Latest Marketing News

Limit Break and Out Making Games partner on UK mentorship for all underrepresented groups
Limit Break and Out Making Games partner on UK mentorship for all underrepresented groups
Program is expected to more than double 2020's cohort with around 700 mentors and mentees
Marketers underestimate users' privacy concerns - Survey
Marketers underestimate users' privacy concerns - Survey
AppsFlyer and MMA Global release results of surveys around impact of Apple's upcoming privacy changes
Steam adds UTM analytics support
Steam adds UTM analytics support
New feature will let developers see which marketing efforts are leading directly to purchases and wishlists
How to integrate IP licensing into your marketing strategy
How to integrate IP licensing into your marketing strategy
Clipwire Games' Mary Kaye Fraser explores IP licensing for mobile, and what studios should know before taking the plunge
Activision DMCAs news outlet for reporting Call of Duty leak
Activision DMCAs news outlet for reporting Call of Duty leak
Video Games Chronicle says its Twitter account was locked for a post about new Warzone map
Descenders to be Optimized for Xbox Series X|S This Summer
Descenders to be Optimized for Xbox Series X|S This Summer
Hey everyone! It’s Pip here, marketing lead at publisher No More Robots, and I’m here to finally announce something that loads of you have been asking us for: Descenders on Xbox Series X|S! We’re thrilled with what the new Xbox consoles are capable of and are excited to bring Descenders into the next generation.
Say hello to Eurogamer's new comments moderator!
Say hello to Eurogamer's new comments moderator!
I'm delighted to announce that Felisha Dela Cruz has joined the team as a comments moderator. Felisha is part of our parent company RELX's marketing department that is based in Manila, the capital of the Philippines, and is moderating comments on Eurogamer as well as our sister sites Rock, Paper Shotgun, VG247 and Dicebreaker. So, a little bit about Felisha.
After Cyberpunk 2077 CD Projekt Promises Better Marketing
After Cyberpunk 2077 CD Projekt Promises Better Marketing
CD Projekt says it will change the way it markets its games after criticisms over Cyberpunk 2077's long, and some say, incomplete or misleading marketing cycle.
Tokyo Game Show 2021 will be online
Tokyo Game Show 2021 will be online
Organisers drop physical event for its 25th year, but an in-person press gathering will be arranged
Capcom is marketing Resident Evil Village with this life-size Lady Dimitrescu
Capcom is marketing Resident Evil Village with this life-size Lady Dimitrescu
Capcom is ramping up the Resident Evil Village hype train by sending out life-size standees of its chief antagonist, Lady Dimitrescu. Her 2.9 metre/9'6" frame has been spotted in retail outlets across Hong Kong, where the intimidating figure towers over everyone and everything else in the store, as proudly shared by Capcom Asia's Facebook account (thanks, The Gamer). Here, take a look: Read more
Five things to consider when building games for future players
Five things to consider when building games for future players
Benjamin Charbit shares the lessons he's learnt about the audience Darewise Entertainment is targeting: Gen Z
Making marketing mistakes or the art of failing properly
Making marketing mistakes or the art of failing properly
At GDC Showcase, Innersloth's Victoria Tran explored the right way to approach failure, and what you can learn from it
Five areas not to compromise when creating a game video
Five areas not to compromise when creating a game video
Alconost's Natalia Shuhman highlights the aspects of video production where it doesn't pay to cut corners
Stop normalizing abusive fandom | This Week in Business
Stop normalizing abusive fandom | This Week in Business
Maybe we should have expected a zombie game studio to excel at developing senselessly hostile hordes
Xbox Smart Delivery Turned Out To Be A Pretty Big Deal
Xbox Smart Delivery Turned Out To Be A Pretty Big Deal
When Microsoft started slipping the made-up phrase “Smart Delivery” into all of its Xbox Series X/S marketing last year, it seemed like just another pair of empty buzzwords.
Payday 3 Will be Published by Koch Media, Out in 2023
Payday 3 Will be Published by Koch Media, Out in 2023
The publisher has also invested €50 million towards the game's development and marketing.
