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After 26 years in video game marketing, I’ve seen one mistake repeated over and over—by junior marketers, seasoned executives, and even entire companies. It’s the tendency to jump straight to tactics without a solid strategic foundation.&nbsp;It’s easy to see why it happens. The pressure to move fast, fill a calendar, and show momentum leads many teams to focus on "doing" rather than "thinking." But this approach inevitably leads to underperformance, misaligned messaging, wasted spend, and unclear direction for internal and external partners.The highest-performing campaigns I’ve worked on always started with deep research, clear audience segmentation, comprehensive competitor analysis, and a well-defined positioning framework. These foundational elements lead to targeted, high-impact marketing that resonates with the right audience.Without giving away the game this was an example of a launch where I tried to advise strategy and the team went forward anyway.<figure id="figure-a0pn1zjchm868djft"><img id="a0pn1zjchm868djft" src="https://cdn.durable.co/blocks/30YZ26A52yDgfGQ6lziI6LWUmLEijfkgSIrf6LV0VmKkweIDdd99cdUgu3271tuo.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/></figure>Two years ago a mid-sized studio was preparing to launch a multiplayer shooter into an already crowded market. Excited to generate hype, they jumped straight into an influencer campaign and heavy performance marketing spend without clearly defining their audience or differentiating their game.What went wrong?-No audience segmentation: They treated all FPS fans as a monolith instead of targeting a niche within that audience.-No competitor positioning work: They failed to articulate why their game was different from established competitors like Call of Duty or Apex Legends.-No messaging strategy: Influencers promoted the game with generic “check this out” messaging instead of focusing on the game’s unique appeal.-Misallocated budget: They spent heavily on streamers whose audiences didn’t align with their ideal player profile.The result? An initial spike in awareness but poor retention and conversion. Players checked out the game but didn’t stick around. By the time the team scrambled to adjust, the game had already lost its launch momentum.Before you spend a dollar on marketing, ask yourself:-Who is our ideal player? (And no, “FPS fans” or “MMO players” isn’t specific enough.) -What problem are we solving for them? -How is our game different from the competition? -What messaging will make that differentiation clear? -Where does our audience actually spend their time? (Hint: It’s not always Twitch or TikTok.)Tactics without strategy are just noise. The best marketing campaigns aren’t just creative or flashy—they’re grounded in deep audience insight, clear positioning, and thoughtful execution.

Jumping to Tactics Without Strategy

Newzoo has released their December top PC and Console games by MAU.<figure id="figure-x30xaeixmrm68e7x71"><img id="x30xaeixmrm68e7x71" src="https://cdn.durable.co/covers/8moH9P0ixzQUIM8VWoWsZ0xKAjCvsIHQ8rz0348jQVR6xiatZG0bXcDOSbu3qxcR.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/></figure>Guess what? Its the same games that have been there for years... Except Marvel Rivals.I would venture to guess the biggest victim here is Overwatch 2 who dropped form #9 last moth to #12 this month. Obviously Marvel Rivals scratches a very similar itch for these players. The question is still Marvel Rivals staying power. But it looks really strong if you look at the CCU trend for them on Steam DB.&nbsp;Many of these Black Hole games could potentially be removed from the categorization of "games" at this point. Particually Fortnite, Roblox and Minecraft. At this stage I consider these distribution platforms for UGC. Rather than bemone the players spending all their time in these platforms there are opportunities to make content for your game in these platforms.Cant beat em then join em.

"Black Hole" games continue to dominate

Matthew Ball’s amazing report, The State of Video Gaming in 2025, highlights the critical impact of “Black Hole Games” — massive franchise titles like Fortnite, Minecraft, and Roblox that dominate player engagement, time, and spending. These games are juggernauts, absorbing attention and resources, and making it increasingly difficult for new titles to break through.<figure id="figure-ddot1asslqm65d9bp9"><img id="ddot1asslqm65d9bp9" src="https://cdn.durable.co/covers/35hWGf8oDwg5hxwZ3wTYDc2BJsb0GPTtLcnGm5VOCZeZv8U92H7lu94hckeeVDF4.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/covers/35hWGf8oDwg5hxwZ3wTYDc2BJsb0GPTtLcnGm5VOCZeZv8U92H7lu94hckeeVDF4.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure> Key Insights from Ball’s Report<ul><li>Unmatched Player Engagement:<ul><li>Black Hole Games account for 40% of playtime on PC and 43% on consoles like PlayStation and Xbox.</li><li>Despite billions spent on development and marketing, new games in 2023 captured only 6.5% of total playtime.</li></ul></li></ul><ul><li>Economic Disruption:<ul><li>Entrenched franchises monopolize spending, leaving little room for new games.</li><li>On Steam, 80% of new releases in 2024 generated less than $5,000 each, underscoring the uphill battle for discoverability and success.</li></ul></li></ul><ul><li>Network Effects:<ul><li>These games thrive on Metcalfe’s and Reed’s Laws, where massive player bases drive exponential engagement and loyalty, creating ecosystems that are nearly impossible to disrupt. </li></ul></li></ul>IF YOU CANT’T BEAT ‘EM JOIN ‘EMInstead of viewing Black Hole Games as competitors, what if game companies embraced them as platforms for IP distribution. Roblox, Minecraft and Fortnite Creative offer unprecedented opportunities to reach massive audiences at low cost.Why?Low Development Costs: Mini-games or experiences for these platforms are faster and cheaper to produce than full titles. You can make some pretty impressive games in Fortnite in three weeks or less. That is less time than most ad agencies take to make your launch trailer! Massive Reach: Roblox boasts 350–400 million monthly active users, rivaling the entire AAA ecosystem and generating huge engagement. Brand Awareness: Games or experiences tied to your IP on these platforms can spark interest and cross-pollinate audiences across other media. &nbsp; As Matthew Ball’s report emphasizes, Black Hole Games are monster hogs of player time spent. But they don’t have to be seen as obstacles. By leveraging these platforms as distribution channels, game companies can generate awareness, engage new audiences, and turn industry challenges into opportunities for growth. Sure this doesn’t work for every game but for a lot it can be a great strategy.

