Brutally Honest #171 by Matej Lancaric
No 💩 BS newsletter with useful stuff about UA in the post IDFA world
Hey, FAM! What’s up?
🥃 Drink talk
Tell your team they are doing a good job. Well, if they do a good job. If they suck, tell them that as well.
🦩Tip of the week
The role of automation and AI in user acquisition is expanding. No shit Sherlock.
My recent AMA discussions revealed how UA teams are adopting AI-driven tools to streamline campaign management.
UA toolkit could include AI services for competitor research, automated ad script writing, video creative generation, and even automatic ad uploading via API integrations.
❤️🔥🤖 How to Seduce ChatGPT into Writing Killer Ads
One night, I was browsing the dark web (a.k.a. scrolling Instagram Reels), chuckling at dumb stuff, when it hit me—the most beautiful meme trend of the past few months.
There is a vision of creating an “AI agent” team to handle many tasks traditionally done by UA managers – from analyzing competitors and calculating predictive LTV, to drafting creative briefs – thereby augmenting or even partially replacing the manual work of a UA team. Why do it manually when you can use AI to do it for you?
WHAT?! I just created 200 ads under 2 minutes —thanks to this unstoppable AI Agent
Here we go again! Another killer guide for you.
Embracing these AI and machine learning tools can lead to efficiency gains, faster creative iteration, and more data-driven optimizations. The consensus was that UA managers should leverage automation for repetitive tasks (like bulk campaign setups or bid adjustments) so they can focus more on strategy and creative strategy.
Incorporate AI-driven tools into your UA workflow to save time and improve decision-making.
In fact, I am utilizing a suite of AI tools (Veo3, Midjourney, Kling AI, Sora, Runway, etc.) to automate various tasks, from researching competitor ads to creating videos and uploading them via API (still WIP).
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🐊 Cornelius: The Suspicious Investi-gator
True detective-like exploration of creative trends and historical influences. Delving deep into the world of creatives to uncover hidden patterns and inspirations:
Good old 𝗔𝗦𝗠𝗥 𝘀𝗹𝗶𝗰𝗶𝗻𝗴 𝘃𝗶𝗱𝗲𝗼𝘀 (the oddly satisfying clips of things being smoothly sliced) work remarkably well for 𝗮 𝗳𝗲𝘄 𝘀𝗶𝗺𝗽𝗹𝗲, 𝗽𝗿𝗶𝗺𝗮𝗹 𝗿𝗲𝗮𝘀𝗼𝗻𝘀. I have been talking about ASMR slicing since 2020 👇
Slicing things such as soap, tomatoes, apples, wood, or clay... or coins. Or any other object from your game that can be sliced.
It all started back in the days with ASMR slicing, right, Primož? My team produced a few of these videos. 𝗖𝗮𝗻 𝘆𝗼𝘂 𝗴𝘂𝗲𝘀𝘀 𝘄𝗵𝗶𝗰𝗵 𝗼𝗻𝗲𝘀?
It works across TikTok, YouTube, Instagram, and even in ads for mobile games. 𝗪𝗵𝘆?
𝗦𝗲𝗻𝘀𝗼𝗿𝘆 𝗦𝗮𝘁𝗶𝘀𝗳𝗮𝗰𝘁𝗶𝗼𝗻
ASMR triggers a pleasurable “tingling” feeling for some viewers, usually from crisp, clean sounds and smooth visuals.
𝗩𝗶𝘀𝘂𝗮𝗹 𝗣𝗲𝗿𝗳𝗲𝗰𝘁𝗶𝗼𝗻
Our brains are wired to enjoy symmetry, order, and completion. Slicing creates perfectly even pieces and restores chaos to order, which is inherently satisfying to watch.
𝗦𝘁𝗿𝗲𝘀𝘀 𝗥𝗲𝗹𝗶𝗲𝗳 & 𝗖𝗼𝗻𝘁𝗿𝗼𝗹
The world is chaotic; slicing is controlled, predictable, and soothing.
𝗜𝗻𝘀𝘁𝗮𝗻𝘁 𝗚𝗿𝗮𝘁𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻
Every slice delivers a mini dopamine hit, there’s no waiting, no plot, just pay-off every second.
𝗨𝗻𝗶𝘃𝗲𝗿𝘀𝗮𝗹 𝗔𝗽𝗽𝗲𝗮𝗹, 𝗟𝗼𝘄 𝗕𝗮𝗿𝗿𝗶𝗲𝗿
You don’t need to speak a language or understand a culture; anyone can watch and enjoy.
𝗢𝗱𝗱𝗹𝘆 𝗦𝗮𝘁𝗶𝘀𝗳𝘆𝗶𝗻𝗴 = 𝗦𝗰𝗿𝗼𝗹𝗹-𝗦𝘁𝗼𝗽𝗽𝗶𝗻𝗴
It breaks up the feed and makes people pause. This is gold for social and UA campaigns: high watch time, high completion, and often high share rates.
𝗔𝗦𝗠𝗥 𝘀𝗹𝗶𝗰𝗶𝗻𝗴 𝘄𝗼𝗿𝗸𝘀 because it’s pure, snackable satisfaction for the senses. It taps into universal triggers for pleasure, control, and curiosity. That’s why it converts, that’s why it hooks, and that’s why you keep seeing it everywhere in UA and social media.
