Chrome Valley Customs Live review: How to decrease CPI in Match3 genre? The Success of Xzibit in UA!

it's not actually quite easy to to run a metch re way right for a m audience exactly for M audian it won't be a huge surprise to hear that we don't show M three in our u i mean of course we tried we tried again I don't know guys from Royal match they're doing something great my is working we try to do some similar stuff but c as we in say is like more than 50 bucks per inst in the in [Music] us this is a no [ __ ] gaming show where we talk about games and their revenue in great detail powered by our ad monetization game design and user acquisition Triple Threat expertise welcome to the two and a half Gamers the unfiltered truth served with a side of giggles

let's not forget this is a 400 a.m. conference discussion Vibe so let's not take it too seriously tune in now and stay 2 and a half steps ahead of the gaming industry we can compare the the web version [Laughter] versus hello hello hello everybody Welcome at these two and a half Gamers and um as we are kind of entering summer we will have a lot of special episodes I guess I'm back uh and today we have one special guest uh but before and we are going to talk about a game again again this time live review but this time it's not going to be more about the product but more about the marketing because the marketing part of this game is very very interesting so again welcome my name is mat lerich we are your host for today and the special guest is Dimitri from space ape

welcome Dimitri can you talk about yourself who are you who is what are you doing at space ape uh and stuff yeah sure uh thanks for having me guys so my name is MRI I've been working for Space games for like more than three years and do I did a lot of different things there mostly focusing on UA and creative Productions because you know right now creative is kind of one of the main leverages you can use to improve the performance nice and we met in January face to face we Shar the stage because we're talking about uh Tik Tok and Tik Tok creative Challenge and videos and creatives as you said so uh this discussion started a long time ago so uh it's great that we can we can have you here Felix is not here because he's coming from from a festival as well so yeah you switched

yeah we switched you were on the boat before he he's the festival one easy easy oh there are few festivals in Slovakia during the summer so let's see how it goes um right and uh the game we are talking about is Chrome B custs slightly different spin on the the metre genre so I'm really interested in in few things but let's uh let's let's start with with yakoba I guess yep um also uh if you if you hear any any [ __ ] Mitri tell us right away yeah of course because you are here now to correct us because or just you know share some insights because we're usually working with sensor Tower data not usually but all the time actually so you know as we found out in the the previous episodes It's still external data there can be some discrepancies yeah but also like even stuff we assume because again we are surface level kind

of reviewing games not really what you mean surface level reviews like it's uh it's we don't know the the like exact development decisions that could happen that we assume happen but again you can correct those but it's I don't know all the all the stuff that's perfect then no it's pretty good yeah yeah um so let's frame the game a little bit as usual so Chrome Val Customs uh if I get it the right Global onun sumwhere last year in June so pretty much like nearing one year anniversary from Global launch now uh holding steadily somewhere around like 40 to 50K a day with downloads going uh again somewhere there like 12 13k a day pretty much uh currently being the biggest space AE game even bigger than bear if I get it right yeah performance wise yeah performance wise for sure yeah it was definitely like the biggest the biggest lunch for the whole company

like 12 year history yeah there there's this big buom back as I said like if I understand bear the the music game makes a lot of Rue which we can't see here so that's why I was kind of hesitant to say that right or not let's it is yeah it is um yeah so Chrome Val Customs the like I remember when this was launch last year everybody was like really this is happening because this is something that I think it's very unique for a puzzle and a MCH Tre game that u i I guess not really that much people are going around and is pretty much reflected in this chart that if I put here us it's 41% male 59% female for the US audience but if I put all countries it's actually 17% male 28% female which are wild numbers but I just wait wait a second let's V is you know catching the breath so tell us I'm a bit uh surprised to see such a big difference between all

countries and the US I mean definitely male male audience is the core audience of the game I don't know 75 80% that's would be close to not only to the worldwide but also for yeah exactly so so if I understand this is the main point behind the whole game that this is a match three game that's done for the male audience which is not the usual case because usual case if I would bring up this chart in any other kind of top 10 match three puzzle game it would be the other way around where it would be 70% female 30% male that that would be the usual SC or even more I would say on the female side yeah correct but also like I think you saw that when Royal match was released and if you check Royal match gender split it will show something closer to 50 50 for I don't know maybe 40% of male audience and 60% of female and in a way we also thought like hey 40% from Royal match Revenue sounds like a lot

