Marketability tests don’t work the way most studios think. CTR ≠ CPI. Clickers ≠ players.
In this episode, Matej tears down the biggest misconceptions about testing ideas, shows why personas don’t matter in 2025, and walks step-by-step through the exact CPI test setup he uses for real market validation.
What you’ll learn
• Why CTR tests are misleading and often pointless
• How CPI tests simulate the real user funnel
• Why personas are outdated and concepts rule everything
• When to use APK vs landing page
• How to set up Meta campaigns correctly
• Why estimated CPI is usually 1.5–2× off the real CPI
• What to do when there’s no clear winner
• How to interpret CPI results properly
Key takeaway
If you're not running CPI tests, you're not testing. Everything else is noise.
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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
Podcast:
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
Chapters
00:00 — Why marketability tests are dead
03:40 — Personas vs concepts
06:10 — CTR tests are misleading
08:20 — CPI tests: real install flow
15:50 — Live Meta setup
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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 feedback and comments - matej@lancaric.me
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