Deconstructor of Fun

Can someone really grow from 3D artist to GM of a billion-dollar title — without switching companies, logos, or careers? SciPlay’s Justin McFarlane did just that, and his story is a masterclass in product-first leadership and long-term growth. 03:48 Navigating Remote Work Challenges and Team Engagement 07:10 Making Tough Decisions: Prioritizing Team Cohesion 15:56 Transitioning Teams: Managing Relocation and Operations 19:05 The Importance of Listening in Leadership 27:57 From Artist to General Manager: Career Growth Insights 39:09 The Importance of Purpose in Work 45:22 Understanding LiveOps: The Key to Success 56:06 Balancing LiveOps and New Game Development

Get the AppsFlyer Creative Report: https://shorturl.at/Mjaiz The crew jumps into a galaxy of transmedia takes with May the Fourth and how IPs stretch across games, shows, and beyond—sometimes elegantly, sometimes painfully. We dissect the long-awaited GTA 6 trailer and release window, then shift gears into Dream Games’ latest raise and what it says about Turkey’s still-thriving gaming ecosystem. The team breaks down Super League’s acquisition of Super Social and digs into Roblox’s beast-mode growth metrics and smart (if aggressive) pricing strategies. There’s love for Expedition 33, curiosity around Overwatch’s new stadium mode, and a sharp look at the Epic vs. Apple legal saga—culminating in a bold discussion on the future of app store economics and a tip of the hat to the ever-controversial Tim Sweeney. 02:13 May the Fourth and Transmedia 18:18 GTA 6 Trailer and Release Date 23:03 Dream Games Investment and Turkey's Gaming Ecosystem 32:35 Super League Acquires Super Social 34:13 Roblox's Impressive Growth Metrics 39:08 Roblox's Pricing Strategies 43:43 Expedition 33's Success Story 47:07 Overwatch's New Stadium Mode 50:43 Epic Games vs. Apple: The Legal Battle 55:57 The Future of App Store Economics 01:09:31 Thank You, Tim Sweeney

🚨 Deconstructor of Fun Exclusive — We’re releasing the UNCUT version of our legendary interview with Javier Ferreira, co-CEO of Scopely. This is the twice-as-long version only a handful of insiders have ever heard before. In this rare, candid, and *fully unfiltered* conversation, Javier breaks down Scopely’s transformation from a $12M startup to a $3B+ revenue machine. Why *Monopoly GO!* succeeded where so many IP-based games fail. How Scopely builds “learning machines,” not just game teams, and the secrets to long-term conviction, even in the face of failure If you want the real story behind the game industry’s biggest hit — and how Scopely is building the definitive free-to-play company — this is the one to watch. 01:11 The Role of a CEO in Company Success 07:06 Company Culture and Learning 19:54 Challenges and Successes with IP Partnerships 29:30 The Process of Game Development 38:37 The Role of Intervention in Product Strategy 40:45 The Responsibilities of a GM 49:47 The Impact of the Savvy Acquisition 01:04:31 Advice for Laid-Off Game Developers 01:10:08 Exciting Future Prospects in the Gaming Industry

In this emergency podcast episode, Mishka Katkoff and Maor Sason, CEO and co-founder of AppCharge, discuss the implications of the recent Epic vs. Apple ruling, which allows developers to link to external payment methods. They explore the potential benefits for small to medium-sized studios, the strategies larger publishers can adopt, and the importance of building customer relationships through loyalty programs. The conversation emphasizes the need for developers to act quickly and adapt to the changing landscape of mobile gaming and payment methods. 00:00 Introduction to the Emergency Podcast 05:41 The Impact of the Epic vs. Apple Ruling 12:35 Strategies for Developers Post-Ruling 19:39 Long-Term Considerations for Developers 27:41 Building Customer Relationships and Loyalty Programs

