Brutally Honest #110 by Matej Lancaric
No 💩 BS newsletter with useful stuff about UA in the post IDFA world
Hey, FAM! What’s up?
🥃 Drink talk
Interesting to see how many people try to copy others. We can see it around us on the:
game design level
creatives level
articles level
podcast level
even newsletter ..
Fun times. I wish everybody a lot of patience and great achievements!
🦩Tip of the week
Look what Google introduced last week!
“Your own Mid Journey” in the campaign creation workflow. Go into assets and generate AI static images. Try to create one adgroup with AI statics only!
If you don’t have it, reach out to your Google rep.
💀 Dr. Doom is not amused
One of my industry friends amused me with his direct and honest TL;DRs, so we agreed to share it here, too! My friend remains anonymous as Dr.Doom!
"Somebody has been paying attention in my class of "How to destroy a community in a week" and actually delivered. So Tarkov guys, after announcing a new $250 dollar edition of the game, not only screwed ppl who already paid for the other premium edition for $150 (where they stated they would get later all the other DLCs for free, hahahah who did actually believe that? 🤣) but to add insult to injury they also said that ok, ppl who bought the $150 edition will at least get the preferential treatment of being preferred in the matchmaking queue. And you are asking what about the ppl who bought the basic $50 version? Fuck them, they will be at the end of the queue forever 😅 outstanding moves here guys" - Sincerely, Doom (https://www.pcgamer.com/games/fps/how-escape-from-tarkov-wiped-out-years-of-goodwill-in-one-catastrophic-week/)
🎉 “Ha-ha” moment
Because life is too short to be serious.
🎮 two & a half gamers - Squad busteeeeers going global!
Supercell’s Squad Busters Global Launch Strategy LEAKED! Oh no, wait. This is just my idea of how I would structure the strategy:
Countries
US specific campaigns
KR only - fully localized
DE specific (or whole DACH)
JP specific
Platform split
70% iOS vs 30% GP based on the Softlaunch data
But wait? Isn’t iOS dead? Ehm no. Just shut the f*ck up if you don’t know anything about UA. It’s embarrassing.
UA channels
TikTok should be absolutely the biggest channel.
Also, to give you some context, TikTok is currently one of the best-performing channels, especially on iOS. This brings me back to the 70% iOS budget split I mentioned before.
What else?
Google
AppLovin
Fb
Moloco
Mistplay
Mintegral
Tune in:
📺 Watch on Youtube
🎧 Listen on Spotify
🤑Paid subs only
Sneak peek at what you get for your support:
🦄 Diary of a Dancing Unicorn
Today was a good day.
Yo. Could we hop on a quick call today or tomorrow?
Sure thing, could you do it in 1-2 hours?
yeah, let’s do that.
Oh, btw. If you want to pause the UA because the retention sucks, we can just discuss it here on Slack. Since we already had that retention discussion last week.
Thats right. That’s what we had in mind. Let’s pause the whole UA now until we improve the onboarding a bit.
Very well. Just paused all the campaigns .. thanks!
Thanks a lot. We will reach out when we have a new build.
…
…
…
wtf, why am I getting all these emails about new campaigns? Oh, they didn’t pause the UA at all. They expanded to more countries, using my campaign structure and logic. The retention still sucks even in the new countries. Why are they wasting so much money? Well, well, well … At least tell me the truth next time …
Today was a good day.
🤺 Quote of the week
“Huge thanks to Matej for all the help getting a number of UA pieces rolling! - Sean, investor update
Squad Busters soft launch review
🧞 Level up yourself
I launched a YouTube Channel. I'm putting a ton of energy into creating valuable content that I think you'll like. Check out the latest stuff, and give me a like and subscribe.
👾 Gaming blast from the past
Do you remember this game? What did you play when you were young?
🥦 Before you go
Ask Matej AI a question. It’s actually quite good!
🍿 Fun starts here
We are opening up a Slack channel for everybody. It is the most inclusive slack for all of the gaming industry. Female, male, non-binary, juniors, mid-level, seniors, vendors, developers = EVERYBODY! We are waiting for you ♥️
Feel free to join here!
🧙Thanks for reading this week’s newsletter!
Please do me a favor and share this with someone in your network who you think would benefit from the insights and brutal honesty. It would mean a lot to me!
Take care, everyone! See you next Monday!
👇 Reach out for feedback or questions, or say hi!
Give me some love (or hate) & Subscribe everywhere! ♥️