This game started scaling or let's say was being tested somewhere around
three days ago.
Long no longer
in June June June this year and it's hit already something like 30k a day on IP side and you see these big spikes. So it means they started really pumping the UA. It's 4 a.m. and we're rolling the dice drops knowledge [music] made of golden eyes. Felix with ads making those coins rise. Jack up designs worlds chasing the sky. [music] We're the two and a half gamers the midnight crew talking UA adverts and game design too. Mat feeling shaku bringing the insight. We're rocking those vibes till the early day [music] master eyes on the prize. Tracking data through the cyber space. Feeling stacks like a wizard in disguise [music] lift us to the high. Two and a half gamers talking smack. Slow hockey stick got your back. Ads are [music] beautiful. They light the way. Click it fast. Don't delay. Uh-huh. Uh-huh. [music] Uh-huh.
[music] [music] Let's go. Hello everybody. Today we're going to talk about eating eating your No.
Or sucking it up.
Or sucking it up. Suck it up, No. Suck it up is a new game and also an interesting category that we are talking we were talking about before but not as we
No,
we didn't left it. We just didn't look at it from the time we covered all in hole.
Yeah. Because then we we we knew Moon Active is going in that direction. There is a big game that Supersonic has as well because I mean that was the one we discussed when
we even have on Sonar like Sega had the whole game also
Sega as well. So there's like a lot of stuff happening in this eat and grow
category. So hello, my name is Matthew Lage.
I'm Felix Robert and I'm Yakubier. And we are all in hole for this podcast. Let's go. No, it's not all in hole. That was the first That wasn't even the first game though.
No, it wasn't.
Yes.
Numbers first.
Game first. Yeah. Kudos to to Daniel who just uh you know I met on um in Split who told me about this game. Also kudos to my man Jakob Kuruger as well and Bahadir with all the UA guys that I know. Let's go.
Yep. So this is
Sakita. That's the actual name of the game by tactile for those who don't know.
Uh let me just go
is isn't that that developer from Denmark.
Yes, it is.
We had this mash game Lily's garden.
Yeah, we'll we'll cover that and get
Oh my god. So many years since that. What was the name? Yeah, like the
advertising advertising. No, it wasn't. Was it advertising?
Advertising? Really?
Yeah, I think it they
I know there was a New York Times article about it. did something ridiculous. That CMO is not there anymore.
Yakob, I'm looking at you now. So, you're the good guy.
Anyway, so
anyway, we have the typical boosters and streak stuff as hole.
There's this rare animal in this level. Notice this, please, and I'll explain it later. This is new.
So, the core is quite typical to all in hole where you have a level. The moment I will move the hole, it will start the counter. So, it's time. Also these in the creatives is like no time no stress like
sure
sure no ads
come on ads as well
cuz there are a lot of ads
let me just get that so let's play it seems like pretty harsh level but uh let's see
yeah I forgot you suck at these games
I'm good at puzzle games man so
you're not good in puzzle games like this is eat and grow. We've read it. We talked about this.
It's still
So, there's like two different uh hidden things here in the level. One is this candy that's like on this kind of wannabe battle pass setup. Uh second is this like animal that's somewhere there hidden that will be added to my sodo album collection. See, there was the one there.
No, no, no, not yet. What? The key is to eat the small ones because they grow you very fast and then the big ones are kind of problematic. See, there's this animal. This one. There's the rare.
Hello there.
Collect there. Then some more stuff.
So well made.
Yeah. Yeah.
It's really really good.
And and this is by the way the whole whole like one of their differentiating factor. They have these like live animals in the levels that you need to eat. They have like frogs that jump that
you need to then catch. And I guess more coming later and stuff like that. So, let me just finish this one up and we can talk about how the meta actually works. There we go.
Oh, you're going to do it.
Yeah.
See, he's good at these levels.
He's good at this.
He's pretty good.
No ads yet. So,
they come at a very, very specific point.
Yes. So, this is level 27. No, not interestingly, the main menu has this mechanic that what you collected last level. gets at here and you can like play with this like throw it down.
