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two & a half gamers

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two & a half gamers
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  • two & a half gamers

    How Malpa Games scaled “Boring” puzzle games to millions!

    05/03/2026 | 39 min
    What if you built a puzzle game in the most crowded genre on earth…
    …and scaled it to 5M downloads per month?

    In this episode, we sit down with Vlad from Malpa Games and Ritzki from PVX Partners to unpack:

    Why Malpa focused on production before ideas

    90%+ ad revenue strategy

    Why is ad tolerance in puzzles insanely high

    How Cardscapes grew 200% month over month

    Why AppLovin ROAS campaigns are the scaling engine

    How UA cohort financing unlocked aggressive growth

    The truth about incentivized traffic in ad-heavy games

    Why retention beats everything in ad monetized scaling

    This is not a flashy hybrid casual story.
    This is disciplined production, AB testing, and pure operational excellence.

    🔥 Key Takeaways

    Production is more than a “Brilliant Idea”

    1% retention lift = huge win

    Scale increases ad margins

    Incent traffic works if you tune your game

    Cohort financing removes cashflow ceiling

    AppLovin ROAS = main growth engine

    Evergreen puzzles can still explode

    Get our MERCH NOW: 25gamers.com/shop
    --------------------------------------
    PVX Partners offers non-dilutive funding for game developers.
    Go to: https://pvxpartners.com/
    They can help you access the most effective form of growth capital once you have the metrics to back it.
    - Scale fast
    - Keep your shares
    - Drawdown only as needed
    - Have PvX take downside risk alongside you
    + Work with a team entirely made up of ex-gaming operators and investors
    ---------------------------------------
    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
    Special guests: Uladzimir Tsimashkou & Ridzki Syahputera

    https://www.linkedin.com/in/ridzkisyahputera/
    [Malpa Games Website] https://malpagames.com/
    [Uladzimir Tsimashkou] https://www.linkedin.com/in/tsimox/
    [Malpa Games LD] https://www.linkedin.com/company/malpagames/

    Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

    Chapters
    00:00 – Why Cardscapes Is Exploding
    02:00 – Malpa’s 10-Year Production Philosophy
    06:00 – 90%+ Ad Monetization Strategy
    10:00 – Why Puzzle Ad Tolerance Is So High
    14:00 – Scaling with AppLovin ROAS
    18:00 – Why Facebook Doesn’t Work Here
    21:00 – Incentivized Traffic & Ad Tuning
    26:00 – Cohort Financing with PVX Partners
    30:00 – Why Scale Increases Ad Margins
    34:00 – Retention vs Monetization Tradeoffs
    38:00 – Final Lessons for Founders
    ---------------------------------------
    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 - [email protected]
    ---------------------------------------
    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
  • two & a half gamers

    D2C Trends: Apple bringing back fees & Why is that a good thing!

    04/03/2026 | 40 min
    D2C Trends 2026: Steering is still allowed in the US. No fees (for now). But that window is closing. In this episode, we sit down with Chip Thurston from FastSpring to break down:

    The current state of D2C in the US

    Japan’s 15–20% platform fees

    Brazil joining the party

    Apple’s 7-day attribution window

    Google’s 24-hour window

    Why this might actually increase D2C adoption

    How to treat web shops like e-commerce brands

    Why hybrid monetization is the real play

    This isn’t theory.
    This is how publishers are thinking about 2026.

    🧠 Key Takeaways

    The no-fee US window won’t last forever

    Japan and Brazil are the blueprint

    Platform fees don’t kill D2C — they mature it

    Treat web shop CAC like paid UA

    Mid-core and social casino win differently

    Email + community = long-term margin

    Get our MERCH NOW: 25gamers.com/shop
    --------------------------------------
    PVX Partners offers non-dilutive funding for game developers.
    Go to: https://pvxpartners.com/
    They can help you access the most effective form of growth capital once you have the metrics to back it.
    - Scale fast
    - Keep your shares
    - Drawdown only as needed
    - Have PvX take downside risk alongside you
    + Work with a team entirely made up of ex-gaming operators and investors
    ---------------------------------------
    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
    Special guest: Chip Thurston
    https://www.linkedin.com/in/thurstonchip/

    Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

    Chapters
    00:00 – The D2C Jet Fuel Moment
    02:30 – The US No-Fee Steering Window
    05:00 – Japan’s 15–20% Platform Fees
    08:00 – The 24h vs 7-Day Attribution Problem
    11:00 – Web Shop as Customer Acquisition Cost
    14:00 – Segmenting Payers Smartly
    18:00 – Why Hybrid Monetization Wins
    22:00 – Mid-Core vs Social Casino D2C
    26:00 – When Should You Launch a Web Shop?
    30:00 – Brazil & Global Regulation Trends
    34:00 – The Future of Direct-to-Consumer
    ---------------------------------------
    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 - [email protected]
    ---------------------------------------
    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
  • two & a half gamers

    Mobile Gaming OG Akin Babayigit: The real truth about mobile gaming success

    02/03/2026 | 1 h 1 min
    This episode is special. We sit down with Akin Babayigit — early Facebook gaming, Audience Network launch team, King, co-founder of Tripledot, investor at Arcadia — to talk about what actually builds winning game studios.

    We go deep into:

    Why Pixelflow exploded

    Why Match Villains keeps growing

    Why China, Turkey & Vietnam are ahead

    Why copying doesn’t kill winners

    Why are ads misunderstood?

    Why execution beats everything

    And why is there no such thing as an “end game” in your career

    This is not surface-level advice. This is 15+ years of pattern recognition distilled into one conversation.

