The Ultimate Guide to Game Concept Testing for F2P Success

According to data from AppMagic, the typical success rate of a globally launched F2P mobile game falls somewhere between 0.2% and 4.2%. This already paints a challenging picture, but it only covers the games that actually make it to global launch. In reality, many games are soft-launched and quietly killed before reaching the global market due to poor KPIs.If you factor those in, the true success rate is even lower, making early validation through game concept testing absolutely essential for teams serious about winning in a hit-driven industry. Game concept testing allows developers and publishers to identify which ideas resonate with audiences before committing major production resources.Success isn’t just about great ideas; it’s about de-risking decisions before they become expensive mistakes. But what does a perfect game concept test actually look like?How do you design it, what should you test, what tools are needed, and what timeline […]

Jukka Hilvonen April 29

Journal

Four lessons from Angel Investing

I made over 30 angel investments between 2019-2023 before starting my VC firm. Four lessons from angel investing:1. Returns take a LONG time.Assume the money is gone. Exits will probably take 7–10 years, and founders may choose to stay private longer, even in good markets.2. You will loose a lot of money before you see anything.I've had one exit (2X invested money came back) and seven companies go bust, where I lost all the money. Still, I've got over 20 companies which might become successful and have an exit. The losses will always come before the wins.3. Portfolio size matters.Because of the power law, a few investments drive nearly all returns. A serious angel portfolio should have at least 20 companies to have a real shot at winning big, not 6-8 companies, which I've seen a lot, especially with the […]

Joakim Achren April 29

Journal

Why Loot Boxes Exist

𝗪𝗛𝗬 𝗟𝗢𝗢𝗧 𝗕𝗢𝗫𝗘𝗦 𝗘𝗫𝗜𝗦𝗧 Nothing is as misunderstood as loot boxes in gaming (virtual currency is a close second). Critics decry them as a normalization of gambling that preys on weak impulse control. Strip away the moral panic, and a sanguine explanation emerges: Loot boxes solve two vexing economic problems. Games create highly variable value among players, and second‑price auctions reveal it. Magic: The Gathering cards and Counter‑Strike weapon skins routinely fetch five- or even six‑figure sums. However, while auction houses help maximize price, they exclude large portions of the player base from participation. Loot boxes address this inequality problem by correlating the reservation price (willingness-to-pay) with the actual price.Like any lottery, loot boxes fractionalize value by creating a chance-based “ticket”. Many games extend this to “shards” or token-like “pieces” of character that may be summoned when players collect a particular amount. This […]

Phillip Black April 29

Journal

Unity 2024 Report: Mobile Growth and Monetization

Unity's 2024 Mobile Growth and Mon. Report: interesting and actionable data for Growth folks. 📈

Matthew Emery April 28

Journal

Most in-game shops fail because of bad design.

🔥 Most in-game shops don’t fail because of bad offers — they fail because of bad design. In F2P mobile games, your shop isn’t just a feature — it’s your #1 revenue driver.But you should know that:🛒 Players won’t spend if your shop is confusing, stale, or uninspiring.🛒 They won’t even look if it’s not dynamic and rewarding.💡 That’s why I've put together 10 Best Practices for Building In-Game Shops that actually convert — and it’s live in today’s carousel.👇✅ Remote content updates✅ Personalized offers per player segment✅ Bundles, flash sales, event-driven shops✅ A/B testing built right into the flow✨ Use all the best practices, without the heavy lifting.Ready to upgrade your shop? 🚀Swipe through the tips and let’s talk!

Michael Khripin April 28

Journal

Season Pass can drive both engagement and monetization.

Season Pass can drive both engagement and monetization if done right. ❌ 𝗪𝗵𝗮𝘁 𝘁𝗼 𝗮𝘃𝗼𝗶𝗱:• Unclear reward rules and mismatched item sizes = visual mess• Currency for premium pass purchase isn’t labeled clearly• Elements are cut off, players need to scroll to see key info• Main event window overlays core game UI (clutter alert)• Huge banners distract instead of inform• Similar buttons serve different functions (confusing!)✅ 𝗪𝗵𝗮𝘁 𝘁𝗼 𝗱𝗼 𝗶𝗻𝘀𝘁𝗲𝗮𝗱:• Visibly separate free and paid rewards• Two buttons → same goal: purchase window (without distraction)• Use icon variety to signal event structure and pass benefits• Highlight goals with a special frame—sets expectations• Display event in full window to avoid background clutterThe best Season Passes balance:→ Clarity→ Motivation→ Minimal distractionsDesign with purpose.Reward with intention.Your players will thank you for it.

Anton Slashcev April 28

Journal

Most “news” tabs in social casino games are forgettable.

Most “news” tabs in social casino games are forgettable. But in Dice Dreams, collecting a gift from a friend doesn’t just give you a few spins—it gives you event currency.That tiny change turns a routine action into motivation to jump into a live-op. Smart way to boost engagement through design.Love seeing small UX wins like this.