Those little things make a difference like it's funny.
It's funny. Yeah. And like these animal but it's like zero effect.
Exactly. Anyway,
come on.
We collected this. Yeah, they're nice to have. We collected this confetti which is like the typical confetti chase mechanic. What not? Like all of these all inhole levels have like additional objectives to eat up in the levels. And then we have the typical battle pass here that's there. I guess some kind of a event that's unlocking on level 24 34.
Uh then we have Zen Garden. This is quite interesting. So as you continue and they have all these like beat levels during lotus flowers event currency.
You go here and you play a different mode because this mode is based on actually collecting points rather than specific objectives.
No timer, no stress. Now you have exactly the no timer, no stress thing. So they can, you know, connect the fakeness of the creatives, I guess,
where you can just grow. And this is pretty much just this kind of zen garden because it's so zen that nothing pushes you and you just slowly grow grow grow and the levels are quite big. This this I guess is one of those modes similarly to triple match city when they have the black and white mode for the creatives just occasionally and then the main mode which actually monetizes and this is just like for your again fun I guess. They have this one and you just grow, eat stuff. And again, I guess we don't even need to finish this one. Let me go
to the main menu. And then you see more stuff coming later. Then they have this album. This is quite interesting mechanic. So they have the album that is not an album is actually level based collector where you have these birds. You need to like catch these birds or whatnot. Then you get a reward similarly to like an album page of knife things. But you see it's not time based. It's not based on some kind of a setup. It's actually unlocks by levels. Like it is pretty much like another form of like reward progression they have there. And it's adding like one more objectives into the levels again. That's there. No ads back as usual. It's nice that it's not one week, but it's
Yeah, unlimited. They're going to they're going to change that for sure.
Uh I guess so. That's there. Uh, leaderboards, the typical thing that they like again every match three or puzzle game has. Teams, home, and the shop. That's it. So, quite a slim feature set for now. But again, I guess
as you progress further further, there will be the typical events trigger meta of royal match, which I guess these guys are doing. As I said, the main differentiator is that they have this mode which I haven't seen it with the different hall games yet which I guess again as much as it is done through the creatives and then this specific album of things
specific
which again is done quite like a custom. It's not like our usual collectible album that that we know from there. Okay, any questions or shall we go to the numbers?
Numbers.
Numbers. So, numbers are quite interesting.
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This game started scaling or let's say was being tested somewhere around
3 days ago. [laughter]
No, no, no, no. longer
in June June June this year and it's hit already something like 30k a day on IP side and you see these big spikes so it means they started really pumping the UA to something like 20 what 5k a day so that's there active users are going around spiking to like 30k but again because of these spikes I'm guessing this is wildly inaccurate so that's there the important part to frame this is that this is now becoming the biggest
sorry biggest uh tactile game on the portfolio because the big game before which was Lily's garden peak at like half a million a day somewhere in 20 centuries ago
centuries ago six years ago yeah
Jesus and you see how
this nearly made half a billion
yeah this game way way more way more way more of course
so yeah this again let's keep them afloat the other game that they have the Simon SK game also scaled interestingly this year but it seems it didn't really last
happening like this this is not interesting at all.
Yeah, I think so too and especially because there's like royalties out of this I guess on top of it. So it's like some overhead
so I'm guessing it again it's not like a priority but again sending regards uh to the Simon Sket team. I know I spoke with someone forgot the name in London. Um then we have category.
Yes,
look at the category. So
the category you just changed everything
quick my life
because wanted [snorts] to get to the bottom of this. So this is all coming from whole IO.
Oh Of course.
And it's actually coming from Donut County if you know the story. Yes.
Which is the game which was that before the release of the game Voodoo copied.
So [laughter] that's there 9 years ago by the way.
It was it was nine years ago.
yeah, I think or even more.
I think it
I know we discussed this and
yeah,
they saw it in the in the trailer and they copied it and they made it they made like a hint out of it. It was amazing.
This is the actual trailer and it was 9 years ago, 2017.
Look.
And it's about this raccoon that's doing like crazy
and then suddenly in the trailer you see like the whole
stop. Yeah, there you go.
