The Gaming Playbook w/ Harry Phokou

Do indie game developers actually need publishers? After 20 years in the industry as a developer, studio founder, and publisher, Andrei Podoprigora breaks down the honest truth behind indie publishing, what makes a game fundable, and why RIGHT NOW is a once-in-a-generation window for small studios.We dig into systems-driven game design, why your Steam page is killing your wishlists, the one metric that matters more than wishlists, and the hard lessons from pitching 25+ VCs and hearing nothing but "no."Whether you're a solo dev trying to get your first game funded or a studio deciding whether to self-publish, this episode is packed with actionable insights you won't find anywhere else.Connect with Andrei:LinkedIn: https://www.linkedin.com/in/podopriguez/X: https://x.com/podopriguezWebsite: https://www.forklift.gg/Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouJoin our industry events: https://hivemind.world/Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/Chapters:00:00 Intro2:05 Andrei’s 20 years in games: dev, studio, publisher, investor5:05 Why now is still a huge opportunity for indie devs8:07 The post-COVID industry hangover explained12:03 Competition vs scarcity in indie games15:07 Why small teams make avoidable mistakes18:02 Systems-driven vs content-driven games22:00 Why systemic games are winning now25:02 Examples of successful systems-based games28:05 Why designing systems is so hard30:04 Are these the best times ever for gamers?33:00 Why gamers complain so much36:00 The brutal truth: most games fail to communicate clearly39:07 How to make your game instantly understandable on Steam42:00 The biggest misconception about publishers45:07 Why publishing is not just one gimmick48:15 Dino, indie publishers, and the Tim Bender debate50:07 How to evaluate a publisher properly53:05 Should indie devs work with indie publishers?54:26 Roleplay: what a good developer should ask a publisher first58:00 What a publisher actually does behind the scenes1:01:30 What self-publishing really means1:05:00 Why most teams underestimate marketing1:09:30 How to think about traction before signing a deal1:14:00 Building trust between devs and publishers1:18:30 Indie support, content, and using media as a funnel1:26:00 Why survival stories resonate with indie devs1:29:00 Final thoughts for indie developers

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/@hphokouInstagram: https://www.instagram.com/hphokouJoin our industry events: https://hivemind.world/Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/Chapters:00:00 Intro03:01 The state of mobile game publishing in 202607:12 Building a game in 60 days (real example)10:55 How to test game ideas quickly12:32 Designing games for long-term retention13:55 The “level 100” test for game scalability15:14 What to prepare before pitching a publisher19:19 Why a gameplay video is essential20:50 What metrics matter (retention, CPI, installs)23:40 Biggest mistakes developers make26:40 Why marketing knowledge is no longer optional28:42 Why great games still fail without visibility33:33 Organic vs paid user acquisition explained38:03 What publishers look for in teams40:30 Revenue share, recoup, and funding realities42:36 Where to find publishers in 202647:01 How to get noticed by publishers51:50 New publishing models (UA funding, SaaS publishing)56:21 Career advice for game developers01:00:15 Why rejection doesn’t mean your game is bad01:03:21 How to pitch Elena & final thoughts

What does a game studio brand really mean beyond a logo or color palette?Today, I'm joined by Anastasia Zaiceva, Chief Communications Officer at ZiMAD, who shares how strong branding shapes the identity, strategy, and growth of a game studio.We explore why branding is more than visual design and why it's the foundation that defines a studio’s values, culture, hiring strategy, player relationships, and long-term vision. From aligning internal teams to communicating clearly with players and partners, Anastasia explains how studios can build a brand that supports both creative direction and business success.If you're building a game studio, working in game marketing, or trying to grow a recognizable brand in the gaming industry, this conversation is for you.Connect with Anastasia:LinkedIn: https://www.linkedin.com/in/anastasia-zaiceva/ZiMAD's game portfolio: https://zimad.com/gamesConnect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouJoin our industry events: https://hivemind.world/Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/Chapters:00:00 Intro02:04 Why most studios misunderstand branding04:07 Brand vs logo: the real definition of a brand05:07 Should studios think about branding before building games?07:35 Why vision is the foundation of a brand10:22 The danger of chasing metrics instead of vision12:48 How branding influences internal company culture15:48 Founder influence on company culture and brand19:45 Communication channels and mid-stage company branding21:40 Content strategies that attract top talent26:59 Human stories vs AI-generated content29:20 My multi-brand strategy (Hivemind ecosystem)33:57 AI, search engines, and brand visibility36:15 Shared responsibilities in modern companies40:43 What happens when studios don’t have a brand43:50 How brand builds trust with partners and talent47:34 Player experience and emotional outcomes of games50:07 Turning brand strategy into real behaviors52:10 Using content strategy to reinforce brand identity57:13 Hiring people aligned with company vision01:01:12 Final advice on building strong brands