yeah so so this this is the unique unique USB of the game that it's like a match three focused on male audience and I think it goes very big length to kind of communicate the fantasy pretty on point I was really really like happily surprised when I was playing the game especially because the second car is a Japanese drift car which uh all my car knowledge basically comes from Initial D car anime so that's there but other than that I think it's it's really great the Polish and the visuals and the animations are amazing like you pretty much slowly go and retrofit the let's talk firstly about the meta so you retrofit these cars where you always have these kind of three choices even nicely commented by the Hanks notes which is the owner of the garage he gives you always this kind of a rundown of this you can do for this and this or whatever you can still kind by the way play with the cars even after you retrofit them completely all is done in

this nice and Sleek animation and then can story progresses continues and you get to assign new quests as you go there which you need to get and complete by having currency coins and then these currency coins of course are taken from playing the levels in between the car retro retrofit whatever that's there uh as for usual the episodes rather than our usual rundown Mansion or whatever the usual thing that you see freezing families in we have episode based on the cars which are if I get that right all licensed and real world cars which isn't an easy feed if I get it right uh and then after you do this you can then again as I said even change what you have already there and like you know thinker with your decisions and then the car in the end runs into the sunset and new episodes come in which is the the kind of a new meta regarding the core itself um yeah I would say

pretty standard even though one thing I'm really liking a lot which because I'm not I guess that deep into the M puzzle genre is this kind of a I don't know even how you call it this fan thing where you have the usual kind of the rocket booster the the Bomb Blast booster the match three everything booster but then you have this kind of a if you match four things together in a square you create it and what it does it literally delivers the booster where you need it the most which is great which as I said I don't know if this is an innovation Chrome Val Customs or is it taken from somewhere because I know Soda also had this kind of fishes flying from somewhere but I never saw it in a combination that if I combine it with the booster actually fly somewhere it's a good question St the booster you can use it in other games I'm quite sure if you combine it's really nice like it's really nice adds a little bit more strategy to the game

play that you actually need to think a little bit more uh we have our usual kind of puzzle based levels that are uh move based so whenever we run out of moves we lose and there's like a lot of kind of mechanics played around that you already could see that there's the streak mechanic which means that if I win in a row I have all these boosters in the beginning of the game as bonus streak mechanic is like so popular thing right now I'd love it mechanic is is pretty much everywhere and it's it's doing Marvels because of course if if you lose basically and you want to keep your streak then you pay so we have another monetization Vector pretty much in the game Vector yeah yeah but again uh the game is super smooth it's all pretty much car teed around the whole thing like currently I have this whatever hot iron kind of that we need to get rid of lots of Cascades lots of explosion this is by the way very typical for like a match three or swap game whereas

compared to like click to match which is the Royal match we were referring before you don't have casc there here you have a lot of these kind of stuff flying around there we go see so we delivered the barrel right there man that thing is also in homecapes and gardenscapes the fan is just it's something else but I haven't as I said seen the fan delivering the boosters if you if you combine it with one of the other boosters see it kind of moves where needs to go but I could be you know I just haven't seen that many MCH three games de listeners please share your a match free knowledge and experience in our slack Channel you can join uh from the link you can call our [ __ ] as usual and see if if you calling this right away it's definitely in homecapes and guidance gapes let's see let's see the other interesting thing uh there's an upsell uh directly at the fail state which is great we see this more and more last time I see it I think it was with with hexas sword or

like other kind of lots of these hybrid casual puzzlers they also have upsell of an offer directly during fail State uh which is a again a little bit of a newer Spectrum but there is only one sale but two yeah two offers actually not one yeah yeah for you guys yeah thank you thanks V love it it's good so so that's there and yeah you see how this can progressively goes up and if I come it again refers to the thing that we would lose the streak which is the supercharger that's that's the thing if we actually lose it yeah there's the streak and goes away yeah that's for the mechanics uh the other thing that I saw there's this kind of permanent event that's happening I don't know if this is scripted by first time user or or if it's just because I had like luck during the event time but there's a lot of kind of quests that you need to complete and do for instance now I need to collect these red barrels which is basically the red token and by doing this I rewards which kind

