two & a half gamers session #44 - New creative strategy from CN, UA winner of 2022, games update

[Music] welcome everybody this is no [ __ ] gaming podcast two and a half Gamers session number 44 sharing actionable insights dropping Knowledge from our day-to-day UA game design monetization ad monetization jobs also discussing the latest news from time to time while having so much fun but let's not forget this is still 4 a.m. conference discussion Vibe so let's not take it too seriously today we have Phillips braber from Florida yakob from Braava and myself m l from luina which is next to the no which nobody knows where it is so yeah well Christmas episode Slovakia for those that are slak wondering where it is yeah yeah yeah still Slovakia different parts of the Slovakia but uh yeah okay so we are

going to talk about some interesting creative strategies from China uh Phil um rates in India I'm going to talk about reviews oh well not reviews but UA review for 2022 and uh yakob is going to talk about some updates uh you know all these games that we talking about uh all the deconstructions we still keep an eye on those so I will talk about that that and we will start with the auu but before doing that are you already with having a Christmas mood guys everything is going well I hope so don't you see like how more Christmasy I can be with the things in the background oh well it's true smiling which is rare yeah oh that's true well oh yeah okay so you switched balloons it's it's the it's not fake background it's real no no no no this is the fake one of course oh that is is this the fake one

from last year is the same one that's the fake one from last year of course it's the fake one from last year I hope you will you will get that until like what uh um April or so I hope so we'll see yeah oh we'll see so basically like I'm in Florida visiting my parents and for the sake of this fun show you know the game Florida man like what Florida man are you you basically search your birthday and Florida man and then you see like a outrageous story from whatever day that is so I actually did the same thing like what Florida man is the 23rd of December so I found this great story so Florida man 23rd of December was that there was a guy in 2019 who got arrested for handing out free weed on the street because it was [Laughter] Christmas oh okay sounds like Florida man okay that that's great nice okay so uh should we go right into

yeah I guess so yeah I want I want to talk about a brand new creative strategy I would call we we've we've talked many times on this podcast about the importance of having a good creative strategy we've talked about fake ads Macha has talked about ASMR ads and all kind of creative strategies I've never heard ASMR sing before all right Remo has talked also a lot on this podcast about the West being inspired by the east and East driving a lot of innovation in the gaming space now I want to bring up a brand new creative strategy that just come to my attention and the sheer audacity is as infuriating as it is annoying so there's a studio called Beatles studio in China whose self-stated mission is making happiness Beauty and Faith Within Reach whatever that means whatever that means amazing yeah

whatever that means Beetle Studio has over 70 million M spread across their suduku solitire and blo uh Block Puzzle titles which is impressive impressive so it's quite a big company spending a lot of advertising dollars so I've had a look at their website and it looks like this company you know they give lunches so yeah employee lunches have multiple offices so is by no means a small company in China if if if you give company lunches yeah it's it's serious serious business I know right it is yeah know definitely living the high life so now what is their creative strategy that has allowed them to grow so big like what is the secret behind their success so basically what they do is they go to their competitors copy all their ads straight up 100% change the end card and run UA on all the ads that their competitor makes so that way you have need to have no expense creative team and you can

just pretty much copy paste on mass every other creative that your competitors do so I work with these guys that they're stealing ads from and it's even gone so far far that basically they even stolen like the rendering of the hand that clicks on tiles in the ads and they straight up copy that too and I've seen like their meta ad library and you can see like as soon as they come up come up with a new ad it takes about 12 hours and they made it exact oneone replica change the end cards and it's absolutely ridiculous they're also doing it on unity and Google it's fun to say like like this is kind of also feeding into what we talked about with you know sexist ads but like yeah yeah let's have a little discussion here like what responsibility do networks bear about this because this is straight up copyright give a [ __ ] so what the what the new meta like uh the best creative strategy is to have no creative people just one to one yeah yeah you know this is this is what what the agencies call

