The Gaming Playbook w/ Harry Phokou #62 - Elena Lobova: Mobile Game Publishing in 2026 and What Publishers Really Want
Learn how mobile game publishing really works in 2026, from user acquisition costs to what publishers actually look for when funding games.
Today, I'm joined by an industry expert, Elena Lobova (Head of Strategic Partnerships at Burny Games), who breaks down the realities of mobile game publishing, why most games fail, and how developers can stand out in a hyper-competitive market.
We cover everything from securing a publisher to understanding UA and avoiding the biggest mistakes that kill game launches.
If you're a mobile game developer, indie studio, or just curious about how top publishers operate, this episode is for you.
Connect with Elena:
LinkedIn: https://www.linkedin.com/in/olenalobova/
Website: https://www.burny.games/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
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Chapters:
00:00 Intro
03:01 The state of mobile game publishing in 2026
07:12 Building a game in 60 days (real example)
10:55 How to test game ideas quickly
12:32 Designing games for long-term retention
13:55 The “level 100” test for game scalability
15:14 What to prepare before pitching a publisher
19:19 Why a gameplay video is essential
20:50 What metrics matter (retention, CPI, installs)
23:40 Biggest mistakes developers make
26:40 Why marketing knowledge is no longer optional
28:42 Why great games still fail without visibility
33:33 Organic vs paid user acquisition explained
38:03 What publishers look for in teams
40:30 Revenue share, recoup, and funding realities
42:36 Where to find publishers in 2026
47:01 How to get noticed by publishers
51:50 New publishing models (UA funding, SaaS publishing)
56:21 Career advice for game developers
01:00:15 Why rejection doesn’t mean your game is bad
01:03:21 How to pitch Elena & final thoughts