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.com
Website: https://otherthingsagency.com/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro
03:01 Elder Scrolls Online live-action trailer breakdown
05:13 Why trailers matter for conversion on Steam
08:25 When to start marketing your game
10:30 Working with creators the right way
12:10 Squirrel With a Gun – how to go viral with intent
17:12 The truth about viral formulas in game marketing
19:10 In-engine cinematic capture and authenticity
26:58 Why most indies underinvest in marketing
33:51 What to do if your game isn’t selling
37:12 Key art 101: how visuals sell your game
43:02 When and why to refresh your store art
45:11 Reviving and re-marketing older games
47:15 Continuous marketing done right
50:42 Hiring insights: what makes portfolios stand out
59:05 Common job applicant mistakes
1:02:00 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 Amir
LinkedIn: 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/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:00:00 Intro
01:20 Thanksgiving 2022: How Amir’s journey to help began
03:40 Breaking into games after 2,000 job rejections
05:50 Family, remote work, and finding balance
08:05 Persistence, purpose, and building career momentum
11:50 Showing your passion vs. just saying it
13:40 “I’ve done everything I can” mindset trap
15:40 Networking, visibility, and why no one gets hired by accident
20:25 Building relationships and using mentorship to get feedback
25:05 The hidden job market and how most hiring really happens
28:55 Creation of the Games Jobs Workbook and community
34:20 Lessons from hosting and scaling gaming events
36:20 Productivity, delegation, and avoiding burnout
43:10 Who’s getting hired in games right now (data insights)
45:20 Nepotism, referrals, and why trust drives hiring decisions
49:00 Handling negativity and staying authentic online
55:35 Why criticism doesn’t matter unless it’s from the right people
59:00 Giving back without burning out
01:02:30 Finding non-games work for gamers
01:06:50 Final thoughts and where to connect with Amir
#GameCareers #GamingIndustry #CareerAdvice #AmirSatvat #LinkedInGrowth
Ever wondered why some indie games blow up without “doing any marketing”? And why that idea frustrates real game marketers?
In this episode, I sit down with Andrew Pappas, founder of RenGen Marketing and host of Indie Game Movement podcast, to unpack what real marketing looks like for indie studios in 2025. Andrew has worked with countless devs across the world to help them understand how to connect with players, build sustainable studios, and turn creative passion into commercial success.
We talk about why marketing should start at the concept stage, how to identify player pain points before you even prototype, and why so many devs are leaving money on the table by ignoring empathy-driven marketing. Andrew also breaks down how to build trust-based content, choose the right marketing channels for your strengths, and craft systems that actually scale without burning out your team.
This is a practical, no-fluff deep dive into how indie studios can market smarter, connect deeper with players, and build a real business around creativity, not just luck.
Connect with Andrew:
LinkedIn: https://www.linkedin.com/in/andrewpappas-rengen/
Website: https://www.rengenmarketing.com/
Podcast: https://www.rengenmarketing.com/podcast/100-2/
Newsletter: https://www.rengenmarketing.com/newsletter/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro
02:40 Why marketing should start before development
07:20 Demand-based vs solution-based thinking
12:00 Using player pain points to design better games
18:10 The risks of long dev cycles in a fast-changing market
23:00 Marketing strategy vs marketing plan explained
28:40 Why copying other studios’ marketing doesn’t work
34:30 Leading with empathy to connect with players
40:10 How to understand your players without being salesy
46:50 Choosing the right channels for your indie game
51:20 Building a repeatable marketing process
57:00 Measuring resonance instead of raw reach
1:03:20 Understanding your player’s buying journey
1:08:40 Making marketing entertaining and memorable
1:11:30 Andrew’s final advice for indie developers
#IndieGameMarketing #GameDevPodcast #PlayerFirstDesign #SteamMarketing #IndieDevGrowth
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-Simulator
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
01:10 Intro
03:03 How The Gang was founded
05:44 What Roblox really is (and why it matters)
07:47 Why Grow a Garden became the biggest game ever
09:25 How Roblox games make millions
13:03 Building 40+ games in 5 years
13:44 Working with brands like Netflix, FIFA & Amazon
17:40 From hobby project to 300+ employees
20:37 Why full-time staff beat contractors
22:50 Running remote-first studios pre-COVID
26:34 Using Discord as a digital office
29:43 Culture, communication & daily structure
32:04 Why the age demographics of Roblox matters
35:43 Why major studios are now building on Roblox
37:54 How monetization really works on Roblox
42:40 Welcome to Bloxburg: a case study
46:05 Why simplicity wins on Roblox
48:05 The Strongman Simulator story (1.5B plays!)
