Games Growth with Upptic
By Upptic
Games Growth with UppticMay 11, 2024
Web2.5 gaming with Apeiron’s Frank Cheng
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!
Driving web3 games success with Sky Mavis' Kathleen Osgood
🎮 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! CHAPTERS 00:00 – Opening and introduction 02:39 – Kathleen Osgood's background 06:48 – Sky Mavis, Ronin, Axie background 13:39 – Web3 game publishing: What is it? 15:23 – Web3 gaming success stories (and how) 21:06 – Growth levers in web3 gaming 30:04 – Sky Mavis-developer relationships 36:43 – Sky Mavis' future expansion 38:53 – Closing remarks GET MORE GAMING INSIGHTS AT UPPTIC.COM!
Yuga Labs’ pivot, indie game surge, Snap’s murky future
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
TikTok ban, Meta performance, Embracer goodbye (and how to adapt)
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
Gaming in India: What drives games growth (with BharatGG)
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
Mobile Gaming is BACK!? GDC, MAU, and Sensor Tower's mobile app forecast
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
Netflix: Gaming’s next big disruptor? Plus: EA, Microsoft strategies (with Stoic Musings)
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 shocking acquisition (plus, illegal monopolies and failed business strategies)
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
Psych data for gaming optimization (with GameTree)
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
TikTok vs. Congress, Apple power grab, explosive web3 growth strategy
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
Scaling Web3 in 2024: Making the gamer the hero (with Honeyland)
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
Tech Turbulence: Bitcoin vs. NFTs, Layoffs and IPOs
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
The Web2.5 Mullet: Mainstreaming web3 with AppsFlyer and Spindl
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.
Rebuilding Web3: Better economies, token design, and DAO structuring (with Mure and Shrapnel)
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.
Gaming disruption: Disney + Epic, Meta surge, Xbox pivot
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.
Microsoft gains, Apple changes, D&D rumors, layoffs impact games industry
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.
How the best spend their digital marketing dollars (with Gamesight)
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.
More gaming layoffs, Apple’s insane policy, Palworld goes hyperviral
2023 Games Growth Awards – Games Growth with Upptic
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/
Epic vs. Google, ESRB vs. web3, bad news at E3 & Hasbro
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/
GTA & AI break the internet… Again!
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/
"Go f**k yourselves" is bullish for Twitter marketing; plot twists for Binance and ByteDance
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/
Are we in a crypto bull market?
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
Who is making money right now in gaming?
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/
How has UA evolved in 2023?
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
M&A highs and lows, Unity woes
Is the web3 gaming dream dead?
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.
WTF is Biopsychosocial Gaming? (Solsten)
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.
Cracking Games Growth: Revealing the Upptic Playbook
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 Funding & Its Impact on Gaming's Present & Future (a16z Games, Storygrounds)
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/
Appchains in the Games Marketing Ecosystem (thirdweb, Ava Labs)
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!
Learn more and follow our guests online here: https://upptic.com/appchains-in-the-games-marketing-ecosystem-third-web-ava-labs-games-growth-with-upptic/
The Potent Power of Creator-Driven UGC (Viraaal)
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!
Learn more and follow our guests online here: https://upptic.com/the-potent-power-of-creator-driven-ugc-viraaal-games-growth-with-upptic/
Building Mainstream Gaming IP with Web3 DNA (BLOCKLORDS)
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.
Learn more and follow our guests online here: https://upptic.com/building-mainstream-gaming-ip-with-web3-dna-blocklords-games-growth-with-upptic/
Can a Creator Program Drive Deeper Engagement? (Nexus)
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!
Learn more and follow our guests online here: https://upptic.com/can-a-creator-program-drive-deeper-engagement-nexus-games-growth-with-upptic/
Building Games with Your Audience (BattleFly)
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 Platform Evolution in the Modern Marketing Ecosystem (Unity)
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!
The Evolution of Ad Monetization in Games (Felix Braberg)
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!
Tournaments: The Ultimate Engagement Hack? (Fractal)
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!
Engagement & Retention Lessons from Web3 (Soulbound)
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!
New Frontiers in Marketing Attribution (AppsFlyer, Gamesight, Spindl)
Game marketing attribution is evolving. 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.
Web3 Growth Tactics (Big Time Studios)
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/
Influencer Marketing and UGC Strategies (Gamesight & Lucky Axolotl)
"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.
Growth Stacks for Game Marketers (Phiture)
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.
Creatives in Retargeting and User Acquisition (Adikteev)
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
Creative, Data Modeling, TikTok, & AI (RocketShip HQ)
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.
Polygon & Upptic: Onboarding the next generation to web3
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.
The Metaverse after the Crypto Bust (Polygon Labs, XP Foundry)
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 Tantiwanich 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!
Is user acquisition dead? (Matej Lancaric)
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.
2023 Games Growth Trends & Predictions
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?
2022 State of Games Growth: Gaming's New Era
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/