Podcast
Deconstructor of Fun
Hosted by Deconstructor of Fun · EN
Deconstructor of Fun podcast is created by games professionals for games professionals. We explore the business side of the games industry with the goal of bringing listeners content that is relevant, insightful, and entertaining on a weekly basis.
Hosts:
Michail Katkoff www.linkedin.com/in/michailkatkoff/
Eric Kress www.linkedin.com/in/erickress/
Phillip Black www.linkedin.com/in/phillip-black-economist/
Jen Donahoe www.linkedin.com/in/jenniferdonahoe
70episodes
Episodes
Newest firstAll episodes
AppsFlyer's Web Attribution: D2C Web Shop and AI's Future in UA
5d ago00:30:56Tap to summarizeAppsFlyer just took attribution off mobile and put it on the open web, and it might be the biggest unlock D2C web shops have seen yet.Josh Chandley talks with Adam Smart, Global Director of Product for Gaming at AppsFlyer, about the company's new web attribution product and its bigger bet on becoming a "Modern Marketing Cloud" spanning web, PlayStation, Xbox, and Oculus.Topics Covered:• AppsFlyer's new web attribution product• The shift from MMP to Modern Marketing Cloud• Why D2C web shops are the biggest day one unlock• Mobile UA mindset vs web UA mindset• Fraud and accountability on mobile vs web• Connecting web attribution to in-app ad networksCHAPTERS: 00:19 Why Web Attribution Matters00:33 Modern Marketing Cloud Vision03:28 Web vs Mobile Measurement Basics03:59 Neutral Attribution and ROAS Truth05:59 Why Launch Web Now08:13 D2C Web Shops and Growth11:49 Day One Studio Changes13:38 Mobile vs Web Mindsets15:15 Accountability and Fraud Reality17:37 Connecting Web and In App Ads19:54 Modern Marketing Cloud Explained23:42 Future of UA with AI28:32 AI Agents and Automation in Outlier29:30 Wrap Up and Where to Learn More
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TWIG #391: Xbox's 4,800 Cuts, Apex Predator Playbook, and the 6% Problem Killing New Games
1w ago00:56:50Tap to summarizeXbox just got torched, and the math says new games can't win.Jen and Eric (two for TWIG this week) break down the biggest restructuring in Xbox history: 4,800 jobs cut, Asha Sharma unwinding Phil Spencer's entire studio buying spree, and King and Minecraft pulled in to report directly to her. Is this the setup for an Activision Blizzard 2.0 spin-out? Then they dig into fresh Newzoo data on why only 6% of the market is open to new IP, why forever games keep winning, and how growth has become an ARPU story instead of a new-player story.Topics Covered:• Microsoft cuts 4,800 jobs and 20% of Xbox's workforce• Sharma's memo and the "apex predator" restructuring playbook• King and Minecraft reporting straight to Sharma• Compulsion and Double Fine go independent with their IP• Helen Chang named Xbox's first COO, and what a single P&L signals• The spin-out theory and Activision Blizzard 2.0• Game Pass is stuck at 30 million and devaluing the $80 game• Why only 6% of the market is open to new IP• 60% of revenue coming from games five years or older• Growth as an ARPU story in the West and China• Last War, Whiteout Survival and Kingshot are proving the UA arbitrage gameCHAPTERS:00:00 - Werlcome & Agenda01:57 - World Cup Keeper Highlights03:35 - Kress's New Setup & Family Updates05:42 - NYT Games Shill07:30 - Xbox Rumors to Reality10:51 - Layoffs & Studio Shuffles13:26 - GamePass Stalls at 30 Mil14:45 - King, Mobile, and Minecraft Blindspots19:40 - Vanity Metrics Reality Check21:52 - COO PnL and Platform Model Critique24:22 - Booty Portfolio Shrinks & Next Steps25:46 - Gamepass Devalues Games27:01 - Publishers abandon Xbox28:25 - Spinout and Activision 2.030:04 - Microsoft & King Strategy32:29 - Embracer Parallel Lessons36:14 - Easy Cuts & Creative's Hard Work46:28 - Pipeline Worries for New Hits50:27 - ARPU & GTA Monetization53:11 - Mobile UA Arbitrage Reality54:58 - What Could Save the Industry
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Inside New York Times Games: Why Killing 96% of New Ideas Is the Win
