The landscape of video game marketing has undergone significant changes, shifting away from traditional methods that were effective in previous years. Michael Douse, the Publishing Director at Larian Studios, has a bold perspective on this evolution. He asserts that conventional marketing has lost its effectiveness in today’s digital age, especially in light of recent industry experiences.
Larian Studios, the company behind the acclaimed title Baldur’s Gate 3, has observed that traditional marketing strategies no longer resonate with their target audience. This observation comes from insights gained during the promotion of their latest game, suggesting that developers need to explore new avenues to engage potential players.
Baldur’s Gate 3 and the Shift in Player Engagement
Michael Douse, in a recent statement during a game industry event, expressed a strong view that traditional marketing has lost its effectiveness. The internet has revolutionized how products, including video games, reach their audiences. Consumers, especially in the gaming community, are resistant to perceived deceptive tactics that were once normalized in advertising. They favor being addressed directly, preferring transparent communication about the content’s nature and intent.
The change is due in part to Millennials, who are known for their distaste for traditional advertisements and use ad-blocking tools widely. The most successful strategy for promoting a game like Baldur’s Gate 3 is leveraging gaming stores as the primary marketing channels. This approach proved beneficial for the game, especially after a period of adaptation.
Moreover, Baldur’s Gate 3 has been making notable strides, garnering several significant Game of the Year awards. Douse also regularly shares insights on missteps within the gaming industry, such as criticizing industry-wide layoffs as avoidable misjudgments and endorsing the importance of early access releases for games. These positions highlight a shift towards transparency and direct engagement with the gaming community.
