Mobile reports and market data
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Two & a Half Gamers52 min
Monopoly GO review: CPI estimations, Revenue growth, Genre comparison, Monetization & design (#74)
Monopoly GO has emerged as a dominant force in the mobile gaming landscape since its April 2023 launch, rapidly capturing significant market share within the social casino genre.
- Monopoly GO generates approximately $60 million in monthly revenue, with the United States contributing up to 70% of total earnings.
- The game sustains aggressive growth through a daily advertising spend of roughly $2.5 million across major channels.
- User acquisition is expensive, with estimated U.S. CPIs for the title ranging between $70 and $100.
Two & a Half GamersMay 2024
Two & a Half Gamers50 min
Meta Aggregated Event Measurement, Harry Potter flop in the West, Admon apocalypse tests (#73)
The digital advertising landscape is undergoing a significant contraction as Google Ad Manager prepares to remove AdX demand for resellers on October 31.
- Google’s upcoming removal of Google Ad Manager reseller demand and the transition to bidding on October 31st is expected to cause a 5% to 12% revenue decline for publishers.
- Meta’s new Aggregated Event Measurement tool is causing significant implementation challenges and confusion, with some practitioners reporting that it conflicts with existing SKAdNetwork measurement.
- Meta is increasingly pushing for the integration of its own SDK to replace or bypass Mobile Measurement Partners (MMPs), raising concerns regarding data impartiality and reliance on Meta's internal statistical modeling.
Two & a Half GamersMay 2024
Two & a Half Gamers42 min
South Korea Live Special: Market Review, Marketing strategies, UA channels, Creatives & Top games
South Korea stands as the world’s fourth-largest gaming market, contributing 7.6% to the global industry and accounting for 70% of the nation’s cultural content revenue.
- South Korea is the world's fourth-largest gaming market, representing 7.6% of the global industry and 70% of the nation's cultural content revenue.
- The market features a 92% mobile penetration rate and high geographic density, with 50% of the population concentrated in the Seoul metropolitan area.
- User demographics are split by platform and genre: older users (30–50) favor Android for hardcore MMORPGs, while younger players increasingly prefer iOS for hybrid-casual titles.
Two & a Half GamersMay 2024
Two & a Half Gamers58 min
From hypercasual to hybridcasual - The SayGames story (#72)
The mobile gaming landscape is undergoing a significant transition as publishers pivot from pure hypercasual models toward hybridcasual frameworks.
- SayGames is successfully transitioning from hypercasual to hybridcasual by integrating RPG mechanics, item progression, and combat into titles like Dreamdale.
- Dreamdale generates an estimated $160k in daily revenue, with approximately $120k from rewarded ads and $44k from interstitials, driven by a strategy that pushes users toward rewarded ad engagement.
- Hybridcasual titles are increasingly utilizing 'Blended ROAS' campaigns, which combine ad revenue and in-app purchases to achieve profitability across diverse genres including idle games.
Two & a Half GamersMay 2024
Two & a Half Gamers52 min
Google CMP update, Google Ad transparency, Tiktok AI script generator, Game review radar (#71)
Mobile game publishers operating in the European Union and the United Kingdom face a critical regulatory shift as Google mandates the integration of certified Consent Management Platforms for all AdSense, Ad Manager, and AdMob users by the end of the year.
- Mobile publishers in the EU and UK must integrate a Google-certified Consent Management Platform (CMP) for AdMob, AdSense, and Ad Manager by the end of the year or face a total cessation of ad revenue in those regions.
- Whiteout Survival achieved $18 million in monthly revenue by utilizing a deceptive onboarding funnel that transitions players from casual simulation mechanics into complex 4X gameplay.
- Google’s new Ads Transparency Center now allows users to search verified advertiser content, though it currently lacks the advanced filtering and usability features found in the Facebook Ad Library.
Two & a Half GamersMay 2024
Two & a Half Gamers64 min
From hypercasual to hybridcasual - The Voodoo story (#70)
The mobile gaming industry is undergoing a structural shift as companies move away from traditional hypercasual models toward hybridcasual frameworks.
- Voodoo has shifted its business model from hypercasual to hybridcasual, reducing its output to approximately four game launches per year to focus on longer-term retention and monetization.
- The hybridcasual strategy involves adding meta-game layers, such as base building, unit upgrades, and gacha-style progression, to simple core gameplay loops to increase player lifetime value.
- Mob Control serves as a primary example of this transition, evolving from a simple hypercasual mechanic inspired by Fireballs 3D into a deeper game with a metagame that contributes significantly to its revenue.
