The Gaming Playbook w/ Harry Phokou

Discover how The Baby in Yellow, an indie horror game born from a game jam, exploded to over 300 million downloads — without any marketing budget or VC funding. In this episode, Greg Lee, co-founder of Team Terrible, shares how content creators, viral design strategies, and long-term thinking helped them turn a side project into a global hit. From leaving Rockstar to building a 12-person indie studio, Greg dives deep into: - The early days of viral traction - Designing for shareability and YouTube - Monetization without selling out - Building a passionate fanbase - Advice for aspiring indie developers If you're a game dev, indie founder, or creative entrepreneur, this is your blueprint for building something that markets itself. Learn how to go viral, build a studio, and create lasting IP in the age of short attention spans. Connect with Greg: LinkedIn: https://www.linkedin.com/in/greg-lee-40aa1276/ [https://www.linkedin.com/in/greg-lee-40aa1276/] X: https://x.com/heyimgreg [https://x.com/heyimgreg] The Baby in Yellow: Android: https://play.google.com/store/apps/details?id=com.TeamTerrible.BabyInYellow [https://play.google.com/store/apps/details?id=com.TeamTerrible.BabyInYellow]iOS: https://apps.apple.com/us/app/the-baby-in-yellow/id1570525877 [https://apps.apple.com/us/app/the-baby-in-yellow/id1570525877] Steam: https://store.steampowered.com/app/2291340/The_Baby_In_Yellow/ [https://store.steampowered.com/app/2291340/The_Baby_In_Yellow/] Discord: https://discord.com/invite/teamterrible [https://discord.com/invite/teamterrible] Connect with Harry: LinkedIn: https://www.linkedin.com/in/hphokou/ [https://www.instagram.com/hphokou] YouTube: https://www.youtube.com/@hphokou [https://www.instagram.com/hphokou] Instagram: https://www.instagram.com/hphokou [https://www.instagram.com/hphokou] Get exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.net [www.gamingrally.net] Chapters: 00:00 Intro & How The Baby in Yellow Went Viral 01:52 From Rockstar to Indie: Greg’s Journey 04:46 The Accidental Game Jam Upload That Changed Everything 06:38 YouTube Creators: The Real Marketing Engine 09:18 Rip-offs, Mobile Stores & Launching on Android 12:36 Strategic Decision: Free on PC, Paid on Mobile 15:04 Viral Mechanics: Ease of Access & Minimal Friction 17:26 Why Distribution Beats Monetization (Initially) 19:38 The “Luck as Dice Rolls” Theory 22:04 Building Community: Fan Art, Discord & Cultural Impact 26:40 Organic Growth: Word of Mouth & Player Stories 30:50 Schoolbooks, Tattoos & IP as Culture 33:03 Long-Term Thinking Over Quick Monetization 34:46 Lore, Lovecraft & Creative Depth 37:15 Balancing Casual Players & Lore-Seekers 41:54 Horror Meets Humor: The Game’s Dual Tone 44:56 Future Plans & Why the Next Game Might Be Different 48:48 How Team Terrible Hires: What They Look For 53:42 Advice for Aspiring Game Devs 57:25 Final Thoughts & What’s Next #IndieGameDev #TheBabyInYellow #GameDevelopment #ViralGames #GregLee

