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I want to talk about marketing to gamers motivated by collecting<figure id="figure-zeiwp26e9dm3qqrusr"><img id="zeiwp26e9dm3qqrusr" src="https://cdn.durable.co/covers/15x8rAdoQ0FmLpevns997nNf3caw4p02K1je9xc9JszO5ny5okgn6n6wBnU42eYP.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/15x8rAdoQ0FmLpevns997nNf3caw4p02K1je9xc9JszO5ny5okgn6n6wBnU42eYP.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>Let’s talk about a special breed of gamer—the collector. You know the type: they’re not just here to win; they’re here to collect every rare card, limited skin, and character you didn’t even realize was in the game. Their inventory or is their trophy case, and their grind never stops. I have had the honor of marketing to these gamers in two of my prefossional stops, at Blizzard with Hearthstone and again while I was at FoxNext on Marvel Strike Force. I have learned that to market to these gamers, you need to think long-term. This isn’t about selling one pack or loot box—it’s about creating a journey they can commit to, one expansion, drop, or event at a time. The Collector MindsetCollectors thrive on the thrill of the hunt and the satisfaction of completion. They love sharing their finds, discussing strategies, and being part of a like-minded community. But they’re also wary of feeling exploited. If your marketing feels like a quick cash grab, they’ll peace out faster than a Hearthstone control deck player vs a Pirate aggro deck. Tactics That Win Collectors Over1. Community EngagementCollectors want to connect with others who share their passion. Whether it’s trading, strategizing, or showing off their collections, a strong community keeps them engaged. Our Hearthstone community team nailed this with its Tavern Community focus, including Fireside Gatherings and online forums where players swap deck ideas and brag about their legendary cards.<figure id="figure-a5yyv8013sm3qqtkhb"><img id="a5yyv8013sm3qqtkhb" src="https://cdn.durable.co/blocks/1wuc05XgyVeunCRHejqev8yDN5lZR8qcvCbb1j98kKwjwMU9gkcx9LG06MirTqOT.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/1wuc05XgyVeunCRHejqev8yDN5lZR8qcvCbb1j98kKwjwMU9gkcx9LG06MirTqOT.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>My team on Marvel Strike Force exceled at fostering community through in-game alliances, where players can collaborate to strategize and unlock new characters. This team-based dynamic strengthened bonds within the player base.<figure id="figure-ux520tv11m3qqv11j"><img id="ux520tv11m3qqv11j" src="https://cdn.durable.co/blocks/5vUWbKKeI08DloxzrMkAO5CrEhiecqb4Ow2Lb3FTJWBQw6vsJfIm7MfesFWnPfq8.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/5vUWbKKeI08DloxzrMkAO5CrEhiecqb4Ow2Lb3FTJWBQw6vsJfIm7MfesFWnPfq8.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>2. Content MarketingCollectors care about the stories behind their favorite items. They want to know what makes each card, character, or piece of gear unique and how it fits into the bigger picture. I always admired how Konami with Yu-Gi-Oh!’s marketing did this by diving deep into the lore of its card archetypes and mechanics, and their ability to lean on their Anime/Manga cannon keeping players intrigued and invested.<figure id="figure-z6yq4r1sbm3qqwib8"><img id="z6yq4r1sbm3qqwib8" src="https://cdn.durable.co/blocks/ejKpyyYXESHTTIyE155SGP4wSYgcTgE227bHSWkN4LypuEFTNMnQzmnzDI4RmNpS.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/ejKpyyYXESHTTIyE155SGP4wSYgcTgE227bHSWkN4LypuEFTNMnQzmnzDI4RmNpS.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>3. Speculation-Based MarketingCollectors love the thrill of rarity and potential future value. Limited editions, surprise drops, and teasers keep them hooked. Magic: The Gathering is a master class in speculation marketing, using spoiler seasons and secret drops to fuel the hype and the hunt.<figure id="figure-73rzs8q96km3qqygd1"><img id="73rzs8q96km3qqygd1" src="https://cdn.durable.co/blocks/2do00zsO3SwPLb58sJtPzDihjvvLqeuTAJS43dTRmaS7W2aO3WQRlYYtg0jvuazJ.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/2do00zsO3SwPLb58sJtPzDihjvvLqeuTAJS43dTRmaS7W2aO3WQRlYYtg0jvuazJ.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>4. Event MarketingCollectors love to celebrate their passions at events—whether digital or in-person. These gatherings allow them to showcase their collections and connect with the broader community. While working on Hearthstone we invested deep into expansion announcements making them feel like events, with live streams, developer insights, and community discussions. And of course, building a real-life Tavern for players to hang out in at Blizzcon.<figure id="figure-vr6a4ux37hm3qqyzda"><img id="vr6a4ux37hm3qqyzda" src="https://cdn.durable.co/blocks/1agyrnhqlxifkNZgMv2XJRWeHeGcmLmUSJPs7T1YOuAfkpcGr5hOH1uSKKaRRfyR.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>Marketing to collectors is all about building trust and crafting experiences they’ll value over the long haul. Game marketers for Hearthstone, Pokémon, Marvel Strike Force, Magic, and Yu-Gi-Oh! have shown me how to win player loyalty. What’s your go-to move when marketing to collectors?

