Monumental changes are changes are coming to mobile games market.  First one to bear the hit is the performance marketing ecosystem. As Play Store follows suit, attribution platforms, ad networks and Facebook are struggling to adapt to the new reality. And as the shift happens, performance marketing teams will go through a rapid bottoms up change due to all the changes in the ecosystem.  In this episode we dive deeper into the implications of the changes to the marketing ecosystem. What happens to CPIs and CPMs? What is the role of cross-promotion going forward? Will IPs be a more important for games looking to grow? How about ad monetization?  We also discuss the future of various different type of mobile games companies from hypercasual publishers to mid-core developers, from startups to giants with large and diversified portfolios.  ---- Our guests: Eric Seufert www.linkedin.com/in/ericseufert Yevgeny Peres https://www.linkedin.com/in/yevgenyperes/