Mastering Creative at Scale: How PokPok Builds Ads That Work

PocketGamer.biz head of content Craig Chapple talks through the latest games industry news on the 70th episode of the Week in Mobile Games Podcast.On this week’s show we take a look at:- Supercell's decision to shut down Squad Busters.- Google Play's changes in the US to enable alternative payment methods.- Our interview with Fingersoft and the soft launch of Hill Climb Racing 3.- Layoffs at Amazon's games division.- Krafton's AI-first ambitions.- Scopely's Monopoly Go Chat app.- Rovio's newly soft-launched Angry Birds Match World.** Let's Connect **👉🏻 Twitter - https://twitter.com/pgbiz👉🏻 LinkedIn Group - https://www.linkedin.com/company/pocketgamer-biz/👉🏻 Facebook - https://www.facebook.com/PGbiz👉🏻 Website - https://www.pocketgamer.biz 👉🏻 Pocket Gamer Connects - https://www.pgconnects.com👉🏻Pocket Gamer Connects Speaker Submission form - https://docs.google.com/forms/d/e/1FAIpQLSdoS5n-vdHu6aU-2d_rR7x1FAgewG51y3nlU1aB8RdetiKaGw/viewform👉🏻 The Top 50 Mobile Game Makers 2025 - https://www.pocketgamer.biz/the-top-50-mobile-game-makers-of-2025/👉🏻 Download the PocketGamer.biz Mobile Games Developer Trends Survey Winter 2024/25 report - https://docs.google.com/forms/d/e/1FAIpQLSf3tbjUxVkG17CuHHljMblfmUC3DZ6gNAzV8qiz8bAALUXSvQ/viewform👉🏻 Join the AI Gamechangers newsletter - https://aigamechangers.substack.com

How do you build a brand that parents trust and kids love—and scale ad creative to 70+ tests without burning out your team?Felix Boudreax, VP of Growth and Marketing at PokPok, joins the PocketGamer.biz podcast to lift the lid on how his small team delivers big results. From structured creative testing to using AI tools for rapid iteration, Felix shares the real strategy behind PokPok’s success—including naming conventions, Figma workflows, UGC tactics, and why they stuck with a hard paywall.🎯 Learn how PokPok is becoming the brand for non-addictive screen time, why AI can’t (yet) replace real parents in ads, and how creative performance can directly inform product development.Félix Boudreax: https://www.linkedin.com/in/felixboudreau/PokPok: https://playpokpok.com/Other MentionsKitchn.io: https://www.kitchn.io/

PocketGamer.biz head of content Craig Chapple and news editor Aaron Astle discuss the latest games industry news on the 69th episode of the Week in Mobile Games Podcast.On this week’s show we discuss:A US judge grants Google a one-week extension to comply with Epic Games injunction to enable rival stores and payment options.The big Amazon Web Services crash that impacted Clash Royale, Pokémon Go, Fortnite, Roblox and more.The UK's Competition and Markets Authority's decision to label Apple and Google with strategic market status.Unity's direct-to-consumer play and how it could play into its Vector ambitions.HoYoverse’s next big game: Petit Planet.How games design their opening levels, tutorials and onboarding.** Let's Connect **👉🏻 Twitter - https://twitter.com/pgbiz👉🏻 LinkedIn Group - https://www.linkedin.com/company/pocketgamer-biz/👉🏻 Facebook - https://www.facebook.com/PGbiz👉🏻 Website - https://www.pocketgamer.biz 👉🏻 Pocket Gamer Connects - https://www.pgconnects.com👉🏻Pocket Gamer Connects Speaker Submission form - https://docs.google.com/forms/d/e/1FAIpQLSdoS5n-vdHu6aU-2d_rR7x1FAgewG51y3nlU1aB8RdetiKaGw/viewform👉🏻 The Top 50 Mobile Game Makers 2025 - https://www.pocketgamer.biz/the-top-50-mobile-game-makers-of-2025/👉🏻 Download the PocketGamer.biz Mobile Games Developer Trends Survey Winter 2024/25 report - https://docs.google.com/forms/d/e/1FAIpQLSf3tbjUxVkG17CuHHljMblfmUC3DZ6gNAzV8qiz8bAALUXSvQ/viewform👉🏻 Join the AI Gamechangers newsletter - https://aigamechangers.substack.com

