Deconstructor of Fun

• 297. Mobile Marketing in 2025: What Still Works (and What’s Dead)

  In this Deconstructor of Fun podcast, Mishka Katkoff sits down with three of the sharpest minds in growth: Josh Chandley (Wildcard Games), Warren Woodward (Uptick), and Paul Bowen (StreamElements) to dissect the state of user acquisition in 2025.STATE OF CREATIVES Report: https://tinyurl.com/393d9rumChapters: 02:00 Is UA Dead or Just Evolved?07:00 The Real Impact of IDFA Deprecation13:00 Time Spent vs Installs: The New Market Reality18:00 AppLovin: Apex Predator of Ad Tech27:00 Attribution Fraud and Click Link Hijacking34:00 Why AppLovin Keeps Winning39:00 Can Unity’s Vector Compete?48:00 Unity’s Strategy, PR Games & Technical Hurdles57:00 Building a Modern Growth Org01:06:00 Creative Production as the Last Lever01:13:00 Fake Ads, Clickbait, and Mad Men01:19:00 Closing Advice for Growth Teams in 2025

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• TWIG #341 Ubisoft Tries “Succession” while Battlefield Attempts a Comeback

  Miska’s usual jetset life hits a snag when he misses Kress’ Subnotica correction. Adam calls in from his cottage to lay down the law on Merge history, while Phil gushes over $500m in capital deployment. Eric details Ubisoft’s reality TV show attempt at Succession, and Jen delivers the 411 on Apple’s hypercasual attempt. The group pours one out for a very special Candy Crush anniversary.01:58 Gaming News Highlights02:42 Personal Updates05:33 Remembering the Mario Lopez Candy Crush Show07:52 Subnautica and Crafton Legal Drama10:37 App Charge Sponsorship and Insights14:40 Ubisoft Earnings and Family Drama22:44 Battlefield 6 Trailer and Expectations24:57 Call of Duty's Tech Debt and Battlefield's Response26:24 Battlefield 6 Release Date and Editions Leak28:31 Challenges and Risks for Battlefield 638:03 Supervi's Full Launch and Market Challenges40:05 Splitgate 2's Struggles and Relaunch43:09 Wild Gate's Launch and Marketing Issues46:58 Apple's Emoji-Based Puzzle Game49:39 Conclusion and Sign-Off

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• 296. From Crying Alone in Bangalore to Panic Attacks at Gamescom with Joseph Kim, CEO of LILA Games

  From crying alone in Bangalore to panic attacks at Gamescom, this is a brutally real look at what it actually costs to chase a vision. Mishka Katkoff (Deconstructor of Fun) and Joseph Kim (Lila Games) reunite for the rawest, most honest founder-to-founder conversation you’ll hear this year. They dive deep into the sacrifices, suffering, and stress of building companies from scratch, away from the LinkedIn highlight reels.5:00 – Suffering vs. Sacrifice: Is Work Just Avoidance?10:45 – Why Founders Trade Family for Vision15:30 – Would You Let Your Kids Follow Your Path?20:00 – Lessons from Building (and Breaking) a Startup27:30 – The #1 Mistake Founders Make: The Team31:50 – Fractional Work, Focus, and Saying No36:30 – Redefining Success Without Losing Yourself41:00 – What a Billion-Dollar Exit Really Means47:15 – How We’ll Judge Ourselves on Our Deathbeds52:00 – Life in Phases: When to Grind, When to Let Go56:00 – AI, Ambition, and the New Have vs. Have-Nots1:02:00 – The Hidden Cost: Panic Attacks, Crying, and Total Burnout1:12:00 – What’s Next for Mishka and Joe

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• TWIG #340 Scopely Goes to War, Roblox Gambles on IP and Turkey Rises

  Upcoming events:Whiskey Tasting: https://event.appsflyer.com/gamescom2025/AFHeroic Party: https://lu.ma/tjkk5r8kThe crew kicks things off by breaking down Roblox’s bold new IP licensing platform—will it unlock the next Pokémon or just spin up another corporate side quest?Then it’s off to Turkey for a pulse check on one of mobile gaming’s fastest-evolving markets, followed by a surprise breakout story from France that’s punching way above its weight class.We rewind the clock on Kixeye to understand how Kingdom Maker clawed its way back into the spotlight—just in time to shift focus to the real battlefield: user acquisition.Moon Active and Scopely are locked in an all-out UA war, with budgets big enough to fund a small nation. Add some industry espionage, a sprinkle of aggressive cloning, and you’ve got a market where only the paranoid survive.Oh, and yes—we’re still trying to decide if Monopoly Go is actual genius or just Coin Master in a tuxedo.02:56 Podcast News27:16 Roblox's New IP Licensing Platform36:08 Turkish Mobile Game Market Insights44:11 French Mobile Game Developer's Success49:49 Kingdom Maker and Kixeye's History58:42 Moon Active vs. Scopely: The UA War59:21 Industry Espionage and Market Competition01:01:16 Monopoly Go and Coin Master Strategies01:05:53 Final Thoughts on Market Strategies

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• CLIP: Secrets Behind Monopoly Go’s Record-Breaking Launch with Ben Webley, CMO of Scopely

  At MAU Vegas, Jen Donahoe sits down with Ben Webley, CMO of Scopely, to unpack the strategies behind Monopoly GO!’s meteoric rise. From player psychology to brand IP, virality loops to UA muscle—this conversation breaks down what really drove the biggest mobile game launch of the decade. If you’re in gaming and not taking notes on this one, you’re already behind.

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