two & a half gamers session #20 - The Ants creative analysis. Which visual theme has the lowest CPI?

[Music] welcome everybody this is no [ __ ] gaming podcast to half Gamers session number 20 session number 20 already we are discussing the latest industry news having fun and dropping knowledge today we are only dropping knowledge so definitely keep listening but let's not forget this is a 4:00 a.m. conference discussion vibe so please stop being so serious today we have Felix ad monetization wizard bra there you go yakob game design lunatic REM and myself mate UA charlatan today we're going to discuss ants underground Kingdom creatives and uh we are looking forward to it so we have one announcement

I have to make and uh well oh is it a correction I was going to say we had no Corrections correction oh there's no cool okay perfect just want to say you're awesome not you two guys but uh you all you listeners thank you very much for amazing feedback you are sending please keep doing that we love it and we love the the Positive Vibes but also don't forget hit the Subscribe button the subscribers are definitely increasing and uh let's do that on YouTube Spotify and apple yeah anything about the amazing conference you went to phelix yeah I just want to say like the feedback has been amazing I prefer the feedback when it's not coming from legal teams yeah me too yeah yeah that's it's way better anyway yeah uh I just wanted to give a quick shout out to Mr John Speakman he put on a really good ad monetization conference yesterday in Berlin called games Forum like yeah the content the people there super sharp super intimate I think about 125 130

people but content super relevant people there super like yeah relevant in terms of admon I learned a lot was really interesting looking forward to going to the next one cuz the last couple of ones I've been to for this is like my world it's exactly what you want to learn about so yeah well done John so if you if I am a the UA charlatan it's it's also relevant for me or is it just admon only that's pretty much admon only like there were a couple UA people but you know I think they were just quite to travel but like you know like it's Downstream from you guys so you know [ __ ] flows Downstream so we're there to gather it up as best we can right yeah yeah I think I it's it's going to be relevant for me as well come one time yeah it'll be fun yeah of course so uh any any news on your side Mr yakob the the guy with glasses REM are every every episode new title yeah someone told me yesterday at

the game for was like yeah yeah Felix and M you guys are like barking but that guy with sunglasses he's really clever you know have you seen the like how he's holding the mic all all the time I was I checked that like every episode is like really like hugging the mic oh here is my mic no it's because I don't have that thing that you put it on you know it's not hanging so you are just holding it in your hand yeah because I have oh my God I have a keyboard that's sitting under the table and then you need to you know put out of the table so okay should I should I buy you a no no no no this is better trust me so ghetto okay enough out of you two let's go on to the analysis of this game which you two have not been stopping talking about you guys think this is the best thing since sliced bread but it's the best thing since yeah a new kind of I guess genre insect games so uh that's why we're going to devoting yeah to voting this

episode two so ants underground Kingdom I'm going to give a little brief overview here before kicking it off to these two Geniuses who want to explain why this is such a big deal so um the ants underground kingdom comes from Star Union interactive entertainment which was established in 2019 um by the legendary Chen Lee and Chen Lee is legendary because this guy was the core member of the production team for Mafia City so yeah this guy really knows his stuff and he's been around the block so yeah definitely not a noob uh he left after about four years and started star union got an investment with with about 15 million uh W uh 20% of that came from 10 cent so you know big backing you know big expectations uh so they started off by

making a massive loss in 2020 what can you do yeah I know you going know you got to spend money to make money but then after that loss like gradually uh basically yeah they started moving in and yeah making all these different types of games and then uh in January 2021 I guess their first hit came out and that is the game we're going to be talking about today and that is the ants the underground Kingdom it has been downloaded now about 5 million times in about 6 months just in 2021 it was downloaded 5 million times and after launching only for one month in Japan it was already the seventh highest gross grossing game in the free freeo playay genre um yeah it's just like it's just one of these yeah one of these juggernauts that's just come and right now according to one of our favorite app analysis tool

it's uh the fastest growing theme it's basically created a new theme like animal insect this theme generated to$ 26.5 million in the US and basically it's growing like wildfire and most of this growth is pretty much just coming from this game and you guys think they're creatives and assuming game design is just the best thing you've ever heard or seen and I would love to know more yeah those creatives are pretty amazing but uh it's um it's basically a baseb building strategy game so it's Forex game in an animal insect theme which is pretty unique yeah let let me say just that uh from the beginning of the game it doesn't seems to be a forest game which is I I guess the team these days where Forex games are masquerading as something different good example would be something like top which seems like a

