Deconstructor of Fun TWIG #343: Match Villains' Monster Raise, the Sydney Sweeny Effect, and the Lost A of AAA
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Aug 7, 2025 Dive into the fascinating world of celebrity marketing in gaming and its mixed results. Explore the impressive $220 million ROI goals of Probably Monsters and the remarkable growth of Roblox, currently attracting over 112 million daily users. Discover innovations like the multi-armed bandit approach to user experience and the dynamism within Turkey's gaming market. Plus, there's a look at Atari's strategy with Thunderful and the challenges facing puzzle games in scaling revenue. It's all about navigating the evolving landscape of gaming!
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Celebrity Marketing Risks
- Celebrity marketing can increase installs but provoke review bombing and negative feedback.
- This mix can distort perception and harm app ratings despite higher ad spending.
Adaptive Game Experimentation
- Multi-armed bandit experimentation personalizes player experiences dynamically.
- It replaces one-size-fits-all A/B testing by optimizing variants per user segment in games.
Probably Monsters' Troubled AAA Shift
- Probably Monsters raised $220 million but shipped no games in nine years.
- Their new small game looks like an amateur project despite huge funding and staff cuts.