Because it works where? On the fruit merge game, which is not fruit merch because it's merge.
Exactly. Exactly. I mean, dogs and cats always work.
It's 4 a.m. [music] with those coins. [music] We're the two and a half gamers. The midnight crew talking UA adverts and game design too. M feeling [music] shaky. We're rocking those vibes till the early day life a master eyes on the prize. Tracking data through the cyerspace skies. Feeling stacks [music] colors like a wizard in disguise. Jack crafter realms lift us to the highest. Two and a half gamers talking [music] smack. Slow hockey stick got your back. Ads are beautiful. They like the way. Click it fast. Don't [music] delay. Uh-huh. Uh-huh. Uh-huh. [music] Uh-huh.
Hello, hello, hello. Welcome to the Two and a Half Gamers. And as you might have noticed, it's the time of the year. The time of the year with the [snorts] fake Christmas tree behind the Yakov.
I mean, it's the third time we see the Christmas tree right now. So, I guess, you know, happy third anniversary. I have I have one in the in the background, but I don't want to show it because that that looks like it had like a stroke or something. It's just [laughter] poor guy who who couldn't even I don't know age properly or whatever. Anyway, welcome to I don't want to say Christmas special because this is actually going to be live on Thursday and the next episode that we're going to record is going to be Christmas. Oh, no. It's actually going to be after Christmas. Oh, we'll see. Anyway, it's Christmas time and
no one cares.
No one cares.
No one cares. Happy holidays, whatever.
And happy creative trends. My name is Matel.
I'm Felix Brawberg.
And I'm Yakuber.
And we are your hosts.
Yes, we are.
And yes, we are. Yes, we are. And we are doing a lot of stuff at BGC. Always panel discussions. two and a half gamers follow talks and every day we have a party and actually on Tuesday it's going to be two parties so we will have a happy hour with TV scientific and al media and then we go straight to ZBD and two and a half gamers and other kind of partners karaoke night so it's going to be a lot of fun on Tuesday on Monday we will have the singular Google and Two and a half gamers event and on Sunday obviously Matthew's birthday party. Anyway,
and Yakub has promised to sing any Limp Biscuit song on demand. So, yeah, please come to I'm joking.
Please.
Yeah. Yeah. Yeah. Exactly.
I don't even listen to that.
Well, you better start.
You'd better start. And you know what? We're going to start with And you're going to [ __ ] your pants again.
Golden Goblins. Here we go.
Golden Goblins.
Golden Goblins. But I don't think you would ever ever really want like anticipate this.
Did they outdo themselves?
So good.
I want to meet these guys and just and just give him a hug.
Oh, there we go. [ __ ] Kingshot.
Yeah, King Shot.
I was like I was like
Indiana Jones King.
No way. This is so good.
So good.
So we have gone like full circle basically, right? So
I think like this should be like the top creative team's current assignment do a version of kingshot.
No, it's like you know you know what I was I was speaking about in Istanbul all the trends and then I had like a kingshot like everybody was like well like what are what the [ __ ] you're talking about? Like that's a game it's not a trend like Yeah. Well look
it's become a trend.
Yeah. absolute like a huge trend and every game is coming after this and I mean I don't play them it definitely works
stuff just works
how many
it's just it goes from Forex [snorts] back to the other genre finally not only [laughter] from idol to forex so this was this was such a surprising thing to see and I was like yes guys like you are doing it Also kind of a nice nice nice hook. Wait a second here.
Do you think they're they're they're also like lumberizing the ads that hook I mean
kind of I mean it's the same team. So
fun fun trivia question since we're talking about it right now. Kingshot launched this year. What do you think is the total amount of downloads from the start till today? And then I'll ask the
same question for white out survival cuz the downloads to revenue metrics are so impressive but still
I know for a person it would be mind-blowing.
Yeah, I know.
Something like they're doing what like 100k 150k a day.
So Kingshot has earned 490 million so far. So half a billion probably a bit more, right? But yeah tower
56. Very good. Now mate, you get to guess on white out survival
then 2020 23
2.7 billion in lifetime revenue. How many downloads?
How many downloads? 50 million.
Oh, you're very good, but you're a bit wrong. 160. But that's a very good guess. Very good guess.
Nice. Okay. I mean, we're back. We're back here in Golden G.
