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. 5d ago

    #80 - Magnus Lysell: How to Sell More Copies of Your Game in China

    Today, I’m joined by Magnus Lysell, co-founder of Light Up Games and a former product manager at Paradox Interactive, where he worked on games including Cities: Skylines and Surviving Mars. He now helps developers and publishers launch games globally, with a particular focus on China. We talked about why game developers often think about China too late, how publishing and marketing games there actually works, and what developers need to know about localization, Steam, Bilibili, Heybox, pricing and local partners. If you’re a game developer, studio founder or publisher looking to reach more players, understand the Chinese games market or build a smarter global publishing strategy, then this episode is for you! Connect with Magnus: LinkedIn: https://www.linkedin.com/in/magnuslysell/ Website: https://lightup.games/en Connect with Harry: LinkedIn: https://www.linkedin.com/in/phokou/ 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 00:45 Magnus Lysell and Light Up Games 03:10 What game developers get wrong about publishing 03:56 Why studios treat China as an afterthought 05:49 Why a launch trailer isn’t enough in China 06:40 How early should you prepare for China? 08:02 Do you need an ISBN to publish in China? 09:20 Can you sell PC games through Steam in China? 10:11 Which games perform well in China? 11:24 A 3-step strategy for entering the Chinese market 12:08 How important can China be for game revenue? 13:19 How poor localization can hurt your game 14:17 From Paradox to game publishing 15:44 How to price games for the Chinese market 17:18 Magnus’s advice for game developers 18:15 Why game developers should know about Heybox

    #80 - Magnus Lysell: How to Sell More Copies of Your Game in China

  2. Sep 10

    #79 - Mikkel Weider: What It Takes for a Great Game to Succeed (Publishing, Discovery, Market Demand & More)

    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/phokou/ 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

    #79 - Mikkel Weider: What It Takes for a Great Game to Succeed (Publishing, Discovery, Market Demand & More)

  3. Sep 1

    #78 - Ali Farha: How Game Funding Works (VC, Publishers, Project Financing & More)

    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/phokou/⁠YouTube:⁠ https://www.youtube.com/@HivemindWorld⁠Instagram: ⁠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 Intro02:34 How games VC works05:35 Bootstrapping, friends & family, angels and VC07:11 VC vs project financing08:24 Why founders should look for “smart money”10:16 The value of a VC network11:48 How should an indie studio fund its game?13:01 How the VC investment process actually works16:28 Do VCs take control of game studios?18:43 Questions founders should ask investors19:23 What makes a game studio investable?20:09 How to pitch a VC vs a publisher21:32 Combining VC, publishers and other funding22:47 Mobile games and UA financing24:06 Could UA financing come to PC and console?27:35 The future of AAA, AA and indie games30:30 Final fundraising advice for game developers

    #78 - Ali Farha: How Game Funding Works (VC, Publishers, Project Financing & More)

  4. Aug 20

    #77 - Adam Jaffe: Why Mobile Game Growth Has Changed and Where the New Opportunities Are

    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.ioLive Trofeo demo: play.trofeo.io/play Connect with Harry:LinkedIn: https://www.linkedin.com/in/phokou/YouTube: https://www.youtube.com/@HivemindWorldInstagram: 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 Intro04:14 How mobile gaming changed from the early days08:14 How ATT and IDFA changed mobile user acquisition13:32 Why organic growth and virality disappeared19:30 Why media platforms now hold the power23:25 Why mobile game studios have less room to fail29:19 Risk aversion, layoffs and the cost of playing safe32:25 Where mobile games get users in 202635:33 How rewarded traffic actually works41:26 How to make rewarded user acquisition work44:54 CTV as the next mobile marketing frontier46:37 Mobile game monetization beyond traditional ads56:53 Premium vs free-to-play mobile games59:43 Why marketers need to understand the game itself01:01:29 Aligning product and marketing around ROAS01:05:16 Don’t let marketing get ahead of your product

    #77 - Adam Jaffe: Why Mobile Game Growth Has Changed and Where the New Opportunities Are

  5. Aug 6

    #76 - Doug Pennant: How to Build a Career That Lasts in the Games Industry

    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/phokou/YouTube: https://www.youtube.com/@hivemindworldInstagram: 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 Intro01:46 Why personal resilience matters in the game industry04:02 Why growing game studios struggle with management11:56 What new developers should know about difficult bosses20:31 What career resilience actually means23:05 The producer interview test for adaptability25:42 Why investing in skills creates career security29:45 Why game industry jobs for life are disappearing31:55 What caused the game industry layoffs40:17 Smaller studios and the future of game development43:43 Why networking matters before you need a job45:26 Job hunting and the hidden game industry job market51:01 When your skills no longer match the market55:06 Codev and outsourcing as more durable career paths56:09 Using MobyGames to get discovered by recruiters1:02:24 What a producer does 90 days before launch1:04:26 Why game teams must stop adding features1:08:30 Why every visionary needs strong brakes1:10:53 Self-care and staying optimistic about games1:12:20 How cultural grants can fund video games1:13:20 Doug’s book, Substack, and where to follow him

