🤯 Creative trends July 2025: Jonas Brothers, LEGO + Gucci in Mobile Ads? Yes, Really.

When I was like
when I was 18, all the 12-year-olds were talking about the Jonas brothers. Yonas. Yonas.
And also there's there's this freezing family. Get out of here type of type type of stuff.
Get out of here freezing. Get out of here.
I really need to put typology behind freezing families, man. Takes great amount of carefulness to choose the right freezing family.
It's rolling the dice. drops knowledge made of golden ice. Failix with ads making those coins rise. Jack up designs worlds chasing the sky. We're the two and a half gamers. The midnight crew talking UA advers and game design too. Mat feeling shak bringing the insight. We're rocking those vibes till the early daylight master eyes on the prize. Tracking data through the cyerspace skies. Feeling stacks colors like a wizard in disguise. Jacks lift us to the high. Two and a half gamers talking smack. Slow hockey sick got your back. Ads are beautiful. Like the way. Click it fast. Don't delay. Uh-huh.

Uh-huh. Uh-huh. Uh-huh. Everybody, this is my tele
and I'm Felix Brober and I'm
and we are
your
host
hosts. There is a delay.
Don't worry, there's a delay.
Yeah, today we are talking about creative trends. That's why uh there's no intro, but I mean there is. Thank you very much for coming to stay two and a half steps ahead of the gaming industry.
And Mate, explain for me because someone at Gamescom asked me why we do creative trends and I was like match will tell you on the next episode.
Oh, really?
Why?
Yeah.
Why do we do guys? Why? Because the UA is very

important part of the the whole LTV versus CPA equation. And if you're not uh running enough creatives per month, then you're screwed. And we saw it with previous episodes, you need to have a big like a creative depth because that's how you scale your UA when your LTV is amazingly high. If you don't have enough Yeah. And by tracking trends, you kind of know what's working so you can basically scale.
Exactly.
That's why. And that's the YouTube short right there.
Thank you very much. Yes. because we do this uh homework for you. Well, uh and it's also a lot of fun and it became one of the favorites uh Felix episode. That's what
now that we know the stories, you know, I've been following this teenage drama now for 3 years. So now you kind of know who's who and who's been dating what and who's been stealing from who. So yeah, now it's fun.
Was like, "What the what the [ __ ] are you talking about?"
Yeah. Was like, "That's pretty good actually when I think about it." Yeah.

Yeah. Yeah. Uh, exactly drama
teenage drama. It is a teenage drama though. Uh, and I have some some interesting stuff. And do we want to start with our favorite
divorce?
We don't shake up this. This is we stay the same here. This is what we're looking forward to.
Lens of jail. By the way,
we're not starting with Lens of Jail.
I'm seeing Lens of in Lens of Jail. Golden Goblin style creatives with bullets.
That's very nice. I'm going to I'm going to kind of start with this one because this was kind of new. Uh although it's a combination of different previous concepts, but I have one which I think Yaku will appreciate very much.
We have an anime one.
Oh well then that much not that that much but uh since you were talking about lands of jail I think you know where we are heading with this. But this is kind of still interesting. They are com combining a lot of different different

things.
Now we have gems instead of gold.
Yeah. Yeah. Gems and then
turn
a lot of different things. And this is the one that we saw. But this and I mean I'm pretty sure you can see it from the thumbnail if you're looking Mr. Yakup and not looking into
look.
Oh, there's nice.
It's like this is CH GP.
Yeah, this is CH GPT. There's the orange tint there
which is GPT. But you can kind of see it on the font.
Yeah,
there's the JGB font.
That's pretty nice.
Kind of creative.
Yeah. Yeah. Yeah.
Which is I mean it's not that long, but uh still very
I really like how the font completely changes here from the previous picture.
Oh, like it doesn't matter. The only thing
cover.
Yeah. Yeah, exactly.
It's quite funny actually.
Yeah. The the only thing that that really bothers me is like the 10second back shot. So it's longer than 30 30 seconds. So it's actually, you know, uh the long form creative.

Okay,
that's what I'm always saying like not to do, but whatever. Okay, let's start from from this because you were talking about the the Clash Royale recently and their amazing rise of revenues and I was seeing some Clash Royale ads actually, which was interesting. I was like, "Okay, well, I guess they are doing something something new." So, I opened this and we obviously see game play.
Yeah, this classic casual gameplay
which is quite
I've seen this creative for
but this AI gorilla on top
AI gorilla which it says that was rude. That's rude. But explain this.
Is that bodies in the background? Go back.
Yeah. Yeah. the pile pile of parties.
So, explain me this like why would you use the AI gorilla instead of the hook at the end of the creative?

I mean, because you are that confident that everybody cares about your game play and then like, oh, let's just add the gorilla at the end. Why?
Because I guess they know that you have to do a rewarded ad and basically, you know, you're going to have someone for 30 seconds. So, it's just about making it new. This was on YouTube.
Ah,
I mean,
so I'm guessing that gorilla didn't get in there like originally. I think it's taken from some other creative or something or like some viral video because why would they put corpses there?
Which one?
Yeah. Like because I see all the time like this like gorilla versus 100 men and and and [ __ ] like that. Seems to me that they have taken from there and put there one to one. Uh maybe they just You mean they just stole it from some other video? I mean it wasn't wouldn't be like first time they've done it before but okay could be could be but still that was rude as well.
Everything else is kind of the same I guess.
This one this one is also like

interesting which is the CGI which they do all the time but still uh what was the question physics? Does that work when you put the AI hook not as a hook but as a tasty snack in the middle?
Yeah. Or tasty snake at the end. Like taste not even a tasty snack in the middle but tasty snake at the end. I don't know, man.
Have you tried it?
No, because it makes zero sense.
It makes zero sense. That's the only only reason why you put the hook there in the first place.
Exactly. Because you want to grab the attention and that's pretty much it. Right. There's the the new giant kind of kind of video, but I think uh we
those are like why I saw one more ad which was ridiculous and I think it was on on Facebook and that was kind of funny. So, one sec until this loads and oh, wait a sec.