2w ago00:50:00Tap to summarizeZoe Bell is the Executive Producer of Games at The New York Times. If you've played Wordle, Connections, Spelling Bee, Strands, Letter Boxed, the Mini, or the Crossword, you've played something she helped build or bring to life. NYT has nearly 13 million subscribers, which includes the game business that features some ads but no in-app purchases and no battle pass.The players run from your group chat to the Vatican. The Pope has mentioned doing the Wordle in interviews, and Carol Burnett's celebrity Wordle group, including Julia Louis-Dreyfus and Charlize Theron, went on Jimmy Kimmel to accuse her of cheating. Her defense: there's no way to cheat at Wordle, and solving it in one guess is just an accident.Zoe sits down with Jen Donahoe to explain how a newspaper that has run for 175 years became one of the biggest names in games. They get into why the team kills 96% of the games it tries, how a subscription model reshapes the way they design and measure success, and what it takes to launch Crossplay, a full multiplayer layer on games that are fundamentally solo.They also talk about making every puzzle by hand while the rest of the industry automates, and where AI earns a place when human craft is the whole point. For anyone building games, this one is a window into the economics and the discipline behind one of the most envied portfolios in the business.CHAPTERS:00:00 Welcome and Guest Intro01:03 From Zynga to Times03:40 Culture Shock at NYT05:53 Respecting Game Expertise07:36 Apps and Platforms10:13 Subscription Monetization14:13 Who Plays These Games18:31 Democratic Game Ideation21:13 Greenlight to Launch Pipeline24:36 Testing Markets and Kill Rate26:00 Killing Prototypes Fast26:37 Morale With Low Hit Rates28:43 Testing Before Soft Launch29:19 KPIs And Portfolio Fit30:31 UA In Subscription Games36:46 Streaks And Crossplay Bonds39:14 AI Human Puzzles First46:32 What’s Next And Submissions48:17 Hiring And Tech Stack
Transcribe →TWIG #390: Destiny Ends, Xbox's Biggest Layoff Ever, and Google Play's New Fee Chaos
2w ago01:05:25Tap to summarizeDestiny is dead, Xbox is about to make the largest layoff in gaming history, and Google Play just completely changed how it charges developers.In this episode, we break down:• Why Sony's $3.6B Bungie acquisition was doomed from the start• What Destiny's gradual player decline actually looked like on the data• Where hundreds of laid-off Bungie developers go from here• Which five Xbox studios are being closed or sold• Why Xbox raising the Series X to $750 might be the final nail in the coffin• The unionization debate: is now the worst time to organize?• Google Play's new fee structure explained • Why Kress thinks Apple and Google wasted 20 years of developer goodwill• How a 2-person team sold 10 million copies of Mecha Chameleon in 16 days with zero marketing spend• Why the Adidas x Brawl Stars collab may have just hurt Supercell's brand• Ubisoft's surprising new hire from Amazon GamesCHAPTERS:00:00 Mobile Giants Rant00:16 Show Intro and Agenda02:39 Soccer Sidetrack04:03 Quick Shills and Corrections07:04 Sony Cuts Bungie13:15 Destiny Trends and Mobile15:37 Where Talent Goes Next17:25 Xbox Layoffs Rumors19:51 Strategy Behind Closures26:03 Unionization Debate29:51 Xbox Price Hike Fallout33:21 Console Pricing Speculation34:24 Switch Sales And Price Hikes36:09 Google Play Changes Breakdown38:53 New Vs Existing Install Fees40:33 Web Billing And Rankings41:18 Why So Complicated44:08 Level Up Program Requirements45:26 Sidekick Overlay And Data46:24 Rollout Dates And Reactions49:20 Stores Value And 30 Percent53:22 Steam Viral Hit Mecha Chameleon55:49 VC Project Financing Debate58:50 Ubisoft Hires Amazon Games GM01:00:18 Adidas Brawl Stars Marketing Lesson01:03:30 Wrap Up And Next Topics
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Puzzle Monthly #4: $60M Marketing, $65M Revenue, What Happened to Good Job Games?