    #76 - Doug Pennant: How to Build a Career That Lasts in the Games Industry

  6. Jul 30

    #75 - Adam Selcuk: Why Steam Alone Isn't Enough to Sell More Copies of Your Game

    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/phokou/⁠YouTube: ⁠https://www.youtube.com/@hivemindworldInstagram: ⁠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

    #75 - Adam Selcuk: Why Steam Alone Isn't Enough to Sell More Copies of Your Game

  7. Jul 23

    #74 - Quentin Cobb: How to Build a Fundable Indie Studio in 2026

    What does it really take to get an indie game funded? After 17 years in AAA game development, Quentin Cobb left studios behind to found Ironroot Games. In this conversation, he shares what he's learning while actively pitching publishers and investors, raising funding, building a vertical slice, and navigating today's publishing landscape. We discuss publisher expectations, angel investors, AI in game development, pitching a game studio, and why investors often back founders as much as games. If you're an indie game developer, studio founder, or anyone trying to fund your next game, this episode is packed with practical advice from someone living it today. Connect with Quentin: LinkedIn: https://www.linkedin.com/in/quentin-cobb/ Website: https://ironrootgames.com/ Connect with Harry: LinkedIn: https://www.linkedin.com/in/phokou/ YouTube: https://www.youtube.com/@hivemindworldInstagram: 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 00:00 Intro 01:45 Quentin's AAA background and founding Ironroot Games 04:25 Why funding is the biggest challenge for indie studios 06:25 How Quentin survived after the Microsoft layoffs 09:03 Angel investors, friends & family, and early funding 11:29 Building a team before funding exists 15:44 What publishing deals are possible in 2026? 19:01 Why publishers invest in founders, not just games 22:22 Becoming a first-time CEO and earning investor confidence 26:35 Publisher pitches vs investor pitches 28:27 AAA vs indie development: biggest differences 29:55 Lessons from developing The Last of Us 33:03 Finding the features players actually care about 36:08 Why Ironroot Games is focused on single-player 37:29 AI in game development and publisher expectations 47:24 China, Europe, and finding the right publishing partners 57:07 How to get honest feedback from publishers 59:49 Making games that are personal 1:08:54 Gamescom plans and pitching the prototype 1:12:00 Final advice for every indie game developer

    #74 - Quentin Cobb: How to Build a Fundable Indie Studio in 2026

  8. Jul 2

    #73 - Michael Szklarski: Why Rockstar Bought His Mod Instead of Fixing GTA Online

    Multiplayer doesn't have to be built on day one. Today, I'm joined by Michael Szklarski, Co-Founder of ReadyM, who explains how community-driven multiplayer mods have transformed games like GTA V and why the future of gaming may belong to player-created experiences. From the origins of GTA multiplayer mods and FiveM to Black Myth: Wukong, Oblivion Remastered, Minecraft, Roblox, Skyrim, and Hytale, this conversation explores how UGC (User-Generated Content), modding, and multiplayer communities can dramatically extend a game's lifespan. Whether you're a game developer, publisher, aspiring game designer, or modder, you'll learn how successful games evolve into long-lasting platforms, why some games attract thriving modding communities while others don't, and what it takes to build the next generation of community-powered games. Connect with Michael:LinkedIn: https://www.linkedin.com/in/michalszklarskiWebsite: https://docs.ready.mp/Forum: https://forum.ready.mp/Oblivion Multiplayer Mod: https://oblivionmp.firstlook.gg/ Connect with Harry:LinkedIn: https://www.linkedin.com/in/phokou/YouTube: https://www.youtube.com/@hivemindworldInstagram: 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 Intro01:23 ReadyM and the vision behind community multiplayer02:47 What is UGC multiplayer?05:32 The origins of GTA multiplayer modding07:43 How multiplayer mods work under the hood10:03 How GTMP became FiveM15:17 Why Rockstar acquired FiveM20:11 How UGC extends a game's lifespan25:03 Can developers design games for modding success?29:11 Should studios build official modding tools?35:17 Michael's journey into modding38:58 When modding became a business42:56 Building ReadyM and multiplayer technology46:56 Raising investment and proving the vision53:52 Why Red Dead Redemption Online never reached FiveM's success56:42 Advice for AAA game developers58:41 Advice for aspiring modders

    #73 - Michael Szklarski: Why Rockstar Bought His Mod Instead of Fixing GTA Online
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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

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