Granny: The untapped goldmine of horror games on mobile! How Granny Broke YouTube & TikTok?

Basically, this developer kept churning these horror games because it's obviously working for him pretty well because
he started in 2014 with with like Slendrina and then by 2018 he's pretty much doing like million downloads uh month
with just Slandrina. And then comes Granny in 2017 and then she like goes like supernova in June 2018 and 60 million downloads in the month.
But you know this doesn't mean anything. You need to look at the active user base over the same time period. Otherwise this like
we'll go there. We'll go there. Don't worry.
We'll go there. Just want to see like show you like how consistent these games were and like they still are.
Yeah. Yeah. But but like how can you create this It's rolling the dice with those coins. Jacks worlds chasing the sky. We're the two and a half

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Hello everyone and welcome to another amazing episode of Two and a Half Gamers. We are recording right now on Friday evening so that you can stay two and a half steps ahead of the mobile gaming industry. I'm Felix Broberg.
I'm Mario.
And I'm
and we
we are
your

host. It's going to be fine. Yeah, the live was a little bit better, but it's fine. It's okay. Okay, Mr. Now Felix, Felix, now switch switch to like horror Felix and do the now.
So we are here to talk about something extremely scary and upsetting today and that is that everyone as you know has a grandmother but not everyone has a granny that's trying to kill you because today we are talking about the mobile hit horror game that is Granny in Slovakia. Everybody loves granny because she wants you to eat all the food in the world. And if you say no, she doesn't get the answer. There's no there's no is no it's not an answer.
You always need to eat everything she
prepares. So it's not I mean it's kind of horror as well.
I think I think horror games in mobile

like even after like watching Stalker and seeing how that did is like a very underserved genre in mobile. This game is doing quite well on the organic side.
Oh yeah. There's no way.
When we decided to do a cover Yeah. to do a cover on this,
you were like, "Oh, you play it." And I played it. It was scary. Like it's not nice to play, especially if you're playing with headphones. It's like
you played it.
Yeah, I played it.
It's also not nice to like watch the video. It's just like, whoa, what the [ __ ]
Should we just start with the the like the game design? Like show the game off straight away before we show the numbers because
Yeah. No, you mean you mean showing the actual game in the second minute of the podcast? No way.
We need to be 19 minutes in before we can do that.
Yeah, exactly. Exactly. At least at least.
Okay, let's go.
Wow, that reminds me of yesterday when I played the game and it was scary.

Still scary. It's still scary.
Scary. Okay, let's start with this. And I guess we'll
There she is. There she is.
I think this will be a very unique episode. Like we never had this episode.
Yeah, I don't think so.
I think we need to we need to use this music actually from from
Yeah. Is there any way you can share the music?
I don't know. Like
I mean you can
That's what makes the game scary if you mute it. It's like that's how I play it because
how the experience is like music and sound.
Yeah. When you share the the whole screen or the tab, you can actually share the the sound as well.
Really?
By the way, oh yeah, sure. I mean,
let me
just click on the tab. There's also the tab.
I'm sharing the whole screen. Also, share system sound.
There you go.
Mate, can you stop doing that when you do the UA covers and not share with sound because that would be amazing.
I do that. Well, I just didn't do it. And the the the

Okay, so is that with sound?
Yeah, that's with sound.
Oh yeah.
Yeah,
that is scary. There we go.
Okay, let's play a little bit.
I won't [ __ ] my pants now.
Let's play a little bit. By the way, this is the main menu. If I click more games, it go literally to their Google Play Store account. That's
If you can if you can put it a little bit
a bit lower. Yeah.
Yeah. Stephen,
let's play it out louder when you play the game. But yeah.
Yeah. Okay. Okay. Let's go. So, first thing, there's difficulty options. And why there's difficulty options? Because there's a lot of replay-ability. You can see immediately.
Turn down the music a bit when you're talking about it. And then we can turn off for the game.
Even more. I don't even
Yeah. Do you hear it now?
Yeah. Yeah. It's too much.
Turn off the game play.
Okay. Um, yeah. So, there's darker settings,

extra logs. What? It's so loud.
Just mute the [ __ ] music.
Seriously, I don't even hear it now.
Yeah, we can hear. We can hear. Yeah, now I understand like why why you you always say like, "Oh my god, I need to
Yeah, exactly. I have tinus because of your UA creatives."
Yeah.
Okay. We we use it once we there anyway. So you can have quality settings. You see that it's like all prototyping and everything because as I understood from the research that JGPT did for me, it's done by one person speed actually. So
okay, I can tell you from the ad revenue this [ __ ] is rich.
Yeah, we'll talk about that. Talk about that in a second. So yeah, you can make the game basically harder. I don't even want to imagine what would happen if I check the nightmare setting here.
Don't do it, please.
Yeah. And and there's also like extreme