you know little merge game here and there suddenly you're you know fighting Clans and armies on that big map as usual and this uh follows the same formula whereas the usual Forex games from the times of machine Zone you would have that premeditated uh Base building element where everything was pretty much scripted and static and you just you know click here click there upgrade this upgrade that with ant kingdom it seems as you're building this kind of ant nest and you are actually choosing some of the things Kingdom and kingom Nest it says in the title kingdom is is the next thing that happens first you need to with the queen with the workers and everything but the important thing you even dig out the space so you you can have that feel that you have you know selected this area to be built here and there in Charge Power yeah in charge yeah so so they did this very well and like first few I would say even maybe hours you don't see any Forex kind of features and only after that somewhere

later down the line you have the usual Forex map with the shields with people killing each other mercilessly and then you know paying for super super expensive stuff in order to survive in that environment so that that that's done really well so why is this uh like a an amazing achievement like you said uh there's this uh favorite uh tool that we use and uh they said that this growth in animal insect team was an increase by 94% year-over-year and almost 80% was thanks to the growth of the ants underground Kingdom from Star Union so I think that's that's basically this game yeah that's basically this G there were some other games but it was like really small so like 10% nobody cares but it's 26 yeah 26 million pretty nice and it's only in us only in us so uh yeah we

don't see the exact Asia numbers as as we can't as usual but I'm guessing they're even bigger there probably because one thing that fascinates me on on this is that I don't think so we that popular in the west as for the team itself but in Asia collecting insects and stuff like the original Pokemon came from the idea that the author of Pokemon was collecting insects [ __ ] Wikipedia here I mean but but it's like that like they have a insect version of Power Rangers in Japan of course they have know okay yeah I'm just impressed and how would you know how would you know this is like Google Google but okay but what did you type in Google do Japanese I was playing Pokemon for like 20 years what do you expect and then how did but Google but even even if you play Pokemon like how do you end up Googling like PES insects in in Japan you watch okay okay we're digressing let's get back to this genius game come on guys pull it back all right all right

all right uh J said no but uh so the question is like what stands behind the Sexes of the ants the underground Kingdom well as as yakob mentioned partly because it's Forex dressed as a is a very different genre and uh the first time user experience is very different but behind all the Sexes also is very very good advertising strategy and very good creative strategy cuz I think since this this game came out in um in our region they were just flooding Facebook with like millions of creatives like very different concepts and we are going to get get into that but SAR un was SAR Union was very cautious when uh launching this game in the beginning they were targeting mostly Google Play and mainly Europe and United States but then in June uh when the iOS was launched on iOS the main region

became Korea Australia Canada us and obviously Japan so Japan was like number seven there you go uh insects uh Power Rangers so apparently as uh Mr Wikipedia says they love insects but what what do I mean by the the amazing advertising strategy so they're using a lot of videos and uh obviously in but the videos are driving the the whole performance of the game at the moment so most Inspirations they are taking from uh from different competition like Hero Wars Kingdom quart top war Evon and others from like hyper casual games that I've been saying all along from uh last year but they also created their own creative ideas based on the motivations and uh that covers most of most types of

the players like progression type of players power and expertise and whatever else so yeah there you go question so would you say these creatives are so good that you are totally stealing it right now and making creatives that look similar oh yeah I've been stealing that for like past four months already no but this like they are leveraging these motivations but also what is really important in these creatives it's humor and fun dude you you watch that creative and you is like wow this is so funny I really I really want to download the game there is a fun fact that um you know they're using Square vertical and horizontal creatives uh 99% of the time even on on Instagram but what we found out like uh having a four to five uh or like 4 to five uh creative ratio on Instagram always beats every other placement so this is a little bit UA geek um information but still uh so this is pretty fun fact because the the

visuals are perfectly sized and cropped for the Instagram new Instagram feed and nothing is uh is uh looking that great when you are having vertical format on uh on Instagram feed and everything is cropped so this this is very good fun fact uh all right so what are the the most common types of videos uh and themes they are using so there is the realistic life of ants she uh well again the beginning they used the real acting videos by ants a lot they they're still active in in Japan uh because would have thought yeah because uh it's easier to attract insect lovers Japanese players who love this apparently so uh yeah usually people won't understand life habits of ants without researching that's why we have yakub over here so he can explain and

