Deconstructor of Fun

AppsFlyer just took attribution off mobile and put it on the open web, and it might be the biggest unlock D2C web shops have seen yet.Josh Chandley talks with Adam Smart, Global Director of Product for Gaming at AppsFlyer, about the company's new web attribution product and its bigger bet on becoming a "Modern Marketing Cloud" spanning web, PlayStation, Xbox, and Oculus.Topics Covered:• AppsFlyer's new web attribution product• The shift from MMP to Modern Marketing Cloud• Why D2C web shops are the biggest day one unlock• Mobile UA mindset vs web UA mindset• Fraud and accountability on mobile vs web• Connecting web attribution to in-app ad networksCHAPTERS: 00:19 Why Web Attribution Matters00:33 Modern Marketing Cloud Vision03:28 Web vs Mobile Measurement Basics03:59 Neutral Attribution and ROAS Truth05:59 Why Launch Web Now08:13 D2C Web Shops and Growth11:49 Day One Studio Changes13:38 Mobile vs Web Mindsets15:15 Accountability and Fraud Reality17:37 Connecting Web and In App Ads19:54 Modern Marketing Cloud Explained23:42 Future of UA with AI28:32 AI Agents and Automation in Outlier29:30 Wrap Up and Where to Learn More

Xbox just got torched, and the math says new games can't win.Jen and Eric (two for TWIG this week) break down the biggest restructuring in Xbox history: 4,800 jobs cut, Asha Sharma unwinding Phil Spencer's entire studio buying spree, and King and Minecraft pulled in to report directly to her. Is this the setup for an Activision Blizzard 2.0 spin-out? Then they dig into fresh Newzoo data on why only 6% of the market is open to new IP, why forever games keep winning, and how growth has become an ARPU story instead of a new-player story.Topics Covered:• Microsoft cuts 4,800 jobs and 20% of Xbox's workforce• Sharma's memo and the "apex predator" restructuring playbook• King and Minecraft reporting straight to Sharma• Compulsion and Double Fine go independent with their IP• Helen Chang named Xbox's first COO, and what a single P&L signals• The spin-out theory and Activision Blizzard 2.0• Game Pass is stuck at 30 million and devaluing the $80 game• Why only 6% of the market is open to new IP• 60% of revenue coming from games five years or older• Growth as an ARPU story in the West and China• Last War, Whiteout Survival and Kingshot are proving the UA arbitrage gameCHAPTERS:00:00 - Werlcome & Agenda01:57 - World Cup Keeper Highlights03:35 - Kress's New Setup & Family Updates05:42 - NYT Games Shill07:30 - Xbox Rumors to Reality10:51 - Layoffs & Studio Shuffles13:26 - GamePass Stalls at 30 Mil14:45 - King, Mobile, and Minecraft Blindspots19:40 - Vanity Metrics Reality Check21:52 - COO PnL and Platform Model Critique24:22 - Booty Portfolio Shrinks & Next Steps25:46 - Gamepass Devalues Games27:01 - Publishers abandon Xbox28:25 - Spinout and Activision 2.030:04 - Microsoft & King Strategy32:29 - Embracer Parallel Lessons36:14 - Easy Cuts & Creative's Hard Work46:28 - Pipeline Worries for New Hits50:27 - ARPU & GTA Monetization53:11 - Mobile UA Arbitrage Reality54:58 - What Could Save the Industry

Zoe Bell is the Executive Producer of Games at The New York Times. If you've played Wordle, Connections, Spelling Bee, Strands, Letter Boxed, the Mini, or the Crossword, you've played something she helped build or bring to life. NYT has nearly 13 million subscribers, which includes the game business that features some ads but no in-app purchases and no battle pass.The players run from your group chat to the Vatican. The Pope has mentioned doing the Wordle in interviews, and Carol Burnett's celebrity Wordle group, including Julia Louis-Dreyfus and Charlize Theron, went on Jimmy Kimmel to accuse her of cheating. Her defense: there's no way to cheat at Wordle, and solving it in one guess is just an accident.Zoe sits down with Jen Donahoe to explain how a newspaper that has run for 175 years became one of the biggest names in games. They get into why the team kills 96% of the games it tries, how a subscription model reshapes the way they design and measure success, and what it takes to launch Crossplay, a full multiplayer layer on games that are fundamentally solo.They also talk about making every puzzle by hand while the rest of the industry automates, and where AI earns a place when human craft is the whole point. For anyone building games, this one is a window into the economics and the discipline behind one of the most envied portfolios in the business.CHAPTERS:00:00 Welcome and Guest Intro01:03 From Zynga to Times03:40 Culture Shock at NYT05:53 Respecting Game Expertise07:36 Apps and Platforms10:13 Subscription Monetization14:13 Who Plays These Games18:31 Democratic Game Ideation21:13 Greenlight to Launch Pipeline24:36 Testing Markets and Kill Rate26:00 Killing Prototypes Fast26:37 Morale With Low Hit Rates28:43 Testing Before Soft Launch29:19 KPIs And Portfolio Fit30:31 UA In Subscription Games36:46 Streaks And Crossplay Bonds39:14 AI Human Puzzles First46:32 What’s Next And Submissions48:17 Hiring And Tech Stack

Destiny is dead, Xbox is about to make the largest layoff in gaming history, and Google Play just completely changed how it charges developers.In this episode, we break down:• Why Sony's $3.6B Bungie acquisition was doomed from the start• What Destiny's gradual player decline actually looked like on the data• Where hundreds of laid-off Bungie developers go from here• Which five Xbox studios are being closed or sold• Why Xbox raising the Series X to $750 might be the final nail in the coffin• The unionization debate: is now the worst time to organize?• Google Play's new fee structure explained • Why Kress thinks Apple and Google wasted 20 years of developer goodwill• How a 2-person team sold 10 million copies of Mecha Chameleon in 16 days with zero marketing spend• Why the Adidas x Brawl Stars collab may have just hurt Supercell's brand• Ubisoft's surprising new hire from Amazon GamesCHAPTERS:00:00 Mobile Giants Rant00:16 Show Intro and Agenda02:39 Soccer Sidetrack04:03 Quick Shills and Corrections07:04 Sony Cuts Bungie13:15 Destiny Trends and Mobile15:37 Where Talent Goes Next17:25 Xbox Layoffs Rumors19:51 Strategy Behind Closures26:03 Unionization Debate29:51 Xbox Price Hike Fallout33:21 Console Pricing Speculation34:24 Switch Sales And Price Hikes36:09 Google Play Changes Breakdown38:53 New Vs Existing Install Fees40:33 Web Billing And Rankings41:18 Why So Complicated44:08 Level Up Program Requirements45:26 Sidekick Overlay And Data46:24 Rollout Dates And Reactions49:20 Stores Value And 30 Percent53:22 Steam Viral Hit Mecha Chameleon55:49 VC Project Financing Debate58:50 Ubisoft Hires Amazon Games GM01:00:18 Adidas Brawl Stars Marketing Lesson01:03:30 Wrap Up And Next Topics

In this episode of Puzzle Monthly, we trace Good Job Games' path from two clean exits to a struggling Match 3 launch, and break down why the studio that built Zen Match and sold its hypercasual portfolio for billions in downloads can't get Match Villains to monetize like Royal Match.Topics Covered:• Good Job Games' history, from hypercasual hits to Zenmatch's $100-150M exit• Wonder Blast and why it never escaped soft launch purgatory• Match Villains' aggressive difficulty curve and the push to shorten payback period• Why polish alone didn't save Match Villains, and what Royal Match actually got right• Royal Match vs Royal Kingdom vs Match Villains vs Piggy Kingdom• Whether Good Job Games is actually out of money, and what comes nextCHAPTERS:00:01 - Intro00:40 - Good Job Games' History and Two Exits09:11 - Match Villains Launches with $83M Raised13:27 - Wonder Blast and the Soft Launch Trap19:41 - Match Villains Gameplay Breakdown21:58 - Aggressive Funnels and Payback Period Pressure30:31 - Royal Match vs Royal Kingdom vs Match Villains41:14 - Sensor Tower RPD Data Comparison47:56 - Is Good Job Games Running Out of Money

