Two & a Half Gamers
Two & a Half Gamers is a YouTube channel covering the mobile games business. It publishes videos on ad monetization, user acquisition, game launches, studio strategies and industry news.
Documents
Unity Special no.2: Boycott - Developers Fight Back in the mediation war
A coalition of mobile game developers, particularly within the hyper-casual sector, has launched a coordinated boycott against Unity in response to the introduction of a controversial runtime fee structure.
- Major hyper-casual publishers, including Voodoo, Homa Games, Century Games, and CrazyLabs, have initiated a boycott by disabling Unity’s ad monetization and User Acquisition (UA) services in response to the company's new runtime fee policy.
- Unity’s business model is heavily reliant on ad revenue rather than engine licensing, meaning a widespread boycott by major publishers could create a 'chicken and egg' problem that severely impacts Unity's ad demand and supply ecosystem.
- Developers considering a migration away from Unity face significant technical hurdles, as alternative engines like Godot, Cocos, or Defold currently lack the feature scale and industry-wide comfort level established by Unity.
Unity Special: From $200/month fee to $187k. Death kiss to (small & hypercasual) developers
Unity’s introduction of a runtime fee based on game installs, effective January 1, 2024, represents a fundamental shift in the economic model for developers utilizing the engine.
- Unity is introducing a 'runtime fee' effective January 1, 2024, which charges developers based on a flat fee per install rather than a fixed monthly subscription, significantly impacting unit economics for small and hypercasual developers.
- The new fee structure applies to games that exceed both $1 million in trailing 12-month revenue and 1 million lifetime installs, with costs varying based on the developer's region and the user's install location.
- For developers in hypercasual markets where cost-per-install (CPI) can be as low as 1 to 2 cents, an additional fee of 2 cents per install represents a 100% cost increase that can render previously profitable games unviable.
Empire Takeover - 4X Hybridcasual review: UA, Creatives, Ad monetization, Game design (#77)
Empire Takeover serves as a case study in the hybrid-casual 4X genre, demonstrating how a title can generate significant lifetime revenue—estimated at $30 million—despite utilizing low-budget production values and a dated user interface.
- Empire Takeover demonstrates that a 4X strategy game can generate significant revenue—peaking at $1.5 million per month in April 2022—despite utilizing low-production, hypercasual-style assets and UI.
- The game successfully integrated hypercasual mechanics, such as 'Mushroom Wars'-style combat and AFK Arena-style hero systems, into a 4X core loop to drive engagement.
- Despite 7 million total downloads and $19 million in lifetime revenue, the game's performance collapsed after August 2022, with current monthly revenue sitting at approximately $700k from a small user base of 22,000.
Gamescom Live Special: Creative trends, iOS measurement, Hollywood inspired games, UA channel mix
Mobile user acquisition strategies are undergoing a significant transformation, shifting away from high-fidelity 3D assets toward unconventional, trend-driven creative content.
- Mobile user acquisition is shifting from high-fidelity 3D assets to trend-driven, unconventional creative content, such as viral memes and shock-value imagery, which currently outperform traditional high-end production.
- Studios are moving toward centralized internal data infrastructure to create a single source of truth, enabling a transition from simple cost-per-install metrics to sophisticated, return-on-ad-spend-driven bidding.
- Technical rigor in data management is now essential for navigating the complexities of iOS measurement and the ongoing fluctuations within the SKAdNetwork ecosystem.
From hypercasual to hybridcasual - The Homa Games story (#76)
The hypercasual gaming market remains a significant force in the mobile industry, characterized by high-volume user acquisition and aggressive ad-based monetization.
- Games marketed as 'hybridcasual' often remain hypercasual in practice, with titles like 'Fight for America' deriving approximately 87% of their revenue from ads rather than in-app purchases.
- Successful hybridcasual titles typically require deeper progression layers, such as gacha mechanics or multiple vectors of character growth, which are often missing in games that fail to transition from hypercasual.
- Scaling strategies for 'Fight for America' included optimizing rewarded video frequency to increase eCPM, testing economy variables like coin inflation, and expanding UA networks beyond Facebook.
Creative trends Q2 2023, Soft launch sonar Q2, Moloco for ad monetization (#75)
Creative optimization stands as the primary driver of user acquisition success in the mobile gaming sector, with algorithmic platforms like Facebook heavily prioritizing high-engagement assets.
- Creative optimization is the primary driver of user acquisition success, with algorithmic platforms like Facebook prioritizing high-engagement assets to combat creative fatigue.
- Developers are increasingly integrating hyper-casual mechanics and misleading creative hooks—such as fake mini-games—into complex strategy and 4X titles to capture user attention.
- The demand-side platform Moloco has become a critical tool for ad monetization, with annual mobile spend projections for the platform exceeding $1 billion.
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.
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.
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.
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.
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.
Diablo IV special: Gameplay & game design review, Pay for comfort, Path Of Exile comparison
Diablo IV functions as a hybrid experiment, blending the intricate mechanical depth of traditional action role-playing games with the expansive, social structure of a modern massively multiplayer online title.
- Diablo IV faces a potential player retention challenge with its seasonal model, which requires players to restart from level one every three months, a system that may frustrate users who have invested significant time in their characters.
- The game currently lacks deep end-game mechanics, with most content consumable within approximately 100 hours, creating a potential engagement gap for hardcore ARPG players compared to competitors like Path of Exile.
- Diablo IV's current monetization relies heavily on cosmetics, but the game may eventually shift toward 'pay for comfort' models—similar to Path of Exile’s premium inventory tabs—to drive higher long-term revenue.