268. Wilfrid Obeng on How to Scale a $100M Startup and Choosing Abu Dhabi over Silicon Valley

Deconstructor of Fun

#Lifestyle #Video Games #Tech #Deconstructor Of Fun #Mobile Game

15:52

Twinkle twinkle, little star, how I wonder what you are…. No, really – what are stars made of and how did they get all the way up there in the sky? Let’s find out more with astrophysicist, Dr Kirsten Banks! Get ready to blast off in 5, 4, 3, 2 1!

about a year ago 1:08:30

MP3•Episode home

Wilfrid Obeng’s journey from Goldman Sachs and Google to gaming startup CTO is anything but typical.

In this episode, he breaks down how AudioMob is redefining in-game ads with audio, why they chose Abu Dhabi over Silicon Valley to scale their engineering team, and what it takes to transition from corporate structure to startup chaos. We dig into leadership lessons, hiring strategies, and the future of ad monetization—all from someone who’s been in the trenches. If you’re scaling a startup or rethinking monetization, this episode is a must-listen. 🎧🔥

www.linkedin.com/in/wilfridobeng

00:00 Wilfrid Obeng and AudioMob

04:51 From Goldman Sachs to Startup CTO

07:24 The Importance of Mentorship

13:40 Creating a Performance Culture

24:52 Life in Abu Dhabi: Work and Play

28:47 Hiring and Leadership in a Diverse Team

35:03 The Reality of Startups

37:10 Competing for Talent in Startups

39:05 Leadership Evolution and Challenges

42:07 The Importance of Company Culture

56:44 Living and Working in Abu Dhabi

01:05:01 Future Plans and Personal Growth

695 episodes

268. Wilfrid Obeng on How to Scale a $100M Startup and Choosing Abu Dhabi over Silicon Valley

Deconstructor of Fun

77 subscribers

published about a year ago

MP3•Episode home

Wilfrid Obeng’s journey from Goldman Sachs and Google to gaming startup CTO is anything but typical.

www.linkedin.com/in/wilfridobeng

00:00 Wilfrid Obeng and AudioMob

04:51 From Goldman Sachs to Startup CTO

07:24 The Importance of Mentorship

13:40 Creating a Performance Culture

24:52 Life in Abu Dhabi: Work and Play

28:47 Hiring and Leadership in a Diverse Team

35:03 The Reality of Startups

37:10 Competing for Talent in Startups

39:05 Leadership Evolution and Challenges

42:07 The Importance of Company Culture

56:44 Living and Working in Abu Dhabi

01:05:01 Future Plans and Personal Growth

695 episodes

#Lifestyle #Video Games #Tech #Deconstructor Of Fun #Mobile Game

All episodes

1
TWIG #349 The Conspiracy Behind Apple's New Gaming App and a Plea to Supercell 1:02:14

4 days ago1:02:14

1:02:14

The TWIG crew dives into Unity’s latest missteps and what they signal for the future of game development, breaks down Discord’s push toward a blockbuster IPO, and unpacks how Nintendo’s big announcements could reshape the company’s next chapter. We also examine TikTok’s potential U.S. acquisition, Apple’s quiet but bold moves to redefine its gaming app strategy, the explosive rise of AI-driven apps, and go behind the scenes of Diablo Immortal’s development, while debating what Supercell must do to navigate a turbulent year ahead. Chapters 01:21 Community Engagement & Updates 02:38 Game Economist Podcast Highlights 07:01 Unity’s Strategic Missteps 11:23 Diablo Immortal Dev Insights 16:04 Apple’s Gaming App Strategy 28:18 TikTok’s US Acquisition Talks 30:59 The Rise of AI-Driven Apps 33:31 Discord’s Upcoming IPO 42:57 Nintendo’s Big Announcements 54:24 Supercell’s Struggles & Future…

1
305. Why Adding Brands to Games Is So Hard with Bastian Bergmann 1:02:34

8 days ago1:02:34

1:02:34

What really happens when brands collide with games? Mishka Katkoff sits down with Bastian Bergmann, COO of Solsten, to break down why gaming is the most transformative medium of our time, how consumer psychology shapes player engagement, and why authenticity in games runs circles around social media. 00:20 The Power of Reading and Writing 01:12 Video Games as a Medium for Transformation 02:57 Parenting and Gaming: Finding Balance 08:25 Understanding Consumer Psychology 13:39 The Importance of Human Connection in Marketing 19:50 Gaming and Emotional Engagement 23:09 Games Driving Social Change 28:37 The Business Impact of Gaming on Brands 30:42 Navigating Risks in Gaming Investments 32:56 Starting Small: Testing the Waters in Gaming 36:08 Key Performance Indicators for Gaming Initiatives 39:26 Authenticity in Gaming vs. Social Media 43:49 Integrating Brands into Games: Challenges and Opportunities 45:47 Myth Busting: Data, Creativity, and Gaming Audiences…

