Chrome Valley Customs Live review: How to decrease CPI in Match3 genre? The Success of Xzibit in UA!

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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,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matej Lancaric⁠
Special guest: Dmitry Gubanenkov
Podcast: podcasters.spotify.com/pod/sh...
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Agenda
00:00 Epic intro
01:20 Introduction and Game Overview
13:22 Game Mechanics and Core Features
20:32 The Success of Using Xzibit in Creatives
22:53 Marketability Tests and Surveys
23:51 Challenges of Running UA Campaigns for a Male Audience
24:09 Competition in the Male-Oriented Match-Three Genre
24:26 The Power of Partnering with a Popular TV Personality
26:00 Exploring Different Creative Formats for Maximum Impact
28:07 The Importance of Testing and Iterating on Creatives
31:33 Staying Informed with Competitive Research
37:43 The Value of an In-House Creative Team
39:24 Selecting UA Channels: Experience, Discussions, and Insights
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Matej Lancaric
User Acquisition & Creatives Consultant
⁠lancaric.me
Dmitry Gubanenkov
User Acquisition Manager - Space Ape games
/ gubanenkov
Jakub Remiar
Game design consultant
⁠ / jakubremiar
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Takeaways
Chrome Valley Customs is a match-three game that targets a male audience, which is unique in the genre dominated by female players.
The game's success can be attributed to its engaging car restoration theme and the use of Xzibit from Pimp My Ride in their creatives.
Marketability tests and surveys helped shape the game's concept and appeal to the target audience.
Running UA campaigns for a male audience in the match-three genre can be challenging due to high CPIs and the need for scalable creatives.
Competition in the male-oriented match-three genre is increasing, with other developers releasing similar games. Partnering with a popular TV personality can help reach a core audience and create a strong connection with players.
Using a variety of creative formats, such as static, playable videos, and long-form videos, can be effective in different channels and for different audiences.
Testing and iterating on creatives is crucial for finding the most successful ad concepts and improving performance metrics.
Competitive research is important for staying informed about industry trends and finding inspiration for new creatives.
Having an in-house creative team can lead to better-performing ads, as they have a deeper understanding of the game and can capture its unique appeal.
Selecting UA channels should be based on a combination of experience, internal discussions, and industry insights, considering factors like scale, spend, and profitability.
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