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PODCAST

two & a half gamers

This is a no BS gaming podcast. We share insights, knowledge and fun gossip relating to the topics of User Acquisition, Game Design and Ad monetisation. You will find here actionable insights in a fun and relaxed atmosphere. A safe space where we mimic the honesty of a 4am conference discussion. Enjoy & let us know your feedback!

leisure video games

All Episodes

00:35:53

🧠 Sudoku Master Review: The 6,000-Ad War Between...

two & a half gamers ·

2025/10/30

In this episode, we play Sudoku Master - the latest “numbers” hit from the makers of Block Blast.They uncover how Hungry Studio uses 6,000 creatives, constant A/B testing, and ruthless ad optimization to dominate one of the oldest mobile genres.🔥 What you’ll learn:How Sudoku Master scales with 600K DAU & 50K/day ad revenueThe hidden “Sudoku War” between Miniclip and Hungry StudioHow A/B testing + creative velocity win evergreen genresWhy Hungry runs 10× more creatives than Miniclip💬

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00:22:21

Creative optimisation 101

two & a half gamers ·

2025/10/30

In this solo episode, Matej Lančarič dives into the new era of creative optimization — where AI tagging, unified dashboards, and ROAS-based insights replace manual testing and spreadsheet chaos.Everyone can create ads with AI, but the REAL BOTTLENECK is knowing which ones actually work. AppsFlyer’s Creative Optimization tool analyzes millions of real-world insights to reveal what drives performance - so you can scale winners, cut wasted spend, and make smarter creative decisions.Check it out:

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00:45:34

🐶 X-Clash: The Fake UA funnel & Fake Ads Masterclass....

two & a half gamers ·

2025/10/27

What happens when a Chinese studio perfects fake funnels? You get X-Clash - a 4X strategy game disguised as 5 different mini games.🎯 We break down:How Save the Dog became a billion-dollar hookThe evolution from X Hero → Hero Clash → X-ClashWhy 9,000 fake creatives outperform any real gameplay adHow 4X onboarding became an interactive memeWhy the U.S. audience still buys into fake ads💬 Quote:“They took every fake trend from the past three years and glued it into one working monster.”Get our MERCH

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00:33:13

🎮 Huntopia: The $100K/Day Idle RPG that monetizes...

two & a half gamers ·

2025/10/23

Today, we dissect Huntopia, a bizarrely successful idle RPG that’s part World of Warcraft, part casino. Meh, just WoW from Wish.🔥 We cover:Why it makes $100K/day despite its chaotic UIHow upsells trigger during every interactionThe “Collectible Album” midcore crossoverDay-to-day growth tracker for player engagementWhy it’s a masterclass in monetization design💬 Quote of the episode:“This game has every feature ever invented — and three menus for each.”Keywords: Huntopia game review, idle RPG

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00:24:12

🎮 The 2 product trends that rule Mobile Games in 2025...

two & a half gamers ·

2025/10/22

In this Two & a Half Gamers solo episode, Jakub Remiar breaks down how UA product funnels and templatization dominate every major studio playbook - from River Game’s $7M/day 4X empire to Habby’s action roguelite evolution.🔥 What you’ll learn:The fake ad → fake game → real game funnel explainedWhy River Game & Century Games are unstoppableHow Habby and Microfun perfected “Template 2.5”Why Lilith & FunPlus are playing catch-upHow the same system fuels 4X, puzzle, and social casino

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00:50:23

🏰👠 The Tower GD Masterclass Review: The ultimate...

two & a half gamers ·

2025/10/20

We break down The Tower - an idle-defense hybrid that turned a solo dev into a millionaire.We spoke directly with Anthony (Tech Tree Games) about design, monetization, and UA strategy.🔥 Topics covered:4-person team, 25 contractors$80K/day revenue, 10% ads, FastSpring web storeBest-performing creative = the dev himselfHow “The Perfect Tower” inspired this hit💬 Quote:“The Tower proves you don’t need art to make art.” - Matej Lančarič“The Tower” by Tech Tree Games is the ultimate underdog success

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00:54:56

🎮 Habby finally SPEAKS: The template evolves!...

two & a half gamers ·

2025/10/16

We talk to David Pan, Director of Business Development at Habby, for the first-ever Western podcast appearance from the famously low-profile publisher behind Archero, Survivor.io, Capybara Go, and Whittle Defender.This isn’t a press interview - it’s a brutally honest deep dive into Habby’s evolution, UA philosophy, shift from hybrid-casual to IAP-focused midcore, and its global ambitions beyond Asia.🔥 Topics Covered:From “hybrid casual” to “midcore with IAP focus”Why ads kill retentionHow UA costs

