The Gaming Playbook w/ Harry Phokou

Harry Phokou
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On The Gaming Playbook, Harry Phokou sits down with experts in the games industry who have never been interviewed before. Through these in-depth conversations, Harry unpacks the "Playbook" that made them so successful. Skip the line on Tuesdays and download the real-life cheat codes every gaming industry pro needs to know. LinkedIn: @hphokou Instagram: @hphokou Newsletter: https://join.thegamingplaybook.com/ Business and guest inquiries: playbook@phokou.com

  1. #59 - Johannes Mang: How Rovio Revived Angry Birds 2 After 10 Years

    1D AGO · BONUS

    #59 - Johannes Mang: How Rovio Revived Angry Birds 2 After 10 Years

    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/@hphokouInstagram: https://www.instagram.com/hphokou Join our industry events: https://hivemind.world/Never run out of LinkedIn content ideas again: https://idea.phokou.com/c/system Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/ Chapters:00:00 Intro03:14 The Rise, Peak & Reinvention of Angry Birds 204:54 The 3 Types of Debt Quietly Killing Live Service Games07:20 What Actually Changed Since Johnny Joined09:43 Why Turnarounds Usually Take Around 3 Years13:50 Why Focus Matters More Than Doing More18:17 Strategy vs Targets: What Leaders Often Confuse22:00 How to Align 80+ People Around One Clear Direction23:52 Profit, Incentives & What Really Motivates Teams29:50 The 4-Part Plan Behind the Comeback33:31 Why Fixing the Basics Changed Everything36:30 Doubling Down on Tech Debt (The Hard Call That Paid Off)39:30 How Product Improvements Made UA Profitable41:10 The Weekly Meeting That Keeps the Business on Track45:20 What Innovation Really Looks Like in Live Service47:07 Why They Paused New Game Development52:40 How to Make a 10-Year-Old Brand Relevant Again57:07 The Untapped Opportunity in Social & Community58:38 Who They’re Hiring & What Makes You Stand Out1:02:17 Final Lessons on Leadership & Rebuilding

    1h 4m
  2. #58 – Charlotte Hook: Why the Games Industry Is Playing It Safe (Ex-Team17 Executive)

    FEB 10

    #58 – Charlotte Hook: Why the Games Industry Is Playing It Safe (Ex-Team17 Executive)

    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: charlotte@calmconsultancy.co.uk 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/Never run out of LinkedIn content ideas again: https://idea.phokou.com/c/system Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/ Chapters:00:00 Intro02:15 Why the games industry feels stagnant right now03:52 Inside publisher pressure, incentives, and safe bets05:50 Leaving Team17 & starting a consultancy (twice)08:46 Navigating conferences without a big title12:00 How pitches really get judged at events14:06 Publishing myths developers still believe15:15 What publishers now expect before signing a game18:32 Financial reality vs creative ambition20:59 Why some games succeed years after launch23:09 Greenlight decisions: what actually matters26:27 Pricing strategy & why devs get it wrong28:09 IP, minimum guarantees & access problems30:21 Democratizing IP for indie developers33:23 Why people are the real multiplier in games36:01 AI, efficiency, and fear inside studios41:32 Fractional work: pros, cons & survival tips43:56 Burnout, energy cycles & working for yourself48:58 Building community as an independent operator52:04 Consultants, stigma & industry perception56:55 Risk, creativity & the future of games57:21 What Charlotte does as Fractional CCO day-to-day

    1h 1m
  3. #57 – Robbie Ferguson: Why Good Games Fail (Data from 690+ Launches)

    FEB 3

    #57 – Robbie Ferguson: Why Good Games Fail (Data from 690+ Launches)

