This is no BS gaming podcast 2.5 gamers – 🎮 Playables Are Now 40-60% of Creative Spend: Here’s what’s working ńow
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 am conference discussion vibe, so let’s not take it too seriously.
The Team:
Jakub Remiar- Game design consultant
Felix Braberg – Ad monetization consultant
Matej Lančarič – User Acquisition & Creatives consultant
Join our slack channel here: SLACK CHANNEL
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Summary
A job-search app shipped a Flappy Bird playable that ends with “there’s a relevant job for you.” Two years ago that would have made zero sense. This month it’s the trend: non-gaming apps are flooding the playable space, most of them vibe-coded with AI in an afternoon.
Matej Lančarič and Ondrej Mosberger are joined again by Robin Kuyer (Unity PlayWorks) for the “everyone brings playables” format — with the bold creative twist of reversing the order.
https://lancaric.substack.com/p/h1-20…
They open on the data: Matej’s Brutally Honest UA report puts playables at 40-60% of creative spend, up from 30-40% a year ago, as AppLovin, Mintegral, and the SDK networks keep growing. Robin brings the “Frankenstein” playable (Wool Crush: arrows + yarn mechanics + save-the-cat, every popular concept stacked into one ad — plus his spreadsheet method for engineering ideas from what’s trending), the non-gaming wave
Ondrej closes with a Fumb Games playable vibe-coded in Playable Maker (30 iterations and the next version does it in three) and a clean memory-game hidden-object playable that respects the player’s intelligence.
Chapters
00:00 Playables are 40-60% of creative spend — the Brutally Honest data
06:25 Wool Crush — the Frankenstein playable and the spreadsheet method
11:20 Non-gaming apps take over — Indeed’s Flappy Bird, finance, cleaners
19:40 Hero Wars — the open-roam level playable and how to iterate it
25:05 Supercell’s playable — lost seven times, should a playable let you lose?
29:40 Sunday City — GTA timing, Grove Street, and the double-hook debate
38:30 Cozy Florist’s AI merge & the cats-with-guns wildcard
44:50 Vibe-coded in Playable Maker + the memory-game playable that trusts you
