Game Marketing
Ongoing coverage on Game Marketing.
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FC 27 Promo Calendar: Confirmed & Expected Dates for Every Ultimate Team Campaign
EA Sports has outlined the promotional calendar for EA Sports FC 27 Ultimate Team, confirming a reduction of five campaign weeks compared to previous titles. These will be replaced by themed 'Series' that do not introduce new special items to packs, aiming for a tighter power curve. Promos are expected to continue launching on Fridays at 6:00 PM BST / 10:00 AM PT.
Blizzard Explains Why The StarCraft Shooter Coming In 2030 Was Announced Now
Blizzard Entertainment general manager Dan Hay explained the decision to announce the StarCraft open-world shooter, slated for 2030, at BlizzCon. He stated that the team felt they had enough of the story, characters, and world to share, and wanted to get feedback from fans early in the development process. Hay also noted that setting a firm release date helps focus development efforts.
GTA 6 Was Not “Fully Formed” When Trailer 1 Came Out In 2023
Rockstar North boss Rob Nelson stated that Grand Theft Auto 6 was not "fully formed" when its first trailer was released in December 2023. He described the trailer's song as a "mission statement" that helped guide the development team to finish the game. The article also mentions the game's November 19 release date for PlayStation 5 and Xbox Series X|S, and details about a themed DualSense controller.
Left 4 Dead 2 writer says Valve intentionally 'leaked' its cinematic trailer to get around ESRB rules: 'I…
Former Valve writer Chet Faliszek revealed that the cinematic trailer for Left 4 Dead 2 was intentionally 'leaked' by the company to bypass the ESRB's rules. Valve faced scrutiny over the game's violence and language, and the ESRB had stricter regulations for marketing materials than for the games themselves.
Console Exclusivity Is Creeping Back: Inside Xbox and Sony’s Quiet Retreat From Multiplatform
Xbox and Sony appear to be scaling back their multiplatform strategies, with recent game trailers omitting mentions of competing consoles. This shift suggests a renewed focus on strengthening their respective ecosystems, with Sony reviving its 'only on PlayStation' branding and Xbox making permanent exclusivity promises for select titles.
Like Final Fantasy 7 Revelation boss, Dragon Quest creator Yuji Horii worries live streams may not actually sell games: "Some people will be satisfied by just watching"
Dragon Quest creator Yuji Horii questions the marketing effectiveness of game live streaming, suggesting that some viewers may be satisfied by watching rather than playing. He notes a shift towards casual gamers who prefer quick experiences. Final Fantasy 7 Remake director Naoki Hamaguchi previously shared similar concerns about the impact of streamers on game design.
Cyberleek's GTA 6 leaks won't change Rockstar's Netflix reveal plans, report says
Despite a new wave of Grand Theft Auto 6 leaks attributed to 'Cyberleek', Rockstar Games reportedly plans to proceed with its August 27 Netflix gameplay reveal as scheduled. The developer is also reportedly seeking account details of the leaker from Microsoft and Discord. This latest leak follows a previous major breach in 2022, with Rockstar aiming to recenter the conversation on the game's upcoming release in November.
"Every single employee at Nintendo Europe" was tasked with playing Animal Crossing: New Leaf daily, months before launch, by former boss Satoru Iwata, says ex PR
Former Nintendo PR manager Ashley Day revealed that late Nintendo CEO Satoru Iwata mandated all Nintendo Europe employees play Animal Crossing: New Leaf daily for months before its launch. This unusual strategy aimed to ensure staff understood the game's charm and habitual gameplay loop, contributing to its eventual success.
Insomniac Games "announced Wolverine very early because we knew it would be very difficult to keep a lid on…
Insomniac Games announced Marvel's Wolverine early to preemptively manage leaks and control the narrative around the highly anticipated PlayStation 5 title. Game director Mike Daly explained that this strategy allows the studio to cast its development team effectively and manage its multi-game development slate efficiently. The game is slated for release in September.
Former PlayStation boss Shuhei Yoshida told Clair Obscur devs to not call it a 'turn-based RPG' so people…
Former PlayStation boss Shuhei Yoshida advised developers of Clair Obscur: Expedition 33 to avoid marketing it as a 'turn-based RPG' due to the genre's perceived unpopularity. Despite this, the game has achieved significant success, selling over eight million copies and helping to revitalize interest in turn-based titles. Yoshida believes this success highlights the risks of solely chasing industry trends.
