Felix delivers a 30-minute solo masterclass on how the top-grossing mobile games use ads, revealing the real truth:

Only 14 of the Top 100 IAP games use in-game ads.

This is shocking considering the category earned $2.6B in the last 30 days — likely over $3.6B when counting D2C webstores. Yet only 55M of the 660M DAU are exposed to ads.

The episode breaks down each of those 14 games, but uncovers three major meta-shifts.

This episode reveals how Candy Crush, Coin Master, Gossip Harbor, Merge Mansion, Homa, June’s Journey, and more use segmentation, boosters, energy, timers, SkipIt tickets, Remove Ads bundles, and hybrid strategies to unlock millions in incremental ad revenue.

This is the most practical breakdown of how ads work at the highest tier of mobile gaming.

What you’ll learn

• How Candy Crush earns $200M+ yearly from ads

• Why only 14 of the top 100 IAP games use ads (and why that’s changing)

• The difference between Western “premium illusion” mindset vs Chinese “data-first” mindset

• SkipIt tickets → now invading midcore and puzzle (June’s Journey)

• Remove Ads Bundles (iKIM, Capybara Go, Merge Prison)

• Why merge, match, and puzzle rely on energy boosters & timers

• How to segment ads by GEO, payer probability & time since last IAP

• The next wave of hybrid monetization

The future isn’t “ads OR IAP.”

The winning studios are mastering ads + IAP, using segmentation, bundles, SkipIts, and hybrid models to grow revenue without hurting payers.

Get our MERCH NOW: 25gamers.com/shop

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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 — intro

02:00 — Candy Crush & Coin Master: The Segmentation Masters

05:20 — Merge & Match: Energy, Boosters, and Rewarded Moves

10:00 — SkipIt Tickets & Remove Ads Bundles Take Over

14:30 — Chinese Studios vs Western Studios: Mindset Split

19:10 — Subscriptions, Ad-Free Bundles & Perk Stacking

23:30 — The New Hybrid Meta: Ads + IAP → The Future

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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

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Hit the Subscribe button on YouTube, Spotify, and Apple!

Please share feedback and comments - matej@lancaric.me

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Do you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai