🧠 The Creative trends nobody wants to admit! (July 2026 trends)

There's like zero UA. Literally zero UA.
Nothing. Yeah, that's
man. I was cheering for them.
Everybody was cheering for them because everybody was hopeful that they can break into the big four and they didn't.
Says 34,000 creators, but everything is inactive.
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I know. I know. Welcome. Hello everybody. This is Two Enough Gamers. So you can stay two half steps ahead of the

gaming industry. Right. My name is Mate Lantic.
I'm Felix Brober.
And I'm Yakubir.
And we are your host. Okay. So what are we talking about today? Creative trends. And I must say it's not that interesting in the last 30 30 days.
You say that at the end of the episode, not at the start because then people won't listen to it. But you know
what I mean? Look, it's my personal opinion. Maybe maybe people will find it interesting. I'm not sure. There is one interesting thing and I wanted to show you last time but obviously we had
Leave all the slapping fat guys to me. Please [ __ ] ton of them for the Don't worry. Don't worry. Don't worry. I already did. I left these out, but I I want to go here, which is pretty much top creatives in last. Anyway, so we have this top creatives by in sensor tower, which is the pretty much report. I usually go into just to

check different creatives and how like different games, how many creatives they have.
This is top top critics by impression show. What does that mean?
Yeah, what does that mean? I don't look at this. I have no idea what this means.
So, by impressions, that's it. Like how many impressions they got in last 30 days and impressions like how many times they've been shown in the last 30 days.
Wait, let me think about this. So, is that a proxy for how good a creative is converting? Because it doesn't show you the value they're spending on them, right? Or what is a proxy?
So, pretty much more impressions, more spend going into the creative,
right?
That's it. Doesn't mean profitability.
Doesn't Yeah. It doesn't mean [ __ ] doesn't mean just they they are they were shown that many times against the the the rest.
And we also have these active versus inactive um um kind of label which wasn't here in the sensor last time we recorded the episode. So they added it in here. So now we know which of these are not active anymore which is nice.

And since we since we talked about Mudoku last time, we already see they are pushing quite a lot [laughter] and we've saw we've seen these creatives before anyway, but new creatives in the last 30 days. This is pretty much the chart and we see Monopoly go, Candy Crush, Arrows, and then Mr. D. You know, see you that you listen to the episode about Mudoku. You know the company is behind Arrows, Mystery Town, Mudoku as well. And then what else? What else is here from their side? Zen Ward as well. So pretty much in the top I'm not sure how many of these is top 20 I guess they have at least four games with loads of critics. Anyway, so this is a useful tab. We are using

this for the playable trends as well. But I'm going to go in here in our favorite starter of the episode which is and they still keep surprising.
I think like if someone ever asks me like, "Oh, how do you come up with concepts and keep it like fresh and not stale?" Like this is what you show cuz like it's the same as basically two years ago, but it's different. Like you can definitely see it's a Golden Goblins creatives, but it's like it's new. Like it's [clears throat] like whoa, this is different, but I know what it is.
Always a new twist. There's always a new twist especially this this beginning which is interesting but it's not active anymore. What is active is this good old but it's different art style
slightly
2D something.
Yeah.
Reminds me of the zombies on train

art style.
Fair enough. Well, you you're right actually. Let's we can try to look at what was it? Zombie Miner.
Yeah.
But their competitor.
Yes.
Idle Zombie Miner. Yes. Their competitor which they have way more creatives. Oh, well. [laughter] I mean, come on.
That's his copy pasta.
Yeah. Just copy pasta. Yeah. Yeah. Just the copy pasta. That's not even made yourself. That's just like zombie. Yeah. Yeah. That's it. Well, you remember when we we talked about the Pokemon champions and they're like 15 second videos. This video has 2 minutes. It's 2 minute long video, which means it's on Facebook or Google, but this is on Facebook. Yes, it is. Applavin can only handle 59 seconds. for up until 1 minute long videos. This is pretty much

Oh, all carbon copy of Golden Goblins. [laughter] This looks like that looks like AI actually. At least AI hook. Anyway, so I want to switch to a new game which I think we should cover at some point. Animal Valley which is for up quantum.
I think you Yeah, I think you can clearly see
what's happening here. [laughter]
Besides it's German localization, it's pretty much the same creative idler.
Yes. Can I can check the check the revenue. It's golden goblins with trees instead of nodes.
Yeah, it's the same thing, man. But it's not scaling that much.

