Reelshort Review: Redefining genre & making $23mil/month. Next step for Netflix Games?

this category has quadrupled basically I think after this podcast every single developer will start to make an interactive story Netflix should like dude Netflix should absolutely yeah and like this is how this is how it all start because I started working it hooked a little bit and then then um parak mentioned all these different like apps like can you check this like I was like yeah yeah what kind of creatives they're running at the moment just like you know to get the inspiration and I started looking into these like what the [ __ ] [Music] 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 two and a half steps ahead of the gaming industry where's your Shades there Shades I don't have the glasses hey hello everybody Welcome Jesus Christ get out of here M come on hello everyone and welcome Ma has been fired cuz he doesn't have any sunglasses cuz today we have a very special with Grandpa glasses Grandpa glasses yeah I don't want to be grandpy Grandpa we have one in the in the industry and that's enough that's enough uh so what are we talking about today so no you need to do your intro oh yeah yeah yeah welcome my name is I'm Felix braberg and we are your hosts and we are uncovering the the hidden gems of the

industry and today we are going to talk about I mean I just I joked about this last episode is it the bird is it the plane it's Superman but is it is it an app or is it a game I would say it's an app with a lot of gaming features which is making 23 million a month in I it's a it's a game it's a game with the name of a real short not Ma's hip-hop nickname it's not my absolutely no absolutely not I could be could be no I think uh your mind will be blown as with the previous episodes like this is going to be absolutely insane yeah insane and that's why I'm wearing these clothes because it it's from a Chinese company and they're making so much money so it's like it the real short even

goldplated shirts I think is like look the the a short Fromm video streaming apps specializing in serialized dramas and it it has its own Wikipedia page if you have a Wikipedia page it's [ __ ] [ __ ] crazy it's Absol do you want to do do the intro and then we go to ads and then we do UA yeah 's up [ __ ] ends ear let's go to the numbers this is going to be really interesting okay so why are we talking about this thing in the first place because it's [ __ ] making a kill link uh it's doing sorry this is active users still two almost 2 million active users million not so bad yeah it's doing something like 700 to whatever 800k a day a day in uh on mobile I only on mobile and only I only and you'll get to that yeah download Vice is also has a pretty serious scale where I don't know what happened here

but uh yeah currently he's doing something like 200k downloads a day uh this thing was fun there uh it was in some of the Articles as well like it was almost on it was more almost most downloaded game in us it was the I think it was top two above Tik Tok even about Tik Tok so this thing is on a on a run rate to make either a quarter of a billion dollars or close close to 300 or 400 depending on how they scale in the first year nuts so for those not watching the chart uh this has been soft lunch August 10 2022 and started scaling somewhere July s launch Jesus no like this is sof see I last year July it started scaling or let's say you can see how it kind of gradually goes up and up and up and then it really went from inflection point somewhere here in like may this year I would say I would say June is June they

start I started adding new more channels and then really like new stories which we're going to get into as well my gold shirt doesn't even look stupid anymore cuz these guys are ruling the root yeah so if you look at the category that let's say sensor Tower puts this app in this just gets more and more interesting because the game is game it's not even categorized as a game because it's under film and television streaming and if you go to this chart entertainment yeah if you go into the chart the first uh leader of the category is Disney plus oh [ __ ] right outter with like 100 million a month then you have HBO with like 60 m a month then you have W TV Asian and local dramas with 55 million and you don't and you don't have Netflix on this because they do uh payments outside of the app store right or oh there oh you have there is n if you go by if you go

by downloads Netflix is in the second with like 13 mil and the first one short Max watch dramas and show it's because Netflix makes you pay outside of the app right so that's yeah Netflix that's what Netflix does but if you go back in the revenues it's also like there is drama box real short I can see it in the middle of yeah so drama box and real short are somewhere here between Hulu and the short Max and Netflix Revenue yeah there's a lot of like Asian stuff here that but these streams have been around for so long as well right like it's it's crazy yeah so this is interesting like why this is here probably because it looks like an app it doesn't look like a game exactly it looks like a streaming app as well yeah like it's a game it's an app it's a moneymaking machine yeah it's it's a money printer feel like my shirt Remo do you like my shirt of course I think like this is the theme of this year that we have these things

where it looks like an app but it uses like game stuff and yeah so definitely is a game for everyone wondering like if like it's not yeah it is the company behind it yeah the crazy Maple Studios is a veteran studio in the interactive storytelling genre becauseit wait well let's pause do who remembers the the map crazy maple story and the game they made which is the listeners I always block it I always block itap chapters chap chaps chapters was the chapters was the last entrance to the big two or three by the time which was episodes and choices and chapters I think went the last yes and then they they become top one yeah and then they become top one to one yeah is insane even more um yeah we get to tr box later uh but the chapters still had like Peak during that period somewhere like I think after the big pull of the episodes and choices which was mainly pulled like 20189