Okay. All this all the creative concepts and then I mean no it's not there. Okay. Nothing nothing that interesting.
Nothing interesting. We can we can completely up higher. I
Yeah. Yeah. I they're definitely scaling and it's not 57 million. It's actually 64 now for last 30 days. So it's definitely working but it's working on the game side.
Yeah. The game side is the most important one there. And also since uh Felix was talking about screwdom and I was surprised to see 12 million revenues in the last three days. I was like [ __ ] hell.
I came's IP revenue from January to July has increased by 417%.
Yeah. When I saw
all cuz I screwed up.
Wow.
Yeah. Yeah. I when I saw it almost came as well. Yeah. We have the AI stuff here as well, which is the an AI person and they're

the usual
obvious AI.
Uh, when I when I show you the other one, I think you will see it's quite obvious.
It's the same thing. And man, like
Oh, that's lip sync. It's terrible. And it's the same text. So, I don't think it's this is a real real person, man. If you go back to the old one, the other one,
you see it has like shades on it. Like it's when it cuts out. So maybe it's a real recording and they just move it around or what do you think? Because you see the sun.
Oh, I mean like ping pong it.
Yeah,
probably.
Maybe. But they are they're definitely adding some new new stuff which I think this is real actually. Or maybe not. But this is is quite funny. realize that I came now like if they're earning 1450 million in IP that probably 16 right and they're earning probably in ad revenue 5 to 600 a day like they're

clearing close to 100 to 200 million a year now like that's a big big fish
yeah that's a very very big fish that is like it's it's really insane I mean they're doing some fun creatives as well IQ and Like say my [ __ ] dog on the the ch on the chair.
Am I [ __ ]
I mean like look at look look.
Yeah.
I really like the dancing dog there also.
Yeah. I hear that. And then now we saw it this one. And then we have
Whoa.
Yeah. This is
this is AI.
I don't think so.
Or or very clever camera angle. Very clever camera camera angle. It was 5 seconds though, so it might be just AI, but it was scary as [ __ ]
It was.
Yeah, but they're still using a lot of a lot

of headlines and quite nice music. What else? Oh, this one. I I really like this. It's interesting nostalgia, the Tamagotchi version of of school.
That's really nice. The objects objects recognition plays really well for them in the creatives because it's basically core gameplay plus the UA trick on top
plus the UA trick. And there is another game which started using this UA trick. [Music]
Yeah. No, not the Vulcra but something else. And uh I know I'm not sure where do I have this one. It's kind of Oh, we'll get there. I'll get there eventually and then you will see because I was going through like different different games and there's also one other game which is staple here. It's a travel time.
I was like where did I saw this? Where did I
see this?
Yeah. Where did you know where did we see this?
Cutting coins.
No
golden goblins.

No
timber. Timber lumber.
No.
No. the Carnival Cruise thing. No,
Carnival Cruise. You mean Carnival Tycoon?
Carnival Tycoon. No, look.
So, we had this uh when we
No, the the the the combination of like match plus merge plus match story or what was it?
Rotten families. It was there
kind of close, you know. Rotten
rotten families.
Rotten families, dude. families bringing rotten food to their kids or what was it? Something like that.
I mean, kind of, but it was it was I guess it was in the Gossip Harbor. No, it wasn't the Gossip Harbor. It was in uh in Playerics, actually, because they had this in the garden capes or Hobcaves, I'm not sure. They were they were slicing rotten apple and orange as well.
Yeah. This like mag full of Yeah. Yeah. I remember that. And I I I had a post

about it actually on my Friday creative fun stuff investigation and there was also the the blog gem 3D was cutting it. I will actually maybe find it somewhere. Yeah.
What's the trend so far? So rotten fruit I AI hooks.
Look.
So we have this
here, right?
Yeah, there it is.
Yeah. See, there's a family. Yeah, that's a family kind of as slicing. But we had idle lumber as well. Yes. I mean, and slicing every kind of everything else, but still works a lot.
I see combinations of slicing everything with golden goblins physics.
Yeah. Uh but kind of garden scapes brought this quite some time ago and then everybody Yeah. Not back to life, but kind of using this rotten kind of fruit. They had orange and then then block 3D as well. So
that was quite quite interesting. Okay. So So now we have uh rotten pineapple.

Woohoo. Amazing. But that's not all. You know who is this?
Oh, I know the guy. He's
Yeah, you know the guy. You know the guy. You know all the guys.
This guy especially. Yeah. Yeah. Yeah.
He's some celebrity singer or what was it? One Direction.
How do you know this?
How do you know this? This is great.
How do I know? Like you know why? Because I was I was watching I'm not sure if it was Jimmy Fallon uh show or some other show and I was like oh
I know this guy and like Jonas Brothers Jonas Brothers. Yeah. I was like oh sure that's true. So now the Jonas brothers are doing a road show and also playing Travel Town. So
Loki celebrity.
I don't think that is a Loki celebrity man.
Yeah,
dude. When I was like
when I was 18, all the 12y olds were talking about the Jonas brothers. Jonas. Jonas.
And also there's there's this freezing family. Get out of here type of type

type of stuff.
Get out of here freezing. I really need to put typology behind freezing families, man. It takes great amount of carefulness to choose the right freezing family.
Yeah. Yeah. Yeah. But like like
Oh, I forgot. Oh yeah, we also need to check out Impulse cuz I was looking at that earlier and they have started like with IQ archetypes and how to unsolve your childhood trauma.
Wow.
Oh, there was I mean that's what they've they've they've done before.
Oh, really? I haven't seen the childhood trauma before.
Yeah. Yeah. Yeah. I think we we talked about it either in the episode or afterwards. So, let's see.
I'm just happy you can finally resolve your childhood trauma through an IEP.
Yeah, obvious obviously. Obviously,
obviously. Let's see if it's it's actually in the new creatives or not, but might be in their evergreen concepts from the childhood.
These were the ones that had AI doctors.

