Welcome, everyone. If we may start with the highlights of today's presentation. First of all, our post-lockdown performance, we're dealing with the reality. In general, the performance was in line with our expectations, with the exception of June, where we saw the disengagement of our players, which is in line with what we hear from other players in the industry, but also combined with the completeness of transition of our teams in Fishing Clash in particular. Then July is back on track, and we see good performance in August as well. Very good news on Fishing Clash China. Anna will develop, but we have strong early days, and the performance is to our satisfaction. The third pillar was we were focused on Rortos acquisition. Early days, we'll give you an update on how we're doing with the transition and combination of the businesses.
Okay. Let's start with Fishing Clash entering China news. This is something we've been waiting for a while. I will not discuss the history. I would rather focus on our current situation, the plans for the nearest future. I think that's the part that is the most interesting one for everyone here. Basically, we were granted with a license to distribute Fishing Clash in China in the last days of June. Then we started preparing the team, the team that is based here in Wrocław, but is strongly cooperating with our publisher, NetEase, based in Shanghai, in China. We have increased the number of people being responsible for the title, with a strong focus on live ops, content generation, new features deployment. The team is based here in Wrocław, as I said.
It's almost 20 people working with Fishing Clash China now. It will be only growing. The most important part of it is that we have reopened the game to iOS players on App Store and to Android players through the distribution platform of NetEase on Android in mid-July with a new update of the game. That was the first update of the game deployed to the platform since late 2019, since we were in the waiting list back in 2019. That means that we reopened in-app opportunities, so payment opportunity in the game, and we started generating the profit since mid-July. We are very happy with the early performance of the game, but we need to remember that it's a very early performance of the game, so we have a history of over one month only. The first data is very pleasing.
It's beyond our expectations, also beyond the expectations of our partner. China is becoming one of our strongest geos when compared to Fishing Clash global. It's in top five of our geos, and it will be only growing. It's obviously because of the potential of the market. It's the biggest mobile gaming market in the world right now. The other thing about Fishing Clash in China is that we believe in a great potential of the game, also because sports games in China are becoming more and more popular recently. We are among a group of six titles being published by NetEase this year that are very strong IPs, our partner also believes in us. Diablo, Marvel, Pokémon, Fishing Clash is among the biggest titles.
The plan for the future is now to generate the content, to accelerate the pace of adding new features, of adding new live ops, and gathering more data, building the model, and also investing more and more into marketing. Our partner has already started investing into marketing and went beyond the expectations and our agreements when it comes to budgets being spent on the marketing of the title, and we will be only growing in the next few weeks. The next step is to introduce Fishing Clash to Android stores in China. We are building a business case. We are applying, we are discussing with the partners. NetEase is here doing that for us. Soon, in a couple of weeks, we should become a part of a couple of Android stores in China as well. I think that's all for today when it comes to Chinese entry.
Okay. Rortos, just wanted to report on the progress of integration. First of all, we have completed the integration plan, so we know exactly what we're doing. Airline Commander, one of the main products of Rortos, has been transited to Wrocław-based team. We're very happy about it because this is the fastest way of deploying TSG know-how into one of the platform products of Rortos. That is moving according to our expectations. We've plugged in the business intelligence toolset of TSG and marketing tools into Rortos Games. One thing which is ongoing, the team of Rortos is focused on the remainder of the portfolio, but also on the new exciting product, which is War Planes game, which we'll cover that later.
The things that we'll be focusing over the next 180 days is to try to deliver fully transfer of our know-how and actually cooperation between the platforms. We will dig into the data of Rortos at much larger scale. We've plugged in the systems, now we will start digging. We are plugging in a full set of all the tools that we have. That's going to happen over the next few months. We will very soon start the user acquisition campaigns with some of the Rortos products. That's important. You might not remember, but Rortos is fully organic company, so they never used any significant user acquisition to date.
Then we're doing a lot of work, trying to connect everything, all the know-how we have. That includes customer support and game localization. From our perspective, one of the products, Airline Commander, as the product, we'll develop team around. We now have a team of a few people and are working on it. We'll move into several team members over the next 6 months- 12 months.
