Hivemind World Show

How do you find winning mobile game ads?
The Hivemind Show is a new panel series hosted by Zhanna Tushkina, Growth Consultant at Hivemind, bringing together experts from across the games industry to share what's working, what's not, and what they're learning along the way.
In this first episode, we bring together four mobile game marketing experts from Playducky, ZiMAD, SocialPeta, and Admiral Media to discuss what actually works in user acquisition, AI-generated creatives, and scaling mobile games.
The panel explores what makes ads perform, why the first three seconds matter, playable ads, fake gameplay ads versus player retention, and how long to test a creative before deciding whether it's a winner.
Connect with the guests:
Alena: https://www.linkedin.com/in/alena-filimonova-barmatova-2793559b/
Egor: https://www.linkedin.com/in/ep-al/
Summer: https://www.linkedin.com/in/summer-liuxiangjun-socialpeta/
Margarita: https://www.linkedin.com/in/margarita-%F0%9F%94%9C-business-of-apps-dagaeva-22189814b/
Connect with Zhanna:
LinkedIn: https://www.linkedin.com/in/zhannatushkina/
YouTube: https://www.youtube.com/@HivemindWorld
Instagram: https://www.instagram.com/zhannatushkina/
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:
0:00 Intro
7:23 What Makes a Winning Mobile Game Ad in 2026?
12:24 The AI-Generated Ad That Became a #1 Scaling Creative
15:04 Why There's No Universal Winning Ad Formula
18:25 Creative Trends: AI, Hooks & Faster Iterations
22:16 Fake Gameplay Ads vs Player Retention
27:34 What's Working: Gameplay Videos & Playable Ads
31:08 How Changing the First 3 Seconds Saved a Failing Ad
32:34 Creative Testing: Finding & Scaling Winners
35:48 How Long Should You Test an Ad?
36:36 Segmentation & Personalization in Mobile Gaming
43:12 Using AI & Competitor Data to Improve Creatives
46:23 Targeting Players Through Different Motivations
48:38 Personalizing the Experience After Installation
53:42 Custom Product Pages & Smarter UA Targeting
55:47 Habits That Help Game Marketers Succeed
58:20 Learning From Mistakes & Improving Marketing Results
1:03:12 Building a Weekly Routine for Better Decisions
1:06:09 Final Thoughts & Key Takeaways

How can you tell whether players want your game before spending years building it?
Today, I'm joined by Kirill Oreshkin, Co-founder and CEO of Polden Publishing, who explains how his team tests indie game ideas through two-week influencer campaigns and Steam wishlists before deciding which games to sign.
We also discuss how to validate game ideas with trailers, market games on Steam using TikTok and YouTube Shorts, and decide between self-publishing and working with a publisher.
If you're an indie game developer or studio founder looking to validate your next game, attract more players, or improve your chances of getting signed by a publisher, this episode is for you!
Connect with Kirill:
LinkedIn: https://www.linkedin.com/in/kiroreshkin/
Website: polden.gg
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/phokou/
YouTube: https://www.youtube.com/@UCtZBNcgtKJR2NtGct3-cFWg
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

0:00 Intro
4:10 How Polden tests game ideas in just 2 weeks
7:11 Why other publishers don't run marketing tests
11:14 How game publishing deals work
13:44 Self-publishing vs working with a publisher
16:49 What actually works for marketing games on Steam
20:11 TikTok, YouTube influencers and Steam demos
22:16 How to price indie games on Steam
24:20 What makes a friendslop game?
25:37 Paid influencers vs organic content
28:10 Why Steam wishlists aren't enough
30:55 How Polden runs playtests and collects feedback
34:04 Can you test a game idea with just a trailer?
36:34 The limits of validating game ideas early
40:30 Polden's future and AI in game development
45:01 Funding games and managing investor risk
47:15 Emerging Steam trends: Simulators and incremental games
52:37 What does it take to start a game publisher?
55:06 The 3 things Polden looks for in a game
1:00:45 Steam wishlist-to-sales benchmarks
1:02:46 DLC vs free updates for indie games
1:03:38 Final advice for game developers

Today I’m joined by Jakob Berglund, founder of Atlas One, who spent over 11 years at King and later worked on MONOPOLY GO! at Scopely.
We talk about turning game analytics into better decisions, identifying what actually drives player retention and revenue, and comparing the value of new features against technical debt. We also explore why more data and AI-generated insights don't necessarily lead to better decisions.
If you’re a game developer, producer, analyst, or studio leader trying to figure out what deserves your attention, this episode is for you.
Connect with Jakob:
LinkedIn: https://www.linkedin.com/in/hi-jakob-berglund/
Website: http://www.atlas1.one
Email: hello@atlas1.one
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/phokou/
YouTube: https://www.youtube.com/@UCtZBNcgtKJR2NtGct3-cFWg
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:
0:00 Intro
2:52 Problem-solving and Jakob's early work at King
5:45 Why more data doesn't mean better decisions
9:14 Finding the real drivers behind game metrics
11:12 How King uncovered a hidden cause of player churn
14:00 Business context, correlation, and causation
18:43 How to measure and compare business value
22:00 Using constraints to decide what to prioritize
25:15 Comparing the value of different opportunities
30:35 Why companies need to validate their estimates
33:34 Turning data into actionable decisions
37:54 Why rough estimates beat false precision
41:56 How every role contributes to business value
47:07 Comparing recurring costs with new game features
50:15 Using retrospectives to identify recurring problems
55:03 Assigning value to the causes of problems
58:33 Atlas One: Building a better decision engine
1:02:49 Why AI needs business context

