💥 Creative THEFT era has begun. Direct 1:1 stolen ads perform 4-5x better. Would you run them?

I haven't been this excited about uh the trends,
but literally we are the only ones that do these checks.
That's what I wanted to say.
The thing is the thing is right Yeah.
how idle lumber is going to know that someone is actually running their own creative. They don't
easy. They're going to watch our podcast and stay two steps two and a half steps ahead.
Exactly. I'm covering this [ __ ] And you know what's really interesting? This actually works. [music] We're [music] the two and a half gamers. The midnight crew talking UA adverts and game design too. Mat feeling shak. We're rocking those vibes till the early daylight. But hey, [music] master eyes on the prize. Tracking data through the cyerspace skies. Feeling stacks colors [music] like a wizard in disguise. Japanese craft realms lift us to the high. Two and a half gamers [music] talking smack. Slow hockey sick got your

back. Ads are beautiful. They light the way. Click it fast. Don't delay. Uh-huh. [music] Uh-huh. Uh-huh. [music]
So, we should definitely dive into excited for a month from last month. Yeah, actually we skipped one. So I don't think anyone noticed actually. No, not again. This is the first time. Oh, the second time we actually missed the the trends. Anyway, my name is Mat Lancherish. We're going to do the creative trends.
I guess I'm Felix Broberg. We're going to do the creative trends.
There you go. We are your hosts and today it's going to be interesting because not only that there's so many fake stuff that I found and it's it's I mean it's incredible. So it's we're not going to start with golden goblins because there's one new creative which is interesting. But I want to start with something else.

Look. So have you noticed this trend that
it's like ASMR slicing
cleaning cleaning like sheet cleaning.
I mean well [ __ ] cleaning it's a lot of different things. So yes, the ASMR cleaning whatever just getting and then there's this complexity again. There's so many logs in here but because like it's all about wood again. What does this remind you guys? Seriously.
What do you mean the wood reminds me or the creative?
Like like this creative basically.
It's just play.
Yeah. Play. And exactly. And who do you think this is? If
Please don't tell me century. Please don't tell me century.
No no no. None of those. Obviously none of those. If you didn't notice right away when I started sharing the screen because here it ends. Here it ends. No end card, nothing.
No end means it's stolen.
I see you are going in a very good direction my friend. So because you are

actually listening to me which is great. Look who is this.
No top tycoon my dear friends. So I was I was really really star
really [ __ ] surprised like why suddenly and there's a second star and you [ __ ] [ __ ] bricks I I'm telling you so there's a second social casino star so so look look what we have here again
the lumber
and just think about it
is this the same or or they recreated it
hello everybody thanks for uh joining this episode fast springr has delivered B2C at scale for over 20 years. They power top mobile publishers around the world and are reliably fast growing, profitable, and very financially secure. So, Fastpring isn't just figuring out D2C on the heels of the recent VC

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We seen this before this creative. I definitely recognize that right. Yeah, of course. The question is if they took it or at least have the have the
the dignity
decency,
the shame at least recreate it in their own style.
Well, I think it's like 9 No, no, no. I Well, there are slight differences. I think it's like 95% same, but let me

just check where I had this one before. It was something down here because they are running other creatives, right? see all the different things. But where was the the one that I showed you before? Here. So, let's see. Okay, this is the one. So, but let's go to actually to add the lumber, which is H.
Okay, seems stolen then.
What do I see over here? I mean, it's not stol but this is not the one. It's just they are running so many different for for example here. You see? Wow. It's It's You see
it's not stolen, but it's heavily influenced.
But I mean, heavily influenced this.
Maybe if we look deep enough, we would find the one.
Yeah.
That's the thing. Yeah. Yeah. That's the thing. Because this is exactly the same. It's just the the the hook. It's slightly different. So, I also see slight differences. And I was I was looking into so many different creatives. Even Wait a second. Maybe if

