Mid-to-Small Game Studios Should Consider Fractional Marketing Teams

– not a sales pitch … but kinda a sales pitch…

After 26 years in this biz, I’ve seen how resource constraints often hinder the growth of mid-to-small game studios. Adopting a fractional marketing model isn’t just about cost savings; it’s a strategic advantage.

1. Cost Savings Without Sacrificing Quality

Marketing budgets are often tight, but a full-time team can quickly become a major expense:

Monthly Burn Rate Example:

-Director of Marketing: $175,000 annual salary ➡️ $14,583/month

-Social Media Manager: $75,000 annual salary ➡️ $6,250/month

-Creative Asset Creator: $80,000 annual salary ➡️ $6,667/month

-Media/UA Manager: $115,000 annual salary ➡️ $9,583/month

Total Monthly Burn: $37,830

Let’s say you hire a fractional team of the same disciplines for a ¼ of their time. A rough ballpark for this would be $18,000/month, saving over $229,000 annually. These savings allow studios to reinvest in critical areas like development, server infrastructure, or user acquisition without compromising results.

2. Access to Experienced Professionals

Hiring full-time junior staff might fit your budget but often lacks the expertise to handle complex game launches or live-service challenges.

Fractional teams bring senior-level talent with:

-Strategic insights from launching successful AAA franchises.

-Tactical expertise in areas like community building, influencer marketing, and user acquisition.

You’re not paying for someone to “figure it out”—you’re getting professionals who deliver results efficiently.

3. Scalability to Match Your Development Cycle

Game development isn’t linear, and marketing needs fluctuate. Fractional teams offer unmatched flexibility to:

-Scale up during critical phases like pre-launch or seasonal campaigns.

-Scale down during quieter periods or between milestones.

This ensures you’re only paying for the hours you need, optimizing your budget.

4. Quick Onboarding and Immediate Impact

Fractional teams are ready to hit the ground running, with minimal onboarding required. Instead of waiting months to hire and train a full-time team, you can start seeing results right away—whether it’s building a community, optimizing UA campaigns, or delivering launch-ready assets.

5. Focus on Your Core Business

Your strength lies in creating great games—not managing marketing teams. Fractional marketing lets you stay focused on development while experienced professionals handle strategy and execution, reducing operational complexity.

A Smarter Way to Market Games

For developers and publishers, this isn’t about cutting corners. It’s about accessing sophisticated marketing solutions, saving money, and letting your game shine—all without the overhead of a full-time team.

By leveraging fractional marketing, studios can scale smarter, deliver better campaigns, and build stronger connections with players—all while staying within budget.