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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

00:37:02

🕹️ Playable ads are the most underused growth lever...

two & a half gamers ·

2026/04/22

Today, we finally break down one of the most overlooked parts of UA strategy - playable ads.https://lancaric.substack.com/p/playable-ads-trends-in-mobile-games-b16?r=7qqafAnd the truth is…👉 most teams are doing them wrong👉 most teams are not doing enough of them👉 and most teams don’t understand why they workWe cover:🎮 Why longer playables create higher-quality players⚙️ Simple vs complex playable strategies📱 Playables for apps (not just games!)🎯 Why volume often beats perfection🧠 How fake

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00:46:43

🤖 AI creatives are evolving faster than anyone...

two & a half gamers ·

2026/04/20

In this episode of Two and a Half Gamers, we break down over 120 AI-powered creatives and uncover what’s actually working in 2026.From Golden Goblins physics hooks to Last Asylum’s 70% AI-assisted pipeline, the scale is insane — with some games launching thousands of creatives and iterating faster than ever.We dive into:🎬 AI hooks vs real gameplay⚙️ Heavy post-production on top of AI🎭 Consistent characters across hundreds of creatives🎮 Fake gameplay evolving into near-real systems📈 Why creative

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00:07:46

🚨📢 BREAKING NEWS: Chinese domination, M&A boom,...

two & a half gamers ·

2026/04/17

Major shifts in mobile gaming, UA, and investmentsThis week’s Two and a Half Gamers Breaking News covers three massive trends shaping the industry right now:📊 Chinese games dominating global top-grossing charts💰 $7.7B in gaming M&A activity in Q1 2026⚖️ Freecash controversy and removal from app storesFrom Gossip Harbor climbing into the top revenue charts to massive acquisitions fueling new investments, the industry is showing clear signs of consolidation and power shifts.At the same time, the

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00:40:23

👾 Creative Trends March 2026: AI hooks, fake ads, and...

two & a half gamers ·

2026/04/16

We break down the latest creative trends shaping mobile game marketing in 2026.And honestly… things are getting weird.We cover:🎬 AI-generated hooks (K-pop, interviews, weird realism)🔁 Infinite iteration loops across games (copy → remix → scale)🎮 How games like Golden Goblins keep winning with creatives🧠 Why “failure mechanics” dominate ad performance📈 How small tweaks create entirely new winning concepts👉 This episode is a masterclass in how creative strategy actually works today.Get our MERCH

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00:21:40

How to maximize ad revenue in Tier 4 geos (+Japan...

two & a half gamers ·

2026/04/15

In this solo episode of Two and a Half Gamers, Felix breaks down one of the most underrated growth levers in mobile gaming — your mediation setup.The reality is that ad monetization performance varies massively by geo — especially in Tier 4 markets like India and Indonesia. Low-end devices, low LTV, and poor fill rates create a completely different optimization problem compared to Tier 1 markets.The biggest unlock is not adding more networks. It’s designing your mediation stack around constraints

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00:27:05

📰 NYT Games Wordle & Crossword: The most PREMIUM...

two & a half gamers ·

2026/04/13

We break down one of the biggest and most misunderstood “games” in the world - NYT Games Wordle & crossword.With over 8.5 million DAU, this app sits among the largest mobile games globally.But here’s the twist:👉 It barely monetizes like a game👉 It relies mostly on subscriptions👉 It avoids aggressive ad strategies completelyWe dive into:• Why NYT Games is a retention machine, not a game• How Wordle, Connections, and Crosswords drive daily habits• The massive ad revenue they are leaving on the

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00:10:07

🚨📢 BREAKING NEWS: Unity kills ironSource, Meta...

