App Talk with Upptic: Recent Episodes
Upptic
Welcome to App Talk with Upptic. Each week we dive into the nitty gritty of how to grow apps and games. We speak with industry experts about specific strategies, tools, and tactics they use to find success, and we keep you up to date with emerging news and trends in the ever-changing marketing, games, and technology ecosystems.
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!
🎧 Ready to unlock the future of marketing? In this episode, we break down:
- 🤖 Gemini vs. ChatGPT AI performance
- 🌐 The world's first-ever on-chain ad network
- 📈 AppLovin and Unity's differing trajectories
Stay ahead of the curve – tune in now! 🚀
CHAPTERS
- 00:00 – Cold open, introduction, sponsor message
- 02:19 – Google I/O and Gemini vs. ChatGPT
- 14:25 – Spindl's new on-chain ad network
- 22:46 – AppLovin's growth vs. Unity's challenges
- 29:00 – Building charts with ChatGPT 4o
- 32:20 – Sponsor message and closing
TAKEAWAYS
- Google I/O focused heavily on AI advancements.
- New AI tools like Imagen3 and Google VO.
- ChatGPT 4o could replace other AI assistants.
- The AI Overview feature should worry marketers.
- Businesses optimizing for AI Overview will survive.
- Spindl announces world's first on-chain ad network.
- On-chain advertising offers new opportunities.
- Performance marketing will benefit from data.
- AppLovin has experienced significant growth.
- Unity has faced numerous challenges.
- Despite Unity's bad year, it's likely temporary.
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!
🎮 Sky Mavis' Kathleen Osgood spills the tea on the Ronin Network's rise, Axie Infinity's legacy, challenges in web3 gaming, why community is king, and how Sky Mavis is helping web3 games succeed. 🔥 Don't miss these game-changing insights!CHAPTERS00:00 – Opening and introduction02:39 – Kathleen Osgood's background06:48 – Sky Mavis, Ronin, Axie background13:39 – Web3 game publishing: What is it?15:23 – Web3 gaming success stories (and how)21:06 – Growth levers in web3 gaming30:04 – Sky Mavis-developer relationships36:43 – Sky Mavis' future expansion38:53 – Closing remarksGET MORE GAMING 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.
Explore the current challenges and opportunities in Web3 gaming. Get up to speed on the the failures and pitfalls of previous Web3 games and potential solutions going forward. Learn about bad tokens and good game design. Additionally, understand the role of DAOs and different ways they can be structured.
Joining us are Felix Norden, Co-Founder of Mure, and Francis Brankin, Head of Economy at Shrapnel. Felix is a full-time Web3 entrepreneur, developer, mentor, and advisor, working with anything from simple management advice to software engineering and token economies. Francis is a former aerospace engineer who turned to crypto after getting deeply embedded into the design process around tokenomics.
If you’re embedded in the web3 space or just looking to learn more, this episode is a must-listen!
TAKEAWAYS
- Web3 and crypto gaming are in a pivotal moment with increased adoption and regulatory attention.
- The failures of previous Web3 games were often due to financial and capitalization challenges, lack of understanding of the problem scope, and inadequate blockchain implementation.
- Mure aims to simplify fundraising and financial transactions in Web3 by providing a platform for collaborative investment and transparent execution.
- Shrapnel focuses on building a sustainable creator economy and gameplay loop, with separate subsystems that are connected through the use of tokens.
- Token design should prioritize the game experience and utility, while considering compliance issues and avoiding the pitfalls of bad token design.
- The use of DAOs can help direct the company and involve the community in decision-making, but careful legal structuring is necessary.
- DAOs can be structured in various ways, such as having a council composed of token holders or elected representatives.
- Aligning incentives and decision-making authority is crucial for the success of a DAO.
- Trivial decisions can be made by the company, while larger vision decisions can be made by the community.
- Incremental adoption and spoon-feeding complex systems to users can help ensure understanding and alignment with collective goals.
CHAPTERS
- 00:00 – Cold open and episode review
- 02:15 – Guest intros: Mure and Shrapnel
- 08:20 – Current state of web3 gaming
- 12:43 – Problems in web3 gaming
- 16:51 – Mure’s approach to web3 problems
- 20:43 – Shrapnel’s creator economy, gameplay loops
- 26:01 – Bad token design (and how to fix it)
- 28:21 – Tokens, compliance issues, and DAOs
- 35:00 – Purpose and structures of DAOs
- 40:09 – Closing remarks and sponsor message
Get more from Upptic at www.upptic.com.
Dive deep into the latest gaming disruption in the industry – including Meta’s and Disney’s earnings, the future of Xbox, and Disney’s gigantic investment in Epic Games. Find out how these things stand to impact game developers and marketers in our latest episode!
Takeaways
⦿ Meta’s earnings showed substantial growth and increased efficiency, with revenue and user numbers reaching all-time highs.
⦿ Microsoft’s pivot away from exclusivity for first-party games show a shift toward content and subscriptions – but doesn’t necessarily mean the end of the Xbox console yet.
⦿ Disney’s earnings were flat overall, but their parks segment reached a record high and their streaming segments are moving towards profitability.
⦿ Disney’s investment in Epic Games and their collaboration on a new games and entertainment universe is seen as a strategic move to leverage Disney’s IPs and Epic’s gaming expertise.
Chapters
00:29 – Introduction and Vegas trip
01:22 – Meta earnings
07:39 – Xbox exclusives and the future of Xbox
14:50 – Disney earnings
17:33 – Disney’s investment in Epic Games
22:43 – Conclusion and sponsor message
Get more from Upptic at www.upptic.com.
Palworld continues to soar and Microsoft sees a big revenue boost – partly due to the impact of the Activision Blizzard acquisition, but the games industry continues to see layoffs. Meanwhile, the Apple vs. Epic saga adds a new twist over Apple’s new app store policy. Plus, there are rumors of Hasbro selling the Dungeons and Dragons brand to Tencent. Learn what all of this means for game developers and marketers in our Games Growth podcast.
Takeaways
- Palworld has seen significant growth with 19 million players, 12 million on Steam, and 7 million on Xbox.
- The game industry continues to experience layoffs, with Sega of America and Microsoft Activision Blizzard being the latest companies affected.
- Microsoft’s gaming segment is now the third most lucrative product for the company, but the acquisition of Activision Blizzard has resulted in an operating loss.
- Apple’s new app store policy, meant to be compliant with the Digital Markets Act, offers a lower commission structure but imposes additional fees on larger app companies.
- Epic has filed a notice of non-compliance against Apple, seeking to hold them in contempt of court for their implementation of the new app store policy.
- There are rumors that Hasbro is in talks with Tencent to sell the Dungeons and Dragons brand, potentially due to Hasbro’s struggles in monetizing the brand.
Chapters
- 00:00 – Palworld by the numbers
- 01:12 – Games industry layoffs
- 06:02 – Microsoft earnings and Activision Blizzard acquisition
- 09:20 – Apple’s new app store policy and Epic’s ongoing fight
- 14:36 – Rumor: Hasbro selling D&D brand to Tencent
Get more from Upptic at www.upptic.com.
Delve deep into the evolving landscape of the PC and console gaming industry – and learn how to best spend your digital marketing dollars – with our guests from Gamesight: CEO Adam Lieb and Solutions & Support Team Lead Christian Thomas. Gamesight is a Seattle-based venture-backed startup that has been instrumental in helping game developers understand and grow their fanbase through community, marketing, and analytics integration and insights.
The episode starts with a comprehensive overview of the current state of the PC and console games industry, highlighting its dynamics, challenges, and opportunities. The core of the conversation revolves around Gamesight’s “2023 Games Industry Digital Marketing Spend Analysis” report. Our guests dissect the findings – including things like the pros and cons of premium and freemium pay models. They elaborate on how budgets for PC and console games have fluctuated over the past year, the factors influencing these changes, and the effectiveness of various marketing channels. The conversation takes an intriguing turn as they compare influencer campaigns to traditional marketing approaches, offering game marketers valuable insights into different strategies.
Wrapping up, Adam and Christian forecast the key trends for PC and console gaming in 2024. They discuss the anticipated developments and how they might impact players and developers alike. If you’re a PC or console game developer or marketer, this episode is an invaluable resource – so listen now!
Get more from Upptic at upptic.com.
In this episode of Upptic’s Games Growth podcast, we dive into the latest trends shaking the gaming industry. The episode begins with a critical analysis of the recent gaming layoffs at major companies such as Microsoft, Unity, and Riot Games – especially when paired with the news that the S&P 500 and QQQ are hitting new highs. Combined, we discuss what these narratives mean regarding the health of the gaming industry.We then discuss Apple’s recent strategic moves, including the overhaul of its app store policies following the recent supreme court ruling in the Apple vs. Epic Games case – and what it means for game developers. Plus, we take a look at the astonishing success of Apple’s VR headset – the Apple Vision Pro – which sold out of presale orders despite a $3,500 price tag. Get our thoughts on whether this means VR is finally hitting the mainstream.Finally, we take a look at the overnight rise of Palworld – a game developed by small Japanese studio Pocket Pair – which went viral, reportedly grossing $200 million on an $8 million budget. What does the success of this game mean for the world of game development in the coming year? Get our thoughts on how small studios will rise and big studios will struggle.Get more at upptic.com!
Hosts Warren Woodward and Xander Agosta, alongside special guest Mike Schmid, VP of Growth at Backbone, delve into the 2023 Upptic Games Growth Awards. This episode breaks down the highlights from multiple award categories, starting with the "Narrative of the Year."
Here, the trio explores the creative potential of AI in game-building, economic uncertainty, and the shift toward sustainability in gaming experiences – emphasizing the importance of customer experience and retention.
Moving on to the "Mobile Game of the Year" category, Mike shares his thoughts on games like GTA Vice City (Netflix Edition) and Monopoly Go – with Xander touching on the latter game's slot mechanics. Xander also joins Warren in declaring a certain Blizzard title as "Mobile Game of the Year" as well.
The discussion heats up as everyone shares their picks for "Marketing Trend of the Year" – exploring generative AI, creator content, and the revival of old IPs, while shedding light on how these are shaping the games and marketing industries.
For "Underdog of the Year" we take a dive into Epic Games' journey through both the games industry and legal battles, before deciding which game wins "Overall Game of the Year" – spoiler alert, one of them is an unexpected fishing game.
Click "play" now for a deep dive into the innovative trends and standout games that shaped 2023's games and marketing spaces.
MORE FROM UPPTIC: https://upptic.com/2023-upptic-games-growth-awards-games-growth-with-upptic/
Google and Epic have their day in court – and it goes differently then some might have expected. With two different rulings regarding Apple and Google's practices, what does it mean for the industry?
In web3 news, the ESRB slaps an Adults Only rating – usually reserved for sexually explicit content or ultraviolence – onto web3 game "Gods Unchained" for its potential to... generate real-world value for players? What does this precedence mean now for the web3 space – and for the ESRB?
In games industry news, E3 has its final bow – and there are many nostalgic feelings and reactions to be had. Meanwhile, Hasbro generates some... less friendly feelings with the news of its latest round of layoffs – and may have a bit of a leadership problem. Certainly, some of its decisions are worth questioning.
Listen now to get the full scoop. Talk soon!
Get more from Upptic here: https://upptic.com/epic-vs-google-esrb-vs-web3-bad-news-at-e3-hasbro-games-growth-update-with-upptic/
The world has been inundated with AI news recently. We highlight some of the latest news – from places like Pika, Gemini, and Oolo – and dissect what’s real and what’s hot air. Joining the podcast is Upptic Creative Lead Josh Chakka – who has a strong background in games and marketing, previously working for companies like Electronic Arts and Machine Zone.
Josh shares his insights on what AI tools are actually worth a damn in the current marketing landscape, what’s come up lacking, and what keeps him excited about AI in general. Additionally, get some business analysis on Grand Theft Auto 6 (GTA 6) and its game developer, Rockstar Games.