and all of the fun happened yeah yeah interactive story Market actually pretty search search pretty much yeah so the pig you can see here like this is like right after covid like April 202 yeah exactly so one on Pig and it's still kind of stable like doing like 90k 100k a day uh I only so that's still like they have a shitload of odds as well Prett big punch exactly uh yeah I think I have the game play here so you the same as real short exactly same noow no no it's the same actually some of the things you can even do in real short that you can't do here like like what I'm just going to show where you were able for instance here to choose an outfit for the girl with hard currency and it's always like the nice outfit cost like a lot of hard currency and then your shitty free choice cost nothing because it's shitty so and you know yeah as we go through the whole

like history of everything then I'm going to ask you one important question if you if you realize like what exactly like how everything is connected yeah yeah yeah like mind Fu questions at the end please yes I have a couple as well yeah so moving on so we now know that crazy maple story had this like say Cra Crazy Maple Studio crazy Maple Studio sorry uh had this knowhow of um where we are chapters interactive story genre interactive story genre knowhow let's let's call it that if you look at the category currently it's being completely obliterated by the guys that are making love and deep space which is actually making um something like where we are it's like a Soha Casino where slots slot minion is dominating yeah but you need to say he making around 30 mil a month yes you have to say from which countries it's a

yeah yeah of course it's China exactly where we are too many Taps [ __ ] um yeah here we are uh of course it's from China because the studio behind this app uh drum roll is the guys that did love Nikki of course yeah so they know what they're doing and uh 60% from China 63% China but it's still like 10% us% that's okay uh the the kicker here is that instead of a 2d visual novels this is completely 3D and absolutely amazing absolutely amazing see yeah so we'll we'll I guess we'll do a separate episode on this somewh later because no no yes we will because this just released this year man I know China only I mean it's not China only almost China let's not talk about it now we can talk about it later like look all these like shark finalizing shark anyway just to see this is this is

the whole like Alex studio uh kind of portfolio where you see like the red is La Niki then like two more of these interactive things and now they really blew up this year so we should definitely talk about it later if we look at Chapters sorry not chapters uh if you look at choices as I said they had their Prime somewhere in 2017 2019 same I think we'll go for where we are episodes epis I mean it's still it's still 18 19 that's there but still episodes makes like not bad 50k per day also choices makes like 30k a day so choices is from Nexon episodes is from choices pixelberry studio and then Nexon afterwards yeah both by Nexon right and episode is pocket gems yes yes episode I always call them episodes but it's episode yeah so back to the drama box thing so actually there is another app that is or SL game that is very similar

to the game that we're talking today which is called Drama box which if I understand correctly is the directator here yeah it's exactly the same the same color as well also same Revenue yeah you search for when you search for um a real short in app store first comes drama box seriously so should we be covering drama box instead of real short then or is it the same company uh no it's not it's different it's a different company story Matrix and my guess is that we just don't know who is the original um developer because it's just this one app game on the portolio be something so it's like you know machine zones all days like epic action Epic War epic Heroes whatever counts but it's still like from start of this year it scaled to from something like 100k a day to again like 800 a day yeah don't worry it's going to have some uh it's going to have its own spot in the in the episode list at some point in the fut and currently it's like it's completely breaking it because it's doing like 700k

downloads a day yeah they heard that they they heard we were going to talk about real short and it started scaling you know pumping UA exactly these guys so um need to get their addition where are they from you think you think it's China as well um my guess we'll see if we do a research on drama drama box we will see and we will hear yeah so um let back let's actually go to real shorts actual um all about real short it's actually in the first first creatives St at the end like they they said now this this ab and watch movies it's real short I was like ah [ __ ] hell like this is amazing yeah so let's just first run through the UI and then we can talk about actual gameplay mechanics and stuff like that so you have the home button which literally looks like Netflix like I think it's very very close to the Netflix setup of you have stuff that is trending you have stuff that you keep it's the same colam it's

built basic yeah yeah like that you continue watching very very as Felix I mentioned same UI visual uh new releases coming soon then some categories that are recommended trending and so on so forth and there's like [ __ ] ton of content it's like a lot it's a lot of a lot of content uh then we go for you which is literally something like Tik Tok where it plays trailers of the things that algorithm think you should and a watch and stuff like that then there's your library where like whatever stuff you put there then there's the rewards which is the main that man yeah yeah we we'll go into that let's say main source of soft currency and then there's profile which is just like some setting stuff some coupons or invite codes blah blah blah blah blah not that uh important uh it's what's really important in the rewards one they run uh very sophisticated Cross promo which