of again what it does it reinforces playing the main core because it gives you mostly time to give you better chances of winning in the main core so always build around progressing on the main core uh yesterday not today when I was playing it there was this mechanic event which can put you against random players when you need to win in a lead board we've seen it many times here it's like these kind of short-term events that are being like thrown around in the industry that's also can up to the par and and yeah I think there's the photo photo option that you can get like stuff into your scrapbook and that's pretty much it if I understand correctly don't know if there's like more features that I need to like unlock later down the line I got to level 56 mat where did you get 87 87 any new features that you saw that that I didn't pretty much the same yeah yeah so I would guess that there are still event features that that we haven't seen which are in rotation that come and go as per the like weekly or

monthly schedule which are popping up here like the sale offers that are pretty much here but that's pretty much it like the whole story and the like this kind of a setup where you have the completion of the car and uh the whole kind of this is basically the star currency that you would see in other games where you would have use the Stars to renovate this and that here you have it a little bit more granular with being the this kind of a gold thing uh it gives you a little bit more possibilities because here like for instance if I had three I could do here and there but that's it pretty much and yeah that's it I guess that's the main feature set of the game it plays very very smooth I must say super smooth yeah the thing is like why why like why the hell would you go for or after a male audience where is this coming from because we thought that this audience uh was is underserved I mean you see still a lot of uh a lot of M audience playing I don't know

homecapes Garden Scapes and we are giving the proper excuse for them to play it on the Underground and when you they when they don't need to hide that they're playing a myy but this is like a proper myy about car restoration by the way the car restoration is very very like in the center like in the beginning like the first few cars you're much more restoring the cars than actually playing the levels like the levels give you like per 300 gold and one rest part is what like 15050 or whatever it's just like restore restore restore restore so in the beginning you're restoring much more than playing actually because in a way yeah in a way still the audience they see the car they they they they really encourage to to play the game to to restore the cars but also like as you mentioned our mro like levels are great they are super satisfying juicy and in in the way players are staying there because we has much three levels and engine

I see yeah definitely uh finishing the product cycle maybe one thing that I wanted to mention where actually uh it really seems you're doing something really great because there's a competition catching up where there's a second game on the market which I saw I just had to play it a little bit because there's the trackstar game from Century games which I guess is going uh directly after you after you which again means that you're doing something very right because a giant company sees potential in also which does pretty much the same thing I would say a few differences are that they're portrait instead of landscape they are not that story heavy the story is very light and even between the like different options as I'm refurbishing the car I don't even have the option to like there's no no Han Pretty much telling me the story and giving me some kind of background even the story is not there is pretty much like this part that part is a usual like Garden Scapes yellow bench versus blue bench

but regarding the level design regarding the setup regarding the meta it's very clear that it's doing pretty much like directly going after you I think the only difference that I saw mechanically UI is that they have this kind of communication mechanic where they mention which new mechanic within the levels is being um kind of in where did we see that yeah where did we see that in the hybrid casual puzzlers say they have that of course so just just pointing out this this is currently doing something like 3 3,000 30k a day and and scaling to something like uh where we are um something like 50 sorry down chart 50 50 to 60k downloads day yeah so they're definitely kind of going in that same boat we are pretty much on aare of these these guys coming at you of course any any other that I missed that that's like going after the male like Customs or

however you spin it category I think there are also a couple of couple of game developers who released something like a small ones y yeah much much smaller of course trar is he's a nice competitor like you know it's it's you know it's uh pretty much acknowledgement that you're doing something very good that that's what I can say thanks yeah but it's it's not actually quite easy to to run a match free way right for a male audience exactly for my audience it won't be a huge surprise to hear that we don't show much three in our I mean of course we tried we tried again I don't know guys from Royal match they're doing something great my is working we try to do some similar stuff but CP as we were in say it's like more than 50 bucks per install in the in us so I don't know it's hard to be profitable and another part is hard to scale those

