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

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

2025 Indie Game Publishing Playbook w/ Bobby Wertheim

Looking to land a publishing deal for your indie game in 2025?

In this episode, veteran game scout Bobby Wertheim breaks down the chaotic state of game publishing, what publishers are really looking for, and how devs can stand out in a saturated market.

We cover everything from pitch mistakes, proving product-market fit, and surviving in an era where 85% of playtime goes to older games.

This is a practical, unfiltered guide every game dev should hear before pitching.

- Learn how to navigate publisher expectations
- Discover why early access can hurt your chances
- Hear real-world funding advice and event strategies
- Understand what “product-market fit” actually means for games
- Insider tips from someone who signs deals today

Connect with Bobby:
LinkedIn: https://www.linkedin.com/in/bobby-wertheim-00700/
Website: https://www.kandofactory.com/
Bluesky: https://bsky.app/profile/kandofactory.bsky.social

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
02:15 Why the 2025 games market is brutal
04:28 Bobby’s background and experience as a game scout
06:00 The evolution of the games market: arcade to digital
07:59 The “Old Game Problem” and storefront saturation
11:03 Are most of the 19,000 games on Steam any good?
13:33 Decline of investment and the end of free money
18:00 Publisher risk explained: why their stakes are higher than you think
21:52 Rev share, funding realities, and deal structures
27:55 What publishers want to see in 2025 (not paper pitches)
31:47 How much money can indie devs really get in 2025?
33:21 How to fund development before approaching publishers
39:00 Early access: why it can hurt your pitch
43:47 How to rise to the top of the submission pile
46:50 Should you work with a game agent?
49:30 Why doing market research is non-negotiable
48:50 Why most devs pitch too early and get ghosted
50:52 Research the publisher: tailor your pitch and get feedback
55:25 Your “3 tries” rule with publishers
55:55 Smart strategies for events and pitching
01:01:00 Where to find Bobby & wrap-up

#GameDev #IndieGames #GamePublishing #SteamGames #PitchToPublishers

Want to break into the gaming industry or level up your career fast?

In this episode of The Gaming Playbook, Harry Phokou sits down with Alexander Brazie (World of Warcraft, League of Legends, Ori and the Will of the Wisps) to discuss how to actually get a job in games and get promoted quickly.

From the power of playtesting and portfolios to insider hiring mindsets and the truth about nepotism, Alexander unpacks 20+ years of experience.

Whether you're a student, self-taught dev, or working in QA looking to transition into design, this episode is your roadmap.

Connect with Alexander:
LinkedIn: https://www.linkedin.com/in/alexander-brazie/
Discord: https://gamedesignskills.com/funsmith-club/
Instagram: https://www.instagram.com/xelnath/
X: https://x.com/xelnath?mx=2

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

Enjoyed the episode? Like, comment, and subscribe to help more developers find us.

Chapters:
00:00 Intro & Alexander’s legendary background (WoW, Riot, Moon Studios)
01:45 How Alexander got his first job in games at 13
06:08 What successful game design students do differently
09:39 How to network and build real industry relationships
13:16 What gets people hired (and what doesn't)
17:57 The “barrel” employee concept and how to become one
21:07 Why learning to implement your ideas gets you hired faster
28:46 How to get noticed as an implementer (and land high-impact projects)
35:26 Do game designers need to code to get hired?
40:16 How to showcase your work as a content designer
43:21 How to show you're thinking ahead like a lead designer
45:20 Make your system design work visible to employers
49:09 Narrative design tips for students breaking into games
52:35 Dumb vs. smart ways to ask for a promotion
56:40 AAA job interview tips & frameworks
1:00:56 Why a game design degree doesn’t make you senior
1:05:30 Transitioning to roles outside of games
1:07:39 Why documenting your work will change your career
1:12:15 Final wrap-up & advice from me

#GameDesignCareer #BreakingIntoGames #GamingJobs2025 #PortfolioTips #HowToGetPromoted

Want to turn your Discord community into a revenue-generating machine?

In this episode of The Gaming Playbook, I sit down with Tom Gayner, CEO of Levellr, who’s helped Scopely, Krafton, and even the NFL build high-performing Discord communities.

We dive into the most common mistakes studios make, why Discord users are 6x more valuable, and how AI is revolutionizing community management.

If you’re a game studio, this is your blueprint for building a self-sustaining, monetized community.

Connect with Tom:
LinkedIn: https://www.linkedin.com/in/tomgayner/
Website: https://www.levellr.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

👉 Enjoyed the episode? Like, comment, and subscribe to help more developers find us.

