Unpredictable Hits

Uri Pearl opens the hood on moving casual players into real-money competition: the three audiences hiding inside one download, why Match 3 never converts and Solitaire always does, the human truth that nobody believes their own skills, & television as the permission to admit you play.

Amos Adler opens the hood on running growth like a science: why creative is the only lever you control 100%, the money on the floor before creative strategy got centralized, attribution as a permanent hunt for the truth, & why the desk belongs to the analyst now.

Yotam Pappo opens the hood on building PeerPlay in the same moment ChatGPT landed: everyone codes and nobody is the AI expert, users who don’t play genres, the supermarket rule that decides where you launch, & the end of the MVP in a world where a casual game competes with every other form of entertainment.

Matt Veysberg opens the hood on creative marketing at scale: why one winning creative beats a thousand, product marketing as the missing link most studios still won’t hire for, an algorithm with no taste, & why experience is the last thing AI can’t copy.

Noam Gohary takes us under the floorboards of mobile UA: attribution still a car while algorithms became spaceships, black box networks even senior UA managers can’t decode, a sharp read on why UA is just an amplifier & the AI race.

Shay Yosifon takes us inside the launch of Monopoly Go, from soft launch KPIs deep in the green to scaling harder than anything he’d done before. Creative as the only lever left, marketing embedded inside game teams, playable ads built by game designers and a sharp view on where UA is heading: signal optimization, feeding the algorithm better and faster than your competitors.

In this episode, Marilyne Chasseur walks us through her philosophy of marketing as an orchestra, how she builds “marketing squads” where data and art share the same KPIs, why creative testing is about lowering risk not chasing volume, and her prediction that as manual campaign control disappears, the future of UA is growth hacking the algorithm from the inside out.

Luis de la Cámara breaks down what it takes to market Angry Birds, why player motivations drive every creative decision at Rovio, how they protect an IP built to last 100 years, and why he believes Chinese and Turkish studios are already winning the battle for the West.

Asi Burak shares how Tilting Point evolved from traditional publishing to pioneering UA financing, why entrenched market leaders are making it harder than ever to launch new games, and the strategic thinking behind working with major IPs like 007 and SpongeBob.

Yair Melamed shares why the best gaming executives stay obsessed with details even while managing over a thousand people, how to optimize an existing portfolio of live games, and the data-driven approach behind scaling mobile games.

Jon Bellamy talks about his career, taking the helm at Jagex and the path for tremendous growth for one of the most loved franchises in gaming.

The amazing founder of Hutch talks about succeeding with IP games, his unbelievable career and starting new studios in the era of AI.

Zeynep Tasoz Cataner, senior marketing creative director at Zynga & Take Two talks about finding winning UA creative concepts

Akin Babayigit, Co-Founder of Tripledot and Managing Partner at Arcadia, shares insights on building successful mobile games, the evolution of gaming hubs around the world, and how AI is transforming game development and marketing.