Subway Surfers City: Sybo built the Best Ad Placements in Mobile Gaming, then forgot to run UA

They did $10 million already in in what like uh
and declining
three weeks. Yeah, it's declining but again
you look at the active user base and the uh IP revenue, right?
Yeah.
Yeah. IP is 1 million. Fine.
So active user base is
it's also shrinking
a little bit.
Yeah. That's two weeks but
sure
the question is the trend not the not the number.
Exactly. Yeah. Exactly.
Look at the revenue. Look at the revenue. That's my point. Fits my point. It's 4 a.m. and we're rolling the dice [music] with those coins with the two and a half gamers. The midnight [music] crew talking UA adverts and game design too. Mate Felix Shak bringing the insight. [music] We're rocking those vibes till the early day. Master eyes on the prize. Tracking data through the cyerspace skies. Felix stacks [music] colors like a wizard in disguise. Jack's crafting realms with us to the high. Two and a half [music] gamers talking smack. Slow hockey stick

got your back. Ads are beautiful. They light the way. Click it fast. Don't delay. Uh-huh. Uh-huh. [music] Uh-huh. [music]
This is not my favorite game.
What? No, really?
Really?
Yeah. I've never been fan of uh runners.
And Liz Runners. Yeah.
This is a great game. Like I'm liking this to you know how concrete eventually led the invention of concrete led to the invention of the coliseum, the building of the coliseum. Then you have the light bulb which eventually led to the creation of the electric engine. This is
I know where is this going. This is the creation of some of the best admon placements that I will be able to use to spread the gospel of ad placements in

mobile ads in mobile and mobile games. So very excited about this game.
So yeah, if you didn't notice like we're talking about we're going to talk about cyber servers city. Yay. Hey
the coliseum of ads.
The coliseum of ads. Okay. My name is Mate Lanchic. I'm Felix Broberg.
And I'm Kubriia.
And we are your hosts. Happy, super happy to talk about this game.
We've also switched positions, I think, cuz the game we reviewed earlier was pretty much where I wasn't very excited, but you guys were very excited.
Yeah, because this was a real game.
Uhoh. Uhoh.
No, I mean, obviously this is also real game. It's just it's not my cup of tea. And we're going to talk about another game a little bit later and that is also a real game making real money, but this is also making real money. So I guess

making some pretty decent money after the first uh Yeah.
And as you would, you know, expect UA one of the best setups in the whole [ __ ] universe.
Let's [laughter] go. Let's go.
Let's go. Start with the game. Start with the game.
Game game. Yeah.
100%.
100% game.
The thing is that
Yes. You can't play on emulator.
I can.
[ __ ]
Polished it looks.
Look how polished.
Who gives a [ __ ]
Yeah, it's pretty polished. What I'm trying to say. Perfect to to like let Felix play to show.
Yeah, exactly.
That would be the
That would be great.
Like fat fingers. I mean, how can you even play this? very bad. I'm not going to lie. I'm very bad. No, my bad.
You No, no, you
Yeah, cool. Felix, obviously.
I can't type with two thumbs, my fingers have to type like
with uh with arrows.

Yeah.
Yeah. This would be must be so much easier, huh?
Of course, I would kill myself with mouse.
Oh, [laughter] yeah. It's terrible.
Not with mouse, but actual
is terrible. So this is the this is the revamped version of Subway Surfers from Cybo like the hit game that's been one of the most downloaded games ever. billions of downloads, right? So, this is
why why why it was it is still most downloaded game.
I guess because of organics, I want to say
yes.
One of the first one of the first games on the store and it still keeps [ __ ]
growing organic. Yeah.
It's not going anywhere. You're going to need an army to take that out. Yeah. And uh for those who don't know, Cyber was sold a couple years ago to Mini Clip. So, it's Mini Clip managing most of this, I think.
Yeah. It's under the account. Yeah.
Uh, why would you think it's mostly managing all of this? Like it's definitely made by the team.
Oh, yeah. It's definitely made by the team, but I think most likely UA and

Admon probably is under a mini clip because that's usually how they do it.
Hey, there's 50 videos. What What do you mean by UA? What do you mean by UA?
It's never going to be UA. Yeah, UA monster.
Anyway, um you'll see the game play as we go. So we have this kind of
we do yeah
arcade style runner with uh honestly pretty nice
honestly
guys dear listeners if you don't know what cy subway surfers a game is leave
[ __ ] leave I mean we [laughter] there's no way we need to explain like what is
yeah you're right yeah our audience yeah [laughter]
it's just tell me like why is this different and why should I be This is their This is their version that's actually going to have APs, right? So that's the main difference here. [snorts]
So Subway Surfers, the original one is pretty much only ads and very little

