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Meta Is Back in the Game. Here's What That Actually Means. episode artwork

EPISODE · Mar 2, 2026 · 51 MIN

Meta Is Back in the Game. Here's What That Actually Means.

from Deconstructor of Fun · host Deconstructor of Fun

Guy Meiboom, Meta’s US EMEA Gaming Director, breaks down what actually happened to gaming performance after ATT and why Meta had to rebuild its gaming org from the ground up. From creative velocity and algorithmic reach to geo lift testing and UA funding, this episode focuses on execution. Not theory. Not slides. The uncomfortable middle between marketing, product, and capital allocation.If you’re scaling a mobile game in 2026, this conversation is about the mechanics that matter and the habits you may need to unlearn.CHAPTERS: 00:00 Post ATT Reality Check01:08 Why Gaming Needed Its Own Org06:10 What Works Now In UA09:34 AI Moats And Creative Diversity14:34 Guardrails Versus Clickbait Ads18:20 Attribution Mistakes Get Expensive24:53 Long Term ROAS And Source Of Truth27:08 Lift Testing Playbook29:06 Future UA Roles Map31:17 Macro Outlook for Gaming35:04 Mobile Downloads and Scaling39:05 UA Funding and Capital41:12 Learning from China43:49 Unlearning Marketing Habits46:30 Apps vs Games Lessons48:01 Challenge the Status Quo

What this episode covers

Guy Meiboom, Meta’s US EMEA Gaming Director, breaks down what actually happened to gaming performance after ATT and why Meta had to rebuild its gaming org from the ground up. From creative velocity and algorithmic reach to geo lift testing and UA funding, this episode focuses on execution. Not theory. Not slides. The uncomfortable middle between marketing, product, and capital allocation.If you’re scaling a mobile game in 2026, this conversation is about the mechanics that matter and the habits you may need to unlearn.CHAPTERS: 00:00 Post ATT Reality Check01:08 Why Gaming Needed Its Own Org06:10 What Works Now In UA09:34 AI Moats And Creative Diversity14:34 Guardrails Versus Clickbait Ads18:20 Attribution Mistakes Get Expensive24:53 Long Term ROAS And Source Of Truth27:08 Lift Testing Playbook29:06 Future UA Roles Map31:17 Macro Outlook for Gaming35:04 Mobile Downloads and Scaling39:05 UA Funding and Capital41:12 Learning from China43:49 Unlearning Marketing Habits46:30 Apps vs Games Lessons48:01 Challenge the Status Quo

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Meta Is Back in the Game. Here's What That Actually Means.

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How long is this episode of Deconstructor of Fun?

This episode is 51 minutes long.

When was this Deconstructor of Fun episode published?

This episode was published on March 2, 2026.

What is this episode about?

Guy Meiboom, Meta’s US EMEA Gaming Director, breaks down what actually happened to gaming performance after ATT and why Meta had to rebuild its gaming org from the ground up. From creative velocity and algorithmic reach to geo lift testing and UA...

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