Meta Is Back in the Game. Here's What That Actually Means.

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