Pokémon Go removed the paywall from its biggest event of the year and made more money than any paid version in half a decade. That's the monetization masterclass of the week — and it's just one of five stories that matter.

Matej Lančarič flies solo for the news segment, and it's a heavy week. Pokémon Go hit its 10th anniversary with over $9B in lifetime revenue, then ran GoFest 2026 as its first-ever free, no-ticket event — triggering a $15.1M single day, the game's highest in five years, and a 17-position leap to #2 in monthly revenue. Love and Deepspace is unfolding into the most instructive disaster of the year, with a cancelled love interest, a 230,000-signature petition, funeral flowers and cow dung sent to the studio, and a pulled Bilibili World appearance. Microsoft cut 4,800 jobs with Xbox facing roughly 3,200 over the next year — about 20% of the division — with King in the blast radius and a memo admitting the business "is not healthy" at ~3% margin. AppLovin opened Axon to global self-serve and the stock ripped from the mid-$440s to $564 in two weeks. And Meta shipped Muse image plus new AI-ad labeling that puts a visible tag right next to "Sponsored" if your creative features a photorealistic AI person.

Five stories, one theme: the old assumptions about paywalls, scale, and trust are all breaking at once.

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⏱️ TIMESTAMPS

00:00 Cold open

00:30 Pokémon Go's free GoFest monetization masterclass

02:30 The Love and Deepspace catastrophe

05:00 Xbox cuts 3,200 — King in the blast radius

07:00 AppLovin opens Axon to self-serve

08:30 Meta's Muse image and the new AI ad labels

10:00 Quick hits — UK job losses, Netmarble takes 40% of WeMade

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📌 KEY TAKEAWAYS

— Pokémon Go turned its paywall off and made more money. It hit its 10th anniversary on July 6 with over $9B in lifetime revenue per Sensor Tower — the highest-grossing mobile title of the past decade, and that excludes brand partnerships, alternative stores, and their web shop (running on FastSpring). Then GoFest 2026 (July 11-12) ran as the first ever free, no-ticket GoFest.

— The numbers are staggering. Daily spend went from $3.9M on July 5 to $9M on July 6 (a 129% jump), then to $10M on July 10 (another 50% when GoFest opened), peaking at over $15.1M on July 11 — the game's highest daily revenue in half a decade. It leapt 17 positions in the monthly revenue ranking to #2 with $96M in the first two weeks of July, closing on Honor of Kings at $99.2M. Removing the ticket maximized participation, and participation drove IAP.

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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-3bckldvr8-8PXvzciMWdheOzED9hq0SA

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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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🚨📢 BREAKING NEWS: Pokémon Go Made MORE Money by Going Free + Xbox Cuts 3,200 + AppLovin Opens Axon

two &amp; a half gamers

🚨📢 BREAKING NEWS: Pokémon Go Made MORE Money by Going Free + Xbox Cuts 3,200 + AppLovin Opens Axon

two & a half gamers