looks like an offerall but it's not an offall it's a Cross promo on steroids I told you it's just Cross promo on steroids absolutely and it's so clever because this game has all the all the installs in the [ __ ] world yeah and the thing is you click download now you don't even need to leave this app it's down you get the downlo from real short download from real short is really yeah yeah if you want you can go to the store but if you just click download it's just going to download right away it's it's like it's so smooth and it's relevant and it's the same audience and it's so clever like yeah exactly yeah so Che all the boxes as we as we covered the the monetization stuff from chapters uh interactive visual genre monetizes based on you being able to progress in the story either completely like if if if you even are able to like watch the next content or by having these like you just saw premium choices which alter the story based to your liking because it's

like better visuals better choices or better whatever all these half naked men love like a typical like vampires Twilight 50 Shades of Gray SEO bilon oh no all from Tam all from Tam from exactly see like here we are kiss him first 17 gems let Shane kiss my cheek 12 gems refuse to kiss him zero no there we go but you don't yeah of course it's important yeah so how how real short does it it's like I I think it's like pretty same setup firsto what are you doing I I found actually three type of formats for for the stories that they run there yeah so if you go into let's say this one so yeah this is like a V one there's a list and there's like one minute episodes that you can go and follow and you see I have some lock there which means I either need to spend

soft currency if I get there or real money or watch an ad which you can watch five per day and yeah we'll get more oh even more okay okay okay so you can do that and it's literally segmented into these parts some stories are unlocked like like three recommended when you start the game are unlocked like until 15th chapter to give you a little bit more content but usually all these others that you take pick from the list takes like seven eight episodes free and then it's like seven minutes basically and then you start this train of unlocking stuff which is like what like 62 chapters pretty much which 60 Minutes to 90 minutes yeah yeah something like that uh this is a non- interactive one where it pretty much goes goes goes goes and that's it there's no no interaction you just watch and you need to unlock those this is this is like the base type then there's the one where yeah algorithm recomended algorithm all the way then there's I found this like very very

interesting one I guess it's some kind of old format probably because it has this kind of original tag within the episodes where if you go into it it's literally like U just full feature movie yeah like trailer and full feature movie and if you go to full feature movie it just says preview for six minutes and then you need to unlock it through an ad but the ad unlocks the whole movie and the whole movie is actually like one and a half hour yeah that's that's pretty old that's pretty old so my guess that they were testing some formats before and just left the content in the app because this seems like an old format and then you have content like why would you delete it from why would you delete it exactly because there's more content for users and then we come to the actual most interesting [ __ ] like captured and bound by my CEO which is the best episode like yeah this one easy really you got to go back it's a chapter before they've already been invited before just just saying uh

so uh this rude this this literally puts a warning there that you can alter the story and have different choices by the way that's perfect because everybody wants to do it yeah exactly so this is the typical interactive story genre setup that we see with choices episodes and chapters so if we go for instance into I think chapter n was it chapter nine so if we go to chapter nine blah blah blah something something powerful blah blah blah and then comes this prompt Choice coming in three seconds want yeah and then you get stuff like show off my ring for 56 soft currency or ignore her yeah again dude Remo I just realized CU I just showed off my ring before this episode and it was 75 for me o who that is wild yeah I guess SP before right and you made the choice for soft currency I've watched I watched all the already so maybe that's why they increase it

because I have more currency that is maybe I need to talk about this one yeah so you can do that uh the thing is that you can also replay the stuff there because for instance I go like why did you choose I need to go into the list and I'll show you okay so I think there's this episode 13 where we like need to whatever pick some dress or like C wants to pick some dress for us blah blah blah and yeah so the sexy dress I already un Lo of course then a which is a free one so you can actually go and replay these things and it will change what will happen like literally different movie we play yeah of course I mean if it's a different Choice then it's different ending or like a different story and then we'll go to the master setting which I think is the real big kicker that these guys pull off which is if we go to to my last episode here yeah so it says I cannot continue because I need to again unlock it so the choices here are five ads per day come back in like next day unlock now with

like weekly VIP subscription or soft currency which I don't have enough and then this small setting that says howto unlock next episode what this does is that if you have soft currency on your balance and you're watching something it automatically drains your soft currency and just gives you the next chapter without even you knowing don't worry about don't worry about it don't worry about and you know what you know what's best about it that if you for instance go into their Tik Tok recommendation algorithm here and you just finish watching a trailer it starts actually playing the episodes and start going and going and going starts charging you yes the soft currency amazing not Char it's like soft currency right yeah yeah soft currency soft currency of course man amazing yeah amazing amazing like the interactive genre monetization put to another level really absolutely on steroids like this everything is on