See more at https://upptic.com/gta-ai-break-the-internet-again-games-growth-update-with-upptic/
This week, we dive into some of the big news in the industry – including Elon Musk's latest remarks to advertisers, the situation around Binance and its CEO, and ByteDance winding down Nuverse. But more than simply regurgitating what you've already heard, we provide key insights on how to take advantage of Twitter advertising right now, why things are looking bright for crypto and web3, and much more.MORE FROM UPPTIC: https://upptic.com/go-fk-yourselves-bullish-for-twitter-marketing-plot-twists-for-binance-games-growth-update-with-upptic/
Last month, we asked "Is the web3 gaming dream dead?" The answer to that question was a resounding "no, but..." This month seems to have proven our roundtable correct – as crypto markets surge, breathing new life into the web3 games space.We sit down with Upptic's Web3 Growth Lead Sherif (aka Chr0nicle) and web3 consultant Dan Casale. Sherif is also the founder of Nucleus and is Neo Tokyo's Community Lead. Dan is a serial entrepreneur with several startups focused on gaming, esports, and events under his belt. He has been knee-deep in the web3 space for over two years – with a focus on NFTs, go-t0-market strategies, creator social token management, and web3 creatives.Learn how the crypto markets have moved recently, its impact on web3 gaming, and what it means for game projects going forward. Along the way, get tactical insights from the work Upptic has been doing in the web3 gaming space!GET MORE FROM UPPTIC: https://upptic.com/are-we-in-a-crypto-bull-market-games-growth-with-upptic/#web3 #gaming #crypto #finance #gamesindustry #investment
2023's Q3 earning reports have dropped – and they are full of insights. Xander and Warren sift through mountains of information to pull together insights on the winners and losers of Q3 2023 – both in terms of individual companies and sectors of gaming. PC and console look to be doing well – mobile, not so much. But Xander and Warren have insights and remedies to share to help those struggling to move forward.
We also take a look at brands and IP – and that sometimes the company brand can be bigger and better than a well-known IP (case in point: FIFA vs. EA). We also take a look at the latest in ad tech, highlighting AppLovin and Unity's recent reports and moves.
GET MORE FROM UPPTIC AT: https://upptic.com/who-is-making-money-right-now-in-gaming-games-growth-update-with-upptic/
Earlier this year, we asked, is UA dead? The answer then was a definitive "no." However, with 2023 largely in the rearview mirror, it's a good time to look and see how user acquisition has evolved over the course of the year – and where things might be heading next.Magda Zaręba and Rob Garfinkle join us in the studio to give their insights on gaming UA. Magda has spent nearly a decade in the marketing industry and is one of our own UA Managers here at Upptic – helping clients grow their apps. Rob is a mobile growth expert with a decade of experience in user acquisition.Together, they share their insights on the ads landscape, social media, privacy-focused attribution solutions, non-mobile marketing tactics, creative trends, and future predictions. If you're in games marketing, be sure to take a listen!SEE MORE FROM UPPTIC HERE: https://upptic.com/how-has-ua-evolved-in-2023-games-growth-with-upptic
News is making a comeback on the Games Growth with Upptic podcast – with our new "Games Growth Update" segment! In this episode, we go over the latest gaming M&A report, which isn't very rosy, we dive into the Microsoft-Acvitision acquisition, and we walk through the Unity situation that has the entire industry up in arms. Every step of the way, get our industry insider opinions and learn what these could mean for you individually.GET MORE FROM UPPTIC: https://upptic.com/ma-highs-and-lows-microsoft-games-grab-unity-woes-games-growth-update-with-upptic/
In 2022, investment surged in web3 gaming – taking nearly half of all gaming investment in terms of dollars and raw numbers. However, for all of that investment, there was a lot of speculation, but not a lot of games. With the crypto crash, web3 gaming has gone through a downturn – with layoffs, panic, and uncertainty surrounding the sector.
In this podcast roundtable, Upptic's Ian Brent and Sherif join hosts Xander Agosta and Warren Woodward in discussing what went wrong with web3 gaming, but also what went right, and where things are heading now. Learn about emerging web3 native marketing tactics that are effective, go-to-market strategies of newer web3 games vs. older ones, and how web3 game developers must pivot between web3 native audiences to mainstream gaming audiences as they scale.
With the removal of so many bad actors and speculation, there may be hope for web3 games yet.
SEE MORE FROM UPPTIC AND FOLLOW OUR GUESTS ONLINE.
In science, biopsychosocial factors are physical, psychological, and social factors that impact an individual. What does this have to do with gaming?Joe Schaeppi, Founder and CEO of Solsten, connects the dots in this episode. Joe has a background in both psychology and gaming – starting out as a psychotherapist before moving into gaming as the Sr. Manager of User Experience at Big Fish Games. At Solsten, Joe and his colleagues are building an AI-powered platform to better understand individuals – pioneering the use of video games for cognitive assessment and working with companies to create healthier and livelier experiences for gamers.Listen on to learn how better understanding your users can lead to better outcomes in game development and marketing.SEE MORE AND FOLLOW JOE ONLINE.
The games industry is in a transitory state and many factors are making it difficult for effective games growth. Data is fragmented and attribution methodology is incomplete. Creative workflows can be messy and digital assets are often all over the place. These issues make it hard to understand what is and isn't working.
Amid this volatile climate, Upptic has been growing its games portfolio to its most profitable ever. In this recorded webinar, learn how our team tackles data, creatives, and user acquisition for each stage of growth: Development, soft launch, and scaled growth. Get insights on overarching strategy, data analysis, creative trends, UA best practices, and much more.
And if you need help scaling your game, be sure to reach out to us!
VC investments have long been a key funding resource for fledgling startups – including indie game studios and companies promising innovative solutions for the games industry. How much of an impact has VC funding had on the games industry, though? Are VC investors directing the trajectory of the space with their money – either directly or indirectly?
We sit down with a16z Games Partner Josh Lu and Storygrounds Co-Founder and CEO Andrew Green to discuss VC funding's impact on gaming. a16z Games is part of the Andreessen Horowitz venture capital firm – focused specifically on games. Josh, who has been in the games industry for more than a decade at places like Blizzard Entertainment and Zynga, is a program lead for the firm's SPEEDRUN accelerator program. Storygrounds is a platform that lets you build webcomics together. Andrew not only heads up the work at Storygrounds as its Co-Founder and CEO, but is also an angel investor and advisor with a rich history in the games industry.
Together, with these two games funding experts, dive into the current state of the industry, developments such as the crypto crash and Apple's VR headset, technological advancements, investor-founder relationships, and the future of the gaming industry as well as how VC funding will impact it.'
Learn more and follow our guests online here: https://upptic.com/vc-funding-its-impact-on-gamings-present-future-a16z-games-storygrounds-games-growth-with-upptic/
With their scalability and flexibility, appchains may be the future of web3 gaming. But what is an appchain and how does it differ from other blockchain technology and solutions?
Atif Khan, VP Business at thirdweb, and Ed Chang, Head of Gaming at Ava Labs, give us a crash course in appchains, dapps, sidechains, and more. They also dive deep into the web3 gaming sector and how it's liable to impact gaming as a whole: Atif calls the "bear market" designation of the web3 games sector misleading. Ed says that philosophies introduced by web3 gaming will become present in most games over time. Both point out innovative ways web3 tech can be used to enhance gaming experiences.
If you're in the gaming space, and especially the web3 games sector, this is a podcast you must listen to!
UGC, or user-generated content, is a big buzzword these days. Amid the buzz, Viraaal has created a UGC platform where content creators can quickly find campaigns, shoot videos, and get paid. Founded and helmed by CEO Alexei Chemenda, a veteran of start-ups, Viraaal seeks to revolutionize the world of UGC agencies.
Alexei shares his insights on the differences between influencer marketing and UGC marketing, how these segments of marketing are evolving, the pros and cons of working with content creators to generate UGC, and how to build a content creator-driven marketing strategy.
If you're looking to add UGC to your marketing playbook, be sure to take a listen now!
Both Web2 and Web3 are going through times of change and are in need of a bit of a renaissance. While Web3 can provide the technology for some interesting new mechanics, onboarding can be clunky at best while marketing pipelines are almost non-existent. Meanwhile, Web2 is the current gold standard for mass-market appeal – but is in need of ongoing innovation and fresh ideas.
Amid these two forces, BLOCKLORDS is forging a path as an accessible, mass-appeal, player-driven, medieval grand-strategy game with innovative mechanics. BLOCKLORDS CEO David Johansson sits down with us to talk about creating a mainstream game with some underlying web3 technology included. Get insights on striking a balance between web2 and web3, building a sustainable game economy, targeting the right audiences in the right ways, and much more.
In a world that's saturated with games and offers, it's more important than ever that game studios and publishers are driving deeper engagement with their audiences. In this world, content is king. Many companies turn to influencers to help connect with their players. Nexus is taking the natural need for engaging content further with their creator program.
Justin Sacks, CEO at Nexus, sits down with us to explain the difference between content creators and influencers, what a creator program is, why it should be a core part of a marketer's toolkit, performance and attribution for creator programs, and the things to think about when building or selecting a creator program.
If you're trying to connect with your audience with fresh and relevant content, be sure to take a listen to this episode now!
Ensuring your game resonates with its audience is key to growth and success. It's easier if you're building games with the gamers who want to play it. BattleFly is a DAO (decentralized autonomous organization) creating the BattleFly game alongside its players.
Ben, BattleFly's founder, joins us in the studio to talk about the different iterations of BattleFly and how the DAO has engaged with its players to create a game that everyone enjoys. Learn how web3 has helped enable more collaboration with more stakeholders, how BattleFly fosters player collaboration and leans on them for insights, the evolution of BattleFly from an NFT collection into a full-fledged game, and the art of creating inclusive spaces.
If you're a web3 game developer or community manager, you should give this episode a listen right away!
Ad platforms are a core component of the modern marketing ecosystem – and one that has been undergoing big changes these last few years along with many other parts of the games marketing industry. As Unity's VP Strategic Partnerships & Business Strategy, Steve Webb works with key advertising and monetization partners and platforms – and also works to provide game developers with unique insights on how to succeed in gaming – giving him a deep understanding of how the ecosystem is evolving.
Learn more about Unity's growth strategy and place in the modern marketing ecosystem, how the ecosystem has evolved over time, it's impact on game development and game marketing, what is going on in the ecosystem now, and where things are heading from here. We dive into data availability and how some changes have leveled the playing field; the necessity of consolidation (or lack thereof) and how it's impacted game developers, publishers, and advertisers; emerging technologies; and much more.
If you're a game developer or marketer, be sure to watch now!
Whether it's Google's move away from placements, new CMP requirements, or changes in ad quality, ad monetization continues to evolve. We sit down with mobile ad monetization expert and 2.5 Gamers podcast host Felix Braberg to learn the history of ad monetization, current growth hacks, and what's coming down the line.
Get insights on the "beauty of ads," differences between waterfall and header bidding, the rise of rewarded video, SKAN's impact on ad monetization, how quickly growth hacks come and go, and much more!
User acquisition is only half the battle. Engagement and retention is the other half. While many game companies use online communities and social media to engage players, these don't necessarily get them into the actual game. One often overlooked retention lever are tournaments.
Fractal Product Manager Brent Liang shares his insights on how tournaments can increase retention and player LTV. Learn about which genres work best for tournaments. Discover which types of contests gamers connect with most. Get best practices for building and executing tournaments. Plus, see some surprising ways tournaments are being leveraged for game development.
If you're looking for a new retention lever, be sure to catch this episode!
Follow Brent Liang and Fractal here.
Web3 gaming is a space that continues to evolve at a brisk pace. As game developers and marketers assess and adapt to what's working and what isn't, there are lessons to be learned about effective engagement and retention. It's in this environment that the Soulbound Ecosystem – a cross-game player acquisition and retention platform – has been built and grown.
Soulbound co-founders Casey Grooms and Matt Conn share their insights on the web3 gaming space and what they've learned during their work building and running Soulbound. Learn about the early experiments of web3 games and what AAA titles need to do to incorporate blockchain effectively, get insights on how IP and console gaming factors into overall web3 games growth and adoption, and get versed on gamer trends and effective game design in web3.
It's an episode with applications beyond web3 – watch it now!