Yeah. Yeah. But that was a fun detour. I think
that was a fine detour. Yeah. find it because we we need to talk about this because Kingshot is everywhere basically
and people notice that and I mean obviously copy that as well but this is kind of new although this bridge concept is not new that much but still like this like a whole creative it is it's kind of I mean pretty good start I think they're still one of my favorite favorite games to look at for different creatives but I have actually I have a new favorite game and you would never guess which one is it because We talked about it on the podcast.
New favorite game for creatives.
Yes. Do you have a guest?
Forex. He's actually
Forex.
Forex.
Plans of Jail.
No. No. That's yours, man. That's so much.
I hate I hate watchives. I hate those creatives.
Yeah. Yeah. Yeah. Yeah. [laughter]
Oh, I think you're so you enjoy them.
[ __ ] [ __ ] I mean Yeah. Exactly.
No, it's actually
this one.
I'll survive. Yes. because like they have basically everything all different concepts and and fast
this is a lifeline you forgot to said that this is the either this game makes it or the dead forex
I mean that's true but the thing is like they actually I think they learned from the mistakes
and now this is what what you do and exactly
on the creative side it's it's actually it's amazing 3,600 creatives new creatives only for November That's how you do stuff. And you have basically this, which is, you know, this is the game that we talked about, I think a couple of episodes ago, which is the tabernation, was it? Or some some other game, which is like a or no, it was other other games.
The trail simulation. Yeah,
exactly. Yeah. Yeah. This is basically it. Perfect. Thank you very much. And we have what is this? Top war or what was it before? Kind of from the pastish. And basically all the tasks I mean this is this is the we have AI which is great right? I mean you always talk about it
which is also 6second bumper ad but still works and then we have so many other stuff. I mean it's perfect. So it's all it's my kind of this is actually one second. This was really nice. This is what we talking about.
Chinese awards,
but it's very nice AI, right?
Really cool.
I've seen these like,
you know, you know where that yellow jacket comes from? It's that Netflix series that was popular a couple years ago. The yellow like rain jacket on Mystic. I can't remember it, but I watched it, but it was so long ago. The actual poster from the Netflix series. It was one of their main ones that year was just this
Breaking Bad
yellow rain jacket.
No, I'll find it later.
Yeah, you'll find it later. Then we have our good old golden goblins here as well. So,
of course,
they're doing everything pretty much, right? Then we have wood as well. Wait a second. Yeah, right. Kind of. I mean,
this is more like white rival.
Oh,
yeah. Yeah, this white rival. So,
dark. It was called dark.
Yeah, it was dark. That's the German. Yeah, that's the German one.
Yeah.
Yeah. Yeah. Yeah. I divested it all.
Would you say that UA is just about finding these pockets of things that are popular that people resonate with? So basically lower CPIs because they think it's related to that.
You just yeah identified a really nice part of the whole equation.
Obviously if you can relate to something and it's very close to you like why do you think people are using
all the characters from which
all the characters? I I will show I will show you one thing right now because I met with Parak uh in San Francisco and he was like ah you know like we found a very good winning creative one sec.
Wait. So let me summarize when you're looking that up.
Yeah. So basically like these guys were just like dark was the sixth most popular Netflix show that year. So let's just take the yellow rain jacket from that and put in the creatives and people resonate with it.
Uh yeah, I think that that would work. Wait a second. H there's some nice AI. More nice AI.
Yeah, this is all AI. Basically, this is all AI. But I'm trying to find one which is performing seriously well and it's insane. Well, let's see. Maybe just need to No, this is not the one. They have basically
you turn into an AI avatar.
Actors actors rep kind of battles.
Mom spaghetti.
See if I find the proper one. Maybe it's not even here. Anyway, I will try to find it later and then just But this is also like the for you Jakob and AI stuff. This is exactly what
the works but they have all
this is pure AI.
It's all AI.
It's quite good AI.
It's really good AI.
Yeah, man. Like I had literally problems like next AI creatives, especially with the realistic ones.
Yeah. You can't tell.
Yeah. You literally like you need to go like checklist like hands, eyes, and then overlapping like otherwise you don't see it.
But you can always tell Yakub.
Yeah, of course.
You're a little AI detector.
No, but like look, we are trained for this, man. Like we know.
Yeah, we see it all the time.
Yeah, this is a rap video. Okay, whatever.