Leveraging Black Hole Games

Last year, Black Myth: Wukong took the world by storm, earning Game of the Year nominations and selling millions of copies—proving that eastern studios are no longer just contributors but contenders in the AAA game space. But this is only the beginning. While western studios are leaning on sequels, remasters, and expansions to mitigate risk in a challenging economic environment, eastern developers are stepping up with bold, imaginative, and entirely new IPs. They're redefining what AAA gaming can look like and tapping into fresh genres and settings that feel both innovative and culturally distinct. Here are a few upcoming titles I am watching and betting on: 🎨 Project: The PerceiverA stunning open-world action RPG that explores the philosophical tension between ideals and reality. With a combat system reminiscent of Sekiro and an artistic flair that’s uniquely its own, this game promises a deep and engaging experience.<figure id="figure-2mpvnzjaoym5wu4gss"><img id="2mpvnzjaoym5wu4gss" src="https://cdn.durable.co/blocks/1cZ9uho69bofNOT4HvXcVWNvPmGbKvl1mAEcF13IyPMgVL84QGGTM4YaJcjOfRGQ.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/1cZ9uho69bofNOT4HvXcVWNvPmGbKvl1mAEcF13IyPMgVL84QGGTM4YaJcjOfRGQ.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>⚔️ Phantom Blade: ZeroThis dark fantasy action RPG combines fast-paced, visceral combat with a rich, wuxia-inspired narrative. I frickign love its "Kung-Fu punk" aesthetic that is a bold new blend of tradition and futurism.<figure id="figure-m71ay1x3xm5wu4vwn"><img id="m71ay1x3xm5wu4vwn" src="https://cdn.durable.co/covers/5qu0ZehTn06bq2T3yBG3bE4tdvvTvh1ANJDir94pJDnOtUoEypdrv6s9LhZ94ur9.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/covers/5qu0ZehTn06bq2T3yBG3bE4tdvvTvh1ANJDir94pJDnOtUoEypdrv6s9LhZ94ur9.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>🌾 Where Winds MeetSet in the Ten Kingdoms era of ancient China, this game offers a breathtaking open world full of dynamic events, martial arts combat, and RPG elements. Think Ghost of Tsushima but with a distinctly Chinese flavor and historical depth.<figure id="figure-15jyxyrqzrm5wu535e"><img id="15jyxyrqzrm5wu535e" src="https://cdn.durable.co/blocks/37UAiz9rAixxLoKwoAHEx2FZ7OrLXjhA0iCSRm0hx6ij7WLwG8K2vA1SaNiquJGn.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/37UAiz9rAixxLoKwoAHEx2FZ7OrLXjhA0iCSRm0hx6ij7WLwG8K2vA1SaNiquJGn.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>🦅 Wuchang: Fallen FeathersA gritty action RPG set in a fictionalized Ming Dynasty. With its focus on folklore and supernatural elements, the game merges challenging combat with rich storytelling in a way that feels both fresh and familiar.<figure id="figure-braoa6mpim5wu5g5d"><img id="braoa6mpim5wu5g5d" src="https://cdn.durable.co/blocks/bcIo9J5RakwIPgZEGrzFvoq0X3XOHwwuLBdZs1XlzQYelugwHnIIFYmtnhku3s7J.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/bcIo9J5RakwIPgZEGrzFvoq0X3XOHwwuLBdZs1XlzQYelugwHnIIFYmtnhku3s7J.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>🔮 Lost Soul AsideAn indie success story turned AAA production, this game blends high-octane action combat with jaw-dropping visuals. It’s a testament to what small teams with big ambitions can achieve in the eastern development scene.<figure id="figure-mhn64rqdjm5wu5qrl"><img id="mhn64rqdjm5wu5qrl" src="https://cdn.durable.co/blocks/21l1Qc2inX82I0LR9SLgQ3O4Eg21GXHJgyO8uFXlVa0Msli9ESPR3JCZVJY4F79T.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/></figure>What makes these games particularly exciting is their ability to tap into eastern fantasy, a genre still relatively unexplored in the West. This allows them to stand out in a market saturated with familiar tropes. Moreover, the economic climate has enabled these studios to build world-class teams with costs that are a fraction of those in the West. AAA in the east is no longer the exclusive domain of Japanese studios. Thank you From Software for the path you have paved with the Souls games! The next few years could mark a turning point in where the most exciting new AAA IPs come from. If titles like these deliver on their promises, we may be looking at a permanent shift in the balance of creative power in the gaming industry. What do you think about this trend? Are there other games from the East you’re excited about?

