Games marketing is broken & some of it is a hiring problem. For years, studios have been told they simply need "someone to do the marketing." As a result, many companies hire a general marketer, a recent graduate, someone transitioning from community management, or someone from an entirely unrelated discipline and expect them to market a game successfully. On paper, it seems reasonable. After all, marketing is marketing. In reality, nothing could be further from the truth. Ga

Today's video game marketing playbook is dead. For years, game developers were told the same thing. Build a Steam page. Post devlogs. Make a trailer. Participate in Next Fest. Send press releases. Contact influencers. Run some ads. Launch with a discount. Hope the algorithm notices. That used to be a marketing plan. Now, it is a suicide note. The video game market has changed faster than most game marketing professionals have adapted. What worked five years ago is now table s

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