Brutally Honest #130 by Matej Lancaric
No 💩 BS newsletter with useful stuff about UA in the post IDFA world
Hey, FAM! What’s up?
🥃 Drink talk
Came back from Appfest Barcelona. A great event full of great content. (not because I had a presentation about UA diversification) Going to share the deck next week, stay tuned!
🦩Tip of the week
Manual campaigns & "Lookalikes are dead.” That’s what some UA people want to believe. I have found success with both recently.
You should try to diversify from the Automated Campaign setup that Facebook pushes into your face at every step of the campaign creation. When was the last time you created lookalikes? at least 37826783 years ago, I know! Here is a list I usually create:
ENGAGEMENT events
XY+ quests achieved in the game (in last XY days/months)
XY+ times App launched in the last XY days/months
engaged with high LVL - e.g. all players with level 100
XYZ+ logins in 1 day - (in last XY days/months)
PAYERS:
top 250 payers (in certain month)
2+ special offers bought (in last XY days/months)
XY soft currency bought (in last XY days/months)
1+/3+/5+ payments in last XY days/months
whales
engaged payers - players with 10/20/30+ logins in last XY days & made a purchase
top 10% purchasers (in last XY days/months)
single pay over xy UDS (in last XY days/months) - single payment over 20, 30, xy USD
For more UA tips, check out this newsletter:
💀 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!
"How can you kill something that is dead already? Easily, there is this secret version of Necromancy, called Cryptomancy, which just happened to our innocent FlappyBird. The original creator has nothing to do with it and is already horrified, as the game is now Telegram only with the addition of, you guessed it, cryptocurrency. Outstanding move, as always with crypto 😅" Sincerely, Doom (https://mobilegamer.biz/flappy-birds-comeback-begins-with-a-telegram-only-game-with-added-f2p-and-crypto)
🎉 “Ha-ha” moment
Because life is too short to be serious.
🎮 two & a half gamers - Creative Trends August 2024
Latest Creative trends for mobile gaming - August Edition! Yes, that’s it.
📺 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.
Hey hey! It was flagged to me that you haven’t replied to the client for a day. Can you follow up with her today/ASAP? I'm sure things are running fine, but she needs some reassurance.
Well, yes, I spent half of the day in the hospital because I cut my finger.
Uff, do I want to know what happened? :O
Yeah, don’t worry. I will answer later today.
Could you share when to expect you to be out of reach for the next month? That will really help with managing client expectations.
Ehm, I didn’t really plan to be in the hospital last week.
Today was a good day.
🤺 Quote of the week
"We're very lucky they're so fucking stupid" - Jakub, 2.5gamers chat
Creative Trends in Mobile Games August 2024
🧞 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!
We produced one more episode at 2.5gamers. Check it out now:
🍿 Fun starts in two & a half gamers Slack! Join now
We are opening up a Slack channel for everybody. It is the most inclusive slack for 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! ♥️
💡 PS: The latest UA & marketing jobs for you prepared by Gamigion:
ASO Manager – Small Giant Games Zynga
Senior Product Manager, Marketing Analytics Zynga
Performance Marketing Specialist Dream Games
Product Marketing Coordinator Jam City
Head of Monetization & LiveOps SciPlay
User Acquisition Specialist Gameloft
UA & Marketing Manager Playtika
Senior Performance Marketing Manager Rovio
Growth / User Acquisition Analyst Madbox
Senior Product Marketing Manager Kwalee
Lead Growth Manager Kwalee
Director of Growth Kwalee
Growth Manager Voyager
Growth Manager Voodoo
UA Manager ABI Game Studio
Marketing Specialist Fugo Games
Senior Marketing Analyst Playkot
Junior UA Manager East Side Games
Marketing Data Analyst – ASO Scopely
Regional Director Marketing EMEA Scopely
Senior Performance Product Manager (Growth) Scopely
Senior Performance Marketing Manager Supercell
Senior Marketing Researcher, Live Games Supercell
Marketing Lead, Clash Royale Supercell
UA Marketing Producer Playrix
Lead User Acquisition Manager Playrix
Senior User Acquisition Manager Playrix
Product Marketing Analyst, Games AppLovin
Senior User Acquisition Manager Gamelight
Senior Growth Manager Liftoff Mobile
ASO Manager MobileAction
Growth Manager Moloco
Find out more here!