APS, right? But this one definitely has a higher ratio of APS. Also, it's a bit different in the types of gameplay that you're actually able to play, right? There's a different
much more arcadey in a way. There's also like these
What does it mean?
Arcadey.
Yes. more of these like booster powerups mechanics like spread out around the actual gameplay.
That was close.
Yeah, that was very close.
Here we go.
Start with Felix.
Yes. Favorite.
Yes. Yes. The rewarded ad placements here. Like I encourage anyone who just wants to see like a lot of ad placements that we've talked about throughout the last year. It's pretty much they're all in here except maybe the the ad placement and the the rewards. But anyway, like these are all great.
Yeah, we can start with like the currencies and everything. So, we have this kind of um soda
soda bottle or whatever it is. Can

can [snorts] it's basically like lives or like some like revives pretty much because this is endless runner and you can revive multiple times during that one run which is very good. Then you have at placements which are all around the place. You have like this doubler here where you can continue and you can get the power up on top.
There's usually a second revive. Now
you you can do unlimited revives here. So you can dying today.
Yeah, you can watch like a [ __ ] ton of ads won't do there. Um, so there's the the trophies or whatever points that you get there. Different modifiers from different heroes. So that's that's pretty good. Again, we can double the currency at the end here. So for sure
do it every time you see king. Yes.
And then you get anicial which starts showing up on day two for me. I don't know if you guys saw the same. a thumb right away.
No, no, no. Definitely not the first day. No, no, no. Not the first day.

[snorts] Not the first day. Uh, yeah, we can go and like just go over the feature set here. So, interestingly, this is basically a shard gacha, Clash Royale Star Shard Gacha, where we have the characters that you collect these shards to kind of level them up. Uh, they have different abilities that again are tied to the powerup. So, let's say get a magnet when you activate the board. board is this kind of active charge on ability when you have the hoverboard and you even have different hover boards which are also gacha based by the way
which have different abilities with stuff like get bonus score and picking up coins,
get bonus, collect coin sacks while riding this board to get extra coins and so on so forth. pretty much. I guess it depends heavily on which actual game mode you're playing because some modes are focused on coins, some more points, some on whatever different things pretty much. Uh there's lots of them like uh I mean a lot and lot and lot of them. Uh these are if I

understood done also in shard gacha style. So it means that you slowly unlock them in the chests as you level up. Which means that even if I wanted, I cannot really get these guys until I increase my level. So they're
into the pool.
Yeah.
This is also a perfect name. It's like Utani, which is if you know what Veiland Utani is, you know. [snorts] Oh, you can go Google.
I don't I don't [laughter] uh
Oh, this is so good. This is so good.
Then we have the ad gifts. [laughter]
Ad gifts. Yeah. designed by Felix.
Yeah, this is like like you can watch [ __ ] ton of ads here
for a lot of different currencies. So that's immediately in your face.
No, no, you know what happens. Wait, wait, go back to the gift. So basically here, right? If you
first one is always for free. This is the notification one.
Yeah. Yeah. So if you go in there and you watch all of these, right, you can watch another ad to get more gifts again

that you have to unlock with ads.
That's perfect.
It's beautiful. Yeah, it's beautiful.
Yeah.
Yeah. But okay, but then again then again like it's is it beneficial or
mean degradation?
Yes, exactly.
Oh, we can get to that now. So, actually what they do, which is the first time I'm seeing this, is that they limit you to eight rewarded ads per day. So, if you hit your threshold, you can't watch more rewarded ads for another 24 hours.
Per day or per session?
Per day.
Per day. [snorts]
It's limited with a timer. I have it here. So, so but like man like how can you
basically is like you reach your uh daily like quotota of rewarded odds.
Yeah,
but then you have those nine gifts are limited by day or like
Yeah.
No, no, no. So, basically
cannot you cannot even watch the endless ones to revive some.
Let's go back go back on the gift. There's more to it, right? So, what happens if you watched all of these, right? So,
you can't because you can only eight.
Yeah. So, they stay, right? So if you

watch three of these, the other three will stay. The other days you come back, you can watch them, right?
But what happens is that if I watch a ad to refresh or to get new gifts,
basically the rewards scale up.
So basically the next time I've refreshed, the coins you're able to get in the corner where it's 950, that was 1,200, for example.
So basically, they scale up. So it's worth for you to watch the ad gift and unlock it basically. So basically use some of those daily ad watches on getting these gifts because they're quite
a sequence ad.
Exactly.
More rewards later hidden one. Okay.
Then you have daily missions as usual uh with some new outfits that I got here. Some like uh yeah base rewards. Then we have these similarly to Clash Royale. Again, points are earned when you're getting more character upgrades and stuff like that.

