Deconstructor of Fun

In this conversation, Charles Hambro, CEO of GEEIQ, and Matt Edelman, President of Super League, unpack the evolution of brand activations in the gaming space. They discuss the strategic shift towards user-generated content, revealing how brands engage with audiences on platforms like Roblox and Fortnite. The duo shares exciting insights into the effectiveness of playable ads and the significant ROI they bring. They also highlight the importance of adapting marketing strategies to capture the attention of Gen Z and Gen Alpha, turning gaming into a powerhouse for brand loyalty.

Chris Sides, a seasoned gaming veteran with experience at EA and Bungie, brings insights into the industry's evolution. He discusses the booming success of the Minecraft movie and its cultural significance. Topics include Gen Z's influence on mobile gaming and innovative marketing strategies behind blockbuster hits. Sides also explores Supercell's new investment philosophy and compares popular games like War Robots and Steel Hunters, shedding light on emerging trends and interactive storytelling in gaming.

Tobias Knoke, Gaming Industry Expert and head of Gaming at Google, dives into the world of Gen Z gamers. He explains why this generation is set to dominate mobile spending and how they’re less loyal to individual games. Tobias shares insights on creating authentic connections with creators and effective ad strategies that appeal to Gen Z’s unique preferences. He also discusses how AI is reshaping game development and why this generation prioritizes immersive experiences over traditional ads. Tune in for a crash course on engaging this influential audience!

The podcast dives into the aftermath of GDC, questioning the future of Dark Legion and celebrating Game Craft. Speculation revolves around Switch 2 and Nintendo’s return to form. Roblox teams up with Google for innovative rewarded ads, reshaping its monetization strategies. AppLovin grapples with short seller accusations while asserting its market hold. Meanwhile, Tencent's strategic moves surrounding Ubisoft raise eyebrows, highlighting a complex gaming ecosystem filled with challenges and opportunities.

Oren Kaniel, CEO and co-founder of AppsFlyer, shares his journey from startup struggles to leading a successful mobile analytics company. He emphasizes the importance of company culture and customer obsession in growth. Kaniel discusses navigating leadership challenges and innovating despite financial hurdles. He highlights AI's transformative role in business while balancing technology with data privacy concerns. With insights on nurturing talent and fostering resilience, he outlines a vision for sustainable growth and innovation in the tech landscape.

Josh Wilson, CEO of SciPlay, returns to the podcast for the third time to discuss key topics such as the significance of Q5, the challenges of app store reliance, the stalled growth in the gaming market, the emergence of hybrid casualization, and the role of AI in gaming.Subscribe to the Deconstructor of Fun Newsletter: www.deconstructoroffun.com/subscribeContinue the conversation on our Slack channel: www.deconstructoroffun.com/slack00:00 Introduction and Previous Conversations03:28 Understanding Q5 and Its Impact on Gaming12:38 Navigating App Store Reliance and Customer Ownership21:46 Stalled Growth in the Gaming Market31:24 Customer Retention as a Business Strategy37:44 Embracing Change and Innovation40:55 The Shift to Hybrid Casual Gaming55:15 The Role of AI in Gaming01:09:02 Future Skills in a Changing Landscape

Eric speedruns through an a16z correction, while Phil can’t wrap his head around Funplus’ new 4x Dark Legion thesis. Adam tells us Netease’s Fragpunk is dead, and Jen tells us games journalism is alive. Against all odds, Netflix Games records its first positive segment. And did you hear that? It’s the inZOI train CHUGGin’.Subscribe to the Deconstructor of Fun Newsletter:www.deconstructoroffun.com/subscribeContinue the conversation on our Slack channel:www.deconstructoroffun.com/slack02:16 Post-GDC Debriefing09:35 A16Z Speed Run13:48 Game Journalism is Back!!17:08 Nintendo Direct and Switch 2 Rumors18:41 MOBA Shutdowns and VC Funded Games25:15 FunPlus and Dark Legion31:00 DC Comics in Gaming: Challenges and Failures35:03 The Future of 4X Strategy Games37:18 Marvel Rivals and Rag Punk Analysis56:27 Netflix's Gaming Strategy

The rowdy and tired DoF crew closed down their GDC with a live TWIG show at Moscone Center. Tune in!Chapters:02:47 Kickoff03:15 GDC Vibe Check06:30 Industry Sentiment and Challenges21:20 Emerging Markets and New Game Development22:26 A16Z Speed Run and Industry Shifts26:21 Funding Trends and Credit Lines27:40 Absurd Ideas and Rumors31:00 Supercell's MoCo Launch33:53 Embracing Experimentation in Gaming38:31 Absurd Compensation Packages in the US43:28 The Future of AA and Indie Game Funding46:57 Highlights from Recent Gaming Events51:55 Impact of the Podcast on Careers01:02:54 The Rise of Apps and AI in Mobile Gaming01:05:05 VCs, Ad Tech, and Online Gambling01:07:41 Closing Remarks and Thank Yous

Alexei Chemenda, CEO and co-founder of Poolday.ai, discusses how AI enables marketers to focus on strategy and storytelling. Discover the future of personalized video ads, the evolving role of A/B testing, and the importance of combining creative and analytical skills in marketing. 00:00 Introduction: Misconceptions About AI in Marketing01:53 Revolutionizing Ad Creation with AI02:53 Personalization and Creative Control04:15 Continuous Creative Cycle04:37 AI in Gaming and Brand Marketing09:22 Balancing Volume and Quality in AI-Driven Marketing16:37 Predictive Analytics and Data Fluency20:19 Future Skills for Marketing Leaders23:13 Enhancing Human Creativity with AI25:22 Conclusion and Contact Information

Marion Balinoff and Sara Guerola share data-driven strategies for maximizing influencer marketing in gaming. As CPIs rise and privacy regulations evolve, influencer marketing is becoming a key performance channel. Marion and Sara break down budget calculations, track organic uplift, and analyze campaign performance while highlighting tactics like QR codes, giveaways, and custom in-game assets to boost conversions. Whether you’re testing with smaller creators or scaling with top-tier influencers, this episode provides a strategic framework for driving profitable results.00:00 Introduction to Influencer and Podcast Marketing02:56 Meet the Experts: Marion and Sarah04:33 Defining Influencer and Podcast Marketing08:16 Budgeting and Setting Objectives14:24 Measuring Campaign Performance23:58 Tracking Links and Performance Metrics24:35 Challenges in Getting Clicks25:08 Podcast Advertising Strategies27:21 Creative Performance Reports30:40 Influencer Integration in Games32:56 Effective Campaign Strategies34:45 Deep Integration Benefits38:11 Creative and Contract Tips42:57 Final Thoughts and Recommendations