Hexasort: Unpacking the $500k/day revenue success. A new era of casual & puzzle games!

this like three months ago before is the difference where's the where's the banner yes mat you're genius oh you got that right away there's no Banner from level one so one of the other things they've also started doing extremely heavily is they segment users based on user acquisition campaigns and how the user got to the game so basically users have different ad experiences based on if they they're organic if an IAP campaign brought them or if a blended or adro campaign bought them [Music] so this is a no [ __ ] gaming show where we talk about games and their revenue in great detail powered by our ad monetization game design and user acquisition Triple Threat expertise welcome to the two and a half Gamers the unfiltered truth served with a side of giggles

let's not forget this is a 400 a.m. conference discussion Vibe so let's not take it too seriously tune in now and stay 2 and a half steps ahead of the gaming industry a DB oh my God this is great uh yeah your your background is so blurred now yeah I really like your Beach back man I'm watching this how to add blurred on your back for four 30 seconds it's like you go out and there's absolutely no blurred background in Riverside and people keep I had a call with someone like last week it's like oh it's so nice to see you and not to have to see your shower shower is great the shower is great yeah okay welcome everybody this is two and a half Gamers so my name is mat anarich I'm Felix Bradbery

sitting at the beach with Felix we are your hosts well I'm sitting in Santa Barbara so yeah I'm gonna be sitting here for bar Slovakia oh Santa Barra California ah again it's the time of the year again let's see this time I hope the the internet connection is better I think last year it was good the year before it was terrible but yeah should be fine there's no no delay right yeah it's all good okay you're fine perfect uh yeah today we're talking about something that's too big to ignore uh we basically yeah I mean like we've been putting this off for a while I mean we went back and forth a couple times with the guys at the studio and yeah they were going to come on they're not going to come on but anyway now their game has become so big that we can't ignore it anymore and we're of course covering hexa sorts by lion Studios and I think it's the most

quintessential ad monetization game and I think this is the game people are going to be looking back at for like the next two three years it's uh yeah it's a beast man do you remember my story from last year about hex aort uh how you love to play it and that you really good at it yeah maybe uh but see like a different person playing it no I was on the plane to Vegas for to Ma and I was playing it on the on the plane and then there was this lady sitting next to me and she screamed oh my God this is a great game it's I'm absolutely addicted to this oh it's amazing I like oh okay call your horses but still like it's really good I mean this game is almost like heroin like you you start playing it and you can't put it down yeah so it's great but um it's really hard as well level check level check designed to be very hard let's just say level check guys okay Felix what's your

level 35 yakob um 15 16 16 who six o yeah 16 you're the half gamer today huh you're I went over the levels until level 248 yeah but yeah I'm level 30 it doesn't work huh so Felix nice but you have been playing this game for a long time so yeah yeah I mean I've been talking about yeah for a while so I just been screaming over this from the mountain tops for like literally like nearly a year now so yeah so like last year when we wanted to talk about it it was like making what 60k per day now it's 160 so only IPS so it's a good good I think we were talking about was doing something like 50 I don't see the period it was 160 like this was like from from it's kind of let's say launch from February till May it was around 50 50

yeah yeah yeah which is good can you actually show the the game play first yak and then we can talk about charts you know yeah yeah yeah let's that's what that's what people want oh wait Felix I know why you are Level 35 because I I finished one level for you in South in in China you were so proud of that you were so proud of it oh can you help me please yeah can you help me please that was a low point that was a low point my career and life I'm pretty good I I didn't make it level two times in a row and then I was like you do it then if you're so good and then he just did it in like two minutes I wanted to kill myselfy yeah that was a great great moment in my life and I'm gonna you know um ring bring it up every time I can so okay anyway the UI is pretty te much

like the standard that we have here with hybrid casual puzzlers yep I think did it change in terms of the visual design because this look this looks way more polished than it was before I think did a little bit and I'm maybe the 3D glow that you see behind there or like these like high lightning visuals maybe I don't know they also added a couple of features yeah I need to double check but this whole environment and everything looks definitely more Sleek or maybe it's just like the Halloween update currently could be but still yeah I don't know or anyway sorry yeah yeah so what I'm saying is that this this this whole like UI layout that we see here is pretty much become uh like a standard within hybrid casual puzzlers that this coming all all the way from block 3D where we have the same visual progression that wo pretty much start there with no control then it's like spread throughout their portfolio he's spreading to a gring portfolio now even the plin is using it so this is a standard where you have these pretty much random points that on the level

