Hybrid casual Tower War: The evolution of core gameplay, growth & creatives, admon excellense (#93)

Introduction and Background

The hosts introduce themselves and discuss the game "Galcon," which was released in 2008 and inspired by a computer game called "Stellar Invasion" from 1987.

Introducing Galcon

• Galcon is a game that was released on mobile in July 2008.

• It was inspired by a computer game called Stellar Invasion, released in 1987.

Podcast Introduction

The hosts introduce themselves as consultants and mention their expertise in user acquisition, ad monetization, and game design. They also mention that this is episode number 93 of their podcast.

Introducing the Hosts

• The hosts are Maanich, Felix Brer, and Yier.

• They work as consultants specializing in user acquisition, ad monetization, and game design.

• This is session number 93 of their podcast.

Tower War - A Hybrid Casual Game

The hosts discuss the game "Tower War" and its classification as a hybrid casual game. They mention other games developed by Petra Company Limited.

Tower War - A Hybrid Casual Game

• Tower War is the name of the game they will be discussing.

• It falls under the category of hybrid casual games.

• Petra Company Limited developed Tower War along with other games like Tactical Conquest and War Regions Tactical Game.

Different Games in Petra's Portfolio

The hosts provide more information about Petra Company Limited's portfolio of games. They clarify that all the games mentioned are developed by Petra, including State Builder.

Games Developed by Petra

• Petra Company Limited has several games in their portfolio, including Tower War, Tactical Conquest, War Regions Tactical Game, and State Builder.

• The hosts initially thought that State Builder might be developed by a different studio, but it is also developed by Petra.

Questions about Tower War

The hosts express their curiosity about the game Tower War and ask questions about its development and gameplay.

Curiosity About Tower War

• The hosts are curious about what happened to Tower War between July and September 2023.

• They want to know more about the game's levels and how far they have progressed in the game.

History Lesson - Importance of Tower War

The hosts discuss the importance of Tower War and its significant growth in terms of downloads and revenue. They compare it to another game called Empire Takeover.

Importance of Tower War

• Tower War has experienced significant growth in terms of downloads and revenue.

• It started scaling rapidly from September 2023, with around 150k downloads per day.

• The game has been continuously iterated since its soft launch on June 24th, 2021.

• Tower War is expected to reach a monthly revenue of around $33 million, which indicates its success as a hybrid casual game.

Gameplay Overview - Mushroom Wars Score

The hosts provide an overview of the gameplay mechanics in Tower War. They mention similarities with another game called Empire Takeover.

Mushroom Wars Score Gameplay

• In Tower War, players aim to take over the entire map using towers and resources.

• This gameplay mechanic is similar to Empire Takeover, which was discussed in a previous episode (Episode number 77).

• Empire Takeover used this core gameplay mechanic to lower CPI (Cost Per Install) and achieved impressive retention.

Tower War vs. Empire Takeover

The hosts compare Tower War and Empire Takeover, highlighting the similarities in gameplay mechanics and their respective success.

Tower War vs. Empire Takeover

• Tower War and Empire Takeover have similar core gameplay mechanics.

• Both games have seen success, with Tower War scaling rapidly in terms of downloads and revenue.

• Empire Takeover continues to generate significant revenue, especially on Android.

Digging Deeper into Tower War

The hosts express their interest in exploring the details of Tower War's development and growth.

Curiosity About Tower War

• The hosts are intrigued by the similarities between Tower War and Empire Takeover.

• They mention that both games were soft-launched around the same time in 2021.

• They express a desire to understand what led to the current success of Tower War.

Timestamps may not be accurate due to limitations in processing natural language.

Overview of Games Portfolio

The speaker discusses the games portfolio and focuses on two specific games: War Regions and States Builder. They mention that War Regions is a tower war game with upgradeable gacha, while States Builder is a simulation game with resource management elements.

War Regions Game

• War Regions is a tower war game with similar gameplay to Clash Royale.

• It currently lacks scalability and marketability compared to Tower War.

• The game has better CPIs (Cost Per Install) but needs to improve its scalability.

• The UI and polish of the game are well done, similar to Supercell's style.

States Builder Game

• States Builder is a simulation game with resource management elements.

• It offers deeper core gameplay compared to War Regions.

• The monetization features are more advanced in States Builder.

