two & a half gamers 🚨Lily's garden & Loomit: How Top Games Make Money From Ads
In this special episode, we sit down with Tactile Games and Loomit to break down how ad monetization actually works at scale - using Lily’s Garden as a real-world example.
https://loomit.ai/
https://meetings.hubspot.com/iortizf/25gamers?uuid=c4c16368-14b8-4277-9ab2-ab55d5614c2d - to book a meeting
From segmentation and A/B testing to dynamic floors, multiple ad units, and user-level optimization — this episode goes deep into the systems behind modern ad revenue.
We also tackle the biggest challenges in ad monetization today:
• Cannibalization vs incremental revenue
• Ad quality vs revenue trade-offs
• Why most setups leave money on the table
• How AI and automation are changing AdMon
🎯 KEY TAKEAWAY
Ad monetization is no longer about placements.
It’s about user-level optimization, testing, and control over the auction.
https://loomit.ai/ - website
https://meetings.hubspot.com/iortizf/25gamers?uuid=c4c16368-14b8-4277-9ab2-ab55d5614c2d - to book a meeting
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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,
Special guests: Ignacio Ortiz Freuler
https://www.linkedin.com/in/iortizfreuler/
Éric Tournié
https://www.linkedin.com/in/erictournie/
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-3bckldvr8-8PXvzciMWdheOzED9hq0SA
Chapters
00:00 Intro and guests (Tactile + Loomit)
01:40 What makes Lily’s Garden unique
04:00 Ads in IAP-heavy games — why it’s hard
07:00 Defining non-payers and segmentation
09:30 A/B testing ad placements
12:00 Rewarded placements that actually work
15:00 Cannibalization vs incremental revenue
18:00 Mediation platforms and testing strategy
21:00 What Loomit actually does
24:00 Smart buffering and ad loading
27:00 Ad quality vs revenue tradeoffs
30:00 Bid floors and multiple ad units explained
34:00 Why most setups are suboptimal
36:30 AI, automation and future of AdMon
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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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