Marketing to Collectors!

For years, I have relied on the trusty funnel to market video games: Awareness ➡️ Interest ➡️ Consideration ➡️ Intent ➡️ Conversion. It was neat, predictable, and gave me a sense of control over the player journey. But here’s the reality: that funnel is officially broken. At least for gamers. Gamers no longer follow a linear path. They zigzag. They skip steps. They backtrack. And sometimes, they even jump straight to the end. What caused this disruption? These are my theories I’m researching: 1️⃣ Algorithms Changed EverythingThe content people see isn’t just what they search for—it’s what algorithms decide they’ll engage with. Platforms like Instagram, TikTok, and YouTube are now discovery engines, introducing products in unexpected ways. Suddenly, a brand someone had no awareness of becomes an impulse buy because it appeared on their For You page. 2️⃣ Trust in Peer InfluenceInstead of relying on ads or traditional brand messaging, consumers trust influencers and friends on social channel like Discord. This one is a little more established but I’m curious how Influencers/Creators are evolving as most gamers absolutely know when a creator is being sponsored. 3️⃣ Fragmented Attention SpansWe live in an era of multitasking and endless scrolling. People don’t focus long enough to move through neatly defined stages. They might discover your game during a Twitch Livestream, research it while doomscrolling on Twitter, and buy it impulsively from a front page Steam visual. 4️⃣ The Proliferation of Micro-MomentsGoogle coined the term "micro-moments," and they’re real. A person might learn about your game at a glance, do a quick search on their phone while waiting in line, and make a decision based on the first product image they see—all in under 10 seconds. 5️⃣ Omnichannel ChaosGamers engage with games across multiple touchpoints—social media, events, e-commerce, physical stores, and in other games. Each interaction might push them forward, backward, or sideways in their journey. I think it’s time to rethink the funnel mentality and adapt to the reality of a non-linear, chaotic customer journey. Instead of trying to guide gamers step by step, can we:✅ Be present across channels at every possible touchpoint.✅ Create authentic, trust-building content (UGC and influencers).✅ Lean into data-driven personalization to meet consumers where they are.✅ Adapt quickly—read signals from algorithms and quickly chage strategy. The old funnel might be broken, but this new landscape is full of opportunities. Am I overthinking this, or is the funnel truly obsolete?&nbsp;

🎯 The Marketing Funnel Is Broken: Welcome to the Era of Non-Linear Consumer Journeys 🚀