A few words on Fishing Clash performance. Let's look at it from bookings and marketing expenses perspective. Here we would like to focus mostly on solid marketing spend that has been generated, has been spent during the last few months. That means that the performance is solid, and we are able to keep the marketing expenses on a pretty high level, the level that was not experienced by us before the first wave of COVID when we started increasing our marketing spend drastically. We've seen a decrease of bookings that is connected to the, let's say, technical and natural time of cohorts in time. We've seen also that keeping marketing expenses stable, not increasing marketing spend, also led to increased bookings in July.
We treat it as a rebound, and we see our new features, new content generated in the game to start bringing good results, and we expect that to continue in the following weeks.
Regarding this trajectory of bookings and Fishing Clash, we mentioned in the last conference call that the COVID bump help us grow faster. We accelerated by around 18 months of time. On this chart, you can see that the thin pink line shows where we would be if we haven't pumped up the marketing budget last year, and the red line is actual bookings. What we meant by this chart is that the way the cohorts behave, the way the old cohorts behave, creates this muscle that basically increases every month. This muscle will perform pretty well in the upcoming months and years. Before the red line be on the same level as the light pink line, we should see the bounce back. This is what actually occurred in July. August is also on the good trajectory.
If we look at the things that happened in the Fishing Clash game in the last few months' time, we see a lot of positive things. We said that we focused on bumping up the production capacity, which already happened. We have two full feature production streams that are working on new features. They can handle bigger features in the future and now, which is a very good sign. Also, that we improved a lot the game in technological aspects. We shortened the loading time recently. We've already seen the correlated KPIs, the increase in retention rates, in basically game loading time, in smaller churn of the players and our top engaged players. This elevated player base is staying within the game and will contribute to the bookings in the future quarters.
From the negative side, we saw a small drop in the end of June on player engagement. It was seen also across our old portfolio. It was basically correlated with the holiday season in Poland, in Europe, and in the U.S. We saw a nice comeback of the players in July. We believe it was just a temporary thing. Also, we are adjusting to the iOS 14.5. There was some turbulence, but so far we are super happy with our marketing campaigns in Fishing Clash.
Let me move to Hunting Clash and its performance. Again, let's look at Hunting Clash from bookings and marketing expenses perspective. I think the story here is pretty similar to the Fishing Clash one, that is also confirming what Wojtek just said, about June being worse in the gaming industry in general, and July being a rebound for most of the games in our portfolio, but also in the industry. The bookings growth in July was driven by a successful launch of new content and new features. Obviously, we will be now only generating profits in future coming from cohorts being attributed to the game in the last months. Yes, when it comes to marketing expenses, the story again is pretty similar to Fishing Clash, but on slightly different levels.
As you know, we apply smart growing strategies, so we buy with some high level of profitability, and we want to stay profitable. That's why we are buying at some accepted level, and we agreed to continue buying on some solid, stable level. That's why you've seen pretty similar monthly marketing budgets for Hunting Clash and for Fishing Clash over the last few months. I think the best message coming from this slide and from this part of the presentation is that Hunting Clash had the best month ever in July in terms of bookings.
That's what we always say about the muscles being built, that the cohorts we are attributing to the game, that we are bringing to the game, both organically and through paid user acquisition, it's like building muscle, and that the time when it performs well comes, and this is the time when we started generating much better performance in the game. We are really glad to see Hunting Clash is growing quickly again. The game is already contributing to the profit. We've been discussing that already during the last presentation. What's coming next is the extensive next 18 months of a roadmap of new features and content coming.
Yes
Wojtek will continue.
Basically, if we compare game side by side, Hunting Clash to the Fishing Clash, we can see that Hunting Clash is around 40% ready. There is still a 60% of things to be done in Fishing Clash just to be on par to the older, let's say, brother, as it is right now. The roadmap is pretty extensive. We have a lot of big features on that. We also increased the capacity. We have two feature production streams in Hunting Clash. What does it mean? It means that we should produce those features faster and of much better and higher quality. Basically, the journey with Hunting Clash just began. We are focused on the live ops, on the features. We are also gathering a lot of feedback from the players. We are also tailoring this game to the particular Hunting Clash players' needs.