In this episode, I join Jonny Rose to share how I built Hivemind into a leading go-to-market marketing agency for the games industry and why in-person networking events, upskilling, and paid learning communities have been the biggest multipliers in my journey.We break down the real economics of conferences, why most people drift into careers they hate, how to escape analysis paralysis, and why confidence, not skill, is often the real bottleneck when starting a business.If you’re stuck in a job, thinking about launching a service business, or trying to level up your marketing and sales skills, this episode gives you a practical blueprint to move from learning mode to action mode.Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouConnect with Jonny:LinkedIn: https://www.linkedin.com/in/jonnysrose/Join our industry events: https://hivemind.world/Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/Chapters:00:00 Intro00:18 Why In-Person Networking Still Works Best01:14 How I Think About Creating Valuable Conversations01:50 What Real-Life Interactions Give You That Online Can’t03:06 How Conferences Actually Make Money05:15 How to Get Started in Marketing and Sales09:51 Moving From Hospitality Into a Better Career Path10:46 Choosing Your Long-Term Mission Over Your Current Situation11:01 The Risk of Drifting Through Life13:24 Why Upskilling Helps You Avoid Career Stagnation15:47 Learn First, Earn Later16:56 Why I Invested in Mentors and Courses17:35 How Learning Accelerated My Personal and Business Growth22:51 Why Community Speeds Up Progress23:11 Getting Out of the Learning Phase and Taking Action23:32 Building Confidence by Showing Real Results27:28 How My Personal Mission Grew Into a Bigger Vision31:16 The Launch of Hivemind Academy

How do you revive and regrow a 10-year-old mobile game in one of the toughest markets in gaming?Today, I'm joined by Johnny Mang, General Manager at Rovio, who breaks down how his team rebuilt Angry Birds 2 from the inside out, tackling technical debt, redesigning strategy, restructuring teams, and shifting culture to unlock sustainable growth.We explore what it really takes to turn around a live-service game, how to balance innovation with fundamentals, and why “doing the right things right” became the mantra behind Angry Birds 2’s resurgence.If you’re a game developer, product leader, mobile marketer, or founder scaling a live-service product, this episode is packed with actionable insights on strategy, execution, team alignment, and brand evolution.Connect with Johannes:LinkedIn: https://www.linkedin.com/in/johannes-mang-166323/Open positions at Rovio: https://www.rovio.com/open-positions/Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouJoin our industry events: https://hivemind.world/Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/Chapters:00:00 Intro03:14 The Rise, Peak & Reinvention of Angry Birds 204:54 The 3 Types of Debt Quietly Killing Live Service Games07:20 What Actually Changed Since Johnny Joined09:43 Why Turnarounds Usually Take Around 3 Years13:50 Why Focus Matters More Than Doing More18:17 Strategy vs Targets: What Leaders Often Confuse22:00 How to Align 80+ People Around One Clear Direction23:52 Profit, Incentives & What Really Motivates Teams29:50 The 4-Part Plan Behind the Comeback33:31 Why Fixing the Basics Changed Everything36:30 Doubling Down on Tech Debt (The Hard Call That Paid Off)39:30 How Product Improvements Made UA Profitable41:10 The Weekly Meeting That Keeps the Business on Track45:20 What Innovation Really Looks Like in Live Service47:07 Why They Paused New Game Development52:40 How to Make a 10-Year-Old Brand Relevant Again57:07 The Untapped Opportunity in Social & Community58:38 Who They’re Hiring & What Makes You Stand Out1:02:17 Final Lessons on Leadership & Rebuilding

