Deconstructor of Fun

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In this podcast episode, Michail Katkoff hosts Manish Gajria, Director of Product from Meta, and Ryan Davies, Head of Performance Marketing from Kwalee to discuss the current trends in the mobile gaming market, focusing on value optimization, hybrid casual games, and the impact of AI on user acquisition strategies.

They explore the challenges of measurement and attribution in a changing landscape, and the importance of creative strategies, and share success stories from the industry. The conversation highlights the evolving nature of gaming marketing and the tools that Meta is developing to support advertisers in achieving better outcomes.

Chapters

01:46 Meet the Guests: Manish Kashria and Ryan Davis

02:19 Current Trends in Mobile Gaming

04:15 Value Optimization in User Acquisition

07:24 Challenges and Strategies in Gaming Marketing

17:37 Hybrid Casual Games: The New Frontier

33:19 Success Stories and Case Studies

34:54 Gaming Apps and Value Optimization

36:17 Subscription Apps and Value Optimization

38:14 The Role of UA Managers and Automation

44:53 Combining Optimization Techniques

48:24 AI in User Acquisition

57:16 Measurement and Attribution Challenges0

1:04:03 Conclusion and Final Thoughts

After Kress released the rockets at large VCs last week the crew gets back into heated venture capital discussions exploring the complexities of VC investments in gaming and the shifting landscape of game development and funding.

The conversation also touches on the potential leadership changes at EA, the implications of recent acquisitions in the gaming industry, and the performance of companies like Roblox. The discussion highlights the strategic moves by companies like MTG and Take-Two, as well as the challenges and opportunities in the current market landscape.

Hosts: Eric Kress, Jen Donahoe, Phillip Black, Jen Donahoe

Content:

06:41 Corrections and Clarifications

10:22 VC Investments in Gaming

22:04 Crunchyroll and Meta Updates

24:59 EA and Disney Rumors

27:20 Wall Street's Favorite CEOs

30:18 MTG's Strategic Acquisitions

31:46 Plarium's Surprising Valuation

37:51 Take-Two's Divestments and Chartboost Sale

43:51 Roblox's Impressive Growth

49:55 Dream's New Puzzle RPG

56:00 Conclusion and Upcoming Topics

Keywords: game industry, venture capital, Crunchyroll, mobile gaming, EA leadership, gaming news, game funding, gaming trends, gaming investments, acquisitions, MTG, Plarium, Take-Two, Roblox,

Jen Donahoe, Laura Taranto, and Eric Kress live from GamesForum San Francisco.

00:00 Introduction and Podcast Overview

01:29 Panelist Intros

05:53 First Topic: Unfiltered Growth and Monetization

12:50 Incentivized Advertising: Past and Present

17:59 Challenges and Future of Incentivized Ads

27:27 Expanding Beyond Gaming: Brand Collaborations

32:15 Exploring Roblox's Integration with Shopify

32:52 The Shift in Game Design and Monetization

35:29 Surviving in 2025

36:12 Mobile and Console Gaming's Existential Crisis

37:55 Opportunities and Challenges in Mobile Gaming

39:00 The Role of Small Studios in the Gaming Market

44:11 Netflix's Foray into Gaming

50:57 Challenges in Game Discovery and Engagement

59:42 The Future of Gaming and AI in Marketing

01:00:05 Final Thoughts and Wrap-Up

Eric roleplays as his Old Man Yells at Cloud Halloween costume, sparing no expense at Netflix’s strange announcement and an ugly breakdown of modern venture capital. Laura tells us if Pokemon’s new mobile game looks more like Go or Masters, while Jen gives a eulogy for Space Ape. Phil raves at Call of Duties monster success and asks Nadella to release the Game Pass tapes.

00:26 Nintendo Switch Earnings Analysis

16:31 Netflix's Interactive Titles and Generative AI

20:49 Supercell Acquires SpaceApe

23:02 Dragon Age and Call of Duty Updates

31:51 Pokemon TCG Mobile: First Impressions

38:50 The Role of VC in Gaming Startups

42:09 Investment Trends and Success Stories

45:22 VC Firm Challenges + The Future of VCs in Gaming

In this episode of Deconstructor of Fun, we dive into the shifting landscape of influencer marketing in the gaming industry, focusing on the emergence and impact of creator programs.

Our guests: Patrick "Chief Pat" Carney (Tribe Gaming), Scott Walker (Ninja Kiwi), and Justin Sacks (Nexus.gg) — industry experts and key voices in creator marketing—explore the evolving roles of influencers and creators, moving from short-term campaigns to deeper, sustained partnerships that drive community engagement and revenue.

We discuss how companies like Supercell have pioneered successful creator programs and examine the role of platforms in supporting these initiatives. We also address the challenges developers face in managing creator programs, particularly for smaller studios, and how user-generated content (UGC) is reshaping the gaming experience.

Tune in to learn how creator programs are transforming marketing, community building, and even game development itself.

