From Dormant to Dominant: How Studios Are Reviving Old Games To Drive New Growth
1Investing 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 TIMESTAMPS
00:00 - Intro
02:33 - Adopting an "Air Buddy" puppy
03:47 - What is an engagement agency?
08:00 - Reigniting an older gamer
10:03 - Case studies with double-digit growth
16:39 - Social listening on a shoestring budget
21:19 - Mistakes to avoid
25:00 - Are you on the right track?
28:10 - Don't chase virality
33:07 - Rapid fire Q&A for small studios
37:05 - An engagement audit
42:29 - One small change to make today
46:48 - Favourite games Q&A
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