two & a half gamers

What happens when a cat simulator, born as a VR meme on Meta Quest, lands on mobile with aggressive monetization and viral magic? You get a $300,000/day monster hits. I am Cat with I am Security = 300k/day ad revenue! Today, we break down the bizarre and brilliant rise of I Am Cat and I Am Security — the mobile games that took over app stores in March 2025 with: Over 2.6M DAU $170K/day from I Am C...

Today, we are tearing down Kingshot by Century Games – a new free-to-play mobile strategy game blending 4X strategy and idle survival mechanics. Our provides a detailed, data-driven look at Kingshot’s gameplay design, monetization strategies, creative marketing trends, and its competitive context. We examine how Kingshot builds on Century Games’ previous hit, Whiteout Survival. The video dissects...

Where to get creative inspiration? That is always the hard question. Maybe the hardest one! Let’s dig a little bit deeper: There are companies/games you need to follow to uncover the recent creative trends. Continue reading! Get the Creative bible now: https://lancaric.substack.com/p/the-creative-bible-how-to-win-in?r=7qqaf Always check the competitors. Use the FB Ads library, TikTok Ad library, a...

This is not just another mobile puzzle game. Screwdom 3D is a MASTERCLASS in hybrid casual design, monetization, and creativity. In this episode, we dive deep into how a small Vietnamese studio is scaling up Screwdom 3D into a $3.6M/month beast, powered by killer rewarded ads, smart boosters, and wildly satisfying 3D physics. Think Screw Jam meets Pinout Master meets genius-level iteration. 💥 Lea...

Last Z: Survival shooter is basically a Top Girl with AI girls as heroes mixed with a Last War 4X core. Top Girls are everywhere. It's a new Waifu game in the West. We explore the mobile game Last Z Survival Shooter's gameplay mechanics, character dynamics, and monetization strategies. We discuss the game's onboarding process, the integration of AI, and the cultural references embedded...

In this episode, Jakub goes into the intricacies of game economies, focusing on the concepts of spend depth and effective spend depth. He explains how these metrics are crucial for understanding player engagement and monetization strategies in games. Through practical examples from popular games like Clash Royale and Survivor.io, he illustrates how to calculate and increase spend depth while manag...

In this episode, we discuss Supercell's latest game launch, MoCo, exploring Mo.co gameplay mechanics, monetization strategies, and overall market positioning. We go into the game's features, compare it to other action RPGs, and analyze its potential for future success in the gaming industry. https://lancaric.me/future-of-ua-creators-mobile-user-acquisition/ Get our MERCH NOW: 25gamers.com/...

Jakub and Felix discuss the latest trends in mobile gaming, focusing on new game releases, soft launches, and the impact of monetization strategies. We explore unique gameplay concepts, particularly in the match-3 genre, and analyze the role of intellectual property in game development. The conversation also touches on future predictions for mobile gaming and the challenges developers face in a co...

In this conversation, Ömer emphasizes the importance of a human-centric approach that prioritizes creativity, joy, and connection over mere revenue generation. He highlights the challenges faced by the industry, including the pressure on developers and marketers, and advocates for a shift back to the core values of gaming. The monologue also touches on the need for collaboration, well-being, and r...

Today, we discuss the mobile game Match Villains, developed by Good Job Games. We explore its gameplay mechanics, market performance, and the competitive landscape of mobile gaming. The conversation goes into the game's features, comparisons with similar titles, and insights into the developers' strategies and industry trends. In this conversation, we dive into the innovative concepts and market t...

In this episode, we explore the critical aspects of scaling games in the gaming industry, focusing on the right timing, key metrics, and financial strategies. Ridzki Syahputera from PVX Partners shares insights on cohort profitability, the importance of soft launching, and various financing options available for game developers. The conversation emphasizes the need for consistency in cohort perfor...

This episode of Two and a Half Gamers provides a comprehensive introduction to ad monetization in mobile gaming. Felix Braberg discusses key metrics such as ECPM, fill rate, and ad ARPDAU, explaining their importance in maximizing ad revenue. The monologue delves into how ad networks operate, how they determine ECPM, and the various revenue models they employ. The episode also covers strategies fo...

