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View, browse and sort the ever-growing list of sessions by day, pass type, topic, and format. With this Session Viewer, you can view GDC 2023 session details and speakers, and share your favorites via social media. You will be able to build your schedule and access it during the show via export or Mobile App, once live. Sessions do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

It's Better To Be Friends: Marketing "Asks" and the Reality of Game Production

Rebekah Saltsman  (CEO, Finji)

Location: Room 2006, West Hall

Date: Wednesday, March 22

Time: 3:30 pm - 4:30 pm

Pass Type: All Access Pass, Core Pass

Topic: Production & Team Leadership

Format: Lecture

Vault Recording: Video

Audience Level: All

In this talk you will learn about how the marketing and development teams at Finji use an integrated communication and asset creation process to manage projects that intentionally balances the high-profile marketing asks required to ship a game alongside the development reality of a project. This process works to ensure that the relationship between disciplines does not become antagonistic and that the harsh deadlines of marketing do not compromise the integrity of the production schedule unnecessarily. You will learn how these marketing assets can exist as dev milestones within a production schedule.


The key takeaways of this talk are as follows:

1) A fundamental understanding of the difference in schedule and priority between development teams and marketing teams which should change the way you talk to each other.
2) An understanding of the realities of "External Opportunities".
3) What questions you can ask your marketing team to build better production schedules to address the needs of "External Opportunities"?
4) What is a 90% asset? Why do we use them?
5) What kinds of assets should you anticipate? What is the 90% version of them?
6) Where in the schedule can you fit these tasks and why?

Intended Audience

The intended audience for this talk is for anyone who wants to better the relationship between marketing and development teams. Teams who would like better process and communication around this vital part of development should attend in order to evaluate their studio's way of doing things. Producers who would like to build structure to anticipate the full launch scope of their games should also understand the job of their marketing teams and would benefit from having a greater understanding of the overlap between teams.