Games Growth with Upptic

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

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

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

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

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

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

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

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

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

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!

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.

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.

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.

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.

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!

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.

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!

"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!

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.

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.

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.