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00:26:34

🇨🇳 AI trends n Mini-Games: MVP in 2 weeks. 80% of...

two & a half gamers ·

2025/10/15

We sit down with Chen Yang (Iwae) from Cocos again to unpack how AI is transforming the Chinese mini-game ecosystem across development, UA, and operations.The conversation reveals how AI-generated 3D, playable automation, LoRA fine-tuning, and instant meme cloning are redefining speed, scale, and creativity in the world’s most dynamic mobile market.💡 Key Takeaways1. 80 % of Chinese mini-game developers already use AI.AI is embedded across art, code, operations, and UA pipelines.The most common use

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00:44:56

🎮💰 Triumph’s Story: From Brick Breaker to the $100Mil

two & a half gamers ·

2025/10/13

Today, we talk with Colm Hayden, Head of Growth at Triumph - the app redefining real money gaming for a new generation of players.🔥 Topics covered:How Triumph scaled to $100M+ payouts with 13 mini-gamesWhy their audience is 21–35, not 60+How they build 10 new creatives a dayWhy their ads with Soulja Boy crushed every benchmarkWhy “trust-based UA” matters more than CPIHow they cracked TikTok before Meta📊 Core metrics:Avg payout: $3 per game$100M+ total prizes5-min average time to depositGet our

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00:40:51

🚨 EMERGENCY EPISODE 🚨 Is EU’s Digital Fairness Act...

two & a half gamers ·

2025/10/08

Today, we, and special guest John Wright, unpack the chaos surrounding the EU’s proposed Digital Fairness Act (DFA) - a legislation that could redefine how free-to-play games operate in Europe.Key insights:Source: https://ec.europa.eu/commission/presscorner/detail/en/ip_25_831?utm_source=chatgpt.com The DFA was proposed by the EU Consumer Protection Cooperation Network in March 2025.It’s still not law currently in consultation stage, potential enforcement by 2030.If approved, it would enforce seven

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00:36:46

💰 Mini-Games = Mega Revenue: Inside China’s gaming...

two & a half gamers ·

2025/10/08

In this Two and a Half Gamers special, Matej, Felix & Jakub talk with Chen Yang (Iwae) from Cocos about how mini-games on WeChat, Douyin, Alipay, and Huawei stores are reshaping the mobile industry.🔥 Topics:Cocos Creator powers 54 % of China’s mini-gamesHow WeChat’s ecosystem drives 80 % of revenueWhy IAP overtook ads (61 % → 31 % IAA)How Douyin and Alipay monetize via e-commerce loopsOEM channels like Huawei and OPPO enter the gameWhy foreign studios still can’t get ISBN licenses fastThe real

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00:41:37

🤖 Ignore AI Ads now, regret it in 2026: AI creative...

two & a half gamers ·

2025/10/06

We go two and a half steps ahead into the new era of AI-generated creatives - dissecting what’s trending, which studios are using them, and what it means for the future of game marketing.Key insights:Adoption is risingIn 2024 only a handful of studios used AI for hooks.By late 2025, top performers such as Lands of Jail, King Shot, and Rise of Castles will be fully embracing AI-assisted pipelines.Jakub predicts 50% of all mobile ads will be AI-driven by end of 2026.AI Creative Formats Taking

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00:39:46

🎮 Megabonk: The New roguelite phenomenon EXPLAINED

two & a half gamers ·

2025/10/02

We dive into Megabonk, a surprise Steam indie hit that’s taken Twitch and the charts by storm. With 82K+ CCU, $2M in its first two weeks, and streamer hype driving growth, the trio explores what makes Megabonk work and whether it could scale to mobile.Key insights:Roguelite 3D blend of Vampire Survivors and Risk of Rain 2.Deeper systems: map objectives, shrines, infinite inventory, banish/skip mechanics.Core humor: banana-rang weapon, Mega Chad character, quirky item design.“Screwed-up moment” for

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00:21:53

💰 Ad Monetization Trends - Prison games take over by...