And that's it. And it's getting bigger. Yeah. And this.
Oops. So again, Steam being responsible for the creativity, mobile being responsible for the money as usual.
That deserves a t-shirt, man. Oh my god. Screams.
There's your short.
We don't do these shorts anymore.
Yeah. Yeah. So, Wholeio by Voodoo again because this game was just sitting on their portfolio.
Wait a second. still still doing this amount of downloads.
Yes, because they revived it. They completely changed it. It's not
Oh, yeah, that's true. We're active user base.
Yeah, let me just show you because this game is still heavily monetized on ads. So, any skill still doing like 300k downloads a day.
It's insane. Like,
yeah, it's insane. So, if you go active users, it's still nowhere near like 10 million. Holio was like one of the biggest hyper casual games out there, but it's still quite big. So, it is big. And this was done because of course voodoo saw the potential in this after all in hulk and started scaling up. I predicted this by the way.
I predicted this. No, I don't think
I still Where's your prediction?
Helix jump and helix jump should end up exactly like this.
Yeah, I mean well that's it's not prediction. It's just logic man.
Even the paper even paper IO they're doing this the same thing. And it wasn't prediction. It was Alvar who said it. You Ah, you and your predictions. You and your predictions. Oh,
hey. Uh, suck it up. I guess suck it up, [laughter]
Go over Lily's uh garden this this month or most probably already there. So, that's there. And the category, as I said, from download side is dominated by Whole IO still. Then there's the Hungry Shark thing, which if I understand correct, the studio is already let go and it's somewhere outsourced. Is Ubisoft like only money maker pretty much in mobile because like Sure.
Calibri is still safe.
Yeah, I know. But like Ubisoft Ubisoft,
come on. The Collib is a normal like an actual studio.
Yeah. Yeah. But it's owned by Ubisoft. Anyway, but see there's the Jellyole game.
So they grand games this category. They
were just like, "Oo, nice. Let's add to it."
Something like that. So if we go to revenue. Did anyone say 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 fastpring.gg to set up your web store today. Fastpring.gg. Hello Fastprint. Thank you very much guys for sponsoring this episode.
We get the whole uh main whole stars pretty much. And then holy 3D and then suck it up. Okay, so they're already on number four.
They already number four. Then we have
Moon Active. Then we have iron source hole busters and let me do a more detailed review of this. I whole bastards. I'm I need to check the actual how the game looks like if because if this is arena and spike then I I have no idea man like this would be so funny. Yeah. So it seems that all inho peaked somewhere in May this year which is quite awesome after all this time.
Why is it quite awesome?
I mean like they still were growing like up until this point and I guess maybe they're still growing. I don't know because it's like
a bit of ad revenue but it's I think it was like 20% when we covered it
like the [snorts] is looking very well so yeah yeah so it's still not really into like big decline or decline or what not like even downloads are okay for an IP based game
so if you look at all these things as we're slowly snowboarding in this category yeah that's that's that's where we are I think we're missing the voodoo one but again it would completely skew the chart so you see how it first started with uh whole them all which is
what brain works. Then you see that like pretty much everybody jumps the ship like April last year
and now the category is being kind of slowly partitioned between all inhole whole stars which is the moon active game then holy 3D which is the iron source game then we have the sucky game as we are here and then of course whole busters which is the what
fancy
fancy I'm guessing a Chinese company
or a Turkish ish company hidden account.
That's my assumption because busters are you know coming only for one. We check if we see the minions from wish.
Exactly.
Okay. This is not this is not Reena. They don't have the Violet Muppets stuff.
It says it says Hong Kong. So
yeah, it's it's No, this is a Chinese company. This is not Spike.
Yeah. Yeah. Yeah. Fair enough.
So there and then some some other like holy hole or whatn not like holy
holy hole.
