| What drives the cost | Salaries, tools and management time. Fixed whether you ship four ads a month or forty, so cost per ad only falls at high volume. | Per video or per day, varying widely by market and creator. No overhead, but every brief and review costs your team hours. | Project fees or a retainer. Concepting, craft and review rounds drive the cost, not the number of finished ads. | A software subscription plus your team's hours. The subscription is the small number. | Published per batch: €10,000 for 20 videos, €16,000 for 40, €29,000 for 80, concept and production included. One month rolling. |
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| Brief to live ads | Fast once the team knows your game or app. Slow to get there: hiring and onboarding take months before the first ad ships. | Quick for one video. Slower as soon as you coordinate several creators, each with their own schedule. | Weeks per project. Review rounds are part of what you are buying. | A rough cut in minutes. Getting from a rough cut to an ad worth real budget is where the hours go. | Each batch moves as a set: concepts, AI production and human QA, then a wave of ads goes live together. New clients see first ads live in weeks three to four. |
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| New ads per month | Capped by headcount. Launches, live events and seasonal pushes all compete for the same people. | Grows with the number of creators, and so does your coordination work. | A handful of crafted pieces per project. Not built for dozens of variants a month. | Unlimited on paper. In practice, capped by whoever on your team edits, checks and exports to each placement. | 20, 40 or 80 finished video ads per batch, up to 15, 30 or 60 seconds each, plus static ads. |
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| Art style and brand control | The strongest of any model. Your artists already live inside the game's look and the app's tone. | Depends on the brief and your review. The range across creators is wide, which is sometimes the point. | Very high. Protecting the brand is much of what this model sells. | Yours to manage. Without templates and review, fast volume drifts away from the game's look. | Built on your brand guidelines and store assets, with a creative strategist and a human editor on every ad. Star Chef 2 kept its art style at ten times the output. |
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| Formats for app and game UA | Whatever your team can make. Gameplay capture, motion and static are common; real-face UGC usually needs outside creators. | Real faces and voices: testimonials, reactions and local UGC. Game footage and motion depend on each creator. | Launch films, key art and campaign ideas. Performance cut-downs are often a separate scope. | Avatar UGC, templates and simple motion. Matching a specific game art style takes skilled hands. | AI UGC, video, motion and static ads, with music, subtitles and colour, spec'd for Meta, TikTok, YouTube and more. |
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| Sees installs, CPI and ROAS | Only if UA and creative share dashboards and sit together. In many studios that link is weaker than the org chart suggests. | Rarely. Creators get a brief, not your dashboard, and seldom learn which video drove installs. | Usually not. The engagement tends to end at delivery, before the install data exists. | No. The tool cannot see your campaigns, so it cannot tell you which hook to make more of. | Yes. We buy the media, so each batch is briefed from what the last one did on installs, CPI and ROAS. |
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| Who acts on the results | Your UA manager, if there is time left after briefing and reviewing. | You. You read the results and write the next brief. | Nobody, unless you commission a new round. | You, entirely. | We do. Creative and media sit in one team, so the next round is already part of the job. |
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| Pick it when | Your art team is the product's moat, it already ships new ads every week, and you want the skills to compound in-house. | You need real creators in one market or language, or you are testing a new market before committing budget. | You need a launch trailer, a rebrand or a campaign idea that has to live beyond the ad feed. | You have a small budget, a first test, or an editor with spare hours. | You spend every week on Meta, TikTok or Google, need new ads every month, and want one team accountable for CPI and ROAS. |
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