1
TWIG #348 Roblox’s Big Bet, Blizzard's Mobile Chaos & Destiny Rising’s Flop 1:04:44

11 days ago1:04:44

1:04:44

From Roblox’s RDC bombshells to Destiny Rising’s flop, this week’s DoF crew breaks down the biggest shifts in gaming. We get into NetEase’s bets, China’s growing power, and why analytics from Newzoo’s 2025 report matter more than ever. Plus: Blizzard’s messy leadership shakeups, Roblox’s new monetization tricks, Xbox’s subscription struggles, and the hype around Hollow Knight: Silksong. Oh, and yes, Jen’s got a big personal update too. <3 Chapters 00:00 Introduction and Personal Updates 03:55 Shills and Upcoming Events 06:00 Medical Leave and Personal Challenges 10:40 Corrections and Analytics Discussion 15:13 Destiny Rising and Community Reception 18:54 Chinese Developers and Western IPs 23:56 Warframe: A Case Study in Game Development 31:56 Market Trends and Player Demographics 36:26 Blizzard's Mobile Strategy: A Shift in Focus 40:40 Silksong: Success of Indie Games 45:11 Developer Exchange Rate and Its Implications 45:39 Roblox RDC: Key Announcements and Changes 54:33 Monetization Strategies: Rewarded Ads and Developer Insights 58:34 Roblox Moments: The TikTok Integration and Its Impact 01:00:31 Concerns Over Aggregation and Control in the Gaming Industry…

1
Inside RDC 2025: How Roblox Is Courting Pro Developer 56:04

13 days ago56:04

56:04

Jen Donahoe is joined by Joe Ferencz (GameFam) and Stephen Dypiangco (Max Power Gaming) to break down the biggest takeaways from Roblox Developer Conference (RDC) 2025. The crew digs into Roblox’s massive milestone of 112M DAUs, the 8.5% bump in the developer exchange rate to lure in more professional talent, and the new “ad flywheel” that streamlines campaigns while adding rewarded video into the mix. They also tackle the tricky business of bringing IP into Roblox, how AI is supercharging UGC, and why the company is doubling down on safety with 100+ new tools and policies. 00:18 Roblox's Growth and Platform Dominance 00:51 Overview of RDC 20250 4:39 RDC Vibes and Attendee Insights 09:48 Roblox's Monetization and Developer Payouts 18:21 Advertising and Rewarded Video Innovations 26:29 Brand Integrations and Campaigns on Roblox 28:34 Integration vs Standalone Brand Experience 30:46 Rewarded Video and Its Benefits 32:22 Challenges with Brand Hubs on Roblox 36:26 New IP Platform and Licensing 42:53 AI Tools for Developers and Players 46:11 Roblox Moments: TikTok Meets Roblox 50:38 Safety Measures and Brand Concerns 53:31 Roblox's Growing Influence…

1
304. The Founder’s Dilemma: Equity vs. User Acquisition Financing 1:13:59

15 days ago1:13:59

1:13:59

Mishka Katkoff sits down with Pranav Singhvi (General Catalyst, Customer Value Fund) and Joe Wadakethalakal (PVX Partners) to unpack the rise of UA financing, a new capital instrument that lets gaming and app companies scale user acquisition without giving up massive chunks of equity. We break down: 1. Why traditional VC or debt financing is often a poor fit for customer acquisition. 2. The origins of UA financing and why treating cohorts as “assets” changes the game. 3. The differences between PVX Partners’ gaming-first model and General Catalyst’s broader CVF. 4. Success stories like Superplay’s $2B exit, powered by UA financing. 5. How founders should think about timing, risk, and capital allocation. 6. Why CAC is the new CAPEX, and how EBITCAC could replace EBITDA as the real profitability metric for gaming and app businesses. 00:00 – Guest Intros (Pranav Singhvi & Joe Wadakethalakal) 01:00 – What is UA Financing 05:30 – PVX Partners vs. Customer Value Fund 15:00 – Equity vs. UA Financing: Which Capital Fits Which Stage? 19:15 – Founders as Capital Allocators: Balancing Risk, Growth & Dilution 22:30 – What Returns Look Like in UA Financing (Real Economics) 24:30 – Scaling Beyond Balance Sheet Limits 28:00 – When Is the Right Time to Use UA Financing? 32:00 – LTV Curves, Incremental ROAS & Product Readiness 35:30 – Case Study: How Superplay Used UA Financing to Reach a $2B Exit 38:50 – PVX Success Stories 41:40 – Managing Risk: Oversight & Skin in the Game 48:00 – What Counts as CAC? Influencers, Celebs, and Brand Marketing 49:40 – The Future of UA Financing & Cohorts as a New Asset Class 52:40 – CAC is the New CAPEX: Rethinking EBITDA as EBITCAC 57:30 – Why Tech Companies Look Unprofitable but Aren’t 59:00 – Advice for Founders Considering UA Financing 01:04:00 – Capturing Market Share Before Competitors Catch Up 01:07:00 – Final Takeaways & Closing Thoughts…

