two & a half gamers session #34 - Low budget UA, Sheep a Sheep game in China, APS Update, Amazon UA

[Music] welcome everyone this is no [ __ ] gaming podcast have gamer session number 34 we are sharing actionable insights dropping Knowledge from our day-to-day user acquisition game design and AD monetization drops also discussing the latest industry news from time to time while having so much fun let's not forget this is still 400 a.m. conference discussion why let's not take it too seriously today we have Felix braber here yakob and myself Mel andich how are you guys long time no see few few days great great well you're not at the covid ca anymore so no lack yeah no Co this time oh happily so well at least for you looks like you had a like a great mushroom trip though with the pictures you sent oh yeah yeah mushrooms were still some of those are in my freezer so

saving them for later yeah yeah any fun times for later mushrooms what kind of mushrooms was it yeah normal like I don't even know how they how they call in English to be honest they're just kind of a like forest mushrooms yeah I believe you you've been super creative in our chat group so yeah Super Creative lately so yeah what's going on anyway I have a sheep surprise today and even like a matching t-shirt ooh what's oh okay so next time I need to come up with something that matches the the theme of the discussion kimon last time now sheep t-shirt what the [ __ ] should I go nak it next time or what did that oh yeah that's true the whole summer that's true yeah yeah we have do we have any PGC gossip from last week not sure actually I def well I enjoyed the the whole PGC Vibe conference was good uh some of the companies actually complain about uh

sponsoring and not getting uh well enough of what they actually sponsored so spent a lot of money and didn't get anything well didn't get what they want what they should so let's see how that goes yeah I know right uh you know like it's it's after covid uh PGC the same thing happened uh for one of our Slovak music festivals it was really like the best Festival all the time with really high quality services now after Co just was just trash not trash but wasn't same same happened with Gamescom it was like much smaller compared to the previous one every like after covid Edition thing will be kind of a you know after I felt like Gamescom this year was the best Gamescom I've ever been to probably the best one ever that willever of course of course the best of the best cuz I was at home uh 2018 was the best for me there you go we go oh but I definitely enjoyed the quiz this we we had on Monday uh

with Singler up Twan and split metrics thank you very much guys for organizing that and inviting us as a special guest it was good to meet people face to face but um I think I'm done I'm done with the conference for some time it's you know too many people yeah oh any any news guys yeah uh I wanted to share one big piece of news uh Google stadia shut down oh no well anyway all right so I want to move on to APS bidding app like update so APS for those of you who don't know is Amazon publisher services and I want so we are going to talk about this update then we're going to talk about uh some other updates Amazon going to share uh a few comments uh regarding my uh latest globo lngry news tip and then uh

talk about a lowbudget UA tip as well because that's something that was surfacing on LinkedIn recently and then we have the Sheep game that uh yakob was talking about so let's see okay you can you can continue Felix oh thank [Laughter] you so I wanted to give an update about Amazon publisher services or APS and its bitter performance on Mac Max uh in short it's good but quirky uh so I just wanted to start like with a bit of Topline information where you actually should care so in 2021 Amazon was responsible for 14.6% of the overall us digital ad Market Google 26% and Facebook 24% so you know they're not just a small player anymore they're actually like growing and this actually has impact on us as well now because Max has taken a

notice of this and in the last couple of months you've been able to get a closed beta access to APS via Max so you can have Amazon like inventory as a bidder and I say bidder with a little B of A wink because I'm not sure it is a bidder in the traditional sense it's an auction that takes place outside of Max and then sends a price point fill like to compete with the other networks so yeah it's a bit confusing there'll be more way more confusing things as I kind of do this little segment but it's important here to notice that Amazon is currently only running Banner inventory uh so if you're a publisher that runs mainly video inventory uh then Amazon is not the network for you right now they have announced that they're going to roll out support for other creative types but I'm not sure when that will be so to even get access to this beautiful bidder uh that's still enclosed beta you need to ask first your