Yeah. Quite interesting. M
you see the discrepancy with the downloads like how this kind of whole them all is like I guess mostly powered by ad revenue but yeah there's like what 1 2 3 4 5 6 7 8 9 like 10 10 kind of like more major games in the category if you go to download site yeah you'll see that it's that all them all thing that but it's still quite low volume because this means that all are IP based games
35,000 installs per day is low low volume I mean it's not 200k but that's true low The thing is the ad revenue here is like they have a lot of ad places but it's not it's not big. It's not over 15
expensive as Come on man. Like this is not like low CPI category. Not really.
This is CPI wise.
If you look at this
sitting between sword and mesh three man somewhere it's not really low. O
this looks like a base game.
This looks like an ad base game. Yeah.
So I don't know. It has to be that basically man like satisfying.
I mean that's not wrong.
I guess so.
What's the company? Okay.
Just this. Okay. Whole craft. Singapore again. China.
China.
Match Games IO.
Huh.
Okay.
Yeah. But it's it's top countries India, US and Russia. uh is interesting because this still means that you see these giant spikes here in revenue in the whole eat grow category which means that like 50% and so on so forth. So there's again maybe these whole busters will really materialize quite soon because I'm guessing it's going to be we won't see it here but it's pretty rapid isn't it as for the revenue spike.
Yeah. Well downloads with 200 downloads.
Okay. Something doesn't add up here.
Yeah.
Yeah. Just
this is not like it's going to get changed.
Okay.
The downloads are not really working
there. And it's
downloading.
It's most probably just two different name. Just click on the app names. Yeah. And there. See, it's different account. There is something. Yeah. There you go.
Okay. Even more mysterious. South Korea.
[snorts]
Okay, we'll see.
Anyway, let's let's cover the ads quickly.
Are we in a hurry? Are you suck suck it up something or what? Come on,
we're just talking about every company in South Korea or Singapore.
Trying to do that.
All right,
usually is very important for
Yeah, so
interstitial and rewarded ads.
Thank you.
Interstitial ads come at level 35 and there's also a cool down if you watch a rewarded ad. So you don't get interstitial ads after watching a rewarded ad. So they're trying to get you to watch more rewarded ads.
What are the rewarded ad placement?
It's like eight of them that I counted.
Oh, really?
Level starts, out of moves, out of
lives, aftermath, level objective, and popup. But basically,
double coins.
What they do is you only start seeing rewarded after level 50.
Level 50.
Yeah,
that's a retention play, you know. It's most likely because you want people to really enjoy the game and get into it and like
you don't want to wait.
We're not charity here.
Then why you do level 35 interstitials and then
it's the same with home. Like they did the revenue on was super low. Yeah, it was super low. You delay it as much as possible. It's the same thing as we talked about on all those puzzle games from Play Simple, right? They delayed the interstitials by a lot.
Yeah. Yeah. Yeah. But then what are you delaying this for like $3,000 per day? Why?
I mean, I can ask Eric from Tactile from this, but basically I have a feeling that just trying to prioritize the APS, which is kind of the same what they were doing on Lily's Garden, right?
Yes.
And why put ads in the first place? That's what I'm saying
for the no ads.
But I agree with you. It's a bit It's a bit It's a bit It's a bit late, right? So why would you have rewarded ads instead of interstitials? Because I guess how the game teams look at this, right, is that rewarded ads give up IP value. So they treat rewarded ads like a user making IPS with their time. That's the discussions I've had at least with match three games before that they look at rewarded ads as they're giving up IP sales, which is the only argument I think I can think of why you'd want to do rewarded ads after interstitials, not the other way around.
Okay. How long did it take for you to get to level 27? It's not very easy to do it.
It's long, right?
Two hours. Three hours.
Three hours. No, it's not that bad. I'm just trying to say like if it's day one or day two or day five,
this is day three definitely.
Yeah, that's exactly
normal user is what 15 minutes, 20 minutes today.
What's like do do we have center tower session length?
Yeah, of course.
It's going to be really long for this, right? I remember that from the home game. It was super long,
but the levels aren't day three looks too much honestly. So I would say day one or day two. See this
I mean this metric the time
36 minutes a day
the shakiest metric in all of sensor tower, right? But still
still still better than retention.
Yeah, that's accurate.
