there was this game called Hall IO which was super successful created pretty much from a trailer from a Steam game before the Steam game was actually released and it was a PVP game by Voodoo also Jakob remember there's Attack Hole as well coming from H which is the predecessor

of this exactly that's a very good point which is the middle point of this Evolution which probably gave H a lot of expertise how to adapt this into the like Puzzler meta game that's being used by Royal Match and all these other big

puzzlers this is a no [ __ ] gaming show where we talk about games and their revenue in great detail powered by our ad monetization game design and user acquisition Triple Threat expertise welcome to the two and a half

Gamers the unfiltered truth served with a side of giggles let's not forget this is a 4:00 a.m. conference discussion Vibe so let's not take it too seriously tune in now and stay two and a half steps ahead of the

gaming industry let's just go H everybody my name is Mat Anich I'm Felix Brer and I'm and you said you would say your name was Matthew Lance I know I know but I have a few so yeah yes difficulties with my MacBook so [ __ ] that maybe next time

maybe next time I was I was thinking about it yeah for those listening Mat is uh using blocks of ice to cool this computer down cuz we have so many hot takes on today's game that we're going to discuss which is all in whole by Homo Games and

it's not even released yet and it's already making probably more IP revenue than this studio has ever made ever before so we're going to basically cover it before it has worldwide release which means it's release in the US let's be honest yeah okay yeah

Fair okay uh so do we show the game first and then the charts yes please yes as usual cuz you're uh yeah so let's do this okay um so as you can see immediately where did we see this UI setup every puzzle game that's been

released in the last 12 months from Twisted Tangle to since Royal Match yeah yeah so it has this typical kind of puzzle meta game progression that we have seen lots lots of lots of times it's actually more towards like the big casual puzzles than the hybrid

casual puzzlers like this this is I would say one step further than let's say Block Jam or something like that we have the typical star chest which means you get awarded Stars at the end of each level which accumulates into a reward there then you have level chest which is

literally the ones that give you rewards based on how many levels you do then you have stuff like daily rewards uh no ads offer beginner spec this is just like normal monetization and then you have of course all of these other nice things which are driving the meta game which

are these mini events like the Star Tournament like the cooking party which is again collect random event currency and get rewarded for it which I can do right now thank you uh yeah and now I need to again continue collecting more I'll show you where and then there are these

player driven events which we've seen all over the place from again block gem 3D Twisted tangle screw game everywhere then match Factory so what you do you start this and then it puts you and I guess either bots or other players on top of a line where every after every

level you get to see like the progress of it and it kind of what it does pretty much all of these events they passively reinforce the core gameplay and pushes you towards playing core gameplay so that's there yeah so without

talking let's actually get to the core gameplay um so immediately also what you can see they have the win streak bonus which is again very typical with casual puzzlers it's called Molly back here and what it does it gives you literally

initial boosters for free if you keep the win streak so if we go into the game yeah you see we already can get some stuff there was there the boosters so you need to actually go and collect them and then you are pretty much playing a whole IO single player that's that's

basically the game because if if the listeners remember there was this game called Hole.io which was super successful created pretty much from a trailer from a Steam game before the Steam game was actually released and it was a PVP game by Voodoo also Jakob

remember there's Attack Hole as well coming from H which is the predecessor of this exactly that's a very good point which is the middle point of this evolution which probably gave them a lot of expertise how to adapt this into the like Puzzler meta game that's being used

by Royal Match and all these other big puzzlers yourself. M, that's so loud. I know, I know, I know. Yeah, it's so... what we're doing here is pretty much we're playing U, yeah. Ma ice being M ice. Yeah, so what we're doing here, we're

pretty much playing the level by again single player H iio or like attack hole, and then we need to collect specific stuff uh as objectives like for instance these cakes or bigger cakes, cakes or different cakes or muffins or whatever these are. Uh, the important part here is

that you still need to collect even other stuff in order to grow because some stuff is just too big, so it's more of a like tradeoff. Uh, on the top you can see that there's a timer, so the fail state of this game is based on time very clearly.

Even though that's not a number, it's this kind of a bar that's going to get smaller and smaller and smaller. Uh, the other thing that was, I guess, upgraded or like added into the thing that they actually B BS that you can't collect because once you collect

them, you die. It's not only one bomb, it's multiple bombs. That's what I found out. Collect it, get it, get it. Not now because I destroy my streak by the way. Do you, do you have fun playing this game? Yes, a lot, really.