Game marketing attribution is evolving – especially in gaming. Not only does the established mobile segment continue to evolve due to privacy changes and new technologies, but PC and console gaming is having an attribution renaissance, and the nascent web3 segment continues to evolve toward attribution infrastructure and mindsets.
We explore these new frontiers with AppsFlyer Director of Product for Gaming Adam Smart, Gamesight CEO Adam Lieb, and Spindl Founder Antonio Garcia-Martinez. They share their insights on their respective segments of the games industry – AppsFlyer on mobile, Gamesight on PC and console, and Spindl on web3.
Together we take a look at the evolution of data ecosystems, the current state of these segments and their similarities and differences, and the unique challenges each segment faces when it comes to game marketing attribution and analytics.
Connect with our guests.
Michael Migliero, CMO of Big Time Studios, joins the podcast to share his insights on growing web3 games. Big Time Studios is the company behind Big Time – “a free-to-play, multiplayer action RPG game that combines fast-action combat and adventure through time and space.”
Learn about content funnels for Meta, TikTok, and other platforms and how Big Time utilizes NFT mints in conjunction with other revenue sources to monetize users more sustainably. Also hear some surprising stats on game adoption by web3 native gamers vs. traditional gamers – and how Big Time is approaching marketing a web3 game in a post-crypto crash world.
Finally, get insights on ad strategies, analytics, and game economies – as well as some predictions on what will come down the line!
LINKS AND MORE: https://upptic.com/web3-growth-tactics-big-time-studios-games-growth-with-upptic/
"We think it's the most important channel. We think it's the most authentic channel," Emilee Helm says of influencer marketing. She heads up influencer marketing at Gamesight – which focuses on performance marketing for PC, console, and web3 games.
Emilee joins our podcast this week alongside Bradley Kincaid, the Co-Founder of Lucky Axolotl – a creative studio focused on influencer marketing and UGC. Bradley shares several insights on UGC and influencers – including how to best utilize CTV as part of a marketing strategy.
The two share their thoughts and expertise on a variety of related topics as well, including creative trends, KPIs and measurement, how to work with influencers, and the application of AI tools. Watch the full podcast now to learn more!
Contact this episode's guests.
Phiture Partner and Co-Founder Andy Carvell wrote the book on mobile growth stacks. Literally. In this episode, Andy gives us the history of how the Mobile Growth Stack came about and walks us through its components piece by piece.
We take a walk through data and analytics – which Andy notes may never have been as transparent or accurate as people wanted to believe, even before new issues complicated matters. Andy also shares his insights on engagement, retention, and monetization.
Xander and Warren also take some time to compare and contrast Phiture's approach to user acquisition, creative, and ASO with Upptic's approach (wherein Andy amusingly points out how brands' protectiveness over their app store icons can be detrimental to ASO efforts).
At the end of the day, both companies produce great results, even while using sometimes differing methodologies and philosophies to drive success.
Retargeting is a beast of its own, requiring different strategies and creatives than normal user acquisition campaigns. We sit down with Adikteev COO Kate Lovejoy and Upptic Creative Director Ava Savitsky to discuss retargeting at large, the similarities and differences between UA and retargeting, useful tools, and future trends. FULL EPISODE SUMMARY
Measurement is broken, but that doesn't mean performance is. That's among the lessons from this episode's podcast guest: Shamanth Rao, Founder and CEO of boutique growth marketing firm RocketShip HQ. Take a deep dive into creatives and data as we discuss the latest trends, useful tools, and effective strategies for the evolving mobile landscape. See full episode summary here.
Urvit Goel, the VP, Head of Global Business Development at Polygon Labs, sits down with Warren and Xander to talk about onboarding web3 gamers, the current state of web3 games, the Crypto Winter, and Polygon's new partnership with Upptic – which will bring Upptic's world-class growth services to select web3 game developers on the Polygon blockchain.
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- Full episode summary
Upptic has been successfully scaling games on iOS for 2+ years. Learn how you can too in our webinar "Maximizing Games Growth with the Upptic Platform".
The 2022 crypto crash brought much of web3 gaming to a halt. How is the industry faring now? Rian Rabinowitz of Polygon Labs and Melty Taniwanich of XP Foundry join Warren and Xander for a roundtable on the topic.
We take a hard look at the web3 landscape, lessons learned amid the crypto crash, and how things might change in the near future. If you're in the web3 gaming space, it's an episode you'll want to pay close attention to!
Wish there was a way to make user acquisition functional on iOS? There is! Learn more in "Maximizing Games Growth with the Upptic Platform."
Sit down with Matej Lancaric and get the answer to the question on everyone's mind: Is user acquisition dead?
Matej is a UA consultant with 10+ years of experience. He has global launched 32 games in the last 4 years, produces the "Brutally Honest" UA newsletter, and is also the host of the no-bullshit gaming podcast “Two & A Half Gamers.”
We chat with Matej about the current state of attribution and privacy, whether SKAN is even worth using, surprisingly effective UA tactics and channels, and the impact of regulators on marketing.
Read the full podcast summary.
Don't miss our public unveiling of the Upptic Platform on March 15. Register now to learn how to utilize the platform to maximize ROAS.
Welcome back to season 5 of "App Talk with Upptic" – or, rather, "Games Growth with Upptic"!
We kick off season 5 by talking about this rebrand before diving into several different topics with a couple of our own colleagues – Upptic Creative Director Ava Savitsky and Upptic Sr. Web3 Growth Manager Ian Brent.
Together, we discuss the state of games growth (which has seen some rough waters), user acquisition trends, creative insights, analytics learnings, and web3 takeaways.
We end with some wildly speculative predictions. Think any will come true?
As we close out season 4 of App Talk with Upptic, we ask ourselves: Are we entering a new era of gaming?
To help answer this question, we look back at the ups and downs of the last several years and chart out a potential path forward for 2023 and beyond.
Upptic CGO Warren Woodward guides us as we, first, look at why 2022 has been such a transformative year, pointing to privacy changes, worsening macroeconomic conditions, gaming's first revenue contraction, and the growth of web3 technology and products.
We then identify what defined the previous eras of Premium and Free-To-Play gaming.
With this in mind, we look back at the last several years of revenue and investment in web3, mobile, PC, and console – and how these trends might tell us what is on the horizon. We also dive deep into the transformative factors of 2022.
With all the evidence laid out, we make the case that the industry is entering a new era of gaming – one that will include web3 technology, smaller developers, crowdfunding, and the use of multiple devices with cross-platform play.
We end with some tips to help game developers and marketers big and small adapt to what's coming in the years ahead.
We look forward to working alongside you all as we build this new era of gaming together.
See you all in 2023!
FULL VIDEO WITH SLIDE DECK: https://upptic.com/2022-state-of-games-growth-app-talk-with-upptic/
This podcast is brought to you through a partnership with Animoca Brands. Animoca Brands is one of the world's leading mobile game developers and publishers . They are on the frontlines of Web3, investing heavily in a vast portfolio of Web3 projects.
Benjamin Charbit, CEO at Darewise, joins us in our virtual recording studio. Darewise is the developer of web3 game Life Beyond – a metaverse experience, built with Unreal Engine and blockchain, where players can build, trade, and own assets on a mysterious alien world.
Benjamin talks about what makes Life Beyond different from other games – and how web3 technology has made that difference possible. We also dive into what it means to be a part of the Animoca Brands family and what opportunities might be on the horizon for game developers under their umbrella.
Benjamin doesn't shy away from talking about the downturn in the crypto space either – and how that has impacted Darewise and web3 game development. He provides some parting advice to game developers who are considering building web3 games in the current market.
SOURCES & MORE: https://upptic.com/web3-gaming-in-the-crypto-downturn-darewise-app-talk-with-upptic/
Warren and Xander discuss the latest earning reports for several major games industry companies. It's, thankfully, not as painful as their Big Tech earnings analysis a couple weeks ago. One thing that shines through all the data is that mobile games are still the king of gaming revenue.
We also ruminate on the ongoing saga with FTX. The ripple effects FTX's collapse continue to reverberate through the web3 space – with Star Atlas and web3 game developers seeing impacts.
Finally, we close with a good ol' fashioned "App of the Week" segment.
SOURCES & MORE: https://upptic.com/big-gaming-earnings-app-talk-with-upptic/
Our guest this week is Rafael Vivas – one of the original members of AppLovin and now heading up its new app Vessel as the GM of New Initiatives. AppLovin is a mobile app growth service provider with a suite of software solutions for monetization, user acquisition, ad campaigns, and creatives. Vessel is AppLovin's monetization marketplace for digital items on mobile games and apps, which is currently available in both Apple's App Store and Android's Google Play.
In this week's podcast we dive deep into crypto, NFTs, and web3 gaming – starting with why AppLovin has created a digital marketplace in the first place and why it views NFTs as an evolution of digital item ownership. We also discuss how NFTs have been misrepresented and misused so far in crypto and web3 – and what the best use cases are for them. Of course, the goings-on with FTX are also discussed – how by focusing on digital items, rather than crypto, Vessel can focus on cost-effectiveness and ease of use, instead of market movements.
Finally, we close with questions on where market opportunities lie and what developers looking to get into web3 should know about the technology and space. If you're involved with web3 or digital monetization, it's an episode you don't want to miss!
SOURCES & MORE: https://upptic.com/digital-asset-ownership-with-vessel-by-applovin-app-talk-with-upptic/
In this week's podcast, Warren and Xander discuss the latest Big Tech earning reports for Q3 and Q4 2022. It's a painful podcast – but an important one.
We start off with some surprising news from the crypto space: Binance's imminent acquisition of FTX – the news of which has led the crypto space to basically melt down... again.
We then cover the one relatively bright spot in the industry right now: The completion of the Unity-ironSource merger. Lots of new opportunities await for both for the merged company and its many clients.
After that, we shift focus to the meat of the podcast – the Big Tech earnings.
Facebook revenue is down, Alphabet sees little growth, Snap sees a huge increase in its quarterly losses, and Apple is seeing relatively flat quarterly income. On top of this are additional news of hiring freezes or layoffs from Facebook, Alphabet, Apple, Amazon, and Twitter.
It's definitely a rough time to be in tech, mobile games, or marketing. But there is still hope that as companies take a more deliberate analysis-driven approach to decision-making and profitability, that fortunes will change for the industry at large – including those who are facing layoffs and have recently been laid off.
If you're looking for work, please check out our job listings to see if we can help.
SOURCES & MORE: https://upptic.com/big-tech-earnings-app-talk-with-upptic/
Our guests this week are poof and b33f of EtherOrcs. EtherOrcs is the world's first 100% on-chain NFT game. In EtherOrcs, Orcs and their allies go on raids, pillage villages, explore the unknown, and more. Through the course of the game, players can earn better gear and more NFTs through strategic gameplay built on the Ethereum blockchain.
In this week’s podcast we dive into the world of web3 indie game development – including EtherOrcs unconventional path to market and what the creators would do differently if they had a second go at things. Poof and b33f chime in with their thoughts on the current web3 game economy and share their insights on different web3 game fundraising models. They also dive into why EtherOrcs has shunned mainstream gamers in favor of going after native web3 gamers.
Plus, we discuss the latest news from Apple – including the release of SKAdNetwork 4.0, a change to App Store policy on social media post boosts, and a change in Apple's policy around NFTs. Additionally, we discuss Reddit's continuing submersion into NFTs and how it's impacting the overall marketplace.
SOURCES & MORE: https://upptic.com/web3-indie-game-development-etherorcs-app-talk-with-upptic/
This week's podcast is brought to you through a partnership with Animoca Brands. Animoca Brands is one of the world's leading mobile game developers and publishers . They are on the frontlines of Web3, investing heavily in a vast portfolio of Web3 projects.
Our guest this week is Bozena Rezab, Co-Founder and CEO of Gamee. Gamee is an engaging play-and-earn mobile gaming platform that rewards players for skill and effort. It is powered by the GMEE token – which enables access, action, and governance of the platform. Gamee products include the Arc8 games hub and G-Bots NFTs.
