Live Webinar • September 23, 2026

Your Best Playable Is Dying. Now What?

Every UA team knows the curve: the winner stops winning.
Two people who face it from opposite sides, on what they actually do next.

Anton Neznamov
Anton Neznamov Creative Director Madbox
Jonathan Fishman
Jonathan Fishman Head of Marketing Sett
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The Problem

You find a rare winner, but before you have time to act, it dies

Version After Version, Then Nothing

You find a playable that works, so you run variations of it in no time. The lift stops, and spend share drops. Is that all?

Spotting It Is Easy. The Next Move Isn't.

Squeeze one more variation, re-theme it, or kill it and start something new. Three doors, or more, and just one budget.

Guess Wrong, Burn Money and Time

Concept played out, audience worn down, or a network change. They all look identical on a dashboard, but each needs a different fix.

Your Speakers

Opposite Sides of the Same Problem

Anton Neznamov
Anton Neznamov Creative Director Madbox The studio side. The dying winner is his, and so is the call on what's next.
Jonathan Fishman
Jonathan Fishman Head of Marketing Sett The production side. Watches playables die across dozens of studios, and what takes their place.

What We'll Cover

Spotting a dying playable is easy, this session is about what you do next

What Kind of Dying Is It?

Concept played out, audience worn down, or a network change. They read the same on a dashboard, and each one calls for a different move. This is where the month gets saved or burned.

Polish the Winner or Hunt the Next One?

How much of your output keeps squeezing the proven concept, how much goes looking for what's next, and the signals that tell you to move that line.

How Do You Pick What's Next?

The gap between "that one lost, try another" and knowing why it lost. How a new concept brief stops being a coin flip.

Live Answers, Not Slides

No deck. A moderated conversation between the studio side and the production side, with your questions at the end.

Mark Your Calendar

September 23, 2026

2:00 PM UTC / 4:00 PM CEST / 10:00 AM ET

Free to attend. Recording sent to all registrants.

Free to attend • Recording included

Save Your Seat

Anton Neznamov (Madbox) and Jonathan Fishman (Sett), live on what you do when your best playable stops working. September 23, 2 PM UTC.