More accurate. More accurate.
Yeah. So yeah, I got the ad revenue to 16%. But it's like the the DAU spiked in the last two days to 30,000. So it's like I'm not going to get an accurate percentage read yet, but it's not going to be more than 20% because it's so
see on radar. Come on. We can't say every time see you on radar.
But if it's that soon, man, like again, we can we can literally check the numbers on radar like which we're the numbers on the same.
Yeah, we can. Yeah, I do it all and we will
I know I'm going to get a message from Eric their admon guy after this be like,
"Yeah, you're not right." But yeah, I can't [clears throat] be right. I'm going from two days at 30,000 and the day before was 12,000. So like yeah go mate
I'm just here I'm just thinking about like what it should be and I think it's not more than 10%
on the revenue.
Yes.
Okay.
Yeah. Anything between N
I think everything
15 is too high.
No 15 drunk. Did you get drunk with
No, no, no, no, no, no, no, no, no, no, no, no. Not really. No. I I wasn't asking like Daniel this but I mean just think about it in the way level 50 and level 35 like it doesn't make any sense to be more than 10%. I mean maybe
but the retention here is probably crazy like 50% day one.
Oh I would say even more. I would say even more like that's why that's why everybody's jumping on the on the whole of category because it's actually you know very sticky. Very sticky. Anyway, what do I know? Honestly like this time this time actually I don't know anything but uh
I don't believe you. I know you. No, no,
no. I Yeah. Yeah.
Seriously don't believe you.
Yeah. It's okay. It's okay. It's okay. What you should believe is guys
for just saying for all in hole it says day 150.
Yeah.
Day 717 day 35
5 day 30. It has to be more has to be more than
they're not earning that much from day
300k a day. That's difficult.
Yeah. It's like 10 at least, man. At least. What's interesting is h wait a second
the amount of creatives.
Yes. Last 30 days 200. Yeah. It's not I mean it's not bad but should be better honestly.
Not great not terrible.
Yeah. Exactly. Not great not terrible but if you do new creatives only this but it's fine. I mean you know it's uplaving and SDK networks and it's actually unity but okay let me just actually let me do this and that's last six months kind of impression share and
whatn not they were running still
still running a lot of unity and why I'm so excited about this
because I was bitching I was bitching about unity for a long time very long time and then I was like it can't be that bad. And I actually tried it for for for not one but two of my games and it's actually really well. So sorry Unity and sorry Vector. It's actually doing well. So that's why I'm I'm now very surprised and positively surprised to see Unity in here. But if you look at this like what do you see? It's appl integral unity. So integral uplavin we always see as the best channels for casual puzzle games and now it's unit there. I mean, I wouldn't say it's 50% or whatever because it's still like there is some discrepancy. There's ADM Mob as well and I'm pretty sure like there's there are more channels, but what do what you don't see here at all in the last 6 months? What do you see?
Facebook.
Exactly. It's like this country.
What are they doing?
This can't be. I mean, this is Oh my god. Like ah
No, I'm not talking about tactile. I'm talking about Facebook.
Yeah, I know. I know what they're talking about. Exactly. That's why I was like, "Ah, I have no idea what they are doing, but they're doing something really wrong." Because it's actually true. Like, they stopped Facebook like in March. It's like, yes.
Do you think Facebook are going to a out their way out of being like a top network spender on mobile?
They just don't give a about games for a long time, and I was defending them for years and years,
but I'm done with that. I'm really done with that. It's just like, guys, like, wake the up. I'm not sure like what are you doing but you're doing everything really wrong and if it's e-commerce that's biggest then then gaming okay fine beat just okay go away but it's like
aren't there again in some like regulatory like thing
is the ATC for the tracking on there that's no excuse yeah that's no excuse
like they they just got some like giant penalties on their heads or whatnot
on their brains maybe no I mean I'm not sure like what they're doing like iOS is terrible it was it used And they're going to be irrelevant anyway when EU bans like social networks from 15 or whatn not.
Who gives?
Stop reading Reddit.
Yeah. Who gives reality?
Like what?
