Gaming isn't just any game – in 2018, the global electronic games market was estimated at nearly $135 billion, and according to some predictions, this figure will reach $200 billion by 2023. The industry's massive growth wouldn't be possible without extensive marketing and PR activities. That's exactly what we're discussing with Marta Matyjewicz, who has been involved in this industry for over six years and currently holds the position of Head of Marketing/Communications at Crunching Koalas. We can't deny that this interview was inspired by the long-awaited release of Cyberpunk 2077 and its powerful marketing engine. Suffice it to say, even before its release, 8 million copies of the game were sold!
Adam Kubaszewski: The broadly defined electronic entertainment industry now generates more revenue than the film and music industries combined. This represents enormous potential, but also intense competition. What are some ways to "stand out" in this field?
Marta Matyjewicz: You're probably expecting some golden hack from me, 😀 – but unfortunately the truth is that we have to do tedious work at the grassroots level to have a chance of standing out.
First and foremost, we need to find an interesting, distinctive, and clear game idea. Something that can engage players from the very first trailer or announcement. We should consider why people should choose this particular title, despite the enormous competition on the market, as you yourself pointed out.
This seems obvious, but too often we see developers approaching the topic backwards. They create the product first, and then start tacking on marketing. They forget that marketing is an integral part of game design. Then you can think about all the activities, unique communication methods, and in-game sales mechanics (monetization) – but the important thing is that all these elements are coherent and understandable to the user.
For me, successful game marketing requires understanding the mindset of the player who will ultimately entrust the developer with their time and money. Considering what they need and what might be of interest to them.
AK: What's the difference—besides the cost, of course—between marketing a AAA game and a small project from an independent studio? It's not uncommon for large projects to have a marketing budget larger than their production budget.
MM: A definite advantage when marketing a AAA game is that we have access to a larger pool of specialists, which, of course, opens up greater possibilities. One person will never physically accomplish what an entire team of specialists from various fields can do.
The marketing budget you mentioned also goes hand in hand. Independent creators don't have that kind of financial backing, so they look for other ways to sell their idea.
Indie game marketing often invites the audience behind the scenes of development. Developers eagerly document their journey on social media, publishing development diaries, posting raw footage from the production, and engaging players in the process. Developers often ask players to test the game at various stages of development and address feedback from the community.
And this connection, proximity, and influence that players have on the development of these smaller games is often something large studios can't afford. In AAA behemoths, almost every move, every action, must be approved by a large number of people. This is something smaller developers don't have to contend with.
AK: The latest flagship of Polish game development, Cyberpunk 2077, has a massive marketing campaign. CD Projekt Red has long been known for its creative marketing. What exactly sets the creators of Cyberpunk and The Witcher apart from the competition in this regard?
MM: The third installment of The Witcher is considered by some to be one of the greatest games of all time. It's easy to imagine that this raises high expectations for each subsequent production from CD Projekt Red. CD Projekt Red focused on promoting just one major title, while companies like Ubisoft and EA have several games to promote each year. Therefore, it's obvious that by devoting the maximum resources at CD Projekt Red's disposal, this process is paying off, and Cyberpunk is on everyone's lips. Cyberpunk also has a very recognizable name. Italian and international brands, which is the result of the work the team has put into promoting it since its initial announcement. It's a brand built over the years.
Red is also distinguished by their efforts to go against current industry trends, which often wins players over. For example, while other publishers are distributing paid add-ons for their games, CD Projekt Red (for The Witcher 3) decided to release a whopping 16(!) free add-ons.
AK: Has this year's global pandemic impacted marketing in this industry? What has changed?
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MM: Certainly the approach to promotion. During the pandemic, many industry trade shows, which we typically used to promote games and establish business partnerships, were canceled. We had to switch to a virtual trade show model. Game development is a quite flexible industry.
And it's worth noting that as people stay home, games are filling their time. This translates into sales. Market research indicates increases since March 2020.
AK: In the technology industry, a few years are essentially a few eras. How does marketing in this industry differ today from that of 10 or 20 years ago?
MM: First and foremost, it greatly simplified the publishing process. Back then, only large companies had the resources, knowledge, and connections to release a game on a given platform. Back then, all that was needed was a nice box and ensuring the industry press would write about the game in a newspaper. If the game was good and garnered positive reviews, which players then passed on through word of mouth, success was guaranteed.
Just over 10 years ago, with the introduction of newer console models, easier processes, and easier access to tools, the door opened for independent developers. It turned out that almost anyone could publish a game. Year after year, more and more games are released for every platform. As you can imagine, the market is quite crowded. Today, in addition to media attention, the attention of YouTubers and other content creators is also crucial. Without building a community, nothing can happen.
There's also been a shift in distribution methods – in addition to physical releases, you can now download digital versions of games from the comfort of your home. This was unthinkable just 20 years ago (though other storage media also existed).
And what I've described applies not only to the console and computer gaming market. Meanwhile, mobile games have also emerged. The simple "snake" that graced almost every mobile device has evolved into complex, online productions that earn tons of money.
AK: What mistakes do marketers make when promoting games?
MM: I think a major problem in our industry is the lack of understanding the player's perspective. Communicating what you want to say without necessarily considering whether it's even of interest to the audience.
Another issue is failing to conduct adequate research – and here you can choose: your target audience, your competitors' activities, and the influencers you want to select for your campaign. It's supposed to be basic, but it often happens that it's done haphazardly. The entire campaign then suffers.
I won't mention everyday failures, because they happen to everyone. The important thing is to learn from them and work on them.
AK: According to research, the average gamer is over 30. Is it necessary to continue to "fight" the stereotype that games are entertainment only for children, and that they have a harmful effect on them?
MM: Gaming has changed tremendously. Genres have evolved. Creators are reaching for new means of expression and often tackling serious topics in their work. (Don't even get me started on technological advancements. :D)
I think these elements, combined with easier access to consoles and computers, have changed the perception of gaming as a medium today. Gaming has become a mainstream phenomenon.
However, those who still associate gaming with childish entertainment are unlikely to change their minds. As a marketer, I don't feel the need to convert anyone to gaming. We have enough people interested in games to target. 😀
AK: What books and other sources of knowledge on marketing and PR do you recommend?
MM: I have my favorite bloggers who write about marketing in the gaming industry.
This is Simon Careless https://twitter.com/simoncarless and Chris Zukowski https://howtomarketagame.com
As for books, the one that helped me tremendously in my daily work was "Made to Stick" by Dan and Chip Heath. This book changed my approach to communication, and I recommend it to anyone who hasn't had the opportunity to pick it up.
Recently, I also felt like systematizing my advertising knowledge, so I picked up "Effective Facebook Advertising" by Artur Jabłoński. I highly recommend this book as well.
Finally, the classic bio:
Marta Matyjewicz
Searching for her path in life, she decided to combine her two greatest passions – marketing and video games. She fulfills her day job as Head of Communications at Crunching Koalas (a video game publisher) and her free time as a blogger at http://marteting.net.
Its mission is to guide independent developers through the intricacies of game marketing.
Marta MatyjewiczSummary
The above article covers the following topics:
- Interview with Marta Matyjewicz – Head of Communications at Crunching Koalas, a video game publishing company