automat Auto automation of creatives no no no no no no of course no of course no no no no no it's not but uh this is actually pretty clever because what they do I guess they have some kind of Bot they they scrape all the ads libraries Tik Tok I guess as well and uh they just they just steal they just steal it just repls uh the end cards and there you go I mean it was it's done in what like 10 minutes it's brilliant like is this really like a viable creative strategy right cuz like no right like in the long term this must shoot him in the foot right yeah of course but uh this like nothing will happen until uh these guys that they are stealing from they are just they need to you know uh try to talk to Google Play or Facebook or or unity and and try to report this kind of behavior because if if they don't do this uh well nobody will wouldn't the strategy be something like like run

shitty creatives that you know that don't perform so these guys can copy them and then run new on spend off they'll just spend yeah that's going to hurt your UA as well the thing is like is there like besides like this is an ethical problem is there like in these guidelines like written you can't copy one to one the other uh creatives there's nothing in the guidelines it's just like me you're the U the UA Master H you tell know this it's just a dick move you mean like common is not part of the guidelines yeah no no no of course no but like I'm sure like you know if you think about it if if someone copied a billboard Straight Up 101 like in the west you know that would be copyright infringement and that would not go down but you know this is mobile so this is the wild west right like there's no rules yeah well I'm I'm what I'm going to do early next year what would you do what would you do if you were in this situation cuz you know it is infuriating like Beetle Studio shouldn't be able to get away with this of course yeah they

shouldn't uh I would definitely talk to to Facebook or the meta and then Google and unity and and try to really report this because it's really I mean really sucks but again I I don't know yet if this is in the guidelines most probably won't be because well what would meta say in the guy likey well don't copy like competitors one to one like most probably no uh but they could kind of sue them I mean there were some some lawsuits uh like from China a in China no that's that's not going to happen but there were like some some lawsuits I think GRE uh Su who whoever I think for the game design stuff or the the gacha right super super yeah Super Cell oh there you go yeah so and that kind of happened I'm not sure like how this would go but yeah well if you want to drag Chinese companies like in court I'm not sure if

yeah it's like that's yeah good luck with that basically the only one that can do something about this is meta Google and Facebook but I guess the risk is if they're spending more money like the other compan more money they don't want to do anything to risk the revenue yeah yeah exactly exactly there's like oh well you know we can't do anything about this because it's not in the guidelines or maybe it is I don't know uh but yeah exactly they they they're getting more money from from this company and well this is the you know this is the the bad thing about the industry like this is such a bck move the same same with T is that same it it's working quite well I'm I assume it's working quite well for them so yeah well but is the it's the same situation for for the platforms isn't it like they don't care if these they of course they spend there such wor like such bad incentives like yeah it creates like a [ __ ] ecosystem well of course what [ __ ] on it if it's making money for you you know yeah exactly no but H what I'm going to do like early next year I'm write uh something about sexist ad and

I'm most probably going going to write about this as well and add it into that article because I want to just dig really deep into the the guidelines of the the platforms like what exactly is allowed and what is not allowed and and it's always like very strange policy guidelines because some of the some of the creatives are allowed and they're definitely really like crossing the line you can see it right way and they are running on Facebook and then you have a different types of ads which is exactly according like made according to the guidelines and you you got banned like the whole account got gets banned immediately like what the [ __ ] so it's really strange so very very strange so I'm just going to dig deep into this and shed some light on on it most probably won't help but you know like we need to talk about it talk about it yeah what I like what I think is like it depends who you know in these networks right or these platforms because and even if you if you know someone it's it's not easy because they're all like they're super

political all on all these layers so I I have like a lot of friends uh in Facebook well maybe I I had until this podcast but the thing is like I I know a lot of them and I always like hey so I have a problem on this account and that account and you know we got banned out of nothing it's just like very weird and they always say like well it's not my account so it's not my problem it's like oh well thank you very much for help like seriously it's like oh well until I I have this in my in my book it's like no I can't do anything like okay but we don't have any any account like well that's not my problem either like thank you very much I have a great example of that from this week like I was trying to get uh Facebook to unban rewarded ads for an app not for a game uh that I'm helping out and basically by default they don't allow rewarded ads because they say it's only for games which is really stupid so in their guidelines it says reach out to support so I reached out to support through the general thing did every hoop they have to do and the