No.
Uh I think this Yeah, these types sexual trauma, emotional trauma, childhood, you know, this Can you show childhood trauma test?
Sexual trauma. And he draws a mammoth.
Of course,
man. Yeah. This guys, these guys care like they don't. That's so good.
No, exactly. Yeah. Zero zero [ __ ] given.
Literally zero [ __ ] given.
This Rogan AI person
AI man.
Jacob Mill is AI. I mean,
they even had a start. Yeah, they even had a start with a watermark.
Oh, yeah. Yeah. I mean, like they they
Oh, she's AI.
Like, what? Why is everything in in French? Oh, no. This is not Okay. Did you see childhood trauma test? What do you see first? Oh, this is a demon.
So, uh, you want to be a creative producer in mobile, huh? Yeah. Uh, before you get started, just leave any morality at the door. Come on in.
Morality. What do you talk about?

Look, look, look, look. So, I had a I had a call
with uh with ladies uh and I and they don't know they will know who they are because they they listen to the podcast, but I don't want to name them. And they said, "Look, we
call them pipet."
They said exactly what you said. Like as soon as we started working with for this company, we had to throw the morale out of the door because what the the creatives
Yeah. with creatives we produce. It's I mean it's gross, but it works and it pays salaries. So, and I'm I'm kind of on their side. So, this is exactly this. Exactly. There is favorite childhood drama. Oh [ __ ] my pants. Anyway, oh, but this is I and this is what they what they
This is before. They had this before. Yeah, they had
they had this before, but it was
kind of the fake IQ test. Uh
the fake IQ test, but also this fake uh conference stage like performance or

whatever presentation. I don't I don't know. But it's like come on,
are you actually drawing?
Zero people. Yeah, there's no audience. There's nothing. It's just like stage and two people.
Two people
two fake heads.
Yeah. Two fake
fake heads.
Psych.
Yeah. Yeah.
Always a good chuckle.
Always [ __ ] And also recently I see like 10 ads from Vita Mayong every [ __ ] day.
Every day on they are scaling so much.
I think they're cutting down on their like rowas targets or something. It's just like they must have such much lower targets than all the competitors cuz I only see VA ads. Like they're just drowning the market. Yeah.
10 10 per per day. Seriously, it's so annoying.
I didn't see this,
but and I'm not sure I'm not sure like when I'm going to show you next. I'm not sure like what is the actual like idea or the concepts behind it, but it's it's in English, but it's dubbed in Italian

and you can clearly see it. It's absolutely terrible. And even this is Oh, whatever. So, this is this is this ad I see like five times a day.
Oh, wow. They're doing 300k downloads a day. That's pretty nice.
They're running a lot of Facebook and Instagram ads. A lot.
I've heard it on good authority.
Record high.
That this could be one of the biggest ad monetized games right now. Like crazy big. Like it's definitely top three.
Top three. Yes. But blow blast
uses straight line up with uh 7 million the
7 million D.
Mhm.
Whoa. Can you do the country filter as well? Because if uh if it's India then I don't care. So here
look
first one is Brazil but right after is US pretty much same half more than half a million US. Miss Kuzi uh they have this they have this interesting concept where it's like people try to steal the money or they're

just giving it as a bait and then I'm not sure like what what is the the main kind of idea but they they return the money and it's like oh no no no no I don't want the money. Oh, isn't this like one of those
play? Isn't this the concept from one of those like Plinko ads like like win money and everything, we solve your problems and they just switch the display with like Vita Mayong?
Yeah. Yeah. Yeah, it's that.
Yeah,
I think it's that.
Well, it's just like they want to steal the money and it's like, oh wait, no, it's fine. And then she gives her the phone like what's happening. Besides, it's to look. Oh, play with my own games.
Do you think they just pay some like production company in like Eastern Europe to like make these
100% that add that I'm saying this is like
real money people go win at whatever something casino.
We should do an episode on that because I don't understand how that game gets deleted and re-uploaded like four times

a month under different names.
Yeah, look the the bait. Oh, let me take the money and run away.
This is Swedish. This is Swedish.
What?
How do you know Swedish?
Really?
They're writing. Yeah.
How do writing?
Is there someone at home? Yeah. Is there someone at home?
Oh, okay.
Is there someone home? Pizza.
It's like the same same thing all over again. And I was like, "Hey,
oh my god."
Yeah.
Is this yours?
Yeah.
Cuz this is exactly what Swedish houses look like.
I like
I can't accept your money without uh deserving it. But you're a good person. Could I borrow your phone for a second? Why? I'm going to give you a gift as thank you. Try this a game.
Told you like the money thing is from money. This has nothing to do with my own.
This is Plinko or whatever they rename the app every time. I have to delete it all the time.
Okay, in that case, we need to we need to check Blinko after deeper.
Oh, yeah. There's always something

something deep. This is so good.
Whoa. 1,200 pages of creatives.
Yes, exactly. Like I I saw this is like okay, they're not [ __ ] around.
Some uh studios that we've covered in the past should maybe uh poach this team.
It's like just check the credit. Although I don't think like that like money idea would work for everybody, but still it's a different idea. But then we can uh we can actually go to our friends. Although I mean this is this is kind of boring and it's very similar to what we saw. This is slightly different and I think it's was Korean
unfortunately. I was looking at Royal Kingdom. No AI unfortunately.
No, no, no, no, no AI. No, no, no. But a lot of kind of new stuff which is like 54 seconds long again, but this is not like two ads, but this is only one.
More heavier rocks.
Yeah. Yeah. More heavier rocks. But then

