GameMakers

By Joseph KimLeisure Video Games

GameMakers episodes

January 30, 2025 MMPs and Attribution: What Game Studios Need to Know to Grow
Leading mobile gaming experts break down everything you need to know about Mobile Measurement Partners (MMPs) in 2025. Get insider perspectives from AppsFlyer, Wildcard Games, and industry veterans on when to use MMPs, how much they really cost, and where the industry is heading. Perfect for mobile game developers, UA managers, and studio executives looking to optimize their marketing strategy and understand the evolving role of MMPs in today's privacy-first environment.
OUTLINE:
00:00 - Introduction & Overview
03:43 - What is an MMP? Core Functions Explained
05:28 - SDK Integration Benefits
08:02 - Attribution & Performance Tracking
12:24 - Impact of IDFA Deprecation
16:32 - When Do Studios Need an MMP?
24:42 - Cost Breakdown for Studios
27:54 - Self-Attributing Networks (SANs)
32:45 - Working with Multiple Ad Networks
38:59 - Creative Optimization & AI Tools
43:08 - Data Clean Rooms & Privacy
51:09 - Open Source MMP Projects
53:52 - Future Trends in Mobile Marketing
57:47 - Industry Changes & Consolidation
1:01:02 - Final Thoughts & Recommendations
SPEAKERS:
✅ Josh Chandley. Co-founder and COO at WildCard Games.
✅ Joseph Kim. CEO at Lila Games.
✅ Brian Murphy. Head of Gaming and New Product Strategy at AppsFlyer.
✅ James O’Claire. Former COO at Bubbleye. Founder Open Attribution.
For links and additional info go to Gamemakers.com
1 hr 5 min
January 30, 2025 Why UGC Cosmetics Could be the Future of Gaming
Join us as we explore the future of user-generated content (UGC) in gaming with Playmakers, diving into why community-created content converts 30% better than studio content and how AI fits into the UGC ecosystem. Essential insights for game developers looking to scale content creation through community engagement. #GameDev #UGC #gaming Co-hosted with Anton Bernstein, CEO at Pocket Worlds.
OUTLINE:
0:00 Intro
0:40 Best game examples of UGC cosmetics
1:20 How cosmetics work in Counterstrike
3:05 The Playmakers UGC platform business
6:52 Dealing with the biggest UGC problem: Time To Penis (TTP)
9:10 Other problems: Trademarks and duplicates
10:18 Economics of enabling a UGC cosmetics platform
12:06 Balancing professional content vs. UGC content in a game
13:52 The kinds of games better adapted for UGC content
16:10 AI as a complement or competition to UGC: UGC vs. AGC vs. UGAC
20:37 In a world of infinite free content, how to give UGC items value
22:40 Biggest concerns to integrating UGC content in their games
24:40 Integration issues for integrating UGC in games
26:16 The functions required for a UGC platform
27:48 Getting over the cold-start problem getting creators to start making UGC
32:40 Can UGC content be cross-game content?
34:00 Big upcoming UGC macro trends
37:15 Depth vs. shallowness of UGC support Roblox vs. Minecraft
39:20 The trend of UGC remixing
41:35 Future Playmakers roadmap
👇 EPISODE LINKS: - Playmakers: https://www.playmakers.co/
SUBSCRIBE TO GAMEMAKERS:
- Spotify Podcast: https://spoti.fi/3Cpyq7i
- Newsletter: https://gamemakers.substack.com/
😃 —CONNECT WITH ME! —
• MY INSTAGRAM → @jokim1
• TWITTER → @jokim1
• LINKEDIN → https://www.linkedin.com/in/jokim/
— POPULAR CONTENT —
🤑 Economy of the Metaverse with Tim Sweeney https://youtu.be/h6ClJxjuRvw
ℹ️ How to Build the Amazon of Game Companies https://youtu.be/bkd2TOpKt4I
🔮 Gaming Trends | A Look Ahead at 2021 https://youtu.be/NejFzHtpiZI
🖥️ The Future of PC Gaming https://youtu.be/_QT7O3Wxi2s
🔴 Games Industry M&A https://youtu.be/65nyPk6WNrs
🔴 Netcode for Multiplayer Games https://youtu.be/tHq3PzmjhLw
🔴 IDFA Deprecation Product Impact https://youtu.be/Ojec4wGKpso
🔴 Trip Hawkins on the New High Score https://youtu.be/5egTSQ6AiRA
🔴 LiveOps F2P Best Practices https://youtu.be/tmzqqnYbjNY
47 min
January 07, 2025 Pixels & Profits | Gaming Industry 2024-2025 - Crisis, Transformation, and Opportunity
The gaming industry experienced seismic shifts in 2024, from record-breaking layoffs to China's rising dominance. In this comprehensive analysis, we break down the five key developments that shaped gaming in 2024 and what they mean for 2025.