• The game has potential for growth, currently generating around 50k-60k downloads per day.

Understanding the Games Template

The speaker explains that Say Games doesn't have a fixed template for their games. Instead, they use the same core gameplay mechanics across different genres and add different progressions on top of them.

Core Gameplay Mechanics

• Say Games uses the same core gameplay mechanics in multiple games like Tower War, War Regions, and States Builder.

• Each game has different progressions tailored to its genre or theme.

• This approach allows Say Games to target different audiences and optimize CPI based on each game's unique progression system.

Explaining the Difference between States Builder and War Regions

The speaker clarifies the difference between States Builder and War Regions by comparing their gameplay mechanics and progression systems.

Gameplay Mechanics Comparison

• By looking at an image, it's evident that both games have different systems, resources, currencies, etc.

• War Regions focuses on battles and conquering, while States Builder emphasizes resource management and simulation gameplay.

• States Builder has a more complex resource progression system, involving wood, planks, and other resources.

Audience and CPI Differences

• The different gameplay mechanics attract different audiences, resulting in varying CPIs.

• Visual style also differs between the games to cater to their respective target audiences.

Understanding Simulation Games and Progression

The speaker delves deeper into simulation games' core gameplay mechanics and how progression systems play a crucial role in engaging players.

Core Gameplay of Simulation Games

• Simulation games like States Builder revolve around resource management and progression.

• Players gather resources like wood and convert them into other materials through various processes.

• Resource conversion creates a sense of progression for players as they optimize efficiency.

Meta Progression in Simulation Games

• In simulation games, the meta game involves upgrading units, conquering territories, and advancing further.

• This differs from the meta game in battle-focused games like War Regions that prioritize unit strength and combat strategies.

Exploring Similar Games by Say Games

The speaker discusses other similar games developed by Say Games that follow the same pattern of using core gameplay mechanics with different progressions.

State.io Game

• State.io is another game developed by Say Games with a large player base (80 million downloads).

• It features similar core gameplay mechanics but offers a different execution compared to States Builder or War Regions.

Conquer the Tower Game

• Conquer the Tower is another tower-based game released by Game World 3D.

• It had moderate success with around 15-16 million downloads but lacks ongoing engagement due to its slower progression system.

The Inspiration Behind the Game

The game was released in 2008 and was inspired by a computer game called Stellar Invasion from 1987. The speaker emphasizes that execution is more important than ideas.

• The game was released in 2008 and was also inspired by a computer game called Stellar Invasion from 1987.

• Execution is emphasized as being more important than ideas.

Importance of Execution and Monetization

The speaker discusses the importance of execution in games and how monetization plays a role in their success.

• Execution is highlighted as the key factor for success, rather than just having good ideas.

• Monetization is mentioned as an important aspect of games' profitability.

Progression and Secret Missions

The speaker talks about their progress in the game and mentions secret missions.

• The speaker mentions playing the game at level 72, while someone else is at level 64 or 67.

• They discuss secret missions and mention being close to completing their current mission.

PvP Gameplay and Bronze Ranking

The speaker discusses their experience with player versus player (PvP) gameplay and their ranking.

• They mention playing both PvE (player versus environment) and PvP modes.

• Their PvP ranking is mentioned as being bronze 2 or something similar.

Unique Spins on Empire Takeover Game

The speaker explains that the game has interesting spins on the concept of empire takeover, including physical obstacles on roads, tank factories, and color-coded enemies.

• Physical obstacles on roads are mentioned as a unique feature, where they reduce the number of soldiers until players defeat them.

• The existence of tank factories is highlighted, indicating that tanks play a different role in the game compared to soldiers.

• Color-coded enemies are mentioned, with certain colors being stronger or weaker against others.

Advertisement and Consumables

The speaker discusses advertisements and consumables in the game.

• The speaker mentions seeing advertisements in the game initially but not anymore.

• They mention paying for a special offer that removed ads from their gameplay experience.

• Consumables like bombs are mentioned as boosters that can be used during gameplay.

Physical Obstacles and Tank Factory

The speaker elaborates on physical obstacles on roads and the importance of the tank factory in the game.

• Physical obstacles on roads are described as hindrances that players need to overcome by defeating them.

• The tank factory is highlighted as an important element because it introduces tanks into gameplay, which have different characteristics compared to soldiers.

