🎯 Creative Trends April 2026: Volume + 80/20 Creative Strategy FTW!

Someone asked me today actually like I I have a client I work obviously on admon but I don't know anything about UA but he was asking about like what signals you look for now when you do UA with the different channels and I replied to him like you don't anymore right you mean the case in terms of the creative testing and which signals we're a gamers the midnight crew talking Advers and game design too. Mate, feel shak bringing the insight. We're rocking those vibes till the early day life a master eyes on the prize. Tracking data through the cyerspace skies. Feeling stacks like a wizard in disguise. Jack lift us to the high. Two and a half gamers talking smack. Slow hockey sick. Got your back. Ads are beautiful. They light the way. Click it fast. Don't delay. Uh-huh. Uh-huh. Uhhuh. Uh-huh.

Uh-huh. Uh-huh.
It is a big thing. You know what is a big thing? Creative trends for April. Hey,
hello everybody. My name is Mat Lancharich.
I'm Felix Brawlberg and I'm John Wright.
That's right. Yes, finally. And we are your hosts.
And and you might be wondering, hey, that's not Yakub. And you're right. That is not Jacob.
John who is sneezing his [ __ ] out.
It's fine.
Yeah.
Yes. So Jakob is in Vietnam. Well, I think when this is airing, we're already in Vegas anyway. So, hello. Yeah, it's a lot of lot of fun stuff. So, we're going to do the creative trends and I might do a little bit of AI stuff in there because I mean, we're not going to do a separate AI episode because Yakob is flying all the time and we are flying and whatnot. So, whatever. Do we want to start with the usual stuff? Felix, this

is for only for you. The usual stuff.
Honestly, I think we should shake it up now a little bit since John is here and he's not Yakob. I think we just start with something that
Yakob I love swords. I love swords. I love nightly fights, you know.
No man, we are going to Yeah, I'm not Man, I'm just going to do the Golden Goblin stuff because it's actually quite nice. There's like new stuff which I still don't know like how these guys are still like doing it because
it's so small. M you need
Oh, wait a second.
Yeah, it's like a quarter of a pie.
Oh, no. I know.
Half a pie. There we go. Came here m to see stuff from Golden Goblins.
I mean, come on. I mean, it's like it's just playing with me. The whole riverside is is a little bit bugged.
Whoa. I mean, look, it's a different like art style compared to the other.
It's a bit last war like, you know, like things are flowing at you.
Yeah. I'm just Yeah, I'm just waiting for some gates to to happen
anywhere. But we actually actually have

they actually have gates, which is which is insane because um
I was talking about this few weeks ago on one one event and gates are still doing really well. It's not all it's not the same as it was before when the last war was just booming. I mean still well actually it's not still booming. They are down by 30 or 35% in terms of revenue. But still it's was it's not like the the the great days of gates being used everywhere. But here look what do we have here?
It's a gates.
It's gates. Yeah.
Catapult gate. And then Bill Gate Bill Gates called. He wants his gates back.
Or maybe that's why they're down by 30%.
Oh man, I'm still I'm still amazed like how these guys are doing it because I mean we've seen this before and this is um an

old hook.
Yeah. Six second hook. Yeah.
Yes. Looks 5 seconds or six seconds and it's definitely AI and this is again like something that they didn't do before. They're so
there's also a different art style, right? See, it's like very different.
Do you know how many people they've got in the creative team? Because again, it looks like different styles, different art styles, different design formats. Like I'm curious to know kind of how many people they've got behind this.
I'm not sure like how many people is in quantum creative team actually,
but I would say how many assuming 10, right? It's quite big.
No, no, more. Come on. Like 10.
It must be about 20 or so, I would say.
I would say. Yeah, definitely more than 30. Come on, man. Like, it's You have idle lumber, man. This is amazing.
But the thing is, like I think we're
big.
I think we're asking the wrong questions. Not how many people, but what

