Publisher 2020
Steve Fowler
A List Games
- Hall:
- Water Hall (Business Track)
An overview of how world-class publishers organized their work in 2020.
What the talk is about
Steve Fowler explains how game publishing changed once digital distribution and games as a service became the norm. He compares it to the way television reshaped the film industry: instead of a short, heavy campaign before launch, publishers now work with audiences over a long period, focus on retention and rely on analytics. Using the mobile game Marvel Strike Force as a case study, he follows a player from first awareness to loyalty and describes six customer segments, each tracked by one key metric on team dashboards. Another core idea is that publishing must be closely integrated with development. He outlines the functions of a modern publisher: brand marketing, user acquisition, community and support, platform relations, CRM and marketing art. Useful for marketers and publishing teams.