we have all of these. Hello. I have no idea what you're saying. I'm sorry. I I wish I wish we have a
Swedish.
I'm not sure. Like Yeah. Swedish again. But this is what I wanted to show you.
Uh what's that?
AI hook.
No, no, no, no.
Is it like production?
No, man. This is high production animation.
High production. Yeah.
You see these guys with with their characters.
Yeah. No, no, no. I mean, that would be a shame. That would be sacrilege to them. Yeah.
Yeah.
This is literally Indiana Jones was it two or three when they have the whole train scene?
Yeah. Something like that.
Yeah. Really?
But that's you know that's that's the memo that we got like these guys literally want to create a Pixar movie.
Yeah. I mean is the in the text of the creative is is that the movie?
Yeah.
I'm pretty sure. So I mean this is really nice.
So high production.
Yeah. Yeah. Yeah.
It's literally like a carto Yeah. Yeah. Do
you know how many render farms you actually had to get to do this? Like

super expensive.
I mean, they're run doing some interesting money.
You think they're testing this now to see basically what the feedback would be and then they turn this into a movie?
I don't know. I'm just thinking like just bunch of their animators went wild because they can
I might think this was outsourced. Why would you put bunch of animators into this? I mean this would take a lot of time
to actually create in house. I mean maybe they didn't they want to do that like they said that they want to do that right. So yeah
think think
I mean yeah
we have
those are artists those guys so they know what they're doing.
No no no idea who's Tia but uh she just downloaded the royal royal kingdom.
Oh do you know her name? start and we still have
Kevin Hart still Kevin Hart. Yeah, Kevin Hart. uh kind of not that much but at the end of the month kind of but yeah
yeah it's still still up there if you go

and check like everything basically again go all the different all the different networks for for July and Royal Kingdom and there's they're like the good old concepts right
imagine working in an ad network and trying to pitch these guys to add ads into their game
yeah know Sure. Yeah. Sure. That's how he works.
Famous last words. I saw
this is our these are from our friends ambassadors. Actually, I know this guy. He he works there. Yeah. Yeah. Yeah. I mean as a as a creator, but this is definitely them. Nice. And you know what it is? Street interview.
Oh yeah. Yeah. Street interview is a very good concept these days.
There you go.
It's been a concept for so long. And actually this guy I used him for uh a real money gaming solitaire and he was I mean like he created such like different videos and he was performing super well.
How much did it cost? That's what we really want to know.

Uh it was actually not that that expensive. I think a couple of thousands like for multiple videos.
Wow. Okay.
Was that 10,000 5,000 3,000?
No. I think it was like that was before they changed the pricing. I think it was a couple of thousand like fiveish but it was a lot of videos with different iterations so was definitely worth it.
He's like professional actor for ad creative.
Yes. Yeah. Yeah. Wow. Yeah. Yeah. Yeah. And this was this was like 3 years ago at least. So
imagine you're telling somebody your job which is like a professional that creative different from being a game designer or UA or person. It's super weird. Like you
as soon as I said yeah I have a I do UA for games like what? Like what does that even mean? So like this can actually like people can actually understand like oh I actually create videos for the video creator for games. I mean that makes sense.
But you don't know for who you create the videos. It could be swap with everything like Vita Mayong pulling Swedish money.

Doesn't matter. Yeah. Who cares? I don't care. It's okay. I mean I don't judge.
Better than it's better when I tell what I do. Yeah. puts and games in their life.
Also, you you know, we were we were mentioning um Kingshot before and you
Yeah, that one I have. That one I have, man. That's
this one you have. Yeah,
this one I have this going into AI section. It's so good.
I was like, what is this? It's amazing.
It's continuous, by the way.
I know. I know. I know.
This is so good.
The road just vanished.
Yeah. Yeah. Like three different kings like all all AI. All AI kings say like, "Oh, hello mother." But I can totally see their intention here because like this [ __ ] creative, you know, the one stolen from Trole is
the gold stuff is still closed with the gold out.
But it it just works so well. So So they add AI on top of it, like you know, carry on top. And and as I said before we started recording like now like this

this is becoming a trend like different different Forex games are actually still not let's say getting inspired by this because it works really well and I mean
don't worry the app police is on it and they're clear everything up and everything will be back.
Not this one. This one this one. Yeah, we have
we have to talk about this obviously because this is so good.
This is so good.
I want to see ads like this. Like if AI will enable us to see ads like this, I'm all for it. Like hyper crappy dialogue in middle ages.
Exactly. Reminds me the the YouTube guys like who like what's the name? Uh
Viva. Yeah, this is basically cheap budget from
exactly. Oh, I mean I was laughing so much. I was like, "Oh, Jesus Christ."

Like
I think that might win creative of the year so far. Like August, but that's
so good.
Best ones.
Yeah, there's really not just the hook for that. So
yeah. Yeah. Yeah. I hope so. Now they also using quite a lot of different static images, but when I saw that I was like, "Oh man, like yes." Yes. Did you see the refrigerator one?
Oh, I don't think so.
I haven't saved. You'll see.
Okay. Okay. Okay. Okay. Okay. Okay. You will show it afterwards.
Now, we go actually to to another game which is getting inspired by the Kingshot
Heroes. Here we go.
Exactly. Yeah. And it's just Yeah, it's it works so well. Like,
for those who don't understand, the layout there is basically Kingshot.
Basically Kingshot. Yeah. Nothing else. And and still it's kind of getting back to my idea of like the fact that only few creative concepts work well across the whole like it doesn't matter like what game it is.