two & a half gamers ·

2025/10/01

Felix dives into ad monetization trends, focusing on the surprising rise of prison-themed games dominating the simulation and idle arcade charts.Key insights:Prison Life (Supercent)~$107K/day ad revenue, ~$38M annual run rate.DAU ~2M, nearly 100% ad-driven.Rewarded impressions: ~4 per DAU (50% base) = $42K/day.Interstitials: ~6 per DAU (70% base) = $60K/day.Clever onboarding: first speed-up (Segway/tricycle) given for free → players experience premium benefit → later higher conversion.Takeaway:

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00:39:05

🚂 Full Steam Ahead: Steam Games That Could Be Mobile...

two & a half gamers ·

2025/09/29

We scan Steam’s latest hits to predict which games could cross over to mobile success.🔥 Topics:Peak ($53M climbing co-op) already cloned on RobloxRevenge on Gold Diggers -short drama goes interactiveRematch - 5v5 football sim, wild card for mobileThe Alters - sci-fi survival with clones, Fallout Shelter-styleNine Kings - roguelite deck + mass battles = Balatro vibesThe Tower - unfolding idle sim ripe for mobileCast & Chill - cozy fishing sim with underwater mechanicsCar Dealer Simulator -

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00:35:31

Coin Sort Review: The Hybrid Puzzler smarter than...

two & a half gamers ·

2025/09/24

We dive into Coin Sort, a surprising hybrid-casual puzzler that blends merge + sorting mechanics with clever ad monetization.Flow-state puzzler: players merge and sort coins, driving a satisfying loop.Unique twist: players call in new coins themselves, creating agency.Difficulty ramps as more coins = higher-value merges = more chaos.Shallow progression today (daily rewards, calendar, boosters).Likely to expand into menu + cosmetic/meta systems if scale continues.Early launch style: prove core loop,

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00:46:15

🥳 Humor + Storytelling FTW! Creative trends in Mobile...

two & a half gamers ·

2025/09/22

Today, we break down the latest Creative Trends in mobile game advertising, separating physics-based ad monsters from emerging AI hooks.Key insights:Golden Goblins & Physics OverloadStill king: physics balls, crystals, pearls, gems.Production values keep climbing = now full 2-minute mini-films.Core loop: satisfying physics + resource overload + fail states.Iteration chains drive CPI drops but blur originality. “UA in a nutshell: copy, tweak, scale.”Fail States as HooksOverstressed trucks, angry

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00:38:19

Best Rovio game we’ve seen in years: Soft launch...

two & a half gamers ·

2025/09/18

Today, we fire up the Soft Launch Sonar - scanning the seas of upcoming mobile games to spot which soft launch titles might sink or scale.Key highlights:Monopoly Go & Moon Active’s spree – Multiple new soft launches (Monopoly Go, All in Hole, Match Dreams). The hosts argue it’s either IP hubris or a UA-driven funnel experiment. “Where’s the pig? Where’s the bacon?”Rovio + Sega’s Sonic Blitz – A Marvel Snap/Hearthstone hybrid with Sonic IP. Hosts skeptical: “Sonic IP is too core to carry

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00:34:17

Minigames Gold Rush: The $7B Opportunity western devs...

two & a half gamers ·

2025/09/17

In this Two and a Half Gamers special, Matej and Felix sit down with Lemon (柠檬游戏说) — WeChat Mini-Game blogger, founder of Hyperjoy, and consultant for Scopely — to unpack the Chinese mini-game gold rush.Key insights:2024 market revenue: $7B+ (¥50B RMB).500M+ MAU, 400K+ dev teams183% YoY increase in advertisers; dev cycles: 4 weeks (hypercasual) to 3–6 months (hybrid/midcore).Balanced demographics: gender 50/50, strong 24–40 y/o core.Winners: 4X/SLG, Tower Defense Roguelike, Merge/Match.Declining:

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00:51:51

Game Review Radar #9: The Curse of the podcast...

two & a half gamers ·

2025/09/15

Today, we revisit 15+ mobile games we’ve covered in the past to see which ones are growing, peaking, or dying. From Vita Mahjong’s $200K/day AdMon empire to Century’s King Shot at $3M/day, here’s the brutally honest state of mobile gaming right now.Highlights:Vita Mahjong: 7M DAU, $200–300K/dayLove & Deep Space: $7M/day gacha spikesMagic Villains: Backed by $60M raise, scaling fastKing Shot: Our pick for “Game of the Year” (so far)Supercell’s Mo.Co flop vs Clash Royale comebackLast Z: $6.6M/day

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331 results

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