This episode is a tour through the wildest creative trends dominating mobile games in June 2025.

We break down why two- and three-minute video ads are everywhere, how AI hooks and long-form ASMR are pre-qualifying high-value users, and why the best-performing creatives this month are often stitched together from hits of the past.

What’s inside:

Long-Form Video Surge

Copy-Paste Mania

ASMR and Satisfying Loops

AI-Driven Innovation

Clone Wars and IP Theft

Real Life and UGC

Key Takeaway:

If you are not testing long-form videos, iterating ASMR or AI hooks, and watching what your competitors are copying, you are missing out. Quality and innovation are moving at warp speed, and copy-paste is the new default.

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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

Youtube:

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

Chapters

00:00 Introduction to Creative Trends in Mobile Gaming

04:24 Analyzing Recent Creative Campaigns

07:32 The Impact of Video Length on User Engagement

10:27 Innovations in Game Advertising

13:23 Exploring AI in Game Marketing

16:25 Case Studies: Successful Game Creatives

19:16 Conclusion and Future Trends

20:26 Understanding Player Perception

22:34 Innovative Ad Strategies

26:15 Analyzing Game Trends

30:08 Marketing Strategies for Game Growth

35:22 Emerging Trends in ASMR and Casual Gaming

37:32 Innovations in Game Development and User Engagement

39:22 The Role of User-Generated Content in Gaming

41:07 The Impact of AI on Game Creatives

44:46 AI Developments and Their Influence on Game Marketing

53:08 Conclusion and Future Insights in Gaming

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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