App Talk with Upptic

Are you leveraging some of the best platforms for conversions in your marketing mix? Gamesight's 2024 State of Performance Marketing for Videogames report is out now and it shows that Twitch, YouTube, Reddit, and X are seeing great performance – but are woefully underutilized.We sit down with two of Gamesight's finest – CEO Adam Lieb and Head of Data & Measurement Christian Thomas – to discuss some of the key takeaways in the report!CHAPTERS00:00 – Opening02:15 – Meet Gamesight!05:45 – Performance vs. Brand Marketing10:44 – Key Performance Marketing Trends19:13 – Twitch & YouTube: Game Marketing Powerhouses26:35 – Reddit: A Rising Star in Game Marketing32:29 – X (Twitter): A Game Marketing Dark Horse39:37 – The Growing Role of Influencers45:35 – Closing♦ Get the full report here.♦ Head to upptic.com for all your game marketing needs!

If you've ever been burned by a marketing agency that promised the world and delivered a Google Doc full of vague recommendations, you're not alone. There's a good reason so many people hate agencies. But if you're trying to scale an app or game, chances are you'll need one at some point. So here's how to find a GREAT agency for YOUR NEEDS!CHAPTERS00:00 – Opening00:26 – Why all the hate for agencies?03:05 – Setting proper expectations04:23 – What to look for when choosing an agency06:04 – Why vetting an agency is important07:13 – Vetting data-driven decision making08:16 – Vetting unrealistic promises09:09 – Vetting agency egos and brags11:43 – Agency and product synergy12:47 – 4 key tips for agency vetting13:55 – Closing#Marketing #Agencies #Advertising #UserAcquisition #CreativeContent

2024 was a mixed year for gaming. Smaller studios struggled while large studios leveraged big advantages. But for those struggling, there's hope for 2025! Find out where things landed at the end of 2024 for gaming, user acquisition, creative development, and growth technology – and what to expect in the coming year! 00:00:00 - Opening 00:01:48 - The Games Industry in 2024 00:19:36 - Biggest UA Trends and Stories 00:43:29 - Authenticity Ruled 2024 Creative 00:58:19 - AI Touches All in Growth Tech 01:22:19 - Closing #Gaming #Marketing #UserAcquisition #Advertising #AI #Tech

In a landscape where only the best survive, success isn't luck — it's strategy. In this episode of Games Growth with Upptic, learn how to strategically execute a game soft launch so your gaming studio can thrive! CHAPTERS 00:00 - Opening 00:31 - Soft Launch Overview 02:41 - Tech Test 04:47 - Retention Test 07:32 - Monetization Test 09:37 - Closing #GameDev #GameMarketing #Gaming

Why is AppLovin stock up 900%?! Once a niche player in ad tech, it's now the talk of the tech industry. Here's a look at its history, explosive growth, and potential next moves. CHAPTERS 00:00 – Opening 00:37 – 2024's Hottest Company 03:15 – History of AppLovin 07:18 – AppLovin's Recent Success 09:18 – AppLovin's Big Differentiator 10:55 – Adjust Layoffs & Elonification 12:46 – Ad Tech Financial Wordplay 15:13 – Potential Acquisitions 20:19 – Closing #Advertising #Tech #AdTech

The GAM3 Awards in Manila marked a milestone for Web3 gaming, held live for the first time during the YGG Play Summit. Organized by GAM3S and Yield Guild Games (YGG), the event celebrated innovation, community, and player engagement while showcasing Southeast Asia's leadership in the space. Upptic's Jerry Singer and Mateo Arias share their impressions from this groundbreaking event. Don't miss their insights! CHAPTERS 00:00 – Opening 01:35 – About the GAM3 Awards 02:30 – Event Vibe & Appearance 05:27 – Notable Games & Awards 07:53 – Web3 Insights & Trends 11:11 – Key Takeaways 11:37 – Closing #Web3 #Web3Gaming #Gaming

The gaming industry is undergoing a transformative shift as Web3 technologies begin to integrate with traditional gaming experiences. In this episode of Games Growth with Upptic, we are republishing a recent webinar Upptic did in partnership with Adjust – which brought together leading voices in the field, including Adjust Partnerships Manager Ben Bowen, Eyeball Games' Marketing Head Francois Daoud, Immutable Marketing Lead Stefano Cantù, and Upptic's own CGO, Warren Woodward. Together with these experts, explore how Web3 gaming is evolving, its challenges, and its potential. Many thanks to Adjust for allowing us to republish this webinar! CHAPTERS 00:00 – Opening 01:45 – Guest introductions 06:51 – Why care about Web3? 11:43 – UA at the intersection of mobile and Web3 20:01 – Marketing in Web3-native ecosystems 26:05 – Measurement in hybrid ecosystems 32:52 – How do you fight fraud in Web3 gaming? 37:23 – Advice for Web3 devs and Web3-curious 45:12 – Closing #Web3 #Gaming #Marketing #Attribution #UserAcquisition