Yes, I, I love Hao. It was a great game by the way. I don't think there is a delay anymore. Uh, anyway, could be here. You can see the event currency, the Chev had, and the gold that spread it around the levels and, and then uh, there should be

oh I know why I didn't have rug balls that it wasn't really fun uh when I played it on my Android phone Android tablet that was a problem it was really lagging like I mean just it wasn't really good experience when there was like a lot of lot of um food in the in

the game it was really lagging I mean never happened to me on most I like it's my daughter's tablet I don't care but still okay yeah it works great for me like uh I'm a little bit kind of a missing the power fantasy from Holio a

little bit where you can eat other players and like feel great about it as you steamroll them maybe they're going to do events who knows also where's the puzzle games tagline or subtitle like they say like it's all in all puzzle what do you

mean if you if you check the the name uh in the in the App Store it says all in Hall in puzle game yeah so where all in all which means like H iio with puzzle puzzle games meta yeah here you can see exactly the

same event that we see in Block gam 3D like pick the random player collect more pickes that you plan to win and it's really good that this core gameplay can adjust to these like even base systems because what they do they just like add

more trash into the level that you need to collect and you just go with it like I did with these things or let's say here we can see okay players are again moving on this kind of artificial leaderboard very small and yeah we go let's play One More Level and I guess we

can talk a little bit more about the meta itself It's actually pretty hard to create difficulty out of this because the only way that kind of this can create difficulty is just throw more trash into the level or like no just hide well not hide but like move the the

the food you need to collect into the the corners of the map basically yeah yeah like they literally have one of the Boost this booster which is I see is like navigation towards the objectives because there's so much stuff that you don't know where it is and yeah honestly

this looks way better on your emulator than on my daughter's tablet I mean oh really yeah 100% it's super smooth so don't know uh yeah I said uh it's super satisfying as as as per usual kind of H iio gameplay like that's I think one of

the main driving factors because this kind of fantasy that the whole always grows from level one to level 9 or 10 depending on the size of the level and you just get bigger and bigger and then like exponentially faster you are able to eat

all of these things there is one important factor you I don't think you mentioned there's a time limit that you mentioned it okay then I was just playing around with the ice sorry yeah um yeah time time time's the most important thing like nobody can kill you here

except the bombs but like they're very easy to avoid so I don't think so it's kind of that big of a problem and then we have our favorite interstitials oh there you go oh I was shocked to see that there's basically no

ads for a very long time yeah like these started playing from level 35 actually is this mob control yes this mob control oh [ __ ] H that was creative that was creative yeah looks very very interesting oh you're nice it's still going yeah of course why is it not 4

seconds by the way it should be 6 seconds not four yeah but 6 seconds it's going for like 30 no X button anywhere because reward interstitial I don't think so I don't think so there's no such

thing if you listen it's when you code it yourself and make it rewarded interstitials need to be closable after 5 to 15 seconds this is very long it is must be ad no for rewarded video basically oh it's a Unity oh what yeah

it's Unity there you go okay that is a rewarded ad it's very long yeah either uh either that's a new ad format or the AdMob manager accidentally put a rewarded ad uh code into the interstitial which does happen sometimes I don't know but uh yeah it seems it's

working great anyway uh the other thing you have there the basic shop of a typical casual match three or click to match game uh some kind of a world progression where you just complete the levels and it unlocks kind of a different stuff that you can eat through

the black hole like cold beverage toys school supplies I don't know what uh it's just like a number with a bar being filled up not really anything's changing here then we have social features which are taken literally from for last or Royal Match yeah nothing really to it

you can request lives you can send people other people in the clan uh pretty much support them with lives which gives you soft currency that's it there's leader ranking with players teams worlds even our country and stuff like that so I would say pretty robust

features regarding the social element there that's like always positive and then uh yeah I think that's pretty much it like there's the treasure hunt thing which seems to be the if I understand correctly classic hybrid casual game um template from all the other games that we saw before yeah

right yeah pretty much it yeah definitely what there are few more things few more things before I hand it over to you I mean there are actually levels that are attacked hard and extreme as usual I didn't see any difference yeah that's that's the thing that I