Michael Kopelovich April 28

Analysis

AI In Gaming Has Flopped

Two troubling signs for Gaming. First, Danielle Tran from Konvoy reports that AI accounts for only 10% of gaming investments, compared with 71% across all venture activity. Do VCs believe AI will transform every industry except gaming? AI is a growth mechanic, and the idea that gaming won’t benefit as much is a tough pill to swallow. But it’s not necessarily wrong, as our relationship to entertainment rather than tech may limit AI’s relative effectiveness in optimizing the supply chain. Second, the game from famed AI match‑3 studio Cosmic Lounge is in soft launch, getting another update this week, after its late December launch and first appearance. Pets & Puzzles looks like a standard match‑3, albeit with a super‑cute Nintendogs‑style meta. This is the first public AI gaming bet stepping up to the plate, and it looks like they’ll have […]

Phillip Black April 28

Journal

New Games on the Rise: April’25

NEW GAMES ON THE RISE # 3 WEEK, APRIL, 2025 Hi, mobile gaming fanatics! 🤩 📲I am returning this week with our helpful list of “New Games on the rise”.Here I bring you titles debuting at the top of the charts. 📈👇 Below are my highlights from last week. 👇➡️ Following the launch of “Candy Crush Solitaire” (CCS) by King, another big game company has started growing a Solitaire Tripeaks title with IP ♠️♦️ . “Disney Solitaire” (DS) by SuperPlay brings game art and gameplay close to CCS, but with a powerful non-endemic IP. And the performance has been fantastic! ✨ Within a few weeks of scaling, DS reached a peak of $180k in IAP revenue per day. 🤑 For comparison's sake, the genre leader, Playtika's “Solitaire Grand Harvest”, took months to achieve this performance.On April 19, it appeared in […]

Carlos Pereira April 26

Journal

Sharks are getting eaten by All in Hole! 🦈🕳️

Sharks are getting eaten by All in Hole! 🦈🕳️ Homa's latest hit made over $8M in IAP revenue in March 2025 alone!But even more impressively, it’s reshaping the entire Eat & Grow subgenre.I checked AppMagic: among 21 new releases in 2025, only 2 feature sharks. The other 19? Holes.You’ll spot the same shift in the top-grossing chart — sharks are falling out of the top 10, all because of the holes.How did All in Hole pull it off?It built on an ultra-addictive, player-first core (as Homa always does) — and layered it with best-in-class casual and hybridcasual monetization systems.Want the full story?We’ve just published a deep dive on hybridcasual games in Q1 2025 — and All in Hole gets the spotlight it deserves.

Andrei Zubov April 25

Journal

Scopely’s Next Billion Dollar Hit

𝗦𝗖𝗢𝗣𝗘𝗟𝗬’𝗦 𝗡𝗘𝗫𝗧 𝗕𝗜𝗟𝗟𝗜𝗢𝗡 𝗗𝗢𝗟𝗟𝗔𝗥 𝗛𝗜𝗧 𝗧𝗛𝗘 𝗚𝗔𝗠𝗘 𝗢𝗙 𝗟𝗜𝗙𝗘 Monopoly Go (MoPoGo) spent truckloads of capital quickly, but UA is simply maxed out. There’s no better evidence than the game’s shift to celebrity-driven TV advertising following a nearly linear decline in downloads since its August 2023 highs, dropping from 13m a month to 3m. Stocked in the F2P dev/pub medicine cabinet is F2P's natural aspirin, a prescription known for its reliability and convenience: a game extension/re-skin. Embraced by the warm arms of Machine Zone (Game of War/Mobile Strike), King (Candy, Soda Saga), Playtika (Grand Harvest, Disney Solitaire), it’s both a cost and design play. The re-skin "sweet spot" combines what's proven, what's improved, and new audiences—a bastardization of Sid Meier’s Rule of Thirds.The Game of Life (GoLife) leverages what's proven: wealth accumulation, a coop-competitive core, live ops tied to IP, and […]

Phillip Black April 25

Journal

Casual game trends in March 2025

Casual game trends in March 2025 𝟭. 𝗟𝗲𝘃𝗲𝗹 𝗧𝗶𝗺𝗲𝗿𝘀 ⏱️ Time-limited levels that add pressure and excitement. • Faster finish = better rewards • Players rush → make mistakes → use more boosters • Example: Tile Busters – Countdown Frenzy𝟮. 𝗢𝗻𝗲 𝗼𝗿 𝗧𝘄𝗼 𝗢𝗳𝗳𝗲𝗿𝘀 💰 A pricing tactic that plays on FOMO. • Choose 1 pack or 2 for nearly the same price • Side-by-side comparison makes the “2” offer shine • Example: Hidden City, Domino Dreams𝟯. 𝗩𝗼𝘁𝗶𝗻𝗴 𝗳𝗼𝗿 𝗕𝗲𝘀𝘁 𝗗𝗲𝘀𝗶𝗴𝗻 🗳️ Gamified creativity + community feedback. • Limited-time design contests • Players vote using special event currency • Winners get exclusive rewards • Example: Project Makeover – Autumn Inspirations𝟰. 𝗠𝗲𝗿𝗴𝗲-𝟮 𝗠𝗶𝗹𝗲𝘀𝘁𝗼𝗻𝗲 𝗚𝗼𝗮𝗹𝘀 🔓 Progression now tied to events, not level. • Merge tasks fill a progress bar • Unlocks new areas and content • Example: Gossip Harbor – Taylor’s […]

Anton Slashcev April 25

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