53:20 Parents, kids & spending on digital goods
58:06 Health-based gaming & motion integration
59:07 Hiring tips for scaling studios
01:05:29 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 gaming
Connect 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=uk
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro
01:40 Episode roadmap: leadership, publishing, and game economics
02:53 John’s background: identity crisis at 25 & leaving accountancy
08:50 Advice for newcomers to the games industry
17:40 What being CEO at Turborilla looks like
23:16 How to manage change as a CEO
26:43 Aligning people with business goals & accountability
31:14 Structuring company goals and roadmaps
35:15 The “happiness index” and motivating teams
40:31 The rise of playable ads and lessons learned
45:13 CPI, IPM, and industry metrics explained
49:53 Zynga, Rollic, acquisitions & scaling user bases
52:52 Profitability vs exits in gaming businesses
58:46 What separates a “good” game from a scalable hit
01:02:10 Retention, MVPs, and testing strategies
01:06:01 Ads vs retention: which comes first?
01:09:41 Strategies for new studios in a competitive market
01:11:43 Understanding VC theses and their impact on funding
01:17:23 Giving back to the gaming community
01:21:53 The future of AI in game development
01:25:31 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 market
Whether 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/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro
01:23 Why Jon left AAA publishing to help indies
03:09 Viral LinkedIn posts about Expedition 33 & Balatro
05:30 Building a small but powerful indie-focused team
09:02 Biggest misconceptions about game marketing
10:39 Why marketing needs 30–50% of your budget
11:34 When and how to start marketing your game
13:50 Market research tools: AI, Reddit, Discord, LinkedIn
16:12 Validating ideas without wasting years
19:04 Case study: VR game turnaround with UA & optimization
22:24 Paid UA done right vs. going “all in”
24:32 Realistic ad spend returns for indie games
26:13 Why indies overlook paid UA vs organic marketing
28:16 Using UA to test game concepts before building
31:55 Steam wishlists: myths, metrics & algorithms
35:15 Discovery channels indies overlook (Reddit, Facebook groups, Discord)
36:34 Building authentic community trust & engagement
42:22 Discord support, authenticity, and winning trust
45:16 Repeat customers & building a sustainable studio
51:46 Running a business with 8 Chihuahuas & 3 horses
54:40 Lessons learned starting a business: don’t go alone
57:41 Final advice for indie devs on marketing
59:54 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 design
Whether 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/9781032479903
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro
01:40 What is game economy design?
05:07 Common misconceptions about game economies
07:45 Player experiences & roguelite preferences
11:14 Target audiences & mobile vs. hardcore players
14:57 Single-player vs multiplayer economy design
17:09 Biggest challenges in economy systems
22:40 Vertical vs. horizontal progression explained
24:23 Marvel Snap’s clean economy breakdown
29:04 Cosmetics, battle passes, and player psychology
33:35 Balancing free vs. premium currency
37:02 Testing whether an economy “feels good”
39:31 Charlie’s career journey across Europe
43:59 Lessons from different studio cultures
45:47 Defending economy design decisions with stakeholders
47:46 Leadership, alignment, and team dynamics
51:41 Structuring your work week as a creative lead
57:31 Why economy design is one of the hardest jobs in game dev
59:28 Breaking into game economy design
01:01:53 Writing the book: Game Economy Design
01:03:40 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 side
Whether 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-JiHQ
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:00:00 Intro
01:50 From side hustle to €1.6M solo business
05:03 Contractors vs. employees: staying lean
10:55 Why Matej refuses to build an agency
14:34 Getting first clients from articles & conferences
19:53 Conference strategy: no selling, just conversations
24:44 Public speaking & how to land talks
30:04 The risk of big clients & need to diversify
33:21 Setting boundaries & avoiding scope creep
36:02 Content creation workflow & newsletter strategy
47:32 Treating UA budgets like your own money
49:15 Building tools & new SaaS experiments
51:53 Why now is the best (and hardest) time to go solo
55:51 The reality of consulting: pipeline, rejection & persistence
59:48 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 Geogrify
Whether 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/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
This 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=7621796
Use code PHOKOU20 for 20% off your pass
Let me know if you’re attending too, would love to connect!