is the magic mushroom budget inside of ad quantum?
Quite high, by the way.
How do you stay How do you stay creative? quite high. Yeah, definitely quite high. the but I need to I need to add um this into my presentation or the the creative bible as well like the pixel flow
invite them on like invite on podcast just the creative team how they do stuff cuz we've been admiring their stuff now for two years like
that's true that's true I mean we should do
the pixel flow one is fantastic I haven't seen that yet I I mean I haven't seen it in the wild either so maybe it hasn't taken but the design is flawless hello hello there I didn't See you. Thank you very much for coming to this episode. Uh it's brought to you by our sponsors PVX Partners, the simplest and most effective credit line for marketing. If you're scaling your business uh and need funding, here's the deal. With PVX Partners, you can grow your game easily and your business. There's no equity dilution. You can repay as you get paid and it's flexible

and fully tailored to your growth. So, you can secure funding in 30 days and get a term sheet in just 24 hours. Don't you wait. take control of your UA budget without giving away uh a piece of your company. Visit pvxpartners.com and uh see how they can help you grow your game faster and stronger. Don't wait. Go to pvxpartners.com. A little bit of AI. Thank you very much. No, the pixel flow I think we saw one pixel flow uh video with Pantheon and Raid Rush. They used it in a very interesting way,
but now I've seen it pretty much with match villains with I think Royal Kingdom as well in the past. So
also like fake ad but using the pixel flow core look.
Yes. Exactly. Yep. Yeah. Yeah. Yeah. I mean
such a wide depth of different creative and it's so different from a month ago.
I mean I think we've seen this one but

the everything else is really really new.
This is what I mean. Look at the the difference between each of the ads is crazy.
This is the last war stuff. This is the last war stuff. Oh my god.
But the man, you know what I'm thinking? Actually,
what are you thinking? M
do you think like this because it's 6 seconds. I mean, most probably they did it, but could be they're actually experimenting with AI heavily and this was made by AI. Could be. I mean, it's too good to be true, though. Why is it just using it as a as
It's a shame that our resident AI expert who can spot anything is on
I mean, come on, man. I can I can I can see that as well, but it was too I mean, I guess to be true to be to be AI, man. Okay.
Whoa. This is actually looks like the game. That's weird.
Yeah, a little bit.
It's zoomed in. It is the game.
Yeah.

Come on. Nice. Okay. this, you know, like just remember all these concepts because we we're going to see a lot of similar stuff and this is also coming from hyper casual stuff again. I mean, okay, it's so many so many so many things like so complex as as always as always. Just imagine like being this being actually playable and that would be that would be insane. That would be really really Oh, wait. Wait a second. I saw this with some
like 2017 creatives. Like I remember those.
Doesn't matter, man.
It's like hyper.
Doesn't matter.
Yes, that's true. That is actually true. We're losing money anyway.
Look.
Anyway. Oh, yeah. These are I wait a second. Okay. This is the same thing. which leads me. Let me check where I want you

or to go. Let's go here actually because look at this. And this is tile survive. It's pretty much Forex game is using all the We just saw this with golden goblins pretty much.
Yeah, literally it's a reskin.
Literally a reskin. I was now talking about like how you should always get some inspiration from different genres and this is pretty much idle lumber all the time. So it's the the best creative brief is always like look up idle quantum and all their quantum and all their games and then just use use it for your creative creative uh production. It's all It's all just coming back here.

Also using a lot of different AI AI creatives right here. This is definitely a
How many creators are they running
right now? They have 6,600 new creatives on on channels.
They're all live. Yes.
Wow. And I mean obviously it is a little bit skewed because we have all the different sizes and whatnot and languages and and and different things but still it's an very impressive number because then you go and when I was checking white out survival last week or when we were checking last white out survival on the the creative trends with playables they only had three new playables which is not great. But then you go and check Royal Match or even downship and they have 300.
They said I couldn't make ads without the dev team. They said I couldn't understand the tech. Guess what? I just