that like slowly unhide the picture that that's that's just there so that's always in the middle then we have uh either monetization of Engagement mechanics spread around left and right this is coming from Hobby template similar still style there and then like just three buttons within the shop and like leaderboard I think blog gam again has the exact same thing there um yep not much Rel to it soft currency uh I I don't know if there's even there's no hard currency in the game so one currency game basically uh life's mechanic that's the energy I don't know why it's bugging me on the emulator but sometimes I can't see how much because you cheat I don't know because it just doesn't like me doesn't matter um doesn't like cheaters it's it's in the guidelines privacy policies like no cheaters especially are from Slovakia yeah yeah uh there's no daily Quest there are just weekly quests this is interesting so they have there that and there's news button with like

interesting events and some kind of let's say pointers messages mails I guess yeah for the usual uh then we have stuff like remove ads offer that's always kind of Ling on the that's why only 30 days only 30 days yeah 30 days yeah yeah $9.99 biggy bang mechanic uh spin the wheel mechanic that's charge up by you not by ad that's an interesting one uh four ads in a row in succession yeah daily reward the reward like so small like everything so Smalling rewards in this game yeah but you know what's what's annoying that the red four in that [ __ ] Circle above the the daily reward if you just X this uhhuh there's yeah yeah ex you turn turn turn turn on or turn off there you go yeah there hen Lantern

battle pass that's like again standed there nothing to eat so let's get to the actual game play no no wait wait wait never mind what do you want to afterwards I was going to say go to the leaderboard just to see how much some people are playing the top leader is some person in Malaysia that's just go to Hall of Fame Hall of Fame h of Fame yeah Hall of Fame go Fame where we what happened of f Zan Zan press Zan you had it right there yeah yeah yeah 10,000 mean she must have been playing nonstop or he must been playing nonstop since this game came out only for June yeah June 24 yeah so last four months This Is The Life exort Is Life nothing else trif is from the states yeah New Zealand okay yeah know okay uh yeah so let's get to the actual game play uh so the first thing

just saying is that okay I'm going to lose here because like this is some oh this is oh well this you played here this I can see by the way this is interesting that you can exit and go back to the level at any point and this is very very key I'll get to it why um also you know what's key yeah like you play and you watch ads other games keep your phone always on this game turns your screen off as soon as based on your uh settings in in your phone other games no no really yeah because and that's going to the core gameplay discussion we know why smooth translation there's no time in it so you can play levels literally for whole day one level and it's it's completely okay and intended that's that's the that's the right word that is The Game's intended to be played this way because it's balanced around this way so levels can take up to like 10 to 15 minutes is

literally like in the land of Survivor I run which is completely different to the usual kind of hybrid casual puzzlers that we see on the market like Twisted tangle or whatever screw Jam where like these games have what like two to three minutes per level speaking of screw Jam I saw like 10 million screw Jam clone ads in [Laughter] this obviously anyway so so how the how the gam playay works so you have hexagons because hexagons are the best agons the best shape in the world [Music] basically really like some of the properties of the shape is just like amazing feel free to Google it uh so what what the [ __ ] just happened I've used this shap in game plays before just saying oh yeah I know your your your last merge game which didn't really go anywhere it was not that different one anyway guys can we talk about one of the most important games of the year so what's important is that you have these stacks of these

fastel colored hexagons and you need to stack them together by placing two colors in each other and then they kind of smash into each other and stack on top of each other and if if there's enough of those they disappear but the key is that it's 10 but you never know by easily looking at them oh you need to see the doctor then yeah maybe maybe woman in Malaysia she can figure it out after being in the Hall of Fame thing is not intended really like you know for instance this colum I'm showing currently with the blue one like how many of those are there in the stack you can three three four two four three or two and then the the power place too and I don't even wear glasses okay what they you know you know you can you can turn around the the board I know you can turn around the board yeah you need to sometimes the colors are completely

different you see here like the ones that you don't see so on so forth stack some stack some hexas come on okay um some hexes so what's happening here is that it plays automatically once uh the colors are pretty much the intended ones and it's there and once again it hits 10 it disappears and it goes to your pointer here which is the objective nice where you need to kind of hit some kind of limit uh the biggest problem of course is the space tension because you run out of space and this also one of the biggest innovations that hexa has which is on game board ads where you have hexa they were the one who invented this this was uh very clever yeah yeah this is great so you have literally G play reward videos which I don't think so we had ever seen within these hybrid casual puzzlers before this yeah every time it's like before or

after with either some pre-b boosters or plus moves or plus time or whatever at the end question like how would this fit like how would this fit into let's say twisted tangle gaml like Twisted tangle gameplay is time based it was move based before but now it's time based okay but like that kind of core gameplay like where would you put these ads you know what I mean like if you just maybe put one screw some some G plays just like aren't really supportive of this this whole thing is designed for it to be long sessions so watching an ad seems normal for during it yeah that that's the whole point because even angle not really okay fair enough yeah like you see this balancing like it takes 375 Stacks to actually can pass the level if they wanted shorted levels they would just put 30 here instead of 300 they know what they're doing so it's it's by Design uh afterwards after you pretty much stack all these things there are new Stacks coming always in a trio so if

