The BitLife Blueprint: 7 Years Old & Still Crushing it

Nothing. So, the first interesting thing here is that when you start playing the game, you pretty much start seeing interstitial ads from the get- go. So, the monetization is extremely aggressive, right? So, even during the first time user experience, you're getting interstitial ads and they're on a cooldown of every 70 seconds, sometimes 80. So, it's very aggressive and they're showing a lot of interstitial ads, right? Also, they start showing banner ads as you can see on the bottom. You're not loading any though for some reason. emulator. Slovakian emulator. Yeah, exactly. Yeah. So, 5C 5second refresh rate and Yeah. 5 seconds refresh rate. It's 4 a.m. and we're rolling the dice of golden ice. [Music] We're the two and a half gamers. The midnight crew talking UA advers and game design too. Mat feeling shak bringing the insight. We're rocking those vibes till the early daylight kua master eyes on the prize. Tracking data through the

cyerspace skies. Feeling stacks like a wizard in disguise. Jack craft realms lift us to the high. Two and a half gamers talking smack. Slow hockey stick got your back. Ads are beautiful. They like the way. Click it fast. Don't delay. Uh-huh. Uh-huh. Aha. Uh-huh. Tiny bit. Bit of what? Bit of what? Bit bit of bit of life maybe. Anyway, hello everybody. These two enough gamers. What a surprise. The listeners, thank you very much for coming. My name is Matthew. I'm Felix Broberg. And I'm And we are your host. Are your hosts. Only one second delay. Obviously, it's better. It's better. It's great. We are getting better. You're talking about how do we do a capella? Damn it. But like how does that even like snap and sing? No, no, no. You

go one after each other. Okay. Your host. No. Everyone does this like other words separately. Whatever. It's a very special episode because clearly we're all [ __ ] Yeah. 100% [ __ ] which is fine. It's like that depends on the game we're talking about. We're talking about the bit life which we might be a little bit [ __ ] when we talk about this game. They have it in like man like hats. It's such they have one of the most aggressive cooldowns on interstitials I've ever seen. And if you don't know what I'm talking about, we're talking about BitLife. Yeah. Make a lot of money and they have record revenue. That's growing like crazy in the last 30 days. Yes. By 90% downloads and 27% revenue. So, it's good. And it belongs to the Swedes at Still Friend. Yes. Well, now it happened in 2020.

2020. And it's Yeah. Candy Rider or the Good Candy Rider. Candy Rider. Okay. Well, is it? Yeah. Yeah. Purchased by Still Fund Group in April 2020. Okay. So, this was actually a good acquisition. Oh, there you go. I think so. Yeah. Yeah. The game officially officially launched 2018. Is that true? Yeah, true. September 2018. And you can see that after all those and man, wait, get this. It was only iOS September 20. Really? And then Android February 2019. I mean, okay. Interesting. Yeah. But the game still growing and that's the important part. We don't really see these evergreen games that after so many years are still pulling in record revenue, which I guess is even higher after refactoring all the ads. Yeah, exactly. From it. It's interesting because they bought it for 200 million

only. 200 million only. Yeah. Like the game doesn't look really like a game to be honest. So I could Does it matter? It's a super unique niche. But these super unique and niche thing tends to kind of be very stable and very profitable if you can keep them running for for those. Go to DAU instead. That m doesn't mean anything. You have it on MAU right now instead of DAU. MAU. Wow. You were in MA Vegas. Vegas. Oh, it's a good conference basically. 1 million. What's the country filter? Anyway, you know, the company was actually found in 2006. Interesting. Yeah, the game's definitely old school. Okay, that's the game. I know. I know. Yeah, that's the game. It reminds me really of muds which are like one of the first video games ever multi-user

dungeons where you would have like dungeons and installed of Dungeons and Dragons or whatever you know your fantasy adventure something and you just see text like you hit goblin for five goblin hit you for six you're dead blah blah blah. So that that's kind of similar to this one. Um shall we go over the game play? Yeah. Oh please. Yeah. So this is the game play. You age. It's very simple. So you age and [ __ ] happens. That that's the thing. So for instance here, my fiance Mercy is demanding you get married because she says she's more than ready to take you because we're together 11 years. And then I have some choices and even a random choice. So yeah, plan the wedding I guess because she leave me. And yeah, then I need to need to choose and have these other things and I mean just plan the [ __ ] wedding. Yeah. Why it's important where you have a lot of these options because some of these options