In this week’s podcast we focus on Gamee's launchpad app Arc8 – a web3 app available in mobile app stores. Was ask Bozena about what they had to do in order to ensure they're complaint on mobile platforms and how they've navigated being a web3 app on mobile devices. We dive further into engagement and business models and how working with web3 changes publishing strategies and player onboarding.
Plus, we discuss the latest DappRader report as told from two different sources, take a look at Bain's analysis of the games industry, and converse about Limit Break's upcoming $6.5M Super Bowl ad.
SOURCES & MORE: https://upptic.com/web3-game-publishing-with-bozena-rezab-gamee-app-talk-with-upptic/
This week's podcast is a redistribution of our webinar yesterday – be sure to follow us on Twitter and LinkedIn to stay up to date on all our upcoming content!
Hosted by Upptic CGO Warren Woodward, our Web3 Games Growth webinar included some of the greatest minds in web3 gaming:
- Sky Mavis Co-Founder Jeffrey Zirlin
- Animoca Brands CTO Yusuf Goolamabbas
- Arrivant COO Meg McWilliams
Together, this panel shares their experiences and learnings on building and marketing successful web3 games, including:
- The web3 landscape
- Effective web3 growth tactics
- KPIs and metrics to use in web3
- Data, analytics, and web3 infrastructure
- Differences between web2 and web3 creatives
Many thanks to our panelists for sharing their insights – and for everyone who tuned in live!
In this week's episode, Xander and Warren really dive into the nitty-gritty of current events.
First, we discuss AppLovin's new Vessel app – a marketplace where mobile game developers can integrate NFTs into games to drive engagement and revenue. This sits at the intersection of three huge areas of focus for us: Web3, mobile games, and performance marketing. It's exciting news – and also interesting in the fact that AppLovin has managed to work within Apple's strict policies to bring an NFT marketplace into the App Store.
Next we discuss Google's announcement that Stadia will be shutting down in January. The cloud-gaming service has struggled to gain traction, but the company believes the technology will be useful in other areas of its business – such as with industry partners, YouTube, Google Play, etc. Google will be refunding all Stadia hardware, games, and add-ons purchased through Stadia's store.
In another gaming goodbye, Playtika is shuttering Best Fiends maker Seriously – supposedly over discord and clashes between the studio and its parent company on aggressive monetization, budgeting, and other issues. Leaks regarding the fallout seem to heavily favor Seriously, which likely indicates they came from sources within the studio. An article from Mobilegamer.biz promises that a new studio will "rise from the ashes" in coming months.
Shifting to incoming games, we highlight the release of Overwatch 2 and it's interesting pivot into a completely live-services model. The game is also doing away with loot boxes in favor of a new in-game shop that uses in-game currency. It's been a long time coming, but that's not surprising given everything Blizzard has been through in the last few years.
Finally, we end on the news that App Store net revenue declined 5% year-over-year for the month of September – a record low for the store. The news was highlighted by Stephanie Link and retweeted by Eric Seufert, who noted that "ATT wreaked havoc on the mobile gaming market, which comprises the vast majority of App Store revenues. The growth of Apple's ad platform, substantial as it has been, was not sufficient to offset that loss within the broader Services category."
SOURCES & MORE: https://upptic.com/applovin-nfts-gaming-goodbyes-overwatch-2-app-store-declines-app-talk-with-upptic/
REGISTER FOR OUR WEB3 GAMES GROWTH WEBINAR: https://us06web.zoom.us/webinar/register/1416618928232/WN_nq5y952aSiO0BMmTeKK9dQ
Our guest this week is Antonio Garcia-Martinez, New York Times bestselling author of Chaos Monkeys and Founder of Spindl. Spindl is creating attribution solutions for the Web3 space. They offer easy integration, Web2 and Web3 funnels, and meaningful analytics on ROI, CAC, retention, and more in an actual dashboard.
In this week’s podcast we talk to Antonio about the obstacles in measuring marketing performance in Web3 and how developing Web3 attribution will impact marketers and consumers. We also take a step back to discuss the differences between Web2 and Web3 – not just technologically, but from an ethical and human perspective – and the implications of striving for a Web3 digital marketing system that's similar to what we know in Web2.
We also discuss the latest news about Robinhood, podcast ad fraud, and Walmart's metaverse – as well as the "not-news" regarding Apple's supposedly changed policy on NFTs (hint: nothing has changed).
SOURCES & MORE: https://upptic.com/web3-marketing-measurement-with-antonio-garcia-martinez-spindl-app-talk-with-upptic
REGISTER FOR OUR WEB3 WEBINAR: https://us06web.zoom.us/webinar/register/1416618928232/WN_nq5y952aSiO0BMmTeKK9dQ
Our guest this week is Quinn Campbell, VP of Growth at Sky Mavis. Sky Mavis is the creator of Axie Infinity – the world's most popular Web3 game by DAU. In addition to Axie Infinity, Sky Mavis also hosts a marketplace to buy and sell in-game assets, a wallet for digital items and currencies, and Mavis Hub, a launchpad for promising blockchain games.
In this week’s podcast we talk to Quinn about Sky Mavis' approach to bringing Axie Infinity to the mainstream F2P audience. We drill down into the original drivers of growth for Axie Infinity, issues with the original game economy, how the game has evolved and what the next generation of Web3 games need to be prepared for, applying mainstream gaming playbooks to Axie Infinity, working with "necessary evils" such as mainstream app stores, the term "free-to-own", and persisting Web3 stigmas.
We also discuss the White House's first ever framework for crypto and AppLovin's new blockchain project, Vessel.
SOURCES & MORE: https://upptic.com/axie-infinitys-path-from-web3-to-mass-adoption-with-quinn-campbell-sky-mavis-app-talk-with-upptic/
JOIN OUR WEB3 WEBINAR: https://us06web.zoom.us/webinar/register/1416618928232/WN_nq5y952aSiO0BMmTeKK9dQ
This week's podcast is brought to you through a partnership with Animoca Brands. Animoca Brands is one of the world's leading mobile game developers and publishers . They are on the frontlines of Web3, investing heavily in a vast portfolio of Web3 projects.
Our guest this week is Benjamin Lee, Co-Founder of Blowfish Studios. Blowfish Studios is part of the Animoca Brands family and builds AAA games for mobile, PC, VR, console, and, coming soon, Web3 with Phantom Galaxies.
In this week’s podcast we focus on building a AAA game for the blockchain. Benjamin talks to us about the development of Phantom Galaxies, why Blowfish decided to make it on the blockchain, how they are tackling marketing for Web3 and mainstream audiences, and more.
Plus, we discuss the Ethereum's smooth rollout to proof-of-stake, Animoca's latest round of fundraising, Zynga's acquisition of Storemaven, and Starbucks incorporation of Web3 in its rewards program.
SOURCES & MORE: https://upptic.com/aaa-blockchain-game-development-with-benjamin-lee-blowfish-app-talk-with-upptic/
REGISTER FOR OUR WEB3 GAMES GROWTH WEBINAR: https://us06web.zoom.us/webinar/register/1416618928232/WN_nq5y952aSiO0BMmTeKK9dQ
Our guest this week is Cloé Dana, Co-Founder and CEO of Tempr. Tempr uses AI-powered tools to empower marketers in their UA optimization and maximize their returns.
In this week’s podcast we take a dive into the world of automated predictive analytics and how it can shape UA strategy. Cloé answers all our questions regarding the technical aspects of automated predictive analytics and what marketers can expect to get out of them. We also dive into the changing data privacy landscape and ongoing issues with attribution efficacy.
Plus, we discuss the latest Ethereum news, dive into how Apple's privacy changes have boosted its Search Ads product, and share skepticism regarding Netflix's upcoming ad platform.
SOURCES & MORE:https://upptic.com/ua-data-privacy-prediction-tempr-app-talk-with-upptic
JOIN OUR UPCOMING WEB3 GAMES GROWTH WEBINAR:https://us06web.zoom.us/webinar/register/1416618928232/WN_nq5y952aSiO0BMmTeKK9dQ
Register now for our upcoming "Growth for Web3 Games" with leaders from Axie Infinity, Animoca Brands, and Arrivant.
We don't have a guest this week, but we make up for it by taking a deep dive into a bunch of industry stories.
First, we touch on the news that the FTC is suing Kochava for selling sensitive location data. We read the fine print on their website and muse about how the case might go. No matter what happens though, it doesn't cast the industry in a good light.
In more legal news, we talk about the growing likelihood of the Department of Justice (DOJ) bringing an antitrust suit against Apple. The DOJ has been investigating Apple since 2019 over allegations that it abused it's market power to stifle competition. We dive into their anticompetitive practices.
Moving onto financial news, we talk about Gabe Leydon's foray into Web3 with Limit Break – which has $200M in funding to build a blockchain game. Leydon was pioneer at Machine Zone with F2P games and it will be interesting to see what he does at in Web3 with Limit Break. (Gabe, if you're reading this, come onto our show!)
We then cover the latest news from Snap – wherein they're laying off 20% of their staff and restructuring their business around community growth, revenue growth, and augmented reality. It's not surprising as layoffs have been happening across the industry. It still hurts to see though.
Next we discuss Netflix's ad tier – which will include limited targeting and no third-party measurement. It sounds rather opaque, to say the least.
Finally, we wrap up with the news that Sony is acquiring Savage Game Studios, which has no commercial products yet, and discuss the larger strategy Sony seems to be executing.
SOURCES & MORE: https://upptic.com/ftc-lawsuit-questionable-advertising-products-and-layoffs-app-talk-with-upptic/
Our guest this week is Derrick Morton, CEO of FlowPlay. FlowPlay creates community-focused digital worlds – including Casino World, Vegas World, Live Game Night, and ourWorld, that can be enjoyed by anyone of any age anywhere in the world. They were also rated one of Washington's best workplaces in 2021 by the Puget Sound Business Journal.
In this week’s podcast we take a dive into how to build great teams and work cultures. Derrick details what sets FlowPlay apart that makes it such a great place to work, how to grow a team effectively, ways to deal with conflict, and what aspiring team leaders should do.
Plus, we discuss Embracer Group's acquisition of Lord of the Rings game, movie, and book rights, Animoca's continuing crypto strategy, and FTX's revenue report.
SOURCES & MORE: https://upptic.com/building-great-teams-cultures-with-derrick-morton-flowplay-app-talk-with-upptic/
Our guest this week is Manu Gambhir, Co-Founder and CEO of Snapyr. Snapyr supercharges player retention for game developers and publishers. They offer the world's first no-code visual programming language for engagement marketing.
In this week’s podcast we take a dive into retention marketing for games. With UA efficacy decreasing due to increasing privacy restrictions, retention marketing offers important opportunities for maximizing player value. Manu shares his insights on what these opportunities are and how to take advantage of them. We also dive into attribution, measurement, and modeling to understand the full LTV of players.
Plus, we discuss the latest in the Unity merger proposals, some surprising statistics about teens and social media platforms, changes to Reddit's community points system, Disney's latest earnings and milestones, and the maybe possible redemption arc of WeWork's Adam Neumann.
Sources & More: https://upptic.com/retention-marketing-in-games-with-manu-gambhir-snapyr-app-talk-with-upptic/
Our guests this week are Annie Wong and CrypTotoro, Co-Founders of MetaMods. MetaMods provides custom moderator packages for companies looking to build and grow their online communities. Their packages include experts in security, partnerships, events, community relationships and engagement, and community growth.
In this week’s podcast we take a dive into MetaMod's business and the act of nurturing Web3 communities. From ongoing engagement to incorporating user feedback to handling toxic users, there is a lot that goes into not only building a Web3 community, but keeping it healthy!
Plus, we discuss the latest development in a potential Unity merger, the U.S. Treasury's sanction of wallet addresses connected to Tornado Cash, Apple's latest industry move, and more layoffs in the games space.
SOURCES & MORE: https://upptic.com/nurturing-communities-for-web3-metamods-app-talk-with-upptic/
Our guest this week is Ian Masters, Founder & CEO at Flick Games. Flick Games is reimagining Solitaire. They work with artists all over the world to bring a unique richness to the game that can't be found anywhere else. In this week’s podcast we take a dive into identity in gaming – including how Flick is using its platform to highlight underrepresented people and demographics. We also talk about market opportunities surrounding representation, and how Web3 and NFTs will impact inclusivity and diversity in gaming. Plus, we muse on the latest games industry earnings news, a looming recession, TikTok's music ambitions, and another delay to the end of Google's third-party cookies.
