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Sony expects PS5 to exceed PS4's 7.6m launch sales this fiscal year

But CFO Hiro Totoki says each unit will make a "negative contribution to earnings for the time being"

By Matthew Handrahan

PlayStation forms creative partnership with Travis Scott

US musician follows up Fortnite concert as Sony's "strategic creative partner" ahead of PlayStation 5 launch

By Matthew Handrahan

Riot Games hires first ever chief marketing officer

Jason Bunge joins the League of Legends developer from Electronic Arts to lead its marketing and publishing efforts

By Marie Dealessandri

Latest Marketing articles

Devolver Digital brings in licensing specialist to work on Fall Guys

Fée Heyer brings experience from Dunlop Sports, describes Mediatonic's game as “a phenomenon rarely seen before”

By Matthew Handrahan

NBA 2K21 adds unskippable ads to loading screens

UPDATE: 2K Games says ads were not meant to run in pre-game introduction, is working on a fix

By Brendan Sinclair

FIFA 21 | Critical Consensus

The new FIFA has the lowest Metacritic average in the series' history -- but does a game with a license to print money have any reason to evolve?

By Matthew Handrahan

Vungle acquires Algolift

The deal will add Algolift's user acquisition tech to Vungle's ad network and in-app monetization platform

ASA bans misleading Homescapes, Gardenscapes ads

Despite pin puzzles being present in the game, UK ad authority concluded Facebook posts were not representative of the overall gameplay

By James Batchelor

Push and pull: How to build an in-game economy

Unity Technologies' Julie Shumaker explains how to knit together the key components of a robust and engaging game economy

By Julie Shumaker

In-app ad segmentation 101: How to split and analyse your players

IronSource's Justin Norman gives an introduction to ad segmentation and monetisation strategies

By Justin Norman

Seven tips for running a $100 million user acquisition budget

SciPlay's CMO Noga Halperin goes through the principles that can make or break an app's UA results

By Noga Halperin

Hardware launches and pre-orders desperately need a shake-up | Opinion

Retailers and manufacturers have failed consumers with the botched, badly-managed launches of consoles and graphics cards in recent weeks

By Rob Fahey

Five best practices for making high-performing creatives

AppLovin's Alice Guillaume explores how to make mobile game ads that stand out

By Alice Guillaume

Resident Evil series will debut on Netflix in 2021

Resident Evil: Infinite Darkness will be a CGI show focused on Leon Kennedy and Claire Redfield

The social media strategy behind Fall Guys: Ultimate Knockout

Oliver Hindle explains how Mediatonic rapidly grew its hit game's Twitter to one million followers

By Oliver Hindle

GameDiscoverCo founder: "It's not selling out" to use metrics in development

Simon Carless says his new research and consultancy company wants to add data so devs don't go solely on gut feel

By Brendan Sinclair

Ubisoft apologises after male-only Assassin's Creed promo video

Publisher has since re-edited and released a version showcasing the female protagonists of the best-selling series

By James Batchelor

Simon Carless launches GameDiscoverCo

Former GDC co-runner establishes new research service and subscription newsletter to help tackle discoverability

By Brendan Sinclair

Why playable teasers are way better than demos

TinyBuild CEO Alex Nichiporchik discusses the benefits of playable teasers and offers advice on how to create your own

By Alex Nichiporchik

Gamecity Hamburg offers funding for devs to attend events

New Games Transfer initiative will give applicants €1,500 a year to help promote their games

China is ready for the PS5 and Xbox, even if Sony and Microsoft aren't ready for China | Opinion

Imported next-gen consoles are already available for pre-order in China, says Apptutti's Daniel Camilo

By Daniel Camilo

Lab Rat dev skeptical of multiplatform launches and the virtues of virtual events

Chump Squad's Gwen Frey shares her experience as a small indie launching last year's Kine across five platforms

By Brendan Sinclair

Riot signs deal for League of Legends toys

Multi-year agreement with Paw Patrol toy maker Spin Master should see action figures hit shelves in fall of 2021

By Brendan Sinclair

Epic Games commits to live concert series in Fortnite

Company has constructed a state-of-the-art soundstage in Los Angeles to host events

By Alex Calvin

Marketing is the business of selling entertainment, not news

With no news to share about the game, 32-33's Michal Napora took advantage of the PC Gaming Show by creating a "moment" for Inkulinati

By Michal Napora

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