The Gaming Playbook w/ Harry Phokou
By Harry Phokou
LinkedIn: @hphokou
Instagram: @hphokou
Newsletter: join.thegamingplaybook.com/
Business and guest inquiries: playbook@phokou.com
#70 - Ben Kvalo: Why Indie Developers Give Away Too Much to Get Published
What do game publishers actually do in 2026? Why do some indie games succeed while others fail, even with a great product?
Today's guest is Ben Kvalo, founder of Midwest Games and former publishing, marketing, and technology leader at Netflix, Blizzard, and 2K. Ben breaks down how modern game publishing works, why traditional publishing models are changing, how Steam's algorithm impacts launches, common mistakes indie developers make, and why the future of game development may be shifting away from traditional industry hubs.
Whether you're an indie developer, publisher, marketer, or game industry professional, this conversation provides practical insights into game publishing, Steam marketing, wishlists, launch strategy, publisher relationships, and the future of the games industry.
Connect with Ben:
LinkedIn: https://www.linkedin.com/in/benkvalo/
Substack: https://substack.com/@benkvalo
Website: https://www.midwestgames.com/
Tombwater: https://store.steampowered.com/app/3308200/Tombwater/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou/
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
03:00 What Midwest Games does and the concept of Shadow Publishing
04:40 The current state of game publishing
07:51 Why publishing is becoming modular
10:28 Traditional publishers vs specialized expertise
15:49 Why publishers still dominate game revenue
19:59 Common mistakes indie developers make
21:04 Steam page launches and market validation
22:23 Demos, Early Access, and launch strategy
24:50 Steam wishlists and conversion rates
27:46 How external marketing impacts Steam performance
28:25 Steam algorithms, launch timing, and visibility
32:15 What Shadow Publishing actually includes
34:31 The 40+ disciplines behind game publishing
40:11 Building effective publishing teams
42:55 Why recency matters in publishing expertise
46:46 The reality of game development costs in the US
52:28 Remote work, talent, and regional advantages
55:39 MDEV and the growth of Midwest game development
59:10 Industry disruption and future opportunities
01:02:46 Advice for aspiring game publishers
01:05:37 How to connect with Ben
01:06:35 Why you should check out Tombwater
#69 - Pontus Maehler: Indie Game Funding, Deal Terms and New Markets in 2026
Why are indie game funding deals getting harder in 2026?
In this episode, I'm joined by Pontus Maehler, games industry advisor and Co-Founder of Agora Gaming Partners, an advisory firm focused on video gaming M&A, publishing, and fundraising.
He breaks down the real state of game publishing, project financing, China publishing opportunities, and how indie studios can survive the current market.
We cover how publishing deal terms have changed, why vertical slices matter more than ever, common mistakes developers make when pitching publishers, and what actually gets games funded today.
If you're an indie developer, game founder, or anyone trying to understand the business side of the games industry, this episode is for you!
Connect with Pontus:
LinkedIn: https://www.linkedin.com/in/pontusmahler/
For pitching a game: scouting@agoragamingpartners.com
For Chinese publishing: lili@agoragamingpartners.com
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou/
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
03:45 The current state of game funding in 2026
05:20 Why VC funding for indie games is collapsing
08:41 Is the VC model dead for indie developers?
11:08 Bootstrapping vs raising money for indie studios
14:07 Why publishers now demand vertical slices and validation
15:50 How publishing deal terms changed after COVID
16:32 Understanding recoup structures and revenue splits
24:15 Biggest mistakes developers make with publishers
27:44 Developers intentionally underbudgeting projects
28:00 Contract clauses indie devs must understand
31:56 Product financing vs traditional publishers
33:42 Grants, tax credits, and alternative funding sources
36:15 Why developers should pay attention to China
39:18 When to approach Chinese publishers before launch
41:05 How Chinese players differ from Western audiences
46:45 What motivates Pontus to work in games
48:40 How developers should think about target audiences
53:32 Final survival advice for indie studios
54:48 Why developers waste too much time pitching at events
59:00 VC funding, scaling, and long-term strategy
#68 - Jakub Remiar: Why Chinese Studios Are Taking Over Mobile Gaming
Today, I'm joined by Jakub Remiar, Mobile F2P monetization consultant and veteran game designer, for a deep dive into the future of the mobile games industry. From why China is dominating mobile game design and monetization to how user acquisition became the real battleground, this episode breaks down the uncomfortable realities behind today’s biggest games.
Jakub explains why “monetization is game design,” how Chinese studios outscale Western teams, why most mobile studios fail, and what actually separates breakout hits from copycats.
If you work in gaming, product, monetization, or are building a mobile game studio, this episode is for you!
Connect with Jakub:
LinkedIn: https://www.linkedin.com/in/jakubremiar/
YouTube: https://www.youtube.com/@2.5gamers/videos
Slack: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-3nua7emvr-A1AXS70f~kRGyniP1PdQjQ
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou/
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
04:42 Gamescom vs ChinaJoy and why the industry is changing
06:47 Why mobile gaming trends move from East to West
09:17 Why Western studios ignore massive Asian games
11:25 Chinese studios taking over 4X and merge games
14:06 Why user acquisition now decides who survives
16:12 Supercell, Clash of Clans, and the missed 4X opportunity
18:34 How Jakub would build a modern game studio
22:44 The modular game development strategy behind hit mobile games
26:32 Why paid UA beats “just making a great game”
28:19 Balatro, streamability, and viral indie success stories
34:06 AI-generated creatives and the future of mobile marketing
36:33 Why top studios create thousands of ads every month
38:18 Fake ads, King Shot, and the reality of mobile advertising
39:39 How mobile games are designed around monetization systems
43:52 Product leadership, game economies, and monetization mistakes
49:33 Why game design knowledge is so hard to learn publicly
53:33 Why even experienced game studios still fail
55:47 Is the gaming industry actually doomed?
58:27 Career advice for aspiring game designers
#67 - Alexandre Amancio: Why Small Game Teams Are Starting To Beat AAA Studios
AAA games are getting too big, and it’s breaking the industry.
In this episode, game director Alexandre Amancio (Assassin’s Creed, Far Cry) breaks down why massive teams, bloated scope, and risk-averse design are hurting modern game development, and why smaller, focused teams may be the future.
We dive into building high-performance game teams, creating new IPs, community-first development, the hidden cost of AAA production, remote vs in-person culture, and how Alexandre is applying these lessons to his new horror game, Nightholme.
If you care about game design, indie studios, AAA development, leadership, AI in gaming, or the future of the industry, this episode is packed with hard-earned insights from 20+ years in games.
Connect with Alex:
LinkedIn: https://www.linkedin.com/in/alexandre-amancio-2250b42/
Nightholme: https://store.steampowered.com/app/4108680/Nightholme/
Website: https://www.studioellipsis.com/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou/
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Timestamps
00:00 Intro
02:15 Why the games industry is at a crossroads
03:08 Alexandre’s new horror game: Nightholme
04:10 What’s broken in AAA game development
08:26 Why now is still a great time to make games
09:40 How explosive industry growth weakened teams
10:55 Building a studio differently from day one
12:58 Over-specialization is killing creativity
14:34 Why small teams are winning again
15:27 The biggest mistake new studios make
17:51 Why shipping together builds elite teams
19:24 Far Cry 2 and the power of underdog teams
23:18 Passion vs commercial reality in game development
26:10 Why hybrid teams work best
30:49 The Assassin’s Creed “three circles” framework
36:22 How to prioritize game features correctly
37:38 Designing NightHome’s core fantasy and mythology
40:59 Why new IP creation is brutally difficult
44:42 Why so many ambitious game projects fail
49:42 Community-first game development explained
54:50 Responding to community criticism the right way
56:15 NightHome closed beta and future plans
57:01 Building a real game community on Discord
58:46 Premium games, live content, and post-launch plans
1:00:45 Designing games for streamers and viral moments
1:03:40 Alexandre’s advice for game developers
1:05:10 Wishlist NightHome and join the community
#66 - Maria Maunula: How Supercell Made Retros Actually Improve Teams
Why do most retrospectives fail, and how do you turn them into a real driver of team performance?
In this episode, I sit down with Maria Maunula, Senior Game Producer at Supercell, to break down how to run retrospectives that actually lead to change, not just empty discussions. From vague action items and anonymous feedback to team trust and accountability, we uncover why most teams get this wrong and how to fix it.
We dive into practical frameworks for running better retros, how to structure them for small and large teams, and why frequency, ownership, and follow-up are the difference between stagnation and growth.
If you're a game developer, team lead, or working in a fast-paced creative environment, this episode will fundamentally change how you think about improving your team.
Connect with Maria:
LinkedIn: https://www.linkedin.com/in/mmaunula/
Supercell's games: https://supercell.com/en/games/
Join Supercell: https://supercell.com/en/careers/#join
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou/
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
01:51 From selling toilets to becoming a game producer
03:40 What does a producer actually do?
05:56 What are retrospectives and who needs them?
07:55 Why most retros fail (and what goes wrong)
11:21 Real example: connecting work to meaningful outcomes
13:21 Should retros be emotional?
14:45 Common mistake: focusing on behavior vs outcomes
16:58 How often should you run retros?
19:27 Ideal team size and retro duration
21:25 Structuring a retro: what went well, challenges, actions
24:05 Case study: fixing a real team workflow
26:00 Missing link in remote teams (and how retros fix it)
29:34 Avoiding bottlenecks and empowering the team
32:04 Making retros engaging (Miro, visuals, themes)
36:45 Timeboxing and participation techniques
38:44 Biggest risks: blame culture and conflict
40:37 How to follow up on action items properly
43:19 Should all teams join the same retro?
46:28 Measuring retro success with simple metrics
48:59 Using data to influence leadership decisions
51:29 Hiring insights: how to stand out in applications
59:26 Final advice: making retros actually work
#65 - Tom Dusenberry: How Indie Devs Can License Big IPs Like Star Wars & Harry Potter
What does it actually take to build successful games in 2026 and beyond?
Today, I'm joined by Tom Dusenberry, former Hasbro Interactive CEO, who shares hard-earned lessons from shipping 300+ games, navigating M&A, and working with some of the biggest IPs in the world.
We break down the realities of game development today, from licensing and funding to AI, discoverability, and what truly drives long-term success.
If you're a game developer, studio founder, or just curious about how the games industry really works behind the scenes, this episode will challenge how you think about building, scaling, and sustaining games.
Connect with Tom:
LinkedIn: https://www.linkedin.com/in/tomdusenberry/
Websites: http://www.dusenberryentertainment.com/
Email: tom@tomdusenberry.com
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou/
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
02:30 What is licensing in games (in-licensing vs out-licensing)
05:00 Can indie devs work with big IPs like Disney or Star Wars?
08:00 Minimum requirements before approaching IP holders
10:00 When NOT to use a license in your game
11:30 How licensing deals actually work (funding, marketing, value)
12:30 State of the games industry in 2026 (growth, AI, layoffs)
16:00 Why layoffs happen even during record profits
17:00 Should you build the next Fortnite?
18:30 Systems-based games vs narrative games (replayability debate)
20:30 Building vs using engines (Unreal, Unity, custom engines)
21:30 Why Hasbro shipped 300+ games (strategy & categories)
23:40 Why most indie games fail (and how to avoid it)
25:00 What makes games addictive (repeat play & engagement)
27:00 Mobile vs PC/console: where the opportunity is
29:00 AI in gaming: tools, workflows, and competitive advantage
33:00 Should studios train teams or hire AI-first talent?
34:30 Funding games: why to avoid venture capital (strong opinion)
39:00 Better alternatives to VC (publishers, family offices)
44:00 M&A: what to know if you’re selling or acquiring
47:00 Career advice: what actually matters long-term
52:00 Work-life balance in games (family vs work reality)
56:00 What has changed vs what hasn’t in gaming
57:30 How to measure “fun” in a game
01:00:00 Testing games: how many players is enough?
01:01:00 Final advice: how to build a game that lasts 10+ years
#64 - Dru Erridge: Building a Sustainable Game Studio in an Unsustainable Industry
How do you build a sustainable studio in an unsustainable industry?
In this episode, I sit down with Dru Erridge (ex-Riot Games) to break down how he built a profitable, self-funded game studio in an industry driven by risk, layoffs, and hit-driven outcomes.
