The Gaming Playbook w/ Harry Phokou

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 designWhether 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/9781032479903Connect 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 Rally Newsletter www.gamingrally.netChapters:00:00 Intro01:40 What is game economy design?05:07 Common misconceptions about game economies07:45 Player experiences & roguelite preferences11:14 Target audiences & mobile vs. hardcore players14:57 Single-player vs multiplayer economy design17:09 Biggest challenges in economy systems22:40 Vertical vs. horizontal progression explained24:23 Marvel Snap’s clean economy breakdown29:04 Cosmetics, battle passes, and player psychology33:35 Balancing free vs. premium currency37:02 Testing whether an economy “feels good”39:31 Charlie’s career journey across Europe43:59 Lessons from different studio cultures45:47 Defending economy design decisions with stakeholders47:46 Leadership, alignment, and team dynamics51:41 Structuring your work week as a creative lead57:31 Why economy design is one of the hardest jobs in game dev59:28 Breaking into game economy design01:01:53 Writing the book: Game Economy Design01:03:40 Closing thoughts and how to connect with Charlie#GameDesign #GameEconomy #MonetizationDesign #VideoGameDevelopment #IndieDev

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 sideWhether 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-JiHQConnect 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 Rally Newsletter www.gamingrally.netChapters:00:00 Intro01:50 From side hustle to €1.6M solo business05:03 Contractors vs. employees: staying lean10:55 Why Matej refuses to build an agency14:34 Getting first clients from articles & conferences19:53 Conference strategy: no selling, just conversations24:44 Public speaking & how to land talks30:04 The risk of big clients & need to diversify33:21 Setting boundaries & avoiding scope creep36:02 Content creation workflow & newsletter strategy47:32 Treating UA budgets like your own money49:15 Building tools & new SaaS experiments51:53 Why now is the best (and hardest) time to go solo55:51 The reality of consulting: pipeline, rejection & persistence59:48 Closing thoughts & where to find Matej#solopreneurship  #gamingbusiness  #useracquisition  #businessreality  #businessgrowth

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 GeogrifyWhether 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/@hphokouInstagram: https://www.instagram.com/hphokouGet exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.netThis 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=7621796Register here: https://www.iqpc.com/events-live-service-gaming-summit/srspricing/?utm_source=Harry%20Phokou&utm_medium=External%20Email&utm_campaign=49350.002_LSGSummit_Harry_Phokou_NL_Register&utm_term=&utm_content=&disc=PHOKOU20&extTreatId=7621797Use code PHOKOU20 for 20% off your passLet me know if you’re attending too, would love to connect!#LSGSummit #LiveServiceGames #GameDev #GamingIndustry #LiveOps #GameDesign #Monetisation #GamingEventsChapters:00:00 Intro01:46 Who is Kate Edwards? 30+ years in games03:50 From geographer to Microsoft and the games industry07:36 Why culturalisation is critical for global games09:37 Age of Empires banned in South Korea & lessons learned14:10 Should indie developers worry about culturalisation?18:18 The rise of social media backlash in games27:22 Allegorical distance: designing worlds without stereotypes32:06 Inclusivity in games: avoiding generic representation42:28 SetJetters: Kate’s film tourism startup46:48 Leading the IGDA: building a global developer community51:44 What makes a game compelling to players?59:25 Advice for aspiring devs breaking into the industry1:05:57 Networking, hidden job markets & overcoming introversion#gamedev  #gamedesign  #indiegamedev  #gamingcommunity  #videogames  #inclusivitymatters  #culturalisation

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/@hphokouInstagram: https://www.instagram.com/hphokouGet exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.netThis 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=7621796Register here: https://www.iqpc.com/events-live-service-gaming-summit/srspricing/?utm_source=Harry%20Phokou&utm_medium=External%20Email&utm_campaign=49350.002_LSGSummit_Harry_Phokou_NL_Register&utm_term=&utm_content=&disc=PHOKOU20&extTreatId=7621797Use code PHOKOU20 for 20% off your passLet me know if you’re attending too, would love to connect!#LSGSummit #LiveServiceGames #GameDev #GamingIndustry #LiveOps #GameDesign #Monetisation #GamingEventsChapters:00:00 Introduction01:01 Fresh Perspective on Gaming Marketing03:35 Biggest Challenges Facing Game Developers in 202505:33 What's Actually Working: The Billion-View Strategy07:31 The Power of User-Generated Content09:34 Scaling UGC for Any Size Game11:32 Doing Influencer Marketing Right14:41 TikTok Live Gaming and Platform Strategy18:23 Why People Watch Others Play Games20:06 Mastering TikTok Trends and Timing23:07 Tracking ROI from Viral Content24:27 The Mystery of Viral Performance27:53 Community Building Strategy by Game Type29:35 Player-Created Communities vs Company-Owned32:48 Expanding Beyond Mobile: Nordcurrent Labs36:14 Global Community Management at Scale37:51 The Brand Partnership Innovation Challenge40:58 Reimagining Brand Partnerships43:49 Practical Partnership Implementation46:03 Breaking Through Corporate Gatekeepers49:28 The First Success Strategy51:35 Live Partnership Pitch: Calling Out Ryanair53:50 Creating Player-Centric Brand Partnerships56:18 Top 3 Marketing Advice for 202558:07 Authenticity in Professional Marketing59:04 Ways to Connect & Wrap-up#MobileGameMarketing #TikTokAds #UGC #CasualGames #UserAcquisition