difficulty and stuff like that.
So practice is where I played a little bit first because I was a bit scared. Granny's not home so you can just walk around the house.
Really? Okay. Yeah. So typical instructions like this is pretty much in in line with all the like Amnesia horror games where you can't really fight the horror. You can just go around it or hide behind it or like, you know, stay survive.
I mean, you can get the crossbow and shoot Granny, but then she's only out of the house for 15 seconds and then she's back.
She She gets tranquilized.
Yeah,
tranquilizing shots.
Turn on the music now. Let's just be quiet and show the the day one.
Yeah, just don't overdo it, please.
There's no music. It's just like this stuff. does music only when she gets annoyed. Yeah, there we go. So, what we can do is we can move. By the way, the settings for the emulator are great. There's

press right mouse button to lock the mouse and control and view angle movement. So, it's pretty much set up for emulator already.
Nice.
There's also a Steam game, by the way, Steam version.
So, when we move, it makes sounds, especially on the creaking floor or Oh, here we go. I guess we're there she is.
Yeah, we need to like do stuff like this and hide under the bed and then uh Yeah. Uh try to survive.
There she is.
Yeah. Do you hear the music or no?
Yeah. Yeah. Yeah.
Okay, great.
Yeah. Then what we can do, we can duck because there are pathways that you need to duck or like go around the table and stuff like that. like here
you can hear the piano is like
I don't hear anything because it's just so low like it's just like so what we'll do is we crawl around and the thing is and this is the main

mechanic of the game you open these containers and there's nothing here but they are actual items around the place and what you need to do like you see the door for instance you need to escape as was written there and there are these like for instance there's an item right there that I can probably touch for now but I know that for instance here if we go here crawling I guess these boxes I don't yeah [ __ ] there we go so if Granny catches us we get one life deducted basically so that's
we Five lives, right? You have to get out of the house in five days, right?
So, you get you have to get out of the house by 5 days and the day changes when she catches you and then you wake up in the bed again with everything the same like the state of the game being the same.
Yeah.
Uh yeah, I think we lost Mata already

because of that.
Yeah, he's scared, I think. Anyway, so you go around the house and you are tasked with like getting these items together and those are pretty much like adventure style items such as like locks, weapons, tools, and and whatever pretty much.
Yeah,
there we go. There she is. Hide. Hide.
Yeah, I'm hiding.
Yeah, she she got me. So, I'm back.
M is back. We thought you were a bit scared. I know you don't like
Yeah. No, of course. Yeah. Yeah. She She got me. So,
I'm a little bit proficient in this because my sister is a horror fanatic, so she forced me to watch like all the horrors there are. There's like horror franchises and stuff like that. This is good. It's okay.
You know what I You know what I think is quite interesting though, because this game, before we get to the ad part, like makes a lot of money, right? And it's one guy.
Mhm. And there's a bunch of horror movies that have like a 200k budget and

they make like a hundred million in the box office.
There's a whole franchise. It's called Conjuring franchise.
Yeah, exactly. But there's like so many horror movies that make a lot of money from a small budget like you know the best horror movies are the ones where you just play on the person's fear without even showing anything.
You don't need like crazy effects or whatever. like pretty much you don't show anything by the end of the movie. There's like one shot of the monster or something and everything's created in your head. So that's the beauty of it.
Why don't you play the game? Actually,
we already played. You got killed in day two.
You missed it.
Okay. Anyway, we're hiding a little bit. Let's let's wing it. So, she lays these bear traps. Okay. Hello.
Let's see.
I think we already screw it up. Yeah, this doesn't really work like it's supposed to work. [Music] [Laughter] Hell. Jesus.
You were scared.

Jesus Christ.
Day three. So, and there we go.
There's the the beautiful township
playable.
So, I guess this is my part to say like the interstitial ad obviously has no banner ads because the guy was clever enough not to add banner ads cuz that would ruin the whole thing, right?
So, between the days they have interstatial ads, right? And on I guess
it's every second day. Every second day.
Every second day.
The interesting thing here is right like it's 18 minutes of gameplay over three sessions on average. Right. So it's
quite a lot of gameplay man this is just an average. I don't think so it just it does justice because if we go here a little bit and let's actually leave it to a professional.
So I checked the walk through. This is the walk through of just one of the endings. It's 14 minutes actually. So, if we go here, you see this guy's a pro because he immediately goes and finds

