‘Marketing is Dead’, Baldur’s Gate 3 Creators Are Certain There Are Better Ways to Reach Players


Game news ‘Marketing is Dead’, Baldur’s Gate 3 Creators Are Certain There Are Better Ways to Reach Players

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Since the release of Baldur’s Gate 3, its creators have increased the number of interviews, especially after receiving prestigious awards around the world. The developers of Larian Studios are taking advantage of their speeches to denounce what is wrong in the world of video games, and today, it is the turn of marketing to be the subject of strong criticism.

Since the official launch of the title in August 2023, Baldur’s Gate III has won all the awards dedicated to video games. So, every time they collect a prize during a ceremony, the Larian Studios developers behind the project take the opportunity to talk about the rather worrying current state of the industry. Recently, we remember that they had, for example, raised the case of massive layoffs which were the source of many concerns and which were severely condemned by the members of the Belgian studio. And yet, they are not about to stop there.

See Baldur’s Gate 3 on GOG

“Marketing is dead”

Recently, the English media PC Gaming had the opportunity to invite Michael Douse, Director of Publishing at Larian Studios, to a roundtable with other developers during the Game Developers Conference held in San Francisco last March. During this exchange, Rebecca Ford, the creative director of Warframe, mentioned the fact that players no longer want marketing done to them, to which Douse immediately followed up like this:

Marketing is dead. He really is – I can prove it, man. There are no more channels, it doesn’t work. Before, there was marketing, communication and public relations. Marketing was basically retail theory – you tried to get your box in the right place on the store shelf, and you had partnerships with retail stores. These circuits have disappeared.

Today there is the Internet. No one watches ads anymore… all the channels through which we usually market our products are no longer really viable. Their function is therefore also reduced by the fact that players simply want to be spoken to. They don’t want to be bamboozled – they just want to know what you’re doing, why you’re doing it, and who it’s for.

The best selling point for a game

A little further, Michael Douse continues by explaining that at the moment, the best commercial argument for a game is its page on one of the download platforms., whether on PC (Steam, Epic Game Store, Gog…) or consoles (PlayStation Store, Nintendo eShop, Microsoft Store…). Suffice to say that according to him, developers would do better to take particular care of this aspect in their communication to hope to succeed.

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