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
56episodes
Episodes
Newest firstAll episodes
Match Masters' Influencer Marketing Playbook: 8 Years of Always-On Growth
3d ago00:46:49Tap to summarizeMost studios still treat influencer marketing as an experiment. Match Masters, a top 150 grossing game globally, has run it as a permanent growth pillar for 8 years. Jen Donahoe sits down with Candivore's Aviv Vidro and consultant Marion Balinoff to break down the playbook behind one of mobile gaming's most disciplined influencer programs.Studios that treat influencer as a permanent pillar see compounding returns. The ones that test once and cut the channel watch their installs decline 2.7x faster. Aviv walks through Candivore's 8 year always on model, the blitz approach where 20 creators go live on the same day, and the product marketing funnel his three person team built around creators. Dedicated welcome pop ups, skill based leaderboard giveaways with tangible prizes, and retargeting mechanics that drive 6x higher in app purchases from returning players.Marion breaks down why the standard 24 hour click window is broken for influencer content, why 7 days is the floor, and why day 365 installs run 75% higher than day 30. The two also tackle vertical testing (true crime crushed it for Match Masters with female audiences aged 30 to 55, tech reviewers flopped), country penetration strategy, why TikTok still doesn't work for performance, and where influencer marketing ends and UGC begins.If you've ever been told influencer marketing doesn't work after a single test campaign, send this episode to your CMO.
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TWIG #385: $100M for Indies, Lilith Goes Casino, Google Play Changes and Toon Blast Breaks Bad
1w ago01:01:12Tap to summarizeGriffin just handed $100M to indie developers, Lilith is back with a pachinko creature collector that's turning heads, and Toon Blast hired Gus Fring for reasons that actually make sense.In this episode, we break down:● Griffin Gaming Partners' $100M indie fund and why project financing beats VC math for games● Why the tourists are gon,e and the OG gaming VCs are back● Embracer's endless restructuring and the Fellowship Entertainment spin-off● The full Embracer collapse timeline, 44 studios closed, 80 projects canceled● Google Play's AI-powered game discovery and what it means for your ASO strategy● Why keyword stuffing is dead and how to write for Gemini● Clash of Critters: Lilith's pachinko-core creature collector and the casualization of mid-core● Why Chinese studios didn't invent advanced casual — they just perfected it● Monopoly Go's decline and what levers Scopely has left● Coin Master Board Adventure vs Monopoly Go, is there any real competition?● Toon Blast's Gus Fring campaign and whether celebrity UA still moves the needle● Why re-onboarding lapsed players matters as much as acquiring new onesCHAPTERS:01:39 Banter Roblox and Xbox Takes02:47 Roundtable Events and Consulting Talk05:14 Quick Correction It Takes Two07:20 Google I O Play Updates10:58 ASO SEO for AI Debate14:01 Griffin Fund for Indies17:57 Why VC Math Broke21:10 Embracer Splits Again24:13 Embracer Fallout and Asset Timeline29:02 Mobile Game Data Setup29:30 Lilith Clash of Critters Deep Dive30:25 Portfolio Reality Check30:49 Grim Metrics Decline31:33 Pachinko Creature Collector32:35 Gacha And Meta Layers35:27 Why It Works Now38:01 Advanced Casual Debate41:19 Graphics And Monetization44:25 Coin Master Vs Monopoly Go48:08 Franchising And Growth Levers55:38 Toon Blast Celebrity UA01:00:21 Wrap Up And Next Week
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The Brutal Truth About Gaming Consulting Nobody Talks About
1w ago01:04:27Tap to summarizeThe gaming industry has seen 24,000+ layoffs in 2024–2025 alone, and a wave of new consultants has followed. But how many of them actually chose this path?Michail Katkoff sits down with John Wright to unpack the raw, honest reality of gaming consulting: the anxiety, the income rollercoaster, the identity crisis, and the strategies that actually work.In this episode, we break down: ● Why 70% of gaming consultants are in survival mode (not thriving)● The psychological shift from exec to consultant, and why it's harder than it looks● How to avoid "doing yourself out of a job" when you succeed● The pipeline trap: when to walk away from a lead● Equity vs. cash: the risk of taking options over fees● Why fractional work is the key to staying sharp● How to build your personal brand before you need it● Who consulting is NOT for