GTA 6 finally has a price tag, Steam Machine lands with a $1,000+, and Tencent is quietly pulling out of Japan.In this episode, we break down:● Why GTA 6's $80/$100 pricing is good news for the industry● What the deluxe edition actually includes (and what it's missing)● The attach rate debate for GTA 6 on PS5 and Xbox● Why Tencent is exiting its Japanese gaming investments● Who's actually still buying game studios right now● Unreal Engine 6 and what it means for developers● Epic's new AI tools shown at Unreal Fest● Tim Sweeney's "Team Open" pitch and his war on Roblox● Who the Steam Machine is actually built for● General Intuition's $320M raise and what it means for AI in gaming● Roblox's new brand integration tax and why creators are worried● Why Queen Digital Entertainment shut down after burning $50MCHAPTERS:00:20 Welcome and Agenda02:14 Canada and World Cup Banter03:40 Seattle Roundtable Plug05:07 Mishka LinkedIn Apology07:42 LA Roundtable Recap10:15 Audience Polls and GTA Hype11:38 GTA 6 Pricing Details14:32 Deluxe Edition and Monetization17:05 Attach Rate and Online Revenue20:23 Tencent Divestment Rumors22:22 Who Still Buys Studios25:47 Bull Case and Buyouts26:06 Tencent Strategy Shift26:35 Unreal Fest Highlights26:55 Unreal Engine 6 Roadmap27:53 AI Tools in Unreal28:36 Tim Sweeney vs Roblox29:04 Team Open Vision31:26 Interoperability Debate35:00 Epic Reality Check40:53 Valve Steam Machine Pricing46:41 Who Is It For48:05 General Intuition Funding50:21 Roblox Brand Runtime Fees54:38 Creator Impact and Risks58:26 Queen Digital Shuts Down01:00:14 Wrap Up and Goodbye

Andrew Bowell, CEO of Iconic, who spent 15 years at Havok and a decade at Unity, discusses the future of game development, AI integration, and the challenges of building new game engines. He shares insights on technological shifts, AI's role in creating immersive worlds, and why his company is building an engine to “craft intelligent, living worlds”.https://iconicgames.io/02:10— The shift toward dynamic, emergent, personalized gameplay04:39— Why Iconic won’t end up in the “engine graveyard”10:13— “Intelligent living worlds” explained16:12— Dogfooding and building the engine through its own game19:35— Deterministic vs open-ended gameplay23:11— What Unity got right about AI26:52— The real paradigm shift in gaming37:59— Player-first, not technology-first46:26— Where AI adoption in games stops today51:56— Remote vs hybrid culture at Iconic

Roblox's Chief Safety Officer and VP of Safety Products join the podcast to answer the question every parent is asking: Is it actually safe?What's covered:● Why Roblox's safety chief uninstalled the app for his own daughter● The new Roblox Kids and Select accounts launching in June● How facial age verification works at scale, and how parents keep breaking it● AI moderating 150 million daily users across every server, every second● The "predator hunters" YouTube show that went viral, and why Roblox banned them anyway● How bad actors move kids off-platform to Discord and Snapchat, and what Roblox does about it● Why Roblox faces more scrutiny than TikTok or YouTube despite tighter restrictions

Microsoft is laying the groundwork to spin Xbox off, Supercell just cut 70% of Metacore's staff after burning through $180M. Meanwhile, EA just launched a real ad platform for sports games.In this episode, we break down:● Why Xbox keeps losing its top studio leadership● Whether Microsoft is actually preparing to spin off Xbox● What Sharma's first 100 days reveal about her real strategy● Why Believer raised $55M to ship an AI plugin instead of a game● How Supercell's Metacore acquisition turned into a 70% staff cut● Why EA's new in-game ad platform might actually make sense, for once● Why microdrama apps are growing fast but can't fix their retention● Why Konami's eFootball is quietly beating FC Mobile in revenue● Why Netflix's FIFA World Cup game became an instant disaster● Why the consumer apps "threat" to gaming doesn't hold up under the dataCHAPTERS:00:42 Topics Preview02:04 Shills and Events03:01 Roblox Safety Podcast04:08 Puzzle Monthly Updates06:05 Conference Island Recap08:48 Xbox News Rundown11:49 Kress on Xbox Spinout20:07 Sharma 100 Days Analysis25:32 Believer AI Plugin29:40 Metacore Acquisition Fallout33:38 EA Advertising Debate35:02 Ads In Sports Games36:34 Why In Game Ads Failed38:08 Roblox Brand Detour40:37 Micro Drama Boom41:45 Retention And Monetization44:18 Merge Drama And Subscriptions47:57 Konami Strategy And Collabs51:03 FIFA Netflix Game Rant54:38 Consumer Apps Threat Myth58:59 Attention CPI And Webshops01:02:19 IDFA Rumor And Farewell

Gossip Harbor is beating Candy Crush, Merge Mansion is going to Supercell, and the Merge genre is at an inflection point.In this episode of Puzzle Monthly, we break down the real state of Merge games in 2026, from the history of the genre to why Gossip Harbor succeeded where others failed, and what the next Merge hit might look like.Topics Covered:● The history of Merge — from Tripletown to Merge Dragons to Merge 2● Merge 2 vs Merge 3: how the economies actually differ● Why Gossip Harbor surpassed Candy Crush while Merge Mansion collapsed● The no-fail-state problem and how live ops try to solve it● Board clutter, storage frustration, and persistent board design● Sensor Tower data: Travel Town vs Gossip Harbor vs Merge Mansion● Hard order labeling and whether Match 3 lessons apply to Merge● What the next Merge game should look likeCHAPTERS:01:07 Merge Takes Center Stage02:07 Origins of Merge Games02:38 Merge Two vs Three03:48 Core Loop Explained06:03 Merge Mansion vs Gossip Harbor07:54 Live Ops Without Fail States09:40 Why Merge Feels Boring11:51 Progress and Board Order15:45 Dog Quest and Board Clutter17:45 Persistent Boards and Storage19:24 Monetization Paradox20:11 What's Next for Merge21:28 Soap Opera and Generator Ideas22:12 Persistence Makes UX Hard22:48 Persistent Boards Shift23:32 Making Merge Feel Dynamic24:28 Separate Boards Live Ops25:06 Lucky Catch Event Design26:02 Battle Pass Segmentation26:38 Why Gossip Harbor Won28:17 Merge Engine Under Hood36:24 Next Genre Innovations39:00 Cannibalization By Sequels40:53 Hard Labeling For Orders43:13 Generator Overcharge Ideas44:04 Future Focus Areas44:48 Wrap Up And Farewell