3w ago00:51:00Tap to summarizeIn this episode of Puzzle Monthly, we trace Good Job Games' path from two clean exits to a struggling Match 3 launch, and break down why the studio that built Zen Match and sold its hypercasual portfolio for billions in downloads can't get Match Villains to monetize like Royal Match.Topics Covered:• Good Job Games' history, from hypercasual hits to Zenmatch's $100-150M exit• Wonder Blast and why it never escaped soft launch purgatory• Match Villains' aggressive difficulty curve and the push to shorten payback period• Why polish alone didn't save Match Villains, and what Royal Match actually got right• Royal Match vs Royal Kingdom vs Match Villains vs Piggy Kingdom• Whether Good Job Games is actually out of money, and what comes nextCHAPTERS:00:01 - Intro00:40 - Good Job Games' History and Two Exits09:11 - Match Villains Launches with $83M Raised13:27 - Wonder Blast and the Soft Launch Trap19:41 - Match Villains Gameplay Breakdown21:58 - Aggressive Funnels and Payback Period Pressure30:31 - Royal Match vs Royal Kingdom vs Match Villains41:14 - Sensor Tower RPD Data Comparison47:56 - Is Good Job Games Running Out of Money
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TWIG #389: GTA 6 Pricing, Tencent Pulls Back from Japan, and Steam Machine Flops at Launch
3w ago01:01:10Tap to summarizeGTA 6 finally has a price tag, Steam Machine lands with a $1,000+, and Tencent is quietly pulling out of Japan.In this episode, we break down:● Why GTA 6's $80/$100 pricing is good news for the industry● What the deluxe edition actually includes (and what it's missing)● The attach rate debate for GTA 6 on PS5 and Xbox● Why Tencent is exiting its Japanese gaming investments● Who's actually still buying game studios right now● Unreal Engine 6 and what it means for developers● Epic's new AI tools shown at Unreal Fest● Tim Sweeney's "Team Open" pitch and his war on Roblox● Who the Steam Machine is actually built for● General Intuition's $320M raise and what it means for AI in gaming● Roblox's new brand integration tax and why creators are worried● Why Queen Digital Entertainment shut down after burning $50MCHAPTERS:00:20 Welcome and Agenda02:14 Canada and World Cup Banter03:40 Seattle Roundtable Plug05:07 Mishka LinkedIn Apology07:42 LA Roundtable Recap10:15 Audience Polls and GTA Hype11:38 GTA 6 Pricing Details14:32 Deluxe Edition and Monetization17:05 Attach Rate and Online Revenue20:23 Tencent Divestment Rumors22:22 Who Still Buys Studios25:47 Bull Case and Buyouts26:06 Tencent Strategy Shift26:35 Unreal Fest Highlights26:55 Unreal Engine 6 Roadmap27:53 AI Tools in Unreal28:36 Tim Sweeney vs Roblox29:04 Team Open Vision31:26 Interoperability Debate35:00 Epic Reality Check40:53 Valve Steam Machine Pricing46:41 Who Is It For48:05 General Intuition Funding50:21 Roblox Brand Runtime Fees54:38 Creator Impact and Risks58:26 Queen Digital Shuts Down01:00:14 Wrap Up and Goodbye
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Why Most Game Engines Die, and How AI Builds "Living Worlds"
4w ago00:56:17Tap to summarizeAndrew Bowell, CEO of Iconic, who spent 15 years at Havok and a decade at Unity, discusses the future of game development, AI integration, and the challenges of building new game engines. He shares insights on technological shifts, AI's role in creating immersive worlds, and why his company is building an engine to “craft intelligent, living worlds”.https://iconicgames.io/02:10— The shift toward dynamic, emergent, personalized gameplay04:39— Why Iconic won’t end up in the “engine graveyard”10:13— “Intelligent living worlds” explained16:12— Dogfooding and building the engine through its own game19:35— Deterministic vs open-ended gameplay23:11— What Unity got right about AI26:52— The real paradigm shift in gaming37:59— Player-first, not technology-first46:26— Where AI adoption in games stops today51:56— Remote vs hybrid culture at Iconic
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My Wife Uninstalled Roblox. Then I Talked to Their Safety Team.