the key and gets the tranquilizing shot ways for the granny. Uh, yeah, I was just enjoying this so much. So, he tranquilizes her and then goes whatever he needs to do because the main point of this game, why it's so good. Can
you turn off the interstitial? It's playing Township in the background.
Oh, really? That's why I shouldn't like uh Yeah, there we go. Sound stuff. So, what he does is basically he tranquilizes Granny. There's like three or four tranquilizer shots. So, he has like I don't know how many seconds now until she wakes up.
15.
Yeah. Or even more.
Yeah. But he goes pretty much his way because what you need to do in this game is that you need to search a lot of stuff because there are randomized spawns of items. The items are the same all the time. like there's a key, there's car battery, there's engine parts, tools, whatever, like you see. But you see what he does? He pretty much searches the whole place because those random items means that they're spawn in different places each time you start the

game. That's what makes it replayable. So, he goes and pretty much searches the stuff, yada yada yada, and he goes and and it takes a lot of time. And think about it, like how much time it actually takes you to even understand these things. Yeah.
In between dying to granny all the time and watching our pants.
Yeah. Yeah. Exactly.
It takes
I'm not the target audience for this, but like
Yeah. Yeah. Like stuff like this like Yeah. There we go.
He died. He died.
Yeah. Granny didn't even catch him. He just like crumbled through the floor floor.
So already lost the life there. So again goes there into the attic and tranquilizes her again as as usual. But yeah, the thing is as I learned that he goes on and like finishes for instance the ending.
Your objective is to get out of the house. That's your
objective. But but the thing is there multiple endings. That's the beauty of it because for instance his ending that he's going for is actually that you uh

repair the car in the garage
and then once you repair the car he did it by the way on his last life because on your last live on day five you have this like blue screen
and there's free straps and bear traps and she lays there and there he goes he repairs the car and then after he repairs the car you actually need to ram the our garage door or something.
Multiple times.
Yeah, multiple times. And one more. And there we go. And he went away. And that's the end. And that's just one of it because keep in mind that in the beginning there was the door that you could just go through the main door. You just need to open it. I don't know if you saw it somewhere, but maybe we we'll watch it here after you get rid of No,
don't play the game. What?
No, don't play the game.
Why?
I'm too scared already. Just wait for the third one.

M. This is the first time I'll ever say this in our entire friendship, but you're so cute.
Yeah. So, honestly, I I hate I hate horror movies. I can't I really can't I can't do it.
I can't do it.
It's like you get used to it in this. I don't want to get
I don't want to get used to so there's the door and and you literally go there and like in insert the master keys there's like a lock
multiple locks man. Yeah.
Yeah. Yeah. Like because it's another scenario. So if you go here and uh I guess we get killed anyway.
[ __ ] a second.
Tell me afterwards.
Make me afterwards. So if you go here for instance here you see I went to this guy's channel and there's like let's zoom a little bit. So yes, please.
Granny game main door escape guide. All it does you need to unlock. Yeah.
Then how to get the bonus D granny all painting pieces completion guide. There's like secrets like even though it looks like so shitty and prototypey like

scratch that. But the depth of it is just so good. So imagine that you're not only completing it once, you're completing multiple times if you're like a horror fan because there's just there's no alternative. Especially there was no alternative in 2018 when this was come comes up. And you see as we go there's like granny all chapters escape granny one and granny two full game play with all games came like one hour videos and it takes a lot of time even to complete one play through not multiple playthroughs so I can imagine that like it takes a lot of ads like all escape endings
yeah this guy doesn't have really a big viewership there's so many other
this is this is new one I was searching for new one so I would get the latest build of the game when I was showing it but if you So really granny. Yeah. For instance, his trailer on his blog which is 7 on his channel, the developer channel is 137 million.
Yeah,
that's just the trailer.
This is the trailer.
Yeah. If you go into these videos, it's

like 96 million 3 years ago. 94 million four years ago.
That's exactly the one that I I was talking about before.
53 million 53 million 40 million.
And if you go to shorts, there's like 300 million views. And it's like it's insane. Yeah, this like as I said, this game was the second most watched game on YouTube in 2018
when it when it went out. At least that's
and it's still it's still going strong. It's still going still going strong.
Yeah. Yeah. So, let me just finish the game. So, the thing is that uh Hey, Granny caught us again. Let's let's let's leave Granny one and let's go actually to Granny 2. I think Matcha is excited. Yeah, we need to turn on the music of course again.
Oh yes,
we need to turn on the music. We need to turn on
Tell me afterwards. Grandpa.
Yeah. So