support got back to me two days later and they were like yeah sorry we don't do this because it's a game this is not a game it's an app message my Facebook am that I know personally yeah and then they're like oh yeah I'll have that unblocked for you by this afternoon and you're like oh so it's about who know not like what you do so yeah you need to have contacts in these companies it's terrible yeah but at least we are well connected so if you have any problems let us know we all do the magic or may maybe we want you never know wor if you need a Christmas tree consultant Remo can help you of course fake Christmas background consultant fake Christmas background consultant that's it that's is forte great yeah okay so uh so what do we have on the on the updates in terms of the games yeah um so as we said uh we're keeping an eye on the games that we review and that we play especially I'm

still playing Marvel snap don't know about you guys ah I I do as well like I'm I'm currently like the whatever progression level they have 842 oo yeah yeah pretty much playing it every single night when I'm uh either babysitting or feeding my son yeah welcome to my world I I I I watched I watch all yeah that world I watched all the Marvel TV shows when I was taking care of my my my daughter especially like since 4:00 a.m. until 7 a.m. when she woke up so yeah I I've been there that's it's a very good use of time uh but yeah um the game still I would say performs really well let's start with the numbers uh the downloads subsided to something like uh I would say 50k a day based on our favorite and not favorite analytica platforms but it's definitely not declining anymore so I guess there's some kind of a UA activity being gr more

stable now I would say uh and regarding the revenue you can see uh the spikes during updates especially new season pass that was like a even bigger than huge yeah very very huge Spike something like uh 800k a day so pretty pretty high and then uh I would say the latest Spike was because of the token shop so let me let me talk about uh the the new stuff that's in the game um so one thing that I'm I was frustrated before because there was this kind of 5K credit of course you were frustrated you frustrated that you cannot have more credits the soft currency they have than 5K which I was struggling to spend I'm sorry please put more sink into your game uh and then after the update I suddenly was able to accumulate more so I was really happy but then I hit another one at 10K and there's another arbitrary limit that you cannot have more than 10K credits please get r of this

nonsense so that's there that's for the update uh the other big update is the token shop where they are pretty much rotating cards as we talked before uh from the new series which you can pretty much the semi random pools that you get throughout the progression later already have a list of like what I need to kind of watch out what's there and like bought few cards there but regarding kind of my incentive to spend I don't still don't think so I was going of push somewhere or anywhere to do anything like that's unfortunately still very very light uh one really really good change I would say that's probably driving the let's say steady trend on revenue is that there are some new offers finally in the shop that's I guess the most important update so other than our default Captain America which is sitting there for €349 like from the beginning there's now two new offers which I think they already rotated out uh so they seems very special and I guess there's no segment it's completely Global oh man I saw the

$35 uh the X-Men offer yeah yeah yeah yeah exactly like what I don't even I don't even want to buy this so expensive yeah it's so expensive like if you see something like 40 plus or $50 plus and you haven't spent the time on the game it the game doesn't have any segmentation I'm sorry yeah you can yeah yeah exactly you can see that from yeah yeah you can see that immediately people People Like Us which are for instance my account which I keep free to play like I shouldn't be able to see like this high of an offers if I Haven have any spending history with the game so yeah and you see you you saw like multiple offers well of course well they didn't have offers before but if you saw like multiple offers and you didn't spend anything well you should be downgraded like into like very low yeah like there should some kind of like very very juicy conversion offer trying me to spend my first purchase there so something like either 99 cent or like 2.99 or something dude the free the the Captain America

offer is pretty good it's just like it's not compelling enough actually let me let me talk about the Sunspot offer because I think that's the the Breakthrough that they did because uh even the ' 90s offer whatever have there and now the what is it Invisible Woman and like the Fantastic 41 team one they're by the way for hard currency not real money yeah so yeah uh but the really big thing for me is that the Sunspot offer with is like one character that I never heard of anyway uh there's actually progression being sold and this is very very important because in the previous offers what they're selling were either cosmetic variants of the cards soft currency or or something in that matter but now with the Sunspot offer they are also selling 100 Sunspot boosters which means you can immediately upgrade Sunspot to like I don't know legendary or something like that which will give you progression which will will give you more other cards therefore