Nintendo's stock is getting hammered without a new Mario, Monopoly GO is going all-in on The Simpsons, and Liftoff is back on the public markets. Meanwhile, Xbox finally seems to be doing what it should have done years ago.In this episode, we break down:● Liftoff's IPO and the AppLovin challenge● Monopoly GO's Simpsons mega-event● How Scopely uses IP for reactivation● Apple's crackdown on low-quality apps● Xbox's biggest Summer Showcase in years● Why Xbox is bringing exclusives back● Fable, Gears, Persona 6, and Minecraft Dungeons 2● Nintendo Direct's biggest announcements● The growing mystery of missing Mario● Why Nintendo investors are getting nervous● Paramount's new gaming division● TMNT, Star Trek, Avatar, and Marvel projects● Why Hollywood struggles to make games● The missing mobile strategy at Paramount● Apple IDFA rumors and what they mean for UA● The future of AppLovin, Meta, and Google adsCHAPTERS:01:36 Minecraft Summer Parenting03:22 Quick Correction Bond Sales05:18 Liftoff IPO Breakdown06:41 UA Ecosystem and AppLovin08:37 Private Equity Red Flags10:41 Simpsons Takes Monopoly Go11:53 Why the Crossover Works15:20 UA Reactivation and Celebs19:12 Apple’s App Store Purge21:54 Xbox Showcase and Strategy25:57 Xbox Margin Unlock26:38 Platform Strategy Risks27:29 Minecraft Sales Reality28:30 Nintendo Direct Highlights30:42 Where Is 3D Mario36:12 Paramount Games Revealed38:17 Execution Over Press41:48 Mobile Missing Piece43:19 IDFA Rumor Rant46:20 If IDFA Returned48:10 Rumor Season Noise50:24 Closing The Episode

Two mobile games with a $500M annual run rate in just two years, with a fivefold revenue increase in the last 12 months alone. If you're building in mobile gaming or just want to understand what a genuine rocket ship looks like from the inside, this one's worth your time.Grand Games' founder Batuhan Çelebi built one of the fastest-growing mobile game studios in history. In this episode, Batuhan breaks down exactly how Grand Games did it: the multi-studio structure that keeps teams small and ownership real, the game greenlight process that filters out imitation before it starts, and why Turkish mobile gaming talent is pound-for-pound best in the world. We also get into the honest stuff. The capability gaps they're still closing, what happens if growth flattens, and brutal seasons of raising his first round.

Two thirds of Americans now play video games every week. That is more than 212 million people, the average player is 37, and among Boomers, more women play than men. These numbers come from the ESA's 2026 Essential Facts report, the kind of audience and demographic data most companies pay a lot of money for, free to anyone.Jen Donahoe sits down with Stanley Pierre-Louis, President and CEO of the Entertainment Software Association (ESA), the group that has represented the U.S. video game industry since 1994. He is a media and IP lawyer who leads the organization that defends games in Washington, runs the ESRB rating system, and makes the industry's case to lawmakers and parents.In this episode:Why "gamer" means something different than it used toThe older and female players reshaping the audienceWhat a $20 monthly median spend says about gaming's valueHow the ESA fights online safety and loot box legislationInside iicon, the ESA's new event connecting games to the wider economyHow to use this free data in your next project, especially for marketersLearn more about the ESA and find the report at The ESA website https://www.theesa.com/

Call of Duty is getting back to basics, Sony is pulling the plug on PC ports, and Bungie is laying off staff after Destiny 2's final update. Meanwhile, Summer Game Fest is here, and everyone has something to announce.In this episode, we break down:●  Call of Duty Modern Warfare 4, kill blocks, DMZ is back, no last-gen SKUs●  Why dropping PS4 and Xbox One could hurt units but help revenue●  GTA 6 pricing debate, is $70 leaving money on the table?●  Sony State of Play, Wolverine, God of War's female lead, and first-party sales in freefall●  Why Sony killed PlayStation games on PC and whether that math makes sense●  Xbox's content problem and why Matthew Ball won't fix it●  Summer Game Fest and the new platform are trying to make marketing spend attributable●  Niko Partners Asia and MENA report; 13 markets, $103B by 2030●  Why Western publishers still can't crack Asia●  Female gamers now make up nearly half the market in regions that were 80% male five years ago●  007 First Light, 1.5M units at launch, but does it pencil at $200M dev spend?●  Bungie layoffs, end of Destiny 2, and what happens to the studio next●  Forza 6 at 5M units and why the racing genre is basically spoken forCHAPTERS:01:52 Banter02:55 Roundtables And Updates06:01 Modern Warfare 4 Reveal09:11 Dropping Old Gen Support11:56 GTA Pricing Side Debate14:16 Branding And Korea Setting16:25 State Of Play Highlights18:18 Sony Sales Charts Breakdown19:04 PC Ports And Platform Math26:43 Xbox Strategy Argument30:03 Microsoft Content Crisis30:55 Summer Game Fest Schedule31:46 Player.gg Marketing Hub35:49 Niko Asia MENA Report38:02 D2C Mini Games AI40:56 China Growth Debate43:28 Why West Fails Asia47:58 Racing Market Locked50:44 Bond Game Economics55:11 Bungie Layoffs Fallout

Most studios still treat influencer marketing as an experiment. Match Masters, a top 150 grossing game globally, has run it as a permanent growth pillar for 8 years. Jen Donahoe sits down with Candivore's Aviv Vidro and consultant Marion Balinoff to break down the playbook behind one of mobile gaming's most disciplined influencer programs.Studios that treat influencer as a permanent pillar see compounding returns. The ones that test once and cut the channel watch their installs decline 2.7x faster. Aviv walks through Candivore's 8 year always on model, the blitz approach where 20 creators go live on the same day, and the product marketing funnel his three person team built around creators. Dedicated welcome pop ups, skill based leaderboard giveaways with tangible prizes, and retargeting mechanics that drive 6x higher in app purchases from returning players.Marion breaks down why the standard 24 hour click window is broken for influencer content, why 7 days is the floor, and why day 365 installs run 75% higher than day 30. The two also tackle vertical testing (true crime crushed it for Match Masters with female audiences aged 30 to 55, tech reviewers flopped), country penetration strategy, why TikTok still doesn't work for performance, and where influencer marketing ends and UGC begins.If you've ever been told influencer marketing doesn't work after a single test campaign, send this episode to your CMO.

Griffin just handed $100M to indie developers, Lilith is back with a pachinko creature collector that's turning heads, and Toon Blast hired Gus Fring for reasons that actually make sense.In this episode, we break down:● Griffin Gaming Partners' $100M indie fund and why project financing beats VC math for games● Why the tourists are gon,e and the OG gaming VCs are back● Embracer's endless restructuring and the Fellowship Entertainment spin-off● The full Embracer collapse timeline, 44 studios closed, 80 projects canceled● Google Play's AI-powered game discovery and what it means for your ASO strategy● Why keyword stuffing is dead and how to write for Gemini● Clash of Critters: Lilith's pachinko-core creature collector and the casualization of mid-core● Why Chinese studios didn't invent advanced casual — they just perfected it● Monopoly Go's decline and what levers Scopely has left● Coin Master Board Adventure vs Monopoly Go, is there any real competition?● Toon Blast's Gus Fring campaign and whether celebrity UA still moves the needle● Why re-onboarding lapsed players matters as much as acquiring new onesCHAPTERS:01:39 Banter Roblox and Xbox Takes02:47 Roundtable Events and Consulting Talk05:14 Quick Correction It Takes Two07:20 Google I O Play Updates10:58 ASO SEO for AI Debate14:01 Griffin Fund for Indies17:57 Why VC Math Broke21:10 Embracer Splits Again24:13 Embracer Fallout and Asset Timeline29:02 Mobile Game Data Setup29:30 Lilith Clash of Critters Deep Dive30:25 Portfolio Reality Check30:49 Grim Metrics Decline31:33 Pachinko Creature Collector32:35 Gacha And Meta Layers35:27 Why It Works Now38:01 Advanced Casual Debate41:19 Graphics And Monetization44:25 Coin Master Vs Monopoly Go48:08 Franchising And Growth Levers55:38 Toon Blast Celebrity UA01:00:21 Wrap Up And Next Week

