From Dormant to Dominant: How Studios Are Reviving Old Games To Drive New Growth

Investing seriously in community engagement is one of the most cost-effective levers a studio can pull in a time when UA demands more budget space and organic growth remains the gold standard. But where should studios start, especially those with limited marketing spend? Mike Gallagher, Founder and CEO of Untitled Advertising Lab, says reigniting older titles can drive major growth (a 30% revenue increase for one game) and build loyalty far beyond paid marketing efforts. In this episode, he joins Peggy Anne Salz to share proven reactivation strategies, explain why community engagement needs to be a core business function (not an afterthought), and reveal how chasing virality could actually be holding your game's growth back.Mike Gallagher - https://www.linkedin.com/in/michaelbriangallagher/Untitled Ad Lab - https://untitledadlab.com/CHAPTER TIMESTAMPS00:00 - Intro02:33 - Adopting an "Air Buddy" puppy03:47 - What is an engagement agency?08:00 - Reigniting an older gamer10:03 - Case studies with double-digit growth16:39 - Social listening on a shoestring budget21:19 - Mistakes to avoid25:00 - Are you on the right track?28:10 - Don't chase virality33:07 - Rapid fire Q&A for small studios37:05 - An engagement audit42:29 - One small change to make today46:48 - Favourite games Q&A* * * * * * * * * * * * * * * ** Let's Connect **👉🏻 X - https://x.com/pgbiz👉🏻 LinkedIn Group - https://www.linkedin.com/groups/144491/ 👉🏻 Facebook - https://www.facebook.com/PGbiz 👉🏻 Website - https://www.pocketgamer.biz Check out more world-class speakers sharing their insights and expertise at one of our events. You can find details of our next event here - https://www.pgconnects.com/next-event

Welcome to your regular glimpse into the business of mobile games. Featuring interviews with games industry experts! Your hosts are the insiders at PocketGamer.biz, the top B2B site for the mobile games industry. It covers the people, technology and deals that drive this multi-billion dollar sector. In our ongoing podcast, you’ll hear the editorial team and their guests dive into the topics and themes at the forefront of the industry. You’ll get unique insight and exclusive Q and As, taking you behind the scenes on the international mobile games scene.

• No. of episodes: 174
• Latest episode: 2025-04-30
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