two & a half gamers session #45 - (ironic) predictions 2023, is next year the end of sexists ads?

[Music] uh hello welcome everyone this is no [ __ ] gaming podcast 2 and a half gamer session 45 we're sharing actionable insights dropping Knowledge from our daytoday user acquisition game design and AD monetization drops discussing latest industry news from time to time uh while having so much fun let's not forget this is still 4 a conference discussion Vibe let's don't take it too seriously today we have yaku Brar Felix BR and myself M Lich full house so I think this is the well the last session of this [ __ ] year should be should be right and what a year it was what the year yeah very true can well you can elaborate on that if you want but

H what lot of things change let's say yeah that's true uh but but the Christmas decoration you have it's still the same from the last year yeah by the way when when did we start with this whole thing like last year January I was check I was checking it it was this year uh in like mid January so uh we still have two weeks left um anniversary podcast is there is there any way you can take the first episode and burn it it's so bad I will no yeah it was so bad but um it's not on YouTube yet so on our anniversary I will just publish it so for for the fun sake and then humiliation anniversary of course no no no but then uh then we can publish the anniversary episode right after to actually compare how bad we were and how bad we are at the moment great looking forward to that yeah I was also by the way thinking

inviting Nico again to do like a round up of crypto stuff that we did a prediction last year yeah yeah oh yeah see Nico yeah please come on the Pod again you can definitely do that uh you can definitely do that and I have some some uh interesting ideas for for another episode that we already talked about regarding turkey or turkey or tur tur yeah so so that's going to be one of the of the episodes next year but what what should we talk about today [Music] predictions guess not much stuff happening but predictions are always happening at the end of the year so why not yeah but please don't give crappy predictions m m are you actually going to give serious predictions are you going to take this seriously no no May most probably no so I can mention some of the some of the ironic predictions I uh I already wrote

about at the beginning of this month and I already see some some articles from different uh like let's say mmps and different brands that are already discussing this predictions made real predictions got published and no predictions yeah that that's true as well but then like at the same time the you know the same uh same website or newsletter that these predictions were published there actually you know making predictions very similar to what I what I mentioned that ironic piece so yeah well we can I think we will be seeing some predictions early next year as well which is going to be still lot of crap I think but what can we do yeah so I have three predictions uh one of them is a bit like and the other one are the other two are a bit better but here we go so first is titled meta's slow slide so my

prediction here is meta is going to get only worse and worse on the ad monetization side like I've been thinking about the situation and there's no way this has a happy ending for them so if you think about it everyone knows they lost half their Market with ATT and they announced also they're not going to be targeting L users so they're giving up and not even going to be trying on L so knowing how big kind like public companies work uh I bet you that this conversation is either happen or will happen inside a meta and it will go along the lines of hey guys we need a few more signals so I think we should partner with oems to find data which is going to take a million years and then they're going to go like oh gang uh let's cut half of meta's audience like Audience Network staff which happened and then there will be a VP that will sit down somewhere in San Francisco in a boardroom and his higher ups will go like hey man I see that you're like division is not as profitable as it was

before and the vpa will say oh that's because of ATT and then the higher-ups will say I don't care you need to come up with the same amount of profit and then the VP will go like okay I'll cut the Publishers margin down on Android and then sometime this year we're going to see meta's performance on Android drop us admon people will complain and they'll blame it on algorithms and then suddenly meta will drop out of the top three networks on Android too yeah okay no yeah that sounds reasonable like sounds like the usual corporate thing question yeah they did fire a lot of the staff as well like a couple weeks ago so yeah sure but they well but they hired like crazy before or during covid so it's still like that's the important comp one I think there's one meta Audience Network staff like am left in Ireland like to service all of Europe well okay still they hired like 1,700

people like during Co and fired what like 1, 100 or 1,500 whatever but still less than they hired yeah like there's still more than preo so so it's like that's the thing like nobody's talking about actually oh well so many layoffs but then of course if you H like crazy during Co then uh you you need to mention that as well yeah and do does this even have some kind of a like remedy this whole kind of L at situation for them like is there any light at the end of the tunnel or is it just get worse and worse I mean as it is right now no there's no light at the end of the tunnel like they could partner with the like the oem's original equipment manufacturers and actually just get data from devices directly but I'm not sure how that would work plus like Feta meta going to feta Meta Meta Meta Meta and feta doing a partnership no so met up partnering with