The games industry is dynamic, demanding a constant evolution of creative strategies to keep up with players' expectations. In this episode of Games Growth with Upptic, Upptic CGO Warren Woodward hosts a roundtable with Upptic's creative team to discuss the trends and insights shaping the creative side of games marketing today. Featuring Creative Director Ava Savitsky, Motion Graphics Designer Kade Witten, and Art Director Rachael Herb-Neterer, dive deep into what's working, what's fading, and how creative teams can keep pushing the boundaries. CHAPTERS 00:00 – Opening 01:10 – Creative Trends 10:22 – UGC Best Practices 14:37 – AI in Creative Production 19:57 – Importance of Cross-Team Collaboration 29:21 – Balancing Performance & Creativity 34:59 – Future Trends & Final Thoughts 37:03 – Closing #Creatives #Creative #Advertising #Marketing #Ads #UGC #ContentCreator

Dive into the potential impact of Trump's second presidency on gaming. Upptic CGO Warren Woodward and Upptic Marketing Director Xander Agosta highlight anticipated trends in mainstream gaming, possible boons to web3 and crypto, evolving regulatory positions on AI, and likely changes (or the lack thereof) in advertising! CHAPTERS 00:00 – Introduction and Disclaimer 02:20 – Likely Policy Stances & Macro Impacts 09:20 – PC, Console, Mobile Games Impact 13:12 – Web3, AI, Autonomous Vehicles Impact 23:10 – Growth Marketing & Ad Tech Impact 26:30 – The Future in a Nutshell 28:24 – Closing #Trump #Gaming #Marketing #Web3 #AI #Tech #Economy

Are games and marketing flying or falling? In this episode of Games Growth with Upptic, Upptic CGO Warren Woodward and Upptic Marketing Director Xander Agosta discuss the heights of Q3, the worries of Q4, and the monsters all around us! Dive into the financial earnings, industry trends, and market dynamics of the gaming and marketing sectors! CHAPTERS 00:00 – Opening 04:14 – Q3 Gaming is HOT, Q4 looks SPOOKY 15:55 – MONSTER earnings in Q3 marketing 26:42 – Closing #Marketing #Gaming #GameIndustry #Advertising

Looking for key, actionable takeaways on data modeling and optimization, the latest user acquisition channels and tactics, how to build a growth team, shifting marketing towards efficiency, and what UA trends to watch out for in 2025? Then watch this NOW! Many thanks to Joseph Kim of the GameMakers podcast for having Upptic CGO Warren Woodward on the show and allowing us to republish this episode on our own channels! CHAPTERS 00:00 – Opening segment 00:42 – Episode summary 02:18 – State of performance marketing 12:49 – Impact of IDFA deprecation 14:35 – The future of fingerprinting 17:20 – Data modeling & optimization 25:21 – Channels & tactics for 2025 31:50 – How to build a growth team 40:50 – How to align different teams 45:37 – Blockbuster scaling & organic uplift 52:36 – What to watch out for in 2025 57:14 – Closing segment #UserAcquisition #MobileGaming #Marketing

In this emergency edition of Games Growth with Upptic, we dive into the explosive success of Off the Grid – a new third-person shooter from Gunzilla Games that's shaking up gaming. Is this finally Web3 gaming's breakout moment? We break down its growth strategy, game economy, and more to find out! CHAPTERS 00:00 – Opening segment 00:44 – What is Off The Grid? 03:03 – Why is Off The Grid successful? 08:52 – Off the Grid's growth strategy 16:54 – Off the Grid's game economy 25:38 – What does this mean for web3? 34:31 – Closing segment Get more web3 gaming insights at upptic.com! #Web3 #Gaming #OffTheGrid #GameDev #Marketing #Crypto #Blockchain

Gaming industry shakeups? No problem! In this episode, leaders from Upptic, Random Logic Games, and Candywriter reveal what tech and tools they are using to turn challenges into growth opportunities. Discover how these game builders and marketers are staying ahead of the pack! CHAPTERS 00:00 – Opening segment 00:32 – New gamedev and marketing tools 07:13 – Adapting workflows to new tools 10:07 – Closing segment #Gaming #Marketing #Advertising #GameDev #AI #ArtificialIntelligence