two & a half gamers ·

2026/04/10

This week’s Breaking News covers one of the most important shifts happening right now across mobile gaming and ad tech.Here’s what’s happening:📉 Mobile gaming is stabilizing but growth is slowing💰 Investment is dropping, consolidation is rising📊 AppLovin is reshuffling leadership while expanding beyond gaming🧹 Unity is officially killing IronSource and doubling down on its new ad stack🤖 Meta is pushing toward fully automated AI-driven ads⚖️ Meta and Google are hit with major legal verdicts

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00:38:21

Butcher Hero Review: The Next Alien Invasion? Not...

two & a half gamers ·

2026/04/09

In this episode of Two and a Half Gamers, we break down Butcher Hero / Hook RPG, a new game from Multicast that’s currently pulling 20–30K downloads per day , but struggling to reach the scale of its predecessor, Alien Invasion.At first glance, the concept is strong:• Warcraft-inspired hook mechanics• Idle-RPG progression• Weapon-based scaling and map farmingBut after hours of gameplay, the cracks start to show.We dive into:• Why the game feels like a grinding simulator• Missing meta systems and

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00:13:55

🤑 Top 5 Advanced Ad Placements by Jakub Remiar

two & a half gamers ·

2026/04/08

In this solo episode of Two and a Half Gamers, Jakub breaks down 5 advanced ad placements that are actively driving revenue in top mobile games.No theory. No fluff. Just practical systems you can implement today.He covers:🎯 Before-level boosters that increase win probability⚙️ Idle stacking mechanics that multiply impressions✈️ Dynamic “random drop” placements🎰 Gacha-based ad conversion systems📺 Rewarded interstitials that improve retentionPlus, a hidden system used by top games to scale ad

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00:30:19

💎 Brilliant Sort review: The next Hexa Sort?

two & a half gamers ·

2026/04/06

This puzzle game feels like work… but it’s making moneyIn this episode of Two and a Half Gamers, we break down Brilliant Sort, a puzzle game by Belka Games that is scaling fast - despite gameplay that feels more like a chore than entertainment.With around 50K DAU and strong monetization, the game proves once again that in mobile gaming, player psychology beats gameplay innovation.We analyze:• Why “cleaning mechanics” are so addictive• How extreme friction drives monetization• Why UA creatives are

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00:09:08

🚨📢 BREAKING NEWS: New Ubisoft Mobile Shooter +...

two & a half gamers ·

2026/04/03

Layoffs, closures, and major strategy shifts across gamingThis week in Two and a Half Gamers Breaking News, we cover one of the toughest weeks for the gaming industry — with layoffs, shutdowns, and major strategic pivots across multiple companies.Here’s what happened:🎮 Ubisoft launches The Division Resurgence on mobile📉 Multiple studios shut down or reduce teams💸 A $100M+ project gets cancelled after 7+ years🤖 Unity doubles down on AI and ad tech strategy📊 Nazara raises $50M for acquisitions

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00:37:46

🚀 Castle Clashers!: Voodoo’s new HIT is scaling hard

two & a half gamers ·

2026/04/02

Today, we break down Castle Clashers, a new game from Voodoo that’s generating $220K+ daily revenue and scaling aggressively with 100K downloads per day.But this is not your typical Voodoo game.It combines:• Artillery shooter gameplay (Worms-style)• Clash Royale-inspired gacha systems• Heavy-rewarded ad monetization• Aggressive UA scalingWe dive into why this hybrid approach works, where it breaks industry “rules”, and why this could be a blueprint for the next generation of midcore-lite games.Get

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00:39:32

🚨Lily's garden & Loomit: How Top Games Make Money...

two & a half gamers ·

2026/04/01

In this special episode, we sit down with Tactile Games and Loomit to break down how ad monetization actually works at scale - using Lily’s Garden as a real-world example.https://loomit.ai/https://meetings.hubspot.com/iortizf/25gamers?uuid=c4c16368-14b8-4277-9ab2-ab55d5614c2d - to book a meetingFrom segmentation and A/B testing to dynamic floors, multiple ad units, and user-level optimization — this episode goes deep into the systems behind modern ad revenue.We also tackle the biggest challenges in