like Huawei or with xiaomi like that's going to take million years to set up as well so like you know I don't see any light coming out of the tunnel for that but you know with this whole side loading thing that could maybe be a light at the end of the tunnel let's see how could that help like add monetization the side load side side loading side loading [ __ ] no won't really like if you think about it but that kind of goes in on my second prediction so so my second prediction is the iOS Renaissance so with apple saying they're going to be allowing side loading you can expect an absolute Silly Season and an iOS Renaissance so the largest gaming companies will start running UA on their games to mobile web for downloads uh so that you can download the games uh there with like their own payment rails companies will do this and give massive discounts for either YouTu download games or like download games you already are playing

from the web and suddenly the App Store tax goes from 30% to 1 and a half% is any any any decimals 5.5 is the normal rate that you start using I have the second like do we do we know this will happen isn't this like going from 30 to 27% like with those dating gaps in Holland yeah so so the big thing the big caveat is like Apple's only said they're going to be doing this in the EU to get The Regulators there off their back but what they haven't announced yet is if they will be doing any taxs around it so it's basically an info leak that is leaked they're going to be doing this but they haven't announced it and on what terms so Apple being Apple they could also be like hey you can s side load but you still need to pay us 15% or something like that 27 27 for sure yeah 27 27 yeah you don't know but like the thing is like it's because they have Regulators on their back right and if they do that and say still 20 27 that doesn't really

change anything so I have a feeling it's not going to be as high of a tax that you think and that's kind of my prediction here but like what this also if you think about it what this also will result in is I think that this will also mean in the EU on iOS will start having a rise of carrier app stores so if you can sideload apps you can also sideload app stores right so mobile carriers in the EU are always looking for a way to differentiate their product from competitors their product is pretty much like a utility right it's water or electricity and what better way of differentiating than allowing your customers access to your own app store with your own apps and own games uh we'll see exactly what happened with huawei's app gallery there will be a lot of money sloshing around for deals to get developers on the different app stores I can even see like how this would let fortnite come back on iOS and all sounds super exciting but exactly what you said Remo it all depends if Apple will all side loaning like taxfree

or not so the question is like will free you don't think yeah I think first first of all yeah it's not going to be free uh taken the Vault you think there are going to be App Store carrier app stores on vone App Store yeah vone yeah vone App Store dude and what would that help them with good luck with that differentiation like giving more to their customers and basically allowing people to basically play your favorite games and then also they can get exclusivity with a couple of game makers so basically they're only on those app stores and so basically when you you get a contract you can either yeah give people gems or anything like that it's going to yeah trust me so so you're saying that Clash of Clans goes to Vodafone App Store so in order to play the the the biggest ones won't do this no no the

biggest ones won't do this but like the mid tier ones they'll take a money hand out you can see he's in the corner because he said already basically like four times in in two sentences so he's [ __ ] so he's [ __ ] so at least it's a prediction okay it's a prediction yeah it's a nice nice nice let's say wish wishful thinking yeah yeah so what do you guys think is going to happen but like what you just mentioned uh at the beginning with these like bigger companies is running the the VB uh campaigns that's already happening that's already happening you you you see Hero Wars running the VB uh campaigns on the web browser and even on mobile phones and you can I think uh the bigger companies like scopely and the idol Heroes is is running these type of campaigns as well so it's already happening on web as well to download games or to make payments play play games on web browser and you have the client from mobile just uh even supercell is doing that even super is

doing yeah yeah they have web store um to be honest like the theory makes sense here with the on paper no no no I mean Felix Theory with uh yeah it won't be free of course it won't be free but like some kind of a let's say we want to appeal to or let's say be attractive to the regulator so we really won't go for 27% so you can enjoy your 4% custom payment gate stripe whatever you have so it will be still more so maybe 20 maybe 22 maybe 20 something and it but but I wouldn't go under think it's going to be that high if you think about it credit credit card fees are like 2 3% RS the money yeah of course it's like you know you know these old movies like Godfather like one of my favorite ones you know what happens when you like leave one store free so we don't pay Ransom all the other stores will want don't want to pay the r sumon again so they won't