The gaming industry has seen 24,000+ layoffs in 2024–2025 alone, and a wave of new consultants has followed. But how many of them actually chose this path?Michail Katkoff sits down with John Wright to unpack the raw, honest reality of gaming consulting: the anxiety, the income rollercoaster, the identity crisis, and the strategies that actually work.In this episode, we break down: ● Why 70% of gaming consultants are in survival mode (not thriving)● The psychological shift from exec to consultant, and why it's harder than it looks● How to avoid "doing yourself out of a job" when you succeed● The pipeline trap: when to walk away from a lead● Equity vs. cash: the risk of taking options over fees● Why fractional work is the key to staying sharp● How to build your personal brand before you need it● Who consulting is NOT for

Turkey's game industry is overheating, Xbox just hired a chief strategy officer that has the panel in meltdown mode, and Roblox is betting big on a HD pivot that could blow up in their face.In this episode, we break down:● Why Turkey is dominating the gaming landscape and what's fueling its growth● The talent shortage threatening Turkey's gaming boom● Why West Coast game development costs are becoming unsustainable● Xbox's sweeping leadership shakeup and what it signals● Why bringing in non-gaming tech executives won't fix Xbox's core problem● Matthew Ball joining Xbox as Chief Strategy Officer, and why Kress is losing his mind● Whether Xbox's real problem is content, platform, or leadership● Why Roblox's push into HD content may be fundamentally misaligned with its audience● The failure of AAA-style games on Roblox and what it reveals about the platform● Whether Roblox's Incubator and Jumpstart programs can actually attract the right developers● The tension between monetizing a young, income-capped audience and growing into a new one● Arc Raiders' content update slowdowns and what it means for the West● Why child safety compliance is becoming a bigger issue for game platformsCHAPTERS:01:34 Shilling And Updates02:56 Shooter Monthly Check In05:31 Corrections And Credits07:24 Istanbul Event Recap12:24 GamesBeat LA Highlights16:32 Supercell NA Rumors20:21 Xbox Leadership Shakeup24:28 Xbox Content Crisis25:42 Talent Exodus Warnings28:04 Matthew Ball Shock Hire33:39 Predicting the Ball Playbook37:28 Roblox HD Pivot Risks38:44 Wall Street Versus Virality41:06 Three Reasons It Wont Work45:41 Incubator Programs Reality49:44 Frontlines AAA Lesson53:09 Monetization Limits Debate54:33 Safety Tools And Wrap Up

Marathon’s player numbers are collapsing, Apex Legends is surging again, and rumors suggest Disney may be entering the extraction shooter genre.In this episode, we break down:● Why Marathon’s retention and onboarding may be fundamentally broken● Whether Bungie can still save Marathon● How Arc Raiders became the first mainstream extraction shooter hit● Why extraction shooters still struggle with accessibility● The debate around wipes, PvP pressure, and economy design● Why Apex Legends is suddenly exploding again in DAU● How Apex keeps balancing casual and hardcore players● The hidden importance of movement and traversal in shooters● Why Apex’s live service design is still among the best in gaming● The rise of bots, softer matchmaking, and more accessible BR systems● Why Disney may be working on an extraction shooter● Whether sci-fi shooters are still too niche for mainstream success● Why the extraction shooter genre may still be in its early evolutionCHAPTERS:03:11 Marathon In Trouble06:30 Why Players Bounce08:23 Saving Marathon09:42 Onboarding Versus Difficulty11:08 Marketing Retention Reality15:32 Cryoarchive Endgame Explained17:01 Tarkov Side Project Reveal22:46 Arc Raiders Update Check27:21 Live Service Reengagement30:10 Why Arc Raiders Clicks31:44 Accessibility Push Needed33:23 Sandbox Health Ideas36:19 Apex Season Surge39:02 Movement and Progression42:33 Market Forces and China46:35 Bots and Softer BRs49:02 Disney Extraction Rumor50:35 Star Wars and Fortnite Link52:21 Wrapping Up

John Wright and Vincent join Josh Chandley for the monthly deep-dive into what's actually moving the needle in mobile user acquisition.Questions we answer in this episode:● Is Sensor Tower now a monopoly, and should you be worried about pricing?● Why did Google reinstate Freecash but Apple still won't?● Is there one person at Apple secretly controlling which apps live and die?● Is Misplay buying its way to relevance, or is this a smart strategic pivot?● Does Misplay have a window to capitalize on Freecash's iOS ban?● AppLovin added more revenue this quarter than all of Unity's ad networks combined, so why are we still comparing them?● Can anything, or anyone, actually stop AppLovin at this point?

Supercell enters the toy business, Playtika fully embraces casual games, and Turkey’s puzzle game machine keeps printing hits and billion-dollar studios.In this episode of TWIG, Jen is joined by Adam, Phill, and LT to break down the biggest stories in mobile games, from Grand Games’ massive $70M raise to the deeper economics behind hybrid casual, DTC monetization, and why puzzle games are evolving beyond traditional match-3 design.Topics Covered:● Grand Games raises $70M, and why Turkey has become the world’s most concentrated puzzle game ecosystem● How government subsidies, repeat founders, and UA rebates are fueling Turkey’s gaming flywheel● Why hybrid casual puzzle games are breaking classic casual game design rules and still winning● Playtika shifts away from social casino and doubles down on casual hits like Disney Solitaire● Royal Kingdom’s aggressive celebrity UA campaign and whether it actually moved the needle● Royal Match quietly launches web shop payments and new event monetization systems● Why DTC revenue is becoming critical for casual mobile games● The “worldification” of live service games after Genshin Impact and whether open worlds are sustainable● Sega and Rovio are restructuring after disappointing mobile performance and failed synergy bets● Supercell partners with Spin Master for Clash and Brawl Stars toys● Angry Birds teams up with Subway Surfers in a new crossover event● Wordle gets a TV show because apparently everything becomes IP nowCHAPTERS: 00:13 Welcome and Episode Lineup02:08 Health Updates and Travel Plans03:03 Adam Check-In and AI RAG Tool05:25 DOF Roundtables Announcement08:55 Gran Games Funding Breakdown09:49 Turkey Puzzle Flywheel12:04 Hybrid Casual Design Debate23:47 Emotional States in Puzzle Play26:30 Playtika Shifts to Casual28:30 Playtika pivots casual29:55 D2C Mix hits 40%30:47 Royal Kingdom check-in32:44 Cannibalization and UA blitz35:11 Match 3 needs weird38:01 Royal Match goes web shop42:54 Worldification debate49:41 AI and open worlds50:50 Quick hits Wordle and toys54:18 Rovio Sega restructure59:40 Wrap-up and goodbye

Why are gaming VCs shifting capital to consumer apps? In this episode, Henric Suuronen and Harri Manninen, founding partners of Play Ventures, one of gaming's top venture funds with $500 million under management and over 100 portfolio companies, break down how they evaluate founders, why they require a two-year vesting cliff, and what co-founder conflict really looks like from the investor side. We discuss the venture capital math behind gaming startup funding, why consumer apps trade at higher multiples than games, how to read founder chemistry during a pitch, and what Play Ventures looks for in early-stage teams from Istanbul to Singapore. A personal conversation between friends who funded my startup, Savage Game Studios, before its acquisition by PlayStation.CHAPTERS: 01:54 From Mobile Games to Apps08:04 Backing Younger Hungry Teams10:45 Founder Dynamics Due Diligence15:54 Reading Founder Chemistry20:44 Giving Clear Nos and Feedback26:22 Board Truths and Founder Conflict32:31 Impulsive Founder Decisions35:54 Early Stage VC Role41:48 Ecosystem Golden Eras45:25 Scaling the VC Firm49:41 Culture Without Hierarchy55:14 Closing, Thanks, and Wrap