Microsoft's new "This is an Xbox" campaign is bold and forward-looking—but it risks alienating Xbox's core audience. By declaring that devices like laptops, TVs, and even rival consoles can be “Xbox,” Microsoft echoes the disastrous pivot under Don Mattrick in 2013, when the Xbox One was marketed as an "all-in-one entertainment device." That misstep drove loyal fans into Sony’s arms, handing PlayStation a decisive console generation victory. Now, Microsoft seems poised to repeat history.<figure id="figure-fbe9llph5jm3j5ers7"><img id="fbe9llph5jm3j5ers7" src="https://cdn.durable.co/blocks/eHQCz9B6b8zcf9LMo4qWf51iZ9DSMZoxjz2u359L41l8DsKH6WJ0ZwSE2we6OVPA.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>A Risky Shift in StrategyThe campaign aims to position Xbox as a versatile ecosystem, no longer confined to consoles. While this aligns with gaming's evolution toward cloud services and multi-device play, it risks angering the core gamers who built Xbox’s reputation. These fans value Xbox for its exclusives, high-quality hardware, and commitment to console gaming. Shifting focus away from that identity could erode brand loyalty.Parallels to 2013Under Mattrick’s leadership, the Xbox One launch focused on TV, streaming, and Kinect over gaming. Gamers balked, and Sony capitalized by emphasizing a player-first message with the PlayStation 4. The result? Xbox lost market share and spent years recovering. Today, the “This is an Xbox” campaign feels eerily similar, emphasizing convenience at the potential expense of its core audience.Why Fans May Turn AwayCore Gamer Alienation: Loyal fans don’t want their console brand diluted into a generic service. They want investment in exclusive games, cutting-edge hardware, and a gamer-first identity. Brand Confusion: If everything is "Xbox," then what sets Xbox apart? Broadening the definition risks making the brand feel generic. Competitor Opportunity: Sony and Nintendo can seize the moment to reinforce their gamer-focused brands, potentially luring away Xbox’s disillusioned fans. Don’t Forget the Hardcore FansGaming ecosystems like Game Pass are part of the industry’s future, but ignoring the core audience is a mistake. Loyal Xbox players drive engagement, community, and evangelism—critical for long-term success. The brand’s biggest wins, from Halo to its Bethesda acquisition, came from focusing on this audience.“This is an Xbox” risks repeating the errors of 2013. By chasing a casual audience and diluting its identity, Xbox could alienate the fans who’ve stuck with the brand through thick and thin. Without their loyalty, Microsoft may find itself on the losing end of yet another console generation.

"This Is an Xbox": Is Microsoft Repeating the Mistakes of 2013?

Scenario Imagine being on the PR team for a major game studio. Just days before Gamescom, a lead game designer is accused of IP infringement and using AI-generated art. The designer denies it, and you have only three days to respond. Here’s a streamlined approach I have used in the past to handling a public response under intense time pressure.&nbsp; 1. Assess the Risk Quickly evaluate the risks if the accusations are true, false, or unresolved.Goal: Anticipate the impacts on brand reputation, consumer trust, and partner relations. Whether the accusations hold or not, understanding the stakes sets the tone and urgency for your response.&nbsp; 2. Define the Objective of the Response Decide on the primary goal of your response—protecting brand integrity, maintaining public trust, or supporting the designer’s stance.Goal: A clear objective keeps messaging focused. Whether you aim to show transparency, protect the brand, or affirm support for the designer, clarity helps align the team’s efforts.&nbsp; 3. Identify the Spokespeople Choose the most credible voices to deliver the message—typically the CEO or PR lead.Goal: The spokesperson should convey authority and authenticity. A CEO might be ideal for reinforcing company values, while a PR lead may provide a balanced and composed perspective.&nbsp; 4. Develop the Communication Strategy Tailor the message for different audiences: the press, fans, and industry partners.Goal: Craft a targeted approach for each group. Address the press with factual updates, reassure fans about quality and integrity, and calm any concerns among industry partners.&nbsp; 5. Craft the Message Draft a statement acknowledging the situation, outlining the company’s position, and demonstrating empathy.Sample Immediate Response Message:"We are aware of the allegations and are conducting a thorough review. Our commitment to originality and integrity is unwavering. We ask for patience as we seek a fair and transparent resolution."&nbsp; 6. Publish the Response Select the most effective channels to release the statement, like social media, press releases, or the company website.Goal: Ensure rapid and widespread dissemination. Social media reaches fans directly, a press release offers official documentation, and the website centralizes updates.&nbsp; 7. Measure the Reaction Monitor metrics like social media engagement, sentiment, and press coverage.Goal: Gauging the reaction allows you to adjust the approach in real time. Monitoring public sentiment helps refine your message if the situation evolves. Crisis management in gaming requires speed, empathy, and strategy. This streamlined framework enables PR teams to protect the brand, reassure the audience, and respond with authority, no matter how high the stakes.