even when we talked about this like um a month ago he started saying about like uh ant war in US yeah a ant colonies in in us because I was in Santa Barbara and uh there was like lot of ants in in my house apparently because that's what happens when it's really dry uh in Santa Barbara and he immediately like oh well you know like this is the red ants versus the the blue ants from Argentina I like what what the [ __ ] yeah that do actually Happ in America yeah that's actually happening so I was uh yeah yeah yeah exactly what okay it's you know that's uh that's that's what H that's what happens apparently in in us and I was sitting exactly uh on top of the the battlefield ofense exactly yeah okay so so they they launched uh these very yummy uh looking videos it's very simple it's really low production value and uh it was

apparently performing super well that was only like a a video of chips um or crisps or whatever uh and they were just covered with a lot of ends the there was the hand and um the the human voice uh said uh after just biting in the to the Crips like yeah this is tasting super good but yeah I will give that back and it's like it's no like I I don't I don't understand the creative but nobody cares right it's like lot of ends real food and then uh then the the end screen yeah keep in mind that the end screens is really Polished in matter of 3D so that that's that's really important it's catchy yeah it maybe just uh like in this concrete case the the players's motivation will be curiosity like what the [ __ ] happened in that creative I need I need to check it out um there's no gameplay nothing it was just the polished polished end card this is a this is a type of the video

it's pretty much tailored for Tik Tok or Instagram reals um where the best practice is to use real people and situation that look like a native content and also creative lengths was length was really perfect because it was up to 15 seconds so what happens on Tik Tok is like the best practice between 9 to 15 seconds is like the the best performing creative you know like how many times I had to explain to a lot of people like hey it doesn't need to make a lot of sense we just need to spark that you know curiosity humor situation or whatever just you know let's let's try that out let's try to create different Creative Concepts to be able to uh to get different players and different types of players the same as as we discussed in the the session 17 where we discussed the creative uh tips and and examples

so I would guess I would guess there's like 20 other you know chips feeding and cre perform M has made 19 of them dude of course of course uh there's like definitely any other food like uh what pizza burger whatever else uh covered with ants of course but then that was the first uh the first creative concept then L you link in the show notes all these creatives right so people can have a look yes I will link the um the article that is already published on my website and by the way kudos to Tomas bag who created this analysis and wrote everything down and also put all the creatives uh on the on the website so every every creative that we are talking about at the moment it's live on the web and it's going to be in the show notes so again Kudos uh so we have now like a a second Concepts which is leveling up and win uh over the week

this is the type of the creative that was really used uh for Mafia City and I I'm even seeing this uh you have the you have the the crook is going through going um through the through the city and then he just he got just beat by a really like big boss then he levels up and then you know Beat the Boss afterwards in this case it's always ants versus a different uh different animal it was mostly they're mostly using lizards and also they're they're using spiders as well but the lizards are always like absolutely hilarious so in this case uh there was a there was a very small end and then he was fighting against the lizard obviously he uh he killed it and then uh his uh his friends leveled leveled up and then killed the the lizard and then they brought it into the kingdom which was immediately leveled up

it's Z gash easy yeah well you know like the the endt was really hard working to improve his levels and then instantly just put the KO of the for that liard and you know immediately the whole stronghold or the kingdom was up upgraded is actually pretty nice but it all also like these creatives are tailored mainly for uh let's say the power motivation I would I would say many games or Gamers play uh these type of games for you know purpose of defeating others and achieving Victory so I can I can see the motivation here in in this creative and there are like multiple multiple other examples that they were running and it's like a lot of similar approach to the previous ads it's more like uh there are different uh abilities to develop and uh and they're shown in

those creatives but those are super high production like levels if you look at them like those are all fully 3D fully CGI know like you know 2D let's do this in 20 minutes something like like I cannot imagine how much power have been Your Capacity Throne at making these because you have them you know fully animated fully CGI fully affected like there's you know particle effects all around the place and everything there not only particle effects but also emojis like very weird ones but still really funny and uh you know if you are actually getting like 20 million Revenue 30 million a year revenue or maybe even more for this game right like 30 million a month 30 million a month yeah sorry a month sorry a month then you need to spend a lot of money and resources on the creatives because obviously the spend is also very high and uh and you need more channels you need to D