are locked behind pay walls or Yeah. brings me back to short drama or ad walls. Yeah. Yeah. Like this is like one of those OG things where you have some choices hidden behind pay walls or like choice monetization basically. So let's go with the beach. Where? Mexico. Yeah. Okay. Select plan. Do it. Do it, [ __ ] You need to choose a prenup. Her network. My network. H I'm net worth three and a half billion pounds. Come on. Don't be that guy. Just you don't need you don't need a prenup. Ooh, match made in heaven. Yeah, true love. Uh, okay. You are now sharing assets. There we go. Okay. Basically, so what's the game play here? You're making choices throughout

your life, and you're supposed to maximize for happiness, health, and any. So there's these four let's call them like life indexes which is basically looks smart money whatever like we'll see after interstial events and I guess they need to be in order for you to continue otherwise you die I guess especially the health you have like this is basically much like your life timeline is like stuff happens and like one step is basically you pulling on the age filter like you press the button and you age one here and then you have some choices. You can do other interesting things in the meantime such as like pray to beat life devs for wealth or or literally like whatever. You watch a rewarded ad on what you're like lacking of in life and then an ad solves all your problems which I like quite

and the four fourth dimensions broken here greatly. Uh then you have your job which which is can you go back? It's actually it's it's almost like your life. You're happy health but you look terrible. It's it's like it's the one. Yeah. I I would gladly be worth3 half million pounds. But also let's not forget you you all all again wear a black t-shirt. This one's a Pokemon one actually. I don't care. It's still it's still a black t-shirt. resident Berlin moved out of Berlin, right? Yeah. Yeah. Exactly. Yeah. Yeah. So, for instance, here's my job set up where you can see and like have you know like make some gigs and like be whatever babysitter and so on so forth. So, you you have like also these other choices that you can do and like for instance find special career and you can please go. Mafia please. Yeah, we have to pay for that. 999

monetization. That's true. So you can have mafia job pack or boss mode and so on so forth. So a lot of these options are actually locked behind pay walls. So I would guess even become an overnight expert in the field of your dreams. Golden diploma. There we go. Get it now and purchase. Yeah. Purchase. So I don't even know like what's what was the price for it. You don't need Yeah, you don't even see. That's perfect. Perfect. So, a lot of these choices actually look like normal choices, but you don't even know they're like payable. So, that's there. It's just normal choices for money. It's okay. Then you have your assets, luxury lifestyle, which is gated community, and so much more. Yeah. Yeah. I need to get there first to have 5 million. And you have these expansions like purchase a zoo, which is a race car garage, museum. Each of these are basically uh the DLC expansions which they added during those

[ __ ] seven years. Is the point to die happy, rich, good-looking, and smart? Or is it just to get to the end? If I understand, you continue and you can have because there's the the biggest of them all, which is like become a bit which is the main I guess god mode. That's battle pass basically. Pulls god mode. Yeah. And removes the ads. So removes Felix. No more ads. Play unlimited generations. So my guess is there's limits to how many generations. For instance, I marry in Cancun in Mexico. As you see, I have a son, whatever. I guess I die and then switches to my son or whatever. That's my guess. But yeah, it takes a lot of time to get there. And uh I guess you need to start from scratch or whatever or something that's in in the main. I would just start as your son. You have like so many options here that you can do. Like for instance, discuss birth control, pay her a compliment, send relationship counseling, insult

her, uh, recruit her to your cult. Yeah, this is, by the way, why why did you pick these choices? Why did you just say make love instead of insult? Recruit to her cult. It sounds much better. Come on. Interesting. So, it's it's kind of like Sims, but a different way. Yeah. Thanks Sims. So for instance, my cat died veron mourn his dad in our prayers. Yeah, we can add to the current year. My dad died also here because same thing. Yeah, we can do that. And look, this is a new ad. Yeah, new one. The rocks falling from the top with physics. these things. Trump. It's a It's kind of rock trampoline. Yes. It's nice. Yeah. So, you have these choices and I guess you can skip it. Yeah, you can skip it now. You can almost like