yeah, we also have now Grandpa. Is the music playing or no?
Yes, unfortunately it is.
Yeah. So now we also have Grandpa and Granny because Grandpa has a different mechanic. He isn't that sensitive to sound, but he hits much harder and he patrols the area. So again, pretty much the same thing like you see there. It's it's like that's it pretty much. So if we go here, not much has been changed and this didn't really like took that much development, I guess, for like the I I know there are a few more mechanics. There's like a lockpicking mechanic added and like some other things, but it's pretty much very simple. And the thing is, the good thing is that the guy is actually doing the horror thing franchise thing where all these games are connected by lore. I'll talk about the lore a little bit later, but you see just just of it like it's it's kind of very much the same and and that's it. And and you'll see that when when I show the numbers actually. Uh yeah, so it's

there. Let me show you. Yeah, maybe.
I'm just I'm just going to read some of some of the the mid rolls we have instead of watching this.
Oh, yeah. Do you want to do the first one?
Yeah. By the way, yeah. Yeah. I don't see I don't see any anything.
Grandpa just bashed our head. But let's talk about our one of our main sponsors, PVX Partners.
Exactly. This is way more interesting because this episode is brought to you by PVX Lambda, the free power up for your game's UA. And you know, as as we talked about, UA data can feel a little bit like a black box or or a horror movie. But PVA lambda is a game changer. If you plug it into your MMP, within an hour, you can get clean data. You can get the ROS, benchmarks, retention, insights, even forecast for for your uh

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The horror UA. The horror
horror UA like [ __ ] scared Mate is priceless.
He's so cute. I just want to bounce him on my knee.
Anyway, so there's also the third one. And the third one is the key one because the third one actually ties it all together. And this is This actually explains where grandma comes from.
Yes. And not only that, actually there's another series of horror games this de developer did before
and the series is called Slendrina as the daughter

Slenderman. It's based on Slenderman.
Daughter of Slenderman.
So if we go here, you see that you can actually enable Slendrina in the game itself. Yeah, she's she's somewhere. Oh, there we go. You can also check like just granny, just grandma, and both. But I don't know why don't we see Slendrina? She was supposed to be somewhere here.
Just not showing her face anymore.
She's setting up a web shop for sure.
You're so scared. You need to do another ad.
There she is. Here she is.
Yeah, exactly. She's just Yeah, she just finished the the Fast Spring webop because as no horror day to see partner with real world experience at scale, Fast Spring is your partner you can trust without any horrors. Jesus. Go to Fastpring.gg and quick launch a new web store and don't play horror games.
Yeah, we want to be faster than Sled.
Exactly. because they have delivered uh D2C at scale for over 20 years and they

power top mobile publishers around the world. So go to fastspring.gg and avoid horrors. Oh my god. Yeah. So Slend Granny is actually the gr she is the granny of Slendrina as as I read in the stories. She she gets poisoned by there she is. She gets poisoned by her mom and then granny like uh takes the mom into dungeon here somewhere, whatever. Pretty much all the things that you would expect from some kind of horror franchise lore or whatever. Uh so the game's kind of the same. Not not really something just more mechanics and more stuff. And again, it's amazing it's done as I guessed by one one person. So you see a budget got a little bit bigger. So there's now an intro and everything. So, but the assets and everything I guess they are
Yeah, we're reusing.
Yeah. Yeah. Yeah. Of course. Why? Why

you should not not reuse it? Because it's
of course the the howl as usual.
I don't hear anything. Yeah. So, that's there. And in between, Mate is [ __ ] [ __ ] scared again because my my guess there's some jump scare baked into the scene. This is my favorite episode we've ever done. This is so good.
Yes, I see. You
as soon as Mate does this to
Oh, he's just making a joke and then I'm like, "Oh, no."
No, I'm not making, man. I I just hate this. I hate this so much.
It's just so good. Is that like this whole thing is like work of passion? You can see that that that the guy really took his time. There we go.
What was that? Shotgun. Oh, okay. There we go.
You get shot.
Yeah. Yeah, because you need to wake up in bed, of course. So, I guess that's that's the usual thing. But yeah, even

even this like whole life mechanic with days, this is like very very clever and and done done super well.
So, yeah, same same thing as So, we end up in a where a dungeon. How do we get out of the dungeon? Do we just open the door? No.
You sure need to find a key? There's a key. There's a hair pin. There's a hair pin.
Pick the lock. Pick the lock.
I'm trying.
You should try You try more harder.
There you go.
Is there a sound of it?
Yeah.
Yeah, there is. Yeah.
Okay. That's interesting. And now it's fix. There we go. That's nice. Okay. Yeah. VSD is not working. Just give me a second. There we go. For those who know how this works. Hello keyboard back again. Yeah. And I