We'll explore:
🔑 The true impact of the gaming recession
🔑 Why live service games are harder than ever to compete with
🔑 How China became a global gaming powerhouse
🔑 The surprising comeback of live operations
🔑 Why UGC platforms struggled to monetize
Plus, we'll dive into our predictions for 2025, including:
🔑 The evolution of game development models
🔑 AI's growing role in gaming
🔑 Market recovery catalysts
🔑 Companies to watch
🔑 Industry transformation ahead
Whether you're a developer, investor, or gaming enthusiast, this analysis will help you understand where the industry is headed and why it matters. Join us for an in-depth look at gaming's past year and future prospects.
Outline
0:00 - Introduction & Overview
2:15 - 2024 Year in Review Overview
3:30 - Gaming Recession Deep Dive (Industry layoffs, Shift in cost-cutting approaches)
7:45 - Live Service Games Dominance (Steam engagement statistics, Why established games maintain power)
12:30 - China's Gaming Success Story (Mobile market dominance, HD gaming breakthrough, Strategic advantages)
18:15 - Live Operations Excellence (Brawl Stars case study, Impact on game performance)
22:45 - UGC Platform Challenges (Monetization struggles, Platform economics)
26:30 - 2025 Predictions Overview
27:45 - New Development Models (Shift from traditional approaches, Efficiency focus)
32:15 - AI Integration in Gaming (Three levels of integration, Future possibilities)
37:30 - Market Recovery Catalysts (Key upcoming releases, Market conditions)
42:15 - Companies to Watch (Detailed analysis of key players, Growth opportunities)
48:30 - Industry Transformation (Workforce changes, Operational shifts)
53:15 - Conclusion & Key Takeaways
55:00 - Final Thoughts

1 hr 18 min
November 01, 2024 Economics & Advantages of Mobile Web Stores ft. Gil Tov-ly from AppCharge
We discuss the impact, economics, and advantages of mobile web stores in a deep discussion with Gil Tov-ly, the CMO of AppCharge, a company that partners with game studios to build optimized web stores.
OUTLINE:
0:00 Intro
1:13 Motivation and economics of mobile web stores: Huge 20-30% total revenue lift
3:42 Amount of transactions through web stores vs. direct IAP, what impacts more web store transactions?
9:34 How web stores can support VIP spenders
10:40 Typical web store support provided by companies like AppCharge
11:40 impact of web stores
13:48 The player experience with web stores
18:32 breakdown of support services to help developers roll out a web store
25:25 How to evaluate webstore partners
28:25 Current legal and regulatory environment around web stores - what are the limitations?
31:18 Rise of alternative app stores and side-loading
32:30 Building direct relationships with customers by having your own web store
36:25 What does the future look like for player monetization channels in 5-10 years
39:30 More info about AppCharge - what is their promotional pitch?
👇 EPISODE LINKS:
- AppCharge: https://appcharge.com/
- Gil Tov-ly: https://www.linkedin.com/in/giltovly/
SUBSCRIBE TO GAMEMAKERS:
- Spotify Podcast: https://spoti.fi/3Cpyq7i
- Newsletter: https://gamemakers.substack.com/
😃 —CONNECT WITH ME! —
• MY INSTAGRAM → @jokim1
• TWITTER → @jokim1
• LINKEDIN → https://www.linkedin.com/in/jokim/
— POPULAR CONTENT —
🤑 Economy of the Metaverse with Tim Sweeney https://youtu.be/h6ClJxjuRvw
ℹ️ How to Build the Amazon of Game Companies https://youtu.be/bkd2TOpKt4I
🔮 Gaming Trends | A Look Ahead at 2021 https://youtu.be/NejFzHtpiZI
🖥️ The Future of PC Gaming https://youtu.be/_QT7O3Wxi2s
🔴 Games Industry M&A https://youtu.be/65nyPk6WNrs
🔴 Netcode for Multiplayer Games https://youtu.be/tHq3PzmjhLw
🔴 IDFA Deprecation Product Impact https://youtu.be/Ojec4wGKpso
🔴 Trip Hawkins on the New High Score https://youtu.be/5egTSQ6AiRA
🔴 LiveOps F2P Best Practices https://youtu.be/tmzqqnYbjNY
44 min
October 30, 2024 Game Industry Hot Takes: Ubisoft's Struggles, Unity's Revival, and Microsoft's Game Pass Gambit
A deep dive into the most pressing topics in gaming with industry veterans discussing recent developments, challenges, and future outlooks.
