Superstar Session: Big or Small: Marketing Must Be Part of Your Plan
summary
Behaviour argues marketing joins development from day one: concrete market research drives design decisions, not gut feeling. Examples include using audience testing to choose the gore-heavy execution clip for the For Honor E3 reveal, and leveraging partnerships and chapters in Dead by Daylight to reach fans — Dead by Daylight hits 50 million players and the studio grows to 1000 employees after acquiring Midwinter. Primary prescription is simple and specific: know your audience early, use research to pick features that amplify shareable moments, and build partnerships that demonstrably extend reach.
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chapters (10)
- 0:00Intro
- 0:37Who are we
- 2:01Marketing must be part of your plan
- 3:54The entertainment landscape
- 5:50The competitive environment
- 8:34The gaming industry
- 9:30The gaming experience
- 15:48Why Marketing
- 16:59Reciprocity
- 19:18Conclusion
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