UGC ads and game ads have two prices here, and this page says what is behind each of them. The test comes first so the money lands on the idea that earned it.
This page is for someone comparing quotes. It states the two prices, exactly what each buys, what the price does not include, and why it is built this way. The offer itself, UGC ads for apps and mobile game ads each have a page that explains what the ads are.
The two prices
| The Sprint | The Loop | |
|---|---|---|
| Price | €2,000, one time | from €2,000 a month |
| Ideas | 3, written from your ad account | 2 new a month, plus the winner |
| Ads | 15, five versions of each idea | 15 a month: 10 new, 5 versions of the winner. Bigger loops quoted |
| Live in | About two weeks from booking | Every month |
| Test | 14 days in your ad account | Every month, next to the winner |
| Creator fees | On top, typically €100 to €300 per creator | On top, the same way |
| At the end | A written summary: what worked, what next | The winner remade properly, on top of the 15 |
| Terms | Credited against the monthly plan within 60 days | Month to month, 14 days notice |
Why the Sprint is fifteen ads
Fifteen ads give the test two reads, in the same order my testing method follows.
- Three ideas, five versions of each: 3 × 5 = 15 ads.
- The first read is between the three ideas and shows which idea earned the spend.
- The second read is between the five versions of the winning idea and shows which version to finish.
What is inside each ad
Every ad carries the eight things below. The ratios, the file format and the captions are the defaults every delivery meets, and your placements decide the secondary ratio. Lengths and revisions are agreed in the brief for each project, because the idea decides the first and the work decides the second, and the brief can override the defaults.
- The opening, written for the first three seconds
- The script
- Captions burned in
- Voiceover where the idea needs one, AI or a real voice
- Music and sound design
- An end card
- 9:16 plus one secondary ratio, as 1080p MP4 with named files
- A note of which variable that version tests
What the price covers, and what sits on top
| Item | In the price | How it is charged |
|---|---|---|
| The account read, the ideas, the scripts, the editing and the test | Yes | €2,000 for the Sprint, from €2,000 a month for the Loop |
| The eight parts of every ad, listed above | Yes | Included |
| Gameplay captured from your build, app capture, 2D overlays and animation, AI presenters | Yes | Included, with the format that needs them |
| Ad spend | No | Yours, in your own ad account. I do not publish a figure because it depends on the market and the app |
| A creator's fee, when an idea needs a person on camera | No | Quoted before production, typically €100 to €300 per creator for a Sprint, depending on the creator and the market. The paid ad usage of their face runs for a term agreed per creator in the same quote, and it can be extended |
| Raw footage and project files | No | The Sprint delivers the finished ads. Footage and project files on request, quoted on top |
| Other languages | No | English is the default. Any other language is quoted per language, with a native speaker reviewing the script and the captions |
Creative inside a UA retainer
When the ads are made and tested inside the campaigns I run, the creative is quoted on a call, because the scope is the retainer scope. What sets that number has its own page.
Why it is priced like this
Most creative budget goes on finishing ads that were never going to work. Fifteen test versions and a test cost less than three polished ones, and the test tells you which one to finish. The price pays for the account read, the ideas, the versions and the test, in that order of value. The production of a test version is the cheap part, and I price it that way. The account that taught me this ran 175 ads that way and put them up against a studio’s polished ones.
Questions people ask
What counts as a version?
One of the five variations of an idea. What changes between them depends on the idea: usually the opening, sometimes the length, the format or the person on camera. It is decided per idea and written into the brief, so the test reads one variable at a time. If you already have creator footage or clean screen recordings, they go into the Sprint where they fit an idea, at the same price.
Can I buy one UGC ad?
The smallest thing on the price list is the Sprint. A single ad can run beside your existing ads, but if it loses, you cannot tell whether the idea or the version was weak. The test reads how spend splits between five versions of each idea and between the three ideas, which is why the Sprint is fifteen ads.
What happens if I stop after the Sprint?
You keep the fifteen ads and the summary. The final files are yours once the work is paid for.
Is there a discount for more ads?
Bigger loops are quoted on a call. The published price is the same for a game and an app.