I only if I place the last one three new ones come comes in and the other new ones will come in only after play all of these so if I just place them let's say randomly and lose the level here [Music] um there we are oh yeah you might be able to do it see yeah don't intentionally trying to lose it's hard oh yeah I'm sure you are oh come on anyway you see how addictive this game play is right it's so much fun it is it's super super satisfying as well I mean very satisfying and it's by the way super tactical because you really need to like play 40 chess with like where to stack what you have these like one color Stacks that literally given to you to kind of move pieces you probably figure that one out then you have these like harder ones where we really need to

tactically think around like where to put them in order to kind of get rid of the colors so on so forth and now I guess we finally be able to kill it no not yet no a bit more now we want to we want to watch you play making it easier right yeah yeah yeah no okay not now now come on so I'll get back to it uh so we have again you can play on for soft currency if if you press it we can continue which I don't know by the way what happens with the board and there on the bottom yeah that's that's also the important thing that there's always a b bottom offer during the fail State not just like a popup or whatever is during the fail state so if we click this he played on oh okay so killer drones spawn in and clears random spots that's great then we have boosters which is we can get rid of one of these Stacks uh for the whole one then we can move and replace title stack and then we can

what then we can okay change the bottom basically changes the which I already did yeah yeah okay yeah whatever uh yeah so this there and uh then there are like a lot of mechanics that are being sorry not a lot of mechanics that are being added throughout the actual game playay of the game because until Level 16 what happens is that the only mechanic they add here are these like lock spots which unlock during the level you need to actually hit a specific cap here for instance if we just move few more here uh I think this one with 150 will unlock let just try yeah there we go there go so so there's a mechanic uh as I was looking through the levels uh the next one is at level 61 wait wait wait there is also the one that you have locked the colors well the colors are behind the lock actually so not only the

the board but actually colors that's around 20 25 30 I guess colors behind the look yeah so you have you have the board which is locked but then there's also on on that board stack there's a stack of of red and then only that like if you if you hit 150 un yeah I know I know I know then then you have all these ice and stuff all these this this thing no yeah no no no no no it's another okay so they have this ice at 61 then they have it's like scre yeah they have like these photographs which is again you need to kind of do like remove stuff near them in order to make them a photo and like pretty much very basic uh MCH three mechanics or like puzzle genre mechanics those are not really out of the ordinary at level 21 you have these uh whatever that's 21 FS 121 121 yeah where you need to literally

just stack stuff or let's say destroy stuff on them so you can get rid of them that's it and just rid of the board 158 uh there's this what ah those are these Rockets which again the Rockets are kind of similar to like fishes from um Can de Soda Saga but if you destroy them they go and kind of attack some kind of a field yeah that's like a level based mechanic let me stop this and then on level 248 I was able to find this one where you have these like pools of yeah small pool and what you need to do is you need to match sorry such a cute cough yeah I thought I thought it was Jr I thought it was your son guys you Lu have some voice because I didn't really have any

voice you came back from from on my lecture in Berlin on Friday that was that was interesting anyway what I'm saying is pretty much that they have these bread and butter level level design mechanics from the puzzle genre which are just being spread around in my opinion a little bit too thin like the level curve that usually happens is just would a little bit more aggressive but against those are PR to iteration but let's see basically they're adding this for difficulty right so it's uh keeping the game playing Fresh difficulty easy flavor you can build difficulty easy as possible you just need more flavor because people get Bor that's the thing different yeah with puzzle games your difficulty curve and your level level design is the whole game that's it's monetization it's retention is everything pretty much um looking at the data now the numbers now that we saw the game finally yes yeah so

the game was soft launch in September last year and started scaling somewhere around start of the year January pretty much to something like 50k I a day uh and then went all the way to something like September this year with like 70k a day and now it's pretty much doubled its IP run rate to 140k a day just in the last month yeah what happened down wise it seems very stable those aren't very big Peaks actually even before they had they were much more stronger on downloads now they were there my guess everyone's cop copying them no no man it's it's optimization they just have much more you know data better level design you always can change levels you do stuff you build your because this is completely unique core so there's not even like benchmarks from other cores like match three or click to match or whatever they need to figure them out and the more and more data they have this you know more test more different

