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The Gaming Playbook w/ Harry Phokou

The Gaming Playbook w/ Harry Phokou

By: Harry Phokou
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 On The Gaming Playbook, Harry Phokou sits down with experts in the games industry who have never been interviewed before. Through these in-depth conversations, Harry unpacks the "Playbook" that made them so successful. Skip the line on Tuesdays and download the real-life cheat codes every gaming industry pro needs to know. LinkedIn: @hphokou Instagram: @hphokou Newsletter: gamingrally.net Business and guest inquiries: playbook@phokou.comHarry Phokou Economics
Episodes
  • #37 – Ada Mockute Jaime: Casual Game Marketing in 2025 – Why UGC Beats Ads & TikTok Strategies

    #37 – Ada Mockute Jaime: Casual Game Marketing in 2025 – Why UGC Beats Ads & TikTok Strategies
    Aug 21 2025
    In this episode, I sit down with Ada Mockute Jaime, CMO at Nordcurrent (Cooking Fever, Airplane Chefs) to unpack what’s actually working in mobile game marketing in 2025.From UGC that turns into billion-view ads, to TikTok Lives that really convert to installs, Ada breaks down the tactics casual studios can copy tomorrow to scale faster and cheaper.We cover:- How to turn organic UGC into high-performing Spark Ads- Why TikTok Lives do drive installs (and how to track it)- What gameplay actually drives views: fast, chaotic clips that hook instantly- Why Discord isn’t always the right community hub- Smarter brand collabs: from Puma drops to QR “secret menus”Whether you’re a marketer, game developer, or just curious how mobile games reach millions of players, this episode breaks down the strategies shaping game marketing in 2025.Connect with Ada:LinkedIn: https://www.linkedin.com/in/adamockute/Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouGet exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.netThis September, I’m excited to be attending the @Live Service Gaming Summit, a must-attend event for anyone building, scaling, or evolving live service games.From content cadence and monetisation to backend resilience and community building, the summit dives deep into what it really takes to create games that last.Check out the latest event agenda here: https://www.iqpc.com/events-live-service-gaming-summit/agenda-mc/?utm_source=Harry%20Phokou&utm_medium=External%20Email&utm_campaign=49350.002_LSGSummit_Harry_Phokou_NL_Agenda&utm_term=&utm_content=&disc=&extTreatId=7621796Register here: https://www.iqpc.com/events-live-service-gaming-summit/srspricing/?utm_source=Harry%20Phokou&utm_medium=External%20Email&utm_campaign=49350.002_LSGSummit_Harry_Phokou_NL_Register&utm_term=&utm_content=&disc=PHOKOU20&extTreatId=7621797Use code PHOKOU20 for 20% off your passLet me know if you’re attending too, would love to connect!#LSGSummit #LiveServiceGames #GameDev #GamingIndustry #LiveOps #GameDesign #Monetisation #GamingEventsChapters:00:00 Introduction01:01 Fresh Perspective on Gaming Marketing03:35 Biggest Challenges Facing Game Developers in 202505:33 What's Actually Working: The Billion-View Strategy07:31 The Power of User-Generated Content09:34 Scaling UGC for Any Size Game11:32 Doing Influencer Marketing Right14:41 TikTok Live Gaming and Platform Strategy18:23 Why People Watch Others Play Games20:06 Mastering TikTok Trends and Timing23:07 Tracking ROI from Viral Content24:27 The Mystery of Viral Performance27:53 Community Building Strategy by Game Type29:35 Player-Created Communities vs Company-Owned32:48 Expanding Beyond Mobile: Nordcurrent Labs36:14 Global Community Management at Scale37:51 The Brand Partnership Innovation Challenge40:58 Reimagining Brand Partnerships43:49 Practical Partnership Implementation46:03 Breaking Through Corporate Gatekeepers49:28 The First Success Strategy51:35 Live Partnership Pitch: Calling Out Ryanair53:50 Creating Player-Centric Brand Partnerships56:18 Top 3 Marketing Advice for 202558:07 Authenticity in Professional Marketing59:04 Ways to Connect & Wrap-up#MobileGameMarketing #TikTokAds #UGC #CasualGames #UserAcquisition
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    59 mins
  • #36 – Ridzki Syahputera: The Hidden Costs of Equity in Gaming & How to Scale Smarter

    #36 – Ridzki Syahputera: The Hidden Costs of Equity in Gaming & How to Scale Smarter
    Jul 29 2025

    Think raising VC is the best way to grow a game? Think again.

    In this episode, I sit down with Ridzki Syahputera — ex-VC and co-founder of PVX Partners — to unpack the truth about game funding, marketing, and scaling in 2025.

    Whether you're building your first game or working at a studio, this is the stuff nobody teaches: how user acquisition really works, when to raise money (and when to avoid it), and what separates games that scale from games that stall.