We dive into why co-development is the hidden backbone of the games industry, how to build a remote team that actually works, and why chasing your “dream game” too early can kill your company.
If you're a founder, game developer, or studio lead trying to build something sustainable in games, this episode is for you.
Connect with Dru:
LinkedIn: https://www.linkedin.com/in/druerridge/
Websites: https://bespokeci.dev/, https://www.gamebreaking.com/contact-us
Game: https://store.steampowered.com/app/3053950/Dungeon_Rampage/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
02:35 How Game Breaking Studios is structured
04:54 Why the games industry is unsustainable
07:31 Why co-development became the sustainable path
10:58 What Dru would tell himself on day one
13:32 The opposite of the VC playbook
14:51 Lessons from Riot’s self-sustaining teams
18:30 Why they built the studio remotely from day one
20:48 How Gather helped them make remote work actually work
23:56 Scaling a remote studio from 3 to 30 people
28:48 Why backend matters so much in modern games
32:01 In-house vs outsourced backend
34:29 Should co-dev studios build their own IP?
37:01 Why original games should be a separate business line
40:06 Who hires studios to build games from scratch
43:23 Their first original-IP push and why it failed
46:15 The Dungeon Rampage revival story
50:43 Rebuilding the game with a tiny team
52:38 Launch results and what happened next
01:00:31 Why there is still opportunity in games
#63 - Andrei Podoprigora: Indie Publishing, Pitching & Systems-Driven Games
Do indie game developers actually need publishers?
After 20 years in the industry as a developer, studio founder, and publisher, Andrei Podoprigora breaks down the honest truth behind indie publishing, what makes a game fundable, and why RIGHT NOW is a once-in-a-generation window for small studios.
We dig into systems-driven game design, why your Steam page is killing your wishlists, the one metric that matters more than wishlists, and the hard lessons from pitching 25+ VCs and hearing nothing but "no."
Whether you're a solo dev trying to get your first game funded or a studio deciding whether to self-publish, this episode is packed with actionable insights you won't find anywhere else.
Connect with Andrei:LinkedIn: https://www.linkedin.com/in/podopriguez/X: https://x.com/podopriguezWebsite: https://www.forklift.gg/
Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
2:05 Andrei’s 20 years in games: dev, studio, publisher, investor
5:05 Why now is still a huge opportunity for indie devs
8:07 The post-COVID industry hangover explained
12:03 Competition vs scarcity in indie games
15:07 Why small teams make avoidable mistakes
18:02 Systems-driven vs content-driven games
22:00 Why systemic games are winning now
25:02 Examples of successful systems-based games
28:05 Why designing systems is so hard
30:04 Are these the best times ever for gamers?
33:00 Why gamers complain so much
36:00 The brutal truth: most games fail to communicate clearly
39:07 How to make your game instantly understandable on Steam
42:00 The biggest misconception about publishers
45:07 Why publishing is not just one gimmick
48:15 Dino, indie publishers, and the Tim Bender debate
50:07 How to evaluate a publisher properly
53:05 Should indie devs work with indie publishers?
54:26 Roleplay: what a good developer should ask a publisher first
58:00 What a publisher actually does behind the scenes
1:01:30 What self-publishing really means
1:05:00 Why most teams underestimate marketing
1:09:30 How to think about traction before signing a deal
1:14:00 Building trust between devs and publishers
1:18:30 Indie support, content, and using media as a funnel
1:26:00 Why survival stories resonate with indie devs
1:29:00 Final thoughts for indie developers
#62 - Elena Lobova: Mobile Game Publishing in 2026 and What Publishers Really Want
Learn how mobile game publishing really works in 2026, from user acquisition costs to what publishers actually look for when funding games.
Today, I'm joined by an industry expert, Elena Lobova (Head of Strategic Partnerships at Burny Games), who breaks down the realities of mobile game publishing, why most games fail, and how developers can stand out in a hyper-competitive market.
We cover everything from securing a publisher to understanding UA and avoiding the biggest mistakes that kill game launches.
If you're a mobile game developer, indie studio, or just curious about how top publishers operate, this episode is for you.
Connect with Elena:
LinkedIn: https://www.linkedin.com/in/olenalobova/
Website: https://www.burny.games/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
03:01 The state of mobile game publishing in 2026
07:12 Building a game in 60 days (real example)
10:55 How to test game ideas quickly
12:32 Designing games for long-term retention
13:55 The “level 100” test for game scalability
15:14 What to prepare before pitching a publisher
19:19 Why a gameplay video is essential
20:50 What metrics matter (retention, CPI, installs)
23:40 Biggest mistakes developers make
26:40 Why marketing knowledge is no longer optional
28:42 Why great games still fail without visibility
33:33 Organic vs paid user acquisition explained
38:03 What publishers look for in teams
40:30 Revenue share, recoup, and funding realities
42:36 Where to find publishers in 2026
47:01 How to get noticed by publishers
51:50 New publishing models (UA funding, SaaS publishing)
56:21 Career advice for game developers
01:00:15 Why rejection doesn’t mean your game is bad
01:03:21 How to pitch Elena & final thoughts
#61 Anastasia Zaiceva: Why Clarity Breaks Down In Game Studios And How It Hurts Production
What does a game studio brand really mean beyond a logo or color palette?
Today, I'm joined by Anastasia Zaiceva, Chief Communications Officer at ZiMAD, who shares how strong branding shapes the identity, strategy, and growth of a game studio.
We explore why branding is more than visual design and why it's the foundation that defines a studio’s values, culture, hiring strategy, player relationships, and long-term vision. From aligning internal teams to communicating clearly with players and partners, Anastasia explains how studios can build a brand that supports both creative direction and business success.
If you're building a game studio, working in game marketing, or trying to grow a recognizable brand in the gaming industry, this conversation is for you.
Connect with Anastasia:
LinkedIn: https://www.linkedin.com/in/anastasia-zaiceva/
ZiMAD's game portfolio: https://zimad.com/games
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
02:04 Why most studios misunderstand branding
04:07 Brand vs logo: the real definition of a brand
05:07 Should studios think about branding before building games?
07:35 Why vision is the foundation of a brand
10:22 The danger of chasing metrics instead of vision
12:48 How branding influences internal company culture
15:48 Founder influence on company culture and brand
19:45 Communication channels and mid-stage company branding
21:40 Content strategies that attract top talent
26:59 Human stories vs AI-generated content
29:20 My multi-brand strategy (Hivemind ecosystem)
33:57 AI, search engines, and brand visibility
36:15 Shared responsibilities in modern companies
40:43 What happens when studios don’t have a brand
43:50 How brand builds trust with partners and talent
47:34 Player experience and emotional outcomes of games
50:07 Turning brand strategy into real behaviors
52:10 Using content strategy to reinforce brand identity
57:13 Hiring people aligned with company vision
01:01:12 Final advice on building strong brands
#60 – Harry Phokou: Building a $10K/Month Business in 90 days and Escaping Career Drift
In this episode, I join Jonny Rose to share how I built Hivemind into a leading go-to-market marketing agency for the games industry and why in-person networking events, upskilling, and paid learning communities have been the biggest multipliers in my journey.
We break down the real economics of conferences, why most people drift into careers they hate, how to escape analysis paralysis, and why confidence, not skill, is often the real bottleneck when starting a business.
If you’re stuck in a job, thinking about launching a service business, or trying to level up your marketing and sales skills, this episode gives you a practical blueprint to move from learning mode to action mode.
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Connect with Jonny:
LinkedIn: https://www.linkedin.com/in/jonnysrose/
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
00:18 Why In-Person Networking Still Works Best
01:14 How I Think About Creating Valuable Conversations
01:50 What Real-Life Interactions Give You That Online Can’t
03:06 How Conferences Actually Make Money
05:15 How to Get Started in Marketing and Sales
09:51 Moving From Hospitality Into a Better Career Path
10:46 Choosing Your Long-Term Mission Over Your Current Situation
11:01 The Risk of Drifting Through Life
13:24 Why Upskilling Helps You Avoid Career Stagnation
15:47 Learn First, Earn Later
16:56 Why I Invested in Mentors and Courses
17:35 How Learning Accelerated My Personal and Business Growth
22:51 Why Community Speeds Up Progress
23:11 Getting Out of the Learning Phase and Taking Action
23:32 Building Confidence by Showing Real Results
27:28 How My Personal Mission Grew Into a Bigger Vision
31:16 The Launch of Hivemind Academy
#59 - Johannes Mang: How Rovio Revived Angry Birds 2 After 10 Years
How do you revive and regrow a 10-year-old mobile game in one of the toughest markets in gaming?
Today, I'm joined by Johnny Mang, General Manager at Rovio, who breaks down how his team rebuilt Angry Birds 2 from the inside out, tackling technical debt, redesigning strategy, restructuring teams, and shifting culture to unlock sustainable growth.
We explore what it really takes to turn around a live-service game, how to balance innovation with fundamentals, and why “doing the right things right” became the mantra behind Angry Birds 2’s resurgence.
If you’re a game developer, product leader, mobile marketer, or founder scaling a live-service product, this episode is packed with actionable insights on strategy, execution, team alignment, and brand evolution.
Connect with Johannes:
LinkedIn: https://www.linkedin.com/in/johannes-mang-166323/
Open positions at Rovio: https://www.rovio.com/open-positions/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
03:14 The Rise, Peak & Reinvention of Angry Birds 2
04:54 The 3 Types of Debt Quietly Killing Live Service Games
07:20 What Actually Changed Since Johnny Joined
09:43 Why Turnarounds Usually Take Around 3 Years
13:50 Why Focus Matters More Than Doing More
18:17 Strategy vs Targets: What Leaders Often Confuse
22:00 How to Align 80+ People Around One Clear Direction
23:52 Profit, Incentives & What Really Motivates Teams
29:50 The 4-Part Plan Behind the Comeback
33:31 Why Fixing the Basics Changed Everything
36:30 Doubling Down on Tech Debt (The Hard Call That Paid Off)
39:30 How Product Improvements Made UA Profitable
41:10 The Weekly Meeting That Keeps the Business on Track
45:20 What Innovation Really Looks Like in Live Service
47:07 Why They Paused New Game Development
52:40 How to Make a 10-Year-Old Brand Relevant Again
57:07 The Untapped Opportunity in Social & Community
58:38 Who They’re Hiring & What Makes You Stand Out
1:02:17 Final Lessons on Leadership & Rebuilding
#58 – Charlotte Cook: Why the Games Industry Is Playing It Safe (Ex-Team17 Executive)
The games industry is changing fast and not everyone is keeping up.
Today, I sit down with Charlotte Cook (former Team17, Sega, Skybound, angel investor, and fractional CCO) to break down what’s really happening behind the scenes of the games industry right now.
We cover why publishers are obsessed with safe bets, how greenlight decisions actually work, why most developers misunderstand publishing deals, and what it really takes to get a game signed in today’s market. Charlotte also shares hard-won lessons from transitioning into fractional and consultancy work post-COVID, navigating burnout, AI’s impact on teams, and why people, not tools, remain the biggest multiplier in games.
If you’re a game developer, publisher, founder, consultant, or anyone trying to survive (and thrive) in the modern games industry, this episode will challenge a lot of assumptions.
Connect with Charlotte:
LinkedIn: https://www.linkedin.com/in/itscharlottecook/
E-mail: charlotte@calmconsultancy.co.uk
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
02:15 Why the games industry feels stagnant right now
03:52 Inside publisher pressure, incentives, and safe bets
05:50 Leaving Team17 & starting a consultancy (twice)
08:46 Navigating conferences without a big title
12:00 How pitches really get judged at events
14:06 Publishing myths developers still believe
15:15 What publishers now expect before signing a game
18:32 Financial reality vs creative ambition
20:59 Why some games succeed years after launch
23:09 Greenlight decisions: what actually matters
26:27 Pricing strategy & why devs get it wrong
28:09 IP, minimum guarantees & access problems
30:21 Democratizing IP for indie developers
33:23 Why people are the real multiplier in games
36:01 AI, efficiency, and fear inside studios
41:32 Fractional work: pros, cons & survival tips
43:56 Burnout, energy cycles & working for yourself
48:58 Building community as an independent operator
52:04 Consultants, stigma & industry perception
56:55 Risk, creativity & the future of games
57:21 What Charlotte does as Fractional CCO day-to-day
#57 – Robbie Ferguson: Why Good Games Fail (Data from 690+ Launches)
Why do 90% of games fail, even when the game itself is good?