make more important choices like I don't know what happens if we actually get to something like salary bomb. Get the golden neckl of course for it. No, we won't another year. I'm friends. Yeah, you have these friends that still like I'm your friend. Fake friends, man. Yeah, fake friends. Yeah, salvage successfully. There we go. Twitter. Your friends are all joining Twitter. What do you do? Sign up for Twitter with a rewarded with a rewarded ad. No from it. Daria, your wife suffering from diarrhea. Great. Next one. New friend. Your coworker wants to become your friend. Yeah, it looks he doesn't look good. Become friends with him. Okay. Uh, and you have these all of these like interesting choices that are again doing stuff. Car shopping, shop for cars. And now it's actually you see now is the point where Yeah, we actually need to choose whatever you Okay.

50 years is pregnant. I see we we have the baby. Keep the baby. Don't keep the baby. Use the golden pacifier. This one time purchase makes you forever fertile and allows you to pick the number, gender, and special talent of your children. You can toggle this feature in the main menu. Baby making easy. Oh my god, this is such a great thing. So, it's basically you either follow the normal path of life or like god mode options payable. Yeah. Have fun for for money. Yeah. Uh, oh no, Clive. Skip it. Oh, skip it. Uh, yeah, we have uh Okay, we have a Zoe Johnson. Yeah, we have a Yeah, she's she has your looks. The vaccinate vaccinate 53 years says there's nothing hotter in this world than famous magician. Ensure fame. Ah,

you want to buy something, right? You can fame. Of course. Yeah. So, this goes and I guess at some point you'll die. You haven't clicked through it once cuz I clicked through it a couple times. So, like you do die and you I was zero happiness for a while then you go into depression and then you can either watch rewarded ads to get out of it or it's really hard to get out of it and then you get a bunch of health going down and then you eventually die and then what you have to do then is just start over. Mhm. I don't see how watching more rewarded ads get you out of depression. Oh, it's like treat your depression. It's like Yeah. Become It's like for example, if you watch the ad for Twitter, you're actually quite happy. It increases happiness. So like when you have those ads are ads are super strong regarding uh like what what you can like skip these things and like Yeah, everybody's dying. So now you're happy 6%. Yeah. Splending died. Swish make

eggs Benedict. So now it's a little bit better. But again, we can pray to the gods and get like better happiness if we want. Like that's possible. But it's it's really interesting because again, it's like opening gacha all the time. Like you never know what happens every other year. Team building on some plane. Yeah. You have been ex from your position. What do you think is the main monetization moment here? Right? Because for ads, at least for the rewarded ones, sometimes they really pull on your heartstrings. It's like your baby has fallen ill. Do you want to save her? Watch a rewarded ad. And that's how you get like a good rewarded ad tugging on your heartstrings, right? Depression. The thing with the rewarded ads that they have all of them, like nearly all of them dynamic. The only one is the prey one that you can go and like whatever you want. But most of them are done very very specifically and they always have the best trigger times

because it's like some kind of very important decision that you need to f or do or whatever or like here for instance like as you said I'm going into depression so I guess yeah we got divorced she hates your family one last time. Okay, for sure. Divorce settlement. You'll end up Mhm. Okay. Help my network open. Okay. Search the web. Hope it goes the way. Yeah. We really crashing your life now, huh? Yeah. Yeah, we were crushing it. Really? I want to see. Oh, there we go. Another interstitial. So, I guess we'll die and then we'll get the start over again. Yeah, the start over again moment. Or maybe just watch more ads or whatever or do something something. integral. But it's it's very interesting to be honest because some of these things again you have very hard control over what you can do like you see it's not only me aging but I can actually go and like I don't know find for instance new wife in my in my job so

