Beyond the Funnel: Rethinking the Player Journey in Gaming, with Jessica Clemens
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Beyond the Funnel: Rethinking the Player Journey in Gaming, with Jessica Clemens
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Gaming audiences don't follow a traditional marketing funnel. They discover new titles through friends, social media, advertising, streaming, and countless other touchpoints, often entering the player journey long before a campaign reaches them. For marketers, that means rethinking everything from creative development and media planning to measurement and long-term engagement.
In this episode of Game On: Brands, Gaming, and Culture, we welcome Jessica Clemens, Director of Client Partnerships, Leading Gaming at VDX.TV, to explore why the modern player journey looks more like an interconnected network than a linear path to purchase. Jessica discusses how brands can develop creative that resonates at different stages of discovery, why individual media channels need distinct roles and KPIs, and how gaming marketers can build meaningful relationships that extend well beyond the initial download.
The conversation also explores the growing fragmentation of gaming audiences, the importance of community in driving discovery, and how publishers can remain competitive when blockbuster releases like Grand Theft Auto VI threaten to dominate the industry's attention.