Today, I sit down with Robbie Ferguson, Co-Founder at Immutable, to break down the real data-backed reasons most games never make their money back, and what the top-performing studios do differently.
Robbie shares insights from 690+ funded game launches, explains why Steam wishlists are often misleading, and reveals how pre-launch audience warming, cohort quality, and lifecycle marketing determine whether a game succeeds or dies quietly.
If you’re a game founder, marketer, indie dev, publisher, or investor, this is a must-watch breakdown of modern game economics and launch strategy.
Connect with Robbie:
LinkedIn: https://www.linkedin.com/in/robbieferguson/
Website: https://www.immutable.com/free-demo-campaign
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
01:40 What Immutable actually does (beyond “Web3”)
02:59 690+ funded game launches & why most fail
03:38 Why Robbie is still obsessed with fixing game launches
05:24 Why marketing efficiency matters more than game quality
09:48 Why sending traffic straight to Steam is a mistake
13:01 Predicting player spend before launch
16:12 Doubling wishlists AND conversion rates
17:37 The #1 pre-launch mistake devs make
19:24 What an optimal modern marketing team looks like
21:25 Personalisation, AI, and player archetypes
23:19 What a “whale” actually looks like (surprising answer)
25:23 AI, oversupply, and the future of game distribution
27:10 Apple tax, margins, and why economics are changing
29:00 Why “Web3 games” is the wrong framing
32:14 Why AAA studios are shifting to influencer marketing
36:20 East vs West: how Asia builds and tests games differently
39:55 Using launch data to raise funding
44:09 Robbie’s hardest lessons building Immutable
47:20 Identifying and solving business constraints
52:36 Should founders spend time pitching publishers?
54:28 Robbie’s real motivation & long-term vision
#56 – Ionut Codreanu: Building Game Studios That Actually Ship
Building great teams is harder than building great products.
Today, I sit down with Ionuț Codreanu, Head of Studio at Funcom and veteran of titles like Assassin’s Creed and Dune: Awakening, to break down what actually makes teams work in game development and beyond.
We explore hiring mistakes founders make early, why “rockstar” employees often fail long-term, how to build a strong core team, and what remote work during COVID really changed inside studios. You’ll also hear practical advice on hiring, culture, leadership conflict, market validation, and how aspiring developers can break into the industry today.
Whether you’re building your first team, scaling a game studio, or trying to break into game development, this episode gives you real, battle-tested insight; no theory, no fluff.
Connect with Ionut:
Website/LinkedIn: http://ionutcodreanu.ro/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
02:35 What a Head of Studio actually does day-to-day
04:52 What “building a team” really means in game studios
07:28 The biggest hiring mistake founders make
09:38 Culture fit vs skills: where most hires go wrong
16:34 Competitive personalities & cultural mismatch
17:30 Why hiring people “like you” works (and when it fails)
20:14 Profiling candidates: red flags, yellow flags, honesty
25:09 Rockstar employees: worth it or not?
26:47 When imperfect hires are unavoidable
28:31 How COVID & remote work changed team dynamics
34:33 What a “core team” really is (and why it matters)
36:38 Indie studios vs big studios: who’s actually right?
38:05 Producers, managers, and shipping games
39:30 Creative vs product conflict inside studios
41:58 How to handle disagreement without breaking teams
50:14 The biggest mistakes studios make
53:16 Why “fun” is the most misunderstood concept in games
58:41 Breaking into the games industry today
01:04:03 Unreal vs Unity & industry shifts
01:06:55 Final advice on leadership and team building
#55 – Frode Krisner: Why Game Discovery Is Broken (And What Actually Works in 2026)
How do you actually get your game discovered in 2026, without killing creativity?
In this episode, I sit down with Frode Krisner, Founder and Co-CEO at Gameopedia, the hidden data layer powering discovery for YouTube, Google, Amazon, Samsung, and others, reaching over a billion gamers every year.
We explore how game discovery really works, why genre is breaking down, how emotional data beats tags, and how AI can amplify creativity instead of replacing it.
If you’re a game developer, founder, publisher, investor, or strategist, this episode will permanently change how you think about discovery, data, and creativity in games.
Hivemind: B2B Gaming Events
Curated roundtable mixers for founders and executives in the games industry.
Food and drinks provided.
2026 event calendar now live.
https://hivemind.world/
Connect with Frode:
LinkedIn: https://www.linkedin.com/in/frode-krisner-87692b6/
Website: https://gameopedia.com/
Lumos: https://asklumos.com/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:
00:00 Intro
02:15 Why Gameopedia exists and what it actually does
04:03 How gaming saved Frode’s life
06:27 How data actually decides which games get discovered
09:16 Lumos: turning game data into real developer decisions
11:30 How Gameopedia actually works behind the scenes
14:04 How specific features shape a game’s success or failure
17:08 When data helps creativity — and when it ruins it
20:28 Why most developers compare against the wrong games
22:54 When data-driven thinking actually hurts innovation
25:33 How publishers and investors really judge games
26:32 Using data to strengthen your pitch (not fake it)
28:05 Catching fatal game mistakes before it’s too late
33:10 Why game tagging is broken (and genres don’t help)
38:34 Making serious game data accessible to indie devs
42:19 Why players don’t choose games by genre
48:48 How broken tagging systems hurt discovery
54:17 The Gameopedia flywheel explained
59:32 Building a company with extreme time and energy limits
01:06:01 Hiring great people (and what founders get wrong)
01:15:55 The best interview question founders should ask
01:18:51 Leadership, suffering, and self-reflection
01:24:03 Asking for help without losing authority
01:26:19 Facing fear to unlock growth
01:35:53 Why caring about people actually matters
#54 – Dino Patti: Why Game Publishing Is Failing Indie Developers
The traditional game publisher model is breaking, and indie developers are feeling it first.
Today, I'm joined by Dino Patti, co-founder of Playdead, creator of Limbo & Inside, and CEO of coherence. Dino explains why publishers are losing relevance, how developers can build momentum without giving away 50% of their revenue, and what the future of multiplayer games really looks like.
If you’re an indie game developer, studio founder, or thinking about working with a publisher, this episode will save you years of mistakes.
Connect with Dino:
LinkedIn: https://www.linkedin.com/in/dinopatti/
X: https://x.com/DinoPatti
Website: https://coherence.io/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:
00:00 Intro
02:20 Why the old publisher model is breaking
04:03 Publishers vs marketing agencies (hard truth)
05:34 What publishers actually do (and don’t)
08:09 Why VCs struggle to invest in games
11:00 The real cost of giving up 50% revenue
14:00 What developers need before asking for funding
15:55 Marketability, “spark,” and why most games fail
18:10 Feedback traps & why publishers aren’t validators
20:36 Survivor bias in indie success stories
22:44 Vampire Survivors multiplayer explained
25:55 Making single-player games multiplayer fast
27:12 The future of hybrid multiplayer games
31:54 Selling a studio, regret, and loss of purpose
37:09 Buying the studio back & what went wrong
39:44 The biggest mistake when choosing co-founders
43:25 Family businesses, trust & worst-case planning
46:49 Who shouldn’t start a company
47:39 Learning business without formal education
55:29 What’s next for coherence
57:04 Building companies that build companies
58:50 Final thoughts & where to find Dino
#53 – Felix Oechsler: What Happens When a Game Succeeds and the Studio Isn’t Ready
What really happens when your game suddenly explodes to hundreds of thousands of players?
Today, I sit down with Felix Oechsler, CTO and Managing Director at Nitrado, to unpack the brutal realities of launching and scaling multiplayer games. From Last Epoch’s massive launch to DDoS attacks, server costs, hyperscalers vs bare metal, and why most studios get infrastructure decisions wrong far too late.
This episode is essential viewing for indie developers, studio leads, and anyone building multiplayer games who want to avoid costly launch disasters, downtime, and player frustration. We go deep into real-world war stories, backend failures, scaling strategies, and why infrastructure decisions should be made way earlier than most developers think.
If you’re preparing for success or already feeling the pain of scale, this episode will save you time, money, and regret.
Connect with Felix:
LinkedIn: https://www.linkedin.com/in/felix-oechsler-05589192/
Website: https://gamefabric.com/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:
00:00 Intro
00:19 What GameFabric is and why it exists
04:02 What happens when a game unexpectedly blows up
06:46 When developers should start thinking about infrastructure
08:38 Load testing mistakes studios keep making
09:55 Backend services developers forget to scale
11:01 Hidden infrastructure failures (logging, monitoring, costs)
13:16 Should developers even make multiplayer games anymore?
17:17 Hyperscalers vs bare metal: real cost breakdown
21:54 Why gaming-optimized infrastructure matters
24:07 What a DDoS attack actually is (plain English)
30:04 Is DDoS actually solvable?
34:11 Queues, lag, and why Fortnite does it right
37:17 Is there a limit to players on one server?
40:00 What makes a platform truly developer-focused?
44:08 Should studios build infrastructure in-house?
48:03 Career lessons going from engineer to CTO
50:38 Focus, leadership, and avoiding burnout
55:14 Trust, delegation, and scaling teams
58:32 Games Felix is playing right now
59:11 How to connect with Felix
#52 - Edward Newby-Robson: 20-Year AAA Marketer Breaks Down Game Branding 101
What actually is a game brand, and why do so many studios still get marketing wrong?
Today, I sit down with Edd Newby-Robson, a senior games industry marketing leader with 20+ years of experience across EA, Codemasters, Avalanche Studios, and iconic franchises like Need for Speed, Dirt, The Hunter: Call of the Wild, and more.
We break down what brand really means in games, why marketing should start at the beginning of development (not launch), and how studios can survive in a world where 18,000+ games launch every year on Steam.
Whether you’re an indie developer, AAA marketer, producer, or founder, this episode is a masterclass in modern game marketing, positioning, and brand strategy.
Connect with Edd:
LinkedIn: https://www.linkedin.com/in/edwardnr/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:
00:00 Intro
02:08 What a “brand” actually means in games
06:13 Need for Speed: when players define your brand
10:04 Indie studios: brand mistakes to avoid
14:14 Logos vs brand attributes (and why visuals aren’t enough)
19:55 When should marketing start in game development?
22:31 How to check if your game idea has a real market
26:40 Why great games still fail commercially
28:12 Moving from marketing into production at EA
35:42 Who really owns P&L: marketing vs development
38:40 How marketers earn trust with developers
40:52 Overhyping games: Cyberpunk, No Man’s Sky & reality
45:48 Hiring great marketers (and avoiding bad hires)
52:19 Building community early: Discord & playtesting
56:37 Battlefield Labs & community-driven development
58:39 Avalanche’s Frontrunners program & early validation
01:02:15 Tips for beginners in games
#51 – Joni Lappalainen: Why Most Game Studios Burn Out & How to Build One That Ships
What does it really take to build and lead a game studio that actually ships, without burning people out?
Today, I'm joined by Joni Lappalainen, CEO and Co-founder of Dreamloop Games, who breaks down 10+ years of studio leadership, risk management, sustainable growth, and why overwork culture quietly destroys teams.
We dive into time tracking, “hero complex,” healthy crunch, service leadership, AI myths, mentoring, and what founders consistently get wrong about productivity and success in the game industry.
If you're a game developer, studio founder, producer, or leader who want longevity, not just hype, this episode is for you.