Boosters and Monetization

The speaker talks about boosters in the game and how they contribute to monetization.

• Boosters are mentioned as items that can enhance gameplay, such as dropping bombs or speeding up soldier boosts.

• The speaker acknowledges not having access to certain VIP features due to not paying for them.

Game Development at Pixel Federation

The speaker mentions working at Pixel Federation and their involvement in game development.

• It is revealed that both speakers have worked at Pixel Federation but not specifically on this particular game.

• They discuss how iterations and design space were added to enhance progression in the game.

Unique Progression and Hidden Features

The speaker explains the unique progression system in the game and highlights hidden features.

• The game's progression system is described as unique, with a 10-slot deck for soldiers and various abilities and stats.

• The main gacha feature is mentioned as being somewhat hidden, which could be improved for better visibility.

• Upgrades are mentioned as a hidden aspect that only becomes apparent when players start upgrading their units.

Bridge Building and Equipment Gacha

The speaker discusses bridge building and equipment gacha in the game.

• Bridge building is highlighted as an interesting feature that adds depth to gameplay.

• The equipment gacha is mentioned as being somewhat hidden, which could be improved for better accessibility.

Unique Progression System and Gem Usage

The speaker elaborates on the unique progression system in the game and how gems are used.

• The progression system involves soldiers, abilities, stats, and gear slots.

• Gems are used for summoning units and upgrading gear.

• There is a suggestion to improve the visibility of certain features within the shop interface.

New Section

The speaker discusses the design and mechanics of summon units in a game, as well as their placement and upgrades.

Design and Abilities of Summon Units

• Summon units are designed to be merged with legendary units in a 3:1 ratio.

• Increasing the rarity of summon units unlocks their abilities gradually.

• Abilities are tied to the unit and removing certain tags can cause them to lose their abilities.

• One example is an ability that makes the unit stronger against red enemies.

Placement of Summon Units

• There is a discussion about where to place summon units in the game interface.

• Options include placing them on the main screen or within specific chests for different types of inventory.

• The speaker suggests using a similar logic as gear placement, as units are upgraded similarly through gold.

Upgrades and Bonuses for Units

• Upgrading units through gold provides bonuses for the entire unit selection.

• This encourages players to upgrade all units, even those not currently in use.

• Tokens are required for upgrading specific units, but it is unclear how they are obtained.

New Section

The speaker discusses monetization strategies and gameplay mechanics related to battle passes, ads, secret missions, and rewards.

Monetization Strategies

• The game features a strong monetization system with a battle pass system.

• Players receive two hours of free VIP when starting the game, eliminating the need to watch ads during that time.

Secret Missions and Rewards

• Secret missions can be played directly without reaching the required level by watching an ad.

• These missions introduce new mechanics such as drawing lines for movement.

Reward Placement and Mechanics

• A spin mechanic after PvP battles or secret missions offers multiple rewards including hard currency and equipment chests.

Game Impressions and Growth

The speaker discusses their initial impressions of the game and its growth compared to other games. They mention that the game has PvP (Player vs Player) mode, but it doesn't seem to have as much growth potential as other games.

Initial Impressions

• The speaker was initially impressed with the game, but it didn't grow as much as expected compared to other games.

• The game has both PvE (Player vs Environment) and PvP modes.

• PvP mode offers better rewards, including a spin feature.

• The speaker suspects that the opponents in PvP mode are not real players due to their low skill level.

Core Gameplay

• The core gameplay is described as a tower defense puzzle with elements of tug-of-war.

• It is enjoyable and interesting, but after reaching a certain level, it becomes repetitive.

Strategies and Mechanics

The speaker discusses strategies and mechanics in the game, highlighting the importance of understanding power dynamics between different units. They also mention hidden mechanics related to tower placement.

Power Dynamics and Strategies

• Understanding power dynamics is crucial in the game.

• Different units have varying strengths and weaknesses.

• Players need to prioritize eliminating high-threat units first.

• Utilizing special abilities like airstrikes can be advantageous.

Hidden Mechanics

• There are hidden mechanics related to tower placement.

• Backline towers power frontline towers, so upgrading both is important for overall strength.

Ad Monetization Patterns

The speaker analyzes ad monetization patterns in the game based on two approaches: frequent rewarded ads or reliance on interstitial ads. They discuss how interstitial ads play a significant role in generating revenue for the game.