guess this is the same thing as usual with the Slendrina added on top and all these other things. And in
So yeah, you're now trying to survive three people instead of one in Granny.
Avoid, I guess.
Avoid. Avoid. This seems like another one of endings where you need to go with subway. Yeah, I I read about that. It's like subways. One of the
I don't know what granny did for a living before, but she's rich. Nice house
train station and everything.
Subway. Yeah, it's
in the second one. She has a hidden mode under the house and the ship.
So nice.
Yeah, she's also very rich on that point.
There we go.
With the shotgun. Yeah, there we go. Anyway, let's get to the actual numbers because this is super interesting. Uh not here.
Yeah, because the the active user base is huge.
Yeah. So, this is the thing I wanted to show you. First, this whole thing started with Slendrina the seller. And

this was doing still okay numbers like what 120 200k uh downloads a month. It's it's not bad for like one.
That's pretty good.
Yeah. So, this is Slendrina. Then you see House of Slenderina. Then you see uh Bot I guess.
Can you turn off the music, Jakob? Cuz uh like it's enough with the horror stuff.
Sorry, too much thematic.
Yeah. So then we go Slendrina the seller 2 and pretty much all the Slendrinas get released too. what we have have like three four Sandas the school sand the forest so basically this developer kept churning these horror games because it's obviously working for him pretty well because he started in 2014 with with like Slendrina and then by 2018 he's pretty much doing like million downloads uh month with

just Slandrina and then comes Granny in 2017 And then she like goes like supernova in June 2018 and does 60 million downloads in the month.
But you know this doesn't mean anything. You need to look at the active user base over the same time period. Otherwise this like
we'll go there. We'll go there. Don't worry.
We'll go there. Just just want to show you like how consistent these games were.
Yeah. And still are.
Yeah. Yeah. But but like how can you create this virality because there's like one viral thing and I was like oh the second one for sure would be like not that good. Like bam 10 million downloads on on like launch stuff then the third one bam again 10 million downloads
everything.
Yeah.
What do you mean like how can you even create like it's it's the horror movie and the the next one and the next one is it's still horror not movie horror game.
But how can you how can you recreate the virality of the thing? But it's the same it's the same principle. It's just the whole game. So

like that's the thing like you're trying to
but man like if you would try it with any other different game like what like you create 10 flappy birds and what like each of them has 10 million on the launch.
Yeah. But it's not the same flappy bird. You need you would need to do a different uh plus one. I guess you here you have the grandpa and also this is a different is
you're telling me grandpa is solely responsible for another 10 million downloads peak. I don't think it's only responsible for the the dead download, but it's a new game.
No, no. This is the hidden beauty of this because this is so marketable, meable, andable that pretty much at this point everybody discovers Granny and once everybody like
I'm going again because there's another Granny game, every [ __ ] YouTuber jumps on this again.
It could be at that as well. Yes, sure. But it's not like, oh, I'm going to farm the views. It's just a Why would you play?
Like this is I think this is the exact effect of that. Like we're going to farm

the views and Twitch viewership because everybody jumping on the game that was the second most watched game on YouTube.
Well, if Yeah. If it was second most Yeah. Then then that was the snowball effect. Yeah. For sure.
So, so that's there. So, anyway, back to current reality, which
it's almost like uh someone talking about Supercell all the time.
Yeah. So, 14 million downloads last month. This tells you everything. Like this is like just amazing for something that's like what seven years old and still like solo guy making all these things revenue-wise. Again, no IPs really. Like yeah, we don't even really need to talk about this. Just let's recap the numbers here. So Granny is pretty much responsible for nearly half a billion downloads. It's like out of this world. Then two is 200. Granny 3 is 136. Slendrina the first one is 60. Then 30

and like it's just like hit after hit after hit after hit. Like amazing. So
go to Granny and let's look at the active user base because then we can start talking about the ad revenue, right?
Yeah. Yeah. at looking at the the AU graphs.
Okay.
Loading.
And I think really it also has to do um need to double check when's the conjuring date or like Amnesia when like these Steam games really took off because I know a lot of horror games at some point kind of really really took off. At least I know about them because my sister were playing all of them. Yeah. And this is pretty much it. Like this is not really that different from Amnesia actually. Like if you know like like one of the first really big PC games that started this genre was Amnesia where you going with like a candle light around the house again. You can just escapes

and survive. That's like pretty much the same. Uh yeah 2 million
2.1 million but mostly in T3, right? So yeah.
Yeah. Still but 2.1 million after 7 years.
Exactly. It's like you know like nearly the like 3 million peak.
Yeah.
So India is 1 million although that for sure.
Yeah. Yeah.
But still US like 115k. It's not bad.
Yeah. So
okay magic number.
Yeah. So I took a look at so the only ad placements is the interstitials between the days right every two days there's an interstitial. It's very simple right?
It's very generous by the way. I would
Yeah. Yeah. So I peg pegged it at uh four interstitials on impow uh on 75% of the user base in the last 30 days. Now here comes the biggest delta that I've