We discuss the recent news of Applovin selling its gaming division to Tripledot for $900 million. We dive into who Tripledot is, its revenue model, and the impact of ad revenue in the mobile gaming industry. The conversation covers the rise of Tripledot, key milestones, acquisitions, and an analysis of their game portfolio, particularly focusing on Wodoku. We also explore the mechanics of ad reven...

In this episode, we dive into the world of gacha games, focusing on the popular title Love and Deep Space. We explore the game's mechanics, revenue generation, and character interactions while also discussing the broader context of otome games and their appeal in the gaming market. The conversation highlights the game's unique features, including its combat system, dating mechanics, and AS...

In this episode, we discuss the transformative impact of AI on video production in the gaming and marketing industries. They explore the evolution of AI-generated user-generated content (UGC), the importance of volume in creative production, and the cost reductions that AI brings to video creation. The conversation also touches on the testing methodologies for video performance, the comparison bet...

In this conversation, we discuss the mobile game Vita Mayong, exploring its gameplay mechanics, user experience, monetization strategies, and user demographics. We delve into the game's ad revenue model, highlighting its success and the criticisms it faces from users regarding ad overload. The discussion also includes comparisons with other games in the genre and insights into the target audie...

In this episode, we explore Vietnam’s rapidly expanding mobile gaming scene, now projected to exceed USD 1 billion in annual revenue by 2025 and boasting a year-over-year growth rate of nearly 30%—one of the highest in Southeast Asia. We spotlight pioneering Vietnamese game studios and their chart-topping hits, examining the creative approaches that have helped them gain international recognition....

In this monologue session, John Wright discusses the current state of mobile game publishing, emphasizing the importance of collaboration between developers and publishers. He outlines the challenges developers face in securing funding and the advantages of working with publishers, including access to expertise and technology. The monologue also covers strategies for choosing the right game and pu...

We review a new puzzle game from Vietnam, Goods Puzzle: Sort Challenge, discussing its gameplay mechanics, design, monetization strategies, and user engagement. We explore the challenges players face, the game's level structure, and how it compares to other titles in the genre. The conversation also delves into the game's ad revenue potential and future market trends, concluding with ratin...

Ever wondered why some games blow up while others fade into obscurity? We dive headfirst into the surprisingly complex world of Solitaire games—yes, Solitaire! Especiall, Candy Crush Solitaire! We unpack how this classic genre has evolved from your grandma’s desktop time-killer to a booming corner of the gaming industry, fueled by IP powerhouses like Candy Crush Solitaire. Oh, and we’re not holdin...

Our "monthly" live AMA is live. Check it out, and next time, ask questions in real time! Secret quest: Jesse Lempiäinen https://www.linkedin.com/in/jesselempiainen/ https://geeklab.app/ In this conversation, we discuss various aspects of mobile game development, focusing on App Store Optimization (ASO), user acquisition strategies, and monetization techniques. They explore the integratio...

In this episode, we dive into the latest creative trends and insights in the gaming industry, focusing on creative trends and strategies, emotional advertising, and the growing impact of AI in mobile game marketing. We analyze successful game creatives, share thoughts on the evolution of marketing strategies, and explore how emotions are essential for engaging players. Together, we highlight the i...

Today, we talked about 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. Despite the chatter about mobile game growth hitting the brakes, especially after the COVID-fueled boom that supercharged hyper-casual and hybrid-casual games, the industry is far from slowing down. As we poi...

In this episode, Matej Lancaric provides a comprehensive guide to mobile user acquisition (UA), covering essential terms, metrics, and strategies for beginners and experienced marketers. He emphasizes the importance of data integrity, navigating privacy changes, and the role of creativity in UA campaigns. The discussion also includes insights on leveraging paid, owned, and earned media and the imp...

Our conversation dives into the evolving landscape of game marketing, particularly focusing on the 4X genre and the dynamics between successful game studios like First Fun and River Game. The discussion highlights the importance of user acquisition strategies, server management, and the integration of gameplay with marketing efforts. We also explore the future of 4X games, the impact of themes and...