#Marketing #dead #Larians #Michael #Douse
If you want to market video games today, you have to do it in different ways than a few years or even decades ago. At least that’s what Michael Douse, Publishing Director at Larian Studios, the developer behind it, says Baldur‘s Gate 3. “Marketing is dead,” was his very absolute-sounding statement. It was simply no longer the right way to bring your game to the potential target group like that Experience with the most recent game of the Belgian studio showed.
Baldur’s Gate 3: “Nobody looks at ads anymore.”
In an interview with PC Gamer at the recent Game Developers Conference in San Francisco affirmed Douse this point of view very clearly. “Marketing is truly dead, I can attest to that. There are simply no channels for that anymore.” Previously, people had retail partnerships to prominently place their games, “but now we have the Internet, the people don’t want to be ripped off. Nobody looks at advertising anymore. Players want to be addressed directly; they want to know what you make and why and who it’s for.”
Advertising no longer works like it used to, players have other options to get information. “Millennials have always hated advertising and we now have simple tools to block them. The best way to market your game is through the gaming stores themselves, anything else isn’t worth the effort. We learned that with Baldur’s Gate 3, even if it took a while.”
