Infinity you won't get anywhere yeah but why would I mention that when we talked about it in like three previous podcasts already because some people just joined yeah thank you much yeah you should you should go back and and check the the latest previous 58 episodes not 58 just like last four or five that's when uh like this kind of got really interesting now because I I want to stay away from that and I just mentioned everything else because there is lot of lot of other things happening on the US side yeah yeah but but in the end like for me as like an onlyway person it seems more and more clear that even if you like your campaign diversification diversification yeah I guess like it could still be a little bit more sheety but if you have a killer creative you're

still you're still making money hand over fist there you go the second best da management podcast I love it no it's it's true because uh then we get again in into this um discussion when if you have a creative winner it [ __ ] wins everywhere it's even if you have shitty UI setup because the CPI gets so low that's the thing but if you get this shitty USU set up you won't find it the the best creative because you don't know how you need to know the basics like you need to know like how to do like a default setup at least and at least to get somewhere yeah but you still can do these things you know you can get still lucky I would say with these things well these days not that much anymore I think you need to be well well prepared and it's like lucky very very or very very lucky yeah yeah very very lucky all right this was fun I learned a lot I think I'm still the third best u.a manager on the pond maybe you will be

the best just second best depends maybe you will be the best I'm the third one after this rambling anyway uh okay so thank you very much for listening um get yourself a margarita uh print Flamingo put it on your wall and uh definitely subscribe to our YouTube channel um Spotify and apple as well and then some other uh Google or whatever podcast platforms as well thank you and for those that enjoy reading our wall of text there was this really really big article we put together so if you like the previous episode feel free to look it up feel free to look I have will post it in the CH uh show notes feel free to look it up nobody in the show notes yeah look it up in the show notes don't be lazy I will I I'll will put it there sure sure thank you very much bye cheers byebye [Music]