we're finally moving to the stage when they're trying to sell progression and power so that's I guess a very very uh good move there's also the the collections tokens that being sold so I guess this this offer is like it it could be segmented very easily like why put 8,000 credits and 100 boosters there if there could be just I don't know 1,000 credits and 20 boosters for 0.99 and there you have your conversion offer so that's very easy to do but yeah I think definitely the team is moving into the right direction where they're actually trying to like sell power so that that's good like sell Power in a sense that you can unlock more cards through these offers yeah not only Sunspot so we'll see um need some ads yeah that won't be any yeah moving on uh to some other things like we'll keep an eye on like I'll still be playing this and like see what comes out of it the game play is still very fun the like new new locations that they're rotating like the war one when you need sacrifice the unit like that's very very nice and they

have like a pretty good liveops now with some kind of a plugin rewards and win teed I don't know what but yeah let's see but yeah we'll keep an eye on that because the other thing that I have as like one of my predictions like I'm waiting for a Marvel snap clone I'm really really curious how this one will go all right we'll get on the predictions later you know let's move to our other bigger game that we looking at and that is Survivor iio which is still definitely killing it uh I checked the current load out of the game there's lots of christmy stuff lots of like custom te liveops there's like a Christmas present on balloons currently flying on the screen which like is another form of battle pass and like offers and everything like so much stuff that you can buy so much ads so much everything like these guys are just killing it I sto I sto playing yeah of course uh yeah start playing Marvel playing Survivor it's so good for me Marvel map is better core gameplay to

play just personally uh as well than the Survivor there so many so many things that are changing in Marvel snap in Survivor is [ __ ] repetitive it's like all same thing all the time all the time but they I guess they're they're they're changing that because they added few new weapons and heroes there's also a new event wonders Christmas night which is like finally a new ad event other than the gold mine I mean the the permanent one there uh yeah I guess they added some other things there some bundles but yeah not that big of a change just I would say like typical very very good liveop strategy and looking at the game Revenue uh it seems the download decline kind of culminated somewhere at the start of December and now they picked up so there are I would say a little bit on a rise Trend somewhere around like 170k a day which is pretty pretty healthy and still the revenue is killing it it's like after the this kind of a last push with Christmas update they are back to like 1 million plus a day from iips only and with their you know ATS Emporium I

guess that's doubl than that with ads because the gam is just killing it so for last month last 30 days I would say they're sitting somewhere around 30 million just from iips so I guess 60 million probably Al together quite impressive yeah so these guys are still killing it like don't get me wrong um looking at the other game that we were covering before the horts versus heroes actually it seems they hit the top with something like 13 14 k IPS a day uh the downloads and revenue are now a little bit declining so I guess that's as far as you get through like a let's say better reskin or better iteration on that game let's see my guess is that this is will be probably the ceiling for these guys but still like I would say pretty awesome for a game that's like a copy with like 14 15K a day for IPs and then like I guess allog together like 30k a day so yeah still pretty good it's

pretty nice another Dev I take that another development regarding this game is that the actual like supposed original vampire survivors got released on mobile so that's there uh if I understand correctly there's no payments within the game or nothing because at least our favorite tools don't register any Revenue so if I like I haven't played it yet I I played PC I played it uh briefly but I was so pissed because I was always like already like comparing it to Survivor iio and it's like so slow the graphics is terrible and it's like oh no I was really like that's the thing we'll be talking about Survivor IO is not like a copy of this game this game is like a taken from different game but yeah it seems that but there weren't any microtransactions or anything you saw there did you no not really I'm taking it uh actually again because I I didn't

see anything yeah so my guess is they're they're just doing it with some kind of like branding intention because the downloads also like subsided pretty fast like they they have like had like 200k at 10th of December and now it's like what like half of it or third of it like 50k a day so I guess it will be just some kind of a branding companion app for them because if I understood correctly what I see in like the game is really killing it on Steam meaning the PC version with all the things that are accustom to PC PC controls and PC features so this is you should you should Define killing it by the way um for an indie game it's pretty good I would say okay you should Define what's pretty good so I need deci at least where are the [ __ ] decimals where are the [ __ ] decimals that sounds like a lot of [ __ ] here yeah exact oh it's killing it it's killing it is great game for indie game is doing what you can what you can know