wanted to say that making difficulty in this game will be quite challenging because I think what will happen that it uh it will be kind of frustrating because the only thing you can do is pretty much just put more enemies and pretty much balance it around you

running out of time it's not you know it's not like a puzzle situation that you know looking at it and like thinking out or whatever or like we saw with Twisted tangle because Twisted tangle there's like big setup with some levels that you need to

really think through and then you slowly eat way the level and like do the setup here what you pretty much need to discover within the let's say if this would be a very super hard level I would pretty much need to figure out some kind of route and then keep up with it as the

like the best road to increase the size collect all the objectives and then pretty much repeat all the time the question is if this will be engaging enough for the future but my guess it's probably will because the game is monetized like this is yeah that that's

my question like why the [ __ ] is this like monetizing I mean I have zero motivation to add like a play the game I'm sorry I I don't find this fun and then B like to actually pay for what they are very very

simple uh sorry very very easy from the beginning it's the complete other opposite of Hexa's Sword Hexa's Sword have very very hard levels immediately from like level I 10 whatever 11 or 12 as as we saw it I'm on level 50 I never lost ever yeah yeah

I'm I'm level 35 still and like you know these bombs that like don't eat them like you just don't eat them like they they won't come after you or whatever and I was checking like even in in like the future I don't think so there's even

that many mechanics added into the level color it's like a relaxing type of gameplay it's it's very like relaxing type of gameplay so I I guess they're monetizing maybe a lot on these kind of you know accidental mistakes when they

losing the streak which is the thing that people go over because if you lose the streak you lose a lot maybe that's why I'm still winning because I never lost the streak so it's going to give you a lot of boost don't know yeah but uh

Overall, this is a great iteration, and it's actually something that we've been like, I have been talking about for the last half year. If you check some of my state of hybrid casual presentations that I did at various events throughout last year and even this year, it was always like, 

check your hyper casual kind of evergreen games and put them into hybrid progression. It was literally there, like I'm thinking, 'We'll do this with Helix Jump and all of IO.' Lo and behold, H yeah, except H. So and you know, it's about that thing 

connecting the core with the progression. This is a great example. Who would have thought that H IO would end up a PvP game in a puzzle-based progression, and it works. You did, works, works to a certain extent, right? Yeah, it works to some extent, like you know, still could be you 

know, even a PvP version of this could be still working pretty well if it would be flushed out into a full hybrid, not just you know the single player one. But yeah, anyway, but here's what I don't understand. Go into Sensor Tower and then 

look at the session length, number of sessions per day. Yeah, um, so are we going to number, part? Yeah, yeah. Okay, so session count, session length, 2.5, 2.6, 4-minute session length. It's really short, yeah. And 11 minutes a day, 10 

around 10. So and then go to the revenue, and just like it doesn't make sense to me. Yeah, exactly. You mean, making so much money for so few players? It's made 3 million since it came out in only IPs. Yeah, this, this, by the way, this was soft launched on 

July 13th last year uh and and and I have checked by the way like this is how it looked before Oh this is a 6 month old video on YouTube because I was again checking the mechanics This is level 300 or whatever is there See how big of a progress they

did on the production level of this thing This looks like a modified version of of the what was the other game from hle attle Yeah this looks literally like a modified version of ATT hle you see what what we have here like pretty much like a fully polished like Royal match

like Puzzler something something so outstanding work on like the production values here quite quite a big Improvement honestly Yeah yeah yeah Also like you can see the gameplay and the functionality everything is the same Yes but also the the asset in on the food in

the game looks Oh there's the radioactive Barrel maybe there's the new thing you can eat that bigger or I don't know what Still same thing there's a bump Yeah yeah yeah So yeah um I haven't found any kind of like big new mechanics

but I think they'll definitely new meet someone or whatever Let's see uh back to the revenue So Soft launch last year's July 13th and now started scaling somewhere around beginning of August and scale all the way to something like 50 60k a day in I and

downlo yeah downloads This is the mystery downloads a day and making [ __ ] T of money exactly So what's what's what the [ __ ] is happening if you go to revenue and we go Revenue per download it's what like