Payday 3 now
Payday 3 now "fully financed" after Starbreeze signs €50m publishing deal
Starbreeze has signed a €50m publishing deal with Koch Media for Payday 3. The Swedish developer said Payday 3 is now due out at some point in 2023 on PC and consoles, and the investment will pay for development, marketing as well as more than 18 months of post-launch "games as a service" content. The deal means Payday 3 is "fully financed", Starbreeze said.
Starbreeze signs €50m Payday 3 deal with Koch Media
Starbreeze signs €50m Payday 3 deal with Koch Media
Swedish firm now has the financing for Payday 3's production and marketing until at least 18 months after 2023 launch
Accessibility in games is advancing -- now marketing needs to catch up | Opinion
Accessibility in games is advancing -- now marketing needs to catch up | Opinion
The growing interest in accessibility within game development isn't reflected in the marketing of the very same products
I Expect You To Die 2: The Spy And The Liar returns to PS VR
I Expect You To Die 2: The Spy And The Liar returns to PS VR
Greetings, Agents! Adam Kuta, Community Marketing Specialist at Schell Games, reporting in with brand new intel direct from HQ.
Xbox Marketing Boss Says 'Nothing Coming Soon' for Game Announcement Events
Xbox Marketing Boss Says 'Nothing Coming Soon' for Game Announcement Events
Xbox's Aaron Greenberg has addressed the rumour mill, saying there is "nothing coming soon" with regards to Xbox events that would feature big game announcements or world premieres.
Little Nightmares 2 | Critical Consensus
Little Nightmares 2 | Critical Consensus
Tarsier Studios' grimly atmospheric sequel is Bandai Namco's biggest critical hit in three years
"If you're still marketing to white cis males, you're alienating more than half your players"
"If you're still marketing to white cis males, you're alienating more than half your players"
Assassin's Creed Sisterhood co-founder Kulpreet Virdi on the importance of putting defined female characters in the spotlight
Welcome to Knockout City, the dodgebrawl capital of the world
Welcome to Knockout City, the dodgebrawl capital of the world
Hey everyone, I’m Josh Harrison, and I’m the Marketing Manager at Velan Studios.
Nintendo delivered a strong Direct, but fan impatience grows | Opinion
Nintendo delivered a strong Direct, but fan impatience grows | Opinion
They may be in the minority, but Nintendo's most loyal fanbase is key to a long life cycle for the Switch
Post-IDFA Alliance forms to prepare for Apple privacy changes
Post-IDFA Alliance forms to prepare for Apple privacy changes
Alliance launches new information and support hub to help support companies amid mobile industry upheaval
Evil Genius 2 showcases Sandbox Mode alongside special editions
Evil Genius 2 showcases Sandbox Mode alongside special editions
With Rebellion’s Evil Genius 2 rapidly approaching launch, it makes sense that the marketing machine is going into full gear like any evil plan set for success.
Steam launches Lunar New Year Sale
Steam launches Lunar New Year Sale
It seems there's a strong desire for a fresh start in the marketing departments of the world.
Video: How Pokémon Snap Replaced Its Blockbuster Collaboration On Wii & Wii U
Video: How Pokémon Snap Replaced Its Blockbuster Collaboration On Wii & Wii U
Next slide please, professor. With New Pokémon Snap on the horizon, we can be sure many of you are itching to share the various photos you take around the new Lental region, but things weren't always so simple in the olden days. The original Pokémon Snap had quite a marketing campaign when it launched in 1999; in collaboration with Blockbuster Video, Nintendo introduced 'Pokémon Snap Stations' in participating Blockbuster stores around the world, allowing players to print their favourite shots from the Nintendo 64 game.
Super Mario 3D World + Bowser's Fury | Critical Consensus
Super Mario 3D World + Bowser's Fury | Critical Consensus
Critics hail a new lease of life for one of Mario's best games -- but they're less convinced by the brief, experimental Bowser's Fury
The Callisto Protocol Developers Partner With Skybound Games
The Callisto Protocol Developers Partner With Skybound Games
Skybound will bring their "global marketing and distribution capabilities."
