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In 1953, Walt Disney set out to pitch an idea that sounded absurd at the time—a theme park (link to the pdf in comments). Not just any theme park, but one that was immersive, magical, and completely unlike anything the world had seen. The brilliance of his pitch lies in its ability to make you feel something. It wasn’t just about rides and attractions; it was about joy, nostalgia, wonder, and the promise of shared experiences.<figure id="figure-97fmp9qnfm4hnb0ed"><img id="97fmp9qnfm4hnb0ed" src="https://cdn.durable.co/blocks/13l2V8r5O1wWIO48KJ0exy2YJYb94UroY9fyeGCFXdVdtmZwZq4RcpbyWT6cqCrc.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/13l2V8r5O1wWIO48KJ0exy2YJYb94UroY9fyeGCFXdVdtmZwZq4RcpbyWT6cqCrc.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>I think this is missing in how game companies pitch new projects today to funders or publishers. Walt didn’t lead with financials or feasibility—he started with a vision. He described Disneyland as a place “for the people of the world, and children of all ages,” where visitors could step into another world, leaving the ordinary behind. It’s this ability to inspire emotion that made his pitch unforgettable. When pitching a game, I want you to make me feel the same energy. What’s do you make me feel? What’s the promise you’re making to players?<figure id="figure-7ekuqweswm4hnbe2g"><img id="7ekuqweswm4hnbe2g" src="https://cdn.durable.co/blocks/23VVGMQS0w2ssrwtjl3DX24RA235W7eTl7IOUsfd016HtoZh2RlacAFluWARjbc3.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/23VVGMQS0w2ssrwtjl3DX24RA235W7eTl7IOUsfd016HtoZh2RlacAFluWARjbc3.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>But Walt didn’t stop there. He brought his vision to life with vivid, tangible details. He didn’t just say “there will be rides”; he painted pictures of taking a steam train around Main Street, flying with Peter Pan, or exploring Tomorrowland’s futuristic wonders. You could practically hear the train whistle and feel the wind on your face. For games, this means diving into the player’s journey. How will they feel as they explore your world, engage with your mechanics, and uncover your story? A great pitch lets people imagine playing the game before it even exists. What made Walt’s pitch genius wasn’t just the dream he sold—it was the way he made it feel real and inevitable. He blended creativity and strategy, showing how Disneyland wasn’t just a park but an entire ecosystem of experiences, merchandise, and long-term growth. For game pitches, this means thinking beyond launch. What’s your game’s staying power? How does it evolve into a franchise, a community, or even a cultural moment?<figure id="figure-5wjmt2w57am4hnbqny"><img id="5wjmt2w57am4hnbqny" src="https://cdn.durable.co/blocks/38Itenn16NfKYHDoZAkVgNj2CUsl8avlntxqTZ4qeA9TKRcu4iSFA1TD5bXM6doH.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>At its core, Walt’s pitch worked because it resonated emotionally. It made people believe not just in an idea, but in the possibility of something extraordinary. For game developers, that’s the key. A pitch should inspire, excite, and leave funders with one overwhelming thought: This has to happen. I have been in two game pitches in my career that I left with “This has to happen”. One was an early vision of a bank robbery game where the team literally dropped a bag of $10,000 in cash on the table before they started…. You could smell the money. And the other ended up being Bioshock.

What Disneyland’s Original Pitch Can Teach Game Developers About Memorable Pitches