Connect with Joni:
LinkedIn: https://www.linkedin.com/in/joni-lappalainen-dreamloop/
X: https://x.com/dlg_joni
Instagram: https://www.instagram.com/joni_dlg_official/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:
00:00 Intro
02:26 Joni’s unconventional path into games
05:06 Starting a studio after 3 months as a junior dev
08:39 Dreamloop’s risk-management philosophy
13:18 What problem Joni is focused on solving today
14:04 Why Dreamloop tracks employee work hours
15:48 The “hero complex” and why overworking backfires
18:15 Rest, creativity, and why productivity myths fail
23:51 How to talk about burn out with your team
25:48 996 culture vs sustainable careers
32:38 Is crunch ever acceptable? How to do it safely
35:37 Calendars, boundaries, and the “not-to-do list”
39:25 What great leadership actually looks like
41:51 Building trust so teams speak up early
48:00 How to run effective 1-on-1s
50:56 Loneliness, connection, and performance at work
55:38 AI in game development: hype vs reality
01:00:59 How not to use AI
01:03:35 Hardest part of building Dreamloop
01:05:15 Mentorship, asking for help, and learning faster
01:09:36 Final thoughts and recommendations
#50 - Joe Hills: Why Most Game Launches Fail and What Studios Miss
Today's guest is Joe Hills, an expert game marketer, ex-Blizzard, Supercell, Meta, Riot, and now Head of Gaming & Partnerships at Once Upon a Time. Also newly joined the Advisory Board for Great Ormond Street Hospital.
We break down why studios obsess over launch day, how long you should actually market a game, why gut instinct vs data is misunderstood, and what indie devs consistently get wrong. Joe explains how to find your audience, build long-term hype, create content players genuinely care about, and avoid the traps that kill campaigns before launch.
If you’re an indie or AA studio trying to stand out in a brutal market, this episode is for you.
Connect with Joe:
LinkedIn: https://www.linkedin.com/in/joe-hills/
Website: https://www.onceuponatime.agency/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:
00:00 Intro
02:40 Why Studios Obsess Over Launch Day
03:35 What Studios Misunderstand About Marketing
05:00 What Every Indie Developer Should Know
07:14 Launch Timing, GTA6, and Market Windows
09:16 Joe's Gaming Preferences
12:46 Social Games, Roguelikes & Replayability
15:42 What Joe’s Agency Actually Does
17:35 How Devs Should Think About Clippable Moments
19:20 Tools That Help Identify Your Audience
22:59 How to Brief an Agency Properly
25:44 How to Choose (and Evaluate) a Marketing Agency
29:49 When Marketing Fails: Is It You or the Agency?
33:12 Leadership, Hiring, and Hard Lessons
36:33 Surviving Layoffs & Career Advice
41:12 The Biggest Mistake Studios Make in Marketing
43:52 Mojang, Dev Diaries & The Power of Human Stories
46:41 How to Reach Joe & Closing Thoughts
#49 - Jenny Xu: From Indie Game Dev to CEO & Staying Focused Under Pressure
Today's guest is Jenny Xu, a long-distance runner, Forbes 30 Under 30, and CEO of Talofa Games.
Jenny breaks down her wild journey from making 100+ games as a kid to raising $6M and building Monster Walk, a genre-bending fitness RPG. We dig into founder focus, beating overwhelm, fundraising reality, personal identity, creative intuition, and the life moments that shaped her.
If you’re building games, raising money, or trying to stay disciplined as a founder, this episode is for you.
Connect with Jenny:LinkedIn: https://www.linkedin.com/in/xujennyc/Monster walk: https://linktr.ee/talofa
Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouGet exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:00:00 Intro03:14 How Jenny started making games at 12 (anime, Pokémon, Flash)05:25 Paying for college with mobile games07:24 Edgy genres, horror dating sims, and internet anonymity10:29 How to make streamers pick up your game (real strategy)13:41 Building Talofa: combining fitness + games15:15 Monster Walk deep dive: world, mechanics, steps16:48 Behaviour change through game design18:22 Mission-driven recruiting & team motivation19:27 Fundraising reality: insecurity, desperation, and losing confidence21:53 The turning point: pitching from personal truth24:56 Why she taught fitness every single day for 3 years27:16 Jenny's 'almost quit' story & getting into the Niantic contest32:10 “Applying to everything” & creating your own luck36:34 Founder focus: events, burnout, and intentional calendars42:56 Calendar engineering, morning vs. evening energy45:42 Remote work strategies, treadmill calls, and keeping energy up47:45 What she’d do differently when building the first product51:18 Filtering feedback without losing creative vision53:34 The emotional story: surprising her parents with a wedding59:44 Life timing, gratitude, and closing reflections
#48 - Simon Sundén: Why Esports Helps Some Games And Hurts Others
Today's guest is Simon Sundén, a veteran of the competitive gaming scene, CEO of Clutch Group, and the operator behind major esports productions like the GeoGuessr World Cup.
We dig into the rise of esports from its origins in South Korea, how livestreaming changed the industry forever, and why most studios misunderstand what esports is actually for. Simon breaks down what makes a game truly competitive, how to evaluate esports potential, and why watchability matters more than most devs realise.
Whether you're a game developer, studio founder, or just obsessed with competitive gaming, this is a masterclass in understanding how esports really works.
Connect with Simon:
LinkedIn: https://www.linkedin.com/in/simonsunden/
Company's LinkedIn: https://www.linkedin.com/company/clutchgame/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:
00:00 Intro
03:03 The origins of esports and the Korean boom
07:43 How streaming transformed competitive gaming
13:14 How esports boosts game retention and monetization
19:06 How GeoGuessr unexpectedly became a successful esports
24:27 How to know if your game is ready for esports
32:51 Why watchability is crucial for streaming and competition
36:30 Could “Peak” become an esports? Simon’s analysis
41:30 What it actually takes to run an esports competition
45:08 Cutting noise, delegating smartly, and staying focused
51:18 Meetings, productivity, and the value of IRL networking
55:14 Essential advice for new studios today
57:16 Community building done right for modern games
#47 – Henri Lindgren: What It Takes To Survive As a Founder In Games
Today's guest is Henri Lindgren, a veteran games industry leader, CEO of Kokoon Games, and former head of Lightneer.
We unpack the real side of building and leading game studios, from scaling startups to shutting down companies, rebuilding from scratch, and mastering resilience as a founder. Henri shares insights about leadership, culture, and mental endurance in the turbulent games industry, along with practical strategies for bootstrapping, raising angel investment, and avoiding the VC trap.
Whether you’re a game dev, entrepreneur, or creative leader, this is a masterclass in staying resilient when the grind gets real.
Connect with Henri:LinkedIn: https://www.linkedin.com/in/henri-lindgren-9a388b39/Company's LinkedIn: https://www.linkedin.com/company/kokoongames/
Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:00:00 Intro02:30 Henri’s 16-year journey in gaming and founding Kokoon Games03:44 Why resilience is the most underrated founder skill07:22 The rise and fall of Lightneer: lessons in leadership and culture11:37 Bootstrapping vs VC: how to survive tough markets14:47 Building company culture and values from scratch19:10 Tactical resilience: how to simplify and refocus under pressure22:41 Time blocking, focus, and managing chaos as a founder26:34 Surviving event season and keeping mental reserves31:22 The myth of the solo founder hero33:47 Hiring smart and avoiding premature scaling36:17 CEO loneliness and coping with leadership isolation41:19 Raising angel investment vs VC in 2025’s market45:47 Cap tables, advisory shares, and avoiding equity mistakes49:20 The state of Finland’s games industry and what’s next55:44 Inside Kokoon’s new party game and design inspiration01:02:06 What Henri’s playing right now & closing thoughts
#46 – Matt Hitchcock: Why Great Games Still Fail Without Great Marketing
In this episode, I sit down with Matt Hitchcock, co-founder of Other Things Agency, to break down what it really takes to market, launch, and revive games in 2025. From creating game trailers that actually sell, to fixing poor launches and standing out on Steam, this is the conversation every indie developer and studio marketer needs to hear.
Matt shares insights from working on campaigns for Elder Scrolls Online, Squirrel With a Gun, and Cloudheim, revealing how studios can build hype, craft effective trailers, and make their store pages convert. We also dive into hiring in the games industry, what great portfolios look like, and the mistakes job seekers keep making.
If you’re building, marketing, or relaunching a game, this episode will save you time, money, and frustration.
Connect with Matt:
LinkedIn: https://www.linkedin.com/in/matthitch/
E-mail: matt@otherthingsagency.com
Website: https://otherthingsagency.com/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro
03:01 Elder Scrolls Online live-action trailer breakdown
05:13 Why trailers matter for conversion on Steam
08:25 When to start marketing your game
10:30 Working with creators the right way
12:10 Squirrel With a Gun – how to go viral with intent
17:12 The truth about viral formulas in game marketing
19:10 In-engine cinematic capture and authenticity
26:58 Why most indies underinvest in marketing
33:51 What to do if your game isn’t selling
37:12 Key art 101: how visuals sell your game
43:02 When and why to refresh your store art
45:11 Reviving and re-marketing older games
47:15 Continuous marketing done right
50:42 Hiring insights: what makes portfolios stand out
59:05 Common job applicant mistakes
1:02:00 Final advice for devs and creatives
#GameMarketing #IndieDev #GameTrailers #SteamLaunch #GamingIndustry
#45 – Amir Satvat: 2,000 Rejections Before Landing His Dream Job in Games
What does it actually take to build a career in games? In this episode, I sit down with Amir Satvat, Director of Business Development at Tencent and the creator of one of the biggest gaming career communities online. Amir’s helped almost 4,000 people land roles in games, all while juggling a full-time job.
We talk about the real odds of getting into the industry, how he handled 2,000+ job rejections, what it takes to build visibility on LinkedIn, and the personal cost of becoming a public figure.
Whether you’re just starting out or making a career move within games, this conversation dives into how to stay consistent, build systems that last, and turn your passion for games into a long-term career.
Connect with Amir
LinkedIn: https://www.linkedin.com/in/amirsatvat/
Website: https://amirsatvat.com/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:00:00 Intro
01:20 Thanksgiving 2022: How Amir’s journey to help began
03:40 Breaking into games after 2,000 job rejections
05:50 Family, remote work, and finding balance
08:05 Persistence, purpose, and building career momentum
11:50 Showing your passion vs. just saying it
13:40 “I’ve done everything I can” mindset trap
15:40 Networking, visibility, and why no one gets hired by accident
20:25 Building relationships and using mentorship to get feedback
25:05 The hidden job market and how most hiring really happens
28:55 Creation of the Games Jobs Workbook and community
34:20 Lessons from hosting and scaling gaming events
36:20 Productivity, delegation, and avoiding burnout
43:10 Who’s getting hired in games right now (data insights)
45:20 Nepotism, referrals, and why trust drives hiring decisions
49:00 Handling negativity and staying authentic online
55:35 Why criticism doesn’t matter unless it’s from the right people
59:00 Giving back without burning out
01:02:30 Finding non-games work for gamers
01:06:50 Final thoughts and where to connect with Amir
#GameCareers #GamingIndustry #CareerAdvice #AmirSatvat #LinkedInGrowth
#44 – Andrew Pappas: How Empathy-Driven Marketing Builds Successful Indie Games
Ever wondered why some indie games blow up without “doing any marketing”? And why that idea frustrates real game marketers?
In this episode, I sit down with Andrew Pappas, founder of RenGen Marketing and host of Indie Game Movement podcast, to unpack what real marketing looks like for indie studios in 2025. Andrew has worked with countless devs across the world to help them understand how to connect with players, build sustainable studios, and turn creative passion into commercial success.
We talk about why marketing should start at the concept stage, how to identify player pain points before you even prototype, and why so many devs are leaving money on the table by ignoring empathy-driven marketing. Andrew also breaks down how to build trust-based content, choose the right marketing channels for your strengths, and craft systems that actually scale without burning out your team.
This is a practical, no-fluff deep dive into how indie studios can market smarter, connect deeper with players, and build a real business around creativity, not just luck.
Connect with Andrew:
LinkedIn: https://www.linkedin.com/in/andrewpappas-rengen/
Website: https://www.rengenmarketing.com/
Podcast: https://www.rengenmarketing.com/podcast/100-2/
Newsletter: https://www.rengenmarketing.com/newsletter/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro
02:40 Why marketing should start before development
07:20 Demand-based vs solution-based thinking
12:00 Using player pain points to design better games
18:10 The risks of long dev cycles in a fast-changing market
23:00 Marketing strategy vs marketing plan explained
28:40 Why copying other studios’ marketing doesn’t work
34:30 Leading with empathy to connect with players
40:10 How to understand your players without being salesy
46:50 Choosing the right channels for your indie game
51:20 Building a repeatable marketing process
57:00 Measuring resonance instead of raw reach
1:03:20 Understanding your player’s buying journey
1:08:40 Making marketing entertaining and memorable
1:11:30 Andrew’s final advice for indie developers
#IndieGameMarketing #GameDevPodcast #PlayerFirstDesign #SteamMarketing #IndieDevGrowth
#43 – Marcus Holmström: How Roblox Is Rewriting the Rules of Game Development
Ever wondered how to scale a gaming studio to over 200+ staff without raising a single dollar of VC funding?
