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View, browse and sort the ever-growing list of sessions by day, time, pass type, topic, and format. With this Session Viewer, you can view session and speaker details for Game Developers Conference 2024.

You will be able to build your schedule with the GDC Mobile App. The GDC 2024 app will be available for download in Apple Apps and Google Play late February 2024.

Sessions do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend. Adding a session to your schedule does not guarantee you a seat.

The Integrated Marketing Approach: Designing Impactful Game Launches

David Ortiz Lapaz  (Chief Operating Officer, ICO Partners)

Location: Room 2010, West Hall

Date: Thursday, March 21

Time: 4:00 pm - 5:00 pm

Pass Type: All Access Pass, Core Pass - Get your pass now!

Topic: Business & Marketing

Format: Session

Vault Recording: Video

Audience Level: All

In this session attendees will be introduced to the concept of integrated marketing, with the goal of helping them design a successful game launch. The session will cover the superposition of multiple marketing channels and roots in examples drawn from campaigns the speaker has worked on, like Baldur's Gate 3, one of the tentpole launches of 2023, Tunic or Big Ambitions.

After covering an informative introduction to integrated marketing the session will move to its relation to guerrilla and viral approaches, and how it can be applied to titles of all sizes. Real world examples and statistics will help contextualise these explanations and anchor them in real case studies.

The session will then explore key channels such as PR, influencer, creative, branding, and performance marketing in depth. Practical guidance on constructing integrated campaigns and averting common pitfalls will be a big focus, ultimately equipping attendees with actionable insights for decision-making on their own campaigns.


By the end of the session attendees will have a greater understanding of what integrated marketing is, the different layers, and how to combine them. They will also take away a great deal of real case studies from successful campaigns like Baldur's Gate 3, Tunic or Big Ambitions to empower their own marketing decision-making.

Intended Audience

Marketeers, publishers and developers keen to learn how a fully integrated marketing campaign can be run to maximise resources and deliver great results, both for AAA, indies and everything in between.

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