Supercell absorbs Merge Mansion, Xbox fires its veterans and hires from Instacart, and the math behind gaming's VC collapse finally gets laid out in full.In this episode of TWIG, Mishka is joined by Josh Chandley, John Wright, and Ethan Levy to break down the biggest moves in games this week, from Finland's most beloved merge studio quietly running out of road to why gaming VC funding has dropped 95% since 2021.Topics Covered:● Supercell acquires Metacore and why a profitable $30M a month game still couldn't survive● What the 70% layoffs tell us about liveops competition and the limits of celebrity UA campaigns● Xbox replaces 24-year veterans with Instacart execs, and whether growth engineering can fix a content problem● GameStop bids for eBay with no synergy pitch and why the meme stock era never really ended● Roblox voluntarily takes a billion dollar hit on bookings and why it might be the smartest long-term bet in the room● The math that broke gaming VC funding, from $12.5B in 2021 to $627M in H1 2025 and what founders should do insteadCHAPTERS:00:00 Cold Open Jail Joke00:11 Meet the Hosts01:47 Episode Headlines02:21 Theme Park Mario Talk03:13 Line Monetization Schemes04:40 Istanbul Events Plug05:37 Consulting Shoutout07:03 Supercell Buys Metacore08:38 Metacore Rise and Stumble10:51 UA Cuts and Layoffs20:00 Strategic Investor Dynamics23:14 Xbox Leadership Shakeup24:42 Game Pass and Content Gap26:48 Microsoft IP Live Service Vision28:59 Xbox IPs Need Long Runs29:55 GameStop Buys eBay Meme32:22 Roblox Safety Overhaul Fallout35:32 Age Verification Debate37:02 Roblox Monetization and 18 Plus43:03 Ustwo Cuts Costs Reality45:16 Freelancers Bands Model47:25 Premium Math Doesn't Work51:19 VC Funding Math Broke59:06 Is This the New Normal01:01:56 Wrap Up and Thanks

Xbox doubles down on a DAU strategy with no real plan to get there. Ubisoft keeps cleaning house while its franchises collect dust. And the most doom-and-gloom post ever written about the games industry lands on LinkedIn, and it's hard to argue with.Topics Covered:● Xbox's public memo: Rebranding back to Xbox, shifting to DAU as a north star● UK games subsidies: £28.5 million, three funding tracks, and why Turkey is still running laps around everyone● Ubisoft Canada shakeup: Four big departures, Assassin's Creed Hex in trouble, and why Tencent might be the only real solution● Marvel Rivals vs Overwatch 2● China vs the West: The structural advantages nobody talks about and what Western developers can actually do about it● The doom post: 10 reasons western gaming is structurally uninvestible, and where the guys agree and push backCHAPTERS:00:20 Show Intro and Agenda01:35 Boys Only Banter02:56 Shills04:03 Istanbul Trip Plans04:38 Division Resurgence Update07:59 Xbox Memo Breakdown17:33 UK Games Subsidies23:45 Fortnite Shampoo Ads26:55 Habi's New Game30:58 PC Pivot Reality Check32:06 China Publishers Paper Tigers32:42 Marvel Rivals vs Overwatch34:47 Blizzard Momentum Update37:24 Ubisoft Canada Shakeup43:59 Why China Dominates Mobile46:29 Creativity vs Pragmatism50:23 Game Industry Doom List

Match-3 is harder than ever to win, clones are getting taken down, and Royal Kingdom is scaling toward the top of the puzzle market.In this episode of Puzzle Monthly, we break down the real state of puzzle games in 2026, from Turkish startup funding to Supercell’s latest attempt, Pixel Flow clone drama, and whether Royal Kingdom can actually challenge Candy Crush.Topics Covered:● Turkish puzzle startups raise fresh funding and why the ecosystem keeps producing hits● Supercell tries puzzle again with Hay Day Match, and why timing might be wrong● Is Match-3 innovation dead? The debate on risk vs scale in today’s market● Pixel Flow clone gets taken down. Are copycats finally under pressure?● The real monetization strategy: UA costs, clones, and ad funnels explained● Royal Kingdom’s explosive growth and whether it can ever reach Candy Crush level● Why most new puzzle games fail, and what it actually takes to win todayCHAPTERS: 01:35 Turkish Seed Funding Wave02:13 Cheer Games and Hexa Sort Playbook05:23 Supercell Tries Heyday Match09:45 Why Match Three Is Stuck10:47 Innovation vs Scale Debate12:52 King Sequels and Meta Lessons15:56 Farm Heroes Saga Hits $2B21:08 Pixel Flow Clone Takedown23:27 Trade Dress And Platform Rules24:57 Why Copycats Make Money26:54 Clone Ads As Strategy29:52 Royal Kingdom Relaunch Story31:39 Growth Charts And Celebrity UA33:13 Can It Beat Candy Crush33:30 Paid Installs Profitability Math35:00 Organic Fame And Payback Window37:08 Cannibalization Versus Incremental38:42 Live Ops Similarities And PVE43:14 Wrap Up And Next Episode

Game Pass just got cheaper, China is rewriting the mobile market, and Ubisoft ships one of the most polished mobile games in years.Topics Covered:● Xbox drops Game Pass Ultimate by 23% and pulls Call of Duty from day one, but none of it actually fixes what's broken● Chinese, Hong Kong, and Singapore publishers now own 30% of Western mobile revenue, up from 16% in 2019● Pokémon Go surged 52% in downloads during its 30th anniversary, and why it's bigger than just one marketing event● Why the US should stop competing on mobile content and start owning platforms like Roblox, Steam, and Unreal instead● Division Resurgence is a genuinely great game with no audience in the West and one last hope, China● Disney quietly pulls 30 licensed games from Steam with no explanationCHAPTERS:01:56 Phil’s China Trip Takeaways04:19 Joachim Shoutout and Sponsor06:52 Xbox Game Pass Price Cut News10:55 Call of Duty Math Debate15:52 Mobile Market Q1 Snapshot19:53 Top Games and Pokemon Spike22:49 China Dominance and New Hubs36:43 EU: Stop Killing Games41:21 Does Preservation Matter43:55 Division Resurgence Numbers45:18 Why Shooters Need China49:42 PC Port and Controls51:02 Mobile vs Console Culture53:29 What Makes a Platform54:16 Mods Create Mega Hits59:21 Japan Builds Game IP01:01:53 Licensing vs Hybrid Bets01:03:09 Disney Steam Purge01:04:01 Hasbro Hybrid Critique01:06:33 Final Wrap and Thanks

Two kids. Zero filter. All the takes. Rocky and Mickey are back for Twig Jr., and they didn't hold back. From aging out of Roblox to explaining brain rot to calling out in-game money grabs, this is how Gen Alpha actually thinks about games.Topics Covered:● Roblox's highs and lows and what's actually gone downhill● Friend Slop and how it's replacing traditional multiplayer● Brain-rot games and why kids are starting to walk away● Why Rocky and Mickey have mostly quit mobile gaming● Discord vs iMessage and how Gen Alpha talks while gaming● Graphics vs style and why fidelity isn't everything

The mobile gaming ecosystem is shifting fast this month. We break down the shocking deplatforming of Freecash, a $500M+ rewarded ad network, and what it signals for the future of user acquisition. Then we dive into Unity’s major strategic pivot: shutting down ironSource and going all-in on Vector. Is Vector actually working, or just great marketing?Topics Covered:● Freecash ban: what happened and why it matters● The future of rewarded ad networks● Unity shutting down ironSource● Vector performance, growth, and real-world results● The ongoing battle with AppLovin

