The discovery engine: data, platforms, and what comes next — featuring AppsFlyer’s Brian Murphy

Discovery isn’t just a marketing challenge. It’s the foundation of the entire business of games.In our most expansive Xsolla Conversations episode yet, Brian Murphy, Head of Gaming and Go-To-Market at AppsFlyer, joins host Lia Ballentine to unpack how discovery has evolved in a post-IDFA, privacy-first world and why the smartest studios are treating it as a full-lifecycle strategy, not just a launch tactic.Brian shares:What broke with iOS 14 and how developers are adaptingHow creative testing, influencer marketing, and CRM are reshaping the funnelWhy every company is becoming an ad network and what that means for gamesThe promise of data clean rooms and privacy-enhancing techHow top studios like Scopely and Zynga are building discovery into every phase of developmentWhether you’re launching your first game or scaling a portfolio, this in-depth look at the new rules of discovery is packed with practical insights for staying ahead.For more insights and resources, visit xsolla.com/podcast. Want to join the conversation? Follow and comment on our LinkedIn page at The Business of Games Podcast. That’s where we’ll be sharing updates, highlights, and continuing the discussion. And don’t forget to subscribe, rate, review, and share the podcast with friends who want to learn more about the business of games.