tolerate this like no no never ever never ever never ever well you know we'll find out in 2023 yeah I can tell you already yeah so yeah my third and final prediction before uh you know hearing your guys' predictions is titled the Amazonian Warrior Queen oo so my prediction here is that Amazon will take the top three spot on mobile ad monetization in terms of overall Impressions served so this year is the first time I worked with Amazon publisher services and despite it being in a beta it's still super strong and super good so right now it's also the biggest tease in admon you get them live on a title and boom on banners it always shoots up to third or fourth like fourth largest network uh with that sweet sweet e-commerce demand and it's really good then you ask them like hey this is

looking really good can I go live like on another publisher and they go like thank you for asking of course you can't no no no no no uh but once they stop being such a tease it'll be one of those networks that's you must have and it's just going to be a force to be reckoned within mobile as well and I would have said that pangle was going to be the biggest hit in 2023 but they've pushed back their EU and USA launch date on ad monetization like so many times that I've lost count and rumor on the admon street is that they're supposed to launch this summer in the EU and in America by Q4 next year but maybe the EU will happen but I don't think the us is going to happen because there were some nice or some like three or four Congress people that are trying to ban Tik Tok in the US just last week and you mean like Trump yeah ex like pretty much exactly the same and that will spook pangle for

sure and they will push back to launch on that so don't think we're going to hear much FYI it was already passed if I understand correctly that Tik Tok cannot be allowed on government agencies devices if I get it right in US makes a lot of sense doesn't it yes but you know if it's like this thing is already in how many steps it will take until the whole thing gets banned where you know you consider the threat on your government devices why don't you consider it threat in general population so okay you know China also has the same rules like Windows cannot be on on government uh agencies like all these other kind of Western tech software cannot be there amazing fing amazing my guess is like this kind of like regulation war will just get worse not regulation War like let's say China China and and encroachment into the uh us digital

infrastructure system it will get worse and worse because think also the other way around which is like we at gaming can suffer it is that no us company can go into China and buy another Chinese company but Chinese companies can come into into us and buy us companies which is still in place and I don't think so it will last that long anymore really why do you think so H because it's it's like unsustainable especially with all these other measures that you know people are kind of pissed in the US at the Communist Party being able to kind of go into any other device system technology they want and and get all the data they want and even though they don't say but it is basically what's happening and they will be countermeasures that's my guess especially with the height and tensions within the South China SC now and like Tai and everything sounds like prediction yeah it's a prediction like

situ affecting mobile ad monetizations pangle us roll up if anything happens there where there's like 90% of microchips being made on Taiwan like it will affect like everything from my Christmas tree to everything okay guys let let's bring this let's bring this back to mobile and not geopolitics oh yeah let me I want to hear you guys' predictions you know yeah no just that I want to talk about the Amazon here as well it's I I think it's going to be interesting a UA Channel as well at some point in the future I'm not sure if if next year already but uh I I ran these campaigns back in days and uh uh they were pretty uh profitable and uh even though it was kind of like low scale um couple of hundreds of thousands uh USD I could spend on a monthly basis so it's not that low scale but still could be more of course so uh yeah let's see what happens when was that you were running those campaigns like a few years ago okay a couple years

ago yeah yeah Amazon buys Unity bam there you go no way why not why yeah app by the way app is super small now based on the market capitalization yeah like four or five billion yeah it was 40 before yeah no it's 2018 I think it was Max or something I don't know anyway but yeah Amazon already bought GR and created that Lambo yard thing that they had there whatever and they still want to compete and get into gaming kind of real uh which still kind of fails so this could be a good thing now where everything's kind of on fire sale why not buy Unity where Unity you have both the ad Network and the engine okay but then Unity just merging with iron source that would yeah so there you have the ad Network and the game engine all together in one nice sale well good luck with that

you want silly predictions here they are that's a that's a b nobody said anything about silly predictions yeah okay okay well let's see if that happens y you can you can continue with your o of course VR prediction I'm pretty sureck VR feta meta thing um what's happening with VR nothing so there's a lot of next big thing for the last think for last yeah exactly next year is going to happen next next year is the year of the VR is especially not going to happen if I get it right uh the famous Apple glasses were postponed to 2024 which everybody talks about and like uh everybody hopes like once Apple UNS those it will be who who is everybody this is the first time I'm hearing this um everybody who cares about VR okay okay okay yeah well that makes sense that makes

