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 frame your relevant skills, build new ones, gain experience, and connect with the right people to start your journey as a video game marketer.

It's not about your Gaming Experience, it's about their Needs

Having worked for multiple industries without prior experience and still able to drive triple digit growth, I can tell you not every hiring manager is expecting an extensive history in the industry.

Think about the way that job roles are opened. The annual Business Goals are released, these are tied to the Operating Plan, this is tied to the Marketing Strategy and the projects that need to be worked on or delivered.

If the Business and the Marketing team currently do not have the internal skills to deliver on those projects, they need to source those skills externally.

Keyword: skills.

They can find millions of people passionate about gaming. But not everyone will have the skills they need.

Target Specific Roles in Videogame Marketing

In the current job market where industry changes are very difficult due to the sheer volume of candidates, focus your job search on positions that match your skills and interests almost 100%, it's not impossible to get a more senior role, but you may need to consider a horizontal move as well.

The closer match you are to the skills required, the less important the industry experience. But this means you need to have very impressive results to show for those skills, highly relevant not only to the job description, but to the conversations you will have during the interview process where you will find out more about their Objectives and Business Goals (make sure you ask!).

And that section that mentions "nice to have", those skills are a must have in this market. and you need to have your data-driven achievements ready to tackle those in the recruitment stage.

Use Transferable Experience to Your Advantage

Many gaming companies value marketers who bring fresh ideas from other industries although this may highly depend on the manager and how much of a visionary they are and based on the Business Goals.

This is why is is absolutely key that you understand the Business Goals to the detail during your interviews, so you can tie your prior experience to how these can be achieved and how you are different from the other 1,000 candidates applying for the same role.

I'll give you one of my examples of how I landed a role in Gaming.

For my role they needed someone that could help developing a Global strategy. They needed someone who could collaborate with the territories and enable it. They needed someone that would understand their point of view but also help them understand the wider Business Strategy and Goals and mobilize towards a unified approach to Marketing and Media. They needed someone who would ensure, over everything else, territory feedback was incorporated into Media Plans. Because they needed to drive cost savings but still remain relevant to local audiences.

You see how I frame it about them? Now, let's match to what I could offer.

• I had launched and optimized markets for very large corporations with up to 500,000 products.

• I had led cross-functional teams and dotted line teams of up to 15 people and had led international teams.

• I had unified teams to leverage a multi-channel approach and scale revenue by connecting the channels through innovation and test and learn programs.

• I had increased ROI and delivered significant increase in Revenue across Marketplaces, E-Commerce and Subscription (multi-business model experience).

• I had lived and worked in different countries and and spoke the different languages and understood the different cultures.

These skills (and many more I don't list in this example) are very intentionally crafted to not only align to the requirements. They made me unique.

Not everyone has managed 500,000 products, or led a dotted line of 10 at 28, or driven revenue by connecting channels, or have multi-business model experience under one company, or understood how to lead multi-cultural teams.

It's not about the industry at all. You can learn the industry and still drive revenue. But what part of your background makes you unique?

And I am not saying you need everything I have done, and many say that it is impressive and impossible for them to achieve at this point, but please know that that's not the point I am trying to make. You don't need any of these skills for your jobs. You need to find your own unique skills that match what they need.

Once you have found those, you will need to explain how those skills apply to videogame marketing. And that will require some in-depth extensive customer research that will usually shape into a presentation.

If you are struggling to make your examples unique or would like to understand how to do the research in a way that helps you land an offer, reach out.

It's as simple as that.

But if you'd like to go the extra mile...

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.

• Is this a must-have? No. I didn't have one.

  
  

• Does it need to be very complex? No.

  
  

• Does it help? Sure. But you can simply have your website showcase some examples (with brilliant dynamic design, Brand is important) and that's it. Make sure you highlight data-driven achievements, brands that matter to them.

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.

• Is this a must-have? No. I didn't even have a Discord account.

  
  

• Does it help? Sure. I would say that in a difficult job market this can be more important as you depend on your connections more and the Gaming community is a tight community.

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 Zapier 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.