There is a lot of things to be done and we are of high spirits, and we know how to deliver that. If we look at our older titles, Wild Hunt and Let's Fish, again, we could see a stable high level of bookings in Wild Hunt and Let's Fish. We saw a small decline in Q2, but again, we see it as very correlated with the holiday season. What's more important, we saw if we compare the last 12 months to the previous 12 months, we could see even a nice small growth. The team is working on constant content delivery. We are working on iOS version and Android version of Let's Fish, doing some refreshening of the UX and UI, and we are pretty happy with those titles. We know how to monetize those games.
Let's Fish is already nine years old, it's still in its prime time. Our goal in Ten Square Games was always to diversify our revenue streams. Basically, if we look at Q2 in 2020, where we were, let's say, 93% dependent on Fishing Clash. Right now, after 12 months, we basically succeeded. Fishing Clash is only responsible for 74% of the bookings in the last quarter, where the Hunting Clash is growing, it's around 20% right now. Also, if we hypothetically add Rortos to that pie chart, we can see that the diversification is even bigger. Of course, with improvements of the Rortos titles, with new games that are being released soon, in the next year, we believe that this diversification will be even bigger.
To sum up what we have currently in our production pipeline, we want to provide you a small brief about what title is being done, where it is being done, and when we plan for the soft launch. Undead Clash, right now it's in the production phase. We are preparing the, let's say, vertical slice that will be available in November. By vertical slice, we mean a game with the most crucial, let's say, features, but in a super plain and basic version just to get the first KPIs from the market. After that, let's say, that kind of technical launch, we then take the game down from the shop, and then we work until we are ready for the soft launch.
The soft launch is the phase where we will have more features, more crucial, with a much bigger depth and also with much more content for the players, so we can test the mid-term and long-term engagement of those players. For Undead Clash, we are planning the vertical slice by the end of this year, and probably November, and the soft launch in the first half of 2022. For the Football Elite, we are planning the soft launch later this year, again, probably November or December. It depends on how the things will go with the production team. If we talk about Project Verne, it was our simulation with Clash meta game. We did a lot of prototypes. We created a lot of market research, customer insight.
We decided to put those resources into the Airline Commander. Basically right now we have a very good game that is already on the market with a lot of players. What we want to do, we want to do all the things that we were testing in the prototypes, implemented that in the game. We have some very strong hypothesis, and we believe that this might be a very nice project. Even if the game is not a fresh game, I would say, it's not a new game because it's already on the market. We, let's say, started phase II of the production, we'll be working with this game as a kind of a new game, but also we'll put a lot of focus on the live ops, and on a lot of features that we want to add. The next title, it's Warplanes.
It's coming straight from the Rortos Studios. The game is almost ready for the soft launch. There are small bits and pieces that are missing. A lot of connection to the data systems, to our data systems, to our other tools that we have in Ten Square Games. It's going to be a military flight simulator, 5v5 online dogfighting. Yes, we'll soft launch it very soon. We have two other projects that are currently being produced in Warsaw. One is going to have the vertical slice test later this year and the soft launch earlier next year. The Project Osaka, it's right now in its very early pre-production phase, and it will have the soft launch later next year.
All right. Now let's spend a few minutes on discussing the financials of the company. As was previously discussed by Wojciech and Anna, regarding revenues this quarter and the first half was dominated by Fishing Clash and Hunting Clash. As for Fishing Clash, as our investment in marketing in Q2 2021 amounted to PLN 25 million. As well, while in Q2 of 2020, it was about PLN 75 million. Obviously, we've seen a slow decline in revenues, which is quite normal as some of the players that we acquired in 2020 have stopped playing the game. Obviously, lots of players still play the game and will keep on playing in the future. In July, we've seen the rebound, also mentioned before, in Fishing Clash revenues by 17%.
As for Hunting Clash, the revenues in Q2 were growing with July sales of PLN 11.5 million, as well being the record high so far. As for the geographical breakdown, we've seen small increase in the importance of North America as Hunting Clash is gaining on importance in our product mix, and Hunting Clash has majority of the players in North America. In the total geo mix, North America is up from 42% last year to 44% right now. As for the product by mix, as mentioned before, Fishing Clash is now about 74% of our revenues, while our bookings, while Hunting Clash is now at 20%. As for the expenses, as you see on the left chart, we have an increase in operating expenses in Q2, there are a couple of reasons for that.