I look at Look, this is all [ __ ] wood. Everything looks the same. Everything looks the same. I think this is the one. See? See?
Yeah, there it is.
Yeah, there it is.
See?
And watch closely. Watch closely.
Watch closely.
Still the same.
It's exactly the [ __ ] same.
Of course,
they just copy pasted this, right? They just like regular. They stole it, man. It's not even copy pasting. They literally stole it one to one. This is just cut off the end card 1 minute. Exactly. This is 1 minute 54 seconds, but they cut it in 1 minute. So, it's actually in like 59 seconds. They run it on on Apple. Nobody cares.
Yeah. Because it's not the same file size basically.
It's Yeah. I mean, it's really hard. But this is the thing. So, players don't know. I don't know if like, you know, if you don't get noticed like if someone don't don't tell you. Oh, you see he's like, see, it's the it's the same [ __ ] crit.
Yeah, it's the same one.

It's exactly the same. And it's it's ending before this happens, right?
But literally, we are the only ones that do these checks.
That's what I wanted to say.
The thing is the thing is, right? Yeah.
How I lumber is going to know that someone is actually running their own creative. They don't.
Easy. They're going to watch our podcast and stay two steps, two and a half steps ahead. Exactly. I'm covering this [ __ ] And you know what's really interesting? This actually works. That's not interesting. It's actually
You tried it. Have you tried it? Looking at you. Have you tried it?
Of course.
You dirty dog you. Of course you have.
Of of course because I want to know like how the [ __ ] is this even possible?
So, but it's really it's ridiculous like how the like this game which is one second. It's a social casino game. Oh. Well, I like
the new generation
the new generation social casino game is running also these creatives, right? So,

they're they're also running this, right?
That's the hyper casual ones. Yeah,
that's the that's like it's the mix of different things, right? So, it's the hyper casual stuff, then there's the V [ __ ] I'm I'm I'm really wrong. I have no idea. I have no idea why is this actually working. Seriously, I mean it's it's really ridiculous because they have so many of these
question here. Has UA gotten to the stage where you have these games that you can just pretty much the creatives you need is just to get people in your game. It doesn't matter what type of people. So, you can pretty much put whatever as long as it converts.
So, look,
which I Yeah. Sorry.
Yeah. Which brings me to the other question is like if you're stealing from a game that's not in your genre, is that a bad thing? Like cuz you know if you're stealing your competitor's creatives,
this is the like the main paradigm for last three years. You steal from a game that's not in your genre. That's that's the way not like accept. But here we are

looking at these trends because there is this like thing that I've been talking about for past six months. Look here. here. It's just look, this is also like interesting, right? So, the past three years were about inspiring and it's just actually you recreate this [ __ ] at least, right? You recreate this [ __ ]
in your own pipeline.
Yeah.
But now we are getting into the point where you just take the creative, cut off the [ __ ] end card, and then just use it. I don't think that's that's okay, but it works because wait wait wait wait wait because we are we are getting into the point where nothing of nothing matters anymore. You have let's say five diff five creative concepts that convert that's it. So whatever it is like you just find the different creative somewhere which works. For example, here

you just steal the different creative
and you just steal it and use it on and nobody notice like like where how the [ __ ] is this even possible?
Can I can we have this discussion right now?
Yeah.
Is this a bad thing for the industry or a good thing? Because if a social casino game can use an idol game creative to convert like is this a bad thing?
Well, I don't think the bad thing is like it converts. The bad thing is stealing, right? Yeah. Yeah. But like I'm just taking the other end to this argument. Like people are converting to this. They're getting good creative. Like is this a bad thing? Come on, discuss with me. Like is this a bad thing?
But but what is like the bad thing I'm talking about is that they you just take the creative from from someone which you didn't work on, you didn't produce and then you use it in your benefit. That's a wrong thing. Of course, if this was produced by you and you just got heavily inspired by a game which is outside of your genre and you are bringing more players into your game, this fine.

