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.
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.
