In this episode we sit down with Uri Pearl, VP of Marketing at Papaya Gaming, who joined as the fifth employee in 2019 when skill gaming was a category almost nobody could name. Uri came into games from an unlikely direction, as an analyst writing reports for the Prime Minister's Office on trade agreements and China's Belt and Road, and he still runs marketing the way an analyst runs a brief: research first, thesis second, spend third. He breaks down the three separate audiences hiding inside a single download, why the most obvious message in skill gaming is the one that never worked, what a television commercial buys that no performance channel can, and why landing a new country takes years before the big campaign ever runs.

In this episode we sit down with Amos Adler, VP of Growth at SciPlay, on why creative is the only lever a UA team fully controls, why attribution needs revisiting whenever a platform changes what it tells you, and where AI takes UA next: the operator out, the analyst in.

In this episode, we sit down with Yotam Pappo, Co-Founder & CEO of Peerplay. Yotam breaks down how Peerplay was "born with AI" and runs on pods of one where everyone codes, explains why the make-a-game-and-hope era is over now and shares his view on the conviction it takes to build on vision alone.

In this episode, we sit down with Matt Veysberg, Director of Global Creative Marketing at Plarium (the studio behind RAID: Shadow Legends), who breaks down why you only need one winning creative instead of a thousand, explains what product marketing really is and why it's the missing link most studios still don't hire for.

In this episode, we sit down with Noam Gohary, ex-Director of Product & Marketing Tech at Scopely and Playtika, who spent two decades building the technical foundation under mobile games marketing. Noam breaks down why attribution never grew up while ad algorithms became spaceships, explains why even senior UA managers can't fully decode today's black box networks, and shares his view on where the role is heading: from hands-on optimizer to diplomat across studio, game, and UA.

In this episode, we sit down with Shay Ze'ev Yosifon, VP Marketing at Zynga, who led performance marketing for one of the biggest mobile game launches in recent history: Monopoly Go. Shay breaks down what it took to scale from soft launch to the top of the charts, explains why creative is now the last lever UA managers fully control, and shares his view on where the role is heading: toward signal optimization, early monetization strategy, and feeding the algorithm better than your competitors.

In this episode, we sit down with Marilyne Chasseur, Director of Performance Marketing at Scopely, to talk about what happens when you treat marketing like an orchestra. Marilyne makes the case for putting UA inside the creative meetings, explains why creative testing is really about lowering risk and not just scaling volume, and shares her prediction that UA managers will need to become growth hackers who learn to work the algorithm from the inside out.

In this episode, we sit down with Luis de la Cámara, VP of Marketing at Rovio, to talk about what it means to market one of the most iconic gaming brands in the world. Luis walks us through how Rovio balances UA creative freedom with protecting an IP that could last 100 years, why fake ads actually work when they match player motivations, and why he believes Chinese and Turkish studios are already eating the West's lunch.

In this episode, we sit down with Asi Burak, Chief Business Officer at Tilting Point and former President & Chairman of Games for Change. Asi walks us through how Tilting Point pioneered UA financing, why the biggest players are sucking all the air from new launches, and why he's spent 20 years proving that video games are a medium as powerful as film, books, or theater.

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.

In this episode, we sit down with Jon Bellamy, CEO of Jagex, to explore what it takes to lead RuneScape, a 25-year-old world that millions still treat as home. Jon explains why running Jagex often feels “more like government than game development,” and how community and trust shape every decision. From his early years as a RuneScape player to roles in VC, Huge Games, and now the CEO seat, Jon’s path spans every side of the industry. We discuss legacy, community governance, the real impact of AI on development, and what it takes to keep a living game thriving across generations. From Royal Mail to PlayStation to Hutch, Shaun’s career moved across roles, platforms, and company sizes — all the way to building his own AI-first studio today. It’s a look at how experience, adaptability, and timing shape the way modern game studios are built.

In this episode, we sit down with Shaun Rutland, ex-PlayStation and founder of Hutch, to explore how the playbook for building a studio is shifting, and what it takes to do it with clarity and speed. From Royal Mail to PlayStation to Hutch, Shaun’s career moved across roles, platforms, and company sizes — all the way to building his own AI-first studio today. It’s a look at how experience, adaptability, and timing shape the way modern game studios are built.

In this episode, we sat down with Zeynep Tasoz Cataner, Senior Marketing Creative Director at Zynga, to talk about the tension between speed, data, and authenticity in mobile gaming. She shares what it takes to build creative teams that move fast without losing their edge, and why AI won’t replace artists, but will raise the bar for them.

We sat down with Akin Babayigit, Co-Founder of Tripledot Studios and Managing Director at Arcadia Gaming Partners, for a wide-ranging conversation about what’s actually driving the next era of mobile gaming.

Inside #016: Matej Lancaric reads 360 creatives, three games with AI in the core loop, two CEOs' first hundred days, Newzoo's $213.9B forecast and 15 new soft launches.

A career ladder just died in mobile gaming. Inside #015: Singular's creative benchmark report, China's AI revenue share, 172 core games with zero Western winners, and the 95/95 problem.

Greetings from Beijing, where one studio we met has 220 employees and 100 of them make playable ads. Inside #014: The State of Playables report, Yotam Pappo on the end of the MVP, Toon Blast's quiet 10x, and why the same studios keep winning.

Meowdoku hit 2 million daily players in 60 days, from a concept that sat free on Kwalee's portfolio for 18 months. A Beijing studio wrapped it in cats and pointed ten thousand AI creatives at it. Ideas keep sitting in the open, so the edge belongs to the machine you point at them.

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.

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.

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.

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.

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

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.

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.

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

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

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

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

Every install starts with an ad, so this guide breaks down the networks, formats, and metrics that decide whether it actually works.

Six networks carry most playable-ad volume in mobile gaming: here's what each one requires and how to pick the right mix for your game.

Playable ads convert higher and retain better than video ads, but video still wins on reach and cost, so the best UA teams run both.

Everything you need to know about playable ads: what they are, why they outperform video and static creative, and how top mobile game studios build and measure them.

Playable Factory, mraid.io, or build in-house: here's what each actually gets you before you pick a playable ad partner.

Join our two co-founders as they casually chat about the future of game UA all while watching endless and oddly satisfying game play.

Join our two co-founders as they casually chat about the future of game UA all while watching endless and oddly satisfying game play.

Join our two co-founders as they casually chat about the future of game UA all while watching endless and oddly satisfying game play.

Join our two co-founders as they casually chat about the future of game UA all while watching endless and oddly satisfying game play.

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

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

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

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

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

Listen to our CTO & Co-Founder, Yoni Blumenfeld speaks about the new future and how will human UA and Creative teams work with AI

Listen to our CTO & Co-Founder, Yoni Blumenfeld speaks about the new future and how will human UA and Creative teams work with AI

Listen to our CTO & Co-Founder, Yoni Blumenfeld speaks about the challenges in finding signals for creative success and Sett Vision

Listen to our CTO & Co-Founder, Yoni Blumenfeld speaks about what the hell Sett is building and why it matters