The Gaming Playbook w/ Harry Phokou

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-SimulatorConnect 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.net01:10 Intro03:03 How The Gang was founded05:44 What Roblox really is (and why it matters)07:47 Why Grow a Garden became the biggest game ever09:25 How Roblox games make millions13:03 Building 40+ games in 5 years13:44 Working with brands like Netflix, FIFA & Amazon17:40 From hobby project to 300+ employees20:37 Why full-time staff beat contractors22:50 Running remote-first studios pre-COVID26:34 Using Discord as a digital office29:43 Culture, communication & daily structure32:04 Why the age demographics of Roblox matters35:43 Why major studios are now building on Roblox37:54 How monetization really works on Roblox42:40 Welcome to Bloxburg: a case study46:05 Why simplicity wins on Roblox48:05 The Strongman Simulator story (1.5B plays!)53:20 Parents, kids & spending on digital goods58:06 Health-based gaming & motion integration59:07 Hiring tips for scaling studios01:05:29 Final takeaways & how to contact The Gang#RobloxDevelopment #GamingBusiness #UGCgaming #GameDevPodcast #StartupGrowth

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 gamingConnect 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=ukConnect 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 Episode roadmap: leadership, publishing, and game economics02:53 John’s background: identity crisis at 25 & leaving accountancy08:50 Advice for newcomers to the games industry17:40 What being CEO at Turborilla looks like23:16 How to manage change as a CEO26:43 Aligning people with business goals & accountability31:14 Structuring company goals and roadmaps35:15 The “happiness index” and motivating teams40:31 The rise of playable ads and lessons learned45:13 CPI, IPM, and industry metrics explained49:53 Zynga, Rollic, acquisitions & scaling user bases52:52 Profitability vs exits in gaming businesses58:46 What separates a “good” game from a scalable hit01:02:10 Retention, MVPs, and testing strategies01:06:01 Ads vs retention: which comes first?01:09:41 Strategies for new studios in a competitive market01:11:43 Understanding VC theses and their impact on funding01:17:23 Giving back to the gaming community01:21:53 The future of AI in game development01:25:31 Closing thoughts and ways to connect

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 marketWhether 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/@hphokouInstagram: https://www.instagram.com/hphokouGet exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.netChapters:00:00 Intro01:23 Why Jon left AAA publishing to help indies03:09 Viral LinkedIn posts about Expedition 33 & Balatro05:30 Building a small but powerful indie-focused team09:02 Biggest misconceptions about game marketing10:39 Why marketing needs 30–50% of your budget11:34 When and how to start marketing your game13:50 Market research tools: AI, Reddit, Discord, LinkedIn16:12 Validating ideas without wasting years19:04 Case study: VR game turnaround with UA & optimization22:24 Paid UA done right vs. going “all in”24:32 Realistic ad spend returns for indie games26:13 Why indies overlook paid UA vs organic marketing28:16 Using UA to test game concepts before building31:55 Steam wishlists: myths, metrics & algorithms35:15 Discovery channels indies overlook (Reddit, Facebook groups, Discord)36:34 Building authentic community trust & engagement42:22 Discord support, authenticity, and winning trust45:16 Repeat customers & building a sustainable studio51:46 Running a business with 8 Chihuahuas & 3 horses54:40 Lessons learned starting a business: don’t go alone57:41 Final advice for indie devs on marketing59:54 How to connect with Jon and Skill Tree Marketing#IndieGameMarketing #GameDevTips #SteamWishlists #IndieDevJourney #GameMarketingStrategy

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