💰 The $45M/Month Football Game Nobody Talks About: eFootball, EA FC & Dream League Breakdown

So uh as you see it's like a straight curve to the right. Uh if we look at it the most uh let's say
big big one is the Konami one the e football which is now doing 45 million a month after 10 years nearly after 10 years of constant revenue.
It's still growing.
Yeah. So so this is like the
quite the same curve as Township by the way. on the dice. My day drops knowledge made of golden ice [music] with ads making those coins rise. Jack up designs worlds chasing the sky. We're the two and a half gamers. The midnight crew talking UA advers and game design too. Mate feel 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 [music] stacks like a wizard in disguise. Jacks lift us to the high. Two and a half gamers talking smack. Slow hockey sick got your back. Ads are beautiful. They light the way. Click it fast. [music] Don't delay. Uh-huh.

Uh-huh. Aha. [music] [music]
We're talking about free football games and you will see in a minute because the World Cup is here. And my name is Mate.
I'm Felix Broberg.
And I'm Yakub.
And we are your hosts. Welcome Yakub back.
I'm still here. I don't know what's
I know. Like my robot voice a little bit. It's fine. So we're talking about Dream League Soccer. We're talking about E Football. And we're talking about EA Sports FC Mobile Soccer, right?
Yeah.
Okay.
Yep. Those are the three games.
Those are the Yeah. Let's let's this time start uh with numbers because
cuz they're big
suck at these games.
Yeah, we'll see in a minute. That's not

the full problem.
I mean, honestly, I I I usually suck at FIFA. I always
The last thing I played was L98 or something like that or FIFA 98.
We're not getting any my played FIFA 20 whatever like 15 16 maybe. I don't know. A long long time ago. don't really play sports games.
Of course, we only play with swords and
and stuff.
Swords and stuff.
So, let's look at the numbers here. The thing is that there are some very big nuances that we're going to talk about that these games employ. So, this is last 30 days revenue realistic sports category by the way not to be. We have the three big games as I said big nuances. If we go by downloads and as I said this is realistic sports not to be mismatched with something like top 11 which is a football manager. This is actual game play not just kind of setting statistics

and so on so forth.
Yeah. Not football manager.
Yeah. Yeah. Even though we have eight ball pool here which again is like realistic sport on download side but uh still these three games kind of dominate the charts here one one way or the other but revenue one is the most important one. So if we look here on the full picture of what we actually seeing here and this also by the way keep in mind that this goes all the way to
back 2017
2016 actually where we have EA Sports FC mobile and then E Football from Konami joining one year later in 2017 only somewhere here next two years we have Dream League Soccer December 2019.
It's interesting because it's [ __ ] ton of money and nobody's talking about it.

They're making guys. They're making so much money but they also need to pay so much money
for all the licensing. So
this is not that easy to just like go here and there. So uh as you see it's like a straight curve to the right. Uh if we look at it the most uh let's say
big big one is the Konami one the e football which is now doing 45 million a month after 10 years nearly after 10 years of constant revenue
still growing.
Yeah. So, so this is literally like the quite the same curve as Township by the way.
Also like 12 or whatever years in straight line up.
I mean this is not straight line up but still it's growing.
Yeah. Same goes for EA Sports FC which did the record month. Actually they did their record month in 2023 with like 33 million. Now they're doing just like 20 million 27. I guess it's oillates. And then Dream League Soccer is the newest

one on the block. newest one with the parenthesis because it's still growing.
Also growing.
Yeah. And they're still also growing, but they're the smallest one. They're like three and a half, but they have ads which the other two don't have fans and correct.
Yeah. No, no. EA EA I'll just say it right now. We can go into the ad placements later for each of them, but like to get a full picture here, uh, E Football has ads, but it's put in in a very Japanese way. So, I estimate the ad Yeah. Yeah. The ad revenue there is about like 65%.
Mhm.
So it's not really in and their ads file is pathetic. So it's pretty much not having ads.
EA Sports, they have a bunch of ad placement. So I think here it's about 15% ad revenue and then also Dream League Soccer, which is the main ad revenue one, is 68% ad driven, right? So it's pretty much tripling that IP revenue. And you can see quite clearly when you do