I really want this to be like a good UA channel. This it used to be long time ago. A long time ago. But oh my god.
Honestly, like when even people that like are earning like 10K a day with Meta can't even speak to someone at Meta and they have to chat to an AI chat bots, like that's not a great sign, you know? Like
also also anyone right now running Facebook only or like anything like usually Facebook is usually super old because he or she can't do anything else. And right now is the time when you do everything else but Facebook. And these guys really figured it out and I
figured it out and a lot of other companies figured it out. like Facebook is not there anymore and it's not going to be there until they wake the up. Anyway, so usually we do the Facebook side with all the AS. Maybe if they do more AI in here, they would actually run Facebook because I'm now thinking like that's the only way how to do AI, how to how to run Facebook is with AI creatives and AI only stuff which we saw in the AI creative trend section because most of that is is on on Facebook. But anyway, okay, let's go back to suck it up because that's a
it was a fun run.
Yeah, that's what you're talking about. Because what we have here is pretty much from all of these. It's a very good mix. So, it's 60 playables.
So, I told my boss I made a [music] 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, [music] 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 went, "I don't know, English." At the
end of the [music] day, as long as a payable maker does it all for you, why do you care? It's just like magic.
The 90 videos and some images. So this when I was talking about no no stress, no time. Of course, baby. This is exactly what I did. Yes.
By the way, initial levels have zero or also also infinity timer. Initial levels.
You know what I will tell you?
I think this is made by AI with AI.
No,
I think this was I think this was
he's clearly had some drunk conversation and he's just running down all these things I think. But he's made like four hardcore things. He said like I guarantee you it's more than 50% day one. I guarantee you this is AI.
No, just use it for No, no, no. Like I No, no, no.
What do you mean? Like you capture gameplay. It's much more cheaper to do anything AI even generate
this. I will. Okay. So, you know what? I will create when we do when we go for the for dad's cabin. I would do an AI AI
playable like this.
So I don't need to zoom in like with this.
This is a playable. I can't really go.
I can't really go. This is a playable.
I mean the playable is created with AI.
Yes.
Okay.
What I'm talking This is a video. No, like this is an actual playable. So I think this was made by AI.
Maybe.
Maybe. Well, you will see. Okay. So, but this is I mean
this is not even working, is it?
What? What wasn't working? Like that's
like when you were eating the stuff that was supposed to be eaten. Did the timer counter actually go down?
Yeah. Yeah, it was.
It did.
Yes. This is
poker themed.
Yes, I know. I know. I know.
No, you ate red and it's still 100.
I didn't. It was a chip. I need to eat the dice.
Okay.
See, it's actually counting. Yeah,
it's not counting. Does it work really or
It is It is working, man. I mean, that's that's the playable. That's the point of the playable.
Yeah, exactly. I mean, it should work. If it's not working, something is really wrong. You will [laughter] not Yeah. Well, but no timer, no ads. It's
okay. I don't hear the sound. Thank god I I turned off the
I'm super happy for Tactile. Like I knew they were trying a new game. This is great. This is also great for like European developers.
Little Danish success story. I am really glad as well because they needed this success for sure and I'm pretty sure like it's not going to be the only in the in the next couple of months and years and what
there's going to be pretty big heat in that category
but you know like sure but you know if this is so much outside of your kind of mesh three wheelhouse then I'm pretty sure like you experiment the out of everything. No, of course.
You think they're going to have a lot of live ops then? Cuz they have all that knowhow from Lilith, right? Lily's garden.
Is that where you earns money on Lilith's garden? Live ops events.
No, I think they're using for AI
because this episode is brought to you by Kinoa AI flaws testing. Know make
more money from your
players. go to Kino AI and you know start leveraging live ops. There you go. Funnily enough, they have some videos as well, but it's I mean
you're not going to get anything different than the whole and this kind of creative.
Yeah, it's hyper casual style gameplay. Yeah, exactly. Of course, because it's game you cannot not you cannotive is the game play.
Yeah, but still this is not cheap. So you need still some kind of innovation
cheap now.