We start where we ended last week: the $50M Royal Match campaign and the issue of overspending. Then it's all about Discord’s new CEO and how that signals a potential pivot toward enterprise, ending the platform’s gaming-first DNA. Then, the crew covers NetEase’s sudden executive shakeup and the surprising Delta Force vs. Call of Duty Mobile battle before unpacking Blizzard’s Nexon partnership in Korea. We cap it off with an explanation on why VCs are suddenly frothing over AI in gaming. 02:39 MAU Event and Fireside Chat 04:15 Royal Match Campaign Follow-up 19:53 Discord's New CEO and Future 29:26 NetEase Executive Departures 33:19 AI in Gaming Venture Capital 37:12 Delta Force vs. Call of Duty Mobile 41:08 Blizzard's Publishing Strategy: Nexon Partnership 46:34 The Impact of Distribution Duopoly on Gaming 53:35 The Future of Game Distribution and Innovation 01:02:55 Web Shops and the Changing Revenue Landscape

Alexei Chemenda, CEO and co-founder of Poolday.ai, discusses how AI enables marketers to focus on strategy and storytelling. Discover the future of personalized video ads, the evolving role of A/B testing, and the importance of combining creative and analytical skills in marketing. 00:00 Introduction: Misconceptions About AI in Marketing01:53 Revolutionizing Ad Creation with AI02:53 Personalization and Creative Control04:15 Continuous Creative Cycle04:37 AI in Gaming and Brand Marketing09:22 Balancing Volume and Quality in AI-Driven Marketing16:37 Predictive Analytics and Data Fluency20:19 Future Skills for Marketing Leaders23:13 Enhancing Human Creativity with AI25:22 Conclusion and Contact Information

Mishka Katkoff sits down with Uri Marchand, CEO of Overwolf, to break down how user-generated content (UGC) is quietly reshaping the gaming industry. They dive into Overwolf’s mission to turn in-game creation into a viable profession, and why modding — once a hobby for the few — is now a legitimate career path for thousands. This isn’t just about mods anymore — it’s about the future of gaming economies. 00:00Introduction to Overwolf and UGC0 4:05 The Evolution of Modding in Gaming 06:56 Industry Trends: Embracing UGC 10:05 Challenges and Opportunities in Modding 13:17 The Role of Platforms like Roblox and Fortnite 16:32 Balancing Creator Support and Developer Benefits 19:37 Sustainability of the Modding Economy 22:23 Revenue Share Models in the Creator Economy 25:34 The Impact of AI on Modding 29:14 The Power of AI in Game Development 30:15 Democratizing Game Creation 31:01 Challenges in Scaling Overwolf 33:51 Overcoming Investment Hurdles 37:41 The Future of Overwolf and Gaming 43:24 Innovations in User-Generated Content 45:39 Changing Mindsets on Premium Mods 48:17 Disruption in the Gaming Industry 52:09 Lessons Learned from Overwolf's Journey

The crew unpacks a week of spicy news and strategic contradictions, starting with Supercell’s latest investments and how VC incentives often clash with long-term game building. We weigh in on GamesBeat’s move to independence, the ongoing esports funding debate, and whether Netflix’s Rebel Moon game is a flex or a fumble. Valorant Mobile’s China launch signals Riot’s next big move, while Tencent continues to dominate with titles like Gunfight King. The team dives into Disney’s Solitaire push, Habby's intriguing new soft launch, and the return of Royal Kingdom’s celebrity-fueled ad campaign—capped off by a heated debate: do TV ads still move the needle for mobile games, or are we watching legacy marketing die in real time? 01:56 Industry News Highlights 02:47 Supercell Investments Analysis 05:35 VC Contradictions and Incentives 17:43 GamesBeat Independence 20:17 Esports Investment 22:31 Oblivion 24:15 Netflix's Rebel Moon Game 31:00 Valorant Mobile Launch in China 32:36 Gunfight King and Tencent's Gaming Dominance 33:19 Disney Solitaire 40:00 Habby's New Game in Soft Launch 46:33 Royal Kingdom's Celebrity Ad Campaign 48:44 Debating the Effectiveness of TV Ads for Mobile Games 01:06:53 Concluding Thoughts on Marketing Strategies