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TWIG #384: Turkey Raises Capital & the West Cuts Jobs, Xbox's Leadership Moves, and Roblox's Pivot
2w ago00:55:59Tap to summarizeTurkey's game industry is overheating, Xbox just hired a chief strategy officer that has the panel in meltdown mode, and Roblox is betting big on a HD pivot that could blow up in their face.In this episode, we break down:● Why Turkey is dominating the gaming landscape and what's fueling its growth● The talent shortage threatening Turkey's gaming boom● Why West Coast game development costs are becoming unsustainable● Xbox's sweeping leadership shakeup and what it signals● Why bringing in non-gaming tech executives won't fix Xbox's core problem● Matthew Ball joining Xbox as Chief Strategy Officer, and why Kress is losing his mind● Whether Xbox's real problem is content, platform, or leadership● Why Roblox's push into HD content may be fundamentally misaligned with its audience● The failure of AAA-style games on Roblox and what it reveals about the platform● Whether Roblox's Incubator and Jumpstart programs can actually attract the right developers● The tension between monetizing a young, income-capped audience and growing into a new one● Arc Raiders' content update slowdowns and what it means for the West● Why child safety compliance is becoming a bigger issue for game platformsCHAPTERS:01:34 Shilling And Updates02:56 Shooter Monthly Check In05:31 Corrections And Credits07:24 Istanbul Event Recap12:24 GamesBeat LA Highlights16:32 Supercell NA Rumors20:21 Xbox Leadership Shakeup24:28 Xbox Content Crisis25:42 Talent Exodus Warnings28:04 Matthew Ball Shock Hire33:39 Predicting the Ball Playbook37:28 Roblox HD Pivot Risks38:44 Wall Street Versus Virality41:06 Three Reasons It Wont Work45:41 Incubator Programs Reality49:44 Frontlines AAA Lesson53:09 Monetization Limits Debate54:33 Safety Tools And Wrap Up
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Shooter Monthly #7: Marathon’s Collapse, Apex’s Comeback, & Disney’s Extraction Shooter
2w ago00:53:15Tap to summarizeMarathon’s player numbers are collapsing, Apex Legends is surging again, and rumors suggest Disney may be entering the extraction shooter genre.In this episode, we break down:● Why Marathon’s retention and onboarding may be fundamentally broken● Whether Bungie can still save Marathon● How Arc Raiders became the first mainstream extraction shooter hit● Why extraction shooters still struggle with accessibility● The debate around wipes, PvP pressure, and economy design● Why Apex Legends is suddenly exploding again in DAU● How Apex keeps balancing casual and hardcore players● The hidden importance of movement and traversal in shooters● Why Apex’s live service design is still among the best in gaming● The rise of bots, softer matchmaking, and more accessible BR systems● Why Disney may be working on an extraction shooter● Whether sci-fi shooters are still too niche for mainstream success● Why the extraction shooter genre may still be in its early evolutionCHAPTERS:03:11 Marathon In Trouble06:30 Why Players Bounce08:23 Saving Marathon09:42 Onboarding Versus Difficulty11:08 Marketing Retention Reality15:32 Cryoarchive Endgame Explained17:01 Tarkov Side Project Reveal22:46 Arc Raiders Update Check27:21 Live Service Reengagement30:10 Why Arc Raiders Clicks31:44 Accessibility Push Needed33:23 Sandbox Health Ideas36:19 Apex Season Surge39:02 Movement and Progression42:33 Market Forces and China46:35 Bots and Softer BRs49:02 Disney Extraction Rumor50:35 Star Wars and Fortnite Link52:21 Wrapping Up
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UA Monthly #4: Freecash Android Comeback, Mistplay Goes All In & Can Anyone Stop AppLovin?
