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

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.

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Latest comments (6)

Bruce Everiss Marketing Consultant 3 years ago
“You can never underestimate the stupidity of the general public.”

Watch Saturday night television to see this confirmed.
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Adam Coate CEO & Founder, Coate Games3 years ago
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.
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Patrick Williams Medicine and Research 3 years ago
It certainly worked with Dead Island as the game sold 5 million copies. Inconceivable.
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Show all comments (6)
Adam Coate CEO & Founder, Coate Games3 years ago
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.
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@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

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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

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