Brutally Honest #131 by Matej Lancaric
No đ©â BS newsletter with useful stuff about UA in the post IDFA world
Hey, FAM! Whatâs up?
đ„ Drink talk
I really admire people who know absolute jackshit about UA talking about UA. Its always a great âpopcornâ material. Keep talking!
đŠ©Tip of the week
Diversification of your UA channel mix is crucialâwe know that. This is one of my slides from last weekâs Appfest presentation. The full deck will follow in the next few days.
While none of these channels are NEW, I see them climbing up the UA channel ranks in the games I manage or the games we review on our no BS podcast.
Diversification doesnât always mean you have to run a million UA channels at once. It really starts with one channel. What am I talking about? What to diversify:
Campaign optimization
MAI, AEO Engagement events, AEO Purchase, VO
Attribution windows (campaign types)
D0, D1, D7, D28
GEOs
Creatives
different angles bring different types of players
Placements
Monetization (IAA, IAP, hybrid)
đ 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!
"What do you do when your playerbase thinks the game is dying and you are gonna squeeze every last penny out of them? You squeeze every last penny out of them, duh!. Like charging a mere skin for $60 (only for 2 classes btw, not even every class can use this, duh!, there will be obviously of this). This will show those sceptics, that the only thing dying is their wallet đ" Sincerely, Doom (https://www.pcgamer.com/games/card-games/blizzard-has-apparently-decided-the-best-way-to-combat-the-hearthstone-is-dying-narrative-is-by-releasing-a-dollar60-ragnaros-hero-skin/)
đâ âHa-haâ moment
Because life is too short to be serious.
BEST.JOKE.EVER!
đź two & a half gamers - Elder Scrolls Castles
Elder Scrolls Castles is currently earning around $70k daily in revenue. In this episode, we discuss the global launch and performance of this mobile game from Bethesda. It's a big IP on PC but terrible on mobile.
What are the initial reception and performance metrics, and how does it compare to similar games in the genre?
Jakub discusses gameplay mechanics, innovative features, and monetization strategies, and I talk about the marketing approach.
Is this another Warcraft Rumble case? We are very concerned about the game's long-term viability and the lack of content updates, therefore drawing parallels to other mobile games like Warcraft Rumble.
The UA basically doesnât exist, using only a few static images and 1 long video cut into pieces. Pretty sad!
đș Watch on Youtube
đ§ Listen on Spotify
đ€Paid subs only
Sneak peek at what you get for your support:
đŠâ Diary of a Dancing Unicorn
Today was a good day.
Hey hey! Thanks a lot for doing the review for us. Its great to see what we are doing wrong and what we are doing great.
Sure thing! Thats what the review is for.
Yeah, I think we are missing out on some things you pointed out.
Also, there are some activities that I would do differently, but thatâs just my personal preference.
Understood. I also got some internal feedback. Work was great, but some of my colleagues misunderstood the purpose of this assignment.
What do you mean?
One mentioned lack of wow effect. But honestly, since everything is actionable and we have shit ton of stuff we need to do, I donât really care.
Well, thatâs great to hear. I am not doing reviews to wow anyone, but point out stuff that companies do well or don't. Simple as that.
I know! We have some work lined up for you after the review as well. So I guess, it served its purpose.
Great to hear, looking forward!
Today was a good day.
đ€șâ Quote of the week
"Monopoly Go is not a social casino game, it's a casual game with casino elements" - Kress, TWIG
Elder Scrolls Castles
đ§ 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.
đŸâ Gaming blast from the past
Do you remember this game? What did you play when you were young?
đ„Šâ Before you go
Ask Matej AI a question. Itâs actually quite good!
We produced one more episode at 2.5gamers. Check it out now:
đż 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 â„ïž
Feel free to join here!
đ§ Thanks for reading this weekâs 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!
đ Reach out for feedback or questions, or say hi!
Give me some love (or hate) & Subscribe everywhere! â„ïž
đĄ PS: The latest UA & marketing jobs for you prepared by Gamigion:
Sr. Manager, Performance Marketing Scopely
Marketing Manager, LATAM Supercell
Live Operations & Monetization Lead Supercell
Monetization Manager Supercell
UA Marketing Producer Playrix
Lead UA Manager Playrix
Senior User Acquisition Manager Playrix
Associate UA Manager Zynga
Senior Performance Marketing Manager Zynga
Mobile User Acquisition Manager Moon Active
Monetization Manager SciPlay
User Acquisition Manager SciPlay
Senior Product Marketing Manager Outplay
Performance Marketing Manager Space Ape Games
User Acquisition Representative Tamatem Games
Product Marketing Lead Gameloft
User Acquisition Specialist Gameloft
Product Marketing Manager Kwalee
Senior Monetisation Manager Miniclip
Product Marketing Lead Rovio
Head of User Acquisition Huuuge Games
Marketing Specialist Fugo Games
Growth Manager Good Job Games
Senior Influencer Marketing Specialist FRVR
ASO Specialist Nordcurrent
Growth Manager Moloco
Marketing Manager, EMEA Moloco
Senior User Acquisition Manager Gamelight
Senior SEO & Growth Manager Braze
Mobile Growth Manager Phiture
Find out more here!