Two thirds of Americans now play video games every week. That is more than 212 million people, the average player is 37, and among Boomers, more women play than men. These numbers come from the ESA's 2026 Essential Facts report, the kind of audience and demographic data most companies pay a lot of money for, free to anyone.Jen Donahoe sits down with Stanley Pierre-Louis, President and CEO of the Entertainment Software Association (ESA), the group that has represented the U.S. video game industry since 1994. He is a media and IP lawyer who leads the organization that defends games in Washington, runs the ESRB rating system, and makes the industry's case to lawmakers and parents.In this episode:Why "gamer" means something different than it used toThe older and female players reshaping the audienceWhat a $20 monthly median spend says about gaming's valueHow the ESA fights online safety and loot box legislationInside iicon, the ESA's new event connecting games to the wider economyHow to use this free data in your next project, especially for marketersLearn more about the ESA and find the report at The ESA website https://www.theesa.com/

Call of Duty is getting back to basics, Sony is pulling the plug on PC ports, and Bungie is laying off staff after Destiny 2's final update. Meanwhile, Summer Game Fest is here, and everyone has something to announce.In this episode, we break down:●  Call of Duty Modern Warfare 4, kill blocks, DMZ is back, no last-gen SKUs●  Why dropping PS4 and Xbox One could hurt units but help revenue●  GTA 6 pricing debate, is $70 leaving money on the table?●  Sony State of Play, Wolverine, God of War's female lead, and first-party sales in freefall●  Why Sony killed PlayStation games on PC and whether that math makes sense●  Xbox's content problem and why Matthew Ball won't fix it●  Summer Game Fest and the new platform are trying to make marketing spend attributable●  Niko Partners Asia and MENA report; 13 markets, $103B by 2030●  Why Western publishers still can't crack Asia●  Female gamers now make up nearly half the market in regions that were 80% male five years ago●  007 First Light, 1.5M units at launch, but does it pencil at $200M dev spend?●  Bungie layoffs, end of Destiny 2, and what happens to the studio next●  Forza 6 at 5M units and why the racing genre is basically spoken forCHAPTERS:01:52 Banter02:55 Roundtables And Updates06:01 Modern Warfare 4 Reveal09:11 Dropping Old Gen Support11:56 GTA Pricing Side Debate14:16 Branding And Korea Setting16:25 State Of Play Highlights18:18 Sony Sales Charts Breakdown19:04 PC Ports And Platform Math26:43 Xbox Strategy Argument30:03 Microsoft Content Crisis30:55 Summer Game Fest Schedule31:46 Player.gg Marketing Hub35:49 Niko Asia MENA Report38:02 D2C Mini Games AI40:56 China Growth Debate43:28 Why West Fails Asia47:58 Racing Market Locked50:44 Bond Game Economics55:11 Bungie Layoffs Fallout

Most studios still treat influencer marketing as an experiment. Match Masters, a top 150 grossing game globally, has run it as a permanent growth pillar for 8 years. Jen Donahoe sits down with Candivore's Aviv Vidro and consultant Marion Balinoff to break down the playbook behind one of mobile gaming's most disciplined influencer programs.Studios that treat influencer as a permanent pillar see compounding returns. The ones that test once and cut the channel watch their installs decline 2.7x faster. Aviv walks through Candivore's 8 year always on model, the blitz approach where 20 creators go live on the same day, and the product marketing funnel his three person team built around creators. Dedicated welcome pop ups, skill based leaderboard giveaways with tangible prizes, and retargeting mechanics that drive 6x higher in app purchases from returning players.Marion breaks down why the standard 24 hour click window is broken for influencer content, why 7 days is the floor, and why day 365 installs run 75% higher than day 30. The two also tackle vertical testing (true crime crushed it for Match Masters with female audiences aged 30 to 55, tech reviewers flopped), country penetration strategy, why TikTok still doesn't work for performance, and where influencer marketing ends and UGC begins.If you've ever been told influencer marketing doesn't work after a single test campaign, send this episode to your CMO.