#LSGSummit #LiveServiceGames #GameDev #GamingIndustry #LiveOps #GameDesign #Monetisation #GamingEvents
Chapters:
00:00 Intro
01:46 Who is Kate Edwards? 30+ years in games
03:50 From geographer to Microsoft and the games industry
07:36 Why culturalisation is critical for global games
09:37 Age of Empires banned in South Korea & lessons learned
14:10 Should indie developers worry about culturalisation?
18:18 The rise of social media backlash in games
27:22 Allegorical distance: designing worlds without stereotypes
32:06 Inclusivity in games: avoiding generic representation
42:28 SetJetters: Kate’s film tourism startup
46:48 Leading the IGDA: building a global developer community
51:44 What makes a game compelling to players?
59:25 Advice for aspiring devs breaking into the industry
1:05:57 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/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
This 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=7621796
Use code PHOKOU20 for 20% off your pass
Let me know if you’re attending too, would love to connect!
#LSGSummit #LiveServiceGames #GameDev #GamingIndustry #LiveOps #GameDesign #Monetisation #GamingEvents
Chapters:
00:00 Introduction
01:01 Fresh Perspective on Gaming Marketing
03:35 Biggest Challenges Facing Game Developers in 2025
05:33 What's Actually Working: The Billion-View Strategy
07:31 The Power of User-Generated Content
09:34 Scaling UGC for Any Size Game
11:32 Doing Influencer Marketing Right
14:41 TikTok Live Gaming and Platform Strategy
18:23 Why People Watch Others Play Games
20:06 Mastering TikTok Trends and Timing
23:07 Tracking ROI from Viral Content
24:27 The Mystery of Viral Performance
27:53 Community Building Strategy by Game Type
29:35 Player-Created Communities vs Company-Owned
32:48 Expanding Beyond Mobile: Nordcurrent Labs
36:14 Global Community Management at Scale
37:51 The Brand Partnership Innovation Challenge
40:58 Reimagining Brand Partnerships
43:49 Practical Partnership Implementation
46:03 Breaking Through Corporate Gatekeepers
49:28 The First Success Strategy
51:35 Live Partnership Pitch: Calling Out Ryanair
53:50 Creating Player-Centric Brand Partnerships
56:18 Top 3 Marketing Advice for 2025
58:07 Authenticity in Professional Marketing
59:04 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 for
Whether 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.com
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 - Intro & Setup
03:40 - The capital intensity of gaming and consumer apps
07:50 - The true cost of equity vs. ROAS
10:15 - Why founders default to VC and publishers
14:59 - How PVX's UA financing model works
16:55 - Common reasons studios aren’t ready to scale
19:07 - Cohort volatility explained
22:12 - What games Ridzki plays & gaming preferences
26:13 - Equity vs. loan cost comparison
31:22 - Why banks don’t understand gaming businesses
33:32 - Real-world example: Grammarly’s financing strategy
35:51 - Cultural mindsets on growth: East vs. West
40:53 - Why PVX exists & founder motivation
44:54 - What games are scaling right now & why
48:34 - Global breakdown: Turkey, Israel, China studio strategies
51:59 - Founders’ biggest mistake: ignoring scalability
55:42 - Harry’s business growth story & org structure
1:01:35 - Origin of PVX name & closing thoughts
1:05:28 - Where to find Ridzki + Free SaaS tool from PVX
#GameDevFinance #UserAcquisition #GamingStartups #ScalingStudios #MobileGamesGrowth
Discover how The Baby in Yellow, an indie horror game born from a game jam, exploded to over 300 million downloads — without any marketing budget or VC funding.
In this episode, Greg Lee, co-founder of Team Terrible, shares how content creators, viral design strategies, and long-term thinking helped them turn a side project into a global hit.
From leaving Rockstar to building a 12-person indie studio, Greg dives deep into:
- The early days of viral traction
- Designing for shareability and YouTube
- Monetization without selling out
- Building a passionate fanbase
- Advice for aspiring indie developers
If you're a game dev, indie founder, or creative entrepreneur, this is your blueprint for building something that markets itself.
Learn how to go viral, build a studio, and create lasting IP in the age of short attention spans.
