Meta just changed the game for ad monetized mobile apps — and if you’re not testing AdROAS campaigns yet, you’re already behind. In this 2.5 Gamers solo deep dive, Matej walks through exactly how to set up Meta’s new AdROAS campaigns, how to unlock the hidden value in your ad impressions, and why this is a must-have in your UA strategy for Android in 2025. 🧠 What You’ll Learn: Step-by-step guide to setting up Meta AdROAS (with visuals!) Why AdROAS lets you optimize for ad revenue value directly...
Apr 30, 2025•26 min
$400M/year from all apps? 40M downloads for a 15-minute book summary? In this 2.5 Gamers episode, we explore how Genesis became one of the biggest non-game mobile app publishers in the world, with over $35M/month in revenue, and 400 M+ total downloads. Forget games for a minute. This is the app industry’s secret playbook, and it’s scaling like crazy. 🧠 What’s Inside: How Cleaner Guru hit $4M/month by cleaning iPhones — with subscriptions The rise of Headway, a micro-learning app with 40M+ downl...
Apr 28, 2025•50 min
In this episode, we sit down with the team behind Airflux, the AI-powered ad optimizer from Airbridge, and unpack how it’s quietly changing the rules of mobile game monetization.📈 Whether you're optimizing for ad whales, tweaking interstitial frequency, or just tired of playing A/B test roulette, this conversation will change how you think about monetization.🧠 What You’ll Learn:How Airflux delivers +26% LTV uplift with zero manual testingWhy interstitial timing is more impactful than raising e...
Apr 26, 2025•43 min
In this episode, we dive deep into the wild world of ad monetization trends in mobile gaming for 2025. From Vietnamese studios like ABI Games printing money daily to hypercasual reskins and even mobile rip-offs of popular Steam games, we break it all down. 🎮 Games Discussed: Cooking Dom by ABI Games 🇻🇳 Merge Sticker Playbook by Lion Studios Hamster Escape by Sunday Games REPO Mobile (Steam-inspired horror) Dreamy Rooms (IAP-driven ultra-casual) Word Search Explorer by PlaySimple Games 💥 💰 D...
Apr 24, 2025•34 min
No UA. No App Store tricks. Chess.com - just 650 remote workers, a Netflix show, a cat bot named Mittens, and a $500M/year business. We dive deep into one of the most fascinating growth stories in mobile: chess.com. From Queen’s Gambit virality to Magnus Carlsen’s meme-worthy genius, we explore how chess.com built a mobile app empire on subscriptions, community, and strategic chaos — all without running a single ad campaign. 🎯 What You’ll Learn: Why Queen’s Gambit + COVID lockdown sparked the a...
Apr 21, 2025•42 min
What do you get when you mash Fallout Shelter, AFK Journey, and Batman?🦇 DC: Dark Legion is FunPlus’ latest 4X-adjacent mobile RPG — but despite the DC IP, flashy UA creatives, and $400K/day revenue spike, it might already be in trouble.Today, we dissect the design, monetization, UA, and feature depth of DC: Dark Legion. Is it a mobile gacha RPG pretending to be 4X? Or is it a 4X that forgot the most important part: the map?🎯 What You’ll Learn:Why DC: Dark Legion is NOT a real 4X — and why tha...
Apr 17, 2025•55 min
30% of your revenue could be coming from a web shop, and you wouldn’t even see it in your external IAP dashboards. In this exclusive episode of 2.5 Gamers, we sit down with David Stelzer, President of Xsolla (formerly Epic Games, SEGA, CAA), to discuss how top-grossing games are ditching App Store dependency and scaling through direct-to-consumer (D2C) models. This isn’t theoretical. 📈 The top mobile publishers using Xsolla’s stack are pulling 25–30% of their total revenue through off-store web...
Apr 16, 2025•42 min
What if Royal Match and EverMerge had a baby… and it made $250K/day? That’s Matching Story, the surprise hit that blended match-3, merge, and classic narrative-driven creatives into one of the most polished casual games of 2025. Today, we dissect how Matching Story, which soft-launched in 2021, took its time, perfected its systems, and is now out-earning most casual titles on the charts. 🔍 What’s inside: How Matching Story blends match-3 + merge mechanics to create deeper monetization Why it to...
Apr 14, 2025•1 hr 1 min
What if we told you that the biggest mobile game hits right now are recycling 5-year-old concepts and adding AI? Today, we break down March 2025’s biggest creative trends in mobile gaming — from AI-generated dress-up ads to the rise of near-death experiences in Royal Match clones. You’ll see what’s scaling, who’s winning, and how games pull record revenue by recycling, remixing, and reinvigorating. 🚨 Key insights you’ll get: How old Playrix-style creatives are coming back to life with AI animat...