Griffin just handed $100M to indie developers, Lilith is back with a pachinko creature collector that's turning heads, and Toon Blast hired Gus Fring for reasons that actually make sense.In this episode, we break down:● Griffin Gaming Partners' $100M indie fund and why project financing beats VC math for games● Why the tourists are gon,e and the OG gaming VCs are back● Embracer's endless restructuring and the Fellowship Entertainment spin-off● The full Embracer collapse timeline, 44 studios closed, 80 projects canceled● Google Play's AI-powered game discovery and what it means for your ASO strategy● Why keyword stuffing is dead and how to write for Gemini● Clash of Critters: Lilith's pachinko-core creature collector and the casualization of mid-core● Why Chinese studios didn't invent advanced casual — they just perfected it● Monopoly Go's decline and what levers Scopely has left● Coin Master Board Adventure vs Monopoly Go, is there any real competition?● Toon Blast's Gus Fring campaign and whether celebrity UA still moves the needle● Why re-onboarding lapsed players matters as much as acquiring new onesCHAPTERS:01:39 Banter Roblox and Xbox Takes02:47 Roundtable Events and Consulting Talk05:14 Quick Correction It Takes Two07:20 Google I O Play Updates10:58 ASO SEO for AI Debate14:01 Griffin Fund for Indies17:57 Why VC Math Broke21:10 Embracer Splits Again24:13 Embracer Fallout and Asset Timeline29:02 Mobile Game Data Setup29:30 Lilith Clash of Critters Deep Dive30:25 Portfolio Reality Check30:49 Grim Metrics Decline31:33 Pachinko Creature Collector32:35 Gacha And Meta Layers35:27 Why It Works Now38:01 Advanced Casual Debate41:19 Graphics And Monetization44:25 Coin Master Vs Monopoly Go48:08 Franchising And Growth Levers55:38 Toon Blast Celebrity UA01:00:21 Wrap Up And Next Week

The gaming industry has seen 24,000+ layoffs in 2024–2025 alone, and a wave of new consultants has followed. But how many of them actually chose this path?Michail Katkoff sits down with John Wright to unpack the raw, honest reality of gaming consulting: the anxiety, the income rollercoaster, the identity crisis, and the strategies that actually work.In this episode, we break down: ● Why 70% of gaming consultants are in survival mode (not thriving)● The psychological shift from exec to consultant, and why it's harder than it looks● How to avoid "doing yourself out of a job" when you succeed● The pipeline trap: when to walk away from a lead● Equity vs. cash: the risk of taking options over fees● Why fractional work is the key to staying sharp● How to build your personal brand before you need it● Who consulting is NOT for

Turkey's game industry is overheating, Xbox just hired a chief strategy officer that has the panel in meltdown mode, and Roblox is betting big on a HD pivot that could blow up in their face.In this episode, we break down:● Why Turkey is dominating the gaming landscape and what's fueling its growth● The talent shortage threatening Turkey's gaming boom● Why West Coast game development costs are becoming unsustainable● Xbox's sweeping leadership shakeup and what it signals● Why bringing in non-gaming tech executives won't fix Xbox's core problem● Matthew Ball joining Xbox as Chief Strategy Officer, and why Kress is losing his mind● Whether Xbox's real problem is content, platform, or leadership● Why Roblox's push into HD content may be fundamentally misaligned with its audience● The failure of AAA-style games on Roblox and what it reveals about the platform● Whether Roblox's Incubator and Jumpstart programs can actually attract the right developers● The tension between monetizing a young, income-capped audience and growing into a new one● Arc Raiders' content update slowdowns and what it means for the West● Why child safety compliance is becoming a bigger issue for game platformsCHAPTERS:01:34 Shilling And Updates02:56 Shooter Monthly Check In05:31 Corrections And Credits07:24 Istanbul Event Recap12:24 GamesBeat LA Highlights16:32 Supercell NA Rumors20:21 Xbox Leadership Shakeup24:28 Xbox Content Crisis25:42 Talent Exodus Warnings28:04 Matthew Ball Shock Hire33:39 Predicting the Ball Playbook37:28 Roblox HD Pivot Risks38:44 Wall Street Versus Virality41:06 Three Reasons It Wont Work45:41 Incubator Programs Reality49:44 Frontlines AAA Lesson53:09 Monetization Limits Debate54:33 Safety Tools And Wrap Up

Marathon’s player numbers are collapsing, Apex Legends is surging again, and rumors suggest Disney may be entering the extraction shooter genre.In this episode, we break down:● Why Marathon’s retention and onboarding may be fundamentally broken● Whether Bungie can still save Marathon● How Arc Raiders became the first mainstream extraction shooter hit● Why extraction shooters still struggle with accessibility● The debate around wipes, PvP pressure, and economy design● Why Apex Legends is suddenly exploding again in DAU● How Apex keeps balancing casual and hardcore players● The hidden importance of movement and traversal in shooters● Why Apex’s live service design is still among the best in gaming● The rise of bots, softer matchmaking, and more accessible BR systems● Why Disney may be working on an extraction shooter● Whether sci-fi shooters are still too niche for mainstream success● Why the extraction shooter genre may still be in its early evolutionCHAPTERS:03:11 Marathon In Trouble06:30 Why Players Bounce08:23 Saving Marathon09:42 Onboarding Versus Difficulty11:08 Marketing Retention Reality15:32 Cryoarchive Endgame Explained17:01 Tarkov Side Project Reveal22:46 Arc Raiders Update Check27:21 Live Service Reengagement30:10 Why Arc Raiders Clicks31:44 Accessibility Push Needed33:23 Sandbox Health Ideas36:19 Apex Season Surge39:02 Movement and Progression42:33 Market Forces and China46:35 Bots and Softer BRs49:02 Disney Extraction Rumor50:35 Star Wars and Fortnite Link52:21 Wrapping Up

