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

Because headway microlearning app, you know, that's the they like kind of goes into 15 minute text and audio summaries of of books. And get this, backed by Genesis, Headway surpassed the main competitor, Blinkist in downloads by by 2020. Wow. Within two years of the launch. So over 7 million people download the Headway across 140 countries. And now it sits on like 40 plus million downloads. Um, so we want to see headway. I have wait look wait just look at I just want to point out here right like all these apps like better me headway do you see the spikes they're doing in January every year all the resolutions resolutions people exactly It's rolling dice with those coins with the two midnight crew

talking through the cyber space in Jack and smack Low hockey stick got your back. Ads are beautiful. They light the way. Click it fast. Don't delay. Uh-huh. [Music] Record a podcast. But here we are. It's here we are. Hey. Hello. Hello. Hello. Welcome to today's episode of Two and a Half Gamers. My name is Mantry and I'm Felix Braberg and we we are your host. We'll get there. We'll get there. We'll get there. Yeah. Eventually we'll get there. Mache had a bad dessert casadilla

and you can tell that he's a child because basically if he feels bad, he needs to make everyone else feels bad. I'll do the intro today. So, okay. Today we're shifting gears a little bit and we're talking about something new because one of the trends that Two and a Half Gamers have noticed or heard or seen about or heard about is that more and more people in the mobile space are focusing more and more on apps instead of games because the gaming landscape is so competitive. So we hear this man like we are working with apps and we see the revenues and Okay, we see the revenues. Come on. Come on. Okay. Go go go vomit your cassadilla. Okay. So, we are starting a fourpart episode. Episode like booking a series where we're looking into talking about are we? Yeah, we are. This is new to us. Yeah, this is just a start, right? So, we're going to be looking at the script. What script are you talking about? Maybe

we'll finish. We'll let him finish. Yeah, let me let him finish and then we can we can vomit on this together. All right. So, in today's episode, we're going to start by looking into one of the largest app companies in the world. And then we're going to do other episodes covering some of the other largest app companies. And today we are covering one of the largest ones called Genesis. And by studying their website and business models, they're quite an interesting company. I believe it has Ukrainian roots. But we estimate from looking at their website and sensor tower that they could be generating anywhere between 16 to $18 million per month on mobile only and that's outside of web which is probably even larger because this is the app business. So what we're going to do today is we're going to go through their portfolio business model UA strategy. We're going to do a breakdown of some of their top earning apps and basically, you know,

stay two and a half steps ahead of the app industry. Well, I'm not sure if we are going to stay ahead of the app industry, but definitely game industry. The app industry is already two and a half steps ahead of the games, I would say. How so, man? What are you talking about? So, what are you talking about? No, why not? Why? No. No, they're not because they're getting our toys. Ooh, I mean I guess that the big fundamental difference between gaming and mobile and apps and mobile is that gaming is entertainment and apps is mostly utility based, right? And that's the main differentiator. I would be kind of, you know, very careful about what you're just saying. Yeah, exactly. Especially with apps like goats, goat seeker or whatever or stuff like is this literally utility. Maybe app is a too broad term but majority of this genesis portfolio is based around utilities, right? You tell me. Well, the thing is like apps were here

also for some time and suddenly everybody woke up like oh my god there's an apps business as well. Oh no there's an industry. Wow, what a s what a surprise. But yet yet they are growing and what why I'm saying they're two and a half steps ahead it's mainly thanks to the creative side of the of the business because gaming companies are kind of borrowing trends from apps because they are vice versa and vice vers yeah yeah kind of yes but yeah kind of yes vice versa yes yeah show me please show me Dolingo I'm talking about creatives I'm talking about everything. Sure. Yes. Okay. Fair. Dualingo is gamifying their business and then that's how they they grew. I know. Thank you very much. Tell me. You're welcome. Even next time. Okay. Great. Great. So, please feel start because I am going to vomit on this this guy soon enough.

