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The Integrated Marketing Approach: Designing Impactful Game Launches


In this session attendees will be introduced to the concept of integrated marketing, with the goal of helping them design a successful game launch. The session will cover the superposition of multiple marketing channels and roots in examples drawn from campaigns the speaker has worked on, like Baldur's Gate 3, one of the tentpole launches of 2023, Tunic or Big Ambitions. nnAfter covering an informative introduction to integrated marketing the session will move to its relation to guerrilla and viral approaches, and how it can be applied to titles of all sizes. Real world examples and statistics will help contextualise these explanations and anchor them in real case studies. nnThe session will then explore key channels such as PR, influencer, creative, branding, and performance marketing in depth. Practical guidance on constructing integrated campaigns and averting common pitfalls will be a big focus, ultimately equipping attendees with actionable insights for decision-making on their own campaigns.

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