The major reason is that last quarter we faced some one-off costs relating to two transactions, meaning the cost of acquisition or advisory costs relating to acquisition of Rortos, as well as the costs of strategic options review, which has been undergoing, that is in total PLN 1.1 million. As we mentioned before, we've been recruiting quite actively this year, our external advisory recruitment costs amounted to approximately PLN 850,000, which is up by over PLN 600,000 comparing to Q1. We also had increased in staff of the general and administrative teams, such as business intelligence, HR, finance, administration, which contributed extra PLN 400,000 to our costs. Last but not least, in Q2, we presented the cost of our customer service department of PLN 800,000 mistakenly in the G&A cost, where they should have been presented in selling costs. Apologies for that.
Obviously, this has no impact on EBITDA or net profit, but the G&A costs are, let's say, overinflated. Taking all these one-offs into account, our run rate for the G&A cost is slightly above PLN 5 million per quarter. Regarding the selling costs, so the right chart, we've seen an increase here from 56% as a percentage of bookings to 59%, which is obviously related with the fact that Hunting Clash is gaining on its importance. As it is an early-stage game, it is not yet highly profitable. Our contribution margin on Hunting Clash in H1 2021, it was PLN 5 million. Comparing to Fishing Clash, these are still small amounts of margin. As for our financial performance as reflected by adjusted EBITDA or net profit, there are a couple of reasons for the decrease in EBITDA from 38% - 30%, or slightly above 30% this quarter.
First of all, I already mentioned increase in "Hunting Clash" performance means that this game generates not such high margins as "Fishing Clash." The payments in "Fishing Clash" itself in Q2 were lower than in Q1. This game contributed approximately PLN 15 million less gross margin to our margin as compared to Q1. As we were previously communicating, this year is for TSG a year of investment in the future growth, meaning we've been hiring quite intensively, specialists from various fields in gaming industry. That obviously has a short-term negative impact on our profitability. As for net profit, this, let's say, behaves in par with adjusted EBITDA. There's one thing I would like to mention that is not reflected in adjusted EBITDA, that is write-off of the "Golf Royale" costs.
As we communicated in our financial statements, in Q2, we wrote off the cost of development of the Golf Royale, which were approximately PLN 3.8 million. This was a game that was quite challenging to produce. It was a complex game with complex graphics, with complex physics, with complex animation. Technically, a more complex game than, for example, in Fishing Clash. Thus, the cost of producing this game were relatively high, and the team has been producing it for approximately 18 months. Let's have a look at our cash flows and balance sheet structure. Our operating cash flows were up by approximately PLN 8 million as compared to the previous quarter. However, if we compare it with the previous year, there's a shift in payment of dividend that, let's say, is worth taking account in making a comparison.
Namely, in 2020, we paid the dividend in June, while this year, the 2020 dividend was only paid in July. All in all, at the end of June, we had an, I would say, extremely healthy balance sheet with cash amounting to approximately 80% of assets and no external debt. The final slide from the financial performance section, sort of summary of where we are. We keep on being a very high profitable company. With adjusted EBITDA, a conversion to free cash flow from operations at the level of above 120%. Now time for strategic review.
Okay. Just to remind everyone on our journey over the last 12 months. In Q2 last year, we said we'll come up with a new strategy, which was about building further chances to diversify TSG. If you look at some of the KPIs, looking at LTM numbers, the business is twice as big as it was a year ago. When you look at the concentration of Fishing Clash, which is a discussion point for our company, we moved from 93% to 72%, if you take into account Rortos. We were starting the year with one and a half studios, with Wrocław and Warsaw being started. We now have five locations, so we're very concentrated on building organic business around those studios. We had seven games that we operated or were in progress of building. We're now having 11 titles, which are in our control.
The team size, at the back of success of "Fishing Clash" in Q2 last year, we decided to scale up the business. We were 175 people. We are now 386, and as we said before, we'll continue to invest for the future of TSG. By the year-end, we're planning to have it around 500 people, and the next year will be the year where we'll be very focused on delivering on all the initiatives we've taken so far over the last several months. The key current focus that we have in the business is obviously "Fishing Clash" and "Hunting Clash," our two main products. This is where we are really working hard.