Apr 10, 2025•52 min
Struggling to squeeze more $$$ from your ads? You might be losing thousands just by misusing AdMob. Today, Felix Braberg reveals the exact setup, tips, and optimization tactics he uses to scale ad revenue for games earning $350M+ in lifetime revenue. 👉 Whether you're earning $20/day or $3K/day, this episode is your AdMob playbook. 💡 What you’ll learn: How to properly set up AdMob mediation step by step The most common mistakes (like leaving $$ in "AdMob Default" purgatory) The best ad networks...
Apr 09, 2025•25 min
What happens when a cat simulator, born as a VR meme on Meta Quest, lands on mobile with aggressive monetization and viral magic? You get a $300,000/day monster hits. I am Cat with I am Security = 300k/day ad revenue! Today, we break down the bizarre and brilliant rise of I Am Cat and I Am Security — the mobile games that took over app stores in March 2025 with: Over 2.6M DAU $170K/day from I Am Cat $120K/day from I Am Security 60s interstitial loops and mandatory rewarded ads Origin story: a te...
Apr 07, 2025•53 min
Today, we are tearing down Kingshot by Century Games – a new free-to-play mobile strategy game blending 4X strategy and idle survival mechanics. Our provides a detailed, data-driven look at Kingshot’s gameplay design, monetization strategies, creative marketing trends, and its competitive context. We examine how Kingshot builds on Century Games’ previous hit, Whiteout Survival. The video dissects Kingshot’s core gameplay loop – from its survival city-building and fixed-base progression to its 4X...
Apr 03, 2025•57 min
Where to get creative inspiration? That is always the hard question. Maybe the hardest one! Let’s dig a little bit deeper: There are companies/games you need to follow to uncover the recent creative trends. Continue reading! Get the Creative bible now: https://lancaric.substack.com/p/the-creative-bible-how-to-win-in?r=7qqaf Always check the competitors. Use the FB Ads library, TikTok Ad library, and Google Ads transparency center; on top of that, use Adscan.ai to spy on your competitors and see ...
Apr 02, 2025•21 min
This is not just another mobile puzzle game. Screwdom 3D is a MASTERCLASS in hybrid casual design, monetization, and creativity. In this episode, we dive deep into how a small Vietnamese studio is scaling up Screwdom 3D into a $3.6M/month beast, powered by killer rewarded ads, smart boosters, and wildly satisfying 3D physics. Think Screw Jam meets Pinout Master meets genius-level iteration. 💥 Learn how the game blends deep engagement with hypercasual roots 📈 See why it's converting on both IAP...
Mar 31, 2025•39 min
Last Z: Survival shooter is basically a Top Girl with AI girls as heroes mixed with a Last War 4X core. Top Girls are everywhere. It's a new Waifu game in the West. We explore the mobile game Last Z Survival Shooter's gameplay mechanics, character dynamics, and monetization strategies. We discuss the game's onboarding process, the integration of AI, and the cultural references embedded within the game. The conversation also touches on regulatory challenges facing the gaming industry and the futu...
Mar 27, 2025•48 min
In this episode, Jakub goes into the intricacies of game economies, focusing on the concepts of spend depth and effective spend depth. He explains how these metrics are crucial for understanding player engagement and monetization strategies in games. Through practical examples from popular games like Clash Royale and Survivor.io, he illustrates how to calculate and increase spend depth while managing content effectively. The monologue also touches on the challenges of maintaining a balanced game...
Mar 26, 2025•22 min
In this episode, we discuss Supercell's latest game launch, MoCo, exploring Mo.co gameplay mechanics, monetization strategies, and overall market positioning. We go into the game's features, compare it to other action RPGs, and analyze its potential for future success in the gaming industry. https://lancaric.me/future-of-ua-creators-mobile-user-acquisition/ Get our MERCH NOW: 25gamers.com/shop -------------------------------------- PVX Partners offers non-dilutive funding for game developers. Go...
Mar 24, 2025•50 min
Jakub and Felix discuss the latest trends in mobile gaming, focusing on new game releases, soft launches, and the impact of monetization strategies. We explore unique gameplay concepts, particularly in the match-3 genre, and analyze the role of intellectual property in game development. The conversation also touches on future predictions for mobile gaming and the challenges developers face in a competitive market. Get our MERCH NOW: 25gamers.com/shop -------------------------------------- PVX Pa...
Mar 20, 2025•51 min•Season 1Ep. 197
In this conversation, Ömer emphasizes the importance of a human-centric approach that prioritizes creativity, joy, and connection over mere revenue generation. He highlights the challenges faced by the industry, including the pressure on developers and marketers, and advocates for a shift back to the core values of gaming. The monologue also touches on the need for collaboration, well-being, and redefining success in the gaming world. Get our MERCH NOW: 25gamers.com/shop This is no BS gaming pod...