3.5, that can't be right. Uh, which with arm something like what, like $2, yeah, two and a half, amazing numbers by G, but the thing is we have here about the demography before we got there. No, we can't get demography. It's too

small. It's too early. Okay, demography, then look at retention, which is not going to be there as well. I guess country wise 72% of revenue is coming from US, 10 UK, around six Germany, four Canada, 3.5 Australia, France blah blah blah and

then it pretty much cuts off at Netherlands and then like zero revenue. Yeah, yeah, and it's not worldwide. Yeah, it's not worldwide. It's pretty much like the one country soft launch, yeah, and yeah, I mean it's not soft launch that much, but it's

just uh, it might be launch. It's just like staged, like we see. Yeah, we see with Capybara. I mean just think about it. It's very similar. It's just you know, like you, you put all these like tier one countries, all you just kind of get like

some UA up and running, which is not really like a proper UA. I mean you will see in in a second, but it's just running I guess like US mainly, a little bit of these tier one countries just to get revenues up and running and then just

then blow up in like next month or when the global launch is and it's everything is pre-registration. Yeah, everybody PR on in in the store. That's, that's the thing, like it's pre-registration like rest of the world. Like what, I think I think

that's an interesting segue into AdMob right because the thing that struck me is well there's no ads right that like exactly like you said the ads come at level 35 and it's initially very very rarely right at the end of the level at the end

of the level yeah but keep in mind levels are short so yeah exactly and but the session times are low right so I'm just estimating with this active user base which is really really small what yeah it's like 5K a day yeah like 13K a day but yeah

yeah like 10% yeah it's 20% 20% or 10 20 yeah what was what was the game Triple Match uh we were talking about their ads but there are no ads until level 100 level 100 same thing it was I it's mainly iip the

puzzlers are you know but what is look what's the puzz I'm telling you this game this game this game is not making more than 20% in ad revenue but here's the question absolutely when they when they roll out like the tier three geos like

Malaysia Philippines like what's going to happen then like so you mean like rewarded video placements all over the place I don't know but where where would you put them where would you put them seriously like what double the reward which one like there is like you know

the boosters and [ __ ] like the typical spin wheels let's try to die and like you'll see how that looks like try to die how can you finally end of the day yeah find the bomb where's the bomb there it is there too small to eat

It's boom, you exploded, played on 900 gold, that's going to ruin me. Click, click X, click X. See what happens if you don't. You will lose. Yeah, thank you much, which you don't want to do. See, this is the monetization main point. Okay, fair, but

like how this is the this is the this is the thing, man. Block Gem 3D or Screw Gem, they are a little bit less, or let's say a little bit less IP driven, more in the hybrid category. This is going full Royal Match, so it's not very much hybrid, it's

more going for casual kind of actually, but it's hybrid, it's hybrid on the UA side kind of, and the core is core is hybrid. The mechanic, the mechanic is from hyper-casual, exactly. That's like one of the main trades of a hybrid, that you

borrow the hyper-casual core, make it very approachable, and have uh advantage on marketing on the yeah, on the US side, exactly. And then you just slap the monetization layers on top of it, which make making it hybrid, but with with with other hybrids, it was 50/50 monetization.

Yeah, yeah. They just squeeze the part pretty much. Yeah, but like why why it's not like what, don't you think it can be pretty viable if they add like ads on top of it and way more, maybe it's exactly as Felix said, that until they

don't roll out these other tier geos, they just, you know, have this pristine tier one traffic which they don't want to, you know, but would you would you not earn more money on tier one geos with ads than tier free geos, like maybe no.

like hex for 7030 right like it's just yeah man think of think about it if they have very good conversions and like so great LTV pretty much whatever they slap into the game could cannibalize the LTV on the traffic that's true segmented and

did you know segmented by source of source of traffic traffic which all tier one no but source of traffic or UA campaign right ad I know what you mean but Adas and Blas won't work in here because it's so low Adas ad yeah it's just going to be

