Fractional CMO. Strategic advisor. 20 yrs in tech & gaming. From startups to AAA, I build brands people care about. Ex-Microsoft, Ubisoft, Samsung. 🇫🇷 🇸🇪
Dublin, Irlande
Joined April 2008
- Tweets29.2K
- Following2.3K
- Followers4.2K
- Likes248K
Pinned Tweet
Hiring: Community Manager (freelance, fully remote)
For a competitive gaming platform.
Ideal background: gaming, esports or creator communities 🎮
Bonus: you basically live on X and Discord
📩 DM me if interested
🙏 Likes & reposts appreciated to help reach the right people
Most players don’t think games are too expensive. They just won’t pay full price on day one.
58% of game purchases happen after launch month, says a new Newzoo survey of 6,166 PC and console players.
I think our industry still over-invests in launch week.
1
36
Take all of this with a grain of salt: the report was co-produced by G2A.COM, a marketplace that benefits when players wait for deals. Also, it’s all declarative survey data.
Still, 97% of them use official stores, and that’s mostly where they wait for discounts.
1
9
Newzoo says a post-launch strategy now matters as much as the launch. I’d go further: for most games, the months after launch matter more than launch week.
Free report by @newzoo and @G2A_COM: g2a.co/media/reports/newzoo-…
Marketers: how much budget do you keep for after launch?
8
Xbox One owners will play GTA VI on day one, through the cloud. A console from 2013!
For Rockstar, that means reaching last-gen players without making a last-gen version. Probably the best pitch for cloud gaming I’ve seen so far.
Grand Theft Auto VI is coming to XBOX Cloud Gaming at launch! Starting November 19 at 1AM ET, you can stream it on XBOX One and XBOX Series X|S.
Play it natively on XBOX Series X|S for the highest fidelity experience. Pre-install is now available, so you’re ready to play at launch: xbx.lv/4zea1xf
ALT Key art for Grand Theft Auto VI
1
60
As a Frenchman, I have mixed feelings about this one.
Suntory just launched a croissant latte in Japan: coffee that tastes like you dunked a buttery croissant in it. Even a touch of salt for the crust.
All the joy of dunking, none of the soggy crumbs ;)
1
54
Still, I have to admit it’s clever marketing: bottle a habit people already love, and make it with a real bakery chain that serves the original in 19 of its stores.
I know a few French friends who wouldn’t touch it, even on their deathbed.
creapills.com/suntory-cafe-g…
14
On Instagram, the birthday you entered when you created your account is no longer taken at face value.
Meta is rolling out worldwide an AI that guesses whether an account belongs to a teen. It reads posts, captions and comments, and even visual cues like height and bone structure in photos. If it thinks you’re 15, you land in a Teen Account, whatever birthday you entered.
Protecting teens is great. But it raises an important question: who should be in charge of checking ages in the first place?
1
1
92
For context, this goes well beyond Meta.
Governments around the world keep asking for age checks, and gaming platforms were among the first to act under that pressure: Roblox has required a face scan or an ID to use chat since January, and Discord announced global age checks this year.
Meta also had strong reasons to act: in August, it agreed to settlements worth up to $18B with nearly every US state, and committed to getting better at identifying teens.
1
53
My take: platform owners, Apple and Google, should be the ones in charge of checking ages.
Apple already lets parents share an age range with apps, and Google is rolling out the same kind of signal worldwide by year end. One check, shared with every app as a simple age band, means:
- less friction for users
- fewer copies of your ID out there
- a level field for small teams
Having experimented with a Discord bot myself, I can’t see small developers building their own age checks, even if it hands Apple and Google more power.
Where do you stand?
techcrunch.com/2026/11/09/me… @TechCrunch
22
Interesting numbers from AppMagic on mobile games released this year. Among those that passed $1M in IAP revenue, 48% of games based on an existing IP got there within 30 days, against only 6% of original games.
Over their lifetime, though, the gap almost disappears: a median of $2.6M for IP-based games versus $2.0M for original ones. A licence mostly buys you speed.
1
76
Brand awareness explains a big part of that fast start, but not all of it. IP-based games often come with bigger development and marketing budgets, and the study doesn’t account for spend. Original games, on the other hand, tend to grow through word of mouth, which simply takes longer to build.
Licensed games almost always pay royalties, so on net revenue, the gap between $2.6M and $2.0M is even smaller.
1
21
That’s where I see a real danger, in the boardroom. Judge a game on its first 30 days, and original games will look like failures and get cut, even when they could have caught up. In this study, five puzzle games took over 90 days to reach $1M and have since passed $10M.
A fairer test would be how fast a game pays back its full cost: development, marketing and licence. Data by @AppMagicRocks:
appmagic.rocks/research/mobi…
20
I love creative indie games, and I just came across one that made me laugh out loud: Scam With Your Friends. You and your friends run a fake scam call centre and try to con AI-powered callers out of their money, while a furious boss checks your daily quota.
I find the concept absolutely hilarious, probably because I have very little patience for liars, and here the scammers are the joke: police raids, air strikes, and scambaiters hacking them back.
4
2
168
It’s also a smart piece of game marketing. The title is the whole pitch, and it flips scambaiting, one of YouTube’s favourite genres, on its head. The callers are AI-driven, so no two calls are the same, and there’s a built-in screen recorder to clip your best scams. Every session is a potential video.
Result: almost 29,000 players at the same time on launch day, for a $9.99 Early Access game.
1
36
To be noted, though: Bitdefender wrote a guide for parents, worried the game makes deception the core challenge. And if you play, I’d be careful with privacy: your conversations with the callers go to a third-party AI, and calls are saved on your PC by default (I’d turn on “Disable Call Saving”).
Still, to me it’s satire, and the scammers are clearly the punchline ;)
store.steampowered.com/app/4…
28