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I worked for Amazon Game Studios only for a short time. But one of the things that I learned there and still take with me is the “Working Backwards” process.&nbsp;<figure id="figure-5newif2lj4m5lf639t"><img id="5newif2lj4m5lf639t" src="https://cdn.durable.co/covers/1jVXfq79wgQgtCwW70pxX1WP5AUZq8NDw7GFZHcZRmTTrIcGeIXW6QfMNkj0iuE8.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> Amazon is a Word doc culture. PowerPoint is almost never used.&nbsp; The Working Backwards process almost always manifests itself in a mock press release. Amazon believes forcing their employees to think about the end first for any proposal or project lets them go backwards and think deeply about all the necessary steps and questions to be answered in order to achieve the promises in the press release. For games, this was super useful. Writing a mock launch press release for a game helps focus you on what is truly important to communicate to potential customers of your game. Here is the outline and process in the image: ✅Clearly define who the game is for (segmentation) ✅Describe the game in a couple of sentences (elevator pitch/positioning) ✅Call out top features (feature prioritization) ✅What genre gaps does the game fill? (competitive differentiation/SWOT) ✅How do you know what players need or want? (insights from research) ✅What does the player experience look like? (sell the vision) #WorkingBackwards #Amazon

Amazon Working Backwards Process

The Fortnite refund is just the beginning!&nbsp;<figure id="figure-gq3pss05b7m4vqd8ky"><img id="gq3pss05b7m4vqd8ky" src="https://cdn.durable.co/covers/13J5OFUZeMtrzqA5c1AvFpOOtJv9NMpahCB0GrEoTCkPQ3iRslOayue4FKqmyQMg.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/13J5OFUZeMtrzqA5c1AvFpOOtJv9NMpahCB0GrEoTCkPQ3iRslOayue4FKqmyQMg.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>If you’ve ever accidentally subscribed to something, clicked “No thanks” to opt out, or mysteriously lost access to a feature you swore was free, congratulations! You’ve encountered “Dark Patterns.” These manipulative UX/UI tricks are designed to steer players into decisions they wouldn’t otherwise make, and F2P games are rife with them. Dark Patterns prioritize profits over player experience. Think “Free Chest!” pop-ups leading to $9.99 subscriptions or dual currencies where the best items require real money. They exploit psychological triggers like FOMO and confusion. While some accept these tactics as part of free-to-play ecosystems, others see them as exploitative. Cue the European Union. The EU vs. Dark Patterns: What’s Happened So FarIn 2023, the European Commission began investigating dark patterns in gaming—targeting loot boxes, grind-to-win mechanics, and disguised paywalls. By late 2024, several large publishers faced fines for deceptive monetization tactics. Though penalties were modest, the message was clear: adapt or face stricter consequences. The EU could step up in 2025 with:<ol><li>Standardized Disclosures: Clear info on in-game purchases, including loot box odds and potential spend.</li><li>Cooldown Periods: Mandatory confirmation steps for big purchases to curb impulse buys.</li><li>Industry Crackdowns: Bigger scrutiny for major publishers, especially repeat offenders. Player Data Protections: Stricter rules on collecting and using player data for nudges. &nbsp;</li></ol>As a game marketer I think we have to rethink urgency-based tactics and focus on transparency as a competitive advantage. Ethical messaging about costs and value will become key, as will innovating ways to connect with audiences without relying on manipulative designs. Collaboration with UX/UI teams will also be critical to ensure compliance while maintaining engagement. Expect a shift toward building long-term trust with players, emphasizing creative, player-first approaches that respect consumer rights and drive sustainable revenue. In 2025, I foresee two big moments:<ul><li>A Blockbuster Fine: A major publisher faces a massive penalty, setting a compliance precedent. Most likely F2P mobile.</li><li>Emerging Heroes: Transparent studios (shoutout to indie devs!) capitalize on ethical practices as a selling point. Did you see the tweet from Balatro creator LocalThunk today?&nbsp; &nbsp;</li></ul><figure id="figure-gvmv4wdvem4vqjxvx"><img id="gvmv4wdvem4vqjxvx" src="https://cdn.durable.co/blocks/3tLHhuRnYpuvaUxN1aoTBCfIsvQelUgLLvpe2jQfqLUlpwjk6rurthwmlbnGnNwr.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 EU’s campaign against dark patterns could reshape how we market and design games. The EU regulation has a tendency to go global so pay attention (remember with GDPR did?).