Can we stop saying heavily inspired?
This is stolen. This is not heavily inspired. This is stolen.
But the thing is like
a lot of the games No, no, but come on. A lot of the games we've been covering on the podcast, they come from China, right? And they don't really think about this the same way as us. Like I've seen at conferences where they compliment people like, "Oh yeah, I've been stealing from you. Great job." You know, because it's a compliment. If you do, if you have a product good enough to warrant stealing, it's like an honor, right? So
I mean, it's a race to the bottom. It's not going to get better, right? Like there's no app police. And then if you go to the networks,
you're spending money and you're spending more as a result. Yeah, of course. App or Unity is not like Yeah. They're not going to jump in and be like, "Hey, we need to cut spend for this because you stole the creative." No. Like Yeah. But what happened for for example recently is that
is this a bad thing is this a bad thing or not like is it
it's the consequence of the market basically.
Yes.
Yeah it is. It is but like okay where is

where we are going from from here that's like you know where are we going from here?
That's that's the real question. I mean, bad thing.
That's the thing that they got to the point that people don't don't even have the common decency to at least recreate the ads with their own end card and or engine and whatever because they just don't care.
I mean, yes. But then exactly. [laughter] [gasps] Well, is that a good thing? I don't think that's a good thing
because you know that's the thing with games. With games, you can still design, you can steal features, everything, but you need to recreate and iterate it. You cannot just take an APK and run it on your account because that's an offense.
Exactly. Yeah. [laughter]
With creatives, it's not
and I don't think that's going to change that much anytime soon.
Anytime you even go back in that go back you saw the Coca-Cola brand of the views on that.
Come on. Yeah, of course. You know what happened also? I don't think I have the the creative here as um anymore, but you you commented on on my YouTube channel

on it. They what they are doing here also which kind of is like stealing and not stealing is like just flipping the the whole creative. So it's everything is backwards.
Yeah. Mirror image.
Mirror image. Yeah. Mirror image. Okay. We saw this before. So you see but suddenly there's all [ __ ] wood everywhere. See it's like this [ __ ] converts like crazy.
Low CPI.
A very low CP.
Yeah. But I don't like where Okay. Where these guys based? Hong Kong or
who these guys? China.
Yeah,
was probably.
Yeah, but where?
I have no idea.
Yeah,
I have no idea like where stopped icon coming from, but it's it's a Chinese game, so it doesn't matter. Like you you will never do anything. I mean, you can [gasps] zero chance.
So, back to my original question here. Is this a bad thing
or is it a good thing?
But there's like this consequence of the market then. It's it's like does app police exist? No. Does I think we're heading that place, right?

Period. That's it.
Either this matters or not, right? We're going to that place where at some point we're going to hit rock bottom
and then either is going to be completely open. We're I mean we're close to it.
Like we're probably 3 months away from rock bottom. But like what is the point of having a creative team when can you steal creatives? Like if I was making a game now, I just go in here and find them.
Seasoned creative enough to know what to steal.
What to steal. That's the first thing. Second thing which I wanted to mention is just we actually
uh produces as my creative team u let's say
a different genre like we took the the the new forters merge type of gaming game and game play and uh applied that to uh like a different card game. And these guys actually like where we got inspired from by the like not exactly the top nation but the other one uh they said like look guys like take down the creative because this is very similar to what we are running and guys like okay

fine on up the [laughter] they're running it on Facebook and Google because [ __ ] it right so
so you can reach out and say okay this is inspired and you can also say yeah so this is in the west not in Asia so what I I don't [ __ ] care. Yeah. Oh, yeah. 100%. Yeah. But
Oh, yeah. This the
Anyway, I want to just say Yeah. And Yeah. [ __ ] This is terrible. And you know what? This reminds me the kind of carnival type, which
Yeah.
Honestly, I if there's no end card,
it probably is.
It probably is.
Of course.
Yeah, it probably is. Let me download this [ __ ] But yeah, anyway, I want I want to say is it a bad thing or not? I think it's a bad thing. I think it's a bad bad thing, but I don't think there's
thing is like we're not going to fix it because as long as you have Chinese companies, they don't care about this, right? Like it's never going to get fixed. And you know, I'm again I'm kind

of going back towards the the discussion I had with uh with a few ladies from Croatia and they said, "Look, as soon as we started working on this genre, our morale, we threw it away
because we need to pay salaries and I don't care." I mean, is it the great stuff? Well, it's [snorts] not. But I mean, it does it convert? Yeah. Thank you very much. See you. See you at the next uh paycheck. That's it. You want to hear a prediction for this one as we will be hitting rock bottom.
Next time you see these stolen things, they will have the wallpaper style watermark as well.
And you know what's what's even better? You know what's even better? I I did it and I took one creative which has the watermark still converts.
Nobody like Yeah. The thing is
nobody cares.
Nobody even have a watermark like Yeah. No one cares.
Like who? Yeah. Like what? Like what do you see? Every time you don't see an end