steroids and if you think about it all these all these like uh types of content you know where is it coming from it's everything from chapters is just it's just with real people it's real chapters chapters in real world yeah yeah the the if you mean like the uh how is it called the teams the teams thems and stories and everything yeah the teams and the like the tropes and these stereotypes is exactly the same thing that was trending in episode choices and chapter these like CEOs vampires whatever like Roman stuff hidden pregnancies blah blah like even like hidden identity category like my sugarcoated mafia boss let's get to ads right now and then we can ask some big meta questions before we do UA because this is this is mind-blowing right so because wait one thing uh before you continue like there was a there was this article in like coming from 2021 there the author of uh

of some of the uh stories like basically I think she said I signed a deal like four book deal with crazy Maple Studios to launch their brand new um apps to to the these types of a this type of audience yeah it's like bring fictional stories to life it's just crazy and then they they I think you you kind of you have it there you missed the point with kiss read and write romance novels and everything because it's it was chapters and then it was Kiss of like novel U reading like books so you you could read all these stories and now they brought the stories to actually life like like she said there yeah yeah I know would I know I would forgot so they have a very robust web interface yes yes which is basically the same yeah which is basically the same so if you go into some of these stories and

you kind of go to pay yeah you just go to pay no ads no PP PayPal or credit card thank you very much buy 30% yeah exactly so [ __ ] amazing execution uh and and Ma even found out this like time article yeah where like it's literally in the list of times 100 most influential companies of 2024 SC yeah scroll down yeah scroll down and and and and and and the kicker is that the CEO mentioned that uh yeah it pretty much describes the app and stuff like that but uh blah blah blah um one show which might have 60 to 90 short episodes as we showed there cost an average 300K to produce so it's it's one and now and now start counting yeah start counting yeah yeah but it's still like a fraction of what they're going to make in the first year right it's it's exactly it's it's nothing making the revenue of like one

show a day is it profitable absolutely yes absolutely yes every day every week yeah yeah yeah seal of approval SE of profitability absolutely yes all right so if you go if you go in here so this is uh yeah there's basically 13 rewarded odd placements that you can really watch per day one extra I guess with if you watch the full feature movies but it's so far hidden three placements yes three placements by 13 rewarded out opportunities per day right so the first one is the return so it's like uh your incentive to come back and press here return tomorrow basically you press here the coin you have to watch one and then it scales if you keep coming back every day uh then dou for yeah then if you scroll down you have the watch ads it's seven that you can come here and watch for coins the real clever thing is they gradually increase the value of the coins so it's 40 coins

for the last seventh impression and it's 15 for the first one so it gradually increases which is super clever uh then also they have in uh when you're watching episodes and you're running out of currency if you want to make a choice oh no if you want to unlock content that's when you can watch up to five five ads a day right so I don't really know where to handicap this but I can tell you that if they get 13 rewarded out Impressions per day on definitely get yeah I think so it's probably closer to the higher end right so I would definitely say let's say 13 at 70% ad viewer ratees that means that they are earning in the states about 100 110k a day only from the states but if you go to your chart and split it by country which is also what I thought when I first opened this app like this is going to be massive in Indonesia and Malaysia they love drama like this oh absolutely

absolutely this is 70% 70% revenue from us China active users M go to active users and then yeah indes there we go yeah you're right so basically the ecpm is going to be super high in the US everyone knows this and then uh probably in the rest is a lot lower so in total I think they're making around a 180 190k a day in ads which is uh 20 so it's basically 20% 1 million a day all together yeah yeah or even more even more basic it's basically 60 it's basically 65 mil extra a year but basically I don't really know how to handicap this so like if we say that they're watching maybe let's say seven ads on average per day instead that's like 100k a day and then that would be 12% of our

Revenue that's what I would say 35 million year right so it's definitely between 35 and 70 somewhere there right do you think there are some liveops in it oh I didn't see much I saw I saw I saw one thing which was exactly when I was trying to understand like what what happened and I'm in this like July last year and then they had 15 Day event real short match to be the billionaire so basically and I can build the details I guess are you looking game Refinery no I'm looking uh up analytics up analytics new season so yes there is I wouldn't say it's it's like regular liveops but they have different seasons it's just a matter of time before they start content it's just content man I think it's just content new so let me finish let me let me finish my part here see this one this

is also super clever the show that are not shows that are not released yet and they're justed you can earn coupons on that which means you pretty much sign up yeah skip it basically skip it kind of because you get like three chapters out of it so you skip ads yeah anyway so uh I looked at their IAD txt file and there's basically I like the only thing I have to say about this is that it looks like they have the perfect admon setup for three years ago because they have three networks listed so basically exactly what works because you know networks change like what M spending on now it's not the same as three it's the same in right so like right now like the only thing that's weird is that they have ad Colony hyper MX and tap joy and these networks don't perform like hyper MX kind of performs in America especially in Q4 but they're mainly non