So, they have it similarly. Then they have
see the ad placements here. [snorts]
You pick it up and then
you upgrade your character
and then you get more immediately.
Yes. So, you can get more gold when you're upgrading
like normal reward speaking means that you get uh like pitched for it placement immediately.
Ah, so good. So yeah, this is the kind of the where it is uh here the main reward track or trophy road or however you want to call it. So pretty much as you level up on each level you get more of these not only features but also just currencies, characters and so on so forth. Um yeah, new season. Check it out. Then we get the Oh, this is the season pass. Yeah, that's the subway pass. So, we unlock the subway pass here which you can get uh again new outfits and stuff. Uh then you have specific characters like for instance Miss Maya here and she has her own uh she has her

own reward pass if I forgot where it's ah here it is. So this is Jake's this is the this girl and this is her. So, she actually has her own as you level up each character, they have their own reward passes, which again are kind of short, but still you get like more points, more tokens for them. You can basically level them up if if you want them. So, that's also there. As I said, daily missions, season missions also. Uh they're here. Premium missions from Subway Pass. Of course, that's to be expected. That's there. Then we have our surfers, which there are quite a lot of them, but yeah, that's it. Then we have the trials on level 10 which I guess are these similar to survivor IO like uh single single player basically missions that you need to complete and then you get some bonus currency for unlocks. Then you have the city tour which is uh again similarly

these kind of runs with objectives. So for instance here you need to trigger 16 Ws collect some this is like pretty hard by the way. Uh then you have storm bomb pretty much teaches you the mechanics.
The game is kind of hard in the first place. No.
Yeah. Yeah. Yeah. Like honestly the endless mode and both these trials like for instance this one to get like those 75. This is really hard. This is really Yeah. Yeah. You by the way this is energy based.
Yeah.
You really need to have pretty good kind of reflexes and like memorize the the tracks in order to to be able
they change the tracks as well. It's not the same always. Right. So
not not this one. These are these are
Yeah. These are the same, but the endless one is is is uh changed. This one is the same. But again, still if I would be able to collect all like those 75 coins like I would just need to follow.
Well, look, man. Like it's we are already too old for this [ __ ] That's the That's the thing.
Uh it's not really too old for this

[ __ ] [ __ ]
It's like you don't have the reflexes as you were like 16 years old anymore.
I It's not about that. It's more of like I would need to really learn it like like where is the optimum way to go and like don't miss it because
Mr. Max sir hello Mr. But if you miss one coin, you're [ __ ] Basically, like if you don't collect 75 this kind of this objective, these are easy and then like then you go
um and
so here the the the frequency is basically
game.
So every two every two runs that you do on the the city run is basically you get an interest after each each run
or every second. Each of these has chapters even hard modes and again all of these other things. So, you know, they also cater to this like core runner audience where it's just like it's really really hard. It's not just some random whatever. They have proper level design and difficulty which is really

good
and it really shows.
Okay, so that was there. Uh there's the shop. [ __ ] ton of more ad placements. I don't know why on emulator I guess
ton of ad placements. I don't see the prices because some what?
You're not on the Wi-Fi.
You're not on the Wi-Fi. Yeah. I don't know. This is just emulated [ __ ]
I can. So, there's super box which you can get for the keys that you collect.
Oh, [ __ ] I was
Which there's like
I was playing the game and [laughter] I got like free tiles survive playables. [laughter] It's pretty much like I haven't seen anything else than than for
survive. Well,
yeah.
Well, yeah. Forex players.
Tal survived so much. [laughter]
Yeah.
So, we have that uh where
No, no, no, no, no, wait. Go go go back to the ad box because there's interesting stuff there. So, on the ad box, what they do here is what you