diversify and need to um refresh the creatives pretty often so that's why I think like they have a lot of different concepts and trying to use all the different motivations and uh different teams but also even yeah within the power um motivation they are using very different uh Creative Concepts and it's really high production value as you said the different animals uh different scenes and apparently this is working pretty well well apparently I I bet this is pretty working pretty well can I just ask both of you right now so we're talking about this game so obviously the game design is great the creatives are great they're earning a lot of money like that's great how much of their success is like game design and how much is it creatives like sure the game is good but like how much of their success so that 30 mil a month is down to how good these creatives are um maybe let me start here uh the Forex kind of a market is really really like red ocean currently it's mainly occupied by China companies which are making these 20 million a month games

and like I think 80% of those are from China or Asia and like there's few of those from the west but uh yeah so there's like let's say progressive amount of innovation being done into into the genre that kind of differentiates these two so let's say you have rise of Kingdoms which added like Heroes on top of it they have this kind of a really nice leak supercell level UI that they added in it's landscape now it's you know there's like multitudes of features being added to make the game really stand out then you have these other things which are kind of hoping to get this let's say masquerading funnel where it doesn't look like a Forex game where you have either the top war thing or now you have the anness thing which again brings this kind of USB into the genre but if for instance somebody would just go with the normal machine Zone usual formula like they did before I don't think so it anymore so you need to have something

more into it and usually something more means make the funnel bigger so you have a better trut of players from beginning to the end because keep in mind that usually these games and UA in these games about is about feeding the whales because these players are really really kind of a power player hungry so like we said like what was it like 5 million downloads for last year all together only for first six months first six months anyway like just 5 not yeah not that high number yeah yeah because these games usually operate on really really small daus compared to other games like you know can D crush or whatever these kind of casual games uh and the players are really really expensive so you need to make every player count pretty much so even if it's not a pairer he kind of needs to be part of that kind of a threadmill where he joins The Guild or is pretty much feeded to the stronger players on the map to get there and and the last thing is of of course they chose a team that's not populated ever

that's why you know this end category is pretty much blasting it to 900% growth but they are the category else yeah they created the category something similar pretty much like um let's say when golf Clash was done there was not like a typical other golf game uh on the market by the time and they pretty much took the gacha from Clash Royale and implemented into core gameplay of golf which was really you know great move there and this is something similar yeah and also we need to think about how to get these Forex games uh into the very low CPI levels because yeah what you said if if you apply the the machine Zone formula like these days it won't work even if you put six Arnold Schwarzeneggar in the in those in those crazy like that won't work anymore this is something that happened for Mighty party I think they they created this like very weird simplistic

version of um Tower Defense and it was like really like green with u blue and red um characters and units or soldiers fighting against each other they put it into the screenshots as well and then even before the the real tutorial real game so you saw that that like fake creatives you saw those fake creatives in the in the screenshots and then you even saw those fake creatives as a like fake tutorial after you passed that fake tutorial you saw 3D absolutely high production value uh game and it was like what the [ __ ] just happened but that was why they you know like the the final was really wide so they they could actually get a lot of players into the game and then capitalize on that um in terms of the Forex or whatever that game is about these days so this is the same thing but they are actually I mean it's it's not that fake anymore because it's end Theme

and they're just leveraging the the different Creative Concepts and I like kudos to the creative team I mean those guys are super super Innovative and really creative because this is really funny I mean there are like lot of different uh different concepts with like people actually like there is like one I think uh one uh one creative in um in in regular home where there's like a a lot of ants in in one uh one place and there's like one little guy who destroys or kills the ant and then the the rest of the ants they just get angry and then they start to like bite him in the ass afterwards I mean it's like super hilarious when you see it and like you see that ad like what the [ __ ] is going on I really want to see I really want to see the game played but yeah let's go back let's go back to the to the other concept because there there are the different themes which now I think there is the one unique theme which is ant breeding I mean most of the people people don't breed ants or like raise

ants in their home own Japan yeah except Japan and Mr yakob over here I guess but you know it's all about the the end Queen and her existence and this this kind of content that you can uh you know build the the end Kingdom in the game and uh and the main tools of the game is just show the reproduction process of the ends through the exaggeration but but this is actually gameplay like this is not fake the first hours of the game you actually manage end Colony yeah you manage the end Colony but it's still like there are some fake um uh items or uh options in that in those creatives even though like this is a very like the most close to the to the the real game players as we can get everything else is just really fake but still in Facebook I this is not fake because it's uh it's the 3D high production DGI uh type of uh

