Deconstructor of Fun podcast is created by games professionals for games professionals. We explore the business side of the games industry with the goal of brin...
Value Optimization, Hybridcasual, and the Impact of AI
HYBRIDCASUAL PLAYBOOK: metahybridcasualplaybook.splashthat.com
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
0:00 Introduction and Episode Overview
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
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1:06:22
TWIG #308 Plarium Gets Raided / Take-Two Divests / EA CEO Flirts With Disney
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:
01:30 Mishka's Banter and Shills
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,
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56:53
LIVE from San Francisco with Special Guest Stars
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
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1:00:57
#307: Pokemon Game Rises, Supercell's IPO Dreams and VC Misdeeds
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
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1:06:43
Winning with Creators: How Gaming’s Marketing Strategy is Evolving
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.
Host: Jen Donahoe
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
Keywords:
influencer marketing, creator programs, gaming, Supercell, Nexus.gg, community engagement, mobile games, revenue share, content creators, game development, game development, content creators, revenue sharing, player engagement, user-generated content, mobile games, creator programs, game marketing, community building, game monetization
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Support this podcast: https://podcasters.spotify.com/pod/show/deconstructoroffun/support
Deconstructor of Fun podcast is created by games professionals for games professionals. We explore the business side of the games industry with the goal of bringing listeners content that is relevant, insightful, and entertaining on a weekly basis.
Hosts:
Michail Katkoff @mkatkoff www.linkedin.com/in/michailkatkoff/
Eric Kress @ekress
www.linkedin.com/in/erickress/
Laura Taranto @laurataranto www.linkedin.com/in/laurataranto/
Phillip Black @econosopher www.linkedin.com/in/phillip-black-economist/
Jen Donahoe @Jen_Donahoe www.linkedin.com/in/jenniferdonahoe
Support this podcast: https://podcasters.spotify.com/pod/show/deconstructoroffun/support