🧙 Solo Dev Journey #2: Am I Making ANY Money?

Fresh back from Istanbul, we review Brain Puzzle 2: Logic Twist, a game where the word “logic” is doing a lot of heavy lifting. Jakub plays it live so Matej doesn’t have to: three-minute riddles, point-and-click solutions with zero logic, a shark fail state, and an interstitial after every win.

Jam Bus Sand Fall is Bus Traffic Fever with sand: trucks (Matej says buses) line up at the bottom, colored sand pours in from the top, and you watch. There is no speed-up button, no rewarded “go faster” placement like Colony Flow.

Solo news week, and the action is all on the platform and ad-tech layer. Miniclip launched AdSurge, a new ad network built with Tencent and Easybrain: Miniclip’s casual portfolio and addressable pool, Easybrain’s Sudoku-grade monetization data, Tencent’s scale behind it, landing exactly as AppLovin sits in legal trouble and Unity bets everything on Vector. It won’t dethrone anyone overnight, but a well-funded entrant with real first-party data means more auctions and pricing pressure, and that’s leverage for all of us. Matej is testing it the day he gets access and says you should too. Then the shutdown wave. Supercell is killing Squad Busters: pulled from stores December 1, servers off December 14, barely two years after a global launch Supercell almost never grants and almost never reverses. If the best hit-rate instincts in the industry can push a game to global and lose it this fast, the bar for worldwide launch is very high. Ubisoft is worse: Rainbow Six Mobile shuts in January, Helsinki studio RedLynx is poised to close with 52 jobs at risk, and the number that explains it all is $5.3M lifetime IAP from 13M downloads. Installs are a vanity metric; monetization is the business. Also: we broke it first, Luis de la Camara (ex-Rovio, King, Gameloft) is the new CMO of Smadex, go watch Felix’s episode with him. And the 30% fight boils over: Google defending Play Store commissions in a £1bn UK class action while the CEOs of Rovio and Sega say Apple and Google aren’t earning their cut. No shit.

Luis de la Camara spent 20 years on the client side, six in AAA, then Gameloft, King, Scopely, and five years at Rovio through the Sega exit, and he left a few weeks ago. Felix got him on before the news broke: Luis is the new CMO of Smadex. So this is a conference-bar conversation on tape. The brand question first: even with Angry Birds and Candy Crush, nobody has cracked measuring brand on top of UA; broad awareness campaigns brought the same quality users at a much higher CPI, so the real power of brand is cheaper performance, and incrementality testing is the only way to know whether App Store search is growth or just defending your own IP.

Deepstash is “TikTok for smart people”: key ideas from books in bite-size, level-like chapters, now part of a portfolio (Paladin for history, Imperio for business) that founder Vladimir calls Smartheads. We had him on with Jeff Cohen from PvX to unpack how an education app scales like a game. The numbers: more than 50% of paid subscribers now come through web2app after “a billion iterations” that Vlad himself thought would never work, 3,000 creatives in the last 30 days from a 30-person UA and creative team, niche organic pages that surface what goes viral before it becomes an ad, and contextual cross-promo (read the Iliad in Deepstash, get Achilles in Paladin) converting 10x better than generic ads. Felix’s homework for Vlad: you’re on AdMob only, add two or three networks and watch ad revenue double or triple, then go the Duolingo route and show ads to the users you know won’t subscribe. Jeff explains why web2app fits subscriptions better than games (one purchase decision, then opt-out), why consumer apps are now half of PvX’s ~$40M/month in funded UA, and why he keeps telling Vlad to spend more. Plus GTA, Halloween and Dracula as cultural-moment content, tiered AI models for creative production, and the one gap Matej couldn’t let go: no AppLovin, no playables, yet.