The Gaming Playbook w/ Harry Phokou

Today, I’m joined by Mikkel Weider, the new CEO of Everplay Group, home to Team17, astragon Entertainment and StoryToys, with hundreds of games across its portfolio.
We talked about what publishers look for in games, how developers can stand out in an increasingly crowded market, and why understanding your audience and market matters just as much as making a great game.
If you’re a game developer, running an indie studio, or trying to understand how publishers think about games, then this episode is for you!
Connect with Mikkel:
LinkedIn: https://www.linkedin.com/in/mikkelweider/
Pitch your game:
Simulator games: https://www.astragon.com/
Indie, party & selected shooter games: https://www.team17.com/
Kids games: https://storytoys.com/
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@HivemindWorld
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
00:49 Inside Everplay, Team17, astragon & StoryToys
03:22 Mikkel’s first months as Everplay CEO
05:20 The growing game discovery problem
07:04 Building direct relationships with players
08:26 Should studios stick to the genres they know?
10:42 What publishers look for in new games
12:57 How much innovation does a game need?
14:51 Leading and operating a games group
17:46 Delegation, trust & accountability
21:13 Firefighting vs pursuing opportunities
22:21 Technology, AI & the future of games
26:13 Building a culture of ownership
28:59 Publishing vs game development
30:02 Should games launch on every platform?
31:48 How to pitch your game to Everplay

How do game studios actually get funded, and when should you choose VC, a publisher, project financing, or another route?
Today I’m joined by Ali Farha, Investment Associate at Behold Ventures, to break down how game funding actually works from the investor side, and what developers need to understand before raising money.
We talked about the difference between VC, publishers and project financing, when each funding route makes sense, what games VCs actually look for in a studio, how the investment process works, and why your pitch should change depending on who you’re raising from.
If you’re an indie developer, studio founder, or game developer trying to fund your next game, understand your financing options, or make your studio more investable, then this episode is for you.
Connect with Ali:
LinkedIn: ⁠https://www.linkedin.com/in/alifarha/⁠
Website: ⁠https://behold.vc/⁠
Listen to Ali’s previous episode: ⁠https://open.spotify.com/episode/0OEtoYIT1n1m1bjiBu5dDD?si=814233edcdf145f2
Connect with Harry:
LinkedIn: ⁠https://www.linkedin.com/in/hphokou/⁠
YouTube:⁠ https://www.youtube.com/@HivemindWorld⁠
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
02:34 How games VC works
05:35 Bootstrapping, friends & family, angels and VC
07:11 VC vs project financing
08:24 Why founders should look for “smart money”
10:16 The value of a VC network
11:48 How should an indie studio fund its game?
13:01 How the VC investment process actually works
16:28 Do VCs take control of game studios?
18:43 Questions founders should ask investors
19:23 What makes a game studio investable?
20:09 How to pitch a VC vs a publisher
21:32 Combining VC, publishers and other funding
22:47 Mobile games and UA financing
24:06 Could UA financing come to PC and console?
27:35 The future of AAA, AA and indie games
30:30 Final fundraising advice for game developers

Today I’m joined by Adam Jaffe, a mobile gaming marketer with nearly two decades in the industry. He was Playtika’s 10th employee and Head of User Acquisition, and later served as VP of Marketing at Social Point.
We talked about why organic growth in mobile gaming has become so much harder, where studios should be looking for new users now, and why pouring more money into marketing won’t save a product that isn’t ready to scale.
If you’re building, marketing or running a mobile game business and want a clearer picture of where the market is heading, this episode is for you.
Connect with Adam:
LinkedIn: https://www.linkedin.com/in/adjaffe/
Website: www.trofeo.io
Live Trofeo demo: play.trofeo.io/play
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@HivemindWorld
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
04:14 How mobile gaming changed from the early days
08:14 How ATT and IDFA changed mobile user acquisition
13:32 Why organic growth and virality disappeared
19:30 Why media platforms now hold the power
23:25 Why mobile game studios have less room to fail
29:19 Risk aversion, layoffs and the cost of playing safe
32:25 Where mobile games get users in 2026
35:33 How rewarded traffic actually works
41:26 How to make rewarded user acquisition work
44:54 CTV as the next mobile marketing frontier
46:37 Mobile game monetization beyond traditional ads
56:53 Premium vs free-to-play mobile games
59:43 Why marketers need to understand the game itself
01:01:29 Aligning product and marketing around ROAS
01:05:16 Don’t let marketing get ahead of your product

Today, I'm joined by Doug Pennant, a Senior Producer at Infinity Ward, drawing on 16 years across Alien: Isolation, Total War, and Call of Duty, who explains how game developers can build resilient, long-term careers in an industry shaped by layoffs, changing technology, and increasingly project-based employment.
We talked about transferable skills, difficult managers, networking before you need a job, adapting your CV to the market, and why MobyGames could become an important hiring tool for game developers.
If you're a game developer, producer, or an industry professional who wants to build a career that lasts, this episode is for you.
Connect with Doug:
LinkedIn: https://www.linkedin.com/in/doug-pennant/
Substack: https://dougpennant.substack.com/
His book: https://www.amazon.com/Pocket-Mentor-Production-Mentors-Careers/dp/1032785608
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
01:46 Why personal resilience matters in the game industry
04:02 Why growing game studios struggle with management
11:56 What new developers should know about difficult bosses
20:31 What career resilience actually means
23:05 The producer interview test for adaptability
25:42 Why investing in skills creates career security
29:45 Why game industry jobs for life are disappearing
31:55 What caused the game industry layoffs
40:17 Smaller studios and the future of game development
43:43 Why networking matters before you need a job
45:26 Job hunting and the hidden game industry job market
51:01 When your skills no longer match the market
55:06 Codev and outsourcing as more durable career paths
56:09 Using MobyGames to get discovered by recruiters
1:02:24 What a producer does 90 days before launch
1:04:26 Why game teams must stop adding features
1:08:30 Why every visionary needs strong brakes
1:10:53 Self-care and staying optimistic about games
1:12:20 How cultural grants can fund video games
1:13:20 Doug’s book, Substack, and where to follow him

Today, I'm joined by Adam Selcuk, CPO at VaultN, who explains why game studios are leaving significant revenue on the table by ignoring third-party PC game distribution. Drawing on 20+ years in digital game retail, Adam breaks down how publishers can sell more copies, reach new markets, improve discoverability, and maintain control over pricing and distribution.
We discuss why Steam alone isn't enough, how third-party distribution can significantly increase game sales, and what developers should do before launch to maximize revenue.
If you're an indie game developer, publisher, or studio founder looking to sell more copies of your game, this episode is for you.
Connect with Adam:LinkedIn: https://www.linkedin.com/in/adamselcuk/Website: https://vaultn.com/
Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: 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 Intro02:43 How PC game distribution has evolved07:50 Why Steam isn't enough anymore11:18 The biggest distribution mistake developers make15:24 How third-party distribution increases sales20:34 Why cheap game keys end up on grey-market websites25:07 Why discoverability is everything29:22 Pre-orders, wishlists, and where to send players31:39 Why modern game distribution took so long to evolve36:01 Why solo developers should care about third-party stores39:24 How local storefronts create more sales42:27 The future of PC game distribution46:49 The biggest misconception about game distribution47:55 Adam's best marketing advice for indie developers53:36 Where to connect with Adam