    🧠 Key Takeaways

    Execution beats ideas (but intuition is back)

    If you know you have something, scale aggressively

    Ads are not the enemy. Poor integration is.

    Turkey’s gaming ecosystem is structurally advantaged

    China wins because of patience + scale

    Match-3 is not dead — the bar is just brutal

    Long-term greedy beats short-term greedy

    There is no finish line in building

    --------------------------------------
    PVX Partners offers non-dilutive funding for game developers.
    Go to: https://pvxpartners.com/
    They can help you access the most effective form of growth capital once you have the metrics to back it.
    - Scale fast
    - Keep your shares
    - Drawdown only as needed
    - Have PvX take downside risk alongside you
    + Work with a team entirely made up of ex-gaming operators and investors
    ---------------------------------------
    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
    Special guest: Akin Babayigit
    https://www.linkedin.com/in/akinbabayigit/

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

    Chapters
    00:00 – Why This Episode Is Special
    02:10 – Akin’s Background (Facebook → King → Tripledot → Arcadia)
    06:00 – The Birth of Audience Network
    10:00 – Ads: The Most Misunderstood Revenue Stream
    16:00 – Hybrid Monetization & CPM Decay
    20:00 – Pixelflow’s Explosive Growth
    27:00 – Copycats, China & Scaling Fast
    34:00 – Why Match Villains Keep Growing
    40:00 – Turkish Gaming Incentives Explained
    48:00 – China’s Work Ethic & Competitive Edge
    55:00 – Career Philosophy: There Is No End Game

    ---------------------------------------
    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 - [email protected]
    ---------------------------------------
    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
  • two & a half gamers

    🚨📢 Block blast for SALE? Sensor Tower drops Bombshell Report, 4X growth

    27/02/2026 | 4 min
    Mobile revenue barely grew in 2025. Downloads fell on both app stores. Meanwhile 200,000+ new games launched across iOS and Google Play. The market is saturated and attention is fragmented.

    The only category that keeps expanding across downloads, revenue and time spent? Strategy. Especially 4X. Deep systems, high LTV, long retention curves. That’s where scale still exists.

    The lesson is simple. You can launch another puzzle game. You can chase trends. Or you can build depth and monetization power. In 2026, monetization design and category selection matter more than ever.
    ---------------------------------------
    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-2um8eguhf-c~H9idcxM271mnPzdWbipg

    Chapters
    00:00 – Strategy Is Still Expanding (Hello Kingshot)
    00:30 – Fresh Game Launches This Week
    01:15 – Tencent x Blockblast Talks
    01:55 – ByteDance Selling Moonton?
    02:20 – Sensor Tower State of Gaming 2026
    03:05 – 55K Games Launched… Downloads Falling
    03:30 – Rainbow Six Mobile Goes Global
    03:50 – Agatha Christie & Survivor Partnerships
    04:10 – Playtika Earnings Breakdown
    ---------------------------------------
    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 - [email protected]
    ---------------------------------------
    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
  • two & a half gamers

    🚀 War Inc Review: It's not 2018 anymore! Great game, questionable UA & growth.

    26/02/2026 | 44 min
    In this episode, we break down War Inc: Rise, the new title from the studio behind Art of War: Legions - a game that previously generated over $150M.

    The gameplay? Solid.
    The systems? Efficient.
    The monetization? Confusing.
    The UA strategy? Questionable.

    We dive into:

    Why War Inc feels like Battle Legion + Lucky Defense combined
    How Fastone Games recycled their old IP smartly
    Why ad monetization is almost nonexistent (and why that’s crazy)
    The missed Applovin opportunity
    Creative strategy mistakes that cap scale
    Whether this can become their next big hit
    This game should be scaling 2–3x harder. It’s not. And the reason is simple.

    War Inc is actually good. Clean core loop. Smart recycling of IP from Art of War. Efficient production. Even layered modes like Lucky Defense built in.

    But here’s the problem.

    They barely monetize through ads. They don't push AppLovin. They’re still heavy on Facebook and Google. And their creative playbook looks like 2021.

    The lesson? In 2026, you can’t just build a good game. You need the full growth stack aligned. Miss one piece of the puzzle and you cap your scale.

    Get our MERCH NOW: 25gamers.com/shop
    --------------------------------------
    PVX Partners offers non-dilutive funding for game developers.
    Go to: https://pvxpartners.com/
    They can help you access the most effective form of growth capital once you have the metrics to back it.
    - Scale fast
    - Keep your shares
    - Drawdown only as needed
    - Have PvX take downside risk alongside you
    + Work with a team entirely made up of ex-gaming operators and investors
    ---------------------------------------
    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-2um8eguhf-c~H9idcxM271mnPzdWbipg

    Chapters
    00:00 – “Why Isn’t This Game Bigger?”
    02:00 – First Impressions & Battle Legion Comparison
    06:30 – Core Loop Breakdown (Merge + Army Builder)
    10:30 – Gacha System Explained (And Why It’s Weird)
    15:30 – Limited Banner Strategy & Power Units
    18:30 – Lucky Defense Mode Inside War Inc
    23:00 – Why Co-Op Actually Matters
    26:00 – Comparing It to Art of War: Legions
    30:00 – Revenue & Spend Deep Dive ($40K/Day Reality)
    33:30 – Retention, Payback & Scaling Limits
    36:00 – Creative Strategy Review (What’s Missing)
    39:00 – The Ad Monetization Mistake
    41:30 – AppLovin, Blended ROAS & The Missed Scale
    43:00 – Final Verdict: Great Game, Capped Growth
    ---------------------------------------
    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 - [email protected]

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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!
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