Two Approaches to Ad Placements

1. Alien Invasion Approach:

• Show frequent rewarded ad placements every 23 seconds.

• Limited focus on other ad units.

2. Say Games and Voodoo Games Approach:

• Rely on interstitial, rewarded, and banner ads.

• Interstitial ads are the main source of revenue.

Ad Revenue and Gameplay

• Players encounter numerous interstitial ads throughout the gameplay.

• Completing a level takes around 2 minutes, resulting in multiple ad views per session.

• The estimated ad revenue for the game is significant, with interstitials contributing around 60% of the total revenue.

Clever Design Quirks and Revenue Analysis

The speaker highlights clever design elements in the game and provides an analysis of its revenue distribution between in-app purchases (IAPs) and ads. They mention that say games may earn more from ads than IAPs.

Clever Design Elements

• The speaker acknowledges small design details that enhance the overall experience but doesn't provide specific examples.

Revenue Analysis

• Based on Sensor Tower data, it is estimated that 72% of the game's revenue comes from ads.

• Considering a "sadness multiplier," actual revenue may be higher than reported figures.

• It is suggested that say games earn more from ads than IAPs due to Google and Apple taxes.

The transcript does not provide timestamps beyond this point.

In-Game Ads and Revenue Perspective

This section discusses the utilization of in-game ads and their impact on ad revenue. It also highlights the challenges faced with in-game ads, such as low eCPM and fluctuating revenue.

Utilization of In-Game Ads

• Games are utilizing in-game ads, which are shown on billboards during gameplay.

• The billboard ads have a 5-second refresh timer, allowing for multiple impressions per session.

• In-game ads have lower eCPM due to being purely branding ads without any click or indication of intent.

Challenges with In-Game Ads

• The absence of mediation and clickability affects the eCPM and fill rate of in-game ads.

• Revenue from in-game ads varies based on fill rate and tends to fluctuate.

• Tower War game generates around 2.1 million from ads per month, with only a small portion coming from billboard ads.

Games Forum Barcelona 2024

This section promotes the Games Forum event in Barcelona, highlighting its benefits for mobile marketing insight, networking, and industry knowledge sharing.

Games Forum Event

• Games Forum is an industry event that offers insights into mobile marketing.

• Attendees can network with gaming experts and learn about the latest trends.

• The event provides opportunities to meet UA (User Acquisition) professionals and Apple Managers.

Panel Discussions at PGC

This section mentions panel discussions at PGC (Pocket Gamer Connect), including topics like TikTok strategies for new launches.

Panel Discussions at PGC

• There will be a panel discussion on TikTok strategies for new launches.

• The speaker will also participate as a panelist discussing mobile mavens.

Creative Hooks in Games

This section explores different types of creative hooks used in games, including hyper casual headlines, altered gameplay gates, and empire takeover creatives.

Types of Creative Hooks

• Hyper casual headlines: Giant robot attacking.

• Altered gameplay gates: Secret missions within the game.

• Empire takeover creatives: Dominating the game with a specific theme or character.

Visual Elements and Gameplay in Tower War

This section discusses the visual elements and gameplay features of Tower War, including giant robots, angel characters, and humorous interactions between a mother and son.

Visual Elements and Gameplay

• Tower War features giant robot attacks as a prominent visual element.

• The game includes angel characters that interact with the gameplay.

• A humorous interaction between a mother and son is also present in the game.

Timestamps are provided for each section to help locate specific parts of the video.

Visual Style of the Game

The speaker discusses the visual style of the game and its gameplay.

Visual Style and Gameplay

• The old gameplay shown by Yakob reflects the visual style of the ending winning screen.

• The game has an old built but it still works effectively.

• The absence of Wi-Fi in the game may have some advantages, such as being able to play offline on a plane or train.

• Some interstitials and ads may be pre-cached, affecting the Wi-Fi gameplay experience.

Different Gameplay Elements

The speaker talks about different gameplay elements and their visual styles.

Time Lapse Video

• There is a time lapse video with different colors but similar gameplay mechanics.

• The drawing mechanic and gates are present in the game, which adds uniqueness to it.

Tutorial Video and Donation Message

• A tutorial video is shown, which appears quite old-fashioned.

• There is a request for donations to Ukraine in the game.