that okay my exes for instance I can talk to her still call her up okay insult her for sure. Oh my god. Come on. Restraining order. See, so this is the point. I know your happiness is zero. This is the point why this game is so good because it goes to the limits. Like did they really think this through? Like that that even there this is this choice. So it's great that I guess it took some years up in flames. Yeah. Insult him for sure. Uh, no interest. Oh, hello Mariana Morino. Dating her. Okay, sure. See the option just you like you pay for all these like um interesting options which are different than the the base. We're kind of just clicking here. Should I move on to the ad stuff here? Cuz the this game monetizes extremely heavily

with ads, right? Yeah. I guess I can't even die. I just want I just want Yeah. I just want to see Makob die. Just keep clicking. Just keep clicking through it so you get to the Yeah, cuz you're at 74 now. It's going to happen soon. But But you know, like look how happy he is. Silently it can it can Oh, you still have the red Audi. That's amazing. I thought your ex-wife took it. No, no, no. AI is mine. That's okay. Oh, that's apologize to my followers suddenly. Okay. Again. See, I thought this thing is funeral. I thought Training order. Okay. For sure. Abdominal pain. Go to doctor. Abdominal pain. I mean, you have 70, you're 75 years old already. So, I mean, okay. It's going to be so 80. Oh, okay. 84 still. Calls insult him and hang up. I mean, you know, like you're se 86 and you look terrible. You looks like 60%. What do you do? Attack him.

Insult him. Attack him. He would kill me. That's for sure. That was That's what we want. That's what we want, man. What's the worst that could happen? Alcohol. You're not addicted to alcohol. There you go. Now you died. Yeah. So, we died. Undo that with the time machine. So, we can click here and with the time machine will pay and we can skip. You see even how many years old? 20 years. It's like kind of Yeah. So you basically rewrite your choices. That's very smart. Like you see this is pretty much there like their money because you're invested because you've been in this live probably for 10 15 minutes. Yeah. Yeah. Exactly. So this is done very very well and these guys definitely know what you're doing. So if we go continue, you know, you have Yeah. You have your So you can as your as your child. See? So start new custom life or try again as Harry. So if you continue as Zoe. Yeah. And she's already 38 years old because and she plays Evony. Did she

did she inherited all my money? Does it? Yeah, of course she didn't. Yeah, I think so. Yeah. Yeah. So, so you can still build up for instance your empire and your assets because wealth is the most important part in that game as you see there for instance the the club which unlocks after 5 million. You can still kind of continue being let's say in this I don't know you family and like on the the proceedings of your empire to your child and then just continue that life I guess. And then once you die and run out of money, you need to start a new or go to that machine if if you want. You can go time machine. It's fine. So I guess yeah, that's it from the game play side. Very very unique and fun. Very unique. Yeah. And and I'm I'm like actually quite fun. It's kind of Yeah, it's fun. It's also kind of similar to that game that was really popular in CO, the premium game where you're playing as a virus trying to kill the whole world. What's it called again? I know what you mean. Yeah, you know what I mean. like biohazard or something like play. Yeah, play. Yeah, plague.

Plank. But that's very old and just got ramp up by co because it's about I mean because it's plague it's plague and it's but it's great. Yeah. What a surprise. Yeah. Uh do you want to close that rewarded ad and let's get on the ads because there's a lot to cover here. Yeah. And this basically just continues just saying like you see nothing. So the first interesting thing here is that when you start playing the game, uh you pretty much start seeing interstitial ads from the get- go. So the monetization is extremely aggressive, right? So even during the first time user experience, you're getting interstitial ads and they're on a cooldown of every 70 seconds, sometimes 80. So it's very aggressive and they're showing a lot of interstitial ads, right? Uh also they start showing banner ads as you can see on the bottom. You're not loading any though for some reason. emulator. Slovakian emulator. Yeah, exactly. Yeah. So, 5sec uh 5second refresh rate. 5C. Yeah. 5 seconds