Shuhei Yoshida told Expedition 33 studio to avoid terms like 'turn-based RPG' because it may cause people to "overlook" the game
Veteran PlayStation executive Shuhei Yoshida advised Expedition 33 developers Sandfall Interactive and publisher Kepler Interactive to avoid marketing the game solely as a 'turn-based RPG,' believing the term might cause players to overlook its innovative combat. The team adopted the term 'reactive turn-based battles' instead, contributing to the game's commercial and critical success, selling 5.5 million copies and receiving multiple awards.
Ex PlayStation boss told Clair Obscur Expedition 33 devs not to call it a turn-based RPG: "That alone might cause…
Former Sony Interactive president Shuhei Yoshida advised Kepler Interactive to avoid marketing Clair Obscur: Expedition 33 as a turn-based RPG due to perceived market unpopularity. Despite this guidance, the game, developed by Sandfall Interactive, was released to critical acclaim and numerous awards, ultimately helping to revitalize interest in the genre. Yoshida shared this anecdote at the Busan Indie Connect Festival 2026.
The Real Reason GTA 6’s Gameplay Reveal Is a Timed Netflix Exclusive
Rockstar Games is experimenting with a new distribution strategy for the Grand Theft Auto 6 gameplay reveal by partnering with Netflix for an exclusive premiere six hours before its release on official channels. CEO Strauss Zelnick suggests this is a groundbreaking partnership, implying the reveal itself will be presented in a format suitable for Netflix, potentially incorporating documentary-like elements or a special presentation rather than a standard trailer. This move is seen as a strategic marketing effort to create an event around the reveal, leveraging Netflix's platform to build anticipation for the game's eventual release.
Rebels No More: How Rockstar Sold Out on GTA 6
This opinion piece criticizes Rockstar Games' marketing strategy for Grand Theft Auto 6, particularly the decision to give Netflix exclusive rights to an extended look at the game. The author argues this move, along with past issues like the Definitive Edition trilogy and labor practices, shows Rockstar has become a 'sellout' prioritizing corporate gain over artistic integrity. The article also touches on the impact of this exclusive reveal on other upcoming game releases.
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The article discusses the significant challenge developers face in making their games discoverable amidst a crowded market. It highlights how traditional marketing strategies are becoming less effective, leading to a situation where many great games struggle to find an audience.
GTA 6 fans waiting for Trailer 3 are convinced they've spotted an easter egg in GTA Online referencing the…
Grand Theft Auto 6 fans believe they have discovered an easter egg referencing the game's map within Grand Theft Auto Online. A painting in The Kortz Center Heist update is being interpreted by players as a depiction of the Leonida region, fueling speculation about Rockstar Games' marketing strategy ahead of the game's November 19 release.
Stellar Blade boss completely misses the point of why people are upset with Blood Rain's AI slop video: 'The…
ShiftUp CEO Hyung Tae Kim addressed backlash over the AI-generated marketing video for Stellar Blade: Blood Rain, stating that the character Evie was created by artists and AI only rendered her. The article argues that the extensive use of AI in other aspects of the video, including the song, undermines the game's image and cheapens the overall presentation, despite the company's talented composers and artists.
Predicting the 5 biggest GTA 6 reveals that we should see in the next 100 days
With Grand Theft Auto 6 set to launch on November 19 for PlayStation 5 and Xbox Series X, the next 100 days are expected to bring significant reveals. Predictions include a gameplay showcase in August, a deep dive into the living world in September, potential news on GTA Online in October, previews in October, and a final story trailer in November. Rockstar Games is anticipated to ramp up marketing efforts significantly before the release.
When will GTA 6 Trailer 3 come out? Latest predictions and theories
Fans are speculating about the release date of the third trailer for Grand Theft Auto 6, with predictions centering around Take-Two Interactive's upcoming earnings call. While past marketing for Grand Theft Auto 5 suggests a gameplay trailer could arrive in September, two months before the November 19, 2026 release date, the article notes that Rockstar Games' marketing strategies can be unpredictable.
MINIBOSS SOLUTIONS FORMS ADVISORY BOARD, NAMES INAUGURAL MEMBERS
Miniboss Solutions, an embedded publishing leadership team, has established an advisory board with industry veterans Sarah Anderson and Yoshio Osaki as its inaugural members. The board will provide strategic counsel to Miniboss as it assists game studios like Smilegate and VOID Interactive with publishing strategy and execution. This move aims to enhance Miniboss's expertise and support its growth as a leader in the games industry.