Chapters:

04:36 Defining Creator Programs

06:47 Creator Program Benefits

11:52 Supercell's Creator Program

20:09 Building a Creator Platform

21:44 Implementation

26:08 Challenges in Developer-Marketer Collaboration

26:45 Web2 Play-to-Earn Concept

28:52 Impact on Small Developers

30:38 Revenue and Engagement Metrics

34:04 Nexus and Creator Programs

36:06 Supercell's Creator Program Evolution

38:18 Brawl Stars and Community Management

40:57 Administrative Challenges in Creator Programs

43:45 UGC and Future Developers

It’s Halloween and conference season, so we’re diving into all the latest insights without of course missing a basketball update.

In this deep dive discussion, Adam Telfer, Chris Sides, Phillip Black, and Davan Brannan explore the current state of the PC and console shooter genre, analyzing player engagement trends, the impact of COVID-19, and the struggles of new game entrants in a saturated market.

They discuss the decline in player numbers for popular titles, the challenges of maintaining engagement, and the implications for future game development. In this conversation, the speakers delve into the challenges and strategies surrounding the launch and retention of new first-person shooter (FPS) games.

The four also discuss the importance of live content, player migration, and the barriers new titles face in a saturated market.

The conversation ends with an exploration of the future of extraction shooters and the key elements developers must focus on to succeed in the competitive landscape of PvP shooters.

Chapters:

00:00 The Shooter Genre Landscape

02:36 Analyzing Player Engagement in Shooters

09:06 The Impact of COVID on Shooter Game Popularity

11:00 Contrasting Successes and Failures in Recent Titles

21:33 New Entrants and Their Struggles in the Market

28:35 The Challenge of Launching New FPS Games

32:00 Player Migration and Retention in FPS Titles

35:32 Barriers for New PvP Shooters

38:09 Strategies for Competing in a Saturated Market

41:58 The Future of Extraction Shooters

49:57 Key Takeaways for Developing Successful Shooters

Keywords:

PC, console, shooter games, player engagement, market analysis, COVID impact, game launches, FPS, PvP, PvE, FPS games, player retention, game development, extraction shooters, PvP shooters, gaming market, player migration, live service, game thesis, competitive gaming

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This episode of This Week in Games covers major shifts in gaming, as Netflix shutting down its AAA studio, TikTok’s LiveOps program, and the rise of influencer marketing and Supercell’s all-hands-on-deck approach to save Squad Busters. The episode also addresses the perceived decline of AA studios.

Hosts: Jen Donahoe, Adam Telfer, Phillip Black and Mishka Katkoff

On his 55th visit to beyond the Wall (aka. Finland) Peter Levin of Griffin Gaming Partners delves into the influence of Finland's gaming scene, the global success of companies like Supercell, and the legacy of titles such as Angry Birds and Habbo Hotel. 

We discuss the impact of technology, transmedia trends, and how non-endemic players like Netflix are entering the gaming space. The conversation covers strategic mergers and acquisitions, the resurgence of PC gaming, and the exciting potential in emerging markets. 

Tune in to understand how cultural adaptability, partnership dynamics, and IP management are driving the gaming industry forward.

00:00 Introduction and Peter's Frequent Visits to Finland

02:59 Rovio and Angry Birds

08:35 Impact of Nokia and Finnish Gaming Success

15:08 Challenges and Opportunities in the Finnish Gaming Market

18:56 Global Perspective and Market Dynamics

27:09 Transmedia and Gaming Adaptations

37:33 Disney's Aha Moment

38:12 Legacy Media and Gaming

38:37 Warner Brothers' Gaming Success

39:21 Advice for Big IP Holders

39:37 Investing in Gaming Executives

40:37 Strategic Acquisitions

41:27 Sports Leagues and Gaming

41:55 Overinvestment Concerns

42:48 Netflix's Gaming Strategy

50:18 Transmedia Business Case

52:16 John Wick in Fortnite

55:20 Skills and IP Partnerships

01:07:01 Future of Gaming

01:10:49 Closing Thoughts

In this episode of TWIG (This Week in Games), the team dives into recent gaming industry news, starting with Google’s Play and Xbox announcements, followed by the Game Freak data breach and Xbox developments.

'They discuss Supercell’s mysterious Project Rise, the rumored Destiny Rising mobile game, and blockchain gaming with Off the Grid. The episode also highlights Azra Games’ Project Legends, speculates on Scopely’s next mega-deal, and wraps up with Supercell’s marketing shakeup.

00:00 Intro
01:55 Quick Hits
05:28 Google Play and Xbox Announcements
07:43 Game Freak Data Breach and Xbox News
13:16 Supercell's Project Rise
14:17 Destiny Rising Mobile Game
20:54 Off the Grid: Blockchain Gaming
29:54 Web3 Game Development Challenges
30:37 Marketing and Investor Influence
31:23 Player Reception and Crypto Integration
36:16 Azra Games and Project Legends
45:06 Scopely's Mega Deal Speculations
56:40 Supercell's Marketing Shakeup