Digital Game Launch Marketing

Variations on marketing a digital game launch program

Spring Fever, PLAY, Launch Party - while each had a different name, they were all marketing programs designed to evangelize and elevate smaller scale digital games on the PlayStation platforms. Paired with a commerce incentive such as a pre-order discount or a store credit back, these game launch events banked on the philosophy that curating and presenting the best digital games as a unified group would give fans a tentpole event to look forward to each season complemented with an offer to make it easy for fence sitters to give new games a shot. Working on both above and below the line marketing activations for each of these programs was a great window into the business side of marketing and selling games for me while also seamlessly fitting them in with a more curational presentation of quality titles.