In this episode, the 2.5 Gamers crew — Matej, Felix, and Jakub — dissect the top mobile ad creative trends spotted across platforms in April 2025.

From AI-generated hooks dominating 5-second ad intros, to IP-mirroring creatives, TikTok-style POV playables, and Freezing Families never going away — this is a masterclass in what’s hot (and not) in mobile game UA right now.

You’ll see:

⚙️ The rise of AI-generated 5-second hooks — and how top studios use them

👑 Royal Kingdom going full Hollywood with celebs and social-first video

🔄 Playable ad chaos: POVs, vacuuming goblins, and "Freezing Shakira" memes

📉 Games with declining revenue but surging DAU — what’s behind it?

If you work in UA, game marketing, or mobile design, this is your creative radar check.

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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

Podcast:

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 Introduction and Public Service Announcement

04:08 Exploring Creative Trends in Gaming

06:59 AI in Game Creatives

10:06 Analyzing Successful Game Strategies

13:05 The Role of Creatives in User Acquisition

16:09 Current Trends in Game Development

19:07 Deep Dive into Royal Kingdom's Success

23:10 User Acquisition and Video Content

26:09 The Role of AI in Creative Development

29:08 Game Mechanics and User Engagement

32:10 Trends in Mobile Gaming and User Acquisition

36:27 Exploring Royal Match and Game Mechanics

38:55 Analyzing User Engagement and Revenue Trends

39:30 AI in Game Development and Animation

40:55 Creative Strategies in Game Marketing

41:41 The Role of AI in Creative Processes

43:59 AI's Impact on Visual Design and Branding

45:47 The Evolution of Game Ads and User Experience

47:56 Innovative Concepts in Game Creatives

52:01 Future Trends in Game Marketing and AI Integration

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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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Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!

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

Please share feedback and comments - matej@lancaric.me

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If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric

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

💥 The latest WTF ads pushing the creative envelope: Creative Trends You’ll Regret Missing April 2025

two &amp; a half gamers

💥 The latest WTF ads pushing the creative envelope: Creative Trends You’ll Regret Missing April 2025

two & a half gamers