Do you guys uh want to guess how much money the the app is making or the game is making?
4 million DAU. Yep. 1 million US.
4 million DAU. 1 million in the US.
It's 4 a.m. and we're rolling the dice. Knowledge made up worlds. We're the two and a half gamers. The midnight crew talking UA adverts and game design too. M feeling shaking the insight. We're rocking those vibes till the early daylight. But hey, you a master eyes on the prize. Tracking data through the cyerspace skies. Feeling stacks colors like a wizard in disguise. Japanese crafter realms lift us to the highest. Two and a half gamers talking smack. Slow hockey sick. Got your back. Ads are beautiful. They light the way. Click it fast. Don't delay. Uh-huh. Uh-huh. Uh-huh. Uh-huh.
Hello. We are here again with fake background of Yakob. Yakubar is actually going away.
Yeah. When is Christmas over this week?
The Remy house next week.
I already
It takes like a lot of time to chop it up like a corpse and then like move it away.
What do you mean? Like there are like actually places where you could put it the hole and they give it a second life. No, but I cannot move it through the [ __ ] door.
How did you get it in?
It grew. It grew in there.
It's wrapped.
What do you mean like it was wrapped? Because it's it's fake anyway. Like what are you talking about? You throw it out of the window.
You unwrap it. It's like
throw it out of the window.
Blooms and then it like solidifies and you cannot make it back.
Throw it out of the window. It's fine.
Guys, guys,
it's more. We are starting our two-part special series on Lustmore because they've released two very special games and today we're going to be covering starting with arrows.
No, really? Arrows.
Yeah, we start with arrows. Monetization is Yeah, we're starting with arrows. So, as you may or may not know, Lesmore last year was bought by Mini Clip. And if you know anything about Mini Clip, that usually means they're buying something for quite a lot of money and that means they're doing quite well. Akop has worked with them before. Sam was actually on the podcast.
Yeah, it was a very special podcast that we did with Summer where he was very open and this is a very good team. So,
no, no, the rumor has they were bought thanks to our episode.
I mean, if you want to start that rumor, sure.
Anyway, yeah, it's a light congratulations to the team. So, you know, before we start
again, welcome. My name is Matic.
I'm Felix Broberg.
And I'm fake Christmas tree.
Yes. And we are your hosts. Okay, great. So, talking about less more and the game again.
It's actually pretty interesting game.
It's my type of game. My kind of game.
It's my my type of game as well. It's admonetized and let's just go out and say it right now. It's managed to scale since being launched in September to 4 million DAU.
So big.
Yeah.
Spawned more copycat games than any new game.
Vietnamese any when you when you uh run away for a quick break. We were like it brings me back to any Vietnamese studios like original on the on the icon life.
Yeah.
That's insane. That's insane.
Yeah.
Hello.
Still that big? what
this is just overall like um less more portfolio again it's part of mini clip now so I just like pick up the less more itself so looking at the games is still their biggest
overall right
yeah both overall but like it's quite an
old because adventure started what like
20 22
yeah like four years ago
so they were I would say quite successful with their games.
No [ __ ] They they got bought by Mini Clip.
No, no, no. But I mean like if you look at the portfolio, there's like the only one that we we haven't really talked about is Pocket Chess and that's it basically. And all the others one are quite successful as for the games they have on the portfolio. But anyway, this is their download curve and this is their revenue track.
Have you found you know like
their testing account?
Oh, you found a testing account?
Yes.
Oh, I see it. But I just want to com
I just want to comment on that increase. Like you can see by the revenue that they must have a hell of an earnout deal.
They're working hard.
When was the acquisition by the way? The exact date?
I think in March sometime last year, right?
Ah well I mean we can check.
Yeah, we can check.
Who is checking? Felix check. Okay, good. Okay, good.
Check it. Nobody's checking. It's okay.
No, fine. Well, that was at the at the hype of We Are Warriors and also Adventure. But yeah, the games are still quite strong as you see here. Like if you take out the the new games that there's still very stable regarding the revenue. I would I would guess that with the ad revenue, it's more than million each. That's definitely there. Now, we have Forge Master there, which is like 1.6 million for December. But again, we'll see. Yeah. Let's not spoil it for the next. Yeah. Yeah. was bought on March 4th. March 4th. Yeah. March 4th. Last 2025. Yeah.