1
TWIG #347 Call of Duty Movie, De-Monetization of Real-Money Gaming and Google's New Court Case 1:07:52

18 days ago1:07:52

1:07:52

This week, we cover Google’s latest courtroom headaches, the evolution of KPIs in gaming analytics, and the incoming Call of Duty live-action movie. We unpack Rec Room’s layoffs, compare Roblox vs Rec Room head-to-head, and dig into Microsoft’s IP bets from Perfect Dark to Halo. Plus, we debate Star Wars: The Old Republic, break down Roblox’s latest monetization trends, and ask what the rise of real-money gaming in India means for the global market. 00:00 Introduction and Hosts’ Banter 02:38 Upcoming Gaming News Highlights 03:35 Cress’s Personal Update 05:39 Phil’s Podcast Review 07:16 Debate on Star Wars: The Old Republic 10:32 Google’s Legal News and Impact 12:58 New KPIs in Gaming Analytics 20:19 Call of Duty Live Action Movie Discussion 29:15 Google Play’s New Public Profiles 31:15 Rec Room Layoffs and Analysis 34:05 Capital Deployment and Venture Capital Concerns 34:47 Roblox vs. Rec Room: A Comparison 38:12 Perfect Dark and Microsoft’s IP Strategy 39:11 Halo and Hell Divers Collaboration 44:29 Destiny Rising and the Mobile Shooter Market 55:26 Roblox’s Monetization and UGC Trends 01:03:57 Real Money Gaming in India 01:07:00 Conclusion and Final Thoughts…

1
303. Why Scandinavia Makes You So Happy? And Why We Chose To Leave. 1:13:52

22 days ago1:13:52

1:13:52

Phillip Black and Michail Katkoff break down why they left the Nordics, trading modesty-maxxing for Mediterranean chaos and a bit more sun. The two dive into the quiet conservatism baked into Scandinavian life, the erosion of hunger that comes with too much comfort, and the calculus behind moving to Cyprus and Greece. 00:00 The Conservative Psyop of Scandinavia 04:31 Cultural Reflections and Personal Experiences in Sweden 09:07 Transitioning to Cyprus: Opportunities and Challenges 13:37 Understanding the Swedish Welfare State 18:03 Career Reflections and the Consulting Path 24:30 Navigating the Gaming Industry's Landscape 26:54 The Challenges of Client Management 29:51 Decisiveness in Consulting 32:41 The Emotional Rollercoaster of Consulting 34:36 Building a Sustainable Deal Flow 37:26 Establishing Expertise vs. Personality 41:39 Life Choices and Career Reflections 42:34 Balancing Work and Personal Life 46:13 Relocation and Family Decisions 48:58 Cultural Differences and Education Challenges 55:28 Economic Growth and Finland's Future 61:04 Reflections and Future Aspirations…

1
TWIG #346: EU Wants to Ban Free-to-Play, Supercell Introduces a New Boss 1:05:41

25 days ago1:05:41

1:05:41

TWIG crew dives into Gamescom chaos, funding trends, and post-Ibiza IV drips. From Supercell’s leadership addition, to IP-powered collabs (Raid x TMNT) and the EU’s regulatory squeeze on F2P, this episode cuts through the noise with sharp insights, hard takes, and a few too-real laughs. 02:07 Gamescom Highlights and Industry News 02:50 PlayStation Portal and American Football 06:45 DOF Talent Network and Scopely Controversy 10:39 EU Regulation Impact on Free-to-Play Games 14:43 Gamescom Vibes and Funding Trends 27:33 Raid: Shadow Legends x Teenage Mutant Ninja Turtles 31:51 The Risks and Rewards of Using IPs 36:09 King’s Internal Struggles and Solutions 39:51 Severance Packages and Labor Laws 45:15 Supercell’s New Leadership and Strategy 49:12 Innovative Game Concepts and Licensing 55:48 Twitch’s Crackdown on View Botting 56:32 Debate on Game Innovation and Industry Growth…

1
302. Call of Duty vs Battlefield: Ex-DICE, Bungie & Activision Experts Unpack It All 1:24:02

26 days ago1:24:02

1:24:02

This one’s for the shooter heads. Host Phil Black (ex-DICE) is joined by Chris Sides (ex-Bungie) and longtime strategist Chris Anjos (ex-Activision) to dig into the decade-long arms race between Battlefield and Call of Duty. The muzzles are off. Chapters: 02:01 Meet the Experts 03:54 Historical Context: Battlefield and Call of Duty Sales 13:04 Battlefield’s Comeback: Beta Impressions 16:06 Gameplay Mechanics: Evolution and Innovations 32:21 Progression Systems: Challenges and Solutions 43:31 Core Gameplay and Player Feedback 44:55 Product Management in Gaming 52:25 UGC and Portal in Battlefield 01:02:04 Mobile Gaming and Its Impact 01:08:09 The Future of FPS Games 01:16:41 Final Thoughts and Recommendations…

1
301. Duolingo, Tinder, DraftKings: How Top Apps Have Been Gamified 59:06

29 days ago59:06

59:06

We dive into Duolingo’s ruthless gamification, how BeReal is evolving beyond its viral gimmick, why Tinder is betting big on live events, the surprising social features inside DraftKings, and the stickiness of Crypto.com’s engagement loops. Each case study is a window into how apps are blurring the line between entertainment, habit, and monetization. Guest: Kalle Heikkinen, Lead Analyst at App Refinerywww.linkedin.com/in/kalleheikkinen/ Chapters: [00:00] App Refinery [05:30] Duolingo's Gamification [12:15] BeReal's Evolution [20:45] Tinder's Live Events [28:00] DraftKings' Social Features [35:20] Crypto.com's Engagement Mechanics [42:50] Conclusion and Insights…

