Deconstructor of Fun

The games industry is hitting another inflection point, and the "old rules" of growth are being rewritten. This week, we’re unpacking:

● Google’s "Level Up" Program: Is it actually a win for devs, or just more platform gatekeeping? We look at Sidekick and the new UA economics.
● The Epic Pivot: Layoffs, the UEFN "platform" gamble, and what the future of Fortnite actually looks like.
● Roblox’s New Play: Their latest brand integration strategy is a massive shift for creator monetization.
● The Newzoo Reality Check: PC is back, player behavior is shifting, and "mid-priced premium" is the new sweet spot.

Plus ++  We dive deep into UA multiplier theory, why CPIs are lying to you, and where real growth is actually hiding in 2026.

CHAPTERS:
00:26 Show Intro and Agenda
01:36 Quick Shills and Updates
04:05 Google Level Up Explained
07:27 Messaging Mess and Sidekick AI
09:06 UA Multiplier and CPI Debate
11:55 Sidekick Skepticism Extortion
14:39 Epic Layoffs Breakdown
19:05 Why Epic Lost Focus
26:14 Star Wars UEFN Toolkit
33:36 Newzoo Report Key Trends
37:31 Report Critique And TAM Reality
42:29 Premium Mid Price Debate
47:39 Roblox Brand Deal Revenue Cut
51:14 Creator Backlash And Platform Control
56:25 Why The Brand Tax Might Help
01:01:04 Final Debate And Wrap Up

The mobile ecosystem is experiencing some massive shifts this month. We dive into the real implications of Unity Vector's new D28 campaign, break down what Google’s recent fee cut actually means for your studio's growth trajectory, and unpack the wild news of AppLovin stepping out of the ad-network shadows to build its very own social network. Topics Covered:● Unity Vector's D28 campaign and its implications● Google's fee cut impact on growth● AppLovin's plans to build a social network

Michail Katkoff | Josh Chandley | John Wright

It's been 2030 days since Google pulled Fortnite, and the Epic vs. Google settlement is finally here. We sit down with AppCharge CMO Gil Tovly to read the fine print of Google’s new 15% fee, unpack the mandatory AI sidekicks in the "Level Up" program, and figure out if this is actually a win for developers going direct-to-consumer.
Questions we answer in this episode:
● What is the real cost of Google's new 15% fee structure?
● What exactly is the "Level Up" program and why are top studios hesitating to join?
● Do developers really have to integrate an AI sidekick into their games?
● What does the settlement mean for existing users versus new users?
● Does this change the math on building direct-to-consumer web shops?
● When (if ever) will Apple follow Google’s lead and lower their App Store fees?
● Is the Epic settlement a monumental win for the industry or just an anti-climactic sellout?

Michail Katkoff | Gil Tovly

The Deconstructor of Fun crew is back from San Francisco, recovering from a whirlwind GDC week to break down the massive shifts hitting the industry. No prep, no scripts. Just the real conversation on whether the "lowest attendance since 2011" is a sign of a dying conference or just a more efficient executive retreat.Questions we answer in this episode:● What is the "one word" to describe the GDC 2026 vibe?● Is the 30% drop in attendance a death knell or a much-needed "senior-only" filter?● Did Tim Sweeney actually win his fight against Google, or is a 5% discount just "mice nuts"?● How will the new Google Play fee structure actually work?● Did anyone actually see a compelling AI-native game on the show floor this week?● Why is it so expensive to run real-time LLMs in a live game?● Why is a hardcore Korean MMO giant like NCSoft splurging $200M on a German rewarded-play platform?● What is the LinkedIn engagement "hack" that everyone needs to stop doing immediately?Jen Donahoe | Phil Black | Eric Kress | Mishka Katkoff

The full Deconstructor of Fun crew, all six of us, recorded live and on-site in San Francisco at the end of GDC week. No prep, no scripts. Just the real conversations from a week of side events, back channels, and late nights.
Questions we answer in this episode:
What's the one word that captures the mood of GDC 2025?
Is GDC still relevant?
What's the wildest rumor that we heard?
Why is everyone at GDC publicly obsessed with AI?
Did anyone actually see a compelling AI-native game this week?
Where is investment money actually flowing in games right now?
What's the one thing the industry needs to hear right now that nobody is saying out loud?

Mishka Katkoff | Jen Donahoe | Eric Kress | Adam Telfer | Laura Toranto | Phil Black