Deconstructor of Fun Meta Is Back in the Game. Here's What That Actually Means.
Mar 2, 2026
Guy Meiboom, Meta’s US/EMEA Gaming Director who rebuilt Meta’s gaming org after ATT. He explains why Meta had to restructure, how creative velocity and algorithmic reach now drive UA, and why geo lift and incrementality testing matter. Practical talk on funding UA, avoiding attribution traps, and the behavioral shifts studios must make to scale.
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ATT Broke Old UA Benchmarks
- ATT shocked Meta and the industry, making prior UA performance benchmarks invalid overnight.
- Guy Meiboom explains Meta didn't abandon gaming; the privacy shift simply broke existing measurement/optimization and required rebuilding.
Recreating Meta's Dedicated Gaming Org
- Meta moved gaming out of country teams back into a dedicated global gaming org to better align product and developer feedback.
- Guy describes rebuilding the gaming team in London to restore product integrations and industry-specific benchmarks.
Build A High Velocity Creative Factory
- Invest heavily in creative velocity: build a factory that produces many diverse creatives at high speed.
- Guy says success often comes from new creatives and recommends producing lots of radically different variants.