am your Max uh account manager to basically vouch for you like to Amazon and then in turn they will whitelist you can happen in a week can happen in a month can happen in two months can happen in three it's all up to how good pretty much your max account manager like sells you to Amazon so you know if you want to get white list listed for some banners and Amazon make sure you lean on your account manager or maybe you know buy a cook buy a coffee yeah that's how it works if you have Amazon rap already you can talk to him directly or her directly yeah but I don't think anyone does like it's just it's hard to get these guys like you know I don't think it's that big team yet I have no idea but I haven't spoken to anyone yet but I've been whitelisted so they spoken about me okay no well I I wor I worked with them on the USU side a couple years ago so I guess there they still exist but uh we'll see yeah so once you're white listed that's when you can

integrate it into your games and once the Amazon adapter is set up that's when you actually need to go and set up the actual bidder ID and here's where APS actually deviates quite a lot from the norm so in Max it's listed as a bidder uh but in Amazon in the Amazon dashboard when you set up your like uh your kind of game and usually here you put in like a bitter ID and you like put that in Max here you get a CSV file where basically basically the CSV file contains a like four price ranges with 400 different price point placements so basically it's like four ranges the first range ranges from like zero like one cent up to $2 and basically does it in one cent increments and then range two is 5cent increments from 205 to 10 and then the third range is like 25 cent increments from 1025 up to 30 and then the fourth

range ends at 40 going up in $1 increments so don't think that's a bitter what the [ __ ] sounds a bit more like 450 placements outside of Max but you know if it works not really my problem but yeah anyway hey ho what do I know uh another funny Quirk uh is that APS only reports Revenue to Max every 24 hours instead of hourly um okay so I'm generally getting the feeling that Max had to eat maybe a little bit of [ __ ] to get Amazon to commit to them because like no one else has Amazon right now is like bidding on like in kind of our space so I guess when you're negotiating with a company that's you know a mega cap like Amazon you just have to give and take a bit but yeah um so before going to kind of the results I just want to play a little bit of abbreviation bingo so APS is made of two components I had to read up on this

because I got very confused as well so Tam and UAM so Tam is the transparent ad Marketplace and the UAM stands for the unified ad Marketplace so when you sign up to Amazon you don't get access to Tam you get access to UAM first so okay so I'm only using UAM at the moment but I'm hearing from like other Publishers that are using Amazon and they're telling amazing things about it is that the key to actually like having good performance is Tam so Tam is the good stuff the only annoying thing is if you want to start working on like via Tam not UAM there's like a long list of dsps that are on Tam uh but you need to have an individual iio with every one of those dsps to make it to start working so you know you're talking like four to maybe 10 ios's if you want to make it work so in summary if APS is ice cream sunday uh UAM is the

ice cream when Tam is the sprinkles the whipped cream and the cherry on top and by the way also another funny Quirk is like you can also so tell it's so designed by like Americans because in every Network dashboard America is written out as the United States or the United States of America and apps is only written out as us not USA just us yeah and in their analytics dashboard there's like six countries and then they group the rest of the world into other countries and it's only like powerful countries like Australia Brazil Canada China India Japan Saudi Arabia and then us Kingdom of Saudi Arabia Kingdom of Saudi Arabia now it's sou American exactly and then the rest is just like other countries so to the results what I'm seeing so far so so far so good uh nothing out of there like exceptionally

well but that's because I'm only using UAM so far ecpm in the US is about 10% over what I'm seeing kind of as the average but what I'm seeing this doing is absolutely demolishing meta's share of Revenue in like the games so like yeah meta is getting his lunch eaten by this e-commerce inventory which looks quite good um I'm working on integrating Tam where I'm testing this right now so I'll be able to tell you exactly how good it is but yeah it sounds like yeah meta might be in a bit of trouble and I'm getting quite excited and yeah very excited to be following this and I'll be reporting back on its performance and I'll let you guys know if you guys should lean on your account manages to get whitelisted just a bit curious as well like ma did you try UA with them because now they're gonna have gaming inventory I guess they already had this type of gaming inventory in the past but I think they they closed it and now reopened it the same thing as as Apple did with with their I ad uh ad Network

backing days now they're you know apparently working on the DSP but uh yes so I worked with these uh a few years back um it was quite good uh the performance was quite good for all the female oriented games that I managed uh on I guess the it was on apps I have I had no idea what like Tam and UAM back then if it was a thing but uh their own network with super low scale but pretty good quality uh but again that's like four years ago that was video or was it only Banner it was banners I think it was still only wasn't that the whole thing around that it was like complete blackbox or something if I remember well you remember most probably the other Campaign which was uh Amazon Kindle wake screen yeah that one yeah yeah so it was a campaign where you were showing your um creatives on the you