2025 Indie Game Publishing Playbook w/ Bobby Wertheim Looking to land a publishing deal for your indie game in 2025? In this episode, veteran game scout Bobby Wertheim breaks down the chaotic state of game publishing, what publishers are really looking for, and how devs can stand out in a saturated market. We cover everything from pitch mistakes, proving product-market fit, and surviving in an era where 85% of playtime goes to older games. This is a practical, unfiltered guide every game dev should hear before pitching. - Learn how to navigate publisher expectations - Discover why early access can hurt your chances - Hear real-world funding advice and event strategies - Understand what “product-market fit” actually means for games - Insider tips from someone who signs deals today Connect with Bobby: LinkedIn: https://www.linkedin.com/in/bobby-wertheim-00700/ [https://www.linkedin.com/in/bobby-wertheim-00700/] Website: https://www.kandofactory.com/ [https://www.kandofactory.com/] Bluesky: https://bsky.app/profile/kandofactory.bsky.social [https://bsky.app/profile/kandofactory.bsky.social] Connect with Harry: LinkedIn: https://www.linkedin.com/in/hphokou/ [https://www.linkedin.com/in/hphokou/] YouTube: https://www.youtube.com/@hphokou [https://www.youtube.com/@hphokou] Instagram: https://www.instagram.com/hphokou [https://www.instagram.com/hphokou] Get exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.net [www.gamingrally.net] Chapters: 00:00 Intro 02:15 Why the 2025 games market is brutal 04:28 Bobby’s background and experience as a game scout 06:00 The evolution of the games market: arcade to digital 07:59 The “Old Game Problem” and storefront saturation 11:03 Are most of the 19,000 games on Steam any good? 13:33 Decline of investment and the end of free money 18:00 Publisher risk explained: why their stakes are higher than you think 21:52 Rev share, funding realities, and deal structures 27:55 What publishers want to see in 2025 (not paper pitches) 31:47 How much money can indie devs really get in 2025? 33:21 How to fund development before approaching publishers 39:00 Early access: why it can hurt your pitch 43:47 How to rise to the top of the submission pile 46:50 Should you work with a game agent? 49:30 Why doing market research is non-negotiable 48:50 Why most devs pitch too early and get ghosted 50:52 Research the publisher: tailor your pitch and get feedback 55:25 Your “3 tries” rule with publishers 55:55 Smart strategies for events and pitching 01:01:00 Where to find Bobby & wrap-up #GameDev #IndieGames #GamePublishing #SteamGames #PitchToPublishers

Want to break into the gaming industry or level up your career fast? In this episode of The Gaming Playbook, Harry Phokou sits down with Alexander Brazie (World of Warcraft, League of Legends, Ori and the Will of the Wisps) to discuss how to actually get a job in games and get promoted quickly. From the power of playtesting and portfolios to insider hiring mindsets and the truth about nepotism, Alexander unpacks 20+ years of experience. Whether you're a student, self-taught dev, or working in QA looking to transition into design, this episode is your roadmap. Connect with Alexander: LinkedIn: https://www.linkedin.com/in/alexander-brazie/ [https://www.linkedin.com/in/alexander-brazie/] Discord: https://gamedesignskills.com/funsmith-club [https://gamedesignskills.com/funsmith-club]/ Instagram: https://www.instagram.com/xelnath/ [https://www.instagram.com/xelnath/] X: https://x.com/xelnath?mx=2 [https://x.com/xelnath?mx=2] Connect with Harry: LinkedIn: https://www.linkedin.com/in/hphokou/ [https://www.linkedin.com/in/hphokou/] YouTube: ⁠ https://www.youtube.com/@hphokou [https://www.youtube.com/@hphokou] Instagram: https://www.instagram.com/hphokou [https://www.instagram.com/hphokou] Get exclusive podcast recaps & industry insights:  → Subscribe to the Gaming Rally Newsletter www.gamingrally.net [www.gamingrally.net] Enjoyed the episode? Like, comment, and subscribe to help more developers find us. Chapters: 00:00 Intro & Alexander’s legendary background (WoW, Riot, Moon Studios) 01:45 How Alexander got his first job in games at 13 06:08 What successful game design students do differently 09:39 How to network and build real industry relationships 13:16 What gets people hired (and what doesn't) 17:57 The “barrel” employee concept and how to become one 21:07 Why learning to implement your ideas gets you hired faster 28:46 How to get noticed as an implementer (and land high-impact projects) 35:26 Do game designers need to code to get hired? 40:16 How to showcase your work as a content designer 43:21 How to show you're thinking ahead like a lead designer 45:20 Make your system design work visible to employers 49:09 Narrative design tips for students breaking into games 52:35 Dumb vs. smart ways to ask for a promotion 56:40 AAA job interview tips & frameworks 1:00:56 Why a game design degree doesn’t make you senior 1:05:30 Transitioning to roles outside of games 1:07:39 Why documenting your work will change your career 1:12:15 Final wrap-up & advice from me #GameDesignCareer #BreakingIntoGames #GamingJobs2025 #PortfolioTips #HowToGetPromoted