In this episode, I sit down with Marcus Holmstrom, Co-Founder and CEO of The Gang, who shares how he built one of the world’s leading Roblox studios, and working with brands like FIFA, Netflix, Amazon, and Wimbledon, while pioneering the rise of UGC gaming.
We talk about how Roblox developers are actually making huge money from their games, what’s driving the UGC boom, and why more traditional studios are starting to take notice. Marcus also breaks down how to build a remote-first team, hire the right people, and create games that find product-market fit fast.
This is a practical, no-fluff deep dive into the business of modern gaming, from bootstrapping to global scale.
Connect with Marcus:
LinkedIn: https://www.linkedin.com/in/marcusholmstrom/
Website: https://www.thegang.io/
Press Kit: https://readymag.website/TheGang/Presskit-2025/
Strongman Simulator: https://www.roblox.com/games/6766156863/Strongman-Simulator
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
01:10 Intro
03:03 How The Gang was founded
05:44 What Roblox really is (and why it matters)
07:47 Why Grow a Garden became the biggest game ever
09:25 How Roblox games make millions
13:03 Building 40+ games in 5 years
13:44 Working with brands like Netflix, FIFA & Amazon
17:40 From hobby project to 300+ employees
20:37 Why full-time staff beat contractors
22:50 Running remote-first studios pre-COVID
26:34 Using Discord as a digital office
29:43 Culture, communication & daily structure
32:04 Why the age demographics of Roblox matters
35:43 Why major studios are now building on Roblox
37:54 How monetization really works on Roblox
42:40 Welcome to Bloxburg: a case study
46:05 Why simplicity wins on Roblox
48:05 The Strongman Simulator story (1.5B plays!)
53:20 Parents, kids & spending on digital goods
58:06 Health-based gaming & motion integration
59:07 Hiring tips for scaling studios
01:05:29 Final takeaways & how to contact The Gang
#RobloxDevelopment #GamingBusiness #UGCgaming #GameDevPodcast #StartupGrowth
#42 – John Wright: From Accountant to CEO, Breaking Into the Gaming Industry & Scaling Mobile Games
Dreaming of breaking into the games industry or scaling your studio?
In this episode, John Wright (CEO of Turborilla) shares his journey from leaving accountancy to leading a studio with 200M+ downloads, plus hard-earned lessons on leadership, mobile publishing, and scaling games in today’s competitive market.
We cover everything from transferable skills and breaking into gaming, to user acquisition strategies, playable ads, retention metrics, and building a motivated team.
This is a raw, practical guide for anyone serious about games, leadership, and publishing.
- Learn how to transition careers into gaming with no direct experience
- Discover how CEOs manage change, culture, and accountability
- Understand why retention and CPI make or break mobile games
- Hear real-world lessons from $2B in user acquisition spend
- Insider tips on networking, scaling, and sustaining success in gaming
Connect with John:
LinkedIn: https://www.linkedin.com/in/johnwright1987/
Website: https://www.turborilla.com/
Mad Skills Motocross 3: https://apps.apple.com/ua/app/mad-skills-motocross-3/id1508275130?l=en, https://play.google.com/store/apps/details?id=com.turborilla.bike.racing.madskillsmotocross3&hl=uk
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro
01:40 Episode roadmap: leadership, publishing, and game economics
02:53 John’s background: identity crisis at 25 & leaving accountancy
08:50 Advice for newcomers to the games industry
17:40 What being CEO at Turborilla looks like
23:16 How to manage change as a CEO
26:43 Aligning people with business goals & accountability
31:14 Structuring company goals and roadmaps
35:15 The “happiness index” and motivating teams
40:31 The rise of playable ads and lessons learned
45:13 CPI, IPM, and industry metrics explained
49:53 Zynga, Rollic, acquisitions & scaling user bases
52:52 Profitability vs exits in gaming businesses
58:46 What separates a “good” game from a scalable hit
01:02:10 Retention, MVPs, and testing strategies
01:06:01 Ads vs retention: which comes first?
01:09:41 Strategies for new studios in a competitive market
01:11:43 Understanding VC theses and their impact on funding
01:17:23 Giving back to the gaming community
01:21:53 The future of AI in game development
01:25:31 Closing thoughts and ways to connect
#41 – Jon Hanson: Why Indie Game Marketing Fails (and How to Succeed on a Small Budget)
In this episode of The Gaming Playbook, I sit down with Jon Hanson, founder of Skill Tree Marketing and former EA & Warner Bros. publishing exec, who left the AAA grind to help indie and AA studios thrive. Jon shares the unfiltered truth about indie game marketing: why most devs misunderstand it, how to validate your game without wasting years, and what it really takes to cut through the noise with limited budgets.
Expect deep dives into:
- The biggest misconceptions about indie game marketing
- Why 30–50% of your budget should go to marketing (and how to use it wisely)
- How to validate your game early with market research & paid UA
- Case study: saving a VR game with better store optimization & ads
- Steam wishlists: what they really mean and how to grow them effectively
- Using Reddit, Discord & Facebook groups to reach players authentically
- Why storytelling and community trust beat polished “corporate” marketing
- Building a lean, sustainable business in a tough games market
Whether you’re an indie dev, a marketing lead, or a founder aiming to launch your first game, this episode is a brutally honest masterclass on how to market smarter, avoid costly mistakes, and turn your game into a business that lasts.
Connect with Jon:
LinkedIn: https://www.linkedin.com/in/jonhanson1/
Website: https://skilltree-marketing.com/
Reddit: https://www.reddit.com/user/SkillTreeMarketing/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro
01:23 Why Jon left AAA publishing to help indies
03:09 Viral LinkedIn posts about Expedition 33 & Balatro
05:30 Building a small but powerful indie-focused team
09:02 Biggest misconceptions about game marketing
10:39 Why marketing needs 30–50% of your budget
11:34 When and how to start marketing your game
13:50 Market research tools: AI, Reddit, Discord, LinkedIn
16:12 Validating ideas without wasting years
19:04 Case study: VR game turnaround with UA & optimization
22:24 Paid UA done right vs. going “all in”
24:32 Realistic ad spend returns for indie games
26:13 Why indies overlook paid UA vs organic marketing
28:16 Using UA to test game concepts before building
31:55 Steam wishlists: myths, metrics & algorithms
35:15 Discovery channels indies overlook (Reddit, Facebook groups, Discord)
36:34 Building authentic community trust & engagement
42:22 Discord support, authenticity, and winning trust
45:16 Repeat customers & building a sustainable studio
51:46 Running a business with 8 Chihuahuas & 3 horses
54:40 Lessons learned starting a business: don’t go alone
57:41 Final advice for indie devs on marketing
59:54 How to connect with Jon and Skill Tree Marketing
#IndieGameMarketing #GameDevTips #SteamWishlists #IndieDevJourney #GameMarketingStrategy
#40 – Charlie Czerkawski: Inside Game Economy Design, Monetization & Progression
In this episode of The Gaming Playbook, I sit down with Charlie Czerkawski, veteran game designer behind Shadowgun Legends and Payday 3, and now part of Sharkmob’s design leadership team on Exoborn. Charlie is also the author of Game Economy Design, and he pulls back the curtain on what it really takes to build player-friendly yet profitable game economies.
Expect deep dives into:
- What game economy design actually is (and how it differs from monetization)
- The biggest misconceptions developers have about economy design
- Vertical vs. horizontal progression, and why many games get it wrong
- Lessons from case studies like Clash Royale, Marvel Snap, and The Finals
- How to balance free vs. premium currency without alienating players
- Why testing “feels good” is harder than it sounds
- Career lessons from building his own studio and working across Europe
- Writing the go-to book on game economy design
Whether you’re an aspiring game designer, a live-ops manager, or a player curious about how games keep you hooked, this episode is a rare inside look into one of the most complex and misunderstood roles in game development.
Connect with Charlie:
LinkedIn: https://www.linkedin.com/in/charles-lees-czerkawski-46293524/
His book: https://www.routledge.com/Game-Economy-Design-Metagame-Monetization-and-Live-Operations/Czerkawski/p/book/9781032479903
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro
01:40 What is game economy design?
05:07 Common misconceptions about game economies
07:45 Player experiences & roguelite preferences
11:14 Target audiences & mobile vs. hardcore players
14:57 Single-player vs multiplayer economy design
17:09 Biggest challenges in economy systems
22:40 Vertical vs. horizontal progression explained
24:23 Marvel Snap’s clean economy breakdown
29:04 Cosmetics, battle passes, and player psychology
33:35 Balancing free vs. premium currency
37:02 Testing whether an economy “feels good”
39:31 Charlie’s career journey across Europe
43:59 Lessons from different studio cultures
45:47 Defending economy design decisions with stakeholders
47:46 Leadership, alignment, and team dynamics
51:41 Structuring your work week as a creative lead
57:31 Why economy design is one of the hardest jobs in game dev
59:28 Breaking into game economy design
01:01:53 Writing the book: Game Economy Design
01:03:40 Closing thoughts and how to connect with Charlie
#GameDesign #GameEconomy #MonetizationDesign #VideoGameDevelopment #IndieDev
#39 – Matej Lancaric: The UA Consultant on Building a €1.6M Solo Gaming Business
In this episode of The Gaming Playbook, I sit down with Matej Lancaric, one of the most successful solopreneurs in the gaming industry, who scaled his one-person consultancy past €1.6M in revenue. Matej shares the unfiltered reality of solopreneurship: why you can’t treat it as a backup plan, how to survive the risk of losing big clients, and what it really takes to build and keep a thriving solo business.
Expect deep dives into:
- Why having a backup plan sets you up for failure
- The dangers of relying on one big client (and how to diversify)
- How to set boundaries and avoid scope creep
- The role of Substack, LinkedIn, and conferences in building trust
- Why consistency beats shortcuts every time
- Growing without turning into a traditional agency
- Building products and revenue streams on the side
Whether you’re a consultant, a service provider, or a founder considering going solo, this episode is a brutally honest masterclass on what it really takes to succeed as a 7-figure solopreneur.
Connect with Matej:
LinkedIn: https://www.linkedin.com/in/matejlancaric/
Substack: https://lancaric.substack.com/
Matej's podcast: https://www.youtube.com/channel/UCpu7cyygnCCCkUEMG2-JiHQ
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:00:00 Intro
01:50 From side hustle to €1.6M solo business
05:03 Contractors vs. employees: staying lean
10:55 Why Matej refuses to build an agency
14:34 Getting first clients from articles & conferences
19:53 Conference strategy: no selling, just conversations
24:44 Public speaking & how to land talks
30:04 The risk of big clients & need to diversify
33:21 Setting boundaries & avoiding scope creep
36:02 Content creation workflow & newsletter strategy
47:32 Treating UA budgets like your own money
49:15 Building tools & new SaaS experiments
51:53 Why now is the best (and hardest) time to go solo
55:51 The reality of consulting: pipeline, rejection & persistence
59:48 Closing thoughts & where to find Matej
#solopreneurship #gamingbusiness #useracquisition #businessreality #businessgrowth
#38 – Kate Edwards: The #1 Mistake Studios Make Going Global in Games
In this episode, I sit down with Kate Edwards, CEO of Geogrify, culturalisation strategist, and former Executive Director of the IGDA, to unpack the hidden mistakes developers make when building games for a global audience.
From Age of Empires getting banned in South Korea, to the backlash around Indiana Jones, to why inclusivity and allegorical distance matter more than ever, Kate breaks down the cultural pitfalls that can derail even the biggest titles, and what studios can do to avoid them.
We cover:
- Why culturalisation is critical for global game success
- The real cost of ignoring stereotypes in game worlds
- How allegorical distance helps avoid offensive tropes
- What inclusivity in games looks like beyond tokenism
- The rise of social media backlash and how to handle it
- Lessons from 30+ years across Microsoft, IGDA, and Geogrify
Whether you’re an indie dev, AAA veteran, or just curious about how culture shapes games, this episode is a masterclass in building worlds that truly resonate with players everywhere.
