![]() ![]() The Nexters story dates back to 2010 when the future friends and founders of Nexters first met. ![]() ![]() This was done rather crudely through “duct taping” the fake ads into the onboarding funnel between the levels where fake ads playables were played by the user and then the real core gameplay of the game would be inserted in between.Īfter a while, the fake ads would disappear and the real game would take over as seen in the example below. This again evolved itself as it first started as an attempt to prolong the illusion that the game is the same as the fake ads. Lately, we have seen many games trying to implement the practices behind fake ads into actual products which is definitely new. And if you are unable to drive the LTV up, then you need to do whatever it takes to lower the CPI down – below your LTV. But is that really true? CPI vs LTV equation is really important. Marketing = UA + Creatives + ASO can help you by 10-20% here and there.īut you won’t be able to scale your game only with marketing tricks & hacks. Scale/budget is always dictated by your game’s LTV as mentioned in these UA tips. You need to work very closely with the game team, data analytics, and ideally live ops as well. Running and growing a game is not an easy job. You need to involve a lot of departments in this! It’s not only on the marketing side of things. ![]() Why Playrix? Well, continue reading and you will find out! Fake ads as a trend in 2023 (and beyond) Let’s take a closer look at the game’s UA, creatives, timelines, revenues, and Playrix. But, when and how did they start? In my humble opinion, Hero wars is the game that brought this marketing/UA tactic to life. Fake ads are very popular amongst developers. ![]()
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