1
TWIG #345 Clash Royale’s BIG Comeback and LEGO’s Digital Gamble 1:05:31

5 weeks ago1:05:31

1:05:31

This week on TWIG, the crew covers everything from corn in Minecraft to streak psychology in the New York Times’ latest game, Pips . We kick things off with Gamescom highlights, fresh updates from Ethan and Laura. From there, we dig into why streaks are such a powerful mechanic. We also debate Supercell’s unexpected Clash Royale comeback, before wrapping with a look at what Nintendo has in store with the Switch 2. 00:00 Introduction and Opening Banter 03:06 Episode Summary and Upcoming Topics 03:47 Ethan and Laura's Updates 04:33 Minecraft Corn Update 09:16 Lego Digital Play Interview 15:55 Gamescom Highlights 32:19 New York Times' Pips Game 34:08 The Psychology of Streaks in Games 53:36 Supercell's Clash Royale Resurgence 01:00:09 Nintendo Switch 2 and Upcoming Releases…

1
300. First-Ever Interview with Head of LEGO Digital Play – Aaron Loeb 1:03:24

5 weeks ago1:03:24

1:03:24

Why is LEGO doubling down on digital? In his first-ever interview as the founding president of LEGO Digital Play, industry veteran Aaron Loeb (Electronic Arts, FoxNext, Kabam) reveals the bold vision behind LEGO’s new company. From “forever games” like Roblox and Minecraft to building trust with kids and families, Aaron breaks down why now is the right time for LEGO to level up in gaming — and how his journey from Broadway to the boardroom shaped the company’s next chapter. 02:00 Meet Aaron Loeb: A Journey Through the Game Industry 03:28 The Birth of Lego Digital Play + Lego's Organizational Structure 08:20 Aaron's Path to Lego Digital Play 15:21 Target Audience: From Kids to Adults 19:30 Long-Term Challenges in the Gaming Industry 27:39 The Future of Digital Play and Innovation 32:55 The Challenge of Building the Right Team 36:00 Assembling a Diverse and Talented Team 38:03 Lego's Unique Onboarding Experience 41:03 The Emotional Connection of the Lego Brand 44:05 The Importance of Trust in Gaming 48:51 Choosing London as the Headquarters 51:11 Balancing Remote and In-Office Work 53:55 Upcoming Industry Conferences and Events 56:43 Reflecting on Past Projects and Lessons Learned President, LEGO Digital Play - Aaron Loeb https://www.linkedin.com/in/aaron-loeb-959a08/ Host, Jen Donahoe - https://www.linkedin.com/in/jenniferdonahoe/…

1
TWIG #344 Battlefield’s Big Comeback, AppLovin’s Record Quarter and Moon Active’s New Games 1:02:43

6 weeks ago1:02:43

1:02:43

We kick things off with “midlife Kress-ises” before diving into the headlines you can’t ignore: Tencent’s latest controversy, AppLovin’s monster quarter, and Blizzard’s leadership shuffle. From Storm Gate’s rough launch runway to the brutal math of market fit, we unpack why good games still fail. We break down Duolingo’s surprise move into music games, and why Playtika’s doubling down on direct-to-consumer could be the smartest—or riskiest—bet they’ve made yet. Then it’s guns out for Battlefield’s comeback, a hard look at Moon Active’s new portfolio plays. As always, plenty of spicy takes, questionable analogies, and insights you won’t find anywhere else. 00:00 Introduction and Host Introductions 01:34 Upcoming Game Releases and Industry Updates 02:58 Midlife Kress-is 06:05 Event Announcements + DOF Talent Acquisition 08:19 Data Analysis and Market Trends 09:22 Tencent's Game Controversy 17:16 AppLovin's Impressive Growth 21:12 Blizzard's Leadership Changes 25:19 Storm Gate's Launch Challenges 27:19 Financial Engineering and Tim's Struggles 28:28 Market Fit and Game Quality Issues 33:32 Duolingo's Acquisition of Beat Star 36:50 Playtika's Direct-to-Consumer Strategy 43:20 Battlefield's Comeback and Market Impact 54:58 Moon Active's New Games and Portfolio…

1
299. The Hiring Shift No One’s Talking About with an Executive Headhunter, Miklos Blasko 1:15:05