What are “Dark Patterns” in Gaming

Marvel Rivals has burst onto the scene, climbing Steam’s charts. Today’s peak CCU is 420,000 players. In comparison, Overwatch 2 struggles to break 25,000 concurrent players on Steam, yes there are more on Battle.net and consoles but its safe to say, now 420K. The numbers tell a story, but player feedback and critical reviews provide the “why.” Here are the top three reasons I believe Marvel Rivals is beating Overwatch 2 at its own game.&nbsp; 1. Monetization That Feels FairIf there’s one thing Overwatch 2 players have loudly criticized, it’s the game’s monetization. Blizzard’s shift to a Battle Pass and costly cosmetics system hasn’t landed well. Unlocking heroes or skins often feels like a grind—or worse, a heavy hit to the wallet.Marvel Rivals, on the other hand, takes a more player-friendly approach. Early players praise its progression systems, where cosmetics and skins can be unlocked through gameplay without aggressive monetization tactics. It feels rewarding to play, not punishing. As one Steam user aptly put it:“It feels like I’m earning my rewards, not renting them.”&nbsp; 2. Better Team Balance with 6v6 FormatOverwatch 2's shift to 5v5 gameplay was controversial. It puts immense pressure on tanks and creates situations where one underperforming role can ruin an entire match. Player feedback shows frustration with this format, as many claim it has thrown off team synergy and fun.Marvel Rivals sticks to the classic 6v6 team structure, which evenly distributes responsibilities across the team. Combined with its diverse Marvel roster, players feel empowered to experiment with different heroes without one role dominating the match outcome. Influencers and streamers have praised the design, with comments like:“It just feels fairer. I don’t feel like I’m carrying the weight of the team alone.”&nbsp; 3. A More Positive Community ExperienceToxicity has been another glaring issue for Overwatch 2, with players often pointing to Blizzard’s lack of effective moderation. Reports of bad behavior are common, and players feel that little is being done to curb it.Marvel Rivals, while still new, has put strong moderation tools and community guidelines in place right from the start. Early feedback from players and influencers suggests that this has fostered a healthier, more welcoming community, which is crucial for retaining players long-term.As one Reddit user put it:“I’ve played 20 games of Marvel Rivals so far, and I haven’t muted a single teammate yet. Can’t say that about Overwatch.”&nbsp; Marvel Rivals is riding high, and time will tell if it replaces Overwatch. By addressing key frustrations like unfair monetization, unbalanced team structures, and community toxicity, it’s setting itself up as the hero shooter players are currently preferring to log into.Other reasons?

Top Three Reasons Marvel Rivals is Taking Market Share from Overwatch 2

And I’m not alone. Just as Star Wars propelled sci-fi into mainstream entertainment, paving the way for Fantasy with Lord of the Rings and Super Heroes with Marvel, we’re now witnessing the dawn of a new era: Anime as a mass-market entertainment medium. While Anime has long been a cornerstone of Japanese culture, its global influence is growing rapidly, and I’m convinced it’s poised to become the next dominant entertainment force. Anime is no longer a niche interest. According to the a16z blog post “Anime is Eating the World,” the global Anime industry is now valued at over $25 billion and continues to grow. Crunchyroll, the leading Anime streaming platform, has surpassed 15 million subscribers. Meanwhile, the 2023 live-action adaptation of One Piece became Netflix’s top global show within days of its release. On a personal note, my son is an Anime and Manga super fan. Three of his four walls are lined with Manga novels. As a family, we binge-watched the live-action One Piece show on Netflix and have been loyal Crunchyroll subscribers for years. Anime is more than entertainment for us—it’s a shared passion. Anime is not just from Japan anymore. Genshin Impact, from Chinese developer miHoYo, embraces Anime aesthetics and storytelling, earning billions in revenue. Similarly, Arcane, by Riot Games in the US, uses Anime’s visual language to tell emotionally powerful stories. Major brands are also capitalizing on Anime’s popularity. McDonald’s partnered with Jujutsu Kaisen for themed meals and exclusive merchandise. Gucci collaborated with Doraemon, while Uniqlo’s Anime-inspired collections have been huge hits. Anime resonates deeply because of its emotional depth and creative freedom. Unlike many Western cartoons, Anime explores mature themes like mental health (Neon Genesis Evangelion) and environmentalism (Princess Mononoke). Its storytelling pushes boundaries, making series like Attack on Titan and Death Note fresh and compelling. Is Hollywood already working on the next mass-market Anime blockbuster?Voltron: Defender of the Universe: A live-action adaptation is set to begin filming on the Gold Coast, Australia, by the end of this month. Henry Cavill leads the cast, with Rawson Marshall Thurber directing and co-writing. Akira: Warner Bros. has been developing a live-action adaptation of Katsuhiro Otomo's manga. Taika Waititi is attached to direct and co-write. While production was delayed, Waititi plans to resume work on the film after completing his Star Wars project. One-Punch Man: Sony’s Columbia Pictures is developing a live-action adaptation of the popular manga and anime series. Justin Lin is set to direct and co-produce, with a rewritten script by Dan Harmon and Heather Anne Campbell. &nbsp;This is it—we are on the verge of mass-market Anime entertainment for the next decade. I can’t wait!

