Cyber Sail Consulting, known for its extensive collaboration with over 100 publishers and investors ranging from indie to AAA, leverages vast internal data to formulate an independent analysis of the publishing landscape. The talk aims to critically evaluate the current state of AA game publishing, highlighting the challenges and trends that have led to a decline in this segment. The presentation offers a unique insight into the dynamics shaping game publishing in 2024.

In this presentation, CD PROJEKT RED delves into brand creation and marketing strategies, using Cyberpunk 2077 and Phantom Liberty as examples. The discussion touches on understanding the lore, product, and audience. It further explores the strategy of creating buzz, building market awareness, and launching a global marketing campaign. The presentation also addresses post-launch challenges and how strategic planning aids in overcoming them.

“Culture is a moving target”, as the adage says. So how do you build something today that may still resonate with players tomorrow? And why would you even consider taking that risk if you have the option to leverage an already established IP and audience? To help you find your answers to those questions, let’s examine various frameworks and tools to reduce uncertainty; revisit advice from talented devs that bear repeating; and look at BBI’s original IP incubation process.

Join us for a marketing discussion/jam, where we’ll try to dig into how gamedev and agency worlds can collide to boost and support games we’re working on. The aim of the session is to discuss the ideation, planning and ongoing marketing needs from the perspective of dev trenches as well as agency/media vets, leveraging their diverse backgrounds and experiences. What do we need working on games and promoting them? Where and to whom to reach out to get the most out of the projects we are working on? How to think about what we do not to get lost in the process. That’s what we’ll try to tackle. Keeping it simple and practical.

Whether you’re a developer, a marketing pro or someone who’s new to either of these fields, this session aims at inspiring and simplifying the way you can think about what you work on and how to promote it. We hope to see you there!

The presentation will feature some of the most interesting and creative  global campaigns designed to promote video games – some of them obvious, some of them niche but effective. I’ll talk about success stories that prove how a unique insight can carry creative communication, reaching different target groups – and what kind of input can prove to be invaluable for such campaigns.

Presentation will discuss the process of releasing a game on non-mobile platforms (Switch, PlayStation, Xbox) from the marketing side of things:
– When and how to set up pre-orders on each platform?
– Should we discount our game for launch?
– Should we bundle our game with other games?
– What can we do with tools provided by platform holders (Steam Community Hub, PlayStation News Management, Nintendo News Hub)
– How to set effective discounts?
– On which platforms wishlists work?

Are you non-stop chasing changes in online algorithms? Trying to hack game stores and social media platforms? Instead of always being three steps behind, listen to this talk and rebalance your game marketing strategy. … and learn how the power to forget things can actually save your marketing campaign.

A creative journey that we took while working on one of our recent Key Visual projects.