SOURCES & MORE: https://upptic.com/identity-in-gaming-with-ian-masters-flick-games-app-talk-with-upptic
This week a couple of members from our UA team, Kevin and Ian, join us for a special roundtable focused on the state of games marketing.
Starting off with some high-level conversion on the mobile ad industry and Web3 games marketing, we then dive into some of the most interesting tactics and channels they currently see. Conversation turns to client portfolios and channel buckets, before heading into ATT and how SKAN is working for them at the moment.
Plus, we discuss the latest news on tech earnings and games spending (hint: it's not good) – as well as the latest from Netflix, Tesla, and Minecraft.
Industry Insights
Snap shares plunge 25% on disappointing second-quarter results
Alphabet misses on earnings and revenue for second quarter
Facebook parent Meta earnings Q2 2022
Games spending down 10% to $26.3bn in H1 2022
Netflix to Partner With Microsoft on New Ad Supported Subscription Plan
Elon Musk says Tesla is integrating Steam gaming marketplace into its cars
Minecraft Bans NFTs And Blockchain, Which 'Do Not Align' With Game's 'Values'
NFT World, Shunned By Minecraft, Says It Will Build Its Own Minecraft With Blockchain And Creators
App of the Week
Project Eluune: Mission Control
Mini Motorways
Hearthstone
Auxy Studio
This week, in lieu of a podcast, Warren took part in a Web3 panel hosted by Singular.
Joining him were The Sandbox Head of Performance Anya Shapina, Mythical Games VP Growth Marketing Daniel Lopez, and Appvertiser Founder Hagop Hagopian.
Moderating was Forbes Senior Contributor John Koetsier – who brought a dose of humor and didn't spare probing questions to get more out of the panelists when needed.
Among the main topics covered were...
- What makes a product "Web3"?
- How close are we to mass adoption?
- What is the Web3 consumer like?
- How is marketing different in Web3?
- What's all this about communities?
- What's all this about players as owners?
...alongside other Web3 hot-button issues.
If you didn't catch it live, be sure to listen on-demand now using the YouTube video or Anchor audio above!
Before you dive into this week's podcast, be sure to register for our upcoming Web3 webinar with Singular!
Our guest this week is Ismail Maiyegun, Co-Founder and CEO at Big Wolf Games. Big Wolf Games is a game developer, publisher, and live operator. Their leadership team has over 40 years of combined experience in making AAA titles and operating free-to-play games. Big Wolf Games also works extensively with intellectual property (IP).
In this week’s podcast we take a dive into game development throughout the years. Ismail details his history in games and how the industry has changed over time – including the recent impact of remote work. He also shares his insights on the advantages and disadvantages of working with IP holders – and the power of IP in games. Web3 also takes the stage as he discusses the future of the industry.
Plus, we discuss the breaking news around Unity's merger with ironSource – along with news on GameStop's NFT marketplace launch and the Nothing Phone.
Guest: Ismail Maiyegun
Industry Insights
Unity Announces Merger Agreement with ironSource
Unity is merging with Ironsource in an all-stock deal valuing Ironsource at $4.4B
GameStop NFT Marketplace (storefront)
Analysis: GameStop’s NFT marketplace earns the company just $45K in first day
App of the Week
The Scrapyard
Audible
AFK Arena
Before you dive into this week's podcast, be sure to register for our upcoming Web3 webinar with Singular!
Our guest this week is Andrew Green, Co-Founder and CEO at Strider. Strider is creating a Web3 platform to enable creators to control projects through blockchain-based DAOs (decentralized autonomous organizations). The ultimate goal for Strider is to provide a place where people own and profit from their ideas and can connect with directly with users of their content (instead of going through third parties like publishers).
In this week’s podcast we take a dive into everything about DAOs. We get answers to questions like: What is a DAO? Why would you use one? What are their pros and cons vs. traditional alternatives? Plus, we discuss the macroeconomic trends that are causing turmoil in the Web3 and crypto spaces.
We also dive into the recent news on BlockFi and FTX and discuss the massive layoffs across the ad-tech and gaming spaces. If you're looking for work, check out what openings we have.
Guest: Andrew Green
Industry Insights
FTX signs a deal giving it the option to buy crypto lender BlockFi
Unity Laying Off Hundreds Of Staffers
Niantic laying off up to 90 after canceling 4 games
AppLovin and Adjust lay off 12% of their workforce
App of the Week
MTG Companion App
Do Not Feed the Monkeys
Resident Evil Village
Episode
Dorian
Our guest this week is Shum Singh, Managing Director & Founder at Agnitio Capital. Agnitio Capital is a fully authorized and regulated investment bank. They have been passionate about and investing in games since their founding in 2003.
In this week’s podcast we take a dive into M&A and investing in the gaming industry. Shum tells us more about Agnitio Capital and the recent history of M&A and investing in the games space, we discuss the impact of the downturn of the global economy, and get predictions on how the next few years will play out for investments in the gaming space.
Plus, we discuss the news that Solana Labs is building a Web3 phone, Sky Mavis is reopening their Ronin Bridge, and Playtika is selling their controlling stake in their own company to Joffre, and more.
Guest: Shum Singh
Industry Insights
Solana Labs Is Building a Web3 Mobile Phone
The Ronin Bridge Is Open
Playtika sells controlling stake: is mobile gaming undervalued?
Another Anticipated NFT Game Makes Its Way To The Epic Games Store
App of the Week
Disney Mirrorverse
Sidepocket
Grindstone
Our guest this week is Justin "Jkey" Vogel, Co-Creator of Safary. Safary is the world's first Web3 growth community with a mission to build the first Web3 growth playbook by connecting top growth professionals and defining what growth looks like in Web3.
In this week’s podcast we discuss what this playbook will include. Learn about the foundational challenges that Web3 apps face, growth levers native to Web3, distinct tools Web3 marketers have, and examples of projects that are executing effective Web3 growth strategies.
Plus, we discuss the latest news on Diablo Immortal, metaverse projections, and the latest hubbub around Embracer.
Guest: Justin Vogel / Jkey
Industry Insights
Diablo Immortal gets over $24 million in spending, within 14 days after launch
McKinsey & Company report predicts $5 trillion in metaverse earnings by 2030
Saudi Arabia's Savvy Gaming Group embraces Embracer with $1B investment
CEO Comment on the Announcement of the Directed Share Issue to Savvy Gaming Group
App of the Week
Feedly
OpenSea
Chainpass
Our guest this week is Thomas Hopkins, COO at Perfect Storm Studios. Perfect Storm Studios is a games studio founded by industry veterans working to build the next generation of games. They're currently working on a title that will incorporate great design, community involvement, and player rewards.
In this week’s podcast we take a dive into community building. Thomas Hopkins is well-versed in community building with past ventures at Masterclass, Superpeer, and beyond. Learn more about the key components and best practices for building and managing a community as a business growth lever.
Plus, we discuss the latest news on SKAN, cloud gaming, market conditions, and Upptic partner Axie Infinity.
Guest: Thomas Hopkins
Industry Insights
SKAdNetwork expansion and Fingerprinting (with Alex Bauer)
Explore App Tracking Transparency - WWDC22
Xbox Game Pass on Samsung TVs feels like cloud gaming's tipping point
Cloud gaming ban on the App Store, and mandatory WebKit usage, both declared anticompetitive
Skillz Stock (SKLZ): A Financial Disaster
A message from Coinbase CEO and Cofounder Brian Armstrong
A Billion-Dollar Crypto Gaming Startup Promised Riches and Delivered Disaster
App of the Week
Recycle Coach
Diablo: Immortal
Outbound
This week marks the conclusion to Season 3 of App Talk with Upptic! Instead of having a guest this week, we’re taking a moment to reach out to you, our listeners, and highlight the latest from Upptic – such as our new Web3 Community Growth services and partnership with Arrivant.
P.S. we’re hiring!
But don’t worry, we wouldn’t leave you without the latest industry insights and a couple neat apps! In this week’s episode we also discuss the latest news regarding Bored Ape, Square Enix, Activision Blizzard, Facebook, YouTube, and Apple. There’s a lot going on!
And, as always, we close with a couple of our favorite apps.
If you have a topic you think we should cover, or you’d like to be a guest yourself, reach out to us at apptalk@upptic.com or via @Upptic on Twitter.
Thank you for listening to us this season! See you in a few weeks!
Industry Insights
Bored Ape NFT company raises around $285 million of crypto in virtual land sale
Bored Ape Yacht Club creator’s metaverse mint rocks the Ethereum blockchain
Embracer acquires Crystal Dynamics, Eidos Montreal and Square Enix Montreal for $300m
Square Enix Sells Deus Ex, Tomb Raider Studios to Fund Blockchain, AI Projects
Good Twitter thread on Square Enix news
Activision Blizzard sales and engagement tumble
Facebook shares spike on better-than-expected quarterly earnings
Alphabet reports weak earnings and revenue on big YouTube miss
Apple shares dip after company warns of a possible $8 billion hit from supply constraints
App of the Week
Ether Orcs: Dungeons
Slopes
Our guest this week is Emma Kong, Sr. Manager, Mobile Growth at Electronic Arts (EA). EA is one of the world's leading game developers and publishers. Some of their most recognized game brands include EA Sports FIFA, Battlefield, Apex Legends, The Sims, and Need for Speed. They have more than 450M registered players around the world.
In this week’s podcast we take a dive into growth pillars such as UA, data, creative, and tech – and how to unify them. We also talk about team alignment, good communication, buying vs. building, recent UA developments, and collaboration between marketing and product.
Plus, we discuss the latest news from Netflix, Coinbase's new NFT marketplace, Meta's giant fees for creators in its metaverse, and more.
Guest: Emma Bobae Kong
Industry Insights
Coinbase launches NFT marketplace in hopes of appealing to crypto and mainstream users
Meta will charge creators fees of up to 47.5% to sell virtual wares in its metaverse
Netflix to launch an ‘Exploding Kittens’ mobile game tied to an new animated TV series
Netflix loses $45 billion in value as subscriber numbers drop
Microsoft is developing an in-game advertising system for free-to-play games
App of the Week
WeWork
TaskRabbit
Catchable
Our guest this week is Ramin Shokrizade, Founder at Arrivant. Arrivant is a game development studio focused on creating massively social games with player-to-player Play-to-Earn economies that meet the core needs of gamers – empowerment and connection – using scientific principles. They're currently working on their first PC and mobile game: StarGarden – a team-based, auto-chess battler with RPG mechanics.
In this week’s podcast we take a dive into game economies and ponzi crypto – digging into the details of why so many early Web3 gaming economies have collapsed, what the traits of sustainable and scalable Web3 game economies are, and how Web3 evolves game economies.
Plus, we discuss the latest news from Epic Games, Meta, China, and more.
Guest: Ramin Shokrizade
Industry InsightsEpic Games valued at about $32 bln in funding from Sony, Lego firm
Meta plans virtual currency, creator coins for its apps
Meta to start testing money-making tools for its metaverse
MetaMask users can now buy cryptocurrency with Apple Pay
China ends nine-month freeze on game approvals
App of the WeekMini Motorways
Crypto Raiders
Stacklands
Our guests this week are Samir Agili, Co-CEO and President at Tilting Point, and Canaan Linder, Founder & CEO at Stardust. Tilting Point helps game developers grow their games into successes with their unique "progressive publishing" approach to partnerships. Stardust allows game developers to easily create and implement NFTs in their games.
In this week’s podcast we take a dive into Tilting Point's and Stardust's new partnership – from how they're collaborating to the strategic importance of the partnership for each company. We also dive into the macro trends that Tilting Point is seeing which is driving them to invest in Web3 games, Stardust's take on innovative Web3-enabled game design, IP in games, and much more!