Lightspeed’s Moritz Baier-Lentz joins us for a no-holds-barred conversation on venture capital, gaming, and the inner workings of multi-billion-dollar venture funds. No fluff—just real talk about fund math, spotting exceptional founders, the future of AI in gaming, and why most investments won’t work out (and why that’s okay). 00:00 from pro-gamer in Diablo II to Goldman Sachs to Lightspeed VC 10:00 The Lightspeed model 18:00 How Moritz spots truly exceptional founders (hint: not a checklist) 24:00 Fund math 101 30:00 Studio investing vs. tech investing in games 36:00 How consolidation is reshaping gaming M&A (and why it’s a big deal) 43:00 Speedrun, a16z’s gaming accelerator: innovation or red flag? 51:00 Debunking big VC myths 58:00 The future of gaming: AI, generative content, and creating the next Roblox 1:05:00 How Lightspeed wins competitive deals—and what founders should ask VCs 1:12:00 Is raising VC money harder now? Yes. But here’s why it’s still a golden era. 1:20:00 Final thoughts: investing at the edge of what’s possible

Kress is fresh back from Turkiye, sharing on-the-ground insights before diving headfirst into the week’s big beats. We break down Epic Games Store’s revenue, debate the Minecraft movie’s potential for franchise dominance, and unpack the latest M&A and investment trends shaping gaming’s future. Inflation’s creeping impact on game pricing gets a hard look, while the crew wrestles with the evolving MTX and revenue models. Things heat up with Marvel Rivals throwing punches at Overwatch, a sharp take on Western vs. Eastern LiveOps strategies, and a no-holds-barred discussion about Bungie’s Marathon pivot into extraction shooters. To wrap, a quick (and slightly roasted) look at Kingdom’s celebrity-packed ad campaign. 00:00 Introduction and Host Introductions 03:09 Chris' Insights from Turkey 07:02 Epic Games Store Revenue Discussion 13:30 Minecraft Movie and Franchise Management 21:07 M&A and Investment Trends in Gaming 29:47 Game Pricing and Inflation 30:31 MTX and Revenue Models 32:59 Marvel Rivals vs. Overwatch 37:33 Western vs. Eastern LiveOps 44:24 Marathon: The Extraction Shooter 58:13 Kingdom's Celebrity Ad Campaign

In this episode of Deconstructor of Fun, Jen Donahoe is by Charles Hambro, CEO and Co-Founder of GEEIQ, and Matt Edelman, President and CEO of Super League, to dive deep into the evolving world of brand activations and UGC (user-generated content) in gaming. We explore how brands navigate virtual worlds, the ROI of successful campaigns, and why gaming audiences are more valuable than ever. The conversation spans the rise of playable ads, IAB standards, and the growing distinction between branded content and traditional ads. Charles and Matt also share their insights on the future of campaign-based activations and why entertainment brands are doubling down on gaming. 00:00 Introduction to Brand and UGC Activations 04:57 UGC and Virtual Worlds 07:44 Brand Activations 15:47 ROI and Success Stories 21:02 Challenges and Future of UGC Platforms 27:12 The Power of Gaming Audiences 27:45 Mobile Advertising 29:00 Playable Ads 29:42 IAB and Playable Ad Standards 31:34 Engaging Audiences with Playable Ads 35:49 Branded Content vs. Traditional Ads 36:41 The Future of Branded Content in Gaming 42:40 The Importance of Campaign-Based Activations 44:47 Entertainment Brands in Gaming 46:59 Concluding Thoughts and Future Trends

In this week’s episode of This Week in Games, we’re joined by special guest Chris Sides for a jam-packed conversation covering everything from transmedia storytelling to the latest moves in the gaming industry. We dive into the surprising momentum behind the Minecraft movie, explore Gen Z trends and market predictions, and unpack Netflix’s bold push into interactive fiction. Plus, we break down A16Z’s new Speed Run initiative, take a close look at Supercell’s evolving investment strategy, and compare War Robots to the newly launched Steel Hunters. 00:00 Introduction and Host Introductions 01:58 Special Guest Chris and His Background 02:49 Transmedia and Pop Culture Discussion 03:48 Industry Updates and News 07:03 Podcast Highlights and Recent Episodes 09:21 Minecraft Movie Success 16:54 Gen Z and Market Predictions 20:48 Netflix's Interactive Fiction Strategy 28:44 Speed Run Initiative by A16Z 30:22 Supercell's Investment Strategy 31:19 Supercell's Investment Philosophy 32:54 Supercell's Investment History and Performance 43:14 Blueprints: The Best Rated Game of 2025 49:21 RE's Latest Deck Recap 53:36 Steel Hunters: Early Access and Unreal Engine 01:03:02 War Robots vs. Steel Hunters01:05:02 Conclusion and Farewell