    We break down:
    - The hidden cost of equity (and how to avoid it)
    - ROAS benchmarks from 350+ studios
    - Smarter ways to fund growth — without giving up ownership
    - What VCs and publishers actually look for

    Whether you're building a hit, running a studio, or just serious about games as a business, this episode will change how you think about growth.

    Connect with Ridzki:
    LinkedIn: https://www.linkedin.com/in/ridzkisyahputera/
    Website: www.pvxpartners.com

    Connect with Harry:
    LinkedIn: https://www.linkedin.com/in/hphokou/
    YouTube: https://www.youtube.com/@hphokou
    Instagram: https://www.instagram.com/hphokou

    Get exclusive podcast recaps & industry insights:
    → Subscribe to the Gaming Rally Newsletter www.gamingrally.net

    Chapters:
    00:00 - Intro & Setup
    03:40 - The capital intensity of gaming and consumer apps
    07:50 - The true cost of equity vs. ROAS
    10:15 - Why founders default to VC and publishers
    14:59 - How PVX's UA financing model works
    16:55 - Common reasons studios aren’t ready to scale
    19:07 - Cohort volatility explained
    22:12 - What games Ridzki plays & gaming preferences
    26:13 - Equity vs. loan cost comparison
    31:22 - Why banks don’t understand gaming businesses
    33:32 - Real-world example: Grammarly’s financing strategy
    35:51 - Cultural mindsets on growth: East vs. West
    40:53 - Why PVX exists & founder motivation
    44:54 - What games are scaling right now & why
    48:34 - Global breakdown: Turkey, Israel, China studio strategies
    51:59 - Founders’ biggest mistake: ignoring scalability
    55:42 - Harry’s business growth story & org structure
    1:01:35 - Origin of PVX name & closing thoughts
    1:05:28 - Where to find Ridzki + Free SaaS tool from PVX

    #GameDevFinance #UserAcquisition #GamingStartups #ScalingStudios #MobileGamesGrowth
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    1 hr and 6 mins
  • #35 - Greg Lee: The Baby in Yellow: How an Indie Game Hit 300M Downloads Without a Marketing Budget

    #35 - Greg Lee: The Baby in Yellow: How an Indie Game Hit 300M Downloads Without a Marketing Budget
    Jul 7 2025

    Discover how The Baby in Yellow, an indie horror game born from a game jam, exploded to over 300 million downloads — without any marketing budget or VC funding.

    In this episode, Greg Lee, co-founder of Team Terrible, shares how content creators, viral design strategies, and long-term thinking helped them turn a side project into a global hit.

    From leaving Rockstar to building a 12-person indie studio, Greg dives deep into:

    - The early days of viral traction
    - Designing for shareability and YouTube
    - Monetization without selling out
    - Building a passionate fanbase
    - Advice for aspiring indie developers

    If you're a game dev, indie founder, or creative entrepreneur, this is your blueprint for building something that markets itself.

    Learn how to go viral, build a studio, and create lasting IP in the age of short attention spans.

    Connect with Greg:
    LinkedIn: https://www.linkedin.com/in/greg-lee-40aa1276/
    X: https://x.com/heyimgreg

    The Baby in Yellow:
    Android: https://play.google.com/store/apps/details?id=com.TeamTerrible.BabyInYellowiOS: https://apps.apple.com/us/app/the-baby-in-yellow/id1570525877
    Steam: https://store.steampowered.com/app/2291340/The_Baby_In_Yellow/
    Discord: https://discord.com/invite/teamterrible

    Connect with Harry:
    LinkedIn: https://www.linkedin.com/in/hphokou/
    YouTube: https://www.youtube.com/@hphokou
    Instagram: https://www.instagram.com/hphokou

    Get exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.net

    Chapters:
    00:00 Intro & How The Baby in Yellow Went Viral
    01:52 From Rockstar to Indie: Greg’s Journey
    04:46 The Accidental Game Jam Upload That Changed Everything
    06:38 YouTube Creators: The Real Marketing Engine
    09:18 Rip-offs, Mobile Stores & Launching on Android
    12:36 Strategic Decision: Free on PC, Paid on Mobile
    15:04 Viral Mechanics: Ease of Access & Minimal Friction
    17:26 Why Distribution Beats Monetization (Initially)
    19:38 The “Luck as Dice Rolls” Theory
    22:04 Building Community: Fan Art, Discord & Cultural Impact
    26:40 Organic Growth: Word of Mouth & Player Stories
    30:50 Schoolbooks, Tattoos & IP as Culture
    33:03 Long-Term Thinking Over Quick Monetization
    34:46 Lore, Lovecraft & Creative Depth
    37:15 Balancing Casual Players & Lore-Seekers
    41:54 Horror Meets Humor: The Game’s Dual Tone
    44:56 Future Plans & Why the Next Game Might Be Different
    48:48 How Team Terrible Hires: What They Look For
    53:42 Advice for Aspiring Game Devs
    57:25 Final Thoughts & What’s Next
    #IndieGameDev #TheBabyInYellow #GameDevelopment #ViralGames #GregLee
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    1 hr and 8 mins
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