know on the Kindle Fire when you were just trying to wake up the the Kindle from being off and there was the the placement where you could show static image cinemagraph which is basically a static image with a one object that was animated or a classic video uh the way they were sharing the the roas numbers from their side was pretty amazing because they were sending like daily export of CSV files so there was no dashboard nothing it was really like yeah that was the Black Box e is talking about but it was working super well in the US and then they opened up UK and France and Germany and if I was looking at like the the match three R like all the all the bigger match free games running campaigns there and uh it was all like homecapes and gardenscapes back back in those days so I think uh this could be again pretty good um campaign type for a lot of female or games by the way is it is it me or yakob

is Frozen Frozen okay so I it's only on my side yup is frozen okay you have very uh well very weird look on on your face on my [Laughter] computer oh but I guess you're fine so at least you can you can hear me so I don't need to uh don't worry my internet is better than yours man yeah well I'm not sure no I'm on the sure I'm on the cable dude so I'm fine but yeah I don't need to draw you again in the the YouTube YouTube video it's fine so yeah well Amazon yeah let's let's do it I I've seen the these um well I think pictures about the the LTV and arpus and all these like fun fun stuff uh comparison between Google iOS and Amazon obviously Amazon was the the highest of all because of it was in the Amazon uh

documents as usual it was it was good but low scale if you go live I would be interested to hear how it actually goes like if you do any UA campaign in the next couple of weeks like using Amazon I'd be really curious to know how it goes no yeah that would be great no we were actually look so we were spending um what like uh like a million a month and uh it was like 250 on Amazon only so yeah 25 25% of the whole budget was I was going to Amazon and I know like it was working super well in like January February and March January because all these like new uh Kindle Fires were uh out there thanks to Christmas and then it was a little bit declining over the summer and then it was getting back uh into its like best performance at the end of the year so yeah 25% Remo does that sound Diversified to you what of course good diversification

even before I was talking about it for couple of months I'm always ahead I'm always ahead I don't think so there were that many channels before to kind of pick from yeah like four years ago or where it was they were still out there but it wasn't performing that well as Facebook or Google well back then I was bitching all about Google now I'm bitching all about Facebook so I'm all bitching all about something anyway so you know it's okay it's okay but no it's it was definitely like Amazon then Facebook and I guess a little bit of Google here and there um but mainly running on Facebooking by the way one tid bit from the thing you said if you would look at the numbers I mean the share percentage of the market for this year would they differ greatly you think or like what's the current estimate that they will end up being because I don't think so Facebook will be 24% of the market so very close between them yeah it's going to be very close between what's the prediction here that this will end up

Amon Amazon is going to destroy Facebook in the long run like has to happen okay yeah well depends uh what kind of advertising they're going to do or offer through Facebook V Amazon a [ __ ] no no if if no no if Tam is as good as people are telling me it is people who's like yeah you should definitely you have to run with Tam if you're using APS if that's as good as people are telling me I'm going to be pushing this super hard and then like when something works you know you're going to be rolling it out real quick as an Adon person because you know the money is there so yeah this episode is brought to you by Amazon IPS thanks oh but look I was also like uh one of these these guys like watching for uh for UA on Amazon for any like female or games like 100% so if if that's that's going to happen again I mean I I me but yeah let's uh let's talk

about some some Global launch um scenario let's say so Global lunch is this is something I shared in the newsletter and it was kind of like interesting uh so the global lunch is in the full swing every everything looks amazing we we discussed how to Global La your game back uh in in in one of our sessions so everything looks amazing all the golden cohorts everybody's uh is happy until it doesn't and golden cohort is starting to fade off result results are declining and the CR creative fate hits you in your face so what do you do now it's panic mode on everybody is just you know uh screaming and running around turning off all of almost all of your campaigns just decreasing budgets by 70% at once because you know middle management doesn't think you need to spend more when the results are declining so this was the the best part

