two & a half gamers

Two Gamers again, and this time we review Bulldozer Master from Supercent, the Korean studio behind Pizza Ready. It looks like something vibe-coded over two weekends, and it works anyway. Jakub plays the loop: dig ore blocks, carry them Golden Goblins-style to the refinery, sell, and upgrade move speed, hammers and furnace. Then you rent heavy machinery that runs on fuel (hydraulic breakers, drill crushers, exo-carriers), hire workers who need pizza breaks, and prestige into company upgrades. It’s simple, idle-friendly, and built directly from its own ads.

The creatives are the real story: 2,700 of them, Trackstar-style truck ads, AI videos of drilling gold walls, a Chrome Valley Customs look, a Bumblebee from Wish, and even a Kingshot salad, spread across AppLovin, Mintegral, Unity and Facebook. Matej also shares how Mintegral became one of One Mage Army’s best channels within a week. The formula: take a 4X creative, build the gameplay around it, then scale and profit.

⏱️ TIMESTAMPS
00:00 – 50K DAU in the US
01:12 – Two Gamers: “games don’t need to look good, they need to scale”
02:47 – Core loop: dig, carry, refine, sell (Golden Goblins with a bulldozer)
05:16 – Machinery rental, fuel, workers, pizza breaks and prestige
12:30 – Numbers: 200K/day, 600K DAU, Pizza Ready’s half a billion downloads
17:18 – Felix from Wish: 29 rewarded, 1 interstitial, ~$70K/day
19:27 – Creatives: Trackstar, AI gold drilling, Bumblebee from Wish, 2,700 ads
28:36 – The formula: 4X creative → gameplay → scale, plus a channel mix beyond AppLovin

This episode is brought to you by Kinoa — the AI operating system for mobile game operations: flows, live segments, in-app messages, push notifications, and A/B testing in one place, run by the operators who own the numbers. Carry1st saw +43% ARPDAU; PlayStudios saw +31% revenue on Tetris Block Party. Learn more at Kinoa.
http://www.kinoa.ai?utm_source=MatejPodcast&utm_medium=Link&utm_campaign=Matej+Podcast&utm_id=100
--------------------------------------
Today's episode is brought to you by PvX Partners. Developers now have a new way to fund their marketing: PvX Card.
If you're scaling your gaming business and need more capital for UA, here's the deal: your credit limit grows with your marketing performance — the higher your ROAS, the more credit you have available. Repayment terms run from 60 to 120 days and scale with your ROAS, so you can match repayments to your game's payback period.
It's dynamic, it's flexible, and it scales as fast as you do.
Check out PvXPartners.com/cards and scale your UA with PvX Card
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.

This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matej Lancaric⁠

Matej Lancaric
User Acquisition & Creatives Consultant
⁠https://lancaric.me
Felix Braberg
Ad monetization consultant
⁠https://www.felixbraberg.com
Jakub Remiar
Game design consultant
⁠https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me

Our monthly Playable Trends is back. Matej, Ondrej and Robin each bring three playables that caught their eye and take them apart. Matej opens with Royal Kingdom’s “harder than you think” ball-physics level (save three characters, no snakes for once), a raft-rescue survival playable that turns out to be a 4X game, and Paper.io 2 using a Pocket Champs-style hook without hiding which game it is. Ondrej brings three from Voodoo: a Pixel Flow-style conveyor sort that is honestly harder than you think (he still can’t beat it), a satisfying ball-drop sorter you finish just by tapping, and a room-based platformer that sent us straight back to Dangerous Dave.

Robin shows a sushi reskin of Pixel Flow (Ondrej rebuilt it in Playable Maker), Car Evolve’s slingshot upgrade loop, which ran five minutes before the CTA appeared (Robin fed the source to Claude to start with 5M coins), and Last Asylum running four different mechanics for the same game: Township-style building, Kingshot-style tower defense, roguelike survival and 4X. Last Asylum has gone from a handful of playables to ~1,200 in 30 days, and Kingshot still makes far more money. We close by filtering Sensor Tower to Asia (spoiler: good playables work everywhere, maybe with more family drama and a bit more grind) and looking at seasonal creatives: Golf Clash running Halloween for a year, and a Christmas video still live in July because it was the best performer.