Anime is Consuming My Household

The Game Awards is upon us, and with it comes a tidal wave of new video game trailers. Geoff Keighley’s annual spectacle has become the go-to platform for game announcements, filling the void left by E3. Among the sea of trailers, there will be many that fade into obscurity, a few that resonate, and one or two that leave us utterly spellbound—reminding us why we fell in love with gaming.<figure id="figure-l1gc0fyz8tm4kdruiu"><img id="l1gc0fyz8tm4kdruiu" src="https://cdn.durable.co/blocks/eMpjItfpi9kNSnrA7gOylorLksbCO4RtZmym106e6Cn5cyIMmcmkXKiSptnyuZsj.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/eMpjItfpi9kNSnrA7gOylorLksbCO4RtZmym106e6Cn5cyIMmcmkXKiSptnyuZsj.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>Every so often, a trailer transcends marketing. It grips you emotionally, sparks wonder, and demands to be rewatched and shared. So, what does it take to create one of these unforgettable game announce trailers? The Elements of an Unforgettable Game Trailer 1. Emotional Resonance The most memorable trailers evoke a feeling. Take the “Mad World” trailer for Gears of War. It paired haunting music with striking imagery, creating a deeply personal tone. Or consider the Dead Island trailer, told in reverse, depicting a family’s tragedy during a zombie outbreak. While the game didn’t match the trailer’s narrative depth, it showcased the power of an emotional hook.<figure id="figure-8lx1s87gham4kds8im"><img id="8lx1s87gham4kds8im" src="https://cdn.durable.co/blocks/1aSVtRIGLDjjSgOxQS7oM2N84ScUHiQKlnP81do3dE3tN2kUC5mlqu6jBDjrgf6G.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/1aSVtRIGLDjjSgOxQS7oM2N84ScUHiQKlnP81do3dE3tN2kUC5mlqu6jBDjrgf6G.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>2. A Sense of Discovery Some trailers capture imagination by hinting at vast, unexplored worlds. No Man’s Sky teased infinite possibilities, promising the unknown. Kojima’s Death Stranding trailers took this further—cryptic yet captivating, inviting endless theories and discussions.<figure id="figure-i8pxfqtxhqm4kdw9v0"><img id="i8pxfqtxhqm4kdw9v0" src="https://cdn.durable.co/blocks/17EOfDjQTHOjSLjymkrQxIjSM1bwmzqUaUX0VhFnBa4UD27oNPo4gM3FqEYHuOjs.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/17EOfDjQTHOjSLjymkrQxIjSM1bwmzqUaUX0VhFnBa4UD27oNPo4gM3FqEYHuOjs.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>3. Hitting You in the Feels Trailers like The Last of Us Part II focus on relationships and stakes. Elden Ring combined cryptic storytelling with stunning visuals, evoking epic adventure and mystery. Even Cyberpunk 2077’s reveal trailer captured imaginations with its gritty, high-energy aesthetic.<figure id="figure-f9qc77pau4m4kdwtuh"><img id="f9qc77pau4m4kdwtuh" src="https://cdn.durable.co/blocks/2aTZSbbnwlX82TFBq4K14fNdhAQrR2fQTBGfYhjkSLrHg4W2LSmdBWeUkaTPv1HP.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/2aTZSbbnwlX82TFBq4K14fNdhAQrR2fQTBGfYhjkSLrHg4W2LSmdBWeUkaTPv1HP.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>4. Unexpected Magic Surprise and delight are critical. Last year’s GTA VI trailer, for instance, flawlessly combined nostalgia with fresh elements, captivating both old and new audiences.<figure id="figure-ltgs4wqp7lm4kdx8fi"><img id="ltgs4wqp7lm4kdx8fi" src="https://cdn.durable.co/blocks/7O0UjBacAqebFJ6UOyQ6urQrQXcXc7UwvjlWgQpi3Dr9W5EXqLXpeVUH2aq3mmGC.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>Why These Trailers Matter Trailers set expectations, establish tone, and make you say, “I need to play this.” In an industry where attention spans are short, a killer trailer can cut through the noise and create instant fans. These trailers are cultural moments, inspiring fan art, memes, and countless reactions. They celebrate gaming as an art form. The Magic Formula It doesn’t have to be pre-rendered CG or 100% in-game footage. It just has to hit you in the feels. The best trailers remind us why we love gaming—the wonder, thrill, and emotional connections. They’re the spark that turns casual observers into lifelong fans. I cant wait for that one or two trailers Thursday night the surprise and delight me and remind me why I love games so much.