Chapters:
00:00 Introduction
01:44 Why most studios ignore Discord
05:48 Data: Discord users = 6x more valuable
11:57 Pre-launch Discord strategy
15:06 Creating organic player-to-player interaction
17:02 Minimum requirements before launching a Discord
20:10 What resource investment actually looks like
23:04 How Levellr started & why it matters now
27:40 AI's breakthrough in community insight grouping
30:42 Querying your own Discord like a knowledge base
32:28 Fastest way to get 1,000 engaged members
34:08 Game/Discord integration examples
37:56 Best way to hire a community manager
42:32 Is Discord ROI Real or Just Hype?
46:16 The Fear of Backlash (And Why It's Wrong)
49:25 The Future of Discord in Game Publishing
52:34 Getting Insights from Player-Run Discords
55:02 Community Advice for Publishers
56:18 How to reach Tom & final thoughts

#GameDev #DiscordCommunity #RetentionStrategy #CommunityGrowth

Why do most good games still fail today, even with great gameplay?

Markus Wilding – former marketing leader at Take-Two, 2K, and Private Division – joins me to reveal why visibility is now more critical than quality... and how developers and publishers must adapt to survive.

We unpack how outdated marketing playbooks are killing games, why community building is non-negotiable, and the practical strategies every studio needs to market smarter in 2025.

Expect deep dives into:
- Why 90% of marketing strategies are stuck in the past
- How to use influencer marketing correctly in today's market
- How early-stage market validation can save your studio
- How to build community momentum before launch
- Why the future belongs to "snackable fun" games, not bloated AAA
- Practical frameworks for self-auditing your game's marketing readiness

Whether you're an indie developer, publisher, marketer, or founder, this conversation will shift how you approach game success today.

Connect with Markus:
LinkedIn: https://www.linkedin.com/in/markus-wilding/
Website: https://beyondthewall.games/

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

Enjoyed the episode? Like, comment, and subscribe to help more developers find us.

Chapters:
00:00 Introduction
02:01 Markus' Transition From AAA to Consulting
07:03 Why Visibility Beats Quality Today
12:51 Discord, Reddit, and Building Real Player Communities
17:01 Why the "19,000 Games on Steam" Stat Is Misleading
21:31 The Old Game Problem
30:20 Why Graphics No Longer Guarantee Success
33:42 Finding the Fun: What AAA Forgets
35:00 Why "Snackable Gameplay" Dominates
38:48 What Good Marketing Advice Actually Looks Like
42:50 Why Understanding Development Is Non-Negotiable
48:37 Why Markus Is Optimistic About Gaming’s Future
50:25 Connect With Markus

#GameMarketing #IndieGameDev #GamingIndustry #MarketingStrategy #CommunityBuilding

In this episode of The Gaming Playbook, I sit down with Peter Fodor, founder and CEO of AppAgent, a top-tier mobile marketing agency behind games from Supercell, Netflix, and Scopely. Peter shares the unfiltered truth about why most mobile games fail to scale, the critical mistakes studios make, and how to win in today's privacy-first, saturated market.

Expect deep dives into:- How to test game ideas before writing a single line of code
- The role of creative frameworks and hooks in ad success
- Why LiveOps is the future of monetization
- Managing remote creative teams without losing your mind
- How AI is reshaping mobile game marketing and who should be scared

Whether you're a mobile dev, a UA manager, or building the next breakout title, this episode will make you rethink your strategy from the ground up.

Connect with Peter:
LinkedIn: ⁠https://www.linkedin.com/in/petrfodor/⁠

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 tips – Sign up for the Gaming Rally Newsletter! http://http//gamingrally.net/

Don’t forget to like, subscribe, and drop your thoughts in the comments.

Chapters:
00:00 Introduction
02:04 The State of Mobile Gaming Post-COVID
05:20 The Biggest Mistakes Mobile Studios Make
07:35 How Small Teams Can Pre-test Game Ideas
10:13 Increasing LTV through LiveOps
14:13 Are IP & Influencer Collabs Only For Big Studios?
16:41 Testing IPs & Understanding Your Audience
18:31 The Power of Creative Frameworks
23:00 Lessons from Walking Planet & Player Surveys
27:15 Timeless Creative Principles (AIDA, KISS)
30:42 Why Most Game Ads Fail at the Hook
32:32 Hooks vs. Storytelling: The Key Mindset Shift
35:04 Managing Creative Teams Remotely
39:17 Frameworks: Who Builds Them And How?
43:37 How to Build Systems Collaboratively
46:07 Hiring Creatives: What to Look For
49:28 AppAgent’s Future & Vision
53:39 AI's Impact on UA, Creative Production & Future Roles
58:02 Advice to Young People Entering Games
59:44 Final Thoughts For The Mobile Games Industry

#MobileGameMarketing #GameDevTips #UserAcquisition #CreativeStrategy #MobileGames2025