You mean like whichever genre stoles it works.
Exactly.
Survivor IO freezing families. Uh you have the saving whoever.
Mhm. And now now we starting to have uh this the kingshot
near death experience.
I mean yes
I need that experience as part of the stick like you you need to have a concept to to apply.
Yes. Near dead experience is just kind of like the the motivation or maybe the emotion but like saving the or freezing families like it's exactly because near dead experience is part of the the the save the king or save whoever concept and but this oh my god and again it goes like this is just thrown. It works so well. Ah man. But they they have some some other concepts like this and and this is more kind of they borrowed from white out. It's still kind of
Oh, I mean they have the whole
It's also like kind of close to tile

survive game.
Oh yeah. For sure.
It's scing up by the way already.
I know. Yeah.
It's now more than the DC game.
We kind of knew that was going to happen, right?
Of course it's going to happen.
I mean kind of. Yeah, it's Oh, there are some parts of the the golden goblins in here as well.
By the way, you see their dragon creative.
Which these guys dragon creative or sorry? No,
no, no, no.
They also have a dragon creative. I I will leave it there. It's not AI, but it's like very impressive.
Yes, please do. These guys have AI obviously every everywhere. And also like they're making like what like 27 million a month the top heroes. It's insane.
A lot a lot. last time from last time like remember I didn't want to cover this because it was not really like scaling up and then suddenly they they corrected
yeah 21 I'm sorry 21
the the dark wars have is actually 27 and
yeah this one I have

oh yeah
we see we saw this before but this is something we didn't definitely didn't see before
they have like their whole creative strategy got moved into this pixel art style. Yeah.
And they have all the creators with this style now.
Something.
Yeah. So, River Game is getting like feeling the heat now from
uh Century Games basically.
Well, White is now 118 million and it was 130. So,
King is the first one in download for sure.
Yeah. Yeah. Yeah. But because they're spending more money on top look like Yakob. It's not all all pixel art though. Like it's it's just like all of their are also in pixel art now.
Oh yeah. Yeah. Cuz they also use this. Oh. Oh my god. You you saw the video.
You saw the show. Yeah. Yeah.
You saw the video where there was a guy who was running through all of this just like and just moving head

to the left and to the right. Oh [ __ ] I need to find video.
Oh man, it was so good. It was like 10 different uh silhouettes of his head
and he was he he was running against
through these plates.
Through the plates. Yes. And it was like just move it like few few centimeters and to the right to the left. Oh. So this is exactly Oh, that's so trendy Tik Tok video. What is it?
Yeah. Yeah. Yeah. Yeah.
Okay. Yeah.
Oh yeah. There you go. Shoulder level one.
There's the pixel shelter.
So there's the pixel. Yeah. Yeah. That's pixel art. Nice. and all these all these uh old ones. But here if you see and I we want to talk we want to talk about this game and maybe we will. Uh we have the good old McDonald's and white out survival freezing theme. Guess what it is?
Top tycoon.
Exactly. You can see it right here.
You can see right here.
So it's Top Tycoon using all of the different things. But
I'm telling you right now in a year

whole social casino genre will be
remodeled based on the forex funnel. I know and we talked about it um if you remember when we talked about like in for on stormshot like two years ago and we say oh this is going how it's going to look like and it's going to penetrate like the different genres everybody what kind of genres here here you go here you go you don't need anything else but
there's already a second game scaling up doing this trick
yeah exactly
carnival tech is already number four in the chart I know yeah
already went through animals and kingdom or animals and food or what was it?
Animals and points.
How many? Yeah.
How many of the the studios here do you think are using a UA funding?
Ooh, I hope I hope a lot because uh you know our dear sponsor PVX partner is the the best credit line for marketing out there. But also what they have is the PVX lambda which is kind of a gamecher

because you can get clear ROS benchmarks and retention insights as well. If you plug your data into or if you plug uh PVX number into MMP and you have all the forecasts whether you're ready for funding or you get all the benchmarks out there no fluff and just real answers. If you go to pvxpartners.com/lambda, you can check it out and you can get your growth strategy on point because that's what pvx partners do besides the the actual UA funding. And you should definitely check out the latest episode uh we did with Jeff which was about how to
avoid. Yes. Also that how to choose your right UA funding partner and not get rich. So, pvxpartners.com/lumpda. Go and check it out. And we can check out one last creative which I was like, what is this? It looks

like
pizza. Exact pizza already. Yeah. Right. I was like, okay.
But with like some scary monster that's making pizza. That's
Yeah, it's like it looks like
money bags versus a walrus.
Yeah. I wanted to say like it's a series bags. Penny bags
from which it's also the McDonald's on the wall upside down. So I guess this is penny bags from Australia or something. Whatever. And they also have the uh
Oh, there we go.
Yeah, golden goblins.
Finally, someone stealing from them outside of their genre.
But look like these guys are scaling because they have amazing LTV apparently. see how many different creatives they have.
Like this is this is like coming back to to your point at the very beginning like why do we do these trends? So we do the homework for you and you can you can actually borrow these different creatives because this is how you do it
and also
people still ignore the homework even

though we do it for them and they're like why it's not working.
I mean I mean they like there is a lot of people that actually watch these creative trends. So at least those guys they have the homework the execution afterwards it's not always easy obviously but this is just one to one by the way the the carnivot icon it like even this I mean I'm not sure even like did they they didn't steal it from from the creative because they have they had exactly this this part there
and do do we know that those are both two Chinese companies competing
no it says solitire farm
so whatever I mean whatever that is
solitire farm But I don't think that's my Oh, there are Chinese. Yes, my home in this my home, my world.
That's Oh, now it makes all sense.
Makes sense.
Now it's made all the sense because this is also the social casino fun and we talked about behind the chrome style renovation. Yeah,