6 weeks ago1:15:05

1:15:05

Full-time execs are out, and fractional leaders are in? In today’s episode, we break down the growing trend of founders building companies like modular tech stacks, swapping in CMOs, Product leads, and other execs *only* when they’re needed. But here’s the catch: done right, fractional hires can supercharge growth. Done wrong, they can kill momentum before you even hit scale. I’m joined by executive headhunter Miklos Blasko to unpack when fractional actually works, when it backfires, and the hiring mistakes even experienced founders make. 00:00 The Rise of Fractional Work in Gaming and Apps 04:31 Understanding Fractional Work vs. Freelancing 08:56 The Popularity of Fractional Roles 13:51 Company Perspectives on Fractional Hiring 19:28 Talent Perspectives on Fractional Work 26:22 When Fractional Work Doesn't Work 38:19 Key Considerations for Hiring Fractional Talent 41:41 Wartime Leadership vs. Peacetime Leadership 45:17 Ruthless Execution and Stakeholder Management 47:58 Incentive Structures for Fractional Roles 51:54 Charging Models and Engagement Structures 57:44 Common Mistakes in Fractional Roles 65:51 Advice for Founders and Fractional Executives…

1
TWIG #343: Match Villains' Monster Raise, the Sydney Sweeny Effect, and the Lost A of AAA 1:04:49

7 weeks ago1:04:49

1:04:49

This week, the TWIG crew goes full galaxy brain. We kick things off with the real effects of celebrity cringe marketing. Then it’s onto the real news: Probably Monsters' search for $220M ROI, Match Villains' monster raise, Lilith's search for growth, and Roblox's unstoppable growth. 00:00 Introduction and Host Introductions 02:46 Episode Overview and Key Topics 03:32 Celebrity Gaming League and Brand Marketing 04:56 Sydney Sweeney and American Eagle Partnership 05:54 Review Bombing and Gamer Activism 08:00 Gamescom Event Announcements 09:15 Medica and Multi-Arm Bandit Experimentation 13:11 FIFA Online and Free-to-Play Discussion 16:39 Probably Monsters and AAA Development 21:51 Epic vs Google Lawsuit Update 26:55 Atari Acquires Thunderful Group 30:42 Good Job Games Raises $60 Million 31:58 Analyzing Revenue Per Download 32:32 Hypothesis on Grand Games' Rapid Fundraising 34:05 Match Villains' Market Performance 34:28 VC Funding vs. Non-Dilutive Funding 36:36 Investment Trends in Turkey's Gaming Market 37:42 Challenges in Scaling Puzzle Games 41:47 Farlight 84: A Relaunch Story 45:37 Lilith Games' Portfolio Performance 49:33 DC Worlds Collide and the Squad RPG Market 54:02 Roblox's Monetization and Engagement Strategies…

Deconstructor of Fun

1
298. Segmentation Is Dead. Long Live Personalization! 51:35

7 weeks ago51:35

51:35

In this episode, we unpack how today’s biggest mobile publishers are ditching segmentation in favor of experimentation at scale, what Apple’s privacy-first approach means to running LTV-focused live ops, and why personalization is no longer a “nice to have” but a competitive weapon. Who better to answer the questions than the founding team of Metica , Phil Mohr, Puli Liyanagama, and Justin Stolzenberg? These aren’t your average startup bros. We’re talking about the same crew that built Comify (acquired by King), then DataTiger (acquired by Apple), and now they’re back with a third act: Metica, a machine learning-powered platform tackling LiveOps personalization, blended ROAS optimization, and bid floor automation. Check out the STATE OF CREATIVES: https://tinyurl.com/393d9rum 03:27 The Evolution of Data Analytics in Gaming 11:00 Metica and Its Purpose 15:24 The Growth Loop 24:44 Personalization at Scale: The Future of Gaming 33:21 Practical Applications in Game Development 43:08 Timing and Strategy 44:53 Future Roadmap…

Deconstructor of Fun

1
TWIG #342 Scopely Meltdown, Crazy Anime Story and One SHOCKING Game Recipe 1:07:22

8 weeks ago1:07:22

1:07:22

Hola! Greetings from Spain. Mishka here, tanned, confused by dinner hours, and tragically absent from today’s pod. But fear not, Eric questions the rise of private equity in games and reports back from an anime convention while giving Andrew Wilson a new mobile crown. Phil wants a recount on a couple of Scopley acquisitions, while Jen channels Kate Hudson into top-of-funnel awareness. Gundam demands attention while the crew debates scaling the Drive to Survive treatment of One Piece. 00:00 Introduction and Host Banter 02:06 Today's Agenda and Topics Overview 02:50 Nintendo Direct and Market Trends 05:29 Unity's Challenges and UA Discussion 08:22 Gamescom Parties and Community Engagement 09:20 Economic Theories and Gaming Experiments 17:32 Convoy Report and Market Analysis 26:29 Sony's Strategic Moves and IP Partnerships 30:12 Anime's Mainstream Status in America 37:16 Crafton's Acquisition of 11th Hour Games 39:13 Scopely's Portfolio Performance 48:32 EA's Quarterly Earnings and Mobile Strategy 56:23 Sony vs. Tencent: The Horizon Knockoff Controversy 01:03:30 Ruckus Team's New Game: The Holdouts…