As we are reporting over the last six months, we've done a lot of investment in the teams, and we're now waiting for the results to come up. Fishing Clash China, I think that we spend a lot of time, Anna and the team, trying to build a presence there. We now need to concentrate on delivering the right KPIs and performance in China. Rortos is a super exciting opportunity for all of us. Our colleagues in Verona, but also the Wrocław team and the wider TSG team. We're focusing on that. Obviously not forgetting about the organic work we have to do in Wrocław, Warsaw, and Berlin very soon in terms of building new games.
The last thing which kept us busy in Q2 is strategic options review, which is in progress, and it's in line with our expectations as to the timing of that process. Just to recap on our strategy. Wrocław is continuing the journey we described. Fishing Clash, Hunting Clash, the Clash genre. We're also adding a simulation segment. Instead of Project Verne, we're building Airline Commander, and then we're trying to make an entry into sports segment. That's the concentration of Wrocław. On the spokes, Warsaw is fully operational. Berlin is in a heavy recruitment phase, so we're coming to go for talent and thinking about the new game for that team. Bucharest is our office where we gather the talent, and that talent is working with other teams that we have at TSG.
The final thing, the first step in M&A with Rortos acquisition, plus the very interesting close of Sisu, which is a fund we invested in to see the early-stage game development. Our take on M&A is we now need to deliver on Rortos acquisition. We're very focused on that, but we are actively reviewing opportunities, and we'll move into new transactions if we find something really interesting. I guess that's it from us. Bartek, investors calendar.
During the next few months, there are quite a lot of events. Unfortunately, all of them virtual, but you can see the schedule where we'll be available. One event in September, two in October. In October, there will be Sorry, in November, there will be big news flow from us, meaning Q3 financial results and sales report.
That's it. I think we can proceed to Q&A session. As I've written here on the chat, you can ask questions, and we will answer them. Let's start with questions that were asked first. Q2 results seem to confirm outperformance versus peers, Zynga or Stillfront. Should we still be worried about impact of IDFA changes in next months, or is it over?
I think this question is more complex than iOS 14 only and privacy policy. We need to remember that our strategy is to bring new players to the game, coming from different channels, organic. Like for example, last month, we had two strong featurings for Hunting Clash and Fishing Clash on Android platform. Also, a nice featuring on iOS for Fishing Clash. The other thing is bringing high-quality traffic through paid acquisition. Here again, we feel pretty solid. We've seen the increase of the cost of user acquisition on both iOS and Android starting from March. It was pretty stable then until June and July. On Android, we've seen a nice decrease of CPI coming from CPM decrease on Android in late July, in the beginning of August. We feel pretty solid here.
When it comes to iOS market, we've seen an increase in CPI, CPM, and also a decrease of marketing efficiency among the industry. When we look at peers, starting from March with another wave in May and June, we see a decrease of CPI again, so we are on a good track, we believe. We need to remember that the industry is divided. It's not that everyone is producing the same game. iOS 14 privacy, the marketing strategy is different, like differs between the companies. I cannot say for the whole industry. I cannot compare us to Zynga, to Stillfront, which portfolios are full of completely different games with, let's say, focus on different geos, and we focus on iOS more on Android, et cetera. I don't want to, let's say, compare and answer this question for the peers.
I can say that from our perspective, we've seen a decrease in CPI. We've seen strong performance of our new cohorts. We are pretty optimistic about the future. The fact is that we decreased our marketing spend on iOS. We've been preparing, we've been adjusting, we've been working on high profitable optimization. That's the core of our activities. We don't want to go down with profitabilities of our marketing expenses. We need to remember that we are also discussing introducing completely new forms of marketing here in Ten Square Games. We are working with not only paid user acquisition or organics coming from collections and in-store sections, but we are also working with influencer marketing. We've been doing that and getting more and more experience coming from that during the last few months. We are working with more brand marketing activities. We are working on cross-promotion and virality.
Having more games being pretty similar to each other when it comes to the audience, we can introduce completely new forms of user acquisition to the titles. We are trying to diversify also the channels of bringing new users to our games. Again, obviously, the iOS 14 and the changes to the privacy policy or some talks and announcements from Google coming to the industry from time to time are only a part of this wide situation, let's say. I wouldn't just limit this answer to iOS 14, but I will maybe not continue because I could discuss it for the next few hours, also about the COVID effect, et cetera. I will just leave it here if you agree.