us right so that doesn't really make sense to me uh then also ad Colony they haven't scaled on any one one of my apps quite like that's like ancient history basically yeah and then also tap Joy which like I know why it's t Joy because uh they I I saw um case study chapters Unity the CPE uh leg from previous games chap chap the most interesting thing here that what actually did is that uh I looked up some competitor companies and I put in all of their txt files into chat GPT because I'm a smart admon manager and I looked up what the top ones in terms of downloads are getting and what networks they're missing and the main ones are Bid machine and imobi uh so that's one absolutely in this Indonesian Indian absolutely slay right uh Bas also a good trick cuz I I could see here as well you could ask chat GPT to like summarize the other like company's lines

and tell you which GPT can do nice exactly anyway exactly but yeah I would definitely say like uh yeah work with bid machine work with emobi as well makes complete sense for this type of geobase that's going to improve it a lot uh they probably are also working with Maloo because I saw a lot of Maloo ads and I think they're doing a lot of UA on Malco as well well I didn't see they doing UA everywhere now yeah they're making they have to right yeah absolutely yeah so yeah anywhere between 35 mil to 70 mil a year in ODS uh the interesting I wanted to say though is this offer wall or like this Cross promo they have imagine if they turn that into their offer wall like yeah basically selling that like that's super interesting I was thinking about this exactly like would it be worth the same because now you're kind of like doing this like cross prom terot and just moving my guess is that this does [ __ ] no dude you see how many coins you can get

and it's really like so the number man there's not I've managed a lot of offer walls right so you know if you like in talk to tap Joy or if you talk to digital turbine or any of these like top offer walls a good like opt-in rate to visit the offer wall is 10% so and if you get 5% of that like 5% of overall users interacting with the offer wall that's like really good so I think it's performing better money they could do on top of the on this like how much money how much more money is it a million a month is it 10 Millions a month so I calculated it but it's not really truthful because I know you're going to ask so because I only know what it's like for earnings for like a publisher but I don't know how much these companies are making on the UA side so I don't know how much like a tap Joy or uh or like these people are making because you get really high bonuses for offer walls like crazy high so I think the margins are really high so if I was a publisher and if I was

putting it here I handicap the ecpm in the US at $300 $300 and worldwide at 80 so basically that means that if I was a publisher doing this I would probably be earning anywhere between 7 to 14 million a year I me as a publisher but if I'm the company doing it selling the UA that's where you get the margin right that's where you probably would earn a [ __ ] ton more probably like triple or quadruple that figure right which is basically their like month two months of revenues which no I mean that's like half of their half of the six months uh six months of their overall ad Revenue but I don't know how big that number is because I don't know the profit margins you know like I'm hearing rumors that these uh offer wall companies sometime are on like half a billion dollar run rates so like no I wanted to say like now now the hype is real I mean I I had the yeah talk about this D Fest like two weeks ago or three weeks ago

like the rewarded play kind of overall SL whatever misplay like viewer channels it's definitely growing like crazy yeah and there is instead of one there's like 20 of them now and if you if you do this on like the gaming studio side and I'm pretty sure like um a Chinese company is not afraid to make money so in a in a different way I mean look at look look at this right in a very different way so if you want to you know squeeze the the players a little bit more I can see this happening and but what I'm I'm really it's like I don't really understand like this is exactly like what Netflix should do yes yes exactly what Netflix should do Netflix what the [ __ ] are you thinking hey guys like you know like you should wake up like all these like NE Netflix games like you have this like cross pros fids and also like the stories and all like the whole monetization behind it like this is like hey why are you paying developers to make the best mobile game in the world

that's not related to your core yeah that's not related to your core business and then you have this yeah you have this and it's it's not only one example it's like five at least making [ __ ] ton of money it's like come on guys like is it really that hard to spot yeah exact I guess it is hard to spot because like honestly it's it's October 2024 but you know you heard about it's it's before them in their category yes they should know I mean they should know before you mention this I'd never heard of this exactly was blown away when I basically went through my bound CEO storyline and I'm like whoa It's like come on like nobody was actually talking about this like how is this even possible there's nothing on YouTube there's only content that they put out themselves there's no one talking about this but it's literally just interactive story genre on steroids that's it yeah it's it's a game this is not an it's in a game yeah give me give me the uhen creatives but

the interesting also wanted to say about about the offer wall as well was like imagine if this becomes a trend because like the laws of big numbers right like let's say they start making a billion a year which probably will happen like and they have a lot of users like yeah but they have two million active users uh is it two million enough I mean I guess it is uh and I'm pretty sure like if they they monetize like the hell which they are they want to get 10 15 20% more on top of this which becomes interesting I guess but how did we even get into this which is always a great break story so wait wait do I need the sunglasses for this I don't think so but I am let's see the M Everest of Cash Mount Everest yeah yeah I I then I reset then I reset the zoom because there there was this so look so we are going back actually to 2017 17 yob Wasing a VR game back no no no 2017 was making a match three a click