Golden Goblins farmer skin.
Yeah, kind of. And it's still small, but it's like 20k per day right now. Oh, not not per day. Per week. 2K per. Yeah. Yeah. 2K. So, they just started
soft launch. Okay.
Soft. Yeah, that's soft launch. Also, I I I saw their creatives and I after I clicked on the creative, it it redirected me to download Instagram. I was like, "What the [ __ ] is happening?" [laughter]
Soft launch.
Yeah. I was like, "Okay, this is interesting." But then then they switched to to Animal Valley. Anyway, but you can clearly see like it's the same company and they're re reusing pretty much everything they they've done.
It's interesting that they have like the gold theme there so much. If this is the game like that you ch Yeah, this is the game. real gameplay. That's so 2017.
But there's golden goblins, man.
Yeah, it's golden goblins just with
instead of rock.
It's a joke. It's a joke. It's a joke. [laughter]
Didn't Didn't land well.
Yeah, it did not land at all.

Didn't land at all.
Still, there are some elements. Also, if you are in soft lounge, you can't really go that far from the from the game play because then your retention is going to suck. But as you can see, they're taking a lot of inspiration from
AI. I can Yeah, I can I [laughter] and Dark War and Dark War. Yes.
Obviously. Obviously, it's bears. This
everybody is taking inspiration from the big forex guys.
Yeah. Yeah. All Yes. Yes. Here as well. Obviously.
I tried. I tried and it's actually it's actually working. I also was uh was inspired by Raid Rush and their
tower creatives that we discussed before. Maybe I can find actually
what genre of games have you tried it for?
For Robot Breaker.
Oh, okay.
Which is idle
simulation. Idle simulation. Whatever kind of but uh I show you

Pantheon firing all cylinders. Jesus 9,000. And this is 9 thou 9 9,600 new creatives.
So pretty much using this
this is their like best ever concept for last three years. They're just iterating
the AI towers.
Yeah, the AI towers. So I I took the the main character of the game and then just did exactly this. But I actually slapped wall of text on top of this because it's working so well for for some other games I manage. And chefskis.
Yeah. So
interesting because the revenue is actually going down
but I'm guessing maybe they have like a lot of D2C
and
yeah that would explain it. That was explained a lot because I know about one game that launched recently and it's pretty it's looking pretty good in Senzo Tower but I know like 50% of the revenue is not there and 50% of revenue

is web shops and and on a different margin.
Yes, kudos to Fastpring. Thank you very much for sponsoring this episode. If you need a web shop, definitely call Fastpring or go to Fastpring.gg. GG. So you can also earn 50% more revenues from US and soon from other countries as well. So keep an eye on this. But that wasn't really the ambush ad that we hoped for, but it's actually a real real case study.
Yeah. Yeah.
They are 100% doing that cuz DAU is up on Raid.
Yeah. Yeah, man.
Not down, but the revenue is down like Yeah, that's the ad revenue. Like let's see what GEO is. Let me see what Gio.
Wait a minute. They have also quite a lot of though. So
yeah, they do.
They have, but it's uh Yeah. Nowhere close.
It's up in
Oh, you it it has to be
it's Yeah, there man. Yeah, [laughter]
for sure. For sure.
And using all of these different uh

different uh creative concepts
is always a good guideline if you look at the revenue and DAU and if it's you know the other way around, it means that something doesn't add up there.
Yeah. Exactly. And this is also a very good game though.
Also amazing you and creative team. Kudos to Pantheon.
Yeah. Speaking of good game, let's check that after. We haven't checked that for a while.
Rush.
No, good game studios. Uh,
a good game.
Good job Games.
Metro.
Good game. Huge Metro. It's dead.
It's [ __ ] dead. Yeah, we talked about it last time. Like there's like zero UA. Literally zero UA.
Nothing. Yeah, that's
man. I was cheering for them.
Yeah,
everybody was cheering for them because everybody was hopeful that they can break into the big four and they didn't.
It says 34,000 creators, but everything