refresh rate. So, you can click on the X, which is actually a cool new feature that's kind of modern. So, this is actually to trick people. So, when you click on the ad, you think you're actually closing down the banner ad, but you're actually getting shown an offer. So, they must have changed that quite Yeah. All the hyper casual games. Yeah. Now we've seen this in some some of some of the game that we talked about. Yeah, we seen this. I think it was an app. What was it? Impulse or something else? Impulse. Yeah. Okay. Yeah. No, they were they were even saying like we need to make money with ads, please. Like we're These are not our ads. Go buy it. Yeah. So, this monetizes mainly, I think, with interstitials. The rewarded placements, at least when I was playing, they're not that compelling, especially like Yeah. join Twitter for a rewarded ad when you're not really shown what the actual reward you're getting from joining. What the [ __ ] you're talking about? Like this is the No, but this is the only one I'm getting to it because basically when you're actually doing the game play, when you're actually playing the game,

you're actually faced with options, right? One of them is Twitter, like one of them is save your baby, but really for the game play, they're not usually that essential when you're actually playing it. So, I think that interstitials is by far the biggest revenue driver in this game. And I don't think they're getting too many rewarded odds compared to the interstitial ads. The thing is that the interstitial alo the compelling part that's what I wanted to say they leave it to the actual purchases. That's the point. Like you see that golden diploma whatever pacifier or whatever like that was the god mode choice that if they would put an ad of course is a no-brainer for an ad but they rather put in IP. So that that's the part. Yeah. So one of the things here I guess the game is quite old right? So from my perspective, like at least to boost rewarded placements, I think what would make sense and correct me if I'm wrong here, Jakob, is basically making an ad quest for all the ads that you watch because you watch quite a lot to actually have some sort of Legend of Slam. Exactly. So you actually have a

point where you're watching all these ads that help you in life. Also, I thought about if you could add like an idle mechanic here because there's no button on the main screen. So you have better luck in your life choices for x amount of time and then you could stack three or two rewarded ads x amount of time. Yeah. By the way, Felix, this one, this one I think is the most compelling, the stuff when a bad decision happens and you have this boost button. So you immediately solve the problem with an ad. Yeah. Yeah. Yeah. Also, I'm I'm wondering for the challenges, right? The button on top, it seems very hidden there, right? like on the challenges like it would make more sense probably if it was made today to put it more down in the main screen so you're actually seeing what kind of challenges you can actually do because when I'm playing this game right I'm sometimes just like what what's the point of everything right you need to buy them that's the problem yeah exactly so this game has 34 minutes per day according of gameplay according to

sensor tower yeah by the way thank tower for the data as usual yeah and five sessions per day and 7 minutes per session. Right? So here is where I think like I'm not sure if this can be correct. Right? Cuz if on a 70se secondond cool down timer that means like like interstitial ads is like in its between 20 and 30 but I don't think they can show that many interstitial ads because it doesn't make sense because after you see how many interstitials Yakub just saw in 20 minutes 10 minutes but here's the thing that like doesn't make sense to me because the marginal utility of interstitial ads after a certain point goes down quite significantly because of the recency effect. So how networks bid on inventory, they pay more for their first like view on an ad. If you're already seeing 35 ads, basically the per unit price you're getting paid

out for that ad is going to be extremely low. So at least the conversations I'm h having right now with hybrid casual publishers is how can we keep interstitials to seven to eight so we don't actually lose too much on the retention side while also making the most amount of money per interstitial ad. Just ask supersonic do you just show reward the video instead of interstitial and there you go. Yeah I mean like you can do that for x amount of time right but then uh it's no you can't do it you can't do it in the way with interstitial to reward it. It has to be rewarded to interstitial otherwise you get dinged. So yeah. So what do you guys think this is earning per day? So the user base is 1 million. Yeah. We didn't even get to the numbers yet. Oh yeah. Oh yeah. We should talk about first and then we can talk about the ad revenue. But you can you can say look. So it's what like how many a day? 120k. Just now by the way you see the baseline moving here like like crazy

lately. coming up 100k a day. Another 50k in ads. No, way more. 1 million user base, right? Uh almost 400,000 of them are in the states. So if you go to the active user base, this the active user base in the last 30 days, yeah, you see like 600,000 users in the states, right? if you go in the last 30 days instead. Yeah, like this is very USheavy, right? So the eCPM is going to be a lot higher. So what I put it here on the session was two rewarded ads per day on 45% of the user base with very conservative still with 15 interstitial ads on 75% of the user base. Yeah. and really heavily reduce the eCPM and then another 100 banner ads per day