Soon enough. I have no idea, but I feel really bad. Jesus Christ. All right. So, here is Genesis's website, right? which looks very generic and inconspicuous. Uh but essentially it yeah looks like any other website but we just scroll down right what do you mean shady doesn't look shady at all looks like it looks like a corporate website shady so that's when you get down to the organizational structure right so here they claim that we are one of the largest global app developers our apps have been downloaded by over 400 million users and are used by millions of users monthly and that's when it starts getting interesting right because that's when we start going down and seeing a bunch of companies. And it's not just a few. The ones I would actually recognize from this is probably Plantin because uh my girlfriend uses it all the time. Uh yeah, a bunch of different companies.

Headway, pretty known app. Yeah, that's that was the only app that I actually know. Yeah, heard it first time when we were talking about it. It's not the first time. Yeah, I I did heard the first time. Yeah. I mean, are you not listening to what I'm saying on the creative trends? I mentioned headway like 10 times before. Yes. He must have ate something bad as well. I guess something that erases memory or just uh you know closes ears. I'm not sure. Maybe a fungus or something. Did you eat like a fire breathing dragon? What's going on? I might I might in a second. Right. But then one of the most interesting things here right is that under about us it has become a co-founder. So here what you can actually do is you can apply to basically make apps with their help where they're offering their expertise. They take anywhere between 10 to 20%. And they essentially help you

build the app right so investments turnkey back office networking. So they're making it easier for founders to build apps using their expertise. And here you see partnerships with global businesses. Look at these. So they're like for apps, I guess. So pretty much that's the feeling I'm getting, right? So So yeah, look. Oh, that you have the expert because they they there's the like the the mission which says it centers around empowering CE talent to build innovative uh startups and independent startups uh that can reach a global audience and as they say they're nurturing homegrown startups into international successes which basically means I mean whatever that means I guess but marketing it's called marketing yeah it's called marketing I think the thing is they they they started with the headway and some other products which is I think better me as

well and they it kind of like became spin-offs that uh they became a standalone businesses afterwards. So I guess it started with uh with one of their teams just as like you just showcased and then they spin off the or span the the whole for now it sounds exactly like the usual hyper casual era publisher. Interesting. Right. So let me start. So what I have it on good authority you know as you know I have friends in high places in Turkey and I have it on good authority that what started it all and I could be wrong right but uh what started it all was this cleaner guru. So for iOS, a cleaning up storage app that essentially right now generates about $400 million a month in APS and has been downloaded about a million times in the last 30 days. That was launched in 2019. Did you say $400 million? 400 No, four $4 million $4 million in the last 30 days. The fungus is going into the

Lisbon as well. He's in their dragon. All right. So, this is exactly does what it advertises you to do. Like I I use the app a little bit today. Uh it really encourages you to pay $8.99 to help you clean up your iPhone. But what it does, it gives you access to videos, your phones, contacts, everything. Where it's basically a centralized app where you can actually just delete everything. Quite useful. But it looks like if you want Felix, then give me the screen. I can show it. Yeah, you have it there. Yeah, for sure. So, you install it. It says as advertised and then after you go through the installation, of course, you need to give it all the accesses and then it goes pretty much what it says. So it organizes your stuff like looks for similar photos to kind of kicked

out big files that are a possible target banner on the bottom of course. Yeah. And seems pretty tidy like uh definitely something maybe that I would use at some point like during the life cycle of my phone. Yeah. I mean if you had iOS, right? Yeah. This is not available for Android only if Yes. Well, look, it's the the golden rule of of apps. You make money on iOS. Yeah, that's that's the golden rule. If we move forward, there's the Yeah, there's some dashboards, yada yada yada. Upgrade to pro. That's that's the thing I wanted to to show. So, no ads, compress videos, manage contact, secret storage. If I understand, secret storage means that it goes into like some deep levels of the system and let you like cut out stuff

out of it or bottom the bottom part of the iPhone. I don't know. Yeah. All the porn that you have stored on your on your phone. Maybe the catch. Yeah, most probably. But yeah, looks looks interesting. And uh yeah, this is exactly what Felix is doing. This is an utility. This is utility. Clear need probably one way thing to do. And yeah, I'm surprised he's making so much money because I would expect that you use it once or once a year or something. And like why do you need a subscription for it? I guess people forget quite a lot when they have subscriptions. That's the monetization model, I guess. I mean so some of the future companies we're going to cover as well one of them will be code way and they also have a cleaner but it's on a lot of money as well right so definitely seems like a really good money earner you know uh Felix you remember when I was in US last year and I was my MacBook was kind of dying and I