mechanics I guess somewhere changed somewhere dropped somewhere added in whatever just team just optimizes better so that's I guess what happened yeah um moving forward I was also looking at some copies so there's hexam 3D color sord which if I understand is the imminent uh complete one to one copy that's the [ __ ] yeah looks exactly the same exactly uh that's kind of the same where they were kind of strong in March kind of ride against them and now they're kind of scaling up again to something like 35k downloads a day and revenue wise IP they're slowly gring up to something like 4K a day so not that big but it's still kind of interesting yeah yeah but it's the biggest one of the yeah the other interesting part is there's hexa blast uh from Guess who uh friends from Voodoo yeah

exactly where uh again it seems that it's pretty much the thing but the interesting part here is it has moves yeah and also it's quite different it's an iteration it's an iteration it's not like like the hexam master which is like direct copy it's just like yeah iteration on the core which I really like because what I think the team behind the core gameplay of hex heur did is that they brought like a new puzzle mechanic which could be like a very stable one like we see with click to match and match three yeah and also you know the hex Heroes you showed us in the thex her yeah my games already has a soft launch game that is like puzzle RPG based on this yeah so it's not M three RPG but hex sort RPG type of thing hexa Heroes hex Heroes yeah yeah because hexagons are the best agons and they

will definitely win [ __ ] where is this coming from I'm some YouTube D digging after this but uh I I'll give you the video where where the guy talks about their unique because it's like it's nature you know nature uses the shape all the time like why do you think bees form their whole home because of this okay I want talk we keep we keep going off topic not topic it's just nature like be is like oh my God [ __ ] god like it's the same thing like when discussed the the ants Kingdom and he start everybody cares everybody cares nature and all like okay anyway you can continue Mr hexagon B the beston yeah I'm fin finished you can go Felix all right I think I'm gonna switch the game into 10 seconds off if you want to see the rewarded at Institution uh no yeah I have a video of it as well

but yeah it's easier if you do it but uh let me just do the intro and Preamble for it because y uh I think basically this is one of the most clever ad monetization like example or games so far that I've seen in the last probably two years and it's basically because of three reasons we're going to cover all three of them uh the first one is that they invent or they had added these rewarded ad units on each level two of them to the core during exactly and they invented a new brand new ad unit uh the rewarded app open intitial and then thirdly they do segmentation extremely sophisticated but before we get into those three things I just want to kind of give some of the basics so uh inside of sensor Tower basically it says the hexa sorts has on average per day 5.9 sessions and time spent in hexas sort is about 40.6 minutes so I don't know how accurate this is does anyone have any idea but I just kind of went with this oh I think it's pretty accurate if if you if you kind of compare it to how

you play the game yeah I think it's six sessions that's very good mean yeah like everything about three is good I think and if you're hitting six like just like outstandingly high pry good so the ad units that they have is they have interstitials after each level uh they have two rewarded ads per level that you can watch that help you give more space on the board on the design sometime there there some they're not yeah uh rewarded that's true after a level to double up points uh there's daily reward for rewarded ads you can watch for meager amount of coins and then there's the rewarded app intertial which we going to cover soon but basically that means if you assume 40 minute game 40 minute per day basically that means you can watch around nine interstitials and 16 rewarded ads in total doesn't mean you always do but that's like the max load you can watch right so basically for or there's also banners

right so I assume that basically on average 55 to 65% of users are watching about six rewarded ads per day on average and seeing intertial ads about four and on a time like this you're probably seeing 90 to 100 Banner Impressions per day per user which is impressive uh let to say the least but then basically Li Studios went even a step further and they said that's not enough let's invent a brand new ad unit and this is like the Real Genius so what happens in hexas Sword is that if you get a WhatsApp message or if you get an urge to go check another app or if you leave the game idle for too long what happens is that you want to go in and show it yeah just show it but we'll wait for next one was just showing by the way that you can seamlessly go to the main menu and to the level back again without any penalties yeah this is very important so what happens is that

when you go back into the game uh you get a screen and basically the whole screen goes dark except the message that says welcome back or it says like ad break plus two coins so each level you win you get 10 coins in reward so it's per time you see it is like 20% it's not that much but what happens then is they load an interstitial ad and then after the intertial ads they show an animation that goes into the coins so what is the Innovation here so there is an ad unit that that Google came out with about two years ago that's called the app open uh app open ad unit where which is essentially a splash screen intitial that covers 70% of the screen that's a picture and the problem with this ad unit is that the ecms were around $2 in the states $245 and globally about $50 and we have it we've seen it in kind of uh some games like uh uh a lot of games by super they used it so the issue is like on in justicial ads you're

