Matej Lancaric

Royal Kingdom 𝗲𝗮𝗿𝗻𝗶𝗻𝗴 $𝟮.𝟱M/𝘄𝗲𝗲𝗸 (Not a day, just yet!) and growing. ​ In a bold move to capture global attention, Dream Games has launched a 𝗰𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻. Why? This campaign features a lineup of renowned celebrities, including Lebron James, Kevin Hart, Jimmy Fallon, Shakira, Kaley Cuoco, Johnny Galecki, and others, each bringing their unique flair to promote the game.​ 𝗠𝘆 𝗳𝗮𝘃𝗼𝘂𝗿𝗶𝘁𝗲𝘀 𝗮𝗿𝗲 𝗱𝗲𝗳𝗶𝗻𝗶𝘁𝗲𝗹𝘆 𝗝𝗶𝗺𝗺𝘆 𝗮𝗻𝗱 𝗞𝗲𝘃𝗶𝗻. Dream games already tried this in the past for Royal Match, but it was waaaay smaller (although Simon Cowell allegedly 𝗲𝗮𝗿𝗻𝗲𝗱 𝘀𝗲𝘃𝗲𝗻 𝗳𝗶𝗴𝘂𝗿𝗲𝘀 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝗥𝗼𝘆𝗮𝗹 𝗠𝗮𝘁𝗰𝗵 𝗮𝗱) This reminds me of the good old Coinmaster celebrity creative play with J.Lo, Terry Crews, Kardashians, and others. This was a huge success from the download and revenue perspective for Coinmaster. Is this supposed to be the big push to drive more players to Royal […]

Hey, FAM! What’s up? 🥃 Drink talk Still can’t believe there are more than 18,000 people subscribed (Substack + LinkedIn). Thanks for being a part of my journey. 🦩Tip of the week Follow carefully what is happening in the 4X genre (and Match3 to a certain extent). These two genres are obvious red oceans, but you can get inspired so much. There hasn’t been a big innovation happening in the UA space lately, but the 4X genre has to innovate. Why? Because the CPIs are so high, you could almost buy a flat for that price per install. Anyway, the innovation comes from the combination of creative trends and UA-led game design. Everybody talks about the mini-games implementation since Gardenscapes did it (thanks to Hero Wars) But it's not easy to pull it off properly. For example, it took several […]

𝗔𝗜 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀 𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻. 𝗛𝗼𝘄 𝘁𝗼 𝘄𝗼𝗿𝗸 𝘄𝗶𝘁𝗵 𝗺𝗶𝗱𝗷𝗼𝘂𝗿𝗻𝗲𝘆? 👇 For every new project, I whip up four different designs and test them out. After a week or two, I’ll figure out what works best and try to combine everything into one static creative and then create a video out of it with KlingAI.As you can see, after a few rounds of testing, I found that the best results featured 2-3 horses with a hint of movement, which made the scene feel more dynamic and natural. The forest in the background adds some depth and a nice, peaceful vibe to the whole composition—it just works well together.𝗛𝗮𝘃𝗲 𝘆𝗼𝘂 𝘀𝘁𝗮𝗿𝘁𝗲𝗱 𝘂𝘀𝗶𝗻𝗴 𝗔𝗜 𝗮𝗹𝗿𝗲𝗮𝗱𝘆? 𝗬𝗼𝘂 𝘀𝗵𝗼𝘂𝗹𝗱!

𝗪𝗵𝘆 𝗱𝗼𝗲𝘀 𝗶𝘁 𝘄𝗼𝗿𝗸? 👇 𝟭. 𝗡𝗮𝘁𝗶𝘃𝗲 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 (𝗔𝗽𝗽𝗹𝗲 𝗡𝗼𝘁𝗲𝘀 𝗔𝗲𝘀𝘁𝗵𝗲𝘁𝗶𝗰)• The design mimics Apple's Notes app, making it look like a personal, organic, and trustworthy recommendation rather than an ad. This reduces ad blindness.• Users are familiar with this format, which makes it feel like a genuine tip from a friend rather than a promotional post.𝟮. 𝗖𝗹𝗲𝗮𝗿 𝗛𝗼𝗼𝗸 & 𝗨𝗿𝗴𝗲𝗻𝗰𝘆• The "Archero 2 Must-Knows" list creates curiosity and a checklist format that encourages engagement.• Gift codes immediately offer value, making users more likely to interact.𝟯. 𝗦𝘁𝗿𝗼𝗻𝗴 𝗩𝗶𝘀𝘂𝗮𝗹𝘀 & 𝗙𝗮𝗺𝗶𝗹𝗶𝗮𝗿𝗶𝘁𝘆• The in-game screenshot is visually appealing and relevant, reinforcing the gaming theme.• The play button suggests a video, increasing engagement and making it feel interactive.𝟰. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗣𝗿𝗼𝗼𝗳 & 𝗙𝗢𝗠𝗢 (𝗙𝗲𝗮𝗿 𝗼𝗳 𝗠𝗶𝘀𝘀𝗶𝗻𝗴 𝗢𝘂𝘁)• Mentioning “Newbie Carnival” and build recommendations implies that experienced players know these tips, pushing new players to […]

