In this special episode recorded LIVE at MAU, Matej Lančarič sits down with Noah Gutterman (VP UA, Misplay) and Brett (Senior UA Manager, Misplay) for a no-BS deep dive into the business and creative secrets powering Misplay’s explosive growth, and their high-stakes launch on iOS.

Brutally honest breakdown:

How Misplay overcame App Store hurdles to launch on iOS

Incrementality testing, the “always-on” strategy that’s blowing up the myth of last-touch attribution

Building a predictive PLTV signal stack for maximum partner value

Why culturalization, not just localization, is driving insane ROI in APAC markets

Creative strategies that actually convert: negative hooks, modular iteration, and next-gen UGC

Real talk on AI in UA, where it works, where it fails, and what’s next

Misplay’s playbook is a wake-up call for UA and product teams: “Question every channel. Obsess over incrementality. Creative is king, but speed and structure are the emperor. And don’t just localize, culturalize, or leave millions on the table.

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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/-nKoLUpQVc4

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 Misplay and the Team

03:24 Challenges and Opportunities in iOS Gaming

06:51 User Acquisition Strategies for iOS

09:31 Incrementality Testing in User Acquisition

12:38 Measurement and Data Strategies

15:40 Signals and Optimization in Campaigns

18:48 User Segmentation and Geo Strategies

23:31 Culturalized Marketing Strategies in Korea

25:43 Creative Strategies and User-Generated Content

29:47 Innovative Brainstorming and Team Collaboration

32:43 Creative Testing and Iteration

36:38 The Role of AI in Creative Development

42:19 Future Directions for Misplay

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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

MAU'25 Live Special: The Bold New Era of Rewarded Gaming & UA in 2025

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