Brutally Honest #57 by Matej Lancaric
Brutally Honest #57 by Matej Lancaric
No 💩 BS newsletter with useful stuff about UA in the post IDFA world
Hey FAM! Enjoy your week
🥃 Drink talk
Thanks for sending over all your feedback! Got a ton of it, especially about the latest newsletter. Some people were like, "Why all the whining in the dancing unicorn section?" while others said, "Hey, thanks for sharing. We're all in this together!" It's great to see such a range of responses, so keep them coming! I'll use your input to make my brutally honest newsletter even better.
🦩Tip of the week
In the last three games UA reviews, we saw a strong performance of Applovin. It was on the top of the spending and share of impressions. It was paired with a strong performance of the playable ad format. Then we saw Google and Unity in the UA channel mix.
There is definitely a pattern. All those three games were strong on Ad revenue. How does the UA playbook for ad revenue-based games look like? It depends on the IAP vs. Ads revenue split, but let’s say its 50vs50:
Applovin AdROAS + IAP ROAS campaigns
US + T1 geos
Google AdROAS + tROAS
US + ROW
Unity AdROAS + ROAS
US
Diversify the UA as much as you can!
💀 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 you received a cease and desist letter from a megacorp (Nexon) going after you and delisting your game (Dark and Darker) from Steam? You continue development punk style and put your game client on torrents so your players can playtest the game. That's got to be the best pirate I've ever seen (Insert Jack Sparrow Smile)" - Sincerely, Dr. Doom (https://www.pcgamer.com/dark-and-darker-is-still-kicked-off-steam-so-ironmace-is-going-old-school-with-bittorrent-for-the-latest-playtest-and-fans-are-loving-it/)
🎮 two & a half gamers #61
Get ready to immerse yourself in the thrilling world of Legend of Slime - the massively popular Idle RPG raking in a jaw-dropping $30 million per month! With an impressive 30% in-app purchases versus a 70% ad revenue split, this game is a true force to be reckoned with.
And now, it's time to go behind the scenes for an exclusive deep dive into the game's user acquisition strategies, ad monetization techniques, and game design secrets.
Don't miss out on this epic review - tune in now and get ready to be blown away by the incredible success of Legend of Slime!
Tune in now:
🎧 Listen on Podcast
📺 Watch on Youtube
🦄 Diary of a Dancing Unicorn
Today was a good day.
Man, can I give you feedback? The last few editions of a diary of a dancing unicorn feel pretty negative. Like you are whining and complaining about companies not paying you, someone hung up and said they would pick someone else.
Yeah, that’s what is happening to me.
I know, I know, but if I was a potential client of yours, I don’t want to read about complaints or whining all the time.
okay, continue…
I would be writing only about success stories if I were you.
Yeah, and that’s why you are working at big corp, and I am a freelancer/consultant. Everybody writes only about success and nothing else. That’s not how life works! Agencies share all these case studies about 300% growth without Y-axis to show their fake success. That’s not who I am …
Hmm, true..
Today was a good day.
🤺 Quote of the week
“Podcast growth is a grind” MFM podcast
Full UA, GD & Admon review of Legend of Slime
🧞 Level up yourself
I launched a YouTube Channel. I'm putting a ton of energy into creating valuable content I think you'll like. Check out the latest stuff, and give me a like and subscribe.
👾 Nostalgia games
Do you remember this game? What did you play when you were young?
https://www.gog.com/en/game/metal_gear_solid
🥦 Before you go
8 must-haves before you go into the soft launch? - Check out the latest article!
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!
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