about these games is that it cost 49$ 3.99 and it has like 62k reviews that are overwhelmingly positive and okay I don't know how to estimate steam Revenue anymore without steam spy I'm sorry that's fine but like how did you like how did you come up with the the statement like it's doing really good that that's what I'm because because of the review review okay okay because you see the review that's what you should look at on Steam you look at the RW Trend yeah yeah it has 30k recent reviews that are 99% positive so you know yeah of okay yeah uh yeah and then switching to another game uh ending the Survivor iio segment and and like similar games is goddess n Nik let's say Nike Nik yeah it's it's yeah it's a very big brand Nike with their shoes and uh an appar well you you can go and buy

those yeah we're of course talking about the Vu Army of robots that are killing a random machines uh that we covered before uh that did like 80 M 84 million in the first month and now they're slowly rolling in the finishing line of their second month and they are already somewhere past 55 so I guess it's still deine good yeah there's definitely a decline but I can see I can see the spikes and there's definitely like in uh like half of November there's like a different spike so I guess just wait when the Christmas G just roll in and like the limited time for limited characters and all they like everything will roll in I guess they will just go very very high the game still making more than H one and a half million a day on like a random day and something like two and a half three million a day Spike casually so it's

still very good as I said like already rolling past like 55 million just this month December it's going to be a billion dollar title within 12 months or within 18 months oh we'll see like the estimation was that if they can keep 84 million an average per month they will hit 1 billion in 12 months yeah which the problem is that it's very volatile with these games it's not really like a stable Revenue it's dependent really heavily on those liveops uh gas that they rolling that know this character that character that event and that something like for instance if you look at Monster Strike Revenue they're doing like like I don't know before they were doing like 160 million or something a month and then like 50 million the other month because of course there was not the event month and so on so forth so okay there's very very big volatility between these kind of monthly spikes so we'll see but yeah it's Christmas time so I get I guessing by the end of the year they will catch up to that 84 million Mark so yeah but it's it's going pretty good still like very very good

regarding download side still very very good of course not as as big as before but pretty much all of these games that we covered sto the decline of downloads and already put up some kind of stable a little bit trend on uprise so nice so we'll see but yeah I would say pretty pretty good addition to the top charts this year regarding like the new games there he he's he's so positive is is the Christmas spirit already everything is very very good very very good yeah like what's wrong if you're making like what like uh 3 million a day on Survival IO team yeah well of course nothing it's it's it's pretty nice it's very very good you probably have like 10 different prototypes in development anyway archero is funding your other three teams you know from before so yeah like these guys are killing it oh yeah 100%

yeah I guess that's that's all from my side for now really any any any games in soft Lounge that we should uh we should yeah forgot that one um yeah so two games that I'm really looking forward when they actually get out of the soft lunch period is Char champions from small giant uh that's the game that's girl pretty Derby Wu game from Japan without the horse girls so there was an update uh I don't think so so that I've seen any like very big at least the screenshot are just like more shiny and like a little bit more polished but other than that I don't think so there's like any major things like if you look at the game you can see that they did like a new round of UA so my guess is they did an update and they got like some new traffic into the soft launch app and that's it so they're just continuing to iterate but I didn't see like any major changes and then the other game I'm really looking forward what will end up with it will be merch Vikings which from metacore the the

creators of merch mansion and that's the kind of a legendary combo of merch and mid core so I'm really looking forward if these guys can pull it off but that's still in soft lunch for like a very very long period of time pretty much the whole nearly whole whole this year so still still not out of soft lunch but we'll see because I'm yeah very curious how that will end up yeah I'm curious as well they're in soft lunch for some time already right yeah very very long time I would say yep keep in mind they have supercell behind their back so they are of course but they are still like pushing merge Mansion so yeah but let's see yeah let's see let's see let's see okay so in terms of the the review for the UA in 202020 so you're here with me the whole year what do you think is like was the most important thing that uh had like the biggest impact on my my UA you have been talking about you have been listening to my rambling all the time so tell me tell me what do you think sorry