We sit down with Joakim Achren, serial entrepreneur, former GP at F4 Fund, and now AI-first founder, to talk about why he walked away from venture capital and what he's building next.Topics Covered:● The founder-turned-VC trap: why it sounds like a natural progression but has a flaw nobody warns you about● Micro-fund economics: a $10M fund pays you less than a startup salary, and you spend half your time fundraising for the next one● Why industry clout doesn't move LP capital, and the relationship mistake that cost him the raise● Gaming VC right now: why LPs burned in the COVID boom aren't writing new checks● The three-legged stool of VC — LPs, founders, co-investors — and why you're competing and cooperating with the same people simultaneously● How Claude Code became his entire publishing company and let him ship a book solo● Distribution is the last human moat: why creativity and authenticity are what AI keeps failing at● The AI productivity trap: working 18-hour days, thinking less, producing more mediocre output faster● Why he wrote a sleep book for founders, and what chronic bad sleep does to your brain in the long termJoakim's new book available now: https://sleepagain.co

A lot happened this week in games. Kids are outsmarting Roblox's age verification, Xbox is cracking under its own pricing, and Pokémon is running laps around everyone else's marketing. Topics Covered:● Roblox age tiers: Three new segments, parental controls, and why lawsuits from 8 states still aren't the biggest threat● AAA dominance debate: Is the top 20 really losing ground, or is Newzoo misleading everyone?● Xbox Game Pass: A leaked memo, two price hikes in 15 months, and ad-supported tiers on the horizon● Borderlands Mobile: A surprise US stealth launch with no monetization and onboarding straight out of 2018● Pokémon's 30th: Five games in nine months, a Super Bowl ad, Tiffany collabs, and a masterclass in franchise marketing● Destiny Rising: NetEase guts its monetization after an 80% revenue drop - too little too late?CHAPTERS: 02:26 Boss Mode Nomination04:49 Twig Jr Roblox Shill09:04 AAA Dominance Debate15:47 Roblox Age Tiers18:21 Roblox Safety and Workarounds22:45 Roblox Stock and Regulation Risk28:50 AI Tools and Kids Next32:01 Xbox Internal Memo Leak37:57 Borderlands Mobile Stealth Drop42:21 Gameplay Praise Franchise Doubts46:29 Pokemon Champions Cross Platform Push51:20 Pokemon 30th Marketing Blitz55:57 Destiny Rising Monetization Pivot58:14 Wrap Up Life Updates Florida

We sit down with Ben Porter, Director of Consulting at Newzoo, to go through their 80-page 2026 PC & Console report page by page.Topics Covered:● Newzoo calls it an Inflection Point but we call it winner-takes-more on a flat engagement base● Roblox is the #1 most played franchise on PC & Console with 50%+ playtime growth YoY but is it even a game?● The Roblox generation actively avoids AAA narrative games and what that means for traditional developers● Free-to-play is dying on consoles while premium live service titles like Arc Raiders and Helldivers steal the spotlight● Game Pass is great for playtime, terrible for premium revenue and the data proves it● The $30-$50 mid-price sweet spot is quietly becoming the most interesting battleground in gaming● 43% of PC growth came from China which wasn't even in the report

This week, we go two-on-two for a lighter, looser TWIG, but there’s nothing light about the topics.We break down the biggest shifts across film, platforms, AI, and where attention is really going. Topics Covered:● Don’t ever put Mario in the corner; he crushed it at the Box Office● Aream and Investgame report ● Take Two takes an Axe to its AI team and lets them go in advance of GTA6● Monopoly Go launches a chat App and it wasn’t an April Fools Day joke as it hits #2 in top social downloads in the US+Bonus: The life of a consultant vs. the life of a corporate employee

What to do, what to do about Marathon? The crew considers radical shock therapy with surprising answers and solutions. Deadlock pushes systems design to its logical extreme in a few shooters that are just starting to play with, but does it actually have an audience? Take bets now.We discuss:● Deadlock’s systems-first design philosophy◦ Layered stat architecture across weapon, vitality, and spirit◦ Scaling curves that turn every component into a progression vector◦ The role of the Action and X-Y-Z plane crosshairs● Marathon’s core tension: retention without acquisition◦ Strong engagement signals versus weak top-of-funnel growth◦ Why extraction shooters remain a constrained TAM◦ Arc Raiders reframing the genre through accessibility◦ Why tuning economy variables won’t solve an acquisition problem● Extraction as a product, not a feature◦ Why the loop requires full-system commitment, not a side mode◦ The importance of PvE readability and social cooperation◦ Session design, server economics, and continuous player insertion

Roblox has over 150 million daily active users, a million concurrent hits, and some of the fastest game iteration cycles in the industry. So why do so many Roblox games still fail to become real businesses? We sit down with Nick Tornow, SVP of Engine and Creator Engineering at Roblox, and Zach Letter, CEO of WonderWorks, to unpack how discovery really works on the platform, why small teams are outperforming traditional studios, and what it actually takes to build a sustainable Roblox company in 2025.Questions we answer in this episode:● Is Roblox a place to build hits or a place to build real companies?● What do outsiders still misunderstand most about Roblox in 2025?● Why are small teams able to ship hit Roblox games in just 5–6 weeks?● How does Roblox discovery actually work, and which metrics matter most?● Why is user acquisition so different on Roblox compared to mobile gaming?● What kinds of games are working now that didn’t work a few years ago?● Can traditional mobile or AAA studios succeed on Roblox, or do they need to become “Roblox-native” first?● How important are community, influencers, and social co-play to growth?● Why is ad revenue still such a small monetization pillar for most Roblox studios?● What will a successful Roblox studio look like three years from now?Michail Katkoff | Nick Tornow | Zach Letter

The industry isn’t slowing down. This week, we break down the biggest shifts across games.Topics Covered:● Disney and Epic: Why the speculation is picking up and what a bigger Disney move into games could look like● Unity’s latest shift: A strong earnings beat, the shutdown of Ironsource, and the sale of Supersonic● Studio closures and shutdowns: What the latest cuts across VR, live service, and Embracer say about the market● The Merge 2 rise: Why the category keeps growing and the debate over what’s really driving the revenue● Cookie Run’s next step: Franchise expansion and the challenge of turning one hit into something bigger● New soft-launch shooters: Ex-Supercell teams, familiar patterns, and questions about where action games fit on mobilePlus ++We also get into Tim Sweeney’s role in Epic’s future, Unity versus AppLovin in ad tech, card systems, soft-launch design, and Kress’s latest reality check on mobile.CHAPTERS: 01:14 Mario Movie Backlash03:45 Leroy Jenkins Capital06:52 Housekeeping And Corrections09:10 Disney Buying Epic Rumor12:12 Tim Sweeney Control Fight14:55 Entertainment Gaming Graveyard17:46 Unity Dumps IronSource23:22 Vector Versus AppLovin Scale26:35 Shutdowns And VR Reality Check30:46 Matthew Ball Metaverse Spat33:38 Embracer Wildland Canceled36:50 Merge Two Boom Explained42:29 Cards Drive Revenue Debate50:48 Cookie Run Franchise Bet56:50 Soft Launch Shooter Doubts01:00:22 Field Day Hands On Review01:06:06 Kress's Mobile Reality Rant01:10:16 Episode Wrap Up

The games industry is hitting another inflection point, and the "old rules" of growth are being rewritten. This week, we’re unpacking:● Google’s "Level Up" Program: Is it actually a win for devs, or just more platform gatekeeping? We look at Sidekick and the new UA economics.● The Epic Pivot: Layoffs, the UEFN "platform" gamble, and what the future of Fortnite actually looks like.● Roblox’s New Play: Their latest brand integration strategy is a massive shift for creator monetization.● The Newzoo Reality Check: PC is back, player behavior is shifting, and "mid-priced premium" is the new sweet spot.Plus ++  We dive deep into UA multiplier theory, why CPIs are lying to you, and where real growth is actually hiding in 2026.CHAPTERS:00:26 Show Intro and Agenda01:36 Quick Shills and Updates04:05 Google Level Up Explained07:27 Messaging Mess and Sidekick AI09:06 UA Multiplier and CPI Debate11:55 Sidekick Skepticism Extortion14:39 Epic Layoffs Breakdown19:05 Why Epic Lost Focus26:14 Star Wars UEFN Toolkit33:36 Newzoo Report Key Trends37:31 Report Critique And TAM Reality42:29 Premium Mid Price Debate47:39 Roblox Brand Deal Revenue Cut51:14 Creator Backlash And Platform Control56:25 Why The Brand Tax Might Help01:01:04 Final Debate And Wrap Up