wasn't sure if it's because of MacBook or because of the the internet connection or what oh yeah remember that you were just as angry then as you are Okay. Exactly. Maybe even a little bit more. Even a little bit more. So I guess my MacBook ate something wrong. Anyway, so I was trying to find all these ways of clean it up. Exactly. And then I ended up installing few of these cleaning apps and then then uninstalling it immediately. Yeah. But then Yeah. I mean like that's that's what happens with with people's phones, I guess, as well. like they become like super slow because you have ton of stuff that you don't really need in there and this is a really easy way how to get rid of it. So around the same time that's the wrong one. Let me go here. So around the same time also launched Nebula which is a horoscope and astrology app which is still generating about 800k every 30 days on 200k downloads. uh recently more recent can you show the

overall trend like how was it I'm just curious the overall revenue in the in the meantime I think uh like the the ideas for apps and uh the actual apps like what whatever they do it's it's limitless I know one of our friends 44 million lifetime revenue former teammates he said he's working with one company and he said they have a Ghost busting app or ghost finder or something. It has like ghost scanner. Yeah. It's like what? Yes. And people actually install this and pay for it. Yeah. So utility. Ghostbusters. Ghostbusters. Most recently now they've also thrown their hat in the ring for getting in the ring with real shorts. So basically is my drama short movies. That's really recent release. It's already making 3 million months. is that now everybody has a like drama.

Yeah. Short drama app except Netflix. Yeah. But they actually No, no, you're wrong cuz they actually have two. So here's another one. Drama shorts, right? So it's one that's making a month currently, right? Yeah. Yeah. Which is And there there's ads as well, right? But I think this is probably one of the most interesting tabs, right? Because this shows some really big apps which Matiel already talked about, right? So, Betterme, Plantin, Headway, a couple of other ones and this is all um this is all Genesis, right? So, go before Yeah. Yeah. You go and and do all all the all the number magic because betterme was founded in 2016. Genesis co-created and better me develops develop wellness apps focusing on workouts, nutrition, mental health. This became a top five grossing health and fitness app globally in

2018. This illustrates the genesis strength in the mobile apps leveraging the the digital marketing and subscription monetization. So they definitely figured something out. I'm not sure if uh the listeners you already saw or you're going to see the episode about admon trends but uh Felix was talking something about the template. Maybe Genesis template is something to do with subscription model and and monetization like the actual template like the actual template. Yeah. Go left report options and second icon from the left bottom bottom bottom bottom more bottom when I'm doing it for two years. Thank you very Thank you very much. Thank you very much Cesar for providing this data. This is how Felix is actually working. What do you want? What do you want man? I'm doing this graph for two years. Same setup and you still don't know how to do it. Which one is it you want? Yeah. You want stacked? Yes. Then

say stacked, huh? Jesus. His head is five times. Did you Did Mache vomit in your mouth? What's going on? I was I was actually trying to provide a better me information and he said three times and I I even I could even hear him but I can't really you know operate the graph but anyway in the meantime there's the headway which is the personal like growth and like atte startup lounge in 19 which is a popular book summary and learning app and we were talking about this microlearning trend in the creative trends if you remember and I hope you remember because headway I remember microlearning app you know that's Uh they like kind of goes into 15minute text and audio summaries of of books. Get this backed by Genesis Headway surpassed the main competitor Blinkist in downloads by by 2020. Wow. Within two years of the launch. So over 7 million people download the headway across 140 countries and now it sits on like 40

plus million downloads. So you want to see headway? I have it here. Wait, wait, look, wait. Just look at I just want to point out here, right? Like all these apps like Better Me Headway, do you see the spikes they're doing in January every year? Yeah. I mean, welcome to the app. All the resolutions, New Year's resolutions, the resolutions people. Exactly. So, as you can see here, these apps together have made over on mobile only close to half a billion, right? Which is kind of not the whole picture. Do we want to go into web stuff here or do you want to actually check out the app, Remo? Yeah, let's check out the app. So, so look, I already read like three books today. Oh, nice. So, look, this is one of the like the headway is one of the top startups and it could reach a unicorn status in the coming years apparently based on some um it must be different. They haven't been they haven't been in your newsletter,

