Matej Lancaric

🚨 From 𝗭𝗲𝗿𝗼 𝘁𝗼 𝟭𝟬𝟬𝗞 𝗗𝗮𝗶𝗹𝘆 𝗦𝗽𝗲𝗻𝗱: Supersonic from Unity Reveals the True UA Playbook. 𝟭𝟱% 𝗗𝟯𝟬 𝗥𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 and 80K a Day in Ad Revenue.𝗧𝗵𝗲 𝗥𝗲𝗮𝗹 𝗛𝘆𝗯𝗿𝗶𝗱 𝗖𝗮𝘀𝘂𝗮𝗹 𝗞𝗣𝗜𝘀 👇 How Screwmaster 3D Became Hybrid Casual’s Breakout Hit and What Every Studio Needs to Learn: In this week’s episode, we sat down with Supersonic’s Samantha Benjamin & Guy Agiv to get the full story on Screw Master 3D’s explosive growth. 𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲𝗶𝗿 𝘀𝗲𝗰𝗿𝗲𝘁? Ruthless speed, data obsession, and relentless creative testing + not punishing the player!Screw Master 3D went from a WeChat trend to a global top-grosser in record time.The Supersonic team A/B tests everything: ad formats, session intervals, meta features.Playables are not just for hyper casual; here, they actually drive scale and retentionThe team balances 80 percent ad revenue with real IAP, skip-its, and boostersCreative production is AI-assisted, data-driven, […]

🦩Tip of the week A deep dive across recent 1:1 interviews with marketers reveals consistent pressure points in User Acquisition (UA), Monetization, Platform Strategy, and Creative Execution. Despite different game genres and team sizes, recurring themes emerged: Rising CPIs (no shiiiiiiiiiiit) Creative fatigue Monetization model fragility Channel dependence Here’s a consolidated view of the current pain points and, more importantly, what you can do about them. User Acquisition: CPI Crisis & Channel Saturation Challenges Identified: CPIs rising across the board Over-reliance on AppLovin, Facebook, or Google Self-publishers with small budgets are struggling to validate games without high CPIs. TikTok conversion tracking is still limited, but the creative opportunity is strong. Opportunities: TikTok Creator Challenges to generate low-cost, authentic content at scale. You can replicate on other channels with AI Diversify spend across 3–5 networks Creative Strategy & speed is key […]

🎯🧪 Introducing the Playable Testing Flow: a tiered, data-driven system actually to scale what performs. 𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝗶𝘁 𝘄𝗼𝗿𝗸𝘀 👇 No more guesswork. No more budget-burn.Start with a proven winner – use your best-performing video as the baseline.Build playables around it, not the other way around.Test against a control, so you can prove uplift and avoid regression.Iterate fast – kill bad combos early, double down on winners.Only scale what hits KPIs. Lower CPIs, better engagement, higher ROAS.This structured flow isn’t just theory. It’s how I and top studios refine performance before going full throttle.

Lands of Jail making 🤑 $𝟮𝟱𝟬𝗸/𝗱𝗮𝘆, a Chinese-built 4X survival-sim mashup that combines Frozen City onboarding, Whiteout Survival progression, and King Shot-style map layering 👇 All dressed in prison jumpsuits, toy factories, and riot suppression mechanics. 𝗕𝘂𝗶𝗹𝘁 𝗯𝘆 𝗖𝗵𝗶𝗻𝗲𝘀𝗲 𝘀𝘁𝘂𝗱𝗶𝗼 𝗲𝗪𝗼𝗿𝗹𝗱, 𝗶𝘁 𝗺𝗶𝘅𝗲𝘀:Frozen City-style idle onboardingHardcore 4X warfareSaga events, riots, gacha, and Discord-forced alliance spamA prison toy factory (yes, really)And some of the most absurd AI-generated creatives on mobile𝗬𝗼𝘂 𝘄𝗶𝗹𝗹 𝗹𝗲𝗮𝗿𝗻: What’s working in monetization, pacing, and theme alignmentWhy KingShot might be its closest cousinWhere the game borrows from Whiteout Survival, and where it improvesHow creative strategy blends GTA, toilet humor, AI anime, and frozen family failsWhy this might be the next 4X template other Chinese devs will clone. https://www.youtube.com/watch?v=k-r2MT16zlc&ab_channel=two%26ahalfgamers