The mobile ecosystem is experiencing some massive shifts this month. We dive into the real implications of Unity Vector's new D28 campaign, break down what Google’s recent fee cut actually means for your studio's growth trajectory, and unpack the wild news of AppLovin stepping out of the ad-network shadows to build its very own social network. Topics Covered:● Unity Vector's D28 campaign and its implications● Google's fee cut impact on growth● AppLovin's plans to build a social networkMichail Katkoff | Josh Chandley | John Wright

It's been 2030 days since Google pulled Fortnite, and the Epic vs. Google settlement is finally here. We sit down with AppCharge CMO Gil Tovly to read the fine print of Google’s new 15% fee, unpack the mandatory AI sidekicks in the "Level Up" program, and figure out if this is actually a win for developers going direct-to-consumer.Questions we answer in this episode:● What is the real cost of Google's new 15% fee structure?● What exactly is the "Level Up" program and why are top studios hesitating to join?● Do developers really have to integrate an AI sidekick into their games?● What does the settlement mean for existing users versus new users?● Does this change the math on building direct-to-consumer web shops?● When (if ever) will Apple follow Google’s lead and lower their App Store fees?● Is the Epic settlement a monumental win for the industry or just an anti-climactic sellout?Michail Katkoff | Gil Tovly

The Deconstructor of Fun crew is back from San Francisco, recovering from a whirlwind GDC week to break down the massive shifts hitting the industry. No prep, no scripts. Just the real conversation on whether the "lowest attendance since 2011" is a sign of a dying conference or just a more efficient executive retreat.Questions we answer in this episode:● What is the "one word" to describe the GDC 2026 vibe?● Is the 30% drop in attendance a death knell or a much-needed "senior-only" filter?● Did Tim Sweeney actually win his fight against Google, or is a 5% discount just "mice nuts"?● How will the new Google Play fee structure actually work?● Did anyone actually see a compelling AI-native game on the show floor this week?● Why is it so expensive to run real-time LLMs in a live game?● Why is a hardcore Korean MMO giant like NCSoft splurging $200M on a German rewarded-play platform?● What is the LinkedIn engagement "hack" that everyone needs to stop doing immediately?Jen Donahoe | Phil Black | Eric Kress | Mishka Katkoff

The full Deconstructor of Fun crew, all six of us, recorded live and on-site in San Francisco at the end of GDC week. No prep, no scripts. Just the real conversations from a week of side events, back channels, and late nights.Questions we answer in this episode:What's the one word that captures the mood of GDC 2025?Is GDC still relevant?What's the wildest rumor that we heard?Why is everyone at GDC publicly obsessed with AI?Did anyone actually see a compelling AI-native game this week? Where is investment money actually flowing in games right now? What's the one thing the industry needs to hear right now that nobody is saying out loud?Mishka Katkoff | Jen Donahoe | Eric Kress | Adam Telfer | Laura Toranto | Phil Black

Extraction shooters are finally confronting their identity crisis. Is Marathon the answer, or just another branch of the same lineage?Phil, Sides, and Anjos break down a pivotal moment for shooters: Highguard’s collapse, Marathon’s high-stakes launch, and Overwatch’s unexpected resurgence. The debate rage on: are we watching the evolution of battle royale into something more persistent, or just another iteration of Tarkov’s legacy?We discuss:● Highguard’s shutdown and the limits of modern marketing○ Hate-playing, sentiment collapse, and losing control of narrative post-launch● Marathon’s design thesis○ Persistent battle royale vs traditional extraction shooter lineage○ Lower friction loops, faster re-entry, and softened risk systems● The genre split○ Arc Raiders as first-principles PvE extraction○ Marathon as PvP-first with extraction layered on top● The missing innovation question○ What is Marathon’s true “Bungie leap” beyond sandbox combat + loot?● Overwatch’s resurgence○ Systems-driven live ops vs content arms race with Marvel Rivals● The future of shooter ecosystems○ Extraction, hero shooters, and the erosion of “black hole” games

Sam Aune from Sensor Tower breaks down the State of Gaming 2026 - from Battlefield 6 proving premium is far from dead, to why free-to-play is getting harder to break into, and how social indie games are driving viral success. In this episode, we go deep on mobile’s slowdown, strategy games dominating revenue, and how Chinese publishers are out-executing the West across both midcore and casual.CHAPTERS:00:00 Welcome and Report Setup00:43 State of Gaming Goes Beyond Mobile03:22 Trend One Battlefield Six Dominates05:05 Premium vs Free to Play Reality Check07:10 Hybrid Pricing and Live Ops Middle Ground09:01 Battlefield Six Marketing Playbook11:53 Indie Breakouts Repo and Peak12:31 Why Social Games Go Viral16:12 AAA Response and GTA Six Outlook18:08 Mobile Market Maturity and Consolidation20:37 Why Growth Stalls IDFA Saturation23:34 Strategy Genre Wins Worldwide26:41 Regional Genre Opportunities and New Hits28:00 Free Fire US Surge28:30 China Social Extraction28:52 Why China Wins31:47 Century Games Playbook34:23 How West Competes38:35 Indie Focus Advantage43:21 Web Store Incentives46:38 App Store Search Wars49:46 SEO Naming Strategy51:22 Report Wrap Up

We talk about how Pixel Flow scaled so quickly, why its core design works for monetization, and how games like Hexa Sort and Magic Sort helped push the sort puzzle genre forward.The discussion also covers UA, the wave of Pixel Flow-style clones appearing in the market, and whether hybrid-casual puzzle design is starting to influence traditional puzzle studios. We also touch on what kinds of mechanics might lead to the next big puzzle hit.

We discuss Turkey’s new government subsidies for game developers and why the country may become one of the most attractive places to build a studio, the uncertain future of WB Games following major media consolidation, and Discord delaying its global age-verification rollout after backlash and regulatory pressure. We also discuss the Misfits seed round from an ex-Supercell/King team, a correction around Tilting Point’s recent deal, Playtika surpassing $1B in direct-to-consumer revenue, and Ubisoft reshuffling leadership on Assassin’s Creed, along with broader conversation around monetization, web shops, and the state of the games industry heading into GDC.CHAPTERS01:53 LA Dinner and Downtown Vibes02:44 Mishka London Detour04:10 GDC Shilling and Events07:59 Tilting Point Deal Debate11:34 Appcharge Web Store Ad12:27 Misfits Seed Round Breakdown20:45 Turkey Subsidies Update23:17 Paramount Buys WB Fallout28:16 Assassins Creed Leadership Shuffle30:58 Discord Age Verification Backlash34:33 Roblox Lawsuits And Regulation36:25 Playtika DTC Numbers Breakdown38:51 Supercell Web Shop Playbook43:48 Marathon Server Slam Impressions45:07 Sales Forecasts And Sony Stakes50:58 Retention Wipes And Monetization55:23 Skate Layoffs And F2P Trap01:00:39 Gundam Collab And Sony PC Pivot01:03:57 Wrap Up And GDC Plans