man. Very nice. Very very nice. But I think like they have some really really negative effect on the book business because like why buy a book if you can just you know have a sum read the summary in like five minutes 15 habits work harder. Oh yeah. Thank you very much. That's literally how it works. You go and uh key points and that's it. And you just kind of click through them and go maybe you you can start start reading books. Yeah. A few more clicks. Here we go. That's it. Atomic habits. There was it. Nice. 30 seconds. Good. 30 second. Good. Just go and listen to it. Yeah. So, you can also listen to it by the way. Yeah, that's all right. Whatever. Yeah. Great. It was great. Really? Um, that's a nice brain. That's a nice brain. Yeah, there's there's Mr. Brain there. It goes away. There's a there's a

streak mechanic as usual. That's the Dualingo stuff. Some kind of quest system, whatever. Then recommendations engine. This is the movie they offer you at the end of Netflix. And then um yeah, you go there and like continue. You have your library that you already your career. Yeah. You have explore stuff which is just categorize things into like different categories, special offers that are being thrown at you. Then all of these I hope you remember that special offer. Of course, all of these apps start usually with some kind of questionnaire that try to which is an onboarding. Yeah, their onboarding is basically questionnaire questionnaire questionnaire like feel invested invested in bam subscription. You can go further. I think I I didn't even saw the X button. So I had to like restart and my still Yeah. I mean you used the questionnaire as an onboarding to get personalized or like kind of better experience afterwards. Yeah. But then

it's pretty robust actually. Like if you see all these things that they have here and this is this is the gamification part. So we have Yeah. Force your employees to do this thing with you. Yeah. So you can do some business. That's the new micro doing absolute dream. Force people to read the books you're reading. Yes. To be edited at our startups. Yeah. Microlearning is the new micro doing but micro doing with books. Yeah. Exactly. So you don't read the books, you just read the summaries. Yeah. So there's a streak mechanic, some quests, uh again achievements where there's like different photos of Mr. brain the upsell for you know torturing your employees and inviting your friends or torturing them and that's it like u it literally does what it says very handy and simple so that's there reach that poor that again everything is pretty much

done like this or there's a web store link directly on Amazon which I guess they have some kind of a kickback or whatever Most likely. Yes. Yeah. So that's there. You can see it up there in the link 100%. Yeah. Yeah. For sure. Yep. So if you don't like your summary or you want to read more, you can also have a direct link there. Yep. That's headway. So better me or Yeah, do better me. Okay. So better me is right here around the corner. So let me just do the numbers here for better me. So that's actually the app that's generated the most revenue. $157 million. Yeah, better me. $157 million in lifetime on sensor tower, which we'll go through later is not the full picture. Downloaded nearly 100 million times. Right now, every month is making anywhere between Yeah. If it's January, it makes 6 and a half million. But if it's February, it makes 2.6. Yeah. Because this is the pristine app for those resolution people. This is the

app. This is the fitness trainer and nutrition. Also, also you know like during COVID the fitness apps there were there was like absolute blast because obviously what could you do? Well, you go do fitness. Fitness could buy crypto and do fitness. Yeah. Yeah. So there's a lot of these like it's the interesting part about this thing that it's very broad in a way that it literally offers you everything from like water tracker, workouts, food, calorie counting, fasting. Start with your mind some mental things. Yeah, the all the trainings are here basically the food. I don't still don't get it because I already paid the subscription and if I get the meal plan, it actually drives to Yeah, you said you want No, no, no, no. It's free trial. It's free trial. Don't worry. Don't worry. Refuses to make an AP for like 3 years and then he buys a subscription.