is inactive. Everything is inactive, man. Like seriously. And I'm sure like what? Let's see. Last 30 days. 500 creatives. Yes.
Yes.
Everything is inactive. If you go here, click here and then go revenues. It still holds. Maybe if I can I can get there. What's happening? Oh. Oh, sorry. Yeah. Thank you very much. Thank you very much. Sensor tower. It's not working. Okay, it's working.
Active users were basically from 1 and a half mil to 1 mil. So they lost like 30% EAU
in last two months.
Hello.
Yeah. Yeah.
This is very sad.
Very sad. Stegosaurus. Sad Stego right here.
Turning off UA. Man, that bums me out.
And here, look. Look. It's 700.
UA is literally turned on.
Yeah.
But yeah, if you turn off UA, something's not working, right? So
pretty much
I mean like it says quite a lot like

minus 196%. [laughter] It last 12 months. If you look at revenues it's still kind of holds. I guess
we'll catch up. We'll catch up.
Yeah, of course. I mean if you don't don't get new users then it's going to just die quickly. But 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 funds 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 wait. to take control of your UA budget without giving away 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 wait. Go to pvxpartners.com. Anyway, so creatives nothing literally last zero. Yes,
by the way.
Yes. But
yeah, thank you very much. Good timing. Anyway, if but everything is down except
flambe
flambe and to copy their creatives.
Yeah, also it's everything says it's inactive, but I don't think that's actually correct because I'm seeing these creatives quite a lot recently. Maybe maybe what's what's inactive is [ __ ] sor refresh.
Yeah, maybe. Well, let's see. No, but these guys are are killing it. I' I'm seeing all their creatives at least like five or 10 times a day. Okay, it's working now. And I might steal a little bit of your thunder uh of the AI stuff, but

man, there Oh, [laughter] this onion cut wasn't really the best, but who cares? [laughter]
Even even this putting three stripes again. I mean, very effective minion. Who do you think is spending more on UA now every month? Is it Century Games or Microphone or Dream?
Microphone must be the biggest UA spender in the world right now, right?
They have way more games than Dream. They have two games. Microphone is way more. But
it's a very hard question, man. Honestly, cuz even if we look at Century and the Tasty Travel is going up. Even the hotel legacy that we discussed on the podcast, which we're saying, oh, it's not really that great. It's going up. It's really going up.
Really?
Yeah. Yeah.
Double check. In the meantime,
I will I will show you the the creatives actually.
In the meantime, when you check

check the download
the the revenues. Yes. And everything there is like what like 50 or 60K per day already. and they have 2,000 new creatives. And look, look what we have. This is the this is the one that we discussed before, right? The the My Perfect Hotel, but also Hello. It's the same thing that Tasty Travel is doing. Tasty Travels is doing. So, what are we what are we comparing? Dream games with microphone.
Dream games, microphone games on UA.
Look. And
yeah, I mean they're even doing the the good old plays playbook but smart. It's pretty much hotel theme which is nice. It's also 45 seconds. Hello. Thank you very much. We have this which we already discussed on the on the hotel episode but it's still I think they're doubling down on this which the cake sort cake sort theme

and then also the customers which is perfect even with the pixel flow. Oh actually let me download this. This is a pretty good concept. It's a very good concept actually. Anyway, so this is the hotel legacy stuff and they are also using a lot of AI.
Is that a throwback to the US the hardwork hotel in Las Vegas?
In Las Vegas. Yes, for sure.
Nice.
I'm not sure why is it so blurred, but it's actually better quality. Oh, you see you see it well. Yeah. Maldives, you know, they're listening to me all the time.
Maldives. Do you have you ever been to the Maldives M?
No, no, no, no, no, no, no. I'm not sure what they're talking about. [ __ ] turtles knocking on your door.
Yeah. Republic of Maldives. Uh I don't think that's that's the correct way.
Mald