basically watch a rewarded ad to open the ad box. You can do it once per day, but what they also do is they backload it. So after every nine boxes that you open, a bigger reward comes up. So you see bonus jack and nine. Yeah,
which is this ninja one new server.
Yeah, exactly. This guy. And then uh if you go down uh there's the bonus ad box. So there's one ad box that you unlock with a rewarded ad and then there's another one that only unlocks after you watch cumulative five ads in the game.
[laughter]
So basically this is your like meta reward that you can play a lot of rewards by just watching ads. Literally
of course
literally
of course
you can do that. Uh then we have some packs for the characters and so on so forth. Daily deals with the usual kind of Clash Royale style [ __ ] Click
and Kingshot. Hello.
Clash style carousel. Uh, which is again, you know, because those are

shards, they rotate and like do these usual things that that the shark gacha games do. So, that's there. See, I just refresh that. We can get this for free. More shards for different hoverboards or whatever stuff like that. Refresh that. Then we have free keys.
I don't have the I don't even have the shop.
Yeah, there we go.
It's unlocks on level four.
Yeah. So, interestingly, there's lot of currencies which I'm kind of surprised that they have because um honestly the economy is pretty advanced and I would say very stingy in in a way because even if I go here for instance, Jake is on level six 8,000 coins like immediately from the get- go and and that's it. And like I can't really upgrade him that much and you would expect that like in the beginning you can upgrade a lot of stuff. No, you can't. This game is very very stingy. Pretty much it's done properly in a way that all the balancing and everything is done with ad placements in mind, which means if you

don't watch the ad placements, you're crawling on the floor.
You don't like progress at all. But also, if you choose choose the wrong ad placements to watch because you have that eight a day limit. Yes.
Yeah. Like you can't be wasting it on like running more. Like you should never do the revive. It's just not like valuable enough, right? do the 2x at the end of a run or if it's good or you do the
the ones that just give you the most coins or currency or whatever
which is great by the way great insights because I mean usually you would say oh my god yeah let's revive cuz I can earn more
coins which is well
not the maxing situation. So, as you see here, we unlocked another feature, which is daily trials, uh, unique short runs, uh, which are, I'm guessing, timed, of course. Yeah, weekly timed. And then weekly wonders, which is again some kind of speed time challenge. So, it's again all like this would be probably the uh, is it? No, it's not. I was expecting a

leaderboard somewhere. Uh, but yeah, pretty much stuff that's there unlimited like an event mechanic basically. So that that's also there which is of course nice and I'm guessing each one of these is focusing on different mechanics from the game like these trampolines or whatever this is and like again these other arcade mechanics their mechanics curve I think is pretty big now I don't think so that or I don't remember that subway surface one had that many different it was very basic subway surface
the question is like how I mean long or like [snorts] would do did you actually play like the subway surfers like the original game
me
me yeah
like few times to to know what it is then goodbye
and that's it okay
I play every game that's like big on the market just to know it but not something that would capture my attention to something like umamus
today I got some black inamus
it's like talking to a teenager
you don't care as well oh me neither

thank you very much for calling
the most famous horse in the world
it's the most famous I don't [ __ ] care in my whole life.
Anyway,
seriously, let's get back to
All right, but dare I say, Yakub that a good extra AP here would be AP to unlock a higher thresholds of ads per day. could be the world's first [snorts] because honestly pay for you have an IP instead of having eight like as a limit per day you could watch maybe 12 or 16 or
so instead of like buy no ads more ads buy more ads
higher ad thresholds for rewarded ads but we can make it even better here right you could even tag it on to any of the APs like oh if you buy an IP then for 30 days you can watch 12 ads per day instead
mean for 30 days for 30 minutes,
man. [snorts] Insert insert the magikard salesman me [laughter]

during this speech into the video. This is really
so good. [laughter]
It's so good. But like even interial placements are so perfect cuz you're finishing a run has been stressful so you don't care. And what they've also done is they put all of these ads on the least aggressive end cards and formats. So like rewarded ads are 30 seconds and skippable after 5 seconds
and interstitial ads are skippable after 5 seconds. So it's like
walking shot.
Exactly. Right. So it's
it's like playing and watching interstitial ads a couple years ago.
I mean we at this point we should just call heaven like hey can you come on on our podcast please because your game your ads are all always everywhere. You have two in a row. It's two in a row.
Two century in a row. [laughter] Please, let's have white survival. Now,
honestly, it's just done [clears throat] very very nicely. As I said, I'm I'm honestly surprised that the economy feels so advanced compared to anything

