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Want To Make Games? You MUST See This Graph First...
The development of a video game often follows a non-linear trajectory characterized by a prolonged period of stagnation followed by a sudden, exponential increase in quality and cohesion, a phenomenon described as the Frankenstein moment.
- Game development often follows a 'Frankenstein moment' trajectory, where a project feels stagnant and low-quality for an extended period before suddenly reaching a threshold of viability and life.
- The development process is akin to an archaeological dig, characterized by cycles of finding small, exciting features followed by periods of doubt and declining confidence.
- To accelerate development and improve quality, developers must seek feedback from two specific sources: real players who identify usability issues and seasoned industry veterans who provide high-impact, 'explosive' solutions.
What’s the truth about Nintendo Switch 2 sales?
The global video game industry is currently navigating a period of intense volatility, characterized by widespread workforce reductions at major firms like Epic Games and Ubisoft alongside a notable contraction in the United Kingdom’s development sector.
- The Nintendo Switch 2 is projected to follow a 3DS-style trajectory of modest, stable growth rather than replicating the mass-market dominance of the original Switch.
- Nintendo is mitigating hardware demand risks by prioritizing backwards compatibility, long-term team stability, and the expansion of intellectual property into film and merchandise.
- The broader video game industry is experiencing significant volatility, marked by widespread workforce reductions at major firms like Epic Games and Ubisoft and a contraction in the UK development sector.
The State of Gaming in 2026 (with Sensor Tower)
The global gaming industry in 2026 is defined by a maturing mobile sector that prioritizes monetization and retention over raw download volume.
- Social systems are now a primary driver of retention and monetization across all platforms, with games that integrate social mechanics into their core experience outperforming those that treat them as secondary layers.
- 4X strategy games bucked broader mobile market declines in 2025 by adopting hyper-casual acquisition tactics, such as ad-friendly gameplay hooks, to funnel casual players into deeper, more complex core loops.
- The success of titles like 'One State' demonstrates that GTA-style, social-driven roleplaying games can achieve significant revenue in Western markets on mobile, with 40% of its revenue currently originating from the US.
Subway Surfers City: Sybo built the Best Ad Placements in Mobile Gaming, then forgot to run UA
Subway Surfers City represents a significant attempt to evolve the classic runner genre through a highly polished, shard-based gacha economy and sophisticated monetization architecture.
- Subway Surfers City has reached 10 million downloads but is struggling to retain players, with daily active users currently declining to approximately 730,000.
- The game generates $100,000 in daily ad revenue, yet it relies too heavily on rewarded ads rather than in-app purchases, threatening long-term profitability.
- Sybo has failed to implement aggressive user acquisition tactics, such as robust AppLovin integration, AdROAS strategies, or effective cross-promotion within the original Subway Surfers ecosystem.
Let's Review Your Games — Ep. 043
Independent horror game development relies heavily on the synergy between atmospheric immersion and intuitive mechanical feedback.
- Game design does not require perfection to achieve commercial success, as evidenced by the developer's ability to generate full-time income and build wealth from titles with mediocre design.
- Player feedback during playtesting is subjective, and a developer should not necessarily change game mechanics based on a single user's confusion if the majority of players understand the system.
- Horror games benefit from clear, visceral feedback mechanisms; for example, using physical consequences like simulated injury or screen effects helps players confirm when they have made a mistake.
🤖 Building a UA reporting agent live, in 15 minutes by Matej Lancaric
Automating weekly user acquisition (UA) reporting is a highly effective strategy for mobile gaming consultants and growth marketers to reclaim time spent on manual data consolidation.
- Automating weekly UA reporting via the Model Context Protocol (MCP) allows growth marketers to connect AppsFlyer data directly to AI platforms like n8n, Claude, or ChatGPT to eliminate manual data consolidation.
- The technical implementation requires generating an AppsFlyer API token, configuring an MCP-compatible client, and integrating an OpenAI API key within an automation tool.
- UA managers can use open-source AppsFlyer templates to automate executive summaries and spend cap alerts without needing advanced coding skills.