century plays. Who else you want me to put there? Scopely.
I guess is not up there anymore. I think.
Oh wow.
The microphone.
They are.
You think so?
Yeah.
Don't forget that their portfolio is quite big now. Yes, they
they're bigger than microphone.
Really?
Downloads.
Look, this is actually also pretty good concept. Nice. Okay. Customers, pixel flow, merge, all things in one concept. Okay. [laughter] And this, of course,
and we've seen this creative like
Yeah. Yeah. Yeah. Yeah.
10 years in a row.
10 years in a row. Yes. So, okay. So then we're talking about

talking about dream but if I look at actually the videos it's 1,300 videos and new videos
much
not that much exactly. So, I think they're also scaling down at least a little bit because this is I mean something
you know could also be if you look at the downloads
if they were testing ad campaigns and
Yeah. They're not doing it anymore. Yeah.
Yeah. And it took it out that would also decrease the downloads, right?
Yeah. Yeah. For sure. That's for sure. And that's definitely happening because they
Yeah. I haven't seen it for a while. So, like, and the reviews for also the creatives uh or the reviews talking [ __ ] about ads have started to go away. So, I think it didn't work out.
No, no, no. It didn't work. And they they turn it off. I think they they said it somewhere. See? Oh, okay. Man,

how many how many creatives saving the king can you have? as it seems.
Endlessly endless. [laughter]
But this is quite new. This
this is definitely new way. It was running only for
Okay. [laughter] What?
You'll see in a second. I'm just preparing the chart.
But look, you have arrows. Easy.
Mhm. It's popular, right?
Yeah. It's very clever play. very much.
Dream team.
Dream Team. Okay. There are some some new new concepts. Do you want to do you want to go and show us what you're laughing at or we continue and we leave it for the end of the
uh we can show now but need to like add few more publishers so we have a complete picture.
Okay. I will just show you in the meantime. Yeah. In the meantime what's

what cup what word cup means in terms of uh coin master. But that's it pretty much. Yep. Oops. That's clever.
It is. Yeah, it is. But again, h it was just one
just as a hook. It's only
I think that's the other part.
I'm not doubling down on the on the on the work that much rather than just township and idle lumber. That's way more fun, I guess. Yeah, gold and everything. There you go. Oh, more gold, more trucks, more simulation funnel. It I can't I can't even imagine like how many different creatives they have. This looks like Diggy. Yeah,
absolutely. [laughter] This looks like Diggy. Diggy's

adventure. Good old days. Oops. Again, like I I haven't didn't finish it. I can't even imagine like how many different creatives you need to run for coin looter or well coin master in general and all all the the category. Okay, you can you can you can show us what you're laughing at, Mr. Yakoup, if you want. What's
I have also king royal kingdom but again like it's they have even more creatives than royal match but same old same
so big publishers all in one chart.
Yes.
Um the big red is plays which did 93 million downloads in April 2020. I don't know what happened there but seems they
know I know I know what happened. Covid happened.
Yeah. So for month of June, let me zoom in a bit.

The
[ __ ] gan I keep forgetting about that.
30 million going for my bet to win with Felix. Um, Century.
Hey, hey, hey. We got removed from the app store, right? That's going to give us at least six more months. Yeah. [snorts] Yeah. One day. That's Yeah. Yeah. That's like 2 million download. Century Games After Hungry Studio 17 mil. Keep in mind that these are completely different CPIs because I could put here arrows and you know stuff like that just for the
comparison. Play 12 mil, Dream Games 11 mil, Supercell 11 mil, King 11 mil, Scopi um actually there's more because there's
Loom games is uh on separate and also Niantic. So it's actually something like 13 and then micro fun with seven. So
and revenues now.
Uh oh. Okay. This will sometime

but you know we like to talk about gacha pools but we don't talk about the dark pools of money because we don't know how much of this is through
228.
[ __ ] my life. Dream 141 mil, player 136, microphone 123, king 103, Scoply 102, Supercell 88, Garina 55, Niantic
Niantic and then Loom as well.
Yeah. So if you added Scopi would be somewhere like I think
somewhere like Player maybe.
Yeah, maybe it would be more than play.
What's the This is all time. Yeah, this is all time alltime revenue but only for this month. uh cannot really tell for this one but yeah it's it's a lot
like look if you do n 90 9 against copi it's already more than 132 plus bloom it's definitely more than player I mean
bloom is like 20 20 plus
yeah so so it's even more than dream
yeah yeah so scope is somewhere somewhere like

