When testing ads and creatives, a prototype’s marketability is a thing that shouldn’t be underestimated. In a new column for Game World Observer, ByteBrew Chief Strategy Officer Christopher Lefebvre explains what marketability is and what metrics developers should pay attention to.

Playkot 2D artist Tatiana Mironova has detailed how the studio implemented image-generating tools into their pipeline to create UI elements for Spring Valley. Here is what the team learned during this process and what are the clear advantages and pitfalls of training your own models.

Non-core gameplay advertising, which doesn’t show users the core gameplay, is a term that carries a lot of negative weight. Nexters head of marketing Anton Yakovlev has explained why the “misleading” trait might be outdated, also detailing what developers should pay attention to when working with such ads.

It is difficult for smaller mobile devs to avoid problems that can affect the development and lifecycle of their games. ZiMAD M&A manager Yana Vesnina discusses the key challenges and shares some professional tips in an article for Game World Observer.

User funnels are a powerful marketing benchmark. Cameron Hozouri, CEO and co-founder of mobile game analytics platform ByteBrew, has broken down the significant differences between Any Order and Closed funnels.

Belka Games development director Vitaliy Kuzmin has opened up about how the team restructuring helped the company increase the frequence of update releases and set two records for daily revenue.

Morality is a great tool for game designers that adds depth and complexity to player decisions. So how do we transform morality into game mechanics? Let’s take a look at a few games that have done this well.

Using ready-made 3D assets can save time and money for some teams, but there are also a lot of pitfalls. Maksim Nikifarovich, lead artist at Belka Games, has opened up about the key challenges that game developers may face.

Why do players consider some events and details in the game more significant than others? This is directly related to the so-called narrative weight. Andrei Medvedev, game designer at Friday’s Games, breaks down what this term means and why it is critical for game designers to be able to adjust the importance of certain elements.

Google’s decision to shut down Stadia has raised concerns about the prospects for the global cloud gaming market. Olivier Avaro, CEO of cloud gaming service Blacknut, explains why Stadia failed, what lessons the industry can learn from it, and what it means for the future of this sector.

Facebook and Google are cool, but there are many other traffic sources that can make very good profits. Konstantin Bocharov, a mobile UA lead at performance marketing agency Äppska, has told us about some of the most effective alternative sources, detailing their features and sharing some tips.

Andraž Oražem, Slovenian dev and founder of one-man studio Alchemy Sheep, has shared with us some ups and downs he faced while making his upcoming roguelike game NecroBouncer. This rollercoaster journey could help many other indie creators avoid making the same mistakes.

What’s happening to play-to-earn gaming? Is it still alive or is it at a dead end? A GameFi expert has shared his opinion with us, so here are some insightful comments on the current market situation.

Merge has been one of the ever-evolving genres on mobile for a while. AppMagic has interviewed several games industry experts to put the entire category under the microscope. This article highlights the key trends while trying to answer the question of whether the Merge genre is worth trying now.

In 2020, ZiMAD was looking to acquire a casual game that would seamlessly fit into its portfolio of board games, when it found Domino Online. At the time, however, its metrics were mediocre at best. In this article, Yana Vesnina, M&A manager at ZiMAD, explains why the publisher decided to buy the game and how it managed to dramatically increase its revenue.

Level design is one of the core elements of game development. Understanding your goals and basic principles is crucial in creating a great experience for players. Here’re a few tips for beginners from Grant Morgan, an indie dev working on an untitled project and game design critic focusing on dialogue and level design.

WN St. Petersburg 2022, a conference for game developers and publishers, starts today. Here are opening remarks by Pavel Ryaykkonen, CEO and founder of WN Media Group.

Mathieu Duperré, CEO at Edgegap, discusses challenges of the multiplayer game development and how best to address them.

Affogata has opened up about its platform for gathering and analyzing player feedback. Here’s how this data helped one company with its game’s launch and post-launch optimization.