it's not Chrome Valley Customs. It's actually like it's renovating everything. Yeah. Yeah. AS clean ASMR. Now it makes all the sense. So okay. So it's going to be a good episode when we talk about it actually.
Interesting.
Okay. Interesting. So uh this is we had and now I want to show you this obviously because um our friends from play are starting to are doing some interesting stuff these days.
And look I hear they don't like me anymore.
What? Oh, there we go. Going on the latest car puzzle trend.
Oh, what is this? Bus jam. Maybe
bus out or bus jam or any bus.
Any any bus something traffic.
It's it doesn't matter. But also
I don't even know who was first anymore, you know.
Hey, this is from Parket. We talked about it and it's from Popcorn Creative back in the back in the days. But they

also have the I mean very similar one which is like nice music but also wait no it's the same thing this and
this one because I'm going to show you
that's from why not survival with the sucking device thing and then
no but the club is from the zombie game idle out
which by the way we can actually check as well so remember this one I'm going to show you one one other Idol. No, I post. Yes. Didn't talk about this for a while.
How are they doing, by the way?
You know, I'm not sure. You can you can check it out. Yeah. In the between in the meantime. Yeah. They have some
up quantum portfolio.
Yeah. Yeah. Yeah.
They have the Golden Goblins, guys. Same publisher.
Yeah. Yeah. Yeah.
The quite stable like 30k a day.
Not bad.
Yeah.
Those creatives I think
that was also pretty pretty good. 25k.
Oh, they ch they also changed the the

layout. I think this looks more like a doodle magic bang bang survivor type of ad.
Oh, yeah. Yeah, of course.
Yeah. From top to the bottom, which is okay.
How did your uh prediction go, Yakob? Did anyone from the west break out on the doodle magic or
you mean the
Yeah. Mhm.
Uh there's this game.
Yeah. Space team which space team
recover but they are going up.
They're doing quite well. Yeah.
Uh yeah look
ah I guess the same thing. Okay then we have this game and this game only which is a beast.
A beast but they changed the the creative strategy quite a lot in recent days. Yeah. Yeah. It's very different. And what I'm going to show you, [ __ ] your pants because this is insane. I

mean, this is kind of nice. I mean, there is an interesting sounds to all of this. And this looks really like ASMR stuff, but this this
You see now what I what I was talking about with with Screw the Here you go. Lego.
Literally Lego screw. This Danish company loves to sue people. Oh, it's going to happen for sure. It's what Lego does. Like Disney of Scandinavia.
You know why they like cross the Rubicon here? You see the last part that he put there?
Yeah.
What?
Like having Lego style like surface is one thing, but having actual different egg Lego blocks is different for this.
But it's under the public company. They had to pass legal with this. That's super interesting.
I was like, whoa. I'm like, yes.
Okay. They're really pushing it.
Yeah. Yeah.
Yeah. I wonder if there was any recourse with the Gucci and the Prada from the
I don't think so. I don't think so. No.

No. I don't think so. They just said, "Oh, sorry. I we made the mistake."
Little bit more bigger to even like for these guys to heard about you.
Super is very big. Super
big 20. You know
how big it is in sense of fashion industry?
Uh enough. Still, they're making millions. They're making millions. And you sitting in China
is probably ripping Gucci's logo into their creatives or whatever on like ehops and everything.
Come on.
I don't know, man. I mean, they have their legal departments which are not super small,
which is which is probably pretty busy with their scandals and fraud.
Yeah,
most probably.
Yeah.
Yeah. M this might be a long shot but spring is approaching fast.
Felix going dead jump. There we go.
Oh man. Thank you. Dear listeners, you know what is this? Because you know this

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upgrade and they have more
milk this concept so many different ways. It's so impressive cuz it's different but it's the same same like
can you see it oblivion?
Yeah. Can can you see the high quality and can you see like how it's it's different because there you're kind of saving this
but also like oh man
you know what what I don't like about their UA or I mean their creatives
what what
zero AI zero
yes yeah
I think I'm missing the trend here like come on guys king is already all over it same as white out survival like what they're doing
yeah but look instead of using AI they're actually using all the like save the save
save the dude or save the dude.
Yeah. Save the dude concept
whatever he is. Yeah.
Yeah.
I think this is this is what they are doing and it's is working for them. I mean what kind of AI would you would you put on top of this? Tell me.
On top of this.
Yeah. Or just why

you can do stuff like golden goblins that like you know 3D shots of stuff from the bottom or whatever like move it around. So there's no same picture or like pretty nice AI hooks that you can go with this.
Yeah. They would they would rather go and do this. Okay.
Because that that's something that works. It's something that works for them.
I would literally do like Topper Harley swimming in ammo behind him
shooting all all these things. You know, the Hot Shots guy.
Yeah. Because look, there's this this this game which is um taking a heavy inspiration from I'm not sure who but everybody. He's like come on. I was like
mob control.
Yeah. Like I was I was really curious like what they do. I like wait a second.
That's what they do.
That's what they do. Same thing all over again. And then they have even this which is like hm reminds me of

something.
Okay.
But you can you see the actual like quality difference between this and what we saw before?
Yeah, of course.
I mean that's insane.
That's a giant difference.
And that's a very big difference and also like the movement and uh like how everything is is going. It's like it's such a big difference and it's also I would say in like difference in the performance and like the actual CPS all you can see the text here.
Yeah. Yeah. Also the background. Come on,
we can do better. But still like they they also look Oh, hello.
We need to get back to our concept here.
Yeah. Yeah. Yeah. Uh and
we should do another review of mobile control just to see what's changed since we talked about it last time.
Changed changed.
We should do another one.
There we go.
What is it? What is this? Oh, wait a second. It's a white survival using their kingshot
which is amazing.
Everyone is using Kingshot.
Exactly. I would do it because uh it's

such an easy thing to do and it's it definitely works like crazy. Also, this one is what is this? Mob control maybe or the color. What was it? Color something. I had it color match or color fight. Where is it?
Something like that. I have it. I color coral clash
which is a game that's by from voodoo as well.
So that that was almost it. And I have this which is again wait h what is this again? Oh wait a second it's again the township creative. Oh yeah it's completely dead. And then I was like wait a second. I think that it's slow like player bought a significant share in Vizer games.
Nope.
But they are kind of the like a stre like a very big investor in the company. So they're kind of using
so it's almost like the the idol lumber