no it's more than dream yeah it's exactly by a few million
and and by the way scope has much more D2C so it's
yeah yeah yeah I mean much more than than who we don't know really. Then Dream Games. Sure.
For sure.
Yeah. Yeah. Yeah.
For sure.
For sure. That's That's true.
So, so Scopley would be second and Century would be first.
Nice.
There you go.
Wait. Let's just Let's just wait. Let's just finish this revenue argument. Okay. Assuming web shops as well, do you think this list is exactly the same or do you think anyone takes over?
We shops.
We don't see this, right? Like, so this is just Core guys is even more.
Yeah, me core guys is more because half of the list is puzzle guys.
Yeah,
which still even if it's 20% or 30%. Well, even cheap mentioned last time it's 30ish and maybe more on in in puzzle when I changed the rank definitely join.
Oh yeah, for sure.
Yeah.
Okay.
So scope
scope goes up. Yeah, scope.
Yeah, but century is even more than this

whole argument like who is spending the most is definitely Century because they have the biggest spend and biggest revenue. So you see century.
Yep.
Good argument. This was solid detective work by the two and a half gamers
as usual. As usual,
Makob did the work while I egged on with good questions.
Yay. [laughter]
Back to creatives.
Back to creatives. Yes. Back to creatives and back to let's say well we talked about player. I will leave all of this AI stuff for you, Mr. Yakub.
I have a lot of plays.
Yeah. Yeah. Of course, we have this old one. And I remember this since what, like 2017, I guess. And they have old creatives. They even have old creatives. Where are you, Austin? Where the [ __ ] are you? I was just looking at you. Never mind. It's the is the one which is super old where he was they actually completely switched their narrative to flowers. Oh, because Yeah,

because this is township and I'm I'm looking at
No, I have guardians escapes actually.
Yeah, yeah, yeah, this is township. I have guardian ccapes as well somewhere here. Here, but it's it's pretty much like one to one.
Yeah,
it's pretty much one to one.
Much more.
Yeah. Yeah. Yeah.
AI is definitely their main like this this what I have also.
Well, not necessarily. We discussed this in Mikonos, right? So they have there there's a team who's doing AI stuff. Uh and since it's AI, they have way more output than the the team that is producing the the other creatives. So that's why it might just seem that it's their new thing, but it's not really. It's just they are experimenting with AI and then they have [ __ ] ton of new creatives thanks to AI and how it how it works and how efficient it is. So you might say, "Oh, they completely switched. They they

didn't
but they're using it much more."
Of course. Yeah. Way way way more than than before. That that is true. Which I mean, we can clearly see since it's garden, it's all about tulips and all about flowers and [ __ ] and AI. But I wanted to show you this because it's important for for the whole narrative. Well, yes. Classic. Yeah, obviously. Oh, totally different game. Oh, this is the real game. Yeah, we've shown in the ass this exactly same blah blah blah blah blah. Whatever.
Sure.
Yeah, but they have it in the game.
Yeah, I know. I know. They they do. But then you go here. Oh, hello. And you see pretty much the same almost same thing here which
the Gossip Harbor.
Yeah, the Gossip Harbor which is always

always
The girl has green hair.
Yeah,
that's what you always know. It's Gossip Harbor. Green hair.
Go harbor. Exactly. Green hair. That's it. Which
Yeah, it's still the same thing. All the freezing families. But Gossip Harbor doesn't have that much UA. They most mostly has this like uh some hooks or something but most of the time I don't think so it's even AI it's it's like this whole
No it's the same thing freezing family. Yeah, freezing families and Yeah, exactly. Same thing all over again. They just had few like this. It reminded me player so much. I mean, they have this hook obviously. Oh, oh my god.
That is the best hook I've seen. That literally terrified me. Like,
yeah.
Yeah,
that's very true. And then they've hit this and this is pretty much lyrics like garden scapes one to one even even the the little girl it's very