Crisis Management in Gaming: A PR Framework for High-Stakes Scenarios

In my years of doing UA, I’ve found that gaining upper management’s trust for ad spend is pretty much a direct correlation to how “user-friendly” (read: simple) your reporting is. You start tossing around jargon and complex charts, and management’s support for your budget nosedives faster than a missed quarterly target. A brilliant UA wizard, David Mauslof (FoxNext days, shout-out!), once used a method that worked wonders. His secret? Make reports so clear that even the folks who think ROI is a new streaming service can follow along. Now, every finance and C-suite bigwig has the same line on UA budgets: “Prove that you can drive profitable installs, and we’ll open the purse.” Sounds dreamy, but we all know the reality – proving ROI for free-to-play games is like watching grass grow; it takes time. So instead, you’re banking on convincing everyone that the ROI curve will eventually pay off. Enter the magic tool: INDEX TO TARGET. Yep, a single number that’s as easy to read as a stop sign. Think of it as:<figure id="figure-r1j0ho11gm3gi4q3t"><img id="r1j0ho11gm3gi4q3t" src="https://cdn.durable.co/covers/1ePP0vxjKuwhMe0r8PtPNBZfyTOOy7IeE0di3xmDmyKccOU8YfXa0qCZrAqNM7YY.jpg" 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> 100 = We’re golden!Less than 100 = Houston, we have a problem.Greater than 100 = We’re making it rain!And while we used to focus on, say, a 12-month payback window, trends have shifted. Today, a 6- or 9-month window is common, with quarterly adjustments to match performance data in real-time. This means your UA team gets challenged to keep up, but hey, it’s all in the game. Two years ago, this was revolutionary. Now? It’s the baseline.

HOW TO GET FINANCE TO OPEN THE UA WARCHEST!

&nbsp;Once, buying a game meant holding a physical cartridge or disc, able to play it whenever we chose. But as cloud servers and online access become more integral to how games operate, the question arises: Do players really own the games they buy? This issue has come to a head with Ubisoft, which is now facing a proposed class action lawsuit over its decision to shut down the servers for The Crew, effectively making the game unplayable for its buyers.<figure id="figure-a3ish5e3ttm3f2u8rk"><img id="a3ish5e3ttm3f2u8rk" src="https://cdn.durable.co/blocks/115otKrl5oP5uVHSWbZlqaYjI7XwDqdKdeMLymddeqo12dI53wSWuc3JUspZ8gMB.png" alt="Metaverse Cyberpunk Style City With Artificial Man Walking On Street, Neon Lighting On Building Exteriors, Flying Cars And Drones" title="Metaverse Cyberpunk Style City With Artificial Man Walking On Street, Neon Lighting On Building Exteriors, Flying Cars And Drones" 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 lawsuit, filed in California on November 4, 2024, claims that Ubisoft "duped consumers" into purchasing The Crew without notifying them of the possibility of server shutdowns. The plaintiffs argue that this decision left them with an unplayable product, as the game’s data was stored on Ubisoft's servers, not on players’ devices. According to the filing, Ubisoft "misled consumers by telling them they were buying a game, when in fact, all they were renting was a limited license to access a game."Adding to this concern is the reality that some players who bought The Crew years ago were left out of Ubisoft's refund policy, which only applied to those who had purchased the game shortly before the shutdown. The game originally launched in 2014, and for long-time players who bought physical copies in 2018 and 2020, Ubisoft’s refund policy offered no recourse.A new California state law passed in September 2024 is attempting to address these concerns. It mandates that all digital storefronts inform consumers that they are buying a license rather than owning the games outright. This law aims to increase transparency around game purchases and ensure that consumers understand the limitations of digital ownership. The move reflects a broader effort to redefine consumer rights in the digital age and address the implications of remote access.The Ubisoft lawsuit and the new legislation reveal the growing disconnect between how consumers perceive game ownership and the reality of modern game licensing. For players, this issue raises critical questions: Can a game really be considered “owned” if access to it depends on a third-party server? What protections should exist for consumers who want to retain long-term access to their games?As gaming continues to evolve, so too must our understanding of ownership. For now, buyers may need to read the fine print carefully, recognize the limits of digital licenses, and consider that what they’re buying is, in most cases, not ownership of a game, but rather permission to play it — for as long as it’s accessible.

Steve Fowler Consulting

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Marketing to Collectors!

🎯 The Marketing Funnel Is Broken: Welcome to the Era of ...

"This Is an Xbox": Is Microsoft Repeating the Mistakes of...

Crisis Management in Gaming: A PR Framework for High-Stak...

HOW TO GET FINANCE TO OPEN THE UA WARCHEST!

Digital Game Ownership: Ubisoft Lawsuit on The Crew