made a fully working gorgeous top to play while eating noodles and watching trash TV and taking care of my daughter. All thanks to Playable Maker. No code, no stress, no cheaper
playables. But I love
it's crazy that like the stakes table stakes is pretty much like you need at least a thousand creatives a month, right? And then yeah, then you can join the table.
It's very beneficial. Let's call it that way. Let's call it that way. I'm going to talk about it actually. Well, I was already talking about it in in Vegas. about the number of creatives and it's not only about number of creatives but also how many new and different concepts you have because see I don't think we've seen enough of the new ones that we are looking at someone asked me today actually like I have a client I work obviously on admon but I don't know anything about UA but he was asking

about like what signals you look for now when you do UA with the different channels and I replied to him like you don't anymore right you just do a bunch of concepts and when they converge you double down on those concept and iterates Is that like
you mean the KPI in terms of the creative testing and which signals? No, I always I always look pretty much on free things
if the creative can spend money and it's actually like scalable then what is the IPM/CPI and then eventually ROS it's because what you just described is like let me throw like thousand [ __ ] on thousand pieces of [ __ ] on on on the wall and let's see what sticks.
Yeah. So I mean that's kind of pray and pray strategic can work but
I always again like do this like check with the free free KPIs with the spend and CPA or IPM and ROAS because you have a creative let's let's use this as an

example this creative has really good like ability to spend money because I mean it's I mean visually appealing And this is a concept that is used by so many different games. So I mean if you if you run it on Facebook it's it's going to get spent immediately and CPI is amazing but then you look at the the ROS it's like oh it's [ __ ] So it won't help you anything. Then we might have let's say this creative
which again ro is amazing but it only can spend like 100 bucks a day so doesn't really mean anything. It can mean that if you if you iterate on this you might get better spent afterwards. It can be scalable if you kind of play around with this. So
yeah,
that's always the the biggest kind of

or like those KPIs that I'm looking for.
Yeah. But Felix, to your point, I normally operate like an 8020 rule. So 80% of the creative production is coming on iterations of of best performing, right? So you're looking at the ones that are currently the most successful, you know, rorowass IPM like mate said, and then you're kind of trying to make new iterations of those ones. So you're doubling down on kind of a known factor and then the 20% is pure exploratory and and new concepts really outside the box stuff.
Crazy [ __ ]
Yeah, you you need to do it though, dude. You need to have an innovation budget, you know, cuz otherwise someone comes along, they they build something that kind of changes the expectations. Um, look mate, remember what was an average IPM before hyper casual? 10
five, you know, five. Yeah, I would say even more. The thing is before a hyper casual like not a lot of people actually used IPM. It was like oh CPI here and there
but but again like hyper casual came

along and said oh you can get a 40 IPM and people like really like that's possible. No no no definitely not. And so like every now and then if you're not like investing into the innovation side there could be some of this like seismic shift Felix and then you get left behind right. So, so yeah, you got to focus on it basically.
Yeah. And let's let's actually you're talking about a very interesting thing which is uh the new concepts versus iterations. It's where you are now. It kind of happened over time also because when I start with the with the game, it's like usually like 80% is new concepts and then 20 20% of iterations. Then it kind of shifts.
You do the opposite. Okay. And then you because you know like it's still new and I can explore things that I think they are going to work the best. So I'm kind of building towards what you are just doing because see here it's like let's say first month 80% of new concepts 20% iterations. Then
can I make that bigger? Can you make

that full screen?
Yeah.
Yeah. Yeah. So you go from 80/20 to 50/50 and then eventually flips the the whole whole kind of fun which is then 30% new concept
the funnel.
Exactly. Exactly. Because you're you if you have a game which is older then you I guess you tested pretty much every concept out there.
Yeah.
And then like okay well it's pretty hard to come up with new concepts if you tested like 500 different creatives
and 500 different creatives is still a small number
in comparison to to other guys. So yes, that's that's the approach. Let's see. I was I was actually
I agree with that. I think you you're right on the beginning more things are new, right? There's more concepts to casters, but eventually you get to like a creativity fatigue, right? Like there's just
Well, it depends on the magic mushroom mushroom. Depends on your magic mushroom. I need to I need to invest in more of that obviously because yes at

