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Unpredictable Hits Podcast

Unpredictable Hits Podcast

Unpredictable Hits | season 2 | Episode 6: NOAM GOHAR
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.
Host: Amit Carmi
Unpredictable Hits | season 2 | Episode 5: SHAY ZE’EV YOSIFON
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.
Host: Amit Carmi
Unpredictable Hits | season 2 | Episode 4: MARILYNE CHASSEUR
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.
Host: Amit Carmi
Unpredictable Hits | season 2 | Episode 3: LUIS DE LA CÁMARA
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.
Host: Amit Carmi
Unpredictable Hits | season 2 | Episode 2: asi burak
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.
Host: Amit Carmi
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.
Host: Amit Carmi
Unpredictable Hits Episode 4: Jon Bellamy
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.
Host: Amit Carmi
Unpredictable Hits Episode 3: Shaun Rutland
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.
Host: Amit Carmi
Unpredictable Hits Episode 2: Zeynep Tasoz Cataner
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.
Host: Amit Carmi
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