Yeah. If you go back to the other one, the charts and just do instead of doing revenue just do on the all three ones just do by DAU
and then you'll see
and we'll see if it loads. Yeah, there we go.
Yeah.
Interesting. So Dream League Soccer even though being the smallest is nearly the same size. punches above its weight because of the ad revenue, right?
Yeah. Yeah.
And the interesting thing for all three of these is they all have the branding ads in it. So like Anzu, Gadsby, those type of ones, like all three of them as well.
Football.
Yeah. It's like a banner ad, but like it makes sense cuz like it just flows because it looks more realistic when you have real advertisers on. Yeah. It's just Yeah. Fits really well here. When was the latest World Cup by the way? 2020 right there somewhere here.
Yeah, exactly.
So this this this jump which never came back

down that's it.
Yeah.
So let's see what happens next month then because this quite interesting.
Yeah. What I wanted to say while we still at numbers, there are some very very key structural differences between these games and it has to do with their country mix because you never seen this this like even though the core is kind of the same the revenue country mix are completely different. So, Dream League Soccer as the name kind of suggests, soccer being the American word for football.
Everywhere is soccer [ __ ]
Exactly.
Yeah.
So, it's 25% US revenue even though US downloads are kind of smallish minuscule
compared to Brazil, even Turkey is bigger and stuff like that. And then we have Mexico, Brazil, UK and so on so forth. So, no need to
the football countries.
Yeah, the football countries. Then we have E Football, the biggest one, which has 3.5% downloads from Japan and 43%

revenue from Japan. By the way, for those who don't know, Konami is one of the oldest gaming giants in Japan. They literally there for 50 years on the market. I was in their HQ. It's a giant skyscraper. So, it's as corporate as it gets. And then we have China, Thailand, Malaysia. So you can clearly see that these guys know how to do Asian based marketing and cater to Asian audience and this is their home.
Say Asian based marketing, Asian based games. No.
Yes. Actually, I wouldn't say the game is Asian based because it's like e football itself, you know, it has all the licensing and branding of the main European football clubs. It's like, you know, like it's it's something with
Asians love European football. Yeah, that's why all the
And Japan loves football to begin with.
Yeah, exactly. All the all the UK clubs go to China, Asia, Japan, Korea, wherever just for like the the summer

training camp pre Yeah. Preseason. Preseason.
Preseason.
And then we have the last one which is the EA Sports FC which is the oldest one also which is doing again same even though being it by
this FIFA mobile by the way.
Yeah, it was FIFA mobile. I'm glad you brought that up because I I looked up that whole debacle, right? Because
Slatter, the FIFA president before he was, you know, for all the corruption. Yeah. The the greedy guy that got money thrown on him, right? Uh, one of the things he did to raise more money for FIFA was basically EA had the license for the FIFA brand and it was an exclusive license and they had that for like 20 years.
And he was just like, "Yeah, I'm not going to give you exclusivity anymore because you don't need it." So he opened it up.
They didn't want to pay the the pay. No, no, no, no. It was exorbitant money and it wasn't exclusivity anymore. So I read an article about it.
They had to pay even more money. They doubled the royalty to use FIFA and

they would also lose their exclusivity and then they were like no
no how about no. So that's what FIFA brand by EA also on their what was it called like FC FC Sports or something the the console main version
EA Sports FC you have it right there it's just not mobile
right it's the same thing
their console version is
it's the same thing
it's the same okay
EA Sports FC I'm saying is that even without FIFA brand they're completely okay
man like
exactly it's like it's biggest screw up ever
everybody calls FIFA anyway
FIFA is forever so I mean
anyway 20% % revenue from China, 16% revenue from Korea and only then we go to US even though you see how minuscule the downloads are from China and Korea which is literally less than half from what is coming from US. So yeah this is quite interesting and then again we have very strong countries like Brazil or Indonesia on the download side but no revenue as usual. So that's there. And

uh yeah, let's actually look into the game and how these games play.
Path of Exile. Of course,
this is Dream League, right? Or
this is Stream League Soccer. Yeah. And I I named my club head of Exile.
Yeah. Yeah. I of course you need to have at least something that it's close to you. I can understand this. I can understand.
It's a new league, by the way, this week. So it's perfect. Anyway, so all of these games exactly all of these games are very
full with one L is [ __ ] awesome.
What?
Full M with one L is [ __ ] awesome.
But it's all by by the way all of these games are fully licensed. All of these games like fully licensed stuff. Players clubs d all of these things like none of them is like you know Zoyota or whatever fake. Everything is real. Everything is like fully licensed which is by the way one of the problems why I think we don't have these games because you first needs to navigate through this licensed [snorts] branding yeah fair enough
mambo jumbo you just cannot go and be like whatever random game from

you can I mean it was the the competitor of FIFA back in the days which is what was it
but didn't really
they had all these like fake people
fake people anyway you have as you see here you have a lot of metag game features immediately But let's me just play the normal match here. So immediately you have an ad that you can
a rewarded ad before the game and then you also have after the game
three rewarded after the game actually that you can watch. Yeah. So we're going to go here because we have what that I got and start whatever
injured suspended plan has been fixed. Okay, perfect. Go injured guys. So, it actually plays like FIFA. It's a normal regular like a simulator that you would expect where you have people that you can go and switch and you know, center, pass, shoot, so on so forth.

