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
two & a half gamers session #26 - Unpacking Google ads "disaster", ASA Today's new ad, Google ＜3 MAX
Google’s recent implementation of stricter ad guidelines, which limit intrusive full-screen interstitials and specific app-open formats, represents a strategic shift toward rewarded advertising rather than a systemic threat to the hyper-casual gaming sector.
- Google is enforcing stricter ad placement policies, specifically targeting full-screen interstitial ads that appear before app loading screens and those that remain unclosable for 15 seconds, leading to increased app rejections.
- Apple has expanded its search ad inventory by adding two new placements in the Search tab and the Search results page, a move expected to significantly increase Apple's advertising revenue following the implementation of the ATT privacy framework.
- AdMob has historically used its mediation platform to incentivize developers, with reports of the company throttling ad traffic by 90-95% for developers who exceeded a three-placement limit, effectively forcing them toward Google's own mediation tools.
two & a half gamers session #25 - Does Ubisoft give a F! about mobile games? GD, UA & Admon analysis
Ubisoft faces a significant strategic impasse regarding its mobile gaming division, which currently contributes only 8% of the company’s total revenue.
- Ubisoft’s mobile division currently contributes only 8% of the company’s total revenue, signaling a significant strategic underperformance.
- The mobile portfolio is heavily reliant on aging legacy titles released between 2013 and 2016, such as Hungry Shark and Growtopia, with no successful scaling of new mobile launches.
- Marketing efforts are hampered by a reliance on traditional channels like Facebook and Google, while failing to utilize high-growth platforms such as TikTok and Unity.
two & a half gamers session #24 - 1 year after IDFA Apocalypse. State of the UA, Admon & retargeting
The mobile gaming industry has successfully navigated the initial disruption caused by Apple’s App Tracking Transparency (ATT) framework, moving beyond the narrative of an industry apocalypse toward a more sophisticated, privacy-centric operational model.
- Optimizing pre-prompt messaging and timing is critical for iOS user acquisition; effective implementation can increase opt-in rates from a baseline of 15–20% to as high as 40–54%.
- Retargeting remains a vital performance channel, with sophisticated studios now hiring dedicated specialists and using verifiable incrementality studies—often involving control groups—to justify spend and measure true ROI.
- The industry has shifted toward a more fluid budget allocation strategy between iOS and Android, moving away from the initial post-IDFA panic that caused a mass migration of spend toward Android.
two & a half gamers session #23 - How to do a proper game performance audit? UA, Admon & GD
Conducting a comprehensive game performance audit requires a holistic evaluation that integrates team capabilities, production processes, and technical execution.
- A proper game performance audit should be categorized into three pillars: the team's production capabilities, the game's design and monetization strategy, and the technical health of UA and Admon.
- Ad monetization audits must prioritize a 'sandwich' waterfall structure; failing to place competitive networks between price points allows bidders to lower their payouts because they no longer face pressure from higher-bidding alternatives.
- Fill rates below 97% are considered unacceptable; if fill is low, developers should add more ad networks or implement a backfill placement to ensure every ad request is monetized.
two & a half gamers session #22 - How to predict game performance? What is Tilting Point's secret?
Tilting Point maintains a competitive edge in the mobile gaming market by integrating rigorous data-driven analysis with a collaborative approach to developer partnerships.
- Tilting Point evaluates potential publishing partners by requiring a clear product roadmap, viewing the absence of one as a primary indicator to decline a partnership.
- The company targets an 85% confidence level in their ability to scale a game before committing to a full publishing partnership, though they acknowledge that predictive LTV models often fluctuate once UA spend reaches 45k–60k per month.
- The UA team is structured with dedicated managers for specific game portfolios alongside network-specific representatives who maintain direct relationships with platforms like Facebook and TikTok.
two & a half gamers session #21 - How to run efficient UA on TikTok? TikTok's explosive growth
TikTok has established itself as a dominant force in the mobile gaming user acquisition landscape, driven by an interest-based algorithm that consistently outperforms legacy platforms like Facebook.
- TikTok’s interest-based algorithm is currently outperforming legacy platforms like Facebook in mobile gaming user acquisition by delivering lower purchase-based cost-per-install metrics.
