According to the director of publications of Larian Studios – Michael Douse – the marketing in the video game market it no longer makes sense and is a relic of the past. The reason? The players aren't really interested. The information comes from an interview with PC Gamer and also included other developers.
“Marketing is dead,” Douse said. “Marketing is dead. It really is – I can confirm it, man – There are no more channels. It doesn't work. Once upon a time there was marketing, communications and public relations. Marketing was essentially a retail theory; you were trying to get your box to the right place on the store shelf and you had partnerships with retail stores. Now there's the Internet.”
“No one watches advertising anymore… all the channels through which we usually do marketing are no longer really viable. So their function is also reduced by the fact that players only want to be talked to. They don't want to be deceived, they want just knowing what you're doing, why you're doing it and who it's for.”
More opinions on video game ads
Rebecca Fordcreative director of Warfare, for example said: “Real players don't want to be the object of marketing.”
Casey Yano, developer of Slay the Spire, reflected on the natural human behavior of avoiding ads like the plague. “Ever since I was little, when I saw an ad I asked myself, 'Why doesn't AdBlock block it?'” Yano said.
“Millennials have always hated it and now we have the tools to avoid it,” Douse said. “The best place to market the game is the store itself. Everything else isn't worth it. We learned that with Baldur's Gate 3, but it took a while.”
Douse is always ready to have his say on the gaming market, for example he has criticized companies that fire people: they only do it for investors, he says.
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