Oh my god, this is my biggest nightmare.
Yes, exactly.
Play this on my mobile.
I can't imagine playing this on my mobile phone.
Oh my [ __ ] god. I was I I I sucked at like FIFA on on keyboard and also with with the joystick PlayStation. Like I can't imagine how bad it would be for [laughter] me on the phone.
Oh my god.
You see here the score hero and like here is where probably where they put the Anu ads. So they have the Ansu SDK. Usually these in-game ads on the side, they typically make anywhere between five to 7% of the revenue of ad revenue usually. So that's usually where the handicap that. So this game
can we play against each other, Yakov? That would be [laughter] that would be [ __ ] two idiots.
That would be a [ __ ] show. Like [laughter] par Olympics.

Yeah, it be like par Olympics. Oh my god.
Yeah, there we go. Um, yeah, this is basically how it goes. Time will Oh my god. Like this is dead.
Yeah. Yeah. Time goes quite fast. You see, we're already in 20 minutes. So, you see how fast the time goes. So, I'm guessing the match is what, like 5 minutes or whatever. Yeah. Thank god.
So, what they actually do here for certain segments of users is that uh they have different aggressiveness on interstitial ads. So the first thing you start seeing interstitial ads in halftime after one day of playing or after playing three matches.
Yeah. And then also sometimes you can get up to four interstitials when you're playing one of these games. So yeah, which is the main bread and butter of this whole you see Tik Tok now. That's pretty cool.
Yeah.
Yeah. Nice.
Tik Tok. Hey, there you go. I guess we don't need to play the whole
No, we need Oh my god, we absolutely need like

we're going to survive till half time.
That's amazing. Oh my god.
But this is actually quite easy. I think this is the easiest of them all regarding the controls because like notice there are just like these three and that's it. I I'll show you the the EA one because I was able to put also that one in the emulator. But this is quite the easy because like I think it's very approachable. That's why I think it like monetizes on ad revenue so well because it's just like easier to play compared to the other one. Oh, hello. Hello there. I didn't see you. Thank you very much for coming to this episode. Uh, it's brought to you by our sponsors, PVX Partners, the simplest and most effective credit line for marketing. If you're scaling your business uh, and need funding, here's the deal. With PVX Partners, you can grow your game easily and your business. There's no equity dilution. You can repay as you get paid and it's flexible files and fully tailored to your growth. So you can secure funding in 30 days and get a term sheet in just 24 hours. Don't you wait. Take control of your UA budget without

giving away of uh a piece of your company. Visit pvxpartners.com and uh see how they can help you grow your game faster and stronger. Don't [music] wait. Go to pvxpartners.com. Actually, the most hardcore one and hardest one, of course, is the Japanese one, the Konami one, which is like a
Oh, yeah. Because giant spandom and everything. [ __ ]
No, it's half.
I thought it's a half time already.
Now it's a half time.
Yeah,
he just kicks the ball and it will just go into halftime. Yeah, there we go. Half time and it will be an advertisement.
I hope so.
Words from our sponsor. That's nice.
Any DLS can purchase whatever.
Oh, really? We skipped that? Yeah.
Yeah. But because you're playing on emulator,
I guess, but I got as normal loaded anyway.
Yeah.
Yeah. So, the thing that's very different for this game compared to the other game, I'll show you.
Did you lose?
A feature that these other games don't have blah blah blah. Where should I

click?
Anywhere.
Anywhere. Anywhere. Okay. Customize. Goodbye. Yeah. Scoreh hero ad is if I understand this the same company that did score her but if you go to my club yeah you see stadium and facilities so other other games don't have this where you have like a pretty big progression here on like how you kind of increase these other buildings or literally like a forex base where you need to do this
interesting
so yeah yeah yeah so this is this is like something that these two other games don't have really this is I would say like like a unique feature of these guys. Again, very approachable, easy, you know, just typical rating, nothing nothing to it. And then uh if we go to this thing called transfers, uh I thought that it's without gacha, but no, it's not without gacha.
Nothing is without gacha.
Yeah, of course. So, for instance, here, Euro League best of the season. Each player has an equal chance of signing for your team, which is the gacha role,

