This is no BS gaming podcast 2.5 gamers – π°π How Playrix turned a 17-Year-Old Tycoon into a $45M/Month UA & Match-3 engine
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! Letβs not forget this is a 4 am conference discussion vibe, so let’s not take it too seriously.
The Team:
β Jakub Remiaβ β β β β β β β β β β β β r- Game design consultantβ
Felix Brabergβ – Ad monetization consultant
β β β β β β β β β β β β β β β β β β β β β β β β β β β Matej LanΔariΔ – User Acquisition & Creatives consultant
Join our slack channel here: SLACK CHANNEL
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Summary
Township just hit $45M/month – at 17 years old. How?
We sit down with Erno Kiiski (GameRefinery, a Liftoff company) to dissect what is arguably the most underrated transformation in mobile gaming: how Playrix quietly turned an evergreen farming tycoon into a stealth match-3 game with the tycoon repurposed as a UA funnel.
We trace 17 years of Township across five eras β from Facebook Canvas farming sim to hyper-casual mini-game platform to its current form, where match-3 is the main engine and the tycoon is essentially the onboarding. Plus a year-by-year archaeology dig through Township’s UA creatives from 2019 to 2026: Pull the Pin, Golden Goblins, Idle Lumber, King Shot iterations,
and AI-generated ads.
If you work in mobile games, product, or UA β this episode will change how you think about evergreen titles, portfolio strategy, and the CPI/LTV equation.
Β
Chapters
00:00 – Epic intro
01:23 – Welcome + Game Refinery intro with Erno Kiiski
03:36 β Why Township now ($45M/month)
07:29 β The five eras of Township
20:37 β Pull the Pin and the Playrix portfolio play
23:00 β 2021: when the puzzle became the core
38:24 β Disco Ball and sense-of-urgency design
57:47 β The January 2026 currency inflation play
1:18:21 β Township is a UA funnel, not a tycoon
1:19:32 β The Reverse 4X concept
1:23:08 β UA creatives archaeology: 2019 β 2026
1:47:38 β Is Playrix now bigger than Dream Games?