Deconstructor of Fun

1
297. Mobile Marketing in 2025: What Still Works (and What’s Dead) 1:27:35

8 weeks ago1:27:35

1:27:35

In this Deconstructor of Fun podcast, Mishka Katkoff sits down with three of the sharpest minds in growth: Josh Chandley (Wildcard Games), Warren Woodward (Uptick), and Paul Bowen (StreamElements) to dissect the state of user acquisition in 2025. STATE OF CREATIVES Report: https://tinyurl.com/393d9rum Chapters: 02:00 Is UA Dead or Just Evolved? 07:00 The Real Impact of IDFA Deprecation 13:00 Time Spent vs Installs: The New Market Reality 18:00 AppLovin: Apex Predator of Ad Tech 27:00 Attribution Fraud and Click Link Hijacking 34:00 Why AppLovin Keeps Winning 39:00 Can Unity’s Vector Compete? 48:00 Unity’s Strategy, PR Games & Technical Hurdles 57:00 Building a Modern Growth Org 01:06:00 Creative Production as the Last Lever 01:13:00 Fake Ads, Clickbait, and Mad Men 01:19:00 Closing Advice for Growth Teams in 2025…

Deconstructor of Fun

1
TWIG #341 Ubisoft Tries “Succession” while Battlefield Attempts a Comeback 50:30

8 weeks ago50:30

50:30

Miska’s usual jetset life hits a snag when he misses Kress’ Subnotica correction. Adam calls in from his cottage to lay down the law on Merge history, while Phil gushes over $500m in capital deployment. Eric details Ubisoft’s reality TV show attempt at Succession, and Jen delivers the 411 on Apple’s hypercasual attempt. The group pours one out for a very special Candy Crush anniversary. 01:58 Gaming News Highlights 02:42 Personal Updates 05:33 Remembering the Mario Lopez Candy Crush Show 07:52 Subnautica and Crafton Legal Drama 10:37 App Charge Sponsorship and Insights 14:40 Ubisoft Earnings and Family Drama 22:44 Battlefield 6 Trailer and Expectations 24:57 Call of Duty's Tech Debt and Battlefield's Response 26:24 Battlefield 6 Release Date and Editions Leak 28:31 Challenges and Risks for Battlefield 6 38:03 Supervi's Full Launch and Market Challenges 40:05 Splitgate 2's Struggles and Relaunch 43:09 Wild Gate's Launch and Marketing Issues 46:58 Apple's Emoji-Based Puzzle Game 49:39 Conclusion and Sign-Off…

Deconstructor of Fun

1
296. From Crying Alone in Bangalore to Panic Attacks at Gamescom with Joseph Kim, CEO of LILA Games 1:18:16

9 weeks ago1:18:16

1:18:16

From crying alone in Bangalore to panic attacks at Gamescom, this is a brutally real look at what it actually costs to chase a vision. Mishka Katkoff (Deconstructor of Fun) and Joseph Kim (Lila Games) reunite for the rawest, most honest founder-to-founder conversation you’ll hear this year. They dive deep into the sacrifices, suffering, and stress of building companies from scratch, away from the LinkedIn highlight reels. 5:00 – Suffering vs. Sacrifice: Is Work Just Avoidance? 10:45 – Why Founders Trade Family for Vision 15:30 – Would You Let Your Kids Follow Your Path? 20:00 – Lessons from Building (and Breaking) a Startup 27:30 – The #1 Mistake Founders Make: The Team 31:50 – Fractional Work, Focus, and Saying No 36:30 – Redefining Success Without Losing Yourself 41:00 – What a Billion-Dollar Exit Really Means 47:15 – How We’ll Judge Ourselves on Our Deathbeds 52:00 – Life in Phases: When to Grind, When to Let Go 56:00 – AI, Ambition, and the New Have vs. Have-Nots 1:02:00 – The Hidden Cost: Panic Attacks, Crying, and Total Burnout 1:12:00 – What’s Next for Mishka and Joe…

Deconstructor of Fun

1
TWIG #340 Scopely Goes to War, Roblox Gambles on IP and Turkey Rises 1:13:56

10 weeks ago1:13:56

1:13:56

Upcoming events: Whiskey Tasting: https://event.appsflyer.com/gamescom2025/AF Heroic Party: https://lu.ma/tjkk5r8k The crew kicks things off by breaking down Roblox’s bold new IP licensing platform—will it unlock the next Pokémon or just spin up another corporate side quest? Then it’s off to Turkey for a pulse check on one of mobile gaming’s fastest-evolving markets, followed by a surprise breakout story from France that’s punching way above its weight class. We rewind the clock on Kixeye to understand how Kingdom Maker clawed its way back into the spotlight—just in time to shift focus to the real battlefield: user acquisition. Moon Active and Scopely are locked in an all-out UA war, with budgets big enough to fund a small nation. Add some industry espionage, a sprinkle of aggressive cloning, and you’ve got a market where only the paranoid survive. Oh, and yes—we’re still trying to decide if Monopoly Go is actual genius or just Coin Master in a tuxedo. 02:56 Podcast News 27:16 Roblox's New IP Licensing Platform 36:08 Turkish Mobile Game Market Insights 44:11 French Mobile Game Developer's Success 49:49 Kingdom Maker and Kixeye's History 58:42 Moon Active vs. Scopely: The UA War 59:21 Industry Espionage and Market Competition 01:01:16 Monopoly Go and Coin Master Strategies 01:05:53 Final Thoughts on Market Strategies…

