GDC 2025 Session Viewer

With renowned, long-term game media outlets like Waypoint and Game Informer shuttering over the past year, and the proliferation of influencers in the space, studios and publishers need to adjust their marketing strategies to fit the ever-changing media environment.

This rapidly changing landscape has led to misconceptions ("If this streamer plays my game, I'll get this many sales!") and challenges in determining the strongest ways to maximize the impact of outreach, assets, and announcements. In this talk, Dana and Jenny will combine their years of experience working in marketing, content creation, brand strategy, and PR to detail how studios and publishers can make sense of what's available to them. They'll first do this by sharing strategies for running a competitive analysis, then model how teams can use that information to determine the best timing, audience, and outreach for traditional media and influencers, creating impactful activations for their title's marketing lifecycle.

Takeaway

Utilizing traditional media and influencers is key to maximizing game discoverability and reach. Attendees will walk away understanding the underutilized competitive analysis and how it can provide an invaluable marketing foundation. They'll also learn how to leverage this to conduct the strongest outreach to optimize impact with press and creators.

Intended Audience

Developers looking to leverage press and creators to generate awareness for their games - including people in communications, marketing, and community. This talk will be most beneficial to beginners, but attendees with a basic understanding of influencer/press strategy may find additional insights they can apply to their practice.