John Wright and Vincent join Josh Chandley for the monthly deep-dive into what's actually moving the needle in mobile user acquisition.Questions we answer in this episode:● Is Sensor Tower now a monopoly, and should you be worried about pricing?● Why did Google reinstate Freecash but Apple still won't?● Is there one person at Apple secretly controlling which apps live and die?● Is Misplay buying its way to relevance, or is this a smart strategic pivot?● Does Misplay have a window to capitalize on Freecash's iOS ban?● AppLovin added more revenue this quarter than all of Unity's ad networks combined, so why are we still comparing them?● Can anything, or anyone, actually stop AppLovin at this point?

Supercell enters the toy business, Playtika fully embraces casual games, and Turkey’s puzzle game machine keeps printing hits and billion-dollar studios.In this episode of TWIG, Jen is joined by Adam, Phill, and LT to break down the biggest stories in mobile games, from Grand Games’ massive $70M raise to the deeper economics behind hybrid casual, DTC monetization, and why puzzle games are evolving beyond traditional match-3 design.Topics Covered:● Grand Games raises $70M, and why Turkey has become the world’s most concentrated puzzle game ecosystem● How government subsidies, repeat founders, and UA rebates are fueling Turkey’s gaming flywheel● Why hybrid casual puzzle games are breaking classic casual game design rules and still winning● Playtika shifts away from social casino and doubles down on casual hits like Disney Solitaire● Royal Kingdom’s aggressive celebrity UA campaign and whether it actually moved the needle● Royal Match quietly launches web shop payments and new event monetization systems● Why DTC revenue is becoming critical for casual mobile games● The “worldification” of live service games after Genshin Impact and whether open worlds are sustainable● Sega and Rovio are restructuring after disappointing mobile performance and failed synergy bets● Supercell partners with Spin Master for Clash and Brawl Stars toys● Angry Birds teams up with Subway Surfers in a new crossover event● Wordle gets a TV show because apparently everything becomes IP nowCHAPTERS: 00:13 Welcome and Episode Lineup02:08 Health Updates and Travel Plans03:03 Adam Check-In and AI RAG Tool05:25 DOF Roundtables Announcement08:55 Gran Games Funding Breakdown09:49 Turkey Puzzle Flywheel12:04 Hybrid Casual Design Debate23:47 Emotional States in Puzzle Play26:30 Playtika Shifts to Casual28:30 Playtika pivots casual29:55 D2C Mix hits 40%30:47 Royal Kingdom check-in32:44 Cannibalization and UA blitz35:11 Match 3 needs weird38:01 Royal Match goes web shop42:54 Worldification debate49:41 AI and open worlds50:50 Quick hits Wordle and toys54:18 Rovio Sega restructure59:40 Wrap-up and goodbye

Why are gaming VCs shifting capital to consumer apps? In this episode, Henric Suuronen and Harri Manninen, founding partners of Play Ventures, one of gaming's top venture funds with $500 million under management and over 100 portfolio companies, break down how they evaluate founders, why they require a two-year vesting cliff, and what co-founder conflict really looks like from the investor side. We discuss the venture capital math behind gaming startup funding, why consumer apps trade at higher multiples than games, how to read founder chemistry during a pitch, and what Play Ventures looks for in early-stage teams from Istanbul to Singapore. A personal conversation between friends who funded my startup, Savage Game Studios, before its acquisition by PlayStation.CHAPTERS: 01:54 From Mobile Games to Apps08:04 Backing Younger Hungry Teams10:45 Founder Dynamics Due Diligence15:54 Reading Founder Chemistry20:44 Giving Clear Nos and Feedback26:22 Board Truths and Founder Conflict32:31 Impulsive Founder Decisions35:54 Early Stage VC Role41:48 Ecosystem Golden Eras45:25 Scaling the VC Firm49:41 Culture Without Hierarchy55:14 Closing, Thanks, and Wrap