I would say on average. So that means that this game is earning anywhere between 113 to 130k a day in ads. Meaning it's 50 to 60. Yeah, it's a hybrid. So 50 to 60% ad revenue and we don't even know if they have a web shop because our sponsor FastPring could definitely help them easily launch a new web store or replace an existing D2C vendor or just add redundant D2C vendor at Fastpring.gg GG because you know fastping delivered D2C at scale for over 20 years and they power top mobile publishers around the world. Maybe bit life as well because as the no drama D2C partner with real world experience at scale. Fast spring is your partner that you can trust with your players. So go to fastpring gg and quickly launch a new web store easy. So

maybe they they can earn even more money. Yeah, also I I had a quick look at their Adabs txt file and this is how you know that the ad revenue is significant, right? Because they have access to Amazon publisher services and you don't get access to that unless you're showing a boatload of banner ads, right? Which means you're actually earning quite a lot. So yeah, they have pretty much all the networks you'd expect. So yeah, this is definitely making a lot of ad revenue. Interesting thing though is that it's on the most aggressive end cards. So, they clearly don't care about the long-term retention. So, I think this game pays back quite quickly. Quite quickly. Yeah. If you go to retention. Yeah. And the interesting thing is there's so many competitors that advertise. So, the block list, they must just not care because I guess it monetizes so quickly that they're just like, "Yeah, competitor apps, we don't care cuz you're going to be in this game for maximum 3 4 days, I think. M

go into the US go mean yeah retention is not like as 15% day seven doesn't sound that [ __ ] yeah exactly which yeah that yes this scale exactly look what's the actual genre I mean like simulation simulation simulator was there and uh yeah cool kingdom kingdom okay I'm sure I agree with these Sure. I agree. Okay. I am I can get on board with something from B. Oh, they're second after something big from inkabokas there. Okay. What's this? How do you not know? It looks like something you'd know about. Exactly. Yeah. I mean, you know how this looks. You know what this is? A video game store simulator. No, this is Umamusume. This is Uma Musum UI. I'm so sick about hearing about Umaamus in all our recordings because we're going to play it and it seems there's some other

simulation game which is again dense idol thing. Yeah. Yeah, of course. Especially nobody cares. Except the one that's making so much money. Yeah. With the ADK downloads whereas like Japan again, right? Yeah. Look at the downloads. Just Yeah. Top countries, regions, Japan. Nothing else. There you go. Okay, enough of this tangent. I want to see some ads. I want to see these guys go back to to the to the downloads because uh in the last couple of like if you go to last what like last 60 days or 90 days if you can click on it. Yeah. I I wonder I wonder if they uh if they work with the PVX partners scale up their UA. Exactly. Yeah. I mean without diluting themselves. Exactly. I don't know. Please. I don't know. Like because if you scale your game uh and

you want just the simplest most effective trade line for marketing, you just call PVX partners because PVX partners help you to do that without no equity dilution. As Felix mentioned, you can get the term sheet in just 24 hours. So we take control of your UA budget scale. You see bit over here without giving away a piece of your company. So pvxpartners.com just call them and say uh to have gamers sent you they will be happy to hear that. So you know pvxpartners.com and grow your game now. Thank you very much PX partners for sponsoring the episode. And let's go to actual UA and creatives because there is some interesting stuff. This must be so heavily UA driven, right? You have a winning creative and us is going to boost it because I'm expecting Einstein. No, no, no, no, no. I haven't seen any Einstein, but I'm just going to share this and very good that you mentioned that you're you Here we go. You super

unique category. Each game has it own. I mean, they have all the all the channels, right? Even Tik Tok and everything else and then up and integral and and stuff. But I just want to show you this right away because you will see what it is. AI. Exactly. AI AI hook and then UGC. I want to get back to what you said about the the UA because before here's I was kind of doing some research before the acquisition around 70% installs were organic before the acquisition before 2020 and very minimum UA and then Steelfront identified this untapped potential and you know just went in with the UA UA team. So, it's interesting because now I think like they they're scaling way more than they were before. Well, they were not literally. Yeah. Free money, right?