We're looking at 2025.
Yeah. But Yeah.
Yeah. So, it's right before the the release of pocket chess.
It didn't really catch on there.
Yeah. Yeah. Uh Yeah.
Like to play a p a chess in your pocket.
Okay. Enough with the dead jokes. Who am
I? Arrow puzzle. We'll start. We start.
Yeah, let's start with the arrow puzzle.
Yeah. So, this is going extremely well.
Thank you very much for listening. This is it.
You go to active user base because this is this game is 98% ad revenue based. So, we just need to the only thing that matters here is DA.
Yeah, it's like 4 million now and scaled there from like in basically 4 months. So, this is really outstanding move with the [ __ ] filter. We still see that it's India first but US is right behind it with like nearly a million DAU which is
look at that Japan as well, France,
Germany. Yum yum.
I heard that they have out of home advertisement in India.
Really?
Advertisement.
Wow.
Interesting.
Are you [ __ ] kidding me? Like who would do that?
It's another joke.
[ __ ] who would like advertising in India? I mean,
I don't know. Maybe you're confirming that. You're confirming that's a lie
then.
Yes, absolutely.
Because you said the word Japan before and I was like, "Oh, I remember there's so much offline advertising in Japan like now India." Okay, that's to me.
Yeah, that's you. What a great timing. Thanks, Felix.
Anyway, uh let's again as usual uh now that we are a little bit more wiser, let's put this into context of our favorite sorting category which is exploding this year. And this has already exploded also by doubles that almost went to
go to active active user base
active user
I don't think you should measure it against some of the color like magic swords I don't think it's a good
hexa sword all like why why it's not like a good comparison it's still I mean it's it's based but still it's still sorting come on
it's basically traffic puzzle or whatever like some of these other traffic yeah exactly yeah exactly just not cars and arrows It's this this this works.
Of course, there's no IPs,
but are we talking DAU and downloads?
We're not talking IPs. If I slash in IPS here, you'll see there will be pixel flow.
Absolutely. Yeah.
Yeah.
Yeah. Sending regards to Kra.
So, yeah, that's it there. So, great job that like these guys pretty much got on top of the category so fast even before like all of these other like I don't know if like this is a IP game. Water match is what? Water match is uh ad base also.
I actually don't know. I have no idea.
This is an IP base. This is an IP base. I would guess this is also
water is going to be ads for sure because it's 70,000 revenue which is quite small for this category.
Yeah. Yeah. It's like 2K. Okay. So, there's also ad base. See? So, yeah. Where we were.
Show the original.
Yeah. the original because there's a lot of other arrow games even the one that's sitting on easy brain which is under mini clip portfolio which is where it is I had it somewhere
here in my sea of tabs
this is nothing
here
arrow puzzle tap away which is doing something like 15 20k downloads a day from November but again this is just like fast follow I guess
but it's like it's nothing
yeah it's Nothing like that's nothing. But again, if you go to the category,
where's the category in my sea of tabs?
If I find the cate of tabs, I don't see any arrow follow-ups here like arrow out. This one maybe.
Is that triple dot?
Yeah, this is triple dot.
Yeah, this is it.
Okay, so now we have a followup from triple dot which is the size the size. Let's do this. I do like this new feature. I really like it.
It's not new. It's not new. I was a stupid I learned I learned.
Yeah. No. Yeah. Okay. Okay. Okay.
So, I guess this is the biggest followup yet probably type arrow and then you will see.
Yeah. Yeah. I want to do that way. Okay.
Anywhere. I mean just into the search either in Google Play, Apple searches or anything. Arrow. See
merch arch.
They're very small. The other ones
if you scroll down arrow maze whatever arrow. Yeah.
Arrow maze. You have
very small the other ones.
Areroscape.
There you have arrow one.
Okay.
Super also had one. Okay.
Yeah. There you go.
Unavailable. Already killed it.
I don't think so. So everything's tiny compared to them basically. I wonder if Mini Clip just turned on the money top so they could just outspend all the competitors from
Did anyone say web revenue? Oh yeah. This episode is brought to you by Fastpring, the no drama D2C partner that's been scaling with mobile publishers for over 20 years. They're
fast growing, profitable, and seriously reliable, which is more than you can say about most vendors in this space. Anyway, whether you're launching a new web store, replacing your current D system, or adding a backup plan, Fast Spring is here for you. Visit fastspring.gg to set up your web store today. Fastpring.gg. Hello, Fastprint. Thank you very much, guys, for sponsoring this episode. Vietnam.