videos which apparently it's not fake but okay whatever yeah but some of those are really outrageous on the Hero Wars formula but I think they can follow a little bit of a different format because there it's more of a um I would say like this kind of a usual mechanic Trend where you would have either the pin one the tower one or whatever is currently trending whereas here in the end one it's like I I I would imagine there could be a video of 20 of them which would create the story actually yeah yeah and actually that's that's a pretty good point because I was uh checking also the the comments below these uh these creatives and uh the players were just writing there oh well I'm I'm really looking forward to the next episode and the next episode is like who what kind of episodes you're talking about exactly like this is similar to Lily's Garden for instance where again you can put these in the line and they create the story actually yeah but I'm not sure if these uh all

these creatives can put the story together but uh there are maybe the different motivations yeah maybe the different notifications they can actually uh play and uh you can see the story there yeah so so we are talking about the the expertise motivation the power motivation and progression motivation but then also let's not forget about competitors and Hyper casual inspiration you can see a lot of these uh these creatives even by uh with ants and there's a lot of copying of top War uh and top four like kudos to these guys I think they they were the first ones that started thinking about these hyper casual games and how they can actually adapt that to their um gameplay and creatives and uh then there is uh obviously Mafia City game approach well who would said that and then uh here Hero Wars uh as well but not the usual

not the usual Tower but there is the the different um hyper casual concept where you have these um numbers on the ground and you are just multiplying your your ends and then fighting some other animal and then you have um well there's like there's this one interesting um creative concept that is happening for Rise of Kingdoms you have these like a weird actors very far from uh a type of actors let's say that way stock actors stock not not even stock actors man stock actors are actually like cringy and uh SL slightly funny this is like way different it's it's really like very bad like acting but yeah whatever apparently it works for Rise of Kingdoms I'm seeing the the same actors all over again but then here they are using the same approach so we have multiple competitor creatives and

also Warpath I mean Warpath is doing a such a such a great job so this is very similar to to the ends so they are definitely using them as as an inspiration so we have really like four of these uh big creative concept categories what do they think which of these uh is is performing the best according to to your opinion well I did have a look at the games that I managed for admon and definitely in these groups like what I'm seeing at least from my end or like the most Impressions I'm getting in my games by the way no one's complained about these ads as well which is always really good so I don't have to ban it on my end which is also good so there's you know no you know pregnant people being kicked so I have to ban them so that surely helps with scale as well but yeah no the first ones that you were talking about the real live ones those are like absolute the ones that I see the most like have the most

impressions in the games that I manage okay interesting I would have guessed it would be that kind of um hyper casual Hero Wars gameplay that they're running lately the one with multiplying arrows yeah I would say I would say it's the the power motivation because uh those were also like really funny as well so that definitely uh kicked some emotions on my side in and definitely I was laughing about that about those creatives a lot and uh those were the ones that made me actually download the game even though I played it for only 20 [Music] minutes I mean yes it was just pretty dark for me uh in terms of the the visual design which one the ends yeah yeah yeah the ends it's in the ground how more light do of course I know I know I know I know but still still so would you say right now like anyone who's doing UA or creative like look at the ants creatives and this is like the

gold standard from the last like six seven months of like these guys absolutely nailed creative production they beat they beat up playx they beat up play at their own game and they're just doing a really good job yeah I'm not sure if they beat play but they're doing a very good job very very good job so when we when we talked about the the rate uh while we were analyzing doio um creatives I think this is actually like a another level even better than the The Raid guys because this is this is really really creative yeah but the the raid guys they have just let's say they focus on these really really high production value CGI actor ones but you cannot really you know have the capacity to to make like 20 of these like these guys are doing a month yeah how much new creatives is aning and doing them on like a lot a lot yeah a lot I'm I'm seeing a lot of new Creative Concepts on on not even a monthly but week weekly

basis so if you like right now we had like we're speaking to a bunch of UA or creative people right now like what would you say is like actionable items that You' be like hey look at these creatives and think about this like Leverage this because you can't use copy the creatives outright because that ship's already sailed yeah you can you can but I'm not sure if that's going to work too much depends I would say yeah I was always uh against using not always against but you need to be you need to be funny and then you need to take uh or need to take a humor into into your creative um framework and also try to to leverage those hyper casual um games uh because that's always like broadens up your your creative appeal always those mechanics are really really interesting even though it's it's a little bit fake but what can we do a little bit yeah this is a new Norm these days but um uh always the the power motivation in the