Organics, right? Yeah, exactly. There's so many so many different things. What? This is great. Even the birds they can do want basically because like it's life simulator. Exactly. You can you can do you can do so many like so much crazy stuff like whatever man. Uh man the vibe in that creative is so good. Wouldn't you say so much? The vibe also the vibe is great but then maybe they use vibe.coctv right but we don't know. Maybe they are maybe they're not. But if you want to to scale your CTV campaigns, you call vibe.com because it's super easy and very streamlined, you can launch the campaigns in a few clicks and seconds. So just go to vibe.co and join 5,000 brands that are

already using it. So maybe it's your turn now. vibe.com/checkout the vibe. Thank you very much, guys, for sponsoring this episode. And look, so so it's mainly I mean it's storytelling. Yeah, that was AI, wasn't it? This is not AI. The first one. The hook. The first one was Yeah, the first one. This is also AI. This is also AI, is it? I mean, they use a lot of AI obviously, but uh let's see. Let's see. I'm going to show you. So this it's all the different channels. So they have all like all like I said all networks but it's not not your typical applovin 80% of the budget. It's what you see everywhere. It's unity integral. There is uploving and then there's also integral again and unity.

There's also there's always a very good voice over. It just it's too too annoying. But still, it's called almost all all the time like the same thing, right? I mean, just what else would you kind of use in the in the creative just the game play, but there like so many different spins on the creatives. That's that's perfect. Let's see. We actually have also a playable which is there you go. Go shopping. Thank you. It was just choices. It's just choice. I mean, like, what else? I mean, you just you just clicked like 15 minutes like during the during the the recording. But this guy, they have this guy, Bruce Wayne. Oh, no. I did die. It's not the guy. This guy is actually real. This guy is real. He's in the multiple different videos. It's I mean, it's not not AI template.

His name is Jason. I'll do because I because him in a different game. He's actual person. So, thank you very much. So, you say AI on everything and it's not always AI, but it's like missed opportunity to be AI. I mean, it's Yeah, of course. They playing so much with uh with music and voiceovers. It's uh it's crazy because what else you can you can do here, right? To just how much time it actually took them to make everything. Yeah. Like to because one thing is to have all these choices, but the other one is that they need to work together, you know, like you can be a hacker, you can be a whatever something, but you still need to kind of stick together like with this whole like timeline thing. So, it's like, yeah,

heads off. Like, this took so much time to actually create. What do you think profit margin is on this? Right? Cuz your normal game is like 20 to 30%, right? But this has got to be at least half organic still, right? I think so. It could be 50% maybe margins, 40. It's too much. No. So, if they're scaling still after seven years, yeah, they're still growing. Yeah, they're still growing. So I guess they're, you know, they're not one of those like we let it kind of print money until it dies off. Yeah. Until it dies off. Yeah. They're still growing. Going up. So I guess they're rather sacrificing the margin for the growth. Also this Jason guy, this is a one year one year old video. So year ago, not AI that much. Year ago, AI was still kind of the [ __ ] Yeah. Yeah. Will Smith all over the place with spaghetti and like [ __ ] face. So it's not definitely AI

just just for you to know. Just wanted to add for the listeners because I guess I didn't summarize it up right now. So this game right now in the 30 days like last revenue if they stay on this run rate this is on 73 to 78 million a year. I always like these feelings like Felix takes last month and then just move to Excel four months down the line. This is the revenue. This is the revenue. I mean, it's it's just on a growth uh trajectory anyway. So, you can you can kind of scale it to the right. The time doesn't exist. Everything's going to be the same next 12 months. Trust me. Trust me, bro. Well, the thing is like he's averaging out. Maybe it's going to be even better. Yeah. You know, it's growing, right? Yeah. Because they're they should be using PBX partners, but you know, who knows? Yeah, I know. Look, Clark K. We have also Clark camp reporter David Arur Bur. Okay. You know who was that?