do you want to get your daughter up to get like better LinkedIn pictures yeah of course of course my daughter is getting all the all the attention and all all the impressions of course when Jokes Aside Tik Tok yeah that that would be also like you know that like word clouds and everything if I would do your word clouds from all the things that you said like there would be like one big word called if you've built a mobile game for iOS or Android you've experienced user turn you can win those users back but it's getting more and more expensive even more so to acquire totally new users enter cross promotion with a dict by identifying your users likely to turn early you can showcase another game in your portfolio before they leave forever transforming a lost user into a new user increasing your revenues learn more now at ad dict.com yeah Tik Tok okay okay yeah yeah that's definitely one of the biggest surprises not surprised but I would call it as a like a winner of the

of the 2020 of the UA so it's amazing uh amazing 2022 yeah 2022 thanks uh but it wasn't like that like the whole year that was that's the thing so so let's start with Tik Tok uh it was really really really underperforming in the like first half of the year so I was I was testing it in in March in April in May in June terrible terrible performance as you as as you know all the platforms are evolving they're trying to add new features and also like all the UA managers are always trying to test uh from time to time the things that they've done before uh if you're not doing it start doing it uh and suddenly like after summer or sumwhere between the like the summer and and fall it started performing quite well for like one or two games out of my portfolio and then suddenly I started testing it on more games and it became like the best performing channel in the

UA portfolio that for all the games I manage it was really really great and I we definitely discussed that in the past you you don't un underestimate the power of the Tik Tok and you know open up your Tik Tok account and start running the campaigns as soon as as you can did this happen when like August September September yeah August September pretty much the same time as Survivor iio pretty much yeah exactly exactly or like somewhere like maybe August like beginning of August but maybe it's a coincidence I don't know maybe it's not we'll see we can discuss afterwards but uh you know the performance is so [ __ ] good like and I've been talking about this all the time so I'm going to repeat some of these uh things that I've said before I can see still like four or five times lower cpis on Tik Tok when I'm comparing it to other channels mainly Facebook Facebook or Google and the quality of the of the players is even better so so go for it do it there

are some some um tidbits so if you depends on where you have your company based uh you can then open up different countries as a targeting option so if you are let's say in Slovakia you can't you can't tar or you you can or can't Target us unfortunately but if you have the Tik Tok account manager they can open up everything for you which is great so if you need someone let me know uh they're they're really great support and uh you know just example couple of days ago or maybe week ago I opened up one purchase campaign for a Tik Tok action game and they want draw us 72% out of the bat like with like very low cpis like 1.5 1.7 dollars and I was targeting the tier one countries on Android you know UK Germany France some of the us as well so and when I did the same same campaign on

Facebook it was like 20% day one dra as $5 CPI so it's there you know there are definitely differences of course like you it's not always the case but definitely start testing it again now you know it's it's end of December January is almost here you will get new budgets uh from from your company so definitely start testing these these type of things some useful tips I I already mentioned that like you know creatives are really important everybody's talking about like real life creatives which is [ __ ] real life people in creatives which is [ __ ] obviously because like you know like all these like creatives that looked like native content this was the thing when the Tik Tok started but that evolved so you know like this this is like the the creative strategy from like two years before it's not it's not working anymore well it is working to certain extent but everything you have and it's performing well on

Facebook Google and networks just push it to Tik Tok right away it's going to perform then you can start you can start experimenting with the real life people you know you can use yeah chips and ends ugc content you can you can definitely experiment with that afterwards you don't need to wait until those creatives are produced start with what whatever you have shorter videos are better all like 9 to 10 15 seconds definitely focus on that but again if you don't have that and you have 30 second it's fine just put it there test it out get the data and then you can you can optimize because there are like lot of people were saying like oh well we don't have the creative so we need to wait until they they are produced like no take whatever is working put it on Tik Tok and and then you can you can go from there what is really really important is the you know the music and the the sounds and you should start leveraging the Tik Tok uh creative gallery and the

Music Gallery as well so I run one split test uh where I was using like random music that we found in in some like music Banks uh that we purchased and then I used trending music from Tik Tok uh gallery and I I just slapped it on on one best performing creative and that was like amazing the Tik Tok trending music had like 20% lower cpis and 1566 percent better Ro there you go de simos over there so the percentage of users on Tik Tok that use volume like that have the volume on is like high then I guess it's very yeah yeah it's super high because like you you you use Tik Tok like what what's the content on Tik Tok dancing and music and all that so you you know you have the volume on because that's the important part it's perfect it's performing so well then you should definitely frequently check the trending songs in the creative uh music gallery or the content music uh gallery or library on