Yeah, she's AI.
Of course, she's AI, but everything is AI and it looks so good. It's amazing. The sound is great, but maybe I will find maybe I won't. basically all all the actors which are just AI images. So it's like it's insane. It works so well. So but they don't care. Okay. Anyway, so we can do this because I mean this is also my like latest favorite but only for just gross kind of videos
everything. Yeah. Look. I mean
I don't like these guys creatives either. But yeah
I don't I mean
seriously
uh what was it? Top girl had this thing like gates and women getting different
weights because of that they had that
man I was trying to do like top girl check top creative creatives there's no data for lot for some reason but I mean that's maybe just just center not not seeing anything properly but yeah like you have all of these which is gross really and then even playable which is almost like
see I can make it the toilet thing. Yeah. And also this. Can you draw a heart along the edge?
There we go. Save the doggy.
This is even better. It's jumping on every track. And then again, I posted that survey and we should definitely record the podcast about that survey because people still think players don't like to see fake ads, but they don't [ __ ] care. So, you don't have one lady, but you have four
trying to get to the toilet. I mean, I'm all for fake ads, but this is still it's just like it's just too much, man.
It's just a low new level of low quality. Like, it's just
it's not low quality. It's like different emotion that they're going after, you know? It works for some people.
Exactly. It works exactly how it's supposed to.
Yeah, it's it works exactly how it's supposed to, honestly. I mean, that's the that's the thing. Okay. So look, so we talked about the royal match, but I mean from all the different things and I have other match free games that are kind of doing well and this is this was kind of interesting a playable which is basically like freezing families but a little bit different cuz now I'm kind of renovating I guess. Come on.
There's no freezing family in it.
There is no freezing family. Exactly. See? Yeah. Exactly. So it's different.
They didn't make the king freeze. Exactly.
Seen so much heavy stuff with this like iterations like with small dogs and stuff.
Oh yeah. Yeah. Yeah. Yeah. That's where all she's Do you remember the playables I showed you last time?
There we go.
That's from Jixo Solid.
There we go. Jigsaw Solid. There. Hello.
And you know what is even even better?
I will show you one other game
where it's exactly the same. And there you go. Okay.
I should like Oh, sorry.
Yeah. Oh, you can get them.
It's just crazy like cuz basically in the last 30 days, right, the most downloaded game in the US is Solitaire Association by Hitups. And then the third most downloaded game is Jigsaw Solitude by Gaming Cat. It's like Solitaire is on a tear. So why not get on the UA trend, right? So if it's working, you need to copy it, right? You need to get on it.
Of course.
I mean, I talked about it. Playable Maker had the we have the template for it and it's actually working so well. And you know what's actually really interesting was the similar puzzle kind of theme was uh trending in almost every [ __ ] game on Google. It was a hab portfolio. We saw it on some other I think it was August. I was like talking with Andre like what like it's like some like Google rep just selling this puzzle
playable or like what's happening because everybody was literally I said like I saw 10 10 games different genres all had this puzzle playable. I was like okay it was also on playable maker. So I tried it for two two of my games and it was just absolutely crushing it. It was working really well like okay I mean that's fine I will take that. So here's the same thing. This jigs jig solitary is just uh trending and there is the reason. Look yak do you here you have your
Yeah we had that I think we had that
this one really when
I remember having this one
don't lead with that. People want ads. They don't know what's good for them.
Yeah, I've seen this one before.
Okay then. But this is AI.
Yeah, of course. Like uh of course it's AI. You know, uh, you know, you know what else is really interesting? This week's sponsor. And now Mate is going to tell us about Fastpring.
All right. This episode is brought to
you by Fastpring, the no drama D2C partner that's been scaling with mobile publishers for over 20 years. Whether you're launching a new web store, replacing your current D2C setup, or adding a backup plan, Fastpring is here for you. So go to Fastpring.gg GG and set up your web store in no time. Let's go. Fastp tell them two and a half gamer sent you. Thank you very much, Felix. Thank you. And look here. And look here. H. What do we have? Match villains. Oh. Oh,
there we go. Oh, really? Is there a jigsaw ether? Oh, I'm so proud that we basically stay on top of all these trends. We know exactly what's going on. It's not like why did they suddenly start doing solitary? No, it's cuz of these two games climbing the downloads chart which we analyzed and it's just
like this works.