And they also have all these. So it's like they know I'm pretty sure they know what they're doing. Yeah. Go. Yeah. After seven years and going still record revenue. Of course they know what they're doing. Yeah. Exactly. They're just printing money basically. Do these guys have any other games or is it just Bit Life? Oh no, it's Bit Life. Uh Bit Life Dog Life and Bit Life, but it's not making any money. Like show look good old uh kind of subway surfers gate type of stuff. Boyfriend looks how you you play this mini game. They also have like this like hidden object mini game a little bit with the you have to do the eye test when you're losing your sight. You also have to do that but with like a flashlight you have some like family heirloom and then you have it or something. They have bit life. They have bit dogs. Bit life.

Yeah. All the all the different animals both didn't work out. Espanol. That's for you Felix. Yeah. Midlife go similar to the vida. I guess that's just some French mutation. Sorry, Spanish mutation. Okay. And then we have So look, I new creatives for this this month, but it's all what I already showed you. I was actually thinking that I will find some more AI stuff, but I didn't. They don't have they don't need that much AI stuff to be honest. Oh, what you mean? blade like all the all the different hooks like the the one with the Batman. I mean like that's only one and it's [ __ ] This is AI for sure. You stop saying AI is everything but I see it. I see it, man. Yeah, he's AI. Yeah, he's

AI as well. 5 seconds also. Are they getting on the prison theme as well? cuz you know everyone's getting on the prison theme. Not everyone can make it in the prison theme. Let's think. Yeah. By the way, all Tik Tok videos, let's see if they It's just This is just um creative challenge, man. Could be crocodile. There you go. Steve Wildwin, wildlife influencer. Steve Irvin is a pon. Okay. Collect animals. Oh my god. So great. Yeah, it is AI for sure. Yeah, of course. Yeah. 5 seconds. Yeah. Yeah. So, there is some AI. But still, like this AI, it's not really what I want to see as an AI. There's AI. That's Jason. And the JI just Yeah,

Jason, man. Like, you're doing well. My god. He still hasn't been replaced by AI. Has he just sold his rights as like a human being and you can just pay like 40 bucks and you just use them or like how how does it work with Jason? No, I mean it's just like creator creator. It's a real person, right? So it's not like No, no, it's a real person. No, no, it's Yeah, it's real person. Okay. It's not like pool day where it's just like Yeah, we we own the the rights to these people. So it's like we no turn themselves into like AI data set and then you can Yeah, exactly. You you mean exactly the same as when when I created myself as an AI avatar? Okay. Yeah. I mean like that's it. I just want to I don't don't want to show any anything else because there's like a lot of UGC AI UGC but also a lot of different uh interesting uh takes on videos. So it's a but few very few playables

very smart game design concept like and very scalable regarding like you see how much they are able to kind of like the theme it's just like you can you can basically on the creative side or UA you can you can create whatever seriously like whatever it's going to work yeah it's there it's not no fake yeah exactly it's there is no no fake it's there it's amazing game perfect cool I mean we we do a lot full of Thank you. We didn't do a lot of Yeah. lot of uh ratings for recent. Oh, this one. Yeah, for sure. Like this is this is 9 plus definitely. Yeah, I think so. Okay, let's let's stay with N plus. Yeah, N plus. N plus out of 10. Whatever. I agree with that. Again, the social features are missing for sure. Yeah, why can't you share your life run? I was thinking about that as well. At the end of each run, you can't share your run. with social features in slightly different way. You know, it's a single player game basically, so it's there. But yeah, I still think that they could

do a little bit better maybe regarding the UI update because it still looks bare bones in the beginning. Like if you don't don't put the effort through the beginning, which is kind of shitty, and I get to the good part, I guess. Yeah. Yeah. Yeah. Yeah. That's true. But then I mean long-term retention is also not as great as with other games. could be aggressive interstitial odds use. Yeah, maybe. Also, maybe maybe that's Yeah. Okay, good. Yeah. All right, perfect. Thank you very much for listening, staying uh with us until the very end. Also, please join the Slack channel and comment under the video. And if you want, please also share with your industry friends, dogs and cats, because cats love it. It's been a while. It's been a while. It's been a while. And to all you cats out there, meow. No. Bye-bye. Bye-bye. No. [Music]