🚨📢 BREAKING NEWS: $3.83B Liftoff, 20% Minigames, $28M UA Financing and Supercell!

very important news. Supercell rebooted Moco this week. Their low-key monster hunting game. [music] The reboot is seasons and free gacha pulls. Gacha pulls? They didn't change the game. They changed LiveOps [music] layer. Let's see if that actually does anything.
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Two and a Half Gamers exclusive.
Breaking [music] news.
Literally breaking.
Hello everybody. This is your favorite news person. My name is Matej Lanc and I'm going to talk about four stories today. Four stories for this week actually matter if you are [music] running UA. Biggest to most practical. Backlog. So Liftoff went public this week. Finally. Second attempt. 437 million raised. $3.83 billion valuation. Trading on Nasdaq as LFTO.

Two things you need to know. One, they wanted 5 billion in January. Well, they got 3.83 in June, which is a 25% haircut. And it's below the private valuation General Atlantic paid in 2025. So even with growth, even with 1.4 billion daily active users on the SDK, public market said, "No thanks." at that price. Two,
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the money is going to pay down debt. This is not the world's richest IPO. This is balance sheet clean up. Let's see how it goes. So here's why it matters for us. Liftoff is now a public company. Every conversation about AppLovin's premium, every Moco valuation debate, every digital turbine discussion, you now have a live public number to point at. Mobile ad tech is worth what investors will pay. And right now, they're paying $3.83 billion for a company doing 7 for 740 million in

revenue with 40% growth in core advertising. Run your math on your favorite ad network. See how the multiple holds up. Next one. Niko Partners dropped report this week. China and Mina games revenue passing 100 billion dollars by 2030. Fine. Everyone says A is huge. Well, whatever. The number The number actually matters is buried in there. Mini games in China are now almost 20% of mobile game spending in China. And we were talking about WeChat mini games multiple times. Go check it out. 20%. Let me say that again because most Western publishers are still not modeling this. 20% of one of the biggest mobile market in the world is happening on a channel which is most of us treat as a footnote. WeChat mini games, Douyin mini games, Kuaishou. This is not [music] your HTML5 prototypes from 2018. This is a real

distribution channel for real average revenue per year and real LTV. We heard these stories last year in China well when we were at ChinaJoy. People and very small companies can spend 20K per day uh and get the money back in like very short period of time within say 7 days. Anyway, if you're advising a studio that's serious about China and your plan starts with TapTap or whatever, maybe you're starting at the wrong door. Mini games is the door. Well, before everyone says, "But I don't operate in China." The playable ad ecosystem in the West is converging on the similar mechanics. Instant play, no instant frictions, opt-in attention, whatnot. We have a new company called Just now nowadays going in this direction doing interesting stuff. The lessons from Chinese mini games are landing in our market in 18 [music] months. Pay attention now or pay more later.

There's a third one. Our good friend Akin just launched AMF Capital with our good friends again, Makers Fund. First deal is $28 million million dollar UA financing facility for BeerHug. I was working with BeerHug couple years ago and I can see why this deal is happening. Mark is a great guy. What this means in normal language, there is a new category of money in our industry. No equity, not VC, not a loan from your bank. Performance-tied UA capital. You spend it on UA, you pay it back from the revenue those those users generate. Pollenvc has been doing this for years, bravo.
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And most importantly, PVX Partners. Now, AMMF is in. So, here's the here's the take. If you're sitting on a game with strong UA economics and only thing stopping you from scaling is cash flow, this is your unlock. You're not giving away

piece of your company. Hmm, when whe- when and where did I hear that? Oh, I know. Because PVX Partners are
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the good guys and our dear friends. So, if you need a capital for UA, call PVX Partners. Now, there's a huge competition happening in this space as well. Anyway, UA financing, everybody knows by by now what it does and how good it is for you as well. And there's the last one. And honestly, this is the one I want to talk about the most. Three data points from this week. First one, Scopely launched a Simpsons crossover in Monopoly Go on June 3rd. Animated short, Will Ferrell is voicing Mr. Monopoly, Harry Shearer back as Mr. Burns, a full IP on top of IP event. Interesting. Will we see any revenue uplift? Remains to be seen. Rovio published a piece this week arguing mobile has

shifted from core first to event first. Their words, not mine. Coming from the company that made Angry Birds, it's a pretty big admission. And there is a third very important part, a very important news. Supercell rebooted Mo Co this week. Their low-key monster hunting game, that reboot is seasons and free gacha pulls. Gacha pulls? They didn't change the game. They changed live ops layer. Let's see if that actually does anything. I've been looking at their UA creatives, and oh boy, it can be way better. Well, if you're still building a game and treating live ops as something you will figure out after launch, I think it sounds like 2019. The game itself is now the platform on which live ops runs. The The event calendar is the product. So, what does this mean for UA? It means your retention curves are downstream of your live ops cadence, not your core loop. It means your creative

testing should be tied to event themes. Well, yes, definitely. Not evergreen messaging. Oh, but you can combine those two as well. And also, it means when you onboard the new client, the first question is no longer what's your day one. The first question is, show me your next 12 weeks of events. Well, as we all know, live ops is very important also from the UA perspective. And that's why we are also working with Kinoah, which you will hear about very soon. Anyway, so four stories, one big breaking news segment. The mobile gaming industry is consolidating around scale, around capital, UA financing, and live ops. The bar keeps moving up. That's the week. Thank you very much. See you next time and next week for our breaking news segment. Bye-bye.