Most gaming companies start with the app and then leave it to marketers to find fans and audiences. But why not turn it around and encourage users to co-create the gaming app and commit to being loyal players after its release? It's the brilliant concept at the core of Cerberus Interactive, a company that builds bold new games with a marketing-first design process. Our host Peggy Anne Salz catches up with Sami Khan, Cerberus CEO & Co-Founder, to discuss why it pays to drive user involvement (and commitment) early in the process. They also discuss how app verticals could harness his marketing-first model to deliver apps with the right mix of audience appeal and commercial potential.