The European Commission’s Digital Fairness Act has recently stirred a flurry of industry debate on its potential impact on the games industry and free-to-play economics, following Supercell CEO Ilkka Paananen’s open letter sounding the alarm.The Clash of Clans studio founder went as far to say new rules could kill the European games industry..To break down what's at stake, Arcanix CSO Oscar Clark and Flux Digital Policy director of policy and public affairs Celia Pontin got together on the PocketGamer.biz Podcast to go through the act in detail.They cover:- Exactly what the Digital Fairness Act is and the potential impacts of any legislation for gaming - which remains some way off.- How regulators perceive the games market and why the industry should engage during the consultation period.- Why the sector should acknowledge the minority of bad actors in the space, rather than ignore these examples.- How games companies can ultimately work with regulators to ensure a better outcome for the Digital Fairness Act, rather than against them.00:00Introduction to the hosts and regulations in the European Union02:49Understanding the Digital Fairness Act05:24Consumer Protection in the Games Industry07:58Cultural Perceptions of Gaming and Regulation10:40The Role of In-Game Purchases and Currencies13:22Transparency and Consumer Trust16:07The Impact of Urgency and Scarcity in Marketing18:40Navigating Regulatory Challenges21:30The Future of Game Development and Regulation32:17Understanding In-Game Currency and Pricing Transparency34:40The Complexity of Currency Systems in Gaming36:54The Impact of Regulation on Game Design40:33Consumer Perception and Game Monetization43:21The Nuances of Game Engagement and Microtransactions45:38The Importance of Fair Regulation in Gaming49:15Engaging with Regulatory Consultations53:08The Future of Game Regulation and Industry Impact** Let's Connect **👉🏻 Twitter - https://twitter.com/pgbiz👉🏻 LinkedIn Group - https://www.linkedin.com/company/pocketgamer-biz/👉🏻 Facebook - https://www.facebook.com/PGbiz👉🏻 Website - https://www.pocketgamer.biz 👉🏻 Pocket Gamer Connects - https://www.pgconnects.com👉🏻Pocket Gamer Connects Speaker Submission form - https://docs.google.com/forms/d/e/1FAIpQLSdoS5n-vdHu6aU-2d_rR7x1FAgewG51y3nlU1aB8RdetiKaGw/viewform👉🏻 The Top 50 Mobile Game Makers 2025 - https://www.pocketgamer.biz/the-top-50-mobile-game-makers-of-2025/👉🏻 Download the PocketGamer.biz Mobile Games Developer Trends Survey Winter 2024/25 report - https://docs.google.com/forms/d/e/1FAIpQLSf3tbjUxVkG17CuHHljMblfmUC3DZ6gNAzV8qiz8bAALUXSvQ/viewform👉🏻 Join the AI Gamechangers newsletter - https://aigamechangers.substack.com

If you think retention is about mechanics and monetization—you’re missing the point.In Part 2 of this special PocketGamer.biz podcast, Bastian Bergmann, CEO of Solsten and author of the new book Press Play: Designing Games That Understand Us, joins Peggy Anne Salz and Brian Baglow to explore the biggest blind spots in today’s game design—and how behavioral science can fix them.Bastian digs into:Why fun is a byproduct, not a goalHow many studios misuse the word “player-centric”What happens when we design games based on who people are, not just what they doHe also shares examples of games that inspire behavioral transformation—not just dopamine loops—and offers a vision of an industry where creative teams include psychologists, not just analysts.🎧 This is Part 2 of a two-part conversation.Bastian Bergmann: https://www.linkedin.com/in/bergmannbastian/Solsten:  https://solsten.io/Elaris: https://elaris.new

PocketGamer.biz head of content Craig Chapple and news editor Aaron Astle discuss the latest games industry news on the 68th episode of the Week in Mobile Games Podcast.On this week’s show we discuss:The reveal of the Top 50 Mobile Game Makers 2025 list.Supercell CEO Ilkka Paananen's letter sounding the alarm on potential EU regulation he says could kill the region's industry.New Texas age verification laws for app stores.The SEC's AppLovin investigation and why it could spread to other ad tech firms.** Let's Connect **👉🏻 Twitter - https://twitter.com/pgbiz👉🏻 LinkedIn Group - https://www.linkedin.com/company/pocketgamer-biz/👉🏻 Facebook - https://www.facebook.com/PGbiz👉🏻 Website - https://www.pocketgamer.biz 👉🏻 Pocket Gamer Connects - https://www.pgconnects.com👉🏻Pocket Gamer Connects Speaker Submission form - https://docs.google.com/forms/d/e/1FAIpQLSdoS5n-vdHu6aU-2d_rR7x1FAgewG51y3nlU1aB8RdetiKaGw/viewform👉🏻 The Top 50 Mobile Game Makers 2025 - https://www.pocketgamer.biz/the-top-50-mobile-game-makers-of-2025/👉🏻 Download the PocketGamer.biz Mobile Games Developer Trends Survey Winter 2024/25 report - https://docs.google.com/forms/d/e/1FAIpQLSf3tbjUxVkG17CuHHljMblfmUC3DZ6gNAzV8qiz8bAALUXSvQ/viewform👉🏻 Join the AI Gamechangers newsletter - https://aigamechangers.substack.com

What if your most powerful game mechanic isn’t in your code—but in your players’ minds?In Part 1 of this special PocketGamer.biz podcast, Solsten CEO Bastian Bergmann joins hosts Peggy Anne Salz and Brian Baglow to unpack how behavioral science is transforming how great games get made.Bastian—also the author of the new book Press Play: Designing Games That Understand Us—shares how neuroscience, psychometrics, and player psychology can unlock deeper engagement, better retention, and more meaningful play.From building for subconscious needs to busting myths about “data-driven design,” this episode is packed with insights for anyone ready to design with empathy—and build games that truly resonate.🎧 This is Part 1 of a two-part conversation. Stay tuned for Part 2 next week!Bastian Bergmann: https://www.linkedin.com/in/bergmannbastian/Solsten:  https://solsten.io/Elaris: https://elaris.new