Different Visual Styles

• The speaker finds it strange that there are different visual styles within the same game.

• They mention that Korean visuals might be involved in this discrepancy.

Comparison with Other Games

The speaker compares certain aspects of the game with other games like Empire Takeover and Doodle Magic.

Similarities with Empire Takeover

• Certain elements, such as Christmas themes and white backgrounds, resemble those found in Empire Takeover.

• It is mentioned that even Coin Master uses similar gate mechanics in their advertisements.

Different Visual Styles

• Despite having a different visual style, there seems to be confusion regarding why certain elements were not utilized more effectively in terms of marketability.

Expectations and Feedback

The speaker expresses their expectations and feedback regarding the game's creative aspects.

Creative Expectations

• The speaker expected more emphasis on mini-games, drawing mechanics, and the powerful gates feature.

• They express disappointment in the lack of utilization of these elements in the game's marketing materials.

Altered Gameplay

• The speaker mentions altered gameplay mechanics, such as sending only one troop from a tower instead of multiple troops.

• They suggest focusing more on battles and utilizing the gates mechanic effectively.

Hyper Casual Visuals and Sounds

The speaker discusses hyper casual visuals and sounds in the game.

Spot the Difference Mechanic

• A spot-the-difference mechanic is mentioned, where players can capture an anti-missile system.

• However, the speaker admits to not being interested in this mechanic due to their inability to spot differences accurately.

Capture Towers Faster Than Enemy

• Another visual style is introduced where players are required to build walls within roads.

• This mechanic does not exist in the actual gameplay, making it misleading.

Altered Gameplay Mechanics

The speaker talks about altered gameplay mechanics and suggests improvements for marketability.

Capturing Territories

• There is a visual representation of capturing territories, but it lacks functional gameplay elements.

• The altered gameplay is referred to as "altered game playay."

Hyper Casual Sounds

• The speaker mentions that directly recording someone sitting next to you screaming is not a desirable sound element for hyper casual games.

Focusing on Battles and Gates Mechanic

• It is suggested that focusing on battles with proper army visuals and utilizing the gates mechanic effectively would lead to success.

New Section

In this section, the speaker discusses their observations and surprises regarding the UA (user acquisition) and creatives of a game. They mention experimenting with 3D and 2D elements, the use of PvP hooks, and unique creative choices such as a toilet and poop theme.

Observations on UA and Creatives

• The speaker is pleasantly surprised by the experimentation with 3D and 2D elements in the game's creatives. However, they feel that there is still room for improvement.

• They express confusion about the use of PvP hooks in the beginning of the game but acknowledge that it may be a play on another popular game called MCH Masters.

• The speaker highlights a unique creative choice involving a toilet and poop theme in the game. They find it amusing and note that instead of gold, players collect poop as currency.

New Section

In this section, the speaker continues discussing their favorite creative choice in the game - the toilet and poop theme. They speculate on why this theme resonates with players and mention humorous sound effects associated with it.

Toilet and Poop Theme

• The speaker expresses their enthusiasm for the toilet and poop theme in the game, considering it their favorite aspect.

• They suggest that using such themes might resonate well with players due to its humoristic nature.

• The speaker mentions farting sounds associated with this theme, adding to its comedic effect.

New Section

In this section, the speaker briefly mentions a specific hook related to voice acting in one of the creatives. They also comment on an isometric view used in another creative.

Voice Acting Hook

• The speaker mentions a hook involving voice acting in one of the creatives but does not provide further details.

Isometric View

• The speaker comments on an isometric view used in a creative, noting that it was simply a Unity plane tilted to give the illusion of 3D.

• They humorously mention how easy it is for a programmer to make something appear 3D by tilting a plane.

New Section

In this section, the speaker discusses two Google creatives that caught their attention. They mention the absence of screenshots and confusion regarding the presence of iOS and Google buttons in different versions.

Google Creatives

• The speaker expresses confusion about two Google creatives that received significant impressions but lacked screenshots.

• They note that one creative had an iOS button despite being live on Google, which they find puzzling.

• The speaker speculates that these may be Apple-owned Google ads, but they are unsure.

New Section

In this section, the speaker talks about their experience with multiple browser tabs while working on a PC. They also discuss the evolution of game releases and revenue from January to December.