Discover the game-changing lean growth strategies game studios are using to skyrocket their games to the top of the charts with lean teams and AI tools. Growth marketing experts from Candywriter and Random Logic Games join Upptic to share the strategies and tools they are using to increase their marketing output while reducing costs. CHAPTERS 00:00 – Opening segment 01:53 – The gaming landscape 05:00 – Staying efficient and profitable 08:36 – Disruptive technologies in gaming 12:02 – How big is your growth team? 14:15 – Building effective lean growth teams 17:33 – Specialized vs. broad skillsets 22:00 – Necessary skills for growth teams 23:29 – Tools and innovation for efficiency 30:10 – Adapting workflows to new tools 33:05 – Transition to Q&A 33:13 – Q: What % of revenue should go to growth? 36:02 – Q: How important are influencers in growth? 38:52 – Q: What are retention evaluation strategies? 41:16 – Q: How do you introduce game mechanics? 42:12 – Closing segment Get more games growth insights and support at upptic.com! #Gaming #Marketing #Advertising #GameDev #GameIndustry #UserAcquisition #Creatives #DataAnalytics

Amid ongoing games industry layoffs, Unity just killed their runtime fee and the Federal Reserve has cut interest rates. What does this mean for game developers and game marketers? Stay ahead with our latest insights on the gaming industry's biggest changes! P.S. Register for our Lean Growth webinar at upptic.com/webinars CHAPTERS 00:00 – Opening segment 01:24 – Unity KILLS runtime fee 09:45 – Layoffs SPOOK games industry 20:53 – Will rate cuts PUMP UP gaming? 31:35 – Closing segment #Gaming #GameIndustry #Unity #RateCut #FedReserve

Upptic CGO Warren Woodward and Sanlo CEO Olya Caliujnaia dish on the hottest industry topics! Dive into:

Game marketing experts break down the web3 games (and blockchain) that are rewriting the playbook for web3 gaming and seeing impressive results. Get to know the Ronin Network, Fable Borne, King of Destiny, Off The Grid, Pirate Nation, and Parallel! #Web3 #Gaming #Marketing #GameDev

Dissect the current challenges and failures of web3 gaming – and how your team can learn and benefit from them! Plus, see how teams like those at Ronin Network, Pirate Nation, Star Atlas, and Parallel are writing the playbook for successful web3 games. CHAPTERS 00:00 – Opening segment 00:35 – Is web3 gaming COOKED? 30:19 – Web3 games that are doing it RIGHT! 43:40 – Closing segment Get more games industry insights at www.upptic.com. #Gaming #Web3

Telegram founder Pavel Durov's arrest has potentially big implications for game marketing, Perplexity AI positions itself to take on Google (can it live up to its promises?), and Mintegral's latest report has some bad news for game advertisers – and key trends to take advantage of. Get more gaming insights at www.upptic.com! #Telegram #PavelDurov #Perplexity #AI #Gaming #Marketing

Epic Games comes to mobile, Xbox pivots away from exclusives (and consoles?!), and Nvidia unveils exciting AI for NPCs. Find out how these will impact the games industry, game development, and YOU! It's all in this episode of Games Growth with Upptic!

A new MOBA-shooter hybrid game is taking Steam by storm – and it seems to have Valve's fingerprints all over it. Learn all there is to know about Deadlock!

Dive into Valve's not-so-secret new game, Unity's Q2 earnings and new Chief Product Officer, and the hidden web3 giant that everyone is referencing this election cycle. It's all in this episode of Games Growth with Upptic! CHAPTERS 00:00 – Opening segment 01:04 – Polymarket: A secret web3 GIANT 08:50 – Unity snags ex-AppLovin BOSS 14:28 – Deadlock: Valve's WORST kept secret 20:37 – Closing segment Get more tech and games industry insights at www.upptic.com!

Google just reversed its cookie deprecation plan and Konvoy has released its Q2 2024 games industry report – plus, Friend AI is causing a stir. We break down the actionable marketing strategies and growth opportunities for you! CHAPTERS 00:00 – Opening segment 01:10 – Google privacy U-TURN 07:11 – Games investments SHRINK in Q2 22:54 – AI Friend INCINERATES funding 28:58 – Closing and sponsor plug Get more games industry insights at www.upptic.com!

Discover how web stores are transforming the gaming industry! With purchase rates soaring to 80% and exclusive deals for players, is this the future of game monetization? Watch now to find out! CHAPTERS 00:00 – Cold open 00:37 – State of games marketing 01:40 – The web store player journey 04:10 – Web store economics + strategies 08:43 – Web stores by the numbers 10:50 – Web stores and distribution 12:45 – Building a better ecosystem 15:50 – Getting started 16:44 – Outro Get more gaming insights at www.uppptic.com!