No, no. I mean, come on. And no way. You know, you know, you know him. Yeah, exactly. You know him. Like this. No, even though you buy it, you still need to like pick up a plan as an offer, which I'm missing an X button or No, you just clicked on the X button. But how do I get the meal plan? Like the meal plan is the offer. You know what the meal plan actually is? Because maybe this is just the meal plan, like the one on on the bottom. I need to just the meal plan is that if someone creates a meal plan for you so you can actually lose weight. No no like I know how this works but the the question look why why like what's the difference that I already paid for the subscription because this is something else. Okay maybe it's just like I'm confused. Headway one has just better better on boarding there. Yeah, challenges stuff. Home workout challenge. The usual. Did you put the the push notifications on? No, I didn't. Well,

you should because then you actually maybe get into the gym afterwards. Going into the gym for last year, man. The problem is second enough. Enough bickering. All right. continue, Felix. Yeah. Yeah. So, uh see Yeah. So, I'm going to take the screen again. So, just wanted to Yeah. Here, right? So, this picture is quite impressive, right? Because this is the majority of earnings, right? So, I spoke to a friend of the pod, Shantu from Codeway, who's actually the new GM for their new Barcelona office. So, he knows a thing or two about subscription apps and apps. We're going to do an episode on Codeway at some point as well. And I asked him like, "So, is this really the complete picture?" And he says, "No." He estimates that Genesis

generates at least 50 or 60% additional revenue outside of the app stores, right, from web. And I think it's really well suited if you do this as an example. So, this is Plantin. So, this is one of the other apps that we'll go through next where essentially you can scan plants to see if they're healthy or not. So, if you're like me, you're quite in the garden, you actually have a way out to actually figuring out if your plant is sick. Last year, I used this app to actually find my olive tree was sick and treated it. I have it, by the way, if if you want to see it. Like, I have it running. Oh, you do? Okay. Yeah, of course. I have it running. I'll let you show. So, we have our Swiss cheese plant, of course. What other plant I could have? Nice. Did you scan your wall? Your plant wall. No, I just chose the first Swiss cheese one that I saw there. Yeah. So, you have stuff like watering calculator that's behind the subscription. This one actually doesn't force you that that

immediately into the subscription. So, I was just curious what stuff I can get on the free free. No free trial basically, just free free. So, that's there. free free. So you have like all these interesting things there where it's kind of health care for the app like light meter and I don't know what that I didn't know before even exists. So that's there you have your whole like my plans at plants. Yeah, I have Switzerland here of course for the Swiss cheese plant like you create your own whatever garden here and digitalize it. Then you have stuff like it's very robust like there's so many plans that that like you can choose from. I can even scroll down. There's of course the photo functionality. Even more important is the diagnosis functionality of like what's wrong with the plant. This is this is very interesting. I should

definitely try to use it on uh some stuff that we have in the flat. And then there's blogs about what plans are associated with Christmas. What do you do points? Yeah. Now that Christmas is over is the Christmas roast thing. I understand. How to get rid of a Christmas tree after the holidays. Yeah. Very, very good. So yeah, stuff like that. Basically overwatered versus underwatered plants. So, seems like a hub for the people going around the plant stuff. Yeah, we have the gamification party as usual. So, season pass collection, which is what start your journey. I don't even know what class. What? Yeah. So, season pass for Okay. for plants. Interesting. Valentine

Sunday season pass. These guys are gangsters, man. What is this? This is great. You sell everything basically, evening. So, it's pretty much like increase capacity for every single feature. Then some feature log directly there such as the AI botonist, which I guess is not AI at all. Watering calculator, toxic plant parts, and moon advice. Like, really? Can I can I just point something really funny out while you're on that? So, it says here that the weekly and lifetime, right? So, you can get a lifetime subscription forever, right, for 50 bucks. I went on the Plantin website, right, and made an account there because basically they're pushing you to make an account and to pay online, right? Because then you don't get the 30% fee and basically you're making more money. But online, the prices are actually higher. 90-day access is $59. There's no

lifetime deal. Nice. Wow. That's called Here, I'll show you. I'll show you. [Music] Nice. Yeah. How do people hear from the app itself or just I guess them to to web? Come on. I guess. Yeah. So, you do web UA. People come here. That was my question. You're then encouraged to make an account and then as soon as you start scrolling, it's like identify and everything's pushing you then to the app, but everything is trying to get you to subscribe before you get to the app. So, I guess that's the name of the game and how they try to do it and why so much revenue is tracked offline. So, right now, all the things we went through with a couple of other straggler ones are a bit smaller. Uh, I guess the only thing we need to talk about before we talk about that is I don't get this like No, not really. I don't get this, but I'm just like thinking about what