of the whole tip well [ __ ] you middle management because you don't know [ __ ] about the UA you only care about the Excel sheets and tables and pnls which is okay I mean of course you should you should definitely worry about that but in terms of the UA we don't panic at all why well because we already knew this would happen anyway sooner rather than sooner or later and we are always prepared what is happen happening is basically we're starting to turn off the the campaigns and like decrease the budgets by 10 20% of the the most like unefficient SP or inefficient sped we're refreshing the creatives of course it's needed at this point because the CPI are increasing heavily of course because golden coher is fading off you have multiple vinning creat from the soft Lune because you're a very good UA manager so after this this very

short where's the tip man like you have creatives that are great from soft just use those lot of no the tip is dude the tip is Don't Panic you know how many people are just panicking just turning off everything because somebody somebody says it's it's [ __ ] it's [ __ ] you are prepared for everything I'm Panic if you don't get to a point yeah yeah what's the lesson man like keep spending money even if R goes down or what's the tip here is of course if you see a decline on the results let's not do like a huge change at once because it will kill kick you in your ass afterwards if you want to just restart the campaigns again of course there is definitely some there are definitely some campaigns which are maybe not so efficient uh as the others sure let's let's get rid of those but there are maybe like some some campaigns in between which as a UA manager you wouldn't most probably kill but somebody

else will tell you hey kill it because you know we are losing money of course yes you could you could do that but then after some some campaigns or some numbers are going to get better everybody's like oh well let's spend again and then restarting those type those campaigns will take longer because well learning phase everything blah blah blah blah blah so we should Circle it's really like the tip like don't completely turn off just turn half of it off not yeah let's do it like slowly and steadily and in control and not like hey oh we are [ __ ] because you know we are losing money let's let's kill everything no just step by step that's it it's easy well you've not been in those kind of situation currently I've been there multiple times it it really sex oh well you mean after global land situation I was there oh yeah of course but you were were not spending a million a month or or a couple of

hundred of thousands a day as well but yeah of course I mean it's easy I mean it's easier to to turn off everything at once there you go say Mach that sounds like a really good tip if you're spending million a month but what happens if you have a lower UA budget yeah but I want to say oh okay well if what a nice segue what a nice segue well if you have a a low budget well obviously if you have a low budget you use only one network there is a there is a problem if you are spending low budget and there is a problem if you're spending a big budget of course but if you have one uh one network uh the campaign structure should be super simple you T looking at your your data from uh from the revenue perspective uh trying to Target top five GEOS or like the best top top five GEOS in in one Geo bucket and most probably in in this situation I would go with value

optimization or something that could actually give you the the best possible results in this type of like simple structure if you have ad monetized game uh then other it is Felix no just shout out okay okay so even though I I Bach about Facebook all the time in this case I would start with Facebook for under Day Day Zero or day one use use the strategy until I see some decline in terms of numbers and then move quickly to Google and and the T us right away now you could argue that with low budget you will you won't be able to get enough signals uh but honestly you don't have any any other option too too much with ADD monetized games starting with uh Google Adas campaigns right away Target top five GEOS again in one campaign maybe based on the the ecms or the the number of Revenue but both options are kind of okay from my point of how how big are

these campaigns in context of scale if let's say I'm running a typical 7030 70 IP 30% ads game so I'm spending some UA budget it's going down and I we're kind of trying to optimize so let's try edas campaign so how much percentage of UA budget that would be allocated around well if you have 30% of uh of the revenue the coming from ads it wouldn't be very big scale and the very big scale here means anything between 150 uh dollars per day to maybe 500 a day and that the 500 the day would be just most likely a stretch in in some some cases so you know like this is like super low budget but it can it can work quite well even with this type of budget but yeah if you if you want to scale to Millions most probably this is very far from the goal but um back to the to the to the low budget actually because there's like

some some other things that you can you can do uh when you get some money back from the the addas campaigns I would try to open up unity and adras in here as well most likely with the best performing country or the best country which I assume is us uh which you need to go through the CPI campaign but it's not going to take too long until you get to the Adas campaigns in this case it should be like couple of days so I would just do this repeat until uh until I get comfortable with the cash flow and start earning some money on the short um short term and then start opening up the the channels like again other channels Tik Tok and then uh Facebook again and then the unity uping as well uping Works quite well on the Adas campaigns is there if you're on a low UA budget is there any networks you should avoid in particular well all the dsps I guess you need significant amount of data to be able to run it efficiently uh that's

