The marketing game is definitely different than it was a few years ago. Since many gamers are active consumers because they often keep their ears to the ground and know what they like, it is difficult to convince someone to buy something through a commercial on the bus or on TV.
It’s a sentiment shared by Larian’s Michael Douse. The editorial director of the Baldur’s Gate III developer expressed his views in an interview with PC Gamer. “Marketing is dead. Really, I can get behind this shit, man,” start.
“There’s no pipeline anymore – it doesn’t work. Marketing is essentially a theory of retail – you’re trying to put your boxes in the right places on store shelves, build partnerships with retail stores. Those pipelines are gone . Now you have the Internet, no one watches advertising anymore… All the channels we normally use are no longer really viable,” He continued. “So their functionality is also reduced by the fact that players just want to talk to them. They don’t want to be deceived: they just want to know what you’re doing, why you’re doing it and who it’s aimed at.” .
We still see a lot of hype today, but it often seems like gamers are getting ahead of themselves in terms of which developers, publishers, and genres they want to see. It’s pretty rare nowadays for something to actually break the barrier like Baldur’s Gate III does, but it can be done.
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