Three facts:
1. Marketability (CPIs) is the single most important metric of your business case
2. You can optimize marketability early on extremely cost-effectively 
3. Most of the gaming studios fail to understand the first point until it is too late and thus refuse to concentrate on the second point.
Marketability is perhaps the single biggest element of your game that you have direct control of and that can make - or break - your business case. Yet despite this, countless gaming studios fail to understand early enough who are their making their game for, how big is the target audience and what is costs to reach those players. 
In this episode I'm joined with Joe Schaeppi (CEO of 12traits) and Jesse Lempiäinen  (CEO of Geeklab) as we discuss the following topics:
?   Why marketability matters and when should you start optimizing for it?
?   How will the IDFA depreciation affect optimization of marketability?
?   What alternative ways should publishers look into to create audiences?
?   How is the measurement of creative performance going to change?
?  Is the role of marketability more or less important post IDFA?

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