basically. And by the way, I really like like how the screen is centered only on the legendary ones and there's like of course there are two which are just rare ones. So that's there. Um I think
where here?
Yes. Can can you tell me how many people do you actually know from that screen?
From this screen?
Yeah. Mape Harry Kane. That's it.
Martinez maybe.
Okay.
Not really that much. But uh the they have some kind of I think where was it in season pass for somewhere I saw that there's like yeah like these guys these guys know like all of them
all yeah all all
yeah so they have like OG guys and this is
from FIFA man like they had this classic cards in FIFA as well
of course but again the thing that I'm trying to say that you have these like legendary people and everything so there's a lot of card collection into this also on top of course it's like the main main thing here so if we go outside

of this and we go to the EA1. Of course, I'm in the middle of opening a pack. Thank you. Blah blah blah blah blah blah blah blah. I get another pack. Why not? Thanks, Rewards. Blah blah blah. Okay, finally racism.
Yes. So many pop-ups. Yeah, right. Another pack. It's
the man.
Wow.
Yeah. Yeah. So, this is the one that I as I as I look through the things that's most heavy on Gacha.
Yeah.
That like again you see for all these these guys I know all of them.
Of course.
Of course. Because these are old OG's.
Yeah. But you see this is also their big push that like they're pushing for these legendaries for gachas and like draftes basically means gacha and
yeah but then this is pretty much like

for us old people already.
It's not really for us 35 35 plus
like I would say bigger collection but everybody has these kind of OG people there. It's like it's part of the
Yeah. You ask like any any young person and they go who is who is Patrick who is Oliver Khan no exactly
nobody who is this guy for instance nobody will tell you
yeah don't even mention it again
so again I know the OG's I don't know really the current ones I just know you know the best ones and that you heard on the news but anyway um this is again as I said much more centered on collection on gacha and all these other things Zlatan
this is That is the [ __ ] king. Oh my god. Yeah. Yeah.
I love that guy.
Exchange again. This is like the same thing. D blah blah blah exchange. This is I think what shop.
What's happening right now?
Why is there so many pop-ups?
Yeah, exactly. This is a pop-up

simulator.
Yeah, it's it's like a as I said a little bit different. Let me go to the match and and we can
How many pop-ups before the match do you have? [clears throat] I have five.
Nah, it'll be okay.
See one.
I'm still in like tutorial phase or whatever cuz like this takes like so much time to even just start. But the thing is that I think these guys look kind of the worst [clears throat] regarding graphics. Even still, it's still pretty solid. Like
five five pop-ups.
Five popups.
But that was again tutorial or something. Oh, we go there. And yeah, by the way, see how emulator
emulator already like fully populated the the keyboard there.
Jesus.
Yeah,
I can even play this.
There's like so much stuff there that they
You're playing for Argentina. The [ __ ]
This is Yeah, I'm playing for Argentina

with Real Madrid or whatever.
That makes total sense. It was like why is there like Ailio Martinez in your
Yeah, it's a cooler
starter deck. This is like a you can choose which country you get a starter deck in this. Okay,
so literally I just chose Argentina because they they give you Messi but they give you Messi in this like Messi iteration which is not not that good.
I mean okay
there he is. Um, so yeah, blah blah blah da da da. Where's the skip button? Yeah. So, here we are in the same same thing basically. And the interesting thing is that you see completely different stuff here.
It's not completely different stuff. This is pretty much like FIFA 101.
Yeah, it's the same four button.
It's the same four buttons pretty much. Just pass through.
You can do slides and you can do whatever. You see how the like
it's more complicated.
Yeah.

You see different functionality unlocks if you are on the ball, if you're not on the ball.
I mean obviously I mean that's that's how
that's not the case in dream league football.
Yeah. That Yeah. Yeah.
Maybe not
fly penalty. Let's see a penalty.
Maybe I can talk about the the ad placements here as well while you're playing this for the halftime. Right. So EA Sports, right? They also do in-game ads or the branding ads on the side with Anzoo because they have the SDK there.
They have a bunch of rewarded ad placements, but what annoys me with this game is they're not tied to actually the core game like they are in Dream League, right? So, the ad placements are daily ad offer for like in the store, daily offer for gems in the store, daily league tour tokens, and daily training points and weekly ad offer. And that's pretty much it. Then they also have an offer wall which is via I think it's Tapjoy it looks like.