PocketGamer.biz head of content Craig Chapple and news editor Aaron Astle discuss the latest games industry news on the 67th episode of the Week in Mobile Games Podcast.On this week’s show we discuss:That $55 billion EA acquisition by Saudi Arabia's Public Investment Fund, Silver Lake and Affinity Partners.Genshin Impact's fifth anniversary.The Xbox Game Pass price hike and where Microsoft goes from here.A slow start for Nintendo's surprise new mobile game Fire Emblem Shadows.** Let's Connect **👉🏻 Twitter - https://twitter.com/pgbiz👉🏻 LinkedIn Group - https://www.linkedin.com/company/pocketgamer-biz/👉🏻 Facebook - https://www.facebook.com/PGbiz👉🏻 Website - https://www.pocketgamer.biz 👉🏻 Pocket Gamer Connects - https://www.pgconnects.com👉🏻Pocket Gamer Connects Speaker Submission form - https://docs.google.com/forms/d/e/1FAIpQLSdoS5n-vdHu6aU-2d_rR7x1FAgewG51y3nlU1aB8RdetiKaGw/viewform👉🏻 The Top 50 Mobile Game Makers 2024 - https://www.pocketgamer.biz/the-top-50-mobile-game-makers-of-2024/👉🏻 Download the PocketGamer.biz Mobile Games Developer Trends Survey Winter 2024/25 report - https://docs.google.com/forms/d/e/1FAIpQLSf3tbjUxVkG17CuHHljMblfmUC3DZ6gNAzV8qiz8bAALUXSvQ/viewform👉🏻 Join the AI Gamechangers newsletter - https://aigamechangers.substack.com

PocketGamer.biz head of content Craig Chapple and news editor Aaron Astle discuss the latest games industry news on the 66th episode of the Week in Mobile Games Podcast.On this week’s show we discuss:- UGC platform revenue share after Fortnite lets developers sell in-game items.- Nintendo's surprise launch of its latest mobile game: Fire Emblem Shadows.- Theories on why Apple and Google are releasing new gaming features to their stores.- How Ukranian studio Oxiwyle is making games during a time of war.** Let's Connect **👉🏻 Twitter - https://twitter.com/pgbiz👉🏻 LinkedIn Group - https://www.linkedin.com/company/pocketgamer-biz/👉🏻 Facebook - https://www.facebook.com/PGbiz👉🏻 Website - https://www.pocketgamer.biz 👉🏻 Pocket Gamer Connects - https://www.pgconnects.com👉🏻Pocket Gamer Connects Speaker Submission form - https://docs.google.com/forms/d/e/1FAIpQLSdoS5n-vdHu6aU-2d_rR7x1FAgewG51y3nlU1aB8RdetiKaGw/viewform👉🏻 The Top 50 Mobile Game Makers 2024 - https://www.pocketgamer.biz/the-top-50-mobile-game-makers-of-2024/👉🏻 Download the PocketGamer.biz Mobile Games Developer Trends Survey Winter 2024/25 report - https://docs.google.com/forms/d/e/1FAIpQLSf3tbjUxVkG17CuHHljMblfmUC3DZ6gNAzV8qiz8bAALUXSvQ/viewform👉🏻 Join the AI Gamechangers newsletter - https://aigamechangers.substack.com👉🏻 Making games in Ukraine: "It's hard to focus on creative tasks when your city is under attack" - https://www.pocketgamer.biz/making-games-in-ukraine-its-hard-to-focus-on-creative-tasks-when-your-city-is-under-attack

How do you bring a beauty brand into Final Fantasy without losing authenticity?In this special episode recorded live at Gamescom, Paulina Besmehn, Brand Manager at Henkel, shares the story behind Henkel’s first-ever gaming activation—a bold crossover between their Schwarzkopf got2b hair color line and the iconic world of Final Fantasy.The result? Limited edition shades inspired by in-game avatars, influencer partnerships, and a full offline/online campaign designed around self-expression and community fit.Paulina shares how her team chose the right game, pitched the idea internally, collaborated with Square Enix, and made sure the activation respected the culture of gaming—not just the business opportunity.Whether you’re a brand exploring new touchpoints or a game studio open to partnerships, this episode is a masterclass in meeting players where they are—with purpose, not just product.Paulina Besmehn: https://www.linkedin.com/in/pbesmehn/Henkel Consumer Brands: https://www.henkel-brand-hub.com/business-units/Henkel-Consumer-Brands.htmlFinal Fantasy XIV: https://na.finalfantasyxiv.com/Schwarzkopf gӧt2b: https://www.schwarzkopf.com/brands/haircolor/got2b-brand.html