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Video Game Marketing in the era of ‘Always-On’ Customer Connection

  • Capital Factory 701 Brazos Street #1601 Austin, Texas United States (map)

VGMU! will present DebySue Wolfcale, vice president of marketing at ArtCraft Entertainment, as our next speaker.

Video games today are not defined as a product that comes in a box we open or download, and play by ourselves. Video games today represent a social connection, a creator community and a powerful digital population. Influencers playing our games are more impactful to our bottom line than a packshot or trailer. Getting players connected to our brands is as much about building an engaged community as it is about gameplay. Brands are not a name anymore. Brands are a relationship. Brand relationships operate more like a softball league or D&D group than a traditional transactional product paradigm. Not only are channels expanding but ecosystems are converging. The video game industry is positioned right at the center of this convergence. To ensure your brand is leveraging this incredible opportunity, you need to re-conceive the role of marketing. Marketing strategy is focused on driving long-term player engagement and not strictly revenue production. As the life of game brands extends out, and players are playing fewer games, for a longer period, the relationship becomes the differentiator. Let’s look at how marketing is evolving in the video game industry and how we need to change our paradigm in terms of marketing’s role in the organization.

Speaker: DebySue Wolfcale

DebySue is an experienced and enthusiastic brand builder that most recently served as Senior Brand Director, BioWare EA. Throughout her tenure she supported the brand in maintaining a strong relationship with the community by leaning into the strategies of open, authentic and responsive communication. Her strategy as a marketing leader in the video game industry is based on curating brand equity based on behavioral insights and social listening to ensure the brand is aligned with and executing on the player’s values and expectations. Through her experience with EA and Sony over the past two decades she has built a reputation for increasing brand equity year-over-year across multiple game franchises (Ultima Online, Star Wars Galaxies, DC Universe Online, Star Wars: The Old Republic, Mass Effect). She views her role as engagement strategist in conceiving and delivering ROI-optimized campaigns leveraging machine learning and behavioral insights to meet and exceed awareness, acquisition, engagement and monetization goals across a variety of digital ecosystems. Her focus on brand building has led her to a leadership position in key game franchises where she has owned activation of strategies to support endemic integration of technology to support relevant and authentic outreach at critical points in the player relationship to drive long-term engagement and lifetime value.

Food and drink will be provided by our sponsor, Electric Hat Games, makers of TO THE TOP, the VR climbing action game.

We meet monthly meet on the 2nd Thursday of every other month at the Capital Factory, Austin, Texas at 7PM. Topics will be announced as the date grows nearer.

Earlier Event: July 9
VR Austin - The North Door