⏱️ TIMESTAMPS
00:00 – Cold open: the playable that never ends
05:23 – Matej: Royal Kingdom’s “harder than you think” physics level
10:26 – The WTF pick: a raft rescue that’s secretly 4X, plus Paper.io 2 with a Pocket Champs hook
17:23 – Ondrej’s Voodoo trio: impossible color sort, ball conveyor, Dangerous Dave vibes
24:25 – Robin: Pixel Flow, but sushi
27:13 – Car Evolve: 5 minutes before the CTA, and we hacked it with Claude
32:25 – Last Asylum: one game, four mechanics, ~1,200 playables in 30 days
40:18 – Asia vs West playables, and do seasonal creatives actually work?

📌 KEY TAKEAWAYS
— Reskin a proven mechanic (Pixel Flow → sushi) and you have a new ad
— One game can be sold through four mechanics; each one attracts a different player
— “Harder than you think” works only if it is actually hard, but finishable
— Mechanics travel across markets; difficulty and grind may need tuning for Asia

🎙️ HOSTS
Matej Lancaric, Ondrej Monsberger, Robin Kuyer

🙏 SPONSORS
Potensus – premium ad network with direct brand deals (Amazon, Apple, Coca-Cola, Vodafone) and Playable Maker-built formats: https://potensus.com
PVX Partners – fund your UA with PVX Card, credit that grows with your ROAS: https://pvxpartners.com/cards
Kinoa – AI operating system for live ops, segments and game ops: http://www.kinoa.ai?utm_source=MatejPodcast&utm_medium=Link&utm_campaign=Matej+Podcast&utm_id=100
FastSpring – the no-drama D2C for mobile publishers: https://fastspring.gg
Data courtesy of Sensor Tower

Seen a playable we should cover? Drop it in the comments or the Slack channel.

Subscribe for more playables, creatives and UA: https://www.youtube.com/@twoandahalfgamers

#playableads #playables #mobilegames #creatives #UA #useracquisition #Voodoo #RoyalKingdom #LastAsylum #PixelFlow #PaperIO #PlayableMaker #SensorTower #twoandahalfgamers #Potensus #PVXPartners #Kinoa #FastSpring

---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me
---------------------------------------
If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric
Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

A rare live episode. After almost five years of podcasting, we finally tackled one of the games we had been saving for the right moment: Hill Climb Racing 2 from Fingersoft, part of a franchise with more than 2.5 billion downloads across Fingersoft’s games. Felix and Jakub are joined in person by Oona from Fingersoft (ad monetization manager) and Denise Farley from Google (EMEA monetization) to go through the game design, the ad setup and the UA flywheel behind one of the most downloaded games on the planet.

Jakub starts with the design: physics-based arcade driving, many layers of power progression, car upgrades as a soft-currency sink, and a parts gacha that drives most of the IAP revenue. That puts HCR2 at roughly 70/30 IAP vs ads, while the first game is still almost all ads. Then Una covers the ad monetization: almost 30 rewarded placements, some with no daily cap and no limits for payers (“purchasers buy and then they watch”), an ad progression bundle in the style of Monopoly Go chain offers that lifted day-1 rewarded impressions for new users by more than 10%, interstitials that are delayed after every rewarded view, and tests where delaying or removing interstitials barely changed retention. Denise and Una also explain how Fingersoft dropped geo-based mediation groups for 5 tiers based on impression value, built behavior-based custom CPA events to feed back into UA, and use hybrid mediation and ad preloading in AdMob.