• Is this a must-have? Depends on the part of the Business you will be joining. I supported Store and Subscription initially. I didn't have updated information about PC games or App Games but that was not going to be my remit anyway. But if it will be yours, then yes, this is a must-have. And the Marketing tools also depends, in a difficult job market they are a must-have but you can familiar with them via Youtube walk-throughs, highlight your extensive experience with similar tools (Adobe Analytics vs Google Analytics) or practice using their free version (Zapier).

  
  

• Does it help? Some yes. But be mindful that if the hiring manager wants someone that has used exactly the same tools, you may struggle in that environment anyway, because there will be less flexibility for you to learn and potentially evolve in that role. Keep that in mind.

How to Gain Experience and break into Video Game Marketing

How to become a video game marketer can be difficult without some level of exposure, especially if you don't know how to frame your skills to match the role 100% (because skills can be enough, but without guidance, it is difficult to do).

Here are some examples of how you can get some exposure.

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.

• Is this a must-have? No. I had not touched a console for... 15 years? I loved gaming, had a favorite game and would play whenever my circle presented the opportunity, but by no means had any specific Gaming projects to show, and neither did some of my peers. No volunteer work, no courses.

  
  

• Does it need to be very complex? No, you could have an example for each if you feel it will increase your chances. But I'd rather put more effort and time into how you frame your skills correctly. Because if you don't get them right, all the courses in the World won't help you land that offer.

  
  

• Does it help? Sure. Any extra elements you'd like to highlight can help, but it will not be the main reason of why you will get into Gaming. Because the Business Strategy that needs the skills are likely not going to list "X course" as a requirement. For example, if the Business Goal is "We need to generate +20% YoY revenue", the skill necessary to match that need is never (and I mean it, never) going to be "Oh, we need someone who has this Coursera certification". Do you see what I mean? Take time framing your skills correctly.

Essential Skills for Video Game Marketers

Let's first understand that each role will have different requirements, different skills needed. But here are some examples I value regardless of the industry, and this is not an exhaustive list.

1. Data Analysis  

  Ability to interpret metrics and adjust campaigns based on performance is critical, especially in user acquisition roles. This is important to me as a career performance marketer. If you don't have this, I won't be able to hire you, no matter how often you are on Discord.

2. Digital Marketing Knowledge

You need to know how to reach and engage audiences online. I need to see examples of how you have developed ideas that were highly engaging to the ideal customer profile and the different stages of the customer journey. In particular for the gaming industry, I will look for high quality branding and design as well (this may matter less for other industries). I need data-driven achievements here, without this I can't understand the value you can bring to achieve the targets my team has for this year.

3. Adaptability

Staying flexible with evolving trends, technologies, and platforms. This is absolutely key and you don't have to use career examples if you are entry level or internship - you can use resilience examples from your college degree. Many industries today, but especially gaming, are going through a lot of change with AI and especially post-pandemic with this particular industry. I need to understand how you will face constant change every 6 months if a large business and every 3 months if smaller.

4. Strategic Planning

Determining the right advertising methods, timing, and platforms for product launches. I need to understand if you will be able to propose the best way forward to distribute budgets to exceed the targets.

5. Understanding Gamer Culture  

Knowing what players care about and how they communicate helps create authentic marketing messages. Being a gamer yourself could be an advantage but I am looking for a general understanding of the audience. Not only you. Because you may be a very specific type of gamer and that may not be the type of gamer we need to tackle in the Business Goals this year. You see what I mean?

But take the above with caution because...

You need to understand each manager's priorities, that is why asking the right questions to identify what matters to the hiring manager are key. Because I come from a multi-industry background, I don't believe that gaming industry experience is necessary to drive triple digit growth, but many do. And you don't need to adapt to me, I am single data point - you need to adapt to what is in front of you, if you believe it is the right opportunity, Business, culture, etc.

Have your trackers, make your notes, understand the audience in front of you.

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 skills, connections and passion - depending on the macro and industry circumstances. But above all, focus on roles that fit your strengths. You can additionally build a portfolio that showcases your marketing abilities and engage actively with the gaming community. Use your existing marketing experience and gain specialized knowledge of tools and additionally, gaming platforms.