But this is not that much Vietnam. Honestly, there's no Vietnam in it yet. I'm guessing in Vietnam they're too busy going after either
Yeah. Pixel flow or like sorting stuff like grand games and stuff.
Should we show the game?
Yeah, let's show the game. So, it's extremely simplistic. Why not? And why do you need stuff with stuff like Block
Blast is
less is more?
Exactly. So, we have the very simplistic Apple style menu of home button, settings button, and challenge button, which is the usual for based, level based puzzles. Challenge again is one of those like daily, what do we call them? Daily unlocked very hard levels like thank you, goodbye in 3 hours. Yeah, that's there.
At least you get three lives on those instead of two on the main game play.
You have three also on the main gameplay. What do you mean? Two.
Really?
Oh, is there two?
I have two. I have two.
I have two.
Wow. Interesting.
I have three on Android all the time.
Android. Yeah. Android. Yeah. Android idiots.
Do you have two?
I have two.
Yeah. Android idiots.
Look. Super hard level. Two star. Two uh two lives.
Two. Yeah.
That's so funny.
That's interesting. Anyway, it's basically traffic escape puzzle or how
do you call it? It's very kind of exactly the same. It's just much more simplistic 2D visual. And I guess it's even more appealing then because traffic puzzle I guess is
this is a UA play
again. Of course, but that's what I'm saying. Traffic puzzle like cuts you down to the traffic kind of a group and if you're not out of that, you don't search it or you don't like it.
No.
Whereas arrows are kind of neutral.
CPI side CPI side. So cars already have really great really good CPIs. What have like what better CPIs? Arrows. I'm only better CPIs are like dice.
But I mean or numbers or numbers. But arrows I mean [ __ ] my life. Yes.
So great CPI.
Yeah. This is it. It's super simplistic. Everybody understands it from the start. Like I you know exactly what you're doing. The the arrow is in certain direction. That's it. Nothing else. Black and white. Thank you very much. Cause like cost of production €7
on the visual side obviously. Of course
I mean balancing and level.
Yeah. Then we have an interesting show right after every level from level what like five six
I got six
starting on mine.
Yeah. So quite soon I guess on Android it wasn't that soon. Yeah. Then we have the hinting mechanism that if you don't do anything at some point there's a reward video pops up on the top and then gives you a hint. You can use the grid which is just like a pretty much attaching a ruler to the screen which tells you if again it's too squished together that gives you a little bit better perspective for your next play. arrows kind of jump into each other. And then I guess the difficulty is mainly based on fat finger accuracy because again I'm playing this with a mouse but I guess this is
similar to those like 3D match puzzles where again
I struggle I can't imagine what Felix
was doing with his fingers.
I play this game way less than Forge Master. forge master plays itself. But again, there's not really like actual difficulty because there's no timer and there's no nothing is breaking you down. So, we have a hard level. So, we can check. Yeah, it's still three hearts.
Yeah. So, it just takes a lot of time at some point like to kind of find the arrow that's that's the one that will unstuck you and like do a chain of unstuckness or whatever.
It's just time.
If you're patient and take time, you you solve it.
Yeah. But again, you don't you're not constrained by time. That that's what I wanted to say. Which means that like Yeah, we
certain people don't think in that way. I always want to do this level like as fast as possible even though there's no time.
Yeah, I understand.
And then I was like, why the [ __ ] I'm doing this? There's no time pressure. I'm competing with myself pretty much.
That one there. The main issue I have with this, which is breaks a lot of the norms, which I think is really weird. Like
traditionally you have the remove ads button at somewhere on the main screen when you're playing here. They hide it in the store or in the settings. There's no store but they have it in the settings.
So
I guess even the high level wasn't that hard to be honest. It was just long.
Yeah, exactly.
I guess they don't want you to remove the ads.
But there you go.
Like it's just one IP and and that's it. then like yeah, we don't really need that revenue anyway because it's it's obviously a play on like bigger engagement time because there's no real difficulty as I said. So it's kind of similar to block blast actually.