The games industry is changing fast and not everyone is keeping up.Today, I sit down with Charlotte Cook (former Team17, Sega, Skybound, angel investor, and fractional CCO) to break down what’s really happening behind the scenes of the games industry right now.We cover why publishers are obsessed with safe bets, how greenlight decisions actually work, why most developers misunderstand publishing deals, and what it really takes to get a game signed in today’s market. Charlotte also shares hard-won lessons from transitioning into fractional and consultancy work post-COVID, navigating burnout, AI’s impact on teams, and why people, not tools, remain the biggest multiplier in games.If you’re a game developer, publisher, founder, consultant, or anyone trying to survive (and thrive) in the modern games industry, this episode will challenge a lot of assumptions.Connect with Charlotte:LinkedIn: https://www.linkedin.com/in/itscharlottecook/E-mail: charlotte@calmconsultancy.co.ukConnect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouJoin our industry events: https://hivemind.world/Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/Chapters:00:00 Intro02:15 Why the games industry feels stagnant right now03:52 Inside publisher pressure, incentives, and safe bets05:50 Leaving Team17 & starting a consultancy (twice)08:46 Navigating conferences without a big title12:00 How pitches really get judged at events14:06 Publishing myths developers still believe15:15 What publishers now expect before signing a game18:32 Financial reality vs creative ambition20:59 Why some games succeed years after launch23:09 Greenlight decisions: what actually matters26:27 Pricing strategy & why devs get it wrong28:09 IP, minimum guarantees & access problems30:21 Democratizing IP for indie developers33:23 Why people are the real multiplier in games36:01 AI, efficiency, and fear inside studios41:32 Fractional work: pros, cons & survival tips43:56 Burnout, energy cycles & working for yourself48:58 Building community as an independent operator52:04 Consultants, stigma & industry perception56:55 Risk, creativity & the future of games57:21 What Charlotte does as Fractional CCO day-to-day

Why do 90% of games fail, even when the game itself is good?Today, I sit down with Robbie Ferguson, Co-Founder at Immutable, to break down the real data-backed reasons most games never make their money back, and what the top-performing studios do differently.Robbie shares insights from 690+ funded game launches, explains why Steam wishlists are often misleading, and reveals how pre-launch audience warming, cohort quality, and lifecycle marketing determine whether a game succeeds or dies quietly.If you’re a game founder, marketer, indie dev, publisher, or investor, this is a must-watch breakdown of modern game economics and launch strategy.Connect with Robbie:LinkedIn: https://www.linkedin.com/in/robbieferguson/Website: https://www.immutable.com/free-demo-campaignConnect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouJoin our industry events: https://hivemind.world/Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/Chapters:00:00 Intro01:40 What Immutable actually does (beyond “Web3”)02:59 690+ funded game launches & why most fail03:38 Why Robbie is still obsessed with fixing game launches05:24 Why marketing efficiency matters more than game quality09:48 Why sending traffic straight to Steam is a mistake13:01 Predicting player spend before launch16:12 Doubling wishlists AND conversion rates17:37 The #1 pre-launch mistake devs make19:24 What an optimal modern marketing team looks like21:25 Personalisation, AI, and player archetypes23:19 What a “whale” actually looks like (surprising answer)25:23 AI, oversupply, and the future of game distribution27:10 Apple tax, margins, and why economics are changing29:00 Why “Web3 games” is the wrong framing32:14 Why AAA studios are shifting to influencer marketing36:20 East vs West: how Asia builds and tests games differently39:55 Using launch data to raise funding44:09 Robbie’s hardest lessons building Immutable47:20 Identifying and solving business constraints52:36 Should founders spend time pitching publishers?54:28 Robbie’s real motivation & long-term vision

Building great teams is harder than building great products.Today, I sit down with Ionuț Codreanu, Head of Studio at Funcom and veteran of titles like Assassin’s Creed and Dune: Awakening, to break down what actually makes teams work in game development and beyond.We explore hiring mistakes founders make early, why “rockstar” employees often fail long-term, how to build a strong core team, and what remote work during COVID really changed inside studios. You’ll also hear practical advice on hiring, culture, leadership conflict, market validation, and how aspiring developers can break into the industry today.Whether you’re building your first team, scaling a game studio, or trying to break into game development, this episode gives you real, battle-tested insight; no theory, no fluff.Connect with Ionut:Website/LinkedIn: http://ionutcodreanu.ro/Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouJoin our industry events: https://hivemind.world/Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/Chapters:00:00 Intro02:35 What a Head of Studio actually does day-to-day04:52 What “building a team” really means in game studios07:28 The biggest hiring mistake founders make09:38 Culture fit vs skills: where most hires go wrong16:34 Competitive personalities & cultural mismatch17:30 Why hiring people “like you” works (and when it fails)20:14 Profiling candidates: red flags, yellow flags, honesty25:09 Rockstar employees: worth it or not?26:47 When imperfect hires are unavoidable28:31 How COVID & remote work changed team dynamics34:33 What a “core team” really is (and why it matters)36:38 Indie studios vs big studios: who’s actually right?38:05 Producers, managers, and shipping games39:30 Creative vs product conflict inside studios41:58 How to handle disagreement without breaking teams50:14 The biggest mistakes studios make53:16 Why “fun” is the most misunderstood concept in games58:41 Breaking into the games industry today01:04:03 Unreal vs Unity & industry shifts01:06:55 Final advice on leadership and team building