    Why do 90% of games fail, even when the game itself is good? Today, I sit down with Robbie Ferguson, Co-Founder at Immutable, to break down the real data-backed reasons most games never make their money back, and what the top-performing studios do differently. Robbie shares insights from 690+ funded game launches, explains why Steam wishlists are often misleading, and reveals how pre-launch audience warming, cohort quality, and lifecycle marketing determine whether a game succeeds or dies quietly. If you’re a game founder, marketer, indie dev, publisher, or investor, this is a must-watch breakdown of modern game economics and launch strategy. Connect with Robbie:LinkedIn: https://www.linkedin.com/in/robbieferguson/Website: https://www.immutable.com/free-demo-campaign 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/Never run out of LinkedIn content ideas again: https://idea.phokou.com/c/system Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/ Chapters:00:00 Intro01:40 What Immutable actually does (beyond “Web3”)02:59 690+ funded game launches & why most fail03:38 Why Robbie is still obsessed with fixing game launches05:24 Why marketing efficiency matters more than game quality09:48 Why sending traffic straight to Steam is a mistake13:01 Predicting player spend before launch16:12 Doubling wishlists AND conversion rates17:37 The #1 pre-launch mistake devs make19:24 What an optimal modern marketing team looks like21:25 Personalisation, AI, and player archetypes23:19 What a “whale” actually looks like (surprising answer)25:23 AI, oversupply, and the future of game distribution27:10 Apple tax, margins, and why economics are changing29:00 Why “Web3 games” is the wrong framing32:14 Why AAA studios are shifting to influencer marketing36:20 East vs West: how Asia builds and tests games differently39:55 Using launch data to raise funding44:09 Robbie’s hardest lessons building Immutable47:20 Identifying and solving business constraints52:36 Should founders spend time pitching publishers?54:28 Robbie’s real motivation & long-term vision

    56 min
  4. #56 – Ionut Codreanu: Building Game Studios That Actually Ship

    JAN 27

    #56 – Ionut Codreanu: Building Game Studios That Actually Ship

    Building great teams is harder than building great products. Today, I sit down with Ionuț Codreanu, Head of Studio at Funcom and veteran of titles like Assassin’s Creed and Dune: Awakening, to break down what actually makes teams work in game development and beyond. We explore hiring mistakes founders make early, why “rockstar” employees often fail long-term, how to build a strong core team, and what remote work during COVID really changed inside studios. You’ll also hear practical advice on hiring, culture, leadership conflict, market validation, and how aspiring developers can break into the industry today. Whether you’re building your first team, scaling a game studio, or trying to break into game development, this episode gives you real, battle-tested insight; no theory, no fluff. Connect with Ionut:Website/LinkedIn: http://ionutcodreanu.ro/ 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/Never run out of LinkedIn content ideas again: https://idea.phokou.com/c/system Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at https://join.thegamingplaybook.com/ Chapters:00:00 Intro02:35 What a Head of Studio actually does day-to-day04:52 What “building a team” really means in game studios07:28 The biggest hiring mistake founders make09:38 Culture fit vs skills: where most hires go wrong16:34 Competitive personalities & cultural mismatch17:30 Why hiring people “like you” works (and when it fails)20:14 Profiling candidates: red flags, yellow flags, honesty25:09 Rockstar employees: worth it or not?26:47 When imperfect hires are unavoidable28:31 How COVID & remote work changed team dynamics34:33 What a “core team” really is (and why it matters)36:38 Indie studios vs big studios: who’s actually right?38:05 Producers, managers, and shipping games39:30 Creative vs product conflict inside studios41:58 How to handle disagreement without breaking teams50:14 The biggest mistakes studios make53:16 Why “fun” is the most misunderstood concept in games58:41 Breaking into the games industry today01:04:03 Unreal vs Unity & industry shifts01:06:55 Final advice on leadership and team building

    1h 9m
  5. #55 – Frode Krisner: Why Game Discovery Is Broken (And What Actually Works in 2026)

    JAN 15

    #55 – Frode Krisner: Why Game Discovery Is Broken (And What Actually Works in 2026)