It's making a lot of money. I can tell you that.
Yeah. Yeah. Yeah. It's similar to block blast. Super hard. Maybe now you'll have two hearts. Still three.
No AI idiots.
They didn't know there was this term. And now now there is obviously now I mean all due respect to Android users
you should buy iPhone.
So yeah it just takes a [ __ ] ton of time I guess to kind of eat through through all of these.
How often did you see an interstitial on how many levels between each other?
After each one.
After each.
Yeah.
Yeah. I would guess that there's a timer but because they take so much time I guess you hit the cool down all the time. The only thing I noticed is if you watch rewarded videos, you don't get the interstitial after the level. So there's some kind of cool down, but it's only for
I know for hint it like
the hint or the after. What is the thing? You can watch after again. It's the I have it written down here.
Should I watch a hint?
Oh, if you fail if you fail three times. It's the fail lose the lives. You can't on the same one cuz it blocks it. So you can't fail the same one twice.
Okay.
Yeah. And then you get a reward video here. Watch it.
Play to watch it. Yeah. Buddh only thing that stuck out to me from the admon side which is quite interesting. I think they've done some experimentation on retention because they they monetize
with rewarded video interstitials and banners. But the banners on iOS, they don't become visible for the user when you're playing the first level when you've just closed the app. So I guess they've done some testing on that because it's the only thing that stuck out. Also, they start with interstitials after the first level, but they don't show any ads on the thirst thing. It's very bare bones and simple, very similar to we are warriors. It's just when we talked to Samur about it, I had so many questions and then they're like, "Yeah, we don't do that much.
I think it'll be like different this time."
And like, but why why is it making so much money? Because it's simply enough and it's just that's it.
I think it's simple enough. You get in a flow and you solve it.
This guy's low.
Yeah.
And you want to pick it up, right? But like you also want to pick it up and it's not annoying ads. It's very like you finish a level. Here's an ad. Oh, you want to hit annoying?
Every after every level there's an interesting show like that's
not everyone. I don't have I have it
every three levels. I think one of the improvements from traffic puzzle is
not that on the next one on the a little bit high. It's I know I just want to say that one of the improvements is basically its simplicity in a way that is faster as an app.
Yeah. Okay.
Like it's lighter so you cut down the threshold of how many shitty phones this can run. That's why I guess there's so much stuff from India which means you get bigger coverage.
Fair enough.
Because again you don't need 3D graphics of buses going around effects whatever. It's just like extremely simplistic.
Even the 3D graphics with buses and everything. It's just it's also lightweight. But this is
I know it's light but it's even more lightweight.
And remember that apps that work extremely hard they have like you know zero crash rate and all these other metrics we talk with with manual that they're like perfect like just get more organics.
Yeah. And I don't really know how you can improve on this cuz segmentation here I'm not sure it makes any sense because
they're getting a lot of ad views. So, the interesting thing here is what do you guys think on the rewarded side is the hardest part to handicap? I don't think it's 40% of the user base watching rewarded videos every day, right? Do you think it's like 15%.
I would say like 20 20. I would say 20.
Yeah.
Yeah. I thought 15, but maybe it's
Where's the Where's the arrow that you knew what I'm talking about?
I told you this one.
This one? Yes.
I know.
I know. I know.
All right. Yeah. Do you guys uh want to guess how much money the the app is making or the game is making?
4 million DAU. Yep. 1 million US.
4 million DAU. 1 million in the US.
Um
18 I would say like 250 or Okay. It could be 250.
Could be 250. Basically, we don't know the real DA. It's really hard. And I don't know the ad viewer rate because it's nearly impossible to guess that on rewarded. But for interstitials uh according to sensor tower the time spent per day is 35 minutes. So if you have
then nine interstitials on 85% of the DAU that means you're showing a interstitial every 3.8 minutes.
Why 85%? If you are seeing the interstitials almost every time you play
I don't know because you don't always show it. That's the thing right because there's always errors. So, even when you're downloading games like this with puzzlers,
I've worked on puzzle games where you you have so much churn before when people just download it, so they don't actually pass the first- time user experience,
but usually you don't get over 85%. Yeah, 85.