[ __ ] it's all all all LTV to us in this case and also looks like they're not mediating with Max are they I think so you'll tell me most of their other games have been on Max so yeah okay then but they're not

running a lot of uplo campaigns so I'm I I mean doesn't matter actually well can you show us what they're running maybe no no anything else you want to say say to the end that's 20% ODS yeah but anything else like you said improvements missed

opportunities or other I mean the session length is well stuck the number of sessions right so you'd be able to do an app open ad or rewarded app open in just a while that that seems to me like probably the next thing they're going to

add uh like maybe when you play more and more levels they start slowly rolling out uh rewarded ads but like what would the ads be like you could have maybe some bonuses you find on the map that you could like watch a rewarded ad for but it's not built for that right it's

just such a digression from yeah it's just such a digression from their normal core how do they usually build G it's quite interesting to see actually from a studio yeah it's a hyper casual like known for hyper casual games and this is

yeah like exactly Remma said like this is a casual game yeah and also it looks like a casual game I mean there's the mechanic of the whole which is great for UA and here look okay so this is interstitial yeah this is the 4 seconds

one which will kick me into playable I actually think on the unity they put the wrong ad unit like inside of the mediation because that happens if you put the wrong code in like it's going to load into rewarded instead of interstitial outright so that's probably

what that is so fix that have a look quickly but also I was like yeah this game would be like having a great revenue from Banner because I was kind of playing with the with my thumb and I I misclicked the the boosters like [ __ ] almost all the

time when I was playing it so I was like oh wait a second this would be a good place for banners and then I checked the active users active users is like oh wait a second no it's like seven people was like you don't want that

anyway uh I can try and show you well can you can you check retention if there is like anything too early nothing okay too early we'll probably have to cover this game again in like 8 12 months and see actually what they've done well Yob is doing that on review

radar review radar will cover it anyway no worries man exactly everything's sorted so don't worry everything's sorted two and a half Gamers exactly exactly exactly you want the screen yeah let's try yeah let's try let's try let's try this because look so it's

it's actually I mean let's select have you compared the the UA creatives with uh all was the attack hole attack hole no but we can do it we can do it we can do it I guess um we can yeah we can so look what do you

see here all M yeah I like what are they only running M no no they're running also other gos uh GS other um U channels it's just uping Facebook MGR unity and basically that's it and like some of the like maybe Molo

or some of like digital turbine bat machine whatever like this all of these like basically dsps like nobody knows who actually like what is actually that but here look you see all in whole puzzle game so where's the puzzle I mean like I'm trying I was trying to load

All in Hole: A Stolen Voodoo's lunch. A new (hybrid) casual game on the horizon

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!


two & a half gamers

올인 홀의 성공과 게임플레이 메커니즘 분석

홀 IO의 성공과 올인홀에 미친 영향에 대해 논의합니다.

어택홀에 대한 언급과 게임 발전에서 어택홀의 역할에 대해 설명합니다.

올인홀의 UI와 다른 퍼즐 게임과의 유사성에 대한 설명입니다.

다른 캐주얼 퍼즐 게임과 올인홀의 수익 창출 비교.

핵심 게임 플레이, 연승, 부스터에 대한 설명입니다.

게임플레이 메커니즘과 도전 과제

객관적인 수집, 크기 증가 및 시간 제한에 대한 자세한 내용입니다.

장애물로서의 폭탄과 게임 플레이에 미치는 영향에 대해 논의합니다.

올인홀의 파워 판타지와 Hole.io의 파워 판타지 비교.

게임의 난이도 및 제작 방식에 대한 분석.

만족스러운 게임플레이 루프와 그 원동력에 대해 논의합니다.

게임의 긴 중간 광고와 잠재적인 문제점을 분석합니다.

게임 내 상점 및 진행도 시스템에 대한 설명입니다.

생활, 클랜, 순위표 등 소셜 기능에 대한 개요입니다.

세션 길이, 세션 수, 다운로드당 수익 분석.

게임의 소프트 출시와 다운로드 및 수익 확장에 대해 논의합니다.

빈번하지 않은 광고와 광고가 수익에 미치는 영향에 대해 논의합니다.

새로운 시장으로 확장하기 위한 잠재적 수익화 전략에 대해 논의합니다.

광고 수익이 LTV 및 사용자 확보에 미치는 영향에 대해 논의합니다.

사용자 확보 전략 및 크리에이티브 분석

다양한 플랫폼에서 게임에 사용된 UA 크리에이티브를 분석합니다.

기존 크리에이티브와 새로운 크리에이티브의 효과 비교.

크리에이티브의 제작 가치와 일관성에 대해 논의합니다.

게임의 향후 성장과 수익화 가능성에 대한 생각을 마무리합니다.