PLAYERUNKNOWN Productions has just laid down the gauntlet in Open Community Driven Development<figure id="figure-fdcabdtp27m4d37pxd"><img id="fdcabdtp27m4d37pxd" src="https://cdn.durable.co/covers/1fHRt69xesb7Pjw5VmwoL1NGi6jRnKKk7gDmXcyOMhBmLQyJQ17dDuQOffxm0bsE.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/1fHRt69xesb7Pjw5VmwoL1NGi6jRnKKk7gDmXcyOMhBmLQyJQ17dDuQOffxm0bsE.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>PLAYERUNKNOWN Productions’ latest announcement today on GamesBeat is a bold, 10-year vision for building one of the most ambitious survival games ever created. This isn’t business as usual. PLAYERUNKNOWN (the mind behind PUBG, which didn’t just launch a game but an entire genre) is taking a radically progressive approach: true open development.<figure id="figure-8erakx8i7m4d38skr"><img id="8erakx8i7m4d38skr" src="https://cdn.durable.co/blocks/2ezux2wtv2FFcVI9j6HfLMegvusNdyzTT2xhmDJNk1PI6IhAhhHwdICTLCKkFZ14.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/2ezux2wtv2FFcVI9j6HfLMegvusNdyzTT2xhmDJNk1PI6IhAhhHwdICTLCKkFZ14.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>They’ve already released an early tech demo on Steam (PREFACE: Undiscovered World), not as a teaser or a marketing play, but as a genuine call to action for community feedback. Next year, they’ll roll out a second Steam experience, doubling down on transparency and player involvement. This isn’t just about developing for the community—it’s about developing with them.<figure id="figure-37q75q7l2m4d3a4yn"><img id="37q75q7l2m4d3a4yn" src="https://cdn.durable.co/blocks/2dhHf3xXgp4TLCQdFKAxUmFKfQycOcBO2f2QKxEhhUpKMsxflPCFsgVoq2aQhF5d.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/2dhHf3xXgp4TLCQdFKAxUmFKfQycOcBO2f2QKxEhhUpKMsxflPCFsgVoq2aQhF5d.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>Here’s why this approach is a model for the future of game development:<ul><li>Radical Transparency: They’re not hiding behind NDAs or polished press releases. This is game development in real-time, with all its challenges, pivots, and breakthroughs laid bare which builds trust with players.</li></ul> <ul><li>Player-Centric Design: By engaging players this early, they’re ensuring the end product resonates deeply with the community it’s built for.</li></ul> <ul><li>A Long-Term Commitment: A 10-year timeline signals something we don’t see often: prioritizing quality and vision over quick returns. &nbsp;</li></ul>Having spent 25 years in the games industry, I’ve seen firsthand how transformative these kinds of risks can be. PUBG redefined the battle royale space, and PLAYERUNKNOWN Productions seems poised to do the same for survival games. For those of us in the industry, this project is a fascinating case study in what open development can look like at scale. It challenges us to think differently about how we approach game design, community engagement, and long-term planning. As someone who’s been on both sides of the equation—crafting games and building communities around them—I can’t help but applaud this level of ambition and innovation. This is the kind of project that moves the industry forward, and I’m excited to see how it evolves.

Can True Open Development Succeed?

– 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 QualityMarketing 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/monthTotal 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 ProfessionalsHiring 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 CycleGame 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 ImpactFractional 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 BusinessYour 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 GamesFor 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.