ever said on the podcast because if this is properly managed and set up that means that this game is making anywhere between 45 to 52K a day in ads in the last 30 days. But I couldn't find an addupt file at all and I spent a lot of time looking for this. So there is a strong possibility that there's only one ad provider.
Yeah.
And that basically would handicap this down to probably 19 or 20k.
20k per day. Yeah.
At 20k per day. So what was happening in the market around when this game came out was that Unity was extremely aggressive on going on something called exclusivity deals where basically
if you made a game with Unity, you turned on ads with Unity
and when they saw you having some Wait, wait, wait, wait. when you saw you had some downloads, they would reach out to

you and be like, "Hey, sign a exclusivity agreement with us for x amount of times and we'll drop our margin fee from 30% to 2%." But you only work with Unity, so you couldn't use immediation. And there's been so many developers from 2018, 2017, that time that I spoke to, they're like, "Oh, we have a really good deal with Unity." I'm like, "No, you're getting bent over a table." And then they add immediation and they double or triple revenue. So like that's the delta.
Okay. So you're telling me your Swedish friend Dennis took a deal with the devil here.
Deal with the devil.
Maybe I I don't know. I'm just hypothesizing, right? But like if he's got a proper mediation setup, and honestly the only ads I saw were uni ads, so maybe I just got unlucky, but that's why I'm hypothesizing it. But if he has a proper setup with a good mediation, if you want help with it, I can tell you how to set it up, right? Cuz honestly, this is too much money to leave on the table. Even when adjusting

for very low eCPMs, like this is huge if you're mediating this correctly, right? Because it's all organic, right? But the eCPMs I plugged in were extremely low and it still came out with this number. The one thing I would say that I would change in how all the games are done in terms of ad placements is if you go back to the game Granny one please.
The actual game.
Yeah. Yeah. The game and go back to the menu on Granny one. Oh yeah, that's Granny 3.
Yeah, I know. M's favorite.
Yeah.
So the only thing I would change here because I think the interstitials make sense. You should definitely not use banners. I don't think you should use app open ads because it takes away so much from kind of the horror feel, right?
Immersiveness.
Ex immersiveness. Right. But the only thing that really makes sense to me because you have to figure this game out, right? Press play.
Mhm.
What I would do here is I would put three hints on how to complete the

levels that would help you out between three behind three rewarded ads.
And that's doesn't it not take the the whole
It breaks the game?
Exactly. What the [ __ ] man?
Press the next one. Press the next one.
Continue.
Yeah, cuz basically like here it tells you the hints. Tips. It tells you the tips right there. So, take three of those hide behind reward.
Play instructions, man.
Exactly. This is how you play the game. It's not hints or or tips. This is like This is how you play.
It says tip match.
Seriously, designing games. Basically, you can't you can't slap ad placement on everything.
Yeah, you can't.
You can't. You can't. No, you can't.
I've been doing it for eight years. It works. Amazing.
Sure.
Not in here. And seriously, like
No, it won't work here.
It wouldn't work because it's it's it really like
I think what what he can do is be more aggressive. He can just be more aggressive and put ads between each day

instead of every second day. That
Okay, turn off the grinding music. It's the
too somber,
you know. Even even if even if you go like revive for an ad, that's also
No, I wouldn't say that. Yeah.
It's also stupid. It breaks the game.
It breaks the go the whole experience.
But honestly, like with this amount of inventory, he should be on a mediation deal that pays him to be on a mediation platform. He should have probably 10 to 12 networks set up competing and then he would be 50k a day at least.
So assuming that you didn't find any txt, it means that he isn't on any mediation deal. Yeah.
How the adaps txt file works is right. If you go to Well, I can show you right now. Right.
Closer to Mike Felix because we're losing you.
Yeah. So let me uh let me get the screen right.
Mhm. Thank god.
So here, right? So how the adaps txt works right which is where you can see

everything is it goes to whatever your app store listing is it crawls your website what you have listed which is in this case granny right so this is the website
but you thought he would be safe granny plushies like what the man jeez
second most watched game on YouTube what do you think you know here what what the app does it takes the website that's listed on the app stores and then it adds this line, right? And then it's not there. So that means that even if they have multiple networks, that means that they're not getting access to all the resellers, which is usually 50% of the inventory. So even if you had a mediation set up without having the adaps txt file set up, you're still not getting access to probably 50% of the inventory that you could otherwise access, right?
So no feel, right?
Yeah. So if I go here to like another client, right? So let's look at one of the biggest publishers in the

world like like crazy labs, right? So this is crazy labs adabs txt and you can see how long it is.
Mhm. And you know they have really big ad revenue, right? But like if you don't have this listed that means you don't get access to the demand sources from all these sources and only from the direct demand. Even if he has mediation, he's still massive. It's like it's like monetizing with your hands behind your back basically
or hiding under the table.
So assuming all these things, how much revenue did he lost
over the whole time?
He's lost half. He's lost half
at least half
half of the revenue. Yeah,
half of the revenue. So basically whatever he gets 50k, I would say if he has mediation with this properly set up, maybe it's just a glitch. I don't know. But otherwise, it's like 19 maybe lower. It's like that's how big of a screw up this would be or that's how much money you would be losing. So if you don't have the ads
19k a day for seven years