    How do you actually get your game discovered in 2026, without killing creativity? In this episode, I sit down with Frode Krisner, Founder and Co-CEO at Gameopedia, the hidden data layer powering discovery for YouTube, Google, Amazon, Samsung, and others, reaching over a billion gamers every year. We explore how game discovery really works, why genre is breaking down, how emotional data beats tags, and how AI can amplify creativity instead of replacing it. If you’re a game developer, founder, publisher, investor, or strategist, this episode will permanently change how you think about discovery, data, and creativity in games. Hivemind: B2B Gaming EventsCurated roundtable mixers for founders and executives in the games industry.Food and drinks provided.2026 event calendar now live.https://hivemind.world/ Connect with Frode:LinkedIn: https://www.linkedin.com/in/frode-krisner-87692b6/Website: https://gameopedia.com/Lumos: https://asklumos.com/ Connect with Harry:LinkedIn: https://www.linkedin.com/in/hphokou/YouTube: https://www.youtube.com/@hphokouInstagram: https://www.instagram.com/hphokou Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com Chapters:00:00 Intro02:15 Why Gameopedia exists and what it actually does04:03 How gaming saved Frode’s life06:27 How data actually decides which games get discovered09:16 Lumos: turning game data into real developer decisions11:30 How Gameopedia actually works behind the scenes14:04 How specific features shape a game’s success or failure17:08 When data helps creativity — and when it ruins it20:28 Why most developers compare against the wrong games22:54 When data-driven thinking actually hurts innovation25:33 How publishers and investors really judge games26:32 Using data to strengthen your pitch (not fake it)28:05 Catching fatal game mistakes before it’s too late33:10 Why game tagging is broken (and genres don’t help)38:34 Making serious game data accessible to indie devs42:19 Why players don’t choose games by genre48:48 How broken tagging systems hurt discovery54:17 The Gameopedia flywheel explained59:32 Building a company with extreme time and energy limits01:06:01 Hiring great people (and what founders get wrong)01:15:55 The best interview question founders should ask01:18:51 Leadership, suffering, and self-reflection01:24:03 Asking for help without losing authority01:26:19 Facing fear to unlock growth01:35:53 Why caring about people actually matters

    1h 40m
  6. #54 – Dino Patti: Why Game Publishing Is Failing Indie Developers

    JAN 6

    #54 – Dino Patti: Why Game Publishing Is Failing Indie Developers

    The traditional game publisher model is breaking, and indie developers are feeling it first. Today, I'm joined by Dino Patti, co-founder of Playdead, creator of Limbo & Inside, and CEO of coherence. Dino explains why publishers are losing relevance, how developers can build momentum without giving away 50% of their revenue, and what the future of multiplayer games really looks like. If you’re an indie game developer, studio founder, or thinking about working with a publisher, this episode will save you years of mistakes. Connect with Dino:LinkedIn: https://www.linkedin.com/in/dinopatti/X: https://x.com/DinoPattiWebsite: https://coherence.io/ 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/ Never run out of LinkedIn content ideas again: https://idea.phokou.com/c/system Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com Chapters:00:00 Intro02:20 Why the old publisher model is breaking04:03 Publishers vs marketing agencies (hard truth)05:34 What publishers actually do (and don’t)08:09 Why VCs struggle to invest in games11:00 The real cost of giving up 50% revenue14:00 What developers need before asking for funding15:55 Marketability, “spark,” and why most games fail18:10 Feedback traps & why publishers aren’t validators20:36 Survivor bias in indie success stories22:44 Vampire Survivors multiplayer explained25:55 Making single-player games multiplayer fast27:12 The future of hybrid multiplayer games31:54 Selling a studio, regret, and loss of purpose37:09 Buying the studio back & what went wrong39:44 The biggest mistake when choosing co-founders43:25 Family businesses, trust & worst-case planning46:49 Who shouldn’t start a company47:39 Learning business without formal education55:29 What’s next for coherence57:04 Building companies that build companies58:50 Final thoughts & where to find Dino

    1 hr
  7. #53 – Felix Oechsler: What Happens When a Game Succeeds and the Studio Isn’t Ready

    12/30/2025

    #53 – Felix Oechsler: What Happens When a Game Succeeds and the Studio Isn’t Ready