2w ago00:58:06Tap to summarizeJohn Wright and Vincent join Josh Chandley for the monthly deep-dive into what's actually moving the needle in mobile user acquisition.Questions we answer in this episode:● Is Sensor Tower now a monopoly, and should you be worried about pricing?● Why did Google reinstate Freecash but Apple still won't?● Is there one person at Apple secretly controlling which apps live and die?● Is Misplay buying its way to relevance, or is this a smart strategic pivot?● Does Misplay have a window to capitalize on Freecash's iOS ban?● AppLovin added more revenue this quarter than all of Unity's ad networks combined, so why are we still comparing them?● Can anything, or anyone, actually stop AppLovin at this point?
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TWIG #383: Turkey Dominates Puzzle Games, Royal Kingdom’s Struggles, and Playtika’s Big Shift
3w ago01:00:30Tap to summarizeSupercell enters the toy business, Playtika fully embraces casual games, and Turkey’s puzzle game machine keeps printing hits and billion-dollar studios.In this episode of TWIG, Jen is joined by Adam, Phill, and LT to break down the biggest stories in mobile games, from Grand Games’ massive $70M raise to the deeper economics behind hybrid casual, DTC monetization, and why puzzle games are evolving beyond traditional match-3 design.Topics Covered:● Grand Games raises $70M, and why Turkey has become the world’s most concentrated puzzle game ecosystem● How government subsidies, repeat founders, and UA rebates are fueling Turkey’s gaming flywheel● Why hybrid casual puzzle games are breaking classic casual game design rules and still winning● Playtika shifts away from social casino and doubles down on casual hits like Disney Solitaire● Royal Kingdom’s aggressive celebrity UA campaign and whether it actually moved the needle● Royal Match quietly launches web shop payments and new event monetization systems● Why DTC revenue is becoming critical for casual mobile games● The “worldification” of live service games after Genshin Impact and whether open worlds are sustainable● Sega and Rovio are restructuring after disappointing mobile performance and failed synergy bets● Supercell partners with Spin Master for Clash and Brawl Stars toys● Angry Birds teams up with Subway Surfers in a new crossover event● Wordle gets a TV show because apparently everything becomes IP nowCHAPTERS: 00:13 Welcome and Episode Lineup02:08 Health Updates and Travel Plans03:03 Adam Check-In and AI RAG Tool05:25 DOF Roundtables Announcement08:55 Gran Games Funding Breakdown09:49 Turkey Puzzle Flywheel12:04 Hybrid Casual Design Debate23:47 Emotional States in Puzzle Play26:30 Playtika Shifts to Casual28:30 Playtika pivots casual29:55 D2C Mix hits 40%30:47 Royal Kingdom check-in32:44 Cannibalization and UA blitz35:11 Match 3 needs weird38:01 Royal Match goes web shop42:54 Worldification debate49:41 AI and open worlds50:50 Quick hits Wordle and toys54:18 Rovio Sega restructure59:40 Wrap-up and goodbye
Transcribe →From Mobile Games to Apps: Play Ventures $500M Fund
3w ago00:53:37Tap to summarizeWhy are gaming VCs shifting capital to consumer apps? In this episode, Henric Suuronen and Harri Manninen, founding partners of Play Ventures, one of gaming's top venture funds with $500 million under management and over 100 portfolio companies, break down how they evaluate founders, why they require a two-year vesting cliff, and what co-founder conflict really looks like from the investor side. We discuss the venture capital math behind gaming startup funding, why consumer apps trade at higher multiples than games, how to read founder chemistry during a pitch, and what Play Ventures looks for in early-stage teams from Istanbul to Singapore. A personal conversation between friends who funded my startup, Savage Game Studios, before its acquisition by PlayStation.CHAPTERS: 01:54 From Mobile Games to Apps08:04 Backing Younger Hungry Teams10:45 Founder Dynamics Due Diligence15:54 Reading Founder Chemistry20:44 Giving Clear Nos and Feedback26:22 Board Truths and Founder Conflict32:31 Impulsive Founder Decisions35:54 Early Stage VC Role41:48 Ecosystem Golden Eras45:25 Scaling the VC Firm49:41 Culture Without Hierarchy55:14 Closing, Thanks, and Wrap