How do you actually get your game discovered in 2026, without killing creativity?In this episode, I sit down with Frode Krisner, Founder and Co-CEO at Gameopedia, the hidden data layer powering discovery for YouTube, Google, Amazon, Samsung, and others, reaching over a billion gamers every year.We explore how game discovery really works, why genre is breaking down, how emotional data beats tags, and how AI can amplify creativity instead of replacing it.If you’re a game developer, founder, publisher, investor, or strategist, this episode will permanently change how you think about discovery, data, and creativity in games.Hivemind: B2B Gaming EventsCurated roundtable mixers for founders and executives in the games industry.Food and drinks provided.2026 event calendar now live.https://hivemind.world/Connect with Frode:LinkedIn: https://www.linkedin.com/in/frode-krisner-87692b6/Website: https://gameopedia.com/Lumos: https://asklumos.com/Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouGet exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.comChapters:00:00 Intro02:15 Why Gameopedia exists and what it actually does04:03 How gaming saved Frode’s life06:27 How data actually decides which games get discovered09:16 Lumos: turning game data into real developer decisions11:30 How Gameopedia actually works behind the scenes14:04 How specific features shape a game’s success or failure17:08 When data helps creativity — and when it ruins it20:28 Why most developers compare against the wrong games22:54 When data-driven thinking actually hurts innovation25:33 How publishers and investors really judge games26:32 Using data to strengthen your pitch (not fake it)28:05 Catching fatal game mistakes before it’s too late33:10 Why game tagging is broken (and genres don’t help)38:34 Making serious game data accessible to indie devs42:19 Why players don’t choose games by genre48:48 How broken tagging systems hurt discovery54:17 The Gameopedia flywheel explained59:32 Building a company with extreme time and energy limits01:06:01 Hiring great people (and what founders get wrong)01:15:55 The best interview question founders should ask01:18:51 Leadership, suffering, and self-reflection01:24:03 Asking for help without losing authority01:26:19 Facing fear to unlock growth01:35:53 Why caring about people actually matters

The traditional game publisher model is breaking, and indie developers are feeling it first.Today, I'm joined by Dino Patti, co-founder of Playdead, creator of Limbo & Inside, and CEO of coherence. Dino explains why publishers are losing relevance, how developers can build momentum without giving away 50% of their revenue, and what the future of multiplayer games really looks like.If you’re an indie game developer, studio founder, or thinking about working with a publisher, this episode will save you years of mistakes.Connect with Dino:LinkedIn: https://www.linkedin.com/in/dinopatti/X: https://x.com/DinoPattiWebsite: https://coherence.io/Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokouJoin our industry events: https://hivemind.world/Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.comChapters:00:00 Intro02:20 Why the old publisher model is breaking04:03 Publishers vs marketing agencies (hard truth)05:34 What publishers actually do (and don’t)08:09 Why VCs struggle to invest in games11:00 The real cost of giving up 50% revenue14:00 What developers need before asking for funding15:55 Marketability, “spark,” and why most games fail18:10 Feedback traps & why publishers aren’t validators20:36 Survivor bias in indie success stories22:44 Vampire Survivors multiplayer explained25:55 Making single-player games multiplayer fast27:12 The future of hybrid multiplayer games31:54 Selling a studio, regret, and loss of purpose37:09 Buying the studio back & what went wrong39:44 The biggest mistake when choosing co-founders43:25 Family businesses, trust & worst-case planning46:49 Who shouldn’t start a company47:39 Learning business without formal education55:29 What’s next for coherence57:04 Building companies that build companies58:50 Final thoughts & where to find Dino