Exactly. Yeah. It's amazing because then it's like people always sell say, "Oh, you know, your playables, they need to really match the gameplay." And I was like,
"Sure."
Yeah.
Sure, man.
That's exactly how it works.
See you in the museum.
Yeah. Exactly. Someone said that in Good job games in their creative medium, would be like, "Metaba, you're leaving."
Yeah. Exactly. I mean, I think it's so great. You know, and you you know what's even even better? So we we had this different playable from Royal Mash. Look.
Yeah. These trends get so fast.
What is this like one month until they they they scaled? I think one month
and mid mid November both of these games started scaling, right?
November.
This was just again like Aluna the character from M Villains and Royal Match. They had a dock which is basically one to one. I mean of course they're fast. like if you need to be fast before everybody else copies it. And like the great thing about this is that you know where to look and how to
use.
So I told my boss I made a [music] playable app with Playable Maker and he said to me, "What language did you code it in?" And I said, "I don't know. With Playable Maker, [music] all you do is drag, drop, click, and it does it all for you." So he again he said, "What language did you make in?" I went, "I don't know. English." [music] At the end of the day, as long as a playable maker does it all for you, why do you care? It's just like magic.
That's the thing because I mean also like uh we had like I had one call earlier today and like oh but we again like the same we don't have the playables like just use chick solter like but it doesn't really match and it's like yeah well who cares first of all. Second of all you can really you know what you can do just use the last frame of the video and just put it put the jig solitire overlay on top of it. It's just going to be the same thing and people don't even notice like something hap like that happened and then there there you have your your seamless transition
2018 called see no one cares. Yeah.
Yeah.
Yeah. But it's fine. I still surprised like the big takeaway here is just look at the most downloaded games and then whatever creatives they're doing you need to jump on those trends because it's clearly working in the chart. So you need to incorporate those trends. But you do you remember we we had this discussion couple years ago when hyper casual still was a thing everybody just did like oh this is a hyper casual game let's just use it in creative but then you used videos but now you can clearly even which is even better obviously on apply other networks you just use it as a playable and there you go that's it that's all you need and you can you can use it as like interactive end card which is I mean seriously like that's such an easy thing to produce so it's just one image basically you don't really need anything else. So, we again like uh I was trying to look at different games again so we don't use like kind of talk about the same thing all like all over again. But I still have the block blast here and I mean
apparently these guys are using same be cringy or kind of uh UGC whatever agency because they they have all these like weird
people there. Yeah, kind of. I don't really know like why they're even using UGC at the first place. But I guess I mean if you're running what kind of like uh almost there almost there 11,000
UGC mean like if you're using real UGC like for me it seems like just your creative team is not up to par with AI. I've seen so much UGC with AI.
I think we're at an inflection point where it's not really the case it's as good yet but it will be very soon.
Oh, it's already really good. just like come on
you know it's right on the border like lands of jail creatives like no matter what you say they're not good
no no no like it's lands of jail only I mean
just wait for king shot and tasty travels man
exactly that's the thing these guys are from not gossip her but what is the the
other game
hungry
no from microphone seaside escape so these are
yeah this guy is the boss from seaside escape creatives
like the the angry boss yeah the actor the angry boss We're going deep now that you've recognized the actor. That's pretty impressive, man. We're in deep in Mobile Lord,
but honestly I Yeah, exactly. I mean, I told you about Jason, the Jason UGC guy. I saw I saw him multiple times. It's It was, you know, it reminds me the the old lady that she was with the granny. She was in all triple dot videos and even the red core game and I think almost in every uh female oriented creatives or like games for those. So anyway, but I mean that's that's pretty much it. Yeah, I mean they're using quite a lot of these tablet and hands or tablet and pen types of creatives. This is quite common for apps and it works really well for for different apps in that space. So I mean
again they're kind of going for see kind of the outside of their genre or although I think yeah know we actually we were talking about this last time this exact situation and creative. Okay anyway we can end with this crazy crazy space theme
that's new. I haven't seen this one
looks pretty good.
It looks pretty good. Yeah, it's like, well, we don't know how to iterate. Like, well, okay.
There's still ways to iterate.
That's always so good.
Exactly. What should we do like that? You can do so many different things.