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TWIG #382: Merge Mansion Falls, Xbox Fires the Wrong People, and the Math That Killed Gaming VC
4w ago01:03:06Tap to summarizeSupercell absorbs Merge Mansion, Xbox fires its veterans and hires from Instacart, and the math behind gaming's VC collapse finally gets laid out in full.In this episode of TWIG, Mishka is joined by Josh Chandley, John Wright, and Ethan Levy to break down the biggest moves in games this week, from Finland's most beloved merge studio quietly running out of road to why gaming VC funding has dropped 95% since 2021.Topics Covered:● Supercell acquires Metacore and why a profitable $30M a month game still couldn't survive● What the 70% layoffs tell us about liveops competition and the limits of celebrity UA campaigns● Xbox replaces 24-year veterans with Instacart execs, and whether growth engineering can fix a content problem● GameStop bids for eBay with no synergy pitch and why the meme stock era never really ended● Roblox voluntarily takes a billion dollar hit on bookings and why it might be the smartest long-term bet in the room● The math that broke gaming VC funding, from $12.5B in 2021 to $627M in H1 2025 and what founders should do insteadCHAPTERS:00:00 Cold Open Jail Joke00:11 Meet the Hosts01:47 Episode Headlines02:21 Theme Park Mario Talk03:13 Line Monetization Schemes04:40 Istanbul Events Plug05:37 Consulting Shoutout07:03 Supercell Buys Metacore08:38 Metacore Rise and Stumble10:51 UA Cuts and Layoffs20:00 Strategic Investor Dynamics23:14 Xbox Leadership Shakeup24:42 Game Pass and Content Gap26:48 Microsoft IP Live Service Vision28:59 Xbox IPs Need Long Runs29:55 GameStop Buys eBay Meme32:22 Roblox Safety Overhaul Fallout35:32 Age Verification Debate37:02 Roblox Monetization and 18 Plus43:03 Ustwo Cuts Costs Reality45:16 Freelancers Bands Model47:25 Premium Math Doesn't Work51:19 VC Funding Math Broke59:06 Is This the New Normal01:01:56 Wrap Up and Thanks
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TWIG #381: Xbox Loses the Plot, Ubisoft on Life Support & Western Gaming's Darkest Take
Apr 3001:01:47Tap to summarizeXbox doubles down on a DAU strategy with no real plan to get there. Ubisoft keeps cleaning house while its franchises collect dust. And the most doom-and-gloom post ever written about the games industry lands on LinkedIn, and it's hard to argue with.Topics Covered:● Xbox's public memo: Rebranding back to Xbox, shifting to DAU as a north star● UK games subsidies: £28.5 million, three funding tracks, and why Turkey is still running laps around everyone● Ubisoft Canada shakeup: Four big departures, Assassin's Creed Hex in trouble, and why Tencent might be the only real solution● Marvel Rivals vs Overwatch 2● China vs the West: The structural advantages nobody talks about and what Western developers can actually do about it● The doom post: 10 reasons western gaming is structurally uninvestible, and where the guys agree and push backCHAPTERS:00:20 Show Intro and Agenda01:35 Boys Only Banter02:56 Shills04:03 Istanbul Trip Plans04:38 Division Resurgence Update07:59 Xbox Memo Breakdown17:33 UK Games Subsidies23:45 Fortnite Shampoo Ads26:55 Habi's New Game30:58 PC Pivot Reality Check32:06 China Publishers Paper Tigers32:42 Marvel Rivals vs Overwatch34:47 Blizzard Momentum Update37:24 Ubisoft Canada Shakeup43:59 Why China Dominates Mobile46:29 Creativity vs Pragmatism50:23 Game Industry Doom List
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