Browser Tabs

• The speaker mentions their habit of working with multiple browser tabs open and how easily they can lose track of time when clicking between them.

Game Releases and Revenue Evolution

• The speaker provides an overview of game releases and revenue from January to December.

• They highlight Squad Alpha as the top-grossing game in January, followed by My Perfect Hotel and Tower War.

• A CCG (collectible card game) called Black Deck starts generating significant revenue later in the year.

• Dream Dale is pushed more aggressively starting in May, while My Perfect Hotel remains consistently high in terms of revenues.

• Tower War's revenue increases over time, eventually surpassing Dream Dale in December.

New Section

In this section, the speaker reflects on the overall growth and success of the game portfolio. They mention impressive download and revenue numbers, particularly in August. They also highlight a game called Race Master 3D that continues to receive high downloads.

Growth and Success

• The speaker emphasizes the remarkable growth of the game portfolio, with significant download and revenue numbers.

• They note that August was a particularly successful month, with over 90 million downloads for the entire portfolio.

• The speaker mentions Race Master 3D as a game that consistently receives high downloads throughout the year.

These are the main points discussed in the transcript.

New Section

The speaker discusses the presence of various social media platforms in different countries and their advertising spend.

Presence of Social Media Platforms

• All countries have popular social media apps like Facebook, Google, Snapchat, and TikTok.

• However, the usage and popularity of these platforms vary across different countries.

• In the US, Snapchat is more popular than Facebook, while other countries like Germany have a significant presence of Facebook and Instagram.

• The speaker explores the Facebook library to estimate advertising spend using tools like ad scan.

New Section

The speaker further analyzes the usage of social media platforms in different countries with a focus on downloads and revenue split.

Usage of Social Media Platforms

• In the US, Snapchat is more popular than Facebook in terms of downloads.

• Other countries like Germany show a higher presence of Facebook compared to the US.

• Revenue split analysis reveals that 60% of revenue comes from the US market.

• Germany, UK, and Japan also contribute significantly to revenue generation.

New Section

The speaker delves into estimating advertising spend on Facebook by analyzing creative content.

Estimating Advertising Spend on Facebook

• Tools like ad scan help estimate advertising spend by analyzing creatives on Facebook pages.

• The speaker filters through Sayam's page to find specific creatives for analysis.

• Despite having numerous creatives, some specific ones had low spending (e.g., $3K in December).

• This raises questions about how much money is spent outside the US market.

New Section

The speaker discusses their findings regarding revenue split and highlights key social media platforms for advertising.

Revenue Split Analysis

• Around 60% of revenue comes from the US market, followed by Germany, UK, and other countries.

• The speaker emphasizes the importance of focusing on the US market for advertising efforts.

• Key social media platforms for advertising include Facebook, Google, Snapchat, and TikTok.

New Section

The speaker explores creative content on TikTok and highlights Japan's high usage of the platform.

Creative Content on TikTok

• The speaker attempts to analyze creative content related to Tower War on TikTok but finds no interesting material.

• Japan stands out with a high usage rate on TikTok compared to other countries like the UK and Germany.

• This high usage is correlated with higher eCPM (effective cost per mille) rates.

New Section

The speaker discusses various aspects of the game Tower War and suggests improvements for better user experience.

Analysis of Tower War Game

• The speaker mentions that Tower War has good core gameplay mechanics and progression parameters.

• However, they suggest adding more features like gates and mass battles to enhance gameplay depth.

• They recommend making certain units and equipment more accessible within the game interface for better user experience.

• Further progression layers should be added in later stages of the game's development.

New Section

The speaker briefly touches upon retention rates in Tower War and expresses optimism about its long-term potential.

Retention Rates

• Retention rates in Tower War show 43% on day one, 63% on day three, 3.2% on day 60, and 3.1% on day 90.

• Despite lower retention percentages after day one, considering the scale of daily downloads (150k), these numbers are still considered good for this type of game.

• Long-tail engagement beyond day 90 could be an interesting aspect to explore.

New Section

The speaker concludes the discussion and mentions future plans for the next week's meeting.

Conclusion and Future Plans

• The speaker wraps up the discussion on Tower War and expresses gratitude.

• They mention that the next meeting will be a secret, even they are not aware of the details yet.

• They anticipate it will be fun and similar to previous meetings.

• The video ends with a farewell message and an invitation to join their Slack community.