In this episode, Deconstructor of Fun’s Michail Katkoff sits down with Tobias Knoke — long-time Googler, gaming industry expert, and Gen Z whisperer — to unpack what game developers need to know right now about the fastest-growing and most misunderstood audience in gaming. 👉 Learn why Gen Z is about to become the biggest spending group on mobile 👉 Why they’re less loyal to individual games, and how to win them back 👉 How to build creator strategies that actually work 👉 What Gen Z hates about ads — and what they love 👉 How AI is quietly reshaping game development (and why Gen Z doesn’t care) 🧠 Read more at: www.deconstructoroffun.com 00:00 The State of Gaming Post-Pandemic 03:51 Understanding Gen Z's Gaming Behavior 06:53 Strategies for Engaging Gen Z 10:05 The Role of Creators in Gaming Marketing 12:52 Building Effective Creator Strategies 15:43 The Impact of Social Connections on Gaming 18:43 Achieving Escape Velocity in Game Launches 33:38 Navigating Competition in Mobile Gaming 36:52 Understanding Gen Z's Unique Gaming Preferences 41:23 Ad Monetization Strategies for Gen Z 46:53 High Expectations and LiveOps for Gen Z 49:37 The Role of AI in Game Development Gen Z, gaming strategies, mobile gaming, creator marketing, ad monetization, LiveOps, AI in gaming, audience engagement, gaming behavior, influencer strategies

GDC’s over, but the takes are still hot. Eric Kress recaps the chaos and questions Dark Legion’s staying power, while Phil gives the Game Craft boys a well-deserved nod. Then it’s Switch 2 speculation time: is Nintendo finally back in the power game? Meanwhile, Roblox cozies up to Google for rewarded ads—what does that mean for the ecosystem? Meanwhile, AppLovin fights off short seller heat while asserting market dominance. Plus, Tencent’s playing the long game with Ubisoft, again—no surprise, but lots to unpack. 02:12 GDC Highlights and Dark Legion Update 03:18 Game Craft Podcast 05:27 CEO Interviews and App Charge Partnership 07:31 GDC Attendance and Dark Legion Performance 15:58 Switch 2 Announcement 23:26 Roblox Rewarded Ads and Google Partnership 31:54 AppLovin's Short Seller Allegations 36:17 Hedge Fund Hotels and Market Dynamics 36:36 AppLovin Market Dominance 38:49 Mobile Legends: Bang Bang Acquisition 43:57 Supercell's New Game: First Impressions 53:22 Ubisoft's $1.25 Billion Tencent Deal 01:05:36 Tencent's Long Game and Market Strategy

What makes the company a great place to work? We discuss the significance of company culture, leadership evolution, and the vital role of customer obsession with AppsFlyer's CEO and co-founder, Oren Kaniel. Oren shares his entrepreneurial journey, how the company overcame early financial challenges, and the importance of remaining innovative and passionate. Additionally, we explore AI's role in the future of business, balancing data privacy with technological advancements, and the grand vision for AppsFlyer's continued growth and impact. 02:44 Building a Company Culture 06:33 The Importance of Customer Obsession 15:24 Challenges and Early Days of the Startup 20:15 Navigating Growth and Scaling Up 25:06 Hiring and Nurturing Talent 42:15 Transparency vs. Clarity in Leadership 44:02 Innovative Solutions for Business Growth 56:39 The Role of AI in Business Transformation 01:05:47 Building a Sustainable Business Ecosystem 01:15:20 Future Prospects and Innovations