sense there's always that one guy at the party he's like hey you heard about VR yeah that's usually Remo VR is great it's going to be amazing so they're working on it they're working on it pretty hard uh keep in mind that these are also supposed to be ar not only VR so both augmented reality basic I think both uh like in the end it's it's not really like a question of like if those are two different devices because in my opinion like AR being augmented reality is just like VR is 100% of your uh screen space being covered by the Holograms and everything and AR is just like a lower number percentage of like Holograms in your view so for me it's the same device uh so this was postponed it's being very very expected everybody's kind of looking into like what they can cook there uh pun intended but uh we'll see what happens

as usual because I think there's a lot of also happening with the Apple car and like all these other Innovations they are throwing a lot of money around but yeah we'll see what comes out of this but still next year the only reason we allow you to to throw these jokes is because you you became a dad so you now you are allowed to do so this so [ __ ] lame that jokes come come quickly don't they yeah yeah immediately so that's what we get for Apple uh I don't think so like CES uh in the month will unveil anything spectacular regarding VR I've seen some new HTC headsets and like other things being unveiled so probably yeah we'll see something but nothing like super tangible uh currently I guess for next year or like two years the Oculus uh 2 Quest thing will be still like the way to go if you want to show someone VR on like a solid quity but I guess we won't move from that at any

point anywhere so we'll see another interesting news is that Mr carck literally rage quitted meta this was this was a very nice post for those who don't know uh this is the guy that pretty much created doom and the dawn of 3D graphics with itself uh yeah one of the most senior programmers in the whole gaming industry ever I would say pretty much a gaming Legend So so he was there at the beginning of the whole Oculus rage where he single-handedly pretty much legitimized [ __ ] the original creator of oculus and he can supported him there and then went or pretty much left his company the ID software for his company which was oculus then and then it got bought out by Facebook so same thing there uh he left the company with this kind of very very flavorish post which I think was leaked uh by yeah it was leaked afterwards so so he posted it

anyway so he can frame it at least in the tone that he wanted where he pretty much talks about like very very big inefficiencies and it was pretty much too much for him to handle to kind of like do anything about it and if I understand correctly he started a new startup that's focused on AI of course who would have guess yeah what a surprise yeah but this this this is like for me this is a big blow uh regarding meta's VR capabilities uh for me the two most important people let's say yeah two most important people in the whole company regarding VR is carac that's left and then Michael abush which is the guy that were coming that was coming from W which always is like the best guy to listen to regarding his kind of predictions where we are will be where we are is and where we still need to go again very very senior person from the Val team that was then kind of left uh for ocul Facebook during the acquisition

back in the time where Val and Oculus were actually cooperating on the whole device and then when Facebook bought Oculus they split of course what where's the prediction the prediction the prediction that nothing will happen with VR next year that's the prediction W come on you can that's 100% fact the sun's going to go up tomorrow yeah okay wow nothing's going to happen in the next five years W that's that's a bold B bold prediction I know probably true but the year after year after it will come definitely there will be new headsets and new devices 100% And then the year after it's not going to happen anyway and then then in five years we'll see here again like oh well you know do remember that instead of being the year the monkey or whatever China's going to name it a VR

here yeah let's continue um yeah let's continue something interesting actually um more hyper casual ft finally integrated into the core games I think this will be more and more prevalent this year especially after the success of again another you mean this year this year is ending days next year sorry next year so from from Sunday um I guess more games or let's say different genres will adapt this kind of a measure so I guess we won't see it only with Forex games which is kind of Forex or Match 3 games or RPG games no no no match 3 is different but Forex Forex is using it because Forex is very hard to get into because of the whole kind of feature set and everything and it's in the end what you want to delay as much as possible in order to not lose the user and like you know because the attention budget and everything can Ramps up super fast so my guess is this will be used not

only because it kind of helps you ease the funnel but also kind of lowers the CPI and gives you much more creative possibilities with different genres I don't think so match three because Match 3 is kind of too casual for this but more with what do you mean like they already using like uh these type of creatives they're just it's creatives but not funnels not funnels like they're not okay so it's not in the funnel directly but they are in the like mini game section whatever that means and they are still in the like in the beginning of the game of course it is tell me why would use it play gardenscapes from the beginning or homeescapes or Township oh no no you mean like inserting playables into the game oh different terminology dud it's the same that's not the terminology like they have like Kingdom guard has a separate tower defense game within itself building okay so the Tower Defense okay so not hyper casual genre or games or mechanics but just whole like Tower Defense genre in the pretty