card, you know where are you what are you looking at? Think about it. Okay. Okay. I think that's uh we have in this back to my original Yeah. But back to my original question. This is a bad thing.
I told you. I told you. I think it's a bad thing. I told you. I think still it's a bad thing.
I think it's a bad thing, too. I'm playing devil's advocate, but I'm just like,
what do you think? If it's if it's a bad thing, then I [ __ ] jump on your plane.
Would that be a bad thing? If I ask it if I ask it one more time, would that be a bad thing,
man? Everything is a bad thing if you still want to keep your morals after we done with them. Nothing is a bad thing. That's the situation.
Exactly. Yeah.
I mean, if you care about morals. Yeah. Yeah.
It's kind of funny. 6 months ago, I didn't think we could get any lower and now we are.
That's what we're Yeah. Exactly. We are hitting rock bottom again. We talked about it like six times already. [laughter] It wasn't that far away.
So, oh yeah,

at least Golden Goblin creatives are still there to uh keep us happy.
So, yeah, I bleach. And then
I bleach. This is not eye bleach.
It's not eye.
Of course it is. So beautiful.
Yeah, it's okay. Fine. Uh at least, you know, so the the other zombie game can steal this big [ __ ] thing. [laughter]
Exactly.
You know, again, like we are whatever. Whatever. It's just uh it's it's interesting that we're talking about it and and some some like developers are really pissed about it, but that's it. [laughter] That's it.
You're pissed and then 3 months later you like you join them.
I I would just, you know, I would just like, you know, prove that things are wrong and doesn't really work. But then you see the numbers and it's like [ __ ] And you know what's what's really interesting about this? Like, so I tested it and these creatives are performing four or five times better

than the creatives I produced. And that's that's your CPITV equation right there. So why the [ __ ] would I care to produce my own creatives if I want to steal? Well, of course. I mean, you know, why do why would I care? Because I want to be sleeping at night. But then there's other companies. They don't [ __ ] care. So that's that's right there. So this is this is the the I ASMR stuff that uh Golden Goblins are doing over
sleeping and it's overrated. I know I know I know I know it's overrated but still it's a nice thing to get at least like few hours of sleep sometime. So
especially we took you know
we took it. Yeah, exactly. I know I know anyway like
do you see people getting fired over this? Do you see like credit teams getting smaller and smaller because you can just steal instead or
absolutely no but you you know like I don't think European or US companies can afford this type of uh behavior or maybe they will eventually but not now. I don't like you know like you can see clearly the the the big difference

between and we discussed this on like the the pre like the latest podcast with Supercell and the Century Games and and River Game. I this is exactly what what we're talking about. And and I and uh the next time we were recording an episode about the fake ads because the service is almost done. Uh I will show you how people hate fake ads but they will still [ __ ] play the game and nothing matters.
Of course.
But this time this time I actually run it on 200 people and it's not exactly 50/50 as it was last time. So, but still there are people heavy payers that are still playing the game because,
you know, I don't care if the if the creative is misleading. If the game is fun, then I will still play it. There you go.
And that's whale right there. Exactly. And that's a whale. And right there. So, anyway, so that's going to be very, very interesting.
We're going to debunk all the fake ads mysteries because you know what? Let's look at this because this is a hit game

which has an onboarding of a different game and it works really well, right?
It's enough to be the biggest game of the year.
It's enough to be Exactly. that's enough and they are iterating on on different creatives that much that other creat other companies are well this is not like they're not stealing from them because I mean it's China big Chinese company so that's a no no but they're iterating on it I will show you
more more of the or of the of the other games and how they're kind of utilizing this trend because
it I mean I agree or not like Kingshot changed the [ __ ] create like the gaming market a little bit again And even even the creatives, it works. It really works. And of course, uh then the other other um companies are are using it. And
Kingshot is doing this so well because they're now doing their own on boarding.