By the way, uh Jacob,
oh wow, this is a great creator. So, Block Blast, you know how you were making fun of me for the DAU that I said is not going to be the biggest game and you were like
again, let's gorilla gorilla free. So when I said that right the first time when you slam dunk the fact which you were right which were right with
Blockblast was on uh 42 million daily
active users in the last 3 months it's gone up to three so it's coming and my biggest prediction is I think they will overpass him by this time next year. Garina Free Fire will not be the biggest daily active user base game. It will be Blockb Blast.
You'll eat your words, man. But
it's so close to close that 10 million gap in three months.
It's 80 80 on Garina Free Fire.
Dude, I'm looking at I'm looking at the numbers right now on Censor Tower, which is the go-to place for all truth. So yeah.
Oh my god, we are not having this discussion again. What we are discussing is Color Block Jam because even though they kind of declined in revenues quite
significant creatives, that's the most interesting. Yeah, they have quite a lot of new new stuff which I'm not sure like if I I'm a big fan of it, but it's just definitely there's like
well brain training age brain age.
Yeah. Yeah. But you know you don't you don't get the music which is meow meow meow meow meow meow meow. [laughter] That's
I do like that.
That's like meow meow. That is amazing. Yeah. So they did so many like icon changes and so many different stuff that I was like, "Oh, wait a second. I don't even recognize this anymore." I mean, it's pretty clear like that's they are doing a lot of stuff on on the iteration as well, which is great. Oh, yeah. But there are so many new new clones which are also kind of taking from their revenues.
Yeah, I get it back to Felix. They at 66, but in July they were at 88. So
they're all playing block blast. What up,
man? We'll win. No worries.
No way, man.
Blockbust is going to be bigger than Mark's at 60 now.
60.
Yeah, cuz they're all playing block
anyway. Yeah, you cannot clear the board
because well, if people don't play color pog jam that anymore that much as they were before, I wonder why. Because there's thousands of clones.
Exactly.
Thousands of clones and
iterations.
Yeah. Iterations, right? I guess. Yeah.
But not not like an iteration that's like that that defining yet.
No. But
also these puzzle games there's a limit until like you're like let's put it down.
That can be crushed.
Yeah. Yeah. I did that a long time ago.
Yeah.
Honestly, I did it long time ago.
That's not enough puzzle man ever. Ever. And so close your eyes
and watch.
Oh wow, this is so nice.
The same creative with a new character. Who's doing this now? Is that our friends at Century Games?
Yes, you saw it on the way.
Who's the They stole a character.
Of course.
Of course they did.
That's Monsters Boo to one hair basically.
Oh, hello. Oh, wait a second. What does this remind me? So it's full circle. So, it's not Royal Match anymore. It's match villain.
Match villain. Royal match and Monsters Inc.
I mean, who cares?
She drowned there in that pile of coins.
Of course, she save her and she's going to
She's done with the game and save her.
Yeah. Yeah. Yeah. Yeah. Eat the gold, baby.
So, she's dead.
She's dead.
Can you do better?
Yeah. Can you do better? And you know what we can do better is just look at other track star stuff because honestly I mean this is [ __ ] insane. Again I'm I'm so impressed. Look at it. Like is it grossing higher or like what's happening there?
They're pushing they're pushing so much so much stuff and even high hero but those creatives I'm still
this is like Empires and Puzzles like
and like they I'm not sure like if they if they got like some additional extra
budget but they wow alltime high.
Yeah, they're pushing it so much man.
And the downloads aren't even that big. It's like 28k a day.
And look,
like they had bigger downloads. So my guess is it's just the optimization.
You know what? It's like look.
Wow.
Look how many how many different [ __ ] Look. Look. It's all different
and all AI.
Yeah. I mean know it's AI but
like I've seen Tasty Travels and Kingshot cool linings, man. They literally have
I don't even know like where where to start because this is this is
so many concepts.
Exactly. So many concepts.
How do they come up with it? Do you think it's people come up with it or do you think it's like
I mean to be fair I was on few calls where they literally said like you know what we don't know what we should do because basically Century Games is stealing all our creatives and it's you know what they are doing. So they have all the that's my assumption like all the bots basically
surfacing games that are scaling suddenly.
Correct.
Basically what we do it's basically what we do
but it's just
on like a little bit different level because this is for creatives for us for games at different scale of course
for us is basically not creative level but game level which is different right. So, wait. Hello. I love it. You have gates. You know what? This reminds me
the simulator.