UA Monthly #2: AppLovin's Social Network, Google Fee Cuts & Unity Vector
Unity is aggressively challenging the current user acquisition landscape by introducing D28 in-app purchase ROAS campaigns powered by its Vector engine.
- Unity is testing D28 in-app purchase ROAS campaigns using its Vector engine, moving beyond the industry-standard seven-day optimization window to better identify high-value players.
- Google has reduced Play Store fees from 30% to 20% for new installs, providing developers with marginal improvements in unit economics and increased bidding power for user acquisition.
- AppLovin is exploring expansion into e-commerce and social networking to secure first-party inventory, though analysts view this as a high-risk departure from its core B2B ad-tech expertise.
MDM Podcast, Season 7, Episode 11: Understanding Unity's Vector (with Felix The)
Unity’s Vector platform represents a strategic evolution in mobile user acquisition by leveraging the company’s dual role as a game engine provider and an advertising network.
- Unity's 'Vector' advertising product leverages engine-level runtime data to improve user acquisition performance by providing high-fidelity, sequential event signals that are superior to traditional, often fragmented, software development kit (SDK) data.
- Unity is shifting from fragmented machine learning approaches to 'massive unified models' that allow for better autocorrelation, covariance, and causal understanding of user behavior across the advertising ecosystem.
- The company is prioritizing generative AI tools that focus on improving Return on Ad Spend (ROAS) rather than just increasing creative volume, ensuring that advertisers do not simply shift costs from production to marketing without performance gains.
3 Steps To Gorgeous Game Art (With NO Modeling Skills) - Live Workshop
High-quality game environments are achievable without advanced 3D modeling skills by prioritizing foundational design principles over technical complexity.
- Effective game art relies on five core principles: scale, asset distribution, color, lighting, and sound, all of which can be applied to simple primitive shapes like cubes and spheres to create a polished aesthetic.
- Proper scale is essential for defining the player's relationship to the environment; using consistent reference objects, such as a humanoid character or standardized furniture, prevents visual confusion regarding world size.
- Avoid uniform spacing by arranging assets in natural clusters or groups, as this mimics organic environments and prevents the unnatural appearance of isolated, 'socially distanced' objects.
How to leverage incentivised rewards for high value UA | Nicholas Bloom from Exmox #PGConnects
The incentivized user acquisition (UA) sector has emerged as a significant force in the mobile gaming industry, currently accounting for approximately 30% of the total UA marketing share.
- Exmox, a rewarded user acquisition platform, facilitates high-LTV traffic by incentivizing users with cash rewards to complete specific in-game events, currently accounting for approximately 30% of the total UA marketing share of voice.
- Exmox plans to triple its UA spend in 2026 to $300 million, following a $100 million spend in 2025 and a doubling of its internal headcount from approximately 60 to 120 employees.
- Rewarded UA platforms require users to opt-in to tracking to function; this acts as a necessary trade-off for users to receive rewards, as the platform must verify in-game event completion via MMPs in real-time to trigger payouts.
Pokemon Go owner: There’s less of a need for new games
Scopely co-CEO Javier Ferreira provides an analytical overview of the current mobile gaming landscape, emphasizing that while the market has reached unprecedented scale, the requirements for success have shifted significantly.
- The mobile gaming market has shifted from rapid user acquisition to a focus on longevity, with 80% of Scopely’s revenue now generated by players who have engaged with their titles for over a year.
- Scopely has reached $15 billion in lifetime revenue and 2 billion downloads, anchored by six distinct billion-dollar franchises including the recent hit Monopoly Go.
- Market maturity has reduced the demand for new, transient game titles, placing a higher premium on the development of exceptional, long-term player experiences.
Let's Review Your Games — Ep. 042
Indie game development success relies heavily on balancing creative vision with rigorous technical polish and user-centric design.
- Streamability is a critical development priority because streamers and YouTubers are essential channels for game revenue; technical issues that prevent a game from being streamed represent a major red flag.
- Onboarding should be integrated into the gameplay experience rather than presented as a wall of text, as players are unlikely to retain complex instructions provided outside of active play.
- Combat feedback is essential for player satisfaction; developers should implement clear indicators such as knockback, sound effects, particle effects, or reticle flashes to confirm successful hits.