Connect with Kate:
LinkedIn: https://www.linkedin.com/in/geogrify/
Check out SetJetters: https://setjetters.com/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
This September, I’m excited to be attending the @Live Service Gaming Summit, a must-attend event for anyone building, scaling, or evolving live service games.
From content cadence and monetisation to backend resilience and community building, the summit dives deep into what it really takes to create games that last.
Check out the latest event agenda here: https://www.iqpc.com/events-live-service-gaming-summit/agenda-mc/?utm_source=Harry%20Phokou&utm_medium=External%20Email&utm_campaign=49350.002_LSGSummit_Harry_Phokou_NL_Agenda&utm_term=&utm_content=&disc=&extTreatId=7621796
Use code PHOKOU20 for 20% off your pass
Let me know if you’re attending too, would love to connect!
#LSGSummit #LiveServiceGames #GameDev #GamingIndustry #LiveOps #GameDesign #Monetisation #GamingEvents
Chapters:
00:00 Intro
01:46 Who is Kate Edwards? 30+ years in games
03:50 From geographer to Microsoft and the games industry
07:36 Why culturalisation is critical for global games
09:37 Age of Empires banned in South Korea & lessons learned
14:10 Should indie developers worry about culturalisation?
18:18 The rise of social media backlash in games
27:22 Allegorical distance: designing worlds without stereotypes
32:06 Inclusivity in games: avoiding generic representation
42:28 SetJetters: Kate’s film tourism startup
46:48 Leading the IGDA: building a global developer community
51:44 What makes a game compelling to players?
59:25 Advice for aspiring devs breaking into the industry
1:05:57 Networking, hidden job markets & overcoming introversion
#gamedev #gamedesign #indiegamedev #gamingcommunity #videogames #inclusivitymatters #culturalisation
#37 – Ada Mockute Jaime: Casual Game Marketing in 2025 – Why UGC Beats Ads & TikTok Strategies
In this episode, I sit down with Ada Mockute Jaime, CMO at Nordcurrent (Cooking Fever, Airplane Chefs) to unpack what’s actually working in mobile game marketing in 2025.
From UGC that turns into billion-view ads, to TikTok Lives that really convert to installs, Ada breaks down the tactics casual studios can copy tomorrow to scale faster and cheaper.
We cover:
- How to turn organic UGC into high-performing Spark Ads
- Why TikTok Lives do drive installs (and how to track it)
- What gameplay actually drives views: fast, chaotic clips that hook instantly
- Why Discord isn’t always the right community hub
- Smarter brand collabs: from Puma drops to QR “secret menus”
Whether you’re a marketer, game developer, or just curious how mobile games reach millions of players, this episode breaks down the strategies shaping game marketing in 2025.
Connect with Ada:
LinkedIn: https://www.linkedin.com/in/adamockute/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
This September, I’m excited to be attending the @Live Service Gaming Summit, a must-attend event for anyone building, scaling, or evolving live service games.
From content cadence and monetisation to backend resilience and community building, the summit dives deep into what it really takes to create games that last.
Check out the latest event agenda here: https://www.iqpc.com/events-live-service-gaming-summit/agenda-mc/?utm_source=Harry%20Phokou&utm_medium=External%20Email&utm_campaign=49350.002_LSGSummit_Harry_Phokou_NL_Agenda&utm_term=&utm_content=&disc=&extTreatId=7621796
Use code PHOKOU20 for 20% off your pass
Let me know if you’re attending too, would love to connect!
#LSGSummit #LiveServiceGames #GameDev #GamingIndustry #LiveOps #GameDesign #Monetisation #GamingEvents
Chapters:
00:00 Introduction
01:01 Fresh Perspective on Gaming Marketing
03:35 Biggest Challenges Facing Game Developers in 2025
05:33 What's Actually Working: The Billion-View Strategy
07:31 The Power of User-Generated Content
09:34 Scaling UGC for Any Size Game
11:32 Doing Influencer Marketing Right
14:41 TikTok Live Gaming and Platform Strategy
18:23 Why People Watch Others Play Games
20:06 Mastering TikTok Trends and Timing
23:07 Tracking ROI from Viral Content
24:27 The Mystery of Viral Performance
27:53 Community Building Strategy by Game Type
29:35 Player-Created Communities vs Company-Owned
32:48 Expanding Beyond Mobile: Nordcurrent Labs
36:14 Global Community Management at Scale
37:51 The Brand Partnership Innovation Challenge
40:58 Reimagining Brand Partnerships
43:49 Practical Partnership Implementation
46:03 Breaking Through Corporate Gatekeepers
49:28 The First Success Strategy
51:35 Live Partnership Pitch: Calling Out Ryanair
53:50 Creating Player-Centric Brand Partnerships
56:18 Top 3 Marketing Advice for 2025
58:07 Authenticity in Professional Marketing
59:04 Ways to Connect & Wrap-up
#MobileGameMarketing #TikTokAds #UGC #CasualGames #UserAcquisition
#36 – Ridzki Syahputera: The Hidden Costs of Equity in Gaming & How to Scale Smarter
Think raising VC is the best way to grow a game? Think again.
In this episode, I sit down with Ridzki Syahputera — ex-VC and co-founder of PVX Partners — to unpack the truth about game funding, marketing, and scaling in 2025.
Whether you're building your first game or working at a studio, this is the stuff nobody teaches: how user acquisition really works, when to raise money (and when to avoid it), and what separates games that scale from games that stall.
We break down:
- The hidden cost of equity (and how to avoid it)
- ROAS benchmarks from 350+ studios
- Smarter ways to fund growth — without giving up ownership
- What VCs and publishers actually look for
Whether you're building a hit, running a studio, or just serious about games as a business, this episode will change how you think about growth.
Connect with Ridzki:
LinkedIn: https://www.linkedin.com/in/ridzkisyahputera/
Website: www.pvxpartners.com
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 - Intro & Setup
03:40 - The capital intensity of gaming and consumer apps
07:50 - The true cost of equity vs. ROAS
10:15 - Why founders default to VC and publishers
14:59 - How PVX's UA financing model works
16:55 - Common reasons studios aren’t ready to scale
19:07 - Cohort volatility explained
22:12 - What games Ridzki plays & gaming preferences
26:13 - Equity vs. loan cost comparison
31:22 - Why banks don’t understand gaming businesses
33:32 - Real-world example: Grammarly’s financing strategy
35:51 - Cultural mindsets on growth: East vs. West
40:53 - Why PVX exists & founder motivation
44:54 - What games are scaling right now & why
48:34 - Global breakdown: Turkey, Israel, China studio strategies
51:59 - Founders’ biggest mistake: ignoring scalability
55:42 - Harry’s business growth story & org structure
1:01:35 - Origin of PVX name & closing thoughts
1:05:28 - Where to find Ridzki + Free SaaS tool from PVX
#GameDevFinance #UserAcquisition #GamingStartups #ScalingStudios #MobileGamesGrowth
#35 - Greg Lee: The Baby in Yellow: How an Indie Game Hit 300M Downloads Without a Marketing Budget
Discover how The Baby in Yellow, an indie horror game born from a game jam, exploded to over 300 million downloads — without any marketing budget or VC funding.
In this episode, Greg Lee, co-founder of Team Terrible, shares how content creators, viral design strategies, and long-term thinking helped them turn a side project into a global hit.
From leaving Rockstar to building a 12-person indie studio, Greg dives deep into:
- The early days of viral traction
- Designing for shareability and YouTube
- Monetization without selling out
- Building a passionate fanbase
- Advice for aspiring indie developers
If you're a game dev, indie founder, or creative entrepreneur, this is your blueprint for building something that markets itself.
Learn how to go viral, build a studio, and create lasting IP in the age of short attention spans.
Connect with Greg:
LinkedIn: https://www.linkedin.com/in/greg-lee-40aa1276/
X: https://x.com/heyimgreg
The Baby in Yellow:
Android: https://play.google.com/store/apps/details?id=com.TeamTerrible.BabyInYellowiOS: https://apps.apple.com/us/app/the-baby-in-yellow/id1570525877
Steam: https://store.steampowered.com/app/2291340/The_Baby_In_Yellow/
Discord: https://discord.com/invite/teamterrible
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro & How The Baby in Yellow Went Viral
01:52 From Rockstar to Indie: Greg’s Journey
04:46 The Accidental Game Jam Upload That Changed Everything
06:38 YouTube Creators: The Real Marketing Engine
09:18 Rip-offs, Mobile Stores & Launching on Android
12:36 Strategic Decision: Free on PC, Paid on Mobile
15:04 Viral Mechanics: Ease of Access & Minimal Friction
17:26 Why Distribution Beats Monetization (Initially)
19:38 The “Luck as Dice Rolls” Theory
22:04 Building Community: Fan Art, Discord & Cultural Impact
26:40 Organic Growth: Word of Mouth & Player Stories
30:50 Schoolbooks, Tattoos & IP as Culture
33:03 Long-Term Thinking Over Quick Monetization
34:46 Lore, Lovecraft & Creative Depth
37:15 Balancing Casual Players & Lore-Seekers
41:54 Horror Meets Humor: The Game’s Dual Tone
44:56 Future Plans & Why the Next Game Might Be Different
48:48 How Team Terrible Hires: What They Look For
53:42 Advice for Aspiring Game Devs
57:25 Final Thoughts & What’s Next
#IndieGameDev #TheBabyInYellow #GameDevelopment #ViralGames #GregLee
#34 - Bobby Wertheim: Why Game Publishing in 2025 Is Broken for Indies - Funding, Pitching & Surviving the Market
2025 Indie Game Publishing Playbook w/ Bobby Wertheim
Looking to land a publishing deal for your indie game in 2025?
In this episode, veteran game scout Bobby Wertheim breaks down the chaotic state of game publishing, what publishers are really looking for, and how devs can stand out in a saturated market.
We cover everything from pitch mistakes, proving product-market fit, and surviving in an era where 85% of playtime goes to older games.
This is a practical, unfiltered guide every game dev should hear before pitching.
- Learn how to navigate publisher expectations
- Discover why early access can hurt your chances
- Hear real-world funding advice and event strategies
- Understand what “product-market fit” actually means for games
- Insider tips from someone who signs deals today
Connect with Bobby:
LinkedIn: https://www.linkedin.com/in/bobby-wertheim-00700/
Website: https://www.kandofactory.com/
Bluesky: https://bsky.app/profile/kandofactory.bsky.social
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro
02:15 Why the 2025 games market is brutal
04:28 Bobby’s background and experience as a game scout
06:00 The evolution of the games market: arcade to digital
07:59 The “Old Game Problem” and storefront saturation
11:03 Are most of the 19,000 games on Steam any good?
13:33 Decline of investment and the end of free money
18:00 Publisher risk explained: why their stakes are higher than you think
21:52 Rev share, funding realities, and deal structures
27:55 What publishers want to see in 2025 (not paper pitches)
31:47 How much money can indie devs really get in 2025?
33:21 How to fund development before approaching publishers
39:00 Early access: why it can hurt your pitch
43:47 How to rise to the top of the submission pile
46:50 Should you work with a game agent?
49:30 Why doing market research is non-negotiable
48:50 Why most devs pitch too early and get ghosted
50:52 Research the publisher: tailor your pitch and get feedback
55:25 Your “3 tries” rule with publishers
55:55 Smart strategies for events and pitching
01:01:00 Where to find Bobby & wrap-up
#GameDev #IndieGames #GamePublishing #SteamGames #PitchToPublishers
#33 - Alexander Brazie: How to Get Promoted Fast in the Games Industry
Want to break into the gaming industry or level up your career fast?
In this episode of The Gaming Playbook, Harry Phokou sits down with Alexander Brazie (World of Warcraft, League of Legends, Ori and the Will of the Wisps) to discuss how to actually get a job in games and get promoted quickly.
From the power of playtesting and portfolios to insider hiring mindsets and the truth about nepotism, Alexander unpacks 20+ years of experience.
Whether you're a student, self-taught dev, or working in QA looking to transition into design, this episode is your roadmap.