Quantum you're obviously 's magic mushroom budget.
Yeah. Yeah.
Zero.
Oh,
zero right now.
Maybe I'll have to look into HR about this.
Yeah. Yeah. Yeah.
Make it happen.
Yeah. Because then you have we we talked about Coy Flores recently and we were just amazed like how like how well their like their creative production is going. And again,
they had like 6,000 creatives, right? something like that.
Yeah.
And if you if you look at this again from the very beginning, you know exactly again like where is this coming from? Oh, hello golden goblins. I mean because that this they had before but bitcoins and they also have the same thing which is here
but it's it's different flowers because you're getting inspiration.
This is just AB testing right there. It's the same with magic saw and they

have the pipe on the left on the right, two in the middle. Like you're just different variables, right? See the best like conversion.
Yeah. Because you can then like immediately have new creatives without very big kind of resourceheavy production. So, and then you have all these different things with AI and they have 3,400 new creatives now. And I think like maybe 50 50% is made by AI which is which is great. I love it. And you can do like so many things with here and it's still on well I I can't say on brand but you know what I mean. I mean it's still very relevant to the whole cozy florist theme even though this might have been just like AI hook which is real but this is definitely not real. Can we
Yeah,
that's so good. Yeah. Can we try

something a little bit different?
Yes.
I'm going to read out to you right now. So, the top charts by free downloads in the States today on iOS is Magic Swords, Rips by Triumph, and Beta Mayong. If we open them, can we see how many creatives they each have? And then also, let's see if we see any common themes between those three.
I'm sorry. Magic Sword has 5,000 plus.
No, no, no. A no, no, no, no, no, no. This been our main critique of their UA for so long.
Thought it must be like cuz I see their ads everywhere in the wild everywhere. So I thought it'd be much more than that.
But they do have a new like um new playables which is 145. And this new playables
which is that's out that's outstanding.
1,00 that's that's great. So, what was the the second game?
Rips RIP by Triumph. So, I guess his

skills by the third one.
Yeah. Yeah. Yeah. That's our our good friend.
We had Triumph on the on the podcast.
So, not that much. 400. It's new creatives,
but for this type of experience, I'm not surprised.
And then we have Vita Mayon for that. This is going to be like 30,000.
Yeah, this is going to be
75 million creatives.
Yeah, 15,000. This is new. This is new. One second.
15,000. My god.
All of this is 24. But it's like, you see, I mean, again, it's a little bit unfair because it's all like these different
images and [ __ ] and whatnot and combinations of of stuff. But still, look at this. Look at this [ __ ] Like, what do what do we see here? saving the guy.
Oh my god, this is so good. And he's even even
Yeah. Sorry, dude.

There's even this like the snake coming.
Yeah. Instead of instead of a king is a peasant snake.
Yeah. Yeah. Yeah. Because then you go pretty much here and you see the kind of the quality difference. See, right? I mean, this is mage villains.
Yeah.
And this is their like creative that they're using all the time. But if you go even these guys, yeah, it's pretty much using this this concept, but in Vita, which is which is perfect.
Oh my god, I love it.
I wonder where they got the inspiration from. Oh yeah, exactly. Well,
it wasn't the magic mushroom budget, I'll tell you that much.
That's the scanning and creative library budget. Different budget.
But look, if if we go back to the Mayong

stuff, I mean, this is the this is the crazy [ __ ] that I mean, only Chinese people are just doing this because you have all this fake [ __ ] And this is something that I think Tasty Travels was also using, but not on the hexagon kind of plate. This is like impulse. Yeah, exactly.
Yeah. The Einstein and the brain moving. This is impulse.
Yeah. Yeah. Exactly.
It's nice when someone steals from everyone equally, you know.
Yeah.
Oh, look.
Just a Turk.
No, we have the We have the king.
Opportunist thief.
We have We have the king right here. Oh my god. What do I do now? But this is so good.
They actually have a crown on him.
They don't give a [ __ ]
I mean, but the thing is No, of course not. But at least at least they didn't steal the the crave and then just build it on their own. It's the thing is this concept is doing so well across the casual games everybody wants to do.
Yeah, it's true.
The only problem I have with this this is not as much de near near dead