⏱️ TIMESTAMPS
00:00 – Cold open: the ad progression bundle
02:12 – Live from Mount Olympus: meet Una (Fingersoft) and Denise (Google)
03:51 – Game design: physics, progression layers, the parts gacha, 70/30 IAP vs ads
08:55 – Ad progression bundle: +10% day-1 rewarded impressions for new users
09:46 – ~30 rewarded placements, no caps for payers, events like the Halloween pumpkin smash
14:42 – Interstitials vs retention, rewarded cooldowns and the meta rewarded placement
19:48 – Behavior segmentation, custom CPAs and 5 tiers based on impression value instead of geo
23:19 – Hybrid mediation, preloading, and why creatives must match the store page

📌 KEY TAKEAWAYS
— Payers are also heavy rewarded watchers, so don’t hide ads from them
— Delay interstitials after each rewarded view to steer players to the higher-paying format
— Segment by impression value, not geo; some tier-3 users bring tier-1 eCPMs
— Your ads and your store page have to show the same game

🎙️ HOSTS & GUESTS
Felix Braberg, Jakub Remiar
Una – Ad Monetization Manager, Fingersoft
Denise Farley – Monetization, Google (EMEA)

Subscribe for more game deep dives, ad monetization and UA:
https://www.youtube.com/@twoandahalfgamers

#mobilegames #HillClimbRacing2 #Fingersoft #admonetization #AdMob #rewardedvideo #hybridmonetization #useracquisition #gamedesign #mobilegaming #gamedev #SensorTower #twoandahalfgamers

Two Gamers this time (our half is on the other side of the world), and we play Duck Survival from JoyNet Games, the studio behind Legend of Mushroom. We expected a 4X game. There is no 4X map, but nearly everything else from 4X is there: a roguelite tower-defense core lifted from Kingshot’s creatives (move your duck, build towers and walls, call the waves, pick 1 of 3 skills, autoplay), with the full Legend of Mushroom meta on top.

Then the creatives: 4,700 of them and only 70 playables. There’s 4X slap-slap fake gameplay, Dark War-style transformations, high-production AI, and the same AI Japanese actor (most likely a LoRA) in almost every ad. Matej shares how he localized his own Gandalf video with Korean and Japanese soldiers.

⏱️ TIMESTAMPS
00:00 – Cold open: very deep game, very nice core
01:29 – Two Gamers only: Duck Survival from the Legend of Mushroom team
03:15 – Core loop: roguelite tower defense modeled after Kingshot’s creatives
09:13 – The meta: Legend of Mushroom template, capture mechanic, gachas, server gating
20:06 – Numbers: Western launch, then Taiwan, Korea, Japan, and an iOS-heavy Japan
24:12 – JoyNet portfolio vs Legend of Mushroom, and why it won’t fly in the West
29:05 – Tower defense top 10: Lucky Defense, Bang Bang Survivor, Clash of Creatures, Arknights
33:46 – Creatives: 4,700 ads, 70 playables, 4X fake gameplay, the AI Japanese actor

This episode is brought to you by Kinoa — the AI operating system for mobile game operations: flows, live segments, in-app messages, push notifications, and A/B testing in one place, run by the operators who own the numbers. Carry1st saw +43% ARPDAU; PlayStudios saw +31% revenue on Tetris Block Party. Learn more at Kinoa.
http://www.kinoa.ai?utm_source=MatejPodcast&utm_medium=Link&utm_campaign=Matej+Podcast&utm_id=100

Today's episode is brought to you by PvX Partners. Developers now have a new way to fund their marketing: PvX Card.
If you're scaling your gaming business and need more capital for UA, here's the deal: your credit limit grows with your marketing performance — the higher your ROAS, the more credit you have available. Repayment terms run from 60 to 120 days and scale with your ROAS, so you can match repayments to your game's payback period.
It's dynamic, it's flexible, and it scales as fast as you do.
Check out PvXPartners.com/cards and scale your UA with PvX Card
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-3bckldvr8-8PXvzciMWdheOzED9hq0SA