to match game even better my first free toplay game yeah it's like I was selling hands yeah it's like it's it's it's coming look look so 2007 16 17 so and you see here it's episode choices and hooked what is hooked hooked is the I think the the main inspiration for real short as well because they started with the chat fiction different like Romans horror stories and stuff like this it's exactly like the what we saw here so real short took inspiration from Hook and just scale it like [ __ ] 20 times so you're looking at this and they started making like I don't know 700k per month then 1 million 7 like they literally like made until this point like almost 70 million but it took eight years to get to this point wait no no no not I mean not eight years because then they scaled down o yeah I mean they started scaling down

then uh then chapters uh kind of started uh to scale again oh not again started to scale actually the thing is like we hooked like the um the the original creator of of this app like they he said um they started kind of looking into different projects and then they just put this down and then like real short just kind of started like doing this this category has quadrupled basically yeah I think after this podcast every single developer will start to make an interactive story Netflix should like dude absolutely yeah and like this is how this is how it all started because I started working with hook a little bit and then then um parak mentioned all these different like apps like can you check this like I was like yeah yeah what kind of creatives they're running at the moment just like you know to get the inspiration and I started looking into this like what the [ __ ] moment happened like immediately I was like hey guys you know know like we should definitely talk about this because it's insane it's insane

what these these companies are are doing and assuming it's dramatic yeah of course it's dramatic I most of these apps in my uh in my games that I manag Then I then I remembered I was actually uh working with the gal novels and audio books like back in times back in the days I think it was like 2021 20 something like this which back in the days you mean at the height of Co kind of that's already baking the days um so if you look at this this chart like the GU I was making 2 million a month and I was doing some like weird werewolf creatives for them I was like I I guess like it's fine I didn't really pay attention to this that much it was kind of growing uh but now with these like all chapters still making fre million in April 20123 and real short is starting to scale and hook already come half that 80k but still now makes like what like 60k anyway but then what

started to happen with real short is uh by the way we should go back in time also and check the chapters as the top one interactive Story game in April 2020 which Tak killed and overtook the place which is I mean amazing amazing job so they they went from here and then they started the kiss app with all again all the content from chapters it's in Just Books and audio novels again great iteration but didn't really scale that much I would say but then they like they started paying attention to Short movies and all this entertainment and streaming stuff so here if you look uh I think this is this is the events that I mentioned we have real short look my enemy Alpha there you go it's like all these new I mean that's like no my mean my fated Alpha no my fated Alpha there was that as well but then one sec you

should have seen the animation of the wolf oh I saw I saw it oh Jesus Christ like some of the visual effects in these shows it's like 90s Hercules stuff dude like look you read these articles how like apple all these people are paying so much for content and these guys are like 300K 300K go no problem no no no like the thing is like look so so the the industry is is dead because Apple killed everybody like yeah look at look at this Mount Everest [ __ ] like I mean if this is not like the the evidence like it it really didn't kill anything it's just like come on like things change it's just harder that's it things change like like you're making a Witcher show and then suddenly in fifth episode he goes into a car that's they don't care they don't care people don't care wake the [ __ ] up like wake the [ __ ] up by know creative I need to see how they're advertising themselves like enough enough enough but my guess is my guess is it will be the like the most

uhing algorithm power hungry fantasy that like is stranding the best for them and just like 20 shorts from the actual episodes yeah well you you're absolutely wrong anyway uh so so I wanted to show you like uh like where they started and like how is it going how is it going now it's like the the meme basically so uh if we go back in time July 2023 which is basically the time when they started kind of scaling but let me go actually what do you before before what do you think their UA budget is for the entire year now they launched in May so what do you think their UA budget is until end of the year end of the year like you mean to like a big this year yeah the whole one for the launch year well last year man they launch they didn't really launch man it's just like slow scale exactly it's like it's not like lounge or no Lounge just yeah slowly growing think this year like what do you think the budget is for 2024 so I think like

they're spending like a like 10 m month PR probably like maybe 15 even because they're making they're making 2 fre on uh on mobile only a month and there's VB as well margin M approved I'm sorry margin M approved yeah exactly it's cheap than making a mobile game as well if you think about the content well but they the thing is like they have all the content already like that's the biggest part of the the equation like we we launched Dig's Adventure fix off duration the game was live on Facebook canas for five years so you have five years of content you put it on mobile and then suddenly like the longterm retention is there and that's where you make money so you have all the content already done you just you know you just kind of rewrite the script from interactive stories to actual like short movies and go I know I was talking to to paragan he mentioned like these like all

