Resources Archive

Grand Games Spotlight: Sniper On the Game, Shotgun On the Ads

Grand Games went close to a year without greenlighting a single game, then launched Block Out with over 1,000 creatives. Both decisions run on the same logic.

Jonathan Fishman Head of Marketing

The State of AI in UA Creative

AI is making ad creation cheaper and faster every month. It is not making winning any easier. Knowing the difference is the whole game.

Jonathan Fishman Head of Marketing

Unpredictable Hits #012: 262 Games Launched, 3 Won + What AI Changed in UA Creative

262 casual games launched last quarter. Three of them matter. Gaming crossed $200 billion the same year downloads fell, so the edge now belongs to whoever finds the winners, not whoever makes the most.

Jonathan Fishman Head of Marketing

Game Growth is Changing, Are You?: Webinar Recap and Notes

What Rovio and AppCharge taught us about D2C, the UA arms race, and surviving 2026.

Jonathan Fishman Head of Marketing

Unpredictable Hits | Season 2 | Episode 1: Yair Melamed

In this episode, we sit down with Yair Melamed, SVP Games at Zynga, to explore what it really takes to lead at the highest levels of mobile gaming. Yair explains why staying obsessed with the details is what enables strategic thinking and how building a broad foundation early shaped everything that followed.

Amit Carmi CEO and mastermind behind Sett’s coolness

Hot Takes

Explore all

Grand Games Spotlight: Sniper On the Game, Shotgun On the Ads

Grand Games went close to a year without greenlighting a single game, then launched Block Out with over 1,000 creatives. Both decisions run on the same logic.

Jonathan Fishman Head of Marketing

The State of AI in UA Creative

AI is making ad creation cheaper and faster every month. It is not making winning any easier. Knowing the difference is the whole game.

Jonathan Fishman Head of Marketing

Game Growth is Changing, Are You?: Webinar Recap and Notes

What Rovio and AppCharge taught us about D2C, the UA arms race, and surviving 2026.

Jonathan Fishman Head of Marketing

The UA Creative Scientist

The ad networks became recommendation engines, so the creative you make is what decides who sees it. And when you can't really tell why the algorithm picks one ad over another, every idea becomes a guess you have to test, and 97% of them fail. It turns into a speed game: whoever finds the winners fastest wins. That's the world where the UA creative scientist thrive.

Jonathan Fishman Head of Marketing

Explore all

Unpredictable Hits #012: 262 Games Launched, 3 Won + What AI Changed in UA Creative

Jonathan Fishman Head of Marketing

Unpredictable Hits #011: UA Became Lab Work + 1,000 Ads For A Single Launch

Game launches doubled in a year. The winners' list didn't budge. Once volume got cheap, the edge moved to whoever reads the results fastest, which turns the UA manager from a buyer into something completely different.

Jonathan Fishman Head of Marketing

Unpredictable Hits #010: The Last Lever

267 games launched in Q4. Seven hit. The networks have a 28-day window. Your game has 720 days. Creative volume plus system thinking is the last lever — and Habby, Dream Games, and AppLovin are pulling it harder than you are.

Jonathan Fishman Head of Marketing

Unpredictable Hits Newsletter #009

Scopely on growth hacking UA. AI agents running the creative loop. The $6B Moonton deal. Ad fatigue and why copycat creatives stop scaling after 7 days. GDC 2026 recap. Nazara's $100M full-stack acquisition. Plus what actually differentiates studios when everyone has the same AI tools.

Jonathan Fishman Head of Marketing

Newsletter 008: UA Creative Strategy in the AI Gold Rush + Rovio’s vp global marketing podcast

AI Gold Rush webinar insights, playable ad anatomy guide, Rovio podcast, Supercell $3B revenue, and the best mobile gaming reads of the week.

Jonathan Fishman Head of Marketing

Newsletter 007: State of Gaming at $81.8B + The Playable Strategy Behind Flambe’s $10M/Month

In this edition of the Unpredictable Hits newsletter read about Market growth flatlined at 0.2%. New releases surged 25%. The gap between winners and everyone else is execution speed. This issue covers the frameworks, creative machines, and AI bets separating the teams pulling ahead from the ones producing more noise.

Jonathan Fishman Head of Marketing

Newsletter 006: Podcast with Zynga’s SVP + Why Misleading Creatives Actually Work

Jonathan Fishman Head of Marketing

Newsletter 005: PGC Recap & a sh*t ton of things you can’t miss

In this edition of the Unpredictable Hits newsletter read about PGC London Recap, and a sh*t ton of reports and insights.

Jonathan Fishman Head of Marketing

Newsletter 004: Playable Analytics, Managing AI minds & PGC London 26

In this edition of the Unpredictable Hits newsletter read about game playable analytics, managing AI minds, and more.

Jonathan Fishman Head of Marketing

2026 Mobile Gaming predictions, Gossip Harbor playable strategy & UA Skills for the ai era

Hot from Sett Labs, we analyze the state of playables in the mobile game industry showing what the greatest UA teams are doing.

Jonathan Fishman Head of Marketing

Playable behavior, unity, and an agent that plays genshin impact

Hot from Sett Labs, we analyze the state of playables in the mobile game industry showing what the greatest UA teams are doing.

Jonathan Fishman Head of Marketing

The state of playables & ad creative index

Hot from Sett Labs, we analyze the state of playables in the mobile game industry showing what the greatest UA teams are doing.

Jonathan Fishman Head of Marketing

The Creative Kitchen

Explore all

No one knows why creatives win

Listen to our Partnerships Growth Lead, Harel Pick speaks about ideation and why no one truly knows why a creative won or failed

Harel Pick Partnership Growth Team Lead

Why no one cracked testing

Listen to our Partnerships Growth Lead, Harel Pick speaks the fallacy of testing creatives in a sandbox and alternatives

Harel Pick Partnership Growth Team Lead

Exploit vs. explore creatives

Listen to our Partnerships Growth Lead, Harel Pick speaks about exploiting winners and exploring new concepts for UA creatives

Harel Pick Partnership Growth Team Lead

Building a Machine

Explore all

A repeatable UA performance machine

How playables unlock premium inventory

Listen to Elad Werber, Partnership Growth Manager and our Head of Marketing Jonathan Fishman talk about how playables unlock the most lucrative ad inventory