much like there will be an easier game before you get to the main harder game that's that's the whole thing so next year it will be much more prevalent okay and what kind of genres besides the the Forex then where do you think so I'm thinking I'm thinking kind of a main midc so maybe even something like RPGs or like turnbas RPGs or even something like U idle RPGs like AFK Arena or something like that could could be working there if I download a hyper casual game and it turns into Social Casino game I'm going to be pissed Social Casino Games already jumped this with the different uh core game plays with we hold this kind of a dice thing coin Master thing and everything is already hyper casualized in itself so Soha casino is moving a different direction already but my guess is that this will affect also like other genres could be also kind of like I don't know basic simulation or something like farmwell or like these games that

could be doing like something like Township or similar games that could be going on to this yeah time again I think it's they're not using the whole funnel but they're using different creatives and then like some of the fragments inserted like you said the call call them playables in in there directly and that's in Township in in playable is playable it's not like a completely different game yes it's not the yeah it's not the onboarding funnel of course yes or the tutorial which eventually it it is in Mighty party anyway but okay so what what okay sure sure sure sure uh what I'm definitely going to write about next early next year is the ex hero save the dog and mighty party and all these like games that are using this like hyper casual game save the dog in there game play uh and trying to fake all everything so let's see if that that is uh very

close to the the Ft fun like you said king or for or top four as well like well we move from the fakeness into like smoothness and it will be very smooth it will be built in you won't know and it will be as Mr Felix will said here that he will be playing a hyper casual game that suddenly turns into casino and and he will be happy about it that that's yeah that's the difference yeah that's the yeah that's the difference yeah because in the Kingdom guard it's it's kind of well very smooth in in my part it's it's like uh what the [ __ ] just happened it's duct taped yeah where where are those like hyper casual levels suddenly yeah is it time now for your youa predictions or let me finish finish finish finish uh Marvel snap clones I'm really really looking forward to this like who close it first I'm super stoked for this I think like at least like 10 10 studios are already working on it

fory sure super super interested who clones it first because the thing is that whoever started cloning it will probably need to change the game completely because my guess is that Marvel snap will change its economy heavily or let's say add a lot of features on top of it in order to keep up with the spend depth or whatever kind of a monetization LTV that they're suffering and I guess finally they're moving towards the right direction these days so I guess there will be games that will supercharge the economy and just go full loot boxes or everything with this like that that's and it could be also like my prediction is that it could also go the other way around that a clone will be better than the original just because it will just go full on free to play with every single TR what does it mean what does it mean better better like higher gross in yeah okay okay sure I mean but then on the other hand

will it work uh when it won't have the Marvel IP we'll see yeah Le they get to have ads then you know maybe they will have the fake ads you know oh but they will have ad monetization right so but the problem is that the game play is kind of kind of Niche that that's that's that's the problem so maybe someone will be even able to kind of slap a progression on the game play I would be really curious if somebody is able to do that I mean like you know being able to upgrade cards and like put the Power progression on it somehow Pokemon would be a nice IP for this Pokemon would be a great IP oh okay but then you already saw the the new updates or the the notes that they they posted like there's going to be PVE as well in Marvel snip there's going to be of course there will be Heartstone is super super good with PVE yeah there's going to be friends versus friends in the you know Duos so it's it's going to be interesting and if if you look at if you

look at the the revenue per download curve like since lunch it's not actually that bad but it it's not that bad it could be worse but it can be way better G be way better it's it's super Steep and it's it's growing quite nicely so it's not bad yeah we'll see what happens with that see but yeah I'm I'm really looking forward once we see a first clone like a real one yeah 100% like Q two maybe Q2 yeah probably but I don't to be honest I don't expect any IPS like Felix said like I don't think so anyone will let their ipb going into like a clone Clone War here no no probably no okay last thing Netflix mobile games and retention and the rise of retention games what so this is already happening what I looking at me like this is already happening it's not like I something I figured out something I'm just describing what's happening so n is hiring from left to right like top

mobile free-to-play developers forcing them to make games that don't have monetization this is already happening um so the question is if these games will make it somewhere because next year will be the year where these games will be hitting or I I wouldn't say they will be hitting soft lunch they will be just hitting the Netflix subscription whatever they have there uh and we'll see what happens with them uh my prediction is that Netflix goes to [ __ ] and pretty much won't be able to keep up with the pressure from all the competitors and cut their gaming division that could also happen that's that's a pretty isn't this like a game designer's Dream designing games without monetization and not having to worry about that of course it's the best dreams ever yeah well just go to Triple A and then there you go you need to think about triple man that's that's like a different Beast these days yeah of course of course you want to have monetization and on top of the pay pay to play

