Publishers in the Age of F2P: Can It Actually Work?
summary
Argues that traditional prelaunch deals fail for mobile F2P and instead pursues progressive publishing: sign live games, run targeted UA and monetization tests, then move to co‑dev or acquisition. Built tools include Dora (UA bidding), Gondola (LTV pricing/offer optimization) and a creative automation pipeline; raised a $132M UA fund. Claims typical lifts of 5–10x; gives one case where a one‑person game grows from $20K/month to $700K/month and surpasses $10M lifetime, later bought.
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chapters (19)
- 0:00Intro
- 7:52Why traditional publishing doesnt work
- 11:12What progressive publishing means
- 18:08Sourcing games
- 19:42Technology
- 22:12CoDevelopment
- 23:01Acquisitions
- 23:28Portfolio
- 26:33Partnerships
- 29:18Genres
- 32:29Risk
- 35:28Live Scaling
- 35:53User Acquisition Fund
- 36:47What do you need
- 37:27Creative
- 38:01Videos
- 38:41Meeting Developers
- 39:31Feebased deals
- 39:59Case studies
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