Five steps to boost your game's performance on the app stores
Five steps to boost your game's performance on the app stores
SplitMetrics' Lina Danilchik details how to optimise your app store's product page
Activision veteran David Tyler joins Tencent
Activision veteran David Tyler joins Tencent
Former Call of Duty marketing leader takes Global Marketing role at the world's biggest games conglomerate
The Medium has already recouped production and marketing costs
The Medium has already recouped production and marketing costs
Bloober Team informed Polish media that it was in profit one day after the game's launch
The Medium Has Already Sold Enough to Recoup Development and Marketing Costs
The Medium Has Already Sold Enough to Recoup Development and Marketing Costs
Bloober Team's latest horror game is off to a good start.
The Medium's been out for less than a week and Bloober Team has already recouped the dev costs
The Medium's been out for less than a week and Bloober Team has already recouped the dev costs
Bloober Team has recovered the costs of making The Medium less than a week after its release. As reported in Money.pl (thanks, Gamespot), the horror studio has sold enough copies of the slow-burn horror to recoup all development and marketing costs, even though it's a Xbox Series X console exclusive and is available for "free" for subscribers of Xbox Gass Pass. The horror game's lack of combat and jumpscares has polarised critics and fans alike, but nonetheless, it's the studio's biggest and most ambitious project to date.
Cyberpunk 2077’s easter eggs feel like more marketing
Cyberpunk 2077’s easter eggs feel like more marketing
There’s a familiar motorcycle available for purchase in Cyberpunk 2077 called the Yaiba Kusanagi CT-3X.
Fake Movie Hollywood Trailers Of Anime Adaptations
Fake Movie Hollywood Trailers Of Anime Adaptations
YouTuber Fake Eiga FMT has been creating phony trailers of Hollywood live-action versions of popular anime.
Resident Evil Village's Maiden: A Fantastic Demo, and a Clever Marketing Tool
Resident Evil Village's Maiden: A Fantastic Demo, and a Clever Marketing Tool
Opinion: Resident Evil Village's Maiden demo is yet another impressive reminder of how effective demos are, in a way no other teaser trailer or image for a game can be.
Prepare for 2021 with new gaming audience insights
Prepare for 2021 with new gaming audience insights
Facebook's vertical research manager Stephen Gray shares data on how the games industry differs in 2021
Hitman 3 | Critical Consensus
Hitman 3 | Critical Consensus
Critics applaud the end of IO Interactive's superlative trilogy, cementing Hitman's status as one of gaming's most distinctive franchises
What's New on Netflix in February 2021
What's New on Netflix in February 2021
Netflix’s marketing department is excited to let you know that the streaming service will be debuting at least one new movie every week in 2021.
Oxenfree dev: "Making a decision is just as important as the quality of the decision"
Oxenfree dev: "Making a decision is just as important as the quality of the decision"
Night School Studios' Sean Krankel and Adam Hines talk about the studio's process and the importance of iterating on marketing messages
Blackstone makes big investment in mobile ad firm Liftoff
Blackstone makes big investment in mobile ad firm Liftoff
Sources say Blackstone's investment is close to $400 million
Steam officially launches News Hub
Steam officially launches News Hub
Users can now see updates and events for chosen games in a centralised hub
CD Projekt insists Cyberpunk 2077 covered its development and marketing costs before it even came out
CD Projekt insists Cyberpunk 2077 covered its development and marketing costs before it even came out
Cyberpunk 2077 covered all its development and marketing costs before it even came out, CD Projekt has said. In a note titled "Information regarding the estimated return on the Company's investments related to development and promotion of Cyberpunk 2077" published on its website, CD Projekt said licensing royalties received by the company from pre-orders alone exceeded the sum of its development and marketing costs. Earlier this week, CD Projekt said it had shifted an astonishing eight million pre-orders ahead of its 10th December 2020 launch.
Cyberpunk 2077 Is Already Profitable, Per Developer
Cyberpunk 2077 Is Already Profitable, Per Developer
Pre-orders alone have covered marketing and development costs.
Cyberpunk 2077 Pre-Order Sales Have Already Covered Entire Development and Marketing Cost
Cyberpunk 2077 Pre-Order Sales Have Already Covered Entire Development and Marketing Cost
Cyberpunk 2077 pre-order sales have already covered the entire cost of development and marketing, CD Projekt says.