    What really happens when your game suddenly explodes to hundreds of thousands of players? Today, I sit down with Felix Oechsler, CTO and Managing Director at Nitrado, to unpack the brutal realities of launching and scaling multiplayer games. From Last Epoch’s massive launch to DDoS attacks, server costs, hyperscalers vs bare metal, and why most studios get infrastructure decisions wrong far too late. This episode is essential viewing for indie developers, studio leads, and anyone building multiplayer games who want to avoid costly launch disasters, downtime, and player frustration. We go deep into real-world war stories, backend failures, scaling strategies, and why infrastructure decisions should be made way earlier than most developers think. If you’re preparing for success or already feeling the pain of scale, this episode will save you time, money, and regret. Connect with Felix:LinkedIn: https://www.linkedin.com/in/felix-oechsler-05589192/Website: https://gamefabric.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/Never run out of LinkedIn content ideas again: https://idea.phokou.com/c/system Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com Chapters:00:00 Intro00:19 What GameFabric is and why it exists04:02 What happens when a game unexpectedly blows up06:46 When developers should start thinking about infrastructure08:38 Load testing mistakes studios keep making09:55 Backend services developers forget to scale11:01 Hidden infrastructure failures (logging, monitoring, costs)13:16 Should developers even make multiplayer games anymore?17:17 Hyperscalers vs bare metal: real cost breakdown21:54 Why gaming-optimized infrastructure matters24:07 What a DDoS attack actually is (plain English)30:04 Is DDoS actually solvable?34:11 Queues, lag, and why Fortnite does it right37:17 Is there a limit to players on one server?40:00 What makes a platform truly developer-focused?44:08 Should studios build infrastructure in-house?48:03 Career lessons going from engineer to CTO50:38 Focus, leadership, and avoiding burnout55:14 Trust, delegation, and scaling teams58:32 Games Felix is playing right now59:11 How to connect with Felix

    1h 1m
  8. #52 - Edward Newby-Robson: 20-Year AAA Marketer Breaks Down Game Branding 101

    12/23/2025

    #52 - Edward Newby-Robson: 20-Year AAA Marketer Breaks Down Game Branding 101

    What actually is a game brand, and why do so many studios still get marketing wrong? Today, I sit down with Edd Newby-Robson, a senior games industry marketing leader with 20+ years of experience across EA, Codemasters, Avalanche Studios, and iconic franchises like Need for Speed, Dirt, The Hunter: Call of the Wild, and more. We break down what brand really means in games, why marketing should start at the beginning of development (not launch), and how studios can survive in a world where 18,000+ games launch every year on Steam. Whether you’re an indie developer, AAA marketer, producer, or founder, this episode is a masterclass in modern game marketing, positioning, and brand strategy. Connect with Edd:LinkedIn: https://www.linkedin.com/in/edwardnr/ 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/Never run out of LinkedIn content ideas again: https://idea.phokou.com/c/system Get exclusive podcast recaps & industry insights:→ Subscribe to The Gaming Playbook Weekly at thegamingplaybook.com Chapters:00:00 Intro02:08 What a “brand” actually means in games06:13 Need for Speed: when players define your brand10:04 Indie studios: brand mistakes to avoid14:14 Logos vs brand attributes (and why visuals aren’t enough)19:55 When should marketing start in game development?22:31 How to check if your game idea has a real market26:40 Why great games still fail commercially28:12 Moving from marketing into production at EA35:42 Who really owns P&L: marketing vs development38:40 How marketers earn trust with developers40:52 Overhyping games: Cyberpunk, No Man’s Sky & reality45:48 Hiring great marketers (and avoiding bad hires)52:19 Building community early: Discord & playtesting56:37 Battlefield Labs & community-driven development58:39 Avalanche’s Frontrunners program & early validation01:02:15 Tips for beginners in games

    1h 9m
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About

On The Gaming Playbook, Harry Phokou sits down with experts in the games industry who have never been interviewed before. Through these in-depth conversations, Harry unpacks the "Playbook" that made them so successful. Skip the line on Tuesdays and download the real-life cheat codes every gaming industry pro needs to know. LinkedIn: @hphokou Instagram: @hphokou Newsletter: https://join.thegamingplaybook.com/ Business and guest inquiries: playbook@phokou.com

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