of these were shot in in LA and you paid basically 10K per minute for like creating this which kind of makes a lot of sense when you you mention like 300K per per uh story or like the the whole kind of old episodes anyway so here we are it's June man that is even more money because like those are like 60 to 90 of these one minute sequences which is like 600 to 900 for one yes yes exactly and man I've seen one drive with all the episodes and all the stories it's like like five terabytes of of of [ __ ] it's like like my mind was really blown so back to this it was a lot of fun stuff well I don't know I seen this one of course you seen this one this is this is the wolf one yes exactly it's faded Alpha it's faded Alpha so look I

put the it's is werewolves from wish yes and you know you know immediately the game is from China how tell me uh right not yet no you see it from the very beginning you see it even now there is the real short watermark in this you know where is it where is this from like Kingdom guard has it all the Chinese almost all the chines they don't get copied right yes you always they always have it's always have this real short app like real short whatever else Watermark creatives basically exact yeah why do we do that in the west cuz I guess people don't copy as much here yes that's part of the reason anyway so like this is like this they're coming from the copyland so look so this is June June 2023 which we have like four four UA channels Facebook Tik Tok but this was basically an episode from the F

Alpha that's exactly the episode one 1 minute 15 seconds didn't really end it's kind of ended somewhere so it it kind of Misses like 15 seconds or something anyway so is that even a hook there's no hooks there no there this is there's no hook this is just you know this is the the hook basically episode 12 failed to forbid an alpha whatever then there is a lot of different text and kind of all these uh hashtags which was the case baking the days baking the days last year started to feel like you're going tomorrow to like a grandpa yeah look you have real short here I mean it's it's kind of my this is great uh like he rejects her I like like it's like it it gave me eye cancer like after watching all of this basically but still I I can understand like I was actually like trying to watch all of this you know and then here here the okay at least there's an end card yeah real short I was like

oh this is great anyway so back to this because this is just like very beginning it's they started scaling June 2023 a little bit because they opened up Tik Tok in May there was no Tik Tok only Facebook and and you will you will see like what's what's what's happening here so it's it's 30 second 1 minute 15 seconds long videos it's like regular stuff like nothing really groundbreaking all like long form kind of content which is long form one minute not more maybe two minutes all different like stories basically so it's not interesting then we go to actually July then it's not only two last year 2023 I know yeah don't worry I'll get there it's it's a lot of lot of different stuff uh which I'm going to show you so it's now also YouTube at plavin iron source and uh Facebook and and Tik Tok but now Instagram is the the first like

the biggest spender and with Facebook and then everything else is kind of like on the sidelines not even like yeah there there was a hook no [ __ ] touch her what there you go all again all the same same stuff so let's still a year ago this is still a year ago yeah let's to new new [ __ ] yes let's go now to the actual [ __ ] which it's going to blow all the uh channel in the world all it's like all the UA channels you can you can even think about all of them yeah like can I buy Impressions how many all of them all of them yes all of them please give me all yes yeah exactly yes give me everything basically do they have playables yes and now oh my God I want to see that it's like it's it's [ __ ] playables man it's just just like it's real short it's drama and then you just like scroll scroll scroll scroll and then that's it basically you can you can scroll it it's nothing like you can now like kind of pick different uh I thought

they would be picking choices and [ __ ] it yeah that's what I think but here you can just click and watch watch now choose again like this is the like I they can do way better in they better come on choices and all of these ads right those are the Ms and is very much almost the same but you know like you see like what changed here like from basically Facebook Tik Tok like you would you would think this is made for Tik Tok and Facebook and Instagram reals and all of this yes but you know how you scale outside of this like you need to have this you need to have all of these [ __ ] UK channels and how you now like did this we can we can actually check yeah normally see people spending on chart boost cuz you know for admon they're not really what they used to be not really I mean oh there but we can yeah this is just like you

know interactive card you can click so that's why I think like they have such what the [ __ ] is this thing with Alphas like every stories about some Alphas I I I made like some some creatives about Alphas as well for the gal app it's like it's crazy but um so I want to show you the real story like the real deal which I think it's like mind Mind Block which is this oo 19 Point like 19 and a half minute episode or not episode as an ad as creative as an ad as an ad and you know I was like what the [ __ ] is this like why is it so long and I mean I I haven't seen this anywhere and you pretty much give people free content you know like this is what I disc exactly this is just like the like how you qualify the audience as soon as people install the app from this they