Just to recap on that Q2 performance versus peers, we observe a large universe of players, and I think as we analyze it, we've done well in general and according with our expectations, with the exception of June, as we mentioned, where there was those couple of disruptions, one internal, one external, which is the market performance. Other than that, the performance is where we expected it to be running our internal models. That's a good thing to have.
Thank you. Another question. Could you comment on differences in user acquisition payback period between Hunting Clash and Fishing Clash? Is it materially shorter in case of Hunting Clash?
First of all, that's why, except Hunting Clash is a game that is only or already 40% of Fishing Clash. Obviously, we don't have the same amount of content features. The game is much younger than Fishing Clash. It's not easy to compare these titles. Payback periods are also linked to two factors. First of all, there's the performance of the game itself, new features, new content, et cetera. On the other hand, it's related to the cost of user acquisition and the marketing strategy. Our approach to both of the titles has always been to learn from each other, feedback each other, take good practices from Fishing Clash and try to replicate them in Hunting Clash and other way around. On the other hand, we try to treat both titles separately.
We have the same framework, but we are trying to focus on goals being dedicated to different titles. I don't think comparing this way, Fishing Clash to Hunting Clash has any sense, to be honest. Obviously Fishing Clash is a game with longer history, so the models work differently for Fishing Clash than for Hunting Clash. That's what we were saying during the last conference already. There are some differences to the payback periods for both of the games, but we are satisfied with both, and we are adjusting our strategy separately on this lower, more granular level to Hunting Clash separately than to Fishing Clash. I think that will be my answer to this question. I don't know if my colleagues want to add something or Yeah.
Okay, thank you. Are you able to provide more details about the agreement with NetEase for distribution of Fishing Clash? What part of royalties goes to Chinese company? Not really, because it is very confidential.
For me to answer again, I think, but I would like to give you an insight into how it works. As you just said, we are not able to disclose the details of the deal. That's the agreement with NetEase, with our partner we have. We need to remember that we have a partner, we are under an agreement, so we cannot do things that are not okay for the partner or for the industry. We can say that the structure of the deal is that Ten Square Games is being responsible for maintaining the team. We are building the team, maintaining the game, bringing new features. We are responsible for cost coming from, let's say, maintaining the product. On the other hand, the publisher is responsible for everything around, for business, for marketing. We are not affected with user acquisition costs, for example
We are having an impact on that. There is a regular revenue share deal between us, but we need to remember that what we are generating then is our profit. In contrary to the other markets we are working with, we are not affected with user acquisition costs. That's the difference, let's say, and that's the structure of the deal.
Yes. I think in time, obviously investors will get a better visibility on how it looks. Also one thing to mention, that deal, the way it's calculated, it has variable elements. It's not easy to give one number at this point in time. That depends on the mix of channels.
Exactly. I think that's a very important part, and I'm sorry for not mentioning before, but we need to remember that our deal in China, and in general, the market in China is based on three different elements, let's say. There is an App Store and iOS market. We are there already. There is an Android distribution platform of our partner, NetEase, due to the fact that Android stores are extremely fragmented in China. The third part of the deal is entering Android stores. There are different channel fees. There are different costs coming from three of those channels. Let's say that the payback, the revenue share deal will change with time, depending on different channel fees, different channel flows, the number of installs coming from different platforms and channels, and the revenue and bookings being generated there.
I think there is no point in sharing details now because it will be a very high-level average for now. You will get more information with the upcoming reports about that.
Thank you. Coming back to China, do you think that the current tense situation between China and Tencent may have a negative impact on your plans for "Fishing Clash" in Chinese market?
We are not partners with Tencent, so we would not like to comment on that. Our partner is NetEase, and obviously we observe the situation in China. We try to be up to date and do our best to align to all, let's say, requirements coming from the Chinese government, et cetera.
Could you please provide guidance on further advisory costs in third quarter?
I think the third quarter advisory fees will depend on the outcome of the strategic options review process. I think we should stop here because it may be really a different number depending on the outcome. We won't provide any guidance.
Okay. Thank you. During May's investor call, you told us to expect 6 months-9 months of flat decreasing revenue for Fishing Clash. Could you give some update on this?