Hey, FAM! What’s up? 🦩Tip of the week This hierarchy highlights platform-specific creatives for user acquisition (UA) campaigns. Key Breakdown: Facebook: Prioritizes vertical formats for Reels/Stories with flexible video lengths. Google: Favors longer videos (30+ seconds) in both orientations. TikTok: Short, hook-driven TTCC videos for quick engagement. Moloco: Mix of static and mid-length videos. Applovin: Combines videos with interactive playables. Mintegral: Short videos paired with playables. 🐊 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: 𝗛𝗲𝗿𝗼 𝗪𝗮𝗿𝘀 𝗺𝗮𝗸𝗶𝗻𝗴 $𝟲𝟬𝟬𝗸/𝗱𝗮𝘆 𝗮𝗴𝗮𝗶𝗻 𝗮𝗻𝗱 𝘀𝗰𝗮𝗹𝗶𝗻𝗴. This would have been my statement a few days ago, but now they are back to $200k/day. What is happening? Their revenue has been declining since January 2025. The stable $10-12 million/month revenue for the whole of 2024 is now […]

𝗛𝗼𝘄 𝘁𝗼 𝗯𝗿𝗲𝗮𝗸 𝘁𝗵𝗲 𝗰𝗵𝗮𝗿𝘁𝘀 𝗶𝗻 𝟮𝟬𝟮𝟱 𝗳𝗼𝗿 𝗵𝘆𝗯𝗿𝗶𝗱 𝗮𝗻𝗱 𝗵𝘆𝗽𝗲𝗿-𝗰𝗮𝘀𝘂𝗮𝗹 𝗴𝗮𝗺𝗲𝘀? Buckle up for this takeaway-packed interview - it might just be the spark your game needs to blow up. 👇 Mobile game growth in 2025 is driven by three key aspects: speed, monetization, and globalization.Now, it's all about rapid iteration: how quickly you can develop and launch multiple games.This hybrid model balances immediate ad revenue with the potential for significant IAP income from engaged players, creating a more sustainable and profitable game in the long run.AI tools aren’t just handy- they are a necessity for keeping up with the demand for fresh content. As I explained:“𝘖𝘯 𝘍𝘢𝘤𝘦𝘣𝘰𝘰𝘬 𝘢𝘯𝘥 𝘛𝘪𝘬𝘛𝘰𝘬, 𝘺𝘰𝘶 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘳𝘦𝘧𝘳𝘦𝘴𝘩 𝘤𝘳𝘦𝘢𝘵𝘪𝘷𝘦𝘴 𝘰𝘧𝘵𝘦𝘯—𝘭𝘪𝘬𝘦 𝘦𝘷𝘦𝘳𝘺 𝘵𝘸𝘰 𝘰𝘳 𝘵𝘩𝘳𝘦𝘦 𝘥𝘢𝘺𝘴. 𝘈𝘯𝘥 𝘪𝘧 𝘺𝘰𝘶 𝘥𝘰𝘯'𝘵 𝘶𝘴𝘦 𝘈𝘐 𝘵𝘰𝘰𝘭𝘴, 𝘪𝘵'𝘴 𝘪𝘮𝘱𝘰𝘴𝘴𝘪𝘣𝘭𝘦.” With over a decade of experience under their belts, […]

Hey, FAM! What’s up? 🥃 Drink talk So much stuff happening at 2.5gamers! GO listen to our album or get our Merch. 25gamers.com/shop 🦩Tip of the week Look, testing new channels is always risky, but you can’t grow without taking risks. New channels will underperform at first. That’s normal. Expect 20–30% higher CPIs and lower ROAS initially. Your goal is to learn, not to profit immediately. Kill Fast, Scale Faster: If a channel isn’t showing promising signals (e.g., decent ROAS, install volume, or retention) after 2–3 weeks, cut it. Don’t waste time or money. But if it works, double down aggressively. When to Say It’s Enough and Move On? This is where most people mess up. They either give up too soon or waste money chasing a dead end. Here’s my rule of thumb: Set Clear KPIs: Define what success […]