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

Xbox is at a strategic inflection point. The question now is why, how, and what comes next. We break down the massive Xbox leadership shakeup, what it reveals about Microsoft’s real strategy, sharp critiques of the new CEO, and exactly what the brand must do to survive. Fresh off a hockey loss and curling cheating allegations, Adam returns to the podcast with a lot to answer for.We unpack PlayStation’s shutdown of Bluepoint Games and the broader consequences of its live service overreach. Sweden is apparently now going to run Asian MMOs, Tencent shuts down Teamy, Nexon promotes Sutherland, Gossip Harbor dethrones King, and no one can solve why this studio didn’t sell out.We tackle the Overwatch Rush debate, dive deep into Matthew Ball’s State of the Gaming, and close with one of the most unexpectedly uplifting self-care talks the game industry has heard plus a fiery argument over what the metaverse actually means. Be sure to listen closely for our upcoming GDC plans and live show announcements!CHAPTERS:00:00 Welcome and Agenda01:43 Adam Returns and Olympics Banter03:17 Puppy Update and AI Obsession04:57 GDC Plans and Live Show08:13 Corrections10:19 Xbox Leadership Shakeup12:45 Crest Rips the New CEO21:48 What Xbox Should Do Next27:44 Phil on Microsoft Motives31:48 Jen on Leadership Brand Competition38:38 PlayStation Shuts Bluepoint42:41 Live Service Overreach43:04 Tencent Shuts Teamy45:59 Nexon Promotes Sutherland50:03 Gossip Harbor Beats King52:04 Overwatch Rush Debate01:01:07 Matthew Ball Report01:14:35 Metaverse Definition Fight01:18:35 Wrap Up And Farewell

Dead as Disco went from 50,000 Steam wishlists to over 400,000 in less than a month, with over a million unique demo players and a 98% Overwhelmingly Positive rating. They are currently at 750k+ Wishlists today. Host Jen Donahoe sits down with Eden Chen, founder of Pragma and the FirstLook player relationship platform, and Adam Gershowitz, COO of Brain Jar Games, to break down exactly how they did it.Adam walks through Brain Jar's journey from a 300-person closed playtest to pulling the NDA and watching TikTok explode their community overnight, racking up over 200 million views on the Dead as Disco hashtag. Eden explains how First Look helps studios build a "golden cohort" of core fans, use in-game surveys and sentiment analysis to track player feedback at scale, and create organic referral loops that drive 10-25% community growth.The conversation also covers Discord bots as a community engagement and advertising channel, why TikTok beat Twitch for a music-based game, and how Eden is building paid inventory for core gamers in 2026 through creators, Discord servers, and player utility sites.Packed with specific tactics and real data for anyone rethinking their publishing platform and capabilities.Firstlook.gg and Dead as Disco https://store.steampowered.com/app/3404260/Dead_as_Disco/Adam Gershowitz - https://www.linkedin.com/in/agershowitz/Eden Chen - https://www.linkedin.com/in/edechen/Jen Donahoe - https://www.linkedin.com/in/jenniferdonahoe/

Meta’s apparent comeback runs headfirst into shifting UA economics, rising creative costs, and new pressure from platforms like Reddit, forcing marketers to rethink what “working” actually means. We unpack whether Meta is truly back or just delivering short-term dopamine, why in-app ads could reshape ad-monetized LTV, and how CPMs, payback windows, and creative volume are redefining the hyper-casual and hybrid playbooks. Cihan and Josh join to break down the latest Appsflyer data, Reddit’s Max campaigns, China’s UA surge, and Liftoff’s IPO and to debate whether AI is leveling the field or quietly squeezing the middle out of mobile marketing.Chapters: 00:00 Welcome to Deconstructor of Funds + UA Monthly kickoff00:17 Meet the guests: Jihan (Scaling.Games) & Josh (Wildcard Games)01:06 Today’s agenda: Meta’s return, Appsflyer report, Reddit AI ads, Liftoff IPO01:29 Is “Meta back” real? The 2.5 Gamers breakdown & the dopamine-hit spike02:52 What Meta’s actually doing: rollout strategy, templates, and market impact06:05 In-app ads explained: why Meta buying inventory could boost ad-monetized LTV07:48 Ad quality debate: intrusive formats, churn-per-impression, and broken incentives12:58 Can hyper-casual come back? CPMs, payback windows, and hybrid monetization18:38 State of Game Marketing report: shrinking US spend, growth in Turkey/India20:16 The creative arms race: AI variations, the ‘middle class’ squeeze, and rising noise23:25 AI Shrinks the Creative Gap: Small Teams Catch Up, Mid-Tier Stalls24:41 China’s UA Surge + iOS Outspending Android: Where the Scale Is Coming From25:38 30 Creatives a Day: The New ‘Tax’ of Competing in Mobile UA26:07 Ripoffs, Ethics, and Beating the Filters: The Dark Side of Creative Volume28:00 Hero Creatives Aren’t Dead—But Copy Speed Forces Smarter Variations30:16 Copying vs. Trends: When ‘Stealing’ Is Real (and When It’s Just the Market)31:40 Is the Market Really an Iceberg? US Spend Down, Web Shops, and the ‘Hidden’ Picture34:27 Reddit ‘Max’ Campaigns: Advantage+ for Reddit with a Promise of Transparency37:19 Top Audience Personas: Useful Insight or Just a Fancy Dashboard?39:34 How to Test Reddit Max: Onboarding Friction, Learning Periods, and Scalability Unknowns40:58 Liftoff Files to Go Public: Valuation, Margins, Debt, and the AI Black-Box Race45:44 What’s Liftoff’s Moat? Engine vs. Fuel, Data Advantages, and the AppLovin Comparison48:35 Wrap-Up: UA Monthly Feedback, What to Cover Next

We recap the Clash Royale creator controversy and CEO apology, dig into what’s broken with evolutions, heroes, and pay-to-win, and debate whether streamers can actually drive a comeback. We also cover Savvy’s rumored MoonTon deal, Blizzard’s updates across Overwatch, Diablo, and WoW, the slowdown in mobile games, the frozen state of M&A, and a reality check on AI in games - from hype to hard limits.00:25 Welcome & Episode Lineup (No More Car Talk)01:52 Rumor Mill + Why We’re Skipping Matthew Ball (For Now)03:10 GDC Plans, Events, and Content Plug Roundup06:00 Ad Break: Sensor Tower Pitch06:20 Clash Royale Creator Controversy Recap + CEO Apology09:44 What’s Actually Broken in Clash Royale: Evolutions, Heroes & Pay-to-Win11:45 Do Streamers Drive the Revival? Twitch Data, Correlation vs Causation13:02 PR Playbook Debate: Groveling vs Proactive Creator Celebration21:53 Savvy’s Buying Spree: $6–7B MoonTon Rumor (Mobile Legends)27:15 Overwatch Drops the “2”: DAU Surge, Live Ops, and Monetization Revamp32:43 Blizzard’s comeback tour: Diablo drops, WoW housing & Overwatch’s 10-year arc35:49 Mobile check-in: Habi’s 2026 slump and the post-Survivor.io reality38:16 The real engine behind Habi: Gorilla Games and the “publisher outgrown” problem40:36 M&A hypotheticals: Scopely, Savvy, and why deals feel frozen right now42:36 AI in games debate: calling out the hype and what actually changes the medium44:50 Why AI won’t make games cheaper: IP moats, attention scarcity, and AI-native platforms49:17 East vs West AI reality check: layoffs, pipeline bottlenecks, and player backlash risk57:03 Embark as an AI efficiency poster child? The smoke, mirrors, and AAA cost skepticism01:01:43 Closing thoughts: mobile growth is over, share-of-time wars, and next week’s plug

User-generated content (UGC) isn’t “make anything.” It’s “make something that someone cares about.” In this Deconstructor of Fun conversation, Julia Polatovska, founder of Dorian, a creator platform for mostly women + Gen Z, goes past the pitch and into the operator questions. Who creates, who wins, what monetizes, and what breaks at scale when you're building a UGC platform.Connect with Julia: www.linkedin.com/in/palatovska/