In a bold statement, Michael Douse, the Publishing Director at Larian Studios, has declared that marketing is no longer effective in promoting games. During a recent roundtable interview with PC Gamer, Douse emphasized that consumer behavior has shifted, rendering traditional advertising channels obsolete.
Douse expressed his viewpoint bluntly, stating, “Marketing is dead. It truly is.” He explained that the evolution of the internet has drastically changed how people interact with advertisements. With the prevalence of online platforms, consumers are no longer receptive to traditional marketing tactics.
He further elaborated, stating, “Now you’ve got the internet. Nobody is looking at ads anymore.” Douse emphasized the importance of transparent communication with players, emphasizing that gamers want to understand the purpose behind game development and who the target audience is.
Other game developers echoed Douse’s sentiments, acknowledging the declining effectiveness of marketing efforts, particularly among younger generations. The consensus among industry veterans is that genuine and transparent communication with consumers is paramount in today’s gaming landscape.
Douse cited the success of Baldur’s Gate 3 as a testament to the effectiveness of authentic communication with players. He emphasized the importance of showcasing games directly on digital storefronts, rather than relying on traditional advertising channels.
Overall, Douse’s proclamation reflects a growing recognition within the gaming industry of the need to adapt to changing consumer preferences and embrace more direct forms of communication with players. As the landscape of game promotion continues to evolve, developers are reevaluating their marketing strategies to better engage with their audience.
The industry veterans concluded that honest and transparent approaches are essential in cultivating trust and loyalty among gamers, underscoring the importance of authentic communication in game promotion.
Source: 80.lv