---------------------------------------
Matej Lancaric
User Acquisition & Creatives Consultant
⁠https://lancaric.me
Felix Braberg
Ad monetization consultant
⁠https://www.felixbraberg.com
Jakub Remiar
Game design consultant
⁠https://www.linkedin.com/in/jakubremiar
---------------------------------------
Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me

Fresh back from Istanbul, we review Brain Puzzle 2: Logic Twist, a game where the word “logic” is doing a lot of heavy lifting. Jakub plays it live so Matej doesn’t have to: three-minute riddles, point-and-click solutions with zero logic, a shark fail state, and an interstitial after every win.

And it works. Launched June last year by a Chinese studio, it is now at 2.5 million DAU, 500–600K downloads a day, and roughly $83K/day in ad revenue on a pristine tier-3 mix

The UA engine: ~4,000 creatives in 30 days (570 playables, 3,000 videos), mostly AppLovin and Mintegral, with 10–20 cent CPIs, makeover and body-shaming concepts that bring Matej back to 2018 “who is the killer” ads, and a spend roughly equal to revenue at an estimated 15% margin.

⏱️ TIMESTAMPS
00:00 – Cold open: guess the daily ad revenue
01:20 – Back from Istanbul; meet Brain Puzzle 2: Logic Twist (ad simulator, sorry, “riddle”)
04:20 – Jakub plays it live: shark fail state, door levels, the dumbbell, interstitial on every win
07:37 – The ad setup: 5 rewarded placements, interstitials from level 7, no cooldowns
11:39 – The business model: tier-3 installs, 10–18 interstitials, $1.40–$3 eCPMs
12:18 – Numbers: 2.5M DAU, 500–600K downloads/day, 75% women, $83K/day revenue
16:03 – UA spend, paybacks and retention: D7 13%, D60 ~1%, 140 levels, Brain Test comparison
19:08 – Creatives: 4,000 in 30 days, makeover ads are back, AppLovin + Mintegral, 10-cent CPIs
25:06 – Margins (15%), the Chinese studio behind it, “would you change the UA strategy?”

This episode is brought to you by Kinoa — the AI operating system for mobile game operations: flows, live segments, in-app messages, push notifications, and A/B testing in one place, run by the operators who own the numbers. Carry1st saw +43% ARPDAU; PlayStudios saw +31% revenue on Tetris Block Party. Learn more at Kinoa.
http://www.kinoa.ai?utm_source=MatejPodcast&utm_medium=Link&utm_campaign=Matej+Podcast&utm_id=100
--------------------------------------
Today's episode is brought to you by PvX Partners. Developers now have a new way to fund their marketing: PvX Card.
If you're scaling your gaming business and need more capital for UA, here's the deal: your credit limit grows with your marketing performance — the higher your ROAS, the more credit you have available. Repayment terms run from 60 to 120 days and scale with your ROAS, so you can match repayments to your game's payback period.
It's dynamic, it's flexible, and it scales as fast as you do.
Check out PvXPartners.com/cards and scale your UA with PvX Card
---------------------------------------
For an ever-growing number of game developers, this means that now is the perfect time to invest in monetizing direct-to-consumer at scale.
Our sponsor FastSpring:
Has delivered D2C at scale for over 20 years
They power top mobile publishers around the world
Launch a new webstore, replace an existing D2C vendor, or add a redundant D2C vendor at fastspring.gg.
---------------------------------------
This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠

Matej Lancaric
User Acquisition & Creatives Consultant
⁠https://lancaric.me
Felix Braberg
Ad monetization consultant
⁠https://www.felixbraberg.com
Jakub Remiar
Game design consultant
⁠https://www.linkedin.com/in/jakubremiar

Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!
Hit the Subscribe button on YouTube, Spotify, and Apple!
Please share feedback and comments - matej@lancaric.me