Today I'm joined by Guy Costantini, Co-founder and CEO of Chaos Manufacturing, who's spent over 15 years in game publishing, marketing and studio leadership, including roles at Riot Games, CD Projekt Red and Skydance.
We talked about how the games industry has become a buyer's market, why publishers and investors increasingly want to see playable games and proven traction before committing funding, and what that means for developers trying to get their games made. Guy also shares how he's building SOL Shogunate while keeping costs under control, why getting the scope of your game right matters, and how to balance making something you believe in with making something people will actually buy.
If you're a game developer, studio founder or publisher navigating game funding and publishing, this episode offers a practical look at what it takes to get a game made and bring it to market.
Connect with Guy:
LinkedIn: https://www.linkedin.com/in/gcostantini/
Check out these games:
SOL Shogunate: https://store.steampowered.com/app/3219360/SOL_Shogunate/
Game of Thrones: War for Westeros: https://store.steampowered.com/app/2838950/_/
Mouse P.I. for Hire: https://store.steampowered.com/app/2416450/_/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/phokou/
YouTube: https://www.youtube.com/@UCtZBNcgtKJR2NtGct3-cFWg
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:
0:00 Intro
3:46 Building a Game Studio on a Lean Budget
6:29 Why Understanding Your Market Matters
10:12 The Risks of Game Funding and Overspending
14:30 Why Game Funding Has Become a Buyer's Market
17:03 Do Indie Developers Still Need Publishers?
23:41 What Publishers Look for Before Investing
26:27 Job Security and Leadership in the Games Industry
30:30 Why Publishers Cancel Games
32:39 How Game Publishing Deals and Milestones Work
38:14 Managing Risk in Game Development
41:30 Finding Alternative Sources of Game Funding
44:40 Equity Financing vs. Project Financing
46:23 What It Takes to Get a Game Funded Today
49:36 Why Investors Prefer Lower-Risk Games
51:14 Balancing Creative Vision With Commercial Success
53:36 Why Guy Had to Rethink His Game's Scope
55:07 Why Constraints Can Lead to Better Games
58:11 What Does It Take to Start a Game Publisher?
1:01:22 Why Game Marketing and Audience Building Matter
1:05:49 Alternative Game Publishing Models
1:08:07 The Future of the Games Industry
1:11:22 Finding Your Advantage in the Games Industry
1:13:16 SOL Shogunate and Closing Thoughts

Today I’m joined by Teemu Haila, Co-Founder and Chief Product Officer at Metaplay. Teemu has spent more than 20 years in game development, co-founded PlayRiven before its acquisition by Rovio, and now works at the intersection of AI and live service game development.
We talk about how AI agents are already changing the way games are built and run, including a real example where work that previously took two engineering teams two months was completed by one developer using AI in two weeks. We also cover AI-powered game testing, faster iteration, how much smaller game teams could become, and why LiveOps needs to be designed into a game from the very beginning.
If you’re a game developer, studio founder or publisher trying to understand how AI will change the way games are built, tested and operated, then this episode is for you!
Connect with Teemu:
LinkedIn: https://www.linkedin.com/in/teemuhaila/
Website: https://www.metaplay.io/lp/multiplayer-live-service-game
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/phokou/
YouTube: https://www.youtube.com/@UCtZBNcgtKJR2NtGct3-cFWg
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:
0:00 Intro
1:52 Teemu Haila joins the podcast
3:41 Why AI gives generalists an advantage
5:53 How AI is changing LiveOps
11:09 The 30x AI game development example
15:31 How AI could transform game testing
21:50 How much smaller can game teams become?
26:17 Why discovery becomes the bottleneck
29:55 How game developers can avoid being left behind
34:14 The best way to learn AI is to start building
40:33 Why marketers can now build games
43:48 Validating game ideas before building them
46:47 Why LiveOps must be designed from day one
52:33 What Metaplay actually does
56:05 Web games, playable demos and new ways to test ideas
1:00:59 Should Harry start a game publisher?
1:03:10 Finding profitable game niches big studios ignore
1:05:56 Harry's venture studio plan
1:10:51 How to connect with Teemu