Like, it's quite rare to have a 90% like engagement rate on interstitials. Like, you don't get that because you lose people in the first time user experience.
Okay. I guess one of the big improvements this could make is basically applying the block plus formula of like making the difficulty more dynamic dynamically adjusted to the user da da da da da and all those like
and what would you gain more? Yeah,
more engagement, more ads in the end, more retention,
more hints,
better suited for you. It's like accustoms to your flow of like wins, loses, all of these other things.
You can basically win any level. It's just just
But like again, personalization like this is just personalization, nothing else. Personalization.
How you make the difficulty worse? Like how would you make it more difficult? Because it's easy. It just takes time.
You can generate these.
But how do you make it harder?
Okay. Well, you still don't know what what he's talking about.
Yeah, I don't I don't know what you're talking about.
Level, you know, block gets hard because there's a fail state here. The fail state is just you hit the arrow with another arrow, which is easily avoidable if you just slow down and take your time.
You see what was here? There was only one arrow that I could find that would unstuck me, like only one. And it was designed expect explicitly like that. You need to find it. There are easier levels where you can have multiple arrows and there's like multiple ways
how to solve those. And this way, you know, this is basically the one that's creating the difficulty. And if you swap these, like Mate gets this one and Felix gets this one, which means Felix doesn't get pissed so fast and stays. Whereas Mate, we need to give him the harder one because he's going after the granny challenge.
Blockbust do it in real time. That's the thing right here. You'd have to do it on every level.
Yeah, blockbust the core gameplay. blocks are more accustomed to that. Of course, they do real time. This this one is a little bit harder, but still can be at least managed to some degree.
If they don't have the same levels, if they have the fixed levels, then no,
I still don't see like how it would make more money
because it would prolong the curve. Like just think of it like it would just the users would stay longer. That's it.
Where are you?
More money for your CPI LTV curve.
Yeah. I was just trying to understand like where like how what would I'm not increasing the
No, no, no. Sure. Sure. Sure. Yeah, that's fine. I don't know. But I can I can understand like the the point if I'm getting the same level as Felix and I'm
definitely let's say
more advanced more advanced player seeking something else, then of course I mean I can I can turn.
You turn
because Yeah, I can turn because this Yeah, this [ __ ] it's too easy.
But for Felix, it's like right difficulty.
Sure. But what what if this is happening basically on after level 23 only and until 23 is like I mean it's fine. It's just getting harder and it's okay. I'm still
I don't know like I would again you can see because this is a fixed puzzle game and there's not like a bench mechanic whatever coming from the bottom.
Yeah. Yeah. Yeah. Yeah.
We can just go on YouTube and see the levels if they're just do it. Yeah.
Go do your US stuff and I can check in the meantime.
Go do your US stuff. the do this game. You can do your way. So you can just
you know like yeah these guys are definitely on max because they're mini clip and mini clip is on max. So it's like definitely a max game as well right at rowas on this is what you live and breathe right. So
I mean yeah pretty what [ __ ] you are
doing. Okay f thank you thank you four arrows. You have four arrows and you [ __ ] it up. How is that even possible? I know I know it's it's for the audience but it's for the audience. Thank you. Okay. How do we good stuff? Yeah. Yeah. I mean, it's not that much that we can do stuff.
How many creatives per month?
Yeah. Guess a lot.
500 because Mini Clip is not known to make a lot of creatives.
More than thousand. Yeah. Of course. Of course.
It would not be possible, man, to scale to 500k a day if they didn't have this.
Like what? Like they would have like
500k a day. What? 500k ad revenue or 500k downloads?
500k downloads a day. I think it would not be possible if they would be running just like some shitty creatives
be level devil
man look it's not as many creatives as you would think seriously it's we have like few few playables
so I told my boss I made a playable app with playable maker and he said to me
what language did you code it in and I said I don't know with playable maker all you do is drag drop click and it does it all for you so again he said what language did you make it in I don't know English at the end of the day as long as a payable maker does it all for you. Why do you care? It's just like magic.
Then we have again some video like it's just don't expect like too much, right? I mean
I'm expecting too much. I'm just saying they're ling a lot of variations.