thing pay to play okay yeah but this will definitely be a resolution next year they will either do something with it or like these will work or they will break so we'll see I'm I'm I'm kind of super curious what will happen with all these games because there's like super profile people working on these and I don't see the end of the tunnel yeah exactly and that's thing doesn't mean anything you can have a football team full of stars and they will lose a match yeah easily against like some uh like Argentina to Saudi Arabia at the beginning of the tournament for example yeah yeah for example that's actually that was a great analogy REM yeah example now look did you even like watched the the World Cup of course I did just the final okay from 80th minute where it actually mattered yeah yeah of course yeah yeah very good okay well there won't be any

predictions if I can predict on how to make a Fed salad I'm sure you can course 100% now I mean you know you all know like I I really hate predictions because they're not based on any any data points is that when you type them up in a blog post usually usually in U well because I wrote that piece as ironic post that like what kind of prediction we we are going to see and it's already happening I mean we are going to see a lot of generative AI in the UA oh wow no [ __ ] Sherlock I mean it's going to be interesting of course I already started using uh Chad GPT and mid Journey obviously in um in ASO um I'm looking forward to see some of the generative AI or like the companies or startups that are starting to work with the the AI to actually generate the videos because that's going to be a game changer and I I've seen some generated videos already pretty good yeah that's going to change a lot of things uh in the creative

business I still don't think like uh people will lose their jobs because of this but it's going to help quite a lot they will need to learn like mostly if I get it right like most of the implications I got from all this AI business is people will need to learn hard in order to be able to remain within their jobs and that's a difference yeah that's true uh and also you know like you can use the the AI to to help in help you in your job actually and uh what's yeah I've seen your prediction like AI will write economic design for Sheran MH no I didn't say it's going to WR going be design I've seen I've seen that like this like fun stuff around the internet like uh the gdd or like yeah the game design documents full of full of [ __ ] because it's it's not it's not ready yet but uh and also like these days I'm seeing all these like fun uh mathematics um Solutions and and questions which AI

obviously gets wrong all the time but um what's G it's it's already helping me with some like creative uh let's say brainstorming it's kind of nice so yeah maybe it will also create like a sustainable web Tre economy who knows of course but what's going to be important for uh for the all AI I um business is for us UA and cre people is just to learn how to write the prompts and prompt is really everything with this whole thing exactly so that's that's everything and uh that's going to be very very important for us to well not us but for for everybody to not understand yeah to to leverage it properly because it's it's super useful and I see uh there I think nadir already mentioned this uh using it for like ASO descriptions easy it's not uh it's not

that ASO people will lose their jobs but it's going to be important part of the job actually so you can uh you can get a lot of different variations easily in like couple of minutes you don't need to uh you know sit down with the team keep in mind like I was tinkering with it a little bit and keep in mind that one thing is writing prompt which which in the end you also need to add like negative prompt into it like you also need to tell the AI what you don't want to see not only what you want to see because that way the results can get 10 times better and in the end whoever is able to write the biggest prompt like I mean like A4 big big prompt of things that you want to exclude and things you want to include those will be the best ones so so this is this is exactly like how we we write the the creative brief so you and um I know like uh my team already knows what I want to see uh sometimes in in the creatives but if I need to write very good

creative brief it it should be super detailed should describe all I want to see and exactly like you said what I don't want to see and if if did this I will give that to meid Journey or jet chat G GPT it's gonna um export some of the interesting stuff and uh I mean that's going to be that's going to be part of the the workload and the workflow as well like next year and that's like and that's not a prediction that's just a fact that's it's going to happen some yeah and some of the some of the like people is already like oh well this going to be very interesting like uh generative AI is going to be a big part of Thea well of course thank you very much we already know that uh but yeah okay Moving On Moving On Moving On I also discussed that the hyper casual genre is going to die uh prediction which was probably some of the people will mention again um I I talked to actually like five

different Publishers uh about getting some data around the the latest Google uh interal policies that happened all of those guys obviously they didn't want to be di mentioned and they they wanted to be anonymous uh said like nothing happened uh obviously they W they can't share data uh but they also asked uh different uh UA networks and SDK networks they said the same thing they don't see any decline in terms of spend anything that actually happened to the big Publishers obviously like the small ones and some of like these like speculative uh companies from from China or from from any part of the world they are trying to Leverage The you know the policies and try to double down on it as as quickly as they can just to earn a lot of money and then then get banned of course this this is going to happen sure those games are going to be [ __ ] yes but the big Publishers and the whole