Want to turn your Discord community into a revenue-generating machine? In this episode of The Gaming Playbook, I sit down with Tom Gayner, CEO of Levellr, who’s helped Scopely, Krafton, and even the NFL build high-performing Discord communities. We dive into the most common mistakes studios make, why Discord users are 6x more valuable, and how AI is revolutionizing community management. If you’re a game studio, this is your blueprint for building a self-sustaining, monetized community. Connect with Tom: LinkedIn: https://www.linkedin.com/in/tomgayner/ [https://www.linkedin.com/in/tomgayner/] Website: https://www.levellr.com/ [https://www.levellr.com/] Connect with Harry: LinkedIn: https://www.linkedin.com/in/hphokou/ [https://www.linkedin.com/in/hphokou/] YouTube: https://www.youtube.com/@hphokou [https://www.youtube.com/@hphokou] Instagram: https://www.instagram.com/hphokou [https://www.instagram.com/hphokou] Get exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter www.gamingrally.net [www.gamingrally.net] 👉 Enjoyed the episode? Like, comment, and subscribe to help more developers find us. Chapters: 00:00 Introduction 01:44 Why most studios ignore Discord 05:48 Data: Discord users = 6x more valuable 11:57 Pre-launch Discord strategy 15:06 Creating organic player-to-player interaction 17:02 Minimum requirements before launching a Discord 20:10 What resource investment actually looks like 23:04 How Levellr started & why it matters now 27:40 AI's breakthrough in community insight grouping 30:42 Querying your own Discord like a knowledge base 32:28 Fastest way to get 1,000 engaged members 34:08 Game/Discord integration examples 37:56 Best way to hire a community manager 42:32 Is Discord ROI Real or Just Hype? 46:16 The Fear of Backlash (And Why It's Wrong) 49:25 The Future of Discord in Game Publishing 52:34 Getting Insights from Player-Run Discords 55:02 Community Advice for Publishers 56:18 How to reach Tom & final thoughts #GameDev #DiscordCommunity #RetentionStrategy #CommunityGrowth

Why do most good games still fail today, even with great gameplay? Markus Wilding – former marketing leader at Take-Two, 2K, and Private Division – joins me to reveal why visibility is now more critical than quality... and how developers and publishers must adapt to survive. We unpack how outdated marketing playbooks are killing games, why community building is non-negotiable, and the practical strategies every studio needs to market smarter in 2025. Expect deep dives into: - Why 90% of marketing strategies are stuck in the past - How to use influencer marketing correctly in today's market - How early-stage market validation can save your studio - How to build community momentum before launch - Why the future belongs to "snackable fun" games, not bloated AAA - Practical frameworks for self-auditing your game's marketing readiness Whether you're an indie developer, publisher, marketer, or founder, this conversation will shift how you approach game success today. Connect with Markus: LinkedIn: https://www.linkedin.com/in/markus-wilding/ [https://www.linkedin.com/in/markus-wilding/] Website: https://beyondthewall.games/ [https://beyondthewall.games/] Connect with Harry: LinkedIn: https://www.linkedin.com/in/hphokou/ [https://www.linkedin.com/in/hphokou/] YouTube: https://www.youtube.com/@hphokou [https://www.youtube.com/@hphokou] Instagram: https://www.instagram.com/hphokou [https://www.instagram.com/hphokou] Get exclusive podcast recaps & industry insights: → Subscribe to the Gaming Rally Newsletter [https://gamingrally.net/] Enjoyed the episode? Like, comment, and subscribe to help more developers find us. Chapters: 00:00 Introduction 02:01 Markus' Transition From AAA to Consulting 07:03 Why Visibility Beats Quality Today 12:51 Discord, Reddit, and Building Real Player Communities 17:01 Why the "19,000 Games on Steam" Stat Is Misleading 21:31 The Old Game Problem 30:20 Why Graphics No Longer Guarantee Success 33:42 Finding the Fun: What AAA Forgets 35:00 Why "Snackable Gameplay" Dominates 38:48 What Good Marketing Advice Actually Looks Like 42:50 Why Understanding Development Is Non-Negotiable 48:37 Why Markus Is Optimistic About Gaming’s Future 50:25 Connect With Markus #GameMarketing #IndieGameDev #GamingIndustry #MarketingStrategy #CommunityBuilding