are hooked and subscribed and this is just like M 13 ads per day exactly exactly like this is money immediately so this is like how we qualify the the audience and then like okay well if you watched like even eight minutes of this oh I want to I want to know more I want to see more I just want to download and then how does it end was the was the CLE hanger go go to the end they drink oh of course she get Dr blah blah blah oh still one more minute it's one more minute though let's see that the classic stuff there you go drunk let's let's go to yeah yes that's that's exactly how it how it ends and how it actually start as well look M three more seconds mhm there you go this exactly how heart exactly like how it started look exactly how it started mhm so that's the and then the whole

thing is just in her mind yep yeah there you go then we have three and a half CER that's like man like it's three and a half 4 minute long 11 11 you're 100% right that's so clever nine it's like this is the thing and it's you know like you know what it reminds me um like the long it's like it's like the these days the the LinkedIn uh the hype and [ __ ] like you have the long posts about everything and then just put it on the on on the image thought you say rewarded ads from App 11 almost almost like that this and this is how you you know how you do it this way like and I saw some of the some of the videos on Tik Tok which had exactly like this content but then you have actually the Tik Tok voice and then some here like after eight years my ex became super St me to he like what's the PA is the the assistant right personal

assistant and that that that's it oh I know this one I know this one I saw the trailer I'm not sure if that's good or bad so but see like this is it like 5 minutes 4 minutes like all the long content just to get people who it's mindblowing it's really mind-blowing if I was the CEO Mex of Netflix and I saw this I'd be like ni what you would be bound to your CEO yeah that's the best one intended yeah F intended very good one and then they they do the same the same thing on on Tik Tok as well like 13 minute long video come on my I mean my husband hates me so why won't he let me all these oh wait a second this some some money is there a creative under three minutes that there there is yeah yeah there is okay oh this oh yeah I

watch I was watching this oh my God my billionaire flesh married husband son is actually my biological son I even know what that means I didn't mean either like I mean no hidden hidden kit theme like they have a category for it I think yeah yeah hidden kit there they have the the the birth mark on the neck and all of these yeah let's see I mean uh we can check whatever else I mean it's just a natural step right because you know there's Reas why daytime why daytime Yeah by why daytime soap operas are so prevalent because they're so cheap to make like yeah but like look at this it's like pretty lady some crazy crazy banners and you see on on app it's a lot of banners it's a lot of banners yeah yeah look it's all all about banners breaking ni like all you know like all this so I think like if you want to grow even more like plays are the way to go and even this like the interactive stories here like it's it makes all the they know what doing I

know I know they I know they super expecting like to see a playable with like choices yeah exactly yeah yeah yeah that's what I want to see as well but maybe they're getting such low cpis they don't need it you can't say you don't need a playable 200k downloads a day man yeah it's all all this yeah anyway like I I thought like this is very very very interesting and then it's it's great to see that they they can even improve and if they improve on this I don't know like what the [ __ ] it's going to it's going to happen even yeah it's uh it's crazy in yeah think uh 10 out of 10 for me AB oh my God this is just absolutely 10 out of 10 like without any question like say eight I can see it on his face no I'm not going to say eight I thought like what I'm missing here but uh yeah I was like kind of a little bit bummed that I

there's like not that much fantasy content in because I guess it's just much more harder to produce I know I know but like yeah it's like the auto auto drain of soft currency on like this [ __ ] yeah nine H I would say like 9.5 like they can what do it to become a 10 more fantasy that's subjective you need to be a bit more objective no no I'm not I'm not about fantasy like I still think like um yeah the live Ops part I was ah yes very good point Okay add live Ops put add placements for the light live Ops as well wow yeah that's that would be the cherry on top I would say look uh they should also kind of do more of these as they competitor dreamy read best romance they use a lot of static images with a [ __ ] ton of text on this cheap to make right that's really cheap to make and there's like oh this this is all AI man this all AI I was looking into this and I I love this like

long yeah have you [ __ ] her okay good that's that's that's a hook right there it's all AI based like it's and this this is the [ __ ] the scales on on Facebook so it's either this or it's the yeah 19 minute long videos I have to try that man I have to try that as this is I love these stories that we do where like a joh you get completely leveled up like this one yeah oh yeah oh yeah this was an absolute bombshell uh yeah yeah great episode and I think look if you have if you have some questions then uh please let us know because we are very close to to get an interesting guest maybe two let's see how this goes if it goes well then you know there's going to be a very big surprise at the end of the month you should definit you should definitely you should well there there should be there should be we already put it in going to

wear his gold plate chain mail all right guys so yeah thank you very much for listening guys uh if you have like any any other information on this uh please let us know because it's quite uh well quite weird nobody's talking about it until now and join our slack Channel where we can discuss all of this and please comment and also subscribe uh it makes a difference do think press the H press the hype button second thing uh see us at midium Turkey next week yeah thank you much thank you much byebye [Music] [Music] [Applause] [Music] he

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