first thing uh and then um I would start with uh with Google which usually uh is the most efficient these days at least good tip well really I like it yeah like low UA spend like this like majority of Publishers like our game developers out there don't have massive budget so yeah it's actually good tip H by the way regarding this if we are at at at this topic when's the actual time to increase the budget like I I don't think so we ever talk about that fun because if I get it right it's kind of like downhill situation for most of people from Global lunch and either you stabilize or you're just going downhill until the thing dies out so oh it's I know some some bigger games they just go like you know like like a roller coaster sometimes higher budget sometimes lower budget yeah that's what we discussed with the in the scaling uh session because you can't just scale and grow in

for eternity there are some periods of time even after the glob lunch if you want if you need to uh decrease the budgets you will find a new like Baseline of budget that you can actually um sustain for some for some time then of course you need help from the game perspective until you yeah until until your LTV can improve or there is new content or something that happens and then you can you can scale again or grow the budget again so it's not always like yeah well we we we are decreasing budgets to zero and then well we never scale again so so you're saying it's more like thanks uh to internal factors rather than external like seasonality and other games trying to cat yourish can be yeah it can be seasonality as well like there are in internal and external factors always but internal has bigger impact on the on the overall budget I would say of course there can

be a factor of like well q1 is always better in terms of the U so you can grow that budget there because that is less competition but these days it's not even less competition any anymore unfortunately okay so so it's it's a combination but yeah internal factors definitely bigger impact on that so do your homework don't you know complain about external factors yeah right should we should we move to yeah let's move to the game uh Remo actually is quite good yeah let's see should I do another smooth uh transition yeah if you have some something in your sleeve then let's let's let's do that yeah you know how people sometimes count cheap to go to bed Remo has an update on really that's amazing yeah amazing so in this case people count cheap depending on how many ads they watch because these games is killing it yeah and those those guys are counting money right yeah on our new segment this week in China

Remo Remo is going to give us an update on a brand new game that's taking China by storm yeah but honestly like I was shown this game at PGC by a few industry friends and like uh you don't have friends dude come on you only have interests Rema yeah don't have friends anyway uh anyway and the thing is that I I try to dig up into this story because it seems kind of suspicious to begin with because it was kind of Genius uh but yeah let's dig into it because I guess there more that meets the eye so uh if you haven't known this is pretty much mainstream news uh in last two weeks like CNBC and like normal media I I don't think so our Cent like gaming media did pick this up yet noral media uh there's a there's a game called Sheep a sheep uh won't read the Chinese name sorry I will butcher it anyway and this is a game that basically sits within the 10 cent wechet app that is taking China

by storm uh like the popularity is over the top and uh it's pretty much spreading throughout the app itself you don't even need to download it like get to it later so it's pretty much HTML 5 game um the game uh sits inside also uh do which is the uh the alternative to yeah Chinese Tik Tok so I guess that's that's also one thing why it's so viral now but anyway just to remember we we've been here before uh when Facebook tried to implement htl 5 Games into it and didn't really go well so I guess they did succeed with this in China because this is kind of very very very viral and we were looking into it in way like if they're even running any UA but we couldn't find anything so my guess is they don't even have any uway currently yeah I was trying to find it in uh in a social paa uh and one tool they have also like at China inventory well maybe

if I actually speak Chinese then I would be more efficient but unfortunately I I don't so yeah yeah so just by our rude copy pasting CH chid characters in Twitter that try to search it we didn't find anything yeah but anyway uh this game is produced by Beijing janho technology that was founded last year with uh one 170k uh investment if I get it right and the company registered the game in July this year and then uh weeks later in early September they actually release it uh keep in mind this date because it will get more interesting as we go 17th of July uh no no no that this this year's July they registered the game and then in September already launch it okay okay so it's it's like it was pretty much the hype of it I was going through the media was like 15 of September mid