else that's come out of Cybo. So, this is really a big step up in my opinion on
the Mini Clip doing.
I mean, I've heard the game has been under development for a very, very, very long time. Um, so yeah, cloud is finally out.
Looks like
What does that mean? very very very very long time.
Five years.
Five years. Yeah.
Oh, I would say five years. Yeah. Yeah.
Five years plus.
I don't know exactly but like when I spoke to someone they said very long time. A little birdie told me
you know Monopoly go is like seven plus. So
yeah. Uh should we uh check the numbers as well cuz I think that's pretty much it.
Yeah. It's like nothing really.
You're just clicking on like random stuff now.
Yeah. Yeah. [laughter] I'm guessing like there's probably some more live ops stuff here on the on the edges that I don't have unlocked. But either it will be added later or there it is already there. So
you will never know.
You will never know.
I'll know. I'll know. I'll know, man. I'll know.
You will know, but not by playing the

game. No,
that's what I want to say.
I don't know by analytics tools. That's why we have
Yeah. Yeah. Thank you very much.
Here we go. So, uh, the game was soft launch actually um nearly two years ago, July 2024. And then there's the big release. Let's let's zoom in because it's revenue. Don't really need that. Uh, let's do just last 90 days here.
Why shouldn't I last 30
like Yeah. Yeah, you're right. So, basically, uh, million downloads a day. Um that's when they started coming from uh good old third world countries uh
US France
and France
and France
France and US still pretty good I would say like having 80k downloads from US which now shrink to what like uh 13k but still like
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. Fastprint.gg. Hello, Fastpring. Thank you very much, guys, for sponsoring this episode. They did $10 million already in in what like uh
and declining
three weeks. Yeah, it's declining but again
look at the active user base and the uh IP revenue, right?
Yeah.
Yeah. IP is 1 million. Fine.
So active user base is

a little bit.
Yeah. That's two weeks. But yeah,
sure.
The question is the trend, not the not the number.
Exactly. Yeah. Exactly.
Look at the revenue. Look at the revenue.
That's my point. That's my point. Yeah, revenue will be revenue. Like this is not a like IP revenue game. So this this will be like what 20k a day. That's nice. Nearly all coming from that US, France, Germany stuff. Uh the question is if this can keep up something uh of a similar curve than your favorite uh
yeah, we we'll get there. Uh the super bear adventure or whatever where you know you just fill in third world traffic and it just goes up and up and up. That's the question because you know remember that Super Bear Adventure even now is doing like 300k a day on download site. So if you compare it to the old guard which is Subway Surfers itself the big game
just just put them last 30 days and put them next to each other.
We really want that. Okay, we can do

that.
I mean it's going to show uh how big Subway Surfers is for anyone who didn't know.
Yeah. So well this is revenue. Okay.
Active user base I think is more telling.
Okay. It's not that big.
No. Only 23 million DA.
No. No. It's not that big. No, no, no, no, no, no, no. But I mean I mean it's not really comparing apples to apples, right? Come on, man.
But yeah, it's just
But but I don't think so. still this will get into the same situation as something like uh royal match royal kingdom you know like like I don't know I think so this will happen
because you know it's not
because you cannot have that much organic on both both ends
yes I just want to hear that [laughter]
yeah because if you if you remove uh the city game from here and just go again into the filter yeah this is basically that third world countries that we talk about that pretty

much filling in the spot here. Downloads wise, uh yeah, same here like 30k US downloads, but 100k from India, 300k downloads a day. This is basically that that thing that they would kind of guess hope for. Yeah. I don't know. Um in order for for me for this game to kind of achieve the same kind of scale, it would need to be released like 10 years ago.
That's what I would say. Yeah. Yes.
Get there. Otherwise like [snorts] blended drawers man nothing else or I don't know because like how can you scale this
exactly it's not going to ride the organic wave anymore.
Yeah. No, no, no. Like that that time is past. Like imagine releasing a game in like 2012, 2014, like if it was a half decent game, you're rolling money, right?
See this co spike?
Yeah. Download a month.
Yeah. Insane.
Insane.
But they're still consistently doing like 16 15 million downloads a month

from like last what 12 years.
Yeah. Yeah. Just printing money. But uh Yeah.
But you know what? Like I if you open Subway Surfers one is there
this is it
banner is there a banner say saying like hey there is subway surfers city
doing cross promotion
I could check if you want
yes
I was in subway surfers earlier but I didn't see
you can do you can do UI in the meantime I'll I'll show it
sure let me get back in one minute
no but so basically uh let me just when the mat is getting ready then like so uh basically I looked at the last seven days of data because it's fluctuating quite a lot on active user base and IP revenue.
So it's I estimated eight rewarded ads per D on 65% of the user base and about 3.5 interstitials on half of the user base. So right now it's earning about

