Marketing and branding essentials for video game developers

Topics covered include:

• Exploring the marketing essentials needed for success.
• Learning how to create effective marketing communication content.
• Developing an appropriate brand for your studio and games.

Marketing is so much more than just advertising. It involves research, customer relationships, branding and all of the other activities that create value for both your studio and your players. This workshop, co-presented by a game design and a marketing expert, will demystify marketing and provide practical marketing and branding strategies for video game developers. By the end of this three-hour workshop, participants will have an understanding of how to build an effective marketing base for their studio ranging from developing a brand identity to crafting a value proposition.

Meet the presenter

Dr Jacqueline Burgess is an award-winning educator and researcher, who is a Lecturer in International Business and the Program Coordinator of the Bachelor of Business in the School of Business and Creative Industries at the University of the Sunshine Coast, Queensland, Australia. She has taught numerous marketing and international marketing courses at the undergraduate and postgraduate level, and she regularly collaborates with various small, national and multinational businesses including video game developers and publishers. Her research has been published by numerous prestigious academic journals and covered by local, national and international news outlets.

Meet the presenter

Dr Alexander Muscat is a video game developer, educator, and researcher based at the University of the Sunshine Coast (UniSC). He is also the Game Design Study Component Coordinator and is responsible for the Game Design Major and Minor Coordination. In addition, with assistance from VicScreen, Alexander is developing the perceptual puzzle game Site Unseen. This work expands on Alexander’s previously award-nominated experimental game WORLD4. Alexander’s expertise merges theory, design, and practice and he regularly organises events including game jams, esports competitions and conferences, and shares his knowledge at academic and industry events worldwide.