- Successful TikTok UA campaigns require a creative-first strategy that involves rotating three to five creative variations on a weekly basis.
- TikTok’s revenue is projected to triple, positioning the platform as a primary competitor to major tech incumbents in the digital advertising space.
two & a half gamers session #20 - The Ants creative analysis. Which visual theme has the lowest CPI?
The Ants: Underground Kingdom has fundamentally reshaped the mobile strategy landscape by leveraging an under-saturated insect theme to drive a 904% year-over-year growth in the animal-themed gaming category.
- The Ants: Underground Kingdom drove a 904% year-over-year growth in the animal-themed gaming category and currently captures nearly 90% of consumer spending within that niche.
- Animal-themed visuals consistently deliver the lowest cost-per-install (CPI) metrics, with US purchase campaigns achieving figures as low as $0.30 to $0.40.
- The game successfully converts casual players into high-monetization 4X strategy users by masking complex competitive mechanics behind an accessible base-building interface.
two & a half gamers session #19 - The King info Leak, 5 Game design tips to level up your game
Large-scale mobile game developers often face significant operational inefficiencies when attempting to build proprietary infrastructure, particularly in ad mediation.
- King's global average eCPM for ad monetization is approximately $16, aligning closely with industry estimates of $17.
- Building proprietary ad mediation platforms is generally inefficient for game studios, as specialized providers like IronSource and AppLovin maintain superior infrastructure and scale.
- Effective game session design requires balancing resource demand with player acquisition to create necessary 'deficiencies' that incentivize spending.
two & a half gamers session #18 - How could King make 30% more revenue? Full UA, GD & Ads analysis!
King maintains a dominant position in the global mobile gaming market, anchored by the enduring success of the Candy Crush franchise.
- King could increase its annual ad revenue by approximately $22 million, a 30% boost, by transitioning from direct-contract negotiations to an open-market programmatic mediation model.
- King generates $2.5 billion in annual revenue primarily through its Candy Crush franchise, which is supported by a massive library of over 11,000 levels.
- Internal innovation efforts outside of King's core match-three expertise, including forays into endless runners, narrative-driven restoration, and midcore RPGs, have failed to achieve long-term sustainability.
two & a half gamers session #17 - the creative framework, tips for inspiration, recession & games
The mobile gaming industry is currently navigating its first encounter with a significant economic recession, prompting a strategic pivot toward shorter-term return on investment and tighter capital management.
- The creative production process should follow a cyclical loop: competitor research, assessment of past performance, brainstorming, brief creation, production, testing, evaluation, and iteration.
- Performance-based creative testing consistently shows that lower-production-value assets often outperform high-end, polished visuals, proving that data-driven results should override aesthetic preferences from art directors.
- Mobile gaming teams should prioritize the CPI (Cost Per Install) versus LTV (Lifetime Value) equation over artistic quality, as the primary goal of creative assets is to drive measurable performance.
two & a half gamers session #16 - 7 Ad monetisation secrets how to make more revenue
Maximizing mobile game revenue requires a rigorous, hands-on approach to ad monetization that prioritizes direct negotiation and technical optimization.
- Maximize revenue by treating ad networks as leverageable partnerships, insisting on dedicated account management to secure superior price points and performance support.
- Maintain technical hygiene by removing unused placements in mediation platforms like Unity to reduce latency and stabilizing eCPMs during AdMob’s data-ramping periods.
- Protect user experience and ad delivery control by disabling unauthorized end cards that artificially extend ad duration without providing additional value.
two & a half gamers session #15 - Can UA save your game? Does your game need UA? UA for beginners
The mobile gaming industry is currently undergoing a significant market correction following the unsustainable growth observed during the COVID-19 pandemic.
- User acquisition (UA) cannot fix poor game performance; product teams must prioritize retention and lifetime value optimization before scaling budgets, as UA is only effective when the core game economy is sustainable.
- The mobile gaming market is undergoing a correction, evidenced by a six percent year-over-year decline in revenue as of early 2022 and a cooling in major merger and acquisition activity.
- Capital investment has shifted significantly toward blockchain-based projects, which now account for 50% of all funding in the sector.