would happen if this would be happening within like a mobile game. What do you mean? It's the thing like the community would be basically revoling somewhere on like Discord or Edit or whatever. Why? Because it's different pricing. Nobody cares. Yeah. Depends on how like how big your community is. Yes. And what kind of game it is obviously. I mean this like pricing like different pricing and different like AB taste of pricing like it's like it's pretty common. Yeah. Even in the game but there's not even the lifetime option. Well maybe is maybe there is pricing is like gated pricing. Well you can always do and go on the install the app. Yeah I guess I guess the biggest thing here like the only one that really sticks out in their portfolio which is the last thing we'll cover right. So before we go on to UA and that is Keki Learning Games, right? So this is also one of their sub companies that's listed on their website which is a learning games for kids that we've actually spotted recently because it was growing quite a lot. We're actually talking about it's

making about 33 to yeah 35k a day uh from the last couple of months. You can see it's been in the works for quite a while. Right. adding all these up like on sensor tower it's about 17 mil right so if we believe Shantu uh estimates that it's like half that means they're making twice as much on web right which means Genesis is clearing what 30 45 35 mil 35 30 to 40 mil a month which is quite impressive Yeah, that is very impressive. So now uh now the big diversified by the way. Yeah, that's the important part. Yeah, look there's the the business model we kind of touched a little bit. So, so I was trying to do some digging and apparently they the Genesis operates on

a a venture builder model meaning it's uh develops and scales new tech businesses rather than functioning as a traditional software outsourcing or an investor. So they have this co-founding approach voodoo with exactly but it co-ounds the startups with entrepreneurs. They receive a seed capital mentorship and shared services in exchange for equity. Yeah. It's better. It's way more than voodoo voodoo. Yes. Kind of. So this approach has led to spin of the the headway and better me and while working at Genesis. So like this is kind of like early stage accelerator, incubator and investor with deeper involvement in the product development. So that's the important part. So it's better retention because they're holding stock which means there's no way they go. Yes. Yeah. M anywhere does it say there if they have a UA partner. Yeah. I think in this

approach not really but I think they should definitely call the PVX partners because that's our partner for scaling and the partner for scaling for so many other gaming companies and I think PVX partners are starting to work with uh with apps as well because today's episode is brought to you well I guess you you you guessed it PVX partners. So if you're scaling your gamer app and need funding, just uh hit pvxpartners.com, say two and a half gamers sent you. They will be so happy to hear that. Obviously, but why PVX partners? Because there's no equity dilution. It's flexible and fast and you know, you can take Yeah, exactly. You can you can you can get the money for your scaling your UA. So visit pxpartners.com and see how they can help you grow your business. So thank you very much Felix for the plug. But honestly there's like few more important parts uh because the the company the Genesis provides the shared

infrastructure which I think it's quite interesting. So they there's the Genesis marketing and analytics teams help that's the part. Yeah that's the part you do the product they do the analytics marketing. Exactly. That's why I'm trying to get but you keep interrupting me. But maybe I just go to to the to the UA part because you don't really care about the whole monetization and business. How old are they? How how old is it? It's 2008. So the company was founded by Volmir Monogne and Vasil Olanov. He's a swimmer. Vitalino. He likes to swim. It says on his bio. Okay. So 2008 Portland or what? And then the first projects were launching around 2011. So this is pretty old company. So it's not like, hey, yeah, we just created all of this fund like five years ago. So these guys are making anywhere close to half a billion dollars a year, right? Which is pretty good. Yeah. Not definitely not

bad. I mean, I'm not sure about your recent estimations, Felix. This is no estimates, right? This is just based on the other ones, but yeah, exactly. It's definitely better than Embracer, for sure. So interesting stuff. What else do we have? I guess nothing that much. Yeah, just scaling shows how headway does you Well, I already did a few times before. So, let's watch it again. Now I need to unsub all of my subscriptions. Yeah. Yeah. Before you forget, imagine how angry Yaku would be if he paid one of these subscriptions. I know. Yeah. One less meal for JR and no more food. Yakob, that's why you should use PVX partners so we can afford dinner for JR. Yeah. Yeah. Yeah. So, look, I mean, they have all these.