After eight years of development, Cyberpunk 2077 made a profit in one day
After eight years of development, Cyberpunk 2077 made a profit in one day
CD Projekt says the game earned back its development and in-house marketing costs from preorders alone.
Cyberpunk 2077 launches with some real dystopia in tow | Opinion
Cyberpunk 2077 launches with some real dystopia in tow | Opinion
Nobody should be pleased that CD Projekt Red's most notable innovation is pushing consumers to buy its new game entirely sight unseen
Minecraft tops YouTube's list of most watched games of 2020
Minecraft tops YouTube's list of most watched games of 2020
Videos of Microsoft's game were watched 201 billion times this year; Roblox was second with 75 billion views
PlayStation Boss Insists Sony Is Not Ignoring Japan
PlayStation Boss Insists Sony Is Not Ignoring Japan
PlayStation boss Jim Ryan has insisted that Japan remains important to Sony, despite reports of sidelined marketing and reduced development staff for the country.
Creating value in volume
Creating value in volume
Diversifying on Facebook to improve your marketing efficacy
It looks like Kratos is joining Fortnite's latest season
It looks like Kratos is joining Fortnite's latest season
Fortnite's latest season has been live for less than a day, but already there's confirmation that more than just Star Wars' Mandalorian and Baby Yoda will showing up to do a turn in Epic's cross-media marketing juggernaut (and battle royale game), starting with God of War's Kratos. The teases started over on the official PlayStation Twitter feed, which posted a short clip in which Fortnite's in-game overseer Agent Jonesy discusses doing some research on the next character he's bringing into the game - a mystery man who's "literally vanquished multiple gods with his bare hands in a fit of uncontrollable rage". If that rather heavy handed clue wasn't enough to tip you off to the character's identity, it wasn't long before Fortnite poster Hypex shared a number of images, one displaying the new Kratos skin in all its majestically bearded glory, and another of the skin being used in-game. Read more
Cyberpunk 2077 pre-orders "visibly higher" than any Witcher title
Cyberpunk 2077 pre-orders "visibly higher" than any Witcher title
CD Projekt Red expects at least 50% of early sales to be digital
Microsoft acknowledges Xbox Series X and S performance issues
Microsoft acknowledges Xbox Series X and S performance issues
Microsoft has acknowledged performance issues with some Xbox Series X and S games that were found to run better on PlayStation 5. In contrast to Microsoft's marketing message that the Xbox Series X is the world's most powerful console, Digital Foundry's analysis of games such as Devil May Cry 5, Assassin's Creed: Valhalla and Dirt 5 show deficiencies on next-gen Xbox consoles compared to PS5. Here's Digital Foundry on Devil May Cry 5: "In terms of correlating on-paper specs to the actual experience on-screen, PS5 is either punching above its weight, or Xbox Series X isn't delivering on the full potential promised by a bigger silicon investment and a much more substantial memory interface." Read more
Epic adds a subscription service to Fortnite
Epic adds a subscription service to Fortnite
Monthly "Fortnite Crew" service includes a Battle Pass and 1,000 V-Bucks to spend each month
Keywords Studios acquires marketing agency G-Net Media
Keywords Studios acquires marketing agency G-Net Media
The acquisition brings the number of Keywords' marketing studios to seven
The ultimate guide to selling your indie game
The ultimate guide to selling your indie game
At Develop:Brighton Digital, Network N's James Binns laid out the strategy and tactics indies should follow to sell more games
The $70 AAA price point -- it's about time | Opinion
The $70 AAA price point -- it's about time | Opinion
No consumer is going to be enthused about a price rise, but 15 years of $60 has done no favours to either gamers or creators
Next-gen consoles have few answers to Argentina's longstanding reliance on piracy
Next-gen consoles have few answers to Argentina's longstanding reliance on piracy
Argentina's gamers approach next-gen with uncertainty, due to escalating prices and the increasing difficulty of turning to the black market
Nintendo Enlists Brie Larson And Awkwafina To Expand Switch's Reach This Christmas
Nintendo Enlists Brie Larson And Awkwafina To Expand Switch's Reach This Christmas
The stars show off why Switch is the must-have console. You could argue that any money Nintendo spends on marketing the Switch this Christmas is a waste, given that the console is selling like hotcakes and awareness is already super-high, but it's worth remembering that the hybrid system now has two next-gen rivals to contend with – and with that in mind, Nintendo has started rolling out the kind of wide-reaching promotional material that was commonplace during the heady days of the DS and Wii. Nintendo has enlisted the assistance of Hollywood star and self-proclaimed Animal Crossing fan Brie Larson for one of its commercials, where she runs through some of her favourite Switch games.
