it's essential to be a gamer to be a great video game marketer (at least for core games)

There I said it. At a minimum being a core gamer makes marketing to core gamers so much more intuitive and effective.  I have worked at companies with unbelievable classically trained, Ivy League educated, CPG experienced marketers and have found I can build more effective, better targeted and more resonant marketing campaigns, strategies and tactics faster and more cost effectively than they can. Here are the reasons why I think this is true:  

1. Understanding the Audience

As a core player I inherently understand what appeals to other core gamers. This insight allows me to craft messages that resonate on a personal level, tapping into the emotions, motivations, and preferences of the community.

Gamers are immersed in a unique culture with its own language, trends, and values. Being a part of this culture enables me to authentically engage with the audience, avoiding missteps that could alienate people in the community.

2. Product Knowledge

A thorough understanding of gameplay mechanics and features is essential for highlighting a game's strengths. Since I play the games I market I can effectively communicate the unique selling points, and talk about them as benefits that resonate on a deeper level.

3. Credibility and Trust

Core gamers can quickly detect insincerity. A marketer who is genuinely part of the gaming community is more likely to be trusted and respected, leading to more effective and credible marketing campaigns.

Also, being an active gamer allows me to participate in forums, social media groups, and with the development team. This engagement helps me build relationships and trust with players and devs.

4. Strategic Insight

Since I play my games I can identify and capitalize on trends, creating timely and relevant marketing strategies. And I have an understanding of competitor games from a player's perspective which allows me to perform more nuanced competitor analysis. This insight can inform strategic decisions about positioning, messaging, and feature development.

5. Speed to market

Since I am so in tune with our players I can rely more on my gut about what will work and not work in marketing. This reduces the need for testing and research (it does not eliminate it) and makes it so my marketing teams can be faster to players with marketing content that resonates with them.

Look I’m not saying that a classily trained CPG marketer can’t succeed as a video game marketer, I have worked with some awesome non-gamer marketers who have been great. I’m just saying they will face a stiff head wind. Instincts and native community sensibility go a long way with passionate fans. As our industry has become so data driven and commercial focused, I think the companies who still value “gamer sensibility” in their marketing hires will ultimately build deeper, stronger bonds with their players.