Axie Infinity's co-founder just dropped the ULTIMATE web3 growth playbook! Watch now to get all the key insights, plus a few areas we think need additional consideration! CHAPTERS 00:00 – Overview of web3 growth playbook 00:56 – Axie Infinity's impact on web3 02:13 – UGC / KOL highlights 05:59 – Gifting / partnerships marketing 07:30 – Grinding your way to growth 09:03 – The limits of Axie's playbook 10:00 – Ronin's magnification effect 10:46 – Barriers to entry still exist 11:19 – Apeiron's growth through Ronin 11:51 – Growing web3 vs. growing a game 12:17 – Opposing customer segments 13:39 – Closing and sponsor message Axie's growth playbook: https://x.com/Jihoz_Axie/status/1813340640433807795 Our podcast with Apeiron: https://upptic.com/web2-5-gaming-with-apeiron-frank-cheng-games-growth-with-upptic/ Get more web3 gaming insights at www.upptic.com!

In this episode: Shocking leaks reveal Valve's staggering revenue per employee, Axie's new Web3 growth playbook is dissected, and Xbox Game Pass changes spark a discussion on its value proposition and long-term viability. CHAPTERS 00:00 – Opening and summary 00:58 – Valve's INSANE profits leaked 07:51 – Axie's growth playbook REVEALED 21:30 – Xbox Game Pass costs HOW MUCH? 26:16 – Closing and sponsor plug Axie's growth playbook: https://x.com/Jihoz_Axie/status/1813340640433807795 Our podcast with Apeiron: https://upptic.com/web2-5-gaming-with-apeiron-frank-cheng-games-growth-with-upptic/ Get more games industry insights at www.upptic.com!

The recent Pixelberry acquisition by Series Entertainment looks to be a strategic fit that could change the game for interactive fiction. Learn how Series' AI could impact writing for "Choices" and other mobile games! CHAPTERS 00:00 – Cold open 00:14 – Series Entertainment acquires Pixelberry 00:45 – Why would Series acquire Pixelberry? 01:33 – An industry insider look at the acquisition 03:16 – The data behind Pixelberry's “Choices” 06:35 – “Choices” writing and AI game writing 07:50 – Renovating legacy games for more $$$ 08:54 – Sponsor plug Get more mobile game insights at www.upptic.com!

Get ready for a new era in mobile game distribution! Apple has approved the Epic Games Store for iOS in the European Union. With lower fees and less competition, the Epic Games Store looks to be a lucrative option for game developers. Can Epic shake Apple's near-monopoly? CHAPTERS 00:00 – Cold open 00:05 – Apple approves Epic Games Store in EU 00:22 – Apple's pettiness revealed? 01:08 – Epic vs. Apple: A public spectacle 01:52 – Why an iOS Epic Games Store matters 02:52 – Sponsor plug Get more game distribution insights at www.upptic.com! #EpicGames #Apple #iOS #GameDev #TechNews #AppStores #GameDistribution #MobileGame

Polkadot's eye-popping marketing spend holds key lessons for web3 game developers. Learn what went wrong and how you can avoid the same mistakes! CHAPTERS 00:00 – Cold open 00:42 – Polkadot's quarterly marketing spend report 02:17 – Polkadot KOL spending vs. suggested spend 04:08 – Insanely high metrics vs. normal metrics 08:08 – The problem with DAOs in web3 marketing 09:50 – Comments from Upptic's web3 experts 11:30 – Sponsor plug Get more web3 marketing insights at www.upptic.com!

BIG NEWS FOR GAME MARKETERS! YouTube is rolling out Apple's ATT prompt! Get all the details, plus insights on how this move can boost your ad strategies and ROI! CHAPTERS 00:00 – Cold open 00:10 – YouTube's new ATT prompt 01:04 – You should start testing on Google iOS again 02:00 – Caveats with scaling on Google Ads for iOS 03:18 – This is good for Google's ad revenue, too 03:30 – Sponsor plug Get more game marketing insights at www.upptic.com! #GameMarketing #YouTube #Advertising #Marketing #Gaming #ATT #Apple #iOS

Discover why over 65% of top-grossing games now boast a web store, how the digital landscape has shifted since the launch of the iPhone in 2007, and how web store economics could reshape game monetization. Alongside Appcharge CMO Gil Tov-Ly, we dive into the different user journeys between app stores and web stores, uncover where web stores fit in the gaming ecosystem, and reveal the hidden revenue you're missing out on if you don't have a web store yourself yet. CHAPTERS 00:00 – Opening Introduction 00:17 – Why web stores for gaming? 07:30 – Web store vs. app store economics 16:08 – Web store discoverability 19:09 – Why game studios use Appcharge 22:22 – App stores vs. web stores: Complementary? 26:22 – Outro and guest plug Get more gaming insights at upptic.com!