Microsoft expects Xbox Series X|S shortages until Q2 2021
Microsoft expects Xbox Series X|S shortages until Q2 2021
CFO Tim Stuart points to summer next year for “the supply profile meeting the demand profile"
Cyberpunk 2077's next Night City Wire will dish on Johnny Silverhand
Cyberpunk 2077's next Night City Wire will dish on Johnny Silverhand
Well, well Cyberpunk 2077 may have been delayed yet again but CD Projekt Red are certainly not powering down the marketing cannon.
Video: Check Out These Hyrule Warriors: Age Of Calamity Ads Now Airing On Japanese TV
Video: Check Out These Hyrule Warriors: Age Of Calamity Ads Now Airing On Japanese TV
Only one week to go! The launch of Hyrule Warriors: Age of Calamity is drawing ever nearer – we're exactly one week away, in fact – and Nintendo's marketing for the title is starting to ramp up. Two TV commercials that have begun airing in Japan are currently available to view on YouTube, and you can check them both out for yourself below.
The challenge and promise of DualSense | Opinion
The challenge and promise of DualSense | Opinion
PlayStation 5's advanced haptic system is arguably the most interesting innovation of the new generation, but it creates a tricky marketing conundrum
Sony debuts PS5 games ad as part of “memorable” launch efforts
Sony debuts PS5 games ad as part of “memorable” launch efforts
Travis Scott returns alongside Spider-Man, Gran Turismo, Demon's Souls, Horizon and more
Descenders has sold over 250,000 units
Descenders has sold over 250,000 units
Nearly 3.5 million people have played the biking title across all platforms, thanks to its success on Xbox Game Pass
Watch Dogs: Legion Stormzy location – how to find Stormzy’s mission
Watch Dogs: Legion Stormzy location – how to find Stormzy’s mission
Watch Dogs: Legion features grime star Stormzy, not just as a piece of marketing material but as a quest giver.
UK startup Sugar closes £1.5m pre-seed round
UK startup Sugar closes £1.5m pre-seed round
Passion Capital leads investment in new firm offering finance to games studios wishin to avoid equity funding
Sony expects PS5 to exceed PS4's 7.6m launch sales this fiscal year
Sony expects PS5 to exceed PS4's 7.6m launch sales this fiscal year
But CEO Hiro Totoki says each unit will make a "negative contribution to earnings for the time being"
343 addresses growing concern about Halo Infinite's new armour customisation
343 addresses growing concern about Halo Infinite's new armour customisation
343 has moved to calm growing concern about Halo Infinite's new customisation system. Last week, 343 published a blog post outlining Halo Infinite's new coating system, which had been revealed by various marketing promotions left in place despite the shooter's high-profile delay into 2021. "Admittedly, product promotions weren't how we originally envisioned sharing the first look at some of these customisation elements," Halo community manager John Junyszek said. Read more
PlayStation forms creative partnership with Travis Scott
PlayStation forms creative partnership with Travis Scott
US musician follows up Fortnite concert as Sony's "strategic creative partner" ahead of PlayStation 5 launch
Snoop Dogg has a real-life Xbox Series X fridge
Snoop Dogg has a real-life Xbox Series X fridge
Snoop Dogg an Xbox Series X fridge. The American rapper posted a video of the fridge on Instagram before deleting the post, presumably for breaking some sort of marketing embargo.
Ubisoft are paying £1 million for one trailer
Ubisoft are paying £1 million for one trailer
It’s no secret that big publishers spend small fortunes on marketing, but it’s rare that we get to put actual numbers to it.
