Who Is Your Game For? (And Why It Matters)
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Who Is Your Game For? (And Why It Matters)
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Most games don’t fail because they’re bad. They fail because no one knows who they’re for.
In this episode of Gaming Decoded, Andrea Rene sits down with Tracey McGarrigan, founder and CEO of Ansible Comms and Tech Advisors, a strategic marketing and communications consultancy working with games studios and executives around the world.
They break down what actually drives success in game launches, and why so many studios get it wrong.
She also shares the real story of a game that went to the community and said: get us 100,000 Steam wishlists or we cancel this project, and what happened next.
They unpack:
-What a real go-to-market (GTM) strategy looks like
-Why defining your audience early is non-negotiable
-The biggest communication breakdowns inside studios
-How indie teams can do effective marketing without big budgets
-Why “launch day” matters less than ever
Glossary Decoded: Go-to-Market Strategy
Chapters:
00:00 What Is a Go-To-Market Strategy?
00:50 Why Game Marketing Feels Like “Dark Arts”
02:15 The Biggest Communication Mistakes in Studios
05:15 Why Teams Ignore Marketing Until It’s Too Late
06:50 Start Here: Defining Success
08:00 The Real Meaning of “Target Audience”
10:15 Fixing Misalignment Inside Game Studios
13:20 Who Is Your Game Actually For?14:40 Why Developers Skip Audience Definition
17:15 How Indie Teams Can Do Marketing Without Budget
19:15 Events vs Digital: Where to Find Your Audience
21:05 Using Showcases (Steam Next Fest, etc.)
23:45 What Is a GTM Strategy? (Glossary Decoded)
24:50 What a Strong GTM Plan Actually Includes
27:10 The Risk of Undocumented Marketing Strategy
29:00 Real Story: Canceling a Game Before Launch
33:10 Why Failure Can Be a Strategic Win
Connect with Tracey McGarrigan:LinkedIn: http://www/linkedin.com/in/tamcgarrigan
Ansible Comms: http://www.ansiblecomms.com
Learn more about Vivrato: http://www.vivrato.com
Connect with Gaming Decoded: podcast@vivrato.com
Subscribe on YouTube: http://www.youtube.com/teamvivrato
Connect with Andrea Rene
Instagram: http://www.instagram.com/andrearene_
LinkedIn: http://www.linkedin.com/in/andrearene
Website: http://www.andrearene.com
Bluesky: https://bsky.app/profile/andrearene.bsky.social