September mid September yeah yeah so this is a stark contrast to some of the biggest kind of Chinese game Publishers currently that are struggling with the country new approval laws which are taking let's say there was an example in one article when nettis like it's the second biggest after 10 and it took them 10 months after the registration to kind of get the game out and everybody was kind kind of trying to search these list because like those lists came out every month in China and like which are the new games that get approved and they didn't find this game even in it I think so let's see um so one of the things that that like I see here is that it seems that Chinese kind of developers found this kind of a loophole that they can bypass through this kind of very very big process because if you look at the game and play it actually it doesn't seem it's kind of a that kind of easy or lightweight it actually is pretty kind of big to to be honest and if I and as I

was looking over the internet I actually found like few clones of it and then like wait a minute like these are not clones they are the Clone and there's an interesting uh kind of a look if you look into the charts you can see that like similar G who is the clone my guess is that the China game is the Clone the Sheep a sheep game is the Clone or let's say another sheep of sheep no no no it's called Uh MCH stle pretty much like a new puzzle mechanic that being used by hyper casual games so first that I saw in the charts could be wrong don't know but pretty much yeah there were like hundreds of them already so there's MCH 3D by lion that was released February uh last year which is kind of easy it's physics based it's still not this thing that we're talking about but it was there and then you have triple tile from triple. Studios that is July 8th and TI match crazy which is uh April tile match from crazy Labs from crazy la which is April yeah so uh and these are the games

that actually look completely the same as the game we currently looking at which is that you have this kind of a chest boort which similar to majun and you need to remove the tiles one by one and then when you have three of the same they disappear and you have kind of a limited space then you can kind of try to get out and there's boosters where are the sheeps what the [ __ ] where where she we'll get with the sheeps okay the thing is that it seems that the Chinese sheep game cloned this thing and then added sheeps and this kind of whole sheep team around it where it actually builds up a story and people are even kind of a getting their Chinese Province kind of sheep so they have the leather boards like around themed around China provinces where every province is like different sheep different leather boards and everything and the game SC a little bit more complicated uh where there's like multiple more like you have these pretty much like decks of cards so they have decks of tiles that you need to remove on top of it so it's actually harder and this is this is the killer in

the whole story The Game's second level is impossible And I stress that it's literally impossible go it install it in Bat try it it's it's literally impossible and uh if you look at all the match style games that have been put out the hyper casual ones like I've been playing those and like yeah you know you BL through 10 levels like in like one sitting or something like 20 minutes it's very easy relaxing or something but this game it's actually literally impossible already in the second level it's like Flappy Bird heart and the first first level is pretty much a tutorial so there's nothing you just click on tiles and you know how we control them and you know this is how I put them down this is how they disappear here you go and then the second level is already super super hard there are guides on the internet how to pass it but my friends were telling me even according when they were following the guys they couldn't pass it so I dig deeper into it and it seems that some Android players manag to hack the game make making sure the game styles would pop up in the most matchable sequences

but even with the hack this the second level can take up up to 60 tries to finish to actually do it and then when I look more into it one player can pass the level in every 100,000 rounds it seems as people were like data mining the game so it's obnoxiously frustratingly difficult and I guess this is the thing that makes it like why it makes so much money and let me get back to it so in order for you to play this game you need to collect the tiles but in the end uh your kind of extra inventory on the bottom where we are matching because you can match on top of the chest but you just need to pull them down it gets full pretty fast like immediately basically so what what you can do is you can add more slots to the inventory at if you if you fail like the usual like plus plus moves that we used to by watching an ad you can undo your move you can reshuffle the stuff you can you know do some and helper so there's four boosters that are there for ads so

it it's great but the Killer part comes in when you see that if you watch the ads or or pretty much you cannot watch the ads anymore you can still share it on V chat directly to your friends DM and then you get the booster yes that's how it explodes yeah that's probably how it explodes because this is you know it's it's really great because you are giving someone a direct message in WeChat it's not that obnoxious as you know where we used to like Farm well pins that were flowing around and Hy stacks on everybody's walls you don't see like it explode that much but you're pretty much giving your FS a personal message from yourself to can play this game so yeah and the thing is that uh I don't think so it's stopping or like people were talking about it that it's like a scam or not scam why is it so hard and pretty much this whole controversy made it in a way that like everybody's talking around in China everybody's trying to solve it and the rumors are uh and this is very very heavy rumor part that this game is