experience as it should be because it's too slow and people like ah whatever. I don't have like maybe I mean should be he should be already dead by the standards of the near dead experience. Ah, but this is so this is very nice. Oh, what is Wait a second here. I mean, like this is exactly what this is exactly the the hook they had with the King Robert or Richard or even both.
Oh my god, I love it. They Yeah, they don't care. They don't really care. And that's it.
I feel they don't have to care. There's no rules like that in China, right? So like Yeah. Like whatever.
But it is true. What you mentioned is almost like impulse because they are doing all these impulse kind of stuff with all these different
that is straight up an intro from Impulse.
Yes. And even this even even this even this because
the only one that's missing is the one on the stage where they're doing this on a big stage in front of people and then

Yeah.
Exactly. That's very true. And also Yeah. The the fake conference. Yeah. This is great. I mean I think we haven't seen so many or I haven't literally that is literally impulse this is literally their creative they just copy pasted that that's not them making
I think so I think so I think so as well I haven't seen I haven't seen so many like Vita creatives actually lately this was very good idea to check it cuz this all my god I mean I don't say I understand all of these concepts but honestly who who cares Who cares? Let me their downloads. Look.
Didn't we just see this?
Yeah, that's Yeah. Yeah. Yeah. Yeah. Exactly.
Even the black and white hand, you know, like
But it's just it's just
it's from right to left and not from left to right.

Okay.
Like half a million downloads a day. Okay. So, you need that many consoles if you're going to get
of course 100% 100%. 100%. It's actually well made. I mean, I'm surprised. It's And this is definitely way better because she's already kind of dying.
Oh, nice. Nice.
If you're just joining us, that's a very dark comment. We're talking about the creative.
Yeah, cuz again, if we look at this,
that's villain you see there. That's Exactly.
She just flipped it. It's mirrored.
Yeah, I just flipped it. Yes,
they just flipped it. But you see the you see the quality difference here. I mean, guys, you can see you can see that, right?
It's definitely But still Oh, hello. What is it? Piggies. Nice.
Yeah, piggy banks. Yeah.
Oh, okay. That's good. But they they are definitely double downing on this concert because we see I mean I don't I don't understand this because they this

is kind of in April maybe because of Easter I guess because of Easter
must have been. Yeah.
Yeah. And it's still still up and running.
It's also a very different angle. Like the way they've done it is um it's quite interesting seeing the over the shoulder kind of view versus the the flatter view.
Yeah. Also, you know, it's very easy to make these when you build it in your own engine. You can just do whatever, man. Like it's that's like that's the end goal. If you have all the [ __ ] I'll be all this all this. Let's see if we have something something different actually. No, not really.
Do you want to?
Yeah.
Do you want to go to Royal Kingdom and see if they took out their no ads after adding interstitials?
That's That's actually
That is juicy.
Very juicy. Look, so but the the thing is if they're doing a cohorted like a segmentation strategy, right, and they're only showing ads to people in certain regions, can they not say in the

US for example that there is no ads still?
I think I know how they do their segmentation, which is quite clever. So I can't actually say it, but like you can't like No, no, there's no way of tying it with UAB. You have to basically you still see the same creative, right? And then you segment it in the game, right?
Exactly. But you can still use the no ads creatives in so you can just flip it back. So you don't use it in here and then in let's say Apple I mean you don't need to say anything.
They got ads in the states as well man like they have ads.
Okay then
is that a case of if a user hasn't purchased in 60 days then they launch ads like are we talking like that kind of segmentation? No, that's what king does. These guys are doing something more clever, but I don't want to say anything.
Yeah, you can't. Peros,
in fact, I don't know anything. In fact, I'm blind on one eye.
Yeah, you don't really know anything.