getting between $8 to $15 globally on in justicial ads so basically what they did is they coded this messaging themselves and they made it so you see an ad every time you go back and in the apps right so these guys have nearly six session per day that means you're starting off every session after the first app open with a revenue event so while they're probably seeing you know your users are maybe seeing five or six intials between levels what happens when they add on the rewarded app open intitial ad is that they show five to six intials more per day so they're doubling justicial Revenue just on the back of that do you have an example or should I pull up the video I have of it I guess they don't want to give it to me two times during the same level they know we're recording right so this exactly exactly that's how there's a limit on like once per level maybe cuz like no it's it's always when go

back always when you go back man uh because and I think like they this on purpose with the the screen is going off because the screen yeah you can reopen the app and then just get it already already got it during as Felix was talking about so maybe just like here's the video right so here's you press play You're play playing the core gameplay you're not that you're not sharing as usual technical technical Felix is all already here thank you very much for listening Felix is trying to now load the oh there you go okay perfect elevator the elevator music so here it is right so you're playing you're playing the core gam play and everything is looking good everyone's happy we're having fun we're playing AOS swort it's a great game it's scaling oh oh what's this I got a text from my mom I needed to go somewhere else and then I go back in and boom ad break hello so basically I'm going to freeze here so the

Innovation is here they coded this themselves right so basically just made the lock screen and then what they do is that's a break so now we can load an intertial ad and then loading a normal intertial ad and then thank you very much fluid merch you see it for five to se seven seconds you get out and then you see the little animation that gives you the coins and then you keep playing so genius I know that Google basically had some issues with this because they said it's not a normal ad like break in in the gameplay but then I see it now or yob you said you saw it on Android as well because I see it on iOS all the time I've heard rumors that this one ad unit is responsible for 20% of hexas sword's overall Revenue including the IAP so this is the first real big innovation and done this three clients now and it

performs so well and I think what's behind it is no one really Minds since it's after first app open and you get a reward for it so it's it's just like whoever on the team deserves a Nobel Prize in ads like genius okay until the at people are super happy with their Nobel Peace Prize just want to say I would give the price to game design people because the levels are designed like that keep in mind that they're intentionally design designed to support this kind of you always look down our admon people the unsung heroes of the gaming Industries the people that turn eyeballs into money ah man I need to stand for my game design people because they are never there to talk about this oh come on yeah oh but like the design isect I do agree with this the the design supports this at break to the Limit literally everything is designed to be like like you see as I seamlessly could jump into the level into the menu no penalties it's intended all right of course ined that's why it's

in in the game that's that's genius to begin with right so then we get on to the last thing I said right segmentation and then we'll get into the revenue stuff how much money this game is making from ads right but you can yeah we can show the the graph no no no wait wait wait no no I'm going to show one more video and we're going to play a game more stuff we're going to play a game is more stuff so we're going to play an ad monetization Can you spot the one difference so this is heord level one so I'm going to maximize the screen here we're playing this is the first time user experience for a user oh looking at months ago yeah we're looking at the game play right all right so we've seen enough I think here right okay so we're going to look here at this game play this is like 3 months ago before what is the difference where's the where's the banner yes maio you're genius oh you got that right away

there's no Banner from level one so one of the other things they've also started doing extremely heavily is they segment users based on user acquisition campaigns and how the user got to the game so basically users have different ad experiences based on if either organic if an IAP campaign brought them or if a blended or ad Ras campaign bought them so if an IP campaign they don't show ads until like day two or day three no interstitials no banners and basically they delay that and push it out and if you're organic or not basically you start seeing it already from level one what are you why why are you like this okay it makes all sense like it's the premium experience it's the premium experience no no no no don't get me wrong I'm just curious how do you know if it's not just Geo based but user acquisition campaign based if you're not

running the campaigns well because you know a rumor a little birdie said I'm just like you know critical little birdie said yeah little little birdie said like you know it's a Talk of the Town basically so like there there's ways of doing this uh there's no other way to know just say I know I mean you know like you don't know Felix good enough like he's always like of I know he hears a lot in his in his shower behind him this thing like like if you don't ask if you don't ask you don't know like okay but how how should I know the like the question I should ask how what should I well I mean that's your problem never ask can we just stop and acknowledge genius here like we've just seen of absolute genius like it's so clever I mean for people just saying from product side usually how segmentations work is that you have segmentations based on the inputs that you get after you install the game not before people come into the

