About this episode

Kalie Moore interviews Terry Lee about the business model of interactive fiction in mobile gaming and its relationship with fandoms and narrative design.

In this episode, host Kalie Moore sits down with Terry Lee, CEO of Fusebox Games, to unpack one of the most overlooked but powerful business models in mobile gaming: interactive fiction built on licensed IP. While much of the industry chases scale through mechanics or ads, Fusebox has quietly built a $30M+ business by turning hit TV shows like Love Island into living, evolving games with some of the highest payer conversion rates in mobile. Terry shares how the studio transformed from a one-season-per-year content cycle into a high-frequency content machine, why writing (not tech), is their true competitive moat, and how they’ve engineered a system where narrative, data, and monetization continuously inform each other in real time. They also explore what makes fandoms move seamlessly between TV and games, how Fusebox approaches community (including its complicated relationship with Reddit), and why the team is expanding beyond romance-driven gameplay into broader storytelling formats with IP like Big Brother and The Traitors. Along the way, Terry offers candid insights on leadership, scaling under pressure, and navigating the role of AI in creative industries - arguing that the…

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