Applying the Apple Marketing Philosophy to Launching Video Games

My go-to strategy

I’ve found that I consistently come back to one very simple but very powerful philosophy on marketing written by Apple’s, mysterious and lesser known, third co-founder. The source of inspiration is from the Apple Marketing Philosophy penned by Mike Markkula in 1977. While crafted with a different industry in mind, its principles hold remarkable relevance for launching video games successfully today.

Markkula's philosophy emphasized three fundamental principles: empathy, focus, and impute. On the surface these seem nebulous, but their underlying application is so powerful for games.

Empathy: Know Your Audience

At the core of any successful video game launch lies a deep understanding of the target audience. Empathy, as advocated by Markkula, involves putting oneself in the shoes of the consumer, in our case “the gamer”, to comprehend their needs, desires, and pain points.

In video games, this translates to conducting thorough market research, engaging with the gaming community early and often, and gathering feedback during development. By empathizing with players, game developers and marketers can tailor their games and the messaging for them to resonate with the intended audience. If you can truly put yourself in the gamers shoes and understand what motivates them, you can not only make a better game but also be more effective driving fandom for it.

Focus: Simplicity and Clarity

"Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple." - Steve Jobs

In an era characterized by an abundance of choices, capturing the attention of gamers amidst the noise requires a laser-focused approach. Markkula advocated for simplicity and clarity in messaging, a principle echoed in successful video game launches.

Developers must distill the essence of their game into a compelling narrative that resonates with the audience. A lot of what drives me here is about understanding how important it is to choose what NOT to do as much as what you do do. Time is the most precious currency so spend it wisely. I have seen so many marketing teams fail because they try to do everything for everyone and ultimately don’t deliver. Which fits very nicely with the final point….

Impute: Establishing Credibility and Trust

Impute refers to the importance of crafting a brand image that exudes quality, reliability, and trustworthiness. Gen Z and A gamers demand credibility and open and honest communication with them. At its root this is why influencers are so important.

This involves delivering on promises, maintaining transparency throughout the development process, and fostering a sense of community engagement. By consistently delivering high-quality experiences and nurturing a loyal fan base, developers can imbue their games with a reputation that precedes them, facilitating smoother launches and sustained success in the long run.

As the video game industry continues to evolve based on changing wants of younger generations, drawing inspiration from timeless principles such as those outlined in the Apple Marketing Philosophy have been a bedrock of inspiration and guidance I have fallen back on time and time again. By embracing empathy, focusing on simplicity and clarity, and imputing credibility, developers and marketers can build games that kick ass and campaigns to launch them that resonate deeply with the right player communities.