4w ago00:54:20Tap to summarizeRoblox's Chief Safety Officer and VP of Safety Products join the podcast to answer the question every parent is asking: Is it actually safe?What's covered:● Why Roblox's safety chief uninstalled the app for his own daughter● The new Roblox Kids and Select accounts launching in June● How facial age verification works at scale, and how parents keep breaking it● AI moderating 150 million daily users across every server, every second● The "predator hunters" YouTube show that went viral, and why Roblox banned them anyway● How bad actors move kids off-platform to Discord and Snapchat, and what Roblox does about it● Why Roblox faces more scrutiny than TikTok or YouTube despite tighter restrictions
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TWIG #388: Xbox's Spinout Plan, Metacore's Mass Layoffs and Netflix's FIFA Flop
4w ago01:04:21Tap to summarizeMicrosoft is laying the groundwork to spin Xbox off, Supercell just cut 70% of Metacore's staff after burning through $180M. Meanwhile, EA just launched a real ad platform for sports games.In this episode, we break down:● Why Xbox keeps losing its top studio leadership● Whether Microsoft is actually preparing to spin off Xbox● What Sharma's first 100 days reveal about her real strategy● Why Believer raised $55M to ship an AI plugin instead of a game● How Supercell's Metacore acquisition turned into a 70% staff cut● Why EA's new in-game ad platform might actually make sense, for once● Why microdrama apps are growing fast but can't fix their retention● Why Konami's eFootball is quietly beating FC Mobile in revenue● Why Netflix's FIFA World Cup game became an instant disaster● Why the consumer apps "threat" to gaming doesn't hold up under the dataCHAPTERS:00:42 Topics Preview02:04 Shills and Events03:01 Roblox Safety Podcast04:08 Puzzle Monthly Updates06:05 Conference Island Recap08:48 Xbox News Rundown11:49 Kress on Xbox Spinout20:07 Sharma 100 Days Analysis25:32 Believer AI Plugin29:40 Metacore Acquisition Fallout33:38 EA Advertising Debate35:02 Ads In Sports Games36:34 Why In Game Ads Failed38:08 Roblox Brand Detour40:37 Micro Drama Boom41:45 Retention And Monetization44:18 Merge Drama And Subscriptions47:57 Konami Strategy And Collabs51:03 FIFA Netflix Game Rant54:38 Consumer Apps Threat Myth58:59 Attention CPI And Webshops01:02:19 IDFA Rumor And Farewell
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Puzzle Monthly #3: Merge vs Match-3, Gossip Harbor's Rise, and the Future of Merge
Jun 1500:46:09Tap to summarizeGossip Harbor is beating Candy Crush, Merge Mansion is going to Supercell, and the Merge genre is at an inflection point.In this episode of Puzzle Monthly, we break down the real state of Merge games in 2026, from the history of the genre to why Gossip Harbor succeeded where others failed, and what the next Merge hit might look like.Topics Covered:● The history of Merge — from Tripletown to Merge Dragons to Merge 2● Merge 2 vs Merge 3: how the economies actually differ● Why Gossip Harbor surpassed Candy Crush while Merge Mansion collapsed● The no-fail-state problem and how live ops try to solve it● Board clutter, storage frustration, and persistent board design● Sensor Tower data: Travel Town vs Gossip Harbor vs Merge Mansion● Hard order labeling and whether Match 3 lessons apply to Merge● What the next Merge game should look likeCHAPTERS:01:07 Merge Takes Center Stage02:07 Origins of Merge Games02:38 Merge Two vs Three03:48 Core Loop Explained06:03 Merge Mansion vs Gossip Harbor07:54 Live Ops Without Fail States09:40 Why Merge Feels Boring11:51 Progress and Board Order15:45 Dog Quest and Board Clutter17:45 Persistent Boards and Storage19:24 Monetization Paradox20:11 What's Next for Merge21:28 Soap Opera and Generator Ideas22:12 Persistence Makes UX Hard22:48 Persistent Boards Shift23:32 Making Merge Feel Dynamic24:28 Separate Boards Live Ops25:06 Lucky Catch Event Design26:02 Battle Pass Segmentation26:38 Why Gossip Harbor Won28:17 Merge Engine Under Hood36:24 Next Genre Innovations39:00 Cannibalization By Sequels40:53 Hard Labeling For Orders43:13 Generator Overcharge Ideas44:04 Future Focus Areas44:48 Wrap Up And Farewell
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