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Schell: "Fake marketing bullshit isn't going to work anymore"

By Matt Martin

Schell: "Fake marketing bullshit isn't going to work anymore"

Fri 08 Feb 2013 10:33am GMT / 5:33am EST / 2:33am PST
DevelopmentDICE 2013

DICE 2013 Video: Puzzle Clubhouse CEO wants developers to deliver utopia

Jesse Schell, author and CEO of Puzzle Clubhouse, has said that smart marketing can no longer help sales of poorly made video games.

Speaking at the DICE Summit in Las Vegas, he went so far as to say that even good games won't find an audience unless they deliver the absolute best experience for the gamer, as consumers search for perfection.

"Fake marketing bullshit isn't going to work anymore," he said.

"It used to work in terms of getting games sold, but in the world of free-to-play it's not going to work anymore.

"Making a good game isn't good enough anymore. You have to bring people a gateway to the promised land. Nothing less than that is going to work."

The full presentation, in which Schell also highlights the disruptive effect of the iPad on gaming, can be seen below.

From Recommendations by Taboola


Bruce Everiss Marketing Consultant

1,692 595 0.4
“You can never underestimate the stupidity of the general public.”

Watch Saturday night television to see this confirmed.

Posted:3 years ago


Adam Coate CEO & Founder, Coate Games

34 34 1.0
What a great presentation. The keys to utopia huh? I can't think of too many developers who have those. We're getting much closer, though.

Posted:3 years ago


Patrick Williams Medicine and Research

93 63 0.7
It certainly worked with Dead Island as the game sold 5 million copies. Inconceivable.

Posted:3 years ago


Adam Coate CEO & Founder, Coate Games

34 34 1.0
A zombie shooter selling well is not inconceivable. Someone has to fill the void left by Resident Evil after all. What's inconceivable is Angry Birds selling over 1 billion copies. But of course that's what happens when you're picked by the Apple Hand of God.

Posted:3 years ago

@Adam 1b is the amount of times the application was downloaded across all it's variants and platforms, not how many people actually payed for it.

Edited 1 times. Last edit by Krzysztof Nizielski on 8th February 2013 3:57pm

Posted:3 years ago


Todd Weidner Founder, Big Daddy Game Studio

531 1,330 2.5
If it was only about the game itself and not much more why didnt crush the castle sell a billion copies? Sadly as with most products its about the sizzle and not the steak. Its the first thing you learn in marketing.

Edited 1 times. Last edit by Todd Weidner on 9th February 2013 1:52am

Posted:3 years ago


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