Interesting.
Yeah. So the ad revenue here is 119K a day and it's about 15% but usually offer walls at about another 10. So that brings ad revenue to about 25%. So the total daily is like 900k with everything together like ads and offer wall.
Okay, bro. Why didn't you just pass to the right?
Because I want to shoot from
is offside already. It's too late.
It's too [ __ ] late. You should hit like already with like the previous player.
It's hard. Let's just to even keep track of [ __ ] off sides. Yeah. Well, I played football for a long time.
I know.
I love this game.
Okay. But 800,000 for game from EA in ads. That's quite interesting.
No, no, in total that's with IPS as well. So that's So it's about

120 to 130k a day with offer wall and ads, right?
So quite a lot.
In total, it's about
Yeah. 900k a day this game is making with the ads, right? Yeah. Yeah. But again, you see that the core is a little bit more complex or less complex, but it's more of the same like Yeah, we don't really have that that
more popy more popy
popup simulator with complex controls.
Second death like I
second defender. You call the second defender for to help you to to defend.
Uhhuh.
I had no idea you played football, Monte.
What? [laughter] Even your your glass was surprised. Yeah. How
I can actually shoot here.
What? Okay.
Why do you think the only thing that annoys me also with the ads here? Like compared to Dream League Soccer, you can really see there that they actually

designed the game with ads in mind and it's like a central part here. It's like, "Oh, we need game ads." And they kind of bolted it on afterwards.
Of course, because it was released in 2016, 10 years ago.
Yeah. still the the dream league whatever soccer it's also like released in 2019 it's not like it's 2025 right so come on
it's not that far away from each other
but again it's EA so I'm not sure like what happened and why they they said oh we need ads in this game
but this course you don't have to finish this game you don't have to finish this please
no no yeah this is like this is Perfect. This Don't worry, man. You're doing fine. You're doing fine.
You want to see that ad at the end or you want to see me being tortured by this?
Both. I mean, if I'm being honest, it's the second
option. EA EA uses ATL and Max as the mediator.
Oo.
And Dream League Soccer, to my surprise,

uses Google AdMob.
No.
Which is very surprising to me, right? It
is quite surprising.
Why would you? Because the game that probably can benefit the most from being on Applo is Dream League Soccer, right? With
my god.
The blended and ador campaign since it's like such a big part of their ad revenue or overall revenue, right?
Yeah.
Definitely.
Are you having fun playing this game, Jakob?
I'm literally tortured by it.
Yeah. Yeah. Yeah. I can see I can see it.
Another offsite.
No, it's already the end of the match. Don't worry. You're You're almost done. You're almost done.
I will this goes into overplay or how how it's called.
I mean overplay this time. Yeah.
Full time and that's it. I mean you're not playing like playoff or something.
Yeah. Yeah. Yeah.
It's interesting. This Enzo, he actually has that tattoo on the neck.
Oh, really?
Yeah.
Oh, nice detail.

But again, I think this one is the from the overall three. This one I think is the most authentic as for the branding names and like leagues and everything.
Branding names I mean
they have all the licenses basically like all of them
because not everybody has all the licenses. Okay directly.
Okay fair. I mean it's FIFA right? It's FIFA man. So come on.
They don't have FIFA.
EA Sports FC. Yeah, sure. Whatever.
So Yakob Yakob in your experience. So like if this game makes I guess like
200 mil a year, right? Like what what portion of that do you need to pay in licenses? You think 20%, 15?
Let me look into my crystal ball.
But
yeah, I mean like let's take a guess here. Jacob, you m you played football.
Yeah, but that's very relevant. I'm of of course I played football. So then I'm expert on licensing fees.
I think somewhere between 20 and

something but again this is my wild guess here.
I mean 20% is a safe bet safe bet.
Safe bet.
Yeah.
And we have absolutely zero idea.
Can be more can be more.
Can be more can be less. We don't know. No seriously I mean we can we can we can ask our dear friend.
I think it also goes from plot
game to game. Like I think
come on. Yeah. If you say depends then we are [ __ ] ending this podcast right now.
Really? Okay. Thank you very much.
Say 40 mil. Let's say 40 mil. They pay 40 mil for their licenses. Boom.
Yeah, it's fine.
Can we know it by the way? Because for instance, you know the royalty that um
let me do some digging while you guys are doing that.
Monopoly go like it was like 40 mil per quarter or something. That's how much Hasbro makes of Monopoly. M so I don't know if like FIFA probably is not the public company or yeah it's not even FIFA anymore. It needs to be clubs