Guests: Samir Agili and Canaan Linder
Our guest this week is David Bluhm, Co-Founder & President at Plunk. Plunk helps homeowners increase their home value by providing analytics-driven project insights and access to verified contractors.
In this week’s podcast we take a dive into innovation – including what it means to create a new business category and the challenges of being first in the space. We also dig into David's long history of entrepreneurship – particularly gaming – and his thoughts on Web3 and the gaming industry today.
Plus, we discuss a ton of news – from Axie Infinity to E3 to the latest (and not-so-great) mobile trends.
Guest: David Bluhm
Industry Insights
Community Alert: Ronin Validators Compromised
DoF Tokenomics Podcast on the Hack
Sky Mavis Raises $150M Led By Binance, Funds to be Restored on the Ronin Bridge
Axie Infinity: Origin Is Live In Early Access!
Warren's own Twitter thread on Axie Infinity: Origin
E3 2022 is Canceled
40% of mobile companies in US and UK suffer losses post-IDFA
Mobile game earnings were down 7% during Q1 2022 at $21bn
App of the Week
Axie Infinity: Origin
Splinterlands
Golf Logix
Goldbelly
Unest
We're doing something a little different for the next couple of weeks... Instead of our usual weekly podcast, we're conducting quick interviews with movers and shakers during GDC – all from the comfort of the Stardust Lounge! We'll be posting interviews in batches of two daily – Monday-Friday – until we've posted them all. Be sure to check back here daily for the latest batch of interviews.
Major thanks to Stardust for hosting us and giving us the opportunity to do this!
Interview 1 Guest (starts at 0:37): Tobias Batton from Expopulus
Interview 2 Guest (starts at 10:04): YouTuber Hustlepedia, host of Crypto Banter's "In The Game"
We're doing something a little different for the next couple of weeks... Instead of our usual weekly podcast, we're conducting quick interviews with movers and shakers during GDC – all from the comfort of the Stardust Lounge! We'll be posting interviews in batches of two daily – Monday-Friday – until we've posted them all. Be sure to check back here daily for the latest batch of interviews.
Major thanks to Stardust for hosting us and giving us the opportunity to do this!
Interview 1 Guest (starts at 0:37): James O'Claire from Bubbleye
Interview 2 Guest (starts at 10:00): Justin Woodward from Media Indie Exchange
We're doing something a little different for the next couple of weeks... Instead of our usual weekly podcast, we're conducting quick interviews with movers and shakers during GDC – all from the comfort of the Stardust Lounge! We'll be posting interviews in batches of two daily – Monday-Friday – until we've posted them all. Be sure to check back here daily for the latest batch of interviews.
Major thanks to Stardust for hosting us and giving us the opportunity to do this!
Interview 1 Guest (starts at 0:37): Nick Lulofs from Mappa
Interview 2 Guest (starts at 11:41): Mickey Maher from Dapper Labs
We're doing something a little different for the next couple of weeks... Instead of our usual weekly podcast, we're conducting quick interviews with movers and shakers during GDC – all from the comfort of the Stardust Lounge! We'll be posting interviews in batches of two daily – Monday-Friday – until we've posted them all. Be sure to check back here daily for the latest batch of interviews.
Major thanks to Stardust for hosting us and giving us the opportunity to do this!
Interview 1 Guest (starts at 0:37): Corey Wright from Honeyland
Interview 2 Guest (starts at 12:34): Lorenzo Wang from Loric Foods
We're doing something a little different for the next couple of weeks... Instead of our usual weekly podcast, we're conducting quick interviews with movers and shakers during GDC – all from the comfort of the Stardust Lounge! We'll be posting interviews in batches of two daily – Monday-Friday – until we've posted them all. Be sure to check back here daily for the latest batch of interviews.
Major thanks to Stardust for hosting us and giving us the opportunity to do this!
Interview 1 Guest (starts at 0:37): Dr. JPEG from Non Fungible Arcade
Interview 2 Guest (starts at 10:53): Michael Anderson Framework Ventures
We're doing something a little different for the next couple of weeks... Instead of our usual weekly podcast, we're conducting quick interviews with movers and shakers during GDC – all from the comfort of the Stardust Lounge! We'll be posting interviews in batches of two daily – Monday-Friday – until we've posted them all. Be sure to check back here daily for the latest batch of interviews.
Major thanks to Stardust for hosting us and giving us the opportunity to do this!
Interview 1 Guest (starts at 0:37): Adam Lieb from Gamesight
Interview 2 Guest (starts at 14:14): Shahar Sorek from Overwolf
We're doing something a little different for the next couple of weeks... Instead of our usual weekly podcast, we're conducting quick interviews with movers and shakers during GDC – all from the comfort of the Stardust Lounge! We'll be posting interviews in batches of two daily – Monday-Friday – until we've posted them all. Be sure to check back here daily for the latest batch of interviews.
Major thanks to Stardust for hosting us and giving us the opportunity to do this!
Interview 1 Guest (starts at 0:37): Andrew Allison from Libation Labs
Interview 2 Guest (starts at 9:29): Felix Norden from Arbiters Esports
Our guest this week is Claire Rozain, UA Team Lead at Rovio. Rovio is a popular mobile game developer and publisher most known for the Angry Birds franchise.
In this week’s podcast we take a dive into the growth mindset – and its application in both personal life and business strategy. We also discuss the games industry's mindset toward Web3.
Plus, we discuss the latest news around Netflix, NFTs and the metaverse, and crypto investment.
Guest: Claire Rozain
Industry Insights
Netflix already operates an ad network. Next stop: Content Fortress.
Interest in NFTs And The Metaverse Is Falling Fast
Investors turn to crypto funds, companies as Russia-Ukraine crisis escalates
App of the Week
Informa Tech Events
Chipotle
Angry Birds Dream Blast
Our guest this week is Cameron Thom, Cross-Promotion Lead at Adikteev. Adikteev runs the world's smartest cross-promotion stack and helps app publishers increase retention, reacquire churned users, and drive incremental revenue.
In this week’s podcast we take a dive into cross-promotion – including the components of effective cross-promotion campaigns. We also talk about how the privacy landscape has changed, GAID, Web3, and consolidation in the games industry. And we get to know more about Adikteev!
Plus, we discuss the latest crypto news – from Coinbase blocking access 25,000 Russian wallets to the Biden Administration's new approach toward digital assets. We also talk about the latest strategic moves from streaming platforms Disney+ and Netflix.
Guest: Cameron Thom
Industry Insights
Coinbase blocks access to over 25,000 Russian-owned cryptocurrency wallets
President Biden to Sign Executive Order on Ensuring Responsible Development of Digital Assets
Netflix acquires Next Games in Finland, publisher of ‘Stranger Things’ and ‘Walking Dead’ games, for $72M
Disney+ to launch cheaper ad-supported tier later this year
App of the Week
Elden Ring
Raid Party
Mercari
Our guest this week is Robby Yung, CEO at Animoca Brands. Animoca Brands is a leader in digital entertainment, blockchain, and gamification – and has one of the most diverse Web3 focused portfolios around, with more than 150 investments in NFT-related companies and decentralized projects aiming to build the open metaverse.
In this week’s podcast we take a dive into Animoca Brands' approach to Web 3 – diving into their philosophy on Web3 gaming, investments on Web3 infrastructure, and predictions around when Web3 will reach mainstream adoption and how it will intertwine with traditional gaming economies.
Plus, we discuss how tech companies are responding to the situation in Ukraine – from Google dropping RT from its news features to Twitter reducing the visibility of tweets from Russian state media – and the report that 50% of Valve's Bitcoin payments were fraudulent.
Guest: Robby Yung
Industry Insights
Google drops RT, other Russian state media from its news features
Twitter will label, reduce visibility of tweets linking to Russian state media
Facebook-owner Meta says Ukraine's military, politicians targeted in hacking campaign
Gabe Newell explains why Steam banned NFTs
PC Gamer Article, 50% of Valve's Bitcoin payments were fraudulent
App of the Week
Horizon Forbidden West
Skyweaver
Superhuman
Our guest this week is Canaan Linder, Founder and CEO at Stardust. Stardust offers an easy-to-use platform so game creators can build games in the metaverse.
In this week’s podcast we take a dive into the evolution of games monetization – from premium games to play-to-earn games. We also learn more about Stardust and their approach to the Web3 gaming business.
Plus, we discuss Google's new Privacy Sandbox, how Apple might break fingerprinting in iOS 16, and Axie Infinity becoming the first NFT series to break $4B in sales.
Guest: Canaan Linder
Industry InsightsThe Evolution of Game Monetization: the gamer-led economyPrivacy Sandbox on Android
How Apple might break fingerprinting in iOS 16
Axie Infinity becomes first NFT series to break $4B in sales
App of the Week
Axie: Origins
Reuters
Calm
Our guest this week is Maggie Ngai, ASO Lead at Phiture. Phiture equips product and marketing teams with the skills and knowledge they need to grow apps – as well as providing growth management services.
In this week’s podcast we take a dive into App Store Optimization (ASO) – from the basics of what ASO is to the details on ASO components, processes, and strategies. We also talk about Apple's A/B testing tool and learn more about Phiture's ethos.
Plus, we discuss some metaverse news from Disney and JPMorgan – and Snapchat's new initiative allowing creators to make money by putting ads in their stories.
Guest: Maggie Ngai
Industry InsightsDisney has appointed a leader for its metaverse strategy
JPMorgan Is the First Bank Into the Metaverse, Looks at Business Opportunities
Snapchat will put ads within stories and share the money with creators
App of the WeekCoinbase
Disco Elysium
Wordle
Our guest this week is Oren Bennett, Chief Investment Officer at Punch Games. Punch Games is a blockchain-powered esports gaming platform that allows people to earn cryptocurrency and cash while playing games and competing in tournaments.
In this week’s podcast we take a dive into Play-To-Earn (P2E) and alternate game economies. We also learn a bit more about Punch Games and possible monetization strategies for P2E game companies.
Plus, we discuss the news the latest news on Apple, Scopely joining Polygon, and AppLovin's expansion into non-gaming apps.
Guest: Oren Bennett
Industry Insights
Apple will charge 27% commission for app purchases made using alternative payment systems in the Netherlands
Scopely joins Polygon, Ethereum’s internet of blockchains, in $450M financing round
Alchemy, which aims to be the ‘de facto platform’ for developers to build on web3, is now valued at $10.2B
AppLovin to expand into non-gaming apps
App of the Week
Crazy Defense Heroes
Thetan Arena
Telegram
Our guest this week is Arthur Querou, Co-Founder and CEO at Vibe. Vibe helps marketers harness the power of Connected TV and OTT – allowing them to reach millions of households via TV as simply as they run ads on social media.
In this week’s podcast we take a dive into how user acquisition works for CTV and OTT. Who is utilizing CTV and OTT? Is it effective for mobile UA? How do the costs and KPIs differ between these and more traditional web and mobile marketing? Is attribution possible with CTV and OTT – and if so, how? Get the answers to these questions and more!
Plus, we discuss some exciting news – our partnership with Axie Infinity's Sky Mavis! Other industry insights we cover today include a record-breaking January for games acquisitions, and Netmarble's announcement that 70% of their upcoming games are going to be blockchain-based.
Guest: Arthur Querou
Industry Insights
Upptic Joins Force with Axie Infinity’s Sky Mavis to scale the industry’s leading blockchain game to mainstream audiences
January games acquisitions reached record-breaking $85.4bn
Sony buying Bungie for $3.6 billion
Stillfront acquires 6Waves for $201m
Netmarble says 70% of upcoming lineup will use blockchain
App of the Week
Recreation.Gov
Discord
League of Legends: Wild Rift
Beyond buzzwords, Web3 brings the dawn of a new era in gaming. We are currently witnessing the first meaningful and mass market implementations of blockchain technology in games. What happens as free to play and play to earn economies also converge? Who are the winners and losers of this next era? We dig into these topics and more with leading founders and visionaries from the blockchain gaming space.
Before we dive into this week’s podcast, don’t forget to register for our upcoming webinar – “Web3 and the Future of Gaming” – taking place January 27!
You can register for the webinar here.