You don't really know anything at all, which is fine. Which is good. I mean, we've seen this before.
Yeah.
Oh, wait a second. Wait a second.
Well, they're taking out the no ads, right? Wait, wait, wait, wait, wait, wait, wait, wait, wait. I see.
No lies. Well, they rolled out ads on March 11th, so yeah. Okay, let's see. Let's see if this is not a trick. Okay, this is the game. Kingdom is different. A viral game free. Ah, it's not there. Real puzzles. Little fun. No lies. Ah, he's not there. Okay, fine. Okay, guys. You won. I thought there are I Oh, wait a sec. Let's just do Let's just do April.

Yeah, but I don't don't see anything. Dream Games would be the studio to remove it from their ads if they do add ads, right?
Oh, yeah. Yeah, for sure. See, like Century Games would not, you know, if they had like ads, you know,
I wouldn't be so sure, man. I mean, they are Chinese, but they are very I mean, ruthless, yes, but they're not stupid.
That would cause so much backlash. I mean, come on.
Yeah. You don't want
too much. Too much.
You don't want to like annoy Apple or Google and break policy. I think we've seen a few cases recently where that has happened and and mass fallout. No.
Yeah. What do you mean?
Just remember,
what do you mean?
If you're saying that there's no ads and then then sorry if there isn't um if you're advertising that there's no ads and there's ads in the game, is that false advertising? Would that breach policy?
No, there's no app police. You can say whatever you want in creatives.
Okay. So, what about like the IAB and

you know uh in
the paper the toothless paper tiger? That's the IAB that has no [ __ ] enforcement power that might sit in Switzerland. Like, dude, no.
Okay, you know what? I'm going to shut up. I'm going to shut up. Okay. I'm being the corporate.
Okay. I'm trying to corporate corporate man.
You know what? [ __ ] it.
You're too corporate. Too corporate.
I want to give you a big hug. I is going to arrest him.
I don't know. I don't know what Apple's stance on this is, right? Hey, Apple. Do you care? Sure. Yes. Okay. Can Can you call the Apple police?
To be honest with you, the the Royal Match are paying Apple probably like a billion a year or something crazy. Maybe they don't care when there's a lot of money changing hands.
Yeah.
If it was if it was an ad business, then maybe they would care.
But you know what? Like with Apple, it's like there is something fishy going on. You know how you have to have that popup

to get people to opt in to being tracked by the IDFA, right? One of the main rules that Apple has is that you're not allowed to interfere or incentivize the normal popup. So the only thing you can do as a game developer is basically it comes and then people can opt in and you can't change it, right? Goddamn X or Twitter, they basically have like, hey, can we make the ads more personalized? This is why we're doing it. And then they change the button there and they're allowed to change that button and it's obviously because they've done some dirty deal with Apple because like Yeah. It's just so annoying like
so much. Yeah.
Exactly.
And you know where is this coming from is is pretty much magic sort.
They're my own characters.
Yeah. Exactly. Yeah. Exactly. Yeah. Yeah. But why not to actually combine two out of three top games in the charts? Yeah.
The top the top three baby and that's what this becomes.

That was Yeah, exactly. That was that game or that creative that's for sure. I mean Oh, okay. They're al they're still using all these mini games, but this is new. This is pretty new. I mean, it is still fruit merch, but I don't think it was was there before.
And they have still so many so many different AI AI stuff that Oh my god.
I mean, this I No, this is something we saw before. So, you know what? Let's try Let's
Hold. Was that KFC ad? Did I see a bucket of chicken there? If so, please click that one.
Yes, this one. Did anyone say web revenue? Oh, yeah. This episode is brought to you by Fastpring, the no drama D2C partner that's been scaling with mobile publishers for over 20 years. They're fast growing, profitable, and seriously reliable, which is more than you can say about most vendors in

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Oh, no. Sorry. It wasn't a bucket of chicken. I just got excited. It was a burger. This Yeah, this is the one for a chicken.
A bucket of burgers. Bucket of burgers, baby.
No, no, no. It's this. See?
Okay. I see chicken. Okay.
Yeah. Yeah. You see chicken, you get excited.
Oh, and I still I'm I still uh remember the Dave's chicken [ __ ] we we went to. It
was a good day.
It was really good.
And I just walking around London eating chicken. It was a very
Yeah. Yeah. Yeah. Yeah. It was a very good day.