19. So basically it's between either like 19 a day if he doesn't have the setup or 50k a day if he has the setup.
Yeah. So it's like
but
he's still rich but it's just like yeah you know like it's all good but yeah
should I just calculate 19
K for seven years?
Yes.
Yeah.
Please
wait. And it's not 19.
That's like 50 million.
It's 31 31k. 31k a day.
Isn't that like too much? Honestly,
it's pure money, man.
I mean
I'm guessing there's no UA.
No. Yeah. So the the eCPMs I put on the interstitials is on okay so in uh the US in the last 30 days right it's 95,000 users across the whole portfolio in the US on iOS Android 65,000 users iOS worldwide 63,000 Android 3.4 4 million across the three games or all the games

and I put the eCPM at 3.5
on 75% of the user base. So it's like super low, right? And also because it's like
Wait, what do you mean 75% of users? It's 100% users.
Uh you never get 100% on interstitials because there's always issues like I've never seen aial rate higher than 75. So it's never going to be higher than that.
Never seen it. Yeah, for some reason. But the game's very accessible because again looks like potato quality. That's one of the main reasons why it works so well.
Yeah. I will turn off the the music.
No, keep it.
The sound the sound because I mean honestly Yeah.
CTV I'd say or
I couldn't find any honestly. But guys, you should definitely talk to Vibe because if you have so many videos on YouTube by all all the all the YouTubers, you can turn that into the TV or CTV ad easily and launch your CTV

campaign on Hulu, Roku, Tubi, and you name it in minutes because it's so simple and totally selfer selfs served. So you go check out vibe.co and join the 5,000 brands that are already using it. vibe.co and just set up the campaigns by yourself. Super easy. And here we go. Granny's house.
So, there's a music video with nearly half a billion views.
Yes.
Okay. What's the language that he's singing?
I don't know, but we can we can try. I mean, I can reshare with with some
is a family gaming channel of six people.
Yes.
What What are we watching this episode?
I don't know, man. You've got a big new website idea in the
You don't have YouTube Premium? No, you don't have ad block.
I don't have ad block. I don't care.
Yes, you'll be fine.
Mom, it's okay.

Okay. At least it's English. I thought it would be some kind of a whatever.
We can go from this. Yeah. Yeah. I don't want to see this.
Stop.
Yeah, I will stop sharing and then resharing without.
So that was the entire UA strategy, right? Viral.
Pretty much pretty much I mean I don't think there is a UA strategy. It's just there's no UA basically.
But
but keep in mind like keep in mind guys guys very important thing.
Horror games were really the big [ __ ] back then.
Think of big [ __ ] It still is.
No, no. Back then it was much more. Think of it. PewDiePie PewDiePie originally grew up from playing horror games as game plays on his channel doing stuff. Yes. I remember when he was very very small and he was just his whole channel were this.
So yeah, keep that in mind.

Yeah, we we tried to watch Granny's videos and but we still have the Hero Wars hat.
No problem. Look. Yeah, it's it's 470 million views six years ago. Fine. Then we have a short which is 10 million views. Again, Granny 10 million views. Granny's house 28 million views. All this [ __ ] is
Oh my god.
Look.
Do you know what it just had the biggest flashback to? Remember when uh you guys paid that like weird family in America for Diggy's Adventure in their basement? And this looks like a murder basement.
Yeah, I can I remember that. I remember that. So look, you have granny six funny shorts. Whatever. Moded versions.
Moded versions. School boy. All everything in millions
and all of these. Look. Send it to friends. You see who's got scared. I almost [ __ ] my pants. Like 370 million views.
All of these. 130 million views. It's insane. Even this Hulk opened the door. Spidey escapes. Granny. Here you go.