Deconstructor of Fun

1
CLIP: Secrets Behind Monopoly Go’s Record-Breaking Launch with Ben Webley, CMO of Scopely 10:35

10 weeks ago10:35

10:35

At MAU Vegas, Jen Donahoe sits down with Ben Webley, CMO of Scopely, to unpack the strategies behind Monopoly GO!’s meteoric rise. From player psychology to brand IP, virality loops to UA muscle—this conversation breaks down what really drove the biggest mobile game launch of the decade. If you’re in gaming and not taking notes on this one, you’re already behind.…

Deconstructor of Fun

1
295. Pakistan’s Unexpected Rise in Gaming with Saad Hameed, CEO of Game District 1:04:43

10 weeks ago1:04:43

1:04:43

Game District CEO Saad Hameed joins Michail Katkoff to tell the untold story of Pakistan’s booming gaming industry. From bootstrapped studios to billion-download success, we dive into the rise of Lahore as a serious global player, why Pakistan could be the next Turkey or Vietnam, and what’s holding the ecosystem back from its breakout moment. This is the episode you didn’t know you needed. Connect with Saad: www.linkedin.com/in/saadhameedkh 00:00 Introduction to Game District and Saad Hameed 02:47 The Structure and Philosophy of Game District 05:41 The Rise of Gaming Studios in Pakistan 08:46 Challenges and Opportunities in the Pakistani Gaming Ecosystem 11:30 The Role of Education and Talent Development 14:19 Venture Capital and Funding Challenges 17:22 Monetization Strategies and Market Focus 20:11 Live Operations and Competitive Landscape 30:36 Competitive Advantages of Pakistan's Gaming Ecosystem 32:58 Bottlenecks and Growth Drivers in Pakistan's Gaming Industry 40:56 Work Culture and Entrepreneurial Mindset in Pakistan 45:45 Pakistan's Unique Strengths in the Gaming Market 52:57 Pathways to Breakout Success for Pakistan's Gaming Industry…

Deconstructor of Fun

1
TWIG #339 Merge Games, Gen Z Spending Patterns, and the Shift inside Studio Cultures 53:58

11 weeks ago53:58

53:58

We kick things off with a no-holds-barred Supercell rant before diving into the hottest industry stories—from Xbox Game Pass profitability to Apple’s latest regulatory headache in the EU. We break down Supercell’s shifting strategy, IPO rumors, and what it all signals for the wider market. The crew also explores Gen Z’s changing spending habits, mobile monetization trends, and why Merge games might be due for a second wind. Plus: Mecha Break’s breakout moment, studio culture shifts, and where smart money is going in games right now. Heroic Gamescom Party > https://lu.ma/tjkk5r8k Chapters: 01:57 Supercell Rant 06:03 Xbox Game Pass Profitability Debate 10:21 Apple EU Regulations and Tier System 13:31 Supercell's Strategy and IPO Speculations 21:11 Gen Z's Changing Spending Habits 24:40 Disposable Income and App Spending Trends 26:40 Gen Z Gaming Preferences 28:51 Investment and Industry News 28:59 Company Culture38:19 Merge Genre Insights 42:57 The Rise of Mecha Break 43:58 Monetization Strategies in Gaming 53:07 Conclusion and Next Week's Topics…

Deconstructor of Fun

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294. Product Managing Game Studio Culture with Seth Sivak (ex-World of Warcraft Boston Studio Head) 1:16:14

11 weeks ago1:16:14

1:16:14

Mishka Katkoff interviews Seth Sivak as they discuss startup culture, leadership, company values, product market fit, cultural onboarding, adaptive culture, game industry, entrepreneurship, team dynamics, and management. They discuss the importance of company culture, how it can be shaped and influenced, and the challenges of maintaining a healthy culture as a startup scales. Seth shares insights on cultural onboarding, the adaptability of culture, and the lessons learned from his experiences in the gaming industry. The conversation emphasizes the need for leaders to be intentional about culture and to regularly assess its impact on team dynamics and overall success. Seth's newsletter: https://sethsivak.substack.com/ 02:44Navigating Layoffs and Founding Proletariat 05:10The Importance of Culture in Startups 07:39Defining and Measuring Culture 11:38The Role of Leadership in Shaping Culture 14:21Cultural Tools and Their Impact 18:47Iterating on Culture as a Product 21:16Conclusion and Key Takeaways 26:52Navigating Work-Life Balance in Startups 29:43Cultural Recognition and Team Dynamics 34:03Defining Good vs. Bad Company Culture 38:10The Challenges of Setting Cultural Boundaries 42:25Navigating Social Issues and Company Culture 46:51Onboarding and Cultural Integration in Growing Teams 49:40Cultural Onboarding and Integration 51:30The Art of Copying Culture 53:48Learning from Successful Cultures 58:01Adaptive Culture vs. Rigid Culture 01:07:03Evolving Beliefs About Culture 01:08:03The Meaning Behind Proletariat's Name…

Deconstructor of Fun

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TWIG #338 Apple’s Cat-and-Mouse Game, Xbox's Doom Loop, and Splitgate 2’s $100M Misfire 1:02:05