similar. I
think Ryionaire could run the same creative you know get out of the cold.
Ry Ryanire for sure. Yes, [laughter] definitely. Yes. And then I have my favorite. Well, I need to go here for for just a quick stop.
Yeah, because it's quite big.
Because it's quite big and it's Monopoly and their Simpsons collab. It's pretty much everywhere. Like literally every
for two months.
Yeah. Every creative has
usual tied to their seasonal album.
Yeah. Yeah. Yeah. Every creative has Simpsons in there. Well, thank you Sensor for letting me down again. It's fine. It's uh it's very good very good timing for a creative episode.
What can we do?
Do like me. Download them all before.
Um yeah, I tried that few times already

but well didn't work that well
because you see the the trends.
Very short. Yeah, very short ad which is on on Google mainly. But let's see everything. Does it work? Actually,
let me check the revenue.
Yeah, [laughter] exactly.
Which I know we discussed this before like every collab was just lower revenue pretty much.
You mean like diminishing returns of every single cooperation?
Yeah. Yeah. Yeah. Yeah. It's almost like you create a new Candy Crush game and it's less and less and less.
Revenue is down for June. Yeah.
Even though downloads are up
a lot by one third.
Yeah. Like you can you can see it here. Like I can I can understand why it's it's up. And also there was interesting the the nice trend with zooming in. Everything is is pretty much sames. And

I'll just go here because this is still my favorite and it's a lot of AI still, but I don't
I have this one.
Yeah.
There's so many variations of this slap guy fit guy creative these days. Like you'll see you [ __ ] your pants when I show you.
It's like so much of those.
Then I need to go to the to the restroom before
lying about Noah. Not not lying about no ads, but no ads.
Oh, they're not lying. Yeah. No.
Yeah.
But this is a very nice AI.
What is he doing there? Having a giant syringe.
Yeah, [laughter] giant syringe. That's it. That's all you need. Anyway, I think there was one which was interesting.
This is all AI, huh?
Yeah. Yeah.
Yeah. It's all AI. I have one with like same one but with needles. So, I told my boss I made a playable app with Playable Maker. And he said to me, "What language

did you [music] code it in?" And I said, "I don't know. With Playable Maker, all you do is drag, drop, click, and it does it all for you." So, again, [music] he said, "What language did you make in?" I went, "I don't know." English. At the end of the day, as long as the Playable Maker does [music] it all for you, why do you care? It's just like magic.
O, of course. How many books there
your favorite?
All right. Monopoly is declining unfortunately even though downloads are up
well
for the Sim they have very strong web shop so
yes
let me let me double check the DA
yeah DAU is also declining unfortunately
but they have very strong web shop
4 and a half mill but they had 8 mil in 2024
yeah but good old days
yeah good old days exactly
good old days
maybe these are run ad ros campaigns [laughter] road campaign.
I mean, you never know.

Yeah, I wouldn't be so sure about that, man. I don't think that that would really help.
I don't think uh for social casino it's uh
going to go well with
coin master is also heavily down
everything.
Where are those users go? Where are those users going?
Almost everything is down. Everything's going to
maybe they, you know, like
Yeah, it's true. Microphone is up.
Microphone is up. Yeah,
I don't think this is AI, by the way.
This is not AI. This is the intern.
This was
This is This was AI.
This was AI for sure, but this definitely not.
Oh, this is the internal engine in engine Chinese creative specialty. We can't wait to see everybody in China because we are going to be there for China Joy. You should come and see us. We have a we have an event with sensor tower adjust up lavin and liftoff liftoff as well. We have a talk and then

it's all fun [laughter] afterwards. So come and see us in the Kerry Hotel. Anyway, I think that's we can we can we can end here. Yeah. That's that's what I said in the beginning. I don't think it's very much
that interesting a new concepts. I think people are now scaling down because of the summer. I guess it's like
what about Australia?
Yeah, absolutely. Me meaningless. All right, guys. Thank you very much for coming. Join the join the selection and see you next time. Bye-bye. Bye-bye.