Deconstructor of Fun TWIG #315 TikTok Ban and Matthew Ball's State of the Market Report
Jan 24, 2025
The hosts dive into TikTok's gaming challenges and Marvel Snap's shutdown, revealing the complexities of scaling global hits. They analyze Netflix’s game strategy and the surprising comeback of Solitaire in the nostalgia economy. Workforce cuts at Huuuge Games raise concerns amid the rise of Chinese developers. Bonfire Studios announces a new game, while Matthew Ball shares insights on shifting market dynamics. Expect a critical look at the industry's future, innovation, and growth strategies as they navigate these evolving trends.
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Episode notes
Severance Marketing Stunt
- Apple TV’s marketing for Severance season two was innovative, featuring a live cube installation in Grand Central Station.
- Actors from the show appeared as if going to work, generating significant press coverage.
Marketing ROI
- Consider the opportunity cost of large marketing stunts versus measurable digital spend.
- Focus on marketing activities with attributable KPIs to ensure effective budget allocation.
TikTok Ban Fallout
- TikTok's US ban caused splash damage, impacting games like Marvel Snap due to their ByteDance affiliation.
- Marvel Snap went down for two days, prompting the developers to bring services in-house and seek a new publisher.