Finding Alpha: Strategic Survival in the Mobile Gaming Crisis

At the Modern Growth Stack conference in Seoul, Korea, earlier this month, I presented on a topic I believe is critical for our industry's survival: Finding Alpha. The mobile games industry is in distress, and I've been watching too many companies make the same mistakes over and over. It's time we have an honest conversation about competitive advantage and what it truly takes to thrive in this new world. TL;DR (What “Alpha” Really Means) Alpha = company-specific excess return—performance you earn because of your unique strategy/capabilities, not because “the market lifted all boats.” If your market is distressed, alpha isn’t optional; it’s survival. In volatile eras, macro choices (where/how you compete) matter as much or more than micro execution (how well you operate). Don’t sprint in the wrong direction. Play to win = identify the single highest-leverage point in your space, then go all-in on it; half-measures don’t generate alpha. […]

Joseph Kim September 1

Journal

Hiring, Layoffs, and Surviving the Game Industry’s Reset

As an old-timer in the games industry, I've seen cycles come and go. But the current downturn feels different—prolonged, painful, and amplified by emerging tech like AI. There seems to have been a fundamental shift in the environment in which we work and compete. Is this time different? Today’s discussion focuses on many of the new macro forces impacting the games industry, including layoffs, getting hired, staying employed, AI, work culture, and more! The State of Play: A Cyclical Downturn with a Twist It's tough out there. Keith confirms that the market is in a cyclical decline after a post-COVID boom, but with some unique characteristics. Larger studios are aggressively cutting costs by shuttering projects and entire studios, while many independent developers have seen their funding dry up. The result is a market focused on the perception of sure bets—games […]

Joseph Kim August 21

Highlights

The Organizational Meta: A New Blueprint for Work in the Age of AI

https://www.youtube.com/watch?v=WMn9Z5OF4jA&ab_channel=GameMakers The Game Has Changed I’ve spent much of my career at the intersection of technology and human endeavor, from gaming to organizational design in large companies. In titles like League of Legends, the “meta” is the most effective tactic available, an emergent pattern of strategies, builds, and compositions that shifts as the game’s mechanics change. When a patch drops, the meta doesn’t adjust—it transforms. Optimality is dynamic; it's a response to change. Today, the rapid advancement of artificial intelligence (AI) is reshaping the way we work, challenging traditional roles, and forcing us to rethink the structure of organizations. The current approach of bolting AI onto existing organizational structures and processes is reactive and fails to capture the systemic value that AI promises. The core problem is not a lack of tools or use cases, but a lack of a strategic framework for redesigning […]

Joseph Kim August 14

Analysis

The Data Advantage: How Top Mobile Studios Navigate Post-ATT Reality

A deep dive into CAPI, Web-to-App, and the future of Mobile UA What happens when you mix two genres? In this case, Idle Tycoon + Casual Casino. Check out Carnival Tycoon by Wild Candle Spin with over $5M in life-of-product revenue and over 2.5M downloads so far. Data: AppMagic https://www.youtube.com/watch?v=p2nWqLbbcPs&ab_channel=GameMakers Mastering Mobile UA in the Post-ATT Era: A Data-Driven Playbook The mobile gaming industry has been navigating choppy waters since Apple's App Tracking Transparency (ATT) framework fundamentally changed how we measure and optimize user acquisition. In a recent deep-dive conversation with Roi Nam, founder and CEO of Airbridge, we explored the practical strategies that winning studios are using to maintain their growth advantage in this new reality. Here's what game executives, product managers, and marketers need to know about turning data limitations into competitive advantages. The Current State: It's Complicated, […]

Joseph Kim July 29

Journal

From 2 Days to 1 Hour: The AI Revolution That Could Transform Game Animation

Inside Uthana's mission to beat the visual Turing test for human motion, and what it means for game development. What if you could animate game characters just by typing a text prompt or recording a quick video? In this fascinating conversation with Viren Tellis, CEO of Uthana, we explore how AI is revolutionizing game animation and making the impossible possible for indie developers. Key takeaways from this episode: 50-80% time savings on animation workflows, with some tasks reduced from 2 days to just 1 hour Democratizing game development by enabling teams without animators to create moving characters The future is real-time: AI-powered NPCs that respond and move dynamically during gameplay Three approaches to AI animation: text-to-motion, video-to-motion, and smart library search—each solving different production challenges https://www.youtube.com/watch?v=jBmOyjeGLK0&ab_channel=GameMakers Speakers: Joseph Kim. CEO at Lila Games Tarun R. Product Manager at Lila Games Viren Tellis. CEO and Co-founder […]

Joseph Kim July 19

Analysis

Why Every Mobile Game Studio Needs a Web Shop

The mobile gaming industry has just experienced its biggest economic shift since the launch of the App Store. Leading studios are capturing 40-50% of their revenue through web shops, while others struggle to achieve even 10%. Key revelations from this discussion: The true cost of platform fees is 43% higher than most developers calculate Studios with strong web shops can outspend competitors by 10-15% on user acquisition The Epic ruling has eliminated anti-steering policies, opening unprecedented opportunities Winners focus on engagement and loyalty, not just payment processing Also in this issue: Data: Horror Survival may be the next big genre opportunity For those of you looking for the next breakout game genre, don’t sleep on survival horror! Is the following data a harbinger of a nascent game genre? 超自然行动组 (English: Supernatural Operations Group) from Giant Network has seen a recent […]

