What happens when you apply the structured, data-driven frameworks of Procter & Gamble to the wild, hit-driven world of video games? In my latest conversation with industry veteran Kevin Fryers, we unpack his fascinating career journey spanning Activision, Warner Bros. and Square Enix. We dive into the unique challenges of orchestrating massive transmedia campaigns like Hogwarts Legacy, the delicate art of bridging Eastern development philosophies with Western marketing expectations, and why the industry might be over-relying on performance algorithms at the cost of true brand affinity. Are we losing the human touch in the age of AI, and how do you successfully pivot a multi-million dollar go-to-market strategy mid-flight? Kevin shares his hard-earned insights on balancing instinct with evidence, building sustainable momentum, and even reveals the one dormant gaming IP he'd resurrect if given a blank check.

In today’s hyper-competitive gaming market, are we sacrificing long-term IP health for the allure of short-term conversion wins? My latest newsletter dives into the "Algorithm Trap", the industry's dangerous, and increasingly expensive, over-reliance on bottom-of-the-funnel performance marketing. Featuring insights from marketing veteran Kevin F. and eye-opening data from Bain & Company, we explore why ignoring top-of-funnel brand building is causing user acquisition costs to skyrocket, and why creating audience intent is just as crucial as converting it.