Guy Meiboom, Meta’s US EMEA Gaming Director, breaks down what actually happened to gaming performance after ATT and why Meta had to rebuild its gaming org from the ground up. From creative velocity and algorithmic reach to geo lift testing and UA funding, this episode focuses on execution. Not theory. Not slides. The uncomfortable middle between marketing, product, and capital allocation.
If you’re scaling a mobile game in 2026, this conversation is about the mechanics that matter and the habits you may need to unlearn.
CHAPTERS:
00:00 Post ATT Reality Check
01:08 Why Gaming Needed Its Own Org
06:10 What Works Now In UA
09:34 AI Moats And Creative Diversity
14:34 Guardrails Versus Clickbait Ads
18:20 Attribution Mistakes Get Expensive
24:53 Long Term ROAS And Source Of Truth
27:08 Lift Testing Playbook
29:06 Future UA Roles Map
31:17 Macro Outlook for Gaming
35:04 Mobile Downloads and Scaling
39:05 UA Funding and Capital
41:12 Learning from China
43:49 Unlearning Marketing Habits
46:30 Apps vs Games Lessons
48:01 Challenge the Status Quo