Why is Google policing how the world's top mobile games monetise? | Week in Mobile Games podcast E72

Retargeting isn’t a tactic anymore—it’s a must-have.In this PocketGamer.biz episode, Kentaro Sugiura (Lead UA Manager, Rovio) and Nick Blake (Head of Growth, Bigabid) join us to explore how leading game studios are leveling up their re-engagement strategies in 2025 and beyond.From redefining the inactive window (spoiler: 14 days might be your sweet spot) to testing icon changes for organic lift, this episode covers practical, measurable ways to stop wasting ad spend and bring lapsed players back.🎯 Learn how Rovio segments audiences for high-LTV recovery, how Bigabid enables retargeting on iOS again, and how both teams use creative refreshes, A/B testing, and incrementality measurement to drive results across the game lifecycle.Kentaro Sugiura, Rovio:https://www.linkedin.com/in/kentarosugiura/Rovio: https://www.rovio.com Nick Blake, Bigabid:https://www.linkedin.com/in/nickdblake/ Bigabidhttps://www.bigabid.com #Retargeting #MobileGames #UserAcquisition #GameMarketing #Bigabid #Rovio #PocketGamer #Incrementality #CreativeTesting #GameGrowth #LTV #PerformanceMarketing

PocketGamer.biz head of content Craig Chapple and news editor Aaron Astle talk through the latest games industry news on the 77th episode of the Week in Mobile Games Podcast.On this week’s show we take a look at the biggest trends of the year. We cover:2025 market data from Newzoo and the world's highest grossing games, most downloaded titles, and top publishers, per AppMagic estimates.China's rising global influence.How developers are utilising generative AI and what it means for the industry.The world of transmedia and whether there are any practical gains for publishers.How legal battles and regulators are changing the shape of the mobile games sector and sparking the direct-to-consumer revolution.Why apps are taking over games on the App Store.Craig's nightmare Christmas tree story.** 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 Top 30 MENA Game Makers 2025 - https://www.pocketgamer.biz/the-top-30-mena-game-makers-of-2025👉🏻 The mobile games industry trends that shaped 2025 - https://www.pocketgamer.biz/the-mobile-games-industry-trends-that-shaped-2025/

In this PocketGamer.biz episode, Peggy Anne Salz sits down with Lemon Choi (founder of HyperJoy and author of Lemon Game Talks) to unpack the rise of WeChat mini games in China and what this “mini game Gold Rush” means for studios in Vietnam and the West.🎮 What mini games really are – a no-download app store inside super apps – and why frictionless UX, instant play and social sharing are driving explosive growth📈 Inside the numbers: a $7B market growing 15% year on year, 500M monthly players, 400K active developers and hit titles making more than $1M per day on the WeChat mini game channel alone💰 How Chinese teams design monetization and deep meta systems first, then layer on simple, accessible gameplay to build long-term LTV and staying power🧪 Why the best studios treat UA, re-engagement and CRM as one connected strategy, using creative testing, segmentation and localisation to turn ads into a seamless part of the player journey🌏 A realistic playbook for Western and Vietnamese studios: when a proven title should go WeChat mini game, how to test demand with UA creatives before full launch and why social features and community are non-negotiable🔮 Lemon’s bold prediction for 2026 – and why he believes more WeChat-born mini games will break into the US top-grossing chartsRecorded on location at Think Apps @ The Google Apps Summit APAC in Vietnam.

PocketGamer.biz head of content Craig Chapple and news editor Aaron Astle talk through the latest games industry news on the 76th episode of the Week in Mobile Games Podcast.On this week’s show we take a look at:Netflix and Paramount's battle to acquire Warner Bros.Claims by the Netflix co-CEO that the streaming firm didn't attribute any value to Warner Bros. Games in the deal.Duolingo's big Genshin Impact partnership.The debate around mobile games recognition at awards shows like The Game Awards and the Baftas.Industry veteran Michael Rubinelli's tips on how to navigate industry trends.Why Starberry Games is going all-in on AI.** 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 Top 30 MENA Game Makers 2025 - https://www.pocketgamer.biz/the-top-30-mena-game-makers-of-2025

PocketGamer.biz head of content Craig Chapple and news editor Aaron Astle talk through the latest games industry news on the 75th episode of the Week in Mobile Games Podcast.On this week’s show we take a look at:What happened at the Wiggin Games Summit, with insights on games market definitions, mobile industry challenges, and how developers are using AI.How Pikmin Bloom blossomed to $100 million.Our interview with LinkedIn influencer Ali Farha and why more people should share their views and insights with others.Sega's reveal of a fifth Sonic the Hedgehog movie before the fourth one has released.Discord's decision to sell skins for Marvel Rivals within the platform.** 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 Top 30 MENA Game Makers 2025 - https://www.pocketgamer.biz/the-top-30-mena-game-makers-of-2025👉🏻 4 takeaways from RovioCon and Slush 2025: AI reimagining game dev, China's growth threatens Western studios, and EU regulation concerns - https://www.pocketgamer.biz/4-roviocon-and-slush-takeaways-ai-reimagining-game-dev-chinas-growth-threatens-western-studios-and-eu-regulation-concerns