game so that's the big geniusness not the segmentation itself it's like in every single game on hybrid the question that input has been moved before the game that's the yeah the thing is like the segmenting players based on the the source of traffic basically yeah and yeah instead of their behavior like the one where we are just looking for a cut off point of like where do we turn on the ads to kind of keep the premium people there and not kind of drive them away immediately which we lose Revenue because 99% of people that wouldn't pay anyway we treat them like payers for I don't know how many days yeah yeah exactly because why yeah all right nice so uh let's leave the genius and let's talk about what genius generates an actual hard earn ad Revenue dollars right so based on my estimates on the active user base of the last 30 days hexa sort earned $31,000 per day currently which is about

69% of this game's revenue and the rewarded app open intertial earns 23% of this Revenue wait wait okay okay goes here yeah yeah where's the Julia Roberts math me like no wa wait a second okay so you said 350k a day wait short yeah 300K a day with all revenue or just uh add revenue or add Revenue 350k a day 300K A Day In AD Revenue so listen to this so you have it makes pretty much like half a million a day that's what you're saying yeah yeah this game is a [ __ ] beast okay I genius we've been going over like some of the most genius design things that I've think I've seen in like two years for sure like I'm just confirming that I understand correctly yeah that's

what I want to that's exactly what I wanted to say like oh [ __ ] so it's 300K on top what we see here which is like 450 or basically sadness here and there is like let's around s here and there let's say it's half half a meal a day mhm yeah do you have any any other like any other estimations like low high again so you know we don't piss off all the all the people in the world because have to give a range right so the range here would be probably between 210 to 350k a day of from ads right so that's the range so basically we're looking at an Adar out if that's true ad ARP out is around 15 cents which is crazy yeah they have like two and a half million active users y that's two and half million two million also check the countries please because you know always last time last time we we were talking about the the Theus like feeling really had to do like a recalculation yeah yeah quickly on the

fly but basically like if you want to check this right so basically in the states it's half a million users right so 300K iOS users 200k Android users on rewarded they're probably because of the I split here they're probably seeing 30 to $35 ecpm six rewarded per day on half of the user base and then there's 500 iOS all the merge games all the merge games are just showing in here like Seaside all the Casual screw gem Twisted Tangles and all of these different games as well in the in the game and I I saw so many merch games Jesus [ __ ] Christ like H yeah it's inventory kind of yeah if you take out the rewarded app open and interstitials that's like 70k a day just from that ad unit right so if you take that out then like it's not as impressive it's still impressive but it's just it's still very impressive exactly it's like 15 mil 15 mil a month

basically the interesting thing though is that uh you should Imagine That Lion Studios really knows a lot of thing about retention and the end cards right because there's one of the biggest things that I discuss with clients currently is the rewarded ad length and rewarded end cards and they are running quite aggressive ad links and rewarded end cards they have wait have you heard like they are owned it's an up Studio yeah by the way but basically they would they would like they would be an interest to to find like the best thing the best kind of level of between retention loss and money gain between keeping long end cards so I actually looked at how long rewarded ads are in hexos sword and basically they go up to 70 seconds which is crazy yeah too long I saw I saw today three or five Seaside escape videos which were 60 seconds then it was a playable end card and when I when I tried to click the x button I clicked on the x button and it I jumped directly into the App Store I clicked

five more times and again straight into the App Store so I don't know like where the [ __ ] should I click just close it on first the same thing never happen never happens sucking no this was happening to me with the same what we review last time with uh white out survival playables also playable click X go to the store and then then go back and only then can click X I mean credit is do where credit is due and yeah this game could be making you know 150 200 million a year with the sence multiple it's insane wait second but but mobile gaming is dead yeah forgot about that sorry I don't know I'm not sure you're right well okay so I I'm already going to preempt this this is genius this is like ahead of its curve this is a 10 out of 10 from admon this is sick I really hope we can get someone from line on the on the podcast actually talk about who came up with this uh probably not we hope one

day but yeah talk to us about UA M well you would be surprised they're running app 11 oh yeah exactly I think they're mediated on app as well I'm pretty sure yeah I'm pretty sure you what you what you mentioned about um this uh kind of segmenting by by Source it's actually interesting because they have pretty pretty good organic traffic and if I was looking at this almost all the time like it's almost like 50% and they work quite a lot on on the ASO so I was looking into the timeline uh in the in sensor Tower besides all these like new new events and this is actually pretty cool feature on iOS which is driving a lot of traffic it's they they did they testing icons subtitles all the time with different