Josh Wilson, CEO of SciPlay, returns to the podcast for the third time to discuss key topics such as the significance of Q5, the challenges of app store reliance, the stalled growth in the gaming market, the emergence of hybrid casualization, and the role of AI in gaming. Subscribe to the Deconstructor of Fun Newsletter: www.deconstructoroffun.com/subscribe Continue the conversation on our Slack channel: www.deconstructoroffun.com/slack00:00 Introduction and Previous Conversations 03:28 Understanding Q5 and Its Impact on Gaming 12:38 Navigating App Store Reliance and Customer Ownership 21:46 Stalled Growth in the Gaming Market 31:24 Customer Retention as a Business Strategy 37:44 Embracing Change and Innovation 40:55 The Shift to Hybrid Casual Gaming 55:15 The Role of AI in Gaming 01:09:02 Future Skills in a Changing Landscape

Eric speedruns through an a16z correction, while Phil can’t wrap his head around Funplus’ new 4x Dark Legion thesis. Adam tells us Netease’s Fragpunk is dead, and Jen tells us games journalism is alive. Against all odds, Netflix Games records its first positive segment. And did you hear that? It’s the inZOI train CHUGGin’. Subscribe to the Deconstructor of Fun Newsletter: www.deconstructoroffun.com/subscribe Continue the conversation on our Slack channel: www.deconstructoroffun.com/slack 02:16 Post-GDC Debriefing 09:35 A16Z Speed Run 13:48 Game Journalism is Back!! 17:08 Nintendo Direct and Switch 2 Rumors 18:41 MOBA Shutdowns and VC Funded Games 25:15 FunPlus and Dark Legion 31:00 DC Comics in Gaming: Challenges and Failures 35:03 The Future of 4X Strategy Games 37:18 Marvel Rivals and Rag Punk Analysis 56:27 Netflix's Gaming Strategy

The rowdy and tired DoF crew closed down their GDC with a live TWIG show at Moscone Center. Tune in! Chapters: 02:47 Kickoff 03:15 GDC Vibe Check 06:30 Industry Sentiment and Challenges 21:20 Emerging Markets and New Game Development 22:26 A16Z Speed Run and Industry Shifts 26:21 Funding Trends and Credit Lines 27:40 Absurd Ideas and Rumors 31:00 Supercell's MoCo Launch 33:53 Embracing Experimentation in Gaming 38:31 Absurd Compensation Packages in the US 43:28 The Future of AA and Indie Game Funding 46:57 Highlights from Recent Gaming Events 51:55 Impact of the Podcast on Careers 01:02:54 The Rise of Apps and AI in Mobile Gaming 01:05:05 VCs, Ad Tech, and Online Gambling 01:07:41 Closing Remarks and Thank Yous

Alexei Chemenda, CEO and co-founder of Poolday.ai, discusses how AI enables marketers to focus on strategy and storytelling. Discover the future of personalized video ads, the evolving role of A/B testing, and the importance of combining creative and analytical skills in marketing. 00:00 Introduction: Misconceptions About AI in Marketing 01:53 Revolutionizing Ad Creation with AI 02:53 Personalization and Creative Control 04:15 Continuous Creative Cycle 04:37 AI in Gaming and Brand Marketing 09:22 Balancing Volume and Quality in AI-Driven Marketing 16:37 Predictive Analytics and Data Fluency 20:19 Future Skills for Marketing Leaders 23:13 Enhancing Human Creativity with AI 25:22 Conclusion and Contact Information

Marion Balinoff and Sara Guerola share data-driven strategies for maximizing influencer marketing in gaming. As CPIs rise and privacy regulations evolve, influencer marketing is becoming a key performance channel. Marion and Sara break down budget calculations, track organic uplift, and analyze campaign performance while highlighting tactics like QR codes, giveaways, and custom in-game assets to boost conversions. Whether you’re testing with smaller creators or scaling with top-tier influencers, this episode provides a strategic framework for driving profitable results. 00:00 Introduction to Influencer and Podcast Marketing 02:56 Meet the Experts: Marion and Sarah 04:33 Defining Influencer and Podcast Marketing 08:16 Budgeting and Setting Objectives 14:24 Measuring Campaign Performance 23:58 Tracking Links and Performance Metrics 24:35 Challenges in Getting Clicks 25:08 Podcast Advertising Strategies 27:21 Creative Performance Reports 30:40 Influencer Integration in Games 32:56 Effective Campaign Strategies 34:45 Deep Integration Benefits 38:11 Creative and Contract Tips 42:57 Final Thoughts and Recommendations