Riot Games hires first ever chief marketing officer
Riot Games hires first ever chief marketing officer
Jason Bunge joins the League of Legends developer from Electronic Arts to lead its marketing and publishing efforts
Devolver Digital brings in licensing specialist to work on Fall Guys
Devolver Digital brings in licensing specialist to work on Fall Guys
Fée Heyer brings experience from Dunlop Sports, describes Mediatonic's game as “a phenomenon rarely seen before”
This Yakuza-themed ramen is worth AU$400
This Yakuza-themed ramen is worth AU$400
It's a marketing stunt, but you can actually eat it too.
NBA 2K21 adds unskippable ads to loading screens
NBA 2K21 adds unskippable ads to loading screens
2K Sports introduces new monetization method to latest basketball title weeks after launch
FIFA 21 | Critical Consensus
FIFA 21 | Critical Consensus
The new FIFA has the lowest Metacritic average in the series' history -- but does a game with a license to print money have any reason to evolve?
Vungle acquires Algolift
Vungle acquires Algolift
The deal will add Algolift's user acquisition tech to Vungle's ad network and in-app monetization platform
ASA bans misleading Homescapes, Gardenscapes ads
ASA bans misleading Homescapes, Gardenscapes ads
Despite pin puzzles being present in the game, UK ad authority concluded Facebook posts were not representative of the overall gameplay
Xbox Series X/S – “More to Come” in the Next 4 Weeks, Says Senior Marketing Manager
Xbox Series X/S – “More to Come” in the Next 4 Weeks, Says Senior Marketing Manager
"Global activations, activities and content still coming," says Microsoft's Josh Munsee.
Aaron Greenberg:
Aaron Greenberg: "Does the price of a game even matter, if it's in Game Pass?"
Xbox games marketing GM responds to question over whether Microsoft will raise game prices
Push and pull: How to build an in-game economy
Push and pull: How to build an in-game economy
Unity Technologies' Julie Shumaker explains how to knit together the key components of a robust and engaging game economy
Mother and son seeking $5m in latest Joy-Con drift lawsuit against Nintendo
Mother and son seeking $5m in latest Joy-Con drift lawsuit against Nintendo
Plaintiff argues platform holder has not done enough to address Switch issue and does not warn about drift in marketing
Activision Blizzard closing France office - Report
Activision Blizzard closing France office - Report
Publisher pulling the plug on marketing, customer service and localizing office that had hundreds of employees
In-app ad segmentation 101: How to split and analyse your players
In-app ad segmentation 101: How to split and analyse your players
IronSource's Justin Norman gives an introduction to ad segmentation and monetisation strategies
7 tips for running a $100 million user acquisition budget
7 tips for running a $100 million user acquisition budget
SciPlay's CMO Noga Halperin goes through the principles that can make or break an app's UA results
Hardware launches and pre-orders desperately need a shake-up | Opinion
Hardware launches and pre-orders desperately need a shake-up | Opinion
Retailers and manufacturers have failed consumers with the botched, badly-managed launches of consoles and graphics cards in recent weeks
Kirby Fighters 2 Developers Share Commemorative Artwork To Celebrate Its Release
Kirby Fighters 2 Developers Share Commemorative Artwork To Celebrate Its Release
Doubling Nintendo's marketing efforts. Last week, Kirby Fighters 2 appeared on the Switch eShop out of absolutely nowhere, and the development team has shared a lovely piece of artwork to celebrate its release. The game's launch has been particularly odd, with Nintendo opting to quietly place it on the Switch's digital store with hardly any marketing beyond a tweet or two.
Fight, fall, rise again: How difficulty impacts gameplay in PS VR’s Until You Fall
Fight, fall, rise again: How difficulty impacts gameplay in PS VR’s Until You Fall
Greetings, Champions! Schell Games’ Community Marketing Specialist Adam Kuta here once again with another deep dive into the dangerous world of Until You Fall.
The US Navy paid $2m to marketing company to assist with foray into esports
The US Navy paid $2m to marketing company to assist with foray into esports
Young & Rubicam, now VMLY&R, to promote Navy's image, expand awareness, and ultimately up recruitment
Resident Evil series will debut on Netflix in 2021
Resident Evil series will debut on Netflix in 2021
Resident Evil: Infinite Darkness will be a CGI show focused on Leon Kennedy and Claire Redfield