🚨📢BREAKING NEWS: New Adnetwork AdSURGE is here, Supercell Kills Squad Busters, Ubisoft Quits Mobile

the shutdown wave because Supercell and Ubisoft are kind of shutting down their operations. So, Supercell is killing Squad Busters.
Two and a Half Gamers [music] exclusive.
Breaking news.
Literally breaking.
Hello everybody. Hello, hello, hello. What's up? This is Two and a Half Gamers and I my my name is Matija Lančarević. And I'm solo here, which means it's breaking news time. [music] So, today is the week where the real action is at all platforms and adtech layer, which is, you know, exactly where we live. So, let's go. Let's go. There's a brand new ad network launched by Miniclip, Tencent, and Easybrain. Felix kind of mentioned this in his LinkedIn post before. And more things to come. Supercell is killing Squad Busters. Well, finally, Ubisoft is walking out of

Mobile Europe. And more things to do. So, let's start with the one that matters to most of us, which is the ad network called Ad Search. Let's see how it goes. Miniclip launched a brand new ad network. And it's built with the help from Tencent and Easybrain. You know, Miniclip has ton of players and impressions as well. So, why not to use it for ad monetization and user acquisition. So, it draws data and expertise from all the three companies, which is Miniclip, Tencent, [music] and Easybrain. Now, stop and think about the whole those three who Now, stop and think about the whole who those three are. So, Miniclip, enormous casual portfolio, 8 Ball Pool, decades of mobile reach. Easybrain, one of the sharpest puzzle and data operations in the business. Sudoku Art Puzzle, incredibly strong on ad monetization data and Tencent [music] sitting behind the whole thing. Very

serious combination of first-party data and scan. And look at the timing because the timing is everything. This lands at the exact moment AppLovin is burning legal problems. Unity has bet its entire business on vector, so mediation and network space which everybody assumed had basically consolidated into the AppLovin versus Unity versus Moloco suddenly has a new very well-funded entrant with real data behind it. Is it going to dethrone Axon overnight? Absolutely not. Network effects are brutal and AppLovin's model is absolutely [music] and absolutely good. I mean, that's why it's the top channel for most of most of us. But more competition in UA and monetization is good for all of us. It's pricing pressure, more auctions, bids, and and it's that's the leverage. I'll be testing this absolutely as soon as I can get the access and I would suggest you to do the same. Any new network with easy brains data pedigree

deserves a real look. Let's meet all at search. Also breaking news, we knew it first. Louis from Exrovia and Gameloft and King is joining Smart AdEx as their new CMO. Felix just talked to Louis in the on the on the podcast. You should definitely check out this episode. He is bringing 20 years of experience from gaming. Congratulations on both sides. Guys, this is amazing news. Well, we continue with not so amazing news anymore. The shutdown wave because Supercell and Ubisoft are kind of shutting down their operations. So, Supercell is killing Squad Busters. Well, we knew it, but now it's they're shutting it down on December 14th. I'm in the in the Discord. I just read the news yesterday. It's the the Squad Busters is going to be pulled from stores on December 1st.

Barely 2 years after the worldwide worldwide wide launch. I can't even say the worldwide because it wasn't that successful. All I want you is to sit with that because Supercell basically never global launches a game and then [music] killing it. They uh they kill most of things in soft launch or in the beta. But Squad Busters was one of the rarer ones that made it all the way out for some reason. And now it's dead. Ooh, if Supercell with the best hit rate instincts in the entire industry can push a game to global and still have it fail this fast, well, the bar for successful worldwide launch is very high. And then there's Ubisoft. Honestly, that's even worse. So, Rainbow Six Mobile is shutting down in January. We covered that before, but this week we learned Ubisoft is also poised to close its Helsinki studio RedLynx, which is up to 52 jobs at risk. And RedLynx is the

studio that refocused on mobile and worked on [music] Rainbow Six Mobile. So, here's the number that tells the whole story. Rainbow Six just earned $5.3 million in lifetime in-app revenues from 13 million downloads. Well, it's 13 million installs. $5 million downloads uh $5 million. That's a very bad. I mean, it's catastrophic money monetization failure. Massive install base that just well, didn't pay. Ubisoft is effectively exi- Ubisoft is effectively exiting mobile game development in Europe and the metric monetization is the business and Rainbow Six is going to be the case study that is going to be here for years that, you know, is about monetization. Let me close with one platform fee story on a positive note. So, the resentment towards Apple and

Google 30% cut is boiling over two directions at once this week. Google is defending Play Store commissions in a 1 billion pound UK class action. The claim says those commissions up to 30 are okay. And then it's Rovio's CEO Alex and uh Sega CEO came out flatly said Apple and Google aren't earning their 30%. Well, no Anyway, that's your week, guys. New ad network from Miniclip and Tencent. Go test it out. And see you next time. Well, with Felix and Yakub back next episode. If this was useful, drop us a review, join the Slack channel, or drop in the comment under the video. Thank you very much. Cheers. See you next time.