creatives that's why that's why we decided hey cars we like at the beginning when the game was only an idea we we ran some marketability tests we found out that the cars and restoring cars is a fantastic fantasy to to to to engage players we definitely catch the attention that's why we were pretty confident with with meta nice and any and what were the the other uh themes or against the the restoration of the cars if if you remember and if you can share so which which one we tested yeah so we kind of knew that we would like to go for M three and in a way we we ran a lot of static tests with different fantasies something something was about like uh Cafe Restaurant okay some other some other things which weren't like so M which weren't like male oriented at all but for problem like even this C like

cheap CTR test we we saw that there is a huge appeal and later we also rent some surveys collected the the answers from from potential players about what they would like to see what they thought the game would be about and it helped to form the have you run this on on Facebook ads or oh nice yeah yeah so we we use the Facebook ads static static uh ads there and it it led to to the servy so yeah nice honestly the car theme and the everything around cars I usually saw super low cpis for every any car game that I managed but it was more like a sports game rather than match free so yeah of course and also like I think like two two three years ago there were like a lot of hyper casual games around the same fantasy released there was like kic from boom be fix my car from Zinga and

uh I mean they scaled a lot it was like two three millions installs in the US for hyper casual gam so definitely we could monetize better than than them and still we could use all the all all all the tricks they they use in their UA and have you been using also like some of the like hyper casual type of uh let's call them mechanics or games in your creatives of course Runner Runner is the thing definitely you speak about hyper casual like kind of showing type kind of a idler mechanic or like a bit of city like city building mechanic yeah definitely we trying testing it's great to hear that we go to creatives then M we can but there like there's a different topic on the creative side because there's the big very very big and interesting thing on the marketing side which is called the yub no who is this

exhibit what this exhibit oh Jesus [ __ ] Christ oh yeah you're right yeah yeah yeah Felix knew but you didn't ah okay let's let me just share the Screen Man and if you don't know this guy then you just you need you just need to get the [ __ ] out of here immediately from from this podcast because it's are we talking about the UA differentiation of sources or what no no no no no no no do you know this person right here this one yeah why you don't you don't don't play this on us now there's this show in in us and he was just uh doing exactly what he's doing on or like the players are doing in this game it was super popular in in us and when I saw this I think when when was it first time when you introduced exhibit in the in the creative M last year oh as for the creative yeah last year so so we used the we used came as a

platform to to find some some nice actors TV hosts and I didn't know so I personally watched the be my ride a lot and me too me too I didn't know I I mean I didn't know anyone else to to look on camera to be honest that's why that's why it was kind of an easy choice so we found it contacted and he recorded the first Cameo like I don't know in a day or so yeah we pushed it even like with without any specific an car as it was from CIO and it worked enormously well it was a top spending creative for Google as for couple of months or so yeah because it fits the audience so so well it's it's it's amazing and I was I almost [ __ ] my pants when I saw it in in your creatives I was like wow this this makes so much sense but can you tell us a little bit more about the like the story like how you went from Cameo

and like how like how is it even possible like he's actually in the game so I would say we've got a great marketing team which uh that's uh that's the secret yeah yeah because again I mean with Cameo we we tested a lot of different actors and we saw that exhibit resonated enormously well with the audience we ran some marketing research about exhibit about our our audience our our game audience uh we ask a lot of questions about whom they know which game they playing which TV shows they watched who would be the their first suggestion about who could be in our or game and definitely exhibit popped out there and then it was kind of an option for us when we saw that the Cameo video spent so much we thought that we could we could make a bigger bet on that that's why we contct that him work together on

a much bigger marketing compaign I I okay now I know I don't know the guy because I know the other show actually I watched the West Coast Custom thing yeah yeah yeah I mean but the garage garage is what's called is called West Coast Customs yeah yeah that one okay for those who don't know we're talking about TV shows about like tuning cars tuning cars yeah exact I like the Pimp My Ride was like the the only the only thing uh back back in the days where you could or well I could actually watch on YouTube or somewhere yeah also on MTV and the thing is also like I was I don't remember how old I was but basically those young people who watch it those child who watch it they grew up they still remember the show and now it's our core audience people around like bit or maybe a bit