12 weeks ago1:02:05

1:02:05

The boys-only episode talks about layoffs sweeping through top Swedish studios before diving into yet another round of Xbox layoffs. In this episode, we also cover Apple’s ongoing cat-and-mouse game with the EU’s DMA rules and unpack the critical difference between private equity and venture capital in gaming. The crew analyzes the early flop of Marvel Mystic Mayhem before talking about how Splitgate 2 is already struggling to justify its existence. 02:36 Sweden's Gaming Industry Layoffs 05:22 Gamescom Events Preview 06:13 Microsoft Layoffs and Xbox Strategy 13:29 Apple's Response to the DMA 21:59 Private Equity vs. Venture Capital in Gaming 32:41 Eve Online: Myth vs. Reality 34:02 Uma Musume Pretty Derby's US Launch 36:42 Marvel Mystic Mayhem's Struggles 42:55 Rainbow Six Siege: A Decade of Success 47:47 Splitgate 2: The Rise and Fall 56:25 The Harsh Realities of the Gaming Market 01:00:58 Up Next…

Deconstructor of Fun

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293. Walking Away from Venture Capital with Sophie Vo 1:04:11

12 weeks ago1:04:11

1:04:11

In this episode, I sit down with Sophie Vo, studio founder, podcast host, and now the creator of Orin Retreats, to unpack why she walked away from the startup rat race to build something intentionally small, sustainable, and soul-aligned. We talk about the version of success that nearly broke her, why the VC model fails most founders, and how depth, not scale, became her new metric for impact. If you’ve ever questioned the path you’re on, this conversation might just reframe what “winning” really looks like. 00:00 Redefining Success 05:47 The VC Dilemma 12:48 Navigating Co-Founder Dynamics 18:32 Bootstrapping vs. Venture Capital: A Founder's Perspective 24:16 The AI Coaching Experience 29:52 Creating Human Connection in a Digital World 39:25 The Roots of Distrust Among Women 42:00 Navigating Female Networks and Support 46:45 The Importance of Self-Awareness in Leadership 52:11 The Role of Coaching in Personal Growth 56:37 Advice and Insights from the Journey…

Deconstructor of Fun

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TWIG #337 Supercell's AI Ruse and Microsoft’s Muddled Xbox Strategy 1:03:17

13 weeks ago1:03:17

1:03:17

We discuss Believer’s potential survivor, the layoffs at Mind’s Eye, and Netflix’s surprising decision to axe key mobile titles. But the real meat is Supercell: what the hell is going on in Helsinki? From performance stagnation to communication silence, we unpack the company’s evolving strategy—or lack thereof. Also on deck: Riot’s dev woes, Microsoft’s muddled Xbox strategy, and what YouTube’s 20th anniversary tells us about the future of game content. We wrap with a look at emerging trends in mobile and Steam that could define the back half of 2025. 02:13 Shills 02:57 Meta Marketing Summit Experience 07:41 Gamescom 09:58 Believer Startup Update 10:52 Mind's Eye Layoffs 12:17 Netflix Mobile Games Removal 16:49 Supercell's Strategy and Performance 31:51 Supercell's Communication Strategy 36:05 YouTube's 20th Anniversary and Gaming Highlights 38:12 Riot Games' Development Challenges 43:17 Microsoft's Xbox Strategy Critique 52:58 Emerging Trends in Mobile and Steam Games…

Deconstructor of Fun

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292. Where Do Geogames Go After Niantic’s $3.5B Exit with Lauren Steidl, CEO of Integrated Reality Labs 35:32

13 weeks ago35:32

35:32

From Niantic’s $3.5B sale of Pokémon GO to Scopely, to the rise of SLAP, a fast-paced, IRL multiplayer game that blends social tagging with viral video content Jen Donahoe and Lauren Steidl, CEO and co-founder of Integrated Reality Labs, explore how geogames are evolving from novelty apps into a new genre of play.Why Pokémon GO showed both the power and the limits of GPS gamingThe tech leap making real-world multiplayer actually workSLAP’s breakout performance—10 sessions/day, no paid UAHow TikTok culture is shaping the next generation of mobile gameplayWhy the future of mobile gaming may lie in neighborhoods, not screens🔗 Learn more about SLAP and IRL Labs: www.playslap.com/irl00:00 Introduction and Host's Excitement02:25 The Game 'Assassin' and Its Evolution03:30 Introducing Integrated Reality Labs and 'SLAP'04:31 Meet the Founders: Lauren and Ian06:06 Gameplay and Features of 'SLAP'08:05 Social Media Integration and Viral Growth12:16 Technical Innovations and Proximity Gaming18:32 Marketing Strategies and User Engagement22:25 Future Plans and Monetization34:07 Conclusion and Contact Information#Geogaming #PokemonGO #SLAPgame #MobileGaming #GameDesign #AugmentedReality #LocationBasedGaming #DeconstructorOfFun #Podcast…

Deconstructor of Fun

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TWIG #336 Candy Crush Veterans Return as Marathon Runs Out of Steam 1:05:08

14 weeks ago1:05:08