The Gaming Playbook w/ Harry Phokou

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/DinoPattiWebsite: https://coherence.io/Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouJoin our industry events: https://hivemind.world/Never run out of LinkedIn content ideas again: https://idea.phokou.com/c/systemGet exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.comChapters:00:00 Intro02:20 Why the old publisher model is breaking04:03 Publishers vs marketing agencies (hard truth)05:34 What publishers actually do (and don’t)08:09 Why VCs struggle to invest in games11:00 The real cost of giving up 50% revenue14:00 What developers need before asking for funding15:55 Marketability, “spark,” and why most games fail18:10 Feedback traps & why publishers aren’t validators20:36 Survivor bias in indie success stories22:44 Vampire Survivors multiplayer explained25:55 Making single-player games multiplayer fast27:12 The future of hybrid multiplayer games31:54 Selling a studio, regret, and loss of purpose37:09 Buying the studio back & what went wrong39:44 The biggest mistake when choosing co-founders43:25 Family businesses, trust & worst-case planning46:49 Who shouldn’t start a company47:39 Learning business without formal education55:29 What’s next for coherence57:04 Building companies that build companies58:50 Final thoughts & where to find Dino

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/@hphokouInstagram: https://www.instagram.com/hphokouJoin our industry events: https://hivemind.world/Never run out of LinkedIn content ideas again: https://idea.phokou.com/c/systemGet exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.comChapters:00:00 Intro00:19 What GameFabric is and why it exists04:02 What happens when a game unexpectedly blows up06:46 When developers should start thinking about infrastructure08:38 Load testing mistakes studios keep making09:55 Backend services developers forget to scale11:01 Hidden infrastructure failures (logging, monitoring, costs)13:16 Should developers even make multiplayer games anymore?17:17 Hyperscalers vs bare metal: real cost breakdown21:54 Why gaming-optimized infrastructure matters24:07 What a DDoS attack actually is (plain English)30:04 Is DDoS actually solvable?34:11 Queues, lag, and why Fortnite does it right37:17 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 CTO50:38 Focus, leadership, and avoiding burnout55:14 Trust, delegation, and scaling teams58:32 Games Felix is playing right now59:11 How to connect with Felix

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/@hphokouInstagram: https://www.instagram.com/hphokouJoin our industry events: https://hivemind.world/Never run out of LinkedIn content ideas again: https://idea.phokou.com/c/systemGet exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.comChapters:00:00 Intro02:08 What a “brand” actually means in games06:13 Need for Speed: when players define your brand10:04 Indie studios: brand mistakes to avoid14:14 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 market26:40 Why great games still fail commercially28:12 Moving from marketing into production at EA35:42 Who really owns P&L: marketing vs development38:40 How marketers earn trust with developers40:52 Overhyping games: Cyberpunk, No Man’s Sky & reality45:48 Hiring great marketers (and avoiding bad hires)52:19 Building community early: Discord & playtesting56:37 Battlefield Labs & community-driven development58:39 Avalanche’s Frontrunners program & early validation01:02:15 Tips for beginners in games

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_joniInstagram: https://www.instagram.com/joni_dlg_official/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.comChapters:00:00 Intro02:26 Joni’s unconventional path into games05:06 Starting a studio after 3 months as a junior dev08:39 Dreamloop’s risk-management philosophy13:18 What problem Joni is focused on solving today14:04 Why Dreamloop tracks employee work hours15:48 The “hero complex” and why overworking backfires18:15 Rest, creativity, and why productivity myths fail23:51 How to talk about burn out with your team25:48 996 culture vs sustainable careers32:38 Is crunch ever acceptable? How to do it safely35:37 Calendars, boundaries, and the “not-to-do list”39:25 What great leadership actually looks like41:51 Building trust so teams speak up early48:00 How to run effective 1-on-1s50:56 Loneliness, connection, and performance at work55:38 AI in game development: hype vs reality01:00:59 How not to use AI01:03:35 Hardest part of building Dreamloop01:05:15 Mentorship, asking for help, and learning faster01:09:36 Final thoughts and recommendations