65 to 75k a day per uh in ad revenue. Another 20 on that. Yeah. City. So another 20 on top of that. So 100k a day roughly.
Okay. Can you compare to subway surfers or do you know number?
Subway surfers is like I haven't even done that but like I have not looked at it. [snorts]
I should do like 22 times if it's like 22 times more.
No cuz like uh it's mainly Pakistan and India are the biggest geos there. So
but still it's going to be
still hundreds of thousands you know probably a couple hundred thousands a day. So it's not like 10x.
No. No. No. It's not like
500 600k a day.
It's not a million a day, right? Like it's somewhere between like 200 to 400 somewhere there. I'd put it. [snorts]
Yeah. Yeah. Like if it would be so much, I guess we would get more clones and [ __ ]
There's a lot of clones. But you can't unseat these guys, right? Yeah.
Yeah. Well, the question is what what you're even unseitting if it's, you know, like if you don't have the organic

or you cannot have the organic.
Exactly. He's like, "Oh, so this is the first video which has like four different iterations." I think
at least it's one.
Is this a YouTube video or is this just
Yeah. No, I mean this is a creative which is sitting on Facebook pretty much for 15 days and it's basically two 30 second videos stitch into one. So great job.
That's not good. It's the same video on Instagrams is again different placements. Same video. So we have still one one game one one video. So it's one video and three different placements which you know in total you have 51 creatives across Facebook and Google. So count with me.
China called they want they want you to use their creative team.
Yeah sure. So there's another one. Okay. This episode is brought to you by

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Thank you very much Potencus for sponsoring this episode one which is 16 15 seconds video but it's different one. Then we have another couple placements. So pretty much we end up with like 15 videos and I'm this is not even true. So this is it. I mean
that's it. I mean, seriously.
And you have you have it's literally like 50 videos.
Do you think it's just Cyber refusing to spend UA money? Because it's just like we've always grown on organics, so we refuse to do any paid UA. I I mean even Cyborg tried but the the LTV was so low and they have some
how much this is doing actually creatives in in like whole month like you know
51 I'm telling you
that's all like there's not like Facebook filter only or something
no this is all I mean it's pretty much all it's like well wait a second all

networks
you'd expect them to Why is [clears throat] this happening? Like is this like so bad LTV or why?
Yeah, I mean all the runners they have like notoriously bad LTV. Like this there's no not even like any anything here in terms of like the what they're using. Yeah, it's Facebook and then a little bit of not
even would work here.
No, they don't. They don't have apploving here.
We're in Pakistan.
It doesn't matter.
No, but US they have a US like audience. Like why not run UA in the US? Yes, I would I would run I would run like literally like this is
again to say clearly like let me know why is this not happening because it's they don't know they cannot or like why
they have mini they have mini UA team so they know
Mhm. But they don't.
I mean, it's really weird. I'm not sure like who is running this game, right? So, it might be Cybo still

and it's very weird again as as Felix said like you don't really see Apple Adas in here and we really I mean this looks like it's just we released the game. Thank you very much. You've been working on this
organic working on this for 5 years. So, we don't put more money into it because it's the LTV is [ __ ] Let's just get at least some money back from the development cost. I I I mean,
Subway Surfers is always on level play, right? So, maybe they're not on max even though everyone in Mini Clip is on max, but do you think it's maybe some kind of earnout thing? Cuz usually Mini Clip does deals with earnouts, right? So, maybe they're just don't want to spend the money on UA because they haven't done it before, right? Because maybe it's done on profit and UA eats your profit.
What does it mean? Like build the game and let it, you know, like release it in

10 million downloads pretty much organically cuz you're not getting 10 million downloads from 51 UA creative videos, right?
Yeah, of course. Of course, of course. It's all all fe all featuring steep. The the the downloads go down. Of course. Because imagine if you're brought up in this in the space where like this, you release this game 15 years ago and you're getting 16 million downloads a month and now you release your next game and you think it's going to be the same, right? They haven't really come out with another game.
Who thinks it's going to be the same?
Well, not I mean, you would be surprised.
I'm try I'm trying to like come up with theories here. Like, yeah, doesn't mean I'm right.
No, the only right is John. [laughter]
Honestly,
the other one is wrong. Unless he's walking left. [snorts]
So there's no promotion in Subway Surplus one if you're asking or at least initially there's also
nothing there.
Why? I mean it's pretty much endless amount of traffic that comes through that game.
Yeah.