106 million views five months ago. Five months ago. This is five months ago. Oh my god.
Yes. This is life and kicking all of this like all these modes and whatever else. This is the whole UA strategy and we're we're talking about this in the in the Bending Spoons episode because this is faith. This is cool.
And there the spider mom
where
on the left and Spider-Man use granny chapter one.
Okay. So, right. So, you have all of these millions of views. You know how much or how many instas you can get from this? It's just insane. This is exactly. Yeah. Yeah. Yeah. Yeah. It's just spooky, scary, skeleton dancing, Halloween, whatever.
Why is horror like not a bigger genre on mobile when there's hits like this? Do you think there's been a lot of people that tried?
Clearly, you're wrong saying that, but
I mean, yeah. Yeah, I clearly people care, but I don't think like how can you build like any type of like spin depth

in this type of game?
It has to be admonetized, right? The thing is that um you can't really free to play it. I think that's
4.5. I mean there's granny but this is looks like an AI granny actually.
You know what you know in which subg genre is assigned in sensor tower.
Tell me
environmental.
What does that even mean?
Yeah.
I don't know. I want to see this category.
So Tik Tok is not huge but YouTube is absolutely huge. Oh, you know who's there? There's Robbery Bob on the third play.
Sure. Okay, fine.
Cool boy, Runaway, Escape from Mental Hospital, Camela, Horror, Exorcism, Fantasy Room, Brain,
all in millions of views.
Yeah. Screw up. Family Story P. So, it basically means that there's no horror category on the store.
No. No, of course not. I think that's that has to do something probably with the guidelines because I I know that as

I showed you like Grin 3 doesn't have an Apple version because of some kind of guidelines thing. So I guess this has to do with the things that these things are horrors and they are kind of rated not for the stores I guess
that yeah
because just imagine like how how how this would like
Can you can you postproduce this please? You will have great fun.
Yeah, I will get great fun. Yeah, kind of.
Just imagine like what would happen if because you look at the the thing and it's like, you know, placeholderish done by one person kind of shitty. Okay, whatever. and like easy to do, but it still still makes it and and like you know, don't want to lower the quality or anything, but just imagine that like a full production company with like I don't know 30 people would start doing like very very high polish horror games and like how much stuff can you create there? So I guess they would be going and breaking all the guidelines that they could basically. So this means then

then we end up at Steam instead of mobile stores. quite interesting category for Android though like 300 users across the platform.
But that's my guess because again give me the screen please uh for you. Maybe I should just turn on the music just because of it.
Yeah. I want to see M's face one last time before we end the episode.
Okay. So in environment environmental category whatever that means. So there's Granny, there's Granny 2, then there's Rubbery Bob and I don't know if there's even Granny 3. So uh for those listeners who don't know uh me and Jakob worked on Robbery Bob together and we managed to
nearly double the revenue when we worked on it. So that was
and it was acquired by Deca it seems.
Yeah. So that's there revenue wise. I guess there won't be anything here because most of these games are at Yeah. There's like puzzle adventure mystery game by Pixel Federation. Here we go.
There you go.

There we go.
That's a mystery. Five Nights at Freddy's. Yeah. So, you see that there's revenues like nothing here. Everything is
No, no, no. Hey, shut up. Go to active user base before you say that because I'm not going to sit here and listen to you say that because if it's a lot of users, could we ad revenue?
I'm saying that IP revenue is nothing.
It's not.
Yeah, it's not.
Yeah. So, it's not again. So, Robbery Bob in the second place. King of sneak shoe. Spider monster.
Yeah. Granny chapter two. Okay.
So, my guess is because these things are not here, it means that they are like on the, you know, gray area.
Nobody actually cares about this subcategory or sub genre at all.
Cuz I don't believe that if like this,
including myself,
if this is so successful that it wouldn't be followed already by some, you know, Chinese Chinese startups and stuff like that. For next week, I think that both me, like myself and

Yakob would gladly pay Mati €100 each to self-record him playing with headphones. Granny one on max volume
and that would be the last go to €150, but the lights have to be on and it has to be in the middle of the night.
You need you need to talk about that [ __ ] man. Like this is not this is not the motivation. Serious. Seriously. I mean, no [ __ ] way.
Okay, let me go another route, please.
No,
man. Don't worry. I know exactly what to do.
Okay, we need to we need to do our Steam Steam stuff soon. Yeah, we need to cover some horror.
Yeah, time for Perfect. Thank you very much. This has been another super scary episode of the Two and a Half Gamers where we just uncovered the hidden horror genre that no one cares about except 3 million Indians. And it has been fantastic insight and we hope Yeah. And we and that one of you listeners

will build a horror game to overtake grandma or that the I guess the owner or like proprietor of Granny will add an adabs txt file and make more money because it's literally just leaving it on the table.
Listeners, this is the the start of the end of the podcast. If we start recording more horror horror games, I'm [ __ ] out. But anyway, thank you very much for listening. Uh I hope you enjoyed the episode. Please leave leave a comment under the video. You can scare the [ __ ] out of me if you want. I don't I don't mind. Or just join the Slack channel which is the link is in the show notes. Thank you very much. Until next time.
Bye-bye.
Bye. [Music]