#31 - Markus Wilding: How Game Marketing Must Change to Win in 2025

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The Gaming Playbook w/ Harry Phokou

Harry Phokou

46 episodes

2 days ago

On The Gaming Playbook, Harry Phokou sits down with experts in the games industry who have never been interviewed before. Through these in-depth conversations, Harry unpacks the "Playbook" that made them so successful. Skip the line on Tuesdays and download the real-life cheat codes every gaming industry pro needs to know. LinkedIn: @hphokou Instagram: @hphokou Newsletter: gamingrally.net Business and guest inquiries: playbook@phokou.com

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#31 - Markus Wilding: How Game Marketing Must Change to Win in 2025

The Gaming Playbook w/ Harry Phokou

50 minutes 41 seconds

6 months ago

#31 - Markus Wilding: How Game Marketing Must Change to Win in 2025

Why do most good games still fail today, even with great gameplay?

Markus Wilding – former marketing leader at Take-Two, 2K, and Private Division – joins me to reveal why visibility is now more critical than quality... and how developers and publishers must adapt to survive.

We unpack how outdated marketing playbooks are killing games, why community building is non-negotiable, and the practical strategies every studio needs to market smarter in 2025.

Expect deep dives into:
- Why 90% of marketing strategies are stuck in the past
- How to use influencer marketing correctly in today's market
- How early-stage market validation can save your studio
- How to build community momentum before launch
- Why the future belongs to "snackable fun" games, not bloated AAA
- Practical frameworks for self-auditing your game's marketing readiness

Whether you're an indie developer, publisher, marketer, or founder, this conversation will shift how you approach game success today.

Connect with Markus:
LinkedIn: https://www.linkedin.com/in/markus-wilding/
Website: https://beyondthewall.games/

Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou

Get exclusive podcast recaps & industry insights:
→ Subscribe to the Gaming Rally Newsletter

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Chapters:
00:00 Introduction
02:01 Markus' Transition From AAA to Consulting
07:03 Why Visibility Beats Quality Today
12:51 Discord, Reddit, and Building Real Player Communities
17:01 Why the "19,000 Games on Steam" Stat Is Misleading
21:31 The Old Game Problem
30:20 Why Graphics No Longer Guarantee Success
33:42 Finding the Fun: What AAA Forgets
35:00 Why "Snackable Gameplay" Dominates
38:48 What Good Marketing Advice Actually Looks Like
42:50 Why Understanding Development Is Non-Negotiable
48:37 Why Markus Is Optimistic About Gaming’s Future
50:25 Connect With Markus

#GameMarketing #IndieGameDev #GamingIndustry #MarketingStrategy #CommunityBuilding