and stuff which I guess they don't disclose. So yeah because I'm guessing they're not paying licenses to specific players maybe but just the clubs themselves.
So the FIFA deal that they got out of was allegedly $150 million a year.
150 mil for the FIFA license.
Yeah. But they're not in that anymore.
Okay.
Which is nice in that case. So they saved Yeah, they saved quite a lot of money.
Only mobile, right?
Yeah.
Now, this is mobile and uh for console, right? So
EA signed a six-year deal with Premier League for $588 million.
That's 100 mil per year.
Yeah, pretty much. also
okay it's a lot but it's going to be also with the light with the everything else right so
with the console and stuff as well
and PC as well man it's not only on
cons only Premier League meaning that only stuff that comes from Premier League

I guess so
so no no like other divisions and stuff like that like no La Liga and so on so forth
divisions man like Laa is Spanish league man it's not that's It's not [ __ ] division of like Premier League. That's very different.
Yeah. I'm saying like the other national leagues therefore needs to have their own contracts.
Sure. Yeah. Of course. Yeah. Yeah. 100%.
Which means like we're going into multiple hundred millions.
Do you want to show the Konami game?
No, because I don't have it. Emulator couldn't handle.
Oh, you have videos on YouTube?
Yeah, I can show the YouTube video.
I really hope so. Uh, it's actually in my opinion because it's in Unreal Engine and I'm guessing they did some major updates there. It's the most kind of
heavy heavy is definitely the heaviest one. It's Freddy again.

Oh, wow. That looks great.
Yeah. Yeah. See?
Wow.
Yeah. Yeah. So, it looks literally like a AAA game. I mean it is a AAA game. You see the ads here on the side. That's Gads me, not Anzu. That's Gadsme. Gadsme only on Spotify.
Nike football. Nice. Okay. Not really bad. This looks like console though. This doesn't look like the mobile game.
Yeah, this looks very very good and very smooth.
But this is the console game, right? This is not the mobile version cuz there's no buttons. I think you just have them hidden as the YouTuber like is this filming mode or whatever. This is the mobile version.
Are you sure? Okay. I mean, honestly, I don't care.
Yeah. Okay.
You know, you know how I know that the ad revenue on e football is only 0.65%

of the revenue. But uh sorry I think maybe it's u because if I understand correctly e football is close fat form
I have no idea what you just said.
No idea what you just said.
E football come back Fredd dear listeners we lost Jakob again.
We lost Jakob
again. But don't worry. So
I'm going to explain now how I know that e football only has 0.65 65 of ad revenue cuz I have a friend who has an exchange and I begged him to [clears throat] basically tell me how many ad requests he's seen from interstitial and rewarded from e football in the last month. And the interstitials usually average between 230 to 300k a day which is really small for a game that's this size. And rewarded video is about a million to a million nu 1.9 million impressions a day. Right? So it sounds like big

numbers, but if I put that on the Dream League soccer estimates that I did. So the daily impressions, let me just total it, is 17.3 million rewarded impressions. And then interstitials is 57 million impressions a day, right? So it's like yeah, a lot a lot smaller. So yeah, there's no ad monetization pretty much in eootball, I'd say.
Again, is the [clears throat] one that makes most money because of
Hello.
Yeah. Oh, welcome back. Yeah,
welcome back.
I'm still here. Like I don't know what's happening.
Yeah. Well, Freddy can can tell you. Freddy can tell.
Freddy will tell me afterwards in the in the halftime
in the half.
So, let me summarize here what I think these games get wrong on the admon. And then I'll hand it over to you, M. But Dream League Soccer is missing Maloco, Bid Machine, and Amobi, which would actually be really good networks for them to have given their country mix. And also, a game like this, if it's monetizing 65% or 70% on ads, really probably should be on max. So you can use the blended rorowas and adoras

campaigns because those would really work here cuz it's big values. EA Sports missing mco and bid machine and also like it looks like they have the dream ad stack from 2019.
There you go.
Like tapjo joy like don't have them as a network anymore. They don't have anything right.
Yeah, it's too late.
Short boost, you know, like
blast from the past.
Yeah, blast from the past, you know. iron swords, you know. No, get that out of there.
Yeah, guys. Yeah, definitely need to update.
So, who's the best on the UA side? M.
Honestly, it's it's very hard to say like how
I think it's even harder to say because if there's a Japanese game in the mix, they run [ __ ] ton of offline marketing in Japan.
Yeah. Yeah. Because if you look at Dream League Soccer, it's 500 creatives the last 30 days, which is not bad. Again, it's all football. I mean, how exciting.
No [ __ ]
I've never seen a football ad on mobile