Is AAA new IP now being led by Chinese studios?

Okay, I can’t stop thinking about the new collaboration between Krafton and NVIDIA. They’re bringing Co-Playable Characters (CPCs) to games like PUBG, and it’s honestly super interesting. Imagine having an AI teammate who’s actually useful—and I’m not just talking about “follow and shoot” useful. I’m talking about a CPC you can talk to.<figure id="figure-ynkjo2vc9rm5vl54ro"><img id="ynkjo2vc9rm5vl54ro" src="https://cdn.durable.co/blocks/19gnovLC7QVg4jw67k4yvni6pP4uQmISNgUeXTF6PXhUI7aZtEx4QER6mCmZOTVn.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/19gnovLC7QVg4jw67k4yvni6pP4uQmISNgUeXTF6PXhUI7aZtEx4QER6mCmZOTVn.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>Picture this: 🗨️ “Flank them on the left!” – Boom, they’re already moving into position.🗨️ “I’m out of ammo, drop me some!” – Extra rounds, right where I need them.🗨️ “Take the wheel, I’ll cover us!” – They’re driving while I’m laying down fire.🗨️ “Create a distraction, we need an opening!” – Chaos ensues, and it’s beautiful. Apparently these CPCs will use small, game-native language models to keep the conversation smooth and fast. It’s like having a reliable squadmate who actually listens (no offense to my usual squad 😅).<figure id="figure-esruathvb6m5vl5wl2"><img id="esruathvb6m5vl5wl2" src="https://cdn.durable.co/covers/37m8MTi5ogzqChcdmYres3ZyhkmoTtecE5GPH9G1Hg59vza3mHwuybGuJLBeIjLu.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/></figure>I can’t wait to see how this changes the way we play. For solo players like me, this could mean never feeling outgunned just because you queued alone. Also a lot less 14 year olds screaming that I suck. And for squads, imagine the crazy new strategies you could pull off with a CPC on your team. Will this technology change the way we play online games and will we see this in other GaaS? What would you want your CPC to do? Flank? Snipe? Drive? Let me know—I’m curious!

Krafton and NVIDIA creating CPC’s – Co-Playable Characters

🎮 The Paradox of Twitch Advertising in the Gaming Industry 🎮 The 2024 Gamesight report highlights a fascinating insight: Twitch boasts an impressive 12% conversion rate, which they define as the % of ad viewers who either install, reactivate or purchase from the ad. This figure suggest that Twitch is a goldmine for game company marketers.<figure id="figure-entwy0ipxfm5r94qns"><img id="entwy0ipxfm5r94qns" src="https://cdn.durable.co/covers/27e8pBrx6RyicpMjm9s4qUktzPx8uJS4375taYZOoH26xRq4q1X3QJ00jt68z3P9.png" alt="" title="" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/></figure>The report goes on to point out that, despite these stellar metrics, only 18% of media plans include Twitch advertising. So, why aren't more game companies leveraging this platform? From my own experience there are significant barriers to Non-AAA game studios: High Cost Barrier to Entry 💰Twitch's minimum ad spend requirements can be prohibitive, especially for indie developers and smaller studios. The substantial budgets needed make it less accessible compared to other programmatic ad channels. Lack of Self-Service Tools 🛠️Unlike programmatic channels like Google or Meta, Twitch doesn't offer a fully self-service advertising platform. Marketers must coordinate directly with Twitch account representatives, adding complexity and slowing down the campaign setup process. Limited Reporting and Data Integration 📊Twitch currently lacks robust reporting tools and doesn't support post-back click ID information. This limitation makes it challenging for marketers to track performance accurately, optimize campaigns, and integrate Twitch data with their overall marketing analytics. To Gamesight’s credit they do list these concerns as cons to including Twitch in paid media campaigns. I am curious what data pool Gamesight was using to collect the data for this report. While I agree that Twitch can be a strong including in ad campaigns, in my experience it needs to be at a high level of spend and incorporate sponsored streams where the streamer is actually playing and promoting the game. No doubt Twitch offers unparalleled access to a highly engaged gaming audience, but significant hurdles prevent many from tapping into this potential. I for one would love to see Amazon launch a self service interface to allow smaller advertisers a way in to the Twitch ecosystem.