That was a fake uh Pablo. That that was the one. Uh but similar similar concept. A concept. Yeah. So we have playable ads. Yeah, it's kind of playable. That's but not it's playable but not playable. All these tests, right? But we have the UGC per Jesus Christ. All these No, there's no way to filter by region. Yeah, it is. I wanted to run all of these that are actually getting the majority of the spend and not in the US only but fine. And you saw this fake TEX talk concept. Yeah. Yeah. Of course you remember. Of course you remember this. Yeah. We saw it. Yeah. We saw it multiple times with all all the so with apps. It's all about the the static images and the videos and kind of this is the static image.

There's loads of the clean clean guru. I get it. That's utility. But these things, they're not utility at all, man. Speak like a CEO. Speak like a CEO. This is like first grade snake old stuff. Yeah. I mean, you see this looks like a like an actual book. Yeah, of course. And Yeah. And it's great. And look, it's Pinterest. That's the that's the interesting part that uh they're actually running some some other stuff than than micro learning. Yeah. Microlarning again. Can I play replace scrolling with microlearning? It's like it's all the the interesting messaging that works right now. Does plant can do the same thing? I'm so curious. Yeah, I will. Micro planting. But look, can can you see this? Jesus. Wow. We see it. Bory. And this is US only, right? I just filter for us. And we about fake ads. Yeah. Yeah.

Exactly. Look, but they that's the thing like the the great part is like they use Apple I mean iron stores you like all these different channels because for for apps they kind of uh growing not only on Facebook and Google as they were before but now basically everywhere like honestly when I was working with different apps applian were like the top channels outside of the the usual ones like Google, Tik Tok and and Facebook. So this is insane. And they need to run also different playable concepts. I mean, it's not real a real playable, but it's still kind of like a playable end card, right? So you just click, but it's still it still scales. Look, all of the different uh different concepts right here. Maybe it's going to load. Maybe it's not going to. I guess. But again, become the most interesting person in the room. Take the quiz. start now. And this is enough for for playable and scale and uploading, right? This

just need uh to be an actual playable and let me just show you. This is going to be is always the interesting part. Let's go to April and then the new only and then we're going to check what's what's up in here. Look again. It's a This looks like uh AI static. Yeah. Again, AI, I guess. Man, I can already I can already see that I will need to watch like three YouTube videos how to even unsubscribe from these things. Oh, yeah. Yeah. Yeah. It's really hard. Exactly. It's really hard. But you see like mail different me after it's like the static images which definitely works well with uh I I'm I kind of I'm surprised I don't see how to quit your job. Nice.

There you go. Quit your Yeah. So I'm I'm really surprised I don't see this is a dual lingo but for books like people are using this quite a lot. Dualingo has some excellent functionality, man. Yeah, but the the the messaging is like, you know, because you know what Dolingo is and they like the messaging in the creatives for apps is like this is Dualingo but for books. This is Dualingo but for apps. This is Dualingo but for something else, right? Like that's the message. That's something that that that works. Okay. Plantin. Let's see. Plant. I'm so curious. I'm on this. What do you expect, man? What do you expect? What do you expect to see? It's going to be exactly what you what you see. This is Turkish. I know. So, what I want to see. Jesus Christ. No English. Oh, you do English. Yeah, you do. Playable. Was there a playable? Yeah, there was a playable. There was a

playable. What? Right way, wrong way. Okay, you're definitely going to kill it this way. Yeah, water me. Sure. Uh, curry. Okay, sure. Why not? What? They have this like gardencape stuff. Oh, yeah. They're abusing the plants. I love it. Where's the free freezing plants? Where's the freezing plants? We need freezing plants. Yeah, there you go. Easy. Okay. So, they literally doing the gardencape where you like break stuff in the kitchen or whatever something something and then it fails. No, it's just fail. Like how you don't really take care of the plants and then what do you need to do? It's just like it's it's what's wrong and what's right. That's it. Obviously, just sugar. Yeah. This is the the playable look. You give plants sugar. Yeah. Use for free. This is real, right? I wouldn't trust this, right? I mean, if we go anything by