And now like all these like mass battles that you could you could see with Age of Origins, Aony back in the days and even Lords Mobile that this look like I mean it's really working well and they have so many different iterations. It's uh I I just I just love it. I just love it. And also this is my favorite.
This has to be extremely infuriating for the two people that actually did throw and that they see this thing all their socials all day long.
Yeah. Yeah. Yeah. I know. I know. Look, this for me has like like Age of Empires kind of vibe kind not exactly the same, but kind of that.
No, no, it is. It is literally Age of Empire because the
the building structure, the color palette, everything. It's Age of Empire,
but also the Countdown from Nexters, the the point system there in the front. That was Next.
Also, you know what? Age of Empires Mobile, they're they're running all this nostalgic [ __ ] with Windows 98,
guys. Like, you should look at this. You

should look at this. [laughter] Not anything else. Not really anything else.
But you can never get approved for it because of branding, right? So, yeah.
Branding.
Come on. Branding. Who cares?
I know.
Who cares?
Yeah, but Age of Empires team or Microsoft probably.
Yeah, I know.
Microsoft on it way out of gaming. Yeah,
look. So, so Jakob, they don't run too many new AI stuff, but they run so many different uh
but I haven't literally found zero. I just found just the one with like the I forgot my boy uh girlfriend birthday party at and like that was it. Like you seen anything AI? No, I I didn't I think currently their whole creative uh like variation is completely occupied by this new thing which is like this Age of Empire style rebrand of the original.
This is perfect. Yeah. Look
and there's not even like the interviews, the jokes like this was all pushed back.

I saw a few jokes since I'm now in the US. So people are targeting targeting me. Yeah, there was one but I don't think it was just from October. that just had like six or seven creators, two actors like this mafia guy and his sidekick Asian ones.
Yeah. Yeah. Yeah. I know.
But not AI. Those are not AI. Those are like real real actors.
Yeah. Yeah. Yeah. Look, I mean, we can we can you know where all the AI stuff is happening. So, it's usually
like I I will have more on this in in the AI section on the
different episode. Mia, if you're running a game right now and if you want to get users And if you're like struggling with your creative strategy, would you just copy paste some of these creatives and just ste
They said I couldn't [music] make ads without the dev team. They said I couldn't understand the tech. Guess what? I just made a fully working gorgeous tap to [music] play while eating noodles and watching trash TV and taking care of my daughter. All thanks

to [music] playable makeup. No coat, no stress, no sheep sherlock. Hello.
Yeah. I mean that's the easiest thing to that's the easiest thing to do with like with startup. You are small you don't have creative team like what do you do? You remember Jakob you remember the the eye opening uh presentation from the guy the CMO of Nexus.
Yeah.
You check Yeah. You check the See this is this is
you don't start with your own creativity. You go and check your competitors.
Exactly. And then you do onetoone copy. But we are at the point like you don't do onetoone copy. they steal it.
You just take it and see what what sticks. I mean, think about it. You're one person guy. You either do a lot of gameplay videos which don't work anymore, honestly. And unfortunately, this is how it is. And or you just, you know, kind of work with someone external team or freelancer from Upwork or whatever, which is going to be absolutely [ __ ] show for your creatives.

So, it's going to be terrible. or you just, you know, like let's see if I can I can use this and just to see like if it works or not. Of course. So,
spoiler alert, it works.
Yeah, exactly. But you know what is what's what's interesting about it? We always talk, ah, well, I guess it works, but now I know it works because I tried it. I
mean, of course,
that's that's the kind of worst part. So, you
man, this is never going to get fixed. This is there's like
this is never going to get No, of course. See, there's no way
this can't get fixed. Like there's no way
it will get fixed with new platform.
Come on. Now we are hearing about this for years. Jesus Christ.
What do you mean new platform? What are you talking about?
New platform. Yeah, exactly.
New platform. Like we get rid of mobile. That's it.
I mean probably has another seven to 10 years, but yeah, it will have
get there like our lifetime. We'll get there.
Yeah, for sure.
Sure. Yes, we will get there, but not anytime soon. And even that if that