What do you mean not cheap now? Like this
three years ago it would be cheap.
Yeah. Yeah. But it's Yeah. You know we are not recording this like three years ago and even 3 years ago I wouldn't say so but maybe we will.
Now like every major puzzle company has like its eyes on this category.
I mean in the in the like deterministic setup.
Yeah. Okay.
This is quite interesting.
Yeah. This is very interesting. It
reminds me the actual the moon active for some reason
because of the pig.
Yeah. Yeah. Yeah. Again, I think this needs more AI. Way more AI drama and And Oh, and what?
Roblox style gameplay.
And Roblox style gameplay as well. Yeah, this is my favorite. But I'm pretty sure it can can work.
The actual original game was a PVP game if you remember.
I know. It's like like Paper IO. So, not bad, guys. Not bad. Not bad. But for scaling needs to be like 10x 10x the 10x the the creative
production. Oh, hello.
I guess that's what's changed in the six years, you know.
Yeah, that's Yeah. Yeah. You can use lady and Trump, but that's it.
Maybe use Trump only.
Oh, or lady only, I would say. Oh, yeah. Wait a second.
This is AI. Yeah, it looks like
Oh, this is AI for sure.
Oh, yeah.
Yeah, that was AI hook.
I like this way more because this
ship guy.
Yeah, cuz you have customers now. Almost like a customer, right? From the all the
games,
good performing creatives merge games and even other casual games. Nice. Okay.
Cross your old chickens.
Yeah. See, I like this.
That's also Yeah.
Yeah. Okay. So, good guys. Yeah. I think uh a good baseline like well whatever.
I really hope on radar that this is going to be uh growing even more. I really want them to do well.
I [snorts] wish them all the luck in the world and then all the new creatives in the world as well.
That one is a is a granny. Okay.
It is. It is. Okay. So, good thing.
Oh, we have an event in a few weeks in Istanbul. We should put like uh chill out a little bit. Yeah, we're doing one with Leighton and Google. You guys should come by. Yeah, you should you should definitely if you can invite
the day before movie dictum. Yeah,
let's see. Or yeah, let's just do Mobictum because we're going to be in Moidictum as well and you should you should come and see us. We're going to have an actual presentation to to to stay two and a half steps ahead of everybody. So see you in Istanbul in a couple of weeks and see you in the comment section as well to to hear from your
to hear how we're corporate shills and sell us.
Yeah. Yeah. Yeah. Yeah. Exactly. Hey guys, good luck tactile. Good luck guys and and ladies on the radar. See you. See you at the radar. Ciao. Bye-bye.
Auto-generated captions from YouTube — names and numbers may be misheard.
Tactile Games is successfully scaling its latest title, Suck It Up, which has reached approximately $30,000 in daily in-app purchase revenue within three months of its soft launch. Positioned to potentially eclipse the lifetime performance of the studio’s previous flagship, Lily’s Garden, the game distinguishes itself within the competitive eat-and-grow hole genre by integrating collectible animal albums and a Zen Garden mode. This design philosophy emphasizes long-term retention and a non-stressful user experience, marking a strategic pivot toward high-engagement, sustainable growth rather than short-term monetization.
The broader hole genre continues to demonstrate strong market viability, maintaining high daily download volumes despite modest ad-based revenue, which typically accounts for less than 20% of total earnings. To maximize lifetime value, developers are increasingly prioritizing retention by delaying ad integration until players reach advanced levels. This approach relies on a diversified user acquisition strategy across major networks like AppLovin, Mintegral, and Unity, reflecting a shift away from traditional reliance on platforms like Facebook. The latter has faced criticism for declining performance and inadequate support, prompting a move toward more agile, automated advertising solutions.
Achieving competitive scale in the current mobile landscape now necessitates a massive increase in creative output. Success is increasingly tied to the deployment of high-volume, AI-generated assets, including playables and video content, which allow studios to maintain engagement and optimize acquisition costs. By leveraging these technological advancements, developers are effectively navigating the challenges of modern user acquisition, ensuring that titles remain relevant and profitable in a saturated market.
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