Short answer: Marketing and publishing teams handle the business side of game development—promoting, distributing, and monetizing the game so it reaches players worldwide.
Who is NOT in Marketing & Publishing?
- A person who only designs mechanics or gameplay (that’s a Game Designer) is not Marketing/Publishing.
- A person who only creates art or assets (that’s an Artist) is not Marketing/Publishing.
- A person who only tests for bugs (that’s a QA Tester) is not Marketing/Publishing.
- A person who only produces schedules and tasks (that’s a Producer) is not Marketing/Publishing.
What do Marketing & Publishing teams do?
- Market research: identify target audiences and trends.
- Branding: define how the game is presented visually and tonally.
- Advertising campaigns: trailers, social media, events, influencer outreach.
- Community management: engage with players on Discord, Reddit, Twitter, etc.
- Distribution: negotiate with platforms (Steam, Epic, PlayStation, Xbox, mobile stores).
- Monetization strategies: pricing models, DLCs, microtransactions, subscriptions.
- Localization: adapt content for different languages and regions.
Why it matters
A great game can fail without proper marketing or publishing. These teams ensure the game is seen, understood, and accessible to the right audience at the right time.
Common misconceptions
- “Marketing = making trailers only.” → It’s long-term strategy, not just ads.
- “Publishing is just printing/distribution.” → It includes funding, platform deals, and market positioning.
- “Indie games don’t need marketing.” → Even small games need visibility to succeed.
Core skills & tools
- Marketing tools: Google Analytics, Hootsuite, Mailchimp, Buffer.
- Community platforms: Discord, Twitter, Reddit, TikTok.
- Business knowledge: publishing contracts, distribution rights, revenue models.
- Event management: conferences (E3, Gamescom, PAX).
- Soft skills: communication, negotiation, brand storytelling.
Practical frameworks
- Marketing funnel: Awareness → Interest → Desire → Action.
- Press kits: ready-to-go game assets for media coverage.
- Community loop: announce → engage → listen → adapt.
- Platform strategy: Steam page setup, store tags, launch timing.
Portfolio tips
- Showcase campaign results (player reach, sales growth, engagement).
- Include trailers, press kits, and social media strategies.
- Present case studies (before/after marketing efforts).
- Highlight publisher partnerships and distribution deals.
Quick example
Think Fortnite: massive community engagement and constant seasonal campaigns.
Or Among Us: indie game success skyrocketed thanks to social media and streamer-driven visibility.
- David L. Cravens – Strategic Marketing (McGraw-Hill, 2012)
- Jon M. Garon – The Independent Filmmaker’s Law and Business Guide (used often for games publishing contracts, 2015)
- Will Luton – Free-to-Play: Making Money From Games You Give Away (New Riders, 2013)
- Jason Schreier – Press Reset: Ruin and Recovery in the Video Game Industry (Grand Central, 2021)
- Game Developer (formerly Gamasutra) – www.gamedeveloper.com