Connect with Greg:
LinkedIn: https://www.linkedin.com/in/greg-lee-40aa1276/
X: https://x.com/heyimgreg
The Baby in Yellow:
Android: https://play.google.com/store/apps/details?id=com.TeamTerrible.BabyInYellowiOS: https://apps.apple.com/us/app/the-baby-in-yellow/id1570525877
Steam: https://store.steampowered.com/app/2291340/The_Baby_In_Yellow/
Discord: https://discord.com/invite/teamterrible
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro & How The Baby in Yellow Went Viral
01:52 From Rockstar to Indie: Greg’s Journey
04:46 The Accidental Game Jam Upload That Changed Everything
06:38 YouTube Creators: The Real Marketing Engine
09:18 Rip-offs, Mobile Stores & Launching on Android
12:36 Strategic Decision: Free on PC, Paid on Mobile
15:04 Viral Mechanics: Ease of Access & Minimal Friction
17:26 Why Distribution Beats Monetization (Initially)
19:38 The “Luck as Dice Rolls” Theory
22:04 Building Community: Fan Art, Discord & Cultural Impact
26:40 Organic Growth: Word of Mouth & Player Stories
30:50 Schoolbooks, Tattoos & IP as Culture
33:03 Long-Term Thinking Over Quick Monetization
34:46 Lore, Lovecraft & Creative Depth
37:15 Balancing Casual Players & Lore-Seekers
41:54 Horror Meets Humor: The Game’s Dual Tone
44:56 Future Plans & Why the Next Game Might Be Different
48:48 How Team Terrible Hires: What They Look For
53:42 Advice for Aspiring Game Devs
57:25 Final Thoughts & What’s Next
#IndieGameDev #TheBabyInYellow #GameDevelopment #ViralGames #GregLee
2025 Indie Game Publishing Playbook w/ Bobby Wertheim
Looking 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 today
Connect with Bobby:
LinkedIn: https://www.linkedin.com/in/bobby-wertheim-00700/
Website: https://www.kandofactory.com/
Bluesky: https://bsky.app/profile/kandofactory.bsky.social
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter www.gamingrally.net
Chapters:
00:00 Intro
02:15 Why the 2025 games market is brutal
04:28 Bobby’s background and experience as a game scout
06:00 The evolution of the games market: arcade to digital
07:59 The “Old Game Problem” and storefront saturation
11:03 Are most of the 19,000 games on Steam any good?
13:33 Decline of investment and the end of free money
18:00 Publisher risk explained: why their stakes are higher than you think
21:52 Rev share, funding realities, and deal structures
27:55 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 publishers
39:00 Early access: why it can hurt your pitch
43:47 How to rise to the top of the submission pile
46:50 Should you work with a game agent?
49:30 Why doing market research is non-negotiable
48:50 Why most devs pitch too early and get ghosted
50:52 Research the publisher: tailor your pitch and get feedback
55:25 Your “3 tries” rule with publishers
55:55 Smart strategies for events and pitching
01:01:00 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=2
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get 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 Intro & Alexander’s legendary background (WoW, Riot, Moon Studios)
01:45 How Alexander got his first job in games at 13
06:08 What successful game design students do differently
09:39 How to network and build real industry relationships
13:16 What gets people hired (and what doesn't)
17:57 The “barrel” employee concept and how to become one
21:07 Why learning to implement your ideas gets you hired faster
28:46 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 designer
43:21 How to show you're thinking ahead like a lead designer
45:20 Make your system design work visible to employers
49:09 Narrative design tips for students breaking into games
52:35 Dumb vs. smart ways to ask for a promotion
56:40 AAA job interview tips & frameworks
1:00:56 Why a game design degree doesn’t make you senior
1:05:30 Transitioning to roles outside of games
1:07:39 Why documenting your work will change your career
1:12:15 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/@hphokou
Instagram: https://www.instagram.com/hphokou
Get 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 Introduction
01:44 Why most studios ignore Discord
05:48 Data: Discord users = 6x more valuable
11:57 Pre-launch Discord strategy
15:06 Creating organic player-to-player interaction
17:02 Minimum requirements before launching a Discord
20:10 What resource investment actually looks like
23:04 How Levellr started & why it matters now
27:40 AI's breakthrough in community insight grouping
30:42 Querying your own Discord like a knowledge base
32:28 Fastest way to get 1,000 engaged members
34:08 Game/Discord integration examples
37:56 Best way to hire a community manager
42:32 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 Publishing
52:34 Getting Insights from Player-Run Discords
55:02 Community Advice for Publishers
56:18 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 readiness
Whether 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/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter
Enjoyed the episode? Like, comment, and subscribe to help more developers find us.