Mar 19, 2025•26 min
Today, we discuss the mobile game Match Villains, developed by Good Job Games. We explore its gameplay mechanics, market performance, and the competitive landscape of mobile gaming. The conversation goes into the game's features, comparisons with similar titles, and insights into the developers' strategies and industry trends. In this conversation, we dive into the innovative concepts and market trends in mobile gaming, mainly focusing on the Royal Match game and its competitors. We discuss the ...
Mar 17, 2025•35 min
In this episode, we explore the critical aspects of scaling games in the gaming industry, focusing on the right timing, key metrics, and financial strategies. Ridzki Syahputera from PVX Partners shares insights on cohort profitability, the importance of soft launching, and various financing options available for game developers. The conversation emphasizes the need for consistency in cohort performance and the role of data in making informed scaling decisions. Get our MERCH NOW: 25gamers.com/sho...
Mar 13, 2025•57 min
This episode of Two and a Half Gamers provides a comprehensive introduction to ad monetization in mobile gaming. Felix Braberg discusses key metrics such as ECPM, fill rate, and ad ARPDAU, explaining their importance in maximizing ad revenue. The monologue delves into how ad networks operate, how they determine ECPM, and the various revenue models they employ. The episode also covers strategies for soft launching, selecting mediation platforms, and effectively scaling ad revenue. Listeners gain ...
Mar 12, 2025•31 min
We discuss the recent news of Applovin selling its gaming division to Tripledot for $900 million. We dive into who Tripledot is, its revenue model, and the impact of ad revenue in the mobile gaming industry. The conversation covers the rise of Tripledot, key milestones, acquisitions, and an analysis of their game portfolio, particularly focusing on Wodoku. We also explore the mechanics of ad revenue and provide estimates of Tripledot's earnings and future prospects. In this conversation, we go i...
Mar 10, 2025•48 min
In this episode, we dive into the world of gacha games, focusing on the popular title Love and Deep Space. We explore the game's mechanics, revenue generation, and character interactions while also discussing the broader context of otome games and their appeal in the gaming market. The conversation highlights the game's unique features, including its combat system, dating mechanics, and ASMR elements, as well as the marketing strategies employed to attract players. Get our MERCH NOW: 25gamers.co...
Mar 06, 2025•46 min
In this episode, we discuss the transformative impact of AI on video production in the gaming and marketing industries. They explore the evolution of AI-generated user-generated content (UGC), the importance of volume in creative production, and the cost reductions that AI brings to video creation. The conversation also touches on the testing methodologies for video performance, the comparison between AI UGC and human creators, and the legal considerations involved in using AI-generated content....
Mar 05, 2025•50 min
In this conversation, we discuss the mobile game Vita Mayong, exploring its gameplay mechanics, user experience, monetization strategies, and user demographics. We delve into the game's ad revenue model, highlighting its success and the criticisms it faces from users regarding ad overload. The discussion also includes comparisons with other games in the genre and insights into the target audience, particularly seniors. The conversation concludes with reflections on user feedback and the game's f...
Mar 03, 2025•50 min
In this episode, we explore Vietnam’s rapidly expanding mobile gaming scene, now projected to exceed USD 1 billion in annual revenue by 2025 and boasting a year-over-year growth rate of nearly 30%—one of the highest in Southeast Asia. We spotlight pioneering Vietnamese game studios and their chart-topping hits, examining the creative approaches that have helped them gain international recognition. We also discuss how local developers navigate Vietnam’s evolving regulatory environment and the pot...
Feb 27, 2025•45 min
In this monologue session, John Wright discusses the current state of mobile game publishing, emphasizing the importance of collaboration between developers and publishers. He outlines the challenges developers face in securing funding and the advantages of working with publishers, including access to expertise and technology. The monologue also covers strategies for choosing the right game and publisher, understanding the game discovery process, and the differences between farming and hunting s...
Feb 26, 2025•32 min
We review a new puzzle game from Vietnam, Goods Puzzle: Sort Challenge, discussing its gameplay mechanics, design, monetization strategies, and user engagement. We explore the challenges players face, the game's level structure, and how it compares to other titles in the genre. The conversation also delves into the game's ad revenue potential and future market trends, concluding with ratings and overall impressions. Get our MERCH NOW: 25gamers.com/shop -------------------------------------- PVX ...
Feb 24, 2025•53 min
Ever wondered why some games blow up while others fade into obscurity? We dive headfirst into the surprisingly complex world of Solitaire games—yes, Solitaire! Especiall, Candy Crush Solitaire! We unpack how this classic genre has evolved from your grandma’s desktop time-killer to a booming corner of the gaming industry, fueled by IP powerhouses like Candy Crush Solitaire. Oh, and we’re not holding back on the Candy Crush of it all. We swing between hype and skepticism about its latest spin-off,...
Feb 20, 2025•1 hr 5 min
