$400M/year from all apps? 40M downloads for a 15-minute book summary?

In this 2.5 Gamers episode, we explore how Genesis became one of the biggest non-game mobile app publishers in the world, with over $35M/month in revenue, and 400 M+ total downloads.

Forget games for a minute. This is the app industry’s secret playbook, and it’s scaling like crazy.

🧠 What’s Inside:

How Cleaner Guru hit $4M/month by cleaning iPhones — with subscriptions

The rise of Headway, a micro-learning app with 40M+ downloads, beating Blinkist

Why BetterMe is pulling in $157M lifetime revenue as a fitness app juggernaut

The shady brilliance of their subscription models and cancel friction

How Genesis uses web + mobile to double their revenue (50–60% off-app stores)

Their creative strategy: fake TED talks, micro-learning memes, and Duolingo clones

Why their venture builder model (like Voodoo but for apps) scales faster than games

💡 Genesis isn’t just an app company. They’re a growth machine — blending utility, entertainment, and ruthless monetization into an empire

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+ Work with a team entirely made up of ex-gaming operators and investors

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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: https://youtu.be/LCuvVzO7VmQ

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 the Podcast and Topic Shift

02:36 Exploring the App Industry vs. Gaming Industry

04:32 Genesis: A Major Player in the App Market

07:34 Business Models and Revenue Streams of Genesis

10:44 Analyzing Popular Apps in Genesis's Portfolio

13:35 The Impact of Subscription Models on App Revenue

16:21 Micro Learning and the Rise of Educational Apps

19:34 Gamification in Apps and User Engagement

22:35 Conclusion and Future Trends in the App Industry

29:06 Exploring Subscription Models in Apps

30:38 User Acquisition Strategies and Revenue Tracking

32:28 Genesis: A Venture Builder Model

34:08 The Role of Shared Services in App Development

36:02 Financial Performance and Market Positioning

36:59 Creative Strategies in User Acquisition

38:52 Trends in App Marketing and Advertising

42:14 Analyzing Competitor Marketing Tactics

45:17 The Impact of User Experience on Retention

47:52 Concluding Thoughts on App Business Dynamics

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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

💰 $400 MIL/Year Genesis: Like Voodoo, but for apps and bigger. App industry’s secret blueprint

two &amp; a half gamers

two & a half gamers