⏱️ Timeline/Chapters:
00:00 - Introduction
01:05 - Ubisoft's Current State & Challenges
14:35 - Unity's Turnaround Story
31:20 - AppLovin Deep Dive
39:15 - China Gaming Market Update
49:40 - Microsoft-Activision Deal Impact
56:10 - Roblox & Hindenburg Report Discussion
📝 Description:
Join us for an in-depth discussion of the hottest topics in gaming! Industry veterans break down recent developments at major gaming companies and what they mean for the future of the industry.
We analyze Ubisoft's ongoing struggles, Unity's attempted turnaround under new leadership, AppLovin's rising dominance in mobile advertising, China's gaming market dynamics, and the implications of Microsoft's Activision acquisition. Plus, a quick take on the recent Roblox controversy.
Topics include:
• Why Western AAA game development is struggling
• Unity's technical improvements and business challenges
• AppLovin's market dominance in mobile advertising
• China gaming market outlook and geopolitical risks
• Microsoft's Game Pass strategy and the future of gaming subscriptions
• Latest industry M&A activity and valuations
Whether you're a game developer, industry executive, or just interested in the business of gaming, this discussion provides valuable insights into where the industry is headed in 2024 and beyond.
1 hr 7 min
October 24, 2024 EXPOSING Mobile Performance Marketing Secrets! UA in 2024 and Beyond with Warren Woodward
Warren Woodward, co-founder and CMO at Upptic, provides real, no-nonsense advice about the current state of mobile performance marketing.
What are the current problems and issues in the market and how can studios grow their player base through mobile user acquisition today?
OUTLINE:
0:00 Intro
0:47 Why Warren is great to talk to about UA
2:00 Current state of mobile marketing & UA: What’s working and not working
12:50 What IDFA really did to mobile marketing
15:30 What happens if fingerprinting goes away
21:50 The problem with imprecise data
25:10 What are the channels and tactics that are currently successful
Applovin vs. Unity
31:37 Modern-day performance marketing team structure and staffing
40:19 The importance of unifying teams and data for success - avoiding the “blame game”
45:30 Advantages of UA at massive scale
52:37 Is the future of UA all about “brutal efficiency”?
👇 EPISODE LINKS:
- Warren Woodward: https://www.linkedin.com/in/warrendwoodward/
- Upptic: https://upptic.com/
SUBSCRIBE TO GAMEMAKERS:
- Spotify Podcast: https://spoti.fi/3Cpyq7i
- Newsletter: https://gamemakers.substack.com/
😃 —CONNECT WITH ME! —
• MY INSTAGRAM → @jokim1
• TWITTER → @jokim1
• LINKEDIN → https://www.linkedin.com/in/jokim/
58 min
August 18, 2024 Chinese Gaming Giants: Tencent vs. Netease | Pixels & Profits
We dive deep into the fierce competition between Tencent and NetEase—two titans shaping the global gaming landscape.
Discover how these companies are navigating the challenges of the Chinese market and their strategies for international expansion.
We also share our personal experiences about Tencent and provide insider insights you can't find anywhere else.