older 135 I remember it and exactly it's that's that's a perfect perfect match it's from 20 2004 to 2009 the pink marel there you go there you go also uh I think I was when I was talking to Derek your your colleague on the marketing side uh explained like all this uh um you actually approached on the Cameo and then got in touch with him and then what was like last month or so when you started working on on this like big marketing campaign and and putting him in the uh in the game yeah yeah sure it was uh the beginning of may we started the marketing campaign but before that there was quite quite a lot of work done because so he visited our office we went for a shooting in LA to make proper proper trailer with him proper announcement and then we prepared all the auers and start pushing UA

videos app store and of course the game itself yeah because honestly yeah like you can see oh this is even this is this are playable actually SEC we try to use all the formats static playable videos yeah H sound so loud on my end but you obviously you can't hear it I such a good I mean this this is like a proper marketing uh and product combination again I love this fa fa they're still working the best yeah I it's like it's it's great here because we are kind of like talking about this all all the time uh you have failed you have oh by the way like the

use of this kind of I mean he is kind of like IP or that that we can put him in the IP category right so do you see like a discount on the cpis when using uh exhibit in comparison to non- exhibit campaigns uh creatives it really depend from channel to channel we are still working on the analysis of this marketing campaign but in some channels CPI is were lower in some cpis were higher but R was also higher so it's it's hard to say that it's it's just c yeah okay okay but yeah like so I see also 52 seconds long form videos even on on Facebook are you focusing more on the on the long form now um because I see that across a lot of different campaign uh companies I can't say that it's like 100% Focus still I would say our standard creative is 30 seconds M and

then when we see something working we just trying like as this example we just try and mix two cre two kind of creatives into one so it like it still have got some logic when the uh when the videos are shown but in a way just putting all two together and checking how they will perform and as you mentioned uh this type of 60 like 50 60 seconds videos they are working not all on is networks but also like on meta would be a big surprise on Tik Tok because still you could hear that like 50 seconds this is the maximum I don't know I still would say that it's better to test and in some cases like longer for mons would be the the best creative by CPI and scale yeah yeah exactly that's what I see also uh across the different games as well because it started on Google and then uh I think some I think I saw it on Hero Wars a lot

of time uh like two even two minute long videos on on Facebook and I was like okay interesting then Royal match also is doing 50 60 second videos so uh not bad uh not bad so in here I see on in May like um in terms of the u channel mix Google app iron Source Facebook and Tik Tok but when I go to June it's you know no iron Source no Google it turned off Google but that that could be quite a big surprise that it it looks like a big surprise for me also now of course it's still there uh sometimes uh sometimes it uh I think sometimes it just needs some time to to parel end of June it's the end of June I don't know no I yeah I was like H I think Google Google Google is like one of the most predictable channel in a way and

maybe it's not number one but definitely somewhere in top three channels nice so if I if I would guess so I guess it's aavin absolutely on the top and then yeah there's Google and on iOS what well Tik Tok is still there even this this month so I guess Tik Tok and you were talking about Tik Tok creative challenge in January so I guess it's not that bad and what molo and yeah Mal we're using it's still not it's I think it's just not available on sensor Tower but yeah you use Mal nice any any other like non-traditional U channels you would say uh it's working for for you guys so right now we are focusing on the more traditional channels and I think it's still in a way bit easier wins like if you optimize Google ads you can still spend a bit more if you try to launch any new like

non-traditional Channel because even we speak about like dsps when you start a new one you need to wait for I don't know 45 60 days of spending then to see the the new results so like the proper results that's why it's like optimizing the current ones it's EAS and I don't know if you see that like Google ads and Malo and some others are not working for you it would be hard to to find a proper substitute for those CHS yeah yeah 100% 100% and no it's like all all good so you have the real real exhibit you have the animated exhibit as well using in Hooks and as you said like no no metre creatives at all maybe there are a couple of things we produce so many it's definitely ex not not the focus okay so how many creatives you produce per on a weekly basis then on a weekly I don't know maybe maybe 10 or some 15

depends how we count it if we speak I mean sometimes it could be I can say 20 but I really don't count iterations yeah uh but overall we still try to try to experiment try to tackle different different direction for the creative so I would say something around 10 per we nice okay I see I see here the the shredder well there we go which was definitely the hyper casual game which was also developed by boombit nice oh yeah true I love this when uh when you actually can find these uh different hyper casual games that fit the team and then you can reuse it in the in the creatives yeah yeah I work for a hyper casual game developer and I really I really like the the approach of uh uh testing testing fast learning fast and