AdAttributionKit brings new features and functionality to ad attribution – and is set to replace SKAN in coming years. Here's what marketers should know. Chapters 00:00 – Cold open, quick takeaways, sponsor plug 01:41 – Overview of AdAttributionKit 03:43 – AAK variants and schemas 05:23 – Lessons from SKAN: “Rich will get richer” 07:35 – Re-engagement, debugging mechanisms 09:45 – Prepare for thrash in mobile 10:38 – Closing and sponsor plug Further research Meet AdAttributionKit – Apple Welcome to AdAttributionKit – Singular AdAttributionKit: Unpacking Apple's new ad attribution framework – Mobile Dev Memo Get more marketing insights at upptic.com.

Apple has finally entered the AI arms race – announcing a suite of new tools and features for consumers and developers alike at WWDC. Here's what marketers and game developers should be paying attention to! CHAPTERS 00:00 – Cold open and introduction 00:47 – Apple AI overview and market analysis 04:57 – Developer tools for apps (and games?) 06:16 – Siri getting an AI upgrade 09:05 – Generative AI tools (text, images, emojis) 10:05 – ChatGPT: AI integration and gatekeeping 14:57 – Don't need to be best, just best positioned 16:32 – Closing and sponsor message Get more games and marketing insights from upptic.com!

Dive into the latest marketing trends for mobile apps and games. Games Growth with Upptic breaks down Singular's quarterly report for Q1 2024 – shedding light on significant shifts and developments in the industry. Explore mobile phone penetration, ATT opt-in rates, CPI trends, ad network trends, ad spend by platform, and how high-value spenders discover games and react to ads. It's a must-watch episode if you want to stay up-to-date on mobile marketing! Chapters 00:00 – Cold open and introduction 02:48 – Mobile at a glance 03:56 – ATT opt-in rates 09:41 – CPI rates 15:01 – Ad network trends 19:27 – Ad spend trends 22:57 – Acquiring mobile game IAP spenders 26:24 – Outro and sponsor message Get more games and marketing insights at www.upptic.com.

Learn about gaming's newest controversy (via League of Legends), discover how close we are to getting Ethereum ETFs, and get insights on the latest salvo in the long-running feud between Apple and Epic Games. Chapters 00:00 – League of Legends, Faker Skin, NFTs 02:23 – Introduction and sponsor message 02:53 – Ethereum ETF path to trading 7:00 – Epic Games Store coming to UK iOS 12:12 – Closing and sponsor message Get more gaming, tech, and marketing insights at upptic.com!

Unpack the explosive 525% growth of Apeiron and learn about its evolution from a web2 to web3 game. Watch now for an insight-packed episode on engaging game loops and mechanics, distribution challenges and solutions, and scaling games growth! TAKEAWAYS Apeiron has achieved 525% growth in the last several months Game started as web2, but shifted to web3 for NFT ownership The game blends web2 and web3 technologies and methodologies Apeiron's gameplay mechanics incentivize player engagement Web3 needs to invite regulation and compliance for mass adoption CHAPTERS 00:00 – Episode synopsis and sponsor plug 02:05 – Introduction to Frank Cheng and Apeiron 06:23 – Apeiron's core game loops and mechanics 08:22 – Game development evolution (web2 to web3) 12:35 – Gamer behavior, engagement, determining KPIs 17:37 – Audience, distribution, compliance, onboarding 21:06 – Role of chains in gaming and decision to use Ronin 26:51 – App stores and going after mainstream gamers 31:11 – Apeiron's next moves: Tournament, launch, IP 33:55 – Future of web3 mass adoption (or lack thereof) 36:32 – Closing remarks and contact information Get more games growth insights at upptic.com!

In this episode, meet Unity's new CEO, understand what the layoffs at Yuga Labs mean, how small indie developers are continuing to see outsized success, and whether Snap's earnings and revenue trends are really all that. We dive into the growth potential of Unity, the limitations of web3 IP in attracting mainstream audiences, the explosive rise of small game development teams, and the performance of Snap in different markets. Takeaways Unity has appointed a new CEO, Matthew Bromberg, as the company undergoes a company-wide reset. Yuga Labs, known for its NFT collections, is pivoting away from gaming and back to metaverse. The value of Web3 native IP in gaming is questionable, as it may not attract mainstream audiences. Small indie game developers are achieving significant success with the aid of new tools and strategies. Snap reported growth in revenue, ARPU, and DAU, with significant growth coming from outside North America. Snap's performance as an advertising platform may be declining, as it seems to charge advertisers more and give less. Chapters 00:00 – Introduction 01:02 – Meet Unity's new CEO – will he turn things around? 03:26 – Yuga Labs' pivot hints at web3 IP weakness 10:34 – Small game teams continue to win big in 2024 15:28 – Snap's 2024 Q1 report hints at murky future 20:12 – Closing and sponsor message