What makes a great announce trailer?

Let’s talk about open development. It’s been a method more and more dev teams are espousing—inviting players into the process early, building transparency, and fostering collaboration between devs and their communities. It can be a great way to build loyalty and create a sense of shared ownership. But here’s the thing: if you don’t hook people emotionally first, it doesn’t matter how open you are. You’re just shouting into the void. Gamers—hell, humans—are storytellers by nature. We connect through shared experiences and emotional beats. That’s why an amazing announcement trailer has been a staple of the industry for so long. Think about the Dead Island trailer. Did it show gameplay? Nope. But it made you feel. That reverse slow-motion sequence, the haunting piano score—it told a story of desperation and loss that immediately grabbed your attention. Same with Gears of War’s Mad World trailer. One minute, and you knew exactly what kind of emotional journey that game was going to take you on.<figure id="figure-7wasqj08chm4ivf84z"><img id="7wasqj08chm4ivf84z" src="https://cdn.durable.co/blocks/1aSVtRIGLDjjSgOxQS7oM2N84ScUHiQKlnP81do3dE3tN2kUC5mlqu6jBDjrgf6G.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/1aSVtRIGLDjjSgOxQS7oM2N84ScUHiQKlnP81do3dE3tN2kUC5mlqu6jBDjrgf6G.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>These trailers didn’t just market a game; they pitched a vision. And in the era of open development, that emotional hook is more important than ever.&nbsp; &nbsp;Why Storytelling Is Still King Some of the recent open development projects I’ve seen have missed the mark. They’re transparent, sure. They’ll walk you through the core gameplay loop, progression mechanics, and technical details like a dev diary. But they’re missing the heart. Where’s the vision? Where’s the spark that makes you want to care about this world and its possibilities? Here’s the reality: you can’t build a community if people don’t care. And people don’t care unless they feel something first. Open development can’t just be a SaaS roadmap or a set of patch notes—it has to start with a story. The kind of story that makes someone sit up and go, “I need to be a part of this.” <figure id="figure-kg1gt1rbam4ivg009"><img id="kg1gt1rbam4ivg009" src="https://cdn.durable.co/blocks/2fUPYHFnmXApK5Bg5MMy4hdqFdHjYORrm6Zx2PW8tsVFVfATYxJv8pk6zafDxxNd.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/2fUPYHFnmXApK5Bg5MMy4hdqFdHjYORrm6Zx2PW8tsVFVfATYxJv8pk6zafDxxNd.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure> &nbsp;Bringing the Magic BackThink about a game announcement that hit you in the feels the first time you heard about it. That’s the kind of energy studios need to channel at the start of an open development journey. You’re not just inviting people to test a game; you’re asking them to invest in a dream. In an ideal world, open development should feel like an epic quest. You’re the developer setting out with an idea, a vision. The early adopters? They’re the adventurers joining you on that journey because they believe in what you’re building. But they’re not going to board the ship unless you sell them on the adventure first. Once they’re in, then you can start building together. Talk about mechanics. Test gameplay loops. Solve technical challenges as a team. But none of that matters if you haven’t first made them feel something. This Thursday, we’ll all sit down and watch The Game Awards. It’ll be over three hours of new game trailers, back-to-back. Pay close attention to the ones that hit you in the feels. What was it about those trailers that hooked you? What made you want to know more about the game?<figure id="figure-j842w23iigm4iviwz9"><img id="j842w23iigm4iviwz9" src="https://cdn.durable.co/blocks/eMpjItfpi9kNSnrA7gOylorLksbCO4RtZmym106e6Cn5cyIMmcmkXKiSptnyuZsj.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>These big-budget trailers are masterclasses in storytelling, but here’s the thing—it doesn’t always have to be a trailer. The same principles of emotional connection, compelling vision, and world-building can be applied in other ways. Maybe it’s a developer blog that tells a heartfelt story, a piece of concept art that sparks curiosity, or even a short story that sets the stage for your game’s world. If you’re working on an open development project, remember this: players will forgive unfinished animations, buggy builds, and untextured character models—if they believe in the vision. Start with a story that moves them, and the rest will follow. I am fascinated by open development and am committed to figuring out how to sell the vision, tell stories and connect on an emotional level with players.

Steve Fowler Consulting

Blog

Amazon Working Backwards Process

What are “Dark Patterns” in Gaming

Top Three Reasons Marvel Rivals is Taking Market Share fr...

Anime is Consuming My Household

What makes a great announce trailer?

Open Development Still Needs Great Storytelling