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

I’m seriously amazed by the Farming Simulator series, crafted by GIANTS Software. It’s become the cornerstone of simulation gaming since its humble start in 2008. If you’re not familiar, this franchise gives players the ultimate farming experience—cultivating crops, raising livestock, and managing agricultural enterprises. Sounds... uh, fun? Honestly, it kinda is. The series kicked off with Farming Simulator 2008, planting the seeds for its future success (pun intended). GIANTS Software has been leveling up the experience ever since: Farming Simulator 2011: Added multiplayer so you could farm with friends. Co-op wheat harvesting? Yes, please.Farming Simulator 17: Brought female characters and mod support to consoles, making it more inclusive and customizable.Farming Simulator 22: Introduced seasonal cycles and production chains, giving you way more to juggle. Winter wheat, anyone?The Franchise is a BeastLet’s talk numbers—because wow: By November 2024, the series had sold over 40 million units worldwide.Farming Simulator 22 broke records, selling 1.5 million copies in just its first week.On Steam alone, the games have raked in a massive $125 million, with FS 22 bringing in $52.4 million on its own! 🚜💰Fans and Critics Dig ItThe games aren’t just about numbers; they’ve got a loyal fanbase and solid reviews: Critics and fans love the chill gameplay and how legit the machinery feels.Farming Simulator 22 boasts a 95% user review score on Steam. Not bad for a game about...tractors.Sure, some players find the repetitive mechanics dull, but isn’t that kind of the whole point of sim games? Real farming isn’t all fireworks.The series also crushes it on social: Over 150K fans on Discord,200K followers on Twitter,2 million YouTube subs, andA TikTok following of 750K—proving that even tractors can be trendy.Enter Farming Simulator 25<figure id="figure-q28ezl8nhpm47eqoeb"><img id="q28ezl8nhpm47eqoeb" src="https://cdn.durable.co/covers/1eVOvhXUeSMWgamvutwceSgKNmUOMyvZWy2vHRaYdNPxCiiZhkX4w51B6SV3KRuB.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 latest entry, dropped on November 12, 2024, is already breaking new ground: Over 2 million copies sold in its first week! That’s the fastest-selling game in the series.Features? Think East Asian landscapes, rice crops, and dynamic weather—because farming in the rain hits different.It’s currently #9 on Steam with a peak of 90K concurrent players. 🚜🔥So, do you play these games? What’s the draw for sim fans? And who’s the typical Farming Simulator player?

Farming Simulator 25

November 23rd marked the 20th anniversary of World of Warcraft, a game that has profoundly influenced gaming and pop culture. Since its launch in 2004, WoW has been more than just a game—it’s a community, a cultural touchstone, and a business juggernaut. For me, it has been one of the most influential brands in my life, both professionally and personally.<figure id="figure-udxvxzpp5em3xcnerf"><img id="udxvxzpp5em3xcnerf" src="https://cdn.durable.co/blocks/2fOEZBRI6CUHWPAD4JBJFlqkaVpkoTagvIbqD34amcCzR5oTckTkKmskYSFopyIa.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/2fOEZBRI6CUHWPAD4JBJFlqkaVpkoTagvIbqD34amcCzR5oTckTkKmskYSFopyIa.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>Revenue and ReachWoW has generated $14 billion in lifetime revenue, making it one of the most profitable games ever. Over 100 million players have ventured into Azeroth, with a peak of 12 million subscribers. Cultural ImpactWoW has become a cultural phenomenon, referenced in shows like South Park and The Big Bang Theory. Phrases like “Leeroy Jenkins” and “epic loot” are now part of gaming vernacular. Its in-game charity efforts, like pet sales and COVID relief contributions, further highlight its positive influence. And few gaming moments are as moving as The Remarkable Life of Ibelin—a must-watch.<figure id="figure-616ttigv2m3xco1js"><img id="616ttigv2m3xco1js" src="https://cdn.durable.co/blocks/f0oKQ195SifVGjzPFuf6yGtk3CuaK1rIm2tSawTLQwZ6kW00lbLnChtZGTag1dGZ.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/f0oKQ195SifVGjzPFuf6yGtk3CuaK1rIm2tSawTLQwZ6kW00lbLnChtZGTag1dGZ.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>Industry InnovationThe game pioneered cross-realm play, phasing technology, and a thriving virtual economy, shaping modern live-service games and setting a standard for community engagement. The ControversiesWoW’s journey hasn’t been without challenges, offering lessons for the gaming industry.<figure id="figure-3wkgg5rhjlm3xconi5"><img id="3wkgg5rhjlm3xconi5" src="https://cdn.durable.co/blocks/28RWZdUFjnMoSuMah6yCAlPy6kwaU39AIl6AzrIlrgs5ROgKrvmIuDhICB1iFuuN.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>Chinese Gold Farming: Gold farming became rampant, raising concerns over exploitative labor practices. Blizzard’s introduction of the WoW Token helped mitigate the issue but underscored the complexities of virtual economies.Account Hacking: The game was a prime target for hackers, leading to stolen accounts and lost progress. Blizzard eventually introduced robust security measures like two-factor authentication.Blizzard’s Workplace Scandals: In 2021, allegations of sexual harassment and a toxic “bro culture” at Blizzard shook the company, leading to lawsuits and leadership changes. These events remain a stark reminder of the importance of ethical leadership in creative industries.A Complex LegacyFor 20 years, Azeroth has been a place where players like me have forged friendships, faced challenges, and celebrated victories. WoW’s story is one of groundbreaking innovation and human connection, but also of struggles that emphasize the need for accountability and fairness in gaming and beyond. As Blizzard celebrates with fresh Classic servers (I’m now a level 16 Forsaken Warlock!) and new content, it’s clear that WoW’s legacy continues to evolve. The game’s story isn’t just about epic quests—it’s about people, their challenges, and their triumphs, both in-game and in the real world.