I think they can do better but let's see. I mean what can you expect arrows? It's boring as [ __ ] right? So what I mean what can you do? See, and
there's no Einstein brain training like
I mean you're working a lot with with Apple but not Apple. So I mean you can see like this it's all going to be really boring but still I mean effective right? So all these interesting great images
yeah looks like so yeah I would expect more like yes Einstein and all the
brains and stuff and but then on the other hand you don't need this because it's arrows that's it. I mean, that's what we we talked about when we picked up some hyper casual stuff in the past, like, oh well, let's slap UGC on top of it. Like, why? I mean, that's only going to increase your CPI. So, I was like, it's pretty much it. So, you think about anything else. I mean, this kind of
got a timer there.
Yeah. I go against like the actual gameplay but still the timer usually when I use timer in like a lot of cooking games and like kind of casual stuff it was performing better because of the timer urgency. So I mean I'm surprised actually when you kind of mention block blast there isn't a time or a timer based let's say a different mode like we have few different things in block blast like I think this could be an interesting addition to the whole like blog blastish experience if they if they add it
because you can just slap it on any level just do whatever.
Mhm. And there he goes. Arrows going from right to left. It's hard.
Okay. I found three or four videos all have the same levels as my level 27. So I guess it's fixed.
Yeah. Free the green arrow.
Not much can be done there then.
Yeah. Almost like here. I mean it's it's interesting concept, right? You have the the good old hyper casual stuff on the top and then you need to think about how to solve this puzzle basically which is pretty nice. How do you think they designed the levels? They just pick an image and then just
Yeah, put it in Gemini.
Yeah.
Please design this for me. Thank you very much. See you later.
300k a day later. Of course, the design, man. It's designed. They have an editor and they just like go around it. Level level based games, you always need an editor. There's no way around it. Like there could be some kind of form of seed generation or or whatever. If you can train the robot or like do stuff like
that, that's great. But uh
man, even I can't click on the [ __ ] arrow. Jesus. Thank you. Arrows. Okay. Thank you very much.
Welcome to my life.
Yeah. Yeah. Yeah. Yeah. Come on. So, let's see this.
I think we get it with these creatives. I get it.
Yeah. Exactly. I mean, you get it quite quite.
Yeah.
What kind of Let's see. Apple even Unity. That's That's pretty interesting. Tik Tok on the rise finally. Thank you very much. It's good.
This is a Tik Tok game or what?
No, but Tik Tok is working quite well. So why not using it in the uh in the channel mix? But actually we can do see see Facebook somewhere here. Nope. So
how come you don't see any of the DSPs in the mix? What's the reason?
Well because I don't see well usually Moo here at all but I I think this mix is because of the Adas campaign. So all of these Unity Applavin even Google and even Tik Tok as Adas products. I wonder why is there Facebook not there? Oh, I know why. Because [ __ ]
That's why that's why
Facebook hasn't updated anything on either the monetization site. They haven't changed anything in the last 3 years.
So, the Aldras campaigns came out and it was quite a fail.
Good for 10 days and then it's not working anymore. But nice try. So, that's why it's not here. But let's actually go back and see see what kind of Tik Tok videos we see here because it's wow. surprised. Same.
Same thing.
Oh, wait. What is this? Is this AI?
Yeah. So, AI stuff. Yeah.
Yeah. I mean, AI stuff. But you see, come on.
That's probably not working that well.
What? What was the
I mean, yeah, it's just like something you're trying. That's it.
Oh, another AI.
Yeah,
of course.
That's just monologue.
Yeah. Yeah. Just talking head.
Another bear. Another bear.
Yeah. Yeah. Yeah. I mean,
at least they try.
At least they try. You see? Sure. I mean, but I'm not sure. I mean, where's
like the actual Tik Tok creators? If you just do this like where are you where you have real people like that's the bread and butter of of Tik Tok. So, okay.
But it needs to works well. No, if if they are able to scale so high.
Yeah. I mean, again, Facebook.
I was waiting for this. I mean, you can always do something like this even with arrows, right? I would just
Are there freezing families?
No, but we have here this
I don't know.
I'd know how they came up with this idea with the arrows. Do you think they just played traffic jam? Is like why do these need to be cars? Like why can't they just be arrows? I guess they were salivating too much on blog plus dau as you are every single podcast.
Yeah, rightfully so.
Services. Do you see my my screen?
Yeah.
Yeah. Arrow match.