Tik Tok which you can then purchase as well go for it it's it's performing really well that can help you like deliver better results you can you need to like rotate creatives frequently like every week new creativ but it doesn't need to be like very big change you can use the native Native video editor which is on Tik Tok and now what you just heard about the music you can just use like five different music in the like the winner creative and that's a new creative there you go easy you you can do it in five minutes that that can help you with the better performance easy like repeat on a on a weekly basis and then there is like very interesting tip uh which I found out like recently as well I frequently check the the engagement on the organic posts on the on the Tik Tok and and even on on on Facebook and Instagram but mainly on Tik Tok the posts with the the organic posts with the the highest engagements I add those in the campaigns as soon as I

can because then like it's it's getting like interesting organic volumes as well and uh it's per Performing well because it already like resonates well in the like the audience that you have and uh there's a like there's a dirty trick I call it dirty sanchez trick you can use this uh these organic Po in on a different and other UA channels as well and it's going to perform or you know you'll be surprised like how great results you can see also on those those channels it's great I use like n9c video from Tik Tok on Facebook and Google and it's the top top performer right away and I was like okay well I can I I take that it's it's amazing but there are like different uh different tips and and and lessons that I learned uh from from this year obviously publish published a blog post about those but so you can check that

out in the show notes but I'm going to mention one uh one more thing maybe two depends definitely one more not save the dog actually no no no save the dog no but I'm I'm going to mention that as well but it's like fake ads are part of that uh part of that article as well but UA diversification I I you are you know yeah of course of course of course the buzz work the buzz work yeah you you help himself he was about to do it but he couldn't help himself of course no this is but this is very important because you would be surprised how many developers still ask me like what should we use like which channels we should we use in the in the soft lounge and then after after Louch it's important because now when Facebook is almost dying and even even if it's dying I still use it in the UA um Channel mix because it's important you need to still get those users I just decreased the budgets from from Facebook and movie elsewhere we

need to still have these uh these channels wait wait wait you said you said in our chat that it's the most important platform still is it or what's the story here it is the most important part because you start with that to have the Benchmark because everybody in the past and now they're using the the benchmarks they have from Facebook and they you know throw it around and if you want to just test out the game and see like what what's the real performance and you start with Google and you start with uh mobile app install optimization you will get very misleading information because the Google uh C mobile I install campaigns are giving you [ __ ] traffic always until you move towards the up event optimized campaigns and you are optimizing for events you are not going to get like a relevant traffic and that's how it is and if you start with Google then you're [ __ ] because you are making decisions based on Google and you should be definitely getting different results so that's why I say it's really important for for soft Louch I start always with Facebook adding

Google unity and Tik Tok as soon as I can of course if if the budget is not it doesn't allow you to run four UA channels in soft lunch of course it's hard but at least you need to have at least like two because you need to have the B you know the benchmarks from two to actually make a decision I almost killed one game uh based on Facebook numbers because it was you know shitty but then I added unity and and Google and those two obviously Google with even optimized campaigns and and unity with CPI but those were getting better results than Facebook eventually we Global launch the game and the game is making money until today so we would but we would be killing that game if we didn't have the multiple channels that's why I always say the UA diversification is [ __ ] important and you can you can you know make fun of me all the time I will St keep uh telling that so okay so yeah is this the thing that I think it

is like UA is responsible for making money or not oo maybe maybe it is maybe it is it's U's fault you say it's U's fault yeah I know man you know you you do know the whole like your sun orbits around the UA people right yeah of course all the time all the all the [ __ ] time all drugs aside it's uh yeah it's really important to have more data points to to make actually make a data driven decisions because well it's easy to to look at one one kpi it's like oh well it sucks that's why I always say when um when people ask like okay so what are the cpis and what is that and what is what what is the day seven raw like okay but if what if I say the CPI is five and the raw the seven raw is like 20% like what's the information value you you are getting out of this it's it's nothing you need it's easy you comp compare it with your game if it's worse then it's