happens then you know whatever that's a discussion for yeah exactly yeah that's discussion for for a different time. So anyway they run a few of these but again look this this is basically see like how like the trend like how it's like where is it going? This is ab look this is so [ __ ] good.
This looks exactly like Age of Empires.
Exactly. Here's your nostalgia. [ __ ] hell.
Yeah.
Yeah. Like so you see like
um
no like this the like this is the difference between a the random team of uh of people or
Edge of Empire's IP.
Yeah. And then people like who actually know what they're doing. That's the thing. Okay. So I mean we can we can jump back a little bit because I think I we we already seen this before, right? It's just Yeah. the the meme the brain rot meme and whatever. Yeah. Yeah. Yeah, I think we with idle lumber. So guys, kudos to you because whatever you are

doing, everybody is copying honestly. Oh,
I have a lot of Yeah, I'll do lumber also.
Yeah. Yeah. Perfect. So look, this is so great.
This is great. Satisfying. So satisfying.
And now it starts to be even more right. So look ah there you go. Even the sound. This is I mean these guys know what they're doing and they're just kind of the worst.
What are their numbers right now?
Yeah. Uh, it's 1 million in in a in last 30 days IIPS, but they're they're there. So, let's say let's say it's like two three million.
I don't I don't know. We never talk about the lumber, by the way.
We should do Idle Lumber honestly after this episode. This is going to be our next game review.
Uh, please don't don't put it on the list. Exactly. I will put it on the list.
So, and then like why why uh last war Z is scaling? because they have all these [ __ ] cringy [ __ ] ads. Look, I mean, they are lazi. No wor no lazi. I'm

sorry. Lassi Lazi, they have this new spin.
They have this new spin like, "Hey, you are the developer of the Lazi, [ __ ] bastard. You are using all these fake ads. Look, [laughter]
that's
what is this?"
But look, look at look at this. You most probably just played a different game. You see [laughter] it's immediately faked again. Yeah. There you go.
No, they took this from this is the slogan that they took from Century. No, that's Yeah,
exactly. Yeah. Yeah. Yeah. No,
you get what you see. That's their slogan.
Yeah. Yeah. Yeah. And they're lying. I mean let's see
who like competition.
Yeah who lies better but see it's like this is basically all their new ads which I think they were not pushing that much before uh in last Z and now they're

having about like 50 million in the last 30 days revenue which is crazy. That's even that's that's the second biggest river game.
Yeah. Right now which
let me see.
Yeah. which I if you asked me this, I wouldn't tell.
I mean I I would say it's like something something else.
So, but see I mean uh this is just like the the regular stuff, but oh my god, all of this like skits and whatever is the same people obviously. So they [laughter] This is eye bleach. This is [ __ ] eyeach. I'm not sure what I'm looking at, but this there's this same kind of spin on like, hey, you are the developer. Everything is fake. Like, no. Actually, no.
Wait, Last War earned $160 million in the last 30 days.
Last Z or Last War?
Last war.
Last war. Yes. Yeah.
Yeah. Okay.
Last war is still the biggest one.
Last War is still the biggest one. And then there's Last Z. I was very

surprised, honestly. But yeah, they're not [ __ ] around. Let's see. I mean there's like so many of these different things and and now also everybody's copying this in the in the forex. I mean look look just here I mean uh Total Battle was always known for these types of creatives right so we have all these let's say the math problems and whatever else the gates but now I'm seeing this
here we go
it just occurs to me there's still people studios in this industry that are focusing on brand creatives.
Yeah, exactly. Because brand matters. So, look, this is 1 minute 50 50 second long video and there's like four different creatives and even here this right. Oh, hello wood. Hello, golden goblins. Thank you very much. Then all

of this and
called call the app police
and then call the app police and here call this police.
Call the app police and they call the app police on you because the networks want to get spend, right? So, yeah. Yeah, exactly. I should I should keep my mouth shut. No, but still see it's the last work type of creative.
God, three and a half million dau for a 4x game.
That's insane. Which one are you looking at at the moment?
Last war.
That's crazy. Oh, see see they're youing this. So not hoping, just getting getting inspired. Let's get inspired. So all
So how come this doesn't work for match three? Just stealing creative wait.
What do you mean?
Strategy all along.
What do you mean? Like I mean match villains like same thing.
Not stealing but like No, no. Doing this style of creative like this for match