and township and now Kondike as well. So they're like one big family. So they're using their like the concepts also. This is always what happens when player get your hands on you.
Yeah. I was kind of looking at top top creatives and I was like, "Wait a second. What is this?"
I was like,
"Creatives?"
Yeah. H what what kind of game super what kind of superstar game is? Oh, wait a second. It's
Yeah. They started using running EA. I know. Yeah. I was surprised. I was surprised. I'm not sure like what kind of revenue or whatever makes but this is second creative I think that we can check and I wanted to show you also this one because I I didn't show it. This is the good old
moco.
Yeah, we also have this great book on Moco. Uh it's up from the like they started running like uh 30k a day downloads now from start pretty much pumping up like 80k downloads a day on July but it's

going down. It's just like I don't know.
Yeah they have like way they have more
honestly with this whole moco thing. I'm not really sure it's going to be go anywhere. Active users are alltime low actually.
Yeah.
Outside of Uma Musim what are the games that you say oh this going to do so well? I mean, but you know,
King doesn't gonna do so well on
Yeah, that's true.
And also Pokemon TCG.
Yeah, I did not see that coming. I did not see that one coming. Coming mile ahead.
Yeah, because you didn't play it.
Yeah, there's no ads in it. Why would I play?
I mean, sure,
man. Give me Give me
But still. Yeah. Yeah. Okay, fair.
Yeah, I want to see the AI. Come on. So much AI.
I know. I know. But still, uh, like the Moco stuff. I'm not sure. So, so far,
this is Moco, by the way. So we finished like started scaling here in July or pumping UA probably and then just like turning it off.
Yeah, the revenue is what like all 20k. Well
like it's it's you know not really super standards but let's say okay starting

playing
lots of interesting concept.
Yes.
When we see this just
kingdom of heaven gladiator.
Yeah. Oh by the way this one has a stolen gladiator. ground. So just just saying.
So uh yeah this kind of a nice concept that we saw there. Of course I rise of castles. Why not?
Then we have the historybased very nice.
Hey nice.
Yeah it's literally like a story based AI creative now. But it's like super by the way the jaws are like
Yeah. Yeah.
The size as usual.
Yeah. Anyway, that story
and there's Lord of the Rings music playing in the background. Why not?
They don't They don't care. They don't really care.
Yeah. So, that's there. Then we have this one. This is again super interesting concept. And there's also like a

Oh, man.
It's like one of the ' 90s uh stolen stolen track there basically going there in the background. But looks looks very very very good and interesting. Um definitely I would call these like AI only enabled concepts. You can really do these with your normal creative team.
Yeah, but it's like if this happens like for a minute and 23 seconds. Oh my god. Oh, it does.
That's from the game. That's the game. That's the game. Uh the game.
Yeah, the game. Yeah.
The game.
Next one. Uh so we have this one. This this pretty pretty good uh hook I would say even though she switched her switch hand mid midway like by holding this to holding this.
Ouch my wrist.
Yeah. Yeah. Yeah. Yeah. So this is basically play on Troy or what was it? Uh that there then we have this. Why don't
Hello Rock.
And there's Gangster Paradise playing in the background.

Wow, I love this.
Yeah, they are the usual like, "Hey, bro, we stopped stoleing IP." So now we steal the actors instead. [Laughter]
And you see Rise of Castles watermark, right?
Yeah. Yeah, of course.
You need to watermark your stolen stuff. That's very important.
Yeah. Yeah, that's very important.
Okay. Then again, some history stuff.
Jesus Christ.
Again, pretty nice. cuz I think we'll see more and more of these. Uh especially with the VO3 functionality of like those like selfie whatever.
Yeah. Yeah. I I had one with a selfie stick in like in the army but like army front
I think it's like it looks so bizarre. It's it's like very very catchy.
Uh then we have this one. This one super interesting. Looks like Dune or something but it's actually like you see those are normal people there. I don't know. Could be uh it could be uh uh

what's that festival in the desert? Nice.
Burning Burning Man.
Burning Man. Yeah. Yeah. Could be Burning Man. Again, very interesting.
Uh then we have what do we have? Uh I think another page I missed there. Yeah, this one. I always wanted to do this, but it's [ __ ] hard to do because there's literally a template for this, like for these dragon heads. There's like one guy on on on Twitter and Tik Tok who does these
really.
Uh it's all done through AI. I literally want to
No [ __ ]
But I I I'll I'll I'll do it. Like give me like three more months, I'll be able to do it. This one is literally one with a man bun. A dragon with a man bun. And Marty is the guy I'm touching.
Once I get my hands on this, I Yeah, we will start.
Notice notice these best RPG mobile game laurels at the bottom. They
lot of
We saw it before. Yeah. Yeah. We saw it in Tile Survive.
Yeah. Yeah. Uh then we have this as

always. Uh so guys,
Lines of gel.
Yeah, guys, Lens of Jail are going very very strong on the anime creative with like all the Gibli.
Yeah, but they're making what like 8 million a month. It's not like nowhere near the
What do you mean? Like it's not that big yet.
Yeah, they're okayish. Like, you know, I don't think so. They're like that pro in Forex, but they still are able to go top top 15. So
Oh, yeah. Okay, fair.
That's good. Yeah, they also have lot of these very nice interesting ones where
Oh man,
it's actually monsters.
Ah, that shark. I'm not going to be able to sleep.
Uh, this is also nice. Like
Yeah, I mean, yeah, it is.
Basically, all
the movement like it's completely off. I
mean, who cares?
Who cares?
Who cares?
Yeah. So that's there. Uh then we have this. So this is still lens of jail by

