Sharing what I've learned from 15 years in gaming marketing — through books, articles, and industry analysis. Practical insights backed by real campaign data.
A structured method for rapid vocabulary acquisition, designed around cognitive science principles — spaced repetition, contextual learning, and active recall. Originally developed for language learners, now applied to professional terminology mastery.
A hands-on guide covering the full marketing stack for gaming companies — from attribution modelling and influencer pipeline architecture to China market entry and multi-brand content strategy. Built on real metrics and campaign data, not abstract frameworks.
Deep-dive into the Chinese gaming ecosystem for Western marketing teams — platform selection (Keylol, Bilibili, XHS, Weibo, Taobao), KOL economics, localisation pitfalls, and building a sustainable traffic strategy beyond a single platform dependency.
Why most Western gaming companies fail in China — and what the successful ones do differently. Based on two years of operating ChinaPlay.
Analysis of 306 PC game developers' distribution strategies. 88% still rely primarily on Steam — and what that means for B2B key distribution.
How we grew from zero influencer partnerships to a structured pipeline with 10x+ ROI across CIS, Turkey, and Brazil gaming markets.
Practical approach to measuring marketing impact when your storefront competes with Steam — UTM architecture, cohort analysis, and what metrics actually matter.
Applied AI for marketing automation, uplift modelling, RAG systems, and product analytics.
Decision-making, behavioural economics, and the psychology of attention — the foundation for everything I build in marketing.
Designing and teaching a Master's-level course on modern marketing technology, automation, and AI-driven strategies.
Interested in collaborating on a publication or speaking engagement?