20 Years of Azeroth

In February 2019, EA and Respawn Entertainment launched Apex Legends in what many consider one of the most remarkable video game marketing strategies to date. Without any prior teasers or pre-launch hype, they unveiled the game with a single, calculated move: engaging influencers to ignite a community on Day 1. It was surprise and delight at its finest. Respawn partnered with Shroud and Ninja and other streamers, whose audiences aligned with Apex Legends’ target. On launch day, Twitch viewership for Apex Legends surged, with over 50 million hours watched in the first week.<figure id="figure-t08fm7752xm3rn6okl"><img id="t08fm7752xm3rn6okl" src="https://cdn.durable.co/blocks/383faG4uikRagqZat73bJiWx2rOu4eSin9tBPOtq0a7zCXIFoKbk1kNRCeJGDEwP.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>By keeping the game under wraps and releasing it as a polished, free-to-play title, Respawn sidestepped the potential pitfalls of overpromising. The surprise element gave players an irresistible call to action: “Go play this game now.” Why It WorkedPerfect Platform: Twitch was at its peak for live gaming content. Respawn tapped into the platform’s cultural moment, where influencers were becoming as pivotal as traditional advertising.Authenticity: Players trusted the influencers they followed, and seeing them genuinely enjoy Apex Legends carried more weight than any ad campaign could.Community First: The focus on multiplayer gameplay with tight-knit squads aligned with what Twitch audiences loved to see—team coordination, skill, and fun moments of camaraderie. Can This Be Replicated Today?While the strategy was undeniably brilliant, replicating its success is much harder now. The surprise launch of Apex Legends runs counter to today’s thinking in game marketing. Most AAA titles now embrace a long, organic build-up and open-development approach to launch, engaging players through early access, extended betas, or regular updates during development. Baldur’s Gate 3: Larian Studios spent years in early access, allowing the community to shape the game and build excitement. This culminated in a highly anticipated 2023 launch that broke sales and engagement records. Starfield: Bethesda leaned into long-term community engagement, with updates and teasers creating years of anticipation before its 2023 release. Diablo IV: Blizzard built excitement with multiple beta weekends and ongoing communication with fans leading up to its successful 2023 launch. These examples show that extended engagement strategies can foster strong communities and deepen player investment before launch, a stark contrast to the “surprise and delight” approach that Apex Legends pioneered. The success of Apex Legends highlights timeless truths about marketing: know your audience, pick the right channels, and foster authentic connections. While the same playbook might not yield identical results in today’s crowded market, the principles behind it remain sound. What’s the next untapped avenue for creating such a splash? Maybe the answer lies in manipulating algorithms, AI-driven personalization, or entirely new community-building strategies.

Steve Fowler Consulting

Blog

What Disneyland’s Original Pitch Can Teach Game Developer...

Can True Open Development Succeed?

Mid-to-Small Game Studios Should Consider Fractional Mark...

Farming Simulator 25

20 Years of Azeroth

The Apex Legends Launch: Can it ever be replicated?