keywords in here so I was going back and there constantly working on this so the organic traffic is like insane for this type of game and it's it's actually still kind of growing so not bad not bad guys not bad in terms of the uh actual meat which is a UA well can you see upin oh up basically all up who would who would say that but what is really good and I think they didn't have this before it's like millions of playables the only problem is with I'm not sure like gu is like doing sensor Ty doing this to me we can't see like half of the playables but this is a playable that I see quite a lot and I was seeing this also when I was playing capy bar ago it just I mean exact is hexa swort so let me just check and see if this is

also interesting so you kind of do this and play pretty sure you can't you can't hear the c music you can hear it we can don't [Music] worry okay so this is first play we don't want to hear it I know I know I know you don't want to hear it but I show you I showed you this last time yeah yeah uh so it's a lot of play blads a lot oh [ __ ] hell okay okay let me just do this again so you don't really hear the music because I'm going to kill myself as well yeah it's terrible anyway so no best best no Wi-fi game a hook and then I we we saw this they're running this for a long time

actually it's not too easy there's a ugc there's the the game play afterwards and it's 45 seconds so everything is quite long well except this one [ __ ] it's also the the terrible music again nothing else than gameplay and we could be just looking at this is let's see it's 99 pages so you know when we were talking about what we were talking about I watch the last time well cab Heroes they had 30 pages and it was a lounge of the game this is 99 pages of of creatives and 9 pages and we're only on one yeah don't worry we're not going to go through all of this but what I want to say it's like may maybe 70% of this is just labels and if you kind if you kind of oh there you go you're listening to me all the time

I'm talking about playables is like integral part of the UA running on the networks and they are doing really right this is just like this is great this is what you want to have like almost all the playables changing all the time like during like the uh during the month because this is October and when we were talking about September Trends and everything we we saw all these like 3D type of things that we showed uh on the last creative Trends they have ALS also this so it's a lot of different creative assets honestly uh also these types of playables which is oh oh okay interesting so they changed this the creative kind of um Strate strategy a lot they use lot of uh lot of uping obviously and let's see we have this wow

it's a lot of nice [ __ ] well that music is going to kill me don't worry we can't hear it says okay I know it's good but you see here dumb normal Smart Genius again good old Al Albert Einstein and here you also count countdown right there's so many iteration on this Zuma like because it work because it works nice it's also quite satisfying still oh there you go okay oh there there's bra bra AG voice over do you know what's your brain age and it's

like again nothing else than just uh doing and showing gameplay Al this is interesting do the creatives look different when they're on other networks it's almost the same uh Google has different videos or different Cates because it's it's Google and you don't really have playables there well I mean you have but you don't really use them it's uh it's terrible they have this of course this is pretty fake it's kind of like sorting stuff anyway there you go y exactly so this lady here let's see we can we can actually go yeah obviously we can go back Forex LS or or any other like high Trends or whatever no no no no see oh wait April I'm going to show you like how these creatives changed over time so this is the only I mean it's kind of the the

original it's still there mhm first nine months ago so they're still running the same not the same but very similar stuff now they're experimenting a little bit more with different different creatives but they had way more creatives back then uh when they launched but now this is from this year April basically you don't see this anymore altered gameplay yeah exactly yeah yeah yeah so they creative kind of approach evolved quite quite a lot because I mean now now you're scaling what whoa hello oh 3D Zoom yeah what whatever who's that yeah I don't know lion Studios mascot it's like a potato yeah with arms and legs yeah looks like looks like that oops oh how can you even play with uh with your

with your PC and the the emulator can't even [ __ ] okay whatever so it's it's a m over there it's a MC over there so that's that's it basically look if if you go to to this year this month it's Tik Tok face they're spending on all networks right yeah oh basically all networks yeah we can we can just go and see what's what's running on Tik Tok Bas Wi-Fi here we have the the the usual ugc type of like Tik Tok creative Challenge videos oh there's fruits in it yeah ASMR sounds I mean yeah it's your brain yeah no it's like the the classic type of uh this is interesting yeah is also quite common in in casual gaming uh this typee of so fil someone playing in the dark room pencil yeah exactly exactly with a pencil this

the the Apple pen so yeah it's pretty much this is it on on Tik Tok like we can we can check also like Creative Concepts honestly no but really a lot of different playables in terms of yeah in variations of playables like that's the main I mean that's the key like they're not really scaling on Facebook that much Wii there we go question if if they're really like $150 million a year game or $200 million a year game how much of that are you spending on UA on UA yeah a loss yeah quite L you think they're profitable or do you think they're running a loss or is it just oh that's nice I mean it's really pretty creative I think May yeah I show I showed you this last last time the creative Trends it's like I don't like they're running on on on a loss it's just uh oh well we can we can check