mobile ads, you know, like, you know. Yeah. There you go. Nope. That's the same thing, but it's only 30 second video. It was one one minute long. Look. Oh, there's great voice over. So, the fake fake ads got this full force there. Yeah. I think we can we can add this ad section for the for the creative trends as well, right? They're spending a lot of money, right? So, why not? Like, man, they're taking everything from gaming for sure. Yeah. I don't know who takes from from what anymore, man. It's just it's just a circle at this point. I don't think it's, you know, we we were there first. Trust me. Oh, just you don't really need to measure dicks. What was that? This snake. Uh, no. Uh, ant larby. Fake ant farm. Yeah. So, I mean, why are you

even surprised? Like, come on. Like, this is called creatives. I know. No, bro. I just I don't know why. I just expected from stuff that's uh What did you think like it's going to happen? Yeah, I know. I was just like naive because I was expecting because it's focused on real world that there would be like real No, this is real world fake. me. Yeah. Better me. What about What about better meat? Let's see there. Like, you know, that should be the worst one, right? Yeah, that will be the worst. People getting fit in like two seconds. No, no, no. It's just uh No, I just want to water watering is red flag. Okay. Anyway, uh these guys are also Yeah, this is a little bit light on the on the actual actual UA. I mean it's basically published almost like Voldemort if you go if you can't read a side look share this.

Are you sure you want to cancel subscription? Are you really sure? How do you want to continue? Hey this exactly what I expected. Yeah. I mean, of course. What else? It's like this is exactly what kind of works. You can do it cheaper with AI. Yeah, which is definitely going to going to happen soon. Mano, there you go. So, I can I'm sorry. You need English creatives. Yeah. Yeah. Because you don't understand. It's the the same thing, man. It's really the same thing. grow three months of this by June. Oh wow. Yeah. I mean they're selling this. It's theirs. Wow. Yeah. They they are also upselling their own equipment in of course I show it in the Yep. Yeah. Yeah. You can burn calories like it's uh why

not using it in the creatives. There you go. Fitness junkie. Wall pilates. Yes. small bloods. So that's it. Animated try cherry yoga for seniors. For seniors Yeah. What else we have? It's it's basically all UGC and and then there's a voice over or voice over, but this was AI definitely. You see this fa on Facebook every well at least I see it every day. Not better me but all the other different like fitness apps. Dream body suit. There you go. It throw like 61% discount on my subscription to keep me on already on the step. Yeah.

Too bad they don't know who you are. They could have offered you proceed to cancel 5% and you'd be like yeah they need to offer you 100% discount and then then you might get this how to cancel and then they what I'm trying to cancel it man you need to see it like I need like Marvel I want to see I want to see honestly like this all of this like I went through five screens there like are you sure are you really want to cancel 61% off we will give you a discount claim offer and then afterwards it's like oh by the way you can't cancel in the app you need to go to the cook play store like you don't like friction let me throw some more friction yeah of course I mean the brain guy though he looks he looks competent I like competent he's competent throwing friction at me no no m yeah it's the brain of Mr. uh

pennybacks because he wants to squeeze the most more money out of you. How do we how do we wrap this up, right? Like what do we say? Quite impressive, right? It's very impressive. Yeah, it's very impressive. Impressive like outstanding moon out of 10. Definitely like what what what this is this is doing is pretty much Yeah. As I said, what what's been done in gaming but on different scale. Genesis is recognized as one of the world's largest publishers of non-game mobile apps by download volume and revenues. Yeah, for sure. I mean, there you go. So, next time we actually do one of these app deep dives, we had a great look into Genesis. We're actually going to look into bending spoons from Milano. And the only one I think that I've actually wanted to publicly list that are in the app space, right? So, we're going to look at them next. I don't really know when, but this has been another fantastic episode by the two and a half gamers looking into the app space. Thank you so much for stopping by so you can stay two two and a half steps ahead of

the app business. What happened? We told them that we can review an app and suddenly you make a four episode series out of it that I was just now about. It's in our chat group. Read it because you wrote it there. Thank you very much guys for listening. Yeah, just please comment under the video if you really want to see this four episode series. If you want to see it, please say if you don't like know as well. Clean my head with some forex. You know, you can download the cleaning head app which is going to be a better you afterwards. Okay, bye-bye. [Music] Heat. Hey, Heat. [Music]