you know you're feeling good if it's if it's better you're feeling bad that's it okay that's why I say you need more more numbers so you need to have day one day seven let's say day 30 and day 60 or so you know like how the LTV curve looks like actually and then you have the the CPI but you have the CPI from different channels it's not like average you have the CPI from Facebook have Google and ideally then you have the LTV C from these channels as well so but that's that's a anyway so go check check out the article for the UA review there are some interesting facts um and now I think we can uh we can move to the prediction part which obviously I want participating let me do a are you doing the predictions or should I do the part oh yeah yeah yeah yeah let's go for yeah yeah let's go for the part yeah so before jumping into our predictions uh we also got I also got an inbound uh last week from sadar pradan who asked me can you give me some insightful talk on how to increase fill rates in India many

Publishers here face the issue of a low fill rate especially on Android absolutely happy to help you uh so uh the issue with India from ad monetization perspective is that it has a large population uh but the LTV is not always the highest of Indian users especially on Android so large population low LTV LTV means that networks will bid lower on your inventory uh I've explained many times uh on the podcast how ecpm is just the end result of performance of people clicking on your ads in your games so if people that click don't buy eventually then or don't click at all ecpm will eventually go to zero and you'll have no fill so this is particularly true with banners on Android in India so the first tip which is more of an arching overarching one before I actually get into the real tips is that if you're building a game or app uh targeting towards the Indian market try not to

rely on banners and prioritize the use of inters and rewarded video because they're easier to get more fill uh so if you're in the design phase of the app or the game or or app of or a game please do that if you already have an app or a game and you've passed the design phase there are a couple of things uh that you can do to maximize your revenue from Indian Impressions uh what you need to do is ensure that you have the most relevant ad sources set up in the correct way so to improve Phil in India there are three tips so tip number one is admob so admob is your best friend in India India admob gets decent fill in India although it's at lower levels but it's still Google so it's the biggest Network in the world and of course like they have this infuriating rule where you can only have three placements per waterfall uh which which is really annoying uh so tip here close your ears

if you're working at Google or Aon if you're listening to this you know close your ears but India actually is one of those GEOS where it's good to experiment maybe trying two or one more admob placement in the waterfall and seeing if you actually get away with it odds are that you will so top tip here set it up when you're actually releasing the app and then your odds of getting busted are quite a lot lower by Google didn't hear it from me uh second one is it's it's a tip from a friend of course you don't yeah this is not me right yeah so the second tip here is Google ad manager so Google ad manager is a super good tip to or a super good asset to use in India so work with one or two gam partners and they will help fulfill the biggest ones are a4g and reclam up uh basically you need to keep these gam plays below admob and that's where they feel better so if you have admob at $5 for $4 and $3 for example you should set up gam at $250

and $1 for example now the third and final tip is the pro tip so imobi imobi is an absolute must in India imobi is an ad Network that's super strong in America and India and they're actually from India so yeah that explains it so if you have a large number of Impressionists are coming from imob uh or coming from India you need to set up as a network so uh top tip here is don't use the bidder in India uh they bidder in India uh for some reason always set them up on placements I always get so much better performance from them when I run them on placements the thing is they don't advertise that you can still use their placements so what you need to do it doesn't show up anywhere in the website or dashboard so you need to email your am basically ask what price point points they should make the placements and price floors for you and then they will email you the placements via email and that will help a lot with

your fil so those are the three tips for improving fill in India nice how do you even know the last one like sounds super secret to me if this like yeah it's like all in admon is just you need to keep testing stuff right so like that one yeah quite a long long long time to figure out so you know I'm handing out these golden nuggets for free yeah then we will get the feedback like stop doing it because I'm losing I will lose my job I've already heard that a couple times but it's just like you know if if your job relies on just secret tips like that's probably not a good sign right yeah yeah you're pretty F oh and actually I'm thinking about like uh moving the the predictions to the next episode which is uh anyway I was thinking that too because it's New Year's next episode yeah exactly we're gone over time also on this one yeah yeah yeah so let's let's do that next next week so thank you very much guys for uh for being here and also uh to all our listeners thank you very much for subscribing please keep doing so on

YouTube Spotify and apple and wherever else we love you thank you very much uh Happy Christmas happy holidays until next time byebye see you around [Music]