Our guest this week is Anya Shapina, Head of Performance at The Sandbox. The Sandbox is a virtual metaverse where players build, own, and monetize their virtual experiences. They empower artists, creators, and players to unleash their creativity and build the platform they've always wanted.
In this week’s podcast we take a dive into performance marketing for blockchain and play-to-earn. Discussion includes KPIs and differences between traditional mobile and blockchain game marketers (and what the former can learn from the latter). We also talk about what the "metaverse" is to The Sandbox and the potential future of the Web3 gaming industry.
Plus, we discuss the huge news that Microsoft plans to acquire Activision Blizzard – as well as touch on Animoca Brands' recent valuation and Apple's clarification on alternative payments.
Guest: Anya Shapina
Industry Insights
Microsoft to acquire Activision Blizzard to bring the joy and community of gaming to everyone, across every device
Animoca Brands raises US$358,888,888 at over US$5B valuation to grow the open metaverse
Apple just clarified alternative payments on iOS. Spoiler: Apple still takes a commission.
App of the Week
Ring
PunBall
CoPilot
Before we dive into this week’s podcast, don’t forget to register for our upcoming webinar – “Web3 and the Future of Gaming” – taking place January 27!
You can register for the webinar here.
Our guest this week is Alon Nafta, VP Product at Singular. Singular empowers businesses to drive growth through marketing data, intelligent insights, and automation.
In this week’s podcast we take a dive into how privacy is evolving marketing measurement – from SKAN and other attribution solutions to Singular's own recently announced private attribution cloud product. We also talk about the rise of Web3/blockchain investment and what Singular may be planning for the ability to measure attribution for Web3 products.
Plus, we discuss the latest news – like Take-Two's acquisition of Zynga, Square Enix's NFT hopes (and Kotaku's bias), and European carriers who are blocking Apple's Private Relay feature.
Guest: Alon Nafta
Industry Insights
Take-Two To Bolster Mobile Game Business With Zynga Acquisition
Square Enix President Hopes NFTs, Blockchain Games Become 'Major Trend In Gaming Going Forward'
Some European carriers are already blocking Apple’s Private Relay feature on the iPhone
App of the Week
BlockFi
Oculus
AllTrails
Before we dive into this week's podcast, don't forget to register for our upcoming webinar – "Web3 and the Future of Gaming" – taking place January 27!
You can register for the webinar here.
Our guest this week is Lauren Dignam, VP of Account Management at Sensor Tower. Sensor Tower equips mobile app publishers and marketers with the data and insights they need to master the mobile app ecosystem. They offer multiple different kinds of intelligence: app, store, ad, usage, and consumer – in addition to other services. (Full disclosure: Upptic is a Sensor Tower customer!)
In this week's podcast we take a dive into the data and trends of 2021. And there is a LOT. We discuss what categories of apps have seen significant growth, what trends are likely here to stay at this point, the share of voice among marketing channels (and how iOS 14.5+ have impacted that share), some key creative trends from 2021, iOS 15 custom pages, ASO A/B testing, and the current state of ad monetization SDKs.
You can view slides associated with this discussion in our blog post!
Plus, we discuss Consumer Acquisition's, well, acquisition by Brainlabs and Rec Room raising $145M (shout out to last week's guest, Rec Room Head of BD Mike Schmid – if you haven't heard that podcast yet, you can catch it here).
Guest: Lauren Dignam
Industry Insights
Brainlabs acquires Social Ad Creative Studio Consumer Acquisition
Rec Room social gaming platform raises $145M at $3.5B valuation
App of the Week
What3words
Rocket League: Sideswipe
Moose Woods
Our guest this week is Mike Schmid, Head of BD at Rec Room and former head of Games BD at Apple. Rec Room is a platform for building and playing games together. In Rec Room you can explore player-created rooms, or share something of your own, across devices ranging from phones to VR headsets.
In this week's podcast we take a dive into what makes Rec Room so innovative – including the power of voice and the convergence of different maturing technologies. We also talk about the metaverse, marketplaces, the viability of blockchain in different applications, the increasing trend of remote work, and what makes a 50% pay cut worth it.
Plus, we discuss the news that Google Play titles are coming to Windows devices. We talk about Apple's silence on controversial ad-measurement techniques being used by some businesses. And we dig into some of the controversies surrounding Roblox.
Guest: Mike Schmid
Industry Insights
Google Play Games app coming to Windows in 2022
Apple’s Empty Threat? Silence Over iPhone Ad Workarounds Sows Confusion
Roblox under fire for stock market-like collectibles and minimal safeguarding
Roblox Pressured Us to Delete Our Video. So We Dug Deeper.
This Apple manager loved his job. He quit anyway and took a 50% pay cut partly due to the company's stringent return-to-office policies.
App of the Week
Thetan Arena
iRobot
Apollo
No guest this week, but news was comin in so hot we did an episode anyway!
ironSource acquires TapJoy cementing themselves as a leader in offerwall traffic, InMobi buys Appsummer, AppLovin’s Max Ads SDK (allegedly) overrides developers iOS 15 endpoints syphoning data for themselves, and Unity unveils it’s ad mediation platform!
Industry InsightsironSource to Acquire TapJoy
InMobi Buys Appsumer
Report: AppLovin SDK Re-Routed Apple’s SKAdNetwork Postbacks To Itself
Unity reveals Ad Mediation and Bidding coming to its Dashboard
App of the WeekKayak
Clear
This week we have a special episode where we partnered with multiple industry expert panelists to discuss the iOS 15 update from all different perspectives in an extremely informative webinar. We dig into the features and restrictions that are coming online and we touch on various topics including the data we are starting to see on the iOS 15 update, the implication of raw postbacks for the SKAdNetwork coming available, and key takeaways on how to adapt in the new iOS 15 ecosystems. Plus, MoPub announces it is being acquired by AppLovin, outage shakes Facebook, and some key points from Facebook whistleblower’s testimonies on Capitol Hill.
Register for iOS 15 Webinar
Our guest this week is Mark Loranger, Co-Founder and CEO of Braavo Capital. Braavo Capital provides revenue-based financing options and analytics software to mobile app and game developers.
This week we discuss the user acquisition funding ecosystem and different ways developers can approach funding their companies' growth. We talk about the pros and cons of different funding models, break down some risks to consider when fundraising, and provide ways to frame your analysis when deciding whether your company is ready to raise capital.
Plus, Facebook finally acknowledges how some of the iOS ecosystem changes will impact their profits, modeled attribution is set to become the default for Google Ads, Facebook pauses work on Instagram Kids amid backlash, and Netflix acquires its first game studio.
Guest: Mark Loranger
Industry Insights
Navigating Change and Improving Performance and Measurement
The future of attribution is data-driven
Facebook pauses work on Instagram Kids amid backlash
Netflix acquires its first game studio in deal with Oxenfree creator Night School Studio
App of the Week
Starbucks
Coinbase Pro
Dharma
Our Guest this week is Jonathan Kay, Co-Founder, and CEO of Apptopia. Apptopia is a real-time competitive intelligence tool that provides actionable insights into mobile industry data.
This week we discuss the ethics of competitive app intelligence in the context of the recent SEC enforcement actions against App Annie. We dive deep into the allegations, discuss the tactics App Annie allegedly used to manipulate their data modeling, and talk about what it takes to build predictive models in a way that respects the privacy of individual companies. We also discuss the tension of regulation against innovation, and how it can be an important lever to level the playing field.
Plus, a U.S judge orders Apple to ease their App Store rules, and Stillfront acquires Jawaker for $205 million dollars.
Guest: Jonathan Kay
Industry Insights
App Annie and co-founder charged with securities fraud, will pay $10M+ settlement - TechCrunch
Apple must ease App Store rules, U.S. judge orders
Apple will let developers tell customers about alternatives to paying through the App Store, which could help them avoid Apple's 30% fees
Stillfront acquires Jawaker for $205m
App of the Week
Rachio
Metromile
MARVEL Future Revolution
Our Guest this week is Ryan Anthony. Ryan is a creative technology expert and the Co-Founder and CEO of DIRT. DIRT is a revolutionary consumer insights research platform and Neuro/AI delivery system.
This week we discuss neuroscience in advertising and how applying neuroscience technology to the creative processes can help creators anticipate what resonates with their audiences. We talk about how neuromarketing tools measure physiological reactions to create a predictive testing environment based on emotional responses, and how DIRT is making these tools more accessible to a wider audience with its innovative tech.
Plus, Facebook sells itself short with iOS 14 bug, South Korea passes law to force Google and Apple to allow third-party payments, Apple allowing developers to redirect users to sign up for services outside the App Store, and Apple delays Child Safety Features to ensure they get it right.
Guest: Ryan Anthony
Industry Insights
Facebook Undercounted SKAdNetwork Conversions For iPhone 12 Users Since February
South Korea will force Google and Apple to allow third-party payments
Apple will let developers redirect users to sign up for services outside the App Store
MAU Vegas officially canceled
Apple delays Child Safety Features after criticism
App of the Week
Workflowy
TONAL
Our Guest this week is Sasha Mackinnon, CEO of Mino Games. Mino Games is a Montreal-based mobile games company best known for their games Mino Monsters 1 & 2, Cat Game, and Dog Game.
This week we discuss leadership styles and strategies in the context of building a fast-growing mobile gaming company. We dive into how mutual trust and empowering your team leads to optimal business outcomes. And we describe how to make actionable company values to drive decisions in times of ambiguity.
Plus, LiftOff and Vungle announce their merger, Supercell launches Everdale into Public Beta, and Google’s new approach to privacy will be less heavy-handed than Apple’s.
Our Guest this week is Margartia Vasilevskaya, a mobile gaming user acquisition expert. Margarita's background in games marketing is vast, spanning from social casino to hard and midcore strategy games.
This week we discuss universal truths of UA buying across game genres. We talk about the importance of platform and creative diversity, and that fitting algorithms to player segments can be as important as fitting creative. We dive deep into how an app’s monetization model can inform your user acquisition strategy and geo-mix.
Plus, MOLOCO raises $150M Series C, Embracer Group acquires 3 developers, and Mountaintop raises $30M Series A.
Guest: Margarita Vasilevskaya
References
MOLOCO raises $150M Series C led by Tiger Global at a $1.5B valuation
Embracer Groups gets more than 200 game devs as it ads 3 more acquisitions
Mountaintop raises $30M Series A
App Of The Week
Axie: Infinity
The Ants: Underground Kingdom
Discord
This week we are syndicating a panel conversation hosted by Joseph Kim of GameMakers and LILA Games featuring Warren Woodward, Brian Bowman and Matej Lančarič.
The panel discusses a series of issues focusing on the impact iOS 14.5+ has had on running a large multi-title user acquisition portfolio. We discuss the macro KPI trends seen across the major ad networks, how to adjust your buying models to still be predictive and informative with less accurate data, and how large portfolios are actually optimizing their campaigns and creative strategies to buy profitably in the new measurement paradigm.
Plus, the Senate introduces a new bill to regulate App Stores and Facebook outlines it’s new plan for addressing user privacy.
Guests:
Joseph Kim - CEO at LILA Games
Brian Bowman - CEO at Consumer Acquisition
Matej Lančarič - UA & Marketing Consultant
References:
Senators target Apple’s App Store exclusivity in new bill
Privacy-Enhancing Technologies and Building for the Future
Facebook is rebuilding its ads to know a lot less about you
Apps of the Week:
Yoroi Wallet
Loóna
Our Guest this week is Chuka Ikokwu, Co-Founder and CEO of Divercity. Divercity is a mobile-first job platform dedicated to building the world’s largest underrepresented professional hub.
This week we discuss the lack of diversity within the mobile industry. We dig into the data to inspect the breadth of mobile’s inclusivity problem and highlight the strategic value investing in diversity can bring to your business. We also provide specific tactical, actionable steps companies can take to improve diversity in their hiring process.
Plus, industry events are back, Skillz invests in Exit Games, and Kongregate is set to launch it’s new NFT gaming portal later this year.