As we showed on our chart, we believe that we are in the stabilization phase right now, and we should be back to growth pretty soon. It all depends, of course, on many factors. If nothing changes, yes. As I just said, we should be pretty stable, the variance should be pretty low, and we should see the growth pretty soon.
Thank you. It seems that you boosted your marketing efforts for Fishing Clash in August. Does it mean the ad market got improved?
I think I have already partly at least answered that question. We will be reporting our August results in future, so I don't want to go into details. Yes, we do see a nice, let's say, business opportunity coming from decreased marketing costs, but it's both a reason and effect in the same time. We are also starting new activities that are helping us in widening our marketing approach, and that's also connected to that. You will see the results hopefully soon.
Thank you. Could you give us some update on the current ad market? Prices targeting Apple privacy. I think we've already discussed that.
I can maybe only add that-
Yes
We've seen a nice adoption rate. We can say that from iOS 14+, because now we have 14.7 OS already. From privacy policy perspective, we see that the market became iOS 14+. The adoption rate on the market and also in Ten Square Games is more than 85%. We see we are there, and we can say that the world is iOS 14+ already. That's definitely something we can confirm.
Thank you. How many devs do you plan to hire until end of 2021?
As many as-
As possible.
We will be able to hire versus our hiring plan. We said we expect to be at around 500 people. That includes obviously developers across the value chain, but it's a moving target for us.
Thank you. This one, I don't know if we will be able to answer fully. What are the stages of the ongoing strategic options review? At what stage are you now? Do you observe high interest from investors, and when will the review terminate?
I think we don't want to comment on the dynamics of that process. We bound by agreements. I think we should just carry on. The one thing I wanted to say is that the process is carried on in the kind of timeline that we expected it to be carried on. That's all we can say at this moment.
Do you intend to further expand your teams abroad due to planned changes in tax law in Poland? Polish Deal, B2B contracts with health insurance fees.
No, we don't have such plans, would be a short answer. The way we built the presence of TSG is following the talent. There is talent in Poland, and we carry on with that talent, and obviously, we carry on with the investments outside of Poland, but that's in line with our strategic planning rather than this being driven by tax regulations in Poland.
What should we expect primarily from Hunting Clash in second half? Improvement in margins or growth?
Maybe I'll tell you from the game perspective, from the product perspective. We still have more than 60% to do, let's say. We have also a lot of new ideas that are coming up to the game designers, to the product owners' mind, which we'll be testing. We are still focusing on creating better and better product every day, every week. This is going to last for many years to come. This is our area of focus. We want to create as good game as possible, to perform as good as possible, and according to that, we can scale up the marketing and create an evergreen product. Yeah, this is our goal.
Yeah. Okay. We will be just following the smart growing strategy as we did during the last three years for Fishing Clash and what we already started a couple of months ago for Hunting Clash. I think there is a space for growth for the title, and we will be only pushing it further and trying to deliver the best possible results, looking at the market opportunity and the product being improved with time.
Yeah. Strategically, I think we said it a few times, we believe this could be a big product. It's not done, and the way it works, it's a live game, it's a live operation. We'll continue to invest. We have ideas with the view that this product can be big. If you wanted to ask the question how big it's going to be, the answer is we don't know yet. We'll find out in the future. Yeah. If you look, this game is still pretty young. This game is going to have the first year soon, but it's still a one-year-old game. It's super young for the free-to-play industry.
Okay. Thank you. Another question for update on strategic options review. We've already discussed that. The next one, can you share if you already started share buyback?
No, we haven't. We would have to disclose that. That would be public information if we did.
Now on to questions in Polish. This one was already answered about "Hunting Clash," whether it's still building profitability or growth. We've just answered that. What revenue and what profits did the Rortos have in the second quarter?
We will not disclose that. We'll start reporting Rortos with Q3. If you wanted to do a little bit of extrapolation, I think the annual revenue of Rortos was around EUR 5.9 million and there's not much of a seasonality in the business, if you like.
Okay. Thank you. I think that's it for now, because there is another question about strategic options review, how many investors, et cetera. We cannot answer that. Sorry. I think that's it. We have answered all questions that were sent to us. Yes. Thank you very much.
Thank you very much. We'll see you in a few months. Thank you.
Thank you.
Thank you.