In this episode, learn how the TikTok ban stands to impact marketers, content creators, and users in the United States. Plus, get a look at Meta's Q1 earnings report, what it says about Meta as a performance channel, and challenges and opportunities for marketers. Finally, learn why Embracer Group is splitting into three new entities – and what lessons the games industry can learn from their trial and error. Takeaways The “TikTok ban” has become law in the United States, raising concerns for marketers and content creators Meta's Q1 earnings beat expectations, but the stock market reacted negatively due to concerns about AI investments Advertisers should diversify marketing channels and be prepared for changes in performance on platforms like Facebook Embracer Group is splitting into three separate entities – focusing on physical games, indies/AA games, and AAA games Podcast Chapters 00:00 – Opening and introductions 00:42 – The TikTok ban is real, here's what to do 11:11 – Meta stumbles despite strong Q1 report 20:41 – “Embracer” is dead – important takeaways 30:11 – Closing and sponsor message

Explore the importance and unique aspects of India as a gaming market. Joining us is Shloak "Spidey" Pacheriwala – the Founder of BharatGG, an Indian games guild. Spidey challenges misconceptions about the market and discusses the opportunities in India. Learn about the demographics of Indian gamers, monetization differences between iOS and Android, the lack of local Indian game developers, the challenges of web3 gaming in India, and the role of gaming guilds in bridging the gap. Plus, get insights on Indian trends and what the next several years are likely to have in store for the Indian market. Takeaways India is a rapidly growing gaming market with a large user base, particularly in mobile gaming. While India is a hub for games growth, there are very few Indian game studios or gaming companies. The Indian gaming market is predominantly men under 30 and women over 35. Localization and culturalization are important for international developers looking to enter the Indian market. Web3 gaming faces challenges in India due to government regulations against cryptocurrencies. Gaming guilds play a crucial role in onboarding traditional Indian gamers to web3 gaming experiences. Indian gaming trends show potential for story-based games that incorporate Indian mythology and culture. Podcast Chapters 00:00 – Opening and introductions 01:50 – What you should know about games in India 13:00 – India's esports explosion 15:08 – Understanding Indian gamedev and gamers 21:37 – Web3 guilds and gaming in India 31:26 – India Insights: Projections and predictions 37:26 – Closing and sponsor message

Get notes from the trenches of GDC, MAU, and NFT NYC. Spirits are high and hiring is up – even if budgets are still tight. There are hints of mobile gaming making a bit of a comeback. Following the dissection of this anecdotal evidence, we dive into the latest games industry report from Sensor Tower and Data.ai – which forecasts massive growth in global spending and downloads over the next six years. Takeaways The gaming industry is experiencing growth and vibrancy, with events like GDC showing an energetic atmosphere. Web3 gaming is gaining legitimacy and producing visually appealing games, although the top tier is still not on par with web2 games. The middle may be dropping out of the mobile app market – you either need to be a giant or small, nimble company to survive. The industry is recovering from the impact of COVID-19, with increased hiring and a more stable environment. iOS privacy changes, such as ATT and SKAN, have likely had a significant impact on industry layoffs and shifts. Non-gaming apps are becoming increasingly important and are capturing a larger share of consumer spend. Asia and North America dominate consumer spend, but emerging markets offer significant growth opportunities. The future of the gaming industry is uncertain, with projections and forecasts subject to various factors and trends. Podcast Chapters 00:00 – Opening remarks and intro 00:39 – Notes from GDC, MAU, NFT.NYC 15:26 – The (possibly) bright future of mobile 31:43 – Outro and sponsor message

Subscription gaming has yet to hit critical mass – but it could be one of gaming's next big disruptors. Take a deep dive into Netflix's approach to games and advertising. Plus, get a breakdown of the growth strategies used by today's biggest gaming companies. TAKEAWAYS Netflix is taking a conservative approach to gaming, focusing on high-ROI opportunities. The adoption of gaming on streaming platforms has been slow due to differences in intent. Netflix is doubling down on becoming an ad network and growing their ads business. The expansion into gaming and ads presents expansion opportunities for Netflix. Netflix has the potential to enter the ads space by leveraging their personalization and data. EA's slow, steady growth strategy revolves around live services and their sports franchises. Microsoft's acquisition of Activision-Blizzard indicates a strategic expansion to reach gamers. Microsoft's shift to a content-focused strategy reflects changing games industry dynamics. Subscription services like Game Pass offer a way to expand distribution and monetization. CHAPTERS 00:00 – Opening remarks and introduction 04:15 – Netflix and subscription-based gaming 11:02 – Netflix: Advertising king in the making? 17:25 – Electronic Arts' steady growth strategy 21:02 – Microsoft's new content-first growth strategy 30:59 – Closing remarks and sponsor message

