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Esports consultancy The Story Mob has rebranded to a "strategic player culture advisory," expanding its focus to the entire games industry. With new services like Play Makers, they aim to help brands authentically engage with gaming communities beyond traditional marketing. This shift acknowledges gaming's role in identity, community, and belonging.
Gaming journalist James Binns reveals that roughly one-third of games announced at Summer Game Fest miss crucial post-announcement marketing steps. Many developers focus too much on trailers, neglecting essential strategies like building dedicated websites, creating social-first gameplay content, and establishing Discord communities. This oversight can undermine a game's launch momentum.