three. Clearly since it doesn't matter anymore whatever
match free match free is saving the king and saving anyone. You see match villains, matching story, all the new match, everybody's basically saving the characters.
It's their gate basically.
Exactly. That's their gates. That's their gates. I mean, where do I have these guys? Let's see. Uh I have obviously I mean more more stuff. But here
you have candy there. Did they finally come to
I have candy. I have candy but not in a in a in a slightly different way. So I mean what am I looking at? One sec. Great hook.
There we go.
Obviously a great hook which is
which is the Exactly.
And then we go here.
What do you What do you mean like it it doesn't work? This is This is the gates. Exactly. This is the gates.
That's what I mentioned at the beginning like we have few concepts which are working.
That's it.
Everybody is just changing those.

Exactly. So whoever finds out what what works best or what whoever figure out the new concept that performs well it's going to win everything. This is this
for 10 minutes
for not 10 minutes. You see I mean Royal Match brought this to life 2023 maybe now they're now they are bigger than Candy Crush. It's not 10 minutes. It's not 10 minutes. Yeah, it's 10 minutes until you get copied. But still, even if well, then depends if you're big enough, then you can spend against this. If you're small small, then you're [ __ ] pretty much. But this was great. I mean, yeah. Well, whatever. But I wanted to show you actually uh we were talking about the the king shot. H let me play a small play by Royal Kingdom. Hm.
No.

What? What is this?
Let me check.
What?
See, here you have your answer. Why this doesn't work for match three? It does.
It's so funny I said that. Oh my god. Yeah, clearly.
And now you understand like why the [ __ ] was I like so excited about this episode? [laughter]
Look,
I see why you're so happy today. Like, yeah, this is insane.
You see, you even like collect the coins
because they know what they're doing, man. They will go and steal the good stuff. That's it.
Exactly. Very simple.
There is your There is your difference between random UA and creative team and the guys that know what they're doing. This is it.
Dream games. They come to Sentry Metabot. That's a nice creative. [laughter]
Give it to me now.
Look. Do you know what is this? This is the This is the the Candy Crush. And have you seen this before?
No. They also have an AI bear. A full AI one. Look like uh

this is AI images.
Of course this was a
but this was a trend of course
this was a trend. It's like, oh, it's it was a trend on on on Instagram and Tik Tok. It's like, hey honey, there's a there is a either plumber or uh homeless person in my
It's actually a very dangerous trend in US where kids would put random people in their house photos and they send it to their parents.
Yes.
They would call police on it.
I will show you. Look, it was dangerous stuff. But here, I mean,
yeah. Yeah. Yeah. See pranking the AI homeless man it's called. Yeah. Yeah.
See like hey there's a homeless person in my house whatever and because this you can you can do this easily. There's like really sexy plumber which got Andreas. I saw so many different videos. But you know what's interesting like it's actually Candy Crush jumping on this trend. I love it.

That's that's great. That me I mean do you remember like what we discussed like few months ago when we were talking about Candy Crush and the creative team like oh well they're not doing only the the game play nothing else now they're doing so much crazy stuff.
Yeah it got much better.
It's way better. It's way better but okay. So uh let's
just if you want if you want this just go on either AI video on Reddit or just directly into feed on Sora and you see all the new trends basically like these
concepts. Exactly. Exactly. And you know what let me just go again a little bit deeper. I will I will I will [ __ ] I will do this and just for you share this and then just go exactly here. So
hello
look. Hello.
Here we go.
What am I looking at? H. Saving the dog. Okay, fine. Have you noticed what game was it?
Exclash.
Sure.