What? Okay. Interesting. You've seen this before.
Yeah. The cat doing the work.
Yeah. Doing the work in the coffee. Oh, this is the the crazy [ __ ] they're doing. Okay. Anyway,
let's see.
Wow.
Oh, it's a pixel fly. Yeah. Wow.
Full of tasty travels with ducks shooting this. I mean, come on. Do you think they can get in trouble? Because we had this discussion before like, "Oh, you can't do this." Apparently, you can I mean it's a different story because we're talking about the actual game a ripoff and not creatives but like what do you think people do when they see this? Oh, let me just download the pixel flow and then suddenly you do you are in the merge game. I've heard from someone that there are so many lawsuits of big European and

Asian gaming companies just suing each other over creatives and it's all Yeah, it's all done in Delaware, I think.
But basically, it's like everyone has litigations against each other.
I mean, look,
this is pretty much crew master. We had we had the whole Supersonic team and they like, "Oh, this is our best performing creative with the P." I remember this.
Yeah.
So, come on.
Well, we know that Tasty Travels watches the show, right? So, yeah, they must have gotten it from
That's true. That is very true. It's very true. What do we have? Okay, so we can we can check some AI.
Oh, I mean this is so such a bad such Did you see the orange was around his finger? Did you see that? Like it properly the orange is around his hand.
Yes. Oh boy.
That is a prime hallucination. Prime

quality hallucination.
Yeah. Yeah. Yeah. That's a great I'm I'm actually also I mean no [ __ ] Of course. I mean this is of course this is an AI stuff but still it's definitely better. I'm just I'm just wondering like why don't you just use sea dance and just do all of this in there. I mean it's
what is I have no idea what sea dance is. What is sea dance?
It's an AI model from China that's that's was banned in US because uh suddenly people were using or using C dance to create Wolverine versus Superman type of stuff and it was so [ __ ] real. Oh my god. You couldn't tell the difference really. I mean,
there was a the the trend on Tik Tok as well where you had like the Marvel people merging and becoming like new superheroes, but which it was like Wolverine and and Deadpool combined and created this whole new thing. Like it was a wave at a point.

This is the Kingshot ad pretty much. I mean, it's the same team, right? So, no ads to Yeah. Yeah. Yeah. But he's Oh my god. Such an AI stuff. Can't wait for this stupid trend. No ads to die. Like
it's on the decline.
This is literally like Felix like arch nemesis.
Yeah, exactly. No ads. Like what the [ __ ]
It offends him. So
it's just so 2024. It's not how UA is done anymore. Like add roas is the way to go. You need interstitials like Yeah.
Yeah. Exactly. Blended Ros, thank you very much. See you next time. It helps so much.
Signing off on that.
Yeah, exactly. Yeah. Thank you very much. Yes, you
breathing out a little bit of relief as well.
Yeah. O and these guys, if you follow our podcast, we were talking about last asylum. What like two months ago, it was

pretty much way better. Look, it was Oh, whatever. These guys were pretty much doing better lounge in terms of revenues than Kingshot. Right now, it's still like 11 million per month. So, they're definitely not exactly on the same trajectory as Kingshot right now, but they are getting like 20,000 20,000 daily users from US, which is definitely not cheap for Forex game. That's not cheap. And like their creative strategy is insane. I mean really doing a lot of good stuff.
What would you what would you expect like CPIs to be for a 4x in the US these days? M
well if you're using these types of creative tactics it can be like $20 maybe even less. If you're not it's more 5080.
Yeah sure. So 40 to 50 was like traditional kind of forex in the US

right?
Yeah. These days it would be way more obviously because nobody wants to play Forex. But suddenly you are lured to a different game on boarding and then you play the Forex. It's like okay whatever
into the trap that few hours giving you a casual experience and then you're in the Forex grind and you don't even know it. So wait, 4x like Okay, so it's $40 if you're actually advertising as 4x and then if you do
more more idle arcade creatives.
Yeah, it can be like
15 20.
I thought it would be lower like if you're doing
I mean I'm just on the pessimist more pessimistic side. I don't want to say like 10,
but honestly, if you are doing 20,000 daily new users in US for with these ads, like it definitely needs to be below 20 or if if it's not, then you're you can't get the money back any time because they're making 11 millions a month. So, the math the math kind of like doesn't kind of work.