So why don't you at least leverage that?
Cross promo rarely works though. I I know Cybo hired three years ago for a cross promo person and basically if they haven't done any crossro promo person I'm assuming that person wasn't very successful.
Yeah. Call Gonzalo from Boom. I mean they've done pretty good cross promo and he show
it would work here. Yeah, it would work here.
It's like come on like why not?
Like it's perfect placement but I think they Yeah, their placement would work super well here. [snorts]
Let's see. So let's see. I'm trying to trying to find pretty much. By the way, the game is already in the because we're so focused on this category lately.
Yeah, it's second.
Yeah, it's already second in downloads in the category after Super Bear Adventure.
Woo! Banjo Kazui.
Sorry before before Subway Surfers one, Subway Surfers 2, then Super Bear

Adventure. And then we have temporal run and geometry dash. But uh you know you can't cheat this because if you go dau yeah it's just like
yeah dau doesn't lie.
The doesn't lie. So it's still geometry dash on second and super bear adventure on third.
M if you find a subway city ad in there in mini clips
there city
days. That's better.
They're not running. It's just pretty much Cybo International. I don't think that's them. We can
cyber APS. They're from Denmark down there.
Verified. Yeah.
Six ads.
Surfers. One.
Yeah. All for one.
So there you go.
Nice.
Crossy road joins the run. Great. Because that's Oh, Jesus Christ. Come on. Like seriously.
Add rorowas app max like add rowas on app loin. That's the only thing that would work here, right? I mean like even on Google just put the [ __ ] ad

impression in the in the in in the campaign and do otherwise on Google if if not something else and for [ __ ] sakes even do it on Facebook I don't care but not with 50 ads
this is the case where Felix looks at these one one developer wanders into the txt file and finds out that it's completely [ __ ] now the other end the UA but honestly no but what what would you expect I didn't really expect this going to be perfect because a they they I mean regardless of the
expected at least a focused UA push until they figure out they cannot do it but it's not even there
but why but why you look at the LTV and may in the the the runners history and then you see like oh where are the the most successful
UA the game
I mean [laughter] that's a bigger question then
who needs another subway surfers which is going to die in five months.

Dude, they're still making profit on this. Are you joking? Like, they're still going to make a lot of profit on this,
man. You know, profit means that you count in the expenses and afterwards you still get more money.
That's profit means, not revenue.
Also, you said you said they they made they were making this game for 5 years in Denmark.
That's true.
[ __ ] Denmark.
I I highly doubt there will be any profit. Where's the problem?
Everyone knows, hey, Mate, everyone knows that Denmark is the cheap gaming development hub of Europe. [laughter]
Exactly.
Easy labor laws.
So, I mean, honestly, if I if I was medically, I wouldn't also spend any money into this because I mean, like, well, you put money in in in like fire pretty much. Yeah. I was like throwing out and and maybe this is all wrong and I hope I'm wrong. I mean, sorry, not sorry. So, yeah. So, just [laughter]

placements are great in the game and I really like playing the game.
Try to save it, man. Like,
although they are they are
no, we'll definitely be using those in different games for sure.
Yeah, I mean,
thanks for that.
Thanks for that.
And we'll see you on the review radar.
Review radar. Yeah. I mean guys also you know like if you're if you have the the US revenue you should definitely go to PVX partners as well but also fastring get if of course you don't have the money for UA call PVX partners they can help you grow the game without giving away a piece of your company I mean that's great
yeah it's a great it's a great UA funding tool I mean based on the market so you go to pxpartners.com and Uh, check it out. Easy.
That [laughter] was the weirdest ad read you've ever done. Let's just end this.
No, it's okay. Yeah, whatever. Okay. Thank you. Thank

you much, guys, for for listening to this episode and uh, see you next time.
Join the Slack channel or, you know, like tell us in the comment section like what you think about the game,
if you're wrong or not.
Yes. And, you know, anyway. Okay. See you.
Cheers. Bye-bye. Bye-bye.