How To Break Into Video Game Marketing

The video games industry offers exciting opportunities for marketers who love gaming and want to turn that passion into a career. But breaking into videogame marketing can feel challenging without a clear path. This post lays out practical steps to help you build your skills, gain experience, and connect with the right people to start your journey as a video game marketer.

Build a Portfolio and Personal Brand

Creating a strong portfolio is essential to show your marketing skills in the gaming industry. Start by producing content that highlights your understanding of videogame marketing. This could include:

• Videos analyzing recent game launches or marketing campaigns

• Blog posts breaking down trends in user acquisition or community engagement

• Social media threads on platforms like TikTok, Twitter/X, or LinkedIn discussing game marketing strategies

  
  

Sharing your insights regularly helps you build a personal brand and attracts attention from recruiters and industry professionals. For example, a marketer who posts weekly breakdowns of successful mobile game launches can quickly gain followers and credibility.

Network Actively in the Gaming Industry

Connections matter in the video games industry. Join Discord servers dedicated to game marketing or indie development. Participate in LinkedIn groups where marketers discuss user acquisition and social media strategies. Attend industry events, whether virtual or in-person, such as gaming conferences or marketing meetups.

Engaging in conversations and offering helpful advice can lead to job referrals or freelance opportunities. For instance, joining a Discord community for indie developers might connect you with a studio looking for marketing help.

Target Specific Roles in Videogame Marketing

The gaming industry has many marketing roles. Focus your job search on positions that match your skills and interests, such as:

• User Acquisition (UA) Specialist

• Social Media Manager

• Product Marketing Manager

• Community Manager

  
  

Each role requires a slightly different skill set. UA roles focus on paid campaigns and data analysis, while community managers engage directly with players. Knowing which role fits you helps tailor your applications and portfolio.

Use Transferable Experience to Your Advantage

If you have marketing experience outside gaming, don’t overlook it. Many gaming companies value marketers who bring fresh ideas from other industries. Highlight your achievements in digital marketing, content creation, or campaign management, and explain how those skills apply to videogame marketing.

For example, a marketer with experience in mobile app marketing can emphasize their knowledge of app store optimization and user retention, which are crucial in mobile game marketing.

Gain Specialized Knowledge of Gaming Platforms and Tools

Understanding the platforms where games are sold and promoted is key. Learn how Steam works for PC games, and get familiar with mobile app stores like Google Play and Apple App Store. Know the basics of analytics tools such as Google Analytics, Appsflyer, or Adjust to track campaign performance.

Taking time to explore these platforms helps you speak the language of the industry and improves your ability to plan and measure marketing efforts.

How to Gain Experience and break into Video Game Marketing

Volunteer or Freelance with Indie Developers

Many independent game studios need marketing help but have limited budgets. Offer your services on platforms like itch.io or join indie game communities to find projects. This hands-on experience lets you apply your skills and build real-world examples for your portfolio.

Build a Following by Sharing Game Marketing Analysis

Use social media to share your thoughts on marketing trends in video games. For example, analyze why a recent game’s launch succeeded or how a community manager handled player feedback. Consistent, insightful posts can grow your audience and demonstrate your expertise.

Take Specialized Courses and Certifications

Online courses focused on game marketing provide structured learning and credentials. Platforms like Coursera, Udemy, and LinkedIn Learning offer classes on user acquisition, influencer marketing, and analytics tailored to the gaming industry. Completing these courses shows commitment and helps fill knowledge gaps.

Essential Skills for Video Game Marketers

• Understanding Gamer Culture

Knowing what players care about and how they communicate helps create authentic marketing messages. Being a gamer yourself is a big advantage.

• Digital Marketing Knowledge

Skills in SEO, social media management, and content creation are fundamental. You need to know how to reach and engage audiences online.

• Data Analysis

Ability to interpret metrics and adjust campaigns based on performance is critical, especially in user acquisition roles.

• Influencer Management

Experience or understanding of working with streamers and content creators helps amplify marketing efforts and reach target audiences.

Final Thoughts

I am a Growth expert and turnaround specialist that has worked in the Gaming industry with Sony PlayStation. I didn't have a background in Gaming and support those who would like to break into the industry. I have also supported those in my other industries get into the Games industry, for example Retail and E-Commerce, and across specialties.

Breaking into videogame marketing requires a mix of passion, skills, and connections. Build a portfolio that showcases your marketing abilities, engage actively with the gaming community, and focus on roles that fit your strengths. Use your existing marketing experience and gain specialized knowledge of gaming platforms and tools. Volunteering with indie developers and sharing insightful content can open doors.