Video Game Marketing

This essential guide equips aspiring game developers with marketing strategies and insights needed to succeed in the competitive video game industry.

The video game industry has emerged as one of the most rapidly expanding cultural phenomena, necessitating a unique skill set from marketers. For a new generation of 'indie gamers', becoming a game developer goes beyond mere design and production. A successful video game requires not only creativity but also entrepreneurial skills and sharp business acumen. Developers must understand their audience, identify customer needs, and devise effective strategies to reach and sell to them.

Video Game Marketing serves as an essential guide for development students and aspiring developers eager to learn how to effectively promote and sell their creations. This textbook addresses critical aspects of marketing strategy tailored specifically for the gaming industry. It delves into how video games function as products or services and emphasizes the importance of marketing research in game development.

Additionally, the book covers essential topics such as branding video games and innovative marketing techniques, including gamification and advergames. Each chapter is thoughtfully designed with pedagogical tools such as objectives and discussion questions, making Video Game Marketing a comprehensive resource for those looking to unlock the full potential of their games. With this guide in hand, aspiring developers will be well-equipped to navigate the complexities of marketing in the dynamic world of video games.