Nick Button-Brown has helped shape some of the biggest forces in gaming. In this PocketGamer.biz episode he joins us to break down what it really takes to build a sustainable studio, raise smart money, and strengthen the UK’s position as a global games powerhouse.From leading global teams at EA to helping Improbable scale to a $600M raise, guiding Sensible Object through its sale to Niantic, and supporting founders through The Games Angels, Nick has seen every corner of the industry.He shares candid stories about the shift from operator to advisor, why angels matter more than ever, and how founders can pitch with clarity and conviction in a crowded market.🎯You’ll learn: • Why 2026 is the return of “hustler rounds” and how hybrid funding is reshaping early stage deals • What investors really want to see in pitch decks (hint: professionalism beats buzzword bingo every time) • How Games Angels formed during lockdown and why founders need experienced support, not just cash • The UK’s biggest scaling challenges and why Nick is pushing for a Games Growth Tax Credit to keep value in the country • Why games are a cure for loneliness and a force for social good far beyond entertainment • The skills gap, the business gap, and how founders can bridge both to build enduring studiosNick Button-Brown: https://www.linkedin.com/in/nickbuttonbrown/PocketGamer.biz Podcast https://www.pocketgamer.biz/podcast

PocketGamer.biz head of content Craig Chapple and news editor Aaron Astle talk through the latest games industry news on the 74th episode of the Week in Mobile Games Podcast.On this week’s show we take a look at:Why Ubisoft's financials were delayed and Tencent's strange deal for Vantage Studios.The Roblox CEO's car crash interview on child safety.The big IPs making their way to mobile.The first anniversaries of Royal Kingdom and Infinity Nikki.PLUS some ramblings on level scaling in games.** 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 Top 30 MENA Game Makers 2025 - https://www.pocketgamer.biz/the-top-30-mena-game-makers-of-2025👉🏻 4 takeaways from RovioCon and Slush 2025: AI reimagining game dev, China's growth threatens Western studios, and EU regulation concerns - https://www.pocketgamer.biz/4-roviocon-and-slush-takeaways-ai-reimagining-game-dev-chinas-growth-threatens-western-studios-and-eu-regulation-concerns

PocketGamer.biz head of content Craig Chapple and news editor Aaron Astle talk through the latest games industry news on the 73rd episode of the Week in Mobile Games Podcast.On this week’s show we take a look at:- Takeaways from RovioCon and Slush, including data and insights on generative AI in game development, European tech regulation, the rise of non-gaming apps, investment challenges, and how China could kill the Western mobile games industry.- Epic Games CEO Tim Sweeney gatecrashing Unite to announce a major partnership with Unity.- Sonic Rumble's revenue after its first 10 days on the market and plans to revise some of the gameplay.** 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 Top 30 MENA Game Makers 2025 - https://www.pocketgamer.biz/the-top-30-mena-game-makers-of-2025👉🏻 4 takeaways from RovioCon and Slush 2025: AI reimagining game dev, China's growth threatens Western studios, and EU regulation concerns - https://www.pocketgamer.biz/4-roviocon-and-slush-takeaways-ai-reimagining-game-dev-chinas-growth-threatens-western-studios-and-eu-regulation-concerns👉🏻 Supercell's AI masterplan explained - https://www.pocketgamer.biz/supercells-ai-masterplan-explained

PocketGamer.biz head of content Craig Chapple talks through the latest games industry news on the 72nd episode of the Week in Mobile Games Podcast.On this week’s show we take a look at:Our investigation into how Epic and Google plans to police how the top grossing mobile games monetise on Android and exactly who the newly proposed Play store policies impact.The Top 30 MENA Game Makers.Playtika's direct-to-consumer growth.Supercell's FAQ shining a light on why it closed Squad Busters.The plethora of new mobile games with big IP attached.** 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👉🏻 Top 50 mobile games could all face higher 20% fee under Epic and Google's Play Store plans - https://www.pocketgamer.biz/top-50-mobile-games-could-all-face-higher-20-fee-under-epic-and-googles-play-store-plans👉🏻 The Top 30 MENA Game Makers 2025 - https://www.pocketgamer.biz/the-top-30-mena-game-makers-of-2025

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:Google and Epic's new proposals that seek to shake up how developer's monetise on Android.The top grossing and most downloaded mobile games on mobile in October 2025.PUBG Mobile's dramatic fall.Pokémon Trading Card Game Pocket's $1.3 billion revenue milestone after one year.Nintendo Switch 2's launch sales.** 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