Denis Dyack calls for a change in game marketing strategies

Posted Apr 30, 2007 at 1:56PM EST by QJ Staff

Listed in: News Tags: Denis Dyack, Hollywood, Silicon Knights

Game publishers are better off changing their market strategies and adopting something straight out of Hollywood instead of bleeding dollars by the buckets, says Silicon Knights boss Denis Dyack.

In an interview, Dyack described contemporary marketing practices in the gaming business as wasteful and flawed. He particularly pointed to the fact that companies put an enormous amount of pressure on themselves to have their developers create demos for an exhibition, then bum-rush titles so that the marketing money spent to hype the game won't be put to waste.

"I don't think we should start doing press on a game until it's finished," says Dyack as he suggested that like films, the approach taken could be to wait for the game to be finished so that all the creative refinements can be made, then allocate a marketing period so that everything comes out smoothly. That way, games come out with a lot of quality, marketing money is made good use of and sales are set at an optimum level.

Instead of showing rough code to the media early on, Dyack suggested that the approach taken by the Too Human developers be made the poster boy of marketing tactics. He says that the strategy adopted is film-like, functional and reliable.

Via Games industry

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Denis Dyack calls for a change in game marketing strategies

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