We sat down with Alexey Gusev, Head of Growth at SOFTGAMES, and he got into three things the games industry is quietly obsessing over right now:

→ Why running UA for Instant Games will break your mobile playbook (and what to do instead)
→ Whether privacy changes are killing data-driven targeting - or just forcing better creative
→ The one signal that tells you a game can grow beyond paid UA and become truly player-driven

He also shared the most surprising AI-generated ad concept he's seen actually performs.