Chapters:
00:00 Introduction
02:01 Markus' Transition From AAA to Consulting
07:03 Why Visibility Beats Quality Today
12:51 Discord, Reddit, and Building Real Player Communities
17:01 Why the "19,000 Games on Steam" Stat Is Misleading
21:31 The Old Game Problem
30:20 Why Graphics No Longer Guarantee Success
33:42 Finding the Fun: What AAA Forgets
35:00 Why "Snackable Gameplay" Dominates
38:48 What Good Marketing Advice Actually Looks Like
42:50 Why Understanding Development Is Non-Negotiable
48:37 Why Markus Is Optimistic About Gaming’s Future
50:25 Connect With Markus
#GameMarketing #IndieGameDev #GamingIndustry #MarketingStrategy #CommunityBuilding
In this episode of The Gaming Playbook, I sit down with Peter Fodor, founder and CEO of AppAgent, a top-tier mobile marketing agency behind games from Supercell, Netflix, and Scopely. Peter shares the unfiltered truth about why most mobile games fail to scale, the critical mistakes studios make, and how to win in today's privacy-first, saturated market.
Expect deep dives into:- How to test game ideas before writing a single line of code
- The role of creative frameworks and hooks in ad success
- Why LiveOps is the future of monetization
- Managing remote creative teams without losing your mind
- How AI is reshaping mobile game marketing and who should be scared
Whether you're a mobile dev, a UA manager, or building the next breakout title, this episode will make you rethink your strategy from the ground up.
Connect with Peter:
LinkedIn: https://www.linkedin.com/in/petrfodor/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
Youtube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry tips – Sign up for the Gaming Rally Newsletter! gamingrally.net
Don’t forget to like, subscribe, and drop your thoughts in the comments.
Chapters:
00:00 Introduction
02:04 The State of Mobile Gaming Post-COVID
05:20 The Biggest Mistakes Mobile Studios Make
07:35 How Small Teams Can Pre-test Game Ideas
10:13 Increasing LTV through LiveOps
14:13 Are IP & Influencer Collabs Only For Big Studios?
16:41 Testing IPs & Understanding Your Audience
18:31 The Power of Creative Frameworks
23:00 Lessons from Walking Planet & Player Surveys
27:15 Timeless Creative Principles (AIDA, KISS)
30:42 Why Most Game Ads Fail at the Hook
32:32 Hooks vs. Storytelling: The Key Mindset Shift
35:04 Managing Creative Teams Remotely
39:17 Frameworks: Who Builds Them And How?
43:37 How to Build Systems Collaboratively
46:07 Hiring Creatives: What to Look For
49:28 AppAgent’s Future & Vision
53:39 AI's Impact on UA, Creative Production & Future Roles
58:02 Advice to Young People Entering Games
59:44 Final Thoughts For The Mobile Games Industry
#MobileGameMarketing #GameDevTips #UserAcquisition #CreativeStrategy #MobileGames2025
Ever feel like your writing isn’t landing the way you want? Whether you’re posting on LinkedIn, crafting a sales page, or trying to grow an audience, better writing leads to better results.
In this episode, I sit down with Matt Barker, a copywriter who’s helped businesses generate over $3M through content. We talk about what really makes writing work - without the fluff, fake authority, or overhyped promises.
- How Matt went from corporate marketing to solopreneurship
- Why most people write the wrong way online - and how to fix it
- The secret to writing content that attracts, nurtures, and converts
- How to avoid the “scamfluencer” trap and build real authority
- What top creators do differently to make their writing stand out
If you’ve ever wanted to write better, grow an audience, and turn words into results, this episode is for you.
Connect with Matt:
LinkedIn: https://www.linkedin.com/in/mattjbarker1/
Newsletter: https://www.mattbarker.xyz/newsletter
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
Youtube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry tips – Sign up for the Gaming Rally Newsletter! gamingrally.net
Like, comment, and subscribe for more deep dives into copywriting, content marketing, and personal branding.
