In a recent interview with PC Gamer, Michael Douse, the director of publishing at Larian Studios, shared his belief that traditional marketing strategies in the gaming industry are no longer effective.
Douse boldly stated, “Marketing is dead. Really – I can get behind this shit, man.” He went on to explain that the traditional retail theory of marketing, which focuses on getting products on store shelves and building partnerships with retail stores, is no longer relevant in today’s digital age.
With the rise of the internet and the decline of traditional advertising channels, Douse believes that gamers are now looking for authentic communication from developers and publishers. They want to know the who, what, and why behind a game, rather than being bombarded with flashy ads.
Despite the changing landscape of marketing in the gaming industry, Douse remains optimistic about the potential for games to break through to a wider audience. He pointed to Baldur’s Gate III as an example of a game that has successfully resonated with gamers and crossed the barriers of traditional marketing strategies.
As the gaming industry continues to evolve, developers and publishers will need to adapt their marketing tactics to cater to a more informed and discerning audience. With gamers taking the lead in shaping the industry, it will be crucial for companies to prioritize transparency and authenticity in their communication strategies.