Games Growth with Upptic

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 Insights ironSource 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 Week Kayak Clear

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/