It's not exclusive. And then there's the Carnival Tycoon with the boat.
Exactly. And I was like I was doing research for this [ __ ] fake ass and I was like, "Okay, where do I go?" Oh, and then like I started looking at let's let's try something else like and then I was like [ __ ] I like this is insane.
I wouldn't be surprised if this is not the same.
They don't even care about the the end card. See, save the dock.
You just want people to click and then they download and you spend time in the game and then if you churn too bad, you know.
See? And then look.
Yeah. And if if they pay, you win.
Look. And there's there's wood again. See? So look, it's all the same stuff again. I'm sorry about the idle lumber that much, but here we go again with saving the dog. So, it's like
Royal Kingdom copying Kingshot is the highlight of the week.
That's the highlight of the week. Yes, that's the highlight of the week. But see, so much stuff. And then there's

this also thing that was kind of AI stuff.
Yeah, there's also a trend. [laughter] That's a trend [clears throat] on AI AI channels.
Yeah. And now it's a hook and then there's this kind of what whatever. So [sighs] there's so much more. But
do you think they're going to get any in trouble for this? Like is there any recourse?
Are you still are are you still
still dreaming? [laughter] Please don't tell if it's a bad thing.
Yeah. Is it a bad thing or not? I'm not sure. I'm not sure.
I don't even know what to say to this. It's just like I'm I'm speech I'm speechless,
man. You're working in admon. It's even worse than this.
Yeah,
I will. Yeah, man.
I guess forgot about your
part of the problem. But yeah, [laughter]
the giant part of it.
Look. So, so look, I mean this also at

least they are doing their own wood. I suppose I'm not sure, but I suppose they are. Let's see if there's any
inefficient.
Yeah, that'll survive. Yeah.
Yeah, exactly.
Yeah, because I mean you can't steal everything that I mean you can.
Idle Lumber is App Quantum, right? But there it's published by them. Who's actually the the creator?
I don't know, man. I think that's their game actually.
We talked about this.
Yeah,
we talked about this. Anyway, so you know, see, I think Yakob, this is for you mainly uh for the next episode, which is the AI creatives that are gonna all AI. But anyway, okay, look guys, I think I think that's it because if we can go we can go and then just find different things. But honestly,
this was the highlight.
What's the point? There's only one missing the best. Yes, there's one thing I want to sh I want to share that I

didn't say uh yet because so I'm working with with our friends PVX partners on this creative trends report which you can get actually every month to your inbox if you subscribe afterwards of course like there's all many different things creative concepts but I want to show you like look examples here we have the puzzle example but also you know you have the story line different story lines and stuff so you should definitely subscribe it's not ready yet. But uh we have puzzle simulation strategy and all all the different things. And you can see the wa so many different variations of of creatives and trends. Look see hello there's a color nitsy. We have this which is is actually interesting. So this ASMR stuff into a different perspective. So be sure that this is going to go live. Look, you know what this reminds you? All in hole.
All in hole. Candy Crush is paying

attention.
Yeah. Candy Crush is paying attention.
Creatives into a new gear.
Oh yes. Oh yes.
So this is great. And also look at this right like a really nice really nice creative hook. PVX partners. Thank you very much for the support of this podcast obviously. So if you if you need to get a credit line for marketing, PVX Partners is is the company you work with. Also very soon you you can get also interesting creatives uh which I'm working on with the guys. So look all of the different stuff and this is look this is interesting. What you know what is this vitaong all over the place but it's uh what was it merge game anyway? Yeah flambe which is the next game from
your microphone.
Yes. Oh wait wait wait wait wait. I have there's also one thing I want to show you which is so we have the different

examples right here different like distribution of the channels on the creative side and my favorite where is it here. Look at this.
Wow.
This is so good. Foot sizzle AI AI hook right there. It works so well. So yeah, reach out guys if you want to get uh access to this uh or follow us or just kind of
where do I reach out? I I want access to this. Can I have access?
Yeah, don't worry. Okay. Yeah, [laughter] don't worry.
No worry. You can you can Okay, so that's it for the trends. Honestly, I was so excited. Obviously, when I'm excited, like the episode is going to absolute [ __ ] [laughter] So that's the rule. Anyway, thank you very much guys for listening. Please subscribe. Let us know. Yeah, Jo check out the PVX partners for the for the creative trends. It's going to go live soon or just reach out to us and see you next time.

Bye-bye.
Bye. Heat. Hey, Heat. [music]