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How game marketing has changed in the era of digital, community, and influencers

  • Posted byby Dean Takahashi
  • Updated
  • 6 min

Game marketing has changed drastically since the days when it amounted to coming up with edgy ads for male players waiting for the next big console blockbuster.

Now, the game industry has spread to new platforms like mobile and shifted from retail to digital. Gamers are coming from all walks of life. And the focus isn’t just on getting a player to buy a $60 title on a particular day when it debuts. The focus is on getting that gamer to come back over and over again and stay engaged with a connected experience and community.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.