The plane simulator or whatever we had their creatives a little bit.
This is mechanic with getting on a plane. It's just wow.
Come on, man. Yeah, it's great.
What's that lumber lumber thing?
Yeah, I will I will go there a sec. I mean, we have this Oh, 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
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Oh, this is [snorts] from Tik Tok videos probably or something.
Of course it is.
The specialty.
Yeah, I mean like that's that's it. Which one? This one. Hello. Not this one. But we have
that's the crazy thing about games, right? Like they steal all the creatives and then like if anyone complains you're like, "Yeah, Sentry Games is stealing my creatives." Yeah, don't worry. I'll talk to them. Hi, biggest spender. How are you?
Continue spending, please.
Yeah, exactly.
The usual stuff. We are Yeah, we are
freezing families. There we go.
Freezing families.
Why not?
No, but obviously I was really impressed. Like, so what do what do you want to want to this one?
That one. That one. That one. That one. Sorry.
Yeah. Yeah, the this is the classic one from also from Forex where you have this big truck going up the hill and then it just falls down and then it goes the same thing. So yeah, I mean it's such so many different stuff. I mean I I was like yes guys this is amazing. I mean seriously is this like a geometry or something?
Like why do you have this on your truck? I mean it's insane.
Looks interesting.
Exactly. Right. Like how do you even think like how do you even come up with this? That's that's
I'm guessing that after you come up with like 200 concepts, you get the hang on this like what works and you you you start to think differently.
Oh 100% 100%. And like it's I already see so many different things that I was able to identify like two years ago just
because the the loads of creatives and even what we look at and what we produce as well. And it's it's exactly you you can you can then clearly see a lot clearly but it's definitely better like it remind me like a Rubik cube but it's not that
right. It's great
so many different things and you're like yeah this is a match match free game
parking thing with overload thing.
Yeah, exactly.
And there's all these different real life hooks,
right?
Sure.
Sure. Yeah. Exactly. Sure. That that was exactly my my point. So, okay, look, great. And then we have all these narrative driven creatives with uh labor and stuff. Of course,
too many too many kids. Yeah, exactly.
Good that they cut off the other part that Century always uses.
Yeah, exactly.
Pretty much. So, yeah, that's Oh, let's see. We have
the segment is getting more and more Rated as we go.
Yeah. Oh, yeah. Yeah. Yeah. But this is actually a game play. Wow. Boring. But this is not Yeah.
Let's put puppies. Yeah.
Perfect.
Because it works where? On the fruit merge game, which is not fruit merge because it's merged.
Exactly. Exactly. I mean, dogs and cats always work.
Question is, are all games just going to be sentry games on mobile eventually?
Not all games. All ads.
All ads basically. All ads for sure. Because see, we are still not there at the end and it's all just so
it's all different. I've never seen anything like this.
It's all different and it's just like it's it's amazing like how different they are. So that that's why they're scaling. But it really you need really need some balls when you want to scale in December or money or both. So or both. So yeah guys like wow amazing. Yeah, I do have basically this because I
was like, "Hey,
I have
when I was Yeah, I know. I know. I know. I'm not going to go through all of these different things. I just
pick the ones that are not AI because I literally have all the AI."
Yeah, I know. I know. I know. I know. And I I don't really know which are not and which are which are
That's the thing I told you. You can see these days.
I don't even know.
You can know only by two things. Like again you you do the checklist like I told you
or you literally know the actors because we've seen so many creatives that we can pretty much differentiate creative agencies
and you know but you know what is what's pro what there is a problem because now arch they can do AI actors with phone in the hand with with green screen on the phone and you you don't really you don't really know [laughter] so it's like but anyway okay so I think I have one more which is again from century because I was like oh wait a second the century is g they are doing something interesting and then
you picked the ro game.
Yeah like the family farm seaside and it's still kind of okay
still makes money I mean no money but
exactly oh oh my god yeah if I if I have this game for this game I'm fine. Oh yeah 100%. But you see like this is AI basically.
Yeah. Yeah. The tasty tribles template.
Exactly. And you know what's what's interesting as well? Hello Zootopia. Hello the
movie of the year. Here we go.
Yeah. I was like, "Oh my god, this is so great.
