🧶Knit Out’s Turkish Blueprint: Rollic Games scaling puzzle games Like a PRO

We unpack KnitOut by Rollic, a surprising hit blending simple, relaxing puzzle mechanics with clever monetization and UA execution. Underneath the soothing yarn is a sophisticated, scalable system that echoes the Turkish studio’s proven blueprint.

KnitOut is already generating $60,000 in daily IAP revenue and 20,000 downloads a day, with the US accounting for 60% of revenue and CPIs exceeding $10.

We explain how Rollic builds a strong core, polishes level curves, and only adds meta and events once the numbers are dialed in, making each launch a scalable, high-ROAS machine.

What’s inside:

Core Gameplay: Addictive bench mechanic, yarn “block jam” puzzle core, and highly satisfying ASMR touches. The game plays itself early on, but late levels ramp up the challenge with tricky combinatorics.

Monetization: Interstitials start after level sixteen or eighteen. First rewarded ad comes with an upsell to “remove ads” IAP. No banners.

Creative Strategy: Heavy focus on thirty-second Facebook creatives, ASMR sound, and satisfying gameplay loops. Most ads are variations on the core mechanic from different angles, some even test direct clones or competitor gameplay. Playables are rare, but static and video creatives are dominant, with big spend on Facebook and Instagram.

Blueprint for Hits: Rollic’s process is all about finding a sticky core, tuning every curve, scaling hard, and only adding events or meta once retention and monetization benchmarks are proven. Hundreds of prototypes feed the pipeline, but only a handful get to scale.

Key Takeaway:

KnitOut looks simple, but it is a masterclass in “build core first, polish to perfection, then scale with data.” The Turkish blueprint continues to win, even as clones flood the market.

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This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.

Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠

Podcast: https://creators.spotify.com/pod/show/two-half-gamers/episodes/Knit-Outs-Turkish-Blueprint-Rolic-Games-scaling-puzzle-games-Like-a-PRO-e3596jl

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 Introduction and Game Overview

04:27 Gameplay Mechanics and Strategy

07:25 Game Difficulty and Progression

10:27 Monetization Strategies and User Engagement

13:23 Comparative Analysis with Other Games

16:33 Development Insights and Future Prospects

21:45 Understanding Game Monetization Strategies

25:30 Analyzing Game Performance Metrics

29:25 The Shift in Ad Revenue Dynamics

33:46 Creative Strategies in Game Marketing

38:06 The Importance of Creative Length in Ads

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Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

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Please share feedback and comments - matej@lancaric.me