“Marketing is dead”. The phrase seems like an effect, but it’s really what the director of publishing from Larian Studios, the company responsible for the 2023 Game of the Year, Baldur’s Gate 3.
In a review with PC Gamer about the current state of the industry, alongside other executives and developers, Michael Douse supported the theory raised by Rebecca Ford, creative director of Warframe, that “players don’t want to be impacted by marketing” and gave an intense speech. According to him, reducing the consumption of physical media is an important step towards understanding all of this.
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“Marketing is dead,” he said. “Marketing is dead. It’s true — I can attest to that, man. There are no more channels — it doesn’t work. We used to have marketing, communications and press relations. Marketing was essentially a retail theory — you were trying to get your box in the right spot on the store shelf, and you had partnerships with retail stores. Those channels are gone. Now you have the internet. No one is looking at ads anymore… All the channels we used to do marketing through are no longer really viable. So their role is also reduced by the fact that players just want to be heard. They don’t want to be fooled — they just want to know what you’re doing, why you’re doing it and who you’re for,” he highlighted.
And you, what do you think of the subject? Are gaming marketing campaigns still important? Tell us in the comments!
Baldur’s Gate 3 secured the studio’s future
Swen Vincke, founder of Larian Studios, recently also spoke about the success of Baldur’s Gate 3. According to him, the game left the company in a good position for the future. From 2014 to 2023, when the RPG was delivered, the number of company employees jumped from 50 to 470. If everything went wrong, of course, it would be a tragedy.
But with so many sales, excellent repercussion and awards collected, it seems that now the company is “in good shape” for a few years. Read more here.
