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/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Never run out of LinkedIn content ideas again: https://idea.phokou.com/c/system
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:
00:00 Intro
00:19 What GameFabric is and why it exists
04:02 What happens when a game unexpectedly blows up
06:46 When developers should start thinking about infrastructure
08:38 Load testing mistakes studios keep making
09:55 Backend services developers forget to scale
11:01 Hidden infrastructure failures (logging, monitoring, costs)
13:16 Should developers even make multiplayer games anymore?
17:17 Hyperscalers vs bare metal: real cost breakdown
21:54 Why gaming-optimized infrastructure matters
24:07 What a DDoS attack actually is (plain English)
30:04 Is DDoS actually solvable?
34:11 Queues, lag, and why Fortnite does it right
37:17 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 CTO
50:38 Focus, leadership, and avoiding burnout
55:14 Trust, delegation, and scaling teams
58:32 Games Felix is playing right now
59:11 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/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
Never run out of LinkedIn content ideas again: https://idea.phokou.com/c/system
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:
00:00 Intro
02:08 What a “brand” actually means in games
06:13 Need for Speed: when players define your brand
10:04 Indie studios: brand mistakes to avoid
14:14 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 market
26:40 Why great games still fail commercially
28:12 Moving from marketing into production at EA
35:42 Who really owns P&L: marketing vs development
38:40 How marketers earn trust with developers
40:52 Overhyping games: Cyberpunk, No Man’s Sky & reality
45:48 Hiring great marketers (and avoiding bad hires)
52:19 Building community early: Discord & playtesting
56:37 Battlefield Labs & community-driven development
58:39 Avalanche’s Frontrunners program & early validation
01:02:15 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_joni
Instagram: https://www.instagram.com/joni_dlg_official/
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 Playbook Weekly at thegamingplaybook.com
Chapters:
00:00 Intro
02:26 Joni’s unconventional path into games
05:06 Starting a studio after 3 months as a junior dev
08:39 Dreamloop’s risk-management philosophy
13:18 What problem Joni is focused on solving today
14:04 Why Dreamloop tracks employee work hours
15:48 The “hero complex” and why overworking backfires
18:15 Rest, creativity, and why productivity myths fail
23:51 How to talk about burn out with your team
25:48 996 culture vs sustainable careers
32:38 Is crunch ever acceptable? How to do it safely
35:37 Calendars, boundaries, and the “not-to-do list”
39:25 What great leadership actually looks like
41:51 Building trust so teams speak up early
48:00 How to run effective 1-on-1s
50:56 Loneliness, connection, and performance at work
55:38 AI in game development: hype vs reality
01:00:59 How not to use AI
01:03:35 Hardest part of building Dreamloop
01:05:15 Mentorship, asking for help, and learning faster
01:09:36 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/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:
00:00 Intro
02:40 Why Studios Obsess Over Launch Day
03:35 What Studios Misunderstand About Marketing
05:00 What Every Indie Developer Should Know
07:14 Launch Timing, GTA6, and Market Windows
09:16 Joe's Gaming Preferences
12:46 Social Games, Roguelikes & Replayability
15:42 What Joe’s Agency Actually Does
17:35 How Devs Should Think About Clippable Moments
19:20 Tools That Help Identify Your Audience
22:59 How to Brief an Agency Properly
25:44 How to Choose (and Evaluate) a Marketing Agency
29:49 When Marketing Fails: Is It You or the Agency?
33:12 Leadership, Hiring, and Hard Lessons
36:33 Surviving Layoffs & Career Advice
41:12 The Biggest Mistake Studios Make in Marketing
43:52 Mojang, Dev Diaries & The Power of Human Stories
46:41 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/talofa
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.com
Chapters: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/@hphokou
Instagram: https://www.instagram.com/hphokou
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters:
00:00 Intro
03:03 The origins of esports and the Korean boom
07:43 How streaming transformed competitive gaming
13:14 How esports boosts game retention and monetization
19:06 How GeoGuessr unexpectedly became a successful esports
24:27 How to know if your game is ready for esports
32:51 Why watchability is crucial for streaming and competition
36:30 Could “Peak” become an esports? Simon’s analysis
41:30 What it actually takes to run an esports competition
45:08 Cutting noise, delegating smartly, and staying focused
51:18 Meetings, productivity, and the value of IRL networking
55:14 Essential advice for new studios today
57:16 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/hphokou
Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com
Chapters: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.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