actually the retention uh I we hav check the retention yeah so they're doing about like 100k 100 110k downloads a day currently before they were doing even more are you joking day one is 58% day 7 31 yeah I mean why rob a bank when you can build a game you can build a money printer yeah printer this is definitely doing quite well wow quite I mean still this is it's all let's say us iOS 54 so let's say it's 50 let's say it's 50 on day one it's could be 25 30 day seven that's that's quite good look or could be even higher or could be even higher yeah even higher numbers what have you heard and like something in vicinity of 40 day s yeah 40 day 7 which was much Factory right

there was much Factory us iOS yeah but there's there's like there's games that like you know we just don't understand some of these games because we never saw them and like 99% of people never saw these amazing numbers that's it no yeah it's true and it's yeah it's it's amazing so look if this is like day 90 and let's say even if they are optimizing for 90 days payback which I'm pretty sure they're not because they would be not spending that much money I think they're like 180 maybe maybe one year still what would you guess the CPI of this o oh that's a good one23 that's a very that's a good how many how much two three3 yeah for like what US purchase campaigns yeah that's too low that's too low I would say definitely below 10 uh maybe like around between 5 to 10 5 to

10 because it's kind of it's kind of hyper casual visual style right it's hexagons pagon even Beast could play this game so if you compare this to like regular 3050 CPI for match reg game definitely scalable so if it's $7 per day and do $7 per CPI and they do 100K downloads a day wait wa 700k wait wait a second wait a second that's we are talking about the us only hey us only okay yeah so okay let's check us only yeah it's yeah look so it's only yeah 300K in us us so it's only 300K in us then rest is let's say anything below free so could be could be

actually now they're scaling they could be spending around like 400k per day if they're making 500 because there's a lot of Organics still yeah so um let's go on to the scoring and uh after that we all obviously need to extend an invitation for anyone from Li Studios to come and talk about and collect their Nobel Prize in design nice one more very important thing on top of it is there I'll tell you afterwards o I already gave a top score I already gave a top score so what do you give on UA nine out of 10 because of all the all the different playables they have which is a lot and honestly like this is exactly what you want to see in the like outside of Facebook Google like SDK Network scale basically we we always see one or two playables now we see like seven in like on the first only first page of the of the of the UA dashboard or the creative

Gallery so that's great uh more videos would be interesting I mean there's no best Wi-Fi well best no Wi-fi game obviously as a hook there there's the the soap cutting hook as well there's there was the 3D kind of CGI type of for like high production value movie SL video but that's that's just the beginning that should be just the beginning okay uh 9.8 from my side because of the invention of new puzzle gen .8 yeah 10 you stingy bastard there's a there's there's a Twist I'm adding it into like a different monetization model because they Lally Chang that monetization model of like hybrid casual puzzlers and even puzzlers themselves with like in game in core during core rewarded ads so that's there definitely but uh you know there's

always the thing that I'm missing there which is that social features social feat they have social they have chat messaging it's not that prominent though but they have um but I would like to see a little bit deeper integration with your pry much what AB Games is doing like what AB gam is doing you mean competing against countri that's also a good one that's no States competing against each other great States I think you would like to see the the Monopoly goals like conic collection there's also one possibility yeah yeah for sure that just like but but still like there yeah yeah so that's why and now for the ultimate thing that we should end with this I'm not sure like what he was was to say but it's it's already looking for so we link this into the channel as so you know there's this video hexagons are the best aons which has literally 14 million views use and I really recommend it where you Lally understand why this

is pretty much the best shape in the universe from the point where bees use it and then to the other point that pretty much aircrafts are enabled because of this I'm sure everyone in app agrees with you that hexagons are the bestag gons absolutely yes Absol in the Lion Studio the all right nice on that bombshell I think it's time to end I think so yeah thank you very much for for listening also thanks for like commenting under the videos we really like it and uh you know please keep doing that join our slack Channel also um share podcast with your friends uh definitely let us know if you if you like it or if you don't like it uh and or what you don't like it or what you don't yeah what you don't like we will try to change I can't say we will but we will try uh M will change his first name and last name so you can pronounce it oh well wait a second so I'm I'm well I'm

not in us so so next time I will record I will introduce myself as Matthew um lens Matthew lens Matthew lens again L lman Matt okay you can call me Matt cheers bye bye bye X are the beston Jesus Christ [Music] [Music] [Applause] [Music]