Don't forget to like, comment, and subscribe for more industry insights! 🚀 #Gaming #Tencent #NetEase #GameIndustry #PixelsAndProfits
OUTLINE:
0:00 Intro
1:50 Tencent business overview
4:50 Tencent margins & operational efficiency
8:06 Tencent internal studios
10:30 How Tencent worked with Glu - Brian and JK personal stories
18:15 The Tencent game dev model
21:08 Potential IP conflicts - Apex Legends Mobile case study
23:40 Tencent as bully
25:22 Tencent game company holdings
27:16 Tencent key growth opportunities
33:50 Tencent key challenges
40:55 Geo-political factors involved with Tencent
47:07 Tencent valuation
51:51 Netease business overview
54:21 Brian’s take on new Netease survival game
56:00 Netease internal studios
57:34 Netease growth opportunities
1:01:55 Netease valuation
1:02:55 Netease challenges
1:04:03 Tencent vs. Netease future outlook
SUBSCRIBE TO GAMEMAKERS:
- Spotify Podcast: https://spoti.fi/3Cpyq7i
- Newsletter: https://gamemakers.substack.com/
😃 —CONNECT WITH ME! —
• MY INSTAGRAM → @jokim1
• TWITTER → @jokim1
• LINKEDIN → https://www.linkedin.com/in/jokim/
— POPULAR CONTENT —
🤑 Economy of the Metaverse with Tim Sweeney https://youtu.be/h6ClJxjuRvw
ℹ️ How to Build the Amazon of Game Companies https://youtu.be/bkd2TOpKt4I
🔮 Gaming Trends | A Look Ahead at 2021 https://youtu.be/NejFzHtpiZI
🖥️ The Future of PC Gaming https://youtu.be/_QT7O3Wxi2s
🔴 Games Industry M&A https://youtu.be/65nyPk6WNrs
🔴 Netcode for Multiplayer Games https://youtu.be/tHq3PzmjhLw
🔴 IDFA Deprecation Product Impact https://youtu.be/Ojec4wGKpso
🔴 Trip Hawkins on the New High Score https://youtu.be/5egTSQ6AiRA
🔴 LiveOps F2P Best Practices https://youtu.be/tmzqqnYbjNY
1 hr 1 min
August 16, 2024 Mastering F2P Cosmetics Monetization in Games
Anton Bernstein, CEO of Pocket Worlds, discusses the intricacies of cosmetics monetization in free-to-play games. Learn about player motivations, game design considerations, primary vs. secondary markets, and cultural differences in monetization strategies. Gain valuable insights on key metrics and best practices for successful cosmetic-based revenue in games like Fortnite, CS:GO, and High Rise.
OUTLINE:
0:00 Intro
0:45 Most important topics around cosmetics monetization
2:11 Anton Bernstein background and Pocket World business
3:17 The kinds of games that sell cosmetics well:
6:20 How does Fair to play vs. free to play impact cosmetics sales
11:48 How necessary is high engagement to cosmetics sale?
14:16 How does 1st vs. 3rd person perspective impact kinds of cosmetics sales?
16:38 How does motivation around vanity vs. speculation impact cosmetics sales?
21:00 The best games to study for F2P cosmetics monetization
23:40 ARPU and spend depth for cosmetics sales
27:50 Form of cosmetics sales that perform best: Battle pass, loot box, etc.
31:50 The importance of big IP and scale to sell cosmetics well
35:00 Player motivations behind buying cosmetics
38:55 Cosmetics monetization East vs. West
45:00 Primary vs. secondary markets - developer business model
52:47 KPIs and metrics to watch for cosmetics sales
55:50 Dangers of selling cosmetics
57:32 Final message and contacting Anton
👇 EPISODE LINKS:
- Anton Bernstein, CEO of Pocket Worlds: https://www.linkedin.com/in/antonber/
- Pocket Worlds: https://www.pocketworlds.com/
SUBSCRIBE TO GAMEMAKERS:
- Spotify Podcast: https://spoti.fi/3Cpyq7i
- Newsletter: https://gamemakers.com/
1 hr
July 21, 2024 Brawl Stars Godzilla Event Product Roundtable Discussion | Liquid & Grit x Gamemakers
We partnered with Liquid & Grit to discuss the Brawl Stars Godzilla event, which had a massive impact on Brawl Stars' revenue and downloads.
- Highest weekly revenue ever
- 59% revenue increase and 107% downloads increase 3Wo3W
We review the event and discuss the implications and lessons learned.
Discussion Outline:
00:00 - Introduction of the roundtable, Joseph Kim, and the participants.
00:12 - Introduction of Joseph Kim and his work.
01:18 - Overview of Brawl Stars and its game modes.