ever. I think
I've seen so much for score hero all like a lot of time. So, I mean, this is nice like all the goals and [ __ ] and this is what hurricane I guess. But it was an interesting Eric.
So, everything is real gameplay.
Honestly, I I don't care. I wonder if freezing families would work here.
Freezing footballers.
Freezing goalkeep freezing goalkeepers.
You know, it could work. You know, someone takes away their Ferrari and their mansion and then they have to restart and rebuild their career.
Yeah.
I guess the the CPI trick is built into it because of the players and the brands themselves.
Yeah. Also, don't forget sports games are very good CPIs in general.
What's the CPI for a sports game? Just so I know. Honestly, if I say like $3 say very good. You can't say very good and then not give me a range like I give ECPM ranges.

Yeah, you have decimals, man. So, it's fine. Uh, if I do a comparison to what do you want to compare it to? Forex? No.
Yeah, forex. I was going to say forex.
So, it's like tenth of the CPI of Forex.
Okay.
So, that's that's something that you can you can work with. But even like Dream Soccer League or Dream League Soccer, they don't have, you know, the uploving here. So, I mean, that's pretty clear. They're not
Must be on. Exactly.
They must be on.
Yes.
That's a pretty big [ __ ] up, huh?
That's Man, I would say Yeah.
Yeah.
Yeah. I It's It's really weird. I would say this should definitely be an up. There's like really like small very very small amount of of of traffic coming from my plugin but it's pretty much like like main channels like Facebook, Tik Tok, Google, Moco Unity is like kind of dead here but still like Tik Tok and Facebook is like the biggest which is I

mean not surprising but definitely different from whatever we are kind of you know used to seeing right and then we have the Tik Tok side of things but I mean people on Tik Tok definitely love football and even if I'm if I'm kind of thinking about the the top 11 game that we mentioned even they started using this kind of like game play football like real game play well not for them not for them real gameplay but kind of like a
capture from an actual football match like this. So, and the the question is here, and I'm I'm pretty I'm sure that I know the answer, but you know what you should do here for all these games? Just put the [ __ ] face of the of the football player in the creatives. But that would be really expensive. I'm pretty sure that would be really expensive. Or you need to negotiate the deal with with the football star.

What do you mean? There's already Ronaldo there. But real Ronaldo, not fake Ronaldo from game. Like a real Ronaldo face. Like, hey. Oh,
you mean like actual live footage of
Yes, exactly. Yes.
Yeah, that would be 20 million. Thank you very much.
But I mean 20 million
if you're making Yeah. If you're making a million a day on on FIFA then or like the what is it here? Where where are you? Here. This is the dream soccer. Yeah. Yeah. I know. I know. I know here. I mean something like this, right? I'm pretty sure like this is a Korean football star.
Yeah, really famous game they are seeing for the first time.
Sure. Doesn't matter, man. It's
But something like this, but obviously
you seen the latest Lego ad like how much that could cost for the championships.
No,
they put in like Ronaldo Messi.
Oh, that one. Yeah. Yeah. Exactly.
Passing the trophy with the Lego.

Yeah. Yeah. Yeah. Yeah. Yeah.
That that's your 20 million right there.
Yeah. And this I mean and you you look how how viral that was pretty much that was pretty much everywhere.
So you know see like he's he's pretty much like the face right now and I'm pretty sure that that's that's why it's all
Yeah.
All in Korea.
Korea is their second biggest.
Yeah. Yeah. Yeah.
Of course. And I'm see something like this but live footage instead of the the static image even here as well.
Have you worked in a lot of sports games?
Not a lot. I mean a few but you know you remember what was the Rumbles soccer or what was it?
Rumble.
Yeah.
That was interesting and it was pretty good CPIs back then. I mean this was also like a little like ages ago.
19
ages ago easier than
definitely easier. Definitely easier.

