Roundtable: Piercing Through the Noise: Lessons on Marketing from Video Game Success
Monday, August 18, 2025 11:15 AM to 12:45 PM · 1 hr. 30 min. (Europe/Berlin)
Stage 13 - Table 13.2 | Confex Level 2
Roundtable
~All~Community ManagementPR & Marketing
Information
What if your marketing didn’t just promote the game—but expanded it? In this high-energy session, we explore how smart studios are rethinking the marketing playbook to build lasting fan ecosystems. Forget short-term spikes and banner ads—this is about embedding marketing into the DNA of your game from day one. When world-building, brand investment, and narrative design work hand-in-hand, marketing becomes part of the player experience, not just the promotion.
We’ll dig into why authenticity wins over ROI-chasing, how to think beyond launch windows, and why lifecycle marketing should be your studio’s secret weapon.
Target Audiences
Primary: Gaming executives, studio leads, producers Secondary: Marketing directors, brand managers
Experience Level
Intermediate
Key Take Aways
Key Elements:
- Long term results/thinking- the Lifecycle of the Game
- Authenticity - extend the gaming experience into real life
- Invest in the studio/overall brand
- Limitations of performance marketing & user acquisition
- Marketing spend & activity does not need to be tied to IP launches
- Marketing should extend game world-building, not just promote it
- Authenticity drives long-term value vs short-term ROI focus
- Marketing teams need early integration with narrative/development
- Lifecycle marketing beyond launch window is critical
- Brand building matters more than individual product campaigns
Session Type
Roundtable