Joseph Kim July 8

Analysis

Brawl Stars Shop Design: Mastering Motivation Over Monetization Pressure

Brawl Stars has continuously evolved since its 2017 launch—removing loot boxes, introducing the Brawl Pass, experimenting with IP collaborations, and refining its core systems. As the game pushes to stabilize its revenue after a small post-peak dip in 2024, one element stands out as a consistent driver: its shop. This article explores how Brawl Stars’ in-game and webshops are strategically designed to align with player progression, daily engagement, and monetization goals. From layout and offer prioritization to the role of the Brawl Pass and Supercell’s integrated webshop ecosystem, we unpack how the shop serves as both a revenue engine and a player experience touchpoint. Key Findings: Single-track horizontal shop design reduces decision fatigue compared to complex multi-tab systems Brawl Pass at $6.99 serves as the primary monetization anchor, leading all IAP sales Strategic friction points align with player psychology to […]

Joseph Kim June 30

Analysis

Evolution of the Gaming Product Manager in 2025 + AI

https://www.youtube.com/watch?v=fX1Owe0nks0&ab_channel=GameMakers The Product x LiveOps Panel Recap: The Product Manager in Flux Game development is shifting rapidly, reshaping what it means to be a product manager. Key macro forces—from the attention economy to global competition—are creating new challenges and demands. 1. The New Competitive Terrain Attention is Scarce: With players flooded by games, streaming, and social media, gaining and retaining attention has become difficult and expensive. Studios must invest in stronger marketing and engagement from day one. Global Content Arms Race: Studios in China operate with immense scale and speed. Their output is resetting player expectations and forcing others to accelerate, often via AI tools. LiveOps is Thriving: Games like Brawl Stars have proven that well-executed LiveOps can dramatically extend a game’s lifecycle. This pushes studios to favor continuous updates over risky new launches. Established Games Dominate: Breaking into crowded […]

Joseph Kim June 13

Analysis

Unity’s Data Dilemma: Why Gaming’s Underdog Needs to Stop Playing It Safe

AppLovin is printing money with 81% EBITDA margins, while Unity sits on data from 70% of mobile games—and does nothing with it (maybe?). In this episode, we reveal why game studios are "deathly afraid" of AppLovin's monopoly and what Unity's new Vector technology means for the $81 billion mobile gaming market. What You'll Discover: Why Unity's pricing model gives them a hidden advantage over Unreal in mobile gaming (hint: it's about UA economics) The "MAX playbook" that could transform Unity from a struggling engine company into an ad powerhouse How AppLovin's blind spot in IAP data creates Unity's biggest opportunity—if they're brave enough to take it https://www.youtube.com/watch?v=vaz-e08Gl3g&ab_channel=GameMakers 📈 The $81 Billion Question: Can Unity Break AppLovin's Stranglehold on Mobile Gaming? Here's a statistic that should keep Unity executives up at night: AppLovin's ad business generates an 81% EBITDA margin. That's […]

Joseph Kim June 12

Analysis

HTML5 Gaming Gold Rush: Discord, Telegram, X & More

The huge potential for games on Discord, Telegram, and every platform with a browser. After years of false starts, HTML5 gaming is experiencing a stunning reversal—backed by GPU advances from the AI boom, 5G ubiquity, and platforms desperate to escape Apple and Google's grip. Playgama CEO Dmitry Kachmar reveals why major platforms from Discord to Telegram are racing to become gaming destinations and why, this time, the technology, economics, and timing finally align. Why this matters to you: The app store monopoly is cracking: Learn how to leverage alternative distribution before everyone else catches on Every social platform wants games NOW: Discord, Telegram, and others are creating massive new audiences hungry for content Lower CAC, instant distribution: Discover why HTML5 games can achieve profitability with traditional web marketing tactics Platform-specific insights: Critical design differences between Telegram's mobile-first and Discord's desktop-first […]

Joseph Kim June 6

Highlights

Design Discipline: The Difference Between Shipping and Sinking

The mistake every game studio keeps making: stop jizzing the game design! Game studios often sabotage their projects by endlessly iterating on minor features while ignoring foundational flaws. In today's essay, I explore why design discipline is critical for shipping successful games. Key insights include: How lack of discipline leads to project failures. Three essential pillars to foster effective design discipline. Practical strategies to prioritize wisely and ship faster. Why perfection can be your biggest enemy in game development. The Rise, the Fall, and the Rise Again of Mobile 4X games: AppMagic Data Singular recently released its Q2 Quarterly Trends report. A few data highlights from that report. Global ad spend is up: Tale of Two Platforms: Android dominates installs, and iOS dominates revenue. Major gap in global CPI with USA leading the way: CPI by game genre: There's a […]

Joseph Kim June 4

Analysis

Why Marvel Snap Players Hated Their Most Profitable Event

A tale of two events: 92% revenue boost vs. community backlash (and what we can learn from it) When Marvel Snap returned from its app store takedown in February 2025, it ran two wildly different events that revealed a fundamental truth about mobile game design: sometimes, the most profitable events aren't the ones players love most. Sanctum Showdown drove a 92% revenue spike but left players exhausted. High Voltage "only" generated 52% more revenue but had players begging for its return. The difference? A delicate balance between monetization, engagement, and actually letting players have fun. Key Takeaways: 📊 The Revenue Paradox: Sanctum Showdown's 2-week grind fest nearly doubled revenue (+92%) but sparked player complaints, while High Voltage's 1-week sprint "only" increased revenue by 52% but became a fan favorite 🎮 Small Tweaks, Big Impact: High Voltage simply changed the game to 3 […]

Joseph Kim May 27

Joseph Kim

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