of course I mean if if the game is uh like hyper casual game is released it means the cpis are uh enormously low and the whole gamepl is catchy so I would say this is just a confirmation that you could you could try to to marry this uh theme from hyper casual game with with with your with your title nice by the way just one question the usual one have you tried any of those you know the usual M three concepts such as like the king and the asit and the freezing families and stuff like that that we see all over the place I mean it wasn't I one to one Corp it was kind of uh we we we inspired by a couple of those ideas and definitely there was uh some characters uh Frozen but uh I mean once again they're not working for us and we definitely don't want to go so far away in this uh

in this this direction yeah yeah okay I'm just curious and also like I like I don't know how still I think this this type of a creatives with like frozen babies families ACD they're it seems they're working more on a female audience so it's uh it's not the root for us of course it's important test and you can always say that if we we did not like the right copy or we could do better for any creatives but uh it's like in this case it would be a Never Ending Story So after like I don't know 5 10 creatives we we try to produce we decided oh we don't see a lot of improvements in the metric so maybe not we shouldn't follow that P that makes a lot of sense and here here we have the the runner creative right it's it's Improvement on the gates creative pretty much yeah quite a lot because it's the team and it's still kind of this is even

with and how do you even come up with these Creative Concepts if you are so many like how many how many well okay how do you come up with these obviously and then how many people do you have in the creative team oh we've got now so we produce uh most of the creatives in in house yeah and the reason why is they just usually perform better than those uh which all sour have produced yeah you can you can find really great creatives from them but I don't know sometimes they miss some some internal Sparkle I would say hard hard to say because like we work with couple ofour agencies and I led some of the creatives I shared it and I was like oh my God this is like definitely like one of the best creatives ever done for this game and it's usually means that the ad would never [Laughter] perform yeah that's why I think we've got like overall maybe like 15 people yeah

working on on the creatives maybe 20 15 I would say so do you do a creative uh not even creative competitive research often as well on a weekly basis yes of course I mean because it's it's of course like right now with competitors it's easy truckar is there uh uh before that we we were pretty unique so it's hard to it's hard to say that uh Royal match is direct competitor because again there is a bit different audience but you need to check what they are doing what ham skapes are doing like what again what other myy advertisers are doing but I would say you need to focus also on things with racing category because again this is this is about the car relevant audience yeah yeah relevant audience and then again hyper casual for me it's like just uh great uh source for

Inspirations yeah yeah yeah I see like aot of different things also there there was the the real life hook as well all of these man uh yeah I see a lot of inspiration from the from the hyper casual yeah and also like in some some some iterations of the creative they are pretty simple like this type of a creative like first of on we've got like a bit more top down view of the camera and that creative was working so like I don't know for months or two and then we just move move the camera angle and uh decrease CPI by I don't know 30% and it was a tough spending creative for moners I mean so that's why you need you need to iterate but also it's always hard to to to find the spot when you need to stop doing that I don't know it's more like you bet that you can iterate on Creative stri five new ads if nothing works maybe it's better to switch to something something else yeah I I was had I was on the call today um

we were talking about how many or like what's the ratio between the the resource spent on the iterations of the creatives and then the new new new Concepts so these guys were doing like 80% or focusing 80% of the resources on iterations and 20% on the new new creatives I was like yeah the ratio is kind of like the other way around I was like I I'm not sure about our ratio but my feeling is I don't know 7 to3 we are 70 more on the new ideas and 30 about the iterations because again I mean that iteration with the camera angle I shared it's like it's it was the best one it's like 30% decrease in CPI but usually what you can see I don't know 15 10% decrease and it won't be like spending for a huge period of time they usually burn out faster yeah while while the new idea could help you to decrease uh CPI by I don't know two times or something like that so you need to follow and need to try to find these big wins and I mean