2.5 years ago (xoxo), the term "ASMR slicing" was banned on two & a half gamers by Jakub & Felix. I wonder why?
Authenticity is balanced with entertainment value.
Yours truly, Cornelius.
💀 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!
"Another one bites the dust, as it seems even Blizzard wasn't able to make it work on mobile, duh! Because doing a clash royale clone 7 years after its release without any real UA was truly a genius idea 💡. Who could have thought that it won't be sustainable? See you in the next episode of No Shit Sherlock" Sincerely, Doom (https://mobilegamer.biz/warcraft-rumble-to-be-wound-down-100-layoffs-reported-in-blizzards-mobile-arm/)
🎉 “Ha-ha” moment
Because life is too short to be serious.
It’s a joke, okay?
🎮 two & a half gamers new episode
𝟵𝟱% 𝗮𝗹𝗹 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 still comes from Japan! Uma Musume Pretty Derby: The deepest mobile roguelite You’ve 𝗻𝗲𝘃𝗲𝗿 𝗽𝗹𝗮𝘆𝗲𝗱 𝗮𝗻𝗱 𝗻𝗲𝘃𝗲𝗿 𝘄𝗶𝗹𝗹. Don't play this game
Making $1 mil/month. 95% all revenue still comes from Japan, where Uma Musume is more than a game. It is a cultural event. 𝗧𝗵𝗲 𝗨𝗦 𝗶𝘀 𝗰𝗮𝘁𝗰𝗵𝗶𝗻𝗴 𝘂𝗽 𝘀𝗹𝗼𝘄𝗹𝘆.
With just sixteen million downloads, the game hit more than two billion dollars in lifetime revenue, 𝗼𝘃𝗲𝗿 $𝟭𝟮𝟬 𝗽𝗲𝗿 𝗱𝗼𝘄𝗻𝗹𝗼𝗮𝗱.
Training runs carry over legacy stats, traits, and inspiration from previous “parents.” Every decision in a run matters.
Social features like friend-run inheritance and deep support card gacha fuel endless replay.
Every character is based on real Japanese racehorses, with hair colors, costumes, and personalities mapped to actual horse details.
This makes Uma Musume part sports sim, part anime idol builder, part gacha grinder.
𝗧𝗼𝗼 𝗖𝗼𝗺𝗽𝗹𝗲𝘅 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗪𝗲𝘀𝘁.
The English launch saw a brief spike in downloads of 100k/day, tripling the daily revenue. Complexity, visual style, and waifu focus make it a core product for otaku and hardcore sim fans.
📺 Watch on YouTube
🎧 Listen on Spotify
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📈Q1 2025 Brutally Honest UA report - Real Data inside!
Hey there, Matej here! Welcome to the most brutally honest look at mobile game UA you’ll read this quarter. This report isn’t just another round-up of trends – it’s built on real campaign data, survey responses from hundreds of UA pros, and my experience running UA for some of the hottest games.
THE Soft launch Bible: Full 2025 blueprint with real data!
Soft launching a mobile game in 2025 remains one of the smartest strategic moves you can make before a full global release. With the mobile gaming market now even more saturated—and user acquisition costs still climbing—a well-planned soft launch can be the difference between success and failure.
🏰 How I Used 7 AI Tools to Make a Killer Ad in a Day
The result of this article is a scroll-stopping game ad with humor, polish, and personality: all delivered in 24 hours. This AI-powered process slashed production time from a week to a day, showing how lean teams can create AAA-quality mobile ads with the right tools and creative prompts.
THE Creative Bible: How to win in 2025?
Let's just dive directly into the creative framework for 2025
🦄 Diary of a Dancing Unicorn
Today was a good day.
Hey, hey, we loved your presentation last year. Would you be interested in doing it again?
Hell yeah! Without a doubt.
OMG, that’s so exciting.
How many people this year?
It was 150 last year, we are aiming for 500-600 this year.
Oh boy, that is amazing. It was such a great event last year.
People loved it too. Especially your presentation. You guys killed it.
Thanks a lot! Can’t wait for this year.
Could you perhaps talk about how AI is reshaping the gaming world?
Hah, absolutely. That’s what we like to talk about :)
Deal!
Today was a good day.
🤺 Quote of the week
"We met briefly last year, but then I listened to the podcast and was like wait a minute, I know this guy” - Charles, call
Uma Musume Pretty Derby review
🧞 The Song of the Week
We launched a music album. Yes, that's correct. We are putting a ton of energy into creating valuable (and crazy) content that I think you'll like. Check out the latest songs, and give us a like and subscribe. Play ehm. Listen now!
👾 THE AI (R)EVOLUTION
The AI revolution is here, and it’s transforming the way we approach mobile games marketing.
From creating scroll-stopping ad creatives to optimizing user acquisition strategies, AI is the game-changer we can’t ignore.
🥦 Before you go
Ask Matej AI a question. It’s actually quite good!
We produced one more episode at 2.5 Gamers. Check it out now:
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