02:07 - Discussion on the popularity of Brawl Stars among kids.
03:08 - Joseph Kim discusses game design and the success of isometric games.
03:50 - Comparison between Brawl Stars and Wild Rift in terms of game depth and modes.
04:42 - Observations on the female player base in Brawl Stars.
05:50 - Insights on why kids prefer Brawl Stars, focusing on game modes
.06:37 - Discussion on the decline of Fortnite and its impact on Brawl Stars.
07:33 - Introduction to the Godzilla event, its content, and game modes.
09:38 - Analysis of the event's impact on revenue and downloads.
11:18 - Explanation of event mechanics, including Monster Eggs and mutations.
13:02 - Discussion on player reactions to the temporary nature of mutations.
14:52 - Community reactions to pay-to-win elements and their temporary nature.
16:26 - Speculation on the potential return of the Godzilla event in the future.
17:18 - Discussion on the game mode experience and its balance.
18:40 - Participant's experience with the event and mutations.
20:53 - Discussion on club engagement and the club event mechanics.
21:46 - Description of the Godzilla City Smash game mode.
23:36 - Thoughts on the choice of the Godzilla IP for the event.
25:55 - In-depth discussion on the temporary nature of mutations and player perceptions.
27:04 - Considerations on event mechanics and their impact on player engagement and revenue.
28:30 - Speculations on legal implications of temporary in-game purchases.
30:17 - Discussion on the complexity of the event and its execution.
32:14 - Participant's views on the event's entertainment value and economic impact.
52:05 - Final thoughts on the event's design, economy, and player engagement.
53:41 - Closing remarks and thanks to participants.
54 min
May 31, 2024 Rise and Fall of Embracer Group | Implications for the Future of Games M&A
0:00 Intro
1:42 Background on FunPlus
2:35 Embracer Group - Historical context and current status, including breakup
6:06 Why did Embracer break up? What form of game industry consolidation makes sense?
7:40 When do company synergies make sense for game studio consolidation?
9:40 Comparison of Zynga vs. Embracer M&A strategy, Zynga’s historical M&A context
14:00 Could Embracer’s consolidation strategy have worked out? How?
16:00 Embracer’s lack of centralization functions and impact of debt to break up
19:31 Impact of easy money on M&A in 2021/2022 and then after
21:45 Outlook for Embracer split-off companies
25:38 Lars’ role in the new split-off Embracer companies
26:50 Impact of trading on the Swedish exchange
29:08 Importance of post-acquisition integration
36:22 Chris’ take on advantages of scale for gaming studios - ideal level of scale
41:08 Matt’s thoughts on game studio scale
42:30 Value from sharing best practices
47:09 Thoughts on how big studios will consider Roblox more seriously
50:05 Will FunPlus consider acquiring one of the Embracer companies?
51:47 What is the outlook for M&A in 2024 and beyond?
SUBSCRIBE TO GAMEMAKERS:
- Spotify Podcast: https://spoti.fi/3Cpyq7i
- Newsletter: https://gamemakers.substack.com/
😃 —CONNECT WITH ME! —
• MY INSTAGRAM → @jokim1
• TWITTER → @jokim1
• LINKEDIN → https://www.linkedin.com/in/jokim/
— POPULAR CONTENT —
🤑 Economy of the Metaverse with Tim Sweeney https://youtu.be/h6ClJxjuRvw
ℹ️ How to Build the Amazon of Game Companies https://youtu.be/bkd2TOpKt4I
🔮 Gaming Trends | A Look Ahead at 2021 https://youtu.be/NejFzHtpiZI
🖥️ The Future of PC Gaming https://youtu.be/_QT7O3Wxi2s
🔴 Games Industry M&A https://youtu.be/65nyPk6WNrs
🔴 Netcode for Multiplayer Games https://youtu.be/tHq3PzmjhLw
🔴 IDFA Deprecation Product Impact https://youtu.be/Ojec4wGKpso
🔴 Trip Hawkins on the New High Score https://youtu.be/5egTSQ6AiRA
🔴 LiveOps F2P Best Practices https://youtu.be/tmzqqnYbjNY
55 min

About GameMakers

From the publisher's feed

The GameMakers podcast publishes current, entertaining, and in-depth discussions on F2P game development. Topics that we cover include the business of games, F2P monetization, liveops, game design,…