making something around 700k uh a day or three to 3.6 million in the last month I mean from uh September or the other rumor I heard is like they're making 7 million dollar a day on ads already so a lot of impr rumors are wild but keep in mind that you know weed is everything in China like every Chinese user pretty much spends a lot of time in WeChat you can play this game literally by just clicking on the message that somebody sent you like similarly as they would do in WhatsApp and the game is so hard that you're pretty much hitting your head against the wall directly in the second level all the time there's again yeah there's something to that because I remember I was like in my early days in my like career in like this industry I was at the king office in London and they said that one of the biggest monetization indicators uh in candy Crush Was that if a user passed I

think it was level 48 or 52 which was made unnecessarily like hard like and basically they ran more retargeting campaigns on people who passed that level with different creatives that basically and they performed better so there's definitely some truth to this that basically if you make the game extra hard you're you can like monetize better in the long run and if you make game extra hard in China or Asia then uh that's the key it's a challenge but but the thing is that you know it takes like kind of a lot of time to actually pass the level it's not that easy it's like takes you a lot of time to get there and you know like why not help a little bit so let's watch one ad like I still have these other boosters so let's watch the other AD let's watch and then you're pretty much watching hours of ads on the same level all over again okay but then the CPM actually after what like sixth view or six ad it's it's declining right fifth there you go so I mean yeah and that's the part where you start sending messages to your friend because you

cannot watch any more ads so okay so watch okay so you watch four or five ads and then then you start sending messages because you still want those boosters and it's even you know better because now you're getting free installs instead of ads yeah do you think it would work uh in like normal mobile environment as well invest in environment yeah yeah I don't think so like uh I don't know how much I don't think so we want let me just explain let me explain okay uh even if you look at Flappy Bird Flappy Bird wasn't the online Sensation that it was if PewDiePie would not play it on his stream and pretty much get everyone into it it was sitting on the store for a year doing nothing so that's that's the virality factor and I I guess it's same as these kind of like online challenges that people do ridiculous stuff but they just want to try and like participate in the crowd or do something similar and I guess this thing can ended up on the same wave it's so hard that everybody is like oh of course I'm going to pass it

I'm clever get your ass kicked and watch a [ __ ] ton of ads so so I I guess it's it's this thing but the other thing is that the design is also really clever and if you mix in the virality of V chat and you are basically you know spamming people with this game install that you just you know send them into their direct message I guess kind of so how many levels are there like five if if you can't pass if you pass sustain itself cell with just five levels it seems how much does 10 cent take of transaction that happens inside a we chat or a impression or like how does that work my guess is 100% or is it if it's a game published by 10 cent oh it is published by 10 cent would guess so or don't know it's bance or 10 cent no no no no no uh no it's just sit in it sits inside bind uh so I guess that is that we about the Beijing jaho technology and they just get like I

guess a deal with tent but I know tent deals are kind of you know guys we need to go to China like seriously find out like all what's going on there is super interesting like it's just so foreign like I just want to know how everything works yeah it it works completely different like some some things just work different but my guess is that U what's the other important part of the story uh not really like the you know big gains controversies and everything is that uh this game just got there very very fast and yeah I'm looking at it as we have like multiple mobile games that like this game cloned from I'm guessed it could be one of the way to kind of for Chinese publishes until this loop hole gets plugged to kind of get published super fast and like you know sure but it's HTML 5 you can't you know put G impact as HTML 5 of course like you're not doing unreal five Graphics there but still like if it makes I don't know how many million a day why not sure but like what would be the point for like I know like different companies do

they want to like publish Clash of Clans I'm making this up right so they why would they make HTML 5 game just because you know they want to get make money from China great but I want to get get my game published there like my freet toplay game that's the main point you mean my mobile game from the West into the we yes yeah yeah yeah you need to you need to make HTML 5 what do you mean why would I be um taking all my resources to build no we're not talking about Western people making money in China we're talking about Chinese people making money in China Western people can just watch from the sidelines and and be envious and wave okay smile and wave okay okay in that case it makes sense all right yeah good anything anything else want to want to humiliate me a little bit more about the global no [ __ ] podcast and then suddenly

like yeah you're talking about you know don't panic dude it's it's well you will see I got pretty good uh good feedback from that actually yeah with that we can uh end here and thank you very much guys please subscribe um YouTube apple or Spotify to get more no [ __ ] podcast try the second level if it's that hard as you think it is all right thank you all right until next time byebye [Music]