Connect with Alexander:
LinkedIn: https://www.linkedin.com/in/alexander-brazie/
Discord: https://gamedesignskills.com/funsmith-club/
Instagram: https://www.instagram.com/xelnath/
X: https://x.com/xelnath?mx=2
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Enjoyed the episode? Like, comment, and subscribe to help more developers find us.
Chapters:
00:00 Intro & Alexander’s legendary background (WoW, Riot, Moon Studios)
01:45 How Alexander got his first job in games at 13
06:08 What successful game design students do differently
09:39 How to network and build real industry relationships
13:16 What gets people hired (and what doesn't)
17:57 The “barrel” employee concept and how to become one
21:07 Why learning to implement your ideas gets you hired faster
28:46 How to get noticed as an implementer (and land high-impact projects)
35:26 Do game designers need to code to get hired?
40:16 How to showcase your work as a content designer
43:21 How to show you're thinking ahead like a lead designer
45:20 Make your system design work visible to employers
49:09 Narrative design tips for students breaking into games
52:35 Dumb vs. smart ways to ask for a promotion
56:40 AAA job interview tips & frameworks
1:00:56 Why a game design degree doesn’t make you senior
1:05:30 Transitioning to roles outside of games
1:07:39 Why documenting your work will change your career
1:12:15 Final wrap-up & advice from me
#GameDesignCareer #BreakingIntoGames #GamingJobs2025 #PortfolioTips #HowToGetPromoted
#32 – Tom Gayner: How Top Game Studios Monetize Discord Communities
Want to turn your Discord community into a revenue-generating machine?
In this episode of The Gaming Playbook, I sit down with Tom Gayner, CEO of Levellr, who’s helped Scopely, Krafton, and even the NFL build high-performing Discord communities.
We dive into the most common mistakes studios make, why Discord users are 6x more valuable, and how AI is revolutionizing community management.
If you’re a game studio, this is your blueprint for building a self-sustaining, monetized community.
Connect with Tom:
LinkedIn: https://www.linkedin.com/in/tomgayner/
Website: https://www.levellr.com/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
👉 Enjoyed the episode? Like, comment, and subscribe to help more developers find us.
Chapters:
00:00 Introduction
01:44 Why most studios ignore Discord
05:48 Data: Discord users = 6x more valuable
11:57 Pre-launch Discord strategy
15:06 Creating organic player-to-player interaction
17:02 Minimum requirements before launching a Discord
20:10 What resource investment actually looks like
23:04 How Levellr started & why it matters now
27:40 AI's breakthrough in community insight grouping
30:42 Querying your own Discord like a knowledge base
32:28 Fastest way to get 1,000 engaged members
34:08 Game/Discord integration examples
37:56 Best way to hire a community manager
42:32 Is Discord ROI Real or Just Hype?
46:16 The Fear of Backlash (And Why It's Wrong)
49:25 The Future of Discord in Game Publishing
52:34 Getting Insights from Player-Run Discords
55:02 Community Advice for Publishers
56:18 How to reach Tom & final thoughts
#GameDev #DiscordCommunity #RetentionStrategy #CommunityGrowth
#31 - Markus Wilding: How Game Marketing Must Change to Win
Why do most good games still fail today, even with great gameplay?
Markus Wilding – former marketing leader at Take-Two, 2K, and Private Division – joins me to reveal why visibility is now more critical than quality... and how developers and publishers must adapt to survive.
We unpack how outdated marketing playbooks are killing games, why community building is non-negotiable, and the practical strategies every studio needs to market smarter.
Expect deep dives into:
- Why 90% of marketing strategies are stuck in the past
- How to use influencer marketing correctly in today's market
- How early-stage market validation can save your studio
- How to build community momentum before launch
- Why the future belongs to "snackable fun" games, not bloated AAA
- Practical frameworks for self-auditing your game's marketing readiness
Whether you're an indie developer, publisher, marketer, or founder, this conversation will shift how you approach game success today.
Connect with Markus:
LinkedIn: https://www.linkedin.com/in/markus-wilding/
Website: https://beyondthewall.games/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter
Enjoyed the episode? Like, comment, and subscribe to help more developers find us.
Chapters:
00:00 Introduction
02:01 Markus' Transition From AAA to Consulting
07:03 Why Visibility Beats Quality Today
12:51 Discord, Reddit, and Building Real Player Communities
17:01 Why the "19,000 Games on Steam" Stat Is Misleading
21:31 The Old Game Problem
30:20 Why Graphics No Longer Guarantee Success
33:42 Finding the Fun: What AAA Forgets
35:00 Why "Snackable Gameplay" Dominates
38:48 What Good Marketing Advice Actually Looks Like
42:50 Why Understanding Development Is Non-Negotiable
48:37 Why Markus Is Optimistic About Gaming’s Future
50:25 Connect With Markus
#GameMarketing #IndieGameDev #GamingIndustry #MarketingStrategy #CommunityBuilding
#30 - Peter Fodor: Why Mobile Games Fail in 2025 And How to Market Them Right
In this episode of The Gaming Playbook, I sit down with Peter Fodor, founder and CEO of AppAgent, a top-tier mobile marketing agency behind games from Supercell, Netflix, and Scopely. Peter shares the unfiltered truth about why most mobile games fail to scale, the critical mistakes studios make, and how to win in today's privacy-first, saturated market.
Expect deep dives into:- How to test game ideas before writing a single line of code
- The role of creative frameworks and hooks in ad success
- Why LiveOps is the future of monetization
- Managing remote creative teams without losing your mind
- How AI is reshaping mobile game marketing and who should be scared
Whether you're a mobile dev, a UA manager, or building the next breakout title, this episode will make you rethink your strategy from the ground up.
Connect with Peter:
LinkedIn: https://www.linkedin.com/in/petrfodor/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
Youtube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry tips – Sign up for the Gaming Rally Newsletter! http://http//gamingrally.net/
Don’t forget to like, subscribe, and drop your thoughts in the comments.
Chapters:
00:00 Introduction
02:04 The State of Mobile Gaming Post-COVID
05:20 The Biggest Mistakes Mobile Studios Make
07:35 How Small Teams Can Pre-test Game Ideas
10:13 Increasing LTV through LiveOps
14:13 Are IP & Influencer Collabs Only For Big Studios?
16:41 Testing IPs & Understanding Your Audience
18:31 The Power of Creative Frameworks
23:00 Lessons from Walking Planet & Player Surveys
27:15 Timeless Creative Principles (AIDA, KISS)
30:42 Why Most Game Ads Fail at the Hook
32:32 Hooks vs. Storytelling: The Key Mindset Shift
35:04 Managing Creative Teams Remotely
39:17 Frameworks: Who Builds Them And How?
43:37 How to Build Systems Collaboratively
46:07 Hiring Creatives: What to Look For
49:28 AppAgent’s Future & Vision
53:39 AI's Impact on UA, Creative Production & Future Roles
58:02 Advice to Young People Entering Games
59:44 Final Thoughts For The Mobile Games Industry
#MobileGameMarketing #GameDevTips #UserAcquisition #CreativeStrategy #MobileGames2025
#29 - Matt Barker: High-Converting LinkedIn Posts, Storytelling & Building Authority
Ever feel like your writing isn’t landing the way you want? Whether you’re posting on LinkedIn, crafting a sales page, or trying to grow an audience, better writing leads to better results.
In this episode, I sit down with Matt Barker, a copywriter who’s helped businesses generate over $3M through content. We talk about what really makes writing work - without the fluff, fake authority, or overhyped promises.
- How Matt went from corporate marketing to solopreneurship
- Why most people write the wrong way online - and how to fix it
- The secret to writing content that attracts, nurtures, and converts
- How to avoid the “scamfluencer” trap and build real authority
- What top creators do differently to make their writing stand out
If you’ve ever wanted to write better, grow an audience, and turn words into results, this episode is for you.
Connect with Matt:
LinkedIn: https://www.linkedin.com/in/mattjbarker1/
Newsletter: https://www.mattbarker.xyz/newsletter
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
Youtube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry tips – Sign up for the Gaming Rally Newsletter! gamingrally.net
Like, comment, and subscribe for more deep dives into copywriting, content marketing, and personal branding.
Chapters:
00:00 Introduction
01:26 Matt’s Transition from Corporate to Solopreneurship
09:23 The Difference Between Writing Online & High School Writing
12:34 How To Start Writing
16:24 How to Get Better at Writing (Practical Steps)
23:15 Strategic Writing vs. Creative Writing
26:13 Crafting a Content Strategy That Works
28:57 Overcoming Boredom and Staying Consistent
32:48 The Two Main Goals of Writing on LinkedIn
35:43 The Power of Emotional Storytelling in Copywriting
39:44 The "Scamfluencer" Trend & Why It’s Misleading
42:12 How Long Does It Take to Master Online Writing?
45:42 Unexpected Side Benefits of Writing
47:35 Matt’s Future Plans & Advice to His Past Self
52:32 - Where to Follow & Connect with Matt
#Copywriting #ContentMarketing #Ghostwriting #PersonalBranding #LinkedInGrowth
#28 - Lara Acosta: "The Best LinkedIn Content Strategy for 2025" - Personal Branding, The Psychology of Success, Offline Experiences & more
Today’s guest is Lara Acosta, a personal branding expert, content strategist, and founder of Literally Academy.
Lara went from being unemployed in 2022 to becoming the #1 female creator on LinkedIn, amassing over 300,000 followers and generating millions through her personal brand. She now teaches others how to build a standout online presence, create engaging content, and turn their audience into a thriving business.
In this episode, Lara shares her journey of building a personal brand as a woman in business and the strategies that helped her grow to over 200,000 followers on LinkedIn. She dives into the power of self-promotion, why most people struggle with content creation, and how to talk with your audience, not at them, using her SLAY framework.
If you're a content creator, business owner, or someone looking to build an authentic personal brand, this episode is for you!
Connect with Lara:
LinkedIn: https://www.linkedin.com/in/laraacostar/
Youtube: https://www.youtube.com/@Laraacosta
𝕏: https://twitter.com/Laraacostar
Instagram: https://www.instagram.com/laraacostar/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
Youtube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry tips – Sign up for the Gaming Rally Newsletter! gamingrally.net
Chapters:
00:00 Introduction
02:37 Building a Personal Brand as a Woman in Business
07:12 Celebrate Wins or Keep Moving?
11:00 How to Celebrate Wins the Right Way on LinkedIn
12:49 Lara’s Cohort Launch: The Power of Self-Promotion
18:29 Talking With Your Audience, Not At Them: The SLAY Framework
23:17 How to Approach Content Creation as a Beginner
31:11 Why Visual Hooks Work (and Why People Get Them Wrong)
37:55 Overcoming Impostor Syndrome as a Creator
43:40 Why Offline Experiences Are the Future of Personal Branding
52:01 Finding Purpose in Business Beyond Money
#27 - Hendrik Lesser: "Why Game Studios Struggle" - Leadership, Survival Strategies & more
Today's guest is Hendrik Lesser, president of the European Game Developer Federation and CEO of Remote Control Productions (RCP).
Hendrik started out selling and writing about games before spending nearly five years at Take-Two Interactive. In 2005, he founded Remote Control Productions (RCP), which has grown from a small startup into a global network of 16 studios, shipping over 400 projects. Through RCP, he helps developers focus on making great games while handling business operations, and he continues to advocate for the industry through policy, education, and mentorship.
In this episode, he breaks down the real challenges facing the gaming industry, from cash flow struggles to why bad business, not bad games, is what really kills studios. He shares hard-earned lessons on studio leadership, competing with old games, and the biggest risks developers need to watch out for. Hendrik also talks about the power of partnerships, how to make remote teams work, and why strong leadership matters more than ever.
Whether you're running a studio, breaking into the industry, or just want a behind-the-scenes look at the business of games, this episode is for you!
Connect with Hendrik:
LinkedIn: https://www.linkedin.com/in/hendriklesser/
Website: https://rcp.family/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
Youtube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry tips – Sign up for the Gaming Rally Newsletter! gamingrally.net
Chapters:
00:00 Introduction
02:16 The Reality of the Gaming Industry in 2025
04:10 Biggest Risks for Studio Leaders This Year
10:20 What Is Remote Control Productions (RCP)?