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 forWhether 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.comConnect 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 Rally Newsletter www.gamingrally.netChapters:00:00 - Intro & Setup03:40 - The capital intensity of gaming and consumer apps07:50 - The true cost of equity vs. ROAS10:15 - Why founders default to VC and publishers14:59 - How PVX's UA financing model works16:55 - Common reasons studios aren’t ready to scale19:07 - Cohort volatility explained22:12 - What games Ridzki plays & gaming preferences26:13 - Equity vs. loan cost comparison31:22 - Why banks don’t understand gaming businesses33:32 - Real-world example: Grammarly’s financing strategy35:51 - Cultural mindsets on growth: East vs. West40:53 - Why PVX exists & founder motivation44:54 - What games are scaling right now & why48:34 - Global breakdown: Turkey, Israel, China studio strategies51:59 - Founders’ biggest mistake: ignoring scalability55:42 - Harry’s business growth story & org structure1:01:35 - Origin of PVX name & closing thoughts1:05:28 - Where to find Ridzki + Free SaaS tool from PVX#GameDevFinance #UserAcquisition #GamingStartups #ScalingStudios #MobileGamesGrowth

In this engaging discussion, Greg Lee, co-founder of Team Terrible, reveals how his indie game, The Baby in Yellow, skyrocketed to over 300 million downloads without any marketing budget. He shares insights on leveraging content creators and viral design to drive organic growth. Greg emphasizes the importance of community engagement, and how player experiences fueled word-of-mouth success. Additionally, he offers invaluable advice for aspiring indie developers on building a passionate fanbase while maintaining creativity and innovation.

2025 Indie Game Publishing Playbook w/ Bobby WertheimLooking 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 todayConnect with Bobby:LinkedIn: https://www.linkedin.com/in/bobby-wertheim-00700/Website: https://www.kandofactory.com/Bluesky: https://bsky.app/profile/kandofactory.bsky.socialConnect 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 Rally Newsletter www.gamingrally.netChapters:00:00 Intro02:15 Why the 2025 games market is brutal04:28 Bobby’s background and experience as a game scout06:00 The evolution of the games market: arcade to digital07:59 The “Old Game Problem” and storefront saturation11:03 Are most of the 19,000 games on Steam any good?13:33 Decline of investment and the end of free money18:00 Publisher risk explained: why their stakes are higher than you think21:52 Rev share, funding realities, and deal structures27:55 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 publishers39:00 Early access: why it can hurt your pitch43:47 How to rise to the top of the submission pile46:50 Should you work with a game agent?49:30 Why doing market research is non-negotiable48:50 Why most devs pitch too early and get ghosted50:52 Research the publisher: tailor your pitch and get feedback55:25 Your “3 tries” rule with publishers55:55 Smart strategies for events and pitching01:01:00 Where to find Bobby & wrap-up#GameDev #IndieGames #GamePublishing #SteamGames #PitchToPublishers

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=2Connect 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 Rally Newsletter www.gamingrally.netEnjoyed 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 1306:08 What successful game design students do differently09:39 How to network and build real industry relationships13:16 What gets people hired (and what doesn't)17:57 The “barrel” employee concept and how to become one21:07 Why learning to implement your ideas gets you hired faster28:46 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 designer43:21 How to show you're thinking ahead like a lead designer45:20 Make your system design work visible to employers49:09 Narrative design tips for students breaking into games52:35 Dumb vs. smart ways to ask for a promotion56:40 AAA job interview tips & frameworks1:00:56 Why a game design degree doesn’t make you senior1:05:30 Transitioning to roles outside of games1:07:39 Why documenting your work will change your career1:12:15 Final wrap-up & advice from me#GameDesignCareer #BreakingIntoGames #GamingJobs2025 #PortfolioTips #HowToGetPromoted

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/@hphokouInstagram: https://www.instagram.com/hphokouGet 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 Introduction01:44 Why most studios ignore Discord05:48 Data: Discord users = 6x more valuable11:57 Pre-launch Discord strategy15:06 Creating organic player-to-player interaction17:02 Minimum requirements before launching a Discord20:10 What resource investment actually looks like23:04 How Levellr started & why it matters now27:40 AI's breakthrough in community insight grouping30:42 Querying your own Discord like a knowledge base32:28 Fastest way to get 1,000 engaged members34:08 Game/Discord integration examples37:56 Best way to hire a community manager42:32 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 Publishing52:34 Getting Insights from Player-Run Discords55:02 Community Advice for Publishers56:18 How to reach Tom & final thoughts#GameDev #DiscordCommunity #RetentionStrategy #CommunityGrowth

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 in 2025.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 readinessWhether 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/@hphokouInstagram: https://www.instagram.com/hphokouGet exclusive podcast recaps & industry insights:→ Subscribe to the Gaming Rally NewsletterEnjoyed the episode? Like, comment, and subscribe to help more developers find us.Chapters:00:00 Introduction02:01 Markus' Transition From AAA to Consulting07:03 Why Visibility Beats Quality Today12:51 Discord, Reddit, and Building Real Player Communities17:01 Why the "19,000 Games on Steam" Stat Is Misleading21:31 The Old Game Problem30:20 Why Graphics No Longer Guarantee Success33:42 Finding the Fun: What AAA Forgets35:00 Why "Snackable Gameplay" Dominates38:48 What Good Marketing Advice Actually Looks Like42:50 Why Understanding Development Is Non-Negotiable48:37 Why Markus Is Optimistic About Gaming’s Future50:25 Connect With Markus#GameMarketing #IndieGameDev #GamingIndustry #MarketingStrategy #CommunityBuilding