I think everyone is trying to find their own like pull pull the pin type of an app yeah literally yeah yeah literally nowadays it's quite quite hard you can imagine pulling uh pins from the wheel of the of the car no it's just like super super interesting stuff and especially on the marketing side because uh uh if like so many different angles um also what's the approach of like um of you testing new new UA channels like the new U chel like a newa channel like how how do you pick new new UA channel uh do you kind of implement that to your UA uh mix yeah I think it's uh couple of things uh we've got a very experienced team they previously work with a lot of channels and we've got a capacity we just discuss internally what

we think would be kind of not easier but what what channel could bring us the most value like by scale spent and of course profitability then we also like I mean there is also nice leg channel to 2.5 Gamers you should you should that and and ask people from the industry I think uh that's pretty cool to work in gaming where like everyone is pretty transparent about what is working what is not and that's also kind of faity check when we discuss about which chel should be follow should we should we work next just check in the industry if it's still relevant yeah then again similar thing you need to be prepared if you if you would like to go and test a newsp you need to be ready to spend like for 60 days and being unprofitable yeah that's also like depending on the state of of a game and so so good I love it any any

creative that we didn't see in the in the sensor Tower data that you are now scaling rapidly I think Sor Tower is pretty good in catching the the creatives maybe maybe like when they show the impression ratio they are not the best but yeah I can I can see that yeah I can see that that's uh especially with the June no no Google doesn't really make so much sense to be honest but overall I think it was it is still pretty nice to see that uh with CHR Valle Customs a lot of different types of creatives work so you you shareed it was like CGI is working uh like real real game play so that's also nice part of it we are adding a new car to we constantly adding new cars to the game and we've got kind of in a Unity project we've got a special Branch from which our our artists could record all the restoration so every car we make we make

30 seconds video like kind of a time lapse of the restoration and that's how we measure which car is more appealing to the audience because of course some muscle cars they usually doing the best but also I pick up like I don't know I would never guess I would think like a Japanese drift car should be the best one but uh it wasn't the case we still use it sometimes when the theme of the creative is more relevant to a drug racing car but over all like some kind of a pickup is is also doing great and it's great because uh you're just uh kind of confirmed a lot of things that we talked about like in the the few of the the last episodes when we were talking about creatives and the inspiration and where you should get it and like how you should kind of think outside of of your game and even rra sometimes so also the frequency by the way those who don't didn't catch it then Crea a week week not the month yeah not

the yeah again I mean creative is the main leverage so you need to you you need to invest into into that and at networks they behave more like a blackbox so you they are asking for more creatives in any case and of course some of them could be too demanding uh like refer two times per week three times per week I would say like speaking about Tik Tok so this is a bit this is a bit too fast and I don't think that you can uh you can you can really do that but overall I think it's it's a nice calance to update the creatives of course it's like when we produce 10 creatives not 10 of them are going live I think like I don't know three of them potentially three I mean I would say that would be great if three of them will go live like one or two this is still M result because still we

we produce we test them and only after seeing the test results we make our sizes and put those creative to the business as usual comp nice was just a random thought drag race creative type of creative uh similar to CSR have you tried that before yeah I think we're something on the most probably you just yeah you tested like 10 10,000 different concepts already yeah and I mean this one also like it should provide us with quite low cpis and but day one retention would be also not uh not high so it's more about checking what would be the cost per V one retain user or some kind of this this kind of restoration mechanic last time I saw the csr2 feature set that they also in the game you are able to restore the cars if I understand correctly they definitely focus a lot of on customization put puttings nice the thir is soft lunch currently so I

guess you you you follow closely that's nice yeah yeah yeah nice yeah I think uh with that we can uh we can wrap this up and I was was really good I I love the the marketing part and finally we we have a a re live review not focusing only on the product side but also on the marketing sidey so M thanks for coming again uh it's pleasure to have you and uh if you want to say something to the listeners where they can find you uh you can if you don't I will put your email or the information in the show notes sure yeah I mean you can you can always find me on LinkedIn for sure and uh thanks a lot for inviting guys nice yeah thanks for coming and sharing lot of insights yeah so dear listeners uh this is it uh please share your comments in the section join our uh like Channel which was teased twice in the

episode and uh please subscribe and share with your colleagues dogs and cats kids love it thank you cheers byebye [Music] [Music] [Applause] [Music]