So, it needs to be less than that. And you've got to think like how many like core Forex users there are, right? And the more people you acquire, the sharper the curve becomes. And with this type of game, that curve is a lot sharper than other genres, Felix. So very quickly you can price yourself out if you don't do something like mate saying you know with these kind of craves and even I mean it's pretty much like the whole like global launch playbook these days because now I'm not sure if you've seen this merge crew mystery puzzle but they are that this is a new game and obviously it's a merge game and if I'm right then I worked with these guys when they were in soft lounge which was like two years ago but I'm not sure like what happened with the company afterwards. They're using so many different concepts because I've seen I think like five or 10 in the last couple of days per day on Facebook. Again, this is pretty much the the Tasty Travels mini game, right? But they're

using also like some of the like the AI stuff, which is not the best AI in the world, but still does the job quite well. Even like this like what the [ __ ] is what the [ __ ] is this? It can be definitely way better.
It's a Cruz.
Yeah. Yeah.
That's kind of what I read it as as well, Felix.
Okay.
Which is fine. I mean, I have nothing against that. Yeah, that's true. And now I see the I see the flag. But again, like it works. And then this is such an AI stuff format though on the gameplay part of the ad.
Yeah. Uh then they actually gameplay afterwards, which is great. I haven't seen cruise uh like this is a brand new concept, right? But I can see it working.
What do you mean cruise? Yeah. Yeah. You mean uh
Yeah, as a creative concept.
Cruise is just a hotel on a on the sea, right?
Exactly. Like
been done many many times. I don't think

it's a big jump.
Yeah, it's quite clever, I think.
Huh. And this is all the same game, right? So that's
Yeah, it's the same game. Yes, it's exactly the same game. Same game all all the time. But see, it's like you have even this which is again like match 3D kind.
Wow. Okay. That's like four different kind of game plays then really like what we've just looked at.
Yeah. In creatives again like this is the same thing that last asylum was doing. Like there was the match uh what was it the hotel game I keep forgetting about the the say games hotel game [ __ ] whatever. So they put it as an onboarding. So it's universal.
I prefer hotel. Yes, thank you very much. So they they use that as an onboarding which is universal to whatever creative concepts you can you can think of. It's and it's also idle arcade stuff which is again close to golden goblins and then whatever else you can use.

They had like 3,000 creatives. Out of that was like let's say 100 or 150 unique concepts. These guys definitely have lower budgets than that because they have only 500 new creatives. But still, it's using this kind of idea or let's call the global launch playbook with so many different concepts and even different kind of mini games and even kind of AI stuff and whatnot.
So, I need to drop off in like 2 minutes.
We we are almost done, my friend.
We we can we can close it pretty much here. Don't worry. We discussed all about a lot of different things about the the merch, about forex, about casual, about vitaong and even about like so many different concepts and creatives and stuff and how many different iterations you should be looking at or percentages of iterations in the in the game life cycle. So I think this was very nice. This was very nice. I can stop sharing here. So, thanks John for

coming as well as as uh thank you guys for
Thanks for yaking for us this week.
Yeah,
straight up yaking, bro.
This is this is how I'm going to sign out. One second just in just because of Yakob. I'm here, baby. Just here yakobing. I've taken one of his swords. That That's how we sign out of two and a half
sword. I saw it,
man. It's a proper like look. Thundercats, baby. Look. Uh, there we go.
That's amazing.
I'm a geek. I'm a geek. But no,
like just just to honor Yakob, I got the sword ready cuz, you know, I thought we would be fun.
Yes. Nice. Thanks, man. Okay, guys. Thank you very much. Sign up for the Slack. Share your thoughts in the comment section and then see you later. Byebye. Cheers, guys. Byebye.
Bye-bye.