The Gaming Playbook w/ Harry Phokou

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/
Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
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

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/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/

Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
02:04 Why most studios misunderstand branding
04:07 Brand vs logo: the real definition of a brand
05:07 Should studios think about branding before building games?
07:35 Why vision is the foundation of a brand
10:22 The danger of chasing metrics instead of vision
12:48 How branding influences internal company culture
15:48 Founder influence on company culture and brand
19:45 Communication channels and mid-stage company branding
21:40 Content strategies that attract top talent
26:59 Human stories vs AI-generated content
29:20 My multi-brand strategy (Hivemind ecosystem)
33:57 AI, search engines, and brand visibility
36:15 Shared responsibilities in modern companies
40:43 What happens when studios don’t have a brand
43:50 How brand builds trust with partners and talent
47:34 Player experience and emotional outcomes of games
50:07 Turning brand strategy into real behaviors
52:10 Using content strategy to reinforce brand identity
57:13 Hiring people aligned with company vision
01:01:12 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/@hphokou
Instagram: https://www.instagram.com/hphokou
Connect 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 Intro
00:18 Why In-Person Networking Still Works Best
01:14 How I Think About Creating Valuable Conversations
01:50 What Real-Life Interactions Give You That Online Can’t
03:06 How Conferences Actually Make Money
05:15 How to Get Started in Marketing and Sales
09:51 Moving From Hospitality Into a Better Career Path
10:46 Choosing Your Long-Term Mission Over Your Current Situation
11:01 The Risk of Drifting Through Life
13:24 Why Upskilling Helps You Avoid Career Stagnation
15:47 Learn First, Earn Later
16:56 Why I Invested in Mentors and Courses
17:35 How Learning Accelerated My Personal and Business Growth
22:51 Why Community Speeds Up Progress
23:11 Getting Out of the Learning Phase and Taking Action
23:32 Building Confidence by Showing Real Results
27:28 How My Personal Mission Grew Into a Bigger Vision
31:16 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/@hphokou
Instagram: https://www.instagram.com/hphokou
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 Intro
03:14 The Rise, Peak & Reinvention of Angry Birds 2
04:54 The 3 Types of Debt Quietly Killing Live Service Games
07:20 What Actually Changed Since Johnny Joined
09:43 Why Turnarounds Usually Take Around 3 Years
13:50 Why Focus Matters More Than Doing More
18:17 Strategy vs Targets: What Leaders Often Confuse
22:00 How to Align 80+ People Around One Clear Direction
23:52 Profit, Incentives & What Really Motivates Teams
29:50 The 4-Part Plan Behind the Comeback
33:31 Why Fixing the Basics Changed Everything
36:30 Doubling Down on Tech Debt (The Hard Call That Paid Off)
39:30 How Product Improvements Made UA Profitable
41:10 The Weekly Meeting That Keeps the Business on Track
45:20 What Innovation Really Looks Like in Live Service
47:07 Why They Paused New Game Development
52:40 How to Make a 10-Year-Old Brand Relevant Again
57:07 The Untapped Opportunity in Social & Community
58:38 Who They’re Hiring & What Makes You Stand Out
1:02:17 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: [email protected]
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/

Get exclusive podcast recaps & industry insights:
→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/
Chapters:
00:00 Intro
02:15 Why the games industry feels stagnant right now
03:52 Inside publisher pressure, incentives, and safe bets
05:50 Leaving Team17 & starting a consultancy (twice)
08:46 Navigating conferences without a big title
12:00 How pitches really get judged at events
14:06 Publishing myths developers still believe
15:15 What publishers now expect before signing a game
18:32 Financial reality vs creative ambition
20:59 Why some games succeed years after launch
23:09 Greenlight decisions: what actually matters
26:27 Pricing strategy & why devs get it wrong
28:09 IP, minimum guarantees & access problems
30:21 Democratizing IP for indie developers
33:23 Why people are the real multiplier in games
36:01 AI, efficiency, and fear inside studios
41:32 Fractional work: pros, cons & survival tips
43:56 Burnout, energy cycles & working for yourself
48:58 Building community as an independent operator
52:04 Consultants, stigma & industry perception
56:55 Risk, creativity & the future of games
57:21 What Charlotte does as Fractional CCO day-to-day