What would you expect here? It's all football and that's it. What What else would I would I do here? Not much.
Let's do e football then. Yeah.
You know most probably well one sec. I mean what I want to see here it's pretty much like what they're running again. It's the same thing. It's Facebook, Google, a little bit of liftoff more uploin. But again, like I would be interesting, it would be it would be really interesting to see like what kind of playable we can we can get. Like if if you have all the controls and you play that, I would I would [ __ ] throw my phone across the whole room and then just throw it into a wall. That's for sure. That's for sure. At least FIFA had well EA Sports FC had like 2,000 creatives, but again, who cares? We have DC, Football, Leon, Messi, Andre.
They have Messi as the front face now, I think.
Well,
I've seen in the loading screens everywhere.
Okay. And then you have

as well, Andre Chevchenko. Like he is your old guard, man.
Freeman.
Andre Chevchenko isn't like 50 years old now.
I mean, kind of. Not 50, but 40 plus for sure. Okay.
I mean, you're not getting any anger, my friend.
This day and age. I'm just missing Zidan somewhere. I think I saw immunity game somewhere. Oh, of course. But then see Oh, head and hazard. Oh, nice. This is all pretty pretty cool, but all very static me because they Oh, they have they have even playable. They said I couldn't make ads without the dev [music] team. They said I wouldn't understand the tech. Guess what? I just made a [music] fully working gorgeous top to play while eating noodles and watching trash TV [music] and taking care of my daughter. All thanks to playable makeup. No code, no stress, no cheat.

Okay, let's let's see videos. Let's see videos. I can't watch this. How do you think you play these games? Like you you pick one when you're messy.
That was real messy.
That was real messy.
That was real messy.
Go full screen.
And I think this is even real like Yeah. Yeah. I mean real reward footage.
Yeah. Nice.
Real messy.
That's your 45 million a month.
No, seriously.
Yeah.
This is definitely
You know what's really weird? None of these games have any SDK or any integration for web stores.
You think so?
I haven't seen it when I basically looked at all the games and all the the connections.
So, hello Chip. You should go and check all these football games because guys, this episode is brought to you by Fast Spring, the no drama D2C partner that's

been scaling with mobile publishers over 20 years. If you are launching your web store or replacing the current deta setup, call Fastpring. Fastpring.gg. Go there. They will help you set it up. So again, check them out at fastpring. Anyway,
yeah,
they definitely don't.
For the ambush, it would make a lot of sense to have web stores here,
especially on the Japanese one.
Especially the Japanese one. Thanks.
Let me double check their like revenue per player.
Wait, no, no, no. Don't don't go there. Don't don't don't go there, man. Don't go there.
Yakob Yakob, what do you think is the main conversion points in these games to actually buy something?
Uh, collection. Collection for sure. You want
Yeah, you want to have all the all the
in EA one, you really can't have them because they're behind season pass. I understood.
Yeah,
this is this is exactly what I have. Oh, these guys there's the big Konami money going to
There we go.
Even Luarez. There you go.

Loves to bite ears off.
Yeah. Don't bite this here. I want to I want to hear this. Maybe these guys have some kind of a discount if they already have the license, you know? Maybe because like if Messi would go do, I don't know, royal match or whatever, maybe it would be much more expensive than like this, you know?
I'm not I'm I'm not listening to you because I'm trying to see if they're Oh no, there there just I'm just trying to see like if there's a voice over.
No, there's
sure.
No, what I'm saying is that if you have already the license to Premier League or La Liga or wherever these guys play, maybe it's not that expensive to have them with real footage in your ad.
It's a different man. It's a different thing because you're you're licensing

the the league, not players.
But the league comes with the players. No. What what do you get of the league license?
Tell me what the team names and then jerseys and clubs. It's like it's then you still need
Well, you need to make a contract with every single player like
No, no, no. I mean to have them in your ads, man. It's like I mean it's like working with creators. It's the same thing. or celebrities is the same thing.
Interesting. It's like I don't ever want to get into this.
No. No.
It's kind of a game game,
guys. We don't need to review this for another four years after this. It was great.
And that I think is a wrap.
That's a wrap. Yeah. I think that's it's that's enough.
That's enough of this football. We'll see how how does it look like in around the
And if you want to talk about football,

Jakob will be in Barcelona for Pocket Gamer. Go up to him and tell him your favorite football player and engage with him in a conversation for a very very very long time cuz he loves football.
Thank you very much for coming and you know Yeah. See you see you see you later in Barcelona. [laughter] I'll be sitting right next to Messi at no for sure.
Well, he's all he's man like he's not there anymore.
You go to Miami. You go to Miami instead. Yeah,
it's a better place though.
Engine fun.
Yeah. Well, of course. All right. Thank you guys. Cheers. Bye.