Sensor Tower's recent acquisition has come as a bit of a shock to many in the industry – not in the least because many thought Data.ai was the company with more purchasing power. Learn what this acquisition means for the industry and how it will likely impact you. Additionally, dive into Apple's new legal fight against the United States and see why Embracer's divestment of Gearbox to Take-Two Interactive highlights the shortcomings of the "federated states" business model. TAKEAWAYS Sensor Tower's purchase of Data.ai likely means rising prices for everyone in the industry. The involvement of private equity in the Sensor Tower deal raises some interesting questions. The "federated states" business model has not panned out – it really only works during good times. It makes more sense to consolidate certain things like go-to-market, customer support, etc. Apple's App Store behavior has created animosity that made them vulnerable to attack. The case against Apple focuses on withholding feature access from competitors, among other things. CHAPTERS 00:00 – Opening remarks and intro 00:39 – Sensor Tower: The new king of data? 07:48 – Embracer's failed federated strategy 15:39 – Illegal monopoly? Apple vs. the U.S. 21:26 – Outro and sponsor message Get more gaming insights at www.upptic.com.

Everyone knows that data is king when it comes to gaming and marketing. But what are the best ways to get, analyze, and utilize this data? John Uke, Founder of GameTree, explains how the company captures user data to find highly compatible matches for gamers, and how this data can be leveraged for user acquisition, retention, and personalization. TAKEAWAYS Data and personalization are crucial for better targeted advertising and great customized user experiences. While matchmaking is important, skill-based matchmaking is the wrong way to go about putting gamers together. A more holistic approach to matchmaking – based people's personalities – can mitigate toxicity in gaming. Gamer data and properly optimized matchmaking is integral to building sustainable communities. CHAPTERS 00:00 – Opening remarks and intros 02:22 – Psychology in gamedev 14:37 – Gamer needs in gaming 20:25 – Unlocking gamer data 31:57 – Outro and sponsor message GET MORE GAMING INSIGHTS AT UPPTIC.COM.

Learn how the potential ban of TikTok in the United States (which is looking more plausible than ever) and the ongoing legal battle between Apple and Epic Games stand to impact the gaming and marketing industries. Additionally, explore how Web3 games are leveraging traditional user acquisition strategies – with Heroes of Mavia used as a prime example. Finally, learn how this kind of strategy is likely to impact the web3 games space going forward. QUICK TAKEAWAYS A national ban on TikTok is looking like more and more like an actual possibility for the first time, given its broad bipartisan support in the U.S. House and White House. The saga between Apple and Epic, as well as Apple vs. the European Union, is likely to continue for some time (and continue to have ripple effects on the games industry). Web3 games are starting to leverage traditional user acquisition strategies, leading to significant growth and market attention. The success of Heroes of Mavia demonstrates the potential of combining traditional user acquisition with Web3 gaming. The future of Web3 gaming is promising, with more games expected to adopt this strategy and attract mainstream adoption. CHAPTERS 00:00 – GDC and opening remarks 00:31 – TikTok ban increasingly likely? 07:10 – Apple's power grab and Epic's EU uppercut 17:10 – Explosive Web3 Strategy: Performance UA 21:45 – GDC and sponsor message GET MORE FROM WWW.UPPTIC.COM!