Guest: Chuka Ikokwu
Resources:
- Skillz Forms Strategic Partnership with Exit Games, Developer of Photon, World’s Most Advanced Synchronous Multiplayer Gaming Technology
- Kongregate.io will hit open beta later this year with NFT games
- Upcoming mobile industry: App Growth Summit SF & MAU Vegas
Apps of the Week:
- NBC Sports
- TikTok
- Dog Game
Our Guest this week is Andrew Green, Group SVP of Operation and Growth at Stillfront Group. Stillfront is one of the preeminent mobile game publishers consisting of 20 studios across Europe, North America, and MENA.
This week we discuss the trend of mega-publishers in mobile gaming. We describe the advantages gained by joining a number of developers under one roof and discuss how to operationalize a large game portfolio effectively. We weigh the pros and cons of a “city-state” vs. command economy model for large publishing organizations and describe how ultimately it’s critical for developers to feel autonomy and ownership over their projects to find outsized success.
Plus, Netflix is breaking into gaming, Jam City cancels its SPAC, Apple warns of slowing growth, and Polygon Studio set up a $100M crypto gaming fund.
Guest: Andrew Green
References:
- Netflix will break into games by offering mobile titles to subscribers at no extra cost
- Jam City Ends SPAC Deal That Would Have Made $1.2 Billion Firm
- Apple warns that growth will slow after record-setting sales
- Polygon Studio will offer 100M to fund gaming NFT projects
Apps of the week:
- Loóna
- Spotify
- Axie: Infinity
Our Guest this week is Christen Luciano, Strategic Partnerships at HubSpot. HubSpot is a CRM and automation platform for small and mid-market companies.
This week we discuss the intersection of mobile and B2B. We compare and contrast how B2C companies often utilize mobile apps as a core revenue driver, while B2B businesses tend to utilize apps for engagement and retention. We dive into how messaging is becoming increasingly important B2B mobile apps and we discuss the holy grail of cross-platform measurement (and why HubSpot may be uniquely positioned to solve the white whale of attribution).
Also, Pollen VC is pitching a new UA funding method, Electronic Arts Acquires Playdemic for $1.4B and Singular says ad dollars are feeling iOS ecosystem for Android.
Plus Upptic is hiring! Visit upptic.com to apply!
Guest: Christen Luciano
References:Pollen VC now allows devs to borrow four times their game's monthly revenueElectronic Arts Acquires Playdemic, from WB and ATT for 1.4 Billion$1.5B in ad spend shows iOS 14.5 is driving mobile ad spend to Android
App:InstacartRec RoomTuro
Our Guest this week is Arun Gupta, CEO of Attribution App. Arun’s career has spanned ad tech including working at an ad network and spending 6 years build the Go-To-Marketing organization at the attribution company Adjust.
In this week's episode we step outside our core competency and interrogate the crossover between web and mobile measurement. We discuss some of the core differences between web and app attribution, and break down specific differences between B2B and D2C within the web measurement.
Also, Vungle buys JetFuel to continue building its ad tech empire, the COVID-19 pandemic has driven permanent adoption of new gamers, and iOS 14.5+ mass adoption finally here.
Plus, checkout the webinar Upptic is participating in with Singular and Adikteev at June 23rd at 10am PT
Guest:
Arun Gupta
References:
Vungle Buys JetFuel
75% of pandemic-driven mobile gaming lift will remain
App of the Week:
Lemonade
Helium
Future
Our guest this week is Natalie Rozenblat, Senior Performance Marketing Consultant at Phiture. Natalie has spent her career in the growth consultancy space helping grow mobile apps.
In this episode we investigate our own place in the industry: growth consultancies and agencies. We discuss the advantages and disadvantages of using outsourced growth teams, how specific expertise can benefit your company, and how unaligned incentives can hurt your growth.
Also, tons of news. Apple is updating it’s privacy to allow users to opt-out of GAID by 2021, massive privacy updates on the horizon from Apple, new simple A/B ASO conversion product from Apple, and more M&A!
Guest:Natalie Rozenblat
References:
Google’s privacy policy update
Apple’s WWDC 2021 Keynote
Skillz to acquire Aarki
Voodoo to acquire Bidshake
App of the Week:SkipLaggedZillowFlick Solitaire
Agencies, Consultancies and Outsourced Marketing Services with Natalie Rozenblat
Our guest this week is Atif Khan, Ex-Facebook & Angel Investor via Range Funds Syndicate. Atif has over a decade of experience in the mobile ads industry, he helped build Facebook’s gaming business from the ground up, and, as an investor, has his finger on pulse on many industry trends.
In this episode we dissect the mobile ads industry’s macro trends specifically interrogating the role of entrenched incumbent and their challengers. We get an insider’s view of how Facebook’s business will evolve in the face of ATT, and we discuss how other industry behemoths (and challengers) are poised for the years to come.
Also, consolidation in the industry continues with Jam City acquiring Ludia and going public via SPAC, Vungle acquires Tresensa, and Apple quietly decreases SKAN privacy thresholds.
Guest:
Atif Khan
Reference:
Jam City to go public via SPAC
Vungle Acquires mobile ad Creative Firm Tresensa
Apple quietly decreases SKAN privacy thresholds
App of the Week:
Rainbow Wallet
Evernote
Clash Royale
Mobile Advertising in the ATT Aftermath with Atif Khan
In this special bonus episode we discuss the Upptic ASO platform, why app store optimization is important, why we felt building an automated ASO tool was a product worth pursuing and give some hints about the future of the Upptic platform.
Learn more and get in touch at upptic.com!
Our guest this week is James O'Claire Co-Founder and COO of Bubbleye. Bubbleye is a suite of UA automation tools to help mobile marketers manage and report on their marketing campaigns.
In this whirlwind episode we discuss various components of UA automation including ideology (whose algorithms should you use), mechanics (how UA automation works and how it gives a differentiated advantage) and what automation means for the future of user acquisition. We also discuss iOS 14.5/ATT/SKAN and the competitive advantage of building a conglomeration of media properties.
Guest:James O’Claire
Reference:AppsFlyer ATT DashboardRemerge ATT AdoptionStillFront Group Acquires Game LabsBubbleye UA Automation
Apps of the Week:StravaWanderlogPictureMushroom
User Acquisition Automation and the Future of UA Operations with James O'Claire
Our Guest this week is Louis Tanguay, Founder and Managing Director of App Growth Summit. App Growth Summit is a mobile app conference and content publisher for app growth professionals.
We discuss the role of brand development within the mobile industry and how events play an important role in building a successful brand. We examine how COVID-19 has impacted the events industry and how valuable a personal brand can be.
Also, Zynga acquires Chartboost for $250M, Facebook says mobile gamers are getting more hardcore and in-person industry events are back!
Learn more about how to grow your mobile app at upptic.com
Guest:
Louis Tanguay
References:
Zynga Will Spend $250 Million To Acquire Mobile Ad Company Chartboost
Facebook Games Marketing Insights 2021
App Growth Summit SF 2021
Apps of the Week:
Skyview
onXHunt
Zerion
Branding & Event Marketing with Louis Tanguay
Our guest this week is Robert Garfinkle, Director of User Acquisition at Celer Networks. Celer Networks is a layer-2 technology company (that is, the layer between the blockchain and an app) with a suite of products, one of which is a mobile SDK that facilitates competitive real money gameplay in mobile apps.
We discuss how Celer deploys their technology in their first party apps, and how their product and business model compare to competitors. We dive into how user acquisition and growth strategies differ between competitive real-money games and traditional IAP or ad based revenue models. And, we talk about how iOS 14.5 changes are consolidating the power into the hands of big companies.
Also, Apple is expanding its ad businesses, ATT exists (and top games are behaving conservatively) and Nexon buys $100M in Bitcoin.
Learn more about how to grow your mobile app at upptic.com
Guest:
Robert Garfinkle
App of the Week:
Keto Diet
AllTrails
BitCoin Blast
References:
Apple Is Expanding Its Ad Business On The Cusp Of ATT Enforcement
How top 100-grossing games show their ATT prompt?
Nexon Buys $100M in Bitcoin
ATT Prompt Grid View
Blockchain in Mobile Gaming with Robert Garfinkle
Our guest this week is Eran Friedman, CTO of Singular who leads us on a whirlwind summary of all things iOS 14.5, ATT and SKAN.
We deep dive into what exactly the AppTransparency Framework (ATT) and SKAdNetwork (SKAN) frameworks are, and how they are changing the mobile marketing ecosystem. We talk about opt-in rates for user tracking, privacy threshold granularity and discuss various configurations of SKAN conversion models. We also touch on the role of mixed media modeling, and how predictive LTV is becoming increasingly important for understanding campaign success and as a lever for granular optimization.
Learn more about how to grow your mobile app at upptic.com
Guest:
Eran Friedman, CTO at Singular
References:
ATT Enforcement starts April 26th – Apple
Microsoft to test Xbox cloud gaming on PCs, Apple mobile devices
Rovio SKAdNetwork case study
App of the Week:
Bear
SpotHero
Upland
Future of Mobile Attribution with Eran Friedman
This week we're joined by Brian Krebs, CEO of MetricWorks. We go on deep dive into incrementality in the mobile marketing context and how it can be used as an alternative or to supplement traditional last-touch attribution. We also discuss how it is more reliable, but less certain then last-touch attribution and how the MetricWorks' product, Polaris, offers a top-down measurement alternative for the post-IDFA era.
Also, Epic Games is making epic bets on the metaverse, and is hypercasual gaming in decline?
Editor Note: We had some latency issues during this episode. While we did have a passionate discussion, we were not speaking over each to the extent we are in the recording.
Learn more about how to grow your mobile app at upptic.com
Guest:
Brian Krebs
References:
iOS 14 – The Catalyst For The Evolution of Measurement
Epic Games raises $1B for long-term metaverse plans, with $200M from Sony
Epic will lose over $300M on Epic Games Store exclusives, is fine with that
Hypercasual downloads peaked in Q1 2020, Have Dropped Every Quarter Since
App of the Week:
Chowbus
Plunk
Coinbase
Post-IDFA Incrementality with Brian Krebs
This week we discuss games and growth teams with Conrad McGee-Stocks, Director of Growth at Uken Games. We dive into how increasingly important analytics is to user acquisition, the nuances of developing and marketing for a narrative casual games and how to structure your growth team.
Also, ATT enforcement by Apple is only a “few weeks away” and AppLovin IPOs targets a $30 billion valuation.
Learn more about how to grow your mobile app at upptic.com
Guest:
Conrad McGee-Stocks
References:
Tim Cook’s Sway Interview with the NY Times
AppLovin to offer 25 million shares in its IPO valuing the company at $30 billion
Supercell is making three new Clash of Clans games to further expand its fantasy universe
Building Better Growth Teams with Conrad McGee-Stocks
From rewarded video to gaming, slots to asian vegetables, Jonathan Lau has a fascinating background in performance marketing and growth strategies. This week we discuss how eCommerce differs from gaming in team dynamics, LTV modeling, channel mix and more. We also discuss the breaking news of how Apple is beginning it's crack down on its ATT privacy initiative!
We also discuss the breaking news of how Apple is punishing MMPs for fingerprinting!
Learn more about how to grow your mobile app at upptic.com
Guest:
Jonathan Lau
References:
Arizona’s App Store bill is quietly killed
Nexon makes large investment in entrenched gaming brands
Strikes smacks down Adjust for fingerprint
Weee! is where you can buy Asian and Hispanic groceries
eCommerce Growth Strategies with Jonathan Lau
This week on App Talk with Upptic, Malachi Rose joins us for a deep dive on how to run a growth marketing operation at scale. We discuss how accurate measurement, structured creative development, and rigorous and constant testing are key to maintaining a competitive edge, and we share some stories about growth campaigns that fabulously failed.
In industry focus we discuss IPOs and M&A and in the ad tech spaces (Robinhood, Fyber, Digital Turbine, ironSource and AppLovin).
Learn more about how to grow your mobile app at upptic.com
Guest:
Malachi Rose
References:
Robinhood IPOs
Digital Turbine agrees to buy Fyber
ironSource investor presentation
App of the Week:
Clubhouse
MTG: Arena Mobile
Khan Kids
Growth at Scale with Malachi Rose