16:25 The Old Games Problem: Why It’s Harder to Compete
21:46 The Power of Community: RCP’s Approach
23:48 Finding Mentors, Building Community, and the Value of Events
29:41 Why Bad Business Kills Studios, Not Bad Games
34:32 Consensus Culture vs. Strong Studio Leadership
40:19 The Role of Partnerships in Game Development
43:35 Making Remote Collaboration Work
48:06 Why Hierarchy Matters in Remote Teams
53:58 Hendrik’s Favorite Part of the Job
58:58 Balancing Game Development and Gaming Habits
1:05:08 Advice for Gaming Industry Leaders
1:06:42 Words of Wisdom for Aspiring Game Developers
1:08:40 How to Connect with Hendrik
#26 - Ali Farha: "The Producer Playbook” - The Secrets to Becoming a Game Producer Everyone Wants on Their Team
Today’s guest is Ali Farha, a Senior Technical Producer at Star Stable Entertainment.
Ali has helped studios build scalable technology, optimize tools, and even port a 12+-year-old game to platforms like Metal, iOS, and Android. With a background in QA and a passion for tech leadership, he’s all about creating high-performing teams and future-proofing game development.
In this episode, Ali breaks down what it truly means to be a producer in the gaming industry, sharing how the role adapts to different teams and challenges. He discusses the art of simplifying complexity, balancing long-term vision with immediate priorities, and the difference between coaching and mentoring to empower teams. Ali also shares his personal journey, from breaking into the industry without connections to building skills that set him apart.
This episode is perfect for producers, aspiring game developers, or anyone curious about leadership and succeeding in the world of game production.
Connect with Ali:LinkedIn: https://www.linkedin.com/in/alifarha/
Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/Youtube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokou
Chapters:00:00 Introduction00:30 Understanding the Role of a Game Producer02:52 Mentoring vs. Coaching: How Producers Boost Productivity07:32 What Makes a Great Game Producer15:10 Balancing Short-Term Tasks with Long-Term Vision32:33 Tough Decisions Producers Face: Saying No and Prioritizing41:01 Breaking into the Gaming Industry: Ali’s Journey44:21 Tips for Aspiring Game Developers49:12 Microlearning, Building a Portfolio, and Networking Tips53:02 Enriching Your Portfolio and Networking59:11 How to Improve as a Producer01:03:04 Rapid-Fire Q&A with Ali
#25 - Alexander Brazie: “How To Get a Job In Gaming Playbook” - Building Portfolio, Nailing Interviews, Practical Tips & more
Today’s guest is Alexander Brazie, a veteran game designer with over 20 years of experience and co-founder of Game Design Skills.
Alexander has worked on some of the biggest titles in gaming, including World of Warcraft at Blizzard, League of Legends at Riot, and Ori and the Will of the Wisps at Moon Studios. With a track record of building and mentoring design teams, he’s helped ship over 32 projects and is passionate about teaching the craft of game design to the next generation.
In this episode, he breaks down how to land your first game design job, what recruiters look for in portfolios, and the mistakes new designers should avoid. Alexander also explains how reverse engineering games can sharpen your design skills and why a strong portfolio matters more than a degree.
If you're an aspiring game designer, a student, or someone looking to transition into the industry, this podcast is for you!
Connect with Alexander:
LinkedIn: https://www.linkedin.com/in/alexander-brazie/
Instagram: https://www.instagram.com/xelnath/
Twitter/X: https://x.com/xelnath?mx=2
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
Youtube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Chapters:
00:00 Introduction
01:37 Alexander’s Journey Into Game Design
05:14 How to Land Your First Game Design Job
08:10 What Recruiters Look for in Game Designers
10:10 Mistakes New Designers Must Avoid
15:14 Useful Resources for Game Designers
16:37 Reverse Engineering Games to Learn Design
22:14 Common Mistakes In Game Design Interviews
32:25 How To Prepare For Design Tests And Interviews
41:12 Q&A: Action Game Design
43:41 Creating an Efficient Website Portfolio
44:33 Smarter Ways to Reapply After Rejection
46:49 Transferring Skills Into Game Design
47:13 Closing Thoughts and How to Connect
#24 - Jacob Pegs: "The Solopreneur Playbook" - The $1,000,000 Solopreneur Formula Using LinkedIn Without Burnout
Today’s guest is Jacob Pegs, a solopreneur, mentor, friend, and founder of Modern Maker, a coaching community.
After years of web development and running a marketing agency, Jacob went solo and built a business that’s served 250+ clients, 2000+ customers, and $3.4M in client sales. He helps people craft offers that sell and create content that actually works.
In this episode, Jacob shares how he built a thriving solo business by crafting simple offers and using power writing to connect with his audience. He explains his "Teach, Share, Show, Invite" method for creating engaging content, tips for crafting your first offer, and how to scale a business without stress.
This episode is perfect for solopreneurs, anyone starting a solo business, those looking to improve their LinkedIn content, or anyone struggling to create their first offer.
Connect with Jacob:LinkedIn: https://www.linkedin.com/in/jacob-pegs/Youtube: https://www.youtube.com/@most_mojoInstagram: https://www.instagram.com/mostmojo/Free Offer Doc Template: https://swipemymojo.com/
Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/Instagram: https://www.instagram.com/hphokou
Chapters:
00:00 Introduction
02:00 Jacob’s Unique Way of Writing
04:21 The Journey to Solopreneurship
09:16 Biggest Mistakes Solopreneurs Make
13:10 The “Teach, Share, Show, Invite” Content
14:54 How to Create Your First Offer
19:00 Presenting Your Offer Effectively
23:35 The Role of Energy in Content Creation
30:05 Understanding the Mind Reader Effect
35:18 Turning Leads Into Customers Before Clients
40:14 How to Start Monetizing Your Audience
45:12 Scaling a Solo Business Without Burnout
47:47 Recognizing When You’ve Hit Your Capacity
50:42 The Mindset Shift That Shaped Jacob’s Success
52:59 How to Connect With Jacob
#23 - How they made $100,000s writing on LinkedIn | Lara Acosta, Matt Barker, Jacob Pegs
The Gaming Playbook's first-ever studio panel discussion features three LinkedIn powerhouses: Lara Acosta, Jacob Pegs, and Matt Barker.
Episode Sponsor: Aware
The LinkedIn Engagement & Analytics Tool
Use code "HARRY" for 20% off at: https://useaware.co/?fpr=harry
Lara Acosta - #1 UK Female Creator, runs Literally Academy
Jacob Pegs - Founder of Modern Maker, a coaching community.
Matt Barker - Author of The Digital Writer - Copywriting Course.
Collectively, with over 400k followers, they’ve made $1,000,000s of dollars using LinkedIn.
In this episode, the panel and host dive deep into the art of content creation and building a business you truly enjoy. Topics include using AI to simplify writing, creating connections through in-jokes, and strategies for making your videos stand out in the LinkedIn feed. They also explore managing time effectively, achieving balance, and crafting high-ticket offers, all while avoiding burnout.
Whether you're a creator, entrepreneur, or someone looking to level up your LinkedIn content game, this episode is packed with actionable insights for you.
Connect with the guests:
Jacob: https://www.linkedin.com/in/jacob-pegs/
Lara: https://www.linkedin.com/in/laraacostar/
Matt: https://www.linkedin.com/in/mattjbarker1/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
Youtube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Chapters: 00:00 Introductions 04:08 How We Use AI to Make Writing Easier 11:07 Why Celebrating Wins Can Be So Challenging 17:52 Building Connection Through In-Jokes and Comments 26:43 Battling Boredom in Content Creation 30:12 The Unexpected Power of Beginner Content 34:55 The Mind Reader Effect For Writing 40:31 What We Learned Selling High-Ticket Offers 47:46 Balancing And Optimizing Business - Matt Barker Example 56:51 Leveraging Time and Sticking to Your Boundaries 01:04:02 Rapid Q&A 01:07:24 How to win using LinkedIn Video 01:11:01 Closing Lessons
#22 - "The Content Strategy Playbook" - Content Creation, Lead Management, The Role of AI & more
Today’s guests are Lara Acosta, Luke Matthews, Matt Barker, Sam G. Winsbury, and Jacob Pegs.
Lara is a personal branding expert and founder of Literally Academy, boasting 20M+ impressions and a #1 LinkedIn creator title. Luke is an AI-driven ghostwriter with 175,000 followers, known for teaching how to craft posts with precision in just 7 days. Matt is a solopreneur copywriter who left a corporate job to build a thriving business teaching others to attract dream clients through organic content. Sam is the founder of a personal branding agency that has built over 150 brands, achieving millions in inbound leads for clients. Jacob is a former agency owner turned business coach who scaled his consulting business to $500K+ annually, specializing in content-led growth strategies.
And I'm your host, Harry Phokou, I ghostwrite and get LinkedIn done for you.
In this episode, we talk about our approaches to writing, managing leads, and using AI in content creation. We also share tips on building connections, making the most of video content, and deciding what really matters on LinkedIn.
Whether you're new to LinkedIn or looking to refine your strategy, this episode has practical advice to help you grow your presence and get results.
Connect with the guests:
Lara: https://www.linkedin.com/in/laraacostar/
Luke: https://www.linkedin.com/in/lukematthws/
Matt: https://www.linkedin.com/in/mattjbarker1/
Sam: https://www.linkedin.com/in/sam-g-winsbury/
Jacob: https://www.linkedin.com/in/jacob-pegs/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
Youtube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Sign up to Gaming Rally Newsletter (Harry Phokou & Ali Farha's weekly newsletter): gamingrally.net
Chapters:
00:00 Introduction to LinkedIn Live and Mastermind Session
04:25 Discussion on Writing Processes
28:11 Managing Leads and Contacts with CRMs
37:04 The Significance of Vanity Metrics
48:35 The Role of AI in Copywriting and Content Creation
52:56 The Power of Video Content on LinkedIn
54:54 Finding the Right Balance Between AI and Human Creativity
57:17 Unique Services and Expertise Offered by Each Participant
01:33:57 Writing with AI and Editing
01:35:47 Dealing with Difficult Clients
01:40:48 Figuring Out Your Offering
01:45:07 Understanding the LinkedIn Algorithm
01:50:28 Staying Motivated: Long-Term Vision and Outreach
01:56:38 Responding to Comments and Community Building
02:06:36 Monetizing Content on LinkedIn
02:09:36 Building a Niche Community
#21 - ”The Business Growth Playbook” - Adapting to Change, Expanding Beyond LinkedIn, Scaling Through Systems and Delegation & more
Today’s guests are three LinkedIn powerhouses: Nausheen I. Chen, Ryan R. Sullivan, and Danny DelVecchio.
Nausheen is a 3-time TEDx speaker and public speaking coach helping leaders communicate with confidence. Ryan is a podcast strategist who’s launched 100+ successful shows for B2B companies. Danny is a video marketing expert helping founders turn LinkedIn videos into lead-generating machines.
And I'm your host, Harry Phokou, I ghostwrite and get LinkedIn done for you.
In this special episode, each guest brings a genuine question to ask the other guests about their business or LinkedIn.
With one hour of deep dives followed by a 30-minute Q&A, this episode is perfect for entrepreneurs, content creators, or anyone looking to level up their LinkedIn game (and have fun doing it).
Connect with the guests:
Nausheen: https://www.linkedin.com/in/nausheenichen/
Ryan: https://www.linkedin.com/in/sullybop/
Danny: https://www.linkedin.com/in/dannydelvecchio/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
Youtube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Sign up to Gaming Rally Newsletter (Harry Phokou & Ali Farha's weekly newsletter): gamingrally.net
Chapters:
00:00 Introduction
04:26 Preparing for Industry Changes in 2025
19:50 Expanding Beyond LinkedIn
30:39 How Our Offers Evolved
48:30 Working on Your Business vs. In It
1:03:15 Choosing One Service from the Panel
1:12:25 Time Management for Solopreneurs
1:17:27 Managing Clients with Tools Like Notion
1:18:49 Public Speaking Tips for Daily Conversations
1:20:49 Improving Client Research Over Time
1:30:01 Multilingual Public Speaking Tips
1:31:31 Final Reflections and Audience Questions