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00:44:56

🧶 Yarn Loop Review: Puzzle Gold Rush continues with...

two & a half gamers ·

2026/03/31

In this episode of Two and a Half Gamers, we break down one of the strangest success stories in mobile gaming right now — Yarn Loop.Despite having a relatively small player base, the game is already generating millions in revenue, driven by strong Tier 1 users, efficient monetization, and heavy AppLovin scaling strategies.We explore how this “Pixel Flow-inspired” puzzle game evolved into a top performer, why iteration beats originality in today’s market, and how studios like Spyke are building

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00:42:20

Subway Surfers City: Sybo built the Best Ad...

two & a half gamers ·

2026/03/26

Subway Surfers City just hit 10 million downloads in 3 weeks — but is it actually a good business?We tear apart Sybo's long-awaited follow-up to one of the most downloaded games in history. We break down the gameplay, the surprisingly advanced (and stingy) economy, Felix's obsession with the ad placements, and why the UA setup is basically a ghost town despite having MiniClip's full weight behind it.After 5+ years of development in Denmark and a soft launch back in July 2024, Subway

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00:15:07

🤖 Building a UA reporting agent live, in 15 minutes...

two & a half gamers ·

2026/03/25

I automated my weekly UA reporting using AppsFlyer MCP and it took less than 15 minutes to set up. https://bit.ly/4lMS8jMEvery week, I was doing the same painful thing: opening AppsFlyer for one client, then another, then another. 10 accounts, 10 dashboards, hours gone before the week even starts. Not anymore.In this episode, I walk you through the exact setup I use - live, on screen - so you can copy it for your own accounts today.What you'll learn:→ What MCP (Model Context Protocol) actually

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00:44:21

🚀 Last Asylum Review: Is this the next Kingshot...

two & a half gamers ·

2026/03/25

In this episode of Two and a Half Gamers, we break down the insane launch strategy behind Last Asylum: Plague by 37 Entertainment - a game that mixes onboarding mini-games, massive AI-driven creative production, and aggressive scaling tactics that could define the next phase of the 4X market.From My Perfect Hotel-style onboarding loops to hundreds of AI-generated creatives flooding ad networks, this launch shows how Chinese publishers are building growth machines that are almost impossible to

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00:09:10

🚨📢 Breaking News: Apple AI money, rewarded roll-up,...

two & a half gamers ·

2026/03/20

Mobile Gaming & AI Industry Breaking News. This week’s biggest stories reveal major shifts in platform power, investment flows and UA channel consolidation.In this Breaking News segment of Two and a Half Gamers, Felix explains:• How Apple is making nearly $1B from generative AI apps despite lacking a clear AI product strategy• Why new mobile gaming funding rounds signal renewed investor confidence• The strategic acquisition of JustPlay by NCsoft for $200M• Why rewarded UA companies are starting

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00:36:14

Why Slay the Spire 2 exploded: Review

two & a half gamers ·

2026/03/19

Slay the Spire 2 just proved that game design still winsIn this episode of Two and a Half Gamers, we break down one of the biggest indie launches in recent years.Slay the Spire 2 reportedly generated over $100M in revenue within two weeks of early access, driven by massive wishlist numbers, Twitch coverage and an already legendary community built over nearly a decade.The hosts discuss why the game works despite minimal visual upgrades, how roguelite deck-building loops create extreme engagement, and

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00:28:21

Influencer Marketing in mobile games actually...

two & a half gamers ·

2026/03/18

Influencer marketing in mobile gaming is growing fast, but most campaigns still fail. Not because creators are bad or games are weak. The real problem is setup.In this episode of Two and a Half Gamers, Marion breaks down the real execution framework behind profitable influencer campaigns. From defining goals and calculating budgets to choosing the right creators and measuring organic uplift, this episode is a practical guide built on real campaign experience.You will learn why organic traffic

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