About this episode

The episode discusses the challenges and strategies of implementing performance marketing in PC gaming, particularly on platforms like Steam.

Mobile has spent the last decade perfecting paid acquisition, and often, paid UA comprises 99% of a mobile game’s marketing budget. PC and console gaming generate tens of billions of dollars in revenue, yet most studios have never tried performance marketing once. PC and console have always played in the field of brand, festivals, press, influencers, and content creators due to a variety of reasons that we unpack in this episode. Alexandra Takei , VP of Platform Revenue at Medal , sits down with Jules Baculard , founder and CEO of AdZap , to unpack why PC performance marketing has lagged behind mobile and what it would take to build a real acquisition stack for Steam, PlayStation, and Xbox. The conversation covers the structural challenges: thin desktop inventory, cross-device attribution, Steam’s limited data visibility, long purchase windows, and the uncomfortable reality that many Steam purchases are never played. Jules explains how AdZap built their performance platform using mobile ad infrastructure, Steam’s companion app, landing pages, signal engineering, and retargeting to drive qualified traffic and wishlist growth. The episode also digs into real case studies across…

More episodes of Naavik Gaming Podcast

• Inside Subway Surfers, Mobile Gaming's Most Enduring Hit · July 21, 2026 · 56 min
• Naavik Digest: The Memo That Undid 10 Years of XBOX Strategy · July 19, 2026 · 13 min
• What Game Studios Still Get Wrong About DTC · July 16, 2026 · 50 min
• Naavik Digest: How the AI Boom Is Rewiring the Console Business · July 12, 2026 · 17 min
• Naavik Digest: The Next Wave of Creator-Led Growth · July 5, 2026 · 15 min
• Inside Cannes Lions: What Makes Award-Winning Gaming Campaigns? · June 30, 2026 · 1h 8m

Explore listener stats, chart rankings, contacts and more on the Naavik Gaming Podcast podcast page.