Agenda
Art Direction IS Marketing
DALISAY MT (Creative Director, DMTC)
Pass Type:
Academic Pass, Festival Pass, Game Changer Pass, Indie Pass, Start-Up Pass -
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Track:
Marketing, Visual Art
Audience Level:
Intermediate
Format:
Lecture
Vault Recording: TBD
Audience Level: Intermediate
Art direction shapes far more than aesthetics—it influences discoverability, player expectations, monetization, and long-term brand identity. This session explores why art direction should be treated as a core business discipline rather than a downstream production function. Drawing on more than 15 years of experience across AAA, indie, animation, and live-service development, Dalisay MT demonstrates how visual strategy impacts every stage of the player journey, from the first impression on a storefront to long-term engagement. Through practical frameworks and case studies, attendees learn how visual identity communicates audience, supports marketing, increases the perceived value of cosmetics and content, and aligns multidisciplinary teams around a cohesive vision. Whether building a new IP or sustaining a live game, attendees discover how integrating art direction with marketing strategy creates stronger brands, clearer creative decisions, and more commercially successful games.
Takeaway
Attendees leave with practical frameworks for evaluating visual identity as a business strategy, connecting art direction to player acquisition, retention, monetization, and brand building. They gain tools to align creative decisions with marketing goals from pre-production through live operations.
Intended Audience
This session is intended for art directors, creative directors, producers, marketing professionals, UX designers, and studio leadership, as well as independent developers. No specialized marketing knowledge is required, although familiarity with game development pipelines will help attendees apply the concepts immediately.