industry or the whole genre is not going to die unfortunately by the way why is why is every year everyone yeah why is everyone talking that hypercasual will die intitial Google said you can't have to get rid of the interstitial like pre or whatever it can't interrupt game or game the game Flow intrusive interstitial ads and uh a lot of people in the in the gaming space just said like oh well that's going to destroy the the hyper sches big F you're just going to you're just going to build them more properly that's it so yeah yes exactly but then yeah okay so moving on uh what else do we have we have some things like uh you know SK Network 4.0 is coming live next week next year nobody knows when yes of course but uh was the supposed impact well it will give you more data points uh but nobody knows if it's going to to be really helpful and game changer for the UA uh because it's still only in

on paper so I can't make a prediction like God this is going to be a game changer because well because just like all of the mmps are starting to to write about it and they're getting ready we don't have any data yet so it's like so same situation as with the beginning of 18 exactly yeah it's exactly here's a guide for a feature that come out yet great yeah exactly and uh some of the companies already like oh well we have this DEC updated we are ready and then in fine print said it said it says uh well it's not live yet and uh maybe there are going to be some changes in the future so you need to update the SDK but we are ready amazing like what the [ __ ] so yeah so instead of like doing all these uh predictions there are also like you know mobile free to plays that everything like like that is going to happen metaverse all over the place again do you have any web Tre there uh I don't only only metaverse I talked

about mete and by the way this this is I think I want to ask you person is Netflix ads going to be relevant next year uh what does it mean Netflix ads like as an like Netflix as an ad network if it's going to be relevant next year for mobile gaming yeah I think that's going to be in the in the the section of connected TV um which I want to start running at some point in the future uh and and it's going to be I I I don't know yet if it's going to be a big part of the of the UA mix but it's definitely going to be very interesting to to start testing as soon as as I can because if I understood correctly I read that they weren't able to really have that much inventory that they promised Well for now yeah for now too early like these things take so much time to build networks like it takes longer than you think yeah but then like my actual prediction was uh very similar to what you mentioned yaku around that um ftu um

integration in the in the different genres but also I think uh what's going to be interesting in terms of the creatives and I see that as a trend and I don't want to call it prediction I just I just call it the trend the thing that um Goblin golden goblins and rash Royale are doing on the creative side uh which is using the the actual like um assets from the game and using the the gameplay but it's not real gameplay it's altered gameplay and using that that in the creatives rash Royale is using that all the time they're not even using the real gameplay anymore because that produces better results and you know like you can you can build whatever levels you you you want test them out turn like millions of creatives out there out and uh and then test test things so I think like this is going to be very interesting and we did it as well with with battle Legion backing days we just build random levels and just stuffed it with different uh different Creative Concepts that we knew

that they worked from the from the creative testing so I believe this is going to be a very big Trend and uh it's going to be it's going to have very big impact in terms of the UA and creatives next year so fake G play real assets yeah yeah exactly and there is okay and there is like yeah there's of course there is a wishful thinking uh it's not going to well I'm not going to call it the prediction because uh that would be [ __ ] but the wishful thinking that at the end of next year we won't see any sexist ads but it's only wishful thinking it's very wishful thinking I know but at least at least uh you know we started raising the awareness and then start fighting it at least a little bit First Step my guess is that some something would need to break in order for the whole fake ads thing to get removed but I guess withr platforms and environment it's yeah yeah exactly so you know everybody's making money out of it it

sucks but that's the thing that's the thing that would need to break you yeah would not be able to make money out of it yeah yeah exactly and uh you know like the regulation is nowhere near uh happening so so yeah but yeah okay I think that's it let's uh let's close this amazing year uh with the prediction Bonanza the prediction Bonanza and uh yeah so I think thank you very much guys for for listening for subscribing for all the support thank you adictive as well for supporting us the almost the whole year and uh yeah well guys please keep subscribing sharing the the podcast with your friends dogs and cats yeah we going to get like a very very packed next year definitely have a lot of ideas what to do and what to kind of talk about so yeah it looks like that perfect thank you much all right happy New Year happy year byebye happy New Year bye-bye

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