the way. It looks like stolen from Nevermore. So I don't know what's what's what's happening there. But there's a recurring teams around these. I'll I'll show you.
Uh this one I just wanted to leave there. So you'll see
because it's a golden goblins.
Yeah, that's the golden goblins with ammo. So they're they're using that one. And then this one is actually a
Oh, nice.
You see how these breaks on the bottom? Yeah, it fills up. Yeah. So, they're also doing this. This was a very nice AI hook.
She goes to
maybe they watch the show.
I hope so.
Maybe. Maybe. Maybe. Uh, you know, very big Chinese companies watch our show. So, why not these guys?
That's true.
I wouldn't be surprised. So, but this this is like really nice AI hook because it looks super real like actually until the point
you need to pay attention a little bit.
Yeah. Like for instance, the letters is complete [ __ ] and like the physics here on the bottom is complete [ __ ] and stuff like that.
Okay. Uh yeah. Then we have this one. We spotted one. This is just so good.

Go on.
Uh then we have this one. And you remember these?
Never. Rise of castles.
No, Rise of Castles. Rise of Castles.
Yeah. But this is not Rise of Castles.
No, it's not. It's Kingshot.
It's Kingshot.
Yeah. You know,
so Kingshot is running these. And also this one.
Yeah. It's pretty cool. And I think there's
there's the cartoon team tower defense whatever AI birds going completely
completely nuts.
Yeah. Yeah. Yeah.
But yeah, this is the thing that I wanted to mention like Kingshot is full on AI like a lot of and by the way I have checked like only new creatives only for July like this is just the new even more AI stuff.
Yeah. Yeah. Yeah.
So So that's there. Uh yeah this is the
I love it. So I think this is uh what is it?
That's yeah look I was holding this V3.
Yeah, this is this Yeah, see see this is this is the part like like the V3 medieval style whatever history thing. Yeah,
I think it's Japanese.

Might be.
Yeah, might be. But like looks super cool. And they have like multiple versions of this by the way that like
creative on the top and then we can play on the bottom. Like these are pretty much the new UGC guys like V3. That's the answer for sure. Yeah, the Yeah, exactly.
You don't really need
the V3. Yeah, the V3 is the the answer. All of these
and you can you can do so much more.
Yeah. Then there's this.
Oh, I saw Yeah. Yeah. I have this commercial. That's with no
That's the version of that another thing we did there. Uh similar one. Yeah, this is the dragon created. There's no AI, but it's very interesting that they're doing this that there's basically like a dragon falling all over like map of America and rebuilding it like just seems very interesting to me because completely different concept that they're stuff
that they're doing. But let's see
if this catches on.
Then we have another refrigerator.
Yeah. With English

Yeah. English king, which Yeah.
But it's the same.
Yeah. So it's the same like nice nice ped it was localized because those were Asian Asian people
Yeah. Exactly. Yeah. Asian people now you have
you have Yeah. white people. Yeah.
Yeah. Which is just one line in the prompt changed and there you go.
Yeah. Exactly.
Localization.
In 5 minutes. You can localize your ads in 5 minutes. Uh
that's there. Um, yeah, Dark War, as I said, they have a [ __ ] ton of new stuff. Like they all have all of these like again the recurring theme of like these laurels and everything. And it's all within this like very very nice pixelated graphics. Looks like an indie game actually
even with multiple styles and they have
even with multiple awards.
Yeah, multiple awards. They have [ __ ] on.
Yeah, we saw Yeah, we saw this one.
Yeah.
Can we put some awards on this episode like for the thumb thumbnail?
Oh, yeah. Oh, yeah. Yeah, I will. I will
best best.
Let's try that for a couple weeks. See

what happens.
Let's put I'll put it there. I will put it there. I'll put this. Yeah. Also, this one was like
this one looks really good. Yeah. This one,
you know, it reminds me a game like when I was all like young and like all the games were in this kind of graphic style because
these were the cinematics, not the games.
You're right.
Exactly. Uh then we have this one. Yeah. This one we saw this is again dark war and then yeah this is again dark war
uh once again the pixelated arts in their like shelter style creative
which by the way seems to me much more um jolly or like happy because like everything's kind of nice and saturated instead of the bleak like this is pretty comfy you know like it's still the end what the theme is from it's the theme from uh when we did uh the review with a boat game on Steam The boat is exactly the same art when you're cleaning up the mess. Uh you did it on uh full steam ahead. It was one of the games you did there.

Ah, that one. Yeah. Yeah. Yeah. The ecology board.
Exactly the same. Yeah. Theology is the same artwork.
Yeah. Yeah. You're right. Yeah. That's the same art.
Steam trends.
Yep.
Then there's this.
When are we doing another full steam ahead, Jakob?
For what?
Soon.
You should do another full steam ahead. So, next month. Next month. We're doing it differently.
Soon. Well, next month is in few days.
Yeah. But when you're listening this is this month. Uh, no. I don't think so.
Yeah, I think so. Oh, or maybe not.
Maybe.
Yeah. So, this is this is more like traveling on apocalyptic stuff on dark war with just like giant machines or whatever.
Uh, so that's there. And then, yeah, that's it from my side. So, very interesting part these days.
The AI stuff getting so much better better.
Yeah, it's so much better. when we compared uh when we did the episode well not the episode but the actual presentation in China I had 2024 AI versus 2025 it's such a big difference it's insane such a big

difference okay thank you very much for listening because this is already too long but it was full of insights and full of creative trends and full of creative uh videos so you can actually get inspired and create new videos for yourself to scale your game and uh please join the Slack channel and also just comment under the video. We we want to hear from you.
If you want to see some creatives being featured in the episode, send us
of Okay, interesting. Yeah, we can we can definitely do that.
Uh so yeah, thank you very much. Until next time. Bye-bye. Ciao. Bye-bye. [Music] Heat. Hey, Heat. [Music]