Learn how game developers are merging the best of web2 and web3 to create games that are fun and engaging in both traditional and innovative ways. Explore token utility within a game's economy – as well as the role of tokens in Web3 games more broadly. Understand how VC funding can impact game design and token utility. Get insights on the role of DAOs – and whether they make sense for a business organization at all. Learn about how to utilize web2 growth strategies and target web2 audiences – and why pure web3 games simply can't grow the way that web2 games can. Joining us is Corey Wright, CEO of Honeyland. A lifelong entrepreneur, he launched his first business in college – nearly 20 years ago – and has launched, scaled, and sold more than a half dozen businesses since. In 2021 Corey launched Hexagon Studios, a web3 gaming studio. Their first title, Honeyland, is in major app stores and is one of the top mobile games on Solana. Takeaways Products should build hype, hype should not build the product. Integrating Web3 elements, such as a token economy, can enhance the gameplay experience and create new opportunities for player engagement. The decision to include a token in a Web3 game should be based on the specific needs and goals of the game, rather than being a default requirement. Token success requires three things: 1) A single token economy, 2) a fixed supply, and 3) deflationary direction. User acquisition strategies for Web3 games may involve targeting a Web2 audience and leveraging traditional marketing channels. True decentralization, for most projects, is unhealthy. DAOs have utility – but not as business organizations. Many web3 companies are doubling risk by reinventing both game design and business structure at the same time. Chapters 00:00 – Opening remarks and guest intro 02:20 – Frictionless Gaming: Merging mobile F2P with web3 15:18 – Necessity by Design: Token utility in gaming 23:00 – VC Funding: Token and game development impact 26:50 – DAO Utility: Not for business 28:45 – Sanity, Not Vanity: Scaling games sustainably 39:11 – Closing remarks and sponsor message Get more gaming insights at upptic.com!

In this episode, delve into the latest news in the crypto space – including the rise of Bitcoin, its impact on NFTs, and the war for creator compensation. Then, explore the recent layoffs and project cancellations at major tech and gaming companies – highlighting the changing landscape of these industries. Understand what the cancellation of the Apple Car represents in the larger scheme of things. Finally, learn about Reddit's upcoming IPO and how it is finally starting to utilize its powerful user groups in a new deal with Google – which sets an important precedent regarding AI and training data. Plus, get an invite to a couple of the hottest GDC happy hours! TAKEAWAYS Bitcoin's recent surge in price and the approval of Bitcoin ETFs have brought new money into the crypto space. The war for the future of NFTs is ongoing, with new marketplaces emerging and the enforcement of creator royalties becoming a key issue. Major tech and gaming companies like EA and Sony (and Google?) are undergoing layoffs and project cancellations, signaling a changing industry landscape. Apple's cancellation of its autonomous vehicle program highlights the challenges and risks of developing new technologies. Reddit's upcoming IPO and data licensing deal with Google demonstrate the platform's potential for growth and monetization. Reddit's data licensing deal with Google sets a new precedent regarding payment for AI training data sets. CHAPTERS 00:00 – GDC happy hours and show opening 01:07 – Bitcoin up as NFTs fight to survive 12:25 – Tech doom & gloom (+signs of hope?) 20:32 – Reddit: IPO & Google AI Training Deal 26:51 – Recap and sponsor message GET MORE AT WWW.UPPTIC.COM.

Explore the intersection of measurement and growth marketing for web2 and web3 gaming. Learn about the challenges of measuring on-chain and off-chain events. Opportunities and limitations on the supply side of web3 advertising are explored, with a focus on the lack of web3-native ad networks. Joining us are Adam Smart, Director of Product – Gaming at AppsFlyer, and Antonio Garcia-Martinez, the Founder of Spindl. We dive into the partnership between AppsFlyer and Spindl which provides a full suite of analytics and attribution solutions for web3. The conversation concludes with a discussion on the completeness of the user journey and the challenges of cross-platform integration. The conversation explores the growth and potential of web3 gaming, particularly in the PC and console space. It discusses the need for more quality games and the emergence of user acquisition on PC and console. Guests and hosts also share their predictions for the future of web3 gaming, highlighting the merging of two worlds and the potential for a killer web3 app. Additionally, they discuss the potential impact of web3 on mobile gaming and the need for innovation in the industry. TAKEAWAYS Web3 gaming is experiencing growth, with more games launching and leveraging blockchain technology. The AppsFlyer-Spindl integration provides holistic solutions for measuring web2 and web3 events. The challenges of measuring and attributing events in web3 require a different approach than traditional mobile app attribution. There is a need for web3-native ad networks and supply-side solutions to support the growing ecosystem. The growth of web3 gaming is still in its early stages, similar to where mobile gaming was seven years ago. As more quality games emerge in the web3 space, there will be an increase in user acquisition and targeting capabilities. The merging of web2 and web3 worlds will lead to new and innovative gaming experiences. Web3 has the potential to revolutionize the mobile gaming industry and drive innovation in game design. CHAPTERS 00:00 – Opening and guest intros 02:17 – AppsFlyer-Spindl integration 03:38 – Whats going on in web2 and web3? 07:47 – Web3 pain points, solutions, KPIs, sources of truth 19:48 – Web2 vs. web3 vs. gamers vs. degens 25:04 – The publisher problem in web3 27:31 – The road to true cross-platform experiences 30:15 – Future Sight: The next 1-3 years in games marketing 33:44 – Closing remarks and sponsor message MORE GAMES MARKETING INSIGHTS AT WWW.UPPTIC.COM.