Chapters:
00:00 Introduction
01:26 Matt’s Transition from Corporate to Solopreneurship
09:23 The Difference Between Writing Online & High School Writing
12:34 How To Start Writing
16:24 How to Get Better at Writing (Practical Steps)
23:15 Strategic Writing vs. Creative Writing
26:13 Crafting a Content Strategy That Works
28:57 Overcoming Boredom and Staying Consistent
32:48 The Two Main Goals of Writing on LinkedIn
35:43 The Power of Emotional Storytelling in Copywriting
39:44 The "Scamfluencer" Trend & Why It’s Misleading
42:12 How Long Does It Take to Master Online Writing?
45:42 Unexpected Side Benefits of Writing
47:35 Matt’s Future Plans & Advice to His Past Self
52:32 - Where to Follow & Connect with Matt
#Copywriting #ContentMarketing #Ghostwriting #PersonalBranding #LinkedInGrowth
Today’s guest is Lara Acosta, a personal branding expert, content strategist, and founder of Literally Academy.
Lara went from being unemployed in 2022 to becoming the #1 female creator on LinkedIn, amassing over 300,000 followers and generating millions through her personal brand. She now teaches others how to build a standout online presence, create engaging content, and turn their audience into a thriving business.
In this episode, Lara shares her journey of building a personal brand as a woman in business and the strategies that helped her grow to over 200,000 followers on LinkedIn. She dives into the power of self-promotion, why most people struggle with content creation, and how to talk with your audience, not at them, using her SLAY framework.
If you're a content creator, business owner, or someone looking to build an authentic personal brand, this episode is for you!
Connect with Lara:
LinkedIn: https://www.linkedin.com/in/laraacostar/
Youtube: https://www.youtube.com/@Laraacosta
𝕏: https://twitter.com/Laraacostar
Instagram: https://www.instagram.com/laraacostar/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
Youtube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry tips – Sign up for the Gaming Rally Newsletter! gamingrally.net
Chapters:
00:00 Introduction
02:37 Building a Personal Brand as a Woman in Business
07:12 Celebrate Wins or Keep Moving?
11:00 How to Celebrate Wins the Right Way on LinkedIn
12:49 Lara’s Cohort Launch: The Power of Self-Promotion
18:29 Talking With Your Audience, Not At Them: The SLAY Framework
23:17 How to Approach Content Creation as a Beginner
31:11 Why Visual Hooks Work (and Why People Get Them Wrong)
37:55 Overcoming Impostor Syndrome as a Creator
43:40 Why Offline Experiences Are the Future of Personal Branding
52:01 Finding Purpose in Business Beyond Money
Today's guest is Hendrik Lesser, president of the European Game Developer Federation and CEO of Remote Control Productions (RCP).
Hendrik started out selling and writing about games before spending nearly five years at Take-Two Interactive. In 2005, he founded Remote Control Productions (RCP), which has grown from a small startup into a global network of 16 studios, shipping over 400 projects. Through RCP, he helps developers focus on making great games while handling business operations, and he continues to advocate for the industry through policy, education, and mentorship.
In this episode, he breaks down the real challenges facing the gaming industry in 2025, from cash flow struggles to why bad business, not bad games, is what really kills studios. He shares hard-earned lessons on studio leadership, competing with old games, and the biggest risks developers need to watch out for. Hendrik also talks about the power of partnerships, how to make remote teams work, and why strong leadership matters more than ever.
Whether you're running a studio, breaking into the industry, or just want a behind-the-scenes look at the business of games, this episode is for you!
Connect with Hendrik:
LinkedIn: https://www.linkedin.com/in/hendriklesser/
Website: https://rcp.family/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
Youtube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry tips – Sign up for the Gaming Rally Newsletter! gamingrally.net
Chapters:
00:00 Introduction
02:16 The Reality of the Gaming Industry in 2025
04:10 Biggest Risks for Studio Leaders This Year
10:20 What Is Remote Control Productions (RCP)?
16:25 The Old Games Problem: Why It’s Harder to Compete
21:46 The Power of Community: RCP’s Approach
23:48 Finding Mentors, Building Community, and the Value of Events
29:41 Why Bad Business Kills Studios, Not Bad Games
34:32 Consensus Culture vs. Strong Studio Leadership
40:19 The Role of Partnerships in Game Development
43:35 Making Remote Collaboration Work
48:06 Why Hierarchy Matters in Remote Teams
53:58 Hendrik’s Favorite Part of the Job
58:58 Balancing Game Development and Gaming Habits
1:05:08 Advice for Gaming Industry Leaders
1:06:42 Words of Wisdom for Aspiring Game Developers
1:08:40 How to Connect with Hendrik