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/@hphokouInstagram: https://www.instagram.com/hphokouGet exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.comChapters:00:00 Intro02:40 Why Studios Obsess Over Launch Day03:35 What Studios Misunderstand About Marketing05:00 What Every Indie Developer Should Know07:14 Launch Timing, GTA6, and Market Windows09:16 Joe's Gaming Preferences12:46 Social Games, Roguelikes & Replayability15:42 What Joe’s Agency Actually Does17:35 How Devs Should Think About Clippable Moments19:20 Tools That Help Identify Your Audience22:59 How to Brief an Agency Properly25:44 How to Choose (and Evaluate) a Marketing Agency29:49 When Marketing Fails: Is It You or the Agency?33:12 Leadership, Hiring, and Hard Lessons36:33 Surviving Layoffs & Career Advice41:12 The Biggest Mistake Studios Make in Marketing43:52 Mojang, Dev Diaries & The Power of Human Stories46:41 How to Reach Joe & Closing Thoughts

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/talofaConnect 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.comChapters: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

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/@hphokouInstagram: https://www.instagram.com/hphokouGet exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.comChapters:00:00 Intro03:03 The origins of esports and the Korean boom07:43 How streaming transformed competitive gaming13:14 How esports boosts game retention and monetization19:06 How GeoGuessr unexpectedly became a successful esports24:27 How to know if your game is ready for esports32:51 Why watchability is crucial for streaming and competition36:30 Could “Peak” become an esports? Simon’s analysis41:30 What it actually takes to run an esports competition45:08 Cutting noise, delegating smartly, and staying focused51:18 Meetings, productivity, and the value of IRL networking55:14 Essential advice for new studios today57:16 Community building done right for modern 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/hphokouGet exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.comChapters: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

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.comWebsite: https://otherthingsagency.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.netChapters:00:00 Intro03:01 Elder Scrolls Online live-action trailer breakdown05:13 Why trailers matter for conversion on Steam08:25 When to start marketing your game10:30 Working with creators the right way12:10 Squirrel With a Gun – how to go viral with intent17:12 The truth about viral formulas in game marketing19:10 In-engine cinematic capture and authenticity26:58 Why most indies underinvest in marketing33:51 What to do if your game isn’t selling37:12 Key art 101: how visuals sell your game43:02 When and why to refresh your store art45:11 Reviving and re-marketing older games47:15 Continuous marketing done right50:42 Hiring insights: what makes portfolios stand out59:05 Common job applicant mistakes1:02:00 Final advice for devs and creatives#GameMarketing #IndieDev #GameTrailers #SteamLaunch #GamingIndustry

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 AmirLinkedIn: 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/@hphokouInstagram: https://www.instagram.com/hphokouGet exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.netChapters:00:00 Intro01:20 Thanksgiving 2022: How Amir’s journey to help began03:40 Breaking into games after 2,000 job rejections05:50 Family, remote work, and finding balance08:05 Persistence, purpose, and building career momentum11:50 Showing your passion vs. just saying it13:40 “I’ve done everything I can” mindset trap15:40 Networking, visibility, and why no one gets hired by accident20:25 Building relationships and using mentorship to get feedback25:05 The hidden job market and how most hiring really happens28:55 Creation of the Games Jobs Workbook and community34:20 Lessons from hosting and scaling gaming events36:20 Productivity, delegation, and avoiding burnout43:10 Who’s getting hired in games right now (data insights)45:20 Nepotism, referrals, and why trust drives hiring decisions49:00 Handling negativity and staying authentic online55:35 Why criticism doesn’t matter unless it’s from the right people59:00 Giving back without burning out01:02:30 Finding non-games work for gamers01:06:50 Final thoughts and where to connect with Amir#GameCareers #GamingIndustry #CareerAdvice #AmirSatvat #LinkedInGrowth