Two & a Half GamersMay 2024
Two & a Half Gamers50 min
Creatives end cards arms-race, why is soft launching in US a terrible idea? Night crows review (#69)
The mobile gaming industry is currently grappling with an escalation in aggressive advertising tactics, specifically regarding rewarded ad end cards.
- Aggressive rewarded ad end cards, including 45-second durations and deceptive design patterns, are actively degrading player retention and brand sentiment.
- Publishers should prioritize long-term player health over short-term click-through metrics by using negative user feedback to demand more equitable ad formats from network partners.
- Soft-launching in the U.S. is often misguided due to high acquisition costs and intense competition that obscure accurate performance data.
Two & a Half GamersMay 2024
Two & a Half Gamers55 min
Top5 mobile gaming launches special: GameMakers x 2.5 gamers live crossover
The mobile gaming landscape is currently defined by a shift toward high-production value, cross-platform experiences and increasingly sophisticated, hybrid monetization models.
- Hybrid monetization is now a primary driver of financial stability, as evidenced by Survivor.io generating nearly $470 million through a balanced 50/50 split between in-app purchases and ad-based revenue.
- Successful user acquisition has shifted from individual game performance to portfolio-wide ecosystem management, where developers use high-retention titles like Frozen City to funnel users into more complex 4X games to lower acquisition costs.
- High-production, cross-platform titles like Honkai: Star Rail prove that massive live-ops budgets and multi-platform accessibility are essential for capturing and retaining global audiences in the current market.
Two & a Half GamersMay 2024
Two & a Half Gamers47 min
Supercell's Floodrush: First look! UA, Admon & game design review & Squad Busters comparison (#68)
Floodrush represents a strategic pivot for Supercell, functioning as a PVP-focused battle royale that emphasizes aggressive engagement through a sinking island mechanic.
- Floodrush is a PVP-focused battle royale that differentiates itself from Squad Busters by prioritizing aggressive combat and rewarding player eliminations with energy and elixir resources.
- The game features a portrait-mode, tap-to-move control scheme and displays numerical power levels above characters to facilitate real-time tactical decision-making.
- Supercell is currently running paid user acquisition campaigns via Google Ads for the title, despite the game lacking established franchise intellectual property.
Two & a Half GamersMay 2024
Two & a Half Gamers56 min
Boost your UA with channel diversification & high performing creative frameworks w/ Mistplay (#67)
Loyalty-driven engagement serves as a primary engine for sustainable user acquisition and long-term lifetime value in the mobile gaming sector.
- Mistplay operates as a performance-driven loyalty app with a team of approximately 200 people, leveraging data analytics as the central stakeholder for all product, sales, and commercial decision-making.
- Effective creative testing requires a high volume of output, with the team aiming to test 10 to 14 new creatives per week, totaling 40 to 50 per month to combat creative fatigue.
- When evaluating new UA partners or testing campaigns, the team typically allocates a 1 to 2-month window to move through learning, optimization, and scaling phases.
Two & a Half GamersMay 2024
Two & a Half Gamers61 min
Squad Busters: First look! MOBA or hybrid casual? New Supercell game in Soft launch. (#66)
Squad Busters represents a strategic pivot for Supercell, functioning as a hybrid title that blends battle royale mechanics with casual progression.
- Squad Busters functions as a simplified Battle Royale where players farm monsters and resources to grow their army, incorporating a 'snowball effect' mechanic similar to .io games.
- Supercell has introduced 'battle modes' with rotating map modifiers to address player feedback regarding repetitive gameplay, a strategy similar to the shifting location mechanics found in Marvel Snap.
- The game features a scripted progression system where character unlocks and resource rewards are largely determined by level milestones rather than traditional progression paths seen in other Supercell titles.
Two & a Half GamersMay 2024
Two & a Half Gamers57 min
Triple Tile vs. Triple Match 3D showdown! In-depth UA, creatives, Admon, Game design review (#65)
The tile-matching puzzle genre has evolved into a highly lucrative sector defined by two distinct monetization philosophies: pure ad-driven revenue and hybrid in-app purchase models.
- Triple Match 3D generates approximately $14 million in monthly revenue, significantly outperforming the original Triple Tile, which has seen its revenue decline from a $7 million monthly peak in early 2022 to roughly $2.5 million.
- Triple Tile exhibits a distinct platform split with 87% of its downloads and revenue originating from Android, whereas Triple Match 3D maintains a 60% iOS and 40% Android revenue distribution.
- Triple Tile demonstrates strong early retention with 50% Day 1 retention on Google Play, though it tapers to 24% by Day 7 and 10% by Day 30.
Two & a Half GamersMay 2024
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