Chunky chop.
Chunky chopsticks.
Look. So, this is how I think they came to like arrows. I mean, it's a lot of a lot of testing. Wait a second.
Chunky chopstick is the
Oh, is this their test account?
Yeah.
Yeah.
Hello. Oh,
but actually
hello.
The second game is paired under this account.
No way.
Second game is what?
That forge master is on chunky chopsticks also.
I know. That's why how I
came up with it because
because if you go there, you see that it's on actually
Legend of Legend of Civilization.
Yeah, exactly. Because that's what that's what that was a test
and all of these are just testing accounts, testing games. So you see arrow art. Hello. What happened there? Let's see. 10 months ago.
See, so we're getting somewhere.
How do you Yeah. How do you think they found this? I mean,
so they probably
This has great CPI but shitty level design because you can't do [ __ ] there.
Yeah.
And and worse gameplay mechanics and
core.
It doesn't matter. Doesn't matter.
We have the art now. Let's just find the core. It looks like traffic jam.
Look last year. It's easy.
February last year.
Yeah. Yeah.
Okay. There we have it. They're just really good at testing
and they're always great at testing.
Yeah. So good.
Nothing changed. It's just you don't see it because like it's like M said
a little bit diffused around different accounts.
Yeah. So So Whoa. Is it AI for you?
Brain busters puzzle. Paloaza.
Palooa.
Palooa.
Palooa.
What's that?
It's like I don't know.
Something AI came up.
It's happening. It's a happening. No, it's a word. It's a word. like you know the festival looa like the word I don't know what it means but
where's the bird yeah that's fine
so I mean you kind of understood like what's happening in here so there you go
yeah I think we can end it here guys
yeah yeah oh wait
there puppy
there has to be
free the puppy yeah free the puppy
said animal
this is great for this is great for Facebook yeah I mean this is exactly what what we need this exactly what we need
no freezing families idea. I didn't find any. I mean, doesn't make any sense.
Yeah. Yeah. That doesn't make any sense. Seriously. No.
I think we talked this to death. Well done, Lesmore.
Yeah. Well done.
And we'll continue.
Join us for part two.
Yeah. Yeah. Less more will return.
All right. This has been another fantastic episode by the Two and a Half Gamers and the podcast where you can stay two and a half steps ahead of the mobile gaming industry. If you want to meet us in person, we will all three of us. We will be at Pocket Gamer London in two weeks. We are having two events. If you want to, we're going to have it right down here if you want to sign up to them and come and say hi to person.
Three events.
Yes.
Okay.
Even Felix does it though.
Yes.
I can't keep up anymore. It's been a great episode. Thank you very much. Bye-bye. Cheers. Byebye.
Auto-generated captions from YouTube — names and numbers may be misheard.
The mobile gaming landscape increasingly favors functional, minimalist design over high-fidelity aesthetics, as evidenced by the rapid ascent of Arrow Puzzle Escape. By prioritizing a hyper-simplistic, two-dimensional arrow mechanic, the title achieved four million daily active users and daily revenues reaching $250,000 within four months of its launch. This performance demonstrates that high-polish art is not a prerequisite for massive scale, provided the core gameplay remains accessible and technically lightweight enough to function across diverse global hardware, including lower-end devices.
The success of this model relies on a distribution-first philosophy where aggressive, iterative testing dictates development. By utilizing AI-assisted level design and creative generation, developers can rapidly optimize for lower cost-per-install metrics and sustained user engagement. The monetization strategy centers on a high volume of interstitial and rewarded video advertisements, which capitalize on the game’s broad appeal and low barrier to entry. This approach has proven resilient even in the face of numerous copycat competitors, allowing the title to maintain a dominant position in major markets across the United States, Japan, and Europe.
Strategic user acquisition remains a critical component of this growth, with platforms like Unity, AppLovin, and TikTok serving as the primary drivers for scaling. Conversely, the diminished role of Facebook in current acquisition strategies highlights a shift toward platforms that offer more frequent and effective monetization updates. Ultimately, the ability to maintain market share hinges on a cycle of continuous testing and the implementation of dynamic difficulty adjustments, ensuring that even simple mechanics can sustain long-term retention and lifetime value in an increasingly crowded mobile ecosystem.
Comments