the male oriented games is really really powerful you can you can see that like if if I was running some creatives where you was just uh fighting against someone you lost then you upgraded or leveled up yourself and then you won that was one of the best performing creatives always and this is taking it it on another level because it's even like even funny because you know like there was the there was this one one cre Crees one creative with uh with the Frog I think uh so there was a frog who just ate an ant then the other ants got angry they they got an electric fence they electri electric electr cut it yeah like at the the Frog and then just they took it to the to the kingdom and then level up the kingdom and I saw the ad like what okay okay this is perfect this is actually perfect so yeah it's it's always about like in

in the you you have these two two segments like male oriented games and female oriented games and the creatives Within These two segments so usually the male oriented games uh creatives are all about the the power progression humor and fun the the female oriented uh creatives are always about controversy uh you have these drama drama pregnancy [ __ ] and uh and fake fake stuff it's something that really works I mean unfortunately but that's that's the thing I'm just looking here at the image of that like U you know those arrows uh that that pretty much erow Wars took from some hyper casual game yeah and then you look at the end variant and like how much time did they actually took them to make it one day one day like of course like yeah easy it's super easy think like how how robust is there kind of a you know production team

because what like you have probably some kind of unity scene you have all the assets already made and it just then animate it and you know render it out yeah it's the same thing that what we do I mean on on the creative side uh you build the 3D scene uh it can be I mean you can spend more time to for like on building the scene but you can also spend the very less time because these creatives are not not about the high production value but about about the mechanic from the hyper you don't don't spend that much you create another five creatives in the meantime exactly exactly exactly so there you go but it's like this is very very easy to make concepts for example like all all these hyper casual concepts are really easy to make when you're comparing to the like the 3D progression type of creative that that they're using you know ANS versus Lizards uh that's that's very different but again if you are earning 30 Mill a month you are most probably spending somewhere around like maybe even like

that level of budget let's say even if you spend like 10 million a month that's pretty crazy and you need a lot of Creative Concepts to actually you know manage the creative fatigue because if you're spending this this amount of money you will get the creative F almost immediately it's not like the good old days when your creative was Al for a year now it's man if you're spending even like 50k a month your creative can last like a week and then you're you're [ __ ] you need to refresh those if I would be now listening to you and after the episode I would go check the creatives which one would you know would I start with or like do I just look the last ones or let's say like okay let's let's use use the same formula that Hero Wars did so we pick this creative we do it in our kind of game environment still fake still game playay and just run it that's it of course why not but I would say I would look at all the all the creatives and just take the inspiration from it because you know even uh the low

production value creatives with like chips and real life ends that can work that can even that can work pretty well on different on different channels so I would definitely look uh into the the link that I will post in the show notes they're all the they're all the videos and uh and take this inspiration or information to your brainstorming session with the with the team and then like brainstorm the sh out of your heads but it also like if you if you have a a female oriented game most probably this won't work that much of course that's like a different different setup yeah I would really wonder how how big is their CPI oh yeah that's man but golden question again again again so I'm not sure if I mentioned it on on this podcast but or on on our Slovak podcast but what I found that like The Animal theme with different animals I'm not going to mention the games I manage at the moment but let's say The Animal

theme is absolutely the lowest CPI I've ever seen like very comparable to to hyper casual games and even the so what like 15 16 cents or you're seeing or what depends yeah in US 30 30 40 cents which is like on the purchase campaigns and not like my mobilea campaigns it's even even lower so The Animal theme and the visual design of animals like totally killing it so I guess like these ANS even in combination with humor these motivations that can be around that but with millions of month billion millions of dollars spent it's going to be most probably way higher but but still pretty manageable even for like for escape if they can hit like one digit CPI they're golden the question they can do that on that scale yeah and on that scale I'm not sure if they can do that but it's my assumption would be somewhere between

like 10 to 20 dollars and on that scale that's that's golden yeah that's for that's for sure and if you if you and that's like for purchase or value optimized campaigns for that those BS if you are just you know feeding the whals you only need mobile yeah yeah you can only need mobile install optimization which is super which can be super effective and really low CPI yeah cool and on that bombshell should we wrap up yeah I think so yeah because we had a lot of um long episodes I think this can be short shorter one and uh thank you very much for listening hit the Subscribe button if you like uh what you are hearing and seeing because we are growing like crazy on YouTube and go check the creatives they really worth it at least the and if you don't and if you don't like what you're hearing get your legal team to reach out to us we love hearing from yeah let's not do that yeah let's not do that please please let's let's not go

there I want to sleep sleep well yeah so but yeah if and yeah obviously if you don't like what you're hearing please let us know that as well absolutely feedback we love feedback right thank you very much bye until next time byebye [Music]