📣 𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗶𝗻𝗴 𝘁𝗵𝗲 𝗵𝗼𝘁𝘁𝗲𝘀𝘁 𝗻𝗲𝘄 𝗴𝗲𝗻𝗿𝗲 𝗶𝗻 𝗺𝗼𝗯𝗶𝗹𝗲 𝗴𝗮𝗺𝗶𝗻𝗴: 📣 𝘊𝘳𝘦𝘢𝘵𝘪𝘷𝘦 𝘊𝘰𝘱𝘺-𝘗𝘢𝘴𝘵𝘦 𝘚𝘪𝘮𝘶𝘭𝘢𝘵𝘰𝘳 2025. 👇 𝗢𝗻 𝘁𝗵𝗲 𝗹𝗲𝗳𝘁: Match Villains by Good Job Games.𝗢𝗻 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁: Matching Story by Vertex Games Studio Spot the difference? You can’t, because there isn’t one.Same layout. Same mechanic. Same “rocks fall, drama happens” edit.Even the same lantern.𝗕𝘂𝘁 𝘀𝗲𝗿𝗶𝗼𝘂𝘀𝗹𝘆, 𝘁𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝗲𝗿𝗲 𝘄𝗲 𝗮𝗿𝗲 𝗻𝗼𝘄:If a creative performs, expect five clones by next Tuesday.Performance > originality.Speed > soul.And who’s to blame?UA teams under pressure to scale yesterdayAlgorithms that reward samenessAnd maybe… just maybe… all of us 🤷𝗪𝗵𝗲𝗿𝗲 𝗱𝗼 𝘄𝗲 𝗴𝗼 𝗳𝗿𝗼𝗺 𝗵𝗲𝗿𝗲?Do you copy what works or build your own meta?Is this innovation or just lazy performance art?

🧊 𝗧𝗵𝗲 “𝗳𝗿𝗲𝗲𝘇𝗶𝗻𝗴 𝗳𝗮𝗺𝗶𝗹𝗶𝗲𝘀” 👶 𝘁𝗿𝗲𝗻𝗱 𝗶𝘀 𝗮 𝗵𝗶𝗴𝗵𝗹𝘆 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗮𝗻𝗱 𝗱𝗿𝗮𝗺𝗮𝘁𝗶𝘇𝗲𝗱 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗰𝗼𝗻𝗰𝗲𝗽𝘁 𝘆𝗼𝘂 𝗰𝗮𝗻'𝘁 𝗺𝗶𝘀𝘀. Why is it mandatory now? 👇 This trend has gained popularity in casual mobile game ads and is mandatory, especially in genres like match-3, merge games, or narrative-driven games.I always thought Playrix is the OG of freezing families, but nope. Looks like it goes way back to Matchington Mansion. Good old days of Matchington Mansion. A freezing mother and child shivering in a dilapidated house.A dramatic voiceover or visual urgency (“Help them survive!”).Gameplay shown as the way to restore warmth, fix the heater, or renovate the house.Then Lilly's Garden (Tactile Games) jumps on the trend, Playrix, and slowly the whole casual genre. Looking at you, Arsen,y too 👀 Microfun is taking this to the extreme levels with all games. You are using the "𝗦𝗮𝘃𝗲 […]

Soft-launched in late 2024 and was globally released in April 2025. Disney Solitaire 𝗶𝘀 𝗲𝗮𝗿𝗻𝗶𝗻𝗴 more than 🤑 $𝟯𝟬𝟬𝗸/𝗱𝗮𝘆 out of the gate, building up on that nostalgia factor and awesome execution. 👇 This is a wake-up call for King. It's true that Candy Crush Solitaire started scaling in the last week or so, but only installs, and most installs are coming from outside the US. Yes, US installs doubled. What about revenue impact? Absolutely nothing. Anyway, this title expands SuperPlay’s portfolio into the card/solitaire genre, leveraging one of the world’s most powerful entertainment brands. Completing levels in Disney Solitaire allows players to unlock and rebuild famous scenes from Disney and Pixar films. Each chapter in the game is themed around a movie (e.g., The Lion King, Moana, Beauty and the Beast, The Little Mermaid, etc.) 𝗔𝗻𝗱 𝘁𝗵𝗶𝘀 𝗿𝗲𝗮𝗹𝗹𝘆 𝗵𝗶𝘁𝘀 […]

💥 𝗛𝗼𝘄 𝗺𝘂𝗰𝗵 𝗰𝗮𝗻 𝗖𝗣𝗜 𝗱𝗿𝗼𝗽 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂 𝘂𝘀𝗲 𝗮 𝘀𝘁𝗿𝗼𝗻𝗴 𝗜𝗣 𝗶𝗻 𝗮 𝗺𝗼𝗯𝗶𝗹𝗲 𝗴𝗮𝗺𝗲? 𝗖𝗼𝘂𝗹𝗱 𝗶𝘁 𝗯𝗲 𝗿𝗲𝗮𝗹𝗹𝘆 𝟳𝟬%?👇 We’ve all seen the power of recognizable characters and brands in UA campaigns and games. A good IP can cut through ad fatigue, boost IPMs, and increase brand awareness. 𝗕𝘂𝘁 𝗵𝗼𝘄 𝗺𝘂𝗰𝗵 𝗱𝗼𝗲𝘀 𝗶𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗺𝗼𝘃𝗲 𝘁𝗵𝗲 𝗻𝗲𝗲𝗱𝗹𝗲 𝗼𝗻 𝗖𝗣𝗜? From what I’ve seen and heard, CPI drops 𝗰𝗼𝘂𝗹𝗱 𝗯𝗲 𝗮𝗻𝘆𝘄𝗵𝗲𝗿𝗲 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝟮𝟬 – 𝟳𝟬%. These are possible with top-tier global IPs (think Marvel, Star Wars, Disney, etc)And of course, lower CPI doesn’t always equal higher LTV, especially if the IP fans churn quickly after install. Also, there is a licensing cost... 👉 I’d love to hear your experience.How much of a CPI drop did you see, and was it worth the licensing cost?