Marketing & Community.
Where research meets the players who already love the game. Sentiment, panels, community programs, and the dashboards that keep marketing and design honest.
Matthew Ball's 2026 Report: Attention, Not Enemies
Notes on Matthew Ball's State of Video Gaming 2026. TikTok and OnlyFans aren't the enemy — they're rice vs pasta on the same shelf: attention. The winners will treat community as product, not decoration.
Splinter Cell Marketing: From Guerrilla Genius to Risky Ops
Stealth action made a comeback at Summer Game Fest 2025. It reminded me of a franchise that mastered stealth beyond the screen — and the campaigns that built Sam Fisher's legend on a fraction of the budget.
Alan Wake at 15: OOH Marketing & Transmedia That Still Haunts
Alan Wake turned 15 in 2025 and barely anyone noticed. A look back at Remedy's haunting OOH campaigns and the Bright Falls miniseries — still some of the best disruptive, transmedia work in games.