I can I can already see like Yeah,
it's here. Look, it's one to one.
It's one to one."
Seriously, even like the power there the thing that they're telling you, you know what this can be like where this can be generated in [ __ ] opensource AI model because all the other ones will like shoot it down.
They will ban it. Yeah, they will bend like we tried to uh ch image one five like yeah two frozen and there's like nope
no
ship this is all open source China based models which are completely uncensored
how much of an advantage is it in today's mobile climate that your company is a based in China where there's no IP laws so you can do whatever you want and have access to open- source Chinese models
everybody has access to open Chinese models why they're open source
exactly
but probably the first point here right yeah Like probably the first point here is like
the other point is much more important because you know the laws and IP stuff is kind of like that's the out of jail free card.
Yeah. Yeah.
No, but I mean what if even if you do this it was generated by AI. So who cares?
Yeah.
Because it's just it's cartoon and it's not directly taken from the gay from movie. It's just look alike.
Yeah. Look alike to the point that it's literally look alike. The
I mean it's lookike one to one. It's not even like the V version. We skip that already
because we can because we can. Cuz now that's the that's the thing. So yeah, I mean that's pretty much what I had in in
in mind for for the November creative trends because we always try to look at different games and now it was a little bit more skewed towards century games, but I didn't want to go through royal kingdoms and all the townships and I I looked at those and they have some interesting new creatives, but it's not as interesting as I think these all of these Yeah, the winner for me is of course Golden Goblins doing Kingshot.
Absolutely.
Golden is always the best part. It's always the best part of any creative review, which is why they give them the first place of the first game we always review.
Yes. Yeah. Yeah. But I mean,
I can't wait to meet someone from the creative team is be like, "Wow, you did great job."
Quantum.
Yeah. From Quantum. Last last month, we had the the top creative, which was basically Royal Kingdom playable, which is Kingshot. Now we have golden goblins which is basically
king shot.
Yep. So I'm waiting for Yakob for your
Christmas tree turn into a king shot at soon.
No worries. He's going to shoot arrows and kill soldiers very soon.
I hope so. I really hope so. So guys, thank you very much for listening. I think we'll keep it as as it is for now for November, but we'll go back with with December trends. And you should definitely expect some Christmas videos. No, no, no. It's not going to be that because nobody [ __ ] cares about those. They don't work that well.
Otherwise, we would do them.
Exactly. Otherwise, you would see it here quite often, even in November because everybody wants to do November already and end of November and prepare for for Christmas. Stop with this fun and [ __ ] Thank you very much, guys, for listening. Please join the Slack channel if the link doesn't work.
Ask for a new one in comments as you do recently, which is great. But tell us if there is another game that you saw and
have pretty interesting or other games that have pretty interesting grades. We would love to check them out and add them to the creative trends. Thank you guys. See you later. Ciao. Bye-bye. Right.
Auto-generated captions from YouTube — names and numbers may be misheard.
The mobile gaming industry has transitioned into a performance-first ecosystem where traditional priorities such as gameplay authenticity, creative originality, and ethical branding have been largely abandoned. Success is now defined by the ability to capture user attention through extreme creative volume and the aggressive exploitation of viral trends. Developers increasingly treat creative production as a purely data-driven exercise, prioritizing high-frequency ad output over the alignment between promotional content and actual in-game experiences.
This shift is characterized by the widespread adoption of misleading or "fake" creatives, such as puzzle-based playables that bear little resemblance to the underlying product. Titles like King Shot and Whiteout Survival exemplify this strategy, utilizing cultural mimicry and viral hooks to drive downloads. By monitoring top-performing titles and rapidly iterating on successful templates, developers can capture market share regardless of whether their advertisements accurately represent the game. This trend-chasing behavior is facilitated by the integration of automated tools that allow for the deployment of thousands of new assets every month across diverse genres.
To sustain this high-volume output, developers are increasingly leveraging uncensored, open-source AI models to generate assets at scale. This technological shift allows companies to bypass traditional intellectual property restrictions and rapidly test high-concept variations that resonate with current market interests. Consequently, the industry has moved toward a model where the sheer variety and frequency of advertisements serve as the primary engine for growth. In this environment, player preferences and thematic consistency are secondary to the measurable effectiveness of data-optimized, trend-aligned creative strategies.
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